Mooti Fashion Limited: Revisiting the Channel Strategy


Mooti Fashion Limited (MFL) is a reputable domestic player in the Indian innerwear industry. While its performance in the economy and mid-segment, with brand Mooti, has been commendable, MFL is struggling to make its mark in the premium segment with the StyleX brand. With the increasing brand consciousness and global competition, the success of StyleX becomes crucial for MFL to meet its growth targets. The company’s management realized that its inconsistent channel strategy is responsible for the sluggish growth of StyleX. The case revisits the challenges of existing channel design and the opportunities in exclusive distribution and encourages the students to assess the business viability of the latter. A channel modification decision has to be taken, by either integrating exclusive distribution or optimizing the existing distribution strength.

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