Textile firm Oswal Group has renamed its women's underwear business Sensa 'Straps', one of a range of initiatives to capitalise on the growing Indian retail market.

The company, which launched the business in 2004, has also moved to brand marketer O&M from previous agency Out of the Box.

Oswal is presenting Straps as a multi-brand retailer selling a full range of women's intimate wear.

By 2009, the company hopes to have opened 120 stores in key locations.

It has also signed a deal with Italy-based brand Parah to sell its collections in Straps stores.