The Exciter range of men's undergarments are made of 100 per cent supercombed cotton, and what's more, the briefs and trunks have been crafted witha seamless lycra waistband. "Exciter is at par with any leading brand ofbriefs and vests with regard to design and fabric. The product has been madeafter three years of extensive research. Special care has been taken to seethat no synthetic material touches the body, which explains the lycrawaistband," says Body Care chairman Satish Bupta. The inner garments come intwo ranges, basic and premium, targeting two different segments ofconsumers. Priced from Rs 65 to Rs 120, the undergarments will be availableat all leading stores.

Body Care has every reason to be happy about its foray into men'sundergarments. The firm, which started as a venture with an initialinvestment of Rs 0.2 million in 1993, has grown to achieve a turnover of Rs50 million approximately in the year, 1999-2000, and has a target of Rs 100million for the coming financial year. With 50 outlets in 1992-93, it hasnow grown to 6,000 outlets and hopes to reach the figure of 10,000 by2000-2001.

What is more, says CEO Sanjay Dawar, "we have been receiving demands fromabroad, as tourists and non-residential Indians look for Body Care productshere." The company plans to establish a 100 per cent export oriented unit,for which, says Dawar, the site has been finalised. The company also hasplans to go global through collaboration with international firms. "Ourultimate goal," says Gupta, "is to provide the best quality to Indianconsumers so that they don't buy lingerie from foreign countries or even theforeign brands in the Indian market."