Business plan for the possibility and potential of launching an exclusive denim brand for both men and women in India: ITC Limited

Abstract

ITC is one of the most reputable private sector companies in India. With a market capitalization of around 15 billion dollars and a turnover of over 4.75 billion dollars, the company is growing at a rapid pace. Located at more than 60 locations involving more than 21,000 employees, ITC is indeed one of the largest companies in the country. Over the years, ITC has diversified itself into a number of areas like Cigarettes, Hotels, Paperboards and Specialty Papers, Packaging, Agri-Business, Packaged Foods and Confectionery, Information Technology, Branded Apparel, Greeting Cards, Safety Matches and other FMCG products.1lTC's branded apparel business, known as lTC's Lifestyle Retailing Business Division, has established a nationwide presence through its brands Wills Lifestyle and John Players. Wills Lifestyle includes Wills Classic (work wear), Wills Sport (relaxed wear), Wills Club life (evening wear), fashion accessories and Essenza Di Wills - an exclusive range of fine fragrances and bath and body care products for men and women. John Players caters only to men and offers casual wear, party wear, denims, outer wear, suits and jackets.2 Motivated by the growing popularity of these brands, ITC recently launched an exclusive womenswear brand, Miss Players. Though offering denim products through its current brands, ITC feels a strong need for an independent, separate brand for denims. Moreover, the huge market for denim apparels in India, particularly jeans wear, has made it absolutely necessary.\This business plan basically explores the possibility and potential of launching an exclusive denim brand for both men and women in India.