Aditya Birla Fashion forays into new business segment

Aditya Birla Fashion and Retail (ABFRL) has forayed into Rs 7,000 crore men's Innerwear & Athleisure market. The company has introduced the all new range of Van Heusen men's innerwear & athleisure wear in Bangalore, Chennai and Hyderabad markets with the localized distribution model. The brand offers Innerwear range comprising of four collections - Classic, Platinum, Signature and Active. Each collection has been designed to offer a differentiated range to the various consumer segments.

With this new initiative, ABFRL aims to expand in the new segment and has plans to bring a differentiated product range to Indian customers. The company is also foraying into developing a fast growing category of Athleisure, an emerging space of multi-purpose wear that goes from gym to street to couch.

Aditya Birla Fashion and Retail hosts India's largest fashion network with over 7,000 points of sale across over 375 cities and towns, which include more than 2,000 exclusive ABFRL brand outlets.