We spoke to Akhil Duggar, Executive Director who is always a front-runner in embracing technology and innovation with his brand. He explains in this exclusive interview how Madame is different in its fashion approach towards its customer.

Pic: Akhil Duggar, Executive Director, Madame

Excerpts of the Interview

Brand and its personality

Tell us in detail about your brand with its key achievements. How has your brand adopted to the new changing dynamics of the fashion industry and women’s wear segment?

At Jain Amar Group, our business model stands as a testimony to our ability to stay in tune with the ever-evolving market trends, at times, even leading the change. We take pride in our achievements, such as embracing the latest technology, delivering an intuitive consumer interface, offering a captivating in-store experience and bringing the hottest global trends to our customers at the most affordable price points. Our measured yet audacious expansion strategy has been another noteworthy achievement, both with online and brick-and-mortar retail spaces. Additionally, we have excelled in adapting international fashion trends to cater to the Indian sensibilities, which has earned us the loyalty of our customers year after year.

Are you an aspirational brand for your consumer? Tell us in detail about your consumers and how have they evolved over the years?

Certainly, Madame is an aspirational brand for our consumers. We strive to provide a premium fashion and lifestyle experience to our customers, allowing them to express their unique style and personality through our products. Our target audience is a working woman in her mid-twenties who views fashion as an essential category for her personal growth and self-expression. She is an avid user of Instagram and OTT platforms and loves to travel and watch movies with her girl-gang.

For her, every day is an occasion, and every look is an expression that defines her vibe for the day or occasion. She is exposed to both millennial and Generation Z (Gen Z) trends and connects with brands that align with her vibes and help her stay updated with the latest fashion trends. Our brand provides her with looks for every season and styles for every reason, allowing her to set her mood-board for the day. Our customers have evolved to become more fashion-savvy and seek brands that help them convey their self-expression through fashion.

Tell us about your investments in terms of innovation for future business?

At Madame, innovation has always been at the forefront of our business strategy. We believe in staying ahead of the curve and investing in new technologies and ideas to enhance our customer experience and expand our reach.

One of our major investments in innovation has been in the area of sustainability. We understand the importance of eco-friendliness and are committed to reducing our carbon footprint. To this end, we have introduced several sustainable practices in our production processes, such as using organic cotton, reducing water consumption and adopting environmentally-friendly packaging.

In addition, we have also invested heavily in technology to improve our online and offline customer experience. Our website and app have been designed to provide a seamless shopping experience, with easy navigation and personalized recommendations. We also recently introduced virtual try-on and augmented reality features during Pariz Metaverse to help customers visualize the products virtually.

Furthermore, we have been actively exploring the use of emerging technologies to enhance our supply chain management and inventory management systems, ultimately leading to better efficiency and cost savings.

Overall, our investments in innovation reflect our commitment to staying ahead of the curve and meeting the evolving needs of our customers, while also contributing to a better world.

Tell us about your initiatives on sustainability with some latest examples?

Madame is committed to sustainability and takes several initiatives to reduce its environmental impact. We follow a holistic approach that covers everything; from the sourcing of raw materials to the end of the product life cycle.

We are taking steps to reduce our carbon footprint by optimizing our supply chain and transportation. We have also implemented sustainable practices in our stores, such as using energy-efficient lighting and reducing water consumption. We are constantly striving to improve our sustainability practices and reduce our environmental impact, and we believe that small steps can make a big difference.

Technology is changing the very face of the Indian Fashion Industry. How have you used it as a brand appeal?

Madame has always been ahead in embracing the latest technology to enhance customer experience and streamline operations. We have invested in various cutting-edge technologies, such as predictive analysis tools, digital signages and customer relationship management (CRM) systems to keep up with the changing face of the Indian fashion industry.

Our predictive analysis tools help us analyze customer data and anticipate their needs, which allow us to provide personalized recommendations and product offerings. This has led to increased customer satisfaction and loyalty.

We have also implemented digital signages in our stores, which provide customers with a seamless and interactive shopping experience. They can browse through our product catalog, view product details and even place orders directly from the digital displays.

Our CRM system helps us manage customer data and interactions across all touch points, which enables us to provide a consistent and personalized experience to our customers. It also helps us track customer feedback and resolve issues promptly, which has further strengthened our customer relationships.

Technology has played a crucial role in helping us evolve and stay competitive in the Indian fashion industry. We will continue to invest in the latest technologies to improve our operations and enhance the customer experience.

Product and its strength

Tell us about the key product categories and the bestsellers. What are your average price points? What are your future product expansion plans?

Madame's key product categories include tops, dresses, denims, coats, blazers, sweaters and sweatshirts. Our spring summer collection consists of tops, dresses and denims, while the autumn winter collection includes coats, blazers, sweaters and sweatshirts. The price points for these products range from Rs 999 to Rs 5999 for SS collection and Rs 1199 to Rs 8999 for autumn winter collection.

As for our future product expansion plans, we are looking to diversify our offerings by introducing new categories such as fragrance, sportswear, collection collaborated with Disney and leisurewear. We aim to cater to the ever-evolving needs of our customers and offer them a wide range of products to choose from at affordable price points.

Tell us more about Madame’s accessories portfolio and its future expansions? 

Madame offers a wide range of accessories to complement our fashion offerings, including wallets, handbags, sunglasses, belts and scarves. Our accessories are designed to enhance the overall look and feel of our customers' outfits, making them feel confident and stylish.

As for our expansion plans in this category, we are continuously exploring new and innovative accessories that resonate with our customers' fashion preferences and lifestyles. We plan to expand our range of handbags and wallets to offer more options in terms of design and materials.

Additionally, we are exploring the possibility of introducing jewellery and watches to our accessories portfolio.

Collections, style and trends

What’s new with the brand collection for the upcoming season?

