E-commerce Platform, Sexy Beast Unleashes Itself in the Indian Innerwear Market

Sexy Beast offers garments with premium quality and quirky designs;it also does sustainable and responsible packaging with zero usage of plastics and usage of recycled boxes
E-commerce Platform, Sexy Beast Unleashes in the Indian Innerwear Segment

Fashion has seen an interesting pivot in the last year with collections catering to the new work from home order. The loungewear and sleepwear segment in India has seen a tremendous uptick in sales in the last few years, with changing consumer preferences. Today, Indian Innerwear is worth around 44,000 crore with a CAGR of 11 percent.

Sexy Beast, an e-commerce platform selling leisurewear, loungewear, and underwear that inspires confidence and self-belief. Launched in December 2020, the brand offers garments with premium quality, quirky designs, and utmost comfort. With originality at the core of the collections, the garments are crafted with the latest technologies, materials, and know-how at the brand’s factories, supported by fifty years of industry experience.

Building the Product

Sexy Beast stands out with its unique, bold, and colorful designs that have been very carefully put together to evoke and enhance a certain mood. The brand has over 30 designs in its product range today. The large prints and colors have been mindfully designed by CEO & Co-Founder, Raj Rana, for an exuberant and confident experience. The large size and colors are chosen for a meaningful yet uncluttered feel.
In terms of weave and touch, the brand uses super combed premium cotton that has baby-soft against the skin without feeling like one is wearing a paper bag. The shape and size of the pockets, for example, have also been carefully planned so a wallet or phone will not slip out. This small but big detail was very intentional.

“We have seen the market transition from an essential item to a fashion statement in the last decade. We understand that people everywhere are yearning to express their inner beast more. Our products let them do so with ease and confidence. Our pricing and positioning put us under the ‘affordable luxury’ umbrella and we are thrilled to see our demographics widen already; what started with the Gen Z and Millennials audience segmentation has now expanded to happy customers across Gen X too. We are in a unique position whereby our products cut across all audiences,” Raj Rana, CEO, and Co-Founder, Sexy Beast said.

Leading a Sustainable Business 

The brand awakens the wearer’s inner confidence so they are able to achieve more. The products are versatile in their look and feel and are thoughtfully constructed so they can be worn in pretty much any situation. The products are ideal for working from home, hybrid working, and simply chilling out. Constant innovation and development ensure novel products and styles as well as expansion of product lines.

The company is eco-conscious as it is evident in its sustainable and responsible packaging with zero usage of plastics and usage of recycled boxes. It has been experimenting with sustainable and eco-friendly fabrics for future lines of products as well. 

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