Final Draft Report

MARKET SURVEY AND DIAGNOSTIC STUDY

FOR VANYA SILK PRODUCTS

Submitted to

Central Silk Board

CSB Complex
B T M Layout
Madivala
Bangalore-560068

Army Institute of Fashion and Design

“ ITI Colony” B Area, Old Madras Road
Dooravaninagar,Bangalore -560016
Ph: 080-25617559 Fax: 25618014
Email: aifdonline@gmail.com Project Report
www.aifdonline.com

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Table of Contents

ACKNOWLEDGEMENTS 4
EXECUTIVE SUMMARY 5
CHAPTER 1 Introduction 8
1.1 Background
CHAPTER 2 The Design of the study.
2.1 Statement of the Problem
9
2.2 Objectives of the study. 9
2.3 Methodology. 9
2.4 Field Visits 10
2.5 Sampling 10
2.6 Collections of Secondary Information. 10
2.7 Plan of Analysis. 11
2.8 Limitations of the study. 11
CHAPTER 3
Present production pattern and future trends in production of
Vanya products. 12

CHAPTER 4
Existing market profile of Vanya products. 14
CHAPTER 5
Retailer / Whole seller Survey 17
List of Figures
Number of years in the business Figure-1 17
Kinds of products they stock Figure-2 18
Fiber Classification Figure-3 18
Do they Buy Silk Products Figure-4 19
Silk Products which they sell Figure-5 19
Silk products yielding more benefits Figure-6
20
Which product has more stock turnover Figure-7 20
Benefits out of selling Vanya Silks Figure-8 21
Selling Vanya Silks with latest trends Figure-9 22
Concept Driving Fashion Figure-10 23
Sourcing the Products Figure-11 23
Sourcing from Local Figure-12 24
Sourcing from Outstation Figure-13 24
Supply Index Figure-14 25
Stock Turnover in a year Figure-15 26
Occasion to buy Silk products Figure-16 28
Order of preference Figure-17 28
When did they buy last time Figure-18 29
Decision on buying silk products Figure-19 29

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 Do you get what you want Figure-20 30
When Stock not available Figure-21
30
Awareness on Varieties Figure-22 31
Vanya silk as Natural product Figure-23 31
Vanya Silk offering value in terms of: Figure-24 32
Insist on buying Vanya Silk Products Figure-25 33

CHAPTER 6
Consumer attitude and preferences towards Vanya products. 27

CHAPTER 7
SWOT ANALYSIS OF VANYA PRODUCTS 34
CHAPTER 8
A Summary of findings of the Survey and Suggestions. 37

List of Annexures 41
Questionnaire

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ACKNOWLEDGEMENT

We wish to place on record our sincere thanks, Dr.H.Bhasker, IAS. CEO and Member
Secretary, Central Silk Board, Bangalore for having extended this opportunity to do
Market Survey and Diagnostics Study for Vanya Silk products.

We hereby express our sincere thanks to Mr.K.K.Shetty, Dy.Secretary (Tech) Central Silk
Board, Bangalore, for extending this opportunity to do Market Survey and Diagnostics
Study for Vanya Silk products.

We also express our deep sense of gratitude to all CSB officials from all Clusters for
extending their support and encouragement to do Market Survey and Diagnostics Study
for Vanya Silk products.

Army Institute Of Fashion & Design,

Bangalore

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 Executive Summary
 A separate budgetary allocation to be made to carryout Research and
Development activities for Vanya silks.

 Minimum infrastructure facilities along with qualified and trained human

resources to be given at 2-3 places in Central, Northern & North-Eastern
part of India to conduct basic, strategic and applied research, to increase
productivity and quality for the all round growth of the post cocoon sector to
improve livelihood opportunities.

 Major constraint is the inadequacy in stake holder’s involvement in the

research activities. Systematic approach to procure stake holders outputs in
identifying research problems. Though user’s meets are held, they did not
appear to result in identifying the problem areas and planning research
activities.

 To strengthen the networking of the Research and Development centers,

Extension centers, Stake holders and markets to develop technology.

 Technology for the existing sector to be developed considering the ground

reality (Type of Electrical power, weather condition, knowledge to operate,
gadget for long running of machine)

 Studies can be made on annual production of vanya silk and the trend has to
be analyzed. The agencies engaged in promoting, training and encouraging
the Vanya production should keep a track of production of vanya yarn, cloth
etc., on area wise and this information if already available should be made
use of to project the future productions and on that basis a comprehensive
marketing strategy could be evolved

 Vanya Silk Yarn is having different characteristics compared to Mulberry

silk. The strength of each product to be considered to develop product for
international and domestic market eg. Eri & Tasar exhibits very good
thermal properties. R and D centre should carry out research work to
develop the product of specific nature which can be easily accepted in the
International market. Before offering the product, detailed in house trials &
studies to be conducted and same may be presented in National &
international conferences.

 Development of non mulberry sector can be considered in two ways i.e.

Development of conventional clusters and non conventional clusters.

 The Conventional sector still is in small and medium category. The

entrepreneurs are unable to purchase the products/technology on their own.
The production units are totally fragmented (Reeling, Twisting, Dyeing,
weaving, Finishing and Marketing). Due to the nature of the organization

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 and each units operational capacity is very small, it is difficult to establish
any quality/ product standards or specification. The size of each
manufacturing units are very small, the entrepreneur may not be in a
position to appoint qualify manpower or invest on appropriate technology.
To support these sectors, the role of trained field officers on the specific task
plays an important role. The consumer requirement to be collected to make
these manufactures to understands the market dynamics. Market network to
be established through private & public partnership
 To develop the non conventional non mulberry silk,
clusters to undertake products developments
through establishing small / medium scale vertically
integrated post cocoon units. This concept will help
the entrepreneurs developing quality products and
also optimize the process parameters required for
the international and domestics market.

 Weight age to be given to develop finer quality

Tasar & Muga quality silk yarn. Research and
Development activities to be extended to improve
the fastness rating of dyed & Printed materials and
also finishes to improve the hand of non mulberry
products.

 Basic research to be carried out to produce

diversified products as per market requirement. All
R&D established data to be made public once in 6
months to all the concern of the sector through
work shops & symposia’s.
 Initiative towards product development with various fabric material density
suitable for women & men’s outerwear, kids wear, and made ups are to be
considered, commercial launching and steps taken towards customer
acceptance of the same is necessary. Once the market demands these
products, automatically the market equilibrium will demand for the supply
of yarn.

 In this area CSB can further strengthen the coordination with professional
institutes like AIFD, NIFT etc., and they can develop new designs in the
fabric varying the structure, designs, GSM, colours and blends. These
institutes can also develop various designs for different occasions using
mainly Vanya and Vanya/blend fabrics for niche markets where creativity
and value additions are rewarded. CSB can also think of designing new
fabric samples & extending the same to Fashion Institutes or leading
designers to create new designs in garments which in turn may generate
demand for Vanya fabrics. The demand for Vanya fabric from certain sector
of the market will automatically create demand for Vanya yarn.

