Agrima, Parmi, Shashibhushan

Statement of Approach – ABG CLP

Growth of branded Retail Apparel Sales in India
Our Understanding of the Problem:

Branded retail apparel market is growing at a rapid pace in India and there are many fashion brands
that have grown leaps and bounds in the recent past. Lots of fashion brands are also focused on
producing sustainable apparels for environmental benefits and to attract more customers as their
USP. To understand this scenario better and study the future trends in long term.

ABFRL a subsidiary of ABG has a whooping revenue of Rs.12,418 Cr and being India’s billion-dollar
fashion company that is also into fast fashion through brands like forever 21 and People . With posh
brands like Louis Philippe, Allen Solly and partnerships with companies like Ralph Lauren, it has an
upper hand to be the market leader in sustainable fashion too.

However, establishing the trends for fast fashion and sustainability in the future would require heavy
research work, establishing a business model that would generate substantial revenue, and laying
down long-term goals and commitments.

Brief Approach:

While approaching the problem we will keep in mind the pillars of branded retail apparel companies
– sales strategies, clothing categories, fashion styles, and consumer behaviour.

Case study – Harvard business school case studies, Ivey publishing, ISB Case studies, etc.

Potential Secondary research sources – Statista, Bloomberg, Euromonitor, Sustainable Apparel

Coalition, Harvard Business Review, Reuters, etc

Hypothesis creation and validation based on data.

Ideation of different revenue models, feasibility, and scalability scope, and assessing the impact that
each stakeholder has on the process.

Why our team would be best suited for this project:

Our team is a mix of individuals with varied past experiences which can be leveraged as follows:

Agrima brings a strong Computer Science background and her recent marketing internship at Birla
Estates, making her the perfect fit for conducting thorough secondary research and monitoring
consumer behaviour. In the emerging field of branded retail apparel industry, it's crucial to
understand both customer perspectives and responsibilities, along with shareholders' involvement.
Agrima's tech-savviness enables us to use tools effectively to track these journeys, providing valuable
insights into the evolving trends and stakeholder interactions in this new area.
 Agrima, Parmi, Shashibhushan

Parmi – She has an experience of 36 months with Deloitte USI, where she extensively worked on
data analytics and curated custom reports for her clients. Her skills can be leveraged to bring out
insights from the various data sources and for hypothesis generation. Data-driven solutions can be
worked upon by her using various data analytics tools. Also having studied biotechnology, she has
significant knowledge about sustainability and climate impacts which can be leveraged during the
ideation and prototyping phase.

Shashibhushan – Shashibhushan has managed his family business in the past where he overlooked
the entire business of industrial equipment and supplies sourcing and distribution. He holds a very
strong understanding of supply chain and distribution. His knowledge can be leveraged in
understanding the supply chain in a braded retail fashion and what can be implemented at various
stages. He also interned at Aditya Birla Capital, where he worked extensively on chartering sales
strategies and understood the revenue model of the company. Through this, we will be able to work
on the ROI and business model.

Overall Motivation – Our team genuinely believes that there is a gap that needs to be bridged
between fast fashion and the impact it has on the environment. We see this project as a chance to
create a positive change by addressing real-world issues and making a meaningful impact.