Madura Garments, a division of Aditya Birla Nuvo, capitalized on changes in the Indian marketing environment in the 1990s. As liberalization opened India's markets and economy, Madura introduced international brands like Louis Philippe and Van Heusen into the growing Indian readymade clothing market where few national brands previously existed. While other companies did not notice or react to these shifts, Madura captured market share by acquiring brands that offered new styles and concepts to Indian consumers. Madura also expanded into new segments like women's and children's wear that were lucrative opportunities. Through responsive adaptation to changes in India's liberalizing economy, Madura emerged as a leader in the country's clothing industry.

1. KANKANA HANDIQUE
HIMANSHU TYAGI
ABHISHEK RANA

2. KUMBHAKARNA EFFECT
When many companies fail to notice the
changes that are taking place in their
environment and fail to take act on them.
As a result they fail to take proactive
measures to face those changes and
surrender their leadership positions to
more active competitors in the market.

3. The Changing market scenario
• In India , only few brands of readymade shirts
were there till 1990.
• After liberalization ,brands like Arrow, Louis
Philippe, and Van Heusen entered into the
market

4. When the marketing environment in India was changing then
the other companies were caught napping. The woke up only
after Madura Garments, a division of Aditya Birla Nuvo-an
A.V Birla Group company captured the market by owing
various brands of readymade garments.
These brands are-

5. LPG
• In 1990s, liberalization, privatization, and
globalization(LPG) were effecting change in
marketing environment
• Liberalization had opened up many job opportunities
to the Indian job seekers
• Madura garments introduced its brands Louis
Philippe(1st international garment label)

6. • After a year Van Heusen another formal wear brand have
arrived.
• Allen Solly came into the market with a new concept
“ FRIDAY DRESSING” in India
• Esprit , another brand of Madura Garments brought the
new style to its existing variety

7. Women’s wear segment
• Madura Garments was the first to introduce
women’s wear collection under Allen Solly
• Madura Garments were targeting women buying
men’s trousers
• the awards won by Allen Solly –’ the most admired
brand’- women’s wear IFA 2004, 2005, 2007

8. Kid’s segment
Market research highlighted –
• Kid’s wear market is worth Rs. 173,000 million
and growing at 16% p.a.
• Kids;’ uniform market amount Rs. 115000 million
& grows at 23%.
• Together the total kid’s wear market value was
Rs. 288000 million, with an average growth rate
of 18%.
• So they entered the kid’s market at the right time.

9. Conclusion
So in the end we may say that changing itself in
respect with the current market scenario and
updating one’s marketing strategy according to
it, is a very important aspect to remain in the
market and grow accordingly.
It helps in
remaining a leader in the market.

10. Thank You