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.
Wooing Indian Women Contd...
Most of the national level branded players were present only in the men's wear segment. In 2001, the women's wear industry was estimated to be around Rs 161 billion4 with a growth rate of 9%, of which the women's western wear market was estimated to be growing at 15-20% per annum, according to a study conducted by KSA-Technopak.5
The company was confident that it would be able to make a success of the venture despite the increasing number of players and the threat of much cheaper unorganized sector products.
However, most Indian women traditionally wore sarees and other ethnic wear (Refer Exhibit II). Though Western wear entered the country through Hindi movies in the 1950s itself, it remained limited only to teenage girls even by the early 1980s. This was so because after marriage Indian women were generally expected to wear sarees...
4] In December 2002, Rs 48 equalled 1 US $.
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