A Report on Marketing Research

Submitted by: Umasaini.Tipirneni

Sangeeta Sinha
Course: P.G.Fashion Marketing
(2014-2016).
Date of Submission: 8th Dec 2014.
Duration of the Project :( 6Months)

Acknowledgement

I have taken across in this project. However; it would not have been possible
without the kind support and help of many individuals and organizations. I would
like to extent my sincere thanks to all of them. Am highly indebted to my
teachers mainly

Mridu Vijh

..

Sunil Gupte

..

Shweta Minocha

..

Harrop Grang

Ajeet Mishra

Vaibhavi Ranavade

Sulbha Jagat

Karishma

Ameesha

For their guidance and constant supervision as well as for providing necessary
information regarding the project and also for their support in completing the
project. Would also like to express my gratitude towards my parents for their kind
co-operation and encouragement which helped me in the completion of this
project.
I would like to express my special gratitude and thanks to industry persons for
giving me such attention and time.
My thanks and appreciations also go to my classmates in developing the project
and to the people who have willingly helped me out with their abilities.

Index
Chapter1
5
Executive
Summary
5
Chapter2
7
Secondary Data Analysis (Literature Review).
.7
Problem Statement...
.7
Literature
Review
.7
Introduction
.7
Outlets
.8
Also Designed
For
13
Brand Label
Introduction
16
Marketing Mix.
....17
Spring-Summer 2013
Collection..30

Art
Disco.3
1
Rich Design
Heritage.36
Indo-European
Fashion42
Siyarams
.
Chapter3
51
Primary
Research
..51
U.S.P..
.51
Price..
..51
Distribution
Channel.51
Competitors.
51
Merchandise Sold.
51
SWOT Analysis.
52
Retail
Structure.53

Chapter4
54

Research
Synopsis
.54
Data Analysis &
Interpretation...55-64
Chapter5
65
Recommendations &
Suggestions.65
Chapter6
65
Limitations
.65
Chapter7

Conclusion
.
Chapter8

Bibliography
.
Chapter9

Appendix
.

Chapter1

Executive Summary:
I have chosen Ritu Kumar (Womens ware) as my topic because .Ritu Kumar is the first
women to introduce the boutique culture in India. She is the one of the Indian designer
who represents our country and promotes our rich heritage on an international leve.Her
work motivates use to experiment and explore various traditional art works of India. Her
work is constantly evolving within an aesthetic which is sophisticated both in the eastern
and western sense.

Available
at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

Problem Statement:
To study the brand image of Ritu Kumar (womens ware)and Raymond(menswear) brand
image,USP,Employee Reviews and customer satisfaction, marketing strategy.

Secondary Analysis:
Literature review
Introduction
Ritu Kumar is one of Indias foremost designers. She has developed a unique
style of her own.
She is also credited as being one of the first Indian designers who was catalytic in
bringing a contemporary idiom to several ancient skills and has been a strong force
in marketing them to a dynamic modern India.

she has also evolved another style for the young buyer, a collection that in her
words has Redefined traditional handwriting to meet the changing needs of the
new generation.
She has created a new classism of ancient designs and innovative use of traditional
designs.
The inspiration of these garments is basic Indian motifs, prints and
embroideries but with the usage of a wide range of western silhouettes mingled
with Indian styles.
she has also evolved another style for the young buyer, a collection that in her
words has Redefined traditional handwriting to meet the changing needs of
the new generation.
RITU KUMAR began her career in 1969 with just four hand block printers and two tables
in a small village near Kolkata. And today the brand retails from nearly 35 stores in
India.

Today she has outlets in 14 cities in India.

Outlets in India:
East India: Kolkata.
West India: Mumbai, Pune, Ahmedabad, Surat, Raipur.
North India: Delhi, Gurgaon, Ludhiana, Chandigarh, Amritsar,
Lucknow, Jalandhar.
South India: Chennai, Bangalore, Hyderabad.
International store: Dubai.

OUTLETS LOCATIONS:
Ritu Kumar Store locations
In 4 Locations Mumbai.
In 3 Locations Bangalore.
In 2 Locations Gurgaon.
In 1 Location Hyderabad.
In 1 Location Kolkata.
In 1 Location Noida.
In 1 Location Delhi.

