Submitted By:
Juhi Khan
Ponugumati Praneeth
Puja Nanwani
Nisha Agarwal
Naina Tomar
AUTHORIZATION LETTER
This report is submitted as partial fulfillment of the requirement of “Post Graduation Diploma
in Fashion Designing “program of “Pearl Academy Narayana”. The report on the
‘Entrepreneurship’ is an original work and has not been submitted to any other institute for
the award and any degree or diploma.
Place: - Delhi, Narayana
Date: -
Submitted by:
Nisha
Juhi
Praneeth
Pooja
Naina
LETTER OF TRANSMITTAL
Dear Sir,
We are submitting the report, due on 29th of October 2012, which you requested. The report
is entitled end term project ‘’Entrepreneurship’’ (the motivations, the risks, rewards, impact
seeing opportunities, identifying profitable opportunities) the purpose of this report is to be
able to create a market for ourselves and before starting a business what all necessarily steps
needs to be taken, be it market survey, SWOT, PEST analysis etc., thus gain multidimensional
insight of the industry.
We hope this report would merit your approval and all of us utilize your inputs in our
practical life.
Yours truly,
Nisha
Juhi
Praneeth
Pooja
Naina
ACKNOWLEDGMENT
We would like to acknowledge the contributions of the following group members and individuals who
have helped us in this report, the process of working on this project were really interesting. We
gathered useful information and feel a great joy now that we are able to work on it successfully.
First, we would like to express our heartfelt gratitude to our college “Pearl Academy” and faculty
member Prof. Rahul Jain for willingly accepting us and unselfishly sharing his brilliance of knowledge,
unfading guidance, patience, kindness and brilliant thoughts without any hesitations which are all of
great significance to us as we continue to hone our attitude, skills and knowledge as students. Thank
you once again for continuous cooperation, support and expert guidance throughout the project,
whenever needed.
Secondly to our beloved parents and siblings who had supported us. Thank you for always staying at
our side and for untiringly understanding us.
And lastly, to our Almighty GOD for all HIS blessings and graces, all the heavenly knowledge and
wisdom HE bestowed upon us, and for the opportunity to be HIS servant and instrument in helping
each other’s.
Executive Summary
COMPANY OVERVIEW
INTRODUCTION:
TCNS Clothing Company Private Limited(W)
Neelgagan Tower-II, Mandi Road, Opp. VSNL Wireless Station, Sultanpur, Mehrauli, New
Delhi - 110030, Delhi
Tel: 91 11 42193193; Fax: 91 11 42193194
Email: Sanjeev.sharma@tcnsclothing.com; Website: www.wforwoman.com
BUSINESS PRODUCT:
TCNS Clothing Company Pvt Ltd (TCNS Clothing) manufactures fashionable garments for
women under the brand name W. In 2002, TCNS entered into retailing by setting up its first
brand store at Lajpat Nagar in Delhi under the name W. The brand specializes in woman
wear. Besides salwar-kameez, W offers a range of fusion wear comprising trousers, skirts,
tunic tops and tees and winter outer wear line. W operates under the direct business model
with 28 retail outlets spread across various cities in the country. W stores have a floor space
of around 1,000 sq feet per store. I our first 18 months we open 30 stores in tier I and tier II
cities. Today we have 100 stores and 600 selling points spread across 40 cities.
Key Executive –Ananat Dagga , Chief Executive Officer
Store/Brand
Name
W
Segment
Format
Stores
Apparel &
Textile
Specialty
Store
100
Total Area
(Sq Ft)
28,000
Cities
Employees
Tier I & II
251-500
http://www.dnb.co.in/IndianRetailIndustry/Profiles/TCNS%20Clothing%20Company%20Private%20Limited.pdf
TCNS Clothing Company is exploring opportunities to launch the label internationally as well as
expanding its domestic retail operations. As a part of India expansion, the company plans to set up
100 exclusive 'W' stores in the country including tier II and tier III cities by the end of the year 2013.In
2010-11 brand grew by 75 percent and we are expecting 50% growth in the CY(2012-2013).
SPECIALTY:
The W assortment consists of everything ranging from salwar kameez, tunics, work wear, festive
wear, and fusion wear comprising skirts, trousers and a lot more. With a view to giving the Indian
woman innovation in her day wear and to infuse a dose of excitement in her wardrobe, W has
introduced a range of clothes to suit her many needs. W offers its customers contemporary,
fashionable & styled garments that complement a woman as she seamlessly transits from office to
smart casuals, W clothes have been designed with creativity and care.
W offers 3 range to its customer: 1) Aurelia - Low cost, 2) W- medium cost, 3) Wishful – high cost.
The Market :
W offers its customers contemporary, fashionable & styled garments that complement a woman as
she seamlessly transits from office to smart casuals. The total market size is approximately……….We
currently hold ……% of this market and believe we can capture ….% of it by year…..
COMPETITION:
We compete directly with Biba, Fab India and Anokhi and alternatives to our product include Lakshita,
Global Desi. Our product is unique superior because of size fit. We have a competitive advantage
because we offer six different sizes for a perfect fit that gives us edge over the other brand. Also our
low cost producer status and launch of 5 fresh collections in a year makes us competitive. We
anticipate new companies to enter this market as indo- western market is a growing market.
RISK OPPORTUNITY:
The greatest risk associated with our business today is rapidly change in fashion, preference,
taste of the new globalized Indian women. We feel we can overcome this if we launch new
collection based on fast fashion. Our biggest recognized opportunity will be best use of the
prints and the size fits which best suits the Indian body.
MANAGEMENT TEAM:
The founder of the company is Trilok Chandra Narayan Singh who started it in the year 1997. The
management team is led by Chief Executive Officer, Anant Dagga who joined the company in the year
2011. In 2010-11 brand grew by 75 percent.
W’s initial information:

www.mca.gov.in/
FUTURE PLAN OF COMPANY:

W has over 100 stores and 600 points of sales spread across 40 cities. And by 2013
will add another 100 points.

Matrix partners India has invested 60 crores in TCNS in 2011 and used this fund in
expanding operations and opening more stores.
Our USP:

Providing clothing in low price to satisfy the customers.

W is a clean fashion brand with minimal embellishments with impeccable cut and
design.

W grew out of need to offer the Indian women a innovative and contemporary ready
to wear line that speak of fusion, fashion and functionality,

The brand launches five new collections every year including wishful which is a
premium line, available in selected stores only.

We offer six different sizes for perfect fit that gives W an edge over other brands. In
2011 W launched trousers to pair with kurtas.

In W 85% customers are the repeat customers the USP of W is quality, prints, and
traditional style with fusion.

The W stores are designed in line with the brand identity - spirited, contemporary and
innovative to lend a pleasant shopping experience.
It also offers very interactive and lucrative franchise option as well they have CRM software,
which keeps the centralized data. To start the franchisee, one needs to invest 35 lakhs to 60
lakhs.
Mission statement:
W mirrors the new age Indian woman. Rooted at home and taking on the world with
panache, playing myriad of roles with élan and taking on the challenges in her stride.

The brand grew out of a need of a contemporary Indian woman for innovative ready
to wear that combined fashion and functionality. With a unique design sensibility, the
Indian Salwar-kameez was transformed into its chic & urbane - yet comfortable form.
This was the first such attempt at reinventing Indian fashion.

W has redefined the traditional Indian outfit to something that a woman can wear
and look simple yet stylish. With a view to giving the Indian woman innovation in her
day wear and to infuse a dose of excitement in her wardrobe, W has introduced a
range of clothes to suit her many needs. W offers its customers contemporary,
fashionable & styled garments that complement a woman as she seamlessly transits
from office to smart casuals, W clothes have been designed with creativity and care.
Goals and objectives:
The brand true to its promise of being fashionable comes with 5 fresh collections in a
year, providing an array of exciting fusion wear. W offers fashion leadership in the
segment through a signature ‘Fusion’ design language which reflects an Indian
essence imbued with modernity.

Innovation as a value is embraced and cherished by the brand and lies at the heart of
every W creation. W innovates and leads the evolving fashion needs of the
contemporary Indian woman by offering her a wardrobe solution for her different
moods. At W – it is a whole new world where you make your own fashion statement.

