A leading player in the kids’ innerwear, infant wear and thermals category, Bodycare International with its renowned brands Proteens and Bodycare Insider offers vests, briefs, trunks, panties, bloomers, boxers, etc in innerwear and T-shirts, lowers, capris, shorts, frocks, skirts, etc in apparels for kids in the age group of 0 to 14 years. The brand was incepted in 1992. “Driven by the values of trust, quality and excellence, Bodycare International in the past two decades, has become a force to reckon within the innerwear market,” states Mithun Gupta, Director.
Evolution of the brand
Noting that there were no branded players in the kids’ wear category, Satish Gupta, a visionary entrepreneur started Bodycare International in 1992. Set up with an initial capital of Rs 2 lakh, the brand endorses the qualities of trust, quality and excellence, and has, in the past two decades, become a force to reckon within the innerwear market.
The brand has nine production units spread over 3 00,000 sq. ft. area. “Our units are located at Noida, Delhi, Dehradun and Tirupur. Their production capacity is around 25 million pieces per annum and further expanding,” informs Gupta. The brand is launching an elaborate range of pre-winter and hard winter apparels for girls and boys. It is launching new products for infants in denim. “The fabric for our garments is sourced in house. We mainly use cotton, cotton Lycra, sinker, etc,” he informs.
Expanding its reach
Targeted at customers of all income groups, the products are highly affordable. The brand is present across 29 states and aims to further penetrate the underdeveloped markets in India. It is present in 1,500 MBOs across India, the brand plans to expand its product range for kids’ apparel. “We already have six operational EBO’s and plan to start another 10 this year,” Gupta affirms. “We are also present in LFS.”
Speaking on growing competition from regional brands, Gupta says, “We faced a lot of competition from regional brands initially but were able to present uniformly as a pan India brand because of our good quality and competitive price edge and also because of our association with brands like Disney, Mattel, etc.” With a turnover ranging between Rs 100-Rs 300 crore, Bodycare was positively impacted by the GST being an organised player, they easily adapted to the new structure.