Chennai: Playboy Entreprises International Inc on Thursday said it has launched a new range of innerwear in Chennai.
The innerwear would be available in the Indian market for the first time by Sri S R Mills, the official innerwear licensee of India, S R Mills Managing Partner K Praveen Reddy said.
"The primary objective of the brand is to infuse life in the innerwear market of India, with its styles, cuts and colours. Initially, the range will be available in 25 stores in Chennai and Hyderabad, later it will be extended to nearly 150 stores," Reddy said.
The company's range of innerwear would be portrayed as a niche product and would be priced at 15-20 per cent higher the other existing brands in the market, Playboy's channel partner Emperor Textiles' Executive Director Karthikeyan Palaniswamy said.
SR Mills will roll out the product in 13 states next month. The product portfolio will include bikini briefs, T-briefs, classic briefs, boxer shorts, sleevless undershirts.
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