Allen Solly - Entering the Indian Women's Western Wear Market
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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.
The Market Gets Branded
Indus League was the first company to enter the branded women's wear segment in the country. In 2000, the company launched a women's range named 'Scullers Woman' as an extension of its popular men's wear brand 'Scullers.'
Despite the apprehensions of some analysts, many players began taking interest in the Western women's wear segment in India. Leading textile company Arvind Mills (the market leader in the Indian denim market with brands such as Lee, Levis and Newport) planned to enter into the women's Western wear segment by early-2003 under its popular premium brand 'Arrow.'
Exhibit I: Madura - The Company
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