Jagannath Textiles launches Crusoe

The Rs 300-crores Coimbatore-based Jagannath Textiles has

forayed into the men’s innerwear market with its brand Crusoe. It expects to establish itself as a key player in the premium segment. Targeted at the age group of 16 to 35-year-old youngsters who are fashionable, Crusoe offers boxer shorts, vests and briefs in three ranges -- Base, Nxt and Xtreme. Each segment has eight variants. The price range is Rs 100 to Rs 350. The top-end range Xtreme has designs inspired from various adventure related activities like surfing, skateboarding, sky diving, mountain climbing, scuba diving, biking, etc.

The brand spent considerable time understanding the likes and dislikes of youth both in terms of their aspirations and fashion choices. The name Crusoe is synonymous with adventure and the insight is that most men have an adventurous streak. As a brand, Crusoe identifies with that ‘true inside’ and therefore, the brand proposition is “Innerwear for the Innerself.” The company has already started rolling out a nationwide publicity campaign and has earmarked advertising and marketing spend of Rs 15 crores for the current financial year. Crusoe products are available in MBOs and the company is also contemplating launching its own outlets soon.