Madame from the house of Jain Amar Clothing (JACPL) has been a strong player in the women’s wear segment. Madame, with time, has decoded its strategies to counter competition from foreign brands. Since it believes in being market- responsive, the brand has established an in-house manufacturing unit that enables it to restock within seven days. Stores are revamped six times a year and there are over 3,000 options available at any given time.
Strategic partnerships ensures market relevance
Madame tries to be relevant through continuous innovation. Madame has formed a joint venture with the Barcelona-based Camla which deals in men and women’s apparel and accessories in the premium category. While Camla’s products are imported from Europe, this year the brand plans to acquire a license to manufacture knitwear in-house in India. Madame has also opened a small setup in Barcelona which ensures the brand remains at par with the international trends.
Madame also capitalises on its strengths efficiently. It has a huge market spread along with market know-how which international brands lack. A strong player in India for the last 25 years, the brand has a 30 per cent presence in Tier-II and -III cities.
In-house production maintains quality standards
Madame’s products are on par with international brands in terms of both quality and design. Around 90 per cent of the brand’s production is handled in-house at its manufacturing unit in Ludhiana, spread over 6,000 sq. ft. This enables it maintain the quality of products. The lead time ranges from 7 to 45 days depending on product and design.
Madame also outsources some products that are not India’s specialty. Its main focus remains dresses, embellishments and heavy embroidery, which are economically not viable in-house. Outsourcing is done not only within India but also to countries like Bangladesh, Sri Lanka and China. Overall outsourcing is around 2 per cent or even less.
Madame is present in 150 EBOs, of which 12 are outside the country and the rest are in India. Madame also retails through multi-brand outlets, large format stores and e-commerce portals like Flipkart, Myntra, Amazon, etc. The firm is planning to move to more markets outside India like Sri Lanka and Singapore by the end of this year.
The brand is now planning to adopt the concept of experiential try-ons at its stores, which will have magic mirrors. These enable a customer to navigate through the entire collection available at a particular store and try them virtually even before starting to shop. The fast fashion Indian company also aims to double its revenue in the next 3-4 years.