The quick commerce industry has experienced remarkable growth in recent years, driven by the increasing demand for fast and convenient delivery options. This sector, characterized by ultra-fast delivery times often within 10 to 30 minutes, has gained significant traction among consumers who prioritize speed and convenience in their shopping experiences. In India, quick commerce currently has a market size of $700 million and is likely to grow 8 times to reach a $5.5 billion market value by 2025. The addressable market of this industry is projected to be around $60 billion.

Recognizing the increasing demand for fast and convenient shopping experiences, VIP Clothing is planning to foray into the world of quick commerce. This new venture aims to provide rapid delivery services, ensuring that its customers can receive their favorite VIP Inners products right at their doorstep in no time. By embracing this innovative approach, the brand is committed to making the shopping experience as seamless and enjoyable as possible, catering to the needs of modern consumers who value speed and efficiency.

“Through our quick commerce initiative, we aspire to position VIP Clothing not only as a brand synonymous with style and quality but also as one that offers unparalleled convenience. By being available on diverse platforms, we aim to make VIP Inners products incredibly easy to shop for, whether customers are browsing online or using mobile apps. This step reinforces our dedication to serving our customers through various channels, ensuring they have a delightful and hassle-free shopping experience every time they choose us,” said Sunil Pathare, Chairman and Managing Director, VIP Clothing.

Embracing E-Commerce

The brand’s Direct-to-Consumer (D2C) strategy is all about making VIP Clothing easily accessible to its customers wherever they prefer to shop. Besides its own website, it is present on major marketplaces like Amazon, Flipkart, Myntra, Nykaa, Jio Mart, Tata Cliq, Snapdeal, Ajio, and Shoppers Stop. These platforms help it connect with a vast audience and provide a seamless shopping experience.

“We're in the early stages of embracing e-commerce, exploring its potential to enhance our sales. In the next 2-3 years, we envision it could contribute significantly, possibly reaching 50 percent or more of our total sales. The dynamic nature of the online market fuels our optimism for its growth potential,” stated Pathare.

“The ever-expanding online market presents vast opportunities for growth and customer engagement, aligning seamlessly with our vision for the future. We understand the importance of staying agile and responsive in an increasingly digital world, and e-commerce offers us the platform to do just that,” he added.

Diverse Portfolio

VIP Clothing offers a diverse range of products, including innerwear, loungewear, vests, socks, t-shirts, and thermals, catering to the needs of men, women, and children alike. The brand primarily serves consumers in the budget and economy segments. It has also expanded its product range to include outerwear for men and women, as well as various accessories.

Looking ahead, the brand plans to expand its offerings by launching leisurewear and athleisure wear. “These new categories will complement our existing lineup, allowing us to provide our customers with a comprehensive range of apparel options. We are dedicated to continuously evolving and growing to meet the changing demands of our valued customers,” he asserted.

Brand Building

Currently, the brand’s revenue stream predominantly stems from the men's innerwear segment, comprising 85 to 90 percent, while the remainder comes from its women's category, specifically under the brand ‘VIP Feelings’. “We are actively expanding our women's offerings, focusing on bras, lingerie, and camisoles. Our aim is to broaden the reach of our Feelings brand into the relatively untapped markets of West and North India,” noted Pathare.

Presently, VIP Clothing’s stronghold lies in the South Indian market, where it is experiencing remarkable growth, closely trailed by the east and west regions of the country.

Brand building is its core strength. Within VIP Clothing, it has strategically positioned multiple brands across the innerwear market, ensuring coverage across every sub-category for a seamless consumer purchasing journey.

Tech Revolution

Technological innovation is at the heart of VIP Clothing's operations. It is dedicated to excellence in production processes and technology. “Our production facilities cater to both domestic and export markets, ensuring meticulous attention to detail at every stage. With the ever-evolving manufacturing sector, we understand the importance of staying ahead and competing globally. That's why we've invested in state-of-the-art manufacturing plants in Tamil Nadu and Kolkata equipped with cutting-edge technology. This move has empowered us to maintain control over quality and costs while streamlining our supply chain. Since their inception, these plants have operated at peak efficiency, thanks to our skilled workforce and advanced resources,” he explained.

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Path Forward

Over the next 5-10 years, VIP Clothing aims to evolve significantly while staying true to its core values of quality and customer satisfaction. “Our primary goal is to expand into new markets with D2C support. By leveraging our growing presence on various e-commerce and quick commerce platforms, we hope to reach more customers globally and make VIP Clothing a household name,” said Pathare.

“We also envision the brand expanding beyond our well-known innerwear offerings. Our vision includes evolving into a comprehensive apparel brand that encompasses all kinds of outerwear,” he concluded.