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 If proper garment Structures, styles, colors and designs are developed,
perhaps Vanya range of products can fit either fall, spring or summer
collections both at USA and Europe markets.

 In this regard it is necessary to develop Garment samples in association with

Fashion Institutes and buying houses working for Europe and USA Buyers
and the samples can be sent or Exhibited in the International fair in India or
abroad for approval of the buyers. This helps in the promotion of the
products. However it is evident that these buyers and buying houses look for
regular, timely and quality supplies of either garment or fabric.

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Chapter 1: Introduction

1.1 Background

Central Silk Board established in 1949 as a statutory body under Govt. of

India, is a national organization for overall development of sericulture and
Silk industry. The Central Silk Board (CSB) was constituted under an Act of
Parliament (LXI of 1948) with the objective of promoting the growth and
development of sericulture in the country. The programmes for development
of the sericulture industry are primarily formulated and implemented by the
State Sericulture Departments. However, the CSB supplements the efforts of
the states by providing necessary support for Research, Development,
Extension and Training through its country-wide network of units. Besides,
the CSB organizes production and supply of quality silkworm seed,
mulberry cuttings etc. and also undertakes directly as well as jointly with the
state sericulture departments, the implementation of various sericulture
projects.

There are four major types of silks of commercial importance, obtained

from different species of silkworms which in turn feed on a number of food
plants. These are Mulberry, Tasar, Eri and Muga. Except mulberry, other
varieties of silks are generally termed as non-mulberry silks. India has the
unique distinction of producing all these commercial varieties of silk. These
three varieties of non mulberry wild silk are commonly called as vanya
silks. These vanya silks are having different characteristics in terms of
appearance, Mechanical properties and uniformity of the raw material.
These wild varieties are playing an important role to provide lively hood to
many families in this sector. The technology inputs and the market linkages
available in these sectors from the rearing till the customers are totally in the
unorganized mode. The exposure by the artisans to the new technology and
the products diversion is very limited. An attempt is made in this project to
study and analyse the existing methods and also to identify the gaps and
recommendations to build linkages to promote the Vanya Silks. An attempt
is also made to study the present scenario in the Vanya marketing and in the
light of the consumer preferences and behavior studied; suggestions are
made to improve the market position for Vanya.

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 Chapter 2: The Design of the study .

2.1 Statement of the problem.

This is a survey conducted to ascertain the present position of Vanya

products in the market, also to ascertain the Consumer attitude and
preferences towards Vanya silks and suggesting various strategies to be
adopted for better positioning of Vanya products in the market

With a view to promoting the markets for these yarn and fabrics and there
by CSB is trying to help to improve the living standards of people
depending on this industry. It is desirable to know the present position of
Vanya products in the market and after studying the consumer preferences
towards them, in order to develop an appropriate strategy for marketing of
these products. Under the findings of the survey and with the study of
available infrastructure a SWOT analysis was also carried out.
__________________________________________________________________
2.2 Objectives of the study.

The specific objectives of the study are:

• To study the present marketing set up for Vanya,
• To ascertain the present market response and feed back from the
Retailers/Whole sellers regarding the product and marketing factors at
various clusters and market centers.
• To ascertain the consumer attitude and preferences towards Vanya silk
products
• SWOT analysis of Vanya’s present position and recommendations to
improve upon that
• To suggest an appropriate marketing strategy to CSB in the light of the
findings of the survey.
______________________________________________________________

2.3 Methodology.
Survey method was adopted and data was directly collected from a sample
of respondents by interviewing them at their respective places.

________________________________________________________________

2.4 Field Visits

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 Based on the cluster list given by CSB, Students visit undertook market
survey in the following areas:
Delhi-Ludhiana, Deharadoon
Bagalpur-Patna
Bhubaneshwar-Cuttack
Gauhwathi – Kolkata
__________________________________________________________________
2.5 Sampling:
A multistage sampling method was adopted. Since Vanya has a limited
presence as regards the geography of the markets, it was decided to do the
sampling survey at the places where the vanya presence is already there. The
places were decided as per the guidance given by the CSB. The survey was
conducted at the following places with the number of respondents as shown
below:

Location Categories covered sample size.

Delhi-Ludhiana-
Dehradun Retail dealer 10
Consumer 40

Bagalpur-Patna Retail dealer 5

Consumer 25
Bhubaneshwar
-Cuttack Retail Dealer 5
Consumer 30
Gauwathi-Kolkata Retail Dealer 10
Consumer 35

Total Retail Dealer 30

Consumer 130
_________________________________________________________________
2.6: Collection of Secondary information
Separate schedules for consumers and Retailers/Whole sellers were prepared
to gather data from the sample respondents. The schedule covers various
areas of marketing and about the product which reveals the required
information to be collected. Secondary data was collected by various
publications of CSB, discussions with various officials at CSB, production
centers, reelers, traders, consumers, dealers, CSB Web site, Internet etc.
__________________________________________________________________

2.7: Plan of Analysis

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 The data collected from the primary source was processed, tabulated and
inferences drawn. Such techniques as bar charts, percentages, rankings,
were used for analysis
__________________________________________________________________

2.8: Limitations of the study

The problem was too enormous and complex as the markets actually spread
very wide geographically and on prima-facie it was clear that the presence
of Vanya presently are limited to the places surrounding the production
clusters and in very few metro cities where the affluent consumers are
located.
__________________________________________________________________

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Chapter 3 : Present production pattern and future trends in production
of Vanya products .
Vanya or non mulberry silk, produced mostly in the Northeastern and
Eastern parts of the country also showed an improvement in the production
with the figures for last year being 1955 tonnes as against 1860 tonnes the
previous year. The composition of vanya silk production was Tasar 325
tonnes, Eri 1515 tonnes and Muga 115 tonnes

3.1 Tasar Rearing:

The recent introduction of Antherea perniyi & A. royeli on oak in Manipur

(to be checked)has opened up new vistas for the production of superior
quality tasar fibre in India. The cocoons spun by the Antherea perniyi can be
easily reeled & superior-quality fibre can be extracted. Antherea royeli is
available in oak jungles of the sub-Himalayan belt. The cocoons are made
up of 2 layers, an outer layer of thin floss & an inner thick shell of silk. The
silk can be extracted only from the inner layer. Hybrids of A. perniyi & A.
royeli are being exploited commercially for the production of quality tasar
silk in India..

Central Tasar Research Station at Ranchi can now ensure a handsome

income of about Rs.12000/- within 40 to 45 days. Similarly, the techniques
of rearing evolved for the oak tasar zones have been found to be very
successful.

The main tasar silk producing countries of the world today are China and
India. India ranks after China, with an annual production of about 400 tons
of tasar raw silk and 200 tons of silk waste. The hundred thousand tribal
families engaged in tasar silk production in the traditional belt are a very
small percentage of the total tribal population in India.