Available at: www.google.co.in[Accessed 6\09\14]

Available at: www.google.co.in[Accessed 6\09\14]

Available at: www.google.co.in[Accessed 6\09\14]

Available at:
www.google.co.in[Accessed 6\09\14]

ALSO DESIGNED FOR

Her regular clients: Vaidya Balan, Ashwarya Rai Bachan, Priyanka chopra, Dia mirza.
She also designed wardrobes for Famine Miss World contests who participated in

Such as
Famine Miss Universe.
Famine Miss World.
Famine Asia Pacific.

Her book Costumes and Textiles of Royal India published by Christies in October 1999 chronicles
the history of textiles and art design in India.

Available at:www.ritukumar.com/bandhej/ (Accessed 04\|09\14)]

LABLE
BRANDS

Available at: www.ritukumar.com/bandhej/

[Accessed 6thsep 2014]

LABEL
LABEL, Ritu Kumar is proud to patron symbols of India's contemporary cultural
energy.
In 2002, the company launched a sub-brand LABEL Ritu Kumar, spearheaded by her
son Amrish Kumar
This is aimed at the young, global Indian woman with a contemporary lifestyle.
LABEL retails from all Ritu Kumar stores as well as some stand-alone stores.
She is planning to aggressively to expand the Footprint of her brand LABEL by
the count to over next 100 years.
Ritika Pvt Ltd - Gurgaon, India
This manufactures of the saree, langa, salwar kamez
Dhupetta, dhoti, gota, chunne.

Marketing Mix
Product Categories:

Available at:www.ritukumar.com/bandhej/(Accessed 04\|09\14)]

Dresses

Tunics

Tops

Jackets

Skirts\Pants

Bags

Dresses:

Available at: www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]

Available at: www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]

Tunic:

Available at: www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]

Tops:

Available at: www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]

Jackets:

Available at: www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]

Skirts\Pants:

Available at: www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]

Bags:

Available at: www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]

Available at:www.ritukumar.com/bandhej/(Accessed 04\|09\14)]

o
o
o
o
o

Kurtis:

Kurtis.
Suits.-Classic, Bridal suits.
Saris.
Lehengas-Bridal, Classic Skirts.
Accessories-Classic Bags, Festive Bags.

Available at:www.ritukumar.com/Kurtis/[Accessed 04\|09\14)]

Suits :( Classic)

Available at:www.ritukumar.com/Suits/Classic/[Accessed 04\|09\14)]

(Bridal Suits):

Available at:www.ritukumar.com/Suits/BridalSuits/[Accessed 04\|09\14)]

Saris:

Available at:www.ritukumar.com/Saris/[Accessed 04\|09\14)]

Lehengas:( Bridal)

Available at:www.ritukumar.com/lehenga/bridal [Accessed 04\|09\14)]

Lehengas:( Classic Skirts)

Available at:www.ritukumar.com/lehenga/Classic Skirts[Accessed 04\|09\14)]

Bags :( Classic):

Leather Ready modes Accessories using Traditional Techniques:

Available at:www.ritukumar.com/bandhej/(Accessed 04\|09\14)]

Available
at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

Bags :( Festive Bags)

Available at:www.ritukumar.com/accessories/bags[Accessed6thSep2014]

Tree of Life:
1) Bandhej:

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

2) Chikan:

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

3) Devi Mandala:

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

4) Hand-block Printing:

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

5) Khadi:

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

7) Paisleys and Chintz:

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

8) Zardozi:

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

Promotion

Wills Lifestyle Fashion Week 2013

ART DISCO
A Mistry of graphics with its aesthetic message wonderfully suited to both India and
Europe.
Resembling the Motifs and mood of the era Svelte evening ware embellishments
exclude themes and inspirations from architecture.
Colour azure bare blazing colours rich deep inks, bold and treatment made by
serigraphy and lithography spell glamour, romanticism and wit.
Expanding of fabrics silk, chiffon, crepe and twill.
Salivate resembling dropped waist, bold forms, delicate embroideries are juxtaposed
with modern technique and shaping.

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

RICH DESIGNE HERATAGE

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

As of European influence on Indian royalty during the pre-partition period .

Utilizing of rich tapestries, laces, brocades, embroideries
Now carrying forward the vintage mood of the previous segment, but it is in
Indian avatar.
Chintzes luxurious graceful colours curliness feminine lines of paisleys.

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

Collection ends up with..

Regal collection of gold, black and jeweled ensembles reminiscent of India in midth
20 century.

