Analyse the nature of the kidswear market in India

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• Marketing Management
•  
• CASE STUDY (20 Marks)
• Since foraying into the Indian textiles
  scenario in 1988, Madura Garments, a division of
  Madura Coats till 1999, has been catering to the
  varied apparel needs of men, with brands like
  Louis Philippe, Van Heusen, Allen Solly and Peter
  England. Even after the reins of Madura Garments
  were passed on to Indian Rayon (a subsidiary of
  the Aditya Birla Group) the company continued to
  offer a wide array of formal and informal men's
  apparel. However, in spite of being a stable and
  dominant player in the men's apparel segment, in
  2001, Madura Garments ventured into women's wear
  by extending its brands Allen Solly and later
  Van Heusen.

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• What was Madura Garments' rationale and how
  did it affect the company? The case can be used
  to explore the same. After 7 years in 2008,
  Madura Garments implemented a similar strategy to
  enter the kids wear segment. Madura Garments is
  aiming to emerge as a specialty retail outlet,
  catering to the apparel needs of the entire
  family under one large roof. Its entry into the
  lucrative kids wear territory has been marked by
  a restrained advertising approach.

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• However, can Madura Garments garner
  critical mass in a market that is dominated by
  unorganized players and homegrown brands like
  Gini Jony and Lilliput, which boast of a strong
  national presence? Can it face competitors like
  Raymond that has marked its entry with an
  exclusive brand (Zapp!)? The case delves into the
  challenges that Madura Garments would face in the
  dynamic kidswear industry and questions its
  product mix and positioning strategies.

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• Answer the following question.
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• Q1. Analyse the nature of the kidswear market in
  India and understand the critical success factors
  in this industry.

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