Innerwear manufacturer Rupa & Company Ltd. is focusing on expanding geographical reach in an effort to be present everywhere at a time when demand—even for underwear—is waning.
“We are putting out all our guns on expanding our geographical base and in areas where we are already there, we are putting all our efforts into door-to-door sales,” Wholetime Director and Chief Financial Officer Ramesh Agarwal told BloombergQuint.
That comes when overall demand in the country has taken a hit. Demand for innerwear too has seen a slight fall as customers delay their purchases, Agarwal said.
Rupa's marketing efforts, however, have made up for this, he said. “What we believe is what is there in the market will sell. So the main aim is to be present everywhere.”
Watch | Rupa CFO Ramesh Agarwal On Dealing With Competition
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