B.A.

Hons in Fashion Marketing and Retail Management

(2014-2018)

Fashion Marketing

Submitted to: Mrs. Rachna Imam

Mr. Yogesh Potaliya
Mr. Gaurav Vashisht
Mr. Gaggan Bhatia

Submitted by: Tanya Nagpal

Apoorva Sahu
Srishti Bhatia
Kanika Pahwa

Submitted on: April, 2016

DECLARATION
This is to certify that, the project on brand Anokhi is a bonafide work of Tanya Nagpal, Apoorva
Sahu, Srishti Bhatia and Kanika Pahwa in the fulfillment of the degree in B.A. (HONS.) in
Fashion Marketing and Retail Management, Pearl Academy.

Acknowledgement
We would like to express our profound gratitude to all those who have been instrumental in the
preparation of this project. We wish to place on records, our deep gratitude to our project guides,
Mrs. Rachna Imam, Mr. Yogesh Potaliya, Mr. Gaurav Vashisht and Mr. Gaggan Bhatia, for
guiding us through this project with valuable and timely advice.
We would also like to thank all those who filled in the survey, without which the research would
be incomplete.

Table of Content
S.No.

Topic

Page No.

1.
1.1
1.2
1.3

Anokhi
History
Evolution
7 Ps

1-10
1
1-2
2-3

1.4
1.5
1.5.1
1.5.2
1.5.3
1.5.4
1.6
1.7

Competitor Analysis
Prints of Anokhi
Bagru
Sanganeri
Ajrak
Balotra
Supply Chain
Segmentation, Targeting and
Positioning
Segmentation
Targeting
Positioning
Data Analysis
Organic Bound
Introduction
Logo
Tagline
Unique Selling Proposition
Competitive Analysis
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Segmentation, Targeting and
Positioning
Segmentation
Targeting
Positioning
Supply Chain
Promotional Strategies
Anokhis Product Range
Consumer Profile and
DILO
Mood Board
Fabric Board

4
5-7
5
5-6
6
6-7
7
7-10

1.7.1
1.7.2
1.7.3
2.
3.
3.1
3.2
3.3
3.4
3.5
3.6
3.6.1
3.6.2
3.6.3
3.6.4
3.7
3.7.1
3.7.2
3.7.3
3.8
3.9
4.
5.
6.
7.

7-9
9-10
10
10-19
20-25
20
20
20
20
21
21-22
21
22
22
22
22-24
22-24
24
24
24
25
26-34
35-36
37
38

8.
9.
10.
11.
12.
13.
14.
15.
16.

Organic Bounds Product

Range
Look Books
Window Display
Price Tag
Carry Bag
Visiting Card
Poster
Newspaper Advertisement
References

39-50
51-55
56
57
58
59
60
61
62

TABLE OF CONTENT: FIGURES, PIE CHARTS AND

PICTURES
S.No.

Topic

Page No.

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31
32.
32.1
32.2
32.3
32.4
32.5
32.6
32.7
32.8

Figure 1.1
Figure1.2
Figure 1.3
Figure 1.4
Figure 1.5
Figure 1.6
Figure 1.7
Figure 1.8
Figure 1.9
Figure 1.10
Figure 1.11
Figure 2.1
Figure 2.2
Figure 2.3
Figure 2.4
Figure 2.5
Figure 2.6
Figure 2.7
Figure 2.8
Figure 2.9
Figure 2.10
Figure 2.11
Figure 2.12
Figure 2.13.1
Figure 2.13.2
Figure 2.13.3
Figure 2.13.4
Figure 3.1
Figure 3.2
Figure 3.3
Figure 3.4
Anokhis Product Range
Kurti
Skirts
Dresses
Jackets
Tops
Men Shirts
Childrens wear
Home Decor

5
5
6
6
6
6
7
7
8
9
9
11
12
12
13
13
14
15
15
16
16
17
17
18
18
19
19
20
23
23
24
26-34
26
27
28
29
30
31
32
33

32.9
33.
34.
35.
36.
37.
37.1
37.2
37.3
37.4
37.5
37.6
37.7
37.8
37.9
37.10
37.11
37.12
38.
38.1
38.2
38.3
38.4
38.5
39.
40.
41.
42.
43.
44.

