Who we are Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of Indias fastest growing

branded apparel companies and a premium lifestyle player in the retail sector. Afterconsolidating its market leadership with its own brands, it introduced premier internationallabels, enabling Indian consumers to buy the most prestigious global fashionwear andaccessories within the country. The companys brand portfolio includes product lines that range from affordable and mass -market to luxurious, high-end style and cater to every age group, from children and youth to menand women. Madura Fashion & Lifestyle is defined by its brands Louis Philippe, VanHeusen, Allen Solly, Peter England and People that personify style, attitude, luxury andcomfort.Madura Fashion & Lifestyle reaches its discerning customers through an extensive network comprising more than 850 exclusive and franchise stores, and over 2,000 premium multi-brandtrade outlets, both within and outside India.The company's lifestyle store, The Collective, offers a unique blend of global fashions,international trends and innovative customer services, to customers in Bangalore, Mumbai andDelhi.Planet Fashion, the multi-brand, apparel-retailing arm of Madura Fashion & Lifestyle, housingthe company's in-house and other brands, is the largest chain of stores of its kind in India.A distribution agreement with international brand Esprit has ensured that this highly growth-oriented company bolsters its international presence.Each o f the companys brands has an integrated Design Department, which is constantly at work on innovating designs, concepts and products by incorporating the latest international trends infashion and clothing styles.Madura Fashion & Lifestyle, an IT and web-enabled organisation, is the first-ever apparelcompany to have successfully implemented the ERP SAP system. It is also the first companyglobally to integrate Retek ERP with SAP ERP.Always at the cutting edge of fashion and innovation, Madura Fashion & Lifestyle has for over adecade now sourced technology, fabrics and garments globally. The company is a global supplierfor sophisticated

international brands such as Marks & Spencer and Tommy Hilfiger.Madura Fashion & Lifestyle harnesses the power of young, driven professionals from the countrys best professional institutes and companies. For years now, empowered and motivated employees have propelled Madura Fashion & Lifestyle towards achieving quality, customerservice, design and brand equity comparable to the best worldwide Madura Fashion & Lifestyle has ISO-9001-2000 accreditation with periodic internal audits. It'smanufacturing division recently became the first apparel manufacturing unit to win one of India'smost prestigious quality excellence award, the Ramkrishna Bajaj National Quality award,instituted jointly by the Indian Merchants Chamber and the house of Bajaj.Madura Fashion & Lifestyle sources only from factories that are compliant with the Factory Act,and each factory is independently audited by the International Textile Services (ITS) and SocitGnrale de Surveillance (SGS) for international clients such as Louis Philippe, Marks &Spencer and Van Heusen.Madura Fashion & Lifestyle is one of the fastest growing branded apparel companies, recordinga blistering growth rate of over 25 per cent year-on-year. History and lineage Established in 1988 by Madura Coats Limited, Madura Fashion & Lifestyle has its origins in the erstwhile Coats Viyella Plc, Europes largest clothing supplier. In December 1999, Aditya Birla Nuvo, an Aditya Birla Group company, acquired Madura Fashion & Lifestyle to become theundisputed leader in the readymade menswear industry in India. In 2000, the company became awholly-owned subsidiary of Aditya Birla Nuvo.BRANDS:OverviewMadura Fashion & Lifestyle has revolutionised India's readymade apparel and retail market. Aname that is synonymous with panache and modernity, Madura Fashion & Lifestyle is definedby its brands Louis Philippe, Van Heusen, Allen Solly, Peter England and People brands thatpersonify style, attitude, luxury and comfort.Madura Fashion & Lifestyle signed a distribution agreement with Esprit, a leading internationallifestyle brand, bringing the retailing standards of Milan, Paris, and London to India.Madura Fashion & Lifestyle launched an

