Aditya Birla Lifestyle experienced a September sales plateau that lowered quarterly momentum despite solid growth earlier in the fiscal year. Casual wear and athleisure drove volume while formal and ethnic segments remained subdued due to a quiet initial wedding calendar. The company implemented an approximate 6% price increase to offset rising input costs without passing the entire burden to consumers. Performance in the December quarter will hinge on customer receptivity to these new prices alongside prevailing discounting levels.
Key points
The business expects upcoming wedding events and seasonal celebrations to boost sluggish…: The business expects upcoming wedding events and seasonal celebrations to boost sluggish ethnic wear sales.
Margin performance will depend on consumer willingness to accept higher retail prices and…: Margin performance will depend on consumer willingness to accept higher retail prices and manage discounting levels.
Vendor partnerships helped control cost pressures so the company avoided passing the full…: Vendor partnerships helped control cost pressures so the company avoided passing the full increase to shoppers.
Sources checked by our analysis pipeline: 1
The company, which owns brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England, reported flat like-for-like sales growth in September, against 5.3% for the second quarter of FY27. The slowdown comes just as the full impact of price increases begins to flow through in the December quarter, making consumer acceptance and discounting critical to sustaining growth.
"We will have to see how consumers respond to that and to be able to see how much, because in our business pricing is one part, the second part is how much of discounts you give," managing director Ashish Dikshit told investors on Monday.
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While the company has taken about a 6% hike for the season to ease higher input costs, it has not passed on the entire increase, Dikshit said. It has also worked with vendor partners to minimise cost pressures.
The full impact of the price increases will be visible in the December quarter, as the September quarter included a mix of old and new…
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