PROJECT REPORT ON BRAND LAUNCH OF

submitted by:
ANUSHKA AGARWAL MANISHA BATAR NOOR BHATIA SOURABH DAS

ACKNOWLEDGEMENT
Completion of any project depends upon the cooperation, co-ordination and combined efforts of several resources of knowledge, energy and time. We hereby take an opportunity to express our sincere thanks to all those who guided us and who have directly or indirectly helped us complete this project. We thereby take this opportunity to express our gratitude to our teachers; Mrs Anuradha Debnath, Mr Rahul Jain, Mr Tarun Panwar, Mrs Sharmila Katre, Mr Gaurav Tulsi, Mr Ramesh Tahiliani and Mr NP Sharma for their valuable suggestions and support in helping this business take shape.

AIM
The aim of this project is to identify a need gap in the market and launch a brand, keeping in mind all the management and marketing aspects along with studying its supply chain and fashion value chain.

TABLE OF CONTENTS S.NO. TOPIC 1. CHAPTER 1

1.1 1.2 2. 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 Introduction Idea generation ( NEED GAP) Articulation of idea

PAGE NO. 7 7 9
10 10 12 15 19 22 25 27 37 43 45 50 52

CHAPTER 2
Idea & business opportunity Market size & potential 5 question model PEST analysis swot analysis 5 forces Competitor analysis- fabindia Supply chain & distribution channel of fabindia CRM-fabindia STRATEGIES adopted by fabindia Global competitor analysis Perceptual mapping

3. 3.1 3.2 3.3 3.4 3.5 3.6 3.7

CHAPTER 3
Company overview & strategy Mission Statement Goals & Objectives Relevant skills and expertise of management team Resources required company strategy Segmentation Consumer analysis Dilo Consumer insights Market research- graphs Target customer

53 53 53 55 56 57 58 59

3.8

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4. 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11

CHAPTER 4
LOGO, BRAND NAME

69 69 70 72 75 77 79 81 83 86 87 88 88 90 95 96 97 98 98 98

Brand identity Value preposition Brand prism Brand positioning Brand audit Converting product into brand USP Organisational structure Flow chart Production process Indicative product trend, range & portfolio
COSTING FOR FABINDIA MERCHANDISE COSTING FOR GRASS ROOTS MERCHANDISE PRODUCT PORTFOLIO INTENDED PRICE RANGE PRICING OBJECTIVE PRICING STRATEGY PROMOTIONAL PRICING PRICING OF GRASSROOTS MERCHANDISE

5.

CHAPTER 5
Financials & initial investments

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5.1 5.2 5.3 5.4 5.5

5.6

5 year plans- EBO & MBO Rental per square feet of fabindia Sales per square feet of fabindia Rental per square feet of grassroots Sales per square feet of grassroots 3 scenariosPessimistic, conservative & optimistic Initial investment for grassroots 3 scenariosPessimistic, conservative & optimistic CHAPTER 6 References CHAPTER 7 Annexures

100 88 89

6. 7.

92 95

EXECUTIVE SUMMARY
grassROOTS is an indo-western brand that has been initiated with the concept of blending Indian and western cultures together and provide that unique mix to the customers. This report will give detailed information about how the brand will be conceptualised. Well established competitors locally and globally have been identified and a intensive research has been done to identify the points of parity and points of difference with respect to grassroots. The five year decisions for grassROOTS has been taken. The target customer has been identified through questionnaires, DILOs and customer insights. Project management skills and other managerial tools have been effectively used to launch the brand grassROOTSweaving the tradition successfully.

1.CHAPTER 1
INTRODUCTION 1.1 IDEA GENERATION

The following steps have been taken to launch a new product in the market:-

Idea generation- Ethnic wear was one of the topics on which the brand launch was to be done. Idea screening from ethnic wear the concept changed to create a blend of Indian and the western culture which fused into becoming indo-western wear for women. Developing a business proposal grassroots, weaving the tradition is the name and tagline decided for the above concept. The product depth would include jodhpuri pants, skirts with traditional motifs, shirts, kurti, dresses and would have a lot more to offer.

Testing the product The product testing for grassroots will be done primarily in colleges during the time of fests, functions and melas. The product will also be seen at various fashion weeks at fashion colleges to test its demand. The launch of the brand is due for Spring Summer 2012.

Commercialization The brand will have exclusive stores at five popular shopping locations in Delhi and will also be seen at several MBOs. Launch of grassroots is certain to be around march- April when the new summer collection is seen in the markets.

Customer analysis Customer analysis for grassroots will be determined through questionnaires, DILO, customer insights and market research.

NEED GAP

Due to the slow shift in consumer adoption of Western apparel, gaining market share in the womens wear segment has posed a challenge for international apparel brands and retailers (Batra and Niehm, 2009). Indian ethnic garments and garments mixing ethnic and western
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styling dominate the ready-to-wear market for Indian women. International retail firms in this sector face competition from numerous local designers, and to be successful they need to offer a culturally relevant product that is connected with Indian tradition. (http://www.udel.edu/fiber/issue4/world/indianconsumer.html) Indian consumers present a tremendous market opportunity for international retailers, but along with this opportunity comes the challenge of understanding cultural nuances and strong links to tradition that are unique to this consumer. Success of international apparel brands in India may lie at the heart of adaptation and cultural authentication of western style so that they resonate on an emotional level with the Indian consumer. (http://www.udel.edu/fiber/issue4/world/indianconsumer.html) Ethnic wear has registered a change with time and is now leaning towards fashion-mix or fusion, with much more emphasis on the Indian aspect. Consumers today demand a traditional yet contemporary look for their ensembles. The products have in turn adopted this theory to give out fresh designs and prints to the closet. Brands have understood this proposition to their benefit and are dressing up the consumer with a varied array of product choices that combine Indo-western design sensibility (http://retail.franchiseindia.com/magazine/2008/november/Ethnicity-personified_22-25/)

Popular brands like fabindia, W, anokhi have fusion clothing but lack modern prints and variety.

Brands like desigual, have variety but lack popularity. Unorganised sector has variety but does not cater to the premium segment

1.2 ARTICULATION OF IDEA

In the present era of westernization, Indian women have become pretty conscious about their looks. With more and more women entering the workforce it has given a great impetus to the fashion industry. Modern woman of the 21st century doesn't want to lag behind in any field be it fashion. Everybody has the desire to look attractive, inviting attention from others. The latest trend that is boasting of its style is that of Indo-western fusion women wear which is classic and stylish just apt for the working women, young professionals and students.

The concept Indo-Western clothing is generated from the fusion of Indian and western fashion. It is the mix of both ethnic wear and western wear of women. The appearance of the garment would be ethnic yet contemporary. With increasing exposure of India to the Western world, the merging of women's clothing styles was inevitable. Hence came about the idea of grassroots- weaving the tradition, a brand which will provide a blend of both Indian and western culture. Indian prints in western styles, in various colours will be the collection available at the brand.

2. CHAPTER 2 2.1 BUSINESS OPPORTUNITY & MARKET ANALYSIS

ESTABLISHED IDEA

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The brand grassroots will be a new trendsetter. It will bridge the gap between Indian and western wear and would make a new mix that could be worn on both formal occasions like a diwali party, office and meetings and informal places like college , casual meetings with friends and birthdays etc. The prints and the silhouettes used, the combinations that will be given, the style that will be created will be very new and different from any other indowestern wear brand in the market.

BUSINESS OPPORTUNITY
Women indo-western fusion wear is a blending concept of western styling with essence of Indian culture. Designer Indo-western women outfits are selling like hot cakes in the market. It has become the fashion style of Indian working women. In fact, Indo-Western Lady Garments have gained popularity worldwide. Made up of rich brocades and vibrant rainbow colours it has cast magic on women. It consists of three major elements: Kurta, Trouser and a short Dupatta. http://www.indobase.com/fashion/women-fashion/apparels/indo-western/ Fashion is changing from time to time. Traditional outfits have been changed to Indo-western wear with variety of styles and looks. Indo-western is basically a fusion of Indian traditional outfits and western apparels. A marvellous collection of Indo-western range is in vogue now days. Formal salwar kameez has now taken totally different look with different necklines, hemlines, sleeve styles, cut styles, length with long slits and deep cuts. http://www.utsavsarees.com/salwar/indowesternsuits.htm

Indian ethnic attire is very much in demand and the market for it poised to grow. Organized players and designers can tap into a lot of opportunities by coming out with a fusion of basic, traditional yet modern styles. Brands can revive age-old prints and traditional/regional apparel further to meet the growing demand from both national and international clients http://www.just-style.com/market-research/womens-wear-market-forecast-to-

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2010_id66540.aspx) Womens ethnic wear has undergone a drastic transformation in the past few years. People have become more experimental and want a combination of both ethnic and western wear. This has led to a rise in fusion wear. More and more of western cuts and styles are getting introduced in Indian wear, opines Mahesh Mohnani, Director,Vasari. Perhaps what makes the segment click is that Indian wear makes a person look elegant and sophisticated.

While there are scores of women's western wear brands in the market, ethnic wear does not have too many brands. Some retailers like Fabindia have created strong brand recall nationally, but each city has a mix of local brands. http://www.fashionunited.in/news/fashion/ethnic-wear-poised-for-big-times270520100527

2.2 MARKET SIZE AND MARKET POTENTIAL

Market Size of Ethnic Wear

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Ethnic wear still controls three-fourth of the womens apparel market in the country and while the craze for designer sarees gets reinforced as a fashion statement for special occasions, the traditional salwar-kameez provides adequate space for designers and brands to keep it contemporary and sync with the modern work environment.

Growth of women wear product categories in 2008

15.00% 14.20% 16.00% 13.90% 14.00% 8.30% 12.00% 9.10% 8.70% 8.60% 8.70% 9.10% 8.28% 10.00% 8.00% 7.80% 6.90% 6.60% 8.00% 5.40% 5.30% 6.00% 4.00% 4.16% 3.60% 3.90% 4.10% 3.50% 4.00% 1.00% 1.10% 2.00% 0.00% % Growth

volume value

Product categories

In 2008, growth in womens trousers and skirts category was the fastest in terms of both

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volumes 9.1% and value 15%. In volume terms, western suits, coats and blazers and t-shirts experienced the second fastest growth that is of 8.7% followed by salwar suits at 6.9% in value terms, next to trouser and skirt, growth rate in 2008 was highest in womens shawl, stoles and wrap-ons category which is 14.2% followed by western suits, coats and blazers which was 13.9%, salwar suits 9.1%, woven tops 8.6% and t-shirt 8.3% in that order.
IMAGES year book 2009

The indo western fashion clothes are getting more and more popularity all over the world. There are number of western fashion brands available in the Indian fashion market providing best western wear variety to the fashion lovers of India. There are new trends of the fashion clothes with the combination of Indian tradition fashion and modern western fashion. The variety of these fashion clothes is readily available to all the people. There are different styles of the indo western clothes which are very common in the Indian people. These clothes are also very popular in the western fashion industry. The indo western outfit has taken place of the modern Indian wearing.

(http://hubpages.com/hub/indo-western-fashion) Indias formal western womens wear brands are in crossover mode by giving their portfolios a touch of local sensibilities. With the segment growing at a tepid pace, some western womens wear brands have pulled out of the race and others are busy tweaking their product-line to an emerging Indo-western genre in fashion. (http://economictimes.indiatimes.com/articleshow/4416634.cms) Designer Indo-western women outfits are selling like hot cakes in the market. It has become the fashion style of Indian working women. In fact,Indo-Western Lady Garments have gained popularity worldwide (http://www.indobase.com/fashion/women-fashion/apparels/indo-western/) According to Bina Mirchandani, chief category manager with Pantaloon's Annabelle, there is

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a distinct customer profile, looking for formal western and semi-formal Indo-Western fusion wear. "The number of working women with larger disposable incomes has gone up. Combine that with higher fashion aspirations and the need to dress well," she says, ticking off the reasons for the boom in the market. (http://www.outlookindia.com/article.aspx?224681) The current trend Indian fashion clothing is melting. turned west, the size, length and cut fabrics are fused to wear in India. This union of the East Fashionable and west of inimitable seems to be the same day. Not only are high on the style quotient, but they are very comfortable wear. Indo Western dresses are easier to manage and more elegant looks pretty much like their Western counterparts. Indo Western dresses look sexier look timid maintain traditional Indian clothes down. The necklines popular in the West is currently adapting Indian dresses offer a contemporary twist. (http://www.adamsavenuedesign.com/churidar-designs-cutting/) Latest haute couture wardrobe is a group of Indo-western styles. Indian women ethnic produce has cast spell not clearly on Indian women but driving women rabid in the Western market too. Indo-Western Women Wear has built its way on ramps, embellishing the beauty of Indian models. http://www.beautytwist.com/tag/fancy-dress/page/3/ Indian ethnic wears range from the traditional dresses to modern designer ethnic wears. Today even in the ramps the ethnic wears create waves. The designs have demand even in foreign countries and Indian ethnic wears could no way be neglected when considering the dressing style of modern world. http://living.oneindia.in/men/for-him/2008/indian-ethnic-wears-fashion-trends.html http://www.technopak.com/Perspective/vol4/Trends%20in%20India%27s%20Domestic %20Fashion%20market.pdf

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2.3 SCREENING AN OPPORTUNITY (5 QUESTIONS)

What important customer problem can you solve?

Grassroots will solve the three main problems of its customers which are functional, emotional and self expressive. Functional The brand will satisfy functional needs of customers which arise when they want to buy a garment that is stylish and fashionable and also comfortable as it is not easy to find such kind of apparels. Grassroots will give them a place where they will be able to find the most fashionable yet comfy apparels. Emotional Grassroots will make the customers feel special and different from the rest.. The emotional quotient would be high as compared to other competing brands. As grassroots provide the blend of both Indian and western cultures , the Indian customer after wearing the grassroot product will look modern and trendy but at the same time the prints on the garments will make the customer feel close to its origin. The customer will stay connected to its culture in a fashionable way.

Self-expressive The customer today wants to wear what depicts their own personal style. The customer is knowledgeable, experimental and knows what he wants. They like to wear what shows what they are. Grassroots will make them feel more confident, positive, smart, modern and at the same time closer to their traditions and values.

How are you going to do it?

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The business model would help to make the customer satisfied which includes product, distribution, location, technology and innovation, service and brand.

Product The brand will provide a wide range of indo-western wear with unique prints and styles, in different silhouettes and cuts which are not available with the competitors. Distribution & location- The customers will be able to find the apparels easily as grassroots will open EBOs in places like Delhi, Mumbai, Pune, Bangalore, Kolkata and would also open several MBOs in many tier 1 and tier2 cities. Later it would even expand globally. Technology and innovation Grassroots will use innovative styles and silhouettes in their designs. Modern technology will be used to get the most unique and novel prints. Service grassroots will provide on the spot and after sales services to its clients. There will be in-house designers to help the customers in getting the right combinations and styles which suits them.

How many customers are there those are willing to buy from you?

In the present era of westernization, Indian women have become pretty conscious about their looks. With more and more women entering the workforce it has given a great impetus to the fashion industry. Fashion is something that you can associate yourself with. The beauty of Indian women lies in bedecking herself and attiring something that always reminds her of the culture to which she belongs. This is the reason why Indo western women fashion is creating sensation everywhere. Indo western lady apparels give the contemporary

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look with essence of Indian culture and tradition. It is a hip-hop style that is happening but at the same time great comfort to wear.

http://www.citehr.com/18803-indo-western-wear-girls.html Modern woman of the 21st century doesnt want to lag behind in any field be it fashion. Everyone has the desire to look attractive inviting attention from others. The latest trend that is boasting of its style is that of fusion womens wear which is classic and stylish, just apt for the working women. With the growing segment of people with more disposable incomes, western womens wear brands are busy tweaking their product-line to an emerging Indo-western genre in fashion. The number of working women with larger disposable incomes has gone up. Combine that with higher fashion aspirations and the need to dress well," says the chief category manager in pantaloons, are the reasons for the boom in the market. http://www.outlookindia.com/article.aspx?224681

The womens Indo-Western wear produced is up from 3,136.34 million pieces in 2001-02 to 5,130.554 million pieces in2005-06.

http://www.dnaindia.com/lifestyle/report_desi-chic-set-to-nudge-ethnic-fare-outof-fashion_1157211 http://economictimes.indiatimes.com/articleshow/4416634.cms

Why can only you provide the solution?

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The brand would be producing indo-western wear for women that would be unique in their designs and prints. The present competitors of grassroots which are Fabindia, W, Anokhi , Biba, Globaldesi do not provide such a wide variety in indo western apparels.

Grassroots will offer its customer a wide variety in silhouettes also in their garment. The competitors have garments that are more Indian and have less western influence. The garments produced by grassroots will fulfil this need and will give new contemporary western garments with an Indian touch to them.

How can you defend against others?

The competitors of grassroots which are fabindia, W, anokhi and all are not youth oriented. They have a very wide segment of customers starting from the age of 18 years and above. The clothes that they have in their stores are not targeting a particular age group. They also play with very limited variety of prints and styles. The silhouette of grassroots is derived from Western cultures but it relies heavily on Indian textile heritage, styling and prints, which will be available in huge varieties in the stores. The customer profile of grassroots is clearly defined so it will be easy for customers to relate to them.

2.4 PEST ANALYSIS

POLITICAL

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The Textile & Clothing sector has been subjected to the maximum types of Non-Tariff Barriers .These barriers range from Labelling restrictions, Certification requirements, Minimum Import Prices, Import restrictions, Additional documentation, Rules of origin .Labour and environmental standards.

Post 2005, the removal of quota system gave a lot of boost to the industry. The industry is already struggling mainly on account of high costs, which would be further suffocated with the increase in the excise duty. And other importing countries like EU, USA and Mexico have imposed non-tariff barriers on Indian exports of Textiles. Safeguard measures on Import of cotton yarn from India were also sought to be imposed by Egypt and Peru.

http://www.fibre2fashion.com/industry-article/26/2539/non-tariff-barriersprotectionism-in-disguise2.asp

ECONOMIC
Indian apparel exporters seek special considerations as the sector adds exceptional value to export revenue generation. They expect the Government to encourage large scale investment and take initiatives to minimize production, and transaction costs. They also seek Government action in emphasizing price stability in the domestic sector.

Since April 2007, as there has been sharp rise in the value of Rupee, there is a severe impact on the export growth rate. Indian apparel industry has been badly affected by appreciation of rupee. The industry witnessed a decline in

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domestic exports especially to the U.S. labors were also adversely affected. Around 10 lakhs workers are feared to lose their jobs due to the rising value of rupee. This fear is gripping the entire industry, right from the organization owner to the small scale workers. Many small scale units in tier -2 cities have already faced the brunt and have stop increasing the unemployment in the sector.

http://www.docstoc.com/docs/15619997/Effect-of-Rupee-Appreciation

SOCIAL
India presently has entered the second phase of growth and is witnessing a massive rise in the domestic demand. This is primarily due to the rise in the standard of living caused by the rise in the middle-income groups and there is an increase in the disposable income of the people.

Today, consumers have become more fashion conscious. They like to experiment new products or fashion which is available in the market. They are mostly early adopters.

