The Hindu Business Line : Aditya Birla group readies $100-m Family Stores

The $24-billion Aditya Birla group, which has entered the retail bandwagon with big plans, is going to make a $100-million retail splash through its textile and apparel arm Madura Garments this summer.

The company is going to launch a network of ‘Family Stores’ across the country, targeting the value segment.

“It will have apparel for all age groups. It would encompass all (brands and products for all). We are working on a branding exercise ahead of the launch,” Mr Vikram Rao, Business Director of Textile and Apparel division, said.

Mr Rao was addressing the international Brand Summit organised here by the Confederation of Indian Industry (CII).

“We are going to open the stores in May-June. We also have plans to focus on the men’s lifestyle range,” he said.

Madura Garments offers brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England. It also distributes the international brand Esprit.

Branding strategy

Talking on the branding strategy at Madura Garments, Mr Vikram Rao spoke on the evolution and transition of Louis Philippe. It was positioned as something synonymous with winners, achievers and trendsetters. Defining the brand essence was a key parameter for success. The company recently launched the youth version of Louis Philippe – LP Youth. The new ‘Fashion Formals’ were targeted at the aspirational and successful urban youth.

On the key differentiator that made Madura Garments a success after its acquisition from Madura Coats, Mr Rao said it was the transition from a single product to multiple products.

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