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).

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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