In the latest episode of Jam with Sam, hosted by Sampath Iyengar, we had the pleasure of speaking with Geeta Singh, the Founder of CHIC Innerwear. As a trailblazer in India’s intimate wear industry, Geeta’s inspiring journey showcases her resilience, innovative spirit, and dedication to empowering women. From humble beginnings to creating a trusted brand, Geeta’s story resonates with entrepreneurs everywhere.
Early Days and Stepping into Entrepreneurship
Geeta Singh’s entrepreneurial journey began unexpectedly. After completing her education at HR College of Commerce and Economics in Mumbai, she spent three years working as a diamond sorter. While she honed her skills, she yearned for something more fulfilling. A family-owned factory presented an opportunity, but entering the male-dominated textile industry was no easy feat.
Starting with just a 500-square-foot factory and minimal resources, Geeta’s persistence paid off. By 1987, she launched her first product line, focusing on high-quality, comfortable undergarments. With unwavering support from her team, her venture quickly gained traction, and CHIC Innerwear was born.
Scaling CHIC Innerwear: Challenges and Milestones
From 1987 to 1996, CHIC Innerwear grew exponentially, with its products reaching markets across Delhi, Kolkata, Chennai, and beyond. Known for its high-quality panties, CHIC carved a niche in a market dominated by unbranded competitors. However, scaling came with its challenges:
- The mid-1990s brought competition and debt from expanding operations.
- A move to Punjab after her marriage disrupted business operations.
- Personal tragedies tested her resilience, including the loss of her first child.
Despite setbacks, Geeta revamped the brand in 2002, modernizing its identity and introducing innovative marketing strategies such as fashion shows. This rebranding positioned CHIC Innerwear as a forward-thinking brand while staying true to its roots of quality and comfort.
Adapting to Market Changes
Over the years, Geeta witnessed the evolution of India’s retail landscape, from local stores to the rise of high-format retail chains like Shoppers Stop and Westside. While CHIC successfully collaborated with these outlets, Geeta maintained her focus on brand loyalty. Her efforts were bolstered by:
- Diversifying product lines to include sleepwear, camisoles, and a dedicated children’s range, Chiquita.
- Introducing tiered pricing to cater to both metro markets and Tier 3 and Tier 4 cities.
- Staying ahead of global trends while prioritizing Indian women’s preferences, such as 100% cotton over polyester blends for comfort.
Navigating Economic and Industry Disruptions
Geeta’s journey is a testament to her ability to navigate challenges like demonetization, GST, and an increasingly competitive market. While demonetization impacted CHIC’s dealer network, its structured operations ensured a smooth transition to GST. CHIC also adapted to the growing online retail trend by outsourcing e-commerce operations, although offline sales remain its backbone.
Vision for the Future
Geeta envisions CHIC Innerwear becoming a household name for one-fourth of India’s women, aiming to place a pack of CHIC panties in their wardrobes. Her vision extends beyond profits; she aspires to mentor aspiring entrepreneurs, empowering them to embrace business opportunities outside the corporate grind.
Final Thoughts
Geeta Singh’s story is one of grit, determination, and innovation. From a small factory in Bhiwandi to a nationwide brand, she has paved the way for women in the intimate wear industry. Her unwavering focus on quality, customer satisfaction, and empowerment makes her an inspiration for entrepreneurs aiming to make their mark.
About Geeta Singh:
Geeta Singh is the Founder of CHIC Innerwear, a pioneering brand in India’s intimate wear industry. With over three decades of experience, she has transformed CHIC into a trusted name known for quality and comfort. Geeta’s commitment to empowering women and creating innovative products has cemented her legacy as a leader in the industry.