CHAPTER -2

COMPANY PROFILE
2.1 BRIEF HOSTORY OF THE ORGANIZATION AND CURRENT BOARD
OF DIRECTORS

Brief history of the organization

Peter England established first factory in 1889 at Derry, Ireland. Upon the special
request by the British Military, Peter England provided the troops fighting the English
front lines with battle ready apparel. Madura Fashion & Lifestyle gained the world
rights for the brand in 2000. Peter England is the largest menswear brand in India with
over 5 million garments sold every year. First launched by Madura Fashion & Lifestyle
(then known as Madura Garments) in the mid-price shirt segment in 1997, the company
acquired the world rights for the brand in the year 2000. Today, Peter England has a
strong national presence with 643 exclusive stores and over 1600 multi-brand outlets
in more than 300 towns. Peter England is universally accepted amongst its millions of
consumers for its standardised fits, superior quality, wide range and 'fashion-right'
styles in its segment, making it the most trusted brand amongst consumers in the
readymade apparel category, as per a recent study conducted by Brand Equity,
Economic Times. With offerings in the mid-priced value for money range, Peter England
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 wear through its
Peter England Elements line. This is an eclectic and stylish casual wardrobe including
washed cotton shirts, denims, cargoes, jackets, sweaters and accessories.

Peter England Elite Peter England also offers a complete range of sub-premium formals
through its sub-brand Peter England Elite, meant for the young manager. The wardrobe
includes a complete array of fine-crafted formal shirts and trousers, sharp suits and
blazers, and accessories. The look is progressive, international, and one of understated
elegance. Peter England partners with the IPL team, Chennai Super Kings, as the official
off-thefield apparel sponsor. Building on that relationship, the brand has launched an
exclusive product line called PE-CSK, which reflects 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 affordable club wear with mainstream sensibilities. Peter
England etched its beginnings in the latter half of the 19th century, when the foundation
for a five-storey building was laid in Londonderry, Ireland, in the summer of 1885. By
the turn of the century, the British war ministry placed an order with Peter England to
outfit the troops being sent to fight in the Boer War. This marked a turning point in the
history of the brand. The order meant that the highest quality apparel had to be
delivered at a good price, a challenge that Peter England met with outstanding success.
Charged with the honourable duty of outfitting British troops for battle, Peter England
was born, donning the soldiers in the finest khaki. Since then, Peter England's
popularity has filled chapters of clothing history, by offering excellent quality at honest-
to-goodness prices. Today, Peter England is the largest menswear brand in India with
over 10 million garments in sales.

Board of Directors

Ashish Dikshit : Managing Director

Himanshu Kapania : Non-Executive Director
and Vice Chairman
Nish Bhutani : Independent Director
Sukanya Kripalu : Independent Director
Sunirmal Talukdar : Independent Director
Sushil Agarwal : Non-Executive Director

Key Executives

Vishak Kumar : Chief Executive Officer

Mr. Swaminathan Ramachandran : Chief Supply Chain Officer

Kedar Apshankar : Chief Operating Officer,

Special Projects
Chandrashekhar Chavan : Chief Human Resource
Officer
2.2 Mission/Vision Statement and Quality Policy Followed
The brand's vision is to become the most loved apparel brand of India offering clothes
and accessories of unmatched value, to help young consumers realise their full
potential. Its core values lie in its goal to be its consumers' preferred choice while being
the country's most trusted as well as the most exciting brand to be present in the retail
sector.

In its journey of 17 years in India, Peter England has registered many firsts to its credit.
Peter England was the first mid-priced menswear apparel brand in India. The brand
was one of the first to introduce wrinkle-fret shirts and trousers with adjustable
waistbands. English Cottons, one of Peter England's first signature collections, made up
of premium cotton blends, found immediate acceptance with consumers.

It is also the only brand in India to have a design patent for one of its own products -
Cordeans, by PE Jeans. Cordeans is a hybrid between corduroy and jeans. This is indeed
a 'first' not only to the brand's credit but a first in the retail industry as a whole. Peter
England's innovative Oxygeans saves 80 litre of water during its production phase and it
has several awards and accolades to its credit. Razor sharp is a hugely popular shirt
from the brand's stable. The product is a formal shirt with extremely sharp and crisp
stripes like none other. This sharp nature of stripes is achieved by a special technique of
weaving. Among others, the brand has at quick intervals launched innovative products
for specific occasions, such as Aqua Tech shirts (it keeps the wearer cool and
comfortable due to a unique enzyme wash), Smart Pants (a collection of trousers with
smart features like anti-wrinkle, water resistance and anti-microbial wash among
others and N9 finish on jeans (which keeps the jeans free from odour and microbes).

