Dora foresees innerwear MBOs as the next big thing

Dora, India’s leading premier innerwear brand since 1962 expects the fast growing innerwear segment to move towards fashion from basic and innerwear MBOs as the next big thing in retail. “The market is growing at around 10-15 percent year-on-year. And the brand may open exclusive stores in the next couple of years,” says P K Agarwal, Director.

Growth stimulated by youth

A registered brand of Kolkata-based HP Textile Mills, Dora has a strong presence across North India. Looking at the growing fashion quotient in innerwear segment, Agarwal says the young generation is the key driver for success in this segment. “The key change drivers are the youth because of their receptiveness to fashion. Another important factor is quality of product and value for money. In terms of retail, Tier I and II cities contribute the most.”

Agarwal feels unorganized players do not have much impact on branded segment’s market share, “Small players do not have much impact on branded players. Most regional players, serve only the mass market. This market by and large has nothing to do with brands. Brand play is mostly in premium and super-premium categories. And whatever impact small players had on the organized market, is reducing over time with the entry of more brands in the mass market.” The Indian innerwear industry is worth around Rs 7,000 to Rs 8,000 crores, he opines.

Retail expansion on cards

Agarwal who is successfully running the brand, observes increasing competition and dull market are the key challenges. “We have two manufacturing units, one in Kolkata and the other in Tirupur. Our manufacturing capacity is 150,000 to 200,000 units per day. This is indicative of our immense success in the country, particularly in North Indian market. We are retailing with about 20,000 MBOs at a pan-India level. Other than this, we are available in general stores and online with all big retailers. We are seeing good growth from online business. We may come up with exclusive stores in the next couple of years. Extension in MBOs retail we have every year,” he explained.

Agarwal feels the concept of dedicated stores may take another four to five years to gain momentum “but the concept of innerwear MBOs is the next big thing to happen to the industry. While in women’s category, dedicated innerwear stores are not new, in men’s it will make a new mark,” he believes.

The brand has Dora Trend, Dora Classic, Dora Ribco, Dora Derby, Dora Neo, Dora Eric, Dora Fly, Dora Jordex, Dora Cute, Dora Pop, Dora Mogli, Dora Cute for kids and Dora Gloria for women. The product range covers vests, briefs, trunks, boxer shorts, T-shirts, thermal wear, sportswear, brasseries, bikinis, panties, thongs etc. The products are available in both basic and fashion wear in 100 percent cotton and various blends of cotton.