Crusoe inners for women, kids

Crusoe having a strong presence in men’s premium innerwear segment will be venturing into

women’s and children’s innerwear space by 2013. The flagship brand of the Coimbatore-based Jagannath Textile will retain the same brand name for the new line but a different marketing strategy will be adopted. The company makes superior quality multi-variety yarns, fabrics, home textiles and apparels. Launched in 2009, Crusoe is present in most states, except the north, and hopes to cover this by March 2012.

In April 2011, a 1,750 sq. ft. EBO opened in Coimbatore, probably the country’s largest exclusive outlet in men's innerwear for any brand. Crusoe which targets young customers in the age group of 16 to 35 years now plans to open 100 EBOs across the country in the next five years. By March 2016, it expects a turnover of Rs 250 crores. The brand realized that men are not so cautious about inner garments and hence, Crusoe was launched with a particular theme in mind – Adventure, which it felt would help the brand market the product better.

The branded men’s innerwear market is pegged at Rs 5,500 crores and is growing at 20 per cent annually. The premium segment is poised to grow at 30 per cent over the next five years. Crusoe commands a 2.5 per cent share in the premium men’s inner-wear category, which stands at Rs 600 crores.