Independent University, Bangladesh

Block B, Dhaka – 1229, Bangladesh

Course Title : International Marketing

Course Code : MKT/INB 401
Section :1
Topic : Market Entry Strategy for ILLIYEEN in India
Submitter to : Abul Khair Jyote
Submitted by : Team Emporia

ID Name

2110621 Mohammad Wahidur Rahman Nishith

1931085 Tasharif Malek

1821425 Muntazeer Elahi Rashid

1931145 Nurunnahar Sadia

2010345 Mifta Ul Hassan

Date of Submission: 20 April, 2023

 LETTER OF TRANSMITTAL

Date: 20/04/2023

Subject: Request to accept the report on Market Entry Strategy of ILLIYEEN in India.

Dear Sir,

With due respect, it is our pleasure and honor to be your students and have this opportunity to

present the report on Market Entry Strategy of ILLIYEEN in India. While preparing the report, we

have given our best effort. We have provided all relevant information regarding this report and we

believe and hope that our plan will provide a clear conception about our findings.

We all gave our best to accumulate required information and we will be more than happy to answer

any question and clarify it fully to your understanding. Thank you for all your help and support

which was pivotal in preparing this report.

Yours Sincerely,

Group: EMPORIA
 ACKNOWLEDGMENT

We would like to show our gratitude to our faculty Mr. Abul Khair Jyote, for

giving us a solid guideline for the assignment throughout numerous consultations.

We would also like to expand our deepest gratitude to all those who have directly and

indirectly guided us in preparing this assignment. Many people especially our team

members themselves; have made valuable comments and suggestions on this topic which

gave us an inspiration to improve our assignment by a large margin. We once again thank

all the people who tried to help us to complete this assignment.

Thank You
Table of Contents

EXECUTIVE SUMMARY........................................................................................................... 1

MARKET ANALYSIS .................................................................................................................. 2

CULTURAL ANALYSIS .............................................................................................................. 3

COMPANY ANALYSIS ............................................................................................................... 5

MARKET ENTRY STRATEGY ................................................................................................. 9

MARKETING STRATEGY ...................................................................................................... 12

CONCLUSION ........................................................................................................................... 15

REFERENCE .............................................................................................................................. 16
 EXECUTIVE SUMMARY

ILLIYEEN’s clothes are known in Bangladesh as an Elite clothing company that never disappoints
in terms of portraying class. As the years go by people’s taste is also changing from being flashy
to being more subtle, that is exactly how ILLIYEEN managed to stand out from its competitors.
Since our target market is India, we have to take into account primarily the fierce competition we
will be facing. India’s clothing market is very diverse and highly competitive. Starting from
popular designers like Manhish Malhotra and Sabya Sachi. However, there is a large customer
base in India consisting of people with a bolder taste in terms of native clothes Kurtas, Kameez
etc. The local Indian brands are exquisite however they lack panache/boldness. A large number of
people have stopped purchasing designer clothes or designer inspired clothes because of the fact
that it has become too mainstream.
People in general - according to research shows - are more interested in clothes that possess
simplicity but at the same time without sacrificing the glamor. If we take into account ILLIYEEN’s
style of tailoring, it is obvious that their ideas are a mixture of Pakistani Kurtas incorporated with
Bangladeshi trendy styling which as a result can be described as best of both worlds.
In most Indian weddings inspired by Bollywood, the bride and the groom are always under the
impression that they must be able to look rich in their wedding clothes as a form of instant social
gratification where the opinions of people matter. The goal is to have the best impression on people
visually seeing them.

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 MARKET ANALYSIS

Since our target market is India, we have to take into account primarily the fierce competition we
will be facing. India’s clothing market is very diverse and highly competitive. Starting from
popular designers like Manhish Malhotra and Sabya Sachi. However, there is a large customer
base in India consisting of people with a bolder taste in terms of native clothes Kurtas, Kameez
etc. The local Indian brands are exquisite however they lack panache/boldness. A large number of
people have stopped purchasing designer clothes or designer inspired clothes because of the fact
that it has become too mainstream.

