Targeting the fashion conscious Indian youth, Indian innerwear and outwear marketer Dollar Industries recently launched its premium men’s undergarment brand, Force NXT, with Milind Soman as the brand envoy. It is made with super combed rich cotton yarn and features undergarments with different motifs, colour patches, symbolic innovations, and colour vibrancy. For everyday use for the professionals, the brand features a basic range too, with prices that would be neither modest nor too high.
Force NXT would be exported to the Middle East and South East Asian countries and aims to become a Rs. 100 crore brand by 2016-17.