Stationery
Consumer Profile
DILO
Mood Board
Fabric Board
Organic Bounds Product
Range
Kurtis
Tops
Jackets
Dresses
Swimwear
Beachwear
Kurta
Shirts
Childrens wear-Girls
Childrens wear-Boys
Home Decor
Stationery
Look Books
Beach Honeymoon
Beach Concert
Beach Holiday
Poolside Brunch
Bachelorette Beach
Weekend
Window Display
Price Tag
Carry Bag
Visiting Card
Poster
Newspaper Advertisement

34
35
36
37
38
39-50
39
40
41
42
43
44
45
46
47
48
49
50
51-55
51
52
53
54
55
56
57
58
59
60
61

Chapter 1: Anokhi
1.1 History
Anokhi the name itself means outstanding in english. Anokhi is a unique brand of clothes and
home accessories. The philosophy of the brand is a symbiosis of ancient traditions and socially
conscious business. The Anokhi story began over 40 years ago in Jaipur, when the brand was
created by Faith Singh and J.P. John Singh. Pritam Singh, their son, is the Managing Director of
Rajasthan Pvt. Ltd., the company that owns the Anokhi brand. The focus was primarily on
reviving Rajasthan's traditional techniques of hand block-printing that had lost local relevance,
while simultaneously creating products for Western audiences out of the local craft tradition.
Anokhi is special in that the collections are designed using the technique of block printing, a
method which involves transferring ornaments to fabric by means of carved wood blocks. The
preparation of a single teak block for work is a matter of several hours. When that's done, fabric
is stretched on a special table and the printing may begin. The length of the process depends on
the number of colours involved: one block may be used to transfer only one colour. Only natural
plant-derived dyes and organic cotton are used for the printed fabric, lovingly adorned with
motifs of nature and traditional Rajasthani ornaments. The design of the clothes is an incarnation
of the brand's history - a unique symbiosis of Indian and western cultures, thereby adding a
special flavour to the Anokhi production.
Everything you will find there, from home textiles to adults' and children's clothing, is
handmade; therefore each piece is in a way unique. Each of the Anokhi items of clothing comes
with a label explaining the history of its making and the best way of caring for it. And, instead of
building yet another modern factory, Anokhi chooses to avail of small workshops in tiny Jaipur
villages, the way it has been for centuries. This way the natural environment of the culture and
local traditions are preserved and the welfare of the more than 200 Anokhi workers is taken care
of (they are guaranteed free medical care, transport and education for their children). When the
design is ready, samples are sent to local craftsmen and women who dye and print the fabric; the
final process of cutting and sewing takes place in a small production unit not far from Jaipur.

1.2 Evolution
During the initial years of Anokhi, Rajputs of Rajasthan were not supposed to work for their
living, this was around the year 1970. Block printing was done by the traditional printers,
working completely for traditional markets. During those times, stores for ready to wear attires
did not exist.

Anokhi put resources into the fabric which drove the specialist put his constrained assets in
applying his abilities and build up a business. In 1971, Anokhi purchased conventional prints,
made garments from them and took them to Liberty's of London-one of the prestigious stores in
those days. Its first items were finely sewn cotton skirts, fitted coats and a dramatic night coat in
printed cotton - recreating a conventional nearby Angarkha which were highlighted on a few
pages of a 1971 issue of Vogue magazine.
However, by the late 1970s, the large number of copies of its products affected the success of the
brand and therefore, the demand for its clothing, also declined. The brand kept on working on its
products and went into hand printed, soft furnishings. The brand Anokhi was again able to
establish its place in the markets of UK and France. In the 1980s, Anokhi supplied to stores all
over the world.
In late 1990s, the demand for exports of the brand started falling but again, Anokhi not only
created its own worldwide brand but also entered Indian market by opening stores in cities like
Jaipur, Delhi and Mumbai. Today, Anokhi is available in 19 cities in India.
In 2005, as an initiative of creating awareness about hand printing and for people to gain more
understanding of the craftsmenship and traditional prints, The Anokhi Museum of Hand Printing
was founded by the director, Rachel Bracken Singh and her husband Pritam Singh.

