RETAIL MARKETING

(18MS3032)
ASSIGNMENT
Submitted By:
Pranam Venketesh (PRK18MS1026)
In Partial fulfillment for the requirement award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted to:-
Dr. S. Anthony Raj

KARUNYA SCHOOL OF MANAGEMENT

KARUNYA INSTITUTE OF TECHNOLOGY AND SCIENCES
(Deemed To Be University)
Karunya Nagar, Coimbatore-641114. INDIA
November, 2018

KANCHIPURAM SILKS
ORIGIN & HISTORY:
The story of the Kanjeevaram silk saree begins in Hindu mythology.
Legend has it that the Kanchi silk weavers are descendants of Sage
Markanda, who was considered to be the master weaver for the Gods
themselves.

Settled in the small town of Kanchipuram (Tamil Nadu), the famous

Kanjeevaram saree weave goes back 400 years. It was during the reign of
Krishna Devaraya (from the Vijayanagara Empire) that the art really took
off. Two major weaving communities of Andhra Pradesh, the Devangas
and Saligars migrated to the town of Kanchipuram. They used their
excellent weaving skills to make the silk saree that bore images of
scriptures and figurines found on the temples around the village.

It didn’t take long for the saree to evolve into a must-wear for women at
traditional ceremonies, weddings and other festivities, and the practice
still continues in South India.
WEAVING PROCESS:

Kanchipuram silk sarees are woven from pure mulberry silk. While the silk
belongs to South India, the pure gold and silver zari comes from Gujarat.
The silk thread that is used to weave the saree is dipped in rice water and
sun-dried before it is used in order to increase both, its thickness and
stiffness. The silk thread is then interlocked with a thin silver wire and
woven through after which a golden thread is used to complete the
procedure.
The warp frame use to weave this fabric has about 60 holes, in which
there are 240 threads in the warp and 250 to 3000 threads in the weft,
giving it a sturdy feel. The pallu, the border and the body of the saree are
generally woven separately, and then interlocked together with much
precision and neatness.

SPECIAL FEATURES:

Since the colour and designs of the body, and the pallu are quite
different, weavers weave both of them separately and eventually join
them. You can spot a zig zag pattern (known as the pitni) where the body
meets the pallu. It is also quite a common practice to weave the border of
the saree separately and then join the three together. The joining of the
three (known as korvai) is done with such precision that even if the saree
tears, the border will not detach.
Also since the zari is made of three silk threads twisted with a silver wire,
the fabric is extremely strong and durable. This, however, can also add to
the weight, making a regular Kanjeevaram saree as heavy as two kilos.
Shop for Kanjeevaram sarees.

COLOURS:

The sarees are known for their vibrant colours and eye catching designs,
which are mainly inspired from the scriptures and figurines from the very
many temples in this small village. Since the pallu and the body of the
saree differ in colour and design, you can expect a variety of contrasting
shades too.

MOTFITS:
Ever since its inception, Kanchipuram silk sarees have stayed true to the
inclusion of temple figurines and mythological stories into the design.
The border of the saree comprises of motifs from the temples, palaces
and general paintings, and the body includes pyramidal temple designs,
checks, stripes and floral buttas.

Over the years, the traditional and much preferred stripes or golden dot
designs have given way to more symbolic motifs such as fruits, animals,
birds, the sun and the moon, and even stories from mythology.

VARIETIES:
Kanchipuram silk sarees were initially a nine-yard weave but over the
years the more practical six-yard weave was included too. The original
golden and silver zari is also now replaced by a cost effective metal or
copper zari that manages to hold on to the sheen of the texture while
reducing the cost. However, if you want an original you need to ensure
that the zari work is not artificial.
Shop different varieties of Kanjeevaram silk sarees.

