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Marketing Intelligence & Learning Ecosystem
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Van Heusen Innerwear: Extending a Power-Dressing Brand into an Intimate Category
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
5 hours ago6 min read
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