Dixcy to focus 'aggressively' on women’s segment

Having made an impact in the men’s innerwear segment, Dixcy Scott has chalked out aggressing growth plans for its women’s brand ‘Scott for Her. “We have aggressive growth plans for our women’s wear brand ‘Scott for Her’. We’ll soon be

adding fashion lingerie to the brand’s product line. And are aiming at excelling and becoming a leader in all the product lines that we offer,” says Raghul Sikka, Director, Dixcy Textiles. A market leader in the men’s innerwear segment, Dixcy Scott with Bollywood super star Salman Khan as the brand ambassador, caters to men 15-35 years. However, Sikka believes that in the coming days, women’s wear will have as high demand as menswear. “Though menswear has a majority share in the apparel market at present, women’s wear is expected to grow at a higher rate and have equal market share by 2020,” he says.

Dixcy Textiles the makers of Dixcy Scott brand started off as a small unit in 1982 and has grown manifold over the years. “We started off as a small scale unit of Rs 10,000 and have grown to be a leader with a turnover of about Rs 350 crores.” Today, Dixcy Scott has a whopping 8 per cent market share. Sikka prides on the fact that they were successful in transforming Dixcy Scott from an innerwear brand to a complete apparel brand. “We started with basic innerwear and ventured into casual wear, fashion inners’ and thermal wear category. Soon we’ll be including fashion lingerie to the product line,” he explains.

Endeavoring to achieve excellence in each of the categories the company deals in, Sikka says they have come up with some very innovative sports vests’ and fashion briefs’ that are a first in its category. The various brands under the company’s umbrella are: Dixcy Scott – Inner Wear, Casual Wear & Thermal Wear, Scott for her, Dixcy Josh. As for categories, they are into sports vests, fashion briefs, boxers, tees, loungers, shorts, capris, and tracks.

Dixcy also has a well-spread out distribution network and the products are sold through 75,000 retail counters. In the future, they plan to open EBOs as well. Speaking about their e-retail activities, Sikka says, “As of now our products are available on yebhi.com. Shortly we will be associating with Myntra and ebay. We’re also under the process of developing our own e-commerce website. Our motive is to attain excellence in the business we operate in, while upholding our values and sense of commitment, thereby uplifting the quality of life of our associates.”