CURRENT STATE OF THE ART:

Kanchipuram sarees have been recognized as a Geographical Indication

by the government since 2006. This can be considered as a mark of
authenticity and has helped improve the sales of Kanjeevaram silk sarees.
As of now there are about 5,000 families involved in the production and
there are 15 silk and cotton yard industries and 60 dyeing units in the
region to aid the production process.
A Tamil film titled Kanchivaram was also made in 2008, on the weavers,
which helped get their problems into mainstream media focus. Last year,
the government introduced a policy to promote e-marketing of local
handlooms. Thirteen e-commerce entities have partnered with the Office
of the Development Commissioner (Handlooms) to market handloom
products from the weavers themselves. What this means is that now
when you go online to buy a Kanchipuram saree, chances are the fabric is
coming directly from the weaver, allowing them to make a decent profit.

PRICE RANGE:
An original saree with pure silk and pure zari can cost anywhere between
Rs.7,000 and Rs.2,00,000. To cut down on the cost you also get budgeted
versions like the pure silk plus imitation zari or the half silk-half synthetic
plus imitation zari saree, which manage to hold on to the sheen of the
original, but lose out on the durability of the fabric. These sarees cost a
lot less and can be bought at a price of just Rs.2,000 to Rs.5,000.
However, these are not considered to be originals .
HOW TO IDENTIFY A KANCHIPURAM SILK SAREE:

● One of the most telling signs is that the border of the saree and the
body will be in total contrast. However, you do have cheaper versions
in the market, which follow the same design rules but make use of
artificial zari. You need to look closely at the colour of the finished zari
work to identify a fake.

● One of the most foolproof ways to tell the difference between an

original and fake Kanchipuram silk saree is to pick a few loose threads
from the saree, burn them, pick the remaining ash and smell it. You’ll
be met with a smell similar to that of burnt leather or hair. The ones
made using artificial fibers will have no ash upon burning.
 ● Another easier and more doable test would be to look for the loose
ends of zari in the saree. Pure zari is made of red silk thread, that is
then twisted with a silver thread and dipped in gold. If you find the zari
thread white or any other colour, you can be certain that this is a fake.

● Also look for the Silk Mark that is given to pure Kanchipuram silk
sarees.

Types of Kanchipuram sarees in trend:

● Temple Border Kanchipuram Silk Saree.

● Modern Kanchipuram Silk Sarees.

● Traditional Kanchipuram Silk Saree.

● Floral Weave Kanjivaram Silk Sarees.

History of Kanchipuram Silk Sarees:

According to Hindu mythology, Kanchi silk weavers are the descendants of Sage
Markanda, the master weaver of Gods who is supposed to have woven tissue from
lotus fiber. Also, while cotton is considered to be the favourite fabric of Lord Shiva,
silk was preferred by Lord Vishnu.

Weaving:
The sarees are woven from pure mulberry silk thread. The pure mulberry silk used in
the making of Kanchipuram saris comes from South India and the zari comes from
Gujarat. To weave a Kanchipuram sari three shuttles are used. While the weaver
works on the right side, his aide works on the left side shuttle. The border color and
design are usually quite different from the body. If the pallu (the hanging end of the
sari) has to be woven in a different shade, it is first separately woven and then
delicately joined to the Sari. The part where the body meets the pallu is often
denoted by a zig zag line.[9] In a genuine Kanchipuram Silk Sari, body and border
are woven separately and then interlocked together. The joint is woven so strongly
that even if the sarees tears, the border will not detach. That differentiates
the kanchivaram silk sarees from the others.

Design:

Saris are distinguished by their wide contrast borders. Temple borders, checks,
stripes and floral (buttas) are traditional designs found on a Kanchipuram sarees.
The patterns and designs in the kanchipuram sarees were inspired with images and
scriptures in South Indian temples or natural features like leaves, birds and animals.
These are sarees with rich woven pallu showing paintings of Raja Ravi Varma and
epics of Mahabharata and Ramayana. Kanchipuram sarees vary widely in cost
depending upon the intricacy of work, colors, pattern, material used like zari (gold
thread) etc. The silk is also known for its quality and craftsmanship, which has
helped earn its name.

Significance:

Kanchipuram saris woven with heavy silk and gold cloth are considered to be special
and are worn on occasions and festivities.