Women indo-western fusion wear is a blending concept of western styling with essence of Indian culture. Designer Indo-western women outfits are selling like hot cakes in the market. It has become the fashion style of Indian working women. In fact, Indo-Western Lady Garments have gained popularity worldwide. http://www.indobase.com/fashion/women-fashion/apparels/indo-

western/ . Indo-western is basically a fusion of Indian traditional outfits and western

21

apparels. A marvellous collection of Indo-western range is in vogue now days http://www.utsavsarees.com/salwar/indowesternsuits.htm

TECHNOLOGY
The funds allocation under the Technology Up gradation Fund (TUF) scheme has not been increased in the budget of 2010-11. To encourage an additional participation, the Government recently reduced interest rates to 2.5-3.0 percent for investments made by larger cotton-processing units.

In 2001, the Government established the high-level Technology Mission on Cotton (TMC) to direct, coordinate, and fund initiatives to raise the productivity and quality of Indian cotton and strengthen returns to growers.

http://www.strategylabs.net/search-pest-analysis-of-the-textile-industry-ofindia_p9.asp

2.5 SWOT ANALYSIS OF GRASS ROOTS

STRENGTH

The biggest strength of the brand is wide variety of prints that are not available with various other competitors.

The brand would be providing all range of Indo-Western clothes under one roof.

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The brand would offer designer look-alike designs at a low price.

keeping the culture alive Keeping the consumer close to his roots. Availability of ready-to-wear apparels which would be suitable for both casual and informal occasions.

WEAKNESS

In some parts of India like Bihar, the acceptance for such Indo-Western clothes is less, so there is a possibility that this concept would not be accepted by many people in such cities.

There is no prior business experience in Indo-Western clothing.

OPPORTUNITY

As there is less competitors in the field of Indo-Western clothing, so the brand could be established in the minds of customer with less effort.

Nowadays people are moving towards western culture so there is an increasing inclination towards western look.

Fusion clothing is in vogue these days.

This market is still untapped so there is an opportunity to explore it more vastly. This is the why brand is offering Indo-Western clothes.

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There is an increase in disposable income of youngsters.

Today people are more fashion conscious and like to experiment with their clothes.

There is opportunity to go global as people there are inclining towards Indian culture.

THREATS

There is competition from unorganised market which provides indo-western wear at comparatively low price.

There is competition from well established brands like Fabindia and Anokhi, which are well known among the customers.

The biggest threat could be the duplicity of prints and styles.

There is a possibility that this kind of clothing could become fad. Competition from designers and boutiques that provide customised clothes. The market of indo western wear can be limited.

2.6 5 FORCES ANALYSIS

RIVALRY

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There are limited number of competing firms and well established brands like Fabindia, Anokhi, W and Biba.

The availability of designer ready-to-wear collection.

THREATS OF SUBSTITUTE

The biggest substitute threat is an unorganised market which is a huge market for fusion wear.

The wide variety of fusion wear is available in the market at much lower price.

In India, the boutiques provide customized garments whose prices are comparatively low against any well known brand.

BUYER POWER

The rise in income level would enable large number of customer to buy the products.

Nowadays people are more inclined towards international clothing, so there is a possibility that customer could the concept of Indo-Western clothing and would accepted.

The brand would offer wide variety. Today customer are getting price sensitive which means if the price of the product is marked low then they could make a perception that the product wont be of good quality and vice-versa.

The customer demands for a good quality, style and pleasant buying experience.

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SUPPLIER POWER

In Indian textile industry, there are large numbers of supplier available for doing business.

The brands product differentiation is high which is based on prints and styles.

BARRIERS TO ENTRY

There are low barriers from the government to enter in the market but the competition is high.

The presence of well established strong brands like Fabindia and Anokhi within a market could be an entry barrier.

2.7 COMPETITOR ANALYSIS

The traditional style of clothing in India varies with age. India has diversified culture in terms of dresses. It can be categorised into various classes like sarees, dupatta, salwar suit, sherwani and indo western dresses.

There are many brands which offer ethnic wear like

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Fabindia Anokhi W Biba Lifestyle ethnic wear Shopper stop ethnic wear Westside ethnic wear Global desi

The major competitor of the brand is Fabindia. It is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes. These products are natural, crafted based, contemporary and affordable. They deal in clothing, home products like tableware, cane baskets etc; organics products and personal care products. http://www.fabindia.com/productprofile.asp about the company Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes.

Fabindia links over 40,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the process.

Fabindia promotes inclusive capitalism, through its unique COC (community owned companies) model. The COC model consists of companies, which act as value adding intermediaries, between rural producers and Fabindia. These are owned, as the name suggests, by the communities they operate from; a minimum 26% shareholding of these companies is that of craft persons.

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Fabindia's products are natural, craft based, contemporary, and affordable. Fabindia was incoporated in 1960. The company operated from Bissells residence in the posh Golf Greens locality in NewDelhi. in 1976, he opened the first Fabindia retail outlet in the Greater Kailash market, an upmarket shopping area in South Delhi. domestic retail business grew slowly and They continued to focus their primary efforts on their export business. The products of Fabindia in the initial years consisted of only upholstery fabrics for export to overseas markets. Then in the early part of 1980s readymade garments were added to its product line and in 2004 organic productswere added. In 2006 body care products were introduced. Thus, the product mix of Fabindia could be divided into three broad groups, namely Garments, Home Products and Organics. Most Fabindia stores are owned or leased by Fabindia and Fabindia operated the stores. There are a few exceptions like the joint venture in Rome and the franchise outlet in China. The number of Fabindia stores has increased over the years, particularly under William Bissell. From three stores in 1996 it has gone up to 75 stores in 2007.

designs

Fabindia made its first foray towards incorporating contemporary design in 1977, when it invited the designer, Riten Mazumdar, to design and make calligraphy-based home furnishings collection. This was a highly successful endeavour and it encouraged the company to bring about new innovations in its products. This practice of inviting designers has continued to this day. Very often, weavers and craftsmen are invited to interact with the designers and to hold demonstrations and exhibitions in Fabindia stores.

Philosophy Fabindia was founded with the strong belief that there was a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain employment. We blend indigenous craft techniques with contemporary designs to
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bring aesthetic and affordable products to todays consumers.

Our endeavor is to provide customers with hand crafted products which help support and encourage good craftsmanship.

Our products are sourced from all over India. Fabindia works closely with artisans by providing various inputs including design, quality control, access to raw materials and production coordination. The vision continues 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. fabindia products The major portion of Fabindias product range is textile based. Non- textile introductions to this range are Home Products (introduced in October 2000), Organic Food Products (introduced in July 2004) & Fabindias range of authentic Personal care products (introduced in March 2006).

The textile-based product range includes ready-to-wear garments and accessories for men, women, teenagers and children; bed, bath, table and kitchen linen; floor coverings, upholstery fabric and curtains. Cotton, silk, wool, grass, linen and jute are the basic fibres used.

The Home Products range carries furniture, lighting, stationery, tableware, cane baskets and a selection of handcrafted utility items.

Fabindia Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs.

Fabindia's range of authentic Personal care products includes soaps, shampoos, hair oils, pure oils, moisturisers, body scrubs, face packs, hair conditioners & special skin care products. Business enquires

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Fabindia started as a wholesale export company and has since successfully established itself as a major retail player in the Indian market. Corporates, resorts and hotels are serviced through a dedicated Institutional Sales and Marketing team.

Retail Fabindias first retail store opend in New Delhi in 1976. Today, Fabindia has 115 retail stores across India; Dubai, UAE; 3 stores in Bahrain; Doha, State of Qatar and Rome, Italy.

The product range consists of garments for men, women, children and infants; garment accessories; home furnishings bed, bath, table and kitchen linen, upholstery fabric, curtains, floor coverings and a range of non textile products like furniture, lights, lamps and stationery. In addition to handcrafted clothing and home furnishings, Fabindias product line includes organic foods and Personal care products. Fabindia was awarded Best Retail Brand in 2004 by The Economic Times of India. In 2004, Fabindia was featured as part of a CNBC special TV report on India. In 2008 Fabindia was named one of India's Top Marketers by Business Today, India's leading business magazine. In 2009 the company was featured as an example of Game-changers by BusinessWeek the international business magazine. In 2010 the company has been recognized as one of the most innovative models by a Monitor-Business Today survey conducted across industry.

Mohanty, B. , Roy, R. (2008). Fabindia Overseas Private Limited. XIMB Journal of Management. Pp

1-10. Retrieved September 26, 2010, from http://www.ximb.ac.in/ximb/fileadmin/templates/XIMB/pdf/vilakshan-4.3.11.pdf Prints used by Fabindia

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USP OF FABINDIA Promoting Indian crafts and weavers in its products 2 CATEGORIES IN WOMEN WEAR WOMEN INDIAN Long kurtis, short kurtis, supershort kurtis and churidars( core products) Target customer- 21 years and above WOMEN WESTERN semiformal, skirts, dresses, tunics, trousers, short kurtis in western styles( core products) Target customer- 18 years and above Price range- Rs 360- Rs 1190 ( basic garments) Rs 1200- Rs 2490 ( fashion basic) PREMIUM PRODUCTS( SILK, HAND EMBERIODERY ETC)- Rs 2500- 4000

WOMEN WESTERN CLOTHING

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WOMENS WESTERN
The WW category essentially consists of the following styles W tops W short tops W kurta shorts W pants W skirts W shirts W jkts and coats W tunics.

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The short kurta is the highest selling garment in this category. This is made in the regular cotton fabrics as well as special fabrics like silk, linen and wool. Tunics have just been added to the Category as the latest subcategory. Tunics have been added to fill the gap between the short kurta and the Womens Indian mini kurta. The length of this is 32 and is ideal to be worn over pants, jeans and a patiala salwar. At the store level they should be displayed along with Patiala salwars as the customers are always looking for this length of kurtas. To differentiate between a mini kurta and a tunic, we have on the size label added an additional label which says TUNIC. Hence at the time of billing there is no confusion. Labels that have the red dot indicate that the garment fabric has been prewashed before stitching; hence there should be no further shrinkage. This is applicable to all our basic woven and ptd fabrics. However special fabrics like silk, wool, tussar cotton, maheshwaris all have to be dry cleaned. In bottom wear (skirts, pants,) we have a large variety. Bottom wear is always made in thicker fabrics 30s count as opposed to tops that are made in 60s and mulls as well. 30s count is thicker and not see through, hence is ideal for bottom wear. We have just added formal linen pants and formal firdaus pants to the range which are ideal for office wear. We also have a fab @ large range .This has 4 sizes (0, 1, 2&3); these are for the larger woman. We have short kurtas, shirts, pants skirts and tunics in this category. There are a lot of new styles coming in fab @ large, one can view all the new arrivals on the FabIntra womens western product page. This is updated every month with all the new arrivals about to hit the stores. One must remember that a slight weave defect or a print defect needs to be considered as a inherent quality of hand woven / hand printed garments and cannot be kept aside as a damaged garment. Most of the garments are handblocked printed , some are screen printed . the way to differentiate between them is by the overall evenness of the print . If the garment is damaged and has to be returned then a transfer out has to be made to the MRW that the store is attached to. Please follow this up with an email to the concerned SRC and the PSC member Marketing mix of Fabindia

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Product

Fabindias products are its differentiating factor and it has made sure over the years that the quality and the style of the products is maintained. It has a large product range which includes -Garments for men and women; accessories; home linen and furnishings; home products like cane baskets, lightings etc; floor coverings; body care products like soaps, shampoo, body scrub etc, and organic food products like cereals, tea, fruit preserves etc, and ethnic jewellery. All the products have at least one factor which is handmade and thus, supports artisans. This is a very strong customer value leveraged by Fabindia, which is that of traditional, ethnic products which support poor artisans and provide livelihood to a large number of people. http://www.fabindia.com/productprofile.asp http://www.scribd.com/doc/11569951/A-Marketing-Project-on-FabIndia

Price

Fabindia provide a wide range of products in a wide price range. The products range from garments for men and women to upholstery, furniture etc. Obviously these products have different price ranges. But Fabindia has tried to make sure that the customer cost remains affordable and gives value for money. To this end, it has expanded its range of garments starting from Rs. 200 to more Rs.2000 in order to provide something for all its customers. http://www.fabindia.com/productprofile.asp

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Place

Fabindia has stores in more than 95 locations across India. In delhi it has store at Greater Kailash, DLF Promenade, Rajori Garden, and many more places. The stores include the premium, regular and concept stores. It also differentiates its stores according to the products stored. For eg. In Mumbai the Khar Store is only a Furniture and Upholstery while the nearby Pali Hill stores Garments, organic products, Body products and Jewellery. This also ensures convenience for the customers since the products are either available in the same store or in nearby stores.

http://www.scribd.com/doc/11569951/A-Marketing-Project-on-FabIndia Promotion

Fabindia has traditionally relied only on word-of-mouth as a marketing tool. It believes that the product speaks for itself and this strategy has up till now worked very well. Thus, Communication for Fabindia is completely customer driven. In order to do this, it has started using tools such as Mobile Marketing to tell customers about their new collection and offers like elf-of-season sale etc and giving Advertorials in newspapers to increase awareness about its store locations. Also, Fabindia uses a lot of in-store posters to create consumer awareness about the products and where they come from, i.e. the rural suppliers etc.

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http://www.scribd.com/doc/11569951/A-Marketing-Project-on-FabIndia

SWOT Analysis of Fabindia

Strength

Fabindia produces wide range of products like apparels, organic food, upholstery etc. It is well known brand name among customer. Partnering with suppliers It manufactures products in- house itself. The prices are very flexible. They have different categories of stores The customers are loyal to this brand.

Weakness

It doesnt work on any specific promotion strategy It has limited channels of business The sourcing strategy skewed towards supplier It has inconsistent quality of products There is no consistency in their service at stores.

Opportunity Promoting e-business channel Organic food market Customer acquisition strategies
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In store merchandising and navigation

Threats It is not in touch with fashion trends The competitors producing substitutes products

nmims.edu/images/Fabindia.pdf

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2.8 SUPPLY CHAIN AND DISTRIBUTION CHANNEL OF FABINDIA

SUPPLY CHAIN OF FABINDIA

Fabindias supply chain is uniquely designed keeping in mind its unique business model and its ideology. Most of its suppliers are based in rural India.For fabrics, the suppliers are mainly
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weavers but there are also a few larger fabricators. Fabindia sourced its organic products from farmers, small scale manufacturers and non government organizations (NGO).As many of its suppliers are uneducated, much of Fabindias purchasing is carried out without written contracts. The system operates on trust and verbal commitments. On the other hand, Fabindia is far more flexible and forgiving than many other procurers, especially from the West. Fabindia understands the limitations of its weavers and small suppliers. So if there are some minor changes in the originally agreed upon design, the goods are not rejected or returned. The procurement team talks with others in the organization and tries to find some way to gainfully use the fabric. Also a number of times the supplies are delayed. This can play havoc with centralized planning, especially when sales and demand patterns are heavily dependent on the prevailing season. Getting a delayed supply of fabric ,meant for winter, could mean storing it for almost a year, that is till the next winter. In spite of such issues, Fabindia does not turn away suppliers who deliver late. Till recently, Fabindia used to make spot payments for all deliveries. Now they pay within 15 days of delivery. Many old employees at Fabindia resented this move and said that this is not in keeping with the ideology of Fabindia. William was able to convince them that for such a large organization, business sense dictated a change in their established practice. He reiterated that Fabindia was a for profit organization with social motives. There are so me practices in Fabindia which might seem like ad hoc procedures. Weavers sent their fabric in thaans. A thaan was a roll of fabric that could be 20 to 25 metres long. The weavers statement regarding the length was generally accepted and only random checks were occasionally carried out to cross check the statements. The supply region channel gives orders to the weaver. Weaver and the vendor is the same person at times. The SRC has a distribution list which has the details of the region to which the consignment has to be sent. This distribution list is given to the SRC by the head office of fabindia. SRC then according to the distribution list despatches the products to MRW(MARKET REGION WAREHOUSE). Every market region has different warehouse. There are a total of 9 MRWs.

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The products from SRC first reach the MRW according to the distribution list, from here these are dispatched to the stores for the consumers to buy. Every market region has a different market region warehouse to which the products are dispatched by all the 17 SRC according to the specifications and requirements of the region. Following is the detailed list of the region wise allocation of MRWs. FABINDIA MR LIST
MRH STORE Amritsar, Ranjit Avenue Bhopal, TT Nagar Chandigarh, Sector 9C Dehradun, Rajpur Road Indore, M.G. Road Indore, Treasure Island Mall Jalandhar, Urban Estate Karnal, Jarnali Colony Ludhiana, Mall Road SAVEEN DELHI & MP (MR 1) New Delhi, Connaught Place New Delhi, CP2 New Delhi, DIAL New Delhi, Dwarka New Delhi, GK1 N14 New Delhi, Green Park New Delhi, Khan Market New Delhi, North Campus New Delhi, Rajouri Garden New Delhi, Select Citywalk Panchkula, Sector 9 Patiala, New Leela DLF Place Vasant Kunj Dubai, Bur Dubai Faridabad, Sector 16 AARTEE UP (MR 3) Ghaziabad, Shipra Mall Gurgaon, Ambi Mall Gurgaon, DT Mall Gurgaon, Sector 15 Jaipur, MGF Mall Jaipur, Prithviraj Road

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Kanpur, Civil Lines Lucknow, Hazratganj New Delhi, Vasant Kunj Noida, Great India Place Noida, Spice World Bhubaneshwar, Rajpath Jamshedpur, HS Tower Kolkata, City Centre Kolkata, Hindustan Park PALLABI EAST (MR 4) Kolkata, Metropolis Mall Kolkata, Rajarhaat Kolkata, Woodburn Park Patna, Patliputra Raipur, City Mall Siliguri, Cosmos Mall South City Mall , Kolkata Aurangabad, Prozone Mall Goa, Candolim Goa, Madgao Goa, Mapuca Goa, Panjim Kolahpur, Tarabai Park Mumbai, Ghatkopar Mumbai, Goregaon Mumbai, Inorbit Mall Mumbai, Jeroo Mumbai, Juhu Mumbai, K Star POONAM MUMBAI (MR 5) Mumbai, Korum Mall Thane Mumbai, Mulund Mumbai, Pali Hill Mumbai, Phoenix Mall Mumbai, Santa Cruz Mumbai, Tranceocean Mumbai, Vashi Nagpur, Empress Mall Nashik, City Centre Nashik, College Road Pune, Aundh Pune, Chinchwad Pune, R Mall Deccan Pune, Sassoon Road CHARU TN & Chennai, Annanagar

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AP (MR 7)

Chennai, Besantnagar Chennai, Express Mall Chennai, Ilford House Chennai, Kodambakkam Chennai, R.K. Salai Chennai, Spencer Plaza Chennai, T Nagar Chennai, Velachery Coonoor, Gray's Hill Coimbatore, RS Puram Hyderabad, Banjara Hills Hyderabad, GVK Hyderabad, Himayath Nagar Hyderabad, Inorbit Mall Hyderabad, International Airport Nellore, JN Road Pondicherry, Rue Suffren Secunderabad, Rainbow Mall Trichy,Thillai Nagar Vizag, Siripuram Bangalore, Bel Road Bangalore, CMH Road Bangalore, Coles Road Bangalore, Commercial Street Bangalore, Esteem Mall

SHAKTI KARNATAKA (MR 8)

Bangalore, Garuda Mall Bangalore, Jayanagar Bangalore, Koramangala Bangalore, Mantri Square Bangalore, Whitefield Mangalore, Empire Mall Mysore, JLB Road Ahmedabad, Bodakdev Ahmedabad, CG Road Ahmedabad, Gulmohar Park Mall Baroda, Akota Baroda, Centre Square Mall Calicut, PT Usha Road COCHIN, OBERON MALL Kochi, Bay Pride Mall Kochi, Fort Cochin

ARCHANA GUJRAT & KERALA (MR 9)

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Kochi, Nucleus Mall Kochi, Thamarapally Kottayam, Kerala Surat, Iscon Mall Thrissur, Fathima Nagar Trivandrum, Anupama GRAND TOTAL

DISTRIBUTION CHANNEL OF FABINDIA

FABINDIA has 17 SRC- supply region channel. These SRC s work with different group of weavers. Each SRC has a group which have 100 to 200 weavers who weave the fabric and 100-200 vendors who stitch the fabric. The supply region channel gives orders to the weaver. Weaver and the vendor is the same person at times. The SRC has a distribution list which has the details of the region to which the consignment has to be sent. This distribution list is given to the SRC by the head office of fabindia. SRC then according to the distribution list despatches the products to MRW(MARKET REGION WAREHOUSE). Every market region has different warehouse. There are a total of 9 MRWs.

