Groversons revamps into a younger avatar

Popular innerwear brand, Groversons, completes 60 years in the industry this October. And to make it a memorable year, the company is planning to leave no stone unturned. While the process of revamping has already started the brand looks

forward to have a more young and vibrant identity, moving from being a popular mass brand to a more premium and high fashion brand.

Revamping

Groversons image

Talking about the revamp Rakesh Grover, Managing Director, Groversons Apparel explains, “We hope to make this year a memorable year. We have launched new collections under our brands ‘Super Girl’, ‘Sparsh’ and ‘Miss T’. The collection is young and happening. We have also launched leggings, our first foray in outerwear. It’s in the premium segment and lunched under our brand Miss T.” Meanwhile, Groversons has also tested marketed thermal wear last year under the brand name ‘Vinta’ and this year they plan to launch this range nationally. Groversons looks forward to revamping the entire gamut of brands they have and its positioning with different brands and new collections this year.

“The process of revamping has been on since the past two years and we are taking it one by one. However, the philosophy of the brand remains the same. Paris Beauty is a mass brand and it caters to the mid segment it stays that way. Now, the focus will move more towards the youth across all brands,” says, Anchal Bhutani, Director Marketing at Groversons Apparel.

The brand has a distribution model with around 375 distributors and is retailed through 15,000 MBOs and retail points across India. “We are targeting western and southern markets while we are also doing well in the northern and eastern markets. In southern India, as well we are doing well in all the four main states. We hope to cover the south market and penetrate deeper into this market,” adds Bhitani.

The brand also exports to Gulf countries and New Zealand and plans to expand its retail presences globally. However, Bhutani adds, “Although we see a huge potential in the export market the feeling is the domestic market is equally important and so our first priority is the domestic market.”

Groversons has already started its new television campaign and other marketing and brand activities to promote its new avatar. “We have been recently awarded the Indian Power Brand by Planman Media. This is an achievement in its own right. All we can say is look out for the new Groversons,” sums up Grover.