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

Retail Marketing
Industry Supply Chain
The apparel industry supply chain can be broadly categorized into six major
componentsRaw
Materials

T
extaile
plants

Apparel
Plants

Export
Chains

Retail

Store

Customer

Manufacturing Workflow:

Consumption planning to order fabric

Fabric order placement

Receipt of fabric

Fabric inspection
(Check physical appearance and properties)

Marker Planning
(For bulk production)

Sampling

Spreading & Cutting

Presiding operations
(Fusing, embroidery, marking- if required in style)

Bundling

Feeding in lines
(As per production plan)

Finishing

Packing

Warehousing

Packing and dispatch

Garment Engineering:
It starts in designing development stage because it is directly effects the
costing of the garment.
People Involved: Designers, Sample room manager, industrial engineering
and production management should all report form cutting to finishing.

Seam types
Stitch types
Machine types
Attachments
Special work aids
Fabric consumption
Cutting
Finishing

CAD Department:
Receiving tech pack:: Tech pack is received from head office that contains all the
information regarding the style illustration, size, trims, colors, stitch and seam class, fit,
sampling details, and packing and finishing details.

Make basic pattern: Basic patterns made manually by pattern master in one base.
Digitizing: This base size is then digitized on the Gerber digitizer board.
Grading: pattern grading is the process where by patterns of different sizes are
produced from the orginal master pattern .this process can be performed manually or
automatically by a computerized syatem

Incorporating shrinkage in pattern grading:

First fabric has to be relaxed so that there is no tension or strain during rolling
or unrolling while layering or cutting. This will ensure that there is minimum

shrinkage in garments.
So unwashed garments are made with additional shrinkage tolerance included

so that they gain their original measurements after washing.

Woven fabric garments shrink about 2-3%. This shrinkage incorporated in

patterns could be
Lengthwise or width wise depending on type of fabric.

Shrinkage adjusting:
Shrinkage adjustments should not distort the original shape and balance of the patterns.
When shrinkage is applied to a panel in garment all corresponding patterns must also be
applied with Shrinkage adjustments.

Gerber plotter printing:

Send patterns to cutting department:

Fabric Store:
This is the most important department of the unit, where in the quality and quantity of
fabric is inspected as soon as it is received in the store.

Workflow of Fabric Store:

Receive P.O at head office

Document are sent to dept.

for checking

Documents Verified

D/O

Fabric received at gate

Bales received in fabric

dept.

Bales counting

Fabric unloaded

Bales opened

Swatches and cuts

maintained

Checking 4 point system

JC&GRN Made

Fabric mounted on greasy

perch

Fabric sent for inspection

Fabric stored

FCR prepared

Fabric issued to cutting room as and when required

Fabric Visual Inspection:

Fabric Inspection Machine:
This is used to inspect the fabric defects and measure the total meters of the fabric.

Fabric Tests:

Fabric Shrinkage:
A very important factor for any physical inspection.

Mistakes in appropriate checking might prove disadvantageous by

production.

Colour Fastness or Crocking:

In order to check color fastness, 2 fabric swatches are taken. On 1 of the swatch, a
white seam is put on all the four sides of the fabric. Both of the them are washed and
the results are compared. If it is stained or slotted then its rejected.

C.S or Centre Selvedge test:

Fabric Defects:

Abrasion Mark: A place in the fabric where the surface has been damaged
due to friction or abnormally weakened by any operation through which it has been
passed.

Misprint: In printed fabrics, either missed, or partially missed, or incorrectly

positioned relative to each other.

Double Pick: Two yarns running simultaneously, mostly in the weft yarn.

Hole: A breakage of yarns in the fabric involving more than two yarns.

Contamination:

Colored fibers with the warp or weft fibers.

Dye Stain: An area of discoloration due to uneven absorption of colorant

Slubs: An abruptly thickened place in a yarn.

Trims Stores
This store is responsible for storing and neatly maintaining the trims received from the
suppliers, approved H/O.

Workflow of Trims Store:

Receive W/O

Purchase dept. issues

D/O to supplier

Chillan

Make trims card

Checking

Trims receiving

Issue for stitching according to production plan

Different types of trims:

Buttons
Hooks
Badges
Zippers
Collar pick bone
Tags : brand name, collection name and fit type
Labels : wash care, size and fit, brand
Fusible labels
Leather patches
Twill tape/ Cross grain tape ( cotton/polyester)
Needles
Threads : sewing and embroidery
Laces
Packing materials: hangers, collar stand, brand label, packing box, polybag

Spreading and Cutting Department

Spreading:

Spreading is the process of unwinding large rolls of fabric onto long, wide tables
and laying them in superimposed plies of specified length.

