Product details

Arvind Brands, a subsidiary of Arvind Mills, is an important player in the Indian branded apparel industry. With an array of international brands like Lee, Arrow, Tommy Hilfiger, Wrangler and domestic brands like Newport, Flying Machine, Ruf n Tuf and Excalibur, the company was present in most segments of the market. But the company was facing severe competition from major brands like Louis Philippe, Park Avenue and small brands like Trigger and Blackberrys. Also, with several multinational corporation brands poised to enter the Indian market, the company was under pressure. The case discusses the various brands of Arvind Brands and its competitors, and outlines in detail, the efforts made by the company to organise its brands. The case also throws light on the future of the branded apparel industry vis-a-vis Arvind Brands.