Rupa Softline launches e-commerce website, eyes Rs 250 crore by 2022

By

Maverick Martins

Published
Aug 29, 2019

Rupa & Company Ltd’s womenswear brand Softline is betting big on the online market for growth in this segment and has launched a dedicated website for the brand.
 

Softline has also diversified its product portfolio with the launch of India's first comfort fit pocket leggings. With the launch of its online store ‘Softlinegirl’ and expansion of the portfolio, the brand has set target revenue of Rs 250 crore ($34.9 million) by 2022.
 
“We understand the importance of pockets in empowering women with convenience and the launch of India’s first comfort fit pocket leggings will offer an effortless style statement for modern-day women. With the rise of working women, we see a huge potential in this category as it offers enhanced mobility and convenience to them,” Vikash Agarwal, president & brand director at Rupa & Company Ltd said in a statement.

“The leggings category is growing at 50 percent year-on-year and we are hopeful of capturing 20 percent of the organised Indian leggings retail market by 2022. I am confident that our sustained focus on product and e-commerce will help us achieve our business goals in the coming years,” Agarwal added.
 
For the fiscal year 2018-19, Rupa & Co had reported a net profit of Rs 93 crore ($13 million) with sales revenue of Rs 1,108 crore.
 
The company banking on its women’s category to drive sales going forward and expects this category to contribute 20 percent to its overall revenue next fiscal.