Peter England, specifically PE Jeans, is imagined and built on three basic philosophies:
sustainability, fusion and fashion. Peter England sensitises fashion and evokes an
emotion that truly symbolises the brand as most exciting as well as most trusted
amongst consumers in the readymade apparel category.
Quality Policies Followed

Peter England has ISO-9001-2000 accreditation with periodic internal audits. It's
manufacturing division recently became the first apparel manufacturing unit to win one
of India's most 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 Société Générale 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, recording a blistering growth rate of
over 25 per cent year-on-year.

Peter England was one of the first brands in the country to create 'Sustainable Jeans
Fashion'; its Oxygen’s has been a part the portfolio for over 5 seasons now. It sold
62,748 Oxygeans in 2013, and saved 13,26,101 gallons of water, making it a one of a
kind of achievement.

IT and web-enabled organisation, the first-ever apparel company to have successfully

implemented the ERP SAP system. It is also the first company globally to integrate Retek
ERP with SAP ERP. The brand is easily available to men across the country owing to its
widespread distribution and availability. As part of the brand product mix, peter
England sells the following items: Trousers, t-shirts, Shirts, Denims, Socks, Suits, Ties,
Accessories and Wallets. The Trousers range was introduced only in the year 2000, to
provide a complete clothing solution to the Indian man. There are a number of sub-
brands as part of Peter England. These include Peter England Elements which includes
relaxed and casual wear for men. The brand includes a range of stylish washed cotton
shirts, denims, cargoes, jackets, sweaters and accessories. As part of the Peter England
Elite line, the company produces formal trousers and shirts along with suits, blazers,
ties and accessories. In the past, the brand has also come up with various theme
campaigns like The Anti-Wrinkle Collection, The Solids Collection, The Festival
Collection, The English Cottons Collection and The Summer Mints Collection.
2.3 Business Process of the Organization – Product Profile

Peter England provides its customers a diverse collection along with unique
innovations. Championing the concept of 'Young Formals' — smart and stylish
formalwear for young men in the early years of their career — Peter England has
collection that comprises a diverse range of casuals, semi-formals, wedding and ethnic
wear (suits and blazers, and party wear) among various others. In addition, Peter
England's Elite and Elite Sport collection is a range that exudes confidence and authority
and is meant for the suave and the sophisticated. One of the most iconic collections from
Peter England is the Oxygen’s collection, which is an eco-friendly line of jeanswear that
saves approximately 80 litres of water, per pair through indigenously developed
washing methods. The same product was recognised as the winner of the 'Images Most
Admired Fashion Design Concept of the Year', earlier this year.

The brand has more than 2,000 MBOs in its network. The brand also has presence in
over 300 shop-in-shops in key large format stores like Max, Reliance Trends, Central,
Pantaloons and family-owned large format stores.

Peter England market their products through their in-house fashion portal trendin.com;
and through leading portals like Myntra, Flipkart and Snapdeal. The brand inspires
visitors on the online space with PE styling and showcases the best of PE products on
the medium. The brand has strengthened its social media presence engaging and
conversing realtime with customers and creating and fostering inspirational stories. It
has been conversing, engaging and educating customers about what Peter England is all
about. Furthermore, with brands constantly looking for ways to connect with their
target audience and engage with them.

By actively involving their consumers on social media, Peter England has been able to
create a two-way communication system, which connects the brand with its target
audience in a better way, resulting in an enhanced consumer experience. The perfect
example for the above is #TweetaGoal where Peter England invited fans to play the
world's first game of football on Twitter. A platform where style met passion, the
concept was so unique and engaging that it started trending on trendsmap within a day
itself! With double fun and excitement, this contest showed that by thinking out of the
box one could really get people to connect and engage with the brand on a different
level. Following an initial buzz about the campaign, a micro site was launched that gave
the details on how to play besides telling about winning goodies and the list of winners.
46 To stimulate the actual intensity of a football match, 'on field' rules were replicated
on the online space as well.

