Aditya Birla Nuvu Ltd. It was a US$ 4 billion company that was part of the Aditya Birla Group as of 2011.6 It had a presence in both the manufacturing and services sectors and had businesses like textiles, financial services, telecom, insurance, etc. in its fold. Madura FL, the apparel arm of ABN, was one of the first companies to enter the branded apparel business in India and was credited with revolutionizing the business in India. Madura FL entered the branded apparel business in India when it was still in its infancy. It launched several brands in the branded apparel segment which were highly successful in the market. The market for branded readymade men’s wear was very limited in India till the early 1980s. The growth rates were also very low. One of the main reasons for this was that Indian men were accustomed to buying cloth and getting it stitched as per their custom body measurements.

INTRODUCTION This practice hindered the emergence of national-level brands in the apparel business. The market began to change by the mid- 1980s and a small market for branded apparel started to emerge. One of the first entrants into this sector was Madura Coats India; a 51 percent subsidiary of the UK-based J&P coats.7 It entered the ready to wear garments business in India through three divisions: Madura Garments (ready to wear clothing), Coats India (threads division), and Madura Textiles (fabric supplier). Madura Garments was acquired by ABG in the year 2000 and later renamed Madura Fashion and Lifestyle (Madura FL)

Immediately after its launch in India in 1989, Louis Philippe was an instant success and was well received by high-income fashion-conscious customers. The growth of the Louis Philippe brand was phenomenal and was accentuated by its obsession for quality and exclusivity...

Premium men’s apparel brand in India Louis Philippe was introduced in India in the year 1989 and soon grew to be a leading brand for premium men’s wear.

Creating menswear that appeals to the style-conscious man, Louis Philippe curates an exquisite collection of formals, semi- formals, custom-made clothing, and accessories available online and instore. These new super-premium ranges of branded apparel were priced 100 percent higher than the other existing premium brands in the market.

Louis Philippe entered the luxury market for men’s formals with the introduction of the ‘Luxury’ sub-brand. Luxury was very successful and contributed to nearly 15 percent of the total revenues in the stores in which it was introduced. Louis Philippe introduced another sub-brand called ‘LP’ for semi-formal clothing for young customers. It also introduced premium footwear for men in the year 2010. Louis Philippe reached Rs. 6.5 billion for the fiscal year ending.

Handy Details Product type- Men’s apparel Owner- Madura Fashion & Lifestyle Country- India Introduced - 1989 Market - Worldwide Ambassador(s)- Robert Pattinson Tagline- The upper crest Website - https://www.louisphilippe.com/