my-Jevi

The Luxurious Customized Petticoats

JEVI Garments
498-R, First Floor, Model Town, Near Old Gas Godown Road, Panipat-132103, Haryana, India.
Mobile: +91 90165 39945, 082959 39945. Email: jevigarments@gmail.com
Sr. No: Particulars Page No
1 The Product 3
A. In-skirt 3
B. In-skirt Sizes 3
C. Price structure 4
D. Cost Break-up 4
2 The Market 5
A. Requirement 5
B. Market Segments 5
C. Present Scenario 5
3 Marketing 6
A. Prime Focus 6
B. Strategy – 1 6
C. Strategy – 2 6
4 Sales 7
A. Sales Matrix 7
B. Cash flow 7
5 Manufacturing 8
A. Project Site 8
B. Fabric Quality 8
C. Production 9
1. Cutting 9
2. Stitching 9
3. Finishing 9
4. Packing 9
6 Project Execution: 10
A. Phase – 1 10-11
B. Phase – 2 12
1. The Product:
A. In-skirt / Petticoats
In-skirt is the under garment for the women’s attire of sarees. The Saree is a South Asian female
garment that is typically wrapped around the waist, with one end draped over the shoulder, baring the
Midriff. The sari is associated with grace and is widely regarded as a symbol of Indian Women. The
women in Tamil Nadu, PudhuCherry, Kerala, Karnataka, Andhra Pradesh, Telangana, Odessa,
Chhattisgarh, and West Bengal, wear sarees throughout the day for all occasions. The women in other
Indian states also wear sarees on Family and religious functions. The women are using the in-skirt as an
inner garment for two reasons
1) The in-skirt will hold the sarees on hip area of the body
2) The in-skirt will works as barrier to expose the body parts through sarees.
When the women wraparound the sarees they will insert the top part of the saree into in-skirt on hip
portion. The top part of the in-skirt on hip part tied by a rope which will hold the saree. Here with
attached a YouTube link, which is showing very clearly that how the women must needs an in-skirt to
wear a sarees. In a simple way we can say, in-skirt is an unavoidable inner garment for sarees

https://www.youtube.com/watch?v=jorqok0ydig.

In-skirts are made by 100% cotton fabric for the comfort to wear as an inner garment, and the fabrics
are solid colour dyed. The women will choose the colour of the in-skirt to match the colour with the
sarees so that the sarees will not give any contrast look. The women are likes to wear more varieties of
in-skirts by means of designs like, different sizes of Brills on bottom of the in-skits, simple embroidery
designs on bottom of the in-skirts to more floral patterns of embroidery works with Multy-coloured
thread designs and many more concepts. The design of the in-skirts in not going to be visible over the
saree but our women likes more designs on their in-skirt.

Most important thing is all kinds of sarees and other everyday costumes like nighties are usually worn
over a Petticoat by all women in above states.

B. In-skirt Sizes and Fabric consumption

Below is the chart of In-skirt sizes available in the market with market terms. There is a small variation
on sizes in between one manufacturer to another. The fixed sizes based on the structure of women
body in the region. Below is the fabric consumption requirements for the garment making, based on
the in-skirt sizes and fabric width availabilities.

36" Width 44" Width 58" Width

Sizes
95 cm 100 CM 105 CM 95 cm 100 CM 105 CM 95 cm 100 CM 105 CM
Height Height Height Height Height Height Height Height Height

Small size called as - 6 Part 1.60 1.70 1.80 1.25 1.35 1.45 0.85 0.95 1.05

Medium Size called as – 7 Part 1.75 1.85 1.95 1.35 1.45 1.55 1.00 1.10 1.20

Large Size Called as – 8 Part 2.00 2.10 2.20 1.50 1.60 1.70 1.10 1.20 1.30
C. Price Structure:
The In-skirt price structure is consist three areas. 1) CTC: Cost to The Company: This includes all
expenses to produce an In-skirt. 2) SPM: Selling Price of Manufacturer: The manufacturer adding his
profit on the CTC normally it varies from 10 % to 27% of CTC. 3) MRP: Maximum Retail Price, The
manufacturer put the MRP tag and the MRP varies from 25 % to 47 % of SPM.

