Raymond Akhilesh Final Report

LOVELY PROFESSIONAL UNIVERSITY
SCHOOL OF BUSINESS
Report on Summer Training
Study of Fabric Market and Consumer Buying Behaviour in the Region of UP East
Submitted to Lovely Professional University
In partial fulfillment of the
Requirement for the award of Degree of
Master of Business Administration
Submitted by:
Akhilesh Kumar Mishra
11402999
DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY
JALANDHAR, NEW DELHI GT ROAD
PHAGWARA, PUNJAB
LOVELY PROFESSIONAL UNIVERSITY pg. 1
DECLARATION
I hereby declare that this Project report titled Study of Fabric Market and Consumer Buying
Behaviour in the Region of UP East is based on the original work carried out by me under
the supervision of Mr. Nitin Pawar (Sales Manager at Raymond Ltd.) and Prof. Dr. Mohd
Farhan (Faculty, Lovely Professional University, Punjab). It is an original and bona fide
work carried out in partial fulfillment of the requirement of the award of the degree of
Masters of Business Administration of Lovely Professional University Jalandhar.
This is my original work and has not been submitted for any other degree, diploma, award or
prize either a part or whole to any other institute or university.
Place: U.P (East)
Date:
Signature of the candidate
ACKNOWLEDGEMENT
I take this opportunity to extend my sincere thanks to Lovely Professional University and
Raymond for offering a unique platform to earn exposure and gain knowledge in the field of
Sales and Marketing.
First of all, I extend my heartfelt gratitude to my project guide Mr.Nitin Pawar (Sales
Manager at Raymond Ltd.), Mr. Luv, Mr. Jindal (Marketing Executive at Kanpur agency)
and Miss. Khyati Handa (HR Manager at Raymond Ltd.) for their valuable Co-operation and
guidance for the preparation of this project. I would also like to express my profound
gratitude to my faculty guide Dr.Mohd.Farhan for his constructive support during the
summer internship period, which leads to successful completion of my internship at
Raymond Ltd.

(Signature of the student)
(Signature of Faculty guide)
Table Of Content
S.No.
Chapters
Page No.
1.
Introduction To Textile Industries

1.1
Indian Textile Industries
1.2
Structure Of Indian Textile Industries
5-7
2.
Company Profile
2.2 Group Companies
2.3 Raymond Brand
2.4 The Product
2.5 Showrooms in country
2.6 Raymond Mills
2.7 Product price
2.8 Literature Review
2.9 Mission and Vision
8-16
3.
Strategic Analysis
3.2 Initiatives taken by Raymond
3.3 Brand recognition
3.4 Organization Structure
17-20
4.
Accounting treatment
4.2 Financial statement
4.3 Balance sheet
4.4 Sources of funds
4.5 Net sales
4.6 Dividend
4.7 Export and Import
21-25
5.
Consumer behaviour
5.1 Method of studying consumer behaviour
26
6.
Purpose and objective
29
7.
30-51
8.
Work done and Analysis