It was shown during the past 10 years that the tasar silk industry has a
significant agri - sericulture potential for many forest-rich developing
countries, and in particular for countries which wish to create employment
and raise the standard of living of forest-dwelling peoples who may be
lagging behind the rest of the country

3.2 Muga silk :

The golden-yellow silk produced by Antherea assama is found only in the

Brahmaputra Valley of India. This species of silkworm is semi-domesticated
in that the worms which crawl down at the end of their larval period are
collected by the rearers. They are allowed to spin cocoons in the rearer's
houses.

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 The total production of muga silk in India was 41 tonnes & is estimated that
the country can produce 120 tonnes.

3.3 Eri culture.

The silk produced by Philosamia ricini is called eri silk. It is grown in

Assam & in the eastern parts of India. The heavy rainfall & humid
atmosphere in these parts are suited to eri culture. The food plants for
Philosamia ricini is castor. The alternative food plants are Plumeria
Ailanthus papaya, Carica utilissima, Manihot fragans, but eri culture is
mainly practiced on castor.

During 2005-06, the production of raw silk was 17,305 MT. against a
demand of around 26,000 MT. The sector employs about 6 million people,
mainly in rural areas. This sector accounted for the export of Rs. 3158.16
Crores in 2005-2006, and the export basket consists of Natural Silk Yarn,
Fabrics, Made-ups, Readymade Garments, Silk Carpets, and Silk waste.
The total silk production during 2004-05 was 16,500 MT. and exports were
Rs. 2,879.56 crores

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CHAPTER 4 : Existing market profile for Vanya products.

From the survey it is revealed that only an informal and very primitive
marketing setup is existing to promote this Vanya product and as a irony
which has got high value if it is properly exploited. The basic concept
should be that these lovely natural products particularly silk should not be
compared with any other natural product and in particular with synthetic
fiber. Silk can be termed as a brand by itself. That means the consumer
perceives many of the intrinsic and extrinsic qualities of the fabric by
hearing the name Silk. No additional effort from the marketer’s side is
required to convey this to the consumers. There is no other special
marketing efforts are required to develop it as a brand. The question is how
the person or the organization is going to encash on this name which itself
acts as a brand. The main lacuna which appeared during the study was that
at each and every stage people who are involved with this product were
trying to compare it with either cotton or synthetics, which is absolutely
wrong. Tassar silk, for that matter any other silk has to be marketed as silk
only and awareness amongst the people in the trade is to be created towards
this. This fact has been proved about 15-20 years back in case of mulberry
silk. Today, people who are dealing with mulberry silk are not worried
about the competition from the synthetics. They are able to differentiate the
categories of consumers very clearly between pure silk consumers and
synthetic fabric consumers. Both these consumers belong to different slots
in case of consumer profiles such as demographic and purchasing powers.
Now with the introduction of Silk Mark, the task becomes still easier.

Tasar Silk produced in Madhya Pradesh is known by its Sanskrit name

‘KOSA’.

The marketing system for tasar and eri cocoons and yarn is controlled by the
apex society i.e. SERIFED Ltd., Orissa, through its various primary
societies (TRCs) situated in Keonjhar, Baripada, Sundergarh, Fakirpur ad
Naupatna.

The Cocoons produced by beneficiaries are sold to primary societies at the

rate fixed by apex society. The apex society is having 11 branch offices and
4 exclusive modern show room for the sale of silk fabric at Bhubaneswar,
Cuttak and Puri.

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 The different designs produced by WCS Ltd in orissa is marketed through
the apex society namely Boyanika. They are not marketing directly but
through middle men to Kolkata and Mumbai. They are also marketing the
pure Vanya Silk fabric to the foreign countries. As far as the made-ups or
garments are concerned, mostly conventional and ethnic designs are created
whereas we feel that it is desirable to take the help of professional designers
in developing high value added items targeting the niche market of
cosmopolitan cities and also targeting the export markets.

India is the second largest producer of Tasar Silk after China and it is known
fact that Indian Tasar has a significant look, feel and softness compared to
the Chinese Tasar, though it lacks in uniformity because of which many
times it may not be possible to use it as warp. However because of the
special significant quality Indian Tasar is appreciated and preferred by the
overseas buyers also.

The cultivation, production and marketing of Vanya products have to be

looked from two different aspects. It cannot be looked only from the
economics. The export of Tasar almost contributes 2 to 3% of total silk
exports earnings of the country and also there is a substantial scope to
improve on this front. More important than that is Tasar culture is practiced
by around 1,40,000 tribal families in Jharkhand, Bihar, Orissa, Chattisgarh,
Madhya Pradesh, West Bengal, AP, UP, Maharastra, Assam & Manipur. It
gives a livelihood and also an additional income to support the tribal
families. However this tribal families are not engaged in yarn and fabric
production and here non tribal are involved. This sector provides
employment for more than a lakh handloom weavers and almost equal
number of people are engaged in associated jobs with the Vanya Industry.

Broadly we can identify the pockets producing and engaged in Vanya as under:

1. Andhra Pradesh Kosigi, Pothureddypalli

2.Orissa Gopalpur,Naupatna, Fakirpur
3. West Bengal Thantipada, Raghunathpur, Bishnupur
4. Jharkhand, Bihar Chaibasa, Bhagalpur, Bhagayya Katoria,
Purini
5.Chattisgarh , MP Champa, Seioni, Chhuri, Raigarh
6. Maharastra Bhandara, Andelgaon
7. Manipur
8. Assam

The main job involved in Vanya production i.e. Tasar, Eri , Muga is silk
reeling twisting, weaving, dyeing, wet processing, finishing and marketing
only to a very limited extent the rearing of these varieties are found.

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From the above, it is very clear that there is no organized marketing set-up
or synchronized procurement, production, processing and marketing efforts
to promote the non-mulberry silk products.

In order to have a better understanding and dealing with the problem, we

should look at the marketing of yarn, fabric and garments separately. As it
was understood, the primary societies procure the cocoons from the
beneficiaries and reelers buy them from the societies to be reeled as yarn.

It is noticed that normally ‘B’ and ‘C’ grade cocoons are only coming to the
primary societies and ‘A’ grade cocoons are procured by the private parties.
Some kind of control is required to monitor the quality of cocoons that is
coming to the societies.

From the yarn marketing point of view efforts are required to market the
same in other silk weaving centers spread all over the country.
Fundamentally, who ever tries to market the intermediary products with out
developing or creating a demand for the end product, it will be a failure. The
market for Vanya fabrics, garments and made-ups are to be created and the
equilibrium of market automatically creates a demand for the yarn.

