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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 readymade 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. The case is structured to enable students to: (1) understand the reasons for the increased activity in the branded women''s Western wear market in India in the early 21st century; (2) understand the impact of changes in lifestyle and society on consumer behaviour; (3) identify the importance of properly defining the target audience and adopting a focused approach when launching a new product or brand; (3) understand the strategies adopted by Allen Solly for entering a niche market; and (4) understand the pros and cons of changing a men''s brand into a unisex brand by extending it to the women''s segment. The case is intended for MBA/PGDBM level students as part of the marketing management curriculum. The teaching note does not contain an analysis of the case.