Mumbai: The AV Birla group-promoted Madura Garments has decided to invest Rs 10 crore to promote its newly-launched Allen Solly women's wear brand in India. This will include Rs 8 crore for an advertisement campaign and Rs 2 crore for setting up exclusive showrooms in the country.
"Allen Solly is planning to redefine the concept of women's wear on the same line as its successful men's wear collection. The collection bridges the gap for the Indian women looking for fashionable and readymade quality apparels. We have projected a turnover of Rs 50 crore in the first three years," says a company spokesman. Madura Garments launched the Allen Solly women's wear brand on 27 September 2002.
He says the total market size available for Allen Solly women's wear is Rs 6,000 crore, including Rs 600 crore of existing western wear business. "Woven tops, trousers and knitted tops emerged as the key product categories especially among working women of all ages in a study done on trends in women's wear."
He adds: "The new range is targeted at self-assured working women in the group A who earn above Rs 8,000 per month and are seeking alternative clothes. This is because the growing number of women in the Indian workforce is a segment we do not want to overlook. Also, our surveys and statistics on Indian work culture and social ergonomics are factors that have helped us in finalising our designs for the growing female workforce."