labels: textiles, madura coats, indian rayon
Madura Garments' brandsnews
Mohini Bhatnagar
21 December 1999

Madura Garments, the division of Madura Coats Ltd, which has been sold to the A V Birla group's , made waves in the Indian market with its garment brands. The division has arguably the best known shirt brands in the country.

Madura Coats entered the garments business in 1989, and later spun it off into a separate division called Madura Garments. The company first launched Louis Philippe in 1989, Van Heusen a year later, followed by Allen Solly.

Allen Solly, which introduced the Indian consumer to the concept of Friday Dressing, has been positioned as casual premium, while Van Heusen is positioned as premium formal wear. Louis Philippe, on the other hand, is seen as premium designer wear. Peter England, positioned as a no-pretensions, value-for-money brand, was launched in 1997 and was an instant success. It is now said to be the country's largest-selling brand.

The other brands are Byford (knitwear and socks) and San Frisco (trousers), launched in 1999. Madura Garments also has a contract export business with leading international labels like Tommy Hilfiger in the US.

Madura Garments has been gearing up for the launch of a new brand, Allen Solly Outdoors, early next year. The launch will be backed by an ad campaign, independent of Allen Solly. The Outdoor collection will be promoted as weekend wear, while Allen Solly will continue with its relaxed formal wear with its 'Monday to Friday' campaign.

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