Madura Garments - Marketing Branded Men's Wear in India

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Case Details:

Case Code : MKTG064
Case Length : 15 Pages
Period : 2002
Pub Date : 2003
Teaching Note : Available
Organization : Madura Garments Ltd
Industry : Footwear and Apparel
Countries : 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.

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"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.

Introduction

In December 2002, leading Indian branded apparel manufacturer, Madura Garments Ltd (MG), announced its plans to enter the fashion and accessories segment of the country's branded men's wear market. MG, a division of Indian Rayon Industries Ltd (Indian Rayon¹), was reportedly attracted by the immense potential of this business.

In 2002, of the Rs 12 billion branded fashion and accessories market, only 20% accounted for branded products. Vikram Rao (Rao), Group President, Indian Rayon, said, “This segment is slated to grow rapidly in the near future as increasingly customers are becoming more 'personal image/fashion conscious'.”²

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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 $).

2] 'Madura Garments Forays into Accessories Business', www.Business2media.com, December 03, 2002.


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