inspirational brand, The Collective, as a super premiumlifestyle retail chain for a host of international apparel and accesory brands making a foray intoIndia for the first time. It also set up Planet Fashion, offering men a one-stop destination for alltheir apparel needs.Madura Fashion & Lifestyle has won several prestigious awards over the years for its brands.Peter England won the Brand Equity Award from the Economic Times for three consecutiveyears in a row since 2008. More recently, the company won the 'Fashion Retailer of the Year'Award in December 2010 Louis PhilippeLouis Philippe symbolises elegance, class, status, and a lifestyle that is distinctly majestic andopulent. The brand draws its name and inspiration from King Louis Philippe of France, who wasfamed for his generosity of spirit and his appreciation of the arts.From its inception, Louis Philippe has been seen as the purveyor of fine clothing for thediscerning European gentleman. Garments under this label combined the finest fabrics withdesigns inspired by the latest global trends, addressing the needs of the style-conscious contemporary male. The international superbrand offers elegant ensembles for the new Indianman. The entire range of formals, semi-formals, knits, custom-made apparel, and accessories isinspired by the latest European fashion trends.Synony mous with premium, international mens fashion, Louis Philippe was launched in India in 1989. Celebrating the sophistication of the Indian gentleman, Louis Philippe garments establish that their wearer is a man of infallible taste and class. The brands Fr anco-Italian lineage,combined with its focus on global fashion gives it indisputable premium and an exclusive image.Today, Louis Philippe is a brand leader in formal and quasi-formal wear. The embellished Crest is a sign that the wearer of a Louis Phil ippe wardrobe has truly arrived. Today, the Crest is prized even more for its focus on luxury, exquisite craftsmanshipand attention to detail, establishing that its wearer is truly a member of The Upper Crest. The

comfort and perfection of the clothing is also evident in their line of elegant shoes, crafted fromthe finest leather, and their range of innerwear, sourced from the softest cotton.Louis Philippe garments are available at 117 stores, and at the exclusive LP stores created byfamous European architect John Marsala. The brand continues to be the leader in retail sales inall leading menswear and department stores. The retail experience is further augmented by Madura Fashion & Lifestyles retail chain Planet Fashion.Louis Philippe also launched sub-brands including LP and Luxure. LP by Louis Philippe has anexciting range of shirts, trousers, T-shirts, suits, jackets and accessories to put together a youthfulwardrobe. Luxure, the masterpiece collection, was created to deliver sartorial elegance for therefined connoisseur. Louis Philippe recently made a foray into the footwear segment, offeringmore than 40 exciting designs, in an unparalleled width in the formals market.Van HeusenLaunched in India in 1990, Van Heusen is yet another success story from the Madura Fashion &Lifestyle stable. The brand operates under license to Madura Fashion & Lifestyle in India andSouth East Asia. A premium lifestyle brand, Van Heusen assiduously follows the companymandate; fashion for the corporat e world. The brands target audience is the successful, sophistic ated, erudite, multi-faceted professional.For the Van Heusen customer, elegance and style are not just fads, but a philosophy. Andtherefore, keeping their tastes in mind, Van Heusen was opposed to the conventional nine-to-fiveformal wear. Instead, the brand makes available a 24/7 selfexpression range of garments to theirtarget audience. With more than half of Indias population under 25, it was not a surprise when Van Heusen moved from targeting only the 25-45-year-old businessman. With the introduction of V dot thatopened up the specialized clubwear category, Van Heusen also addressed the needs of a youngerconsumer and a changing lifestyle one who had disposable income and the attitude to go with

it. V dot offered a range of clothing that was edgy, not reckless, fashionable, not flippant, youthful, not juvenile. It added a bold sophistication to the brands design philosophy.

