Lyra, a women legging brand from India, is set to expand its portfolio and has plans to venture into the lingerie and loungewear segments, focusing on more affordable fashion collection.
The manufacturers of Lyra, Ebell Fashion (a Lux Group Company) will soon launch intimatewear for women under the same brand name. Elaborating on the upcoming collection, Udit Todi, Senior Vice President, Lux Industries said, “Lyra today enjoys a very high level of consumer awareness and consumer loyalty. Our legging business is growing by 50 per cent a year and currently we command a market share of 38 per cent in the mid to premium segment.”
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Besides, the company aims to use their wide network of more than 5,000 strong retailers and distributors across India, to make the products readily available for the customers. In addition, Lyra is also entering the online space using their own website and tie-ups with leading e-commerce sites. The company will be competitively pricing its products, keeping in mind the ‘price sensitivity’ of the Indian consumers.
