Says an industry analyst: "Young urban professionals do not want to spend their time and energy buying and stitching fabrics when there is an ever-increasing segment of ready-to-wear available in the market. Thus there is a marked shift from manufactured fabrics to ready-to-wear and the ready-to-wear market is expected to boom in the coming years. Secondly, with the rise in disposable income, there is a boom in organised retailing also."

The trend is not just a small conversion among consumers from manufactured fabrics to ready-to-wear, but a deeper one. Consider this: The industry estimates that nearly 20 per cent of conversions have taken place from manufacturing textiles to ready-to-wear during 1999-2000. The ready-to-wear market is estimated to be growing at 30 per cent, with the manufactured textiles market, valued at Rs 8,000 crore, still growing steadily. This means a faster pace of conversion in the years ahead.

Concurs Madura Garments president Mr Prakash Nedungadi: "With the increase in demand, the growth in the ready-to-wear market is expected to zoom from 40 per cent in 2000 to 70 per cent by the end of 2001."

The market has witnessed a sudden boom in new launches which is expected to intensify further. After the recent launch of Trouser Town by the Rs 400- crore Madura Garments and Cinnamon by the Rs 600-crore SKumar Synfabs, Zodiac has just rolled out a designer range of shirts `American University Plaids' under the Zodiac brand. Industry observers expect more launches to take place in the coming months.

According to Zodiac clothing managing director Mr Anees Noorani: "Looking at the innumerable new advertising campaigns being released for ready-to-wear, the market is definitely booming." In order to penetrate the ready-to-wear market boom, the Rs 67-crore Zodiac Clothing - a 90 per cent export-oriented company - has been launching new range in formals, semi-formals every six months and a festive collection once in a year. American University Plaids are check-shirts priced at Rs 695 and Rs 895.

Further, pricing is one aspect which manufacturers are not taking chances with. Most of the ready-to-wear brands offer wide pricing options-from Rs 450 to Rs 1,500-for the target consumer.

Of the total readymade garments market in India, Madura Garments has a marketshare of 25 per cent and expects to grow at 40 per cent by end of 2000, as per ORG-Marg audit.

Says Pantaloon managing director Mr Kishore Bihari: "Organised retailing is expected to grow manifold from a mere four per cent in the current year to 20 per cent by the end of 2001. With further government deregulation, foreign giants such as Walmart and J C Penney are expected to enter the Indian market, making it even more competitive and hence customer-friendly."