7.1 work done
7.2 Location visited
7.3 Analysis
Suggestions AND Recommendation
9.
Conclusion
54
10.
References
55
11.
Dealer and tailors Form
56-58
52-53
CHAPTER- 1
1.1 INTRODUCTION OF TEXTILE INDUSTRIES:
The Textile Sector in India ranks next to Agriculture. Textile is one of Indias oldest
industries and has a formidable presence in the national economy in as much as it contributes
to about 14 per cent of manufacturing value-addition, accounts for around one-third of our
gross export earnings and provides gainful employment to millions of people. The textile
industry occupies a unique place in our country. One of the earliest to come into existence in
India, it accounts for 14% of the total Industrial production, contributes to nearly 30% of the
total exports and is the second largest employment generator after agriculture.
Textile Industry is providing one of the most basic needs of people and the holds importance;
maintaining sustained growth for improving quality of life. It has a unique position as a selfreliant industry, from the production of raw materials to the delivery of finished products,
with substantial value-addition at each stage of processing; it is a major contribution to the
country's economy. This paper deals with structure, growth and size of the Indian textile
industry, role of textile industry in economy, key advantages of the industry, textile industry
export and global scenario and strength, weakness, opportunities and treats of the Indian
textile industry.
The Indian textile industry is one of the largest in the world with a massive raw material and
textiles manufacturing base. Our economy is largely dependent on the textile manufacturing
and trade in addition to other major industries. About 27% of the foreign exchange earnings
are on account of export of textiles and clothing alone. The textiles and clothing sector
contributes about 14% to the industrial production and 3% to the gross domestic product of
the country. Around 8% of the total excise revenue collection is contributed by the textile
industry. So much so, the textile industry accounts for as large as 21% of the total
employment generated in the economy. Around 35 million people are directly employed in
the textile manufacturing activities. Indirect employment including the manpower engaged in
agricultural based raw-material production like cotton and related trade and handling could be
stated to be around another 60 million.
A textile is the largest single industry in India (and amongst the biggest in the world),
accounting for about 20% of the total industrial production. It provides direct employment to
around 20 million people. Textile and clothing exports account for one-third of the total value
of exports from the country. There are 1,227 textile mills with a spinning capacity of about 29
million spindles. While yarn is mostly produced in the mills, fabrics are produced in the
power loom and handloom sectors as well. The Indian textile industry continues to be
predominantly based on cotton, with about 65% of raw materials consumed being cotton. The
yearly output of cotton cloth was about 12.8 billion m (about 42 billion ft.). The manufacture
of jute products (1.1 million metric tons) ranks next in importance to cotton weaving. Textile
is one of Indias oldest industries and has a formidable presence in the national economy
inasmuch as it contributes to about 14 per cent of manufacturing value-addition, accounts for
around one-third of our gross export earnings and provides gainful employment to millions of
people. They include cotton and jute growers, artisans and weavers who are engaged in the
organized as well as decentralized and household sectors spread across the entire country.
1.2 INDIAN TEXTILE INDUSTRY STRUCTURE AND GROWTH
Indias textile industry is one of the economies largest. In 2000/01, the textile and garment
industries accounted for about 4 percent of GDP, 14 percent of industrial output, 18 percent
of industrial employment, and 27 percent of export earnings (Hashim). Indias textile industry
is also significant in a global context, ranking second to China in the production of both
cotton yarn and fabric and fifth in the production of synthetic fibers and yarns.
In contrast to other major textile-producing countries, mostly mostly small-scale, nonintegrated spinning, weaving, cloth finishing, and apparel enterprises, many of which use
outdate technology, characterize Indias textile sector. Some, mostly larger, firms operate in
the organized sector where firms must comply with numerous government labor and tax
regulations. Most firms, however, operate in the small-scale unorganized sector where
regulations are less stringent and more easily evaded. The unique structure of the Indian
textile industry is due to the legacy of tax, labor, and other regulatory policies that have
favored small-scale, labor-intensive enterprises, while discriminating against larger scale,
more capital-intensive operations.
The structure is also due to the historical orientation towards meeting the needs of Indias
predominately low-income domestic consumers, rather than the world market. Policy
reforms, which began in the 1980s and continued into the 1990s, have led to significant gains
in technical efficiency and international competitiveness, particularly in the spinning sector.
However, broad scope remains for additional reforms that could enhance the efficiency and
competitiveness of Indias weaving, fabric finishing, and apparel sectors. The unique
structure of the Indian textile industry is due to the legacy of tax, labor, and other regulatory
policies that have favored small-scale, labor-intensive enterprises, while discriminating
against larger scale, more capital-intensive operations. The structure is also due to the
historical orientation towards meeting the needs of Indias predominately low-income
domestic consumers, rather than the world market. Policy reforms, which began in the 1980s
and continued into the 1990s, have led to significant gains in technical efficiency and
international competitiveness, particularly in the spinning sector. However, broad scope
remains for additional reforms that could enhance the efficiency and competitiveness of
Indias weaving, fabric finishing, and apparel sectors.
1.3Structure Of Indias Textile Industry
Unlike other major textile-producing countries, Indias textile industry is comprised mostly of
small-scale, non-integrated spinning, weaving, finishing, and apparel-making enterprises.
This unique industry structure is primarily a legacy of government policies that have
promoted labor-intensive, small-scale operations and discriminated against larger scale firms.
Composite Mills:
Relatively large-scale mills that integrate spinning, weaving and, sometimes, fabric finishing
are common in other major textile-producing countries. In India, however, these types of
mills now account for about only 3 percent of output in the textile sector. About 276
composite mills are now operating in India, most owned by the public sector and many
deemed financially sick.
Spinning:
Spinning is the process of converting cotton or manmade fiber into yarn to be used for
weaving and knitting. Largely due to deregulation beginning in the mid-1980s, spinning is
the most consolidated and technically efficient sector in Indias textile industry. Average
plant size remains small, however, and technology outdate, relative to other major
Producers. In 2002/03, Indias spinning sector consisted of about 1,146 small-scale
independent firms and 1,599 larger scale independent units.
Weaving and Knitting:
Weaving and knitting converts cotton, manmade, or blended yarns into woven or knitted
fabrics. Indias weaving and knitting sector remains highly fragmented, small-scale, and
labor-intensive. This sector consists of about 3.9 million handlooms, 380,000 power loom
enterprises that operate about 1.7 million looms, and just 137,000 looms in the various
composite mills. Power looms are small firms, with an average loom capacity of four to
five owned by independent entrepreneurs or weavers. Modern shuttle less looms account for
less than 1 percent of loom capacity.
Fabric Finishing:
Fabric finishing (also referred to as processing), which includes dyeing, printing, and other
cloth preparation prior to the manufacture of clothing, is also dominated by a large number of
independent, small scale enterprises. Overall, about 2,300 processors are operating in India,
including about 2,100 independent units and 200 units that are integrated with spinning,
weaving, or knitting units.
Clothing Apparel:
It is produced by about 77,000 small-scale units classified as domestic manufacturers,
manufacturer exporters, and fabricators (subcontractors).
CHAPTER- 2
2.1 COMPANY PROFILE
The Raymond Group was incorporated in 1925 and within a span of few years transformed
from being an Indian major to a global conglomerate. The Raymond Limited was established
in September 1925 to acquire the Woolen Mills in Thane known as WADIA WOOLEN
MILLS; it was managed by E.D. Sassoon & Co. Until November 1944 when the entire share
holding was acquired by JAGGILAL KAMALPAT SINGHANIA of Kanpur subsequently
J.K. Trust Bombay acted as managing agents. There after the name was changed to Raymond
Woolen Mills Limited. In late 1994, the Raymond Woolen Mills was changed to
Raymond Limited. Traditional product lines were discounting. High quality becomes a
number of watchwords and the diversification program got head start. Non traditional blends
of natural and manmade fabrics were introduced back by sound research & Development.
This resulted in greater consumer satisfaction both at home and abroad. The idea of J & K
was to develop an organization with a diversified product line. Over the year the organization
grew in structure and nature. To facilitate better involvement of the top management in the
organization effort, the J. K. Organization was divided into three zones. i. e.Western Central
and Eastern. The Raymond Limited in Chhindwara is a part of Western Zone. Raymond
Limited has five divisions comprising of Textiles. Denim Engineering Files & Tools,
Aviation and Designer Wear.
Raymond Textiles is Indias leading producer of worsted suiting fabric with over 60%
market share with a capacity of 25 million meters of wool & wool-blended fabrics. Raymond
Textiles is the worlds third largest integrated manufacturer. The company export Its suiting
to more than 50 countries including USA, Canada, Europe, Japan and the middle East. Over
the year Raymond Textile has developed strong in house skills for research & development.
This has resulted in path-breaking new products. Perceived as pioneer and innovator,
Raymond Textile has been responsible for raising the standard of the Indian textiles industry.
Garment companies have been successful in the Indian market using different approaches and
distribution methods, Raymond. With its history of more than 75 years, relies on its longstanding reputation: loyal customer base and well-established, extensive retails network in
over 400 towns through 30,000 retailers and over 270 exclusive Raymond shops.
In fact, Raymond initiated entire business of developing the menswear apparel business. It
started the development work through the introduction of its first brand, Park Avenue. The
readymade garments division has since then growth rapidly. It has created many a pioneering
trend such as ready to wear suits. Raymond has now become the leader among ready-mades,
in India. Achieving a business turnover of over Rs. 200 crores with its three brands-Park
Avenue formal wear, are casual wear and Manzoni, a premium range of shirts, suits and ties.
Raymond as a group enjoys a huge advantage over the competition that of vertical
integration right from manufacturing, to ready-to-wear to distribution. The main components
of a successful integrated ready-made garments manufacturer are Fabric design, Garment
design, State-of-the-art, Manufacturing systems, integrated logistics.
To participate on a global platform one cannot do without any one of these components.
Logistics has to do with supply chain have to do with supply chain management. It starts
from the procurement of the basic raw material till the finished product reaches the end
consumer. In the ready-to-wear segment, the maintenance of the logistical chain is
challenging due to the carious fits, collections and seasonality and also the challenges in term
of color and design, as requirements of both design and fabric change with season. At
Raymond, the entire supply chain management is managed through a state-of-the-art software
system, developed and tailored to meet its specific needs.
With a capacity of 25 million meters of wool & wool blended fabrics, Raymond ranks among
the top three integrated products in the world and has a 60 per cent market share in India
alone. Internationally it is known to be a quality supplier of fabric to many leading global
brands, having a consolidated position in the global fabric export market. It export suiting to
more than 50 countries including the U.S., Canada, Europe, Japan and West Asia. Exploring
potential markets for expansion in one of its prime focuses.
2.2 GROUP COMPANIES
Incorporated in 1925, the Raymond Group is a Rs.1959 crore plus conglomerate having
businesses in textiles, readymade garments, engineering files & tools, prophylactics and
toiletries. The group is the leader in textiles, apparel. & files & tools in India and enjoys a
pronounced position in the international market. Raymond believes in excellence, quality and
leadership.
The subsidiary companies of Raymond Limited are as follows.
Raymond Ltd
Raymond Ltd. is among the largest interest manufactures of worsted fabrics in the world.
Raymond Apparel Ltd.
Raymond Apparel Ltd. has in its folio some of the most highly regarded apparel brands in
India-Raymond Premium Apparel Park Avenue, Parx and Noting Hill.
Color Plus Fashions Ltd.
Color Plus is among the largest smart casual brands in the premium category. The
company was acquired by Raymond to cater to the growing demand for a high end
casual wear brand in the country for Men & Women.
Silver Spark Apparel Ltd.

A garmenting facility that manufactures formal suits, trousers and jackets.
Ever Blue Apparel Ltd.
A state-of-the-art denim garmenting facility.
Celebrations Apparel Ltd.
A facility set-up for the manufacture of formal shirt.
Raymond Zambaiti Ltd.
A Greenfield facility manufacturing high value cotton shirting.
J. K. Helene Curtis Ltd.
A leading player in the grooming accessories and toiletries category.
J.K. Investor Trade (India) Ltd.
JKIT is an investment company registered with Reserve Bank of India as Non Banking
Financial Company.
JK Files (India) Ltd.
A leading player in the Engineering Files & Tools segment and the largest producer of
steel files in the world.
Ring Plus Aqua Ltd.
A leading manufacturer in the engineering automotive components.
Trinity India Ltd.
A leading supplier of components and sub assemblies for the automotive global market.
Raymond UCO Denim Pvt. Ltd.
The manufacturers and marketers of denim fabrics.
2.3 RAYMOND BRANDS:

RAYMOND:
For over 80 years, Raymond is counted as one of the worlds premier manufacturers
of worsted suiting fabric in fine grade wool: in the same league as the finest that
Europe has to offer. Today, that Raymond product range includes pure wools, wool
blended with exotic fibers like camel hair, cashmere and angora and innovative blends
of wool with polyester. linen and silk. Offering suiting and treasuring fabric for all
occasions and needs. Our domestic distribution is spread far and wide with more than
30,000 outlets that stock and sell our wide range of fabrics. Fine products, wide range,
superb distribution and intelligent advertising support have helped the company gain a
dominant share of the market. No wonder, premium labels from the worlds fashion
capitals prefer Raymond.
MANZONI :
Manzoni is a luxury lifestyle brand offering the discerning customer a super premium
range of formal wear and sportswear including shirt, suits, trousers, jackets, ties and
leather accessories. Our exclusive designs provide customers the best in contemporary
international style and luxury. Each garment is crafted from the most exotic cotton
silk, linen and superfine wool, the best-in-the-world linings, interlinings and threads
sourced from around the globe.
PARK AVENUE :
Launched in 1986, Park Avenue is today, Indias most formal wear brand. It offers
stylish and innovative wardrobe solutions to gentlemen for all their dressing needs, be
it Business Evening Leisure, Travel of Heritage Wear. The Brand has received several
awards. Recently, it had the honor of being the Most Admired Brand at the lycra
Images Fashion Awards 2007 for the third consecutive year. Crossing the gender
divide, Park Avenue launched Park Avenue Woman a complete range of Business
Wear for women. Park Avenue Woman is designed specially for the working
women professionals of today.
COLOR PLUS :
Color Plus is one of Indias premium and most respected causal wear brands offering
customers a range of shirt, trousers, knits and survival gear. Color Plus constantly
innovating the processes and technologies which offering the buyers new world of
comfort. Some of the technological innovations it is well known for: include thermofused buttons. golf ball wash, soft jeans, wrinkle free technology, stains-free fabric
and the cone dyed technique. Adding new color now to the womans wardrobe, color
Plus recently launched Color plus Woman(An exclusive range of smart-causal

clothing).
PARX :
Parx is a premium causal lifestyle brand bringing customer a range of stylish semiformal and causal cloths that reflects the easy, relaxed attitude of the energetic 22-30
year old. Parx was launched in 1999 to cater to the smart and fashionable clothing
segment.
2.4 THE PRODUCTS:
Fabrics
Apparels
Brands
Woolen outer wear
Furnishings
Retail
Engineering
Personal Care
Prophylactics
International Business
Corporate Wear
2.5 RAYMOND DIRECT SHOWROOMS ARE IN FOLLOWING COUNTRIES:
India
Nepal
Mascot
Sarah
Dubai
UAE
Bangladesh etc.
2.6 RAYMOND MILLS ARE PRESENT IN FOLLOWING CITIES WHERE THE

