STANDARD RETAIL OPERATIONS OF MANYAVAR

CONTENTS

Chapter No. Contents Page No.

I Acknowledgements I
II Declaration II
IV Introduction
IV.I Background of Brand
IV.II Literature Review
IV.III People involved and positions held
V Analysis and Findings
V.I Type of analysis
V.II Tables and Figures
V.III Explanatory Text
VI Conclusions and Recommendations
VII Research Methodology
VII.I Type of Study
VII.II Intent of Study
VII.III Definition of population
VII.IV Sample design and technique
VII.V Data Collection method
VII.VI Questionnaire
VIII Limitations
VIII.I Sample size limitations
VIII.II Sample selection limitations
IX Appendices
IX.I References

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TABLE OF FIGURES

Contents Page No.

Graph 1 Age ratio of the sample population 10
Graph 2 Satisfaction ratio of the sample population 11
Graph 3 Buying frequency of the sample population 11
Graph 4 Willingness to spend of the sample population 11
Graph 5 Colour preference of the sample population 12
Graph 6 Material preference of the sample population 12
Graph 7 Rating of important factors by the sample population 12
Graph 8 Graph representing willingness to spend and brand preference 13
Table 1 Cross Tabulation – case processing summary 14
Table 2 Cross Tabulation 15

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INTRODUCTION
Literature review
Retail store operations is a retailing function that is responsible for planning, managing, and
maintaining retail building, protecting the store and merchandize, providing customer
service and coordinating the movement of goods and people within the store. In other
words, it is managing the day to day functions of a retail establishment and operations so as
to maximize store profit.

Background
In 1999, Mr. Ravi Modi started a business that re-invented men's ethnic wear category.
During the course of its evolution, it became synonymous with celebration wear. The brand
is specialized in creating fancy wedding attire for the groom and family members. As more
and more variety was added to the range, the brand became popular for occasion wear,
from weddings to festivals, Rakshi, Diwali and many more. people love the design and
theme followed by the brand and they are delighted to see the range which the brand is
offering. Today Manyavar is India’s leading Celebration Wear brand for men.

The brand is considered as the market leader in ready-made designer ethnic wear and it has
made a presence in the international market as well. Manyavar Is having 4,50,000 sqft of
retail space in India with 550+ stores which are company owned-franchise operated, they
have another category of stores which are flagship stores. These 60+ flagship stores are
company owned-company operated and are located in most high-class locations in India
and abroad. The brand is having its presence in the international market with flagship stores
in USA, UAE, Bangladesh, and Nepal.

Manyavar attires are considered as the best ethnic in India. The collections include elegant
Sherwanis, beautiful Indo Westerns, royal Band Galas, Jackets, Kurtas and matching
accessories for life's celebrations. The brand is expanding the range by adding the kid's
ethnic wear in their collection.

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Recently in 2016, the brand has launched a label ‘Mohey' which is a subcategory that
focuses on women ethnic wear. The label is backed by years of collective experience, values,
and passion. The brand has a beautiful collection of designer sarees, adorable lehengas,
saree, suit, and gowns. The brand is still new to the market and has open only 50+ stores all
over India. They have a growth rate of 2 stores per week which is quite descent.

Brand vision and plans

During the initial years, their main aim was to emerge out in the Indian fashion industry as a
leading brand which is known for the celebration clothing. In the past few years they have
already achieved the status of leading ethnic brand in India. They have been successful in
achieving the status of market leaders in celebration clothing, now the brand is focusing on
expanding the retail area and expanding the range. The brand is also coming up with other
labels which focuses like ‘mohey’ which focuses on women ethnic clothing.

By 202 company wants to have 10,00,000 sqft of retail space for manyavar, they want to
expand Mohey to 5,00,000 sqft of retail space. By 2022 the company wants to open 600
exclusive stores, more than 100 flagship stores and 50 stores in other countries. They want
to increase their reach in India with opening stores in another 150 cities, after opening these
stores Manyavar would have its presence in more than 300 cities across India. They are also
aiming to increase their production capacity to 6 million pieces annually.