People in general - according to research shows - are more interested in clothes that possess
simplicity but at the same time without sacrificing the glamor. If we take into account ILLIYEEN’s
style of tailoring, it is obvious that their ideas are a mixture of Pakistani Kurtas incorporated with
Bangladeshi trendy styling which as a result can be described as best of both worlds.

Most people(mostly muslims) residing in Gujarat, Hyderabad, Uttar Pradesh, Rajasthan have a
very specific taste when it comes to their choice of glamor and clothes. This gives us the perfect
edge to be able to make our mark in the market via ‘somewhat specific’, target customer base.
People residing in these regions have a specific taste for which they are admired all over India
which is portraying ‘Royalty’ with their style sense which is in most cases very primitive in
comparison to modern fashion yet manages to capture the attention and bring in widespread
admiration from all over the country.

In most Indian weddings inspired by Bollywood, the bride and the groom are always under the
impression that they must be able to look rich in their wedding clothes as a form of instant social
gratification where the opinions of people matter. The goal is to have the best impression on people
visually seeing them.

ILLIYEEN’s clothes are known in Bangladesh as an Elite clothing company that never disappoints
in terms of portraying class. As the years go by people’s taste is also changing from being flashy
to being more subtle, that is exactly how ILLIYEEN managed to stand out from its competitors.
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In order to be able to penetrate the Indian market creating a league of its own labeled as ‘being
different’ from other brands, the regions selected would be the best places to open up stores and
introducing the people to a new and more subtle sense of fashion, in this case ‘less is more’ because
most traditional clothes made locally in India are considered over the top and too glamorous or as
the Gen Zs call it ‘too much bling’.

Indian traditional clothes have always been known to be flashy which does not satisfy a lot of
regional taste, taking Manyavar as an example for instance, the Kurtas produced by them are too
flashy, with glittery designs round the neck, and on the sleeves and cuffs. To the people of Gujarat
and Rajasthan for instance, this type of trendy designs has no demand and there is a big reason for
that. Rajasthani fashion is the closest to Pakistani fashion in entire India, Rajasthan is the land of
the Rajputs(royal family) making it a suitable place for ILLIYEEN.

CULTURAL ANALYSIS

The cultural factors that may influence the success of your clothing brand ‘ILLIYEEN’.

Diversity: India is a diverse country with multiple cultures, religions and languages. This diversity
is reflected in the clothing and tastes of people across the country. We must take this diversity into
account and try to accommodate the different tastes of people in different regions.

Traditional clothing: Indian traditional clothing styles vary from region to region. Popular
traditional garments include sarees, salwar kameez, lehenga choli and dhoti. Understanding the
traditional clothing styles of different regions helps in designing and marketing clothing brands
accordingly.

Fashion trend:
The fashion industry in India has developed significantly over the last decade, creating an
increasing demand for trendy and fashionable clothes among young people. Keeping up with the

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latest fashion trends and incorporating them into your clothing line is an effective way to attract
customers.

Festival: Known for its rich cultural heritage, India hosts several festivals throughout the year.
These festivals often have a great influence on the style and taste of people's clothing.For example,
during Diwali, people prefer to wear traditional national costumes such as sarees and salwar
kameez. Understanding the importance of these festivals and keeping up with changing fashion
tastes during this time can help attract more customers.

Religious and Cultural Norms: India is a country of diverse religions and cultures, and religious
and cultural norms can greatly influence clothing styles and preferences. or wearing revealing
clothing may be considered inappropriate. Understanding and respecting these cultural and
religious norms is essential for a successful clothing brand in India.

Marketing and Communications: An effective marketing and communication strategy that

resonates with Indian customers can help increase brand awareness and attract more customers.
Leveraging local celebrities, influencers and social media platforms can be effective strategies for
engaging with your target audience.

In summary, India is a country of diversity, with different styles of clothing and tastes in different
regions. Understand the cultural and traditional factors that influence clothing styles and
preferences, and stay abreast of the latest fashion trends. Keeping up with, respecting cultural and
religious norms and adopting effective marketing and communication strategies are essential to
the success.
A brief cross-cultural analysis of Bangladesh and India to understand the cultural differences
between the two countries.

