1;--INTRODUCTION

The textile industry is one of the oldest industries in India.

It has played an important role in generating foreign exchange reserves and creating employment opportunities. The concept of readymade garments is relatively new for the Indians. Traditionally, Indians preferred dresses stitched by local tailors, who had tailoring units in townships or cities and catered exclusively to local demand. The growing fashion consciousness during the 1980s and the convenience offered by ready-to-wear garments were largely responsible for the development of the branded apparel industry in India. Other factors which contributed to its growth were: greater purchasing power in the hands of the youth, access to fashion trends outside the country, and the superior quality of fabrics.

The 1990s witnessed a drastic change in the overall economic environment of the country. The period was characterized by liberal trade and new investment policies. The effect of liberalized polices was seen in the clothing industry as well.

In 2001-02, the domestic apparel market was estimated at Rs 431 billion, of which the readymade garments business was estimated at Rs. 298.5 billion. The branded apparel market accounted for Rs.90 billion of this Rs.298.5 billion market

In other words, a Rs.208.5 billion market still remains to be tapped. The men's clothing segment accounts for the largest share (59%) of the branded apparel market. The major players in the branded apparel market are Madura Garments (part of Indian Rayon), Raymonds, Bombay Dyeing, Arvind Mills, Pantaloons, Zodiac and Acme Clothing...

This Blog focuses on marketing of Branded garments in India. The core concept of marketing is applicable everywhere be it any industry. With the help of the information gathered we have studied the industry structure key players and their marketing strategies. A research on marketing and customer impact in single brand dedicated store and multi brand retail outlets is also included.

This Blog also introduces how green marketing influences the sustainable development of garment industry. It analyses the cost and profit to implement green marketing, both in a short term and in the long run. In a short term the cost may increase. However, in the long run, the income will overweigh the cost. There’re five reasons: reduced cost, expanding export by broking down green barriers, establishing the enterprise’s green image, being more competitive and avoiding green tax. Therefore, implementing green marketing is pivotal to the sustainable development of garment industry.