International reach

In 2018 manyavar came up with the stores in the US and UK, The US launch will take place in
April, followed by the United Kingdom in August. The US outlet dish out apparel lines from
both Manyavar and Mohey. On the international front, the brand is targeting 50 stores by
end March 2019.
The foreign establishments will be based on the franchise model. The brand has franchisees
in Dubai, Sharjah and Abu Dhabi. Bangladesh was the latest addition to the Manyavar
roadmap. The company is expecting more business from these international stores,
according to their expectation these stores should attract Indians who are living in
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respective countries. US and UK have a lot of Hindu population and brand are expecting a
5% increase in business per sqft. of market area within the next 2 years.

According to Ravi Modi, the international market for Indian ethnic wear will increase in the
future as more and more people will continue to migrate to other countries. People who are
moving out of the country will continue to demand the celebration clothing there the brand
will get its niche to market the products. Also, around the world, there is a large population
of people who are a hardcore fan of Indian ethnic wear the brand will also fulfill their
demand.

Customer’s perception

Manyaver delivers the quality products to its customers, the clothes are fashionable and
from the popularity of the brand, we can guess that there will be very few complaints about
the products. The brand looks for the customer reviews on the internet and social media
platform, they work on the feedback to improve on their shortcomings. Even the brand
regularly posts on all of the social media platforms this creates a positive brand image and a
good relation with customers.

Even though the brand is good with products and quality services they provide, there are
still some complaints that we can find floating over the internet, regarding the defective
products. But, there is a much bigger percentage of people who never fails to impress the
brand with their idea of how cool the brand is and how they have felt delighted because of
the product or services they get.

Manyavar showcases itself as a premium brand which deals in all type of celebration
clothing, they have a huge variety of clothes. whether it is a wedding or a simple celebration
the brand is having a huge collection for every occasion you have. Sometimes this kind of
branding is considered negative, people make a perception of what they see. If people
associate a brand with something special then they will turn towards it only when the
special thing or celebration pops up, but thankfully this is not the case with Manyavar.

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People trust the brand range and collection they have, there are customers who are coming
to the brand since the last 19 years and the brand has never failed their expectations.

Brand journey

 The company began in a 1000 square feet office space with Rs.10,000 as capital.
Manyavar was conceptualized in 1999, since then Manyavar has expanded its reach
to 170+ cities in India, U.A.E, Bangladesh, Nepal, and U.S.A.
 2007-08 they launch of an Exclusive Business Outlet format as Manyavar opens its
first EBO outlet outside Kolkata, in Bhubaneshwar.
 2010 marked the inauguration of the 100th store in Santa Cruz, Mumbai.
 2011 was a highlight with the establishment of Manas Foundation, a non-profit,
charitable organization dedicated to supporting heart surgeries in children.
In the same year, they crossed borders with the opening of their first international
store in Dubai, followed by Bangladesh.
 2012 hit the 200 stores mark. India’s largest EBO was inaugurated in Karol Bagh, New
Delhi. Manyavar collaborates with Indian Premier League to partner Kolkata Knight
Riders. The year’s high was the launch of www.manyavar.com
 2013 they extended their reach to more than 100 cities. The 300th store opened in
Quest Mall, Kolkata. Their association with IPL grew stronger with sponsoring
Kolkata Knight Riders, Delhi Daredevils, and Sunrisers Hyderabad.
 2014 started on a high with the opening of their 333rd store - the grandest
Manyavar store in Mumbai. They partnered Indian Super League as Associate
Sponsors. Their film advertisements aired across India making them a national
brand.
 2015 marked the opening of our 400th store in Hazrathanj, Lucknow
 2016 will go down in history with the launch of our Women’s Celebration Wear label
Mohey. Manyavar opened in New Jersey, USA. Iconic Indian cricketer, Virat
Kohli signs as Manyavar’s Brand Ambassador.
 2017 Bollywood Actress Anushka Sharma becomes the Brand Ambassador of Mohey

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 2018 Collaboration extended with IPL by partnering with Rajasthan Royals and Kings
XI Punjab.
The brand has reached a classic status with stores in 6 countries, 170 cities, 550+
stores across the world and a new brand in 8 years.

