Rupa Company


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 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

AwardYearConferred By
Best Corporate Brand2015The Economic Times
Limca Book of Records2014The Coca-Cola Company
Largest Producer – Knitting Sector Fabrics2013
Time Research Business Leadership Awards2013Worldwide Achievers
Lifetime Achievement Award2011Reid & Taylor
Indian Power Brand 20112011Planman Media
Star Brand India2010-11Planman Media
Global Awards for Brand Excellence2010CMO, Asia
Master Brand2010CMO, Asia