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Madura Garments to focus on brand building

13-April-2004
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Madura Garments to focus on brand building

Madura Garments, part of the Aditya-Birla group, expects to maintain the growth momentum during the current fiscal. It aims to extend its brands to wardrobe brands and then to lifestyle brands.

The company logged a 15 per cent growth in the previous fiscal.

Vasanth Kumar, vice-president, popular brands, Madura Garments, said: “We are taking the tried and tested method of apparel brand evolution for each of our brands. Right from a product brand focused on a particular segment, we have evolved our brands into wardrobe brands and then into a lifestyle statement. The apparel industry in India is just around 16 years old and all the players are implementing this strategy.”

He added that Madura Garments brands — Van Heusen, Louis Phillipe, Allen Solly and Peter England — are already Rs 100-crore retail brands and each of these will be strengthened further.

The company will in vest 8-9 per cent of its turnover on brand building, Kumar said.

The company launched suits and blazers under its Peter England brand.

“We believe this extension of the Peter England brand will be a major strategic value addition to the brand’s portfolio. As part of our strategy for the brand, we will continue to offer high quality and well styled garments at affordable prices for the workwear needs of the Indian male consumers,” Kumar said.

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