Revolutionizing underwear – what a bad thing!

Fashion industry is a vast market in India and globally. Types of clothing, cost of clothing, design and fabric are separate industries in themselves. The underwear industry is one of the major segments of the fashion industry. According to statistics, underwear is expected to be worth $42 billion in 2020 and $78.66 billion in 2027. (1) Therefore, it is a large industry. The case study we are going to discuss today is from this section. It is the name of the company. BummerAnd he appeared in the latest edition of Shark Tank India. Bammer underwear It also received financial support. More about that in the article.

.

What is a bummer?

Bammer is a direct-to-consumer underwear startup that aims to color the Indian underwear industry. Since underwear is worn inside, there is not much focus on designs or fashion. Baumer sees this area as an opportunity and focuses on product innovation and awareness.

In today’s world, millennials are quick to gravitate toward underwear that’s both practical and stylish, and shows off their unique personality. Keeping this in mind, Bammer has launched products that make consumers feel safe inside and out.

Bummer is a youth oriented brand.

OK, but what new thing can one do in underwear?

.

Boomer specs?

Boomer underwear is all made from micro modal fibers that come from beechwood trees. Such fabrics are known for their incredible softness and resistance to breakage. (2) Moreover, they have a very good moisture barrier profile. Therefore, they are a suitable choice for underwear.

All bummer underwear has a great design and looks good

According to the founder, “As a responsible brand, we use 47 percent less water than conventional brands, reduce the carbon footprint of cotton by 18 percent, and save 359 hours of energy compared to cotton. And the manufacturing process makes us stand out from the competition.”

.

Curiously, who is the founder of Boomerang?

Sulai Lavci is the founder and CEO of Boomer. He holds a bachelor’s degree in business management from NMIMS and a master’s degree in entrepreneurship and innovation from the University of Southern California. He started the company in 2019.

.

How did Suleiman come up with the idea for Boomer?

“In my learning path, I was inspired by the journey of one of the founders of Los Angeles to disrupt the underwear market. From there, I realized that my passion has always been in the underwear and apparel industry,” Sulay.

Boomer’s entry aims to break the monotony of plain, white underwear that dominates the Indian underwear market.

Currently, Bammer has no plans to start marketing through other marketing channels and focus on a direct-to-customer model. This will help the brand to build a credible history before it is launched through other channels. India is a huge country with a mostly young population. Moreover, we can clearly see the change in the thinking of the youth. With the expansion of the 4G Internet era, you have been exposed to many new ideas.

Indian youth are becoming more experimental with some leading actors like Ranveer Singh changing the stereotypes about fashion, and there is huge scope for brands like Bammer.

You say you have heard of Jockey and Macho brand, and they are very big and famous, so how do you participate in the competition? The answer lies in why they are popular.

.

Bummer and Shark Tank India

Aman Gupta, co-founder and CMO of boAt Lifestyle and Namita Thapar, CEO of Emcure Pharmaceuticals led the latest round of Shark Tank India and raised Rs 75 lakh for Boomer. (3) Prior to that, Bummer has a $180K seed round of funding from Singapore’s Beenext. (4)

Not only did he get funding, but Boomer got a huge boost in popularity by appearing in the Shark Tank indie. Their sales will increase fivefold after the Shark Tank India stint.

“After the Shark Tank show, we grew roughly 5X in terms of revenue, and we continued to progress with our marketing strategies, so we’re still growing,” Sulay said.

“We are targeting a monthly revenue of Rs 3 crore by the end of this year,” Sulai continued.

The company expects to raise more funds to hire a stronger sales force, better manage inventory, integrate technology at various levels to streamline operations, and increase transaction costs to reduce overall procurement costs.

.

What are Boomer’s future plans?

The brand aims to launch the brand internationally in due course. Moreover, they plan to increase their product portfolio to include comfort wear. Still, that’s a big market. The company seems to be following a phase-wise approach to expansion.

.

So, do you get a bummer?

The concept is, of course, innovative. The idea of ​​sharing matching boomer underwear with my husband appeals to me. And it probably appeals to a lot of people.

Although others can not see the interior fashion, it adds ideas to the dress. With the increasing stress of the 21st century, a few inside jokes won’t hurt us. (5) May be useful in reducing conflict between couples.

The average price of a pair of Boomer underwear is around Rs. 1,100, which sits well between the most premium and basic ones.

Bummer is available at bummer.in website and popular online marketplaces like Amazon, Flipkart and others. What do you think of the concept? Have you tried Bummer products yet, or are you thinking of trying something similar? Follow our social media profiles and let us know what you think of Bummer!