Although there is a huge scope in men’s ethnic/occasion wear in India, there are only a few players who have been able to come up with successful brands like Study By Janak, Manyavar etc. by successfully managing their brand equity whereas the rest of the market is catered by the unorganised and non-branded companies. The study attempts to understand consumers’ perceptions towards the brand essence of men’s ethnic wear brands and offer suggestions on how the brands can improve their strategies to increase sales.
The research objectives are:
- RO1: Critically evaluate men’s ethnic wear market in India.
- RO2: Analyze the factors which impact the success of a brand in the ethnic men’s wear industry.
- RO3: Analyze various brand management strategies used by these brands.
And finally giving recommendations to the ethnic/occasion wear brands to improve their branding strategies.