Sincere efforts in new product developments which have got commercial

value should be taken up either in-house or with the help of out side
agencies. The new product development may be 100% pure silk or blending
with other natural fibers in order to reduce the cost of ultimate products. The
effort should be further continued in breaking awareness about this product,
commercially launching and arousing a demand for the same. Once the
demand or requirement from the market is felt, automatically it opens the
channels for the yarn demand.

An umbrella organization like CSB should work with a concrete plan for
improving the production of the cocoons, of course with the assistance of
the respective state governments. This will help to know in advance about
the approximate quantities of yarn that is available to market at the end of a
period. On the basis of the projected yield the marketing strategy can be
further modified.

There appears to be unhappiness with the weavers regarding the quality of

the yarn. The yarn is uneven with lot of thick and thin places, long slubs,
denier variation etc. Since it is a natural product some amount of variation is
inevitable, but however efforts can be made in imparting training to the
reelers in avoiding these defects. Where ever it is possible to mechanise the
operations and process control parameters may be optimized, so that the
quality of the yarn may be improved and further it will fetch a better price to
the reelers.

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 The existing market channels for the fabrics and garments are concerned, it
is being marketed through the own showrooms, societies and some private
traders who on demand from the market either procure it on job work basis
or on ready goods basis. However here also it appears that there is no
organized marketing set up noticed. No past data available regarding the
volume of business carried out demand pattern for the fabric over a year and
the average price realized by these products over a period. Hence the
Retailer/whole seller’s survey findings will be the primary source of
information to analyse the demand pattern, goods movement, and financial
aspects of the product.

Chapter 5 : Findings of Retailers/whole seller’s survey

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a. How long have you been in this retailing/whole selling business?

Nearly 45% of the respondents are there in business for more than 10 years.
The 10 years in business has given them exposure to all sorts of marketing
situations. A 30% of the respondents are there in the business between 5 and
9 years.

Figure-1
Number of years in the business
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
> 10YEARS 5-9 YEARS 1-4 YEARS

b. What are the products do you stock generally

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 About 45% of the respondents stock fabrics and dress materials and 40% of
them deal with fabrics and garments, and only 15% of them deal with
fabrics, Garments and Home made-ups.

Figure-2
Kinds of Products they stock

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Fabrics & Dress Fabrics & Garments Fabrics, Garments
Materials & Home Made ups

c. What are the Fiber classification do you deal with?

70% of them deal both in Natural and synthetics material where as only 16%
specializes themselves with Natural material.

Figure-3
Fiber Classification
80%
70%
60%
50%
40%
30%
20%
10%
0%
Both Natural & Synthetic Natural

d. Do you sell Silk Products?

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 92% of the respondents interacted, sell silk products.

Figure-4
Do they silk products
120%

100%

80%

60%

40%

20%

0%
Sell Silk Products No response

e. Do you sell
a. Only Mulberry silk products
b. Only Non-Mulberry (Vanya) silk products
c. Both Mulberry and Non-mulberry silk products

40% of the dealers do business with Non-mulberry products and equal

number of them does business with both mulberry and non-mulberry
products. Only 20% of them deal only with mulberry silk products.

Figure-5
Silk Products which they sell
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Non Mulberry Both Non Mulberry & Mulberry
Mulberry

f. Which one, according to you, realize you more sales benefits?

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 About 54% of them feel that cotton based products realize better sales
benefits, 29% feel that it is synthetics which is their cream of business but
only 17% rated silk based products will fetch them more sales benefits.

Figure-6
Which Product yields more benefits?
60%
50%
40%
30%
20%
10%
0%
Cotton Based Synthetic Silk
Products

g. Which category of product you have more stock turnover

Nearly 60% of them mentioned that cotton and cotton blends will have more
stock turnover, 25% felt that synthetic and synthetic blends and only 15%
felt that silk and silk bends will have more stock turnover.

Figure -7
Product having more Stock turnover
70%
60%
50%
40%
30%
20%
10%
0%
Cotton & Cotton Synthetic & Silk and Silk Blends
Blends Synthetic blends

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h. Do you see more benefit in selling Vanya Silk products over other
category of products?
Unofficially, they state that Vanya silk products will fetch them 20-30%
sales margin and nearly 70% of the respondents see more benefit in selling
Vanya silk products over other category of products.

Figure-8
Benefits by selling Vanya Silk Products over
other Category of Products

80%

70%

60%

50%

40%

30%

20%

10%

0%
Less Benefit in selling More Benefit from selling
Vanya Silk Vanya Silk

i. About 60% of the respondents are confident of getting enough customers to

support their business and again 60% of them do not want to change their
business practice.

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j. What do you feel about selling Vanya Silk products with latest
trend & fashion in the market?
About 46% felt that new collections of products in trendy fashion will
enhance the profit while selling silk products, whereas, 31% felt that sale of
garments or made ups instead of fabric/dress materials.

Figure-9
Selling Vanya Products with latest trend & Fashion
50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Trendy Fashion Garments or Made Fabrics & dress
Products ups Materials

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K. WHICH CONCEPT DRIVES FASHION
69% of respondents confirmed having following fashion dynamic while
sourcing or selling products and 61% felt that colors and texture are the one
which drives the passion where as the 39% felt it is only the colors.

FIGURE-10
CONCEPT DRIVES FASHION
80%

70%

60%

50%

40%

30%

20%

10%

0%
Fashion Dynamic Colors & Textures Only Colors

l. If we analyze the above seven replies, it appears that they are doing more
turnover in cotton-based products but the markups are higher in silk and
silk blends.

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m. Where do you get your supplies?
About 54% of the dealers are getting their supplies from outstation sources,
29% from local sources and about 17% have their own manufacturing
arrangements.

Figure-11
Sourcing the Products
60%

50%

40%

30%

20%

10%

0%
Out Station Local Own Arrangements

n. If from Local, from where they source

Out of the 29% respondents who are sourcing from the local sources are
further questioned and they feel 40% of their sourcing is from local
cooperative societies, 24% from local small and tiny scale suppliers, 18%
from local CSB supported marketing agencies and 18% from private
stockist.

Figure-12
Local Sourcing map
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Local Tiny Suppliers CSB Private
Supported Stockiest
Cooperative
Societies Market Agents

o. If from outstation, Where do you source

- 25 -
 From 54% of respondents who are procuring from outstation sources inform
that 32.5% are from cooperative societies, 30% small and tiny scale
suppliers, 29% from CSB supported marketing agencies and 8.5% from
imported sources.

Figure-13
Outstation sourcing map

35%
30%
25%
20%
15%
10%
5%
0%
Local Tiny Suppliers CSB Private
Cooperative Supported Stockiest
Societies Market Agents

p. Do you get enough order stock from the manufacturers/suppliers

76% of the retailer/wholesalers get enough order stock from the

manufacturers/suppliers.

q. Do you get enough order stock from the manufacturers/suppliers

- 26 -
 40% of them felt supplies always are enough to meet the customer demand
whereas 20% felt short supplies, 20% felt more supplies than demand,
whereas 20% procure only against order.