In 2005, the Government of Tamil Nadu applied for Geographical Indication

for Kanchipuram sarees. The Government of India recognized it as a Geographical
indication officially since the year 2005–06.
The Tamil film Kanchivaram released in 2008 depicts the struggles of silk weavers in
Kanchipuram.

WHERE TO BUY KANCHIPURAM SAREES IN KANCHIPURAM?

Say Kanchipuram and the colorful Kanchipuram sarees is all you can think of. Even
the beautiful ancient temples of the holy town step back and let you soak in the
silken grandeur of its only industry. When I was visiting the place, I asked almost
everyone I could, where to buy Kanchipuram Sarees in Kanchipuram. Most people
answered – Anywhere!

People in Chennai said – Do not buy in Kanchipuram, most people will try to cheat
you there. However, when I was talking to the staff of the hotel I was staying at, I
figured out that many families visit Kanchipuram only to buy wedding silk sarees.

No matter where you stand in the holy town, you can not miss large billboards
telling you where to buy sarees in Kanchipuram? The problem is there are so
many of them. Displays in glass windows can entice you to walk in and surf
the world of silk sarees.
Shopping for Kanchipuram Sarees in Kanchipuram:

There are two types of shops you can visit to buy silk sarees.

Weaver’s Cooperatives:

First is the weaver’s cooperatives that sell via small shops. Most of their

Sarees come with a silk mark. A silk mark means that the sarees are certified
to be of pure silk. You can find many of them on Gandhi Road.

Showrooms displaying Silk Sarees:

Second is multi-floor big showrooms. Here, when you enter after taking off
your shoes, which is mandatory in all shops, you would be asked your budget.
Based on the range of Sarees you are looking for you will be directed to a
floor. A salesperson would be assigned to you who would take you the
available spot on the floor. He would then lay down Aqua green colored cotton
sheets, three on three sides of him, to show the Sarees. You are expected to
sit on the floor but if you can’t they will oblige you with a plastic chair.
Salesman:

The salesman will then judge you based on what you are wearing or your body
language and then start showing you sarees accordingly. You can specify the
price range, colors, patterns, fabric and whatever else. The more you specify
the better choices you will get. If like me, you go with a so-called open mind to
explore sarees for whatever catches your fancy, then walk in with ample time
and hope that the salesman does not lose patience with you.

Pure Silk Saree:

As per my local contacts, a Kanchipuram saree is not really a pure silk saree
unless there is a Silk Mark on it. So, use that as a yardstick. Besides pure silk
sarees, you can also buy silk cotton, pure cotton, and wastage silk sarees. The
last ones are the ones made from leftover silk threads of pure silk sarees.
Since I was traveling solo in Kanchipuram, I had a funny experience in the silk
saree shops. Most staff are used to big families or a group of women walking
in for saree shopping. When I walked in alone, that too not wearing a saree,
they would look around for someone accompanying me. Realizing that I am
alone, they almost lost interest. At one place, I had to say, I am coming with
my credit card, you can show me sarees. Talk of fine cultural nuances.

Synonyms:

Did you know that Kanchipuram Silk or Pattu as it is known in Tamil Nadu is
also called Kanjivaram, Conjivaram, and variants like that? Yes, there is no
difference between Kanchipuram silk and Kanjivaram Silk.

The third type of saree shop you can visit is where you can sell your old
sarees. The buyback of saree depends on the amount of gold woven into it.
The buyers burn the saree to extract gold that is obviously re-used.
How to test the purity of Silk of your Kanchipuram Sarees?

To test the purity of silk, take a few strands of silk and burn it. If it leaves ash,
it is pure silk, else probably not. To test the purity of Zari, check the thread
inside the Zari at the loose end, it should be of red color for pure Zari.
Practically speaking, you need to trust the seller and your own instincts. Silk
Mark is your best bet to trust.

Saree Shops in Kanchipuram:

Now, I was primarily in Kanchipuram to explore its ancient temples, specially

Kanchi Kamakshi Temples. However, all temples close before lunchtime and
they open around 4:30 PM or later. So, I had afternoons to spend at Saree
shops. I was staying at Gandhi Road, so it was easy to roam around the road
and browse the shops.