At W, we intend to be a complete wardrobe solution provider to the Indian woman,
hence in addition to the W Core range, we also offer Wishful –fashion for her special
occasions. When she wears Wishful, she feels smart and chic – not overdressed. The
range covers special occasions, parties and light cocktails. Emphasis on styling is a key
way to create newness without excessive embellishment.
Values:

The W consumer is in essence contemporary, spirited, confident and smart.

She is always on the look-out for fashion that helps express this personality. The
design sensibilities of the W customer are best described as a sensible mix of
western fashion and Indian tradition.

The resultant genre is best referred to as fusion fashion. Here the customer is
able to feel globally elegant, without ruffling too many local norms.

This makes her comfortable in the W clothes – she feels at ease with herself and
her surroundings.

W makes her feel good and look good.

W appropriates the mental mindscape of the contemporary urban Indian
woman.
http://www.wforwoman.com/
W’S ORGANIZATION CHART:
Owner of the company
Trilok Chandra Narayan Singh
MD
Guruditta Lamba
CEO
Anant Dagga
Director
Lalit
Senior ASM
KaushikChaudhary
Regional ASM
Zia Abbas Hussain
Area Managers
Manager 1
Tushar
Manager 2
Anshu
Manager 3
Rajiv choudhary
Managers
(South, East, West, North)
Staff
DIFFERENT DEPARTMENTS AND THEIR ROLES:

Director – Organization head

Design team – Takes care of designing role

Merchandiser team – Takes care of value analysis

Graphic design team – Work for design aesthetics and play of prints.

Sampling team – Co-ordinate with buyers for approval of samples and then to send it
for production.

Trend forecast team – As the name suggest they work on different and new fashion
forecast as per style and colors.
INDUSTRY DESCRIPTION
Indian Textile and Apparel industry is the second largest manufacturer in the world with an
estimated export value of ~ US$ 34 billion and domestic consumption of ~ US$ 57 billion.
The sector contributes to about 6% of the US$ 1.7 trillion Indian economy. It also provides
employment to ~35 million persons directly & ~55 million persons indirectly.
India is among the very few countries which have a presence across the entire supply
chain, from natural and synthetic fibers right up to finished goods manufacturing. It has
presence in organized mill sector as well as decentralized sectors like handloom, power
loom, silk, etc.
The total Indian consumption of textiles and apparel is estimated at ~US$ 57 billion
(apparel retail contributes ~ US$ 40 billion, technical textiles contributes ~ US$ 13 billion
and home textiles contributes ~ US$ 4 billion).
It is expected to reach ~US $ 100 billion by 2016 growing at a compounded annual rate of
12%. Along with this, the exports have grown from US$ 19 billion to US$ 34 billion in past
6 years at a CAGR of 12%.
However, the industry has not performed to its full potential. It faces several challenges in
aspects of production, marketing, and support infrastructure. The technology used in
manufacturingg of textile and apparel in India considerably lags behind that of
developed nations and this is mainly due to lack of value addition, low productivity,
low pace of modernization, economies of scale and high fragmentation. The industry also
suffers due to general infrastructure related issues which lead to higher transaction costs,
unreliability in transit times, etc. along with focus on limited markets, weak brand
positioning of India and overdependence on cotton.
Currently we are witnessing a high growth in domestic consumption which is being fueled
by several factors including rising disposable income of the consumers, growth in
organized retail, increasing brand awareness, rapid urbanization and increase in
working age population.
The current global trend has been increase in raw material costs as well as manufacturing
costs, mainly manpower. In order to remain competitive in this challenging scenario it is
important for Indian industry to focus on new paradigms for growth including Government
support, driving manufacturing competitiveness and tapping the domestic market
opportunity.
With the objective of accelerating growth in investments and exports; Government of India
has launched several schemes, a few of them are:

Technology Upgradation Fund Scheme (TUFS)

Scheme for Integrated Textile Parks

Development of Mega Cluster

Integrated Skill Development Scheme (ISDS)

Technology Mission on Technical Textiles (TMTT)
A manufacturer can focus on a large number of business parameters in order to improve
the manufacturing competitiveness. However, the most critical parameters having
significant impacts are:

