We’ve been a Vocal for Local organisation since 1968: Kunj Bihari Agarwala

Kunj Bihari Agarwala, Managing Director, Rupa, is very enthused about Prime Minister Narendra Modi’s call for ‘Voval for Local’. He affirmed, “We remain committed to strengthening India by embodying the true essence of Make in India’. We are… For the Indians. Of the Indians. By the Indians.” Agarwala further says, “We are the first and foremost brand to make and provide quality hosiery products (innerwear and outerwear) in India for the last 50 years.”

“As a national brand, we will continue to give 100% support to Prime Minister’s initiative by manufacturing all our products in India, strengthening our distribution network, growing our retail footprints and reaching out to as many Indian customers as possible – from the biggest metro cities to the smallest of rural towns,” he adds.

Headquartered in Kolkata since 1968, Rupa today has 10 big brands and over 8,000 SKUs for men, women and kids, with state-of-the-art manufacturing facilities established across India. The company has brands and products across Economy, Mid-premium and Premium segments.

Agarwala further informs, “We are the first apparel brand from India to scale the peak of Mount Everest in May 2019. As Indians, we are very proud of this achievement.”

Speaking about the growth of Brand Rupa, he notes that Indian consumers of today are well informed about brands and don’t need anyone to convince them. They know what they want. What has kept Indian consumers coming back to Rupa’s products over the last 50 years has been “excellent quality, variety in styles, designs and colours, and best value for money”, says Agarwala. “Our motto is ‘Customer Satisfaction’ and it is our customers who have made us market leaders,” he affirms.

While he refrains from revealing details about Rupa’s campaign and marketing strategy, Agarwala informs, “We are discussing media strategy internally among senior management and our business partners at present. Digital, of course, will be very important for us and we are working on the best strategy that will give us maximum impact.”

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