Language: Bangladesh's official language is Bengali, while India's official languages are Hindi
and English. Multiple languages are spoken in both countries, and differences in official languages
can affect marketing and communication strategies.

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Religion: Bangladesh is a predominantly Muslim country with about 90% of its population
practicing Islam, and India is a predominantly Hindu country with over 80% of her population
practicing Hinduism. Religion plays an important role in the cultural and social practices of both
countries, and this may need to be taken into account when promoting clothing brands. dress:
Bangladesh and India have different styles of traditional clothing. Bangladeshis wear traditional
costumes such as sarees, salwar kameez and Punjabi, while Indians wear sarees, salwar kameez
and dhotis. Traditional clothing styles should be kept in mind when designing and marketing a
clothing brand.

Festival: Both countries have a rich cultural heritage and host several festivals throughout the
year. However, specific festivals and their meanings may differ. Bangladesh celebrates Eid al-Fitr
and Eid al-Adha while India celebrates Holi, Diwali and other regional festivals. By understanding
the importance of these festivals, you can adjust your marketing strategy accordingly.
Social Norms:
There are some differences in social norms between the two countries. For example, while it is
common in Bangladesh to remove shoes before entering someone's home, this may not be the case
in India. You must be aware of social norms.

In summary, while there are some cultural similarities between Bangladesh and India, there are
also important differences to consider when exporting ‘ILLIYEEN’. Further research and analysis
should be done to better understand the cultural nuances of both countries in order to ensure that
marketing and business strategies are appropriate and effective

COMPANY ANALYSIS

ILLIYEEN is a high-end lifestyle brand that is rapidly growing in the retail market. The company's
unique and exquisite artistic explorations are driven by the goal to become the global leader in
high-end retail. ILLIYEEN's design innovations are defined by their unwavering commitment to
delivering the best to their customers.

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The brand is customer-centric and technology-driven, and their aim is to provide second-to-none
high-end products and services. Their mission is to serve customers with high-quality products
and services that exceed their expectations.

ILLIYEEN operates under the umbrella of BYSL Global, a next-generation technology

conglomerate, which provides the company with an operational and technological infrastructure.
ILLIYEEN is committed to building a sustainable business model that adds value to the world and
beyond.

The name ILLIYEEN, derived from the Arabic language, refers to the highest heaven or station
where the records of the best believers are kept or where the souls of the best believers rest. The
company is committed to living up to this name in every aspect of their business.

In conclusion, ILLIYEEN is a promising and innovative brand that is dedicated to delivering high-
quality products and services. Their commitment to excellence, sustainability, and customer
satisfaction makes them a brand to watch in the high-end retail market.

Company Analysis of ILLIYEEN:

Strengths
• Strong brand recognition: ILLIYEEN has established a strong brand presence in the high-
end fashion retail industry in Bangladesh.
• Wide range of products: The company offers a wide range of high-quality fashion products,
including clothing, accessories, and footwear, catering to a diverse customer base.
• Focus on customer experience: ILLIYEEN places a strong emphasis on providing an
exceptional customer experience, with personalized service and attention to detail.
• Growing market share: ILLIYEEN is one of the fastest-growing lifestyle brands in
Bangladesh, with a steadily increasing market share.

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Weaknesses
• Limited geographic presence: ILLIYEEN has a limited geographic presence, with most of
its stores located in urban centers in Bangladesh.
• High prices: ILLIYEEN's high-end positioning makes its products relatively expensive,
which may limit its appeal to price-sensitive customers.
• Limited online presence: The company's online store is not as comprehensive as its brick-
and-mortar offerings, which could limit its reach to customers outside of its physical store
locations.

Opportunities:
• E-commerce growth: The global trend of increasing e-commerce adoption presents an
opportunity for ILLIYEEN to expand its online presence and reach a wider customer base.
• Expansion into new markets: ILLIYEEN could explore opportunities to expand its
operations into neighboring countries or emerging markets.
• Diversification of product offerings: The company could consider expanding its product
offerings to include new categories, such as home goods or beauty products.

