“Though the Indian lingerie is largely an unorganised industry, but for the past few years, visionary brands like us strive to bring a change by catering to customers’ diverse needs for styles, colors, fabrics, etc,” claims Grishma Patil, Director, Candour London. The brand recently invested in new innovations like sweat free fabrics besides working on new environment and pocket-friendly fabrics other than cotton.
The product portfolio of Candour London caters to both fashion and basic. “We are increasing our basic line to cater to the ever-increasing demand,” adds Patil. A wardrobe study conducted by the brand indicated, both basic and classic styles will contribute to the growth of the brand. "However, basics do not always mean black, white and skin; non-wired/ non-padded. They also include lightly lined and colorful garments that are simple and wearable yet fashionable,” she states.
Product quality and price determine sale
Patil says, the innerwear category in India is innovating in styles, fabrics, etc. Customers are opting for products with good quality and correct pricing. “Introduction of western trends and technological advancements is leading to the development of new products,” she adds.
“Small online labels that sell products cheap prove to be a huge challenge for organised players like us,” notes Patil. The brand has maintained its price-range between Rs 300 to Rs 1,500 as customers prefer good quality products with correct prices. “India is a price sensitive market hence, everything with correct pricing sells,” she adds.
Spreading its network
“With ever-increasing products and brands, the Indian consumer is much happier than he earlier was,” says Patil. To retain this joy of consumers, the brand plans to expand its product line and retail network. It will also start own website soon. The brand is confident that these initiatives will help it to improve profit margin as Patil affirms, “We expect double digit growth in sales this year.”