Madura Garments: Gets into women's range

Our Bureau

BANGALORE, Dec. 17

MADURA Garments has forayed into the womenswear segment by extending its popular menswear label, Allen Solly, into an international range for women.

The Allen Solly womenswear collection includes a complete wardrobe of woven and knitted tops, trousers and jackets. These clothes are available in both traditional cotton and new age fabrics like polynosic, lycra tencel, rayon blends and soft acrylic. The knitted and woven tops are priced between Rs 299 and Rs 899, while the bottomwear prices range from Rs 799 to Rs 1299.

Mr Prakash Nedungadi, President, Madura Garments, said, "The new range will be targeted at self-assured working women in the SEC A group earning above Rs 8,000 per month and who are looking for alternative clothes."

The brand's primary target will be women between 22 and 32 years of age.

``We commissioned a nationwide research with IMRB covering all big metros to garner insights into the womenswear business. The total market size available for Allen Solly womenswear is Rs 6,000 crores,'' said Mr Sailesh Chaturvedi, General Manager, Marketing.

The brand has customised international styles to suit the Indian woman , the company officials said.

Pic.: Mr Prakash Nedungadi, President, Madura Garments, during the launch of Allen Solly Womenswear at Bangalore.

Picture by G.R.N.Somashekar