This activity received overwhelming response from the audience and the brand
successfully used this medium to win over its target consumers across the country. The
brand went out the extra mile to create a real life experience, which truly was a 'goal in
one'! The site saw a high level of interest and involvement from the audience as a total
impression of 26.7 million and a total reach of 5.17 lakh was reached. The love and
enthusiasm that was received by the fans was overwhelming as the virtual presence of
the game was so lifelike, that people felt they were actually playing on the field! Export
markets for the brand include many Middle East countries like Dubai, Bahrain, Quwait,
Doha, Saudi Arabia as well as SAARC countries like Sri Lanka and Nepal. The brand has
about 50 shop-in-shops in these markets.

With a staunch belief in authenticity, Peter England has become one of the most
trusted and responsible international brands, providing unmatched value to young
Indian men. With a strong foothold in formal and causal menswear segments, Peter
England also offers innovative collections in denims, linen, festive wear, Indies
kurtas, accessories, and more.

They provide a wide range of products such as  Top wear (Men- Shirts, T-shirts),
Bottom Wear (Innerwear, Trousers & Chinos, Shorts and Jeans), Sets(Ethnic and
Loungewear), Accessories (Tie, Belt, Wallets, Sunglasses, Pocket square, Cravat, and
Combo pack ), Layers(Suits, Blazers, Sweatshirts, Jackets, and Sweaters) and Footwear
(Formal, Casual).
 Peter England basically focused on the working class and Corporate sectors. Nowadays
they are more focusing on a mass class or general class because they have started there
a great collection of Casual and daily wears.
2.4 Customers of the Organisation

Peter England basically focused on the working class and Corporate sectors. Nowadays
they are more focusing on a mass class or general class because they have started there
a great collection of Casual and daily wears. As the brand has a diverse range of
products in its portfolio, they meet the needs of a wide variety of audience. The target
audience of the brand would stand as: PE Jeans & Casuals: They are between 18-25
years. Peter England Traditions & Ethnic: It is for the 25-30 years customers. Elite &
Elite Sport: This targets 30 years and above customers.

Global Customers

Peter England a brand which has a long and rich international background is now
limited its presence from the international scenes as of now. As we are aware Peter
England was founded in 1889, Londonderry, Ireland to provide British soldiers with
fine Khaki trousers during the Boer War. More than a century later, Peter England
made its foray into the Indian market in 1997. Now the international customers can
shop Peter England products from various e-commerce sites and can enjoy the
pristine quality of its products. As the company has shifted its focus to the Indian
market and is becoming a major player in market share day by day.

National Customers

Peter England outlets are spread across the country through multiple towns and cities.
The stores are widespread. The company witnesses presence in more than 150 cities
and towns within India. The number of outlets owned by the brand range up to a
number greater than 700. More than 3000 multi-brand outlets, sell the products of the
company and close to 4 million customers buy from the company. Catering to such a
huge customer base occurs through the widespread physical distribution network and
easy availability of products produced by the company.

Peter England has been associated with quite a number of celebrities ever since its
launch in India. Parvin Dabbas and Shiney Ahuja were among the first faces of the brand
in the country. Since then, the brand has formed associations with MS Dhoni and the
team of Chennai Super Kings and Siddharth. Kareena Kapoor Khan was also associated
with Peter England when the brand launched the suits for the first time in early 2004.
At the time Peter England launched in the 1997, most Indian men wore either tailored
shirts the ratio of tailored to readymade was 4:1, or international sounding Indian
brands with names like John Miller and Cambridge. Among the few brands that didn’t
have to rely on an entirely fictional ‘international’ history was Peter England. Its
antecedents dated back to 1899 in Londonderry, Ireland. It’s present in the UK even
today, and still soldiering on. However, its star was already fading overseas when it was
launched in India by Madura Coats.

While there was a fair amount of action at the low and the premium end of the market,
the VFM segment was by and large ignored at the time according to CEO Vishak Kumar,
Madura Fashion & Lifestyle, who incidentally was part of the launch team for Peter
England. He recalls, “We positioned it as international quality at honest to goodness
prices: The honest shirt.” In its first couple of years, according to Madura Fashion &
Lifestyle, it sold 10 lakh shirts. The brand name was deliberately chosen as one that was
easy to pronounce and recognisable.

In its second decade, Peter England is moving towards a more purpose driven platform.
Eco-friendly jeans and encouraging local artistans — it has shirts inspired by
Madhubani paintings — are becoming increasingly important according to Manish
Singhai, brand head – Peter England, Madura Fashion & Lifestyle. He also intends taking
Peter England to South East Asian markets, a foray that he believes the brand should
have started on a few years ago.