1.3 7 Ps
1.3.1 Products:
Anokhis product range consists of:
Mens wear
Womens wear
Kids wear
Accessories
Home decor
Stationery
1.3.2 Price
The price ranges from Rs.150-8000 in order to provide something for all its customers
9

1.3.3 Place
Available in 19 cities in India
Delhis Nizamuddin Store is a discount store
1.3.4 Promotion
Doesnt use mobile marketing
Only active on social media
1.3.5 Physical evidence

Unspoilt goods except, jewelry and discounted items within 14 days with original cash
memo.
Excahnges have to be within the state of purchase

1.3.6 People

Their main employees are the craftsmen.

They have total of 800 employees.

1.3.7 Process
The process of Anokhi consists of contemporary fabrics ranging from unique designs which are
done by craftsmen. Printing and dye work is outsourced while stitching is done by the women of
the villages since Anokhi promotes women employment.

10

1.4 Competitor analysis

BRAND NAME

FabIndia

STRENGTHS

WEAKNESSES

Differerentiable products

No

specific

promotional strategy.

Brand

Recognition

and

loyalty

Limited

international

market penetration.

Different

categories

of

stores.

Good Earth

Brand focuses on Indian

luxury

11

Limited presence all

over India

1.5 Prints of Anokhi

The most popular prints used by the brand are:

Bagru

Sanganer

Ajrakh

Balotra

1.5.1

Bagru

Bagru printing is one of the traditional techniques of printing with natural colour followed by the
chippas of a remote place of Rajasthan. The process starts from preparing the cloth to finished

printed fabrics through their local methods.

Designs having some specialty are transferred onto light coloured background with wooden
blocks following two styles direct and resist style. (Anokhi Museum et al. 2016)

12
Fig. 1.1

Fig. 1.2

1.5.2

Sanganeri

Sanganer, near Jaipur, is famous for its fine hand block printing in subdued colors. Hand block
printing was patronised by the royal family. Sceen printing is also largely done here. Saganer has

become a export hub for hand block print export.

The Sanganeri Print is visible from small flower motifs like stylised sunflowers, narcissuses,
roses, and other flowers of luxuriant foliage like daturas, rudrakshas, and arkas. (Anokhi Museum
et al. 2016)

1.5.3

Ajrak

Traditionally, Ajrak is the name of a block printed cloth with deep crimson red and indigo blue

Fig 1.3

Fig. 1.4

Fig. 1.3

background, bearing symmetrical patterns with

interspersed unprinted sparkling white motifs. The term Ajrak, may be derived from Azrak,
meaning blue in Arabic, as blue happens to be the one of the principal colours in Ajrak printing.
(Anokhi Museum et al. 2016)
13

1.5.4

Balotra

Balotra is a small market town in the Barmer District of Rajasthan state in India. It is about 100
km from Jodhpur. Balotra is known for its traditional hand block printed textiles done with
Fig. 1.6

Fig. 1.5

wooden blocks and dyed with soft shades of Indigo, yellow and red onto hard weaving cotton.
he textiles are often loaded with social meaning and can reveal the wearers position in society,
status, occupation, ethnic and religious relations,
gender and marital status. Different tribes and castes
such as the Rabaris, Chaudhurys etc. living in Balotra
have their own dialects and social codes. In addition
they also have their own symbols and visual images,
which are reflected through their textiles. (Anokhi
Museum et al. 2016)

Fig. 1.7

Fig. 1.8

1.6 Supply Chain

14

Dyed fabric is purchased in from neighborhood towns, and screen printing runs are done nearby.
Block printing test runs are done here, however the squares are pressed up and the work
outsourced to towns, for example, Bagru. Blocks are produced using Shisham wood, also called
Indian rosewood. The block printing is done in a huge screen, and it is excessively sodden in
rainstorm season, making it impossible to work. Screen printing is finished with substantial
screens worked by men in sets. Alternate repeats are printed to avoid smudging the pattern, using
registration notches on the table edge. The men then move back to the beginning to print the
remaining repeats. (Anokhi et al. 2016)

1.7Segmentation, Targeting and Positioning

1.7.1 Segment
The various factors taken into consideration for segmentation are:

Demographics which include age, gender and income.