Skill Upgradation

Technology Upgradation

Partnerships
There is a huge potential in the apparel market and there are many factors contributing to
the boom in this sector. To name a few, increased consumerism with a capacity to spend on
luxury items and increased spending power in the hands of Indians.
Along with this, the retail sector in India is growing at a phenomenal pace. According to the
Global Retail Development Index 2012, India ranks fifth among the top 30 emerging
markets for retail. International brands have begun to mull over the various possibilities of
entering in India. The recent announcement by the Indian government with Foreign
Direct Investment (FDI) in retail, especially allowing 100% FDI in single brands and also
thinking of opening up the sector for multi-brand FDI has created positive sentiments in
the retail sector.
New Paradigsms for Textile Industry, Texcon ’12, Confideration of Indian Industry, Knowledge partner Wazir
SEGMENT WISE 2010-2011 GROWTH RATE
OF THE APPAREL INDUSTRY
SEGMENT WISE SPLIT OF APPAREL
MARKET
12
10
Men's
8
Women's
6
Boys
Girls
4
2
0
Men's
Total
Fig: 1
Women's Boys Total Girls Total
Total
Fig:2
CATEGORY- WISE WOMENS WEAR MARKET SIZE
30,000
In Rs. Crore
25,000
20,000
15,000
10,000
5,000
0
Fig: 3
Figure 1, 2 & 3: Source: Technopak Analysis (All figures are rounded off), March 2012.
2010
2011
Ch. 3
15
Womenswear: The market size of the women’s wear category in 2011 was Rs 72,047
crore, which is Rs 6,019 crore more than the year 2010. Sari is the largest category in
terms of market size. The total value of this category in the year 2010 was Rs 26,905
crore. It has grown 7 percent on year-on-year basis. Indian wear is the second largest
category with a market size of Rs 20,692 crore in 2011 followed by tops, shirts and Tshirts. The year-on-year growth rate of the women’s wear category is 9 percent. In this
category denim records the highest year-on-year growth rate of 17 percent, followed by
innerwear and T- shirts, which is growing at the rate of 14 percent and 13 percent
respectively.
KNOWN BRANDS CATERING TO INDO-WESTERN WEAR IN INDIA
25%
22%
11%
5%
5%
5%
3%
3% 2%
5%
2%
5%
3%
3% 2% 2% 2% 2%
2%
18 -24 Yrs
25-31 Yrs
IMPORTANT FACTORS WHILE BUYING APPAREL
5
4.5
4.6
4.43
3.98
4
3.5
2.97
3
2.86
2.5
2.2
2
1.5
1
0.5
0
Latest Fashion Brand Name
Figure 4 & 5 Source: Technopak Analysis
Design
Comfort
Price
Material
Ch. 3
16
PEST ANALYSIS OVERVIEW
The environment we live in can be very volatile. All organization has its considered
internal weaknesses and strengths, but the outside world will also have a major impact
on the organization’s future. PEST Analysis is a popular marketing management tool and
method of examining the many different external factors affecting an organization.
Since the company is offering clothing designs which depend on the needs and demands
of their customers, there are some external factors that the company must consider in
order to stay in the competitive world of business. The following are some of the factors
within the external environment that the management of the company must consider.
INTERNATIONAL ENVIRONMENT:
1. Announcement of duty-free access to 46 textile items from Bangladesh in the
form of a unilateral trade concession is likely to result in loss of employment.
There will be "severe adverse impact" on the garment clusters in Tirupur,
Ludhiana and West Bengal. The total garment would be around 8 Mn pieces to
be exported to India at zero duty.
2. 100% FDI in single brand retail is a welcome sign for the luxury and niche
retailers. Moreover, the revival of the proposal to permit 51% FDI in multi-brand
retail could bring a positive impact on Indian retail sector.
3. Import of Textile & Clothing has grown by 26 percent during FY 2012, the highest
growth ever.
4. According to WTO, World T&C (Textile & Clothing) exports grew by 14.6% from
USD 525 billion in 2009 to USD 602 billion in 2012.
5. Zero duty EPCG scheme, introduced in August 2009 and valid for only two years
upto 31.3.2011, has been extended by one more year till 31.3.2012.
6. Duty free import of specified trimmings, embellishments etc. shall be available on
Handloom made-ups exports @ 5% of FOB value of exports.
7. Rise in price of cotton, International price of cotton $ 1.7 per pound.
Ch. 3
17
POLITICAL ENVIRONMENT:
1. Readymade Garment sector granted enhanced support under MLFPS for a
period of further 6 months.
2. Current Account Deficit (CAD) is likely to stay around 3.5 to 3.6 per cent of
the GDP this year (2012).
3. Inflation in womenswear (forecast at + 2.6%), caused primarily by the
increased cost of cotton and high fuel prices increasing shipping costs, will
drive expenditure growth of 3.0 % in 2012 to £ 21.4 bn as most retailers have
led to increase retail prices to limit the hit on margin. Retail inflation in
August stood at 10.03 per cent.
4. Implementation of National Floor Level Minimum Wage, was raised on -1st
April 2011 to Rs 115.
5. E- Marketing platforms have been started to facilitate marketing support to
small-scale industries.
6. Rs 500 Cr pilot scheme announced for promotion of Geo-textile in North
Eastern Region.
7. Use of eco- friendly fabrics, demand for green products.
8. Rising home disposal expenses on textile which stood up to Rs 75 billion in
2010-11.
ECONOMIC ENVIRONMENT:
1. Extension of 2% interest rate subvention to readymade garment sector till 31
March 2013.
2. The opening of foreign direct investment (FDI) in the retail sector would bring
down inflation further. Competitive pricing would be beneficial to consumers,
country, producers, consumers and others.
3. Global brands and retailers are choosing to work with the factories that are
certified in Compliance Certification.
4. Exchange Rates - Increasing Dollar per Rupee decreased exports due to declining
profit.
Ch. 3
18
5. Decline in export to US & Europe – 3.5 % and 5% resp., but domestic
consumption rose by 1%.
6. Rise in Diesel prices leading to increase in transportation cost.
7. 2012- 13, 10% duty on branded RMG, now mandatory (previously optional)
computed on 60% of MRP.
8. Use of eco- friendly fabrics, demand for green products.
9. Cargo Traffic at India’s 12 major ports during April- February 2011-12 was 510.8
million tones, which was 1.59% more than the cargo traffic of the same period
last year. This was achieved despite the slow down in the global economy.( Attire
World, May 2012, pp 39).
10. The Repo rate gets dropped from 8.5 to 8.0 % and reverse repo rate , gets
calibrated to 7.0%.( Attire World, May 2012, pp14, 15).
SOCIO CULTURAL ENVIRONMENT:
1. Great acceptance and empowerment of Women- an increase in sex ratio and
education level.
2. Delayed phase of life- women are getting married late and generally have less
family responsibilities. No of children per family are decreasing. Financial stability
is going up due to smaller families.
3. As per new rule garment manufacturers should pay at least the minimum total
compensation required by local law, including all mandated wages, allowances
and benefits.
4. The demand for social compliance is increasing day by day.
5. Increasing working women in organized sector leading to popularity of brands like
W, Biba, Fab India.
6. The domestic consumption has been fueled by several factors like growing
consumer prosperity and awareness, increasing availability of product variations,
catching up with international trends, growth of organized retail, etc.
Ch. 3
19
7. According to Internet World Stats (IWS), number of internet users has been
increasing at a CAGR of ~24% between 2005- 2010 which results in increased
brand awareness among Indians regarding western clothing & organized retail.
8. Higher prices and restricted disposable income have made consumers far more
considered with their clothing expenditure leading them to think twice about the
number of items they are buying in 2012- limiting volume growth to just 0.4%.(
Attire World, May 2012, pp 25, Verdict Research).
9. Increased participation of women in workforce has led to their financial
independence. There is a direct increase in spending on corporate clothing, casual
wear and party wear.
10. There are various social standards that have been developed by the international
organizations such as Fair Labour Association (FLA), Council on Economic Priorities
Accreditation Agency (CEPAA), Business for Social Responsibility (BSR), Ethical
Trading Initiative (ETI), and Worldwide Responsible Apparel production (WRAP).
11. India youth population below 25 years is approx 50%. As this young population
enters the Indian workforce there will be increased demand for work wear
including indo-western wear and formal clothing as well.
12. Prohibition of child & forced labor: Manufacturers of Sewn Products should not
use forced labor or any labor less than 14 years of age.
TECHNOLOGICAL ENVIRONMENT:
1. Microsoft raises price of software products.
2. Digital Printing is picking up as a major trend in the fashion arena.
3. Technology Upgradation Fund Scheme (TUFS)–
The Scheme mainly provides for –

Reimbursement of 5% (4% for spinning machinery) interest charged by the
financial institutions.

Coverage of exchange rate fluctuation not exceeding 5% (4% in respect of
spinning machinery) points per annum in respect of foreign currency loans
instead of 5% interest support.
Ch. 3

20
5% interest reimbursement plus 10% capital subsidy for specified finishing
machinery, garmenting machinery and technical textiles machinery.
4. Technology Mission of Technical Textiles (TMTT)-Government has launched TMTT
with two mini missions for a period of five years (from 2010-11 to 2014-15. The
total fund outlay for TMTT is Rs 200 Crores. Mini Mission I of TMTT is aimed at
Standardization, creating common testing facilities with national international
accreditation, indigenous development of prototypes and resource center with IT
infrastructure, incubation centre by establishing four new Centers of Excellence
(COEs) and Upgradation of existing four COEs.
Mini Mission II of TMTT is to provide support under 6 components, i.e.,

Support for business start-up;

Providing fund support for organizing workshops;

Social compliance through standardization, regulatory measures;

Market development Support for marketing support to bulk and
institutional buyers;

