Louis Philippe: The Growth of a Super Brand in India

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Case Details:

Case Code : MKTG283
Case Length :11 Pages
Period : 2006-2011
Pub Date : 2011
Teaching Note : Not Available
Organization :Madura Fashion and Lifestyle
Industry : Apparel; Retail
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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Background Note

Aditya Birla Nuvo Ltd. (ABN) was a US$ 4 billion company which was part of the Aditya Birla Group (ABG)⁵ as of 2011.⁶ It had a presence in both the manufacturing and services sectors and had businesses like textiles, financial services, telecom, insurance, etc. in its fold. Madura FL, the apparel arm of ABN,, was one of the first companies to enter the branded apparel business in India and was credited with revolutionizing the business in India.

Madura FL entered the branded apparel business in India when it was still in its infancy. It launched a number of brands in the branded apparel segment which were highly successful in the market.

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The market for branded readymade men's wear was very limited in India till the early 1980s. The growth rates were also very low. One of the main reasons for this was that Indian men were accustomed to buying cloth and getting it stitched as per their custom body measurements. This practice hindered the emergence of national level brands in the apparel business. The market began to change by the mid-1980s and a small market for branded apparel started to emerge. One of the first entrants into this sector was Madura Coats India; a 51 percent subsidiary of the UK-based J&P coats.⁷ It entered the ready to wear garments business in India through three divisions: Madura Garments (ready to wear clothing), Coats India (threads division), and Madura Textiles (fabric supplier). Madura Garments was acquired by ABG in the year 2000 and later renamed as Madura Fashion and Lifestyle (Madura FL)...

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5] The Aditya Birla Group is a business conglomerate headquartered in Mumbai. The group has a presence in 27 countries with businesses ranging from branded apparel, telecom, financial services, chemicals, and fertilizers.
6] "About Us," www.adityabirlanuvo.com.
7] J&P coats was a UK-based cotton thread manufacturing company. Later, J&P Coats merged with The Clark Thread Co. to form Coats and Clark Inc.

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