Zoiro opts for rapid expansion with innovative range

Men’s innerwear brand Zoiro is targeting a turnover target of Rs 400 million in the next one or two years. At the moment, the brand is in its first year of operations. Zoiro, originally from Greek word Zoiros, means liveliness, jauntiness, energy, attributes, all aspects that the brand stands for.

“Zoiro evolved from a thought process, the thought of "PIE – perspective leading to innovation, executed to excellence will give infinite success”, opines Navinn Seksaria, Managing Director, Zoiro Lifestyles. The brand, while focusing on innovative products, plans to expand its presence across India aggressively.

Innovative

product basket

With its innovation and design sensibilities of a super-premium brand, Zoiro is positioned slightly above premium at the moment. It attaches itself strongly to the youth in the age group 18-35 years.

Elaborating on the inspiration behind creating a men’s innerwear label, Seksaria says, “The perspective was that the men’s undergarment segment is mundane and needs a life. Hence, innovative products were designed with the help of the best Italian designers.” Seksaria says they are creating to a new segment of consumers hence, they don’t have any competition. “All available options are in different segments of basics, whereas we believe in design and innovation, hence, we don’t have any credible competition till date,” he opines.

The brand has five distinct collections: Trento, Lorenzo, Savio, Urbano and Denim, each with different options in briefs, trunks and vests. Meanwhile Zoiro has recently come up with a denim concept. “We plan to introduce new concepts which are the latest and gives ‘wow’ level to our consumers. We are optimistic about our growth potential. Once satisfied with the growth of existing segment, the company will approach newer segments with similar philosophy,” avers Seksaria.

The denim product evolved from the thought that denim is not just a pair of pants, it is more than that. Zoiro went on to explore denim in innerwear. The brand created a new style which didn’t look like an underwear, rather it resembled a pair of shorts. Even the elastic was done like a belt. For the first time digital printing was used to manufacture elastic.

Expanding retail horizons

Zoiro is present in almost 800 MBOs across the country. It has got a good response in large format stores as well. “Major LFS stores have welcomed us and given position in their first category stores including Shoppers Stop and Central. We are also present on almost all major online portals like Myntra, Cilori and Flipkart, among others,” explains Seksaria.

The company plans to go deeper and make its range available across the country. It is focusing on the east and south India as of now. Zoiro believes India is a subcontinent and every state has potential in itself. Once Zoiro has done justice to distribution within the country, it will explore overseas markets.

“Our supply chain is set up in Tirupur. We have a strong supply base producing two lakh pieces per month, which can be scaled up to one million pieces,” sums up Seksaria.