Hosiery major, Dollar Industries has introduced Force NXT that offers premium range of briefs, trunks and vests. The marketing, advertising and distribution are aggressive and target to make Force NXT a ?100 crore brand by 2016-17.
Indian undergarment industry has undergone a transformation in the past few years. Men are more experimenting with new look, comfort and stylish brands in this segment. Thus, keeping in mind the need to satisfy the ever-demanding Indian consumers, the leading hosiery brand, Dollar Industries Limited launched a premium men’s undergarment brand, Force NXT.
“We are introducing Force NXT for the fashion conscious Indian youth. Force NXT signifies next generation clothing. The products are trendy and fashionable with a variety of prints. There is a basic range too, which would appeal to professionals for their everyday use. The feel is absolutely international and the price is neither modest nor skyrocketed,” said Vinod Gupta, Managing Director, Dollar Industries Limited. Made from super combed rich cotton yarn, Force NXT offers a range of briefs, trunks and vests available in three categories – Finez, Relaxz and Flexz. For a person who thrives with class and simplicity, Finez is the only thing he would settle for. It offers great comfort with finely knitted material. While Relaxz extend a comfortable and flexi-fit. And Flexz displays uber cool designs that are finely crafted.
“We are extremely ambitious and optimistic with Force NXT and have a well thought out strategy in place to market the brand, pan India. We would be exporting Force NXT in the Middle East and South East Asian countries. Our target is to make Force NXT a `100 crore brand by 2016-17,” added Gupta.
Force NXT will be available across the leading hosiery stores, super markets and malls of the country. It will be also available in the popular online stores and can also be purchased from Flipkart and Amazon.