Bwitch: Enticing the New Gen Women

As the modern Indian women are not shying away from strutting their stuff and learning to do it the right way, many brands are coming forward to help them in this cause. The latest to join the endeavor is Genesis Colors with their brand Bwitch

a lingerie line. Designed mainly for woman in the age group of 25-35 years, Bwitch has been described as a brand for the “New Generation Women” who are “active, modern and independent” by Juhi Chauhan, General Manager, Genesis Colors. She says, “Bwitch customer is a woman who manages to combine all the opposing facets of her femininity, both gentle and self-determined, both refined and simple.” Conceptualized for the fashion forward woman who is confident at being ravishing as well as sexy, the name Bwitch has a connotation of both being sexy and bold.

Bwitch offers products ranging from the basic brassiere to nightwear to swimwear at affordable prices. Also available in the product lineup are shapewears and camisoles. The nightwear starts from Rs 299 and go up to Rs 2,499. For those looking for extra comfort, there are lingerie accessories and more. Shapwear and the playful swimwear are recent additions to the product line. Bwitch also launched bikinis, bandeaus, one piece, frock style etc, to cater to every sensibility.

Meanwhile, to help its target consumer make the best of its offerings, Genesis Colors holds events like “Bwitch Fit Session”. This novel exercise is a strategy to educate customers on lingerie as a product. “The unorganized market offers sub standard products at low prices and since the Indian customer is still very unaware about lingerie buying, they find it difficult to understand,” explains Chauhan. These events held occasionally helps educate women on the “nuances of wearing a wrong brand”, pros of picking up the correct size and style, since, according to Chauhan, a survey has revealed that 90 per cent of the women wear the wrong size.

And to reach out to its growing net savvy consumers, Bwitch also has its online shopping portal. “We have an online shopping website and a lot of other online shopping portals are selling our products and the response is massive,” comments Chauhan on the company’s online business function. Moreover, to cash in on the sudden exposure in India, Bwitch is also planning its product expansion. Its autumn/winter 2011 line will have Candy Crunch – Cheerful Polka Dot Push up, Perfect – smart bra with tailored fit and lift for each cup size, Plain Cotton – Full coverage everyday bra among others.

Bwitch aims at a 50 per cent growth per annum, focusing on market specific ranges while also offering products catering to various markets. It is also firm on penetrating Tier II, III cities as a part of its expansion plan. Its target is to have 15 EBOs by 2012 and a 100 per cent growth in its MBO market. For now, Bwitch products are available in more than 100 LFS like Shoppers, Lifestyle, Central, Westside, Pantaloon etc. The brand has five EBOs and more than 120 MBOs.