Oban Fashions Private Limited, a wholly-owned subsidiary of Rupa & Company Limited, has launched Fruit of the Loom innerwear & leisure wear products for men and women in India. More than 87 styles across the men’s & women’s range will be available in over 2,500 points of sale in the first phase by end of December 2017. The products will be available on e-commerce websites from the first week of January 2018.
For the first time ever, Fruit of the Loom will showcase a special “Intellifresh” day-long freshness feature extensively in all products in India through an exclusive unique tie-up with Dow Chemicals.
Earlier this year, Oban Fashions Private Limited entered into a License Agreement with Fruit of the Loom, whereby Rupa & Company’s subsidiary had acquired the exclusive license from Fruit of the Loom, INC., to manufacture, distribute, advertise and sell innerwear and outerwear products for men, boys, women, girls and toddler in India, under their brand names and marks.
Siddhant Agarwal, Vice President – Project & Acquisition, Rupa & Company Limited, said, “We are proud to present Fruit of the Loom, one of the world’s most recognised clothing brands – a brand people all over the world know, love and trust. We are positioning Fruit of the Loom as a premium brand that delivers authentic quality, value and style while combining comfort, performance and fun every day. According to Technopak, the premium segment of the innerwear market has a very high premiumization (price point – Rs. 500+) and in 2016, this share represents Rs. 9,500 crore of annual sales growing at 18% p.a.” He added, “The unique ‘Intellifresh’ feature adds the X-factor to Fruit of the Loom. A special category-first multimedia communication campaign titled ‘Start Happy’ will be unveiled soon in India on the lines of a global awareness campaign. Fruit of the Loom is all set to be the most-talked about brand amongst fashion-conscious Indians and will occupy center stage in premium innerwear segment in years to come.”
The price range of Fruit of the Loom starts from Rs 150 to Rs 400.
Fruit of the Loom is the second international brand, which will be manufactured and marketed in India by the Rupa Group after FCUK (super premium category), which is doing well. Rupa Group is gearing up for rapid expansion and exploring multiple opportunities in global brand licensing. It leverages its robust manufacturing infrastructure, experience and expertise to forge associations with iconic global brands such as Fruit of the Loom.
Fruit of the Loom will be supported with a 360-degree campaign including digital and activation that will roll out parallel to distribution and retailing. Rupa’s strategy is to make every aspect of the brand exciting – be it design, packaging, visual merchandising or day-to-day interface on social media.
In India, the products are being manufactured in Tirupur, Indore, Daman and Chennai.