Regional Customers

The regional side of Peter Englands customers can get their products from diffent types
of stores which are located near them. There are different types of outlets.

Company on Company Operating (COCO) Retail Store mainly operate and run by the
company. And all employee, location, inventory, decide the company.

Company On Franchise Operating (COFO) retail store this type of store are working
under the company norms and rule. And employee provided by the company but all
operating system run by the franchise like as, location, rent, store maintenance, profit
on the basis of % agreement etc.
Franchise On Franchise Operating (FOFO) retail store totally operated and run by
franchise, franchise will decide all location, goods, profit agreement, employee,
transportation system. But rule regulation will be same for all types of retail store.

EBO’S Outlet This type of brand store where we can get only single brand apparel.

MBO’S Outlet In multi brand outlet we can get large number of Apparel brand, and
customer can get with the single offer more brand apparel. And choice can be increase,
different type of segment also available in this types of store.

People can purchase locally from these types of outlets.

2.5 Competitors of the Company

1. RAYMOND LIMITED : Raymond Group is an Indian branded fabric and fashion

retailer, incorporated in 1925. It produces suiting fabric, with a capacity of producing
31 million meters of wool and wool-blended fabrics.

The group owns apparel brands like Raymond, Raymond Premium Apparel, Park
Avenue, Park Avenue Woman ColorPlus & Parx. All the brands are retailed through 'The
Raymond Shop' (TRS), with a network of over 700 retail shops spread across India and
overseas, in over 200 cities.

In addition, the group also has business interests in readymade garments, designer
wear, cosmetics & toiletries, engineering files and tools, prophylactics and air charter
operations.

In 2019, Raymond announced its venture into real estate business under Raymond
Realty. The new venture is poised to start with an investment of Rs. 250 core (approx
$36 million) in developing mid-income and premium housing units on 20 acres of land
in the growing suburb of Thane. Raymond group holds over 125 acres of land in this
region.

Excellence is a way of life at Raymond that has been manifested in all our endeavours
over our entire history. These endeavours have been translated into designing and
developing products of international standards, delivering enhanced values through
brand building, distribution and customer relationship. Raymond today, is a
culmination of untiring human efforts based on the fabric of values.

Raymond stemmed from the founding of the Wadia Woollen Mill along the Thane creek
in Maharashtra, near Bombay, in the early part of the 20th century. The mill was later
acquired by a wealthy industrialist family, the Sassoons, who were based in Bombay.
The Sassoons reincorporated the company as Raymond Woollen Mill in 1925.
Raymond's production was at the time limited to coarse woolen blankets and low-
priced wool fabrics.
2. ARROW: The name Arrow has come to represent the iconic man’s dress shirt, as
well as the brand that now includes a stylish line of clothing and accessories for men,
women and children. Popular across the world, Arrow has been around for more than
150 years, beginning with an idea credited to one woman in upstate New York.

In 1820, Hannah Montague created the fi rst detachable shirt collar in her home in Troy,
NY as a way of cleaning her husband‘s collar without laundering the entire shirt. In
1851, Ebenezer Brown recognized the possibilities in the detachable collar industry and
began to manufacture collars in the back of his general store in Troy and the
predecessor to the original Cluett, Peabody & Co., Inc. was born. This modest beginning
would eventually lead to the introduction of the ARROW brand in 1885 as a pioneer in
men‘s fashion. From that point forward, the history of ARROW and its products closely
followed the shifts and trends in American culture. As times changed, ARROW adapted
accordingly, offering the product, fabric and fi t that its consumers demanded. After
WWI, detachable collars were abandoned in favor of soft attached collars like those
soldiers had become so accustomed to having on their uniforms. Conventional white
shirts ruled in the 50‘s and fl amboyant colors and patterns refl ected the turbulence of
the 60‘s and 70‘s. Fashion marched onward, and ARROW was available as a redesigned
product, appealing to the renewed conservatism of the young, urban professional in the
1980‘s. This unique ability to cater to the needs of its customers while offering
„authentic American style“ has been the foundation of the ARROW brand‘s continued
success. PVH seized upon this by acquiring the brand in 20

