Dollar keeps its date with winter with premium thermal range

Dollar Industries started as a manufacturer of hosiery products for men and eventually forayed into readymade garments for men, women and children. The brand is positioned as ‘premium products at value price’ for the common Indian household. This winter, the company introduced an ultra-premium range of thermal wear.

“Last winter was good for thermal sales, hope we get the same response this year as well,” opines Vinod Kumar Gupta, Managing Director, Dollar Industries, commenting on the expectations from the ongoing season.

Extensive ‘Dollar’ range

The company began its journey with their signature brand ‘Dollar’. Later the Dollar Club range of fine vests and briefs was added. The launch of Dollar Bigboss made the brand popular across the country. “Later, Dollar also introduced a kids’ wear line under ‘Champion’, a women’s wear line under ‘Missy’ and casual wear range called ‘Force’. Dollar also offers ‘MyMe’, light weight cotton innerwear termed as ‘Designer Undershirt’,” says Gupta, elaborating on the entire collection.

Every year, the company introduces new range of designer ultra thermals for the winters. This year there was an addition with Ultra Premium range of thermals. Gupta points out thermals are meant only for a specific season. “We introduce our new product range early in festival season, this year we have our new ultra-premium range of thermals. Ultra thermals are warm nimble product and meant to deliver an exquisite experience for the user. Made from super soft materials including original wool-cot fibres to provide extra warmth, these thermals provide body-hugging perfect fit for both men and women,” he informs.

Cashing in on strong retail spread

Dollar is available through MBOs and e-commerce sites as of now. The brand largely caters to the northern part of the country since the region witnesses extreme cold weather. “We are expanding presence in the remotest parts of the region. As far as online retailing is concerned, no brand can miss the bus now, if they do, they are losing the opportunity of image building. Sales are just a cherry on the cake. We forayed late but are moving fast and have very positive response from the market,” asserts Gupta.

In the financial year 2013-14, the company achieved Rs 688.93 crores turnover and hopes to cross Rs 800 crores by the end of this financial year.