Rupa Innerwear SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2266

SWOT Analysis of Rupa Innerwear with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rupa Innerwear

Parent Company

Rupa& Co Ltd


Apparel Innerwear


Lifestyle and retail

Tagline/ Slogan

Ye Aaram ka mamla hai


Continuous innovation and quality



Men innerwear

Target Group

Men and boys from the middle class


Quality and durability

SWOT Analysis


1. Leading hosiery brand in India with annual turnover increasing

2. Many brands like Macroman, Euro

3.Largest producer of knitted innerwear for the last Seven years and features in the ‘ Limca’ Book of World Records for the same period

4. Continuous innovation with investment in latest technology

5. Good brand awareness hence good brand visibility


1. Cost is high to retain the brand name and market share

2.Continuous innovation is required to stay in competition hence cost increases


1. Opportunity to expand globally in countries like Bangladesh, Sri Lanka

2.Emerging markets are projected to have increasing sales in the lingerie sector


1. Cost of brand switching is low, hence with many brands available in market, consumer wants best quality at low price

2.Other established international brands

3.Fake imitations from emerging brands



2.Amul Macho
3.Lux Cozi

The table above concludes the Rupa Innerwear SWOT analysis along with its marketing and brand parameters.


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