eisure wear at home for the new generation Indian women is no longer the ubiquitous nightgown. Fashionable lounge wear seems the order of the day. Increasing fashion consciousness has made it imperative that even lounge wear has to look great and, at the same time, be comfortable. That explains why Lovable Lingerie, which entered the Indian market 10 years ago with premium innerwear, launched a range of lounge wear called Leisure. "The Indian woman is ready for quality products in the home wear and leisure wear segments. Lovable aims to tap this segment across cities," says Vinay Reddy, director, Lovable Lingerie.

Leisure has a range of over 35 styles in a wide range of colours. It consists of both knit and woven fabric. The styles will be individually packed and available in three sizes, medium, large and extra large. Leisure is targeted at women in the 17-28-year age group and will be available at three different price points: Rs 399, Rs 499 and Rs 599. But does the Indian woman really need lounge wear, since even today, sleep wear is associated with leisure wear? She probably does, because apart from Lovable, another branded player in the lounge wear market is Sweet Dreams.... more