Figure-14
Supply Index

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Sufficient Short Supplies Excess Procure
Supplies Supplies than against order
demand

r. How many Stock turnover you do in a year’s time

40% of the respondents feel that they cannot anticipate or plan for stock
turnover in a year’s time. 30% felt that three times in a year they do the
stock turnover and 20% four times a year.

Figure-15
Stock Turnover in a year

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Cannot Anticipate 3 times in a year 4 times in a year

Chapter 6 : Consumer attitude and preferences towards Vanya

products .

- 27 -
 It is apparent from the survey that not many are aware about Vanya Silk
Products. Those who have little knowledge about Vanya are from the
affluent class, from cities who have acquired the knowledge through
newspapers and television media. Though every one knows about silk and
everyone has purchased silk, many of them were not able to clearly
differentiate between mulberry and non-mulberry silks. It appears that
customers when they see the fabric, they feel that it is like silk but they will
have percentage of doubt in their mind to confirm it as silk. It is noticed
during the course of the survey that still consumers feel silk as a traditional
customary product rather than as a fashion product. Most of the purchases
of silk related products are occurred during the wedding or festival seasons
rather than other occasions. This clearly indicates the lacuna of the industry
to develop either mulberry silk or non-mulberry silk to develop as a fashion
or other occasion fabrics. We feel this has to be taken on the positive side of
it and effort should be immediately started to focus on this untapped area.
We also feel that the texture, color concepts, adopted so far in the mulberry
or non-mulberry sector is purely confirming to the traditional or customary
color concepts. Even the design aspect of it also reflects the same trend.

Most of the consumers basically start with color and designs while
searching their requirement and it is very rare that they enter a selling
premise and specifically ask for Vanya products. This again confirms to the
point that the message about Vanya has not reached to the full extent. The
eastern and northeastern regions of the country are more familiar with Vanya
and wear it as a pride. In northern sector, it is the men who showed more
interest in knowing about the product. This emphasizes the fact that unlike
mulberry silk product Vanya silk products can be marketed to both sexes
with equal opportunities.

Findings of customer survey

a. What are the purposes for which you buy silk products?

- 28 -
 96% of the respondents buy silk products to 40% of respondents buy silk
products during the occasion of wedding and 20% during the festival
occasion. 10% of each will buy during birthday and to gift someone, or for
home décor.

Figure-16
Occasion to buy to silk products
120%
100%
80%
60%
40%
20%
0%
Buy Silk Wedding Festival Birthday &
Products other events

b. Customers prefer to buy silk products in specialty or exclusive silk showrooms

and few of them prefer to buy with weavers’ cooperative society.

c. 40% of the consumer rate price as the order of preference while buying, 15% buy
it for pride to wear.
Figure-17
Order of preference

- 29 -
 50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Price Pride to wear Others

d. When did you buy silk products last time?

40% of the respondents had purchased recently and 30% a month ago.

Figure-18
Last bought
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Recently bought Months ago Above 3 months

e. Your buying decision on Silk mostly depends

40% customers go with family to buy silk products and mostly it is a joint
decision. 30% reports that they are independent and 20% with friends.

- 30 -
 Figure-19
Decision on buying silk products
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
With Family With Friends Independent

f. Do you get the silk product what do you want?

55% of the respondents felt that only sometimes they get exactly what they
are looking for in the silk product and 40% are happy that they always get
what they want in the silk product.
Figure-20
Do you get what you want
60%
50%
40%
30%
20%
10%
0%
Some times Always

g. What do you do when you don’t get what you want?

- 31 -
 When the customers are not happy with the stock, 60% of them go to other
shops and try, 20% try nearby towns and cities, 10% will wait for the shop
to get the stock, and 10% will go for other alternate products

Figure-21
When stock not available
70%
60%
50%
40%
30%
20%
10%
0%
Other Shops Wait for the Stock Alternative

h. Do you know that there are different varieties of silk

60% of respondents know that there are different varieties of silk. When
this question was further extended, asking them to name them very few were
able to mention it.

Figure -22
Awareness of the Variety of Vanya Silk

70%
60%
50%
40%
30%
20%
10%
0%
Awareness about Not able to name
silk varieties the varieties

i. Do you know about Vanya Silk?

- 32 -
 60% of the respondents who have knowledge about different kinds of silks
have heard of Vanya silk. They also know that it is from agriculture field.

j. 80% of them are aware that Vanya is a natural product.

Figure23
Vanya Silk as a Natural Product
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Awareness of Natural Product Not aware

k. How do you know it is pure Vanya Silk & Where do you buy Vanya
Silk products usually?

30% of the respondents felt that vanya silk is very crispy, comes with beige
or camel color and appears to have gum on the surface. They also feel
comfortable to wear it during summer and they feel it is light compared to
other silks. They do their vanya silk shopping at exclusive silk showrooms,
malls, and cooperative societies.

L. Do you see Vanya Silk products are offering value in terms of

a. Suit my budget
b. Feel Proud while wearing
c. I look different
d. Serve my purpose of buying

40% of them feel proud while wearing Vanya silk and 30% feel that they
look different on Vanya attire, and 20% feel that it suits their budget.

Figure-24
Offering Value of terms

- 33 -
 45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Feel Proud to wear Look different when suits their budget
worn

M.Do you insist for Vanya silk only when you decide to buy?

70% of customers respond that they insist for vanya silk when they decide to
buy. 60% will opt for substitute silk as an alternate product instead of Vanya.

Figure-25
Insist on buying Vanya Silk Products

72%
70%
68%
66%
64%
62%
60%
58%
56%
54%
Insist for Vanya Silks Ask for Substitute

CHAPTER -7 : SWOT ANALYSIS OF VANYA PRODUCTS

- 34 -
Strength:
• The product Vanya is a natural and eco-friendly, next best to skin as it is a
protein fiber.
• There is a wide gap existing between the demand and supply and there is a
positive scope to increase the production.
• Unlike other industries, to cultivate, rare, reel and weave Vanya does not require
huge investment and does not require everything under one roof.
• Separate clusters can be developed for pre-cocoon and post cocoon operations.
• By synchronizing the separate clusters it is possible to achieve the pre
determined production.
• Since not too many production centers, manufacturing units are involved and
since already a controlling body like CSB is existing, it is easier to control the
production, quality and other co-ordinated works.
• It is ideal for tribal, non-tribal and other unskilled people to get engaged in the
production of vanya as it does not require a great deal of technical skill.
• It can also be taken as a supporting industry to agriculture in the rural belts.
• Women folk who get engaged in the production of vanya, normally will also
possess the skill to enhance the value by giving value addition to the products
by means of Embroidery, mirror work, etc.
• It is a fact that the natural material is now a sought after product of affluent
class of the society and hence people engaged in the production of such products
can improve their average monthly earnings.