Though initially a mens couturier, it did not take long for Van Heusen to appreciate that todayswoman is as much a stakeholder as her male counterpart in Indias growth story. The Van Heusen Woman is dynamic, well-educated, ambitious and intelligent. She lives life on her ownterms, and is poised and feminine. Van Heusens sport -inspired casual wear Van Heusen Sport adds a dash of fashionable modernity to the iconic 60s Ivy League day chic look. The line is made up of soft shirts, fine -knits, laundered chinos and easy-to-wear semi-lined jackets in exceptional washes designed togive you a drape quite unlike anything. The range features fine sporting elements that elegantlyround off the sporty look. Impeccably crafted inside out, these garments are designed to look asgood as new even after repeated wearing and washes The companys Everyday Couture for women recognises that todays woman straddles many worlds and many roles with ease. The line captures her many facets, and offers her a classy,fashionable wardrobe that is truly unique.The Van Heusen range is modern, minimalistic and timeless. It is distinguished by its highquality, and its relevance to the times, neither too edgy nor too futuristic.Van Heusen aims to be a complete lifestyle brand and plans are to double the number of stores to200.Allen SollyLaunched in India in 1993, Allen Solly brought about a completely new concept to menswear inIndia Friday Dressing. In the years that followed, the brand, with its Anglo-Americanheritage, proved to be the most innovative of the Madura Fashion & Lifestyle's brands; it is oneof India's most popular and easily recognised brands in the branded premium apparel segment.Convention is not

a word that exists in the brand's vocabulary, and from the beginning, the brandnot only broke the rules of formal workplace dressing, but also re-wrote them. The dull world of business dressing with its greys and whites was shaken up by Allen Solly, whichunapologetically added vibrant dashes of colour to its formal wear lines. The approach paid off,spawning many imitators. Nevertheless, the unconventional, yet unmistakable Allen Solly Mannever lost his place in the spotlight Today, the brand appeals to that section of consumers who are young and want to create theirown world. Offering clothing that spans casual, work and evening wear, the brand's personalityis wellreflected through its 'My World, My Way' campaign.Allen Solly has several product innovations to its credit and loyal consumers swear by thebrand's comfortable and fashionably-styled cotton trousers and bright, colourful shirts.The brand then went a step further, launching a collection of shirts and trousers called 'TheUncrushables' a wrinkle-free wardrobe in an unconventional 'solid' palette.And the brand is not only for men. Allen Solly's nod to women in the workforce came in 2001,when the brand came out with a line of women's formal wear. A few years later, they rewrotetheir own rules again, by bringing in their casual chic collection for women. Allen Solly's apparelis well known for its superior quality and it has consistently won industry awards and consumerrecognition for its clothing.Peter EnglandPeter England is the largest menswear brand in India with over 5million garments sold every year. First launched by MaduraFashion & Lifestyle (then known as Madura Garments) in themid-price shirt segment in 1997, the company acquired the worldrights for the brand in the year 2000. Today, Peter England has astrong national presence with 500 exclusive stores and over 1600multi-brand outlets in more than 570 towns.Peter England is universally accepted amongst its millions of consumers for its standardised fits, superior quality, wide rangeand 'fashion-right' styles in its segment, making it the most trustedbrand amongst consumers in the readymade apparel category, asper a recent study conducted by Brand Equity , Economic Times

With offerings in the mid-priced value for money range, PeterEngland brings formal wear for young men in the early years of their career. The product assortment includes shirts, trousers,suits, blazers and accessories for everyday and special occasions.It also offers relaxed office wear and weekend casual wearthrough its Peter England Elements line. This is an eclectic andstylish casual wardrobe including washed cotton shirts, denims,cargoes, jackets, sweaters and accessories.Peter England also offers a complete rangeof sub-premium formals through its sub-brand Peter England Elite, meant for theyoung manager. The wardrobe includes acomplete array of fine-crafted formal shirtsand trousers, sharp suits and blazers, andaccessories. The look is progressive,international, and one of understatedelegance.Peter England partners with the IPL team,Chennai Super Kings, as the official off-the-field apparel sponsor. Building on that relationship, the brandhas launched an exclusive product line called PE-CSK, whichreflects the sporty-casual attitude of the team.A recent foray for Peter England has been in the world of clubwear, called Peter England Party. This line offers affordableclub wear with mainstream sensibilities.PeoplePeople was launched in 2008 as a fashionwear brand offering international and fusion styles tothe family at an affordable price. Originally part of the popular Peter England brand, it brokeaway to develop its own distinct identity in 2009.People is a complete brand offering proprietary prints, designs and fits. Its merchandise is notonly functional, but universally appealing with trendy cuts and styles. The product line ischaracterised by a spirit that fuses local nuances with international style, creating an attitude thatis as at home on the street as it would be on a ramp. Planet FashionIn 2001, Madura Fashion & Lifestyle envisioned providing a unique shopping experience todelight its customers. Soon, the company opened a distinct, specialty menswear showroom atCommercial Street in Bangalore. The thinking behind the store was to provide a superior retailexperience and offer men a one-stop destination for all their apparel needs. The stores would belocated in prime locations, and provide not only a good shopping ambience, but also excellentcustomer service.Today, Madura Fashion & Lifestyle has the highest market share in the premium formalwearsegment in the country. The apparel-retailing arm of the company, later christened PlanetFashion, houses leading in-house brands such as Louis Philippe, Van Heusen, Peter England, andAllen Solly.Each of these brands is a complete lifestyle brand and has an exhaustive range of shirts, trousers,knits, winter wear, suits and accessories. They offer the best range across formal, semi-formaland casual occasions and across various price ranges. Peter England is value for money, andcaters to the mid-price segment. Van Heusen formals are the ideal choice for the corporatecustomer, while Louis Philippe caters to the style-conscious contemporary man. Allen Solly isunconventional and associated with Friday Dressing, and offers relaxed wear

