Dollar Industries has introduced a premium men’s undergarment brand – Force NXT to meet the evergrowing demand for new look, comfort and stylish brands in the category. The company aims to make Force NXT a Rs 100 crore brand by 2016-17.
“Indian undergarment industry has undergone a transformation in the past few years. Men are more experimenting with new look, comfort and stylish brands in this segment. The advent of branded hosiery garments in India is peaking with their sudden acceptability. Thus, keeping in mind the need to satiate the ever-demanding Indian consumers, we have introduced this brand,” Vinod Gupta, managing director, Dollar Industries said.
Made from super combed rich cotton yarn, Force NXT is printed with different motifs, colour patches, symbolic innovations and colour vibrancy. “We are introducing Force NXT for the fashion conscious Indian youth. Force NXT signifies next generation clothing. The products are trendy and fashionable with a variety of prints. There is a basic range too, which would appeal to professionals for their everyday use. Force NXT, a communion of fashion and comfort, offers a range of briefs, trunks and vests available in 3 categories – FINEZ, RELAXZ & FLEXZ.
For a person who thrives with class and simplicity, FINEZ is the only thing he would settle for. Great comfort with finely knitted material, FINEZ is neatly tailored to surely grab a place in one’s wardrobe.
Perfectly designed to suit your daily wear needs, RELAXZ goes by its name to extend a comfortable and flexi fit. It is ideal for the person who believes in exploring life himself. Style is a reflection of one’s attitude and personality. With FLEXZ one can make a fashion statement with the uber cool designs finely crafted.
“We are extremely ambitious and optimistic with Force NXT and have a well thought out strategy in place to market the brand, pan India. We would be exporting Force NXT in the Middle East and South East Asian countries. Our target is to make Force NXT a Rs 100 crore brand by 2016 – 17”, Gupta added.
Force NXT will be available across the leading hosiery stores, super markets and malls of the country. It will be also available in the popular online stores and can also be purchased from Flipkart and Amazon.