Market development Support for export sales and

Contract Research and Development through IITs/TRAs/Textile Institutes.
SWOT ANALYSIS
STRENGTHS:
• Hit-the-trend styles
• Affordability
• Accessibility - store coverage all over the country
• Availability in clothes range
• Numerous choices in product lines
• Numerous options in collections and styles, e.g. prints and bright colors
• Store space (especially the metro cities flagship)
Ch. 3
21
• Established brand image and market position
• Variety of collections to appeal to a broader range of customers (current and potential)
Different types and styles of garments. Tops, kuris, tunics, skirts and many more
• Great range of awards won, making it a highly recognized High Street Retailer in,
India
WEAKNESSES:
• Customer services become difficult to maintain for big store space and numerous
product lines even staff sometimes unprofessional and unhelpful.
• Fabric is average quality comparatively other brands
• Accessibility takes away the exclusivity and uniqueness in styles - cloned and
uniformed styles
• Customer service- doesn't work well, only one person to help whole customers.
OPPORTUNITIES:
• 50% of India’s population is the young generation which is very fashion-cautious group
that will spend on fashion more regularly.
• Disposable income has increased and today’s women has become more fashion and
style cautious.
• Association with celebrities - creating fame and attachment to brand.
• Affordability and choices might make survive the recession.
• International expansion opportunities with its mature market position and status
among consumers in the India.
• Increase in the ratio of working women class.
• Charity work provides opportunities to target a greater range of potential customers,
those who wouldn't normally shop at W otherwise
• Increase in popularity and strength of brand image provides expansion and recognition
opportunities all across the world
• Worldwide Store Expansion will increase revenue and profits
• Website management- producing and selling the products by website, customers
Ch. 3
22
shopping by Internet without visiting the store, also it can ship to USA and
Europe.
• It is the good stage for new fashion designers to present their works. Appoint new or
upcoming designers those who strive for new.
Threats:
•
Competition from high street leader Anokhi, biba, fab India who cooperates with
top designers and fashion icons too.
•
Competition from new entered foreign bands that offer very fast fashion styles at
even more affordable prices.
•
Frequent change in the taste and preferences of customers.
bargainig power of
customers
bargaining power of
suppliers
compititive
rivalry
with in an
industry
threat of new
Entrant
threat of subsitute
products
Ch. 3
23
Competitors Analysis
Competitor Mission and
Vision
BIBA
They cater to all apparel
needs of a woman,
without the constraints of
price line,
geographical territories
and lifestyle categories
ANOKHI
Anokhi tries to maintain
an open and honest
relationship with its
craftspersons. It helps
them to work in
conditions of their own
choosing and commits
itself to providing them
with sustained work.
FAB INDIA
To be to maximize the
hand made element in
our products, whether it
is handwoven textiles,
hand block printing,
hand embroidery or
handcrafting home
products.
Competitor Objectives
To provide fashionable
clothing at affordable
prices
Anokhi’s ideals have
been those of
conservation and
development, through
the input of design,
marketing and project
funding.
To provide customers
with hand crafted
products which help
support and encourage
good craftsmanship
Overall sales and profits
turnover Rs. 250 Crores a
year
-
Turnover 150 cr
Turnover 1000+ cr
Top – Rs. 599 to Rs 899
Stoles and shawls – Rs.
899 to Rs, 3499
Sales and profits by
market
Cost structure
Kurti and Kurta – Rs. 699
to Rs. 1199
Salwar suit and Kurta
churidar with dupatta –
Rs. 1999 to Rs. 2999
-
Kurtis – Rs. 1299 to Rs.
2699
35-40 Crores profit
Price range- Rs 360- Rs
1190 ( basic garments)
Rs 1200- Rs 2490 (
fashion basic)
Tops and Tunic – Rs.
699 to Rs. 2099
Dresses – Rs. 999 to Rs.
2999
Salwar kameez dupatta
set – Rs. 1999 to Rs.
3599
Distribution System
Retail Store
Retail Store
Advertising Strategy
Promotion through print
Promotion through print
Retail Store,
Institutional Sale
Promotion through print
Ch. 3
and spending
Customer retention
levels
Customer satisfaction
and service levels
media and electronic
media
150 consumer touching
points
media and electronic
media
Their garments are for
the niche market n they
are repeat customers
High
Very high
Distribution costs
Average
New product strategies
To have more global look
for their garments.
Adding pastel shades
with their vibrant palette
2) Associated with IIFA
and movies
3) Adding unstitch fabric
Future investment
strategy
375 crore target by 2014.
40 exclusive 6 flag ship
and 150 MBO stores
2020 biba will be the
destination for indian
ethnic
High
They do 5 collection
every year and
uniqueness is all their
products sarongs, home
textile, accessories and
garments are available
in the same prints
Adding BIACHAUNIS
Blankets in their
collection.
Collaboration with
JKHDC.
Working with UK based
textile artist David
mabb. Reinterprets
prints of WILLIAM
MORRIS.
Contractual terms with
key suppliers
They just buy gray fabric
from the market rest of
the things are done inhouse including printing,
stitching, packaging, and
distribution.
http://www.anokhi.com/museum/exhibitions.html
http://www.thehindubusinessline.com/search/simple.do? search=simple&includeSectionId
http://www.couponcodes4u.com/couponsdiscounts/Anokhi/0
http://www.indiamart.com/company/3549178/
http://www.fibre2fashion.com/industry-article/textile-industry-articles/
http://www.scribd.com/doc/38081076/FAB-INDIA
http://www.slideshare.net/nikitasanghvi
http://www.fabindia.com/company/
http://www.statmyweb.com/s/biba-apparel-india
24
media and electronic
media
Focused on customer
retention instead of
generation
Very high
85% repeat costumer
53% satisfied
33% appreciate
14% very good
Average
They have huge variety
in products hence They
are going to work on
color bleeding and
fastening along with
shrinkage
problem
Planning to improve
their business in
international market by
end of 2012 they will be
functional in Qatar as
well (middle east)
Three months delivery
time.
They have penalty
clause if not delivered
on time.
Good Quality is a major
clause for the
fabricators.
Payment schedule is 15
days
Ch. 3
25
SCREENING AN OPPORTUNITY (5 QUESTIONS)
[1] What important customer problem can you solve?

UNIQUE DESIGN SENSIBILITY: - W has redefined the traditional Indian outfit to
something that a woman can wear and look simple yet stylish. With a view to giving the
Indian woman innovation in her day wear and to infuse a dose of excitement in her
wardrobe, the Indian Salwar-kameez was transformed into its chic & urbane - yet
comfortable form.

NEED:- W has introduced a range of clothes to suit her many needs. W offers its
customers contemporary, fashionable & styled garments that complement a woman as
she seamlessly transits from office to smart casuals, W clothes have been designed with
creativity and care.

COMPLETE RANGE:- The W assortment consists of everything ranging from salwar
kameez, tunics, work wear, festive wear, and fusion wear comprising skirts, trousers and
a lot more, so every woman has ample to choose from.
(2) How are you going to do it?

UP TO DATE FASHION WEAR: - silhouettes are inspired by runway trends that
complement Indian women.

5 FRESH COLLECTIONS IN A YEAR: - It launches 5 fresh collections every year
according to Indian women need.

EASY AVAILABILITY: - W has over 100 stores and 600 points of sales spread
across 40 cities. And by 2013 will add another 100 points


WITHIN RANGE:- It provides three ranges to choose from:
1
Aurelia
Low Range
Rs 299-800
2
W
Medium Range
Rs 499- 1500
3
Wishful
High Range
Rs 1501- 3000
Services:- W will provide its customer after sale service and also a design team in
its outlet to help you to enhance your style and booklets available at counter will
also provide knowledge about current fashion trends.
Ch. 3

26
New Technology:- The design team in W has always believed in providing its
customers what’s new in fashion whether it’s a kind of print, fabric or silhouette.
(3) How many customers are there those are willing to buy from you?
Increased participation of women in workforce has led to their financial
independence. There is a direct increase in spending on corporate clothing, casual
wear and party wear. India youth population below 25 years is approx 50%. As this
young population enters the Indian workforce there will be increased demand for
work wear including indo-western wear and formal clothing as well.
(4)Why can only you provide the solution?

The brand true to its promise of being fashionable comes with 5 fresh collections in a
year, providing an array of exciting fusion wear. W offers fashion leadership in the
segment through a signature ‘Fusion’ design language which reflects an Indian essence
imbued with modernity.

The brand grew out of a need of an contemporary Indian woman for innovative ready to
wear that combined fashion and functionality.
http://www.wforwoman.com/about-us.php
(5) How can you defend against others?

W innovates and leads the evolving fashion needs of the contemporary Indian woman by
offering her a wardrobe solution for her different moods. At W – it is a whole new world
where you make your own fashion statement.

W offers six different sizes for a perfect fit and that gives it an edge over most other
brands.
Ch. 3
27
PRODUCT DETAILS OF THE GROUP
PRODUCT
DETAIL
JUHI KHAN
TOP (Style)
NISHA
PRANEETH
PUJA
Straight Kurti with
little flare
Boat Neck
3/4th sleeves
Straight Kurti
with panels
Long Shirt Kurti
Flared Kurti
3/4th sleeve
Convertible Collar
3/4th sleeve
36”
Cotton (Cambric
Jacquard)
Zwabe
34”
Cotton Satin
34”
Cotton (Cambric)
Cowl Trouser
Salwar trouser
Full Length
Pockets, Cuff
Full Length
Full Length
One side pocket
Full Length
maroon, blue, light
parrot green ( not
confirm)
Cotton Cambric(Med.
wgt)
using men shirts details
Beige
Screen Print
Screen Print
Screen Print
Stitches
Thread work
Thread work
Hand Embd
Seam
French Seam
French Seam
Range
Rs 999
Tailored
Seam
Rs 1999
French
Seam
Rs 1999
Neck/ Collar
Sleeves
Length
Fabric
LOWER
(STYLE)
Length
Other
Details(If any)
Color (Top &
Lower)
Fabric
OTHER
DETAIL(IF
ANY)
Print
Technique
Texture
Naina
Beige/ White,
Black
Cotton
Cambric(Plain)
Block Print
Rayon
Screen
Print
Rs 1099
3/4th
sleeve
Long kurti
Cotton
(Cambric)
churidar
Cambric
Ch. 3
28
MARKETING PLAN
PROJECT INSPIRATION
Ardhanarishvara
Ardhanarishvara... is a powerful
concept. According to ancient Hindu scriptures a
human being is complete within himself. He has
the powers, the forces to fulfill his own needs...
spiritually, only if he awakens them.
Everything else is temporary and shall fall away
except your relationship with yourself.
Shakti (feminine raging power) and Shiv
(masculine dormant power) both reside within us
and when our Shakti is awakened, also called
KUNDALINI AWAKENING then it rushes up
opening all our 7 chakras (energy centers in our
body) depicted as lotuses by seers and artists
along our spine..... to meet Shiv and when that
explosion happens we are in a state of inexplicable bliss, enlightened holders of many
divine powers. Kundalini awakening is only initiated by an authentic Guru.
And this concept exists in other cultures as well.
http://allpoetry.com/poem/9531907-Ardhnarishwar...__half_man__half_woman_-by-Deepika_Chand
1. CONCEPT NOTE : Cultsion (Culture + Fusion), (Juhi)
As Ardhnareshwar is the mix of God Shiv and Goddess Parvati, I’ve come up with a
new word that is Cultsion, (Culture + Fusion) which shows modern Indian women
who is globalized, independent and more fashionable and stylish today. Today’s
women are performing many duties at the same time and that is why she needs a dress
which provides her a full comfort and style everywhere. Keeping this in mind I have
made this collection which is a tribute to Indian women who has come across a long
way to achieve this status. She proudly holds on to traditions but not the subordinate
status in society anymore.
2. CONCEPT NOTE: JUXTAPOSED (Nisha)
Ch. 3
29
It means placing things side by side, in designing it is done to bring out a specific quality
of creating an effective patterns particularly when two contrasting or opposite elements
are used. Who sees it attention is drawn to the similarities or difference between
elements it is more often to concept or imagery.
3. CONCEPT NOTE: REVOLUTION (Puja)
Ardhnareshwar is a composite androgynous form of the Hindu god Shiva and his consort
Parvati. Ardhnareshwar is depicted as half male and half female, spit down the middle.
IT IS BEST EXAMPLE OF MEN & WOMEN EQUALITY.
My theme is Revolution which means a total change and here it is related to women
empowerment; a total change in outlook of women’s condition in our country. As we all
know nowadays scenario, how women power in India is emerging for their rights. So my
concept is to show this though their garments. And this is how I relate Ardhnareshwara
to revolution.
4. CONCEPT NOTE- EQUALITY (Praneeth)
Wo-men’s are the main seeds for creation of in this world. As per the rules and customs,
feminine dominated by males. And still many of them are in same path and in same way
of thinking as women’s are home maids. My inspiration Ardhnarishwar strongly defends
to B.C concept and makes clear women’s are no lesser than men. Lord Siva’s half of the
body is mix of Parvati.
Women are no lesser than men.