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The products from SRC first reach the MRW according to the distribution list, from here these are dispatched to the stores for the consumers to buy.

2.9 CRM-FABINDIA
Fabindia does not follow any customer acquisition strategy. It instead focuses on customer retention. Fabindia creates its market through its existing customers which is quite evident from the fact that about 85% of its customers are repeat customers. The Unique Selling Proposition of Fabindia is the quality of the fabric and the traditional style, which is always in vogue. It has designed the stores decor and ambience keeping this in mind. It constantly attempts to improve the quality of the products in order to retain its customers. The company concentrates on customer feedback by maintaining a visitors register to record customer views. The store managers prepare a report on buying pattern among consumers which is periodically reviewed by the Product Selection Committee at Fabindia in order to know about the buying pattern among the customers.

Recently, CRM software has been implemented in a select few stores which aims to help in maintaining a centralized database. This will help Fabindia in retaining customers by building lasting relationships and improving loyalty. The implementation, however, is still in its nascent stage, but is soon expected to be spread across all the stores in the country.

Fabindia also has the Mystery Shopper Program to gauge the customer satisfaction level. Mystery shoppers posing as normal customers perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way and then provide detailed reports or feedback on their shopping experiences to the management. It serves as an effective tool to improve the customer experience.

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Doshi,K. , Kalita,A. , Shetty, A. , Baweja, A. & Dalmia, S. (2008) Fabindia- Fabric of India. NMIMS school of business management. Retrieved from

http://nmims.edu/images/Fabindia.pdf

In mystery shopper programme, a person hired by management goes to every store and shops there and then give feedback according to the customer perspective. The store people never come to know or for that matter suspects anyone whether he is mystery shopper or not. There is almost 200 customer coming everyday to Fabindia so anyways you cant judge. As far as report in concerned, the feedback is given to every individual shop and that is very detailed feedback. It consist of minute details like signage outside, restrooms, behaviour of staff, etc. so it serves as a tool to provide better customer satisfaction. The main complain regarding the faulty product. Sometimes Fabindia product color fades off. But in the maximum cases we replace the product. As far as organic products are concerned, there is less scope of fault because they all are kept on shelf after taking care of its expiry date tec. They dint have customer loyalty programmes as they think in these programmes its the customer who ultimately pays for that. They rather keep their price fixed and work on fair margins. Take care of customer feedback This aspect of marketing is dealt by the store manager of every store. We have a product selection committee which reviews the position of the store periodically on the basis of the report of the store manager. As he is always present in the store, he knows what does a customer feels and likes. Moreover, they have a customer comment register, in which he can write something if he wants. More recently, a CRM software is implemented on some of the stores which help in keeping a centralized database. But that is just at its nascent stage.

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2.10 STRATEGIES ADOPTED BY FABINDIA

DISTRIBUTION CHANNEL

CHANNEL STRATEGY

INTENSIVE DISTRIBUTI ON
Fabindia has 121 stores all over the world and 10 EBOs in Delhi itself.

PUSH STRATEGY
Fabinidia does not promote its brand through television ads. It only indulges in sales promotion & discounts.

SELLING STRATEGY

PRODUCT CENTERED STRATEGY

Fabindia follows its USP while producing its merchandise. It uses the SOFT SELLING STRATEGY to sell its products.

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DISTRIBUTION CHANNEL

Distribution channel can be defined as all the organizations through which a product must pass between its point of production and consumption. (http://tutor2u.net/business/marketing/distribution_introduction.asp) Three types of distribution can be used to make product available to consumers: (1) intensive distribution, (2) selective distribution and (3) exclusive distribution. In selective distribution, the number of outlets that may carry a product is limited, but not to the extent of exclusive dealing. By carefully selecting wholesalers or retailers, the manufacturer can concentrate on potentially profitable accounts and develop solid working relationships to ensure that the product is properly merchandised. When a single outlet is given an exclusive franchise to sell the product in a geographic area, the arrangement is referred to as exclusive distribution. Usually, exclusive distribution is undertaken when the manufacturer desires more aggressive selling on the part of the wholesaler or retailer, or when channel control is important. Exclusive distribution occurs more frequently at the wholesale level than at the retail level. In intensive distribution, the product is sold to as many appropriate retailers or wholesalers as possible. Intensive distribution is more likely to involve indirect channels with two or more intermediaries. (http://www.arysy.com/typesdistrib.html)

Fabindia follows intensive distribution as it has a 125 stores all over india. Fabindia has stores in more than 95 locations across India. It has stores in all metropolitans such as delhi, Kolkata, Mumbai, Bangalore, Chennai etc. it also has stores in tier 1 and tier 2 cities like Amritsar, Aurangabad, baroda, , Bhopal, , Chandigarh, Coimbatore, dehradhun, Faridabad, Jodhpur, Kanpur, mysore, patna, Pondicherry, rishikesh, secunderabad, surat, Trivandrum, jaipur, pune etc. So it has a very wide market coverage.

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(http://www.scribd.com/doc/11569951/A-Marketing-Project-on-FabIndia) Fabindia has stores outside india also at in Italy, Bahrain and dubai. (http://www.fabindia.com/storesfrontdetails.asp?International_Stores=17:U.A.E.)

CHANNEL STRATEGY
The term used to describe the method that controls the flow of goods and services from the manufacturer to the end-user. (http://www.webopedia.com/TERM/C/channel_strategy.html) There are two types of channel strategy:

PULL A pull selling strategy is one that requires high spending on advertising and consu mer promotion to build up consumer demand for a product.If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producer. PUSH A push promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product.The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. (http://tutor2u.net/business/marketing/promotion_pushpull.asp) Fabindia follows a push strategy as it does not advertise its products on television or through any other means. It only indulges in sales promotion activity and organizes different weekly programs to attract the customers. It also has markdowns and sale during end of the seasons to clear their existing stocks.

SELLING STRATEGIES
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RELATIONSHIP STRATEGY Establishing and maintaining a partnership-type relationship internally as well as with the customer. In this strategy, a major key to success in selling is the ability to establish working relationship with customer in which mutual support, trust and goal are nurtured over time. THE DOUBLE WIN STRATEGY In this strategy, both the customer and the salesperson come out of the sales with a sense of satisfaction .The salesperson not only obtains the order but sets the stage for a long term relationship ,repeat business and future referrals. CLIENT CENTERED SELLING STRATEGY Client-centered selling strategy focuses the entire selling process and efforts on the clients need, problem and success. Sales persons need to prove to client that they are the people who can give them what they really need. PRODUCT CENTERED SELLING STRATEGY In this strategy the seller puts in effort for research and development of product. Product centered selling emphasizes knowledge of product. Representative seeks to be accepted as a reliable, credible source of information and service. Fabindia follows a product centered strategy as it focuses on its products rather than the customers. It listens to its customers if they have a problem with the product and they make changes in their products accordingly. The main attention is towards maintaining their USP and using it while producing their merchandise. HARD SELL STRATEGY Hard selling is simply:

Asking for the sale aggressively. Explaining the features and benefits of the product. Painting a mental picture of how things will "look" for the customer after a purchase.

SOFT SELLING STRATEGY

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Soft selling means:

Letting a quality product or service speak for itself. Explaining the actual customer benefits of a product (not just the features). Providing plenty of first-rate information that lets customers sell themselves on a product.

(http://www.seokingblog.com/2010/02/12/hard-sell-vs-soft-sell/) Fabindia has a soft selling strategy as it does not indulge itself in aggressive promotion techniques. It has faith in its products and the customers know about all the products of fabindia through friends and family.The sales representatives help the customers while selecting the product and do not force them to buy. They explain about the benefits and dont manipulate the customers.

ORGANIZATIONAL STRUCTURE OF FABINDIA

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2.11 GLOBAL COMPETITOR ANALYSIS

Desigual

Industry Fashion Genre : A typical Spanish Wear since 1984 Founded: Barcelona, Catalonia, Spain (1984) Founder(s) : Thomas Meyer Headquarters : Barcelona, Spain Area served : Worldwide Products: Clothing Revenue: 275 million (2009) Employees: 1700 (2009) Website: www.desigual.com

Desigual is a streetwear brand based in Barcelona, Spain. Founded in 1984 by the Swiss Thomas

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Meyer. Desigual, famous for its patchwork designs, had a 60% annual growth from 2002 to 2009, and a turnover of over 250 million Euros in 2009. http://www.desigual.com/#/companyprofile/

History
Desigual store The brand was founded in 1984 by Swiss national Thomas Meyer, founder and creative director that wanted to provide different clothes to people Under the leadership of Manel Adell since 2002, the brand is driven by a global concern and maintains head offices in Barcelona. Desigual's founding philosophy was based on positivism, tolerance, commitment, fun and un- levelling. Desigual is a brand which has achieved sustained, sustainable, profitable growth in all sales channels throughout its history. Collections Each season the Desigual design team, comprising 25 designers, prepares a collection of over 1,000 items, counting clothes and accessories, built around one single concept, one common thread that makes the line whole resonate to the same philosophy. Real Life, Magic Stories, Luxury Feelings, Me&You, Better&Better, Wow, Life is Cool, All Together and Handmade are some of the leitmotifs that Desigual has brought to the fore. Desigual has a woman's section, a man's section and a kid's section. Location of shops Desigual shops can be found worldwide. The places which they are now located are: France, Germany, Italy, Netherlands, Portugal, Spain, United Kingdom, United States, Albania, Andorra, Austria, Bahrain, Belgium, Canada, Colombia, Croatia, Czech Republic, Denmark, Egypt, Estonia, Faroe Islands, Finland, Greece, Honk Kong, Hungary, Guadalupe, Iceland, India, Ireland, Japan, Kuwait, Latvia, Lebanon, Monaco, Norway, Poland, Romania, Saudi Arabia, Singapore, Slovakia, Slovenia, Switzerland, Sweden, Romania, Thailand, Ukraine and Turkey http://www.desigual.com/pdf/empresa/Desigual_company_profile_english.pdf
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2.12 PERCEPTUAL MAPPING

According to the perceptual map grassroots is fulfilling a need gap that is present in the market. The brand that provides a high variety in indo western designs is sabyasachi but it is very highly priced. The other brand is Anokhi which has a high price brand but has very less variety. W is moderately priced but it has low variety. The other brands like Sampada are low priced brands and provide fewer options. The unorganized markets such as sarojini nagar have a lot of variety and extremely low priced. It is because the quality they offer is extremely poor. The brand fabindia is fairly priced but again it has low variety in indo western apparels. Grassroots will be priced on the similar lines as fabindia but would provide a very high variety which no other indo western apparel brand currently is providing in the market.
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3. CHAPTER 3
PROJECT OVERVIEW & STRATEGY 3.1 MISSION STATEMENT

GRASS ROOTS is crafted with the strong belief to bridge a relation between the vast tradition of India and Western culture and thereby help fulfil the need of creative fusion products. Our endeavour is to make the customer wear a fusion of Indo-Western style which will give the outlook of a unique western look with an Indian Touch or Twist.

3.2 GOALS & OBJECTIVES

To merge India with rest of the World To give western apparel an Indian Touch and vice-versa Foot forward to blend different cultures through fashion To come out with a unique style statement Crafting the Western outlook to an Indian base. To engrave a feeling and flavour of India in the hearts of western people.

EMOTIONAL VALUES
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Although with the western touch the ethics of India should not get dissolved. The flavour of this unique blend should be felt by the customer The cultures of both the worlds should come up vibrant, clearly and equally. The motive should be to make the two cultures comprehend each other but not to interfere into each other. Freedom of innovation, as the desire of the company to venture into new, breakthrough areas of opportunities.

ORGANIZATIONAL VALUE

Accountability of individuals, departments and divisions for performance, results, and problems should be loyal and responsible. Communications up, down, and sideways within the company, with customers and vendors, in terms of openness, frankness, clarity, frequency, accuracy, timeliness, and brevity should be maintained firmly

Cooperation (Teamwork) among individuals, departments, divisions, branches should be maintained with good sprit. Coordination horizontally between departments in terms of plans, activities, and systems should go hand in hand. Discipline in adherence to company policy, rules, systems, procedures, schedules, standards, ethics should always be kept in mind. Freedom for Initiative of Employees to make suggestions, develop plans, make decisions, carry out or modify actions should always be welcomed as it motivates the workers.

PHYSICAL

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Accuracy The precision, exactness, and conforming to fact in details of work. Cleanliness of offices, production and warehouse facilities, equipment, customer service areas, raw material and finished product inventory, closets, bathrooms should always be maintained.

Maximum Utilization of Resources - The desire and ability of the company to improve its performance by full utilization of its current resources (i.e. as time, money, equipment, materials, space, people, technology etc.).

Punctuality and Timeliness in arriving on time to work, from breaks, from lunch, to meetings, in replying to letters and phone calls, in paying bills on time, etc. Occurring at the most suitable or opportune time.

Quality of Products and Services in terms of presentation, functionality, choice, value, speed, timeliness, suitability, repeatability, reliability, life span, courtesy, friendliness, etc. should be top class.

Regularity of meetings, reports, sales calls, performance reviews, and so forth should be maintained to have an idea of the position of the ongoing projects.

3.3 RELEVANT SKILLS AND EXPERTISE OFMANAGEMENT TEAM

Highly skilled people with public relation People with global and wide knowledge Innovative people who can come out with break through ideas make the goals and objective possible To have extensive hand in communicating skills To act as an effective bridge between the higher authorities and working class R & D department should be modified The manager should be able to channel the information received in fruitful manner. Grape vine should be avoided.

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People with required skills should be higher at a particular designation to avoid distortion or filtrations of information and keep check of Grape vine & loopholes. The HR department should take on the responsibilities to hire executives to properly deal with the customers. Management team must have all the essential leadership qualities. Management team must manage its financial aspects in an optimum manner.

3.4 RESOURCES REQUIRED ( FINANCIAL, HUMAN & PHYSICAL RESOURCES)

FINANCIAL

Adequate amount of Capital should be available for the business to flourish. To generate an amount of financial resource from banks and other such institutes in the form of interest received etc. To have a healthy amount of equity holders so that their investment adds up handsomely to the capital. The business should have a strong ability to raise funds by maintain good relations with its investors & lenders.

HUMAN RESOURCE

Should be highly skilled in their respective fields. Should be a blend of experience with new thoughts. Adequate number of workers should be employed. Categorization of manpower for different jobs
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Training should be given to each categorized group of employee for specialization.

PHYSICAL RESOURCES

Production facilities - Location of existing production facilities; capacity; investment and maintenance requirements should be met effectively so that the production requirements of the strategy can be delivered by existing facilities Marketing facilities - Marketing management process should be systematic and distribution channels should be effectively monitored. Information technology making optimum use of IT systems to integrate our relation with customers and suppliers Warehouse: - Warehousing should be advanced with upgraded technology. Energy:- Cheap and effective energy means should be considered.

3.5 COMPANY STRATEGY

Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations. (http://tutor2u.net/business/strategy/what_is_strategy.htm) There are broadly three kinds of strategies that are used. The first strategy is Cost Leadership which is a low cost strategy in which the company tries to design, produce and market a comparable product more efficiently than its competitors. The second is the Differentiation strategy in which the company tries to provide unique and superior value to its buyers in terms of product quality, special features or after sale service.

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The third strategy is Cost focus strategy. It is a low cost strategy that focuses on a particular buyer group and attempts to serve only this niche to the exclusion of others. In using cost focus, the company seeks a cost advantage in its target segment. ( Strategy formulation: situation analysis and business strategy) Differentiation strategy will be used to price the products for grassroots, as grassroots is targeted at premium customers, who are willing to pay a higher price for innovative styles and cuts.

3.6 SEGMENTATION

GEOGRAPHIC

The geographical unit for this brand would be tier 1, tier 2, tier 3 cities like Delhi, Mumbai, Kolkata, and Pune, Chennai, jodhpur, shimla etc. The segmentation for international market would be Canada, USA and UK, Africa etc.

DEMOGRAPHICS

Age the segmented age for this brand would be females of 16 35 years Gender the segmented gender for this brand would be only females. Income middle class, upper middle class and upper class Occupation working professionals, homemakers and students, business women

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PSYCHOGRAPHICS
Attitude The segmented group would be experimental, expressive, trendy and fun loving in their attitude. They would belong to the category of early adopters and early majority. They are confident, positive and outgoing. Interest the segmented group of people would be those who are fond of reading fashion magazines and like funky and colourful accessories. They like hanging out with friends and shopping. They love reading books, listening to music and surfing on the internet. Lifestyle the lifestyle of the segmented group would be friendly; who likes to do social networking; and go-getters. They like to have fun and enjoy every bit of life. Opinion Those people who speak their mind and are extroverts. These people know what they want.

BEHAVIOURAL

Usage - the usage rate would be moderate to heavy. Buyer readiness aware, informed and positive, neutral Benefit sought - casual wear, can be worn for special occasions as well as office.

3.7 CUSTOMER ANALYSIS

DILOs- Interpretation from 20 DILOs

Weekdays The customer usually wakes up in morning between 6.30- 7am depending on the distance to their college or office. They get ready; eat breakfast and some get their lunch packed. They reach their college or working place around 9am. Some of them travel by their own conveyance and others use public transport like auto, taxi or metro.

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In their break time they usually go to nearby places like caf coffee day, subway, bikanerwala or KFC to eat something as most of them dont like the food served in canteen. Their college or office finishes around 4 or 5 pm. While they are there the mode of communication they use the most is mobile and sometimes they use internet. They listen to music in canteen and while travelling.

