India-based Aditya Birla Fashion and Retail Ltd. (ABFRL) has announced to venture into the Rs. 16,000 crore women innerwear and athleisure sector with its Van Heusen label. Two years back, the company entered the men’s innerwear segment and has launched 15 exclusive stores till now.
The apparel brand will take the new collection in 3-4 major markets through localised distribution model and exclusive innerwear stores.
Speaking on the launch of the new range, Puneet Kumar Malik, said that the retailer was eyeing to expand the store count to 35-40 by the end of this fiscal and will aim to take it up to 400 outlets in the next 3-4 years. The majority of these outlets will be based on the franchise model.
“We conducted a research which revealed that Indian women are increasingly becoming brand conscious and are looking for innerwear that offers comfort, fit and value. We are positively looking towards the response for our latest offerings and our women consumers will appreciate this new range which is curated with sleek precision echoing trendy design and performance,” Malik said.
Notably, the brand currently retails its menswear collection in around 9,000 multi-brand outlets across the country. While the women’s section is expected to be on sale across 2,000-3,000 stores by the end of this fiscal year.
Reportedly, during the first phase, the suppliers will be appointed for Delhi, Kolkata, and Bangalore by the end of the next month. By the end of the year, the fashion label will extend its presence in Mumbai and Pune, among other cities.
Bharat Tex Special Report 2026 
