Coimbatore-based Jagannath Textiles Company Ltd (JTCL) has made its entry into the men’s innerwear under the ‘Crusoe’ brand and intends to carve a name in the new segment.
Abhishek Tibrewal, Chief Marketing Officer, Crusoe, said the brand is confident that there is scope for innovation in this category. Today’s youth is fashion conscious and interested in making the underwear more fashionable.
He added that the company spent considerable time understanding the likes and dislikes of the youth both in terms of their aspirations and fashion choices. The name Crusoe is synonymous with adventure and the insight is that most men have an adventurous streak. As a brand, Crusoe identifies with that ‘true inside’ and therefore, the brand proposition is ‘Innerwear for the Innerself’.”
Targeted at the age group of 16-35 years, Crusoe offers boxer shorts, vests and briefs in three ranges -- Base, Nxt and Xtreme. Each segment has eight variants. The price range is Rs 100 to Rs 350.
The Rs 350-crore JTCL, promoted by Ramesh Kumar Tibrewal, is involved in the manufacture of yarn and fabrics.