An interesting cliche states - change is the only constant. At 50, Rupa has bestowed a saga of interesting transformation in response to changing realities. Today, the brand “Rupa” is a powerful blend of a range of traits: rich multisectoral insight; drive for innovation; a fashionable product mix that reflects evolving customer aspirations; a pool of budding & talented employees; a dedicated network of distributors & dealers; and a widening market penetration. These attributes have created a fast-paced, resilient and reinvigorated brand over the last five decades.
The zeal to create
When we began in 1968, the domestic hosiery was highly unorganised and dominated by the small players, who were only manufacturing men’s innerwear. We sensed the opportunity in the same besides foreseeing demand for quality & branded innerwear products. This led us towards the formation of our own brand “Rupa”. Since then there was no looking back. We had been successful in entering the market dominated by the unorganized sector and bringing the discipline of the organized sector thereby enhancing the consumer experience and widening the market share of the Company.
At Rupa, we are attractively positioned to address the opportunities for a number of reasons: we believe that the secret of the Company’s success has been the ability of the Company to keep innovating to create and deliver superior products and more importantly the power of its brands to connect with consumers in providing an unparalleled fashion experience. They continue to emphasise the ‘value-for-money’ proposition and address the everyday needs of people everywhere. It is our conviction that the chemistry between these factors will lead to sustainable revenues and surpluses across the coming years.
‘Make in India’ initiative - contributing to sustainable growth and development: India is one of the fastest growing economies in the world, a significant exporter of services with a large and growing consumption demand. Recent policy initiatives and programmes have given a further impetus to growth, directing the world’s attention to India. Falling inflation and rising GDP numbers are only reinforcing this optimism. Initiatives such as the ‘Make in India’ initiative are also sending the right signals of intent that India means business!
Goods and Service Tax (GST): ‘One nation, One market, One tax’is a big game-changer paving the economic inclusion of a largely unorganised textile sector. By getting the entire value chain under a single tax bracket is a land mark and game changer for the entire organised innerwear industry. It would also help in reducing the manufacturing, warehousing and logistic cost. In fact, due to input credit mechanism under the GST, the pricing difference between the organised and the unorganised manufactures will narrow down.
Building a robust organization
Today, we command a dominant market share in the organized retail segment of knitwear and hosiery industry. Going ahead, we are quite optimistic of sustaining our growth for some interesting reasons.
New categories: We were traditionally a hosiery Company but our gradual shift from single product dependence to multi-layer offerings including specialised women’s wear, kid’s wear, casualwear and fashion wear across super-premium, premium, medium, and economy segments has created a niche for the Company in the market.
Brand leverage: Today our flagship brands - Frontline, Macroman, Softline and Euro command a leading pie in the market and contributes significantly to our topline. These brands are endorsed by leading celebrities like Ranveer Singh, Ranbir Kapoor, Bipasha Basu and Siddharth Malhotra, respectively.
Inorganic route: The licensing agreement between Rupa’s WOS with “FCUK” and “Fruit of the Loom’’ to manufacture, distribute, advertise and sell their innerwear & outwear products in India is going to be a game changer for our Company and is expected to add a value to our Company’s revenue in the long-run and endorse the image of the Rupa group in the superpremium segment
Deeper manufacturing and sales penetration: We continued to invest in manufacturing facilities either proximate to markets of consumption or in fiscal-friendly locations. Today our manufacturing facilities are situated at Domjur, Tirupur, Bengaluru and Ghaziabad, and sales offices are at major locations including Kolkata, Patna, Mumbai, Delhi, Ghaziabad, Bengaluru and Tirupur.
Outsourcing flexibility: Our business modality is of asset light module that is why we outsource some production facilities. Highly labour intensive work which includes stitching and knitting are outsourced to third-party manufacturers have enabled us to accelerate our market access.
E-commerce play: E-commerce ecosystem is boosting our presence directly with many customers without the interplay of dealer/ retailer route. The acceptability of our products at leading E-commerce websites is also strengthening our digital footprints.
Rupa, today and tomorrow
Today, the brand “Rupa” has accomplished a milestone of 50 years through the interplay of its passion and maturity. Highest ethical standards in corporate governance, innovative product offerings, extended reach and customer convenience are always our hallmark of a fashionable journey to success. We aspire to become a leading higher-end apparel component player globally through JV/ strategic alliances with established brands to broad-base our revenue basket and expanding reach of branded men and women innerwear & outerwear market globally.
The future for our Company looks bright even as it passes through competitive times. We are poised to grow much faster in the coming decades based on our product excellence, human resources, brand equity and market growth. As we gear up for another important phase of growth, we have no doubt that the company will continue to enjoy the same dedication and faith from all of its stakeholders and associates that will inspire it to reach greater heights and create multi-decades of fashionable experience.
Prahlad Rai Agarwala - Chairman
Ghanshyam Prasad Agarwala - Vice-Chairman
Kunj Bihari Agarwal - Managing Director