RUPA & Co.: new underwear labels launched

THROUGH its Euro Fashion Inners subsidiary, major Indian bodywear concern Rupa & Co. launched two new men’s underwear labels. Named Fiero and Elvis, the two new lines comprise premium products in 100 per cent combed cotton and target more affluent domestic consumers. Their production is said to deploy sophisticated Swiss technology and to require advanced machinery from Japan.

Rupa

The new lines will make it even more difficult for imported premium brands of men’s underwear to break into the Indian market.

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RUPA & Co.: licence of UK brand secured