Below is the analyzing of a price structure of one well established and pioneer brand in the market for
Ladies Nighties and in-skirts on 27 % of SPM over CTC and 47 % of MRP over SPM

95 CM Height 100 CM Height 105 CM Height

In-skirt
size CTC SPS MRP CTC SPS MRP CTC SPS MRP

Small ------ 6 Part 106 134 192 119 140 200 117 148 212

Medium – 7 Part 119 140 200 117 148 212 120 152 217

Large –---- 8 Part 126 160 229 132 168 240 136 172 246

D. Cost Breakup
We worked out the cost break up based on the actual cost of in-skirt manufacturing units in
Dhalavaipuram, Tamil Nadu. The product cost varies due to the time consuming of stitching,
Embroidery works, thread and fabric consumptions as per the designs of the in-skirt, quality of fabric,
and marketing, advertising, overhead and other hidden costs. Below is cost breakup is an idea of
largest selling size of 7 part 95cm height.

Rs.210/- Retail Selling Price Cost

Calculation based on 36" width Break-up
Fabric from Umaid's Lilly Quality Fabric fabric Landed Total on Major
Requirement Price Per Mtr Cost Parts
Fabric Cost 1.75 63.00 110.25 110.25
Cutting Charges 1.00
Stitching + Over Lock charges 6.50
Simple, Regular, Embroidery Charges 4.00
Ironing charges, Rope, & cover 2.00
Label 0.50
27.85
Local Handling 1.35
Door delivery charges 1.00
Marketing Expenses 5.00
Advertising Expenses 4.00
Other Expenses 2.50
Cost 138.10
Interest on investment 3 moths Cycle 1.5% X 3= 4.5 6.21 6.21
Cost to The Company 144.31
Markup 15% 21.65
Total 165.96
Round off 0.04
Selling Price of Manufacturer 166.00
Cost Break-up on Major Parts 144.31
5. The Market:
A. Requirements:
A woman needs minimum 2 petticoats per year on and average due to the wear and tear of the regular
use on 24 X 7 of 365 days throughout the year. The Female Population in Tamil Nadu is 3.75 Crore. Out
of the women population the female children under 21 years is 1.27 Crore, those are new generation,
not wearing the sarees regularly and their night dressing habits are not required Petticoats. We can
leave the 1.27 crore children from the calculations of women population for those are wearing sarees
and nighties. Then the petticoat wearing women in Tamil Nadu is 2.48 Crore. So the in-skirt
requirement for the women in TamilNadu only is 4.96 Crore pieces per year. Below is the women
population chart on 9 states where women using petticoats based on census of 2011
Population Population Population Female city based Women
No: Name Status census Census census Population women Population
01/03/1991 01/03/2001 01/03/2011 2011 Population in Rural
1 Tamil Nadu State 55,858,946 62,405,679 72,147,030 36073515 17458729 18614786
2 PudhuCherry State 1615570 1948690 2495906 1247953 426377 770516
3 Kerala State 29,098,518 31,841,374 33,406,061 16703031 7937466 8765565
4 Karnataka State 44,977,201 52,850,562 61,095,297 30547649 11812989 18734660
5 Telangana State 30,204,096 36,424,596 41,925,768 20962884 6804336 14158548
Andhra
6 State 40,419,034 45,222,736 49,386,799 24693400 6802592 17890808
Pradesh
7 Odessa (Orissa) State 31,659,736 36,804,660 41,974,218 20987109 3504135 17482974
8 Chhattisgarh State 17,614,928 20,833,803 25,545,198 12772599 2666176 10106423
9 West Bengal State 68,077,965 80,176,197 91,276,115 45638058 14946505 30691553
209626196 72359305 137215831

