Allen Solly - Entering the Indian Women's Western Wear Market

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Allen Solly - Entering the Indian Women's Western Wear Market case study (Case Code: MKTG042) click on the button below, and select the case from the list of available cases:

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Please note:

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.

Case Details:


Case Code : MKTG042 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 11 Pages
Period : 2002
Pub Date : 2002
Teaching Note : Not Available
Organization : Madura Garments
Industry : Readymade Garments
Countries : India


The case examines the changing dynamics of the women's wear market in India during the 1990s and early-2000s. Changes in India's cultural values and social system, and the impact of these changes on the dressing styles of Indian women are explored in detail. Madura Garment's decision to enter the readymade women's Western wear segment is examined in detail in light of the above changes. The case discusses the strategies adopted by the company in terms of marketing research, product design, retailing and promotion. The case also provides information about other players in the women's Western wear market in India and takes a look at the market's future prospects.


Understand the reasons for the increased activity in the branded women's Western wear market in India in the early 21st century.


  Page No.
Wooing Indian Women 1
Background Note 2
The Market Gets Branded 4
Future Prospects 6
Exhibits 8


Changing dynamics, women, wear market, India, 1990, 2000, cultural values, social system, dressing styles, Indian women, Madura Garment, readymade women, Western wear, marketing research, product design, retailing, promotion, future prospects

Allen Solly - Entering the Indian Women's Western Wear Market - Next Page>>


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.