As per our observation most of Anokhis female customers belong to the age group 18 40
years that includes both students and working employees. The income level including allowances
from parents of this age category falls in the bracket of 30,000 50,000.

Population aging between 18-40

18-40
42%
58%

Fig. 1.9

Total population = 125 crores

15

others

Total population aging between 18-40 = 52.4 Crores

Population of India living in urban and metro cities
URBAN AND METRO CITIES

OTHERS

31%

69%

Fig. 1.10

Total Population of India living in urban and metro cities = 4.93 Crores
Total population of India with middle income group and above
MIDDLE INCOME GROUP AND ABOVE
OTHERS

21%

79%

Fig. 1.11

Source: World Factbook

Total Population Of India With Middle Income Group & above = 26.7 Crores
16

1.7.2 Target
Anokhi targets an urban middle and upper class customer. Anokhi is also able to serve the tastes
and preferences of foreign tourists who are fond of Indian crafts.
1.7.3 Positioning
Anokhi is a typical Indian ethnic wear promoting the ages old dyeing crafts originating from
Rajasthan blended with hand block printing which is also available in categories like stationary,
accessories and home dcor.

17

Chapter 2: Data Analysis

1. Age

Age of the respondents

18-25

26-33

34-40

11%
13%

24%

41-47

48-54

27%

25%

Fig. 2.1

Findings: As per the data analysis, majority of the respondents, i.e., 27% of the respondents
belongs to the age group 18-25.

18

2. Anokhi buyer

Anokhi buyer
Yes

No

4%

96%

Fig. 2.2

Findings: As per the data analysis, 96% of the respondents are the customers of Anokhi.
3. Monthly family income

Monthly family income

30,000-50,000

50,000-70,000

70,000-90,000

6%
39%

15%

40%

Fig. 2.3

19

Above 90,000

Findings: As per the data analysis, 40% of the respondents have an income of Rs.70,000Rs.90,000.

4. Awareness about Anokhi

Awareness about Anokhi

Internet

word of mouth

print ads

fashion & other magzines

17%

21%

7%

55%

Fig. 2.4

Findings: : As per the data analysis, majority of the consumers,i.e., 55% of the respondents
became aware about Anokhi through the word of mouth.
5. Clothing Preference

20

Clothing preference
western

ethnic

casual

others

14%

formal wear

3%
33%

7%

43%

Fig. 2.5

Findings: : As per the data analysis, 43% of the respondents preferred to wear ethnic clothing.

6. Store of Anokhi

Stores of Anokhi
khan market

nizamuddin

mahavir enclave

santushti shopping complex (race course)

vasant kunj

chandni chowk

GK-I

sector 25A Noida

ansal plaza Greater noida

gurgaon

2%
9%
6%

6% 5%
32%

21%

9%

Fig. 2.6

21

10%

Findings: As per the data analysis, majority of the consumers i.e. 32% of the respondents prefer
the store of Anokhi in Khan Market for their shopping.

7. Frequency of buying at Anokhi

Frequency of buying at Anokhi

once in 15 days

once/ more than once in a month

once in 6 months

once in a year

10%9%
32%
49%

Fig. 2.7

Findings: As per the data analysis, 49% of the respondents shop at Anokhi once/more than once
in a month.
22

8. Occassion to visit Anokhi

Occassion to visit Anokhi

festivals

season specific

special occasion

generally

19%
36%
20%
25%

Fig. 2.8

Findings: As per the data analysis, majority of the consumers i.e. 36% of the respondents
generally visit Anokhi.
9. Knowledge about Anokhi products

Knowledge about Anokhi products

accessories

home dcor

stationary

22%
53%
22%
3%

Fig. 2.9

23

apparels

Findings: : As per the data analysis, 53% of the respondents knew about apparels before visited
the Anokhi store.
10. What do you like most about Anokhi