The left side is the location of the heart and is associated with feminine
characteristics like intuition and creativity.
While the right is associated with the brain and masculine traits – logic, velour
and systematic thought.
5. CONCEPT NOTE: BOHOGYNY (Naina)
Fusion of formal-modern - boyish- ethnic. It’s based on my philosophy of BOHOGYNYandrogynous mixed with tribal boho element. Ardhnareshwar my inspiration, talks of the
balance between the strong and the feeble man and woman. Its an androgynous look
with shirt kurtas, plackets and simple necklines. Boho look created by Phulkari inspired
prints.
Ch. 3
30
PROMOTION
Product promotions are designed to increase sales of a product of service.
A sales promotion entails the features – via advertising and/or a discounted price
Advertising can be done through:
1. Print Media – (a) Newspapers
(b) Magazines
(c) Pamphlets
(d) Posters
(e) Flex / Banners
(f) Hoardings
2. Electronic Media – (a) TV
(b) Radio
(c) Internet
3. Other – (a) through active wears (e.g. promotional T-shirts)
(b) Through door to door campaigns
(c) Through promotional booths in high populated areas or in malls.
Other method is through giving discounted prices or giving something free on purchase
of a product.
OUR SUGGESTION:
For W’s product we think best way for promotion is through advertising in Women
journal:
For e.g. full page advertisements in FEMINA with some exciting punch line or very
attractive presentation of new collection.
The picture in itself could be done in so effective way that it can narrate a story about the
collection.
Also Femina reaches maximum number of a woman who is target market (customers) for
the W brand.
Ch. 3
31
PLACEMENTS Placement of a product is a key to its successful promotion. And also placement of key
product helps in promotion or selling of other products in a store.
For our new collection for the brand W. Placement of bulk should be in center with mixed
spaces for hanging and shelves. Wallpapers, hangers, stand, shelves and flooring of that
portion should be in complete sync to our theme. Visiting customers can feel in that
period of time we are associating our goods to with all modernized living.
Besides this; a range of our products should also be kept in window display clearly
depicting the mood and best craftsmanship.
SOURCING DETAILS OF THE GROUP
SOURCE
CONTACT PERSON
PLACE
PHONE NO.
Maa Padmavati Fabric
Subhash Jain
Old Seelampur
9891156210
Sanmati Traders
Dinesh Jain
Old Seelampur
9313920128
Shree Jee Prints
Anil Jain
Old Seelampur
9350854287
Rajat Traders
Rajeev Anand
Old Seelampur
9810565511
Akash Enterprises
Devender Gupta
Old Seelampur
9211011000
Vanshika fancy lace
Ashok jain
Shanti mohalla
9211118909
9891800909
Goel textures
Setu and Anuj
Shanti mohalla
9999740007
9711251735
Jai mata di lace house
Lovely khanna
Shanti mohalla
9250022536
Panchi international
Satenderjain
Shanti mohalla
9312441887
Ch. 3
32
COLOR PALETTE: (GROUP)
Pantone 17-1350 TPX
Pantone 19-3925 TCX
Pantone 17-5430 TCX
Pantone 18-1658 TCX
PRIME COST
PRIME COST
S.No. COST TYPES
PRODUCTS
KURTI & CHURIDAAR
1
fabric cost per unit
300
2
CMTP
70
3
Other direct cost
15
4
estimated COGS per
unit
385
5
(Retail margin (in Rs.)
1605
Fabric cost is Rs.60 per meter
Fabric consumption is 5 meter
And MRP is Rs. 1990
REFLECTION
REFLECTION (PUJA)
Specific tasks were shared out amongst members of my team. And there were certain
things that everybody has to do for their selected themes. Although it had also resulted
Ch. 3
33
in tensed reactions and feeling of inequality in distribution of tasks, but it had taught a lot
of things about difficulties in working in group like conflict of thought, work distribution,
interdependence. At the same time it also taught about the fun, enjoyment, time
management, duties, working in time limits, thinking about convenience of each member
etc. It was also a great experience to work on my share of work. Collecting data about
different companies seemed easy in starting but as I started research work, I came to
know how difficult it is. No information was available in the form I required; so I have to
write one thing in different ways several times to search one point. And likewise it took a
lot of labor to complete my share of work of ‘competitor analysis.’
It had made me understand the importance of leadership in a group for successful
completion of any work. Also every member of a group must understand his
responsibility and must work according to requirement of group’s interest and never
bring one’s own interest above all. Working in group also makes a task very easy, quick,
near to complete analysis of a topic (as different view and different angle of thinking is
involved due to no. of brains involved).
REFLECTION (PRANEETH)

It’s a competitive assignment to know the real marketing skills through design
skills.

Business awareness to find out where and what the product to be placed and
design priority skills through region.

Good commercial learning, working as per budget to know manufacturing and
production viability.

Working as team member with a group of multi- sense talent bud designer is a
great learning.

Learning – work under what you like and as per your style. Then it’s easier to
generate ideas of same level. To make work easier and fun of design
environment.
Ch. 3
34
Reference: Nisha (customer analysis)
http://www.anokhi.com/museum/exhibitions.html
http://www.thehindubusinessline.com/search/simple.do? search=simple&includeSectionId
http://www.couponcodes4u.com/couponsdiscounts/Anokhi/0
http://www.indiamart.com/company/3549178/
http://www.fibre2fashion.com/industry-article/textile-industry-articles/
http://www.scribd.com/doc/38081076/FAB-INDIA
http://www.slideshare.net/nikitasanghvi
http://www.fabindia.com/company/
http://www.statmyweb.com/s/biba-apparel-india
ANNEXURES
Ardhnarishwar
It has both positive and negative quality.his positive aspect, Shiva is described as the pure
one (shviam), who sanctifies everything He touches.who is full of compassion, love and
grace, the master of all sounds and arts and protector of the weak and the meak. He has
unbounded love for his family.On negative side He is described as the Lord of the death,
terror and destruction, who unleashes his fierce nature upon those who follow the evil
ways.
Masculinity is associated with strength and femininity with weakness. These
characteristics include but are not limited to: gentle and firm, humble and bold,
Ch. 3
35
cooperative and competitive, emotional and rational, flexible and unwavering, nurturing
and playful, soft-spoken and assertive.