The number of lays depends upon the number of garments desired and the fabric
thickness.

The maximum cutting width is the usable fabric width minus selvedge or needle
marks caused by stencil marks.

Fabric utilization is the amount of fabric actually utilized in the marker as the
percentage of the total fabric area.

The cutting marker is laid on the topmost layer.

Cutting

Cutting Parameters:

Precision in cutting: To ensure the cutting of fabric - accurately according

to the line drown of the marker plan.

Clean edge: By avoiding the fraying out of yarn from the fabric edge. Cutting

edge must be smooth clean. Knife must be sharp for smooth or clean edge .
Consistency in cutting: All the sizing safe of the cutting parts should be
same of knife should be operated of the right angle of the fabric lay.

Types of Cutting Equipments:

Scissors
Round knife
Straight knife
Band knife cutting m/c
Die cutting ( collars and cuffs )

Sampling Department
The sampling for each season begins according to the product cycle of style. This process
is also called Product development (P.D). One should also know the tentative size ratio in
each style. This is because the costing of the product depends highly on the fabric
consumption. Kinds of samples prepared:

Photo sample: only sketch/illustration of the garment is present in the photo

sample sheet.

Fit sample: one sample in base size measurement is made and send for
approval at head office.

3 Size set: one garment sample in each size is prepared and sent for approval.
4

No need to add the trims to the garment.

PP sample: This is the pre-production sample that is the exact replica like
original sample.

Shipment sample: A random sample is picked from the production lot and
sent for approval.

Production Department
Sewing Process:
Industrial Sewing:
Pre-Sewing Functions: When the fabric is placed on the working table, the tasks that are
performed before the sewing process include - recognizing the fabric's shape, edges that will be sewn,

planning of the sewing process and identification of the seam line.

Fabric Edges to be Sewn: There are two basic types of stitches - one is
that are for joining two parts of cloth together and the second one is done for
decorative purposes. Sometimes, both types of stitching have to be done on some
parts of cloth

Planning of Sewing Process: Sequence of seams to be stitched is determined before

the sewing starts. Which part will be joined first, what stitches will follow one another, etc. are decided.
However, some stitches have to be necessarily done before or after another stitch.

Identification of Seam Lines:

Sewing Fabric: The sewing process consists of mainly three functions - guiding fabric
towards needle; sewing of the fabric edge; and rotation around the needle. The fabric is guided along
the sewing line with a certain speed that is in harmony with the speed of sewing machine

Production Planning, Scheduling and Controlling

Planning:
Scheduling:
Controlling:

Key Factors In Controlling and Scheduling:

Production Flow: This refers to the series in which the garment moves from one
workstation to another, requiring completion of the desired operation. The garments
move from one work station to another in a straight line.

Production Quality Control:

The costs of quality come from:

Style

fabric and trimmings;

cutting and making and packing (including repairs and rejects);

Quality control function;

Learning time of the workers;

Work content;

Present productivity;

Other overhead costs (like salary, electricity, administrative cost, maintenance,

transport etc.)

Quality Control Department

Quality Characteristics:
Quality Specifications:
Factory Specifications:

Cloth and trimmings, button spacing

Threads, needle types and sizes, by fabric and seam type

Stitches per inch or per 2 cms

Seam types, seam margins and tolerances

Cutting standards

Style or Garment Specifications:

Items of difference
Special size ranges and grading
Key features and quality points
Department wise quality system in factory
1) Fabric Stores:

Neatly arrange the fabric rolls received and maintaining the department cleanliness to avoid spotting

and contamination of the fabrics. Packing the fabrics in plastic sheets can be useful.
Fabric inspection is done on 4 point system.

Shade cards/fabric quality swatches for each style approved by the PO are
maintained.

2) Trims Stores:

Trims stores have racking system to store the trims in a proper order.
Trims card for each PO/style being processed should be maintained.

3) Cutting Section:
4) Sewing Section:

Each operator is advised to clean their machine and area before start of work in
the morning and after lunch- waste fabric is issued to the operator for the same

5) Finishing Section:

Daily checking report is maintained.

Measurement audit report is maintained.
Pre-final auditing is also gone on garments.

Defective cartoons are replaced by good cartoons .

6) Packing and Despatch Section:

Separate departments are maintained for top wear and bottom wear.
The fully packed garments are racked in sequential manner and each rack is given

a number for identification.