What do you like most about Anokhi

traditional work

quality of the product

price

range of products available

convenient location of the stores

service provided by the staf

the anokhi brand

style

others

13% 8%
36%

2%
3%
12%

5%21%

Fig. 2.10

Findings: As per the data analysis, majority of the consumers i.e. 36% of the respondents like the
traditional work of Anokhi.
11. Additional products or services

24

Additional products or services

footwear

online shopping

beach wear

fragnance

handbags

maternity wear

over seas shipping

beauty products

2%
4%
13%

10% 16%
16%

10%
29%

Fig. 2.11

Findings: : As per the data analysis, majority of the consumers i.e., 29% of the respondents
would like Anokhi to introduce Beachwear.
12. Preference for online availability of Anokhi

Preference for online availability of Anokhi

yes

maybe

no

9%
24%
67%

Fig. 2.12

25

Findings: As per the data analysis, majority of the consumers i.e. 67% of the respondents would
prefer online availability of Anokhi.
13. Price bracket

3500-5000

2000-3500

500-2000

0%

10%

20%

30%

Fig. 2.13.1

26

40%

50%

60%

Findings: As per the data analysis, majority of the consumers i.e, 51% of the respondents buy
clothing more often from the range of Rs.2000-Rs.3500.

350-450

250-350

150-250

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Fig. 2.13.2

Findings: As per the data analysis, majority of the consumers i.e, 43% of the respondents buy
stationary more often from the range of Rs.150-Rs.250.

5500-8000

3000-5500

500-3000

0%

5% 10% 15% 20% 25% 30% 35% 40% 45%

Fig. 2.13.3

Findings: As per the data analysis, majority of the consumers i.e,80% of the respondents buy
home decor more often from the range of Rs.3000-Rs.8000.

27

1500-2000

1000-1500

500-1000

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Fig. 2.13.4

Findings: As per the data analysis, majority of the consumers i.e, 41% of the respondents buy
acessories more often from the range of Rs.1000- Rs.1500.

Chapter 3: Organic Bound

3.1 Introduction
We had to choose a brand and after studying and researching about the brand we had to launch
its competitor brand with something that the existing brand was missing. Our brand was Anokhi
and after studying about the brand and primary research, we analyzed that most of the
respondents thought that is what Anokhi should have. Therefore, we decided to launch
beachwear to our product range of Organic Bound.
Apart from beachwear, our brands product range will consist of womens wear, mens wear,
childrens wear, stationery and home decor products. It will have better fits, reasonable prices,
trend focused silhouettes and capsule collection.

3.2 Logo

28

Fig.3.1

3.3 Tagline
Bounding you

to the heritage.

3.4 Unique

Selling

Proposition
The

unique

selling

proposition of

Organic Bound is

The

combination

crafts and organic fabrics.

3.5 Competitive Analysis

Competitors

Organic Bound

Anokhi
29

Fab India

of

Product

Mens wear, Womens Mens wear, Womens Mens wear, Womens

wear, kidswear, home wear, kidswear, home wear, kidswear, home
decor,

stationery, decor,

stationery, decor,

accessories and beach accessories

accessories,

wear

personal

stationery,
organic
care

and

organic food

Price

Rs.50- Rs.7000

Promotion

Promotes
social
newspaper

Rs.150-Rs.9000

through Anokhi promotes only Fabindia uses mobile

media, through social media.
ads

and

marketing,
newspapers, magazines

magazines.
Place

Rs.100-Rs.60,000

to promote itself.

Weak market presence

Weak market presence

Strong
presence

Online Selling

Available

Not available

3.6 SWOT Analysis

3.6.1 Strengths:

The biggest strength of the brand is variety of traditional prints

Availability of block printed beachwear

3.6.2 Weakness

New in the market

No history

30

Available

market

3.6.3 Opportunity

Online availability

New product launch

3.6.4 Threats

There is competition from unorganised market which provides ethnic wear at

comparatively low price and since the prices for Indian wear in unorganised markets are

low, most of the customers might stick to the unorganised markets.

