India: Madura eyes volumes with cheaper trousers range.

BANGALORE, May 22. DOMESTIC apparel major Madura Garments is gearing up to launch Peter England trousers at a price below Rs 500. It will be the first instance in the nascent readymade trouser market when a reputed brand breaks this psychological price barrier. Reliable sources told Business Line that efforts were on to price at least one range of Peter England trousers at Rs 495. Madura Garments recently extended Peter England, its mid-priced shirt brand, to the trouser market at price points between Rs 595 and Rs 795.

The company's strategy seemingly is to lower the price for Peter England trousers and make it a volume brand in the booming domestic readymade trouser …