Rupa Company

Rupa & Co. Ltd.
Formerly	Binod Hosiery
Traded as	(BSE: 533552) (NSE: RUPA)
Industry	Inner wear & casual wear
Founded	06-02-1985
Founders	Mr P R Agarwala; Mr G P Agarwala; Mr K B Agarwala;
Headquarters	Kolkata, West Bengal, India
Key people	Mr P R Agarwala (chairman); Mr G P Agarwala (vice chairman); Mr K B Agarwala (managing director); Mr Ramesh Agarwal; Mr Mukesh Agarwal; Mr Satya Brata Ganguly; Mr Dipak Kumar Banerjee; Mr Dharam Chand Jain; Mr Sushil Patwari; Mr Vinod Kumar Kothari; Mrs Alka Devi Bangur; Mr Arihant Kumar Baid;
Products	Men: Vests, Briefs, Drawers, Bermudas, Capris, Tshirts, Lounge Wear, Boxer Shorts, Sleep Wear, Thermal Wear Women: Bra, Panty, Camisole, Leggings, Thermal Wear Kids: Lounge Wear, Bermudas and Tshirts Toddlers: Baba Suits, Bloomers and Slips
Brands	Frontline, Softline, Softline Leggings, Euro, Bumchums, Torrido, Thermocot, Macroman, Footline, Jon
Website	www.rupa.co.in (Corporate Website) www.rupaonlinestore.com/ (Ecommerce Site)

Rupa is among the largest knitwear brands in India that produces innerwear, casual wear, thermal wear and sleep wear for men, women and kids. While Frontline is its flagship brand, Rupa family also consists of brands like Softline, Euro, Bumchums, Torrido, Thermocot, Macroman, Footline and Jon. Rupa was established by Mr P R Agarwala, Mr G P Agarwala and Mr K B Agarwala with a vision to serve the erstwhile hosiery market, which was at a very nascent stage at that time and mainly addressed by the unorganized players. Over the years, it has emerged as a key player in Indian Innerwear segment known for its comfort and pricing.

History

The first establishment set up by the Agarwala Brothers was called Binod Hosiery. But the need for a brand name urged them to incorporate Rupa and Company Pvt. Ltd. in 1985. A decade later, it transformed into a public limited company and renamed as Rupa and Company Limited.

Milestones

1968: Promoters started and launched the Brand "Rupa"

1985: Established Rupa & Co. Ltd

1995–1996: Took over Binod Hosiery and converted into public limited company.

1997–2000: Started mnufacturing of casual wear.

It also set up a dyeing unit at Domjur, West Bengal and started manufacturing of thermal wear products -"Thermocot"

2003–2009: Acquired the brand "Euro" and started export of products. It launched the premium brand Macroman M Series in this period.

Rupa also doubled the dyeing capacity at Domjur, West Bengal

2010–2011: Launched premium brand "Air" and apparel for Kids under the brand "Imoogi"

2013: Launched the brands "Macrowoman" and "Torrido" thermal wear

2014: Awarded by Limca Book of Records for the 11th time and also received Brand excellence in innerwear award by many renowned agencies

2015: Conferred the Best Corporate Award by ET at "The Economics Times Best Corporate Brands Summit 2015" held in Mumbai.

Brands

Rupa Frontline- Rupa Frontline claims to produce products which are 100% super combed cotton. The range of briefs include- Expando briefs, Front Open briefs and Xing briefs which have flexy fit designs. The range of vests include Ribbed, Interlock, Sinker and Gym vests. There is also Frontline Kidz which is a range of premium vests and briefs for boys.
FL 7 Series
Softline- Softline consists of premium casuals and innerwear for women seeking ease with a fashionable edge. It also provides with a wide range of women's leggings
Euro- Euro was established in 2001 when lack of fashionable undergarments for men in the Indian market was noticed. Euro products are processed using sophisticated Swiss technology and manufactured using state of art Japanese machinery for comfort and a trendy look.
Bumchums- It produces apparels for active leisure wear and workout purposes.
Torrido
Thermocot
Macroman
Footline- This is the footwear brand of Rupa. This brand produces wide range of socks of different design and patterns.
Jon

Products

Rupa produces Vests, Briefs, Drawers, Bermudas, Capris, T-shirts, Lounge Wear, Boxer Shorts and Sleep Wear for men; and Bras, Panties, Camisoles and Leggings for women. It also manufactures Baba Suits, Bloomers and Slips for infants/toddlers, and Lounge Wear, Bermudas and Tshirts for kids. Thermal wear is another major category that Rupa caters to: the offerings include Winter Wear for both men and women.

Brand ambassadors

Rupa is one of the first Inner Wear Companies to explore celebrity endorsements for its branding exercise. At various points in time, it has associated with various celebrities like Govinda, Sanjay Dutt, Aishwarya Rai, Ronit Roy, etc. in order to consolidate its positioning in the Inner Wear and Casual Wear segment. Presently, the Company has tied up with Bollywood heart-throbs Ranveer Singh and Sidharth Malhotra and sizzling Bipasha Basu for promoting its brands Frontline, Euro Fashion Inners and Softline respectively.

Awards and recognitions

Award	Year	Conferred By
Best Corporate Brand	2015	The Economic Times
Limca Book of Records	2014	The Coca-Cola Company
Largest Producer – Knitting Sector Fabrics	2013	[Union Textiles Ministry, Government of India]
Time Research Business Leadership Awards	2013	Worldwide Achievers (Zee)
Lifetime Achievement Award	2011	Reid & Taylor
Indian Power Brand 2011	2011	Planman Media (London)
Star Brand India	2010-11	Planman Media
Global Awards for Brand Excellence	2010	CMO, Asia
Master Brand	2010	CMO, Asia

References

External links

http://rupa.co.in

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