Rhokesh S from the 43^rd batch (2022-24) of IRMA's flagship Post Graduate Diploma in Management (Rural Management) – the PGDM(RM) - has been declared a national finalist in ‘Show Stopper', a national-level case study competition conducted by Aditya Birla Fashion and Retail Limited (ABFRL).

Rhokesh was a finalist in the track titled, ‘Pantaloons Ethnic Category Case’.

The case showed changing trends in sales of Pantaloons’ women’s ethnic wear category during both pre and post pandemic scenarios. The participants were asked to analyze the situation considering the recent trends, technological advancements, changing purchasing behaviour and mindset (values) of the customers towards ethnic wear. They were asked to provide suggestions on positioning of the product, provide ideas to propel the growth in the said category for Pantaloons and to identify a change in the customers’ expectations.

An in-depth study of the customers’ preferences, purchasing behaviour and patterns, their values and their notions towards ethnic wear was done. Based on the outcomes of the study as well as inferences, various strategies were suggested to the organization to position ethnic wear beyond certain occasions and to compound the growth of sales.

The national-level competition saw the participation from over 10,900 students from B-schools across India, out of which 29 teams reached the final round for presentation in this track.