Benetton India aims to generate Rs. 200 crore turnover from its innerwear brand Undercolors which is reported to be its focus area for the next five years. The company also aims to launch 20 more exclusive Undercolors stores in the Indian market by 2017.
The company’s expansion plans also include venturing into women’s lingerie segment. The core product strategies will be crisp pricing, brazen use of colours, quality and product styling.
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Launched in 2012, Undercolors brings a range of products for adults, kids, innerwear, lounge wear and socks. According to the company reports, Benetton sold 1.5 million innerwear pieces in last year alone.
Available in full coverage style, Undercolors’ product range comprises of neutrals, prints and colours. For comfortable and adjustable fit, the material used is spandex and nylon and caters to the all-day need of a modern women. In order to cater to India, the company has specifically worked on sizes.
Based in Ponzano (Italy), Benetton Group is a global fashion brand which has a network of about 6,000 stores in the main international markets around the world. The company started its journey in India in 1992 in a JV with DCM Group which is now its fully-owned subsidiary.
