Aditya Birla Group which was founded back in 19th Century has a rich history, of how it started with trading in cotton and now has grown up to be multinational company. It was set up by Mr. Ghanshyam Das Birla the founding father of the Birla Group, who started the industry by introducing it to different sectors like aluminium, cements, chemicals and textile and fabrics. The industry was further expanded by his grandson Mr. Aditya Birla who globalised the company and took it to new heights and attained the status of the largest single producer of viscose filament yarn. The group is also the largest producer of aluminum in the Private sector, the lowest first-cost producers in the world and the only producer of linen in the textile industry in India.
One of the sectors in which ABG has performed phenomenally well is the garment industry, where it has managed to introduce many brands like Aeropostale, Nautica, Louis Philippe, Van Heusen, Peter England, Allen Solly, Planet Fashion, Forever 21, Pantaloons and many more. Thus, trying to cover the customer from all the backgrounds, having different taste & preference with different income ranges.
With 1500 premium multi-brand shops along with 320+ departmental stores worldwide it is able to target both premium customers as well as general customers. Moreover, in order to widen its customer base it has also tried to attract customer through the online media.
With different brand ambassadors like Kangana Ranaut, Nargis Fakhri, Lara Dutta, Bobby Deol and many more for different brands, it has tried to provide different face for different brand, which also portrays that no brands are interlinked, moreover it also increases the fan base. ABG follows the umbrella policy, which is to let nourish different brands under one name of Aditya Birla Group, such that none of the brand is dependent or linked with the other brand under the same umbrella, but ABG working as a parent company is entitled to protect all these brands under it's shelter. Moreover, it also gives the advantage to the other brands to enjoy the Goodwill of the ABG as a whole.
I personally have my liking towards brands like Aeropostale and Forever 21 for casual wear and brands like Louis Philippe and Van Heusen for business wear. As these brands not only provide things as per my taste and preference. They help me present myself in confidence and with the positive attitude which helps me instill that 'vision and values' as goes the motto for the Aditya Birla Group.