Abstract

Arvind Brands, a subsidiary of Arvind Mills, is an important player in the Indian branded apparel industry. With an array of international brands like Lee, Arrow, Tommy Hilfiger, Wrangler and domestic brands like Newport, Flying Machine, Ruf n Tuf and Excalibur, the company was present in most of the segments of the market. But the company was facing severe competition from major brands like Louis Philippe, Park Avenue and small brands like Trigger and Blackberrys. Also, with several MNC brands poised to enter the Indian market, the company was under pressure. The case discusses the various brands of Arvind Brands and its competitors and outlines in detail, the efforts made by the company to organize its brands. The case also throws light on the future of the branded apparel industry vis-à-vis Arvind Brands.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The issues facing branded apparel companies in post-MFA scenario (2005), which are testing times for several players
• The positioning and targeting issues of multi-brand marketers. The issues concerning branding and brand management in the Indian apparel industry
• and The efforts made by the company in expanding the apparel market.

Keywords

Arvind Brands Ltd., Arvind Mills, ICICI Ventures, Brand ambassador, Ruf n Tuf, Newport, Arrow, Lee, Wrangler, Branded Apparel segment, Madura Garments, Growth Strategy, KSA-Technopak India, Bombay Dyeing Mfg Co Ltd, Raymonds Apparel Ltd, Indus League Clothing Ltd, Levi Strauss & Co. and Provogue (India).