EXECUTIVE SUMMARY

Leather craft is the practice of making leather into craft products or works of
art using shaping techniques. Sometimes more precisely expressed as artisanal
handicraft, where variety of work is useful. The decorative objects are made
completely by hand or by using only simple tools. The demand of leather craft
is rising day by day because of its attractiveness. People are inclined more
towards handicraft items.
Secondary data was collected from internet. There are also some limitations
such as privacy or reluctance to disclose confidential data was another
important problem, cost constraints, lack of experiences. I have always
admired entrepreneurship and hoped that someday I will have what it takes to
be one. For the love to the environment and for my personal and professional
interests, I have decided to make a business plan for leather items, the name
of the company is “NNY‟ with a slogan “Bring Elegance to your Home”. The
main objective of it is to improve the conditions of artisans in Jodhpur,
Rajasthan. Craftworld will be established in 2017 as a partnership business. We
will use bamboo, crane, wood such type of things as raw material to produce
the products.

Introduction to Business Plan- “nny”

The business plan of NNY focuses on upliftment of artisans of leather craft
which intern helps in the development of Jodhpur as well as commercialisation
of the hand made products at a good price which becomes the primary source
of income of the artisans. The best advantage will be the contribution of
designers in this craft. This ensures direct communication between designers
and the artisans. We want to establish a design studio “nny” for the artisans
where they can work. We will be providing them with all the necessary tools
like ………. .Thus ensuring favourable working conditions and a good designer-
artisan relationship.

Conceptualization- idea- “nny”

In jodhpur, there are no. of shops that sell leather products. We can find the
shops in various parts like local markets, shops near fort. In leather craft, they
have a variety of products like leather bags, wallets, belts, mojdis, pencil
pouch, coin pouch and bottle covers. They use camel hide in manufacturing
process of all these products. All the leather shops have identical stuffs.
Because the leather is of lighter shade, they make it darker by applying
mustard oil over it in some pieces. We can also see the colourful geometric
patterns on the pieces done by embroidery.
Our role here as a designer is to provide design interventions in the already
existing products.

Objective
Providing commercial useful and assistance to artisans.

Offering professional advice to artisans in areas of technology upgradation,

quality and design improvement, standards and specifications, product
development, innovation etc.

To create an environment of awareness through workshops on export

marketing, procedure and documentation, etc.

To encourage and assist in the balanced development of leather sector in

Jodhpur.

To frame and monitor a code of business ethics and general standards of

business conduct and practice
and promote fair competition and healthy trade practices amongst the leather
industries;

Vision
We estimate that by 2021 we will be able to cover a sizeable proportion of the
national market and start dubbling our profits.

Mission – To create high quality, stylish handbags using the finest

material to provide convenient costumer sales.

Literature Review
The Leather industry in India accounts for around 12.9% of the world’s leather
production of hides/skins and handles a robust annual production of about 3
bn sq. ft. of leather. The industry is known for its consistency in high export
earnings and it is among the top ten foreign exchange earners for the country.
India has an abundance of raw materials with access to 20% of world’s cattle
and buffalo and 11% of the world’s goat and sheep population.
The Leather industry is an employment intensive industry providing job to
more than 4 mn people, mostly from the weaker sections of the society. The
Leather industry in India has one of the youngest workforces with 55% of the
workforce below 35 years of age.
Leather Industry in India is a mixture of both the organized and the
unorganized sectors. About 75% of the leather output in India is generated by
the small, cottage and artisan sectors (unorganized). Leather making dates
back to pre-historic age. However, the modern method of leather production
was introduced to India by the English and the French in 1857.
The major production centres for leather and leather products are located at
Chennai, Ambur, Ranipet, Rajasthan, Vaniyambadi, Trichi, Delhi, Dindigul in
Tamil Nadu, Kolkata in West Bengal, Kanpur in Uttar Pradesh, Jalandhar in
Punjab, Bangalore in Karnataka and Hyderabad in Andhra Pradesh.

Marketing Mix
Product:
NNY has two product lines of different categories of bags namely bum bags
(fanny pack) and tote bags. The bum bags are for both men/women who love
to venture out on a vacation to a new place. These bags are constructed
keeping in mind the longevity and durability of the product. Trims like multiple
zippers and pockets are used to maintain the functionality of the product.
Whereas the tote bags are for working women. These are made of heavy
leather and canvas to give a classy look as well as provide strength to keep
essentials like laptop, notepad, camera, makeup etc. Hand bags at NNY
combine style and functionality.

Price:
NNY has used value based pricing in its marketing mix for its bags. We want
the costumers to perceive the company’s product as high value products. Thus,
the cost price of the product is slightly high for mass market. Our tote bags
cost around 2500 and the prices may go up to 5,000 depending upon the type
of leather and materials used. Whereas the bum bags will cost around 3500
and may range up to 7,000.

Place:
NNY insures exclusive distribution channel. The products are currently not sold
at any retail stores. We wish to treat our customers with high warm and
provide personalized attention. Since it’s a new start up, we aim to pursue our
sales through online media. The consumers can get their bags customized as
well. This slightly reduces the cost for the company because the distribution
channel is shorter.

Promotion:
For the promotion of our tote bags as well as bum bags we will be using the
following promotional tools.
Television Advertisement Magazine ads
Radio ads
Attach an Influencer to Your Brand
Partner with well-known fashion bloggers.
USING VIDEO for promotion
Marketers who use video grow revenue 49% faster than those who do not! There are so
many ways to use video in the fashion world. Whether it be modeling your best sellers,
showing off the Summer collection, or giving a sneak peak into a new line. Video marketing
can be helpful for social media ads, the website, email marketing campaigns, and the list
goes on.