Garments are stored brand wise, sidewise, and garment wise.
Barcode snickering is done and checked.
Packing in inners and outer cartoons is done according to the size ratio or packing

specifications as specified.
Goods to be shipped are packed readily with proper covering and sealing and kept

near the main gate to be loaded in the cargo.

Proper recording of dispatch, packing and stock stored in-house pending for
shipment are maintained along with Chelan entries of cargo and transportation
services.

7)Entire Working Area:

Each operator to wear mask to avoid inhalation of dust inside the factory.
Dust collection bags for each work station/machine.
Separate area for storing rejected garments.
Proper covering of stored pieces.

Finishing Department

The finishing process includes all those activities concerned with making the appearance
of the fabric more presentable. It includes activities like stain removal, thread trimmings,
washing, ironing, tagging, and hanger alignment.

Barrack: Putting barracks on loops, pockets etc.

Washing: Sometimes, the buyers demand that garments must be given a wash
after stitching.

Button, button hole and rivet attach

Extra Thread trimming: The extra threads which have been left uncut are
trimmed. This can be done manually with thread cutters.

Stain removal:
Thread sucking: this is done to remove the threads stuck to the fabric
surface that are too minute to remove. For this, a thread sucking machine is used

to remove threads with air blow and vacuum sucking

End of line inspection: Garments are compared against measurements
and tolerances, defects, loose and misaligned threads and buttons, open seams
etc.

Alteration: Any garment found faulty of defects will be sent for alteration.
Ironing: After all these steps, the garments are ironed in a proper manner,
folding on the right creases. Steam ironing is preferred. The garment
measurements are continuously monitored at the time of ironing also

Workflow of Finishing:

Barrack and

Washing

Buttonholing

Thread sucking

End of line inspection

Stain removal

Alteration

Button and
rivet attach

Thread trimming

Ironing

Ware holding

Packing
Tagging and
Stitching

Packing and Finishing

Order Processing, Packaging and Dispatch
Order Processing:
Order processing is the period between the time of placement of the order by the buyer
to the time of arrival of the goods at his destination. This cycle is made up of the
transmission of the order, document processing in the department and shipment of
goods.

Packing:

Human Resource
Human Resource Department deals with management of people within the organization.
Human Resource is conferred with the responsibility of ensuring that all members of staff
perform to their best ability and is also responsible for organisations activities designed
to attract, train, develop and maintain an effective workforce.
One important aspect of this is planning for employees in the organisation.it are
important that the organisation ensures that all the employees under its wing are just
enough to increase value to the organization.
1.

Salary: In the range of Rs.1, 97,500/- p.m. to Rs.5, 00,000/- p.m.

The same is bifurcated as under: (i)

Present Basic Salary: Rs. 1, 25,000/- p.m.

(ii)

House Rent Allowance: 50% of the Basic Salary i.e. Rs.62,500/-p.m.

(iii)

Special Allowance: Rs.10, 000/- p.m.

2. Commission:
Commission will be fixed by the Board of Directors of the Company,
The amount of commission will be payable after the annual accounts are approved by the
Board of Directors and adopted by the shareholders.

3. Perquisites:
In addition to the salary and commission, the following perquisites shall also be allowed:

a)Medical Compensation:
Compensation of medical expenses incurred in India or abroad including hospitalization,
nursing home and surgical charges and premium for medical insurance incurred for self
and family. In case of any medical treatment abroad, the traveling, boarding and lodging
expenses for the patient and the attendant will also be paid by the Company.

b) Leave Travel Concession:

Compensation of actual traveling expenses for proceeding on leave once in a year in
respect for self and family, whether in India or abroad.

c) Club Membership Fees:

Fees of Clubs including admission and life membership.

d) Personal Accident Insurance: The actual premium paid.

e) Provident Fund, Superannuation Fund and Annuity Fund:
Contributions to Provident Fund, Superannuation and Annuity Fund shall be payable as
per rules of the Company.

f)Gratuity:
Gratuity shall be payable at half months salary for each completed year of service.

g) Leave and encashment of Leave:

The Executive Director shall be entitled to leave with full pay as per the rules of the
Company and will be entitled to encase the accumulated leave at the end of the tenure /
retirement.

h)Use of Car with driver:

The Company shall provide fully maintained car with driver.

i)Free telephone, facsimile and other communication facilities:

The Company shall provide free telephone, facsimile and other communication facilities
at the appointees residence.