FABRIC IS MANUFACTURED:
Wapi (Gujarat)
Badlapur ( Mumbai)
Jalgaon (Maharashtra)
Chindwada ( Madhya Pradesh)
2.7 PRODUCT PRICES (IN RUPEES):
Product
Park avenue
Parx
Color plus
Shirt
1299-1899
1200-2000
1440-4295
Trousers
1499-1899
----
1998-3798
Suit
7999-11999
6499-11099
----
T-shirt
----
999-1500
----
Denim
----
1700-2200
----
Handkerchief
210
----
----
Tie
899-1000
----
----
Socks
185-300
----
1278-2250
2.8 LITERATURE REVIEWRakesh and Kulkarni (2012) Analyzed the Gujarat textile industry working capital
evaluation on selected five company for the eleven years and performed ratio analysis,
descriptive statistics etc. The study concluded with all the company financial performance
with sound effective as well as current and quick ratio, current asset on total asset, sales,
turnover etc. are analyzed with the help of hypothesis and used ANOVA. In this research also
researcher followed this attributes. Zahid and nanik (2011) concludes the overall performance
of the textile sector was adversely affected by crisis through analysis of income statement,
debt payment ability, management and inventory sales, receivables, productivity, fixed assets,
etc.
Backhaus et al (2007) Suggested that purchase decision is one of the important stages as this
stage refers to occurrence of transaction. In other words, once the consumer recognized the
need, searched for relevant information and considered the alternatives he/she makes decision
whether or not to make the decision. Purchasing decision can further be divided into planned
purchase, partially purchase or impulse purchase as stated by Kacen (2002) which will be
discussed further in detail in the next chapters.
Texprocil (2007) in his article concluded that if India has to keep maintaining its edge in
fabric sector, it has to keep in control thru various measures. The various measures Indicated
are raw material, Methodology, Labor wages, Power cost and utilities that need to be kept in
check to keep the cost lower. This paper presents a comparative study of Indian textile
industry with other nations like China, Bangladesh, Vietnam, Egypt and Pakistan and
elaborates the competitiveness of Indian textile and various sectors in Textiles. It also puts
lots of emphasis on the areas where India in losing its edge and has to keep a close
monitoring on it to remain competitive. It concludes that Vietnam and Egypt are coming up
fast and can prove to be tough competitor in near future due to high productivity and low
steam cost.
Bitta and Della(2006): The authors proposed that consumer behaviour studies play an
important role in deciding marketing segments and marketing strategies. The authors
recommended that consumer is often studied because certain discussions are significantly
affected by their behavior
Chugan (2005) Emphasized that Indian textile Industry has to change to be more competitive
in the long run. This paper emphasis that merely cost competence is not enough to maintain
the lead while Indian companied has to have a global competitive view.
Batra, S, K & Kazmi,(2005): The book has described consumer decision making process,
buyers black box and importance of consumer behaviour studies for marketers in order to
understand what satisfy the ultimate consumer. The book described vital characteristics of
Indian consumer and competitive advantages in Indian context for the marketers. The
consumer decision process, buying roles and consumer black box are discussed in detail. The
various steps evolving consumer decision making are linked with the life stages. Young
buyers, women and children considered as uprising consumers groups as a part of
competitive market situations
Philip Kotler(2000): The customer is always considered as a core of business activity.
Author discussed in this book that marketing is only one factor in attracting and keeping
customers. Peter F. Drucker observed that a companys first task is to create customers.
Customer estimate will deliver the most
Karunik and Schiffman(1996): The book highlights dynamic business environment is
turbulent as never before and the service industry as promising as never before. In this era of
intense competition companies understand the customer is the king in the market and success
depends a lot on the efficiency of the managers in delivering the promised product or
services. The responsibility lies on the organizations to develop a culture, ethics,
responsibility, value and quality services should be offered to achieve higher level of
customer satisfaction. Dynamic consumer behaviour is required to analyses various factors
affecting consumer purchase decision directly or indirectly
Louden-Dellabitta(1996) Consumer Behavior is the process and physical activity
individuals engage in when evaluating, acquiring, using, and disposing of goods and
services.
Schiffman and Kanuck Consumer Behavior refers to the behavior that consumers display
in searching for, purchasing, using, evaluating and disposing of products and services that
they expect will satisfy their needs. Study of Consumer Behavior is the study of how
individuals make decisions to spend their available resources like time, money and effort on
consumption related items
2.9 MISSION AND VISION STATEMENTS
MISSION :
Our mission is to become the preferred specialty contractor in each of our market
areas while enhancing our employees quality of life and achieving consistent
operating profits that exceed industry standards.
Offer quality and personalized services and solutions that fulfill the needs of our
clients and maintain a team of professionals who are passionate about creating a longterm relationship with those clients.
VISION :
At Raymond, we build relationship with customers by providing solution to their
challenges. We work proactively to accomplish this through dedication, capability,
integrity, and teambuilding. We continually develop and strengthen these qualities by
investing in our people.
CHAPTER 3
3.1 STRATEGIC ANALYSISIt means defining the areas of strength and finding the areas of concern. It can be done by
SWOT analysis. For Example SWOT analysis of Raymond can be as follows.
SWOT ANALYSIS STRENGTHS
The company has strong Research and Development dept. for product and new
technology.
The company has many Bank facilities like long credit time and other facilities.
The company has qualified and experience Human Resource for selection and
recruitment.
WEEKNESSES
The company has obsolete technology.
The company has low production in off session.
The company has less man power according to the work.
OPPORTUNITIES
The company has obsolete technology.
The company has low production in off session.
The company has less man power according to the work.
THREAT
There are many competitors in the market.
The Indian market is the main market of the company but it is very unstable. There
are so many other factor like environment political and regional.
3.2 SOME INITIATIVES TAKEN BY RAYMOND TO INCREASE THE SALE:

E-commerce initiatives:
Company has launched its ecommerce website Raymondnext.com. Company expects majority
of its ecommerce sales would be deal driven and rest would be full priced. The company
doesnt envisage cash burn from this vertical and would consider using its wide network to
fulfil deliveries once the channel scales up. The concept of Made to Measure would benefit the
most from the ecommerce platform. Management expects the MTM biz nearly double its
revenue in FY15 (FY14 Rs400 mn).
Increased focus on Shirting fabric:
Company sees the huge opportunity in the B2C shirting fabric. The market size of shirting
fabric is estimated to be 4x the market of the suiting fabric and the margins in this business is
half of the suiting fabrics margins. Company has seen healthy uptick in this category and
expects this to sustain in FY16. Company now has dedicated selling and distribution team to
focus on this vertical. Furthermore it has started branding the shirting fabric under Raymond
brand.
Capitalizing on Export opportunity:
Company sees huge growth in exports across the segments. The share of exports has
increased by 400 bps to 28%. Company sees tremendous growth in Garmenting segment but
managing the workforces and skills are the key challenges. It has plans to increase the
existing capacity by 1020% in this segment.
Management strategy:
Companys focused for FY15 would be to continue investing in strengthening the brand by
increasing its advertisement spend/ expansion through increasing retail network. Apart of this
company is looking for up gradation of existing Raymond shops and to grow the Maketo
measure biz in FY15. Company has plans to increase the ad spend to 67% of sales from
currently 4%.
Market Share
7%
4% 3%
RAYMONDS
SIYARAM
3% 4%
60%
REID & TAILOR