Threats:
• Competition: ILLIYEEN faces competition from other high-end fashion retailers in
Bangladesh and internationally.
• Economic instability: Economic instability in Bangladesh or other markets could impact
consumer spending and affect the company's sales.
• Supply chain disruptions: Any disruption in the company's supply chain, such as delays in
product delivery or manufacturing, could impact its operations and revenue.

Resources and Capabilities:

• Strong distribution network: ILLIYEEN has a strong distribution network that enables it
to efficiently deliver products to its stores and customers.

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 • Skilled workforce: The company employs a team of skilled designers, sales associates, and
customer service professionals who are committed to providing an exceptional customer
experience.
• High-quality products: ILLIYEEN's products are known for their high quality and attention
to detail, which has helped the company build a loyal customer base.
• Brand recognition: ILLIYEEN's strong brand recognition has helped it establish a foothold
in the high-end fashion retail market in Bangladesh.

Competitive Advantage:
• Brand reputation: ILLIYEEN's strong brand reputation and recognition set it apart from
other high-end fashion retailers in Bangladesh.
• Customer experience: The company's focus on providing an exceptional customer
experience, with personalized service and attention to detail, has helped it build a loyal
customer base.
• High-quality products: ILLIYEEN's commitment to high-quality products has helped it
establish a reputation for excellence in the industry.
• Exclusive designs: ILLIYEEN's design team creates exclusive and unique designs for its
products, which sets it apart from its competitors.
• Sustainable practices: The company has adopted sustainable practices in its operations,
such as using eco-friendly materials and reducing waste, which appeals to environmentally
conscious consumers.
• Strong supplier relationships: ILLIYEEN has established strong relationships with its
suppliers, which allows it to source high-quality materials at competitive prices.

Overall, ILLIYEEN's strengths lie in its strong brand recognition, focus on customer experience,
and high-quality products, which have helped it establish a foothold in the high-end fashion retail
market in Bangladesh. However, the company's limited geographic presence, high prices, and
limited online presence may hinder its growth in the long term. To overcome these weaknesses,
the company could explore opportunities to expand its operations into new markets, diversify its
product offerings, and improve its online presence. Additionally, ILLIYEEN's sustainable

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practices and exclusive designs provide a competitive advantage that could help it differentiate
itself from its competitors and appeal to a wider customer base.
To capitalize on its resources and capabilities, ILLIYEEN could invest in developing its workforce
further to ensure that it continues to provide exceptional customer service and design unique and
high-quality products. It could also focus on expanding its distribution network to reach more
customers and improve its supply chain management to mitigate the risks of disruptions.

As the fashion retail industry continues to evolve, ILLIYEEN may face increasing competition
from new entrants and established players. To maintain its competitive advantage, the company

MARKET ENTRY STRATEGY

Indian Fashion market has been growing steadily over the past few years and presents a significant
opportunity for ILLIYEEN. This report outlines the market entry strategy for ILLIYEEN in India.
The company is interested in expanding its business into India, which presents a vast market
opportunity for the company. India is a growing economy with a large youth population, increasing
disposable income, and a thriving fashion industry. This report provides a comprehensive analysis
of the Indian market and outlines a market entry strategy for ILLIYEEN. The market analysis
indicates that the Indian fashion industry is growing at a steady rate of 10 to 12% annually, driven
by factors such as increasing urbanization, rising disposable income, and changing lifestyles. The
fashion market in India is still at a nascent stage and ILLIYEEN can leverage this opportunity to
establish its presence in the market. The cultural analysis highlights that while there are some
similarities between Bangladeshi and Indian cultures, there are also significant differences that
need to be considered while formulating the market entry strategy. The company analysis reveals
that ILLIYEEN has a strong brand reputation in the Bangladeshi market and a loyal customer base.
The company's financial stability and distribution network provide a strong foundation for entering
the Indian market. However, the company needs to address its lack of experience in operating in
foreign markets and adapt its product and marketing strategies to suit the Indian market.
The market entry strategy proposes that ILLIYEEN should enter the Indian market through a joint
venture with a local partner, which can provide knowledge about the local market and regulatory

