RAYMOND GROUP

 Eight decades old group, in operation since 1925

 One of India's largest branded fabric and fashion retailer
 Market leader in the worsted fabrics business with over 60% market share
 Second largest branded apparel business in India
 Owns award winning brands like Raymond, Park Avenue, Colorplus, Parx
 One of the largest exclusive retail networks in the textile and fashion space in India
 Large India focus, with more than three fourth of revenues from domestic market
 Raymond Ltd, the flagship company of the group, is listed on BSE and NSE

The mission

 To provide the customers with products and service that are recognized as the best.
 To be a major player in all market.
 To implement employee training and development programs that provide personal
growth for all the employees and enable them to make a meaningful contribution to
the Company.
 Create an environment that respects, integrates and balances the needs of our
employees resulting in creative excitement, heartfelt commitments and cheerful
cooperation.
 Institute a culture of operational innovation that results in meaningful
and sustainable ways to stay ahead of the pack.

Vision

 Committed to supplying high quality products and superior service to the customers.
 Believe in the individual, and that shared values and common purpose provide the
basis of teamwork.
 Value the franchisers and share with the principles the objectives of enhancing the
image and success of the products.
 Believe in conducting the business activities with integrity.
 Believe in optimizing the profitability in a manner consistent with the values.

Company History

With a 33 million-meter capacity in wool & wool-blended fabrics, Raymond

commands over 60% market share in worsted suiting in India and ranks amongst the first
three fully integrated manufacturers of worsted suiting in the world. They claim to be the
only company in the world to have a diverse product range of nearly 20,000 design and
colours of suiting fabric to suit every age, occasion and style. These are exported to over 50
countries, including USA, Canada, Europe, Japan and the Middle East.
 They have integrated the 4 P’s that is, Product, Place, Price and Promotion into their
marketing strategy so soundly that it virtually ensures that this age old company will
continue to reign over the fabric sector for years to come. This case study explores not just
Raymond’s association with the 4 P’s of marketing but contrasts it with the strategies
implemented by its biggest competitors.

A 100% subsidiary of Raymond Ltd., Raymond Apparel Ltd. (RAL) ranks amongst
India's largest and most respected apparel companies. Their brands include Raymond
Finely Crafted Garments, Manzoni, Park Avenue, ColorPlus, Parx, Be: and Zapp! and
Notting Hill.

Raymond is one of India’s leading fabric and garment manufacturers. In 2006/07

alone its textile and clothing operations—including wholly owned subsidiaries and joint
ventures—generated sales of Rs11.1 billion (US$283 million). From its origins and core
strengths in worsted suiting fabrics, the company diversified into the production of
denimfabrics, cotton shirtings and garments. It also built up a presence in retailing and it
claims to be India’s largest fabric and garment retailer.

BOARD OF DIRECTORS

Mr Gautam Hari Singhania, Chairman & Managing Director

 Was appointed the Wholetime Director on the Board of Raymond Ltd. in 1990 and
was elevated to the position of Managing Director in mid‐1999
 Has steered Raymond Limited with a single‐minded focus of being the best brand in
India

Dr Vijaypat Singhania, Chairman Emeritus

 Has nearly four decades of experience in the management of several industrial units
as the ChiefExecutive, even before his current position
 Has been instrumental for the successful growth and diversification plans of the
Company

Mr I D Agarwal, Independent Director

 Has 37 years of experience in Banking, Finance and Currency, Former Executive
Director, Reserve Bank of India, was an Advisor to the United Nations and has been
the Director of Small IndustriesDevelopment Bank of India

Mr Pradeep Guha, Independent Director

 Has recently finished a very successful stint as the CEO of India's largest satellite
broadcasting network, Zee Entertainment Enterprises Ltd
 Associated with the print medium for 29 years and was President of The Times of
India group
Mr P K Bhandari, Non Executive Director
 Has over 25 years of experience in the field of project finance, industry, business and
corporate management
 Joined the Company in 1989 played a key role – 1989, in strategizing and
implementing the Company's restructuring program

Mr Nabankur Gupta, Independent Director

 Joined the Company as Group President on August 1, 2000 and was co‐opted on the
Board of Directors of the Company as Wholetime Director and Group President
effective January 15, 2001.
 Was the first Indian to receive recognition by the Advertising Age International, New
York, in 1995 with the title of ‘Marketing Superstar‘
Mr Sailesh Haribhakti, Independent Director
 A renowned Chartered Accountant, Director on the Board of 20 highly acclaimed
public and private companies holding the position of Chairman or Member of Audit
Committee in ten of them
 Was a member of the ICAI's Group on Implementation of Convergence with IFRS, has
been awarded "The Best Non Executive Independent Director Award 07" by Asian
Centre for Corporate Governance

STRATEGIC THRUST AREAS

 Strong thrust on our core business areas of Branded Fabrics and Apparel
 Immediate expansion plan in high value cotton shirting fabric business – current
capacity 11.5 mn meters p.a. to be increased to 21.6 mn meters
 Aggressive retail thrust last – year initiated a plan to add 289 stores by 2011 (128
new stores opened since then upto June 2010)
 Address the dual manufacturing cost at Thane and Vapi ‐ potential margin increase
in Textiles business of 3‐4% per annum
 Focus on profitable growth across businesses
 Fib re Fa b ric * Ga rm e nt* Bra nd s Re ta il

Wo o l Wo rste d Shirts Ra ym o nd TRS

Suiting 's
Po lye ste r Tro use rs Pa rk Ave nue Pa rk Ave nue
Pre m ium
Visc o se Suiting 's Ja c ke ts Pa rx Pa rx EBO

Hig h Va lue Full Suits Co lo rp lus

Co tto n Co lo rp lus EBO
Co tto n
Shirting Tuxe d o s Ma nzo ni Ma d e to
Me a sure
Wo o l De nim Je a ns
so u rc e d Ne c ktie s &
p rim a rily
fro m Mo re
Sha wls
Au stra lia Wo o le n
Shirts & Mo re
Oute rwe a r

Fabrics Pro
MANUFACTURING FACILITIES – FABRICS
Fabrics Processes Location
Combing Thane – Nil (closed since Dec 09)
Spinning Chindwara – 14 mmpa
Weaving Vapi – 14 mmpa
Worsted Fabric Finishing Jalgaon – 3 mmpa
     
Weaving
High Value Cotton Shirting Fabric Finishing Kolhapur
     
Spinning
Weaving
Woolen Fabric Finishing Jalgaon
     
Spinning
Dyeing
Weaving
Denim Fabric Finishing Yavatmal, India

MANUFACTURING FACILITIES ‐ GARMENTING

 Garment Capacity Location
Shirts Garmenting for group companies
Jackets
Trousers Has domestic and international clients
Denim garmenting Hived off into the denim JV
Suit Plant Hand made suits
  (Jackets and Trousers) Bangalore