Rupa expands categories, adds a kids’ brand ‘Kidline’

Rupa, the brand best known for men’s and women’s innerwear, thermal wear and casual wear is now leveraging its brand equity by entering the children’s innerwear segment and has launched the Kidline brand. It already has a presence in infant wear segment through its brand Bumchum Tots. Rupa has over 18 brands and 8,000 stock keeping units.

In the innerwear industry, Rupa is a leader, with a strong distribution network across India. It has a pan-India presence with four central warehouses, six EBOs, 20 branches, 1,000 dealers and more than 1,18,000 retailers. It is also looking at enhancing availability through presence in e-commerce, multi-brand outlets and large format retail stores. The company is also looking to open Rupa EBOs through the franchise route across India and expand its retail footprint.

Rupa, launched in 1985, has a revenue of more than Rs 1,000 crores and a market capitalisation of more than Rs 2,350 crores. Rupa’s products are benchmarked to international standards. The company is also an exclusive licensee of Supima, the premier organisation of American pima cotton growers. The coveted Supima certification is given only to a few select manufacturers of high-quality apparel, whose products are made from 100 per cent American pima cotton.