Meenakshi India Ltd (MIL), a leading apparel manufacturer, has forayed into the direct-to-consumer (D2C) segment with the launch of its homegrown brand SHORTSTOP.
The company has also launched its digital platform, shortstop.in, as part of its strategy to directly engage with consumers and expand its presence in India’s growing online apparel market, says a release.
SHORTSTOP, currently focused on men’s shorts, combines recycled and eco-friendly fibres with specialised in-house washing techniques aimed at enhancing softness and comfort for Indian weather conditions.
The company sees significant growth potential in the men’s shorts category, driven by increasing consumer preference for versatile and comfort-driven everyday wear. Positioned as a specialist shorts brand, SHORTSTOP aims to offer consistency, variety and a category-led design approach within the segment, says the release.
Ashutosh Goenka, Managing Director, Meenakshi India Ltd, said, “For over 40 years, we have built a strong foundation as a trusted global manufacturing partner. With SHORTSTOP, we are taking a significant step towards becoming a consumer-focused brand. The D2C space allows us to directly understand and respond to customer preferences while showcasing our design and manufacturing strengths.”
As part of its growth roadmap, MIL plans to expand SHORTSTOP’s portfolio from the current 34 Stock Keeping Units (SKUs) to over 70 SKUs by 2027, reflecting its long-term commitment to the growing D2C apparel market.
MIL operates integrated manufacturing facilities in Tamil Nadu and serves customers across more than 12 countries, the release said.