GRASIM
VAN HEUSEN
19%
VIMAL
OTHERS
3.3 BRAND RECOGNITION:
To know about the brand recognition of Raymond we put forward the tag line of Raymonds
and we found that 96.7% of respondents could recognize the Tag line
3.4 ORGANIZATION STRUCTURE:

Organization structure is defined as The logical arrangement of task and the network of
relationships and roles among the various positions established to carry out the activities
necessary to achieve the predetermined objectives of business. Internal Organization
structure constitutes the arteries and veins through which the blood of work flows in the body
of Organization.
The term organization can be studied as a structure and also as a process. In a static sense,
organization is a structure. A group of people functions within this structure and try to
accomplish certain objectives. Organization is a structure for the conduct of business
activities efficiently. Organization structure refers to the network of relationships among
individuals and positions in Organization.
In this Organization, the authority moves directly from the top level to the lowest level in a
step-by-step manner. It is straight and vertical. The top-level management takes all major
decisions and issues directions for actual execution. The general manager, for example, issues
order to various departmental managers. Thereafter, the departmental manager issues
instruction to works manager. The works manager will issue instructions to foreman. In this
manner, the orders and instructions will be issued to the workers working at the lowest level.
Thus authority moves downward and also step-by-step. The responsibility, on the other hand,
moves in the upward direction.
CHAPTER- 4
Accounting Systems
4.1 ACCOUNTING TREATMENT (BY THANE HEAD OFFICE) At the time of sale they debit the buyer account by invoice price and bank processing
charges as per bank rule.
When bill is drown or discounted by bank, they credit the buyers account.
When bill is discounted they debit bank account by invoice price and credit it by
commission & interest charges.
In case of dishonor they again debit the buyers account credit bank account.
4.2 FINANCIAL STATEMENT OF THE COMPANYIncome Statement Y/E Mar, Rs mn
Net sales
Growth, %
Total income
Raw material expenses
Employee expenses
Other Operating expenses
EBITDA (Core)
Growth, %
Margin, %
Depreciation
EBIT
Growth, %
Margin, %
Interest paid
Other NonOperating Income
Nonrecurring Items
Pretax profit
Tax provided
Profit after tax
Others (Minorities, Associates)
Net Profit
Growth, %
Net Profit (adjusted)
FY13
40,692
12
40,692
15,808
5,533
15,637
3,714
(18.1)
9.1
1,890
1,824
(36.6)
4.5
1,906
739
290
522
249
272
15
287
(63.0)
577
FY14
45,480
12
45,480
17,975
5,542
17,163
4,800
29.2
10.6
1,958
2,842
55.8
6.2
1,968
727
354
1,400
298
1,103
26
1,076
147.9
1,430
FY15E
53,017
17
53,017
20,995
6,627
19,722
5,673
18.2
10.7
1,937
3,736
31.5
7.0
2,048
515
0
2,242
595
1,648
0
1,648
15.2
1,648
FY16E
60,124
13
60,124
23,749
7,516
22,306
6,554
15.5
10.9
2,087
4,467
19.6
7.4
2,051
515
0
2,995
967
2,028
0
2,028
23.0
2,028
4.3 BALANCE SHEETBalance Sheet Y/E Mar, Rs mn

Cash & bank
Marketable securities at cost
Debtors
Inventory
Loans & advances
Other current assets
Total current assets
Investments
Gross fixed assets
Less: Depreciation
Add: Capital WIP
Net fixed assets
Total assets
Current liabilities
Provisions
Total current liabilities
Noncurrent liabilities
Total liabilities
Paidup capital
Reserves & surplus
Shareholders equity
Total equity & liabilities
FY13
381
4,477
7,384
9,477
3,427
915
26,061
764
28,290
15,223
1,743
14,810
41,635
9,484
712
10,196
17,526
27,722
614
13,175
13,912
41,635
FY14
810
4,477
8,499
10,925
3,489
1,006
29,206
670
29,783
17,219
1,740
14,303
44,179
9,092
760
9,852
18,961
28,813
614
14,047
15,367
44,179
FY15E
709
4,477
9,296
11,743
4,506
1,193
31,924
670
32,283
19,156
1,740
14,866
47,460
11,025
0
11,025
19,461
30,486
614
15,626
16,974
47,460
FY16E
644
4,477
10,542
13,298
5,111
1,353
35,425
670
34,783
21,243
1,740
15,279
51,374
12,475
0
12,475
19,961
32,436
614
17,561
18,938
51,374
4.4 SOURCERS OF FUNDS FOR RAYMOND
Share capital
Shareholders fund
secured loans
unsecured loans
Retained Earnings
Share Capital
Funds raised by issuing shares in return for cash or other considerations. The amount
of share capital a company has can change over time because each time a business
Sells new shares to the public in exchange for cash, the amount of share capital will
increase. Share capital can be composed of both common and preferred shares also
known as "equity financing".
Retained Earnings
The percentage of net earnings not paid out as dividends, but retained by the
company to be reinvested in its core business, or to pay debt. It is recorded
under shareholders' equity on the balance sheet.
The formula calculates retained earnings by adding net income to (or subtracting any
net losses from) beginning retained earnings and subtracting any dividends paid to
shareholders:
Also known as the "retention ratio" or "retained surplus

Unsecured Loan
There are two major types revolving line of credit and fixed-interest installment
loans. Credit cards, medical bills, and auto, student, and payday loans are categorized
as unsecured debt. There are different types of credit cards, including no annual fee,
rewards, low interest, and department store credit cards. They are offered with
different perks such as concierge service, insurance policies, extended warranty, free
airfare, and hotel stays. Some issuers also feature discounted purchases, flowers,
movie tickets, and more. Discounts may not be available for internet purchases.
Many credit card issuers offer roadside assistance, including breakdown towing,
lock-out assistance, fuel delivery, and flat tire changes. Hazard weather services,
emergency accommodation, and car rental are also offered. Auto financing is another
type of personal loan offered by financial institutions and car dealerships. The money
can be used to purchase a new or used vehicle. This type of financing is offered to
borrowers with good or tarnished credit, but in the latter case collateral is often
required. Student loans are another variety, offered by financial institutions and
government authorities. The money is used to pay tuition and board, textbooks,
school supplies, and other expenses. Personal loans also come in the form of secured
debt whereby borrowers pledge a valuable asset as collateral. There are different
types of collateral, including vehicle, real estate, jewelry, money in a savings
account, and home equity. Whether an asset is liquid and how much it costs
determine the amount of financing, the interest rate, and the terms.
Secured Loan
There are different types of secured debt, including mortgages, repossession, nonrecourse loans, and home equity lines of credit. Mortgages are the most common
type of secured debt, which is backed by some real estate property. They come with a
lower interest rate because banks face a lower risk when collateral is pledged. This is
long-term financing, with repayment terms of 15, 20, or 35 years. There are different
types of mortgages, including adjustable rate, fixed rate, interest only, and balloon
loans. The 2-step mortgage comes with a floating interest rate. The rate remains the
same for a specified period and then adjusts. The borrower can choose from a fixed
or variable interest rate.
Other types of personal loans include multiple term, open and closed, and 6 month
convertible mortgages. A secured line of credit is yet another variety. The money is
used for car purchases, home improvements, investments, and other purposes. Lines
of credit are offered with a low interest rate, but there are legal and appraisal fees.
Financial institutions usually offer up to 80 percent of the value or purchase price of
the real estate property. Up to 90 percent is offered for second mortgages.
4.5 NET SALES OF RAYMOND (IN Cr.):

Raymond standalone Net profit rises by 4.86 % in march 2015
Raymond consolidated net profit rises by 163.76% in march 2015
4.6 DIVIDEND:
The dividend as recommended by the Board of Directors, if declared at the ensuing

