Hidesign: Aiming High

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Case Details:

Case Code : BSTA136
Case Length : 10 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note :Not Available
Countries : India
Industry : -

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

Hidesign, based in Pondicherry, India was the largest private sector employer in the state, employing over 2000 men and women. The firm, which crafted premium leather products, was started by Dilip Kapur (Kapur)...

Hidesign's Strategy

In 2005, the size of the leather products market in India was around Rs. 1000 crores. Branded goods accounted for only 20 % of the products. If footwear were taken into consideration, then the proportion between branded and unbranded products was around 50:50 because the market had big players like Bata...

Global Plans

In the early 2000s, Hidesign was present in over 600 accounts in the US. Hidesign wanted to get into strategic relationships with major chains. In South Africa, Stuttafords stocked the Hidesign range, apart from Selfridges and Debenham's in the UK and Ireland, David Jones and Meyers in Australia, and two exclusive shops in Moscow...


In July 2004, Dilip Kapur unveiled the hotel "Le Dupleix", named after the famous French governor of Pondicherry, Marquis Joseph Francois Dupleix. Kapur held 85 % and his friend Dimitri Klein held 15 % in the venture. Over the issue of venturing into a totally unrelated business...

Looking Ahead

In 2005, Hidesign, with a turnover of Rs 84 crore (Rs 73 crore in India and Rs 11 crore abroad), had around 30 exclusive stores in India and another 10 in the pipeline. It had nine stores abroad and was planning another 50-60 stores at the most fashionable destinations across the globe over the next few years...


Exhibit 1: Hidesign Factory at Pondicherry
Exhibit 2: Hidesign's Product Line
Exhibit 3: World's Biggest Bag from Hidesign
Exhibit 4: Hidesign Print Ads


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