An interesting cliche states change is the only constant. At 50 Rupa has bestowed asaga of interesting transformation in response to changing realities. Today the brandRupa is a powerful blend of a range of traits: rich multisectoral insight;drive for innovation; a fashionable product mix that reflects evolving customeraspirations; a pool of budding & talented employees; a dedicated network ofdistributors & dealers; and a widening market penetration. These attributes havecreated 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 thesmall players who were only manufacturing men's innerwear. We sensed the opportunity inthe same besides foreseeing demand for quality & branded innerwear products. This ledus towards the formation of our own brand Rupa. Since then there was nolooking back. We had been successful in entering the market dominated by the unorganizedsector and bringing the discipline of the organized sector thereby enhancing the consumerexperience and widening the market share of the Company.
At Rupa we are attractively positioned to address the opportunities for a number ofreasons: we believe that the secret of the Company's success has been the ability of theCompany to keep innovating to create and deliver superior products and more importantlythe power of its brands to connect with consumers in providing an unparalleled fashionexperience. They continue to emphasise the value-for-money' proposition and addressthe everyday needs of people everywhere. It is our conviction that the chemistry betweenthese 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 ofservices with a large and growing consumption demand. Recent policy initiatives andprogrammes have given a further impetus to growth directing the world's attention toIndia. Falling inflation and rising GDP numbers are only reinforcing this optimism.Initiatives such as the Make in India' initiative are also sending the right signalsof intent that India means business!
Goods and Service Tax (GST): One nation One market One tax' is a biggame-changer paving the economic inclusion of a largely unorganised textile sector. Bygetting the entire value chain under a single tax bracket is a land mark and game changerfor the entire organised innerwear industry. It would also help in reducing themanufacturing warehousing and logistic cost. In fact due to input credit mechanism underthe GST the pricing difference between the organised and the unorganised manufactureswill narrow down.
Building a robust organization
Today we command a dominant market share in the organized retail segment of knitwearand hosiery industry. Going ahead we are quite optimistic of sustaining our growth forsome interesting reasons.
New categories: We were traditionally a hosiery Company but our gradual shift fromsingle product dependence to multi-layer offerings including specialised women's wearkid's wear casualwear and fashion wear across super-premium premium medium and economysegments has created a niche for the Company in the market.
Brand leverage: Today our flagship brands - Frontline Macroman Softline and Eurocommand a leading pie in the market and contributes significantly to our topline. Thesebrands are endorsed by leading celebrities like Ranveer Singh Ranbir Kapoor Bipasha Basuand Siddharth Malhotra respectively.
Inorganic route: The licensing agreement between Rupa's WOS with FCUK andFruit of the Loom to manufacture distribute advertise and sell theirinnerwear & outwear products in India is going to be a game changer for our Companyand is expected to add a value to our Company's revenue in the long-run and endorse theimage of the Rupa group in the super-premium segment
Deeper manufacturing and sales penetration: We continued to invest in manufacturingfacilities either proximate to markets of consumption or in fiscal-friendly locations.Today our manufacturing facilities are situated at Domjur Tirupur Bengaluru andGhaziabad and sales offices are at major locations including Kolkata Patna MumbaiDelhi Ghaziabad Bengaluru and Tirupur.
Outsourcing flexibility: Our business modality is of asset light module that is why weoutsource some production facilities. Highly labour intensive work which includesstitching and knitting are outsourced to third-party manufacturers have enabled us toaccelerate our market access.
E-commerce play: E-commerce ecosystem is boosting our presence directly with manycustomers without the interplay of dealer/ retailer route. The acceptability of ourproducts 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 theinterplay of its passion and maturity. Highest ethical standards in corporate governanceinnovative product offerings extended reach and customer convenience are always ourhallmark of a fashionable journey to success. We aspire to become a leading higher-endapparel component player globally through JV/ strategic alliances with established brandsto 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. Weare poised to grow much faster in the coming decades based on our product excellencehuman resources brand equity and market growth. As we gear up for another important phaseof growth we have no doubt that the company will continue to enjoy the same dedicationand faith from all of its stakeholders and associates that will inspire it to reachgreater heights and create multi-decades of fashionable experience.
Prahlad Rai Agarwala - Chairman
Ghanshyam Prasad Agarwala - Vice-Chairman
Kunj Bihari Agarwal - Managing Director