Groversons ramps up thermals range, positive about growth

Groversons, the brand best known for undergarments and thermals has introduced premium fabric thermals, which are very thin and fine in every respect. The fabric is soft with improved texture. The warmth it provides is far better than regular fabrics. Comfort is another feature that this fabric is known for. And as Siddharth Grover, Director, Groversons says, “We are offering a premium product at economical price. There is no particular name for the fabric. It is an improved version of regular yarn. We have worked on finer gauges and innovative blends.”

Customers spoilt for choice

Grover further elaborates, “Premium range is an outcome of increasing popularity for finer thermals. We have introduced jet black colour this time besides charcoal grey, pearl white and black colour. We have done some innovations in toddlers’ category also. This time, though, we have not been focussed on colours but next time we will certainly come up with some new shades. As long as colours are concerned, they don’t keep as much significance as other products in the winter wear market. But if you give a choice to the customer, they are open to this part of the product too.”

The company offers an extensive range to meet the requirements of every age group, complementing precisely the fashion and need of people from different regions. Talking about designs, he says, “We follow many patterns and designs in thermals. We have sports style thermals, sleeveless thermals, camisoles over fillip styles, three-forth thermals, etc.”

Regular thermals have been the most selling products for the company. Premium thermals are aimed at covering all income classes looking for finer details. Sleeveless thermals are popular these days. Talking about the challenges, Grover highlights the short duration of winters is one of the biggest concerns, which eventually hamper profit margins. Purchase of thermals has already been limited to a short periods. Now the time has shrunk more with the reduced winters. Moreover, there are few regions where demand for thermals is huge.

Optimistic about business, Grover says, “We are just three-year old in thermals and are witnessing double digit growth. We are doing well as far as market for our thermals is concerned. However, the overall market performance is not up to the mark due to unfavourable climatic conditions.”

Groversons is constantly innovating and introducing new fabrics, designs, yarns, etc. In order to meet growing demand, the company has a R&D team who analyse market trends and forecast fashion. Grover believes, thermals should complement what one wears outside and that is the major thing in this category. The basic purpose of thermals is to keep warm and advance purpose is to compliment the outer dress. And if this fits, this can be called fashion in thermals. The definition of fashion is different in thermals wear. In line with this, the company has brought in variations in neck types, such as round neck, long round neck, v-neck, etc.

Retail Plans

The company boasts of a huge distribution network with about 400-450 distributers, while the retailers’ network is around 15,000. The company has a strong presence in the Northern and Eastern part of the country where winters are strong. It is further ramping up its footprints and increaseing the number of EBOs.

Grover reveals says, “Thermals is a short-lived business. So it does not make sense to invest huge money but we are growing and hopefully will grow further. Not only EBOs, we wish to grow in terms of MBOs also. We are planning to extend our large format presence as well and expecting good business this year. We aim to achieve at least 40 per cent growth this year.”