Madura Garments

Madura Garments, a division of Aditya Birla Nuvo is India's leading apparel retail company. It
enjoys market leadership in the branded garments business through its power and popular
lifestyle brands Louis Philippe, Van Heusen, Allen Solly and Peter England.
The company has won many coveted awards in the fashion world like the Best Retailer of the
Year, Best Apparel Company of the Year, Best Trouser Brand of the Year, and Best Smart
Casual Brand of the Year etc., at well known forays such as the Reid and Taylor Awards and
Images Fashion Awards.
Their thrust is on brand building through development of innovative new merchandise, exciting
communication campaigns and enhancing the product portfolio. The overall marketing strategy
has been to move from a Wardrobe" brand to a "Lifestyle" brand.
Maduras Association with the 4 Ps
1. Product
Louis Philippe
It was the first genuinely international garment label introduced in the Indian market in1989.
The brand brings crafted range of silks, trousers, blazers, ties and T-shirts that makes an
exclusive fashion statement recognized by its distinctive icon The Upper Crest. The brand
creates an image of stylish, confident, spirited, cool ensemble with hidden details, slimmer cuts.
LP the youth brand from Louis Philippe, has introduced new fashion formals range for
todays young and successful urbanites. The range exudes lan, style and success which
personifies todays youth.
Van Heusen
Van Heusen is a work-wear brand, brought to India in 1990. It has given corporate attire
altogether a new look and meaning through continuous product innovation and exclusive
collections such as Autumn Winter, Ken & Tony, World wear, Informals, IQ Clothing, winter
wear, knits, innerwear and accessories.
Cool Pants, designed using breakthrough technology adopted by NASA, or the Oxyrich shirts
with oxygen ions to neutralize high stress levels in the intelligent clothing (IQ) range, are a few
examples of the tradition of innovation that began with the invention of the collar in 1919. World
wear is Van Heusen's extension of the best-selling range of corporate wear for the global Indian.
Allen Solly
Allen Solly has established itself as the leading western wear brand redefining the wardrobe of
the modern Indian. It has popularized the Friday dressing concept in India. With the launch of its
women's wear range in December 2001, Allen Solly has made a successful foray into the
growing women's work and casual wear market. The brand has won the most admired brand
Womens wear IFA 2004, 2005, 2007; most admired brand -trousers IFA 2005; most admired
brand - smart casuals IFA 2006. It has also won the IFA Images 2001 best brand award in the
readymade menswear category, Work wear, evening wear & casual day wear

Men
Sports, casual, urban, prodigy
Women
Casual, city career
Peter England
It portfolio includes shirts, trousers, denim, suits, ties, wallets, socks. It strictly deals with mens
apparel.
2. Place
Madura Garments has exclusive showroom space which includes several large format brand
outlets of world-class standards, providing top quality retail experience to the consumers. It also
has a highly visible presence in large department and multi brand stores.
Planet Fashion
Planet Fashion is the apparel retailing arm of Madura Garments, Aditya Birla Nuvo Ltd. It
houses not only their leading (in-house) menswear brands like Louis Philippe, Van Heusen,
Allen Solly and Peter England, but also Levi's denim, Monte Carlo knitwear and most recently,
Jockey innerwear in selected stores.
It aims to be the complete wardrobe solution for a man - a one-stop destination for all his apparel
needs. Its product portfolio ranges from corporate formal wear to casual leisurewear, accessories,
t-shirts, winter wear and lately, denims and innerwear.
To bolster its presence significantly in the exploding apparel retail sector, the company has
started retailing its life style brand and affordable popular brands through two new formats
Madura Garments Lifestyle Retail Company Limited and Peter England Fashions and Retail
Limited.
Current number of stores: 82 in India, 5 international
Cities: Across 50 cities in India, ranging from high streets like Connaught Place and
South Extension to smaller towns like Bareilly, Karnal and Dehradun.
International presence in Dubai (2), Sharjah, Qatar and Kathmandu
3. Promotion
Like its competitor, Madura too relies very heavily on advertisements, both print and Television.
However Madura brands have been known to offer more sale opportunities to consumers.
Similarly they have more print advertisements than TV advertisements. Their advertisements
usually feature foreign men and women, indicating that they are a universal and more
international brand catering to both sexes.
Louis Philippe goes by the tagline: The Upper Crest indicating that it is a premium product
meant for those with a refined taste in apparels. Allen Solly goes by the popular tagline My
world, my way and recently has adopted I Hate Ugly as its catchphrase. It indicates a strong
sense of sense and speaks of lifestyle choices especially adventurous and fashion conscious.
Besides having a highly organized retailing and web presence, other more regular promotion
schemes employed by Madura is continuous improvement in its products and services, concept
of multi brand outlets, fashion accessories, satisfying consumers of multiple wardrobe under one

brand and customer loyalty program where Privilege Cards are issued to regular and frequent
buyers.
By focusing on quality while having competitive prices and a very strong distribution network,
Madura has not only been able to capture a good market share, but it also wins awards for its
innovations and quality. Such awards no doubt further boost its popularity and perception of
reliability in eyes of the consumer.