Today Arrow remains a registered trademark of Cluett, Peabody & Co., Inc., which is a
wholly owned subsidiary of the Phillips-Van Heusen Corporation. According to PVH,
“Today Arrow is an authentic American lifestyle brand with a broad assortment of
men's, women's and children's apparel and apparel-related products. Sold in over 55
countries worldwide.”
3.BELMONTE : With the beginning of the 80s, precisely in 1983, there is the need for a
strategic turning point. The market moves clearly into a global competition, so it’s
inevitable to start with an internationalization of production and the creation of a retail
brand in Belmonte.
These two lines become the tracks on which the company continues its evolution to the
’90s.
The constant attention to creativity and innovation starts the launch of a distribution
network that now has over seventy flagship stores, located throughout Italy.
Faithful to the values of 1938, Belmonte loves tradition, Italian spirit and style of
pleasant and balanced life. Collections are a synthesis of all this and a careful study of
the most current trends and sophisticated.
Not only shirts, but also knitwear, ties and accessories for men and women.
From its foundation in Montemerlo Cervarese Santa Croce, until the late 50’s, we have
the acquisition of tailoring and craftsmanship’s know-how in which the qualitative basis
for future growth are created. The distribution channel is not yet articulated and
developed mainly within the country of Padua and the surrounding areas.
Commitment and strong relationship with the values of the Italian family allow this
small company to conquer the trust of customers, so start of growth that makes
Belmonte company rooted in the territory and the protagonist in the shirt market. The
brand becomes synonymous with reliable products with a unique style and top research
content, a reference point for those who want a head height in any situation.
The early 60s are characterized by a highly expansive phase, the mainstay of production
and commercial strategy consists in the research and production of a high quality leader
at the best possible price; The market responds excellently, the ever increasing
customer recognizes and appreciates more and more the Brand.
The early 1960s were characterised by a highly expansionary phase. The cornerstone of
the productive and commercial strategy consisted of the research and production of a
high-quality garment at the best possible price; the market responded excellently and
the constantly growing number of customers increasingly understood and appreciated
the Brand.
4.VAN HEUSEN: Van Heusen an initiative of Madura Fashion & Lifestyle, a division of
Aditya Birla Fashion and Lifestyle is India’s largest and fastest growing branded apparel
companies and a premium lifestyle player in the retail sector. After consolidating its
market leadership with its own brands, it introduced premier international labels,
enabling Indian consumers to buy the most prestigious global fashionwear and
accessories within the country.
The company’s 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 men and women. Madura Fashion & Lifestyle is defined by its brands
— Louis Philippe, Van Heusen, Allen Solly, Peter England — that personify style,
attitude, luxury and comfort.
It also includes India's first fast-fashion youth brand, People; India’s largest fully
integrated fashion multi-brand outlet chain, Planet Fashion; India's largest premium
international brand retailer, The Collective and the British fashion icon, Hackett
London's mono-brand retail in India.
ABFRL has acquired exclusive online and offline rights to market the global brand
– ‘Forever 21’ and its existing store network, in the fast-fashion segment in India.
To expand its international portfolio, ABFRL entered into exclusive partnerships with
two of UK’s most successful fashion brands, ‘Simon Carter’ and `Ted Baker’.
ABFRL hosts India's largest fashion network which includes 2,700+ ABFRL brand
outlets, a footprint of 7.5 million sq. ft. of retail space across 750+ cities and towns, It
has ~30 million Loyalty Members as of 31st March 2019 .
Van Heusen brings fashion-forward power dressing to today’s multi-faceted
professional’s wardrobe. Catering to men and women, Van Heusen represents
sophisticated elegance that reflects today’s expression of style. Breaking the norms of
conventional nine-to-five dressing, the brand’s range of garments focus on self-
expression and individualism. With power-packed details and fine fabrics, Van Heusen
has successfully defined the way women and men dress for the corporate world. The
collections range from formal wear, party wear, casual wear and ceremonial wear with
ranges that spread across shirts to suits for men, and dresses to blazers for women.
Modern, minimalist, and timeless, the brand’s clothing is noted for being relevant to its
time. Browse through the collection online on Vanheusenindia.com for the latest styles
from Van Heusen. From classics to contemporary pieces,
2.6 Strategies – Business, Pricing, Management

