In the ever-evolving landscape of Indian fashion, one brand stands out as a beacon of contemporary style and sophistication – Madame. Founded in 1993 in Ludhiana by entrepreneur CL Duggar Jain, Madame has embarked on a remarkable journey, establishing itself as a leading name in women’s fashion across the country.
The homegrown westernwear women’s fashion brand was born after Jain noticed a gap in the Indian market for women’s westernwear, which at that time was led by imports from China.
Owned by the Jain Amar Group (one of India’s multi-brand fashion conglomerates), Madame’s journey is deeply intertwined with the evolution of Indian womenswear fashion. Over the years, the brand has witnessed and adapted to changing trends, consistently delivering high-quality clothing and accessories that resonate with the diverse tastes of its clientele.
Vision & Mission
At its core, Madame’s mission is clear: to empower women to express their unique style and confidence through fashion. The brand believes that what you wear has the power to boost your self-esteem and personality, and they aim to provide women with the means to do just that.
The brand engages over 2,50,000 women every week, across 700+ retail touchpoints, including 150 Exclusive Branded Outlets (EBOs), Large Format Stores (LFS), and other leading retail outlets. Aside from these, Madame’s products are also available on leading fashion portals and its own online store www.glamly.com.
31 years into its journey, the brand is flourishing in the Indian womenswear market, which is experiencing unprecedented growth driven by factors like increasing disposable income, urbanisation, and the rising aspirations of the Indian woman. Madame’s growth has been fuelled by the expansion in the casual womenswear segment in particular and an increasing preference for comfort and versatility in general. The brand has evolved over the years to include the latest international trends at the best price points – denim to dresses, tops to jackets, festive edits to loungewear, and vacay styles to work-wear. Over the years, Madame has also worked with many well-known faces, including Bollywood personalities Tara Sutaria, and Shanaya Kapoor.
Madame’s strategy is built on the promise of instant fashion – giving customers the styles they want faster than competitors at affordable prices and of premium quality. Their key promotion strategy is based on experience, exclusivity, affordability, and differentiation.
Priority: Innovation & Technology
Akhil Jain, Executive Director, Jain Amar, Madame’s parent company, says the brand is investing heavily in innovation and technology as they firmly believe that technology will continue to revolutionise the womenswear retail landscape. “Personalisation, Augmented Reality, and Artificial Intelligence will play a crucial role in enhancing customer experience,” he states, adding that Madame prioritises the following technologies:
- Social Media Platforms: For product recommendations and marketing communications.
- Supply Chain Management Software: To optimise inventory and enable reduced waste through value addition.
- CRM Software: To understand customer preferences, and provide personalised experiences.
- Predictive Analysis Tools: To identify the likelihood of future outcomes based on historical data.
- Digital Signage Technologies: These include LED wall projections and LCD monitors and have proven to be very beneficial.
Omnichannel Strategy
Madame enjoys a robust presence both offline and online, with each avenue contributing significantly to its success. The brand’s Omnichannel strategy aims to provide real-time inventory data that in turn helps them meet customer demands, schedule timely deliveries, enable targeted promotions, optimise assortments, price the product perfectly, maximise profitability, and enhance customer loyalty.
“Our omnichannel strategy focuses on creating a seamless shopping experience for our customers, whether they are online or in-store. We achieve this by integrating our online and offline channels, offering consistent product assortments, and providing personalised recommendations. We also leverage technology to enhance customer experiences, such as in-store digital displays, and personalised styling assistance,” explains Jain.
“Online retail has been a significant growth driver for us. For now, online sales contribute to 8% of the overall sales of Madame and we expect this trend to continue and grow. Aside from this, we expect double-digit growth for the brand overall in the next two years,” he further states.
These strategies have helped Madame connect with younger audiences more fluidly and build customer loyalty.
| Transitioning into a Responsible, Sustainable Brand
Madame’s advanced manufacturing units support its production. Challenges like dynamic trends and supply chain complexities are met through agile supplier networks, trend monitoring, and efficient processes. Sustainability and ethical sourcing are paramount, reflecting the brand’s responsible fashion commitment. Madame works on becoming responsible in the following ways: · Utilising all off-cut fabric and material. · Sourcing raw materials from sustainable suppliers. · Hosting community events and CSR activities. · Creating a more socially and environmentally responsible supply chain. |
Expansion Plans
Madame has strategically expanded its online presence through its e-commerce website and through collaborations with renowned marketplaces, namely, Amazon, Myntra, Tata Cliq and Shoppers Stop. This approach has allowed it to reach a wider audience and provide them with convenient access to its diverse range of fashion offerings. The approach also aligns with the brand’s customer-centric philosophy, focusing on delivering fashion experiences that resonate with today’s women’s dynamic preferences while maintaining a strong online footprint and providing customers with a seamless shopping experience.
Jain says since Madame has recently introduced a brand new store design concept, which emphasises on enhanced customer experience, they have rigorous expansion plans.
“Since its launch in May 2024, the new concept has significantly contributed to strengthening our presence in existing markets and exploring new opportunities. We are particularly focused on expanding our reach in Tier II and III cities, where the growing middle class is driving increased demand for fashion,” he says.
When it comes to opening a store, the brand meticulously evaluates factors like footfall, location demographics, and proximity to its target audience. Jain concludes that the brand – which holds a 10% share in represented markets and is bullish on growth over the next few years – is also considering international expansion in the near future.
