Arvind mixes it up, pulls a brand leap

The company gains from a segmented approach towards the slew of brands in its armoury

Arvind Lifestyle Brands has adopted a three-pronged strategy to get the most out of its large family of licensed and owned brands. By separating the entire bank of labels in its portfolio under three separate categories that are being marketed and promoted differently, analysts say that the company has been able to increase margins earned on each brand cluster while crafting a focused plan for future growth. Arvind Lifestyle has grown about 27 per cent in FY 2017 and analysts note that this has been possible because the company has clearly identified its brands under the heads: power brands, value