PEOPLE INVOLVED AND POSITIONS HELD

There were a total of 4 people involved in the present study. The study was conducted by 3
students currently completing their semester 1 of Master in Fashion Management at the
National Institute of Fashion Technology, Hyderabad. The store manager, Mr Sanjeev
Kumar, of Manyavar at Jubliee Hills, Hyderabad participated in the study.

ANALYSIS AND FINDINGS

TYPE OF ANALYSIS

TABLES AND FIGURES

EXPLANATORY TEXT
The Marketing Mix of this store –
1. Product - Their products include ethnic outfits for all males. They have 16 categories for
every department. The departments include-
a. Sherwani
b. Kurta Pajama
c. Suits
d. Jodhpuri
e. Waist coat
f. Jackets
2. Price - The price range for their kurtas from Rs. 1,299 to Rs. 8,000 and sherwanis are
from Rs. 12,000 to Rs. 45,000. The brand also offers sherwanis ranging from Rs. 80,000
to Rs. 1,00,000 which are not display in this store but, are available on order basis.

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3. Place - This store was started in 2013 at a prime shopping location in Hyderabad i.e.
Jubilee Hills. This location was particularly chosen because this has been a good luxury
market place since ages. Upper-class people and NRIs residing nearby have been their
target audience.
4. Promotion – Their biggest and most impactful promotional strategy has been signing
Virat Kohli and Anushka Sharma as their brand ambassadors. While the initial signing
with Kohli benefited the brand image, the fact that Manyavar was the medium through
which the couple announced their much awaited wedding as a cherry on the top.

THE STANDARD OPERATIONS PROCEDURE AT MANYAVAR (Jubliee Hills,

Hyderabad)
This store has FOCO model i.e. Franchisee Owned Company Operated store. It is a medium
format store.
OPEN, CLOSE AND READINESS OF STORE
1. The employees of the store reach at 9:30 am. Before opening the shutter of the store, all
the seals are checked for evidence of tampering.
2. All the lights are switched on and the store is cleaned by the housekeeping staff.
3. System information is backed up, and the air conditioning is switched on.
4. A staff check is done every day before the store starts functioning. If someone is
occasionally absent, their work is divided amongst the others.
5. Sales procedure starts, subsequently the tailor starts his alterations procedure as well.
6. When the store is being closed, all the electronic appliances are shut off except CCTV.
And proper sealing is done while closing the shutter.
CUSTOMER TRANSACTION and SALES
Total sales
3 crores
Targets
The target set by the head office for their Jubilee hills branch is 3 crore per year which
comes down to 30 lakhs per months which means everyday sales target will be 1 lakh.
Average sale per customer (ticket size)
Average sale per customer per day is approximately 4,000- 5,000 rs.

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Footfall
On a normal week day the footfall at the store is approximately 40-45 people.
During festivals such as Diwali, they see a stark increase in the footfall to an average of 100
people per day.
Customer conversion rate
From an average footfall of 40, the conversion to purchase is 50% ie. 20 out of 40 people
make a purchase.
From an average footfall of 100 people per day during the festive season, the conversion to
purchase is 90% ie. 90 out of 100 people make a purchase.
Returns on net sales
The store does not have a return policy. They offer a 6 months exchange period. When
asked about the number of exchanges they get a month, the store manager said that they
do not usually get exchange requests. If they do get exchange requests it is usually related
to size and not about the quality. From this, one can infer that the customers are quite
satisfied with the brand.

STOCK
Merchandize handling at Manyavar
Merchandize is checked once a week.
Merchandize organized every day during closing time
Inward stock- store is brought directly from the head office. They do not have any regional
warehouse in Hyderabad. Stock can be brought in from other stores upon the approval of
the head office
Outward stock- stock can be transferred to another branch upon head office approval.
The store gets the consignment with a DC sheet describing the quantity, MRP ,etc. The staff
present in store then, checks all the products and places them in their appropriate places
and also updates the store inventory in the system. The store, approximately, gets these
consignments 1-2 times in a month.
Average selling price
ASP (per day) = total sales per day/ total quantity sold = 5000rs
Stock turnover
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According the store manager, the approximate stock turnover is 4.