Truth needs both approaches
Ration and intuition
Thought and emotion
SUN AND MOON
INTROSPECTION AND ACTION
SHIVA, male Solar, RATIONAL
Shakti female, lunar, emotional
The lotus,
Symbolize purity and beauty as individual consciousness it grows in the mud of life, but
remain unstained by it.
The staff Is used to control the elephant of intellect, which can be overly independent
moving in its own intoxication of knowledge.




The tiger skin--- represent the conquered mind
The mudra- As formed by one hand of Shiva grants fearlessness
The snakes—are the tamed passion
Trishul the trident - symbolize the balance of the forces of creation, preservation
and destruction as well as those three aspects of consciousness, Cognition,
conation and affection
http://www.indiangiftsportal.com/product_info.
ANDROGYNY
While the Renaissance phrase Every painter paints himself uses the masculine to denote
both genders, as the English of my youth did too, the artists themselves were under no
delusion that their male minds would be sufficient to become like God (see The Divine
Artist). They needed a feminine side too (or a masculine one in the case of female artists)
because a mind reflecting the cosmos – whether God’s or a visual poet’s – contains both
genders as any reasonable thinker since Plato would have known. This is important to
grasp because the patriarchal norms of everyday life in the Renaissance, of particular
interest to feminist art historians, were markedly different from the intellectual concepts
so important to mystical thought.
Although some historians believe that Marsilio Ficino, the Florentine mystic and
translator of Plato's writings, rediscovered the subject of androgyny in the late fifteenth
Ch. 3
36
century,1 it had always been present in one form or another, including among the
Christian mystics of the Middle Ages. Caroline Walker Bynum has shown, for example,
how large numbers of devout people described and thought of Jesus as Mother. Indeed,
even more surprisingly, “authors [in the medieval period] found it far easier than we
seem to find it to apply characteristics stereotyped as male or female to the opposite
sex.”
Although artists from the Enlightenment onwards may not have been as religious as their
earlier colleagues, many remained spiritually inclined, even mystically inclined, and
continued to present their psychic life as androgynous. In the nineteenth century artists
like Edouard Manet, a man not easily linked to mysticism or esotericism, demonstrated
with startling clarity that their minds (or at least the mind they imagined) was
androgynous, a position which by the twentieth century was receiving outside support
from discoveries in analytical psychology.
Created by combining the Greek words Andros (man) Gyn(Woman). Androgyny describes
the blending of male and female characteristics within a single individual. It’s generally
understood today to be a psychological bending between a strong women and a soft
man.
1. Janusz. Walek, “The Czartoryski Portrait of a Youth by Raphael”, Artibus et
Historiae 12, 1991, p. 219
2. Caroline Walker Bynum, Jesus as Mother: Studies in the Spirituality of the
High Middle Ages (Berkeley: University of California Press) 1982, p. 162
ANDROGYNY IN THE WEST
This is for the Bold & Strong Women. Androgynous Fashion is very edgy, strong and chic!
It is
one
of
the
Ch. 3
37
most upcoming styles in today's time. The " Masculine Pretty" seems like the new "IT"
fashion.
http://3.bp.blogspot.com/-aJhhf5


http://3.bp.blogspot.com/- andrcate_blanchett_suit_164064640_large.jpg
http://2.bp.blogspot.com/-waW
Various celebrities are now seen in androgynous clothing:
Rachel bilson
Rihanna
Ch. 3


38
http://3.bp.blogspot.com/http://2.bp.blogspot.com/-4-bc3p-Rihanna in a Suit /
Anne Hathaway at the
Oscars
http://2.bp.blogspot.com/-4-bc3p- Stefani
1253583280.jpg
http://2.bp.blogspot.com/ _suit-
Its truly said very few girls can carry of this look,i absolutely love this style and this
would definitely be my interpretation of androgyny:
My Perfect Outfit is Striped Shirt (Black& White) with a pink bow tie, Skinny Jeans (Black)
with Tan Brogues & a tan bow bag :)
Accessories: A Hat & Shades (To help you from the scorching heat & also putting in a fun
element in your outfit: D) and a Bling on your fingers to make it all perfect!
ROCK THE ANDROGYNOUS LOOK
With the androgynous look re-emerging as a fashion trend this season, Neha Mathrani shows you how to
fuse the look with some feminine touches.
CURVE SWERVE
The androgynous trend is all about subtlety. While most women’s fashion trends tend to be about
emphasizing your femininity, this trend is about creating a silhouette that is neither overtly masculine nor
overtly feminine.
Emphasizing your curves is out and creating mystery is in. Wearing well-tailored trousers with a soft pink or
floral top tucked in at the waist or pairing a high-waist skirt with a structured blazer are great ways to blur
Ch. 3
39
the lines between masculine and feminine.
Jacket racket
An easy way to get on board with this trend is to throw a great jacket over your outfit. Be it trousers, dresses
or skirts, a jacket will add a certain, indefinable dandy edge to your curves. Oversized jackets, lavish coats,
double breasted blazers, pea coats or fitted tuxedo jackets all lend a slight dapper and utilitarian allure to
your feminine staples.
Try ties
Ties are the quintessential male accessories. Adding a colorful tie or bow tie to a pantsuit or skirt and shirt
outfit in a muted palette is a nice finishing touch, jazzing it up. Dresses incorporating tie-like detailing are
another fun on-trend choice.
Shine-on in neon
To keep the androgynous look in the vicinity of fresh and feminine, inject some vibrancy into your outfits
with pops of neon; fluorescent yellows, bright oranges, electric blues, eye-catching pinks and vibrant
purples.
ANNEXURES
International Environment:
1. According to WTO, World T&C(Textile & Clothing) exports grew by 14.6% from USD 525 billion in
2009 to USD 602 billion in 2012.
 World textile exports grew by 19.5%, from USD 210 billion in 2009 to USD 251 billion in 2012.
 World clothing exports grew by 11.4%, from USD 315 billion in 2009 to USD 351 billion in
2012.
Foreign Trade Policy 2009-14






Additional benefit of 2% bonus, over and above the existing benefits of
5% / 2% under Focus Product Scheme, allowed for about 135 existing products.
256 new products added under FPS (at 8 digit level), which shall be
entitled for benefits @ 2% of FOB value of exports to all markets.
Tea and CSNL Cardinol included for benefits under VKGUY @ 5% of FOB
value of exports.
Zero duty EPCG scheme, introduced in August 2009 and valid for only two
years upto 31.3.2011, has been extended by one more year till 31.3.2012.
Duty Entitlement Passbook (DEPB) scheme has been extended beyond
31.12.2010 till 30.06.2011.
Concessional Export Credit: Interest subvention of 2% for pre-shipment
Ch. 3