The upcoming spring summer'23 collection from our brand Madame promises to bring a fresh and exotic appeal to the season. We're thrilled to share that the collection features charming silhouettes that capture the essence of floral freshness. The designs comprise of flowy silhouettes with puffed and fluttery sleeves, complemented by eye-catching necklines that are sure to make a statement. The collection uses a variety of fabrics, including flowy, plain and textured, with modern details that accentuate the unique appeal of each design. We're excited to present this collection to our customers and believe it will help them express their individuality with confidence and style.

Is your latest collection inspired by any theme? Please explain.

Our latest collection is inspired by different themes that capture the essence of the upcoming season. For instance, we have a range of pieces featuring ditsy florals that convey the charm of spring and summer. These prints come in both subtle and bold versions, creating a captivating appeal for different moods and occasions.

Another theme that we explored is Marble Love, which showcases a sophisticated and glamorous side of the collection. We used fabrics like satin and moss crepe to craft pieces in elegant silhouettes such as fit and flare dresses and co-ord sets. The designs feature embellishments like ruching, back strings and metal accessories, adding a touch of glam to the collection.

We also drew inspiration from chains to create a robust yet chic range of styles. The pieces come with cutouts, peep-through and hardware accents that convey a sense of sophistication and edginess. We used chiffons, twills and knits to create different textures and silhouettes for this theme.

Finally, we have a collection that celebrates the romantic vibes of the season, which we call ‘Soul full of sunshine’. The pieces come in candy pink, pastels, beiges and olives, featuring prints like stripes, tiny florals, delicate ruffles and pleats. The fabrics used include plisse, knitted and other textured materials, adding depth and interest to the designs. This range consists of evening wear such as dresses and jumpsuits that convey a sense of whimsy and charm.

Retail operations

Tell us about your key markets. Mention their names and define their retail spread?

Our brand has a strong presence in key markets across India. Our top six existing markets include Delhi, Chandigarh, Indore, Lucknow, Jaipur and Dehradun. In Delhi, we have two stores located in Rajouri Garden and South Delhi Part-2, spanning across 1887 sq. ft. and 1869 sq. ft., respectively. Our Chandigarh store is located in Elante Mall, covering an area of 1593 sq. ft. In Indore, our store is situated in Phoenix Citadel Mall, spread across 1140 sq. ft. In Lucknow, our store is located in Phoenix Mall, covering an area of 1000 sq. ft. In Jodhpur, our store is located in Sardarpura, covering an area of 1254 sq. ft. Finally, in Dehradun, our store is located in Nehru Colony, covering an area of 1200 sq. ft. Our retail spread in these markets reflect our commitment to providing easy access to our products to our customers.

How important are regional markets for your brand? Do you plan something differently in accordance with its taste?

Regional markets are extremely important for our brand as they serve as crucial growth drivers for us. We recognize that the tastes and preferences of customers in tier 2 and 3 cities can differ significantly from those in metro cities, and therefore we tailor our collections accordingly. Our aim is to provide our customers with the best possible shopping experience and to meet their needs and expectations, irrespective of the city or location they are in. By customizing our collections and services to cater to the unique demands of regional markets, we believe we can build stronger relationships with our customers and strengthen our brand's presence in these areas.

How many retail points do you have currently with its share of business?

Our brand currently has 161 exclusive brand outlets (EBO) which contribute to 52 percent of our business share. We also have 353 multi brand outlets (MBO) and shop-in-shops (SIS) which contribute to 25 percent of our business share. In addition, we have 388 large format stores (LFS) which contribute to 17 percent of our business share. We believe in having a strong retail presence across all formats to cater to different customer segments and provide a seamless shopping experience.

How well have you scored online? How has this changed the business for you?

Madame has scored extremely well online, with a significant increase in its digital presence and sales over the past few years. We have seen a surge in traffic on our website and social media platforms, which has translated into higher sales and brand recognition. Online sales have become a crucial part of our revenue mix and have helped us reach a wider audience across the country. In addition to being available on various third-party online marketplaces, Madame has also established its own e-commerce store, Glamly.com. This has allowed us to have more control over the customer experience and to offer exclusive products and deals to our online customers. The growth of our online presence has been a significant contributor to our overall business success.

What are your future retail expansion plans?

The brand plans to expand its retail presence by opening exclusive outlets in the North-East, East and West regions of the country. The brand aims to strengthen its presence in these regions and cater to the growing demand for fashion and lifestyle products. The expansion plan includes setting up new exclusive brand outlets (EBO) in strategic locations to maximize the reach of the brand. The focus will also be on enhancing the customer experience by offering a wide range of products and services that meet their preferences and expectations. Additionally, the brand will continue to partner with multi-brand outlets (MBO) and large-format stores (LFS) to expand its distribution network and reach out to more customers.

Tell us about your export markets? Which are the new countries in your radar?

Madame is expanding its export market to new territories with Nepal and Bhutan being the latest additions. Madame is committed to providing its trendy and stylish apparel to customers worldwide. As a fast growing brand, we are constantly exploring our globalization opportunities.

Is there anything extra you wish to share which I haven’t asked you?

Yes, there are a few things we would like to share. Madame is proud to be associated with some of the biggest celebrities and influencers in the industry. Our brand ambassadors include popular names like Shanaya Kapoor and Tara Sutaria. Additionally, Madame has been a part of the prestigious Pariz Metaverse, where we became the first apparel brand to have a digital cloth store. Our roadshows are also quite popular among our customers.

Apart from that, we are actively upgrading our supply chain systems and constantly striving to improve our operational efficiency. In fact, we were the pioneers in setting up a warehouse equipped with fully automated supply chain system in 2015. We believe that this has played a significant role in helping us maintain our position as one of the leading fashion brands in India.