Madura Garm To Tie Up With Global Designers

Madura Garments, a division of Aditya Birla group company Indian Rayon, is in the process of tying up with several international design houses. This step is part of the company's Rs-30 crore brand-building exercise for bringing in latest trends from across the world.

Further, the company has appointed PricewaterhouseCoopers (PwC) to do a study on developing its supply chain.

Prakash Nedungadi, president of the company said, "When we are launching so many designs, it becomes imperative to have cutting edge supply chain so that there is no superfluous inventory and any problem can be solved easily."

As for designs, Madura Garments has a full-fledged design studio in Bangalore, headed by the UK-based designer Stephen King. The studio works on innovating brands, product development, and design collections, helping the company to incorporate the latest international trends in fashion and clothing into its brand portfolio.

 

The Aditya Vikram Birla division has clothing brands such as Louis Philippe, Allen Solly, Van Heusen, Peter England, Elements, San Frisco and Byford.

"Each brand has a tremendous potential to grow. At the same time, we are on the lookout for segments that are attractive and we plan our launches accordingly," Nedungadi said.

Madura Garments was acquired by Indian Rayon in December 1999. It has its origins in former Coats Viyella Plc, Europe's largest clothing brand supplier.

The company exports high quality formal and casual shirts to leading buyers around the world. Future plans of the company include setting up showrooms and megastores in the UAE, Sri Lanka, and Bangladesh.

The company has seen a surge of innovative styles in its premium brands in 2000. Allen Solly launched the Uncrushables collection, followed by Louis Philippe with Permapress and Van Heusen with Durapress.