Innerwear brand Bodycare, was established in 1992 to meet a wide range of customer needs through high-quality standards, ethical manufacturing practices, and evolving consumer demands.
Sanjay Dawar, Managing Director, BodyCare Creations Limited says, “Bodycare Creations’ mission has been to provide high-quality, comfortable, and stylish products that cater to diverse customer needs.”
Product Innovation
Bodycare’s products offer comfort, functionality and style by incorporating supportive structures, ergonomic, and practical fits. The brand targets both young and mature women, and men through a wide range of innerwear products.
“We do rigorous research, study consumer needs, and market trends and our design team works closely with fabric specialists to select the best materials,” explains Dawar. He says Bodycare understands that everybody is unique, and its goal is to ensure all individuals find comfortable, well-fitting products.
The brand offers inclusive size ranges made of advanced moisture-wicking and antimicrobial materials that help maintain hygiene by keeping the skin dry, and comfortable. It also adopts seamless construction techniques to provide a smooth, irritation-free experience, ideal for everyday wear.
It uses eco-friendly fabrics and is also exploring smart textiles that respond to body temperature, providing adaptive comfort. Additionally, 3D knitting technology allows customised fits and enhanced durability with minimal waste.
Emerging Categories
Bodycare’s key categories are innerwear for men and women, athleisure, loungewear, and perfumes. The brand is now expanding into sleepwear – which will ensure softness and breathability for the wearer – as well as shapewear for effective support and a smooth silhouette while maintaining ease of movement.
Strategies
Bodycare employs a multi-channel promotion strategy with a mix of digital marketing and in-store promotions including a value-based, tiered pricing approach, loyalty discounts and leveraging social media platforms to attract and retain customers.
“We run thematic campaigns around key seasons, sponsoring events like IPL, Women’s
IPL, Pro Kabaddi League. We also take part in major trade events,” says Dawar.
Its stores are located in high-traffic areas like shopping malls, urban centres, and well-populated suburban areas ensuring maximum visibility and foot traffic.
A robust sustainability strategy is evident in the brand’s manufacturing processes, which
are optimised to lower energy consumption and focused on reducing its carbon footprint.
“Products are formulated with sustainably sourced ingredients and we prioritise suppliers who share our commitment to ethical practices. We have also transitioned to recyclable, biodegradable, and minimalistic packaging to reduce waste,” Dawar explains.
Challenges
Bodycare invests in advanced e-commerce platforms, an enhanced logistics network for timely deliveries and inventory management and customer support systems to address e-commerce based challenges in the wake of a large volume of online orders.
Its omnichannel approach aims to create an integrated shopping experience across all customer touchpoints. “Our online store is user-friendly, with detailed product descriptions, and customer reviews for a guided purchasing experience. We also have a comprehensive sizing guide with measurements,” Dawar says.
Revenue & Expansion Plans
Bodycare is focused on increasing its presence in Tier II and III Indian cities. Internationally, it is present in the Middle East, where there is high demand for high-quality, sustainable products. Currently, its ARR is Rs 300 crore, with 5% of total sales through online channels.
“In the next two years we expect our ARR to go up to Rs 400 crore through expanding the product range, enhancing online platforms, and deepening our market penetration in India and beyond,” Dawar concludes
