Arvind Brands' Competitive Position in the Indian Branded Apparel Market

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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.

Case Details:


Case Code : MKTG109 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Case Length : 16 Pages
Period : -
Pub Date : 2005
Teaching Note : Not Available
Organization : Arvind Mills
Industry : Branded Apparel Industry
Countries : India


Arvind Brands, a subsidiary of Arvind Mills, is an important player in the Indian branded apparel industry. With an array of international brands like Lee, Arrow, Tommy Hilfiger, Wrangler and domestic brands like Newport, Flying Machine, Ruf n Tuf and Excalibur, the company was present in most of the segments of the market. But the company was facing severe competition from major brands like Louis Philippe, Park Avenue and small brands like Trigger and Blackberrys. Also, with several MNC brands poised to enter the Indian market, the company was under pressure. The case discusses the various brands of Arvind Brands and its competitors and outlines in detail, the efforts made by the company to organize its brands.

The case also throws light on the future of the branded apparel industry vis--vis Arvind Brands.


• The issues facing branded apparel companies in post-MFA scenario (2005), which are testing times for several players.

• The positioning and targeting issues of multi-brand marketers.

• The issues concerning branding and brand management in the Indian apparel industry.

• The efforts made by the company in expanding the apparel market.


  Page No.
Introduction 1
The Branded Apparel Industry 2
Arvind's Brand Basket 4
Competition 7
Growth Strategies 10
Outlook 11
Exhibits 13


Arvind Brands Ltd., Arvind Mills, ICICI Ventures, Brand ambassador, Ruf n Tuf, Newport, Arrow, Lee, Wrangler, Branded Apparel segment, Madura Garments, Growth Strategy, KSA-Technopak India, Bombay Dyeing Mfg Co Ltd, Raymonds Apparel Ltd, Indus League Clothing Ltd, Levi Strauss & Co. and Provogue (India).

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