for the young andambitious trendsetter.In order to pursue its intention of providing a complete wardrobe solution to its customers, PlanetFashion has been looking at brands beyond those at the Madura Fashion & Lifestyle's stable.Recognising the need for brand names in winter wear, inner wear, and denims, it introduced Monte Carlo, Jockey and Levis in select stores. Re alising that wedding apparel for men was ahuge untapped market, Planet Fashion also tied up with Manyawar for its range of ethnicmenswear.Based on the success of these brands, Planet Fashion plans to introduce the same in other storesas well, and is i n discussions with other leading brands. This will help cement Planet Fashions position as a one-stop destination for menswear for all possible occasions, from formal businessmeetings to family weddings, to casual evenings with friends.With a strong presence in more than 65 towns across India, as well as in the Gulf and SAARCcountries, Planet Fashion stores greet more than a million customers each year. The winningretail model has been successful not only in premium locations, but also in smaller towns such asUdupi, Bareilly and Dehradun. Planet Fashion is the largest chain of stores of its kind in India,with an average store footprint that ranges from 2500-6000 sq ft, depending on its location.he Collective The Collective is a super -premium lifestyle retail chain that was launched by Madura Fashion& Lifestyle, a division of Aditya Birla Nuvo. A first of its kind retail concept, the brand has seena host of international apparel and accessory brands making a foray into the country for the firsttime. Offering International brands with its unique point of view, The Collective is positioned as theaspirational brand for the discerning Indian. The Collective continually provides product andservice excellence that would help educate, update and shape the wardrobe of the urban Indian. Staying true to the promise of Expect the Unexpected, The Collective has now also forayedinto formerly unfamiliar territory with the introduction of womens collections from brands such as DVF, Rock and Republic, True Religion, Alice + Olivia, Lulu Guinness, Rohit Gandhi andRahul Khanna to name a few. Needless to say, the collection at the store promises women theirown place and the best in fashion for their wardrobes - from sensual dresses to tops that

takewomen from the lounge to the red carpet.The Collective is a complete lifestyle store with a combination of Apparel, Accessories, Made-to-measure, Product care services and Lifestyle services. Apparel covers all wardrobe needs fromFormal to Semi Formal to Casual to Denim to Active and includes names such as ArmaniCollezioni, Polo Ralph Lauren, D&G, Hackett, and Fred Perry. Accessories cover products likefashion watches, cufflinks, shoes, ties, belts, leather products, jewellery and sunglasses amongstothers. The accessory brands checklist includes names such as Hermes, Mont Blanc, Puma Black Label, Churchs shoe, Momo Design, grooming products from Anthony Logistics, The Art of Shaving and home accessories from Culti and Christofle. This years Autumn Winter 2 010 collection has only taken the fashion quotient higher. All theexisting brands get the best they have to offer to the Indian market through The Collective, allcreating a look that is effortless and reflects your sense of style with a dose of colour, flash andembellishment. Special mention must be made here for brands like Lulu Guinness - presenting anew collection for The Collective & Hackett formals also make a foray into the Indian market forthe first time ever. Exclusive Services at The Collective Made-to-measure services will offer leading Savile Row brands such as Richard James andCaruso. M2M service, Su Misura by Armani Collezioni will be available soon. In addition, TheCollective completes your shopping experience with a hands-on-approach. W ith the Personal Shopping Service , the store helps the customer pick the best look, colour, style and product offering, all on prior appointment. Every Sales Associate at the store is the customers personal

