ALL

Industry & Competitive Context Van Heusen first entered men’s innerwear in October 2004, when Madura Garments, through its Rs 120 crore Van Heusen label, announced a move into a Rs 2,500 crore men’s innerwear market. Business Standard reported the range as premium (above Rs 90), a segment estimated at over Rs 300 crore and growing 20% against 12% for the industry. It named Jockey, Tommy Hilfiger and regional brands as the dominant premium players, and noted that Hanes (Sara L

Industry & Competitive Context When ABFRL entered the category in September 2016, it described a Rs 7,000 crore men's innerwear and athleisure market growing 13–14% a year, with the premium segment growing faster. For the 2018 women's launch, it cited a women's innerwear and athleisure market above Rs 16,000 crore, growing 15% a year. Both are company estimates, and no independent report reconciling them was found. The premium tier already had a specialist leader. ICRA's rati