Business Daily from THE HINDU group of publications
Tuesday, Aug 29, 2006
Business Daily from THE HINDU group of publications Tuesday, Aug 29, 2006 |
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Marketing
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New Products & Services States - Tamil Nadu Playboy undergarment range launched in Chennai Our Bureau
Chennai , Aug. 28 Playboy has launched a range of underwears here. Mr Karthikeyan, Executive Director, Emperor Textiles, the company that is manufacturing the underwear, said Sri S. R. Mills is the official underwear licensee of Playboy in India. The branded underwear market in India was worth Rs 1,200 crore, he said. Asked what share Playboy would like to have in this market, he said it was a premium brand that would be priced a little above the other players in the premium segment, and as such would be catering to a niche segment of the target audience. The product had been launched in 15 outlets in Hyderabad and Chennai three months ago in order to test the market, and has had a good response. The company would make the product available in 150 stores across the country in the near future. The target audience for the product was the urban youth aged between 19 and 25, he said, to whom Playboy merchandise would be a familiar concept. Globally, Playboy merchandise is a $350-million business. The product range to be launched in India would include bikini briefs, T-briefs, classic briefs, boxer shorts and sleeveless undershirts. The price would range from Rs 99 to Rs 245.
More Stories on : New Products & Services | Brands | Readymade Garments | Tamil Nadu
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