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    Playboy extending India foray


    , the global brand available in 133 countries, has arrived for a big retail play with a range of men’s underwear. Brought in by Andhra Pradesh-based SR Mill, who is the exclusive license holders for men’s underwear in India, the brand is manufactured by Tirupur-based Emperor Textiles. The brand is currently retailed through 200+ MBOs in Mumbai, Bangalore, Chennai, New Delhi, Hyderabad, Visakhapatnam, Surat and Rajkot, and is fast spreading its wings to other regions across the country.

    Having established the brand in the market to a reasonable extent with their baseline products – bikini briefs, t-brief, classic brief, mini boxer brief and boxers – it is learned that the company is now focused in a big way on releasing its range of exclusive, innovative and flashy concepts that will appeal to the youngsters the company is mainly targeting.

    Globally, Playboy merchandise is a $350-million business.