Winning Ways: Triumph targets 40 percent year on year growth

Leading innerwear brand Triumph International has been at the forefront of bringing the latest designs and styles to Indian consumers. Counted among the top three lingerie brands in the country, Triumph holds almost 35 percent market share and has been growing at 40 percent year on year. The brand hopes to continue with the same average industry growth this year as well.

Last year, Triumph launched its biggest innovation Magic Wire which won the international Red Dot Design Award. The brand has lingerie for every occasion. From beginner bras, to T-shirt and comfortable bras for everyday wear to luxurious lace lingerie for weddings and special occasions, Triumph offers all. It is one of the few brands which offers sizes up to H cup.

Lingerie is no more a taboo topic

Jennifer Kapasi, Head of Operations, Triumph International believes innerwear has emerged from a mere functional need to one that is emotionally essential. “Women are not hesitant to spend on lingerie and they are also no longer shy to buy it themselves. Today, lingerie is accepted as a fashion garment. Thanks to more and more global brands coming into the Indian market, there is increasing awareness about right quality and importance of lingerie. The younger generation is no longer afraid to experiment with colours, cuts and designs,” she says.

When Triumph first entered the market, there was limited exposure to modern trade. Though this has changed a good deal, for the large part, the lingerie sector is still dominated by unorganised trade. “There was a lack of awareness in the market about quality and fit, and the lack of acceptance of innerwear as the foundation garment of your outerwear. So, consumers were not willing to spend much. In addition to that, lingerie was still a taboo subject, not discussed and advertised so openly. The only way to overcome this was to invest in market and consumer education,” she explains. Today, the hurdles have shifted to different topics. In order to stay consistent with the rising expectation in terms of product, service and brand experience, Triumph has to find solutions to cater to scattered consumers and create more sophisticated shopping environments.

Triumph is present across the country. Distribution spans across all sales channels. Direct supply spans across 75 cities with more than 1,000 points of sale. It also present online with major e-commerce platforms. However, it is in the process of building its own web store which will provide a superior brand experience.

Kapasi says, “We want to be India’s Number 1 lingerie brand that no woman can do without. To do so, we will have to focus on higher consumer education in Tier II and III cities, as well as expand our retail footprint in these cities. We are also looking into building our luxury and niche segments so as to bring our Indian collections at par with our international range.”