Sloggi enters innerwear market in India

Swiss innerwear brand from Triumph International has entered the Indian innerwear market with the launch of new product lines with a campaign ‘move comfortably through our world’.

The brand is targeting Gen Z and millennials to fuel its growth in India and expects its affordable pricing to help boost its sales.

Commenting on the launch, Bhavin Devpuria, marketing head of Triumph International India in a statement said, “With rapid urbanisation, growth in organised retail and surge in e-commerce platforms, we are expecting a spike in demand for Sloggi in India, over the next five years.”

“Specifically designed for the youth, Sloggi’s product innovation and focus on comfort, will be a key driver of growth. Additionally, with over 50 percent of the population, under the age of 30 and more women joining the workforce, market potential for intimate wear in urban and semi-urban cities, is bound to fuel the opportunity,” he added.

Sloggi has priced its products between Rs 500 ($6) to 2,500. The brand will be available across Triumph International stores and e-commerce platforms like Myntra, Nykaa, Amazon, Tata Cliq among others.