Annual General Meeting, will be paid at par on or after June 19, 2007 to those
members whose names appear on the Companys Register of Members as holders of
equity shares in physical form on June 18, 2007.
In respect of shares held in dematerialized form, the dividend will be paid on the basis
of beneficial ownership details to be furnished by NSDL and CDSL or this purpose.
4.7 EXPORTS AND IMPORTS (In Cr)
CHAPTER- 5
CONSUMER BEHAVIOR
5.1 METHODS FOR STUDYING CONSUMER BEHAVIORQUALITATIVE RESEARCH
Certain occasions require the study in detail of a small number of consumers. This may occur
when one desires a great deal of information from each consumer and when relatively little is
known about the phenomenon of interest. The best way to obtain detailed information about
what a consumer likes and dislikes about a product, store, or advertisement is to use
qualitative research.
Qualitative research typically takes the form of in-depth interviews with a small number of
consumers. These interviews may be done one individual at a time, or in groups. Individual
interviews have the advantages of providing very rich information and avoiding the influence
of others on the opinion of any one individual. Individual interviews are very expensive and
time consuming, however, and as a result, it is not likely that any one research program will
interview large number of individuals.
FOCUS GROUPS
A more common and less time consuming method for interviewing consumers is the group
method. Focus groups involve a group interview led by a trained moderator. They are called
focus groups because they tend to focus on some topic, a product, a problem, or an
advertisement. The moderator usually poses relatively few questions about the topic of
interest and allows the group to discuss each question in detail. This free-flowing group
discussion often suggests new information or perspective that the marketer finds useful.
PROJECTIVE TECHINQUES
Although it is often sufficient merely to ask direct questions of consumers in order to garner
responses, it is sometimes helpful to use standardized techniques for eliciting responses. Most
of these techniques fall within the domain of projective techniques.
Word Association: Word association is one of the best known and most widely used
forms of projective technique, since it is relatively easy to apply and can be used
effectively to screen brand names for negative connotations or to uncover consumers
feeling about new products. Typically the respondent is asked to give the first word
that comes to mind in response to each of a list of unrelated words. For example, if
researchers were seeking consumer reactions to cake mix, they might submit a list of
words in which cake mix was intermixed with other food products, such as bread,
steak, eggs, and soup.
Sentence Completion: Another frequently used projective technique is the sentencecompletion tests. As its name implies, a word or phrase is given as the stimulus, and
the respondent is asked to add words that come to mind in order to complete the
thought. For example, the stimulus When I bake a cake a might give rise to such
responses as I always use Betty Crocker Cake Mix, I feel like Im doing something
special for my family, I get it over with as quickly as possible, or I am always
afraid it will dry out before we eat it all.
Picture and Visual Methods: They can show a marketing situation, a product-in-use
situation, and so forth. The important aspect of the picture method is that respondents
project themselves into the situation, revealing their attitudes by the way they fill in the
cartoon balloon.
A number of variations on the empty-balloon technique have been devised. In one
variation, two individuals are shown disagreeing on some point, and the respondent is
asked which he or she agrees with and why. Or a respondent may be shown a picture
of a particular product or brand in use and be asked to comment or tell a story about it.
Situational Methods: Situational methods are related to picture and visual techniques,
although they differ from them in that a verbal rather than a pictorial stimulus is used.
Typically, a situational approach will ask respondents to describe in detail the kind of
person who would buy a particular product, shop at a particular store, or perform some
particular act. Another approach is to have the interviewer describe a situation and ask
the respondent how the situation is resolved.
SURVEY RESEARCH
The type of consumer research that no doubt involves contact with the greater number of
consumers is survey research. Survey research attempts to obtain answers to relatively
structured questions form a reasonably representative set of consumers. Most often the set of
consumers is large (several hundred at a minimum) so that statistical inferences may be
drawn about the larger population that the survey respondents represent. Survey research may
be carried out by personal interview, mail interview, telephone interview, or some
combination of these methods.
OBSERVATION AND SIMULATION
The last method of obtaining information about consumers is less common than other
methods. It involves the direct observation of the behavior of individuals, groups, or
organizations. It has an number of disadvantages. Since it does not rely on self-reports, it may
not require the cooperation of consumers and indeed, may be the only source of information
when consumers are unaware of certain aspects of their own behavior. Observation
eliminates problems associated with forgetting or distorting of information caused by an
interviewer and the interviewing process. Direct observation does entail limitations, however.
Such internal events vas beliefs, feelings, and preferences cannot be observed. A wide variety
of personal behavior is simply not accessible to observation. Finally, when consumers are
aware that they are being observed, they may change their behavior.
Who influences buyers decision to buy clothes
Advertisement
Firend
Family
45%
Retailer
Other
Customer Satisfaction
CHAPTER- 6
OBJECTIVES OF STUDY
6.1 PURPOSE AND OBJECTIVE The basic purpose of this project is to know the market potential of the Raymond.
To know the market demand of Raymond in the market.
To identify the buying behavior of the customers.
To establish a good relation with the dealer, retailers and tailors.
To know that which retailer is interested in the dealership of the company.
To know that which product or which company is more demanded in the market.
To know whether the dealer, retailors or tailors are satisfied with the company or not.
To know what all things are there in the company which disliked by the dealers and
retailers.
To know that whether tailors required any help from the company or not.
To know if any retailer or dealer is facing any problem in selling their product or any
other problem related to the company.
And the main purpose of this project is to take the feedback from the retailers, dealers
and tailors and to know about their valuable suggestions for the company (if any).
And also to collect the relevant information from the survey.
To apply the theoretical knowledge to learn the various aspects of management.
CHAPTER- 7
WORK DONE & ANALYSIS
7.1 WORK DONEOn the very first (2june2015) we were supposed to report at Raymond office Jitendra Nath
and Sons311 City Centre, The Mall, Kanpur, UP at sharp 9 a.m. After reporting there I met
with the Official of the Raymond Mr. Jindal & Mr. Love. They congratulated us for being in
Raymond & gave us a detail overview of the project. The project is all aboutProject Name: Halla Bol
a)
b)
c)
d)
Mapping of Dealers & Tailors through Survey

Market potential Analysis
Consumer Buying Pattern Analysis
Category Analysis
Official gave us 7 step guidelines for conducting the survey in the best way & steps are as
follows:
1)
2)
3)
4)
5)
6)
7)
Greeting Dealers and Tailors

Show ID Card
Explain the purpose of you project survey
Requesting to provide Information and observe the things
Requesting the Visiting Card or anything which has address on it
Requesting them to take the photograph of that shop
Thanks them for providing Information
In UP (East) region, there were five students who were working together as a group to
complete our project and we were supposed to cover 43towns.
The official of the Raymond provided us 2 types of questionnaires, one for Retailers and
another one for tailors.
On the very first day after briefing officials suggested us to start our survey from the Kanpur
region. So our head Mr Jindal allocated us the area to be covered, we were supposed to cover
the Kanpur area in 7 days. These 7 days include various areas of the Kanpur and Unnao (a
place nearby Kanpur). But we face some problem in the Kanpur region as our ID cards were
not issued to us, so many of the retailers and dealers were not entertaining us but still we had
tried our best to complete the target.
7.2 LOCATIONS VISITED DURING SURVEY:
Region District
Sub district
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
Sitapur
Sitapur
Sitapur
Sitapur
Bahraich
Unnao
Lucknow
Lucknow
Bara banki
Faizabad
Faizabad
Ambedkar
Nagar
Ambedkar
Nagar
Sultanpur
Balrampur
Gonda
Basti
Gorakhpur
Deoria
Azamgarh
Mau
Ballia
Jaunpur
Ghazipur
Chaundaul
i
Varanasi
Bhadohi
Mirzapur
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
Allahabad
Banda
Chitrakot
fatehpur
Pratapgarh
Raebareli
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
UP (E)
No of
tailors
to be
covere
d
11
4
3
3
12
11
175
4
5
10
4
6
total
Dealers Tailors
covere covere
d
d
Total
Sitapur(NNp)
Laharpur(NNP)
Biswan (NNP)
Mahmudabad
Bahraich
Unnao
Lucknow
Lucknow
Nawab ganj
Faizabad
Ayodhya
Tanda
No of
out let
to be
covere
d
37
13
12
11
39
37
584
15
17
34
13
20
48
17
15
14
51
48
760
19
22
44
16
26
15
5
8
7
30
26
122
8
18
25
14
16
7
2
2
2
6
8
51
4
10
9
6
6
22
7
10
9
36
35
173
12
28
34
20
25
Akbarpur
23
30
26
16
42
Sultanpur
Balrampur
Gonda
Basti
Gorakhpur
Deoria
Azamgarh
mau
Ballia
Jaunpur
ghazipur
Mugalsarai
23
17
24
24
142
27
23
57
22
37
23
23
7
5
7
7
42
8
7
17
7
11
7
7
30
22
31
31
184
35
30
74
29
49
30
30
18
12
28
28
70
26
23
35
15
26
15
30
7
5
11
13
26
14
14
10
12
4
5
8
25
17
39
41
96
40
37
45
27
30
20
38
Varanasi
Bhadohi
MirzapurVindhyachal
Allahabad
Banda
Chitrakot
fatehpur
Bela Pratapgarh
Raebareli
254
20
50
76
6
15
330
26
65
90
15
38
40
5
5
130
20
43
240
33
12
41
16
40
72
10
4
12
5
12
312
43
16
53
21
52
111
22
10
24
28
26
59
12
3
16
7
10
170
34
13
40
35
36
UP (E)
UP (E)
UP (E)
UP (E)
Kanpur
Nagar
Jalaun
Jalaun
Jalaun
Kanpur
496
159
655
117
60
177
Jalaun
Orai
Konch
12
40
11
4
12
3
16
52
15
11
23
6
7
22
1
18
45
7
TOTAL
2562
777
334
1
1167
505
1676
Locations of Retailors
Location
45
40
35
30
25
20
15
10
5
0
Main Market
Mall
Upcoming Market
Outskirts
7.3 ANALYSIS:
Area
No of outlet expected to be cover
No of tailor expected to be cover
No of outlet cover
No of tailor covered
Kanpur
496
159
117
60
Market Feedback The Kanpur market was very large and it has a huge potential.
Few market such as Mall road, bajaja market, P road and many other are good market
with huge capacity and sale.
Few of the retailers were of huge capacity and were ready to convert in dealership.
Kohli vastra bandhar, from Vijay nagar and Babban shopping mart, from Kalyanpur
were those retailers who were ready to convert in dealers.
The main problem that retailors are facing is that they are not getting their order
delivered on time because of which they are facing problem to sale their products.
Another problem is that they are not happy with the packing of the combo and they
want that more combinations should be given in the combo.
And they want that Raymond should also start medium range of the product for the
lower middle class.
After completing Kanpur we moved forward towards Lucknow because Lucknow was big
market so we have spent 5 days in the Lucknow covering different markets. Retailers and the
dealers of Lucknow have a huge potential of selling their product here we find that the
percentage of fabrics sold between 1000-2000 is more which basically belongs to the upper
middle class.
Area
No of outlet cover
Lucknow
599
180
130
56
Market Feedback Gita Vastralaya, Binny clothes, Gadhaa Bhandar are some of the authorized dealer of
Raymond in the City.
Many Dealer and Retailer are not satisfied with the Raymond as they want schemes
and more margin like other Brand.
Many of the Dealer and the retailer are not satisfied with the packing of the combo.
They are not satisfied with the delivery process of the company.
Many of the fabrics shops have converted in readymade because they believe that
readymade cloth have more margin than fabrics and its eassy to sell the readymade
products.
After completing Lucknow we went to Barabanki since it is not very big market so we have
given only one day.
Area
Barabanki
17