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environment. The pricing strategy should be competitive, taking into account the pricing strategies
of local and international competitors. The promotion strategy should be focused on social media,
influencer, Bollywood celebrity promotion marketing to reach out to the younger population in
India. The distribution strategy should prioritize tie-ups with local retailers and e-commerce
platforms. The product adaptation strategy should focus on introducing local traditional customize
attire that are popular in India, such as kurtas, sherwanis, angarkha, dhotis and others to match the
taste and preferences of locals.
The pricing strategy should be competitive, taking into consideration the pricing of other fashion
house brands in the market. It is also important to consider the local consumers' purchasing power
and price sensitivity. Offering promotional pricing or discounts in the initial phase can help build
brand awareness and attract new customers.
India has a diverse cultural landscape, with different regions having their own customs, languages,
and beliefs. It is essential for ILLIYEEN to understand and respect these cultural differences to
establish a successful presence in India. Moreover, ILLIYEEN should also consider localizing its
product by introducing regional taste that cater to the Indian palate.

The product should be adapted to meet the local market preferences and regulations. This may
include changes to the product labeling, size, packaging, and formulation to comply with the local
laws and regulations. Customizing the product profile to cater to the local taste preferences can
also help improve the product's acceptance in the market.
ILLIYEEN should adopt a gradual and localized approach to entering the Indian market. The
company could start by targeting Tier II and Tier III cities, where the demand for new product is
increasing, and competition is relatively low. The company should also consider partnering with
local distributors who have a good understanding of the local market and can help ILLIYEEN
navigate regulatory requirements.
In terms of pricing strategy, ILLIYEEN should adopt a competitive pricing strategy that offers
value for money to Indian consumers. The company could also offer discounts and promotions to
attract price-sensitive consumers. In terms of promotion strategy, ILLIYEEN should focus on
building brand awareness through targeted advertising campaigns on social media platforms and
partnering with local events and sports teams like IPL, sales promotion, public relations, personal
selling to reach out to the target audience.

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ILLIYEEN should consider establishing an e-commerce platform to sell its products online. This
would enable the company to reach a wider audience and provide easy access to its products. The
company can also leverage online marketplaces like Amazon or Walmart to increase its reach and
visibility.
ILLIYEEN can choose to enter the foreign market through various modes, such as exporting,
licensing, franchising, joint ventures, or wholly owned subsidiaries. Depending on the target
country's regulations, market conditions, and cultural factors, the company should choose the most
appropriate mode of entry.
The pricing strategy for ILLIYEEN in the foreign market should be based on various factors such
as local production costs, competition, exchange rates, and consumer behavior. The company can
choose from three strategies: premium pricing, penetration pricing, or skimming pricing,
depending on the market conditions.
ILLIYEEN market entry strategy should be tailored to the target market's unique characteristics,
including its size, growth rate, trends, opportunities, and challenges. The strategy should also align
with the company's strengths, weaknesses, opportunities, and threats, and create a sustainable
competitive advantage for the company in the foreign market. Entering the Indian market presents
a significant opportunity for ILLIYEEN to expand its business and increase its market share. By
leveraging its strengths, addressing its weaknesses, and adapting to the Indian market, ILLIYEEN
can establish itself as a strong player in the Indian fashion industry.
ILLIYEEN well known for its premium quality high end products. The Indian consumers are far
choosier while purchasing something than the Bangladeshi consumers and it is very hard to take
money out of their pocket. We will have to cater our product in such a manner so that they can
purchase it during any of their occasions such as Durga Puja, Holi, Kali Puja etc. People of India
prefers wearing Panjabi during these festivals, so it is important for us to target those people and
utilize the opportunity.
The budget for the market entry strategy would depend on the mode of entry chosen and the
marketing and distribution expenses incurred. ILLIYEEN should allocate a significant portion of
its budget towards marketing and promotion to increase brand awareness and customer loyalty.

