Meenakshi India Launches D2C Brand SHORTSTOP for Online Market

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AuthorIshaan Verma|Published at:
Meenakshi India Launches D2C Brand SHORTSTOP for Online Market
Overview

Meenakshi India Ltd (MIL), a long-time apparel manufacturer, is launching into the direct-to-consumer (D2C) market with its new brand, SHORTSTOP. The company has also unveiled its online store, shortstop.in, to connect directly with customers and tap into India's growing online apparel sector. SHORTSTOP offers men's shorts made from recycled, eco-friendly fibers with special comfort techniques. MIL plans to significantly expand the brand's product range by 2027.

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Direct Push to Consumers

Meenakshi India Ltd's move marks a significant shift to engage consumers directly. The company is launching its own brand, SHORTSTOP, and its online store, shortstop.in. This strategy aims to capture a larger share of India’s fast-growing online apparel market.

SHORTSTOP's Focus on Men's Shorts

SHORTSTOP is designed as a specialized brand for men's shorts. It emphasizes comfort and sustainability, using recycled, eco-friendly fibers. Special in-house washing techniques enhance softness, making the shorts well-suited for India's climate. The company sees strong potential in the men's shorts category, meeting demand for versatile, comfortable daily wear.

Growth Ambitions and Manufacturing Base

Ashutosh Goenka, Managing Director of Meenakshi India Ltd, stated, “For over 40 years, we have built a strong foundation as a trusted global manufacturing partner. With SHORTSTOP, we are taking a significant step towards becoming a consumer-focused brand. The D2C space allows us to directly understand and respond to customer preferences while showcasing our design and manufacturing strengths.” The company plans to more than double SHORTSTOP's current offering of 34 Stock Keeping Units (SKUs) to over 70 SKUs by 2027, showing a long-term view of the D2C apparel sector. Meenakshi India Ltd operates integrated manufacturing facilities in Tamil Nadu, serving over 12 countries and drawing on extensive experience in quality production and global supply chains.

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