Indian apparel firm Arvind Ltd has entered into an agreement with US-based HanesBrands Inc to market Hanes' famous 'Wonderbra' range of lingerie on the sub-continent.
Eyeing an opportunity in India's near $4 billion lingerie and undergarments sector, Arvind said it aimed to generate $100 million in revenue over the next four years from the partnership.
Wonderbra, one of the world's leading brands, is a type of push-up underwire brassiere that became popular in the 1990s.
In 1994, Wonderbra extended its line to include other lingerie items.
In most markets, the brand, owned by Hanes, emphasises sex appeal.
Hanes, founded in 1901, is owned by HanesBrands Inc and markets brands such as Hanes and Wonderbra that cater to men, women and children.
Hanes entered India five years ago and has been struggling to find success in the country.
Arvind plans to increase the current number of Hanes sales points from 5,000 to 15,000 in the next three years.BLOG COMMENTS POWERED BY DISQUS