News on the go

United Colours of Benetton






Benetton India eyes a 200 crore turnover with their innerwear business

Benetton India is strategising and focusing  to touch the Rs 200 crore turnover from its innerwear brand Undercolors, which is a strong focus area for the company in the coming years, informed a source close to the company. The brand will also open 20 exclusive Undercolors stores by 2017.

The brand and their high officials are considering innerwear as the main focus area in the time to come and know that this industry is going to be the next big thing in the coming 5 years. Keeping in mind the brand's performance and response in India, the officials are sure that Undercolours of Benetton will be a sure hit in the time to come.

                                           Benetton India eyes a 200 crore turnover with their innerwear business

The company said, they have sold over 15 lakh innerwear pieces last year. Undercolors is also foraying  into the women’s lingerie segment quite actively. The brand wishes to provide the market with top wear (bras) that not only has a fresh look but stands for a change in the innerwear market. The offerings will focus on product styling, quality, bold use of colours and crisp pricing as the core of the product strategy.

The company which started its journey in India in 1992 in a JV with DCM Group, is now a fully owned subsidiary of Benetton Group, Italy. The broader umbrella of Undercolors covers a range of premium adults, kids innerwear, loungewear and socks.

Undercolors’s ranges consist of neutrals, prints and colors and are available in full coverage styles. They come with adjustable as well as fun straps in different range. The material used is spandex and nylon for better and enhanced fit. The products cater to the all day need of a modern woman and have been specifically worked in sizes to cater to India with crisp pricing from the house of Benetton.

Related Articles
Leave a Comment