Business Strategy

Peter England is a well-recognized apparel brand, specializing in men’s wear. As a

brand, Peter England is known to come up with an extensive range of apparel for Men in
its marketing mix, including formal, casual and party ranges. The brand is known for its
affordable price and superior quality along with good quality labelling and production
using fine material. The designs are modern, edgy and contemporary that define boldly
the style of the modern Indian man and the merchandising of the brand is well-
orchestrated. The brand is easily available to men across the country owing to its
widespread distribution and availability. As part of the brand product mix, peter
England sells the following items: Trousers, t-shirts, Shirts, Denims, Socks, Suits, Ties,
Accessories and Wallets. The Trousers range was introduced only in the year 2000, to
provide a complete clothing solution to the Indian man. There are a number of sub-
brands as part of Peter England. These include Peter England Elements which includes
relaxed and casual wear for men. The brand includes a range of stylish washed cotton
shirts, denims, cargoes, jackets, sweaters and accessories. As part of the Peter England
Elite line, the company produces formal trousers and shirts along with suits, blazers,
ties and accessories. In the past, the brand has also come up with various theme
campaigns like The Anti-Wrinkle Collection, The Solids Collection, The Festival
Collection, The English Cottons Collection and The Summer Mints Collection.

Pricing Strategy

Apparel produced by Peter England falls under the mid-price segment. ustomers who
are neither too sensitive to price, nor the ones looking for superior and luxurious
clothing opt for a brand like this. The company follows a competitive pricing strategy in
its marketing mix wherein the value can be communicated well to the consumer. Costs
incurred as part of the manufacturing processes are recovered through the pricing
mechanism adopted by Peter England. The shirts produced by the company sell in a
range of prices between Rs 700 and Rs 1400. The company has also launched a line of
luggage items, for the modern day consumer. This line is priced at a modest and humble
range between Rs 1000 and Rs 4000.
Distribution Strategy

Peter England outlets are spread across the country through multiple towns and cities.
The stores are widespread. The company witnesses presence in more than 150 cities
and towns within India. The number of outlets owned by the brand range up to a
number greater than 700. More than 3000 multi-brand outlets, sell the products of the
company and close to 4 million customers buy from the company. Catering to such a
huge customer base occurs through the widespread physical distribution network and
easy availability of products produced by the company.

Advertisement Strategy

As part of the promotional activities undertaken by the brand, the brand works to
establish a good communication link by selling quality products that satisfy the needs of
the target segment through “Product plus Brand Imagery”. Peter England promotes
itself as the honest shirt that stands for an element of simplicity which promises honest
quality of material used at an affordable and honest price. This concept of the company
is popularized in vernacular as well through outdoor media campaigns and usage of
television as an extensive medium to focus on sales. The company also sponsors various
male oriented programmes like News, cricket and Crime thrillers. Peter England is also
a partner of the IPL team, Chennai Super Kings as the official off-the-field apparel
partner of the team. The company also has a unique and efficient loyalty rewards
program for its members who shop frequently from the brand as part of which
customers can earn points on the go with every purchase that they make. Hence this
completes the marketing mix of Peter England.
2.7 CSR Activities

To make a meaningful impact on the lives of individuals in communities

around us by developing model villages through their focus on Education,
Health & Sanitation, Water & Watershed, Digitalization and Skill
Development. To facilitate a culture of caring in the organization through
employee volunteering.

Improving educational outcomes by providing access to quality education

through a variety of means, including Academic Support Centres in villages,
at Municipal and other schools supported by us, teachers' training, setting up
libraries, providing educational aid and scholarships, special coaching
classes for rural girls and continuing education for dropouts .

Ensuring healthy communities in underserved villages through eye camps,

school health camps, dental camps, specialised health camps such as cancer
screening and awareness camps, and pulse polio immunisation drive.
Providing dignity of life by facilitating access to water, sanitation and
hygiene through our partners and government organisations.

Empowering people and providing them pathways for sustainable livelihoods

through coaching at skill training centres as a part of the Kaushalya
initiative, and training youth in career readiness, in partnership with
Edunet.

Safeguarding water sources for communities through rainwater harvesting,

borewell recharge pits and by recharging water bodies in water stressed
villages. Providing safe drinking water for villages by installing water
purifying plants, called Water ATMs.

