Published
Aug 7, 2019
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Aditya Birla’s Madura Fashion and Lifestyle business to move to a 12-season cycle

Published
Aug 7, 2019

Aditya Birla Fashion and Retail’s subsidiary Madura Fashion and Lifestyle will change its collection schedule from twice a year to a monthly model, which will see it produce 12 collections a year to stay up-to-date.

Aditya Birla will soon put out 12 collections a year for Madura - Aditya Birla Group- Facebook


In order to cater to the fast moving market and customer demand, Madura will switch to a monthly collection schedule. The brand will move to the new schedule in the coming three months.

"It is to move towards a monthly model, which basically means 12 seasons in a year,” said Madura’s CEO Vishak Kumar in an earnings call open Tuesday, as reported by DNA.

“Earlier, it was a two trade show model wherein orders were taken twice a year from wholesale partners, own retail channels and produced the merchandise accordingly. As we need to move ahead, we realised the importance of being more nimble in the market, being able to respond faster to changes keeping your inventory tighter. Hence the decision to move to a 12 season model."

Kumar believes that the move will also benefit buyers as they will no longer have to commit to purchases eight to 10 months in advance and can themselves place orderers on a monthly basis. Aditya Birla aims to test the collection schedule with Madura and is also exploring it with another of its womenswear brands Pantaloons. 

“This means significantly less lead time and a much faster play in the market,” said Kumar.

“This is being enabled by a lot of investments internally on digital platforms and so on. A lot of changes have been made in how we work. Our channel partners have also been very encouraging.”

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