Corporate Strategy Case Study

Arvind Mills: World's Third Largest Denim Manufacturer

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Abstract:
Arvind Mills Ltd, an Indian textile company was established by the Lalbhai group in 1931 and was producing cotton textiles. In 1986, Arvind Mills decided to focus on denim and target the international market. The company formed several international tie-ups for technology and marketing, but Arvind Mills was faced with issues such as the oversupply of denim, rising cotton prices and the rise in preference for other garment material. In spite of several failures, Arvind Mills made a turnaround and became the third largest denim manufacturer in the world. The case discusses the international marketing strategies adopted by Arvind Mills. It also discusses the company’s future plans, especially in the post- textile restriction regime.

Pedagogical Objectives:

• The case discusses the international marketing strategies adopted by Arvind Mills
• It also discusses the company’s future plans, especially in the post- textile restriction regime.

Keywords : Denim, International, Marketing, Marketing Strategies Case Study,Arvind Mills