After 4 or 5pm, if they have plans to hang out with their friends they usually go to markets like khan, CP and malls at places like Vasant Vihar, saket or gurgaon. Some go to chill out at places like mocha, big chill, barista, brown sugar and urban caf etc. They like trying out new eating joints or places which have recently opened. some of them after reaching home go for the classes they have enrolled it like dance, aerobics , music or foreign language. Most of them believe in God and go to their worship places or keep fast on certain days. They generally reach home around 7 8 pm. Few of them sit down to complete their college work and study or they use their time in which they pursue their hobbies or have leisure time. Some do it the other way round they first have leisure time and then sit down for work. In leisure time they work on internet, listen to music and use social networking sites like Facebook and orkut and catch up with their friends. Some also watch television channels such as MTV, V, VH1, or watch some serials on colors etc. All those who like reading read magazines, books as they want to be updated with the latest trends. They generally have dinner around 9 10.30pm and spend some time with their friends and families. They usually go to sleep between 11:30 pm 1am. They talk to their friends or go online or watch a movie, listen to music on their laptop or tv or complete their work. Some have a habit of reading before they go to sleep. Some of them who like dressing up to college decide what to wear to avoid confusions the next morning. Weekends They wake late around 9 or 10 am. Few of them have breakfast and generally have brunch . Most of the time they spend time at helping their mother in house chores, spending time with family and watching tv, sitting on internet or pursuing their hobbies. Sometimes they go for shopping with friends or family at malls or markets like Rajouri, khan market, GK etc. they usually shop from brands like mango, zara, fabindia, promod etc ; some watch movies or go for lunch or dinner outside with friends or family to restaurants such as mainland china,

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Punjabi by nature, fresco, moti mahal, smoke house. They go for drives in the evening and night. Some of them who are independent and working go for parties and night outs with their friends and colleagues. For detailed DILO of 20 people, see annexure 2, page no 122

CONSUMER INSIGHT INTERPRETATION FROM 20 CONSUMER INSIGHTS

The customers are independent, modern in their lifestyle and at the same time traditional in their hearts. They are smart, cool, trendy people but still have a religious bent. Most of them are ambitious but they also are family oriented. Some of them are spiritual too. They like to use social networking sites and visit malls and other markets. They like to go to nice restaurants and eating joints. When they are out to buy something for themselves they look for comfort, design and material over price and some look for style. They are brand and fashion conscious. They are trendy, extrovert, like to spend more time with friends and family. They love to shop in their leisure time and like to try out new things and experience new places. They know what they want and where they will get it. They are confident and have a positive outlook. They like dressing up and experimenting with colours, clothes, accessories and their look. They usually shop from places like Selectcity walk and promenade, gk, khan market. They love listening to all kind of music be it hard rock or soft music depending on their mood. They like to wear indo western clothes while they are out with their friends or during some festive occasions. Some wear it on daily basis too. They usually shop for indo western from Fabindia, Anokhi and Flee markets and feel that there is less variety available in the markets for indo western apparels .

Grassroots
Cult Weaving the tradition experimental

colourful

Innovator

young & full of potential 63

jugalbandi

For detailed consumer insights of 20 people, see annexure 3, page no 133

MARKET RESARCH
A well- structured questionnaire was designed to study the segmented group and identify the target group. Market research on a sample size of 100 people was done to understand the target customer. The age group of these 100 people was between the age of below 18 - above 35 years. This research helped in identifying the correct target customer. Questionnaire given in annexure 4, Page no 138.

3.8 TARGETING
GEOGRAPHIC

The geographical unit for this brand would be tier 1, tier 2, tier 3 cities like Delhi, Mumbai, Kolkata, and Pune, Chennai, jodhpur, shimla etc. EBOs will be opened in tier1 cities only , MBOs will be opened in tier 1, tier 2 and tier 3 cities. The targeting for international market would be USA and UK because of the high percentage of NRIs living there and also because the competitors like FABINDIA have their outlets there.

DEMOGRAPHICS

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Age the target age will be 18 24 & 25-31 years

Preference to buy Indo western apparel according to the age group

35% 30% 25% 20% 15% 10% 5% 0% Below 18 Yrs 18 -24 Yrs 25-31 Yrs 32-38 yrs Above 38 Yrs 4% 6% 4% 6% 8% 2% 12% 8% 20% Yes No 30%

In the analysis it was found that from a sample size of 100 people those between the age group of 18- 24 years (30%) are the most willing to buy fusion clothing. The second highest number of people belongs to the age group of 25-31 years. So the target age group for grassroots ranges from 18-24 and 25-31, where 18-24 emerges to be the primary target and the latter is the secondary target.

Gender females Income the target income group is people having monthly income from Rs 1 lac - 3 lac a month and above. These people as interpreted from the graph are the most willing to buy indo western clothing.

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Preference for indo-western clothing

35% 30% 25% 20% 15% 10% 5% 0% Below 40K Rs 41K-70K Rs 71K-1L Rs 1.1L- 3L Rs above 3L Rs 2% 4% 1% 3% 13% 9% 8% Yes No 33% 27%

The finding from this graph is that the population that fall between the income group of Rs 1.1 lac- Rs 3lac (42%) out of them 33% prefer indo western clothes. And 27% of the people belonging to the income group of above Rs 3 lac prefer indo western. Therefore grassroots has clear income groups to target which is earning roughly above a lac for the month.

Occupation working professionals and students

Willingness to wear indo-western according to profession

35% 30% 25% 20% 15% 10% 5% 0% Student Working Professional Business Homemaker 10% 5% 7% 2% 3% 22% 19% yes No 32%

From the above graph it can be interpreted that 32% of the total customers who are willing to buy indo-western are students. And 22% of them are working professionals. The females
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from a business background are also willing to buy such clothing but home makers show the least interest.

PSYCHOGRAPHICS
Attitude It has been proved through analysis that the customers like to shop a lot from brands like Anokhi, fabindia, globaldesi etc. Through customer insights it was found that customers love to dressup and experiment with their clothes. They know what they want and are therefore confident. They broadly belong to the category of early adopters. When they like something they are more concerned with the design and fahion and not with the price.

Important factors while buying apparel

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 4.6 4.43 3.98 2.97 2.86 2.2

Latest Fashion

Brand Name

Design

Comfort

Price

Material

When the customers were asked about their preferences while buying apparels it was found that the highest preference (4.6) is given to latest fashion and it can be said that the customers are very fashion conscious. The next important factor is the brand name so it can be concluded that customers are brand conscious too. So on is the design and comfort factor. The least preference is given to the price and material therefore it can be said that the customers are indifferent towards the price of the product and show more concern for the latest trends and fashions.

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Interest The customers are the people who are fond of reading fashion magazines in their free time and listen to music and are tech savvy. They like to wear funky and colourful accessories. They like hanging out with friends and love to shop.

spending on apparels per month according to the income group

25% 20% 20% below 5K Rs 15% 10% 5% 5% 0% Below 40K 41K-70K 71K-1L Rs 1.1L- 3L Rs above 3L Rs Rs Rs 1% 1% 11% 11% 10% 8% 5% 5K-10 K Rs 10001 Rs-15K Rs 15001 Rs-20K Rs Above 20k Rs

7% 7% 4% 4% 4% 1% 1%

It is analyzed that out of 34% of females who spend between Rs 15000- Rs 20000 on apparels 20% of them belong to the income group of people who have Rs1.1 lac to Rs 3 lac a month and 10% fall in the income group of above Rs 3 lac per month. The people who spend around Rs 10,000- Rs 15,000 ie (27%) out of them 11% belong to the income group of Rs 1.1 lac- Rs 3 lac and 8% belong to above rs 3 lacs income group. This target income group for grassroots spends around rs 15000- rs 25000 per month, which is quite high and benefits grassroots as it can price its products accordingly.

Lifestyle the customers likes to do social networking and wants to live life to the fullest. They like to have fun be it a weekend or weekdays and they want to enjoy with friends and family.

Opinion The customers know what they want and are choosy. Most of them prefer garments that are of latest fashion. They are opinionated and have a mind of their own.

BEHAVIOURAL
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Usage - Though the analysis it was found that the customers will wear garments brought from grassroots more than 2-3 times a week but less on daily basis.

Willingness to wear indo western wear according to the target age

25.00% 20.00% 15.00% 10% 10.00% 5.70% 5.00% 0.00% Student Working Professional 1.43% 7.14% 15.71% 14.29% 21.42% 21.42% Daily 2-3 Times in a week 2-3 Times in a month once ina month On rare occasions

Through the analysis it is found that the willingness to wear indo western on a regular basis is more on the part of the students as compared to working professionals. About 21% students are willing to wear indo western on a daily basis and only 1.5% working professionals are ready to wear it daily. Also more students are willing to wear it 2-3 times a week as compared to the working professionals. So the main target of grassroots will be the students.

Buyer readiness They are aware & informed about other indo-western brands and shop from there regularly.

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Known brand catering on indo-western wear according to the target age

Sarojni westside 2% 2% Sampada Janpath 3% NoW 2% 10% 7% Global desi 5% Goodthings 5% Anokhi 10% Biba 7% Cottons 5% CTC Desigaul 5% 3% Bangkok 2%

Fabindia 34%

Through the study it is found that the most known brand to the target customer that provides indo western is fabindia. The next most known brand is anokhi. Some said (2%) that they go to unorganized markets like sarojini , janpath and Bangkok to get indo western. The rest of the results are very scattered.

Benefit sought The products from grassroots can be worn on both casual and formal occasions.

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preference to wear indo-western clothing occasion wise

18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 16% 11% 11% 10% 9% 6% 6% 2% 3% 2% 4% 2% 1% 1% 2%

office special occasion hanging out with friends in daily routine not sure

6% 4% 3%

Below 41K-70K 71K-1L 1.1L- 3L above 3L 40K Rs Rs Rs Rs Rs

In this graph it was shown that the people who belong to the income group of 1.1 lac 3 lac, 16% of them want to wear indo western on special occasions and 11% of them want to wear it when they are hanging out with friends. Then 9% of them would like to wear it daily and the least preference is wearing it to office. The second highest percentage comes from the income group of above rs 3 lac where highest inclination is wearing indo western on special occasions and then while hanging out with friends. Here more people like to wear it to office and less want to wear it daily.

4. CHAPTER 4
Marketing Plan
4.1 BRAND NAME, LOGO
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Grassroots means from the origin. The fusion brand has been named grassroots as this jugalbandi depicts both the western and Indian culture in its clothing. For the Indian customer, the roots are dug deep in the culture and tradition which is truely respected and worshipped. This Indian has now been exposed to the western ways and wants to be a part of it. The consumer wants to be modern yet remain attached to were he comes from. His roots are deeply connected to his culture yet he wants to grow and outshine the modern way. The logo depicts roots with Indian motifs on it, which will be seen on the collection launched by grassroots.

Brand Identity

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Visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind. Brand identity is from the perspective of the owner of the brand. What is wants to portray itself as, it is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. A brand identity has two parts. http://www.businessdictionary.com/definition/brand-identity.html#ixzz0zWN08AHd http://www.managementstudyguide.com/brand-identity.htm

4.2 VALUE PREPOSITION

A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. http://www.investopedia.com/terms/v/valueproposition.asp

GRASS ROOTS The silhouette draws from Western influences but relying heavily on Indian textile heritage, styling and prints. These elements are combined to give the garment a modern, avant garde feel.

Benefits
Functional: functional benefits are often the result of materials, design and production decisions. How the product is built can lead to benefits such as effectiveness, durability, speed, ease-of-use, and cost savings. http://www.knowthis.com/principles-of-marketing-tutorials/product-decisions/productfeatures-and-functional-benefits/
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The users of GRASS ROOTS would be provided with the most innovative designs and cuts. It would give them good quality fabric, comfortable silhouettes. GRASS ROOTS will offer the patrons a designer look but without being hard on their pockets and will come up with new styles on a regular basis. Emotional: The benefit received by the consumer that isnt something material which they can show off. Instead, it works more directly into the heart and mind is the emotional benefit received by the consumer. http://everyjoe.com/work/understanding-the-emotional-brand-benefit/ As grassroots provide the blend of both Indian and western cultures , the Indian customer after wearing the grassroot product will look modern and trendy but at the same time the prints on the garments will make the customer feel close to its origin. The customer will stay connected to its culture in a fashionable way. Self-expressive: a brand can provide self expressive benefits by providing a way for a customer to communicate his/her self image. http://www.slideshare.net/sjhus/brand-identity-presentation A buyer from GRASS ROOTS would feel smart, different and connected to their values and ROOTS. The customer today wants to wear what depicts their own personal style. The customer is experimental, knowledgeable and knows what he wants. They like to wear what shows what they are. Grassroots will make them feel more confident, positive, smart, modern and at the same time closer to their traditions and values.

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4.3 BRAND IDENTITY PRISM

As per Kapferer, Brand identity can be defined by six parameters:

Personality

Physique

Culture

Relationaship

Self-image

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Physique

reflection

Personality Funky, cool, confident, Independant, experimental

Western silhouettes, cuts, logo, Indian prints

Relationship

bridging the gap

Culture

Jugalbandi, fusion, blend

Reflection Fusion is cool

To bridge the gap between Indian and western culture by providing a blend of both to young women in a innovative style.

Self Image Thats the way i am

Out of which, Personality, Culture & Self Image is an internal identity, which an organization looks at. The rest, Physique, Relationship and the Reflection is an external identity, with respect to a consumer.

Physique: It mentions physical facets- tangible things. It includes packaging, product look and feel. GRASS ROOTS would use Indian fabrics, prints and styling. It would have western silhouettes and cuts. The logo of grass roots has roots which has a collection of many Indian traditional motifs. Personality
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Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. its employees) as well as through advertising, packaging, etc.

Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits. http://www.managementstudyguide.com/brand-personality.htm GRASS ROOTS is a funky, cool, confident, experimental and hip brand. It is a very contemporary and confident brand.

Culture: These are the Set of values feeding the brands inspiration. Rules governing the brand in its outward signs lay product and communication. GRASS ROOTS would give a wide range of options right from colors, designs, silhouettes to prints to the people. It is western in its design yet Indian in its essence. It believes in giving its customers a western modern look but with an Indian touch which one can call a jugalbandi. The intention of the brand is focused on connecting the consumers to their ROOTS. Self-Image: It is what an organization wants its customers to perceive of the brand and what brand image it wants to project. Its about how a particular customer feels about himself after using a particular brand. GRASS ROOTS is chic and fashionable. its customers feel fashionable and trendy when they wear it, yet close to their home. They feel themselves. This is how i am is what GRASSROOTS pitches at. Reflection: it is what the target customer thinks & perceives the product to be. It is the factor for strong and good brand image. http://fmcgmarketers.blogspot.com/2007/07/brand-identity-prism-some-examples.html
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GRASS ROOTS realize that every girl aspires to look different. The customers of GRASS ROOTS shall be smart, funky, colourful and experimental with their looks. Those girls who are not fond of the typical and outdated apparels and those who believe in creating their own style. FUSION IS COOL IS WHAT THEY WANT TO BE KNOWN AS. Relationship: it means relationship between the brand and the people. Grass roots is all about bridging the gap between both the cultures, that is Indian as well as western culture.

4.4 POSITIONING
Positioning is how a product appears in relation to other products in the market. http://tutor2u.net/business/marketing/brands_positioning.asp Positioning is owning a piece in the minds of the customers. It is not what you do to the product but what you do in the minds of a prospect. http://www.slideshare.net/sjhus/brand-positioning-presentation As from the need gap it can clearly be interpreted that the customer who wants to wear fusion clothing is looking for variety and a wide range of such apparels.

varity offered in indowestern under various brands

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 46%

27% 18 -24 Yrs 8% 2% 3% 2% 2% 5% 2% 3% 0% 25-31 Yrs

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It was analyzed through DILOs, CONDUMER INSIGHTS AND MARKET RESEARCH that when people were asked about the variety that is offered by existing indo western brands Desigual was voted as the brand that offers highest variety as compared to others. Majority of the customers said that no brand offers good variety in indo western apparels. So it can be concluded that there is a need of brand that offers large varieties in indo western. GRASS ROOTS would position itself as a brand that would provide FUSION WEAR that can be worn formally for an Indian event or festival as well as it can be worn comfortably to college also. It would be positioned as a multitude brand in the minds of the customers where they will get a large variety of designs, colours, silhouettes and prints to choose from. Positioning statement: To young and vibrant fashionistas who are attached to their culture, grassroots is an apparel brand that gives them a one stop shop of the most stylish and trendy blend of both the western and Indian cultures to achieve their aspired look.

Points of difference (POD) POD are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Strong, favourable, and unique brand associations that make up points of differences may be based on virtually any type of attribute or benefits. http://www.citeman.com/990-points-of-parity-and-points-of-difference/ GRASS ROOTS would provide a one stop shop that no other brand is providing presently. The other competitors for eg: Anokhi and fabindia provide indo-western apparels but they have a very narrow range in this department. They have a very limited choice. GRASS ROOTS would also provide them prt line collection so that the customer does not have any difficulty in selecting the apparels. Grassroots will have in-house stylists to assist the customer to make the correct choice.
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Points of Parity (POP) POP on the other hand, are associations that are not necessarily unique to the brand but may in fact be shared with other brands. These types of associations come in two basic forms category and competitive. http://www.citeman.com/990-points-of-parity-and-points-of-difference/ Points of parity are necessary for your brand but are not sufficient conditions for brand choice. http://www.davedolak.com/articles/dolak4.htm GRASS ROOTS would provide all the basic apparel features that other apparel brands have. It would provide a good quality fabric and trims, nice fit, will be available in all colors and will provide a value for money to its customers.

CREATING DIFFERENTIATION PRODUCT DIFFERENTIATION

Creating a differentiation in the mind of the consumer by saying that I am different. The differentiation will be created by offering a jugalbandi of Indian and western culture. It is about creating an imagery that the consumer can now look modern yet traditional.

4.5 BRAND AUDIT

Brand Audit is a diagnostic tool that helps companies evaluate how effectively they represent and deliver their brand strategy across all points of consumer contact. It's a third-party analysis of a brands verbal and visual communications, designed to assess the brands integrity, clarity and consistency. (http://www.smithandjones.com/brand-audit)
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FAB INDIA
A brand audit was done on 30 customers, to know more about fabindia. What people feel and like about the brand. Following are e few similar answers given by the customers. For detailed brand audit of 30 customers, refer to annexure 5, page no.143 Q1) What springs to your mind when you hear Fabindia? Q2) What else? (Logo, design, quality) Q3) When you see other people using Fabindia what thoughts come to your mind? Q4) When you wear Fabindia how do you feel (self-image)? Q5) Do you have any memory with Fabindia ? Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia?

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Doing the brand audit of fabindia helped to obtain a clear image of the brand in the minds of the consumers. When the customers were asked about the first thing that comes to their mind when they hear fabindia, most of them answered kurta. They also said that it is an Indian, ethnic wear brand and elegant and hip. Some said it is for aged people and they think of cotton and khadi when they hear the brand name fabindia as they use these fabrics a lot. Others said that the first thing they recall after hearing the brand name is furniture as it is a complete store that provides everything from apparels ,beauty products to home furnishing. When they were asked about the next thing that comes to their mind regarding the logo, packaging or any other thing most of them answered that they think of the brown handmade paper bag. Other said they think of the purple colour logo and it is eco friendly brand as it makes organic products. A number of people said that it reminds them of block printing, the bleeding colours and high maintenance fabindia products require. Some said they think that fabindia is reviving Indian culture as they provide the clean cuts and traditional designs. On asking how do they feel when they see other people wearing it, most of the people answered that they think that the people who are wearing it are simple, sober and have a subtel choice Some people thought that the users of fabindia are old-fashioned and are not trendy. Others think that the people like basic wear and comfortable garments and that is why they wear fabindia. When the customers were asked how they feel when they wear fabindia i.e. the self image. Maximum of them said that they feel connected to India and contributing to the environment. A few of them also said that they feel ordinary and nothing great after wearing the brand. Some said that it gives them a retro look and to some it gives comfort. The memories the customers can associate with fabindia is related to the first things they bought from the brand. Some remember helping their mom and friends in selecting outfits from fabindia. Few remember the store in khan market. Some remember buying gifts for their first Anniversary. To some it reminds them of their college days when they had stall of fabindia in a fest and the teachers who used to wear fabindia apparels. At last ,they were asked to name a brand they think is similar to fabindia some stores which came up were w, anokhi, Westside, sampada, cottons, good things and vrinda.
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4.6 CONVERTING PRODUCT INTO BRAND

Slogan
Weaving the cult Close to your roots Weaving the cult Stay attached

Inventory
Western silhouettes Indian prints Vibrant colours Fusion clothing Designer look Stylish Innovative Young

Personification
Female Traditional yet modern Experimental Confident

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Lively and vibrant Smart and trendy Outgoing Ambitious Charismatic Trendy dresser Lives life to the fullest

Party
A young and lively festive diwali party attended by young students and professionals only through invite tickets at Places like metropolitan cities like Delhi and Mumbai. It will have big budget, loud music , lots of alcohol with the best DJs in town. Launching the new festive collection by grassroots.

