Case study on madura garments

1. The Kumbhakarna Syndrome
A QUESTION OF
RESPONDING TO MARKET
CHANGES

2. Why “kumbhakarna”
Ravan’s brother; famous to sleep for months;
unaware of the changes in surrounding environment.
Story
In the case context sleep denotes a state of non
responsiveness.
Non responsiveness to the changes as well as failing
to act on them.
As a result surrendering market position to
competitors

3. Pictures

4. Early 1990’s
Very few ready made premium brands in India
After liberalization, brands such as Louis Philippe, Van
Heusen, Arrow entered Indian market with more
aggressive marketing strategy..
Income level in the economy rises; consumers with higher
income were ready to pay more for the brand of their
choice.
Madura garments, now Madura Fashion and lifestyle, a
division of Aditya Birla Nuvo Group acquired a significant
share in Indian apparel market.

5. Product Lines by Madura Garments
In 1989, Madura Garments introduced Louis Philippe; first genuinely
international garment label.
In 1990, Van Heusen was introduced.
Allen Solly, introduced in 1993, popularized the concept of Friday
dressing in India.
Peter England; launched in 1997,largest men's wear brand in India
Espirit, established in 2005, provides fresh look and new style to its
existing variety every month.
Planet Fashion, established 2001,houses brands beyond Madura
Garments.
People; launched 2008; initially Peter England People.

6. Introduction of Western wear for women
In 2001, Madura Garments saw women buying sizes
26and 28 in men’s range.
Introduced western wear collection for women under
Allen Solly brand.
Won “the most admired brand – women’s wear” by
IFA in 2004,2005 and 2007

7. Market for kid’s apparel
In 2008 Madura Garments saw strong need for
branded apparel in kid's wear segment.
Estimates
Market
segment
Worth(in
million Cr.)
Growth
Kid’s wear market 173000 16%
Kid’s uniform
market
115000 23%
Total market 288000 18%

8. Environmental forces in action
Changing family system lead to rise of kid’s wear
segment.
Emergence of nuclear families with both working
parents results in higher disposable income.
Seeking better products for children in terms of
functionality as well as Brand
and quality.

9. Madura Garments in action
Adapting retail stores to the needs of the segment.
Store staff, wall colours, mannequins appeals to
mothers and children.
E.g.:- Peter England People(PEP) have a play area
for kids
All varieties of men’s wear, women’s wear and kid’s
wear under its umbrella.

10. Madura’s Future Plans
Will soon start offering end to end wardrobe
solutions under one roof.
Plans to achieve a turnover of 60000 million by 2013
PEP contribution is expected to be Rs.15000 million
Kid’s segment to account 15 percent of the turnover.