Strawberry Lenceria to set up EBOs in next two to three years

Innerwear is big business in India however, most of it is in the unorganised sector. However, the scenario is changing with the entry of new brands. One of them is Strawberry Lenceria, which was launched in 2011, it is a mid-premium brand at an affordable price. With an annual turnover of Rs 15-17 crores, the company is now looking at 57 percent growth in the coming season. The company is also looking at opening EBOs in the next 2-3 years.

The product portfolio of Strawberry has been created keeping 365 days in mind. The styles are original, not taken from the market and all lingerie is in cotton. Soon, the company will enter fashion products, for which the products will be made in Sri Lanka. To be called ‘Lencil’, it will be launched by August. Also, the company took up license for Ed Hardy’s clothes.

Advertising is important, helps to sell better

“For any product it is important to advertise so that customers are aware of it. Just by stocking it in showrooms doesn’t help. For a manufacturer it is essential that he provides such products to the retailers which they can easily display. Strawberry Lenceria is clear on this front and works hard to reach the product to consumers,” observes Krishna Das T H, MD. Strawberry caters to kids in the age group 2-14 years. There isn’t much competition in the market. However, when it comes to girls’ underwear, there isn’t much variety in India. International brands, on the other hand, are very much into young girls’ underwear. “There is a huge potential for this segment. Lots of different types can be introduced but not many players are taking up the challenge in India” opines Das.

Das says, “We are dealing with the men’s underwear section for Ed Hardy. We started this venture about six months back. This season, we are playing with colours and it will be crazy colours which nobody in the garment industry has ever witnessed. Sixty percent of the material is imported. The designs are base and there is no compromise in quality. This season we are launching the entire range of Ed Hardy.”

The company is targeting 632 LFS including Shoppers Stop, Lifestyle etc. It will also target about 300 odd MBOs. The products are manufactured in Sri Lanka. The brand has some 40 odd distributors across India. As for online retailing, Das says “I believe 80 percent of my business will come from retail and 20 percent from e-commerce. It is more of trial and buying because the kind of discounts offered by most portals is nearly the same that prevails in the market.”