Readymade garments are increasing its popularity in orissa for last 10 years.We can segment the Orissa Market as following: -

1.In terms of geographical territory.
2.In terms of  mega showrooms.
3.In terms of  various festive occasion.
4.In terms of brand consciousness

1.In terms of geographical territory
Major towns of orissa belongs to coastal area including state capital Bhubaneswar, So the presence of high income group is found here and the towns includes Bhubaneswar, Cuttack, Puri, Balasore & Berhampur. 60% turnover is found in these areas again the industrial and mines area also plays important role for turnover. These areas are Rourkela, Sambalpur, Bargarh, Bolangir, jeypore, Talcher, Angul, Keonjhar etc.

2.In terms of  mega showrooms.
Mega showrooms available at main towns of Orissa and they are Bhubaneswar, Cuttack, Berhampur & Rourkela, where Maximum interior village customers also depend upon these towns and more than 50% business achieved in these places. Stock presence in mega showrooms also another aspect of brand image. Maximum marriage purchases are being done here.

3.In terms of  various festive occasion.
Various festive occasions also plays important role. Durga puja is the main festive season for business and entire Orissa celebrates it. One may say up to 45% business of the year takes place during this season. There are also other seasons like prathamastami, Diwali fetched also fetch good sales in eastern & northern Orissa, where as ‘Pongals’ fetch good sales in western & Southern Orissa.

4.In terms of brand consciousness
Brand consciousness is gradually increasing its popularity. Brand consciousness is quite high in major towns and also increasing in other small towns. Positioning of stocks, hoarding, sms blast to dealers & other advertisement activities along with Pop’s at the point of purchase is important to increase brand awareness.

Again due to cutthroat competition of various brands, success of a brand needs positive team spirit, better services and quality product with latest design & fashion.
With close watch of competition brand activities and accordingly formulate the strategy like schemes, dealer’s conferences etc. are also quite important to increase the brand awareness. Only formulation of good marketing strategy is not sufficient for brand awareness, these need positive implementation of the strategy, otherwise failure of scheme will give negative impact of the brand image.