By tapping into both online and offline platforms, Rupa & Co. is fostering meaningful connections with a dynamic Gen Z consumer base, ensuring its continued market leadership.
In 1968, three visionary entrepreneurs – Prahlad Rai Agarwala, Ghanshyam Prasad Agarwala, and Kunj Bihari Agarwal – laid the foundation for Rupa & Company Limited in Kolkata, starting as a small hosiery venture. What started as a modest endeavour soon evolved into one of India’s leading knitwear brands, setting a benchmark for innovation and quality in the industry.
At a time when the Indian hosiery market was largely dominated by unorganised players, Rupa & Co. stood out by introducing new standards. Through consistent innovation and strategic expansion, the brand steadily secured a strong foothold in both the domestic and global markets. With a portfolio of sub-brands that continue to challenge industry norms, Rupa & Co. has become a significant name in the fashion industry, celebrated for its wide range of innerwear, casualwear, and knitted apparel. Now, with a forward-looking strategy, the brand is focusing on Gen Z by leveraging both online and offline platforms to connect with this dynamic consumer base and sustain its market leadership.
Accessible, Ethical & Stylish Apparel for Gen Z & Beyond
Rupa & Co. caters to a broad target audience, ranging from infants aged 0-24 months and children aged 3 to 18 years to adults between 18 and 50 years. While it predominantly serves the men’s segment, the brand also offers a diverse range of products for women and children. This wide reach is further strengthened by a dynamic geographical presence, ensuring accessibility across urban and semi-urban regions, and an expanding global retail footprint.
Driven by a value-oriented approach, Rupa & Co.’s product range emphasises comfort, affordability, and practicality. These attributes resonate particularly well with consumers looking for functional yet stylish innerwear and loungewear.
At the core of the brand’s value-driven philosophy are principles of transparency, affordability, and flexible payment solutions. By adhering to strict ethical standards in supply chain and labour practices, Rupa aligns with the growing consumer demand for authenticity. Additionally, the brand provides competitive pricing while maintaining a stylish appeal, alongside flexible payment solutions such as buy-now-pay-later options, enhancing the accessibility and affordability of sustainable fashion for its Gen Z audience.
Meeting Gen Z Demands with Trendy, High-Performance Collections
Rupa & Co.’s latest collections demonstrate its commitment to catering to the varied and evolving demands of its diverse consumer base. For cooler seasons, Jon Thermals provide reliable warmth, while Peek-a-Boo infant apparel features ultra-soft, baby-friendly fabrics for toddlers and infants. The men’s line pushes boundaries with its digitally printed innerwear that seamlessly blends style and functionality.
Colors by Rupa introduces jacquard and waffle t-shirts, catering to comfort-conscious yet trendy consumers. EURO’s women’s underwear line adds a blend of everyday comfort and elegance, while vibrant athleisure collections from Colors by Rupa and Bumchums directly target Gen Z consumers who seek dynamic and versatile wardrobe options.
Ramesh Agarwal, Whole-Time Director of Rupa & Company Limited, explains, “Trendy, adaptable, and high-performance are the three core principles that Rupa & Co. considers while developing new products to meet the ever-changing demands of the Gen Z demographic.”
Global Expansion through Omnichannel Growth
Rupa & Company’s extensive market presence includes over 2,000 stores, such as shop-in-shops and large-format locations. Beyond its physical reach, the brand operates in more than 13 countries and runs 29 exclusive brand outlets. This global presence is further bolstered by a robust online ecosystem, featuring a proprietary e-commerce platform and partnerships with major retail platforms like Amazon, Flipkart, Myntra, Blinkit, Swiggy, Instamart, and Reliance Retail. The brand’s robust online presence further solidifies its position and appeals to the digitally savvy Gen Z audience.
“We are expanding across new geographies, strengthening our pan-India footprint for wider reach and convenience, while exploring untapped international markets to meet the global demand for quality innerwear,” shares Agarwal.
India currently accounts for 98% of the brand’s revenue, but strategic moves are being made to explore new export markets, particularly in the Middle East, Africa, and Southeast Asia.
