Dollar: Aiming to be a complete lifestyle apparel brand

Dollar the popular innerwear brand has launched a range of ‘Designer Undershirt’, for the first time in the history of vests in India. MyMe, the new range for men has been designed by eminent designers using fabrics made from 100 per cent

American Pima Cotton. The company is ready to step up the ladder by exporting the product to global markets, especially the Middle East and European countries. “We have major plans of inserting the brand in the international market, for which we have arranged international models to display the products,” says Vinod Gupta, Managing Director, Dollar Industries.

The brand which has a diverse product range that includes vests, briefs, thermal wear, gym wear, casual wear, socks and sportswear also plans to launch outwear soon. As Gupta explains, “We already have women and kids segments in innerwear; we plan to enter the lifestyle brands category with outerwear for men and then slowly move to the entire gamut of garments.”

In fact, Dollar has become very visible after roping in Bollywood’s original khiladi Akshay Kumar as the new face of Dollar Club Bigboss premium range. The two year contract between them also includes in-film branding in the star’s upcoming movies besides TVCs and print ads. Dollar has also tied up with international brands like Bharti-Wal-Mart, Reliance Retail, France’s Carrefour and Lulus of Dubai for retailing its products. Currently, it is the highest selling innerwear brand in the UAE and the Middle East, which is a revolution in the Indian branded hosiery segment. The company recently achieved the magic sales figure of 44 lakh
pieces in Dubai and Oman annually.

That’s not all Gupta says they have tied up with several online trade portals lately for retailing their products. He added, “We are shortly introducing innerwear with imported fabrics aimed at competing with brands like Calvin Klein, Fruit of the Loom, Jockey and Lacoste.”

A nationwide network of agents and distributors all over India helps the brand to reach Dollar products to every nook and cranny. The company has achieved the status of ‘One Star Export House’ in accordance with the provisions of the foreign trade policy of Ministry of Commerce and Industry, Government of India. The company has spread its wings in 26 states and is among the top four hosiery brands in India. As per the present scenario, Dollar Innerwear owns 15 per cent of the branded hosiery market in India. With an annual turnover of around Rs 290 crores in 2009-10, Dollar Industries is expected to touch the magic figure of Rs 350 crores by the next fiscal year.