The Hindu Business Line : Royal Classic innerwear

KOCHI: The Tirupur based Royal Classic Group, known for its Classic Polo brand of shirts and T-shirts, has announced its entry into the men's innerwear market in Kerala under the brand name Smash.

Mr R. Sivaram, Executive Director, said that the innerwear market is largely dominated by regional and unorganised players and the company is expecting a 10 per cent market share in Kerala within a year and 25 per cent in the next two years.

The pricing will vary between Rs 48 and Rs 140 per piece and the product would be available in five sub brands.

Of the Rs 1,800-crore branded innerwear market in the country, he pointed out that the industry is growing at the rate of 25 per cent. The total market size is 350 million pieces, in which the branded category constituted around Rs 800 crore.

Smash will be targeted as a premium innerwear range of international styling and comfort to suit the Indian weather. The company plans to focus on the innerwear market in the first phase and then introduce sports wear range as part of second phase operations, he added.

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