Thai lingerie brand ‘Wienna’ eyes India market

Thailand-based 9 billion dollars (over Rs 59,000 crores) SAHA Group plans to launch its lingerie label Wienna in India. Collaborating with Belle Intimates as its distribution partner for India, Wien International, an arm of the SAHA Group, will launch premium lingerie, shape-wear, nightwear, sportswear and a range of cosmetics under the Wienna brand.

The group that has been selling Wienna products in several countries for the past 28 years plans to open outlets and appoint franchisees across India apart from partnering popular ecommerce portals.

With home-grown labels, online platforms and existing foreign labels offering a wide choice for today’s New Age woman, the lingerie segment in India is witnessing a positive growth. As per Technopak estimates the innerwear market in India is around Rs 17,750 crores and is expected to grow three times in 10 years. While global brands planning to enter through online route or partnering with domestic players, Indian hosiery manufacturers are now going beyond just offering basics.