Digitalizing villages to mainstream its residents to modern ways of life,

through Village Information Centres and SMART Classrooms. Once
functional, these facilities will provide access to E-health, E-education, E-
banking and E-employment among other digital services.
Its main focus on girl-child education and health issues. ABFRL’s priorities are no
different. It also works on sustainable livelihood, infrastructure development and social-
change advocacy programmes. The modus operandi before embarking on any project is
to consult with the local communities, including village panchayats and other
stakeholders. At ABG, every manufacturing unit has a CSR cell.  On education, support
has been given to schools through distribution of notebooks, computers and other
teaching aids. Special coaching for students as well as support to girl students are
facilitated through NGOs like Pratham and Swami Vivekananda Youth Movement.
Similar partnerships have been undertaken with Rock-Fund and SV Education Trust. In
2015–16, the beneficiaries were an estimated 18,515 students across 36 villages.

On healthcare, through its multiple partners, the company conducted health camps,
pulse polio programmes and cancer awareness sessions which helped over 1 lakh
people in 64 villages. Other initiatives include 350 toilets built under the Nirmal Ghar
Swacchata Abhiyan scheme and 670 youth coached at skills training centres through its
Mission Sankalp partner organisations. In total, Rs 203.81 lakh was spent on CSR in
2015–16, with education taking the lion’s share of the amount. Monitoring is done
through a set of key performance indicators, although it’s not clear what those are.

ABFRL’s sustainability initiatives are aligned with the Group’s ReEarth programme,
established on the principle of ‘responsible stewardship’. The goal is to align with
international standards set by organisations like the Organisation for Economic
Cooperation and Development (OECD) and the Global Reporting Initiative (GRI). Its nine
sustainability missions include water, waste, energy, green building, carbon
footprinting, CSR, sustainable products, packaging, and health and safety. The company
has carefully measured its water, waste, energy and GHG emissions to set the baseline
figures. In 2015–16, energy reductions were achieved through measures like LED
installation and operational efficiency. On other parameters, the outcomes are yet to be
known. On the sourcing and products side, the company adheres to a non- hazardous
chemicals policy in its apparels and has developed products with environmental and
resource optimisations such as zero-detergent shirts and use of eco-resins. It has also
reduced approximately 130 tonnes of packaging and has started using reusable plastic
crates. The company uses the IT software ENABLON to manage its sustainability
programme.
2.8 Export/Import

2.9 Collaborations and Expansion Plans

1. HeiQ

Peter England, a leading international menswear brand from the house of Aditya Birla
Fashion and Retail Ltd, is set to offer a fashionable and stylish collection with virus and
bacteria resistant properties. The brand has collaborated with Switzerland-based HeiQ,
a global leader in textile innovation, to bring the unique HeiQViroblock® fabric
technology to India. Under this collection, Peter England will be launching work wear,
lounge wear and face masks to meet complete lifestyle demands of the new-age
consumer.

The HeiQViroblock® fabric is specially infused with virus resistant properties to ensure
safety by inhibiting the persistence and growth of viruses and bacteria on its surface.
For masks, the fabric retains these properties up to 30 gentle washes*. For apparel, the
fabric retains these properties up to 20 gentle washes*.

2. Chennai Super Kings

Peter England has announced a collaboration with Chennai Super Kings, the two-time
champions of the prestigious Indian Premier League Trophy (IPL). As the official
Apparel partners, Peter England will be styling CSK players and will also be the official
cheerleading partner of ‘Whistle Podu Machans’, giving the cheerleaders an exciting
new avatar this year. This merger will prove to be a treat for CSK fans who wish to take
home a piece of memorabilia of their favourite team, as it will bring to stores many
interesting co-branded CSK merchandises available at select Peter England exclusive
stores.

3.Indian Handloom Brand

Peter England has been promoting environment friendly and responsible fashion that is
sustainable and does not harm the eco-system. Committed to supporting Indian
weavers and their artwork, Peter England will design an exclusive line of handloom
shirts in partnership with Government of India’s ‘India Handloom Brand’. To inaugurate
this new initiative, Peter England collaborated with the handloom weavers from
Mangalgiri in Andhra Pradesh to develop an exclusive ‘India Handloom Brand’
collection for the first time. These garments are crafted using 100% handloom fabric
which is unique in style and comfort, making this line of fashion attire truly Indian and
authentic. Moreover, the collection will flaunt the logos of both the players – the Peter
England logo along with the Government of India’s ‘India Handloom Brand’ on these
garments to reflect the spirit of a socially responsible corporate citizen.

Expansion Plans

Peter England plans to foray into South Asian markets such as Indonesia, Malaysia and
Singapore.