Share Transfer and Shareholders/ Investors Grievance

Committee:
Terms of Reference:
The Shareholders/Investors Grievance Committee deals with all matters relating to
transfer of Shares, issue of duplicate/ new shares, sub-divided and consolidated share
certificates, demit / merit, Shareholders/Investors Grievance and its redressed.

Commitment to Environment:

Heavy preference on physical processes

Minimize use of water and effluents.
Use only environmentally safe chemicals and dyes
Certified effluent treatment facilities

ACCOUNTS
Liquidity Ratio:
Current ratio = current assets/current liabilities
= 53,049.55 / 38,804.97
= 1.36
The ideal ratio is 2:1. But this companys ratio is lesser than that. Thus we can say that
the current assets are not enough to meet the requirements of current liabilities

Activity or turnover ratio;

Cost of goods sold = Opening stock + Purchases + Direct expenses-closing stock
=38,401.37 + 6,250.43+1, 22,118.47-30,973.24
=135,797.03

Cost of goods sold = Sales Gross Profit

=634.01-12,717
=12,082.99
Average stock =Opening stock + Closing stock/2
=38,401.37 +30,973.24 /2
=53,887.99
Stock Turn over= Cost of goods sold/ Average stock
=135,797.03/53,887.99
=2.51

Debtors Turnover Ratio:

Debtors Turnover Ratio =Net credit annual sales/ Average debtors
=
=

Creditors Turnover Ratio:

Creditors turnover ratio =Net credit purchases
Average trade creditors and / or avg bill payables
=
=

Working Capital Turnover Ratio:

Working Capital= Current Assets- Current Liabilities
= 53,049.55 / 38,804.97
= 1.36

Profitability Ratio:

Gross Profit Ratio= Gross Profit/ Sales x 100

=12,717/1,58,848.92*100
=8.00
Operating Ratio= Operating Net Profit/ Sales x 100
=1,390.47/1,58,848.92*100
=0.87
Net Profit Ratio=Net Profit After Tax/ Sales x 100
= 6,356.78/1,58,848.92 *100
=4.00
Stock Turnover Ratio = Cost of Goods Sold / Average Stock
=12,082.99/53,887.99
=0.22

Chapter 3
Primary analysis:
U.S.P:Cultural heritage of textiles.
Prise:

category
Tops starting from
Cotton suits

Prise
INR2,000-5,000
INR5,000-15to20,000

Kurtis

INR3,000-10,000

Heavy Kurtis

INR14,000

series

INR20,000-1to2Lakhs

Distribution Channel:

Designer

productio
n

stores

Coustme
r

Competitors : Sabyasachi mukherji, Fab India

Merchandise sold:

Fabric

cotton,chiffon,georgette,and jersey

Colours

Colours will be according to the themes\seasons

Silhouette

Lehenga,Saris,Kurtis,Suits, Jackets

Sizes

S, M, L, XL, XXL.

Neck lines

All different kind of neck lines.

SWOT Analysis

Strength

Weakness

Recognised as a heritage of textiles.

Was catalytic in bringing a contemporary idiom to
several ancient skills.
Promoted by a popular celebrities.
Brand is very popular

Has huge computation from upcoming brands, Hence

brand switching is always high.

Opportunities

Expansion of products and services.

Threats

Because of the huge competitors have to speedily

come up with the new trends and with showcasing in
new fashion weeks

Retail structure:

[Picture clicked on 20 th sep 2014R-city

Mall]

[Picture clicked on 20 th sep 2014\Infity mall 1]

Chapter4

Research synopsis
Problem statement:
Identification of the product mix, customer feedback and marketing strategies at Ritu
Kumar, Mumbai.

Objectives:

Client profile: study of the age group, sex lifestyle, need and buying
patterns of the customers.

The demand trend existing in Ritu Kumar identifies mostly the cultural
heritage of textiles (handlooms).

Sub objectives:

Factors impact to the success of Ritu Kumar, Mumbai.

Research design:
Sampling unit of Ritu Kumar:
A sampling size of 46 is decided.

Data Analysis & Interpretation:

1Q)

Aspect
Female

Male

0
0
60

44
0
12

22
a)Design

b)Details

c)Style

d)Colours

0
8
e)Fabric

When speaking of what are the aspects you see when shopping .Nearly 60%of people
choose for design of the garment and, 44% of people choose to for Style. Remaining very
few percentages of people will follow the details, colours and fabrics .It can mean that
the most of the responders would like to see Design and Style when they shop.

