Rupa`s Dilemma: What Communication Strategy to Adopt for Premium Men’s Innerwear Brands?

Code : MM0076

Year :

Industry :Textiles & Apparel

Region : Asia

Teaching Note:Available

Structured Assignment :Not Available

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INTRODUCTION: On a winter morning in January 2018, 26-year-old Siddhant Agarwal (Agarwal), vice-president for projects and acquisitions at Kolkata-based innerwear manufacturer Rupa & Company Ltd (Rupa), was immersed in deep thought. He was pondering over his companyís future course of action with respect to two global premium menís innerwear brands that Rupa had acquired in 2017. Rupa, through its Mumbai-based subsidiary Oban Fashions, had acquired the manufacturing and selling license for premium global innerwear line Fruit of the Loom (FOL) from billionaire investor Warren Buffet-owned Barkshire Hathaway. Prior to this, in 2016, Rupa had also acquired the brand license for FCUK innerwear, another global brand, owned by UK apparel maker French Connection. ..

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