Updated: March 17, 2022 1:27 PM IS
The new identity is complemented by both product and packaging innovations that aim to capture a new-age consumer across the value chain of economy, mainstream and premium segments.
The new brand identity and innovations come shortly after the launch of Modenik Lifestyle Pvt. Ltd., formed through the merger of Dixcy Textiles Pvt. Ltd. and Gokaldas Intimatewear Pvt. Ltd., the parent company of the Enamor brand. Today’s announcement reinforces Modenik’s vision of ‘Being the preferred fashion and comfortable essentials clothing company’ and represents the integrated way in which Modenik is working to achieve its vision.
The consumer insights-driven brand transformation is a response to the evolving Indian male consumer seeking to express himself at a time when new definitions of masculinity are taking shape and the choice of underwear is becoming an important statement. of your personal identity. Dixcy Scott now features three distinct sub-brands: Dixcy Scott Maximus, Dixcy Scott Originals, and Josh by Dixcy Scott, which are positioned for the Premium, Mainstream Premium, and Economy segment, respectively.
Catering to today’s consumer, the Dixcy Scott Maximus range has pushed boundaries by integrating high-end fashion and enhanced consumer experience through comfi-fit, cleantech and maxi-dry features.