Chennai based Marquee Investor Peepul Capital LLC has invested Rs 70Cr in early stage lingerie and active wear manufacturer Brandis Marketing and manufacturing pvt. ltd. Brandis currently has got two brands in the market – Beyouty, an lingerie brand targetted at mid segment and have 2GO which is an active wear brand available in tracks, tshirts, shorts.
Investments will come in multiple tranche and Brandis has received Rs 30Cr in its 1st tranche. Funds will be utilized in developing the production unit, Hiring team in middle level, marketing and distribution and Brandis is confident of achieving a topline of ~Rs 280Cr in 3 years.
Brandis was incorporated in mid 2010 with the aim of launching global capable brands in the apparel and accessories space. Brandis is promoted by Nischal Puri veteran in the Indian apparel industry. Before starting Brandis, he was heading the marketing and strategy at Page Industries (Jockey India). He has been instrumental in establishing and growing Jockey brand in India.
During his tenure in Jockey he changed the direction of the brand from being an men innerwear brand to a lifestyle brand. He was instrumental in launching the exclusive stores for the brand besides changing the consumer perception of the brand from innerwear to an category inclusive brand. Nishcal Puri was responsible for spearheading the listing of Page Industries in NSE & BSE.
The market is growing at 24% and the unorganized is Rs20bn. The size of the Indian lingerie market is Rs56.28bn and can be segmented as follows: a) ECONOMY (Rs35.06bn growing at 17%) b) MIDDLE (Rs12bn growing at 22%) c) PREMIUM (Rs8.32bn growing at 32%) d) SUPER PREMIUM (Rs900mn growing at 56%).
Brandis Marketing is going to launch lingerie in luxury segment and also coming out with specialized category targeted at youth.
In lingerie space Brandis Marketing will directly compete with Enamor, Lovable and Jockey and in men’s active wear space it will take head on with Jockey, Hanes.
Popular investments Peepul Capital has made in are – Unibic cookies, Medplus, Univercell.
vcBytes, a product and investment consulting firm played the role of transaction adviser to Brandis Marketing and closed the deal with Peepul Capital. vcBytes Congratulates Brandis Marketing and Peepul Capital and quite confident of excellent outcome from this investments.