Ramesh Agarwal: We are deeply focused on building a sustainable and future-ready business

Founded in 1968 by three visionary entrepreneurs, Rupa & Company started as a humble dream and has grown into a leading name in India’s innerwear and outerwear market, with a strong global presence. Rupa swiftly embraced the athleisure movement, recognising the modern consumer’s need for comfort without compromising on style. Collections like Bumchums and Colors combine function and fashion, offering versatile clothing that moves effortlessly from workouts to social settings. With innovations such as moisture-wicking fabrics and stretchable materials, Rupa ensures comfort and functionality, making it a go-to brand for active lifestyles. Ramesh Agarwal, Whole Time Director, Rupa, discusses the company’s future plans in an interview with Divya Shetty.

Can you tell us more about the company’s portfolio?

With a rich portfolio of brands catering to men, women, kids, and infants, Rupa continues to redefine everyday fashion. Frontline, Euro, and Jon serve the diverse needs of men, while women find stylish comfort in brands like Softline, Femmora, and Colors. For the younger generation, Bumchums and Colors Junior range offer playful and functional options and the adorable Peek-A-Boo range wraps infants in cuddly, bubbly comfort.

Rupa caters to a wide range of customers across men, women, and kids. Which of these segments is currently witnessing the highest demand, and what are the driving factors behind it?

Rupa is witnessing peak demand in the men’s segment, which contributed around 86 per cent of revenue in 9MFY25. This growth is fuelled by the rising adoption of athleisure and premium innerwear, as consumers increasingly seek comfort and style. We’ve expanded into the mid-premium and premium space with a wide range of categories, gaining momentum among quality-conscious buyers.

Are there any new or innovative materials being used in your hosiery or innerwear range that are transforming the comfort or performance of your products?

Yes, at Rupa, we are actively incorporating new and innovative materials in our hosiery and innerwear range to significantly enhance comfort and performance. Our focus is on using moisture-wicking and breathable fabrics that keep wearers cool and dry throughout the day. We’ve also embraced 3D knitting technology to create seamless designs that offer a superior fit and eliminate irritation, ensuring all-day comfort. These initiatives not only reduce our environmental impact but also cater to the growing demand for sustainable fashion.

On the technological front, we utilise CNC technology for precision manufacturing and CAD tools for innovative design and rapid prototyping, allowing us to bring high-quality products to market faster. We also use Colorfast technology to ensure our garments retain vibrant and durable colours even after repeated washes. Our fully automated operations further maximise efficiency and maintain consistent product quality across the board. Whether it’s innerwear, thermal wear, or athleisure, our innovative approach ensures that every Rupa product delivers on performance, comfort, and conscious design.

What are some of the sustainable practices that Rupa has adopted in its manufacturing and supply chain?

At Rupa, we are deeply focused on building a sustainable and future-ready business that aligns with the values of Gen Z and global ESG benchmarks. We have adopted energy-efficient production methods, water conservation techniques, and ensured responsible chemicals and effluent management.

To define our ESG focus areas, we conducted stakeholder engagements and materiality assessments involving investors, employees, suppliers, and regulators. This helped us identify and act on the most critical environmental, social, and governance issues. We also ensure transparency in sourcing and regularly train investors on sustainable practices. Our social initiatives prioritise diversity, human rights, and occupational safety, while our governance practices emphasise ethics, accountability, and responsible sourcing, emphasising our promise to sustainability, social good, and long-term value creation.

How is Rupa leveraging technology, such as automation or digitalisation, in its production or retail processes to stay competitive in the market?

Rupa is harnessing technology to drive growth and stay ahead in a competitive market by integrating automation and digitalisation across both manufacturing and retail. Our operations employ CNC for precision manufacturing and CAD for innovative design and prototyping, enabling high-quality production with minimal manual intervention. We also use advanced Colorfast technology, such as the ‘Spectraflash SF450’ spectrophotometer, to ensure vibrant, durable colours that meet international standards. On the retail front, we leverage digital platforms and e-commerce to connect with the Gen Z population and offer a personalised shopping experience. Looking ahead, technologies like IoT and data analytics will enhance supply chain visibility, while AI will aid in demand forecasting, pricing, and trend identification. Our assurance to innovation is reflected in collections like the vibrant ‘Colors’ range and digitally printed innerwear, showcasing how we continue to evolve with consumer preferences and global benchmarks.

Is Rupa looking at expanding its footprint in international markets? If yes, which regions are being targeted and what’s the strategy for global outreach?

Yes, Rupa is actively expanding its footprint in international markets, focusing on regions like the Middle East, Africa, and Southeast Asia. While our primary market remains India, contributing 98 per cent of our revenue, we are strategically exploring new growth opportunities abroad. Our approach includes both physical and digital channels, with multiple exclusive brand outlets and a strong presence on major e-commerce platforms like Amazon, Flipkart, Myntra, Blinkit, Swiggy, Instamart, Reliance Retail, and more.

What are the company’s key focus areas or goals for the next 3–5 years in terms of product diversification, brand positioning, and market growth?

Over the next 3–5 years, Rupa’s key priorities lie in product diversification, strengthening brand positioning, and expanding market presence both in India and abroad. We’re broadening our portfolio beyond innerwear to include outerwear, activewear, and thermal wear, designed to meet the evolving tastes of Gen Z and millennials. On the branding front, the goal is to reposition Rupa as not just an essential wear brand but a lifestyle choice, merging fashion, comfort, and innovation.

Market-wise, while India remains core, especially through general trade and e-commerce, we’re strategically growing in international markets like the Middle East, Africa, and Southeast Asia to tap into new demand and drive sustainable global growth.