stylist thus indulging the discerning man or woman in the best while ensuring that the Look is his/her to own. The Collective is also the first retail store to offer product care and specialised dry cleaning services to its customers by our partners Aakash in Bangalore and Mumbai andGuardini in Delhi.The exclusive lifestyle services include a high end premium caf where you can savourinternational cuisine. In Bangalore, The Collective has its own patisserie Herbs and Spice analready well-known name in Bangalore for its European cuisine. While in Mumbai, BespokeCaf has already carved a niche for itself.With the launch of the third store in Delhi, The Collective promises to hold nothing back.Flamboyance, fashion, edge, colour, cut and perfecting the look for the season all of those andmore in good measure when you live the lifestyle experience at The Collective. A trulysensational season continues the story of The Collective and everyone is invited. Esprit Esprit was founded in 1968 in San Francisco, USA. Now a leading international lifestyle brand,Esprit operates more than 800 directly managed retail stores worldwide and has a presence inmore than 40 countries.The Esprit way of life is translated into natural, self-confident, stylish, and sensual collections byan international team

of designers. Esprits different collections Casual, Collection, EDC, de.Corp, Kids, Sports and Accessories

address the many facets of the brands customers. Intense focus on the design and fashion quotient and uncompromising standards of quality and fit are thecommon warp and weft of these diverse collections.This international, youth-focused lifestyle brand entered the Indian retail market via adistribution agreement with Madura Fashion & Lifestyle in October 2005. With the launch of itsflagship store in Mumbai then, Esprit brought the retailing standards of Milan, Paris, and Londonto India. Now present in over 10 cities in India, the brand, synonymous with high-quality trendyfashion, offers smart, affordable luxury to fashion conscious customers. A new collection is launched every month, keeping Esprits dedicated customer base in touch with seasonal trends here and abroad. In keeping with its reputation for being a trailblazer, Espritwas also one of the first international brands to launch a highly successful loyalty programme inIndia, with an exciting array of exclusive benefits that keep its members delighted

nnovationsLouis Philippe | Van Heusen | Allen Solly | Peter England For over a decade now, Madura Fashion & Lifestyle has been atthe cutting edge of fashion and innovation, and has sourcedfabrics, technology and products globally. The company's productdevelopment and quality assurance functions work constantly toprovide product innovations to the Indian consumer. The latestfinishes, fabrics, fits, technologies and product development infashion and clothing styles are incorporated into their brandportfolio. Continuous product innovations and value

propositionprovides the much-needed support in sustaining productleadership. This helps maintain brand equity for best-in-classmerchandise in the apparel segment.Trends, fashion knowledge, technology and process help inproduct development and innovation, creating and addingsignificant value to the fibre-to-fashion value chain. The companyhas developed and successfully launched many breakthroughproducts in the last decade. Some of the latest produc

innovations that were the highlights of FW09 / SS10 season arelisted below. Louis Philippe

Silk Route shirt from Louis Philippe: Incorporating an orientalsecret that combines the sheen of silk with the breathability of cotton, the Silk Route shirts are tailored from dyed cotton-silk yarn. They offer the soft touch and feel of silk with the comfort of cotton and the convenience of being machine washable. Crme Collection: Louis Philippe's easy care dress shirts with asilk-protein finish are made from premium fabric woven from thefinest single yarn. The yarn is previously treated with specialliquid ammonia, and the result is the lustrous, soft-as-silk dressshirts that form the Crme Collection. Liquid Cotton Shirts: A revolutionary yarn spinning technologyand fabric finish developed by Madura Fashion & Lifestyle hasmade it possible to craft this brand of 100 per cent cotton yarn-dyed shirts which are so sinfully soft and seamless, they literallyflow on your body like water. These shirts look and feel like silk,provide the comfort and convenience of cotton, and yet are easyto maintain.. Van Heusen

