Business Times

Ambitious? Hameedia plans to produce India's top Madura brand for Indian market

By Quintus Perera

Involved in manufacturing men's wear business since 1949, Hameedia with their own brands like 'Envoy' and 'Le Bond' are entering into another area of business to import and distribute some leading brands from India.

In Colombo last week, Hameedia signed an agreement with Madura Fashion and Lifestyle, India's largest and fastest growing apparel firm, to import and distribute in Sri Lanka, Madura brands like Lois Philippe, Van Heussen, Allen Solly and Peter England.

Hameedia currently enjoy franchise status of several international clothing brands such as Adidas, Lee, Wrangler, Raymond and the tie-up with Madura expands the Hameedia portfolio. Hameedia and Madura announced that at a future time they envisage to manufacture Madura products in Sri Lanka.

Future plans also include exporting these products to India as well as to the international market with Sri Lanka being a 'Hub' for Madura products. Hussain Sadique, Deputy Managing Director, Hameedia said that they want to offer the Sri Lankan male an international experience of unparalleled selection and convenience. He said that they would be the 'first-of-its-kind' multi-brand store which will only retail leading international brands. He said that they would adopt a concept to store under the brand name Planet Fashion which would exclusively retail all products under the four Madura brands.

He said that Hameedia today enjoys a position of a leading men's wear specialist in Sri Lanka with an expanding clientele locally and overseas markets such as India, Maldives, Norway and the Czech Repulic. Shoaib Farooqui, Chief Operating Officer, Madura Fashion and Lifestyle who signed the agreement on behalf of their company said that they have 80 factories in India with state-of-the-art manufacturing facilities and focuses on product innovation, hi-tech IT infrastructure and a knowledge management centre.

Beyond business, Madura employs rural youth while providing sustainable livelihood and income generating opportunities for women. He said that they were delighted to join hands with Hameedia who are not only known by Sri Lankans, but also known internationally.

He said that Madura Fashion and Lifestyle, a division of Aditya Nuvo Ltd is a premium lifestyle player in the retail sector. He said that they are the largest and fastest growing apparel player in India with a portfolio of brands ranging from mid-price, premium and to the super premium segment. Those premium brands are sold in Sri Lanka too.

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