Weakness:
• The entire production is in the unorganized sector, hence to formulate a
common program will be, if not impossible, it is difficult.
• The production centers are spread over a very vast area across the country.
• The climate, soil conditions, culture, education level etc differ very widely and
hence calls for a thorough analysis of all segments of pre and post cocoon
production, finance, marketing before designing on a long term plan.
• The entire trade has to be treated in terms of business and it should not be
treated as a social, economical support or subsidy to the people of the society.
The concept should be “ We show the way to earn but you earn”.
• Various agencies will have to be involved, like, central govt, CSB, state govt,
forest, social welfare, Industry, commerce etc. By the time the schemes get
really working, lot of time will be consumed and the entire project losses it’s
scope, the relevancy and the lapse of time will change the financial equations.
• Persistence of traditional practices and poor commercial aptitude among the
people engaged in the trade.
• Difficulties in managing scattered plantations leading to poor productivity.
• Poor infrastructure support.
• Huge gaps existing between the R & D focus and requirement at field levels.
• Diversity in raring practices leading to vast variations in the yarn quality.

- 35 -
 • Absence of optimization of process parameters from cluster to cluster and
region to region acts as a hindrance in using the yarn for bulk productions
mainly in export orders.
• Poor focus on product diversification and byproduct utilization.
• Most of the R&D developments are confined to laboratories. The R&D should
have commercial acceptance and money spent on R&D should be able to get
commercial returns to the industry.
• Inadequate regulated market system for cocoon, yarn, fabric and garments.
• Lack of professional approach not only in marketing but also in production and
technical areas.

Opportunities:
• Growing market demand for Tasar, Eri and Muga silk locally and
internationally.
• Reasonably good remunerative cash crop and can be a good supportive,
complimentary job for rural section.
• Additional income can be generated through intercropping with other
agricultural crops with out affecting the productivity.
• By-product utilization and product diversification for additional income
generation.
• Further strengthening the bio-technological research to improve the
productivity.
• Providing livelihood opportunities to poorest of the poor households in the
region.
• Since silk production is restricted to only very few countries of the world, threat
of acute competition, price war, and excess supply threats will not be there.
• The industry as such is not new to our regions hence chances of failure are
minimal.
• No need to create new markets but it may be only expansion of the existing
markets.

Threats:
• Uncertainty of Tasar and Muga crops due to natural vagaries such as high
temperature, relative humidity, and rainfall with hailstorm.
• Air pollution created by industrial sectors in the vicinity of the Muga culture area.
• Shifting of sericulture farmers to other cash crops.
• Intrusion of other artificial and cheaper fibers as replacements.
• Profit booking at more than 3- 4 points will push up the final price for the garment
or the made ups, and ultimately it may be unaffordable by the ultimate consumers.
• The concept of “product driven “ marketing should be changed to “Consumer
driven” marketing.

- 36 -
• Looking in to the present scenario in Retail and branded market segment it
appears that future will be difficult to all other unbranded products to have a
consistent market.
• Fashion oriented products needs regular introduction of new varieties, styles,
colors etc to be in the market. This requires regular professional designer’s
involvement.

- 37 -
Chapter 8: A Summary of findings of the Survey and Suggestions.

• A separate budgetary allocation to be made to carryout Research and

Development activities for Vanya silks.
• Minimum infrastructure facilities along with qualified and trained human
resources to be given at 2-3 places in Central, Northern & North-Eastern part of
India to conduct basic, strategies and applied research, to increase productivity
and quality for the all round growth of the post cocoon sector to improve
livelihood opportunities.
• Major constraints is the inadequacy in stake holders involvement in the research
activities. Systematic approach to procure stake holders outputs in identifying
research problems. Though users meets are held, they did not appear to result in
identifying the problem areas and planning research activities.
• To strengthen the networking of the Research and Development centres,
Extension centres, Stake holders and markets to develop technology.
• Technology for the existing sector to be developed considering the ground reality
(Type of Electrical power, weather condition, knowledge to operate, gadget for
long running of machine)
• Vanya Silk Yarn are having different characteristics compared to Mulberry silk.
The strength of each product to be considered to develop product for international
and domestic market eg. Eri & Tasar exhibits very good thermal properties. R
and D centre should carry out research work to develop the product of specific
nature which can be easily accepted in the International market. Before offering
the product, detailed in house Trials studies to be conducted and same may be
presented in international conferences.
• Development of non mulberry sector can be considered in two ways i.e.
Development of conventional clusters and non conventional clusters.
 The Conventional sector still is in small and medium
category. The entrepreneurs are unable to purchase the
products/technology on their own. The production units are
totally fragmented (Reeling, Twisting, Dyeing, weaving,
Finishing and Marketing). Due to the nature of the
organization and each units operational capacity is very
small, it is difficult to establish any quality/ product
standards or specification. The size of each manufacturing
units are very small, the entrepreneur may not be in a
position to appoint qualify manpower or invest on
appropriate technology. To support this sectors , the role of
trained field officers on the specific task play an important
role. The consumer requirement to be collected to made
these manufactures to understands the market dynamics.
Market network to be established through private & public
partnership
 To develop the non conventional non mulberry silk,
clusters to undertake products developments through

- 38 -
 establishing small / medium scale vertically integrated post
cocoon units. This concept will help the entrepreneurs
developing quality products and also optimize the process
parameters required for the international and domestics
market.

 Weightage to be given to develop finer quality Tasar &

Muga quality silk yarn. Research and Development
activities to be extended to improve the fastness rating of
dyed & Printed materials and also finishes to improve the
hand of non mulberry products.

• Basic research to be carried out to produce diversified products as per market

requirement. All R&D established data to be made public once in 6 months to all
the concern of the sector through work shops & symposia’s
• Majority of consumers are aware about the silk product. They cannot distinguish
between Mulberry and Vanya. It is essential that the information about Vanya is
passed on to the consumers through various medias like Print, Electronic, Audio
etc with special emphasis on the name Vanya. Allotting a separate display area for
Vanya products at various exclusive silk show rooms may be thought of.
• There are differences in wearing comforts, luster, drape, stiffness, and other
quality differences between mulberry and non-mulberry silks, the information
about which has to be passed on to the ultimate consumers and there is a need to
educate them in this front.
• Studies can be made on annual production of vanya silk and the trend has to be
analyzed. The agencies engaged in promoting, training and encouraging the
Vanya production should keep a track of production of vanya yarn, cloth etc., on
area wise and this information if already available should be made use of to
project the future productions and on that basis a comprehensive marketing
strategy could be evolved.
• Studies can be made on the demand and supply for vanya silk products.
• Training & awareness programmes are to be conducted for rearers, reelers,
weavers, dyers & finishers on quality, market demand, and product
diversification. This is very essential as the present day market entirely depends
upon consistent quality of the product and particularly a consumer looks for high
standards in quality when he is paying heavy price for a product like silk.
• Initiative towards product development with various material density suitable for
women & men outerwear, kids wear, and made ups are to be considered ,
commercial launching and steps taken towards customer acceptance of the same
is necessary. Once the market demands these products, automatically the market
equilibrium will demand for the supply of yarn. In this area CSB can further
strengthn the coordination with professional institutes like AIFD, NIFT etc., and
they can develop a new designs in the fabric varying the structure, designs, GSM,
colours and belnds. These institutes can also develop various designs for different
occasions using mainly Vanya and Vanya/blend fabrics for niche markets where

