Pani, The Hindu Businessline
October 5, 2012
Madura Fashions and Lifestyle (MF&L), the branded retail arm
of Aditya Birla Nuvo, is stitching plans to reposition its premium
menswear brand Allen Solly as a family product. The company will
enter the kidswear segment early next year with a formal national
Madura Fashions is trying to reap the benefits from a growing
kidswear segment in India. According to a recent report by retail
research firm Technopak Advisory, this sector is witnessing high
growth with girls wear growing at 11 per cent, and boys
at 10 per cent.
We have done a soft launch in some geographies and have
got a very good response. We will look at a national launch early
next year, said Ashish Dixit, Chief Operating Officer, Madura
The kids apparel market in India is likely to reach Rs 80,000
crore by 2015 from the current levels of Rs 38,000 crore, said
industry body Assocham in a report last November. Besides, Indian
players such as Liliput, Gini and Jony, and international retailers
such as Zara Kids, United Colours of Benetton, Burberry are also
trying to capture the market here.
Allen Solly is currently available with online retailers such
as Jabong and a few others. The kids brand will soon be made available
at all company outlets. At present, there are 140 such retail
It does make sense for large-scale players to enter
the kids segment, either by creating a new brand or even extending
existing ones, given the long-term proposition in the market.
In the next 25-30 years, a large section of the population will
be below 10 years. With rising incomes, expenditure on a childs
clothes increases as he outgrows them quickly, said retail
consultant Devangshu Dutta at Third Eyesight research firm.
Early this year, knitwear brand Monte Carlo also entered this
Allen Solly, despite being a male brand, has been able to strike
a chord with corporate women. Their women's range accounts for
25 per cent to the annual sales turnover. The firm has also unveiled
a new brand identity with a new logo, a revamped store look and
new advertising and promotion.