2Q)

Influence buying decision

Female

Male

48

28

30

a)Friends

b)Family

c)Sales person

d)Self

Among the survey of responders .Most of their buying decision is influenced by friends,
Family and self .Among this responders 48%of peoples their Friends influence their
Buying decision. And28% of people there Family influence their buying decision, only
30%of people will take their self-decision while they shop.

3Q)

60

54

50
40

34

30

Female

20

Male

10
4

2
a)Vogue

b)Elle

c)Fashion

Male
Female

d)Bazar

Among all the survey54 % of the responders prefer to read Vogue and 34% of people
prefer to read Elle .Remaining only 4% of people prefer to read Fashion and Bazar.

4Q)

Prefer for Handloom

Female
40

24

Male

24

24

Here In the observation 40%of people prefers Sabyasachi Muknerji for the Handloom
products .We can see most of the responders prefer Manish Malhotra and Fab India for
the Handloom products .only 24% of people prefer Ritu Kumar.

5Q)

Kind of Clothing
Female

Male

59
36
6

0
a)Bridal Wear

b)Western Wear

c)Indo-Western

d)Casual

This figure shows nearly 59% of responders prefer Bridal Ware in Ritu Kumar and 36% of
people prefer Indo-Western only 6%prefer Casual wear .Here according to the survey we
can the buying decision of the responders is in Ritu Kumar is mostly they prefer Bridal
and Indo-Western.

6Q)

Like most
Female

Male

34

26

18

14
a)Style

b)design

c)Textail

d)Embroidery

This figure says what do you like most in Ritu Kumar most of the 34% of people says
Textiles 26% says Style and 18% says Embroidery ,But only 14% of people prefer
Design .Here in observation says most of the people would like Textual aspect in Ritu
Kumar .

7Q)

Garments on
Female

Male

66
20
0
a)Occasions

b)To Collage

c)To Parties

4
d)Casually

According to the Pie Chart 66% of consumers in Ritu Kumar prefer to Ware Ritu Kumar
product on occasions 20% of responders prefer to ware in parties and only 4% wear as
casual.

8Q)

Purchase During
Female

Male
34

24

a)Sales0

26

0
b)Festivals

22

0
c)Family Occasions

0
d)Generally

According to the survey 22%of responders purchase from Ritu Kumar generally,
34%prople on their family occasions 26%in festivals 24%Sales .here majority of people
prefer to buy in generally in Ritu Kumar

9Q)

Other Preferences
Female

Male

46

38

12
0

2
0

Here according to the figure we can see that most of the 46% of the responders prefer
Sabyasachi Muherji for the Bridal Wear. And 38% of the people prefer Manish Malhotra for
the Bridal Wear .Only 12% of responders prefers Tarun Tahiliani and J.J.Valya for the
Indian Bridal Wear.

10Q)

Product Range-Product Quality

Female

Male

46
38

a)Yes

b)No

Here most of the responders says Ritu Kumar yes .38% of the responders says yes the
product range in Ritu Kumar are as per the quality.


11Q)

Enjoy shopping In
Female

Male

12

a)Yes

b)No

However there is no surprising to see that 12% of the responders enjoy shopping in Ritu
Kumar only 2% says they dont enjoy shopping in Ritu Kumar
12Q)

Trend
Female

Male

82

a)Yes

b)No

Among all the survey 82% of the responders says that products in Ritu Kumar are as per
trend. But also there are 6% of responders says no.
....................................................................................................................................................................................
13Q)

Experence
Female

Male

76

12

a)Yes
b)No

Among the survey more than 76% of responders experience made them to come back to
the store.
14Q)

As a Brand
Female

Male

56

30

0
a)Tradiational

b)Western0

0
c)Indo-Western

This question is to find out what is Ritu Kumar as a brand majority of 56% responders
says Traditional .and only 30% says its Indo-Western.

15Q)

Able to Find
Female

Male

82
72

0
a)Size

b)Colour

0
c)Style

This figure explains more than 82% of responders find their preferred product in all sizes
were as 72% says they find their preferred products in all colour and in all styles.

16Q)

What you Prefer?

Female

Male
70

14
8

a)Bags0

0
b)Footwear

0
c)Jewellery

0
d)Only garments

According to the figure says 70% of people prefer only garments in Ritu Kumar and 6%
prefer to buy Bags.

17Q)

Age Goupe
Female

Male

58

0
28
0

a)15-25

b)30-40

c)50-60 and above.

