Lovable to introduce high-end foreign lingerie label in India

Leading innerwear brand Lovable may be cautious about the future owing to economic uncertainty. However, it’s planning to expand its product mix to boost growth. “The category is growing and we are planning to increase our product

capacity to 3,000 pieces by the end of next year from current 600 to 700 pieces a day,” says Ashok Reddy, Director, Lovable Lingerie. However, he says the retail scenario looks uncertain. “We did open EBOs but burnt our fingers. EBOs need a lot of company management. You have to keep a watch on inventory and stocks.”

A foreign label for Indian market

Despite the economic woes, the company is looking at introducing an international premium innerwear label in India by the end of this year. Lovable finds itself under pressure to grow and enter other product categories. Reddy feels that it may also dilute the essence of the brand. “So we have to think in this direction. At one time, we were associated with Vanity Fair. We are trying to bring some international brands. This may happen by the end of the year. It will be a super premium brand,” he informs.

Innerwear is all about comfort, so Lovable makes sure that its products use the correct interlinings. “Anything that itches or abrades is out. So we are very selective when it comes to fabric quality. Bra straps and clasps are made of the best available materials. Laces are given subtle embroidery and trimmings. Lingerie is as much about appeal as it is about utility. Our products match international trends and styles,” states Reddy.

As far as colours go, Lovable’s range has progressed beyond the basic white and black to a variety of colors and shades.

Sustaining growth

According to Reddy, the recent slowdown has hit all segments of the market. “Though demand is growing by 15 to 20 percent, there are intricacies involved in producing a premium product. Premium is about fashion and fashion keeps changing. So it’s necessary to be on your toes. We manage to do that by keeping a close watch on trends,” he explains.

He feels innerwear as a category has a great future in India. “Women have become more discerning. They don’t mind paying for a good product. Innerwear has become fashion statement today,” Reddy sums up.