Industry Analysis
The Indian apparel wear market is valued at $39 billion and is expected to grow at a 9.5%
(CAGR) and will reach $60 billion by 2017. A large share of 38% is contributed by the
women’s wear segment to the total market and is expected to continue its growth at CAGR of
10% over the next decade. The number of working women are increasing in India this is
leading to the optimistic growth of the sector. Over the next decade, more than 10 million
ladies will be added to working middle class segment across India. Across the top 115 urban
Indian cities, thus presenting a potential of 35 million consumers by the year 2020 in the
relevant cities. Since the growth of population of women includes a large proportion of
working women, the disposable income of families is expected to increase. This surplus
income will directly impact the consumption of both essential and lifestyle products, such as
various apparel categories.
1.1. Analysing the industry using Porter’s Five Forces
 Bargaining Power of Suppliers (Low)
The major supplier in this category would be the raw material supplier of fabric. The Fabric
supplier are vast in India and the huge competition among the suppliers would lead to
reduction in the bargaining power of suppliers.
 Bargaining Power of Buyers (High)
In the Internet market, the customers have high bargaining power because they can choose
any shop on the Internet worldwide and also the sector is having huge unorganized players
proving the apparels at lower cost.
 Threat of New Entrants (High)
The product is not highly technologically advanced, Imitation of the product is easy and any
competitors can enter the market with imitation. Therefore, the threat of new entrants is very
high. Positioning the products becomes an important criteria
 Threat of Substitutes (High)
Threat of substitutions for formal wear is the Saree and Kurta’s. Women can easily replace
this product with the substitutes.
 Rivalry among Firms (Low)
No one stop shop for women’s formal (Indian & Western) in India. The rivalry among the
firms is low as this company would be the first entrant in this segment.
2. Company Analysis
2.1 History and lineage
Established in 1988 by Madura Coats Limited, Madura Fashion & Lifestyle has its origins in
the erstwhile Coats Viyella Plc, Europe’s largest clothing supplier. In December 1999, Aditya
Birla Nuvo, an Aditya Birla Group company, acquired Madura Fashion & Lifestyle to
become the undisputed leader in the readymade menswear industry in India. In 2000, the
company became a wholly-owned subsidiary of Aditya Birla Nuvo.
2.2 Introduction
Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of India’s fastest
growing branded apparel companies and a premium lifestyle player in the retail sector. After
consolidating its market leadership with its own brands, it introduced premier international
labels, enabling Indian consumers to buy the most prestigious global fashion wear and
accessories within the country. The company’s brand portfolio includes product lines that
range from affordable and mass-market to luxurious, high-end style and cater to every age
group, from children and youth to men and women.
2.3 Brands

Target Audience for the brands
 Louis Philippe
Louis Philippe symbolises elegance, class, status, and a lifestyle that is distinctly majestic and
opulent. Targeted to the sophisticated Indian gentleman.
 Van Heusen
The Van Heusen range is modern, minimalistic and timeless. It is distinguished by its high
quality, and its relevance to the times, neither too edgy nor too futuristic. Van Heusen aims to
be a complete lifestyle brand both the genders.
 Allen Solly
Allen Solly is unconventional and associated with Friday dressing, and offers relaxed wear
for the young and ambitious trendsetter.
 Peter England
Peter England is value for money, and caters to the mid-price segment. Peter England
formals, Peter England Elements line. Peter England Elite, Peter England Party. Targeted to
 People
PEOPLE, India's first fast- fashion youth brand, is a one-stop destination for the latest
international trends.
 The Planet Fashion
The company opened a distinct, offer men a one-stop destination for all their apparel needs.
The apparel-retailing arm of the company, Planet Fashion, houses leading in-house brands
such as Louis Philippe, Van Heusen, Peter England, and Allen Solly.
 The Collective
The Collective is a super-premium lifestyle retail chain by Madura Fashion & Lifestyle
Offering a wide range of international luxury brands across menswear, women swear,
accessories and grooming.
2.1 SWOT Analysis of Madura Garments

1. No one shop for women’s formal (Indian &
2. Increase the number of working women in
India to 35 million by 2020.
3. No major organized player in the market.
1. Product is not technologically advanced
and tangible part of the product can be
2. Threat of substitutes is high.
3. Internal & External competition is high

4. Organized player market share is lowly 15%. 4. Fashion is evolving every day.
1. Parent company Aditya Birla group is a
fortune 500 group with cash rich reserves.
2. Successful launches and the other brands are
well known in the market.
3. Established suppliers and distribution
network. More than 1000 exclusive &
franchise stores and over 2000 premium
multi brand outlets.
4. Winner of several prestigious awards
throughout years.
5. Premium and International fashions is
6. Caters all types of clothing.
1. Sub Brands are similar thus they might
not know the difference in each brand’s
product offering.
2. Global penetration is limited as
compared to international leading