“By 2030, we aim to be a global fashion leader, blending style, sustainability, and technology. Our roadmap emphasises eco-friendly fabrics, innovative designs, and digital platforms to enhance consumer experiences. Rupa strives to balance tradition with modernity, becoming a trusted and trendsetting brand for diverse global audiences,” Agarwal says.
Leveraging Technology to Drive Growth
A key factor in Rupa’s success lies in its commitment to innovation and technology. The brand prioritises not just increasing production volumes but also aligning product development with evolving consumer preferences. Technological advancements employed by the brand include:
- CNC for precision manufacturing
- CAD for innovative design and prototyping
- Colorfast technology to ensure vibrant and durable colours
These technologies allow the brand to deliver precise, high-quality designs with minimal labour while adhering to international quality benchmarks. Rupa also adheres to rigorous global standards for colour durability, ensuring vibrant and long-lasting hues, a hallmark of its Colorfast guarantee.
Looking forward, Agarwal highlights, “The Internet of Things (IoT) and data analytics will enhance inventory management and supply chain logistics through real-time tracking, ensuring timely restocking and minimising waste. Artificial Intelligence (AI) will empower retailers with predictive analytics to forecast demand, identify emerging trends, and optimize pricing strategies.”
By embracing cutting-edge technologies, Rupa & Co.’s continues to deliver design and product innovations that shape its market trajectory. Collections like the vibrant ‘Colors’ range and the digitally printed innerwear exemplify this forward-thinking approach, demonstrating how the brand meets the preferences of a diverse customer base.
Sustainable Growth
Gen Z’s dedication to environmental sustainability drives Rupa & Co.’s focus on sustainable fashion. The brand applies materiality mapping to tackle significant environmental, social, and governance (ESG) challenges while adhering to global sustainability norms.
“In the ongoing financial year, we engaged extensively with stakeholders—investors, employees, customers, lenders, suppliers, industry bodies, and regulators—to uncover the ESG priorities most relevant to them. We combined these inputs with industry benchmarking and materiality studies specific to our business, identifying a comprehensive set of critical ESG topics,” Agarwal says.
Corporate Social Responsibility
- Environmental Stewardship: Rupa & Co. focuses on water conservation, effluent and chemicals management, waste reduction, and advancing a circular economy.
- Social Responsibility: The brand emphasises diversity, occupational health, safety, and human rights.
- Governance: Rupa & Co. maintains robust corporate governance, ethics, transparency, and responsible sourcing.
Multifaceted Retail Strategies
- Omnichannel Strategy: Rupa prioritises a customer-centric, multi-channel presence. With a strong distribution network, the brand invests in capabilities such as customer data management, content management, and mobile app development while exploring new business models.
- Location Strategy: Rupa’s store placements are strategically chosen for accessibility and high demand. “The selection of a location depends on several critical factors. Easy accessibility is key, as the store should be located in areas with convenient transportation links to facilitate both customer visits and goods transportation,” notes Agarwal.
- Marketing Strategy: Digital marketing is integral to driving growth, supplemented by strong investor relations. Regular updates to stakeholders on financial performance and consistent media coverage in prominent publications amplify Rupa’s market presence.
- Distribution Strategy: A diverse mix of Exclusive Brand Outlets, shop-in-shops, and partnerships with supermarkets enhances reach and strengthens market foothold.
Revenue Target & Future Forecast
For FY 2023-24, Rupa & Co. reported a standalone turnover of ₹1,19,416.90 lakhs and a consolidated turnover of ₹1,21,651.34 lakhs, achieving growth rates of 6.87% and 6.42%, respectively.
“We achieved a net profit of ₹6,912.08 lakhs on a standalone basis, reflecting our ongoing focus on market expansion and operational excellence,” Agarwal shares.
Looking ahead, Rupa plans to leverage digital platforms, focus on sustainable fashion, and innovate continuously. “We are committed to offering tech-enabled, personalised shopping experiences while staying ahead of customer expectations,” Agarwal concludes.
Rupa & Co’s legacy exemplifies a unique blend of heritage and innovation, championing quality and customer-centricity at every step. As the company strides toward global leadership, Rupa & Co. is transforming its product lineup to connect more effectively with the vibrant Gen Z audience. Its latest strategies and product launches are designed to resonate seamlessly with the distinct preferences and values of Gen Z.
