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The Future Group is foraying into the lingerie segment, with its own new brand, ‘Mohena’, as part of an aim to launch more private labels.Kishore Biyani, CEO, told Business Standard, “We are foraying into the lingerie and nightwear segment, targeting the mass market. So, Mohena starts from Rs 295. We are piloting the product in Kolkata currently and will be rolling it out soon across our stores nationally.”
The private labels will be available as shop-in-shops at the Group’s existing outlets.
Future Group is expanding its private labels in various categories, with plans to launch more products in new segments, such as toothpaste, as part of a plan to become a Rs 25,000 crore conglomerate by 2013-14, up from Rs 10,000 crore now. Currently, private labels contribute around 30 per cent of its sales in fast-moving consumer goods (FMCG) and 25 per cent in personal care in the Group’s major formats, including Pantaloons and Big Bazaar.
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