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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Introduction Contd...

Industry analysts observed that MG's decision to foray into the accessories business made a lot of sense. The company's market leader status in the country's branded men's wear market was expected to go a long way in ensuring the success of the new venture. In 2002, MG was the undisputed leader in the Rs 60 billion ready to wear business with a 25% market share. It reigned supreme in categories like premium shirts (30% market share), mid-priced shirts (10% market share), trousers (17% market share) and mid-priced trousers (6% market share). The company owned a portfolio of highly successful brands such as Peter England, Van Heusen, Louis Phillipe, Allen Solly, San Frisco and ByFord (Refer Exhibit I).

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Most of these brands were extremely successful in their own categories - a fact that is reflected in the company's strong financial performance over the years. In 2002, MG generated revenues of Rs 3.5 billion - around 23% of Indian Rayon's revenues in that year.

Background Note

The growth of readymade men's wear business in India was very slow till the early-1980s. The main reason for this was that Indian men were used to buying cloth and getting their outfits tailored - mainly through local tailoring shops from the unorganized segment.

Consequently, there were no national level brands in this category for a long period. By the mid-1980s however, customer mindset seemed to have started changing gradually along with increasing urbanization, and changes in the social and economic status and lifestyles...

Excerpts >>


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