No of outlet covered
05
18
10
Market Feed back Here people generally prefer cloths of low price but people have capability of
purchasing costly cloth.
City having good number of tailors.
Tailors want that Raymond should help them by providing latest Catalogs.
Dealer and others wanted schemes and more margin like other Brand.
Here market is not very developed because of its closeness with Lucknow.
This can be the upcoming market for Raymonds.
After completing the market of Barabanki we went to towards Sitapur. In Sitapur we were
supposed to cover main market of Sitapur, Laharpur, Biswan, Mahmudabad. So we have
given there 3days to cover the whole market. In Sitapur also we find some of the good
retailers and dealers and we find one of the retailer who was ready to take the dealership.
Area
No of outlet cover
Market Feedback-
Sitapur
37
11
15
13
Dealers are not happy with the delivery process of the company, they are saying that
company is not able to send the products on time.
They are not satisfied with the packing of the combo.
Companies representative are not coming on regularly basic because of which there is
communication gap.
Many of the Tailors are not trained which is also a back draw for the fabric market.
Most of the fabrics shop have been converted into readymade shops because of low
margin in fabrics.
Area
Mahmudabad

No of outlet cover
11
03
07
02
Market Feedback
Very small market.
No potential in the market.
Less number of fabric shops and tailors.
Few of the fabrics shops want more margin from the company.
Generally people wear the cloth of low price.
After covering Sitapur we went to Faizabad. There we were supposed to cover Faizabad and
Ayodhya. So we have given there 2 days one day in Faizabad and one day in Ayodhya.
Area
No of outlet cover
Faizabad
34
10
25
09
Market Feedback
Upcoming Market.
Huge potential with lots of good retail shops.
Most of the tailors are trained but they want that Raymond should help them by
providing latest catalogs.
Most of the Retailer told that the packing of the product is not good it get damaged in
transportation.
Few fabrics shop have been converted in readymade shops because of low margin in
the fabrics as comparison to the readymade market.
Many of the retailors have told that in Makers(Raymonds brand) there name of
Raymond is not mention because of which they find it difficult to convence the
customer that its a brand of Raymond.
Area
No of outlet cover
Ayodhya
13
04
14
06
Market Feedback
Average market with less number of quality fabric shop except Satnam cloth
merchant.
Dealer and others wanted schemes and more margin like other Brand did.
Due to closeness to Faizabad , Market is not developing.
On talking some facts came out which tells the real situation, they told that stitching
rate is more as compared to cloth because here people normally used to wear local
brand clothes.
After this we went to Ambedkar Nagar. In Ambedkar Nagar we were supposed to cover
Tanda and Akbarpur both are very small market. We didnt find much potential there and
there basically the products are sell between 400-800 which generally belongs to lower
middle class people.
Area
No of outlet cover
Tanda
20
06
16
06
Market Feedback
Customer having low purchasing power.
No standard of tailoring shops.
Few dealer of Raymond in Tanda.
Hugely affected by readymade market.
People normally wear cloth having low price.
They dont want to connect with Raymond.
Area
No of outlet cover
Akbarpur
23
07
26
16
Market Feedback
Agrahri Vastralaya is the only authorized dealer of Raymond.
Mostly villagers are the customer who are having low purchasing power.
A good number of tailor but lack of present technique and skill.
A good number of fabrics shop present in the city.
Mainly fabrics of Raymond are coming from Kanpur.
Some shop keeper told that other brand like Siyaram and Vimal are having good
touch with them means they provide them good schemes and margin in their cloth so
they used to sell their brand and customer prefer it due to cheap price and a good
number variety in their cloth.
After this we went towards Bahraich.

Area
No of outlet cover
Bahraich
39
12
30
06
Market Feedback Huge market.

Upcoming market for Raymond.
Duplicate product of Raymond is available in the market.
Retailers are not satisfied with the packing of the product.
There are lot of skilled tailor available in the market.
After completing Bahraich we went towards Balrampur. The market of Balrampur is very
small we have just given only one day to cover the market.
Area
No of outlet cover
Balrampur
17
05
12
05
Market Feedback Small market.

