RVK launches cotton pullovers for kids this winter

This year, RVK has added to its product basket cotton pullovers and sleeveless for kids. The idea behind introducing this category was to explore the increasing popularity of cotton because of mild winters in recent years. Cotton wear has been replacing polyester-based winter wear now. The popularity of cotton wear is due to the fact that it’s are more comfortable and less irritable for the user. “As for knitted thermals, we do these across all age groups, right from a new-born child to a person in his sixties,” explains Nitesh Jain, Director, RVK. The brand was launched in 1994 with skivvy being its only product. “We have a vast range of products today. We do skivvy and leggings under woollen knits. These are in 75 colours besides, we have sweatshirts and knitted thermals also,” Jain says.

Core competency in skivvies –

The company’s core competency lies in skivvies which are most popular among young girls. You can wear them with jackets, coat and shirts. “We experiment a great deal in this category. This time, we have introduced skivvies in stripes and then there are unisex skivvies. We always aspire to give something different to the customer every year. We are making slacks too,” he says. Skivvy is found in find in everybody’s wardrobe. Demand for skivvies is diverse with some wearing it with jackets or coats or shirts. “This indicates people are aware about the cuts and fits of the product,” he says.

Knitted thermals in focus

Thermals are made on flat knits and similar to sweaters in terms of structuring and appearance. The differentiation between knitted thermals and normal ones lie in former being more body-hugging, warm and comfortable compared to the latter. Overall, demand for knitted thermals may not be on par with ordinary thermals but they are still preferred a lot by women and kids. This is the reason the company has knitted thermals more for women and kids, and less for men. “Knitted thermals are kept by retailers to add variety, so we produce in lesser quantity,” avers Jain. The price point for knitted thermals is between Rs699 to Rs750. This is also one of drawbacks since knitted thermals are more expensive than ordinary ones. You may have ordinary thermals in the range Rs 400 to Rs 500 usually. But the good thing about knitted thermals is that try them once and you will like them forever. These thermals are good for places with strong winter like Kashmir.

A mix of pastel and bright colours are trending this season. Last year, popular colours were black, white, royal, red, magenta and yellow. Yellow shades became popular by the end of season and are still in vogue. Royal colours have taken a backseat this year. Magenta and red are trending this time. “As far as knitted thermals are concerned, the colour choice has always been limited. We have melange, white, off white, black and skin colour,” he informs.

Expectations from this winter

Jain is sceptical about business and profits this year. “Profits have dipped across all categories. But in the long term, business is surely going to improve on the back of GST. Sudden climate change has been the biggest spoilsport. If this trend remains, we are likely to face tough times ahead. Hosiery and readymade business is highly unpredictable and we understand that and are prepared for it. We don’t make early advances in production and produce only what is required and that is how we clear leftover stocks,” he adds.

The company has about 5000-600 MBOs pan-India. The company’s focus is not on expansion but consolidation since it is correction time. “We haven’t planned anything yet. This year’s performance will decide the next course of action,” concludes Jain.