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Segmentation: Key to success at SKumars Nationwide

28
Oct '09
S Kumars Nationwide Ltd (SKNL), which had humble beginnings as a distributor of textiles in 1948 and later made its presence known in school uniform fabrics, is currently, one of the biggest textile and apparel company in India with a portfolio of brands, which encompass all segments of the market vertical.

As Mr Nitin Kasliwal, Vice-Chairman and Managing Director of SKNL likes to point out, segmentation has been the key strategy for the success of its brands. It has segmented each division like, consumer textiles, luxury textiles, home textiles (Carmichael House), ready-to-wear and the international business in to strategic business units (SBU's).

One more reason for the success of its brands is the socio-economic segmentation of the India consumer. At the bottom of the pyramid is the economy segment that caters to a population of about 250 million. Higher up is the mid-premium space with approximately 160 million people. Even further are the premium and super premium categories which serve about a 100 million.

In a bid to cater to each of these segments and have a wide and deep pan-India presence it has positioned itself and with products to cater to most of these categories. In the super-premium segment it has Stephen Brothers, in premium; Reid & Taylor and Belmonte in the mid-premium segment.

Now it plans to launch a economy apparel brand called 'World Player', which is being launched after months of research on the expectations of this very huge market segment, along with which it also has its several decades old established fabric brand of an eponymous name, S Kumars fabrics.

Fibre2fashion News Desk - India


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