Red Rose overseas plans include more stores in Saudi Arabia

With plans to launch lounge wear and T-shirt packs apart from modernizing its production processes, women’s lingerie brand Red Rose from Sagar Products is also eyeing expansion overseas. The brand has been raking in 15 to 20 percent growth a year. “We will have computer aided

design software since automation has become imperative. As of now, we have five to six units in Mumbai that manufacture 5,000 pieces a day,” explains Dhiraj Vora, Director, Sagar Products. Red Rose was launched 1977 to cater to the needs of middle and upper middle class women in the age group of 16 to 45 years.

Overseas expansion on the cards

Red Rose products are already being exported to Malaysia and America under the same brand name. The company has a store in Saudi Arabia. Elaborating on the overseas expansion plans, Vora says, “One more store is coming up there and we are planning some more under the Red Rose label. We are also looking at exploring Dubai.”

On the domestic front, the brand operates mainly in the west, south and east. It has 30 distributors across India and is looking at channel partners in the north. “We supply to MBOs, D Mart and Reliance Trends, as well as some online shopping sites. We have one EBO in Mumbai,” explains Vora.

Red Rose product range includes panties, bath robes, leggings, track pants, jeggings, bust pads, sanitary panties, camisoles and shape wear with 250 designs in panties and 100 in camisoles. “We have cotton and Lycra leggings. In leggings we have a panty line, full length, capris and shorts. About 10 to 15 percent of our products are Lycra-based through a tie up with Invista. We can use the Lycra brand name and the Invista label on most of our products. Lycra-based products have a wide acceptance. Even if the price points are higher, there is a demand for them,” says Vora.

For this season, the brand has introduced fancy colours apart from the basic — yellow and neon shades. Commenting on Indian lingerie industry, Vora opines that there is a huge opportunity for organized players. “While the male segment has bigger players, women’s segment lack good brands. The retail experience is improving but there is room for improvement,” he says.