After hosiery, Dollar to focus on ‘Force Go’

Having clocked in 28 percent growth over previous fiscal, Dollar Industries is now looking at diversifying its business in a big way. It has introduced an innovative thermal range for the forthcoming winters. And now, the company is set take a huge leap

from hosiery to apparel segment with its sub brand ‘Force Go’.

Focusing on sub brand for growth

Dollar’s turnover for the fiscal 2012-13 stood at Rs 579.47 crores as compared to Rs 453.54 crores in 2011-12. The company is now planning to expand aggressively across the country with ‘Force Go’ its sub brand.

Apart from its basic thermals range, Dollar has introduced a line of winterwear under ‘Esteem’ and ‘Wintercare’. It also has a premium quality thermal collection called ‘Ultra’ and ‘Ultra Magic’. These have a designer touch and body couture defining fit.

“This season we are coming up with more comfortable fits and numerous colours in our thermal line. ‘Ultra’ and ‘Ultra Magic’ thermals are made of pure wool and have machine washable properties. Ultra Magic is especially made with Amino Silicon softness that gives excellent elastic properties, exceptional softness and silky finish that is capable of withstanding repeated washing cycles,” elaborates Vinod Gupta, Managing Director, Dollar Industries. All products under Dollar’s umbrella are divided into six categories: men, women, leisure, thermals, socks and kids.

Extending retail reach with Force Go

Dollar enjoys a pan-India retail presence with over 70,000 MBOs . It’s also retailed in the Middle East through retail chains. Opines Gupta, “Dollar is determined to establish ‘Force Go’, to a newer level, though it was launched quite some time back.” Dollar is also looking at establishing its presence through e-commerce by partnering with leading online stores and launching its own e-shopping portal soon.

Dollar started its journey in 1996, manufacturing undergarments in Tirupur, Ludhiana, Delhi and Kolkata. The company, today, has become a name to reckon with in the innerwear segment. Dollar USP has always been its value-for-money products that target all segments of the society. It has evolved as an umbrella brand for the firm and has launched an array of successful sub-brands like Dollar Bigboss Premium Innerwear, Dollar Club, Dollar Club Myme, Dollar Club Hutch, Dollar Club Midas, Dollar Lehar and more.