Top Story


Home >> Marketing >> Article

Madura Garments to focus on brand building

Font Size   16
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.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular