Ramesh Agarwal
Whole-Time Director Rupa & Company Limited
Rupa ensures that its products provide comfort and functionality
Rupa & Co. is one of India’s leading knitwear brands, offering a wide range of knitted garments, from innerwear to casual wear. Established by three visionary entrepreneurs, the company has grown into a frontrunner in both the Indian and global markets, known for its commitment to quality and innovation. Rupa regularly introduces new products incorporating advanced fabric technologies and design, ensuring comfort and style. With a production capacity of over 700,000 pieces daily and a vast distribution network across India, Rupa continues to uphold its reputation for durability and customer trust. In an interview with Fibre2Fashion, Whole-Time Director Ramesh Agarwal discusses the brand, its distribution strategy, sustainability and more.
Rupa & Co. is one of the leading knitwear brands in India. What sets Rupa apart from other brands in such a competitive market?
Rupa & Company Ltd stands out due to its unique combination of heritage, innovation, and inclusivity. The brand has mastered the art of balancing high-quality craftsmanship with modern design, offering a wide range of products that cater to all age groups and demographics. Unlike many brands, Rupa does not just focus on urban areas; its strategic distribution network ensures that its products are accessible even in rural parts of India. Rupa’s commitment to embracing new technologies while staying rooted in its core values of quality and diversity is what truly sets it apart.
Sustainability is becoming a critical focus in the textile sector. What are the major challenges the industry faces in adopting sustainable practices on a large scale?
One of the major challenges is the high initial cost of sustainable materials and technologies, which can make widespread adoption difficult, especially for smaller manufacturers. Additionally, navigating complex supply chains and adhering to varying international regulations can complicate the process. Consumer education is also key, brands need to communicate the value of sustainable fashion to build awareness and loyalty. However, with its commitment to eco-friendly practices, Rupa is well-positioned to lead the charge and set industry standards in sustainability.
How is Rupa & Co. incorporating sustainable practices into its manufacturing process?
Rupa is at the forefront of sustainable fashion in India. The brand has made significant strides by adopting eco-friendly materials like organic cotton and recycled fibres. Beyond materials, Rupa has invested in energy-efficient production methods and water conservation techniques to minimise its environmental footprint. But Rupa’s approach to sustainability is not just about compliance; it is about leadership—showing the industry that eco-friendly practices can go hand-in-hand with high-quality, stylish garments.
With the increasing consumer preference for comfort and athleisure, how has Rupa & Co. adapted its product offerings to cater to this trend?
Rupa has been quick to embrace the athleisure movement, recognising the modern consumer’s desire for comfort without compromising on style. Collections like Bumchums and Colors blend function with fashion, offering versatile clothing that transitions seamlessly from workouts to social settings. By incorporating innovations like moisture-wicking fabrics and stretchable materials, Rupa ensures that its products provide comfort and functionality, making it a go-to choice for consumers with active lifestyles.
The knitwear market is highly competitive, with many domestic and international players. How does Rupa & Co. maintain its market leadership amidst such competition?
Rupa maintains its market leadership through a multifaceted approach that includes constant innovation, local manufacturing, and a diverse product portfolio. The brand continually introduces cutting-edge fabrics and designs, ensuring that it meets the evolving needs of its consumers. By manufacturing locally, Rupa is able to reduce costs and foster a stronger connection with Indian consumers, enhancing brand loyalty. Its wide range of offerings—from basic innerwear to trendy athleisure styles—ensures that it appeals to a broad demographic, keeping it ahead of the competition.
How has the rise in e-commerce influenced Rupa & Co.’s distribution strategy, and what online strategies have proven successful for the brand?
E-commerce has significantly influenced our distribution strategy, allowing the brand to expand its reach beyond traditional retail channels. Collaborations with leading platforms like Amazon and Flipkart have boosted its visibility and made its products accessible to a broader audience. Rupa has also embraced a direct-to-consumer approach, using data analytics to understand consumer preferences and personalise its offerings. This digital-first strategy ensures that Rupa stays connected with today’s tech-savvy, online shoppers.
With the increasing digitalisation and automation in the textile industry, how do you see these technological advancements shaping the future of the industry?
Digitalisation and automation are reshaping the textile industry by increasing efficiency and improving product innovation. Automation allows for streamlined production processes, reducing both costs and time-to-market. The rise of smart textiles and IoT-integrated fabrics is opening up new avenues for functionality and consumer engagement. As Rupa continues to invest in these technologies, the brand will not only stay competitive but also push the boundaries of what is possible in knitwear, creating new opportunities for growth and differentiation.
Brand differentiation is crucial in a crowded market. How does Rupa & Co. distinguish itself in the innerwear and casual wear segments?
Rupa differentiates itself through its extensive brand portfolio, which caters to various segments and preferences. From Frontline’s affordable everyday essentials to Bumchums’ trendy athleisure wear and Peek A Boo’s adorable infant clothing, Rupa offers something for everyone. The brand also sets itself apart with the use of high-performance fabrics and stylish designs that resonate with consumers. Celebrity endorsements and collaborations further elevate Rupa’s aspirational appeal, making it a lifestyle choice, not just an innerwear brand.
Rupa has a strong presence in the Indian market. Are there plans for global expansion or new product categories?
Yes, Rupa has ambitious plans for global expansion. The brand is looking at markets in the Middle East and South Asia, where the demand for high-quality Indian textiles is on the rise. Additionally, Rupa is diversifying its product offerings by venturing into lifestyle and athleisure categories. This strategic move allows the company to leverage its strengths in knitwear while expanding into new, high-growth areas, further solidifying its market presence.
What do you see as the biggest challenges and opportunities for Rupa & Co. in the next 5-10 years, given the rapidly changing textile and fashion industry?
One of the biggest challenges for Rupa will be navigating rising sustainability costs and increasing competition from both local and global players. However, these challenges also present significant opportunities. By embracing technological advancements like AI and automation, Rupa can streamline its production processes and continue to innovate in product design. Moreover, the brand’s focus on sustainability will position it as a leader in eco-friendly fashion, appealing to the growing base of environmentally conscious consumers.
Interviewer: Shilpi Panjabi
Published on: 07/11/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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