B. Market Segments:
There are 4 major segments of petticoat purchasing women in above states.
1. Women of BPL- those are finding the cheapest availability in the market
2. Women of Price conscious but do not aware / bother about quality
3. Women of Price conscious, Demanding the fabric quality / comfort
4. Women will buy only established / Known branded
C. Present Scenario:
1) There is no Monopoly player/brands in Tamil Nadu to cater the above requirements
2) Petticoats from other established brands for Nighties, ladies garments are very high price and selling
to their comfortable stores by means of relation and payments only
3) Major suppliers to cater the above requirements are regional players based on the manufacturers of
nearby cities. They are doing this business on many decades.
4) The ladies garment showrooms are keeping one section to sell in-skirts
5) There are lots of small shops on the marketplace are selling
6) There are four kinds of in-skirts available in the retail markets.
a. Low Quality selling on retail shops Rs.80/- per piece
b. Medium Quality Selling on retail shops Rs.085/- to Rs.120/-per piece
c. High quality selling on retail shops Rs.130/- to Rs.210/-per piece
d. Branded qualities Selling on shops Rs.210/- to Rs.350/-per piece

More importantly there is no presentable in-skirt product is available in the market like other under
garments for Men, and women
6. Marketing
A. Prime Focus:
First focus on the segment of the Women of Price conscious, Demanding the fabric quality /
comfort. Below is the population idea of our target segment. Three are 32 Districts in Tamil Nadu.

No: Details Women population No Women

1 Chennai Corporation 22 Lakhs 1 2124106
2 Municipal corporations 1 Lakhs -3 Lakhs 12 2502403
3 Municipal Towns 50,000. - 1 Lakhs 17 1171603
4 Municipal Towns 40,000. -50,000 21 1695850
5 Municipal Towns 30,000. - 40,000 34 1172077
6 Municipal Towns 20,000. - 30,000 59 1448237
7 Larger Towns 15,000. - 20,000 60 1032484
8 Bigger Towns 10,000. - 15,000 154 1884610
9 Medium Towns 5,000. - 10,000 408 2911092
10 Small Towns 1,000. - 5,000 353 1233808
1119 17176270

B. Strategy – 1

One Sales Man can cover 3-4 Districts per month, as per the women populations, retail shops of the
districts, for sales and payment collections by personal visit, Phone calls to the shops. Big cities like
Chennai, Coimbatore, Madurai, Tiruchi needs more than one person. 12 Sales Men can cover the
State of Tamil Nadu & Pondicherry. The Minimum Target for the Sales Men is 200 Sets per month
on starting; later on the target can increase after gaining some experience. One set is 36 pieces.
One set can be each one piece of 36 standard colours, or any No: of chosen colours dividable 36
pieces.

C. Strategy – 2

There is list of 240 reputed retail stores with contact details in all over 32 Districts of Tamil Nadu
and Pondicherry, where all branded ladies nighties companies are selling their products. One sales
man can caver 20 stores per month, with the target of 10 sets per store, then the target of 200 set
per month for one salesman can be achieve

Mr. Arulmani will go along with all area salesmen to meet personally all shop owners to understand
markets, scope of other products, and build a personal one to one relation with stores
7. Sales
A. Sales Matrix:
As per the below plan at the end of the year we can achieve the sales target of 5,61,600 pieces, Next
year first month onwards the sale could be 10% increase means 2640 sets per month, so at the year
end 2640 sets X 12 months = 31680 X 36 pieces = 11,40,480 pieces in 2nd year.

