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Madura plans to launch T-shirts, womenswear

22-December-2001
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Madura plans to launch T-shirts, womenswear

Madura Garments is all set to launch T-shirts as part of its sub-brand 'Elements' in the coming summer. The company is also planning to launch womenswear, which is being test marketed in Bangalore, under its Allen Solly brand in the next three months.

Madura Garments leads the pack in shirts segment with a market share of around 30 per cent while in the trouser segment, it has a market share of around 15 per cent. The company recently launched women’s wear under its Allen Solly brand in Bangalore. In the first year of operations Madura would be concentrating on metros only.

The women's westernwear market in the country is estimated to be around Rs 600 crores, out of which Rs 250 crores is the premium women’s western wear market. Madura Garments is targeting to capture 10 per cent of the premium women western wear in the country.

The company is targeting women in the age group of 22 to 32 years. The company would be launching around 40 designs every month. The communication strategy for womenswear is prepared by Ogilvy & Mather.

The wholly owned subsidiary of India Rayon & Industries Ltd only retailed menswear brands including Louis Philippe, Van Heusen, Peter England, Byford, Elements and San Frisco.

Launched in 1993, Allen Solly is the first of the Madura Garments line-up that has crossed into the women's wear segment.

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