Bangalore, Dec 19 (UNI) Royal Classic Group, leading designer and manufacturer of different brands of men's wear, today announced the launch of 'smash men's inner wear' to make a foray into the Rs 2,900 crore segment.
Announcing the launch here, Company Executive Director R Sivaram said the new product 'Smash' from the vertically innovated set up of the Group, would certainly change the concept of male inner wear in the country.
He said the Rs 225 crore company had invested Rs 110 crore on plant and infrastructure alone.
To a question, he said that for the time being, demand of the domestic market would be catered to, but from next year, the product would be exported to Middle Eastern countries. The turnover from this new product was expected to be Rs three crore during the fiscal.
Defending the price ranging from Rs 99 to Rs 350, Mr Sivaram said fabric consumption, as compared to normal men's inner wear, was almost double and the product was targeted at the premier class.
The new range was uniquely designed to provide durable sensational freshness to the skin.
The inner wear industry was evolving and adapting to changing the lifestyle as men were looking not only for comfort, but also for looks and style.