Obituary
Grassroots which created a new wave of fusion clothing has fused away. It started a cult which is taking shape but the origin is now in our memories. Died of overcrowding

Current headline
Grassroots launches weave the cult, a prt line collection blending both the Indian and western culture in one thread. Grassroots- rooting money. The roots are sucking the market share.

Future headline

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Grassroots opens a restaurant with the fusion of food from Indian and western culture. We are building a world in which different roots from all over the globe have come together to plant a tree, to nurture it so beautifully that all its fruits are treated as one and are able to live in the same basket.

4.7 USP
The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. (http://www.entrepreneur.com/encyclopedia/term/82480.html

VAST VARIETY OF FUSION CLOTHING UNDER ONE ROOF

USP
IN-HOUSE STYLIST INDIAN PRINTS ON WESTERN SILHOUETTES

The USP of grassroots is that it would provide a vast variety of fusion clothing under one roof. It would be a one stop for the customers as all types of indo western clothing will be available in grassroots which no other brand is providing as of now. Another USP of grassroots is that it will have western silhouettes, cuts and Indian prints and motifs on it which will give exclusiveness to the products.
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Also grassroots will provide an inhouse stylist who will help the customers to mix and match different indo western garments together as it is difficult for the customers to combine those garments appropriately and wear them.

4.8 ORGANISATIONAL STRUCTURE

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Budgeting & forecasting the financial condition Cost management Asset management Revenue generation Finance Department Marketing Department Design marketing Strategy Implementation of Strategy Customer & Competitor analysis Research Project , Process & Vendor management R&D Study the trend Sourcing Customer analysis Design the product Study the need gap Design Process Procurement Quality Control Sampling

Managing Director General Manager

Administrati Logistics & on/HRD Transportation Recruitment & Training Programme Career Development Inventory management Supply chain Managemen t Co ordinates with vendor and transport carriers Timely Dispatch and Inventory Control Finishing

IT & Merchandising Documentation Documentati on of all transaction and bills Software upgradation

Ironing Packaging Labeling

THE ROLE OF MARKETING DEPARTMENT

1. Structure Customer analysis Company analysis Competitor analysis

2. Designing the Marketing Strategy for the product. 3. Implementation the planning 4. Organizational management and leadership 5. Reporting, measurement, feedback and control system 6. Project, Process and Vendor Management-

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THE ROLE OF R & D DEPARTMENT

Research the market and find out the preferences and need gap Design the product Study the trends

THE ROLE OF MERCHANDISE DEPARTMENT

Buying & sourcing the raw material Financial accountability-The merchandiser must maintain profitability by meeting certain

financial plans set for each season. All merchandise bought must be appropriate for the customer and offered at a reasonable yet profitable price. A merchandiser's performance review will be partially based on the profit margin reached, rates of merchandise turnover and salesvolume.
Sampling Quality checking or Quality Control

THE ROLE OF IT & DOCUMENTATION DEPARTMENT

Documented all transaction order and bills

ADMINISTRATION & HRD DEPARTMENT

Recruitment and Training Programme Career Development Inventory management

LOGISTICS AND TRANSPORTATION DEPARTMENT

Way of Shipment

1. Ensuring all the requirements of the customers are met on time in an efficient and safe manner. 2. To coordinate with third party logistics
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3. To ensure that there is a safe and timely dispatch of goods. 4. To draft plans, policies and procedures for successful implementation of logistics system. 5. To ensure that the business goals of the organization are in synchronization with logistics system. 6. To create and maintain customer support. 7. To maintain coordination with vendors, service providers and transport carriers. 8. To ensure that no fraud is committed. 9. To ensure timely supply and payment of goods and reduce inventories

THE ROLE OF ACCOUNTS DEPARTMENT

1. Budgeting and forecasting the financial condition 2. Financial accounting: financial and fixed asset reporting; payroll; accounts payable 3. Accounting function: process and record all revenues and prepare general purpose financial statements 4. Accounting oversight and guidance to other internal departments to ensure the gap, legal requirements, policies and procedures - all consistently applied to maintain the integrity of the financial records. 5. Management accounting - budgeting, performance evaluation, cost management, asset management

4.9 FLOW CHART

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Finance Department

Marketing & Sales Department

R&D

IT & Document Merchandising ation

Administratio n/HRD

Logistics & Finishing Transportation

1 Finding need
Gap Analysis the market and consumer

3 Design
approved and dispatch for proto type

Documented all the transaction. While sourcing. The raw material Production System Packaging System Supply Chain System

11
Training Program me Accordi ng to the Product Inventor y manage ment

8
Finished good dispatch to warehous e

9
warehouse

2 Research and
Design the product according to the need gap

making

4 Sourcing the raw material and make prototype and send for final approval

10 Implement
marketing strategy according to the product and consumer

12 Retailer

5 After final
approval prototype go for production

6 While production
quality will monitor

13 Consumer 7 After production product

goes for finishing department

Production

4.10 PRODUCTION PROCESS

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Production process
Inspiration Ideation Consumer Research Consumer Feedback

Market and Competitor

Prototype Approval

Prototype Sampling

Prototype Designing

Designing

Range Plan

Production

Outsourcing

Fabric Sourcing Print Art work

In house

In house

Cutting & Sewing

Outsourcing

Embellishment

Outsourcing

Finishing

Outsourcing

Labeling & Packaging

In house
Shipment

Logistics
Warehouse Retailer End Customer

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Tangible
Fabric

Intangible
Service

Embroidery & Art Work

Finishing & Packaging Cutting & Sewing

In house Styling
Consumer Study

Concept

VM

Marketing Strategy

4.11 INDICATIVE PRODUCT TREND AND PORTFOLIO

COSTING FOR FABINDIA MERCHANDISE BASIC
Fabric cost 59/m average Requirement -2 m Cost-59x2m=Rs 118APPROX CMT per Garment- 60 Rs Total cost- 118+60=178 Rs
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Vendor Charges- 5% SRC(supplyRegionCharge)-5% Total- 178+17.8=196 Rs RetailMargin=50% MRP- Rs 360

FASHION BASIC
Fabric- Cotton/Linen/ Silk =150 Rs APPROX average Requirement-2 m Total cost-150x2=300 Rs CMT per garment-90 Rs Cost-300+90=390 Rs Vendor Charges- 5% SRC(supplyRegionCharge)5% Total cost-390+39=429 Rs Retail margin 64.25 % MRP- Rs 1200

FASHION
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Fabric- Cotton/Linen/ Silk = 220 Rs APPROX average Requirement-2 m Total cost-220x2=440 Rs CMT per garment-120 Rs Cost-440+120=560 Rs Vendor Charges- 5% SRC(supplyRegionCharge)5% Total cost-560+56= 616 Rs Retail margin 75.25 % MRP- Rs 2490

COSTING FOR GRASSROOTS MERCHANDISE BASICS

BASIC TOP
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 60 Rs/mt 1.5 mt 90 Rs 110 Rs/unit 15 Rs/unit

Estimated COGS per unit

215 Rs 94

Retail MarginMRP

67%-76% 650-900 Rs

BASIC BOTTOM
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 65 Rs 2 mt 130 Rs 110 Rs 15 Rs 255 Rs 63.5%-77% 700-1099 Rs

Estimated COGS per unit

Retail MarginMRP

FASHION BASICS
TOP
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 160 Rs/mt(including Printing and other art work) 1.5 mt 240 Rs 110 Rs 15 Rs

Estimated COGS per unit

Retail MarginMRP

365 Rs 69%-85% 1190-2440 Rs

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BOTTOM
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 180 Rs/mt 2 mt 360Rs 110 Rs 15Rs

Estimated COGS per unit

Retail MarginMRP

485 Rs 61%-80% 1240-2440 Rs

LAYERING
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 200 Rs(including Printing and other art work) 1.5 mt 300 RS 120 Rs 15 Rs

Estimated COGS per unit

Retail MarginMRP

435 Rs 69%-85% 1440-2990 Rs

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FASHION MERCHANDISE
TOPS
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 240 Rs/mt(including Printing and other art work) 2 mt 480 Rs 150 Rs 15 Rs

Estimated COGS per unit

Retail MarginMRP

645 Rs 74%-78.4% 2490-2990 Rs

BOTTOMS
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 260 Rs(including Printing and other art work) 2 mt 520 Rs 150 Rs 15 Rs

Estimated COGS per unit

685 Rs

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Retail MarginMRP

72%-77% 2490-2990 Rs

LAYERING
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 300 Rs/mt(including Printing and other art work) 2 mt 600 Rs 150 Rs 15 Rs

Estimated COGS per unit

Retail MarginMRP

765 Rs 75%-81% 3040-3990 Rs

DRESSES
Fabric Cost per unitTotal Requirement Total Cost of fabric CMPT Other Direct Cost 260 Rs/mt(including Printing and other art work) 3 mt 780 Rs 150 Rs 15 Rs 945 Rs 98

Estimated COGS per

unit
Retail MarginMRP 63%-76% 2490-3990 Rs

NOTECMPT includes Cutting Sewing Trims Finishing Laundry Packaging & labeling

PRODUCT PORTFOLIO

RANGE PLAN

Basics

Fashion Basics Top

1190-2440 Rs

Fashion Merchandise Top

2490-2990 Rs

Top
590-1140 Rs

Bottom
740 -1190 Rs

Bottom
1240-2440 Rs

Bottom
2490-2990 Rs

Layering
1440-2990 Rs

Layering
3040-3990 Rs

Dresses
2490-3990 Rs

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INTENDED PRICE RANGE

willingness to spend on a indowestern top

30.00% 25.00% 20% 20.00% 15.00% 10.00% 5.00% 0.00% 18 -24 Yrs 25-31 Yrs 1.67% 1.67% 6.67% 1.67% 1.67% 5% 18.33% 16.67% tops Rs.500-999 tops Rs.1000-1499 tops Rs.1500-1999 tops Rs.2000-2499 tops Rs.2500 & abv 26.67%

Through the analysis it is found that the among the people between the age of 18-24 years about 27% are ready to spend about rs 2000- 2499 on a indo western top., 20% are ready to spend around Rs 1500- 1999 and about 7% are willing to pay above rs 2500.

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The people among the age of 25-31 years 18% of them are ready to pay rs 2000-2499 on an indo western top. Then about 17% are willing to pay around rs 1500- 1999, 5% of them above rs 2500 and about 3% are willing to pay between rs 500-1499. So the price range of tops in grassroots will be kept by keeping the preferences of the customers in mind, which will be around rs 1500-2500.

willingness to spend on a indowestern bottom

30.00% 25.00% 20% 20.00% 15.00% 10.00% 5.00% 0.00% 18 -24 Yrs 25-31 Yrs 1.67% 8.33% 5% 3.33% 10% 26.27% 25% Bottom blw Rs.1000 Bottom Rs.1000-1499 Bottom Rs.1500-1999 Bottom Rs.2000-2499 Bottom Rs.2500-2999 Bottom Rs.3000 & abv Bottom Rs.3000 & abv

It is seen through this graph that the majority of customers in the age group of 18-24 years are willing to pay rs2000-2499 and the majority in the age group of 25-31 years is willing to pay rs 1500-1999. The second preference in both the age groups is interchanged. So the pricing of the bottoms of grassroots will be around rs 1500- 2499.

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willingness to spend on a indowestern dress

0.25 20% 0.2 0.15 0.1 5% 0.05 0 18 -24 Yrs 25-31 Yrs 1.67% 11.67% 23.33% 21.67% Dress blw Rs.1500 Dress Rs.1500-1999 10% 6.67% Dress Rs.2000-2499 Dress Rs.2500-2999 Dress Rs.3000-3499 Dress Rs.3500 & abv

To find the amount people are willing to spend on dresses it was analyzed that majority of the people among both the age groups are willing to spend rs 2500-2999. Then the second preference is to pay rs 2000-2499 and after that is rs 3000-3499. Keeping the above data in mind the dresses of grassroots will be priced around rs 2000- rs 3499.

PRICING OBJECTIVE
Status quo: the firm may seek price stabilization to avoid price wars and maintain a moderate but stable level of profit. Grassroots will not indulge in any price wars with its competitors and will focus on maintaining stability in the market. It will follow its competitor fabindia for setting the prices. The brand will keep a moderate mark up and will not overcharge from its customers. http://www.netmba.com/marketing/pricing/

PRICING STRATEGY
Competitive pricing: Competitive pricing means tackling the price leader in the market segment in which the company is operating. Where possible, the aim would be to set a slightly higher price than the price leaders (say 7 per cent) and then launch a marketing
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campaign to demonstrate that what Winkler calls a discernible product difference exists. This means demonstrating that the companys product offers a distinct improvement over its competitors. If the firm cannot compete on quality it may have to set slightly lower prices or offer higher discounts of at least 10 per cent but not more than 15 per cent or so. (http://www.kutenk.com/2009/12/competitor-related-pricing-systems-competitivepricing-strategy-discount-pricing-strategy/) Grassroots will adopt competitive pricing strategy for pricing its products. The prices of the products of grassroots are very similar to its competitor fabindia. It is following fabindia and will set its prices accordingly.

PROMOTIONAL PRICING
Special event pricing: reducing prices in retail stores at certain times of the year (e.g. immediately after Christmas) to attract customers. As grassroots is preferred by the customers mostly during special occasions, special event pricing will be used. On festive occasions like diwali, holi, navratra etc. special discounts and schemes will be introduced in the stores to pull the crowd. (http://www.businessdictionaries.org/Special_Event_Pricing)

PRICING OF GRASSROOTS MERCHANDISE

Basic
Price range of Basic Top-590-1140 Rs Price range of Basic Bottom-740 -1190 Rs

Fashion Basic
Price range of Fashion Basic Top-1190-2440 Rs Price range of Fashion Basic Bottom-1240-2440 Rs

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Price range of Fashion Basic Layering-1440-2990 Rs

Fashion Merchandise
Price range of Fashion Merchandise Top-2490-2990 Rs Price range of Fashion Merchandise Bottom- 2490-2990 Rs Price range of Fashion Merchandise Dress- 2490-3990 Rs Price range of Fashion Merchandise layering-3040-3990 Rs

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5. CHAPTER 5
FINANCIALS & INITIAL INVESTMENTS

5.1 FIVE YEAR PLAN FOR GRASSROOTS

shopping place according to the income group

25% 20% 15% 15% 10% 5% 0% Below 41K-70K 71K-1L 1.1L- 3L above 3L 40K Rs Rs Rs Rs Rs 2% 2% 2% 1% 9% 7% 11% 5% 1%2% Mall High street market Unorganized retail market on line shopping 22% 21%

In the analysis it was found that the people who belong to the income group of 1.1 lac- 3 lac 22% of them and the people falling in the income group of above 3 lacs 21% of them prefer to shop from malls. The next liking is towards high street markets. Least preference is towards online shopping. Due to this willingness of shopping at malls and high streets, EBOs for grassroots are opened at malls and high street markets, its flagship store being in KHAN MARKET, which is a high street market.

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EBO/Retail Hierarchy

Store Manager Sales Executive Support Staff

Khan Market EBO- FLAGSHIP STORE

EBO & MBO

5 Shopping Destination
Online 4 Unorgani 3 zed Hi street 2 malls

1 0 0 1
18-24 2 1 years 25-313 years

Target Age Group

The size of the bubble indicates the income level of the target group. The x- axis denotes the age of the target group and the y-axis denotes the preferred shopping destination by this target group.

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The above bubble graph depicts that both the age group, the primary and the secondary target likes to shop the most in malls and high street market like khan, south-x. Also as the size of the bubble is big it can be interpreted that this target group has high income levels and is most willing to shop from malls. It is seen in this graph that there is a very few number of people who shop online. This is the reason why grassroots want to open its EBOs in all the malls at places like select city walk, Great India Place etc and hi street markets as the target group shops from these places mostly.

In the first year grassroots will open 5 EBOs in Delhi & NCR only. It will expand to other places from second year onwards. The MBOs in which it will open later are selected on the basis of the brands these outlets keep and the locations they are at. Shoppers stop and lifestyle are the two MBOs selected to display grassroots merchandise. These outlets keep premium brands such as Tommy, Biba, esprit, guess, CK, forever new, French connection, Giordano etc so it would be appropriate for grassroots to open in these outlets as it is also targeting the premium segment. (http://www.lifestylestores.com/apparels/app_women.html) (http://www.shoppersstop.com/catalogservlet?categoryId=315402) Second year onwards it will follow its expansion plans and spread out in several tier 2 and tier 3 cities too to get a better market coverage. The plan is to open 2 EBOs in Mumbai and 1 in Pune and 1 in Chandigarh in the second year. In the second year it will open its outlet in shoppers stop and lifestyle in the north zones cities. It will open 7 MBOs in delhi/ncr, 1 in lucknow and 3 in jaipur. In the west zone, it will open 7 MBOs in Mumbai and 3 in pune. In the east zone it will open in 1 MBO in Kolkata and in the south zone it will open in 4 MBOs each in Bangalore, Hyderabad and Chennai. In the third year grassroots will open 2 EBOs each in Mumbai, Kolkata and Bangalore. Further this year the brand will open in 2 MBOs at Kanpur and 1 in Amritsar in the north zone. In the west zone it will open in 1 MBO in Nagpur and Goa each. The east zone will have more outlet at Mangalore.
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In the fourth year it will commence 1 new EBOs each at manipal, Hyderabad and Kolkata and another one in Mumbai. This year grassroots will open in 3 more MBOs in delhi, 4 more in Mumbai, 1 more in ahemdabad and 2 more in Bangalore. In the fifth year it will open 2 more EBOs in delhi/ ncr. 1 in Mumbai, 2 more in pune and 1 in Bangalore, Hyderabad, Kolkata each. In this year the company would go International and open one EBO in London also. It will also open in 1MBO in Ludhiana,3 more in Mumbai and Hyderabad each 5TH YEAR GOING GLOBAL Indians are London's largest non-white ethnic minority group, with a population of around 500,000 (which is more than the number of Indians in the Netherlands, Germany, France, Italy and Portugal combined). (http://connect.in.com/indian-community-of-london/profile-123415.html) The U. K. is the first country which has an Indian community truly representative of its diversity. The colonial connection between India and U K has ensured intimate interaction between the two countries at all levels for over two centuries. This has led to the evolution of Indian community in Britain comprising of all sections of people. Over 40% of the Indian population lives in inner and outer London. It is concentrated in the boroughs of Ealing (southall), Brent(Wembly), Hounslow, Barnet, Croydom and Newham. Outside London the main areas of concentration are West and East Midlands, Liecester and great Manchester. (http://www.thinklondon.com/downloads/london_communities/apac_india/D3_commun ities_indian.pdf) Persons of Indian origin constitute the single largest ethnic minority group in Britain. The Indian community is very active culturally. It organizes cultural and religious festivals to maintain its ties with India. The popularity of hindi films and ethnic television is a major element in keeping the Indian diaspora, and its second generations in touch with India. First generation migrants remain nostalgic about the parent country and are extremely keen to maintain an active cultural and spiritual link with India. For the second and the third generations a great deal of cultural hybridization has inevitably been taking place.
108

Indians have done exceedingly well in the spheres of education. The Indian community has no major conflicts with the host community. Global companies and international communities are an essential part of londons social and business fabric. Since the 17th century London has been a popular place for the Indians to settle. Now home to 1,73,000 overseas nationals from India, London accounts for over a third of the United kingdom total. If British people born of Indian origin are considered this number reaches 4,37,000 accounting of 6% of Londons population. Over the last eight years, India overseas investment in Europe has multiplied 10 times, according to Ernst and youngs European investor monitor. The picture of London is especially bright, as the capital alone accounts for just over 34% of all European investment from India. Londons growing overseas community now consists of more than 160 multi national Indian companies. In total there are over 10,000 India owned businesses in London employing 49,000 people. Together they generate a combined turnover of $14.4 billion and represent 5% of londons economy. London is the most internationally accessible city in the world attracting 162000 Indian visitors in 2005. The Indian community adds a unique cultural vibrancy to London, organizing events, live music, films, dance shows, art exhibitions, craft displays, Bollywood festivals, big melas and other celebrations throughout the year. (http://www.thisislondon.co.uk/news/article-945332-london-life-for-the-indiancommunity.do pdf) London offers an enormous variety of Indian shops selling specialist food, herbs and spices, clothes, accessories and services. There are three main areas for Indian shops: (a) Ealing Rd in Wembley; (b) Southall, Ealing; and (c) Green St, West Ham. In all three areas one can buy Indian clothes (traditional and modern), groceries (especially fresh fruit and spices), jewelry, music and video cassettes, religious pictures and statues, sweetmeats, as well as beedies, joss sticks and pan (betel nut). All three areas also have many Indian restaurants and snack bars.

