Madura Fashion & Lifestyle has indelibly marked the Indian apparel landscape, building an impressive portfolio of prominent brands. Its story, beginning as part of Coats Viyella Plc in the UK, Europe’s largest clothing supplier, showcases a remarkable journey of growth and innovation. Acquired by the Aditya Birla Group in 1999, Madura Fashion quickly rose to prominence, becoming a leading force in India’s ready-made menswear sector. By 2000, it had become a key division of Aditya Birla Nuvo Ltd., spearheading the branded apparel retail revolution in India and establishing itself as a premium lifestyle player within the retail industry. This strategic growth culminated in the de-merger from Aditya Birla Nuvo Limited, forming part of Aditya Birla Fashion and Retail Limited (ABFRL), now India’s largest branded apparel entity, designed to further unlock shareholder value.
Madura Fashion & Lifestyle distinguished itself as the first company to operate nationally with a singular focus on fashion retail in India. It pioneered the introduction of top-tier international brands, providing Indian consumers access to prestigious global fashion and accessories domestically. This initiative solidified Madura Fashion’s position as a powerhouse, housing four of India’s best-selling branded apparel brands: Louis Philippe, Van Heusen, Allen Solly, and Peter England. Today, the reach of Madura Fashion extends across more than 4,000 multi-brand stores, and it stands as the preferred brand in over 3,000 shop-in-shops (SIS) within departmental stores throughout India, demonstrating its extensive market penetration and brand recognition.
Crucially, Madura Fashion established India’s first complete end-to-end, demand-driven ecosystem, spanning from manufacturing to retail. This comprehensive approach uniquely combines exclusive outlets and premium multi-brand stores, including Planet Fashion, The Collective, Hackett London, and its in-house online platform, Trendin.com. By strategically positioning itself across every consumer touchpoint in the retail ecosystem, Madura Fashion has adeptly addressed the complexities of multi-channel retail in today’s dynamic market. This integrated approach ensures responsiveness and adaptability in a rapidly evolving retail landscape.
Technological innovation has been a cornerstone of Madura Fashion & Lifestyle’s ascent. It led the way in successfully implementing the SAP ERP system within the retail sector. Furthermore, its manufacturing division achieved recognition as the first apparel manufacturing unit in India to receive the prestigious Ramakrishna Bajaj National Quality Award. These achievements underscore Madura Fashion’s commitment to operational excellence and quality. As a result, ABFRL stands as India’s largest apparel company, with the Madura Fashion business boasting the most extensive and robust distribution network. This network encompasses over 2,000 exclusive stores across 2.8 million sq ft of retail space, presence in over 4,000 multi-brand outlets, and availability in more than 3,000 department stores, in addition to a strong presence on leading e-commerce platforms.
Madhura Fashion’s deep understanding of consumer preferences is evident in its continuous innovations. The Van Heusen Style Studio exemplifies this, representing a pioneering technology-driven fashion initiative in India. This innovation has enabled the brand to carve a distinctive niche in the fashion market by offering personalized and engaging customer experiences. Similarly, The Collective, a premium lifestyle store, demonstrates the company’s proactive approach to addressing the luxury segment. It offers a curated selection of global fashion, international trends, and luxury services, catering to discerning customers and further solidifying Madura Fashion’s position across diverse market segments.
In June 2013, Madura Fashion & Lifestyle embraced sustainability with its “Re-Earth for our tomorrow” motto and a vision to “give back more than what we take from our ecosystem.” This commitment addresses the long-term sustainability of its operations through a comprehensive CSR mission focused on three key pillars: “Girl Child Education,” “Building Sustainable Livelihoods for communities around its factories,” and “Health & Sanitation.” These efforts demonstrate the organization’s dedication to contributing to society in a meaningful and sustainable way, extending its impact beyond the realm of fashion.
The company’s sustainability initiatives extend to energy and water conservation, sustainable manufacturing and packaging, carbon footprint reduction, and waste management. Several of its top brands actively integrate sustainable practices into their manufacturing processes. For instance, Louis Philippe’s ‘Evolve’ shirts utilize natural herbal and mineral dyes, while Peter England’s ‘Oxygeans’ conserves approximately 80 liters of water per pair of jeans through innovative, locally developed washing methods. These examples illustrate Madura Fashion’s practical application of sustainable principles throughout its value chain.
Madhura Fashion & Lifestyle plays an integral role in the holistic development of the communities where it operates. Its sustainability journey encompasses environmental stewardship and the socio-economic well-being of the people touched by its activities. The company’s business model has undergone significant transformation over the past decade, resulting in a robust retail network comprising some of India’s most successful and recognized brands. This evolution reflects Madura Fashion’s adaptability and commitment to long-term growth and societal contribution.
Madura Fashion’s consistent endeavor to excite and engage its consumers has been a compelling narrative of growth. For FY14-15, the organization reported a turnover of Rs. 3,735 crore and has maintained a consistent CAGR of approximately 20 percent over the preceding decade. Madhura Fashion’s journey is marked by a proactive partnership with the evolving Indian fashion consumer, continually captivating them with contemporary fashion trends and innovations. It is undoubtedly a remarkable success story within the Indian fashion industry, and one that continues to unfold, solidifying Madhura Fashion’s legacy as a key player in shaping Indian fashion and lifestyle.
