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Oswal Group forays into lingerie market with ‘Sensa’ retail chain

11-December-2004
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Oswal Group forays into lingerie market with ‘Sensa’ retail chain

The Oswal Group has diversified into intimate wear retail with ‘Sensa’, a specialized multi-brand chain for lingerie. Sensa will have leading international and national lingerie brands under one roof. The group intends to open 40 similar stores by the end of next year and 120 such stores by the end of 2008-09. The first Sensa store will be launched at DT Mega Mall, Gurgaon. In Delhi and NCR alone, five such stores will be opened by April 2005.

Sensa will offer high quality innerwear from leading brands such as Triumph, Lovable, Vanity Fair, Enamor and the in-house Sensa brand lingerie. Also available will be nightwear from popular brands such as After Dark, Le Papillon, Pretty Secrets and Moondance. The retail chain will have complete range of intimate wear including lingerie, nightwear, loungewear, camisoles and swimwear.

Adish Oswal, Managing Director, AMRam Trading Pvt. Ltd., said, “Sensa is the right concept at the right time as shopping for lingerie in India is often embarrassing for women. We saw a conspicuous need gap for intimate wear retail chain due to the absence of specialized lingerie outlets and the presence of inexperienced and often male sales staff.” He said that Sensa would attract consumers because lingerie sales in India have grown by 36 per cent in the last two years due to an increased awareness of intimate wear, higher disposable income and the extension of grooming into intimate apparel.

Sensa marks the diversification into intimate wear retail chain by the Rs 250-crore Oswal Group headed by Ashok Oswal, which is among India’s leading integrated yarn-to-store textile conglomerates.

According to KSA Technopak, the lingerie market in India is expected to grow by almost 70 per cent by 2009. The growth of this market has been aided by the mushrooming of malls and the emergence of organized retail formats.

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