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Dazzle, a designer women innerwear brand

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One of the most renowned name in the women’s innerwear business, Shalibhadra Creations Limited (SC) announced the launch of a designer women innerwear brand Dazzle at an official event at Hyatt Regency, Mumbai. After unveiling the logo, the event had models walking the ramp and showcasing 6 exclusive bra styles including padded, non-padded, under-wired, push-up, sports bra, racer bra and plus cup size bras for Indian women. The all new range was designed keeping the needs of new era women in mind.

The all new collection is designed net, hosiery and lycra fabrics. Designed in black, white, pink and violet colours, each bra style is available in two colours. The premium innerwear range is priced between `750 and `1,000. After the event, the products were displayed to a selective group of distributors and dealers across India.

Dazzle is owned and marketed by Shalibhadra Creations Limited which has successfully catered the needs of the middle class women of India by the brand, Sonari innerwear. With over 15 years in the family business, Dipesh Kubadia heads the marketing, advertising and sales. He shared why SC decided to enter the premium women innerwear segment business, “After the success story of Sonari, a well accepted brand by every middle and lower middleclass women across India; we felt the need to cater the upper price segment market. Being exposed to the international world of fashion, we kept wondering why Indians can’t produce and market the international quality standard products to the Indian customers. We at Shalibhadra Creations decided to take up this global market challenge heads on.”

Dazzle targets to the urban women who have the purchasing power to buy international standard products and also understand the products premium pricing. The products will soon be available retail stores and MBOs across India.