Innerwear from Madura

Madura Garments, through its Rs 120 crore corporate wear label Van Heusen, announced on Monday its foray into the Rs 2,500 crore men's innerwear market.

The Van Heusen innerwear range is positioned in the premium category (above Rs 90), which is estimated at over Rs 300 crore and growing at 20 per cent, compared to the 12 per cent industry growth.

The offerings spans briefs, vests, boxers, loungewear (nightwear) and thermal wear. Also, the company has extended the Van Heusen intelligent clothing line""that includes odour free, moisture control and ultra stretch""to innerwear. While the vests and briefs will be placed in the Rs 110 to Rs 200 price range, the lounge and thermal wear will bear a Rs 800 tag.

To start with, Madura is test marketing the products in 52 company outlets across the country. President Hemachandra Javeri said the national multi branded outlet rollout will happen over the next six to 12 months.

Though he declined to comment on targets, it is learnt that the company has roped in three dedicated Tirupur based knitwear units with capacities of around 50,000 units a month to service the requirements. Also, as a result of this launch, the arrangement to sell Jockey innerwear at Madura outlets has ended.

The company said it chose the premium range as it jelled with the Van Heusen brand and because the market was skewed towards it. Presently the premium market is dominated by the likes of Jockey, Tommy Hilfiger and a clutch of regional brands.

The domestic premium innerwear market has seen some action of late. Tommy Hilfiger and Hanes from Sare Lee have entered, the other apparel major, Arvind Brands is mulling entering the segment too.