Total Total
APR May JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
Sets Pieces
S.M -1 200 200 200 200 200 200 200 200 200 200 200 200 2400 86400
S.M -2 200 200 200 200 200 200 200 200 200 200 200 2200 79200
S.M -3 200 200 200 200 200 200 200 200 200 200 2000 72000
S.M -4 200 200 200 200 200 200 200 200 200 1800 64800
S.M -5 200 200 200 200 200 200 200 200 1600 57600
S.M -6 200 200 200 200 200 200 200 1400 50400
S.M -7 200 200 200 200 200 200 1200 43200
S.M -8 200 200 200 200 200 1000 36000
S.M -9 200 200 200 200 800 28800
S.M -10 200 200 200 600 21600
S.M -11 200 200 400 14400
S.M -12 200 200 7200
200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 15600 561600

B.Cash Flow:
Below is the cash flow for next 2 years based on above sales targets of 200 sets per Month @ rate of
Rs.120/- CTC per piece without interest of capital investments
2017-2018 2018-2019
Old Total Received Cash On Old Total Received Cash On
Month Sales Month Sales
Balance amount Amount Market Balance amount Amount Market

Jan-17 864 0 864 0 864

Feb-17 1728 864 2592 0 2592
Mar-17 2592 2592 5184 0 5184
Apr-17 3456 5184 8640 864 7776 Apr-18 11400 31104 42504 10368 32256
May-17 4320 7776 12096 1728 10368 May-18 11400 32256 43656 11400 32256
Jun-17 5184 10368 15552 2592 12960 Jun-18 11400 32256 43656 11400 32256
Jul-17 6048 12960 19008 3456 15552 Jul-18 11400 32256 43656 11400 32256
Aug-17 6912 15552 22464 4320 18144 Aug-18 11400 32256 43656 11400 32256
Sep-17 7776 18144 25920 5184 20736 Sep-18 11400 32256 43656 11400 32256
Oct-17 8640 20736 29376 6048 23328 Oct-18 11400 32256 43656 11400 32256
Nov-17 9504 23328 32832 6912 25920 Nov-18 11400 32256 43656 11400 32256
Dec-17 10368 25920 36288 7776 28512 Dec-18 11400 32256 43656 11400 32256
Jan-17 10368 28512 38880 8640 30240 Jan-18 11400 32256 43656 11400 32256
Feb-17 10368 30240 40608 9504 31104 Feb-18 11400 32256 43656 11400 32256
Mar-17 10368 31104 41472 10368 31104 Mar-18 11400 32256 43656 11400 32256
98496 67392 136800 135768
8. Manufacturing

A. Project Site: Dhalavaipuram

Dhalavaipuram is the textile town in Virudhunagar district of Tamil Nadu. It is located 105 km southwest of
Madurai, and 10 KM away from Rajapalaiyam in the state of Tamil Nadu. The economy is based on the
manufacturing of Ladies Garments, petticoats, nighties, cotton sarees, lungis and there are mills for spinning and
weaving of cotton. It is well connected with all other cities by road. There are many villages nearby
Dhalavaipuram is also doing the same cut and stitching work of Garments, almost every houses in this area
doing some part of garment industry in smaller way, run from their home like, somebody will have 2-4 sewing
machine, or embroidery machine, or over lock machine, or will do steam ironing finishing machine or will do
garments packing. Men and women will take the work to their home from a manufacturer, done the work at
their home and return the required garment piece to the manufacturer or they will go to the manufacturer’s
place and do the work at manufacturer’s place as per their experience of work they are charging of per piece
basis. They will get the wages on every Saturday and Sunday is the total Holiday. Lots of men and women from
nearby Districts also come to work in Dhalavaipuram. There are plenty of Job work contractors also available in
these areas. Contractors will take the fabric from manufacturer and do the cutting, stitching, finishing and
packing in many houses and return as the garment to the manufacturer which is ready for dispatch to the
market. The contractors will charges for the making of complete piece of garment on per piece basis.
Dhalavaipuram is the best option for the start up for this in-skirt project considering above advantages.

