Lingerie brand Bwitch allures Indian women with bold styles

Bwitch, the lingerie brand owned by Genesis Colors, is a leading intimate wear to bring Indian women a host of choices. With its variety of styles and designs, Bwitch has managed to attract customers. Now it is looking at consolidating its position in two of the biggest channels, large format retail chains and a strong trade presence where most customers presently shop. Also, it is looking at improving its relationship with channel partners and have a high customer retention so that it can grow further in 2016-17.

Out with its Summer-Spring 2016 collection, the brand offers two unique styles: ‘Wow’ is a double push bra that helps in accentuating the shape, and ‘Foster’ is for plus-sized women. It is a four section bra for better hold and provides coverage with wide straps and has big cup sizes for extra comfort and support. The colour palette is vast and unique. Bold colours like bubblegum pink, lilac, shiny blue, sage green, roman gold and subtle colours like mushroom, sweet rose, old rose and asphalt make the colour palette.

Peeyush Saxena, National Sales Head, says, “Bwitch, for the past eight years, has been a young, colourful and bold brand for the young-at-heart customers. The brand has always offered products that accentuate beauty and make customers look alluring. Customers now prefer padded, vibrantly coloured styles for bras. They also prefer to buy coordinated sets in the premium price range.”

Changing consumer tastes and preferences

The modern women consumer is evolving and that is reflected in her shopping habits. From a traditional retail outlet to large format retail to EBOs to digital media, the young Indian woman has various avenues to shop at. The number of premium and super-premium brands in this category are ample proof that women are comfortable investing in lingerie. Also, portals like Zivame, Amazon, Jabong and Myntra have made lingerie shopping easier. Women are no longer shy or inhibited when it comes to buying lingerie. Saxena elaborates, “The biggest advantage that online portals offer customers is the ease of checking out a style and the corresponding competition options at just a click. The number of payment modes, too add up to the convenience. The percentage of online sales will continue to increase steadily over the next few years.”

Intimate wear, a big market

Intimate wear is a 3 billion dollar market (Rs. 20,235 crores) today. Of this only 1 per cent is online. In the next few years, it is expected to grow to 5 billion dollars (Rs 33,694 crores) . Also, innerwear retail in India is pegged at Rs 18,000 crores and is growing at CAGR of 15 per cent. Even today, 80 per cent of the market is unorganised. Genesis Colors was established in 2001 with a vision to create a global fashion conglomerate on the lines of international fashion houses.