109

(http://uk.answers.yahoo.com/question/index?qid=20060907114552AAcrh4x)

Organiser of Indian fashion week in London Vivek agarwal says, Indians in the UK contribute to about 4 per cent of the population and they alone constitute about 6 per cent of the GDP. So why not utilize that spending power. (www.dnaindia.com)

Due to the above mentioned reasons grassroots is willing to open a store in the fifth year in London. The number of Indians there is increasing who are culturally inclined and who want to be connected to India in every manner so that they remain close to their roots.

EBO

Year-1

Year-2

Year-3

Year-4

Year-5

North Zone Delhi/NCR chandigarh 5 0 0 1 0 0 0 0 2 0

West Zone Mumbai Pune 0 0 2 1 2 0 1 0 1 2

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South Zone Bangalore Hyderabad Manipal 0 0 0 0 0 0 2 0 0 0 1 1 1 1 0

East Zone Kolkata 0 0 2 1 1

International London 0 0 0 0 1

Total

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5.2 RENTAL PER SQUARE FEET OF FABINDIA

Store Area of fabindia in Khan Market- 6000 Sq ft (Compressed full with UPH fabric) Store Area of fabindia in Select city walk Mall- 2000 sq ft (Compressed full without UPH fabric) Store Area of fabindia in Ambience mall Gurgaon-1000 sq ft (Garment store) Store Area of fabindia in Connaught Place -3000 sq ft (Compressed full without UPH fabric) Store Area of fabindia in GIP nioda-1000 sq ft (Garment store)

KHAN MARKET PRICE PER SQUARE FOOT - RS 500 Total rental per month in Khan market- 6000x500=3000000 Rs (http://sarthakestates.com/real-estate-for-sale-rent-in-delhi-and-ncr/)
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Total rent per year=36000000 Rs SELECT CITY WALK, SAKET PRICE PER SQUARE FOOT- RS 700 Total rental per month in Select city walk -2000x700=1400000 Rs Total rent per year=16800000 Rs http://www.areapal.com/rapo/2025/Delhi_Select_Citywalk_Mall AMBIENCE MALL, GURGAON PRICE PER SQUARE FOOT- RS 750 Rental per month in Ambience mall-1000X750=750000 Rs (http://sarthakestates.com/real-estate-for-sale-rent-in-delhi-and-ncr/) Total rent per year=9000000 Rs CP PRICE PER SQUARE FOOT- RS 500 Rental per month in C P- 3000x500=1500000 Rs Total rent per year-18000000 Rs GIP, NOIDA PRICE PER SQUARE FOOT-RS 650 Rental per month in GIP- 1000x650 =650000 Rs http://noida.quikr.com/COMMERCIAL-RENTED-PROPERTY-FOR-SALE-INNOIDA-SECTOR-18-GIP-W0QQAdIdZ65746019 Total rent per year=7800000 Rs

5.3 SALES PER SQUARE FEET OF FABINDIA

KHAN MARKET Sales per square ft in Fabindia Khan MarketTotal area of the store-6000 Sq ft
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Sales per sq ft in khan Market-2500 Rs per sq ft/month http://www.topnews.in/tree/Retail+Markets/Retail+Markets Total sales of the area/month-15000000 Rs/month Total sales per year-180000000 Rs SELECT CITY WALK, SAKET Total area of Fabindia in Select city walk mall-2000 sq ft Sales per sq ft-1800 Rs Total sales per month-3600000 Rs Total sales per year-43200000 Rs AMBIENCE MALL, GURGAON Total area of Fabindia in Ambience Mall- 1000 Sq ft Sales per sq ft in Ambi Mall- 1750 Rs month http://sarthakestates.com/real-estate-for-sale-rent-in-delhi-and-ncr/ Total sales per month-1750000 Rs Total sales per year-21000000 Rs CP Total area of Fabindia in CP-3000 sq ft Sales per sq ft in CP- 1900 Rs Total sale month- 5700000 Rs Total sales per year-6840000 Rs GIP NOIDA Total area of Fabindia in GIP noida-1000 sqft Total sales per sq ft in Noida- 2200 Rs Total sales per month-2200000 Rs Total sales per year- 26400000 Rs http://sarthakestates.com/real-estate-for-sale-rent-in-delhi-and-ncr/
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5.4 RENTAL PER SQUARE FEET FOR GRASSROOTS

Store Address Grass Roots Khan Market Select City Walk Ambience Mall Cannught Place GIP Total Store Area 1000 sq ft 550 sq ft 600 sq ft 1000 sq ft 800 sq ft Rental per sq ft 750 Rs/sq ft 700 Rs /sq ft 680 Rs /sq ft 550 Rs/sq ft 650 Rs/sq ft Rental per month 7.5 L Rs 3.85 L Rs 4.2 L Rs 5.5 L Rs 5.2 L Rs Rental per Year 90 L Rs 46.2 L Rs 50.4 L Rs 66 L Rs 62.4 L Rs 3.15 Cr Rs

5.5 SALES PER SQUARE FEET FOR GRASSROOTS

3 SCENARIOS
PESSIMISTIC CONSERVATIVE OPTIMISTIC

PESSIMISTIC SCENARIO
10% OF FABINDIA SALES IN 09
Sales Forecast for grassroots inKhan Market IN Year-1 Sales Forecast for Select City Walk IN Year-1 Sales Forecast for Ambience mall IN Year-1 Sales Forecast for Cannught Place IN Year-1

IN Rs
1.8 Cr 43.2 L 21 L 68.4 L

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Sales Forecast for GIP, NOIDA IN Year-1 Total

26.4 L 3.39 Cr

CONSERVATIVE SCENARIO
30% OF FABINDIA SALES IN 09
Sales Forecast for grassroots inKhan Market IN Year-1 Sales Forecast for Select City Walk IN Year-1 Sales Forecast for Ambience mall IN Year-1 Sales Forecast for Cannught Place IN Year-1 Sales Forecast for GIP, NOIDA IN Year-1 Total

IN Rs
5.4 Cr 1.29 Cr 63 L 2.05 Cr 79.2 L 10.17 Cr

OPTIMISTIC APPROACH
50% OF FABINDIA SALES IN 09
Sales Forecast for grassroots inKhan Market IN Year-1 Sales Forecast for Select City Walk IN Year-1 Sales Forecast for Ambience mall IN Year-1 Sales Forecast for Cannught Place IN Year-1 Sales Forecast for GIP, NOIDA IN Year-1 Total

IN Rs
9 Cr 2.16 Cr 1.05 Cr 3.42 Cr 1.32 Cr 16.96 Cr

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CALCULATION OF NUMBER OF PIECES TO BE SOLD TO ACHIEVE THE FORECASTED SALES Grassroots price range- Rs 590- Rs 3990. Starting Price of a unit-590 Rs End Price of a unit-3990 Rs Average price of a unit2290 Rs No of unit willing to sell to achieve the forecast- sales forecast/average price

PESSIMISTIC Khan Market (Sales forecast-1.8 Cr Rs) year-1 No of unit willing to sell to achieve the forecast-7860 Pcs
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Select City (sales forcsate-43.2 L Rs) year-1 No of unit willing to sell to acheive the forecast-1886Pcs Ambi Mall(sales forecast-21 L Rs)year-1 No of unit willing to sell to achieve the forecast-917Pcs CP-(sales forecast-68.4 L Rs) year-1 No of unit willing to sell to achieve the forecast-2987Pcs GIP-(sales forecast-26.4 L Rs) No of unit willing to sell to achieve the forecast-1153Pcs Total 14803 Pcs

CONSERVATIVE Khan Market (Sales forecast-5.4 Cr Rs) year-1 No of unit willing to sell to achieve the forecast-23580 Pcs Select City (sales forcsate-1.296 Cr Rs) year-1 No of unit willing to sell to acheive the forecast-5659Pcs Ambi Mall(sales forecast-63 L Rs)year1 No of unit willing to sell to achieve the forecast-2751Pcs CP-(sales forecast-2.052 Cr Rs) year-1 No of unit willing to sell to achieve the forecast-8961Pcs GIP-(sales forecast79.2 L Rs) No of unit willing to sell to achieve the forecast-3459Pcs Total 44410 Pcs

OPTIMISTIC Khan Market (Sales forecast-9 Cr Rs) year-1 No of unit willing to sell to achieve the forecast-39301 Pcs
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Select City (sales forcsate-2.16 L Rs) year-1 No of unit willing to sell to acheive the forecast-9432Pcs Ambi Mall(sales forecast-1.05 Cr Rs)year-1 No of unit willing to sell to achieve the forecast-4585Pcs CP-(sales forecast-3.42 Cr Rs) year-1 No of unit willing to sell to achieve the forecast-14934Pcs GIP-(sales forecast- 1.32Cr Rs) No of unit willing to sell to achieve the forecast-5764Pcs Total 74016 Pcs

5.6 INITIAL INVESTMENTS

Initial investment means what all things are required initially to open a business. It reflects all monies required including the registration Fee and monies needed to secure

space, purchase inventory, insurances, etc. (http://phfranchise.com/initial-investment-definition/) Initial investment is broadly divided in three parts. Investment in: a) Fixed assets b) Pre-operative expenses c) Working capital investment Fixed assets normally include items such as land and buildings, motor vehicles,

furniture, office equipment, computers, fixtures and fittings, and plant and machinery. (http://en.wikipedia.org/wiki/Fixed_asset) Pre-operative expenses are incurred in before opening the doors of a business or releasing a new product into the market. For example advertisement, pre launch expenses, etc. (www.answers.com)
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Funds invested in a company's cash, accounts receivable and inventory are investment in working capital. Networking capital is current assets minus current liabilities. (http://www.finance-lib.com/financial-term-working-capital.html) The initial investments of grassroots is divided in the following manner

3 SCENARIOS
PESSIMISTIC CONSERVATIVE OPTIMISTIC

PESSIMISTIC SCENARIO

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1.7201+.5085+1.695=3.9236 Cr Rs
CONSERVATIVE SCENARIO

1.7201+ 3.5595+ 1.27 =6.5496 Cr Rs

121

OPTIMISTIC SCENARIO

1.7201+ 3.39+1.695= 6.8051 Cr Rs

122

Pessimistic

conservative

optimistic

6. REFERENCES

1) http://www.utsavsarees.com/salwar/indowesternsuits.htm 2) http://www.indobase.com/fashion/women-fashion/apparels/indo-western 3) http://www.just-style.com/market-research/womens-wear-market-forecast-to2010_id66540.aspx 4) http://www.fashionunited.in/news/fashion/ethnic-wear-poised-for-big-times270520100527 5) http://hubpages.com/hub/indo-western-fashion 6) http://economictimes.indiatimes.com/articleshow/4416634.cms 7) http://www.outlookindia.com/article.aspx?224681 8) http://www.indobase.com/fashion/women-fashion/apparels/indo-western 9) http://www.adamsavenuedesign.com/churidar-designs-cutting 10) http://living.oneindia.in/men/for-him/2008/indian-ethnic-wears-fashion-trends.html 11) http://www.technopak.com/Perspective/vol4/Trends%20in%20India%27s%20Domest ic%20Fashion%20market.pdf 12) http://www.beautytwist.com/tag/fancy-dress/page/3/
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13) http://www.citehr.com/18803-indo-western-wear-girls.html 14) http://www.outlookindia.com/article.aspx?224681 15) http://www.dnaindia.com/lifestyle/report_desi-chic-set-to-nudge-ethnic-fare-out-offashion_1157211 16) http://economictimes.indiatimes.com/articleshow/4416634.cms 17) http://www.fibre2fashion.com/industry-article/26/2539/non-tariff-barriersprotectionism-in-disguise2.asp

18) http://www.strategylabs.net/search-pest-analysis-of-the-textile-industry-ofindia_p9.asp

19) http://www.docstoc.com/docs/15619997/Effect-of-Rupee-Appreciation 20) http://www.fabindia.com/productprofile.asp 21) http://www.ximb.ac.in/ximb/fileadmin/templates/XIMB/pdf/vilakshan-4.3.11.pdf 22) http://www.fabindia.com/productprofile.asp 23) http://www.scribd.com/doc/11569951/A-Marketing-Project-on-FabIndia 24) nmims.edu/images/Fabindia.pdf 25) www.desigual.com 26) http://www.desigual.com/#/companyprofile/ 27) http://www.desigual.com/pdf/empresa/Desigual_company_profile_english.pdf 28) Strategy formulation: situation analysis and business strategy 29) http://tutor2u.net/business/strategy/what_is_strategy.htm 30) http://www.businessdictionary.com/definition/brand-identity.html#ixzz0zWN08AHd 31) http://www.managementstudyguide.com/brand-identity.htm 32) http://www.investopedia.com/terms/v/valueproposition.asp 33) http://www.knowthis.com/principles-of-marketing-tutorials/productdecisions/product-features-and-functional-benefits/ 34) http://everyjoe.com/work/understanding-the-emotional-brand-benefit/ 35) http://everyjoe.com/work/understanding-the-emotional-brand-benefit/
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36) http://www.slideshare.net/sjhus/brand-identity-presentation 37) http://www.managementstudyguide.com/brand-personality.htm 38) http://fmcgmarketers.blogspot.com/2007/07/brand-identity-prism-someexamples.html

39) http://tutor2u.net/business/marketing/brands_positioning.asp 40) http://www.slideshare.net/sjhus/brand-positioning-presentation 41) http://www.citeman.com/990-points-of-parity-and-points-of-difference/ 42) http://www.citeman.com/990-points-of-parity-and-points-of-difference 43) http://www.davedolak.com/articles/dolak4.htm 44) http://sarthakestates.com/real-estate-for-sale-rent-in-delhi-and-ncr/ 45) http://sarthakestates.com/real-estate-for-sale-rent-in-delhi-and-ncr/) 46) http://www.areapal.com/rapo/2025/Delhi_Select_Citywalk_Mall 47) http://noida.quikr.com/COMMERCIAL-RENTED-PROPERTY-FOR-SALE-INNOIDA-SECTOR-18-GIP-W0QQAdIdZ65746019 48) \http://delhi-ncr.metromela.com/Anokhi/store/Sector15/16307http://www.anokhi.com/anokhi/about-us.html 49) http://www.couponcodes4u.com/couponsdiscounts/Anokhi/0 50) http://sarthakestates.com/real-estate-for-sale-rent-in-delhi-and-ncr/ 51) http://sarthakestates.com/real-estate-for-sale-rent-in-delhi-and-ncr/ 52) http://www.topnews.in/tree/Retail+Markets/Retail+Markets 53) http://nmims.edu/images/Fabindia.pdf 54) (http://retail.franchiseindia.com/magazine/2008/november/Ethnicity-personified_222-5/) 55) (http://www.udel.edu/fiber/issue4/world/indianconsumer.html) 56) (http://www.udel.edu/fiber/issue4/world/indianconsumer.html) 57) (http://www.smithandjones.com/brand-audit) 58) (http://www.entrepreneur.com/encyclopedia/term/82480.html 59) (www.answers.com) 60) (http://www.finance-lib.com/financial-term-working-capital.html)

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61) http://tutor2u.net/business/marketing/distribution_introduction.asp) 62) (http://www.arysy.com/typesdistrib.html) 63) (http://www.scribd.com/doc/11569951/A-Marketing-Project-on-FabIndia) 64) (http://www.fabindia.com/storesfrontdetails.asp?International_Stores=17:U.A.E.) 65) (http://www.webopedia.com/TERM/C/channel_strategy.html) 66) (http://tutor2u.net/business/marketing/promotion_pushpull.asp) 67) (http://www.seokingblog.com/2010/02/12/hard-sell-vs-soft-sell/) 68) IMAGES year book 2009 69) (www.dnaindia.com)
70) (http://uk.answers.yahoo.com/question/index?qid=20060907114552AAcrh4x)

71) (

http://www.thisislondon.co.uk/news/article-945332-london-life-for-the-indian-

community.do pdf) 72) (http://www.thinklondon.com/downloads/london_communities/apac_india/D3_comm unities_indian.pdf) 73) (http://connect.in.com/indian-community-of-london/profile-123415.html)

7. ANNEXURES Annexures
Annexure 1 Marketing Mix of Anokhi

Product Anokhis designs blend contemporary sensibilities with tradition of excellence. Its designs are bold and striking; the graphic and the colours are done by using modern printing techniques to keep pace with a demanding and fast moving world market and keeping the spirit of resurgence always alive. For many years, Anokhi has also been developing products in specialised areas such as appliqu, embroidery, patchwork and
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bead work, which now constitute a significant part of its product range. Together with garments - Indian and Western in design - home textiles, sarongs and accessories, it offers a diverse and colourful selection of products. They are known to deal in women's ethnic wear like salwar kameez, churidars and kurtis with ethnic motifs and block prints. Their designs are not restricted to Indian wear only but include skirts, shirts and other western clothes as well. http://delhi-ncr.metromela.com/Anokhi/store/Sector15/16307http://www.anokhi.com/anokhi/about-us.html

Price The superior quality of Anokhi products and an inviting price range of Rs 250 onwards which goes up to Rs 3500, proves that it is possible to run a successful craftbased business using traditional techniques to meet contemporary tastes. And the prices of Anokhi is higher than Fabindia. http://www.asklaila.com/article/DelhiNCR/Anokhi%3A+Showcasing+ethnic+chic+in+Delhi/13174/

Anokhi price range Short tops Rs.480-1450 & silk tops Rs.4500 Skirt Rs.1550 1950 Harem pants Rs.750 Long skirt Rs.850-1850 Capri Rs.950 & full length Rs. 990 & silk Capri Rs.3500 Jackets Rs.1600-3500 & long jackets Rs.2800 -6800 Bandhej stole Rs.2000 Long cotton dress Rs.950 990

