Dollar Industries’ enters super premium segment with Force NXT

Men’s undergarments have undergone major changes. Homegrown brands have understood the needs of the modern man and come up with trendy and comfortable innerwear. Dollar Industries is one such company which has introduced Force NXT. Its range of products are super premium and in sync with latest trends. The company is now looking at making this product available to a larger consumer base.

Force NXT has three ranges which are classified as Finez, Relaxz and Flexz. Finez comprises Ace Brief, Urban Brief, Urban Trunk, Fine Vest, Crew Fine Tee. Relaxz comprises Rib Brief, Classic Trunk, Rib Trunk, Rib Vest, Derby Vest, Parker Vest, Fashion Tee. Flexz consists of the flagship group of products from Force NXT such as Metro Brief, Metro Trunk, Zebra Brief, Zebra Trunk, Bold Brief, Modern Trunk, Style Brief and Trunk. Zebra Brief, which comes in pop colours with bold stripes, is the most sought after product, followed by Style Brief, which is a must add to one’s innerwear collection. Active Brief is for men on the go.

Briefs become fashionable

Few years back this segment was far away from fashion comfort was the prime factor in choosing underwear. But time has changed and so has consumer choices. Now brands experiment with both fashion and comfort. More colours, and eccentric prints, stylised cuts and fittings with new innovative fabric are the future trends in this category. Also, with international brands coming into the picture, the consumer has become savvy about innerwear. Earlier men were not so conscious about the type of brief or vest they wore. Also, brands have a wide range of products available.

Growth on an upward swing

As per a Technopak study, the Indian innerwear market was worth Rs 17,750 crores in 2013, estimated to grow at 13 per cent to reach Rs 59,540 crores by 2023. The men’s innerwear market is pegged at Rs 6,870 crores and is growing at 9 per cent. And as Vinod Kumar Gupta, MD says, “Online retail market is booming. But still, brick and motor system has occupied the larger share of the market. For a brand like Force NXT, online retailing comes with lots of advantage but it will take some more time to impact its sales strategy.”

Force NXT has around 80,000 MBOs across India. Soon, they will launch their own EBOs. Dollar is present in 26 states. It is also present online through own website as well as other e-commerce sites such as eBay, Flipkart, Amazon, Snapdeal. In fact, 2 per cent of the brand’s sales come from e-retailing and it is now trying to increase this percentage by 5 per cent in the coming season.