Here people generally prefer cloth of low price.
Lack of trained and skilled tailor.
Here readymade market has captured more number of shares.
Here people generally choose bhilwada fabrics because of low price.
Most of the buyers are villagers.
After this we went towards Gonda. The market of Gonda was not too big so we have
completed it in one day only.
Area
No of outlet cover
Gonda
24
07
28
11
Market Feedback
Upcoming market for Raymond.
Readymade market is limited here due to lack of preference of readymade clothes.
A good number of Raymond dealers are present.
Tailors want that Raymond should help them by providing trained staff.
Dealer and others wanted schemes and more margin like other Brand give.
Mostly fabric of Raymond are coming from Kanpur.
Retailors want that Raymond also produce the products with low price.
After Gonda we had gone towards Basti. The size of the market of Gonda and Basti was
same, So we were able to finish in easily
Area
No of outlet cover
Basti
24
07
28
13
Market Feedback
Developing district having low purchasing power.
Vastram is the best shop and he is a dealer of Raymond.
People generally prefer to wear Bhilwada suiting due to cheap price.
Lack of skilled tailoring unit.
Dealer and others wanted schemes and more margin like other Brand give.
After this we went towards Gorakhpur. Since the market of Gorakhpur was big so we had
decided to give here 3 days which was sufficient to cover the entire market. In Gorakhpur
also we find some good retailers and dealers.
Area
No of outlet cover
Gorakhpur
142
42
70
26
Market Feedback
Huge market with huge potential.
Large number of tailors.
Most of the tailors are trained.
Many dealers and retailers have complained about the packing of the product.
There are many retailers who are having the potential to take the dealership of
Raymond.
Few of the tailor want that Raymond should send some posters and latest catalogs for
them.
Few of the fabrics shop have been converted into readymade shops because they
believe that there is huge margin in readymade as comparison to fabric shop.
When Gorakhpur was finished we had decided to move toward Deoria. The market of Deoria
was also good.
Area
No of outlet cover
Deoria
27
08
26
14
Market Feedback
There is a big issue in the market of duplicity of Raymond products.
Dealers says that prices of the Raymond product is so high compare to the Siyaram
and other brands.
Mostly fabrics shops are converted to readymade because dealers say its time
consuming and readymade is ready to wear and if we talk about Raymond readymade
then its so costly.
When Deoria was finished we move towards Azamgarh. In Azamgarh we were supposed to
cover Mubarakpur and Azamgarh. The market of both the towns were not too big so had
decided to give one day each to both the town.
Area
No of outlet cover
Azamgarh
23
07
23
14
Market Feedback
Average market.
Shugna Mal is the authorized dealer who is having the Best sale of fabrics in the
district.
Here many shops are having good potential to become the dealer of Raymond.
City is having good number of tailor but they are ussing old stitching technique.
Tailor wanted fashion guide and good skilled staff.
Dealer told that they dont have any good tailoring shop to suggest their customers,
they were blaming tailor for the decrease in sale of fabrics.
Some dealers told that customer from village dont have purchasing power so
Raymond should try to think about those people.
After this we went to Mau. The market of Mau was good and there we find some good
retailers with good sale of their stores.
Area
No of outlet cover
Mau
57
17
30
10
Market Feedback
Dealers have given feedback that the design and colour of fabrics are old fashioned it
doesnt attract youth.
Customers are more interested in readymade cloths rather than the fabric and
tailoring.
Some dealers are not happy with the distribution channel of Raymond.
Mostly shops are being converted to readymade.
In Mau there is lack of good tailors so customers do not purchase clothes because they
didnt get fitting stitching.
After Mau we went towards Ballia and Jaunpur. Both the market were not very big so we
were able to finish our work in 2 days only.
Area
No of outlet cover
Ballia
22
07
15
12
Market Feedback
Dealers say that Raymond should make heavy weighted suiting for the price range of
Rs.300-800 because customers do not like light weight suiting.
Packaging of combo pack is not good it get spoil while transportations.
Some dealers were saying that some customers are asking for the TR fabric of
Raymond which is not available.
Area
No of outlet cover
Jaunpur
37
11
26
04
Market Feedback
A very old market of Uttar Pradesh.
Fabrics sale of city is excellent.
Here people are having purchasing power and they like to wear Raymond.
Tailoring shop are scattered in the city but not in good position.
Dealer said that tailors are not skilled and they are only reason for decrease in the sale
of fabrics.
Jallulddin is the one of the best shop in the city but due to absent of owner they have
not given anything to us.
Dealer and others wanted schemes and more margin like other Brand do for them.
Here mainly fabrics of Raymond are coming from Kanpur.
Jaunpurs village customer mostly used to wear low brand cloth due to less price.
After completing this we went towards Varanasi. The Varanasi market was quit big and
target was also very high so we were supposed to work very quickly, we have give 3 days in
Varanasi.
Area
No of outlet cover
Varanasi
254
76
90
40
Market Feedback
Huge market with huge potential.
Most of the tailors are trained.
Many dealers and retailers have complained about the packing of the product.
There are many retailers who are having the potential to take the dealership of
Raymond.
Few of the tailor want that Raymond should send some posters and latest catalogs for
them.
Few of the fabrics shop have been converted into readymade shops because they
believe that there is huge margin in readymade as comparison to fabric shop.
Main problem is the duplicate product available in the market.
When we had completed Varanasi then we had decided to move towards Mughalsarai. The
market was not very big so we had completed it in one day only.
Area
No of outlet cover
Market Feedback
Upcoming market.
Most of the people choose cloth of low price.
Mughalsarai
23
07
30
08
Very few tailors.

Fabric shops are less as comparison to the readymade shops.
Few of the fabrics shops have converted into readymade shops because of low margin
and less skilled tailors.
Tailors want that Raymond should provide some trained staff.
When this we went towards Mirzapur and in Mirzapur we were supposed to cover
Vindhyachal also.
Area
No of outlet cover
Mirzapur
50
15
38
05
Market Feedback
Good market.
Timuhaani chauraha, ghantaghar and waasleyganj market are the main market of
District.
Having both type of customer means good and low purchasing power.
Lack of tailors in the town.
Mostly sarees shops are available.
Huge number of shop having potential to become dealer.
Tailors want that Raymond should help them by providing trained staff and latest
catalogs.
After covering Mirzapur we went towards Allahabad. The market of Allahabad was big we
were supposed to spent there 3days. In Allahabad we found many good retailers and dealers
who were having good sale of their stores and few of them have shown their interest in
becoming dealer.
Area
Allahabad
240
72
No of outlet cover
150
55
Market Feedback
The market of this place is good.
The main market places are katra, kathaparcha, shlemsarai, civil lines, chawk and
nakkas kohna.
Dealers are not satisfied with the packing quality of combo sets.
And the numbers of offers available for Raymond dealers are very low as comparison
to the other companies.
B smart tailor was interested in taking the dealership of The Raymond shop.
There is large number of tailors, most of them are trained.
When Allahabad was over we went towards Banda. The market was of medium so we were
able to cover it easily.
Area
No of outlet cover
Banda
33
10
22
12
Market Feedback
Average market.
Less numbers of tailors.
Less skilled tailors are there.
Retailors were not happy with the packing of the combo.
After completing Banda we went to cover the market of Chitrakoot. It was very small
market, So it was covered easily.
Area
No of outlet cover
Chitrakoot
12
04
10
03
Market Feedback
The market here is not that much developed.
Maximum number of customers here are from villages and main purpose of shopping
is gifting and marriage.
The basic range of shopping is 300 to 500, in which the number of product by
company is not much.
Less number of tailors is available.
Out of 3 tailors, 2 tailors showed their interest in working with Raymond New smart
tailors and Maharaja tailor.
After Chitrakoot we went Fatehpur and the market was of medium size it was just covered
in one day only.
Area
No of outlet cover
Fatehpur
41
13
24
16
Market Feedback
Average market.
Good market for fabric.
Most of the retailors have complained the same issue about the packing of the combo
product.
Most of the dealers of this market prefer to deal with all available and majority
demanded brands not any specific one.
Huge market for tailor.
After Fatehpur we decided to went towards Pratapgarh, Sultanpur and Raebareli. All the
market was of medium size so we had given one day to each town.
Area
Pratapgarh
16

No of outlet cover
05
28
07
Market Feedback
Upcoming market.
Most of the people choose cloth of low price.
Very few tailors.
Great place for Raymond to grow their business.
Area
No of outlet cover
Sultanpur
23
07
18
07
Market Feedback
Average market.
Most of the people choose cloth of low price because of less developed area.
Less number of tailors.
Great place for Raymond to grow their business.
Area
No of outlet cover
Raebareli
40
12
26
10
Market Feedback
Average market.
Market is having potential.
Less number of tailors is trained.
Good fabric market.
Few retailers have problem with the delivery process of the company.
Tailor want that some latest catalogs should be sent to them.
After that we went to Jalaun, Orai, Kalpi and Konch
Area
No of outlet cover
Jalaun
12
04
11
07
Market Feedback
Very small market.
Few of the fabrics shops want more margins from the company.
Area
No of outlet cover
Orai
40
12
23
22
Market Feedback
The market of this place is one of the biggest markets in Jalaun district.
Huge market for fabrics.
Tailors want that Raymond should provide them latest catalogs.
Few of the retailors want that company should sent some poly bags to them
Area
No of outlet cover
Konch
11
03
06
01
Market Feedback
Very small market.
Few of the fabrics shops want more margins from the company.
CUSTOMER EXPECTATION FROM RAYMOND
Want Bridal Collection
Want Readymade Formal Garments.
Readymade Garments
Readymade Fancy Jacket.
Make More Adv. So Customer Can Aware About Your Product
Readymade formal Shirt
Readymade Trouser
Need More Improvement In Marketing
Only Readymade Shirt.
Mfg. Readymade Cloth
Jacket
A Ready to Wear Cloth
At Low Price so that Middle Class People Afforded It.
Quality Oriented
Ladies Wear in Domestic Market
REASONS WHY PROPRIETORS THINK RAYMOND IS A GOOD COMPANY:

Raymond Ltd is a very old company and is known for its reputation.
The fabrics produced by Raymond might be expensive but it justifies the quality.
People prefer more of Raymond during functions or marriages as a sign of prestige,
dignity, status and respect.
Raymond has its established market and its set of loyal customers.
Proprietors consider Raymond as the king of wool products.
Own Observation
Visual Merchandising Change in the store leads to increase of the secondary sales,
which proves the effectiveness of Visual Merchandising. Hence VM Concepts and
Standards should be followed seriously.
Promotional offers, attractive bags also attract the customers and affect the sales.
The most important reason for the fall of market share of Raymond is the duplicate
product of Raymond available in the market.
Another reason could be that Raymond is not focusing on youngster and they are not
providing new designs that are the reason why people are focusing more on siyaram,
Vimal and other.
The company is selling combo packs at higher rate as compared to other brands and
its sale can be improved by improving its packing.
Company can increase its overall market value by targeting tailors because main sales
of fabric depends upon tailoring.
People think that Raymond is the product for the people of premium class.
Retailors are not satisfied with the MRP rate printed on the products.
In the price range of 300-500 retailors are mostly selling Siyaram because the
customer believe that Siyaram is providing good quality in that range.
In the price range of 500-800 Raymond have near about 65% of share but according
to retailors it is decreasing because Siyaram is giving good competition to Raymond
at that range also.
In the price range of 800 and above Raymond have more that 90% of share and it is
constant.
Peak season for sale
Dealers and Tailors who want to connect with Raymonds
Can't say
No
Yes
10
20
30
40
Dealers
50
Tailors
60
70
80
90
Findings /Learning Outcome:

