Madura Fashion & Lifestyle stands as a monumental force in the Indian apparel landscape, boasting an impressive portfolio of leading brands that have significantly shaped the nation’s fashion consciousness. Originating as part of Coats Viyella Plc in the UK, a major European clothing supplier, its journey took a pivotal turn in 1999 when it was acquired by the Aditya Birla Group. This acquisition marked the beginning of its ascent to becoming a dominant player in India’s ready-made menswear sector. By 2000, Madura F&L became a key division within Aditya Birla Nuvo Ltd., spearheading the branded apparel retail revolution and establishing itself as a premium lifestyle influencer in the retail market. Further solidifying its position, Madura F&L was recently demerged to become a core component of Aditya Birla Fashion and Retail Limited (ABFRL), India’s largest branded apparel entity, designed to maximize shareholder value and focus on fashion and lifestyle.
Madura Fashion & Lifestyle pioneered the concept of national-scale fashion retail in India. It was instrumental in introducing prestigious international brands to the Indian market, granting consumers access to global fashion and accessories within their own country. This strategic move solidified Madura F&L’s position as a powerhouse, nurturing four of India’s best-selling branded apparel brands: Louis Philippe, Van Heusen, Allen Solly, and Peter England. Today, these brands, synonymous with quality and style, are available in over 4,000 multi-brand stores and hold prime positions in more than 3,000 shop-in-shops (SIS) across major departmental stores nationwide, reflecting the broad reach and consumer preference for Madura Fashion & Lifestyle brands.
Perhaps Madura Fashion & Lifestyle’s most significant achievement is the creation of a complete, end-to-end, demand-driven ecosystem, encompassing everything from manufacturing to retail. This integrated approach features a unique combination of exclusive brand outlets, premium multi-brand stores like Planet Fashion and The Collective, and international collaborations such as Hackett London. Furthermore, its in-house online store, Trendin.com, extends its reach into the digital marketplace. This comprehensive presence across all retail touchpoints uniquely positions Madura Fashion & Lifestyle to effectively navigate the complexities of today’s multi-channel retail environment and cater to the evolving needs of the modern consumer.
Technological innovation is a cornerstone of Madura Fashion & Lifestyle’s success story. It led the way in implementing the SAP ERP system within the Indian retail industry, streamlining operations and enhancing efficiency. Its manufacturing division further distinguished itself by becoming the first apparel manufacturing unit in India to receive the esteemed Ramakrishna Bajaj National Quality Award, underscoring its commitment to excellence and quality. Today, under the ABFRL umbrella, the Madura F&L business boasts the most extensive and robust distribution network in India. This network spans over 2,000 exclusive stores across 2.8 million square feet of retail space, presence in over 4,000 multi-brand outlets, availability in over 3,000 department stores, and a strong presence across leading e-commerce platforms, making Madura Fashion And Lifestyle brands easily accessible to consumers nationwide.
Madura Fashion & Lifestyle’s enduring success stems from its deep understanding of consumer preferences and its proactive approach to meeting their evolving needs. The Van Heusen Style Studio exemplifies this consumer-centric approach. This innovative, technology-driven concept represents a fashion revolution within India, offering personalized style advice and experiences, setting a new benchmark in the fashion retail space and further cementing Madura Fashion and Lifestyle as a leader in innovation. Similarly, The Collective, a premium lifestyle store, demonstrates the company’s strategic vision in addressing the luxury segment. It provides a curated selection of global fashion, international trends, and luxury services, catering to discerning customers and enriching the Madura Fashion and Lifestyle portfolio.
In June 2013, Madura Fashion and Lifestyle embraced sustainability with its “Re-Earth for our tomorrow” motto, driven by the 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 initiatives reflect the organization’s dedication to making a meaningful and sustainable contribution to society, integrating ethical practices into the core of Madura Fashion and Lifestyle.
Further underscoring its commitment to environmental responsibility, Madura Fashion and Lifestyle actively pursues sustainability missions encompassing energy and water conservation, sustainable manufacturing and packaging, reducing carbon footprint, and effective waste management. Many of its top-selling brands incorporate sustainable techniques in their manufacturing processes. For example, Louis Philippe’s ‘Evolve’ shirts are crafted using natural herbal and mineral dyes, minimizing environmental impact. Peter England’s ‘Oxygeans’ jeans exemplify water conservation, saving approximately 80 liters of water per pair through innovative, locally developed washing methods during production. These initiatives highlight Madura Fashion and Lifestyle’s proactive role in promoting eco-conscious fashion.
Indeed, Madura Fashion and Lifestyle plays an integral role in the holistic development of the communities in which it operates. Its sustainability journey extends beyond environmental concerns to encompass the socio-economic well-being of the people impacted by its activities. The organization’s business model has undergone significant transformation over the past decade, resulting in a robust retail network featuring some of the most successful and beloved brands in India.
Madura Fashion and Lifestyle‘s unwavering commitment to delighting its consumers has fueled an impressive growth trajectory. For FY14-15, the organization achieved a turnover of Rs. 3,735 crore and has consistently grown at a CAGR of approximately 20 percent over the past decade. Madura Fashion and Lifestyle’s journey is a testament to its proactive partnership with the ever-evolving Indian fashion consumer, continuously exciting them with contemporary and innovative fashion offerings. It is undeniably a remarkable success story in the making, poised to continue shaping the future of Madura Fashion and Lifestyle in India and beyond.
