Neva to introduce 20 new styles for autumn/winter

Neva, the pioneers of thermals in India have finalized plans for their autumn/winter collection. They will be out with 20 new styles by the marriage season. The products will be available in colors such as purple, burgundy and wine.

Recently, the brand had launched new products in the market. Niti Jain, Director- Lingerie Division, Neva elucidates, “Right now we have expanded into women’s lounge wear. We have three styles in value packs which come in six colors. The size is available up to XXL. We also have track pants, capris, bermudas and T-shirts. All put together we have about 30 styles, which keeps changing quarterly.”

Targeting the mid priced segment, the brand capitalizes on the fact that it’s an affordable day wear. “We are number one in thermals and want to attain a similar position for our lingerie products. Our products are more functional and day-to-day wear than fancy because we believe that ultimately volumes and turnover are linked to day-to-day wear,” avers Jain.

The brand has various products under its portfolio. From the basic seamless molded ones to padded ones. There are low as well as halter necks. Then there are printed basics called hipsters, string bikinis, high cuts and thongs. “Our best selling item is one with a transparent back, low neck and a molded cup. There is also a lycra range, which is doing well for the heavy sizes. We have 20 styles coming soon. Out of this, 15 or 16 are ready and the rest will be launched this month,” states Jain.        

Neva is the only brand to make lingerie in Ludhiana. Right now they make 75,000 pieces a month and intend to take it up to 1.5 lakh pieces a month. Overall they have about 45 machines for lingerie in their factory. Jain says, “Earlier we thought of consulting Hong Kong and Sri Lankan designers but then discovered that the Indian market demanded something different. So we dropped the idea. Now, we are into our own manufacturing. Within the next couple of years, we are planning one more factory in Ludhiana. As far as sourcing goes, we source laces from overseas, especially Hong Kong.”
 
The brands major markets are in the north. However, they are in the process of exploring new markets of the south, east and west. They plan to target the semi-urban and Tier II cities, which they feel have a lot of untapped potential

For year ending 2011 the brand aims for a turnover of Rs 100 crores.