VIP strengthening brand image with new products

After introducing lounge wear, innerwear brand VIP is ready to add more products to its portfolio and handkerchiefs are next in line. It has also unveiled a special thermal wear range this winter. Commenting on the expectations from the

season, Sunil J Pathare, Vice Chairman and Managing Director, VIP says, “During Autumn/Winter sale of innerwear comes down and thermal products are promoted in the northern part of the country. We have introduced thermals under VIP/Leader and Feelings brands. With thermals under our kitty, we are optimistic about this quarter.” The brand is aiming to touch Rs 650 crores in the next 3 years.

Building

brand with new products

VIP’s makers Maxwell Industries is a leading Indian company engaged in manufacturing and marketing of innerwear. It markets well-known brands like VIP Innerwear, Frenchie, Frenchie X and VIP Feelings and their sub brands. Maxwell’s various brands have leadership positions with significant market share in their respective categories.

Maxwell’s range starts with VIP (male mid segment), Leader (male economy segment, largely rural India), Frenchie (male premium segment), Frenchie X (male premium segment), Feelings (female mid and premium segment) and BRAT (unisex kids’ brand on mid and premium side).

“After planning a winter collection under VIP, Franchie and Feelings, VIP will be coming out with evolved fabrics that provide better functionality, while Frenchie will focus more on styling. Feelings is in a process of uplifting its image hence, it will have a combination of both functionality and styling. Major work has been done on fabrics and colour combinations. We have more contemporary and vibrant colours for the range as consumer taste in all the segments are changing,” explains Pathare elaborating on the line designed for Spring/Summer 2014.

Strong pan India presence

The group has a dealer network of 550 and is present at 110,000 retail outlets in India. Maxwell Industries has 6 regional offices with a sales force of over 150 highly motivated individuals, marketing its products throughout the major towns. Maxwell also exports to Middle East, African and some European countries.

“We have been associated with a few online players. The response has been quite good. Our main channel is distribution. Currently, we are working with 375 distributors and around 100 wholesalers. The distribution channel contributes 60 percent to our business, wholesale is 23 percent, large format stores is 15 percent and EBOs 2 percent. We are present in most parts of the country. Our plan is to improve penetration in various markets where we are already present,” Pathare sums up.