By: Charu Khanijau FBM ( )

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1 By: Charu Khanijau FBM ( )

2 PURPOSE Is to create a business plan for setting up a women s ethnic wear brand using Indian handloom fabrics SIGNIFICANCE Industry- Employment to the weavers Promote handloom Customers- Affordable prices than competitors LIMITATIONS Sample unit- Delhi NCR only Limited sample number- 200

3 NEED GAP Handloom apparel brand targeting the middle class segment RESEARCH OBJECTIVES RO1- To study the Indian handloom industry, its production system and different handloom fabrics RO2- To study the women s ethnic wear market share and its future growth RO3- To study the usage of handloom fabric in ethnic wear market by studying the competitors and its viability (a) To create a business plan

4 Setting up a brand for women s ethnic wear using Indian handloom fabrics Background study Overview of handloom industry, state wise handloom fabrics, current status, measures taken by government Ethnic wear market share, Growth, Future scope, Competitors RO1- To study the Indian handloom industry, its production system & different handloom fabrics Descriptive Research Primary Research (Observations & field work) RO2- To study the women s ethnic wear market share & its future growth Exploratory Research Secondary Research (E-articles, journals, case studies &websites) RO3- To study the usage of handloom fabrics in ethnic wear market by studying the competitors (a) To create a business plan Descriptive Research Primary Research (Observations, field work & Questionnaires) Analyze Is yes, develop report & further recommendations

5 FINDINGS FROM RO1 Indian handloom industry One of the oldest industries in India Demonstrates Indian culture & its richness Utilizes local skills of the weavers & provide employment Current situation is not good as people prefer buying power loom over handloom Government is taking measures to improve the conditions of the industry Every state has its specialty in handloom weaving e.g. Ikats from Orissa, Chanderi from Madhya Pradesh Handloom hath- after talking to the weavers in the handloom hath the following fabrics were finalized: Chanderi Brocades Mangalgiri cotton Ikat Khadi The production time per fabric is 30 days Prices are between RS 75/m RS 160/m (Sudalaimuthu, 2015) (Inder, 2015) (Varghese, 2015) (Malhotra, 2015) (Raghavan, 2015) Source:

6 FINDINGS FROM RO2 Indian ethnic wear Most preferred choice of Indian women Reflection of our rich culture 87%- women s ethnic wear market share Prefer ready to wear garments Factors affecting the demand for women s ethnic wear Festivals Wedding season Bollywood & television actress Increasing disposable income Demand in younger age groups People prefer buying online Indian Ethnic wear market share 3% 10% 87% Women s ethnic wear segment is expected to grow at a rate of 8% over the coming decades (Samyakkadmin, 2014) (Gugnani, 2014) (Rana, 2015) (Saxena, 2015) (Alam, 2015) Women Men Kids

7 FINDINGS FROM RO3 Competitors Brands like Fabindia and Anouki uses Indian handloom fabrics Fabindia was founded in the year 1960 It has been the most profitable brand in India in the year 2014 and Started as exporters Home furnishing 1975 Opened their first store in GK, Delhi Apparels 2000 Introduced organic food Organic food 2006 Introduced personal care products Personal care products 2008 Introduced Hand crafted jewellery Jewellery Factors for checking business viability Women s ethnic wear is growing at an average rate of 8% Fabindia has managed to become India s most profitable apparel brand This shows that people prefer buying Indian fabrics No brand with pricing less than Fabindia

8 QUESTIONNAIRE ANALYSIS CASUAL ETHNIC WEAR 87% FORMAL ETHNIC WEAR 46% WOVEN DESIGNS 34% PRINTS

9 CASUAL ETHNIC WEAR 87% FORMAL ETHNIC WEAR 42% WOVEN DESIGNS 30% PRINTS

10 CASUAL ETHNIC WEAR 87% FORMAL ETHNIC WEAR 36% PRINTS 32% WOVEN DESIGNS 32% EMBROIDERIES

11 CASUAL ETHNIC WEAR 87% FORMAL ETHNIC WEAR 64% WOVEN DESIGNS 24% EMBROIDERIES

12 ABOUT THE BRAND Brand name: Mor The handloom fabric demonstrates the richness of Indian culture. The peacock (Mor), the national bird symbolizes the same. Its feathers are also used in many rituals and ornamentation works thus depicting its deep roots in the Indian culture. Also, they are widespread in Indian temple architecture, old coinage and textiles. This shows the synonymity between handlooms, peacocks and richness of Indian culture. Logo: Mission- To promote Indian handloom industry and provide affordable women s ethnic wear to appeal the masses. Vision- To become the market leader in handloom industry in India by providing quality fabrics at competitive pricing.

13 Quality of fabrics USP Ethnic roots of the brand Affordable price than competitors

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