40
credit for export sectors namely, Handloom, Handicraft, Carpet and SMEs for
all export sectors.
Exporters shall now have the flexibility to get a high value EPCG
authorisation by filing their EPCG application on Annual basis.
Clarification on the availability of 4% SAD refund benefit.
Facility of a data preparation module for Advance Authorization and
Export Promotion Capital Good (EPCG) has been provided on an offline mode.
Finished Leather export shall be entitled for Duty Credit Scrip @ 2%
under FPS.
Duty free import of specified trimmings, embellishments etc. shall be
available on Handloom made-ups exports @ 5% of FOB value of exports.
Readymade Garment sector granted enhanced support under MLFPS for a
period of further 6 months
Political
1. India scores on- raw material availability & labor.
India lacks on – limited diversification of export market.
Low productivity of labour.
Adequate investment.
State of the art weaving and processing facilities.
Machinery limit.
2. India textile industry currently generates employment to more than 35 million people.
3. India earns about 27% of its total foreign exchange through textile exports.
4. India ranks fifth among the top 30 emerging markets for retail.
5. Technical textile industry size to be around Rs 640 billion in 2010-11.
6. Government. has announced a package of Rs 3884 Cr for waiver of loans on handloom weaves and
their corporate societies.
7. Rs 500 Cr pilot scheme announced for promotion of Geo-textile in North Eastern Region.
8. Rising home disposal expenses on textile which stood up to Rs 75 billion in 2010-11.
9. Apparel export to increase to $ 12.6 billion in PY 2011 which is 14% higher than the year 2010, but
CY 2012, export will be flat due to subdued demand in the key export market and correction in raw
material pricing.
10. Exporter should look at new market in order to reduce dependency on US & Europe which one
battling economic slowdown.
11. Decreasing profit due to rise in cost of raw material.
12. Indian textile & apparel as an export category has outperformed several large textile producers of
past including Germany, Italy, USA, Turkey, etc.
13. Ladies Dresses register growth in US, but down in India:
 With US $ 2,270.95 million worth of imports by the US in the first five months, ladies dresses were
the third largest the biggest product category imported into the US. The volumes too are huge and in
the period under review the US imported 25,731,744 dozen dresses from different manufacturing
locations around the world. The category saw 10% growth in value from the same period last year,
Ch. 3
41
with increase of 7.05% in volumes.
 India has not shown any worthwhile gains in the first five months of 2012 and even in its key product
– ladies dresses, downfall in volumes is disappointing. The total exports of dresses during the period
were 2,485,440 dozens worth US $ 219.60 million. The category saw decline of (-) 1.43% in value,
while volumes saw decline of (-) 10.65% against the same period last year.
 China however registered positive growth in ladies dresses category both in value and volume terms
during the first five months of this year. In value terms, the export of dresses from the country was
worth US $ 1,122.35 million with volumes of 11,915,963 dozens. The product saw double digit
growth in values of 10.78% while the volumes were up 13.34%.
14. Nightwear continues to see upward movement for India:
 A niche category of imports for the US, nightwear registered a marginal decline of (-) 0.98% in
value from the same period last year. In volume terms there was a marginal growth in imports
during the first five months of 2012 of 0.08% from the same period last year, total imports in
the category was of 14,602,044 dozens, worth US $ 613.13 million.
 For Bangladesh, nightwear is not a major category with total exports from the country of just
683,689 dozens, worth US $ 18.37 million in the first five months. The category, however, saw
2.34% growth in value and 14.85% growth in volumes.
 For India, nightwear has always been a growth category and many exporters in the north have
thrived on this category with Tirupur picking up the trend in recent times. During the period
under review, India exported US $ 32.30 million worth of nightwear with 13.44% growth in
value, volumes increased sustainability by 26.44%.
 (Source: Apparel Online India, Aug 16-31, 2012, pp 47).
15. Implementation of National Floor Level Minimum Wage:
On the basis of increase in the Consumer Price Index(Industrial Worker), the Central Government has
been revising the NFLMW from time to time. The NFLMW, which was Rs 80 w.e.f. 01 September 2007
and Rs 100 effective 01 November 2009, was raised on -1 April 2011 to Rs 115.
16. Indian organic textile exports are expected to rise by 50% to about Rs 1500 crores in 2012-13 with
the introduction of a new national certification standard, according to agricultural and Processed
Foods Export development Authority (APEDA). ( Source: Dealers for you inside Fashion, Vol.12, No. 7,
pp 64).
Economic
1. Zero duty EPCG scheme could be availed if the benefits of TUFS already availed are surrendered/
refunded with applicable interest.
2. If the applicants, who would have availed benefits of status holder incentive scrip (SHIS), surrender
SHIS benefit subsequently with applicable interest to the concerned RA, they have been & made
eligible to avail zero duty EPCG scheme.
3. 3 new sectors, namely, carpet, coir & jute, have been added to the existing list of sectors for which
the conditions of maintenance of average level of exports is not applicable under the EPCG scheme,
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as these labour intensive industries are finding it difficult to maintain such average export
obligations.
4. SHIS scrips holders will now be eligible to import components and spares of capital goods imported
earlier within a ceiling of 10% of the value of the scrip.
5. No requirement of transfer release advise.
6. DGFT has launched an extremely challenging and significant EDI initiative, ‘E-BRC’, which would
herald electronic transmission of foreign exchange realization from the respective banks to the
DGFT’s server on a daily basis, facilitating early settlement and release of FTP incentives/
entitlements. Exporters will now not be required to make any request to bank for issuance of bank
export and realization certificate(BRC).
7. The facility of duty free imports of embellishments currently available against export of handloom,
cotton and polyster made- ups has been extended to the export of synthetic made- ups.
8. Extension of 2% interest rate subvention to readymade garment sector till 31 March 2013.
9. Extension to the 2% MLFPS on export to the US & the EU till March 2013 in respect of items falling in
chapter 61 & chapter 62.
10. The industry provides direct employment to over 35 million people and is the second largest
provider of employment after agriculture.
11. Shirts, trousers, sarees, salwaar, kameez, jeans & T- shirt contributed more than 60% in RMG
Market.
12. New Order of polyester garment is diverted to India from China.
13. The global fiber demand is more of the synthetics whereas Indian manufacturing is more geared up
for manufacturing and processing cotton based products.
14. The total Indian consumption of textiles and apparel is estimated at ~US$ 57 billion, out of which
apparel retail contributes to ~ US$ 40 billion, technical textiles contributes ~ US$ 13 billion and home
textiles contributes ~ US$ 4 billion. The market has grown at a yearly growth rate of 13% over last 5
years.
15. The total exports from India have increased by 9.8 per cent in February 2012 over the same month
of the previous fiscal, crossing over US$ 300 billion. Expecting a rise in volume of exports in this fiscal
year.
16. The Indian textile industry contributes about 14 per cent to industrial production, 4 per cent to the
countrys gross domestic product (GDP) and 17 per cent to the country’s export earnings.
Socio- Cultural
1. Globally, almost a quarter (24 per cent) of companies has already fully adopted mobile workstyles.
2. Prohibition of child & forced labor: Manufacturers of Sewn Products should not use forced labor or
any labour less than 14 years of age.
3. There are various social standards that have been developed by the international organizations such
as Fair Labour Association (FLA), Council on Economic Priorities Accreditation Agency (CEPAA),
Business for Social Responsibility (BSR), Ethical Trading Initiative (ETI), and Worldwide Responsible
Apparel production (WRAP).
4. It is estimated that the Indian domestic consumption will become ~US $ 100 billion by 2016 growing
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at an overall annual rate of 12%.
5. Prohibition of discrimination: Manufacturers of Sewn Products should employ, pay, promote, and
terminate workers on the basis of their ability to do the job, rather than on the basis of personal
characteristics or beliefs.
6. India will be adding ~ 14 mn people per year to its labor pool. Going forward, as this young
population enters the Indian workforce there will be increased demand for work wear including
formal clothing as well.
7. Increased participation of women in workforce has led to their financial independence. There is a
direct increase in spending on corporate clothing, casual wear and party wear.
8. Increasing disposable incomes, expansion of stores and supporting economic factors will lead to
higher sales in apparel.
9. Better purchasing power in the hands, access to fashion trends outside the country, and the superior
quality of fabrics available in the fashion market.
10. India youth population below 25 years is approx 50%. As this young population enters the Indian
workforce there will be increased demand for work wear including formal clothing as well.
11. Urbanization- 70% of the new employment being generated in urban areas.
12. As a result of brand consciousness, India is witnessing a change in lifestyle resulting in increased
demand for western wear clothing & home furnishing.
13. On the basis of increase in the Consumer Price Index(Industrial Worker) The NFLMW(National floor
level minimum wages), which was Rs 80 w.e.f. 01 September 2007 and Rs 100 effective 01 November
2009, was raised on -1 April 2011 to Rs 115.
14. Organizations must provide employees with the adequate working conditions and comply with all
