Invista-Bw!tch team up

With the progressing shift in demand by Indian consumers for better fit and comfort rather

than 100 per cent combed cotton products, Invista which produces polymers and fibers has joined hands with premium lingerie label Bw!tch to introduce garments with Lycra fiber. As a beginning, Bw!tch plans to introduce cotton stretch panties with Lycra fiber and venture into other segment later. Ensuring the superior quality of the product, Bw!tch cotton stretch panties will have the LYCRA fiber hand tag.

Avinash Chandra, Marketing Head of South Asia, INVISTA, feels that a premium brand like Bw!tch is the right vehicle to take our products to the consumer, who is constantly looking at improved fit and comfort in their garments. Rajiv Grover, COO, Genesis Colors adds, “We are pleased to associate with a global company like INVISTA which offer incomparable value in terms of technology, consumer and market insight and value chain support. With this association we are confident to meet the rising consumer demand for better quality products and are sure that they will see the benefits of this collaboration.”

Currently Bw!tch is available in all leading retail chain stores across India with around 170 counters in the MBOs, eight EBO’s, most of the regional trade stores and also online stores. Bw!tch expects to grow its revenue by 100 per cent in 2012.