Maiden Beauty to double turnover this fiscal

Maiden Beauty, a leading women’s lingerie and innerwear brand from Maiden International, is currently on a mission to expand and diversify. It aims to become the most sought after brand for Indian women as well as a leading global player.

The company which has an annual turnover of Rs 70-80 lakhs is now looking at doubling it with the year ending March 2011. Available in 150 to 200 MBOs across India, it’s doing profitable business, the company plans to retain the same retail format but triple their numbers over the next few years.

As one of the earliest Indian brands in the women’s innerwear category and in the market for the last four decades, Maiden Beauty produces international quality lingerie at very affordable prices. The company currently has two production facilities at Gandhi Nagar in Delhi and Sahibabad in Ghaziabad in Uttar Pradesh.  In fact, the second factory will be operational in the next 3-4 months.

In order to maintain the high quality of their products, the company limits its production capacity to 10,000 pieces per month although they have plans to double the existing capacity over the next two years. Most of its raw materials are sourced from the best suppliers and original materials manufacturers of the overseas markets.

“Maiden Beauty is available in a vast range and various cuts, shapes, sizes and designs. In fact, we have bra’s for every bust shape and size -- from deep plunge to long necklines, Balconettes to strapless, ring bra to choli, maternity etc,” says M R Bhatia, Director and Founder Chairman. He says they want to keep their focus just on bras at present “only because a very huge market still lays untapped.” Moreover, till production at their Sahibabad stabilizes in terms of quality and targets, they have put on hold all other expansion plans.

The brand’s specialization is bras for plus size women and its cross fit design is its bestseller. Whilst Maiden Beauty does not feel the need to launch seasonal lines, it does introduce new colors and designs often, to keep the brand contemporary and stylish. It prides in ensuring that from fiber to fabrics, thread to elastics, trims to laces and embellishments to accessories, every item is sourced from the best quality suppliers, not only within India but also from abroad.

The company behind Maiden Beauty, Maiden International has been consistently endeavoring to maintain stringent quality control, keeping in mind the philosophy that every stitch enhances its beauty and durability. Keeping abreast of advancement in machinery and technology, combining science with design, the R&D department looks into every aspect to create a bra accentuating every cut and curve.