Invista to launch India-specific apparel solutions

AHMEDABAD: Invista, owner of Lycra fiber brand, would give the Indian women perfect clothing solutions in near future. Avinash Chandra, Invista's marketing head (South Asia) said research in advanced stages are underway for ethnic leggings and shape wear to give a sculpted look to Indian women.

"Next month we would launch shape wear for women and eventually, present solution to Indian women for their leggings that are teamed with their kurtis(ethnic wear)," he told ET.

Chandra explained the country specific solutions are being worked out after feedback from women consumers across India. The requirement for a perfect woven churidaarthat folds neatly at the ankles was expressed by the consumers during a study in late 2011. Since then Invista was on a solution.

Currently, Indian women opt for knitted leggings over stitched or readymade cotton churidaars(leggings). "But, the churis(folds) are not perfect. We are working on woven leggings that would last long unlike their knitted counterparts," he said.

With demand for shape wear consistently rising in the Indian market, the company would launch cotton-based shapewear that would compress the body for the perfect contour while allowing breatheability, he added.