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The timeline to enter the market will take 1-3 months as we are a new brand entering and we will
have to be very cautious about our expenditure. The approximate budget for our overall plan will
be 80-90 Lac BDT.

MARKETING STRATEGY

Within the last ten years alone, the Indian fashion market has undergone significant
transformational changes. The Indian consumer has witnessed a change in lifestyle that equally
blends Indian and western influences, from the entry of numerous international fashion brands to
the launch of promising homegrown labels. Many believe that the country's traditional ethnic wear
fashion segment has suffered due to the rise of the middle class and exposure to global fashion
trends. But that is far from the truth.

Men's ethnic clothing is also rising in popularity. Men want to be able to dress appropriately for
special occasions, such as weddings and festivals, which are currently limited to occasion wear.
Such consumption is being driven by rising disposable incomes, increased awareness thanks to
Bollywood and the media, and an increase in the frequency of special occasions like weddings and
festivals.

Since forever, residents of Tier-2 and Tier-3 cities have traveled to metro retail hubs solely for the
purpose of shopping, especially during the holiday and wedding seasons. It is clear that there is
huge potential in these markets given the penetration of social media influence and the rising
demand for higher quality goods and modern fashion trends. Due to the untapped potential these
markets hold, brands and retailers are now focusing on Tier-2 and Tier-3 cities as a result of the
rapidly growing middle class and the introduction of e-commerce.
As ILLIYEEN is going to be introduced in Indian market for the first time, we need a solid
marketing strategy to penetrate the market and increase brand awareness. For this we are making
a one-year marketing plan. It's important to plot our major campaigns first. Major campaigns
require more resources and time to get things done than the typical marketing actions, so we will
plan for those first. We will use a major campaigns calendar that includes headings for the month,

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the campaign, the expected cost, the actual cost, the resources we will need, the expected results
and the actual results to help us think through the resources we will need to complete our actions.

Identify Target Audience: Identification of the target market is essential before entering a new
market. Boys of all ages are the intended audience for ILLIYEEN. On the other hand, we will be
exporting mostly premium segments to Panjabis. So, the target audience in this case would be
middle class to upper class.

Campaign Details:
Newspaper Advertisement: We will choose some popular newspapers to advertise ILLIYEEN’s
Punjabis. We will be choosing newspapers whose readers are our target customers. Our goal is to
increase brand awareness, generating leads and driving website traffic through newspaper
marketing campaigns. As our marketing goal is to reach as many target audiences as we can, we
will choose newspapers which are supplied all over India.

Tv Advertisement: To create a successful TV advertisement for ILLIYEEN, first we will make a

visually appealing advertisement which stands out from other ads on TV. As Punjabi is related to
ethnic wear and cultures so we will try to connect with our customers' emotions with good music.
We will choose the TV channels based on our target consumers. Sports channels will be a perfect
fit to advertise our Punjabis. Also, we will pick some popular national channels. The
advertisements will be aired during pick time. If we can utilize it properly our sales will increase
immensely.
Participate in events & festivals: Festivals are where Punjabis are most commonly worn, so those
events and festivals will be our focus. On these unique occasions, we will introduce new Punjabis.
Participating in the local events and festivals can be a great way to promote our products. We will
set up stalls and offer samples or discounts to attract potential customers.

Direct mail: We will collect emails and other information from every customer who will purchase
from our website and our local partner outlets so that we can update them every time we launch
new products or offer discounts and promotions.

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Social Media Advertisement: Our target customers will be easily reached through social media
advertising. Social media sites like Twitter, Facebook, and Instagram can be effective tools for
promoting goods and services. We'll share images, videos, and other materials on these platforms
that highlight the company's products. In order to reach more people, we will also run paid
promotions on social media.
Collaborate with influencers: Collaborating with influencers who have a strong following on
social media will help the company reach a wider audience. We will select some influencers and
with their creativity and promotions we will reach more audience.

Offer promotions and discounts: Providing discounts, promotions, and exclusive deals will aid
the business reaching new clients and keeping hold of current ones. In order to increase sales, we
may provide discounts on special occasions like festivals or during the off-season.