- 39 -
 creativity and value additions are rewarded. CSB can also think of extending new
fabric samples to leading designers to create new designs in garments which in
turn may generate demand for Vanya fabrics. The demand for Vanya fabric from
certain sector of the market will automatically create demand for Vanya yarn.
• Normally the yarn available at the primary societies is of lower quality when
compared to the yarn available with the traders. Steps are to be taken to supply
good quality yarn to the weavers through primary societies, thus fabric’s quality
will improve. As such, the silk fabrics are all of lower material density; any small
defect will appear distantly on the surface of the fabric.
• Byproducts from the reeling waste should be exploited commercially in
developing suitable products which will add to the total revenue generated and
ultimately this may average out the lower cost of the yarn. Various research
institutes under the CSB should be asked to work on developing various products
from the reeling waste and the SHG’s and Sthree Shakti – Women Associations
can be engaged to develop and market these products.
• It is apparent from the survey that there is a particular section amongst the
consumers who shop regularly for silk fabrics which in turn reflect that, demand
is already existing but it has not being encashed yet. Perhaps the absence of
feedback survey on the product and the service at various point of sales has
resulted in this hence it is suggested that a periodical surveys from the actual
consumers is very essential and this will help in producing the products which are
required by the consumers.
• The trend of market demand is that the purchases are all either during wedding,
festival, or on any family occasions. This means that still silk in particular Vanya
has not come out of the conventional belief of product of customs, festival, and
tradition. This point as discussed earlier justifies the requirement of professional
designers who can work on various colours and themes by which Vanya products
can be used to develop outfits suitable for Party wear, Lounge wear, Leisure wear,
Casual wear etc., It is very important that new color concepts & new designs as
per fashion trend should be introduced.
• Value addition with the help of embellishments, embroidery, etc will enhance the
utility of Vanya.
• Efforts can also be made to blend Vanya with Mulberry silk to develop various
fabrics suitable for apparel as well as Home-made-ups.
• Promotional activities through fashion shows & advertisement in prominent
magazines may improve the demand & awareness for vanya silk products in
urban & semi urban locations.
• If proper garment styles with proper colors and designs are developed, perhaps
Vanya range of products can fit either fall, spring or summer collections both at
USA and Europe markets.
• In this regard it is necessary to develop samples in associations with buying
houses working for Europe and USA Buyers and the samples can be sent for
approval by the buyers. However it is evident that these buyers and buying houses
look for a regular, timely and quality supplies of either garment or fabric.

- 40 -
• The demand analysis over 2-3 years with respect to season will help in planning
for the yarn production as vanya production is seasonal. It should be ensured that
stocks will reach the show rooms “Just-in-time”.
• Manufactured cost based pricing will not work in the present scenario unless the
product provides sufficient value to the user. Hence instead of just basic fabrics,
value added products should be offered in order to justify the high cost of silk
material. As mentioned earlier with the help of professional designers or institutes
like AIFD, NIFT etc, range of garments suitable for occasions like Party Wear,
Lounge Wear, Casual Wear, Leisure Wear etc., can be developed and if it is
required a tie up can be made with good retail outlets like Victoria Secrets etc.,
• Institutional supplies like Airlines, Hotel, Hospital, offices etc can open a new
segment of bulk markets for the vanya garments.

- 41 -
 CENTRAL SILK BOARD, BANGALORE
(Ministry of Textiles, Govt. of India)

ARMY INSTITUTE OF FASHION & DESIGN, BANGALORE

Retailer/ Whole Sellers’ Survey

Dear Respondent,

CSB, Bangalore & AIFD, Bangalore jointly conducts this study to find out
the awareness, retail metrics, Stock pattern, Sourcing and supply side driving
factors for Vanya Silk Products (Fabrics, Home Apparels and Lifestyle Garments)
in this region. We request you to kindly co-operate by sparing the valuable
information and make this study, a purposeful attempt.

QUESTIONNAIRE: (PleaseTICK wherever applicable)

1. How long have you been in this retailing/whole selling business?

a. Past 10 years and more ( )
b. Past 5 –9 years ( )
c. Past 2 – 4 years ( )
d. Recently started my business ( )

2. What are the products do you stock generally?

a. Fabrics and Dress Materials only ( )

b. Fabrics and Garments ( )
c. Fabrics, Garments and Home Made-ups ( )

3. What are the Fibre classification do you deal with?

a. Both Natural and Synthetics ( )
b. Only Natural ( )
c. No specific fibre as such ( )

4. Do you sell Silk Products? (Please tick)

a. Yes ( ) –(refer qn.no.6)
b. No ( )

5. If “No”, Why?…………………………………………..(Please specify)

6. If “Yes”, Do you sell (Please Tick your answer)

a. Only Mulberry silk products ( )
b. Only Non-Mulberry (Vanya) silk products ( )
c. Both Mulberry and Non-mulberry silk products ( )

- 42 -
7. Which one, according to you, realize you more sales benefits? (Please tick)
a. Cotton based products ( )
b. Synthetic based products ( )
c. Silk based products ( )

8. Amongst Silk products, which one benefits you the most?

a. Mulberry silk products ( )
b. Non-mulberry silk products ( )

9. What do you feel to enhance the profit while selling silk products?
a. Sale of Garments or Made-ups instead of fabric / dress materials ( )
b. Value addition on Garments / Made-ups ( )

c. Product package instead of selling single pieces ( )

d. New collection of products in trendy fashion ( )

10. Do you follow any fashion dynamic while sourcing or selling silk products?

 Yes
 No (Please refer qn. No. )

11. If “Yes”, which one do you follow the most

a. Colours ( )
b. Colours & texture ( )
c. Colours, Texture & Style ( )
d. Colours, Texture, Style & embellishments ( )
e. Not very specific on any of the above ( )

12. Where do you get you supplies?

a. Local Sources ( )
b. From outstation sources ( )
c. Own Manufacturing arrangements ( )

13. If from Local, list the source:

a. Local Small & tiny scale suppliers ( )
b. Local Cooperative societies ( )
c. Local CSB supported marketing agencies ( )
d. Private stockists ( )

14. If from outstation, list the source:

a. Local Small & tiny scale suppliers ( )
b. Local Cooperative societies ( )
c. Local CSB supported marketing agencies ( )
d. Private stockiest ( )
e. Imported supplies ( )

- 43 -
15. Do you get enough order stock from the manufacturers/suppliers?
a. Yes ( )
b. No ( )

