Home / Knowledge / News / Apparel/Garments / MAS Holdings chief shows way into Indian consumers psyche
MAS Holdings chief shows way into Indian consumers psyche
13
Apr '11
"India is not a homogenous group of consumers. There are different layers of the middle class, like the layers of a cake. You should be aware of which part of the cake you want to bite into", said Mr Ajay Amalean, Director - MAS Holdings.

Mr Amalean was speaking at the 'LBR-LBO CEO Forum' on the role of CEOs and about placing Sri Lanka on the world map. He said that sales of their lingerie brand 'Amante' were growing very strongly in India and hope to operationally break even this year.

Amante was launched in India in 2007 by MAS holdings, which is amongst the biggest clothing exporters from Sri Lanka and supplies to globally renowned brands like Victoria's Secret, Nike, GAP and M&S.

MAS Holdings, which has sales close to US $800 million started operations in 1987, was the first to manufacture lingerie's in Sri Lanka. It currently employs around 45,000 people in 30 plants in nine countries and has four design studios in Hong Kong, Colombo, New York and London.

Speaking about the Indian market he said, “Although India is a huge market and is widely talked about for its 500-million strong middle-class, the country was actually several different markets”.

“India is not a homogenous group of consumers. There are different layers of the middle class, like the layers of a cake. You should be aware of which part of the cake you want to bite into", he informed top honchos from the industry.

“We are having phenomenal growth in India at an average of 40 percent, in a category, which itself is growing at 10 percent. On the other hand, our competitors are struggling, even after being in the Indian market for 8-10 years", he added by saying.

"Several brands launched in India, looked very enticing, but a lot many brought products made for different markets like, the UK or Germany and expected them to fit the Indian women, so ultimately they did not succeed.

“However, MAS designed lingerie products, specifically for Indian women. We physically measured 1,500 Indian women, as lingerie is worn very close to the body and needs to fit absolutely well, so we made a product, specifically for the Indian consumer", he observed.

Informing further about their foray in to the Indian retail market, he said, “We also remained focused on lingerie's and used a very effective retail network of department stores, although we were also tempted to start our own retail outlets like the other brands.

“However, two weeks before the opening, we realized, we would be paying for New York type real estate prices and selling at Indian prices. The two do not go together. So, we gave up the dream of turning retailer and instead became a brand and started a distribution channel. That's the reason for our success - understanding the market place”, he emphasized by saying.

Fibre2fashion News Desk - India

Must ReadView All

Courtesy: India ITME

Textiles | On 8th Dec 2016

Industry needs to create 1cr jobs in 3yrs: Kavita Gupta

Sharing several initiatives laid out by the government in R&D,...

Textiles | On 8th Dec 2016

Package will boost made-ups sector: SIMA

The reforms package approved by the Union Cabinet to boost employment ...

Textiles | On 8th Dec 2016

Cabinet okays reforms to boost jobs in made-ups sector

The Union Cabinet chaired by prime minister Narendra Modi has given...

Interviews View All

Sanjay Yagnik
Maa Tex Speciality

‘We suggest reducing dosage of sizing chemicals to reduce sludge...

Amrit Sethia
SOIE

‘The intimatewear category in India is slowly becoming trend-sensitive.’

Janak Dhamanwala & Sunil Dhamanwala
Jansun

Moving towards sustainability is also a social change

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
December 2016

December 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


Advanced Search