As part of expansion plans, the brand has plans to add 250 exclusive outlets in the next
three years, taking the total number of such outlets to around 1,000, a top company
official said.

"We would grow by 50 per cent in the next four years and it would be around Rs 1,600
crore by FY 2020-21," Peter England Brand Head Manish Singhai told PTI. Peter
England has a turnover of around Rs 1,000 crore, at present.

He further said: "The brand is growing between 10-15 per cent per year (in terms of
value). In the next 3-5 years, we will continue to grow as the organised sector is very
small in India and there is large scope for the branded garment."

Peter England, which is present in the Middle East, would soon open stores in South
Asian countries to target the Indian diaspora.

"We are now looking at Indonesia, Malaysia and Singapore very actively and subject to
real estate cost, we would set up distribution network there. About three years from
now, we would have our stores there," he said.

Aditya Birla Fashion and Retail has 16 overseas stores, of which five are in Nepal, two in
Sri Lanka and remaining in the Gulf countries such as UAE, Kuwait and Bahrain.

Overseas sales contributes around 6 per cent of the total sales of Peter England and it
expects it to remain same in near future as the domestic market's contribution would
also grow.

Top eight metros contribute 25 per cent of domestic sales of the brand and the rest 75
per cent comes from tier-II, -III and -IV places.

The company, at present, spends around 5 per cent of its total sales on marketing and
branding.
2.10 SWOT Analysis of the Company

Strengths

 Various Categories of Clothing – The brand provides clothing that is

appropriate to office going people who prefer a sense of style in their clothing. It
provides various collections like Peter England which is the largest menswear
brand, Peter England Elements which is relaxed office wear, and Peter England
Elite which is a premium office wear.
 Strong Brand Value – Peter England brand is quite popular and has a
strong brand awareness among people.
 Most Trusted Apparel Brand – Peter England brand has been voted as India’s
most trusted apparel brand. The brand’s apparel denotes a class in society.
 Fashion Symbol – Peter England provides premium and international fashion
for the users and is available at all locations.
 Occasion Oriented Apparel – Peter England contains apparel that suits many
occasions like formals, marriages, and parties.
 Largest Menswear brands – Peter England is one of the largest menswear
brands and is estimated to sell about six million garments every year.
 Awards and Recognition – Peter England has received many awards over the
years like Best Performing Brand in Men Formal, Casual Wear and Customer
Loyalty Summit during the year 2017, Best Technology Initiative during the year
2015, and Most Trusted Brand during the year 2014.
 A Greater number of Purchase Order – Peter England has a high number of
purchase orders that is a huge strength to the brand.
 Apparel always updated – Peter England’s apparels are always updated with
the latest fashion trends to meet the demands of the customers.
 Rewards Program – Peter England provides a unique and efficient rewards
program that permits their loyal customers to earn points on every purchase.
 Online Presence – The brand’s products are available online on their company
website. This makes the shoppers shop easily from anywhere.
WEAKNESSES

 Limited Global Presence – It has limited global presence as compared to the

other international brand.
 Strong Competitors – Peter England brand sees a lot of competitors in the
Indian and international brands. These brands provide more offering to the
customers and hence there is a high chance of brand switching.

OPPURTUNITIES

 Opportunity to produce Indian Wear – Peter England can expand its business
to develop more Indian wear. This will provide them to serve customers who look
to wear Indian clothes for many occasions.
 Expand into High Price Apparel Segment – Peter England can look to expand
its product range to higher price apparel segment or textiles.
 Increase the brands Global Presence – The brand can find out ways to expand
its business overseas which would be beneficial for brand growth.
 Mobile App – The company can provide a mobile app in all platforms that will
help the business to grow as more and more people tend to use mobiles for their
shopping.
 More Formal Business suite – The company can produce more formal business
suite to increase their brand visibility

THREATS

 Emerging New Brands – Many new brands coming into existence is a serious
threat to the Peter England brand because of a similar type of pricing.
 Local Brands with similar pattern – Many similar patterns are available with
low price in many other local brands or local market. This is a serious threat to the
brand.
 Imitation Product – Cheap imitations of the original product is also a serious
threat to the brand.
 Socio-economical – The impact of the economic slowdown is a serious threat to
the business as the customers might postpone their purchase to meet other
expenses.
 Government Policy – Changing government policy can impact the business to a
huge extent.