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 ready-made 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.

In September 2002, leading Indian apparel company, Madura Garments (Refer Exhibit I for a brief profile of the company) launched a line of ready-made women's western wear under the brand name "Allen Solly Women's Wear." The launch was backed by advertisements in the national print and outdoor media. The move attracted attention for two reasons. First, this was the first-ever nationwide exercise by any company to offer ready-made Western wear for women in India on this large a scale. Second, Madura seemed to have taken a risk by trying to extend its hitherto `exclusively for men' brand, Allen Solly, to the women's segment.

The nationwide launch was undertaken following the brand's impressive performance during the test-marketing phase in the city of Bangalore (Karnataka) in December 2001. Through Allen Solly Women's Wear, Madura formally extended the concept of Friday Dressing1 to women all over the country. The scope of operations and marketing support was what set Allen Solly apart from the earlier entrants in the branded women's wear segment, Indus League2 and Raymond's3.

The Indian apparel industry was dominated by the unorganized sector, with market share of over 97%. The industry was divided into two segments, ready-to-wear and tailor-made. The industry was also divided on demographic (men, women and kids) and geographic (each state having its own dressing style) parameters. Over the decades, the developments in men's and women's wear segments showed markedly different trends.

women's wear market, India's cultural values, social system, marketing research, product design, retailing and promotion, market's future prospects, Madura Garments, Allen Solly, test-marketing phase, Indian apparel industry, unorganized sector, ready-to-wear and tailor-made, demographic, geographic, national print and outdoor media.