Build customer loyalty: Building customer loyalty is essential for the company's long-term
success. In Bangladesh, ILLIYEEN already has a loyalty program. Currently, there are three levels
of loyalty status: silver, gold, and platinum. To keep its customers, we will also provide
personalized offers and top-notch customer service in addition to these three levels of loyalty.

Monitoring and Evaluation: We'll monitor our sales and marketing efforts to see what succeeds
and what needs to be improved. The effectiveness of the campaign will be routinely tracked and
evaluated. Additionally, we'll use metrics like engagement rates, reach, and conversions to assess
the campaign's effectiveness. Then, in order to maximize our export potential in India, we will
adjust our strategies as required.

By following this marketing plan for a year, we can successfully export ILLIYEEN Punjabis to
India while overcoming obstacles and taking advantage of opportunities in this developing market.

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 CONCLUSION

The Indian market is very competitive and there are many local companies which provide Punjabis
at a much cheaper price. But ILLIYEEN on the other hand is a premium and luxury brand.
ILLIYEEN, the High-End Retailer, is one of the fastest-growing lifestyle brands in Bangladesh.
That is why even with all these competition ILLIYEEN has a huge opportunity to penetrate the
Indian market.
As companies dedicated to the men's ethnic wear industry produce new styles in the everyday
assortment of men's ethnic wear, the market for men, currently valued at INR 1623 crore (USD
305.82 million), is expected to increase at a CAGR of 8.5%. "Over time, consumer views about
ethnic clothing have shifted and evolved significantly.
The market for menswear is expanding due to factors such as rising fashion consciousness,
increased urbanization, and shifting lifestyles. Due to the religious and cultural diversity around
the world, a wide variety of occasions are celebrated. Customers frequently purchase ethnic clothes
for personal use and as gifts during such festive events since manufacturers frequently create new
trends and styles that correspond with festive celebrations. These events frequently fuel the
expansion of ethnic clothing.
In conclusion, the ethnic wear market for men in India is a rapidly growing and evolving industry.
The market is highly competitive, with both domestic and international players offering a variety
of options for consumers. In recent years, there has been a surge in demand for fusion wear, which
combines traditional styles with modern designs, making it more appealing to younger generations.
The rise of e-commerce platforms has also made it easier for men to access a wider range of ethnic
wear options, with the convenience of online shopping and doorstep delivery.
ILLIYEEN has a very high chance to succeed in the Indian market due to their unique designs &
longing to stay up-to-date with the latest fashion trends which set them apart from competitors.
ILLIYEEN Punjabi in India can be a promising venture as the demand for traditional Punjabi
clothing is high among both locals and the diaspora. However, the success of the company will
depend on several factors such as market research, understanding consumer preferences, and
creating a unique brand identity. It is also important to have a strong online presence and effective
marketing strategies to reach a wider audience. With proper planning and execution, ILLIYEEN
can establish itself as a prominent player in the Indian fashion industry.

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 REFERENCE

• Tier 2 and Tier 3 cities in India: Are they right for your business? (2022) India Briefing
News. Available at: https://www.india-briefing.com/news/india-tier-2-tier-3-cities-
15932.html/ (Accessed: April 20, 2023).
• Fyletto et al. (no date) Istock, iStock. Available at:
https://www.istockphoto.com/photos/india-traditional-clothing (Accessed: April 20,
2023).
• www.fibre2fashion.com (no date) Indian fashion industry, Fibre2Fashion. Available at:
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April 20, 2023).
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Apparel%20market,(CAGR%202023%2D2027). (Accessed: April 20, 2023).
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April 20, 2023).
• Ethnic wear market size & share report, 2021-2028 (no date) Ethnic Wear Market Size &
Share Report, 2021-2028. Available at: https://www.grandviewresearch.com/industry-
analysis/ethnic-wear-market-report (Accessed: April 20, 2023).
• Ethnic wear market size, share, growth & forecast 2031 (no date) Allied Market
Research. Available at: https://www.alliedmarketresearch.com/ethnic-wear-market-
A09433 (Accessed: April 20, 2023).

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