Arvind Brands' Competitive Position in the Indian Branded Apparel Market
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Case Details:
Case Code : MKTG109
Case Length : 16 Pages
Period : -
Pub Date : 2005
Teaching Note :Not Available
Organization : Arvind Mills
Industry : Branded Apparel Industry
Countries : India
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"Indian brands including the current (premium) power brands such as Raymond, Louis Philippe, Arrow and others will come under closer scrutiny from the Indian consumers since the comparison would be with the global brands such as Calvin Klein, Hugo Boss, Diesel, and others. In light of the above, Indian companies both in the clothing manufacturing & marketing business, as well as retailers engaged in marketing of branded clothing and other fashion & lifestyle products need to have a re-look at their branding strategies."1
- Arvind Singhal, Chairman, KSA-Technopak India (P)2 Ltd, in 2004.
"The growth in retail credit has increased the aspirations of customers, and more people are trying the international brand Tommy Hilfiger."3
- Darshan Mehta, Managing Director, Arvind Brands, in 2005.
Introduction
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In the year 1931, three brothers Kasturbhai, Narottambhai and Chimanbhai, started a company called Arvind Mills. The company, with state-of-the-art machinery imported from England, was to produce high quality fabric. In 1993, Arvind Mills's operations were split into 3 units viz., textile division, telecom division and garments division. The garments division, Arvind Brands Ltd. (Arvind) was a Rs.3.50 billion subsidiary of Arvind Mills. ICICI Ventures picked up a majority stake in Arvind in May 2004. In 2005, Arvind Mills reacquired ICICI Venture's stake in Arvind by raising $37.19 million through the issue of 13.5 million Global Depositary Receipts (GDRs). As of 2005, Arvind had again become a 100% subsidiary of Arvind Mills.
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In 2005, Arvind launched a major retail initiative for all its brands. Arvind's licensed brands (Arrow, Lee and Wrangler) had grown at a healthy 35 per cent rate in 2004 and the company planned to sustain the growth by increasing their retail presence.
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Arvind also widened the geographical presence of its home-grown brands such as Newport and Ruf n Tuf, targeting small towns across India. Arvind planned to increase the number of outlets where its domestic brands would be available and draw in new customers for ready-mades.
To improve its presence in the high-end market, Arvind started negotiating with an international brand in May 2005, and was likely to launch the brand around the end of 2005. In April 2005, Arvind appointed Saif Ali Khan4 as the brand ambassador for its Newport brand. "Indian Youth are more fashion conscious than they have ever been", said Darshan Mehta (Mehta), Managing Director, Arvind. |
Arvind Brands' Competitive Position in the Indian Branded Apparel Market
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