16. According to you, the supplies always

a. Enough to meet the customers demand ( )
b. Short supplies than demand ( )
c. More supplies than demand ( )
d. Source on order only ( )

17. If “b” is your answer, how do you manage to maintain the stock to sales?

-----------------------------------------------

18. How many Stock turnover you do in a year’s time

a. 2 times a year ( )
b. 3 times a year ( )
c. 4 times a year ( )
d. Can’t say exactly ( )

19. Which category of product you have more stock turnover?

a. Cotton & cotton blends ( )
b. Synthetic & synthetic blends ( )
c. Silk & Silk blends ( )
d. Any other……………..(Please specify)

20. What is your sales margin in Vanya silk products?

Around -------% on procurement price

21. Do you see more benefit in selling Vanya Silk products over other category of
products?
a. Yes ( )
b. No ( )

22. If “No”, can you suggest how to enhance more sales of Vanya Silk?
1. ____________________________
2. ____________________________
3. ____________________________
4. ____________________________

23. What do you suggest to improve the over all promotions of Vanya Silk in your
market?
1. ________________________
2. ________________________

- 44 -
 3. ________________________

24. If “No”, what do you generally follow to source or sell of products?

1. ___________________
2. ___________________
3. ___________________

25. Do you get enough customers to support your business?

a. Yes ( )
b. No ( )

26. If “Yes”, don’t you want to change your business practice forever?
a. Yes ( )
b. No ( )

27. What do you feel about selling Vanya Silk products with latest trend & fashion in
the market?
a. Good to enhance more sales with existing customers
b. Good to sustain current business status
c. Good to cater to new customers
d. No change in business

Store/Business Details:

Name: _______________________________________Signature:

Designation: _____________

Contact Information:
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
___

Thanks for you kind information and Time:

Researcher’s Name:
Place:
Date:

- 45 -
 CENTRAL SILK BOARD, BANGALORE
(Ministry of Textiles, Govt. of India)

ARMY INSTITUTE OF FASHION & DESIGN, BANGALORE

Customer Survey

Dear Respondent,

CSB, Bangalore & AIFD, Bangalore jointly conducts this study to find out
the awareness, consumption pattern and demand for Vanya Silk Products (Fabrics,
Home Apparels and Lifestyle Garments) in this region. We request you to kindly
co-operate by sparing the valuable information and make this study, a purposeful
attempt.

QUESTIONNAIRE: (Please TICK wherever necessary):

1. Which place do you belong to (please specify)?

□ Local ________________________
□ Outstation ________________________

2. Do you buy Silk products?

□ Yes
□ No

3. If Yes, What is (are ) the purpose(s) for which you buy silk products?

a. Wedding ( )
b. Festival ( )
c. Birthday ( )
d. To gift someone ( )
e. Home Décor ( )
f. Other reasons ( )…please specify…………………………….

4. Where do you buy the silk products?

_____________________________

- 46 -
5. Rank your order of preference when do you buy silk products?

a. Fabric Luster ( )
b. Colours ( )
c. Appeal ( )
d. Price ( )
e. Usage value ( )
f. Pride to wear/use ( )
g. Wearing comfort ( )

6. When did you buy silk products last time?

a. Recently ( )
b. A month ago ( )
c. Six months ago ( )
d. A year ago ( )

7. Your buying decision on Silk mostly depends on ….

a. Independent ( )
b. Consult family ( )
c. Consult friends ( )
d. Take advise from the shopkeeper/sales persons ( )

8. Do you get the silk product what do you want?

a. Always ( )
b. Sometimes ( )
c. Not at all ( )

9. What do you do when you don’t get what you want?

a. Wait till the my regular shop brings for me ( )
b. Go to other shops and try ( )
c. Try in nearby towns/cities ( )
d. Go for some other alternate products ( )

10. Do you know that there are different varieties of silk?

□ Yes
□ No

11. If “Yes”, Please Name them

a.
b.
c.

- 47 -
 d.
e.

12. Do you know about Vanya Silk?

□ Yes
□ No

13. If “Yes”
a. Where do they hail from?

1. From Agriculture field ( )

2. From Forest areas ( )

b. Are you aware that Vanya Silk is a natural product?

□ Yes
□ No

c. Do you know the special features of Vanya Silk Products?

□ Yes
□ No

d. If “Yes”, Can you name a few

1.-----------------------
2.-----------------------
3.-----------------------
4.-----------------------

e. Where do you buy Vanya Silk products usually?

------------------------------------------------------------

f. How do you know it is pure Vanya Silk?

-----------------------------------------------------------

g. How do you come to know about Vanya Silk Products?

 Newspaper/Magazine (Name _______________________)
 Television (Name of Channel ______________________)
 Word of Mouth
 Recommended by Store/Sales person
 Any other (Specify ______________)

h. Do you see Vanya Silk products are offering value in terms of

a. Suit my budget Yes ( )/No ( )
b. Feel Proud while wearing Yes ( )/No ( )

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 c. I look different Yes ( )/No ( )
d. Serve my purpose of buying Yes ( )/No ( )

i. Do you insist for Vanya silk only when you decide to buy?

□ Yes
□ No

14. If “No”, when you buy some alternate product instead of Silk, do you feel satisfied?

□ Yes
□ No

15. If “Yes”, what is your choice?

a. Cotton ( )
b. Polyester ( )
c. Blends of cotton or polyester ( )
d. Any other that substitute silk ( )

16. Do you or any of your acquaintance shop regularly at this store?

□ Yes
□ No

17. How would you describe the store?

□ Good value for money

□ Family Store
□ Fashion Store
□ Any Other ( please specify __________________ )

18. What other store or place can you compare this store to?
1. ----------------------------
2. ----------------------------
3. ----------------------------

19. What will attract you to shop at this store? (Please Rate your preference in 5
point scale; 1: Most attractive; 2: Attractive like any other store; 3: Sometimes
attractive; 4: Not always attractive; 5: Least Attractive)
1. Price ( )
2. Choice of product ( )
3. Colours ( )
4. Choice of brands ( )
5. Availability of sizes ( )

6. Discount or any other promotional measures ( )

7. Familiarity with the shop-owners/sales people ( )

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 8. Satisfying treatment of Customer ( )

9. Store’s integrity ( )
10. Store offering to entire family ( )

20. What kind Vanya Silk products attract you the most to buy?
□ Men’s garment/dress materials
□ Women’s garments/dress materials
□ Kid’s garments/ dress materials
□ Home apparels and decorative articles (Please specify ___________________)

21. What suggestions would you give to enhance and improve the Vanya Silk products?

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
___________________________________________________________________

Personal Details:

Name: _______________________________________Signature:
Sex: □ Male □ Female
Age: ___________ Occupation: _____________

Contact Information:
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
___

Thanks for you kind information and Time:

Researcher’s Name:
Place:
Date:

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