Rupa & Co expands operations with trendy collections and digital engagement
Rupa & Co is expanding its operations in India by launching new trendy collections, sustainability efforts, and digital engagement. The company is not only incorporating bright colors, unique designs, and modern styles into its product lines but also maintaining affordability and a commitment to sustainability.
To attract environmentally conscious consumers, Rupa & Co is prioritizing eco-friendly products. They're also leveraging technology, using digital platforms and social media partnerships to effectively connect with younger audiences.
Rupa & Co’s recent product launches aimed at Gen Z include; Colors by Rupa- a line featuring vibrant colors and contemporary prints; Bumchums Collection- a range emphasizing comfort and modern style; Macroworld Collections that focus on aesthetics and versatility; Softline-a collection that blends comfort with stylish appeal and Femmora, a range offering fashionable, budget-friendly options.
The company is also increasing brand visibility by partnering with brand ambassadors, targeting different demographics to improve customer engagement. Rupa & Co continues to rely on brick-and-mortar retail while expanding its online presence. The company operates 29 Exclusive Brand Outlets (EBOs) across India, along with shop-in-shop formats and supermarket partnerships. Its distribution network covers the country, with a focus on strengthening omnichannel engagement through e-commerce marketplaces, quick-commerce platforms, and direct-to-consumer channels.
To enhance its omnichannel strategy, Rupa & Co. is implementing integrated systems to help synchronize inventory and sales data between online and offline channels. The company also offers a Unified Customer Experience by maintaining consistent branding and service across all platforms. Its Click-and-Collect service facilitate online purchases with in-store pickup options while cross-promotion helps drive traffic between online and offline stores through promotional campaigns.
The company believes, these initiatives align with evolving consumer preferences, particularly among Gen Z and millennials, and aims to expand its market share by strengthening both its digital and physical retail operations in India.
