IndiaRetailBiz

Futurebrands, India’s first Brand IPR company with a portfolio of 20 brands across apparels, FMCG and home durables categories, is launching Mohena- a new brand in the lingerie and nightwear category. Futurebrands is a subsidiary of Pantaloon Retail ( India) Limited — a Kishore Biyani-led Future group company.

Mohena– the lingerie and nightwear brand– which has been specially designed for the Indian woman is looking at redefining style and comfort in Indian lingerie market.

Mohena will initially offer a range of 5 products comprising two lingerie and three nightwear products. While, lingeries will be priced between Rs. 299/- and Rs. 699/-, the nightwear products will be available between Rs. 449/- and 799/-.

“Our reading of Indian woman established her need to ‘express herself with comfort,’ to drop the tag of ‘traditional,’ and her growing desire to ‘celebrate comfort and freedom in contemporary Indian context,’ said Atulit Saxena, COO-Brands, Futurebrands Ltd, while explaining the brand’s concept.

“Mohena has a range of intimate wear which captures Indian femininity not only in design motifs, but also through the architecture of the product, through ease-breathing fabrics and fits suited to the Indian woman. With Mohena, we aim to create a brand that is reminiscent of the timeless portrayal of the Indian female form and that pays tribute to her beauty,” said Jaydeep Shetty, Head-New Business Development, Future Group.

Mohena is expecting to garner a turnover of Rs. 7-8 crores in the first full year of operations. The turnover is expected to then double each year for the next two years. Mohena will be a Rs. 20-25 crores brand by end of the third year of operations (by 2012) and is targeting to penetrate 20 per cent of the mass premium market in the main metros over the next 3 years, according to a press release issued by the company.