1. During this internship i also learned that Siyaram is the Raymonds main competitor
has been doing very well in the market and taking various measures to gain market
share and presumably they are successful.
2. Most of the respondents dont not like Raymond.
3. In this research it has been found that only 38% respondents feel that Raymonds
fabric is good.
4. Lack of promotional activities at national as well as in regional level.
5. A sales promotional scheme floated by the company is not impressive.
6. Lack of innovative idea regarding new application of product.
7. The main thing in the customers mind is that company manufactures only woollen
fabric.
8. Main complaints in P.V. fabric regarding its quality, price with feel and finish.
9. They seem to think that the quality of the fabric manufactured by the Raymond mill
seems to deteriorate since the shift of the mill from Mumbai.
10. The cost of the fabric has only been appreciating and never being reduced while the
quality of the fabric remains the same or deteriorates.
11. The combo packs of Raymond are of bad quality and too expensive and so is the
quality of it not up to the mark. A lot of times the shirt and pant piece dont match.
12. A lot of shop owners dont have Raymond since the profit margin is very less and the
fabric is also very expensive and lower middle class dont prefer than expensive
fabrics.
13. Fake local fabrics produced by bogus companies are being distributed in the market
with the name Raymond and Raymond ltd doesnt seem to care about it nor take any
action against it.
14. Improved Confidence while delivering Presentations before Client.
15. Detail idea about Sales Pitch and its delivery.
16. Practical exposure of Indias One of the Leading Company.
17. Query Handling of Clients.
18. Linkage with many new people added to the experience.
19. Detail Idea about the market and its demand.
20. Practical Understanding the differences between Marketing and Sales.
Suggestions and Recommendation

Raymond should develop managerial skill particularly to identify the weaker section
to reach the benefits the social and economic objects.
Raymond must play prominent role in financing which may result in rising level of
income and employment.
If Raymond wants to protect its market share then Raymond should take strict action
against the duplicate product which is available in the market at cheap rates.
Raymond should try to improve its color combination in the combo packs.
Raymond should also come with medium range of product for the lower middle class
people.
Raymond should work on the delivery process of the product, generally the retailers
are not able to get their order on time.
Raymond should also try to improve its combo packing.
Raymond should give some gifts to the dealer and the retailer who so ever is giving
them maximum sale; this will help in motivating them.
Company can step into Ethinx section, because its new segment with very high
demand and less number of players.
The present official staff of Raymond can be given a suitable management training
that modern management concept and management technologies can be vitalized in
the day to day business of Raymond for the further improvement.
Once in between 2-6 month Raymond should arrange a meeting with the dealers and
the potential retailors of a particular region, the purpose can be to be in touch with
them and to discuss the problem they are facing.
Raymond should not enter TR fabric market since that would result in losing its
respect (suggested by a proprietor of a shop).
Raymond also needs to keep a more regular check on the market and what measures
its competitors are taking in order to gain market share.
CONCLUSIONRaymond Ltd. having the good human resource. The entire employees in the company are
well trained and qualified in to the work. All the departments are well established and fulfill
the need of the employee. So the work environment is very good. The company is doing well
in the market but have to improve the quality of the product. The packing and the delivery
process is not up to date. If company will improve in the all mentioned sector the sell of the
company will increase and the company will achieve the top rank in the competition
Raymond Ltd. is one of the leading multinational companies in India. This company
produces fabrics. This company has the large share of the market. It is having more turn over
comparing then other fabric companies in India. The company Raymond have the main
competitors arent the Indian they are also the multinational companies but they are not the
Indian company.The Raymond mainly produces the fabrics. The production is done on the
basics of marketing requirement. The requirement and the other information is gathered by
the Marketing department and then the information is shared with the production department
and then plans are made and fabrics are produced. Raymond and Raymond ltd doesnt seem
to care about it nor take any action against it. Some dealers even complained that the same
fabric of Raymond is sold at different prices at different outlets. Retailers dont get fabric
when they needed even they dont get desired fabric from dealers. Each retailer complaints
about misbehaviour of Raymond dealer. Many retailers want to open THE RAYMOND
SHOP but they dont get good feedback from the Raymond thats why their proposal is got
rejected& they stop selling of Raymond. Dealers think that Raymond is doing fraud with
them & customers; they say the woollen fabric get fade after few week use. Raymond dealers
never visit their shops. Many dealers are not satisfied with Raymond thats why they have
stopped selling their fabric. A common man cant afford the fabric of Raymond due to high
price. As there is a growth of 52% in the market due to rural markets so Raymond should
change the strategy of selling with price range.
So According to my market study i think if Raymond continues to keep its dealers unhappy
(which, a lot of them are) it would very soon lose its market share. If Raymond doesnt take
any measure to do something about the current market scenario it would slowly not be a
market leader anymore.
REFERENCES
Websites
http://www.abhinavjournal.com/images/Commerce_&_Management/Mar13/9.pdf
http://www.deakin.edu.au/__data/assets/pdf_file/0004/271534/lit-review.pdf
http://iosrjournals.org/iosr-jbm/papers/ncibppte-volume-1/1014.pdf
http://shodhganga.inflibnet.ac.in/bitstream/10603/6538/8/08_chapter%203.pdf
http: // shodhganga.inflibnet.ac.in/bitstream/1033/6508/8/08_chapter%303.pdf
http://www.raymondindia.com/off_brnd_pk.asp
http://www.raymondindia.com/off_brnd_pa.asp
http://www.raymondindia.com/off_brnd_cp.asp
http://www.raymondindia.com/off_brnd_makers.asp
http://www.raymondindia.com/index.asp
https://en.wikipedia.org/wiki/Raymond_Group
http://en.wikipedia.org/wiki/Raymond_Group
News Paper The Times Of India

Hindustan Times
Economic Times
Book References
By Philip Kotler, (2012), Marketing Management (14TH Edition), Pearson Education Ltd
FORM OF TAILOR
FORM OF DEALER

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LOVELY PROFESSIONAL UNIVERSITY

LOVELY PROFESSIONAL UNIVERSITY pg. 1

Place: U.P (East)

Akhilesh Kumar Mishra

Signature of the candidate

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Akhilesh Kumar Mishra

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(Signature of Faculty guide)

Introduction To Textile Industries

Purpose and objective

Work done and Analysis

Dealer and tailors Form

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LOVELY PROFESSIONAL UNIVERSITY pg. 9

Silver Spark Apparel Ltd.

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2.3 RAYMOND BRANDS:

LOVELY PROFESSIONAL UNIVERSITY pg. 11

Plus recently launched Color plus Woman(An exclusive range of smart-causal

Woolen outer wear

2.5 RAYMOND DIRECT SHOWROOMS ARE IN FOLLOWING COUNTRIES:

LOVELY PROFESSIONAL UNIVERSITY pg. 12

2.6 RAYMOND MILLS ARE PRESENT IN FOLLOWING CITIES WHERE THE

Chindwada ( Madhya Pradesh)

2.7 PRODUCT PRICES (IN RUPEES):

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2.9 MISSION AND VISION STATEMENTS

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3.2 SOME INITIATIVES TAKEN BY RAYMOND TO INCREASE THE SALE:

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REID & TAILOR

3.3 BRAND RECOGNITION:

3.4 ORGANIZATION STRUCTURE:

LOVELY PROFESSIONAL UNIVERSITY pg. 19

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4.3 BALANCE SHEETBalance Sheet Y/E Mar, Rs mn

4.4 SOURCERS OF FUNDS FOR RAYMOND

LOVELY PROFESSIONAL UNIVERSITY pg. 22

Also known as the "retention ratio" or "retained surplus

LOVELY PROFESSIONAL UNIVERSITY pg. 23

4.5 NET SALES OF RAYMOND (IN Cr.):

The dividend as recommended by the Board of Directors, if declared at the ensuing

LOVELY PROFESSIONAL UNIVERSITY pg. 24

4.7 EXPORTS AND IMPORTS (In Cr)

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Who influences buyers decision to buy clothes

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Mapping of Dealers & Tailors through Survey

Greeting Dealers and Tailors

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7.2 LOCATIONS VISITED DURING SURVEY:

LOVELY PROFESSIONAL UNIVERSITY pg. 31

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