B. Fabric Quality,

40s X 40s / 96 X 56 is the greige fabric quality people are using so many decades for in-skirt making. So
many companies from Rajasthan and Erode are supplying dyed fabric on 36” finished width through
Agents and Dealers. All major fabric mills those are making petticoat fabrics are having their own
dealer in Dhalavaipuram. The fabric price is varying one manufacturer to another based on the quality
of yarn, count, construction and dyes using for colour dyeing. Colour fastness is the very important roll
on petticoat.
Umaid’s LILLY is the name of the fabric quality people are following as the benchmark for in-skirt
making. Umaid’s LILLY is one of the fabric qualities from Maharaja Shree UMAID MILLS LIMITED, Pali –
306401, Rajasthan. All other mills are following this quality for in-skirt. Other mills are using different
yarns to reduce the fabric price. But those are making best quality petticoats using Umaid’s Lilly quality
fabric only. There are 108 colours are available on Umaid’s Lilly quality for petticoats. 36 light colours
and pastel colours, 36 dark colours, 36 Fancy colours, total 108 colours are available on Umaid’s Lilly
quality.
D. Production

1. Cutting:
Fabric cutting is the first process for a petticoat. The fabric will cut in many parts as per the
requirements of the women body size as explained in 6-C-1. The bottom of the petticoat part is
wider than the Hip part on top. After lots of observations, discussions, quotations for cutting from
many people we have decided that we will do the in-house fabric cutting at our own unit, whether
it is a single piece per day requirement or 1 Lakh pieces per day requirement we will do the fabric
cutting in-house
a) Manual Cutting: In this process people will make the fabric layers for 4 petticoats. One person
can cut 400 – 500 pieces per day
b) Machine cutting: There are 2 types of machines using for machine cutting. One is a hand
held cutting machine. This will cut maximum 4” to 6” height of the fabric layer. Another machine
will use for the big volume of petticoats
Manual cutting is the best for all petticoat designs. But the production is slow in comparison with
Machine cutting. Machine cutting is very fast and big volumes but in many petticoat designs cannot
cut on Machine

2) Stitching: There are 4 parts consists in the stitching part after cutting
a) Over lock stitching: Normally 5 thread over lock machine is using for this process. It
will joints 2 parts of the fabric pieces by stitching and will do the over lock along with stitching in a
single stroke. Then subsequently do the other parts also. In hip part also the piping will do by over
lock machine
b) Single Needle Stitching: 1) this machine will use to joints the over locked hip part with the
over locked body parts. 2) Will do simple closing stitch on the bottom of the some model
petticoats. 3) Other stitching work on petticoats
c) Single needle embroidery stitching: this machine will do the stitch on the edges of the bottom
of the petticoats and does small garland shape decorative embroidery stitch little above the
bottom of the petticoat
d) Multy Head embroidery Machine: This machine will does the decorative stitching on
petticoats to add the varieties and value.

3) Finishing: Steam ironing machine is used for this process. Steam Ironing will give the
wrinkle free, soft hand feel, and proper folding for the in-skirts.

4) Packing: simple name printed polythene cover will use for the individual petticoat. Then it
will pack on sets as per the purchase order. Then the sets will pack on bales for delivery.
9. Project Execution:
Considering the potential and profits on this project Mr. Arulmani, personally will stay in Tamil Nadu to
build and lead own teams for all activities of Marketing, Productions, Dispatch, Establish a Brand, to
meet all customers.

Considering all possibilities we can make this execution part in to 2 phases.

A. Phase – 1
1) In the beginning we will do the same way other regional players doing. We will make and sell all
designs available and hot selling products in the market plus we will add lots and lots of designs and
concepts which can’t be followed by others. In the beginning we will make available all designs and
concepts on one fabric quality only. As we moves into market with flow, we will add new fabric
qualities. We will stick on 2 or 3 fabric qualities but will make all designs and concepts on these
qualities of fabrics. Because adding one fabric quality means it requires huge amount of investment

2) First thing we will do the fabric cutting at our own unit, which will save 6-8% of the fabric cost. This
cost will cover up our marketing expenses almost 80%.