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Visual merchandise the display is done according to the colours. E.g. in one gondola there are different shades of pink with white or each garment would have pink in it. Customer Profile most of the customer are mothers. The number of students walk-in is much less than the number of mother or working women. And out of 100%, the 50% of Indians and 50% of foreigner who visit the store on regular intervals and are loyal customers. Place Anokhi has three hundred employees working on its premises at Jaipur and another fifty who work at the Anokhi stores in Jaipur, Delhi, Mumbai, Bangalore, Kolkata and Chennai. In Jaipur it has its museum as well. In all through its activities, Anokhi provides a livelihood for more than a thousand people.
http://www.anokhi.com/anokhi/about-us.html

Promotion Anokhi provides coupons, discounts and promotional codes from the US' Best Stores or CouponCodes4u.com is the US' No. 1 coupon codes website created with the objective of providing the customer with fresh and working Anokhi coupons, discounts and promotional codes saving the customer money on their shopping. They also promote their products in magazines like selvedge; events & serials like baat humari pakki hai on Sony channel & on exclusive womens club on face book. http://www.couponcodes4u.com/couponsdiscounts/Anokhi/0

Annexure 2 DILO of 20 Customers

Customer 1 Weekdays Cstomer 1 is a college student and spends most of her time in college. She wakes up at 7am and gets ready for the college. Before going to the college she always visits
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temple. She drives to college in a car and reaches there around 8.45am as her college starts at 9am. She is there in college till 3pm. Sometimes she goes out with her friends during college timing or after college. She prefers to go to some chill out places like Big Chill in Khan Market with her friends. She also listens to the radio while driving her Honda City. Her favourite radio channel is 93.5 Radio Mirchi. She reaches home between 6-7pm. She then likes to watch television or socialize on facebook and then have dinner. Before sleeping she does some college work and goes to bed at 11pm. Weekends On weekends she likes to get up late. Then she has her breakfast with her family. She likes to spend time with her family or may go out for shopping or just hang out with friends. She shops from branded store like Mango, Zara etc. And in evening she may go out for dinner with family. Sometimes she does night out with her friends either they go to any pub or lounge like F-bar or Elevates to have fun. Customer 2 Weekdays The customer 2 is a MBA student. Before going to the college she like to go to gym or morning walk and then gets ready for the college. She leaves around 8.30am as her college is near her house. The college timing is 9am to 5pm. She attends all the classes and then goes out with her friends to see movie or go to malls. She returns back home usually at 7.30 -8pm. After reaching home she either prefers to watch television or do bit of social networking like using Facebook or twitter. After having dinner she studies for a while and then goes to bed at 12am. Weekends On weekends she prefers to stay at home and spends some time with family. She might go for shopping or have lunch or dinner out with her parents at Pandara Road or

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any nearby restaurant and eating joint. She prefers to see news channels and sometimes serials on Colors with her family. Customer 3 Weekdays Customer 3 also has a similar routine. She is also an MBA student and has same college timing. The difference is that she likes to hang out more with her friends during weekdays. She and her friends might go for movie or hang out at mall like Select City Walk or simply chill out at place like Cafe Coffee Day, Urban Cafe at Khan Market. She usually reaches home around 8pm. After reaching home she watches television or use Facebook for sometime and then have dinner and go to bed. Besides all this she even goes to temple every Tuesday, to worship God Hanuman and she doesnt eat non-vegetarian on Tuesday.

Weekends One day of the weekend she prefers to spend with her friends and goes to places like Mocha etc. She might go for a shopping at M block market, GK. She prefers buying from brands like Lee, Benetton, Puma etc. She likes to party and have lunches or dinners out with friends. Her favourite place to have dinner is MainLand China and the great kabab factory. And the other day she likes to stay at home and do some college work and socialize on Facebook. She likes to watch serials like Gossip Girls etc. Customer 4 Weekdays Customer 4 is a college student. Her weekday routine starts from 8am. She gets ready and reaches college at 9pm by driving her car, Skoda Octavia. Her college timings are 9-3pm. She returns home back at 4pm and then she studies. Every Tuesday and
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Thursday evening she goes to temple to worship God Hanuman and Sai Baba. After 7pm onwards her leisure time starts when she pursues her hobbies like playing guitar and swimming or she just watches television. On television she prefers to listen music on MTV or see serials on MTV like Girls Night Out, Style Check etc. And finally she goes to bed at 11pm. Weekends On weekends she prefers staying at home with her family. And in evening may go out for dinner with family or with friends. Her favourite places to eat are Pandara Road, Big Chill or Khan Chacha. She also socializes in her leisure time on facebook, twitter, orkut etc. Customer 5 Weekdays Customer 5 is a college student and does part time job as fashion consultant in a renowned apparel brand. Her day starts at 6am. She reaches college at 8.45am by metro. She studies in college till 2pm and then goes to the mall where she works for a brand. She lives in Delhi as a paying guest. From there she returns back home at 10pm. At home she sometimes watches television or listens to music according to her mood or just goes to bed. On television she enjoys watching Emotional Atyachaar and her favourite radio channel is fever 104. Weekends On weekends, its time for her to relax. In the evening she goes out for get-togethers with friends. She goes to places like Cafe Coffee Day, barista etc. She doesnt eat non-vegetarian on Tuesdays. And she also does some of her college work on weekends. Customer 6 Weekdays

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She is a fashion designing student. On weekdays, she is in college from 9am to 5pm. After college she goes out with friends to chill out and eat something. She usually goes to places like Mocha, Urban Caf as she loves to do hookah etc. She reaches home around 7-7.30 pm. Before reaching home she visits temple every Thursdays. Then she likes to watch television, listen to music or socialize on facebook. On television she enjoys watching FTV the most. After having dinner she does some college work and then sleeps off around 12. Weekends On weekends she goes out with friends for sourcing or does some research work at home regarding her design collection. For sourcing she visits places like Nehru Place, Shankar market etc. She socializes a lot on facebook. In the evening she goes with family for a dinner or goes for a party with friends. With friends she parties usually at Capitol. Customer 7 Weekdays Customer 7 is pursuing performing arts as her career. On weekdays she goes to the college. There she takes parts in activities like dance and theatre. After college she meets her friends to see movie or just hang out with them at malls like Ambience mall. In the evening she also teaches dance at some professional studio on alternate days. She returns back home around 8pm. On television she prefers to see more of dance shows and reality shows. And around 1 am she goes off to sleep. Weekends She likes to spend time at the studio where she teaches dance to many people. In her leisure time she goes out with friends to see movies or goes for shopping. She shops from branded stores like Mango, Zara, Promod etc. On weekends she usually goes for night out at any pub like Salsa Night at Tapas. There she consumes alcohol and she eats both vegetarian and non-vegetarian.
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Customer 8 weekdays The customer 8 is a college student. She wakes up in morning at 7am and gets ready for the college. She drives to college in her car, Swift. Her college starts at 9am and she is there till 3pm. Sometimes she goes out with her friends during college timing or after college to places like Cafe Coffee Day etc. She reaches home around 6.30pm. At home she likes to take a nap for some time or watches television or do net surfing and then have dinner and at last do some work and go to bed at 11pm. Weekends On weekends she likes to get up late. She likes to spend time with her family on weekends or may go out for shopping or just hang out with friends. She normally shops from unorganised market like Sarojini Nagar etc. And in the evening she goes out for dinner with family and relatives. She drives her car Hyundai i10 and usually watches serials like Fear Factor on AXN etc. Customer 9 Weekdays Customer 9 also has same routine as of customer 8. Her day starts at 7am and she reaches college at 9pm by driving her car, Ford Accord. She likes to make plans with her friends frequently even in weekdays. She usually goes to place like Emporio, Select City Walk etc for shopping or just eat at any fine restaurant such as zest. She usually reaches home around 8pm. After reaching home she sits on the net and does social networking. On television she enjoys watching serials on Star World like Glee, How I Met Your Mother etc. and she also loves watching fashion shows. Then finally

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she has her dinner and goes to bed. And she also keeps fast on every Monday and visits temple. Weekends On Saturdays she likes to chill with her friends. She might go for a shopping or party and have lunch or dinner out with friends. Her favourite places are restaurants in Taj, hyatt and Radisson, Kylin etc. On Sundays she likes to stay at home and she attends her music and yoga classes. Customer 10 Weekdays Customer 10 is a college student. Her weekday routine starts from 8am. She gets ready and reaches college at 9pm by driving her car, Swift. Her favourite radio channel is 104.4 FM. Her college finishes at 4pm. she hangs out with her friends for a while and then returns back home at 5pm. after that she studies for a bit or relaxes and then goes for swimming. She takes her dinner between 9-10pm and then finally goes to bed at 11pm. Weekends On weekends she prefers staying at home with her family. She goes for shopping with her friends.She normally shops from unorganised market like Sarojini Nagar, janpath or sometimes at GK. Customer 11 Weekdays Customer 11 is a self- employed business woman. She wakes up at 8 am, joins her hand and prays to god for a minute. Then she gets ready for office , eats breakfast and then goes to her office which is 20 kms away in her car with her driver. She works with her dad. She is in office till 5-6 pm and doesn't go out during office hours. And
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generally makes her plans after 9 pm. She likes going out for dinners 2-3 times in a week. She is fond of places like mainland china, tasty tangles and smokehouse grill. She goes off to sleep around 12. She has a blackberry phone and loves blackberry messenger as this helps her to stay in touch with all her friends all the time. She sits on internet during office hours and also after coming back home. She likes facebook and uploads a lot of pictures of her friends and family. Weekends On the weekends she wakes up around 10am. She takes Spanish classes in the morning around 11 and then catches a movie and goes partying on Saturday nights with family or friends at clubs and lounges. She loves doing hookah and that is why she bought one for her home too. Customer 12 Weekdays Customer 12 is a student of amity business school in Noida. She wakes up around 7.30am in the morning and Gets ready. She gets her lunch packed. She stays in college till 4pm. During weekdays she has her dance class. She goes home and changes in her dance clothes. She comes back from her dance class around 7:30 and takes a quick shower. She has her dinner around 8.30 pm. She likes watching Colors and MTV. She sometimes like watching news channels also. She goes to bed around 12. In the meanwhile she spends time with her family and browses the internet. Weekends On the weekends she gets up late. She goes to temple every Saturday evening. She catches up with her friends at places like costa, sector18 and sec 36 T-shop where most college crowd goes. She sometimes smokes when she is with friends. On Sundays she generally spends time home and goes for dinner at places like Chor bazaar, ruby Tuesday, Punjabi by nature with her family.
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Customer 13 Weekdays Customer 13 is pursuing her post graduation in business management from Infinity business school. She gets up at 7 and after taking bath she prays to lord surya. She leaves home at about 9 am and is usually back by 6 in the weekdays. In her break she eats at college canteen usually and sometimes goes to places like mocha, fresco and KFC. After she is back from home she sleeps for a while and gets back to books followed by dinner and then chatting up with friends on phone or facebook. She usually sleeps by 1 am. Weekends On weekends she does not have a fixed routine. She is usually home or just chilling with close friends and finishing pending work from college. She goes shopping with her friends at malls, places like khan market and CP. Customer 14 Weekdays Customer 14 gets up at 8 am and leaves for college around 9 am. She believes in lord shiva and keeps fast on Mondays. At the time of breaks in college she goes to nearby places such as subway, Bikanerwala, top breads as she does not like canteen food. After reaching home around 5pm she rests for a bit and then goes for her aerobics class. She comes back and changes in her nightdress as she usually does not go out during weekdays. She eats dinner and finishes her college work. As she likes dressing up for college so she prefers deciding what to wear the next day in the night only to save time in the morning. She talks on the phone and chats on internet. She is fond of reading and browsing the net. She usually sleeps around 1am. Weekends
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On weekends she meets up her friends and goes for movies and dinners at places like mainland china, route04, urban caf, mocha, brown sugar and big chill. She goes for shopping with her mother and sister and prefers malls. Her phone is a black berry as it helps her to stay connected to her friends and makes her college work easier. Customer 14 Weekdays Customer 15 gets up at 7.30am and leaves for college around 8.30am by metro. It takes her 1 hour to reach college. At intervals she goes to eat at places like subway, cocoa, brown sugar and dominos. She stays in college till 3pm then she leaves with her friends to hang out at nearby places like select city, GK- m block, Defence colony and khan market. She reaches home around 7 pm and then she goes to work out in gym. She has dinner by 9.30 with her family and after that she sits on the net or reads a book. Before sleeping she reads hanuman Chalisa. Weekends At weekends she likes to cook for herself and spends most of her time with the family. She likes to party but is allowed to go only if she comes back home before 12.30 am. She takes piano classes during weekends.

Customer 16 Weekdays Customer 16 is a working woman. She wakes up at 7.00am and dresses up for work. She does makeup as she has to meet customers every day. A cab from her office comes to pick her up and she reaches office around 10am. Her lunch break is around 2 pm. She eats at her office canteen only ands sometimes orders from dominos, subway or Yo! china. She reaches home around 6 pm and then she sits with her family and watches her favorite serial. She has dinner around 8.30 and then she
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talks on phone with her friends. She sleeps around 11pm while listening to music or reading a book. Weekends On weekends she goes out for lunches or a movie with her friends. Sometimes she goes for partying with them. She is a religious lady and goes to temples during festivals and she also likes to keep fasts on Monday. She does not eat non vegetarian on Tuesdays. Customer 17 Weekdays Customer 17 is a newly married lady. She wakes up around 5.30am and makes breakfast for her husband and herself. She then goes to the school where she teaches junior batches. She returns around 2pm. Then she makes lunch for herself and then sleeps for an hour. Around 7 pm her husband returns from work. They eat dinner together and watch tv. She then does her school work and then spends time with her husband. She sleeps around 11.30pm. Weekends On the weekends she wakes up around 8am. She and her husband go for a movie or lunch outside at places like Punjabi by nature, Zen, Veda, Sagar Ratna and Moti Mahal. They meet their relatives and friends sometimes. They shop at malls in saket, Gurgaon and Rajouri garden. Sometimes they go for long drives and listen to music.

Customer 18 Weekdays

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Customer 18 is pursuing Company Secretary (CS) and doing B.Com (Corr.) from Delhi University. She gets up at 6am and goes to jog in the park nearby. She gets ready for her classes which start at 9am. She goes by her personal car. She attends her classes till 2 pm and then goes to meet her friends who get free around 3pm. They go to eat at places like malcha marg, restaurants in cp like potpourri and rodeo. She loves sports like bowling and is fond of places like BLU-O. She goes for her swimming classes in the evening around 5.30 pm. She reaches home, she spends time with her family and after having dinner around 8.00 pm she sits down to study. She sleeps around 12.30 am. Weekends On weekends after coming back from her jog she sleeps again. She gets up at 8 am then and has her breakfast. She then sits down to study and after having her lunch she goes to hang out with her friends and comes back around 6pm. She then goes for her German language class and comes back in an hour. She eats her dinner with family and goes out a lot of times during weekends. She reads in the night and sometimes uses the net. Customer 19 Weekdays Customer 19 is a student of pearl academy and leaves for college around 7.30 am. She goes to college with her friends in a car pool. When she is in college she uses internet for her work. During her breaks she goes to subway and dominos. After returning from her college around 4 pm she goes to her painting class in Indian habitat centre. She returns home around 6pm. After that she helps her mom in house chores and also helps in preparing dinner for the family and watches tv with them. Around 10pm she sits down to complete her projects. She listens to music while doing her work and sleeps around 12 in the night. Weekends

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During weekends she gets up late and goes to meet her friends. She goes for her dance classes to shamak in the evening. She goes to eat out at places in noida like MOD, bamboo shoots, oriental octopus and kaffiiaa for Italian and Chinese cuisines. She likes to party but is not allowed to be out till late as her grandparents object that. So she is allowed to go for dinners but be back around 12.30 am in the night. She goes for clubbing only for birthdays. Customer 20 Weekdays Customer 20 is a dance instructor in shamak dance academy. She gets up around 8 am and goes to the academy around 10 am. She holds two batches one in the morning and one in the evening. She goes out for lunches and is generally home for dinners. She loves dressing up and that is why she likes to shop a lot. She goes for a drive in the evening after coming back from the academy. She likes to read and listen to music. Weekends Her routine in the weekends is the same except on Sunday when she goes to the temple and goes out for dinner with friends and family. She likes to party on Saturday nights and she drinks occasionally. She keeps on changing her wardrobe and experiment with her looks.

Annexure 3
Customer insight 1 She is punctual towards college timings. And she likes to hang out with friends in leisure time. She has a reserved kind of personality and likes to wear Indo-western
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clothes to her college. She also does fasting on every Monday and visit temple. For her price is not an issue but quality of the product and how new is it in the market as she is fashion conscious. And she is a bit family oriented person also. Customer insight 2 She is studious and a disciplined kind of person. She attends her college regularly. She sometimes goes out with her friends after the college. On weekends she prefers to stay at home and spend some time with family. She likes to wear indo-western clothes for her presentations in college. The quote value for money is into her m ind while purchasing clothes for herself. She like spend more money on tops rather than on bottoms and dresses. She prefers buying indo-western clothing from Fabindia as she is a sophisticated person and likes simple yet elegant clothes. Customer insight 3 She is a flamboyant and chilled out kind of person. Besides this she is a spiritual person by nature as she does yoga to give strength to her mind and soul. She likes to spend most of the time with friends. She likes to wear indo-western wear once a week only. She likes to spend more on dresses than on tops and bottoms. She likes to experiment with colours a lot and wants to look younger. Customer insight 4 She is a family oriented person. She takes their permission before going out anywhere. She goes to temple every day and keeps fast every Tuesdays. On Tuesdays she doesnt have non-vegetarian food. Most of the time she prefers to stay at home and pursues hobbies like playing guitar and also does social networking in her leisure time. She likes to wear indo-western clothes on a daily basis. To her the comfort is of the utmost priority which comes before design and price while purchasing any garment. Customer insight 5

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Customer 5 is very hard working as she has a job and also goes to college to pursue her studies. Even then she manages to get some time out to socialize on weekdays. On weekends she hangs out with friends. She likes to wear indo-western clothes on a specific occasion and not every day. As she goes to job she wears an office wear which is totally western. She likes to experiment with her clothes but is dissatisfied with the variety offered by the stores she shops from. She likes to be dressed in a modish way so she prefers buying her apparels from branded stores or high street like south-x. For her comfort level in garment is very important while buying any apparel and the second most important thing is that the garments should look trendy and elegant. For her price is not that big an issue. Customer insight 6 She is an extrovert and likes to socialize a lot. She is totally into fashion. She likes to wear western clothing and would like to experiment with indo-western clothes on some occasions to give her attire a voguish look. To her latest fashion and trends are the consideration points while purchasing any apparel. She is not price sensitive. She likes to shops from malls and Gk market.

