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07-June-2014

Hosiery giant 'Rupa,' which has been a house-hold  name for its various products, is now planning to expand further in the next financial year to cater all metros and tier I cities said this week by MD of the company Mr. Kunj Bihari Kabra to Mr. Pradip Kochar, Managing Editor of Apparel Talk.

Since 47 per cent of the India's population is under the age of 30 having strong purchasing power and interest for fast changing fashion, it is now driving the consumption trend. Keeping this aspect in mind, Rupa has recently added 20 variants for 'HUNK- Vest'. Brands presence on PAN India in leading format stores like Walmart, Carrefour, ITC e- Chaupal, V mart, Vishal Mega Mart is recent expansion and it has opened few E.B.O also in tier I and tier II cities.

He said that company has launched a series of successful brands like premium - Air Vest, Euro, Eurotica, Euro Jeans, Bumchums, Torrido, Femmora, Mid premium, Front line, Hunk, Macro Woman, Soft line, Kid Line, Foot Line, Thermocot and Economy-Jon. It has brands and products for all ages, unisex and sections of society.

The USP of the brand has already been its value for-money products. For the premium brands, Rupa's USP lies in tapping the aspiration levels of the consumers in the niche segment. The main feature of the brand's E.B.O is the availability of so many products lines under one roof.

Today Rupa & Co. Ltd. is the company with a turnover of INR 9000 crore and the largest manufacture of hosiery and innerwear products in the country for the past 10 years in a row – a fact which has been recorded in the Limca Book of Records.

In order to attract more customers at the stores, the brand will be increasing the merchandising and sales promotion activities to connect with the shoppers. These include window displaying, discount and other offers to consumers, organizing events in the brands outlets.

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