3) We needs increase the sell more pieces by a well planned marketing strategy with a rapid way that
the other regional players can’t do.

4) Currently the trend of in-skirt making of regional players in these cottage industries is, the regional
players will give the fabric to the in-skirt manufacturers and these manufacturers will do the cutting,
stitching, finishing, and packing through outside source at Dhalavaipuram and nearby villages which is
available in plenty. But we will do the cutting at our unit and do the stitching, finishing through outside
sources like other manufacturers doing so the profit of manufacturer from regional players will save
our expenses further

5) We are fabric people and we knows very well that how to save the fabric cost and get the best fabric
by our vast experience from fiber to finished fabric in each areas of spinning, weaving, dyeing, and
finishing. As I met so many in-skirt manufacturers and fabric agents, fabric dealers, I couldn’t find a
single person who is having knowledge fabric qualities, all are following the available from erode and
Rajasthan.

6) In the beginning we will put a small unit with 1-2 machines of 5 threads over lock unit with cutting
and other supportive machines, software with system, and marketing needs with the small capital.
This is a sample unit and this unit will do 7000-13000 pieces per month production apart from
engaging on sampling. This production capacity will help us to cater the marketing needs for 2-3
months in the beginning there after we will do the outside manufacturing like other regional players.

7) As explained on 6-A, about the Ladies Garment manufacturing possibilities on Dhalavaipuram, we

will go for the small own manufacturing unit on rented shed in Dhalavaipuram or nearby village which
can be a resource full to produce the increasing quantity to cater our marketing targets and strategy
B. Requirements for the Start-up
Shed: There are lots of residential houses like sheds on 30’ X 30’ sizes and larger sizes also available
on rental basis with legal electric connection to run the sewing, finishing machines. For the start-up we
needs minimum 2 sheds of 30’ X 30’ size. One shed for Production, another shed for storage of fabric,
petticoats, and other materials.
Other requirements for the sample unit with a marketing office setup

No: Area Details Requirements

1 Shed 30' X 30' with electric connection and toilets 2
2 Production Fabric cutting Table to handle 58" width Fabric 1
Fabric cutting Table to handle 36" width Fabric 1
5 Thread over lock Machine 2
Single Needle sewing Machine 4
Single Needle embroidery Machine 2
wooden stool for stitching machines 6
Single Boiler double bed steam ironing machine 1
fabric cutting machine 1
fabric cutting machine - small 1
2 Conveyance Motor cycle to handle the production on installments 2
4 wheeler for marketing on installments 1
3 weighing scale Electronic weighing scale 100 kg 1
smaller to weigh small objects 1
4 Packing Hand held stripe packing 1
5 Computers Main Server with Monitor 1
Billing and data entry computer 1
Thermal printer 1
Barcode reader 1
Software 1
B/W LaserJet Printer with scanner 1
Entry Level I Pad 1
Static IP RDP windows 1
Internet with Router 1
web site for mail ID on starting, later site launch 1
8 Office Office table Medium size 1
Computer & printer table 1
Office chair 2
Chairs 6
Table 1
9 Storages Steel Racks for storage 10
10 Legal CST and Gujarat TIN No: 1
Tamil Nadu TIN No: 1

C. Time frame for Phase – 1,

We can cross the phase one, in between 15-24 months duration. Depending upon the investments,
efforts of our team, timely strategies based on the experience gained from the market flow and money
backup.
B) Phase –II,
1. Target:
In this base our target is 110 crore minimum
In this phase we will go with our own manufacturing unit of minimum 100 machines of 5 thread over
lock machine with all required supportive machines of single thread embroidery machines, Multy head
embroidery machines, single needle stitching machine with all other in-house facilities.

After the 2 years of experience oon Phase – 1, we will be in a good position with market experience of
who is who, product and production expertise, loyal vender base for fabric, and other materials.