Eco Story: Van Heusen kicked off the concept of shirts madefrom 100 per cent organic cotton, grown in a sustainable andenvironmentally-friendly manner. Launched as 'Eco Concept' formen, the shirts have a naturally soft feel to them. Best white formal shirt: Van Heusen's formal white shirt is fullytaped for pucker-free seams. Made of 100 per cent wrinkle-freecotton, it not only has the highest whiteness index of 156+ CIE,but also excellent colour retention with the whiteness remainingat the 150+ CIE index even after 25 washes.

Best Non-Iron shirt: Van Heusen's Best Non-Iron shirt is madefrom 100 per cent two-ply cotton and has a DP rating of 3.8,which gives it superior lustre. It offers the perfect combination of premium fabric and worldclass manufacturing set-up. APremium dress shirt with superior lustre and good

craftsmanship,Van Heusen Non-Iron shirt has been a huge hit amongconsumers. Dura Press Ultima trousers: Van Heusen's premium two-plycotton trousers have wrinkle-free treatment, breathability, andmoisture management for superior wearing comfort. Allen Solly Go: Allen Solly's Go trousers are tailored from aspecially-designed premium fabric that combines comfort withfunctional performance. The fabric has been treated with a specialprocessing technique that gives it colour durability, lustre andsheen, and has been finished by putting it through a uniquewrinkle-free process to give wrinkle-resistant characteristics tothe finished pair of trousers.These stretch, wrinkle-free trousers will stay crease-free for 25hours. 'Go trousers' promise that you can sit down, get up, leapon, dive in, do all the things you need to do, because they cankeep up with you without letting the wrinkles catch up.The custom-engineered fabric (with olefin XLA elastane) is aunique product co-created with partner Dow Fibers. It's a highdensity fabric made with xla stretch fibre and a special liquidammonia finish for lustre, coupled with a superior treatment formaking the apparel wrinkle-free. It is the most comfortable chinoin the market allowing for ease of body movements. Non-Iron trousers: These premium two-ply trousers can be wornstraight from the wash. A true Non-Iron, wash-andwear offeringin the premium segment, these trousers have been tailored fromfabric that has been treated with a special wrinkle-freeformulation for DP rating 4. Best casual shirt: Allen Solly's unique shirt collection marrieshigh colour appeal and durability with the softest touch and feel.Special garment dyeing technology is used to give the shirts aunique touch and colour retention in various shades of indigo,white, and black. Go Green shirt:

These environmentally-friendly shirts are madeof a fusion of traditional cellulose fibre, cotton, and Modal, amodern regenerated cellulose fibre, resulting in shirts that notonly drape well, but can also be worn in comfort. Royale: The shirts that comprise this segment are true two-toneshirts that set the wearer up in distinguished style our presence Trade and overseas presenceTrade Presence Madura Fashion & Lifestyle has traditionally been strong in tradeand has the largest network in this channel in the apparel industryin India. It has a presence in over 1500 multi-brand outlets andover 300 shop-in-shops in over 125 department stores across thecountry. All the top multibrand outlets and department storesacross the country have our brands.Since inception, Madura Fashion & Lifestyle has been a trade-driven company and hence, has built up a formidable position inthis channel. Though over the last few years there has been a

focus on retail, trade continues to command an enviable share of the overall Madura business. Overseas Presence Madura Fashion & Lifestyle has been in international markets for15 years. We are present in the UAE, Oman, Saudi Arabia, Qatar,Bahrain, Kuwait, Yemen, Sri Lanka, Nepal, the Maldives andUganda.Our success is largely due to strong relationships with ourcustomers. Consistent advertising in these markets havecontributed to the equity of our brands. We retail throughexclusive stores, hypermarkets and shop-in-shops, depending onthe potential in these markets. Our strategy for the future is toaggressively expand our footprint in the existing markets and alsoenter new ones

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