Pepe to Make In­ner­ware in In­dia in Tie-up with Dol­lar

The Economic Times - - Companies: Pursuit Of Profit - Our Bu­reau

Kolkata: Bri­tish denim and ca­sual wear brand Pepe Jeans Lon­don is fo­ray­ing into the in­ner­wear seg­ment in In­dia through a joint ven­ture with Kolkata-based hosiery firm Dol­lar In­dus­tries.

The 50:50 ven­ture, chris­tened Pepe Jeans In­ner Fash­ions, will man­u­fac­ture and mar­ket pre­mium fash­ion in­ner­wear, lounge wear, gym wear, sleep wear and track suits for adults and kids, the two part­ners said on Fri­day.

Pepe Jeans will bring in ₹ 36 crore as for­eign di­rect in­vest­ment ini­tially into the com­pany that will start with paid-up cap­i­tal of ₹ 72 crore. Over the next four-to-five years, the JV part­ners plan to in­vest ₹ 200 crore into this en­tity in a phased man­ner, the firms said.

The firm will mar­ket the en­tire range of in­ner­wear un­der Pepe Jeans Lon­don. “Glob­ally, we have our in­ner­wear cat­e­gory but it was ab­sent in In­dia,” Pepe Jeans In­dia MD Kavin­dra Mishra told re­porters on Fri­day.

Be­sides In­dia, Pepe Jeans In­ner Fash­ions plans to make its en­tire range avail­able in Sri Lanka, Nepal, Bhutan and Bangladesh. Pepe Jeans’ ex­pan­sion into newer cat­e­gories is a strate­gic pro­gres­sion of the brand af­ter launch­ing kids wear two years back.

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