Indian appparel manufacturer and exporter Meenakshi India Limited (MIL) today announced its strategic entry into the direct-to-consumer (D2C) segment with the launch of SHORTSTOP. This move marks a significant milestone for the Chennai-based company’s forward integration journey.
The brand will operate in India at its digital platform shortstop.in. SHORTSTOP, currently focused on men’s shorts, is built on the use of recycled and eco-friendly fibres, combined with specialised in-house washing techniques that enhance fabric softness and deliver superior handfeel comfort suited to Indian weather conditions.
Commenting on the launch, Ashutosh Goenka, Managing Director, Meenakshi India Limited, said, “For over 40 years, we have built a strong foundation as a trusted global manufacturing partner. With SHORTSTOP, we are taking a decisive step towards becoming a consumer-centric brand. The D2C space allows us to directly understand and respond to customer preferences while showcasing our design and manufacturing strengths.”
“Our vision is to scale SHORTSTOP into a dynamic fashion brand, expanding our portfolio and reaching consumers across India and beyond,” adding, “Recognising a structural gap in India’s menswear market—where the men’s shorts category remains largely untapped, we have built SHORTSTOP as a specialist shorts brand with true category expertise, offering consistency, variety and a focused design approach.”
As part of its growth roadmap, MIL aims to scale SHORTSTOP aggressively, with plans to expand its portfolio from the current 34 Stock Keeping Units (SKUs) to over 70 SKUs by 2027.
MIL’s manufacturing facilities in Tamil Nadu are equipped with state-of-the-art machinery and supported by sustainable practices, including the use of approximately 50% solar energy. The company produces a diverse portfolio including bottom wear, outerwear, and specialised garments for global brands, with exports contributing over 83% of its revenue.
Meenakshi India Limited (MIL) is a Chennai-based apparel manufacturer and the flagship company of the Meenakshi Group. Founded in 1982, the company has evolved from a textile trading house into a globally trusted manufacturing partner for leading fashion brands.
With over four decades of expertise, MIL operates advanced manufacturing facilities in Tamil Nadu, delivering garments to customers across more than 12 countries, including the United States, United Kingdom, France, and Australia. Its end-to-end capabilities—spanning design, fabric sourcing, specialised processing techniques such as enzyme, stone, and acid washes, and final finishing—ensure consistent quality, efficiency, and scale.
