New Product Development Strategies and Methods: Implications for the Indian Readymade Apparel Sector

Today, the intense global competition in the textile and apparel industry made the firms worldwide to be more innovative and competitive by heavily investing into the New Product Development Strategies and Methods. In this context, the present study attempts to (i) understand New Product Development Approaches and Strategies adopted by key global and domestic brands operating in the Indian market and (ii) derive lessons for the development of future models of New Product Development in the Indian Textile and Apparel Industry. The brands have been selected on the basis of their popularity and positioning in the Indian Textile markets