Aussiebum to establish India production unit to help boost its market share

Australian inner wear, swimwear, and clothing brand Aussiebum plans to launch a garment production facility in India to cater to both the Indian and international markets and boost its market penetration in the country.

Aussiebum retails online in India and has a target of capturing between 3% and 5% of the country’s inner wear market by 2026, ET Retail reported. By launching manufacturing facilities in India, the brand aims to connect more closely with its desi customers. The brand currently counts production facilities in Thailand, Vietnam, China, and Bangladesh.
 
“This localised production will create employment opportunities while enabling Aussiebum to seamlessly blend Indian talent and resources into its design and innovation process,” said Aussiebum’s CEO and founder Sean Ashby, ET Bureau reported. “We recognise India’s potential as an emerging fashion hub where global and local styles converge. The brand aims to cater to the style preferences of modern Indian men who seek apparel that combines fashion with function and sustainability.”
 
Sean Ashby launched Aussiebum in 1999 as a swimwear label and the brand won the Australian Export Award for e-commerce in 2017, according to its website. The brand has since expanded its product categories and entered the Indian market in October last year, aiming to tap into the country’s growing in inner wear market.