VIP Clothing Limited, India’s heritage innerwear company, has announced
the Kerala debut of its premium men’s innerwear range Frenchie X, further
widening the brand’s national footprint. With this latest expansion, Frenchie X
collections will be available in more than 40 key multi-brand outlets and
large-format stores across Kochi, Kozhikode, Thiruvananthapuram and tier-II
towns, taking the line’s overall presence to over 140 stores nationwide.
Launch follows successful roll-outs in Goa, Mumbai, Pune and Delhi;
premium innerwear line now reaches 200 + outlets across the above mentioned
cities.
“Kerala has long been one of VIP Clothing’s most vibrant markets, known
for its discerning consumers and strong brand loyalty,” said Sunil Pathare,
Chairman & Managing Director, VIP Clothing Limited. “After the encouraging
response in Goa and our rapid scale-up across Mumbai, Pune and Delhi, bringing
Frenchie X to Kerala was the natural next step. Shoppers here can now
experience premium fabrics, futuristic waistbands and fresh colour
stories—everyday essentials that combine comfort with style.”
Meeting demand, online and offline: The Kerala launch is part of VIP
Clothing’s dual-channel growth blueprint: expanding shop-floor visibility while
accelerating e-commerce and quick-commerce tie-ups. Earlier this year the
company partnered with Swiggy Instamart and Zepto to deliver select Frenchie X
styles in under an hour, a service that will now cover major Kerala
pincodes.
Innovation-led portfolio: Frenchie X features micro-modal and
cotton-elastane blends, moisture-management finishes and signature gradient
waist elastics tailored for India’s humid climate—attributes that resonate with
Kerala’s coastal consumer base. The range spans briefs, trunks, vests and gym
vests, each offered in multiple colourways.
Looking ahead: “Our aim is to be wherever the modern Indian man
shops—whether that’s a neighbourhood MBO in Thrissur or a smartphone screen in
Thiruvananthapuram,” Pathare added. “Customers can expect continual design
upgrades, new category entries and deeper market penetration throughout FY
25-26.”
