Rupa aims to move from being a ‘wardrobe brand’ to a ‘style brand’

Rupa aims to move from being a ‘wardrobe brand’ to a ‘style brand’

Author | exchange4media Kolkata Bureau | Tuesday, Sep 18,2007 9:39 AM

Rupa aims to move from being a ‘wardrobe brand’ to a ‘style brand’

Kolkata-based hosiery company Rupa has upped the style quotient of its innerwear for men with the launch of it premium range of briefs and vests under the ‘MacroMan M Series’. And giving the brand some star power is none other than Hrithik Roshan.

Speaking at the launch, P R Agarwala, Chairman, Rupa & Co Ltd, said, “To us at Rupa, the greatest recognition is the consumer’s belief in our quality, unconventionality and fashion-ability. It is this confidence bestowed upon us by the consumers and the drive of our team for excellence that have helped us expand our business into new categories and launch brands such as ‘MacroMan M Series’. I feel a sense of pride as we launch this superbrand-in-the-making and foresee it going from strength to strength and become a truly global Indian brand.”

Vikash Agarwala, Brand Director, Rupa & Co Ltd, said, “Our overall marketing strategy for ‘MacroMan M Series’ will be to move from a mere ‘wardrobe brand’ to a ‘style brand’ by incorporating international stylising, superior product packaging, use of high quality yarn and the latest manufacturing technology. ‘MacroMan M Series’ intends to take leadership position over the next two years in the premium innerwear market in India. The industry is growing at the rate of 25 per cent annually and we intend to make the most of this growth.”

Through extensive market research, the company has found huge growth potential in the premium segment of male innerwear. The Indian economy is booming and that brings in a lot of opportunities as 40 per cent of the Indian population consists of the youth. Today’s youth is very passionate about the brands they use and this is where Rupa wants to leverage the ‘MacroMan M Series’.

Said Roshan, “I am excited to be associated with this collection. I can identify with the brand on a personal level, as it is everything that I am. When it comes to selecting my innerwear brand, I am very choosy and would settle for nothing less than brands that are attractive, stylish yet comfortable. The letter ‘M’ to me signifies Macho, Mischievous and definitely Male. The ‘MacroMan M Series’ is a brand which is all of them and certainly gives a good boost to my male ego when I wear it!” The media mix for the brand includes press ads, outdoor and TVC.

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