applicable worker safety laws and regulations.
15. Plus size clothing market is growing bigger in India : According to management consultancy
Technopak, the plus size market in India, is almost worth Rs 11,000 crores and is on an upward
trajectory with an estimated growth rate of 25 percent per annum. Retailers and brand like
Revolution, ALL by Pantaloons, Biba, Gia by Westside, Mustard and Royal Classic Polo took fashion to
a new level by introducing a different segment for plus size apparel. PLUSS, X’MEX, Geetus and Just
Your Size are offering plus- size merchandise and opening separate outlets for extra- large clothes
with constantly adding more sizes and designs. Currently, plus size clothing has a share of 0.15
percent of the total Indian Apparel market. ( Source: Dealers for you inside Fashion, Vol.12, No.7, pp
10).
16. Parameters of Social Compliance
Working Hours - Companies shall maintain employee working hours compliant with national laws and
do not exceed 48 hours regular as well as 12 hours overtime.
Forced Labor - The use of forced labor is not acceptable. Organisations are not allowed to use forced
or involuntary labor either directly or indirectly.
Employment practices – These practices promote personal and professional employee development,
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diversity at all levels and empowerment. So, organisations shall respect their employees.
Wages & Benefits – Companies shall provide their employees with the minimum level of wages,
overtime compensation and other benefits required by law and as per industry standards.
Equality – Organisations should not discriminate employees on the basis of physical characteristics,
beliefs and cultural characteristics. All the terms and conditions of employment should be based on
an individual’s ability to do the job.
Environmental laws - Organisations shall comply with all applicable environmental laws and
regulations, which also include the regulations related to handling, recycling, and disposal of
hazardous materials.
Human Rights - Employees must not be exposed to physical punishment, threats of physical, sexual,
psychological or verbal harassment or any kind of maltreatment.
Working Conditions - Organisations must provide employees with the adequate working conditions
and comply with all applicable worker safety laws and regulations.
Child Labor - It is the most important parameter considered for social compliance today. No person
shall be employed less than the legal minimum age of 14 years for working in any circumstances.
Also, the children under the age of 18 must not be employed in hazardous work, night shifts work,
and should be allowed more breaks than adults.
Technological
1. Demand increasing in spinning machines, textile finishing, embroidery and garment industry.
2. Higher density planting System (HDPS) t increase cotton production.
3. The Technology Upgradation Fund Scheme (TUFS) is the flagship Scheme of the Ministry of Textiles
which was launched on April 1, 1999.
4. Scheme for Integrated Textile Parks (SITP)- The Scheme was introduced to neutralize the
weakness of fragmentation in the various sub segments of textile value chain and unavailability of
quality infrastructure.
The primary objective of the SITP is to provide the industry with world-class infrastructure facilities
for setting up their textile units to facilitate textile units to meet international environmental and
social standards.
5. Integrated Skill Development Scheme (ISDS)-Integrated Skill Development Scheme was launched
by the Ministry of Textiles to train candidates according to the industry needs, provide professionals
skills in multiple fields in textiles, and provide knowledge to the working professionals on the
developments in the industry. ISDS aims to train over 27 Lacs people within the next 5 years. The
scheme would cover all the sub sectors of the textile sector such as textile and apparel, handlooms,
jute and sericulture.
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6. Technology Mission of Technical Textiles (TMTT)-Government has launched TMTT with two mini
missions for a period of five years (from 2010-11 to 2014-15). The aim of TMTT is to address the
issues like lack of basic infrastructure in terms of testing facilities, lack of market development
support, skilled manpower, lack of R & D, absence of regulatory measures, absence of specifications
and standards for technical textiles etc. The total fund outlay for TMTT is Rs 200 Crores. Mini Mission
I of TMTT is aimed at Standardization, creating common testing facilities with national international
accreditation, indigenous development of prototypes and resource center with IT infrastructure,
incubation centre by establishing four new Centers of Excellence (COEs) and upgradation of existing
four COEs.
Mini Mission II of TMTT is to provide support under 6 components, i.e.,
a. Support for business start-up;
b. Providing fund support for organizing workshops;
c. Social compliance through standardization, regulatory measures;
d. Market development Support for marketing support to bulk and institutional buyers;
e. Market development Support for export sales and
f. Contract Research and Development through IITs/TRAs/Textile Institutes.
7. Development of Mega Cluter – is to enhance the competitiveness of the power loom clusters,
Handloom clusters & Handicraft clusters, in terms of increased productivity by higher unit value
realization of the products.
8. Asia Calculator, a cutting edge web service dedicated to international Importers working with Asia,
allows international Buyers to (a) get easily and instantly full import costing (freight + duties) online;
(b) invite their current freight forwarders to connect for free, and manage freight quotes online; (c)
compare freight costs and connect with new freight forwarders; (d) get applicable custom duties
instantly; and (e) manage securely import costing files within their company, including stats and
access rights setting.( Attire World, May 2012, pp 39)
9. INVISTA has launched its COOLMAX fabric brand in India, this fabric is a unique performance fabric
that moves moisture away from the body whilst enhances fabric drying rate, thus keeping the wearer
feeling cool and dry.( Apparel Online India, Aug 16-31, 2012,pp 42).
COMPETITORS ANALYSIS
FABINDIA:
PRODUCTS & THEIR PRICES
Their product range includes garments, home furnishing, home linen, accessories,
personal products, floor coverings, organics etc.
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But AS here we are mainly concerned with women wear garments and accessories. We
are discussing the price of women wear.
1. Kurtis and Kurtas – Rs.690 to Rs. 2990
2. Tops and shirts – Rs. 360 to Rs. 1790
3. Dresses – Rs. 560 to Rs. 1890
4. Dupattas, stoles and shawls – Rs. 690 to Rs. 2190 (shawls)
5. Salwar and Churidar – Rs. 390 to Rs. 1190
6. Sarees – Rs. 1190 to Rs.5290
7. Pants and capris – Rs. 690 to Rs. 1160
8. Skirts – Rs. 990 to Rs. 1490
9. Bags and Jewellery – Rs. 150 to Rs. 1690
PLACE:
Its stores are located in all major cities of India. They have 168 stores in 5 countries and
73 cities. Besides India they are in Italy, Mauritius, UAE and Nepal.
Also its products can be bought online.
PROMOTION:
1. They promote their product through advertising in magazines.
2. They do special promotion programs like providing discount coupons for
different credit card purchasers, hotel guests and online customers.
3. Also they have seasonal discount schemes.
BIBA
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PRODUCTS AND PRICES:
1. Top – Rs. 599 to Rs 899
2. Kurti and Kurta – Rs. 699 to Rs. 1199
3. Salwar suit and Kurta churidar with dupatta – Rs. 1999 to Rs. 2999
PLACE:
They have outlets in few major cities of India.
They are selling their product more through internet.
PROMOTION:
They do promotions through advertising in women journals, casting renowned models.
GLOBAL DESI
PRODUCTS AND PRICES
1. Kurta – Rs. 509 to Rs. 1356
2. Tops and Tunic – Rs. 599 to Rs. 1196
PLACE:
Their stores are available in all major cities of India. They are in 19 cities of India.
Also their products can be bought online.
PROMOTION:
They do promotions through advertising in women journals.
Also through various social activities like recently their collection was based on
paintings made by poor kids.
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ANOKHI
PRODUCTS AND PRICES
1. Stoles and shawls – Rs. 899 to Rs, 3499
2. Kurtis – Rs. 1299 to Rs. 2699
3. Tops and Tunic – Rs. 699 to Rs. 2099
4. Dresses – Rs. 999 to Rs. 2999
5. Salwar kameez dupatta set – Rs. 1999 to Rs. 3599
PLACE:
Their stores are in 14 cities of India.
Also they are in other parts of the world like UK, USA, Australia,
Mauritius, Italy, Japan etc.
PROMOTION:
Seasonal discounts in festive seasons.
MELANGE:
It is an ethnic wear brand for men and women from Lifestyle. Here we are doing research
work for women wear.
PRODUCTS AND PRICES:
1. Tops – Rs. 485 to Rs 1735
2. Denims or Capri Rs. 999 to Rs. 2199
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3. Kurtis – RS. 889 to Rs. 3265
4. Patialas or leggings Rs. 499 to Rs.685
5. Salwar kurta and duppat set Rs. 1635 to Rs. 5429
PLACE:
Melange collection is available at Lifestyle stores, which are in all major cities of India.
Online is also an option where its collection is available at their site and at other online
stores.
PROMOTION:
In women journals and media they promote their brand through models and actresses,
like recently Deepika Padukone has done photo shoot for them. Also they give various
promotional discounts.
Jean Paul Gaultier F/W 2012
womenswear
For his F/W 2012 womenswear collection, French fashion designer Jean Paul
Gaultier hits the street, and gets inspired by graffitis and spray-painted letters that
decorate the strong and powerful looks displayed on the Parisian runway. The streetinspired collection also meets an androgynous and masculine twist, as displayed by
the strict looks that come straight from men's wardrobe. Black is the main color of the
whole collection, mixed with neon shades, especially for accessories, details and graffiti
inspired prints, while metallic dazzles define a bold and strong silhouette.
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BIBLIOGRAPHY
WEBSITES
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JOURNAL
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