Customer insight 7 As she is pursing performing arts in college she is very fertile and artistic in her work. She is passionate about dance and theatre. For dance she prefers buying western apparels but for theatre she wears indo-western clothes according to the situation. She likes wearing indo-western more than 2-3 times a month and thinks no store has a good collection of indo western apparels. As she is very social so she enjoys going for night outs at pubs or lounges. She is also religious as she frequently visits church. Customer insight 8 She is a family oriented person and religious too. She keeps all nine days fast during Navratras and visits temple frequently. She likes to hang out with friends in leisure time and sometimes socialize on facebook. She likes to wear Indo-western clothes to her college. For her price is not an issue but quality of the product. She is very
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luxuriant by nature, so loves to shop at Emporio mall and other high profile places like Select City Walk or at any designer store. Customer insight 9 She is very cool and calm kind of person and at same time spiritual in nature. On every Thursdays she goes to temple and doesnt have non-vegetarian food on that day. She likes to wear indo-western wear twice a week. As she is very moderate kind of person, so she likes to wear dresses more. She likes to shop from a branded store only. She thinks places like fabindia and W have very limited collection in indo western segment. Customer insight 10 She is family oriented and urbane in nature. Most of the times she prefers staying at home and indulges herself into activities like swimming, driving, listening to music and surfing on the net. She likes to wear indo-western clothes 2-3 times a month. She likes to look trendy in whatever she wears. So whenever she goes for shopping she is careful the latest fashion, design and colours. Customer insight 11 She is a working woman and has a modern outlook. She wants to do something for the society and is an active worker in NGOs. She believes in the higher power and goes to gurudwara frequently. She also keeps chaliya at times as it makes her more peaceful. She loves children and also works for the welfare of the handicapped. She likes to wear indo western as it makes her feel modern yet Indian and also makes her feel the way she is. She thinks there are no stores that provide good indo western apparels. Customer insight 12 She is a person who loves her family and friends. She is not ready to leave them and go abroad and study while all her cousins are studying abroad. She likes to party a lot and goes for night outs every month. She wears indo-western to college and likes

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experimenting with different colour stoles. She goes to flee markets, boutiques and good things to buy indo western but is not satisfied with the range offered. Customer insight 13 She is a married woman who lives alone with her husband. They both work and are able to spend time together in the evening or during weekends. She loves her husband and keeps fasts for his good health. Whenever they both go out for movies or meeting friends she likes to wear indo western as she tries not to look married. She is very fond of Indian prints and motifs. She likes to wear western when she is out for formal dinner. Customer insight 14 She is a teacher in a fashion college. She is very independent and drives herself to college everyday. She is very experimental and futuristic in her thoughts. She likes things that are different and unique. She loves dressing up to college and wants to feel like a student and not a teacher and that is why she dresses up in the latest fashion and wears indo western apparels. Customer insight 15 She is pursuing her MBA correspondence from symbiosis, pune. She works as a part time trainee in a retail outlet to get first hand sales experience. She is very ambitious and does not believe in short cuts. She is price sensitive and always keeps an eye on her expenditures. She likes to wear indo western apparels when she is out with her friends or on occasions like a diwali party. Customer insight 16 She is a student of Delhi university post graduation. She stays away from her home and is an outstation student. She is attached to her family though and tries to go back to her hometown whenever she gets even a weekend off. She wants to look different and experiments with her looks. She thinks indo western apparels give a lot of space to try out new looks and feels that no brand presently satisfies her want.

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Customer insight 17 This girl believes that nothing is impossible. She is environment conscious and also patriotic. She thinks very highly of Indian culture and values. She works in a leading MNC and has a 9 to 5 job. In her free time she meets her friends and family and pursues her hobbies. She loves to cook new dishes everyday. For her indo western apparels show what she believes in and likes to wear them everyday as she wants to look young and trendy. Customer insight 18 She has been the only child of her parents and has received all luxuries in life. She has been a much pampered child. But she never disrespects her elders. She is very modern and forward in her appearance but very Indian in her behaviour and thoughts. She loves to party and trying out new eating joints. She wears clothes of the latest fashion. She wears indo western a lot and especially during festivals. Customer insight 19 She works as an assistant to manager in a leading magazine. She is independent and aware of her duties and responsibilities. She likes to face problems and find solutions and not running away from them. She tries to look young and different everyday and loves to shop for indo western garments from boutiques and brands like anokhi and fabindia. Customer insight 20 She is a college student who has just joined a course in amity. She is young and full of life. She wants to try out every new thing available. She tries new hairstyles everyday to college and wants to look smart and hip. She likes indo western a lot but doesnt know where to shop from. When she buys indo western she goes to different stores and buys stuff by mixing and matching them .

Annexure 4

Questionnaire
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The purpose of this questionnaire is to identify the demand for Indo Western clothing among the Indian consumer.

Q1) Name ----------------------------------------Q2) Age a) b) c) d) e) Below 18 18- 24 years 25- 31 years 32- 38 years Above 38 years

Q3) Occupation a) b) c) d) Student Professional Business Homemaker

If student, go directly to question Q5 Q4) i) Income per month a) b) c) d) e) Below Rs.40,000 Rs. 41,000 70,000 71,000- 1 lakhs 1.1 lakhs 3 lakhs Above 3 lakhs

Q5) How much do you spend in a month on shopping for apparels( casual wear)- tops, bottoms etc.

a) b) c) d) e)

Below Rs 3000 Rs 3000-Rs 7000 Rs 7001-Rs 11000 Rs 11001-Rs 15000 Above Rs 15000

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Q6) Do you like wearing Indo Western clothes? a) Yes b) No

Q7) How often you wear Indo- Western? a) b) c) d) Daily 2 3 times in a week 2-3 times in a month Once a month

Q8) How much you would like to spend on Indo-Western apparels? tops a) b) c) d) e) Rs. 500 999 Rs. 1000 1499 Rs 1500- 1999 Rs 2000- 2499 2500& ABOVE

Bottoms a) b) c) d) e) f) Below 1000 Rs 1000- 1499 Rs 1500- 1999 Rs 2000- 2499 Rs 2500- 2999 3000& ABOVE

Dresses a) b) c) d) e) f) Below 1500 Rs 1500- 1999 Rs 2000- 2499 Rs 2500- 2999 Rs 3000- 3499 3500& ABOVE

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Q9) Where do you like to wear it? a) b) c) d) Office Special occasions Hanging out with friends In daily routine

Q-10) Rank the following according to importance while shopping for apparels. (1 being the most important and 6 being the least important). 1.Price 2.Design 3. Material 4. Comfort 5. Latest fashion 6.Brand name

Q11) Where do you shop generally? (Mark one). a) b) c) d) Malls High Street market ( Connaught Place & Khan Market ) Unorganized Retail Market( Lajpat, Sarojni) On line shopping

Q12) Any specific brand you buy Indo-Western clothing from? Mention one. -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Q13) What kind of embroidery and prints you would prefer most?( tick more than one) a) b) c) d) e) Machine embroidery Hand embroidery Floral print Traditional motifs like paisley etc. Modern art

Q-14) Which of the following words would you associate with Indo- Western Wear
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a. b. c. d. e. f.
Q 15)

Traditional Indigenous Versatile Artistic Comfortable Trendy

a)Perceived this brand according to the Price Parameter Fabindia Very low low medium High Very high

W Very low low medium High Very high

Anokhi Very low low medium High Very high

Sabyasachi Very low low medium High Very high

Desigaul Very low low medium High Very high

sampada Very low low medium High Very high

b) Perceived this brand on Variety of designs Parameter Fabindia Very low low medium High Very high

W 149

Very low

low

medium

High

Very high

Anokhi Very low low medium High Very high

Sabyasachi Very low low medium High Very high

Desigaul Very low sampada Very low low medium High Very high

low

medium

High

Very high

Sample designs

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Annexure 5
Customer 1 Q1) What springs to your mind when you hear Fabindia? Ans) Cotton fabric Q2) What else? (Logo, design, quality) 151

Ans) Simplicity , logo and sizes Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Summer cool fabric Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple and casual Q5) Do you have any memory with Fabindia ? Ans) She got floor lamp shade as her first anniversary gift Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W and Biba. They have more stylish formals than Fabindia. And Fabindia has fabric of low quality.

Customer 2 Q1) What springs to your mind when you hear Fabindia? Ans) Indo-western wear Q2) What else? (Logo, design, quality) Ans) good traditional designs and quality fabric Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Clean cut Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple, confident and elegant Q5) Do you have any memory with Fabindia ? Ans) While travelling her kurta tore apart then, she went to nearby Fabindia in Vasant Kunj and bought new one and wore there itself. Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Meena Bazaar, Vrinda, W and Anokhi. Fabindia has less and simple designs as compare eto other brands.

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Customer 3 Q1) What springs to your mind when you hear Fabindia? Ans) Fabulous and complete store Q2) What else? (Logo, design, quality) Ans) Ethnic and latest designs under one roof Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Unique Q4) When you wear Fabindia how do you feel (self-image)? Ans) Outstanding Q5) Do you have any memory with Fabindia ? Ans) Use mainly for gifting purpose Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W and Biba. Fabindia uses natural dyes and other brands dont.

Customer 4 Q1) What springs to your mind when you hear Fabindia? Ans) Unique store Q2) What else? (Logo, design, quality) Ans) One place for all kinds of Indian wear Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Have different taste and lifestyle Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple and look unique in crowd Q5) Do you have any memory with Fabindia ? Ans) Always use Fabindia products for gifting purpose 153

Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Vrinda and W. Fabindia doesnt have much variety in style as compare to other brands

Customer 5 Q1) What springs to your mind when you hear Fabindia? Ans) Cotton Q2) What else? (Logo, design, quality) Ans) Designs, block printing and vegetable dyes Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Unique and confident Q4) When you wear Fabindia how do you feel (self-image)? Ans) Feel good and unique, simple and confident Q5) Do you have any memory with Fabindia ? Ans) Gets appreciation whenever she wears Fabindia Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Anokhi, W and Biba. Fabindias designs are common and look sober and simple as compare to other brands.

Customer 6 Q1) What springs to your mind when you hear Fabindia? Ans) Cotton and silk Q2) What else? (Logo, design, quality) Ans) Eco-friendly Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Sober and elegant

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Q4) When you wear Fabindia how do you feel (self-image)? Ans) Comfortable Q5) Do you have any memory with Fabindia ? Ans) Bought same bag for her NRI friend as she really liked that Fabindia cotton bag. Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Westside, W, and Biba. Fabindia has less designs and have no good fiitngs as compare to other brands but it is comfortable.

Customer 7 Q1) What springs to your mind when you hear Fabindia? Ans) Good kurtis Q2) What else? (Logo, design, quality) Ans) Sizes and fitting Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Sober and chic look Q4) When you wear Fabindia how do you feel (self-image)? Ans) Different and nice fit Q5) Do you have any memory with Fabindia ? Ans) Searched for skirt everywhere but finally landed at Fabindia and bought a skirt. Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Laskshita and W. Fabindia has low quality as the fabric gets fade as compare to other brands.

Customer 8 Q1) What springs to your mind when you hear Fabindia? Ans) Cotton indo-western wear

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Q2) What else? (Logo, design, quality) Ans) Clean cut Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Unique and sober Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple Q5) Do you have any memory with Fabindia ? Ans) Bought wooden furniture for her new house Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Anokhi, Biba and W. Fabindia have same designs round the year but other brands do have variety in designs and style.

Customer 9 Q1) What springs to your mind when you hear Fabindia? Ans) Cotton Q2) What else? (Logo, design, quality) Ans) Resonable Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Sober Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple Q5) Do you have any memory with Fabindia ? Ans) her student gifted her Fabindias glass made pen holder. Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W. Fabindia has same and simple designs as compare to other brands which offers large variety in designs. 156

Customer 10 Q1) What springs to your mind when you hear Fabindia? Ans) Ethnic wear Q2) What else? (Logo, design, quality) Ans) Purity Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Unique, intellectual but not trendy Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple, confident and comfortable Q5) Do you have any memory with Fabindia ? Ans) from her first salary she gift her mother a silk saree from Fabindia Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Anokhi and Good Things. These brands have different and more variety in designs as compare to Fabidia.

Customer 11 Q1) What springs to your mind when you hear Fabindia? Ans) Nice collection Q2) What else? (Logo, design, quality) Ans) Simple designs Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) They have good clothing sense Q4) When you wear Fabindia how do you feel (self-image)? 157

Ans) Confident and comfortable Q5) Do you have any memory with Fabindia ? Ans) Not yet Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Anokhi and sometimes pantaloons collection as they have better quality in terms of fabric and colour bleeding as compare to Fabindia but less variety.

Customer 12 Q1) What springs to your mind when you hear Fabindia? Ans) Kurtas Q2) What else? (Logo, design, quality) Ans) Upholestry Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Feel like having one more Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple and comfortable Q5) Do you have any memory with Fabindia ? Ans) Not yet Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W and Biba. Fabindia has colour bleeding problem in their most of the apparels where as other brands dont have that much as compare to Fabindia.

Customer 13 Q1) What springs to your mind when you hear Fabindia? Ans) Cotton Q2) What else? (Logo, design, quality) 158

Ans) Upholestry and furniture Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Unique Q4) When you wear Fabindia how do you feel (self-image)? Ans) Sophisticate Q5) Do you have any memory with Fabindia ? Ans) Bought sherwani for her husband on their first anniversary Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W and Biba. Fabindia has colour bleeding problem in their most of the apparels where as other brands dont have that much as compare to Fabindia.

Customer 14 Q1) What springs to your mind when you hear Fabindia? Ans) Simplicity Q2) What else? (Logo, design, quality) Ans) Eco-friendly and have organic products Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) natural look Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple yet chic Q5) Do you have any memory with Fabindia ? Ans) she got appreciation when she bought and wore her first from Fabindia. And that day onwards she buys kurtas from Fabindia only on regular intervals. Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W, Lakshita and Biba. These brands doesnt use eco-friendly dyes as Fabindia does.

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Customer 15 Q1) What springs to your mind when you hear Fabindia? Ans) Furniture Q2) What else? (Logo, design, quality) Ans) Cotton apparels Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Simple and traditional Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple yet classic Q5) Do you have any memory with Fabindia ? Ans) Bought beautiful new curtains for her room matching her furniture and walls perfectly Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Anokhi. Fabindia has less variety in design and style where as Anokhi has good and different range of styles and designs.

Customer 16 Q1) What springs to your mind when you hear Fabindia? Ans) Cotton Q2) What else? (Logo, design, quality) Ans) Block printing Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) look soothing or appealing to eyes Q4) When you wear Fabindia how do you feel (self-image)? Ans) Simple yet contemporary Q5) Do you have any memory with Fabindia ? Ans) bought her first green tea from Fabindia after searching it at many places. 160

Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W and Biba. Fabindia clothes gets fades faster as compare to other brands.

Customer 17 Q1) What springs to your mind when you hear Fabindia? Ans) Solid colours Q2) What else? (Logo, design, quality) Ans) Reasonable Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Wishes to have that piece Q4) When you wear Fabindia how do you feel (self-image)? Ans) Comfortable and chic Q5) Do you have any memory with Fabindia ? Ans) Bought shirt for her boyfriend Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W , Lakshita and Biba. Fabindia has less variety of designs as compare to other brands.

Customer 18 Q1) What springs to your mind when you hear Fabindia? Ans) Ethnic yet contemporary clothing Q2) What else? (Logo, design, quality) Ans) Organic product like green tea Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Sophisticate Q4) When you wear Fabindia how do you feel (self-image)? 161

Ans) Ethnic and trendy Q5) Do you have any memory with Fabindia ? Ans) Bought first hand bag for my mother from my pocket money. Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W, Westside and Biba. Fabindia has colour bleeding problem in their most of the apparels where as other brands dont have that much as compare to Fabindia.

Customer 19 Q1) What springs to your mind when you hear Fabindia? Ans) Pure cotton Q2) What else? (Logo, design, quality) Ans) Oganic food & ethnic stuff Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Commendable Q4) When you wear Fabindia how do you feel (self-image)? Ans) Gracious and chic Q5) Do you have any memory with Fabindia ? Ans) There was a shortage of her required size so Fabindia arranged her size within two days. Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) Lakshita offers unique and latest fashion clothing as compare to Fabindia.

Customer 20 Q1) What springs to your mind when you hear Fabindia? Ans) Cotton kurtis Q2) What else? (Logo, design, quality)

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Ans) Stylish designs, logo Q3) When you see other people using Fabindia what thoughts come to your mind? Ans) Ethnic and casual Q4) When you wear Fabindia how do you feel (self-image)? Ans) Smart, stunning and unique Q5) Do you have any memory with Fabindia ? Ans) Bought a beautiful attire for her Dandia night from Fabindia after sourcing a lot at other stores. Q6) Which other brands you are aware of who offers indo-western clothes? And how do compare it with Fabindia? Ans) W and Good Things. Fabindia is more expensive as compare to other brands and have classic look

Customer 21 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. Indian wear Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Purple colour Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. Those people buy from fab India who likes to stay comfortable and simple. Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. I feel good, comfortable, connected to India. Q5. What memories can you associate with FAB INDIA? Ans. My teachers used to wear fab india when I was in college. Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands?

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Ans. W is a brand which has similar stuff like fab india. Fab india also has other products like home furnishing , beauty products etc which other similar brands dont have.

Customer 22 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. Khadi Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Into Indian products and want to revive Indian culture Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. Simplicity Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. Way of expressing love towards india because I think that fabindia is not fashionable. Q5. What memories can you associate with FAB INDIA? Ans. A stall in Stephens College during the time of fest. Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Good things sell similar products and fab india is better in terms of variety.

Customer 23 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. Kurta Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Brown hand made paper bag of fab india Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. They have a very subtle, sober choice

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Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. U feel that you are contributing to the environment as the stuff there is made up of organic things Q5. What memories can you associate with FAB INDIA? Ans. Help friends, mom to shop from fabindia Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Cottons. Organic food is available only under fabindia.

Customer 24 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. Kurta Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Brown shopping bag Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. Alrite! Even I shop from fabindia Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. Nothing great Q5. What memories can you associate with FAB INDIA? Ans. Going to khan market and looking at the store there Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Westside. Fabindia is more environment friendly.

Customer 25 Q1. What springs to your mind when you hear the brand name FAB INDIA

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Ans. Elegant clothing Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Handmade paper Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. Simple comfortable people Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. feels Indian and descent Q5. What memories can you associate with FAB INDIA? Ans. Sister studying in Du College shops from fabindia Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Cottons, better because of quality. Its a complete shop

Customer 26 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. Kurta Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Home furnishings Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. Old fashioned Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. Retro look Q5. What memories can you associate with FAB INDIA? Ans. Went there with mom generally

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Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Goodthings, it is above goodthings but below W.

Customer 27 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. For aged people Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Advertisement in newspaper during sale Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. Basic wear Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. Old fashioned Q5. What memories can you associate with FAB INDIA? Ans. My first Kurta was from fabindia Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Anokhi. Fab india has less silhouettes Customer 28 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. Kurta Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Bleeding colors Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. That they have a good taste

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Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. Stylish Indian wear Q5. What memories can you associate with FAB INDIA? Ans. All my suits are from fabindia Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Anokhi . fab is better than fabindia

Customer 29 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. Suits Q2. What else comes to your mind (logo, packaging, advertising)? Ans. Bedspreads Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. I want to wear them too Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. Very comfortable and chic Q5. What memories can you associate with FAB INDIA? Ans. All my sisters shop from fabindia Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Sampada, fabindia is costlier than fabindia

Customer 30 Q1. What springs to your mind when you hear the brand name FAB INDIA Ans. Hip brand
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Q2. What else comes to your mind (logo, packaging, advertising)? Ans. High on maintenance Q3. When you see other people using the brand FAB INDIA what thoughts come to your mind? Ans. That its too common Q4. When you use Fab India what do you feel about yourself? (Self image) Ans. Very ordinary Q5. What memories can you associate with FAB INDIA? Ans. Earlier we thought fabindia is very hip Q6. Which brands similar to fabIndia are you aware of and how do you compare FAB INDIA with other brands? Ans. Anokhi . And it has more variety and cuts

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