There is competition from well established brands like Fabindia and Anokhi, and they
have already positioned themselves in the mind of the customers, therefore, it might be
difficult for us to bring their customers to our brand.

3.7 Segmentation, Targeting and Positioning

3.7.1 Segmentation
The product range of organic bound consists of beachwear, accessories, home furnishings,
stationery and clothing for men and women from age group of 18-40 years, who like wearing
comfortable yet stylish clothes, are eco-friendly and also fond of craft work.

Population aging between 18-40

18-40
42%
58%

Fig. 3.2

Total population: 125 crores

Source: World Factbook

31

others

Total population aging between 18-40= 52.4 Crores

Population of India living in urban and metro cities

URBAN AND METRO CITIES

OTHERS

31%

69%

Fig. 3.3

Source: World Factbook

Total Population of India living in urban and metro cities = 4.93 Crores

Total population of India with middle income group and above

MIDDLE INCOME GROUP AND ABOVE
OTHERS

21%

79%

Fig. 3.4

Source:32
World Factbook
Source: World Factbook

Total Population Of India With Middle Income Group & above : 26.7 Crores
3.7.2 Targeting
Organic Bounds target market is people living in urban and metro cities falling under middle
income group and above.
3.7.3 Positioning
Organic bound is a brand attached to their culture which provides its customers with traditional
prints and organic fabrics with stylish and trendy blend.

3.8 Supply Chain

We will source the cotton fabric from Maharashtra, silk from Bengaluru and cotton and lycra
from Tiruppur and we will have our fabric in house in Jaipur. We will promote women
employment and no child labor and provide crche for the children of the women working with
us.
The products will be packed with Organic Bound labels and will be delivered in cartons to the
Organic Bound stores around India.

3.9 Promotional Strategies

Paid Search: We will invest in both Google Ads and Facebook Ads.
Instagram: We will upload images to our product pages to build a community around our

brand and the values we stand for.

Other social media: We will subcontract a community manager to regularly engage our

Facebook and Twitter communities.

PR: We will promote our story, values and fashion to leading fashion blogs and also

fashion magazines and newspaper ads emphasising on our heritage and culture.
Ephemeral Marketing

33

ANOKHIS PRODUCT RANGE

34

35

36

37

38

39

40

41

42

43

44

45

MOOD BOARD

46

47

48

ORGANIC BOUNDS PRODUCT RANGE

49

50

51

52

53

54

55

56

57

58

59

Rs1200

60

LOOK BOOKS

61

62

63

64

65

66

WINDOW DISPLAY

67

PRICE TAG
68

CARRY BAG

VISITING CARD

69

70

71

POSTER

NEWSPAPER AD
72

Referencing
73

1. Anokhi. 2013. About Us. [ONLINE] Available at: http://www.anokhi.com/anokhi/aboutus.html. [Accessed 18 April 2016]
2. Anokhi Museum of Hand Printing. 2007. Anokhi Museum of Hand Printing Publications. [ONLINE] Available
at: http://www.anokhi.com/museum/publications.html. [Accessed 18 April 2016].
3. FabIndia. 2005. About the company. [ONLINE] Available
at: http://www.fabindia.com/company/. [Accessed 31 March 2016].
4. GoodEarth. 2015. Our Story . [ONLINE] Available at: https://www.goodearth.in/ourcompany/our-story. [Accessed 30 March 2016]
5. Instagram.com. 2016. anokhijaipur. [ONLINE] Available at:
https://www.instagram.com/anokhijaipur/. [Accessed 7 April 2016].
6. Kaur, R, 2015. A Brief Review of Block Printing in India, with a Comparative Analysis
of Ajrak and Sanganer Styles of Printing. Asian Resonance, [Online]. IV/II, 96-100.
Available
at:http://www.socialresearchfoundation.com/upoadreserchpapers/1/44/1506261124361st
%20praddeep%20brar.pdf[Accessed 18 April 2016].
7. Polyvore.com.2008. Anokhi Dresses.[ONLINE] Available at:
http://www.polyvore.com/cgi/shop?query=anokhi+dresses. [Accessed 18April 2016].
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