Most responders are from young and successful (15-25) they are more than 58%..Were
as you can notice that 28% of responders are in the age (30-40).they are loyal
responders who keep come back for purchase.
18Q) Gender:

Female

a)Male
b)Female
88

88% of the responders in Ritu Kumar are only Women because its only womens wear.

19Q)

Occupation
Female

Male

0
0
42

34
0
12
0

a)Student

b)Govt.Service

c)Self-employed

d)Housewife

Here as per the figure 42% are the students and 34% are self-employes.Ritu Kumar has a
deep impact in the universities and it is attributed to the marketing strategy of young
and stylish new generation promotions. And also we can see only 12% of housewifes are
the responders of Ritu Kumar.

Chapter6
Limitations:

While doing the questioner I face some limitations like there first of all Ritu Kumar customers

are very rare to find.

Many of the people are not interested to spend their time to fill questioner.
When I visited to Infinity Mall the people in the Ritu Kumar store are not
bothered.

Chapter7
Ritu Kumar as a brand is mostly known for Textiles. As that is proved in the questioner
also. Ritu Kumar has opened many outlets in India. HER forte is traditional Indian clothes
that drown heavily on the textiles and embroidery heritage of India and remains classics
of their kind. And she developed a unique style of her own. Ritu Kumar understanding of
ancient designs and the innovative use of traditional crafts has created a new classicism.
She has created wallets, handbags and stoles for the joint venture.

Chapter8
Bibliography:

www.ritukumar.com/bandhej/
AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLSLIFESTYLE-INDIA-FASHION-WEEK-2013-SPRING-SUMMER-FINALE-

RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014].
Available at: www.google.co.in[Accessed 6\09\14]
Available at :www.labelritukumar.com/accessories.html/(Accessed

04\|10\14)]
Available at:www.ritukumar.com/Suits/Classic/[Accessed 04\|

09\14)]
Available at: http://www.slideshare.net/Dharmikpatel7992/textileindustry-of-india-case- analysis-of-siyaram-silk-mill

Chapter9

I am a student from Pearl Academy, researching Ritu Kumar want your feedback

1) What are the aspects you see when you shop?

a) Design

b) Details.

c) Style.

d) Colours.
e) Fabric.

2) Who influence your buying decision?

a) Friends

b) family.

c) Sales person.

d) Self.

3) Which magazines you prefer to read?

a) vogue.

b) Elle.

c) Fashion.

d) Bazar.

4) For the handloom products, which brand you prefer?

a) Manish Malhotra.
c) Ritu Kumar.

b) Sabyasachi Muknerji.
d) Fab India.

e) Neeta Lulla.

5) What kind of clothing you refer while shopping in Ritu Kumar?

a) Bridal wear.

b) Western wear.

c) Indo-western.

d) casual.

6) What do you like most in Ritu Kumar?

a) Style.

b) Design.

c) Textile.

c) Embroidery.

7) You wear Ritu Kumar (garments) on:

a) Occasions.

b) To college.

c) To parties

d) casually.

8) You purchase from Ritu Kumar during?

a) Sales.

b) Festivals.

c) Family Occasions.

d) Generally.

9) Which other Indian bridal wear brands you prefer of?

a) Manish Malhotra.

b) Sabyasachi muherji.

c) Tarun Tahiliani.

d) J.J.Valya.

10) Do you think products ranges in Ritu Kumar are related to product quality?
a) Yes

b) No

11) Do you enjoy shopping in Ritu Kumar? a) Yes

b) No

12) Collections in the stores of Ritu Kumar are they always in trend? a) Yes
13) Did your experience make you to come back to the store?
14)

What is Ritu Kumar as a brand?

a) Traditional.

b) Western.

d) Indo-western.
15) You are able to find your preferred garment in all:
a) Size

b) colour

c) Style.

16) What you prefer shop in Ritu Kumar?

a) Bags
c) Jewellery

b) Footwear
d) only garments.

b) No
a) Yes

b) No

17) What do you expect more from the brand: ________________________________

19) Name: ..
20) Address:
21) Age

: a) 15-25

22) Sex

b)30- 40

a) Male

d) 50-60 and above.

b) Female.

23) Occupation
a) Student

b) Govt. Service

c) Self-employed

d) Housewife.

e)Service
Thank you

Bibliography

Reference:
Available from: www.peachesandblush.com/2012/10/wills-lifestyle-indiafashion-week-2013-spring-summer-finale-ritu-kumar.html. [Accessed 16
Sep 2014].
Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014].