Madura Garments - Marketing Branded Men's Wear in India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"Due to its single-minded focus on building strong brands, innovation, design and wide distribution, Madura Garments has always been ahead of the market trends and thereby the competition"
- Vikram Rao, Group President, Indian Rayon, www.adityabirla.com, April 17, 2001.
"As market leaders in branded menswear, we will continue to sustain our number one position. Our vision is to build large profitable brands in every opportune market segment."
- Vikram Rao, www.adityabirla.com, May 30, 2001.
1] Indian Rayon is a part of one of India's largest business houses, the Aditya Birla Group. Involved in the Viscose Filament Yarn, Carbon Black, Insulators, Garments, Software and Textiles businesses, the company recorded a net profit of Rs 1.05 billion on sales of Rs 14.4 billion in 2003 (Rs 47 = 1 US $).
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