The journey may be hard but the destination makes the grind worth it! || Mohammed Sameer, IIM Sirmaur

Why Aditya Birla Group is big in my life?  

If one explores the brand portfolio of Aditya Birla Group Fashion and Retail Limited (ABGFRL), it may seem that there are too many brands catering the fashion industry. But if examined carefully, each brand solves a definite purpose at a particular phase of life. I have always been a fan of products from Aditya Birla Group Fashion and Retail Limited. Be it Allen Solly or Peter England or Van Heusen, I have bought apparels from all of these brands and it has always been a satisfying experience every time I purchased their products. In fact, the way they have positioned their brands helps the marketer in me understand the importance of segmentation and targeting. During my undergraduate tenure, with limited pocket size for spending, I found Peter England products to be a great “Value for Money” products. After I landed a job, with increased spending capacity and in my early twenties, Allen Solly proved to be a better upgrade in terms of style, design and brand when compared to Peter England. Also, the positioning of Allen Solly as a Work Wear for the new generation made me fill my wardrobe with Allen Solly products which I wore every day to my office. After 2 years in job, with significant increase in roles and responsibilities, I had to then attend meetings and conferences in business formals. And when I embarked on the buying process and did all the research on available brands, Van Heusen attracted my imagination as it seemed very sophisticated and premium compared to its competitors. With increment in my salary over two years, I could easily afford a good suiting product from Van Heusen. Now, in my MBA tenure, I have my wardrobe with Allen Solly products and Van Heusen suits. What’s next then? Well, ABGFRL has another brand (Louis Philippe) which is a much more premium brand, which will fall in my consideration set of brands when I shop for apparels after landing a job post my MBA.

This way of clear positioning of products for each phase in the life of the consumer made Aditya Birla Group become a big part of my life since past 9 years.