Gross margin
2, 94,09,000 rs.
Shrinkage
Due to the nature of the product, and open floor plan the shrinkage is zero.

SPACE
Area
The retail store, located in Jubilee Hills in Hyderabad, is of 1650 sq ft with selling space of
1250 sq ft.
Visual merchandizing
The visual merchandising of all stores of Manyavar is standardised. The design, materials,
procedure to put up designs, is given to the store by the company/head office so that there
is no difference in outlay of patterns.
Percentage of selling space
(selling space/ total space) * 100 = (1250/1650) * 100 = 75 %
Sales per square feet
Total sales/ total area = 30 lakhs/ 1650sqft. = 1818 rs/ sqft.

EMPLOYEES
They have a team of 8 members which comprise of –
 1 store manager
 1 cashier
 1 automation person i.e. tailor
 3 sales people
 1 assistant to sales
 1 housekeeping
 1 security guard

Team management

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 The store manager has no autonomy or decision making power. All the approvals
have to be sent by the head office.
 The recruitment of employees for the store is done by Human Resource Department
at the Head Office. The store has no say in the recruitment process.
 The employees are given incentives or rewards by the company if they complete
sales of Rs. 4,00,000 in a month.

Store administration
The store manager undertakes the general administration related tasks such as, time-
keeping of staff, checking staff uniform, checks required licenses and renewals, checking
health and safety procedures, etc.
Cash management
 Their billing is done through Genesis software. All the transactions done, at any point
of day, immediately get notified at the head office.
 Most of the transactions are executed with card. The transactions done by cash are
less in number. The cash, from these transactions, is counted and checked properly,
since there is no counterfeit check. All of the collected cash at the store is deposited
every day in the morning at bank by CMS. They have Rs. 5,000 as petty cash provided
by the company.

Store staffing and scheduling

There is no shift system in this store. The eight member team sit around the clock. During
the festive season, their most busy time of the year, they at times hire part time help. This
help is again decided by the head office.
Store security
Store has one security guard. The have fire safety equipment and a fire drill.
CUSTOMER SERVICE
The store has no return policy. If a customer has any issue with the merchandise, he can
exchange it within 6 months of purchase i.e. he needs to buy something of the same or
more value, or he needs to take another piece of the same outfit.

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Only one masterji. 3- 4 scheduled alterations a day. Cannot accommodate emergency

alterations
There are no loyalty programs offered by the brand. In 2017 for the first time, they gave
away coupons, worth Rs. 500, to loyal customers. They don’t give any discounts. The
maximum discount they allow store to give is of about 5%, that too after consulting the
head office.

FINANCIAL PLANNING
Target setting at Manyavar is completely centralized. Annual business plan, store budget
and other financial parameters are all set by the head office and sent to all the stores.
Their annual turnover is more than Rs. 3 crores. Stock is of about Rs. 1.5 crores. Rent for the
store is of Rs. 3.5 lacks and electricity bill comes about Rs. 25,000 – Rs. 35,000. Their target
is of Rs. 3.6 crores per year. Their target is of about Rs. 1 lacks per day. The average sales
per day per employee is Rs. 35,000 – Rs. 40,000.

REPORTS
Daily reports related to footfall, sales, audit, visual merchandize, stock, etc are updated in
the system every day and can be directly seen by the head office.
AUDIT
Store auditing is done once in every six months. Internal auditing takes place during the day
time.

CONCLUSIONS AND RECOMMENDATIONS

From this present field report, it can be concluded that the retail operations carried out at
the store formats will vary from one another.
Although the general retail operation skeleton is followed everywhere, there are variations
in terms of the extent, duration, etc.

RESEARCH METHODOLOGY

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Type of study
The present study was a field research conducted in the form of an interview to identity the
standard retail operations at Manyavar (Jubliee Hills, Hyderabad). Consequently, the
present study has an exploratory research design and employees a qualitative method of
data collection.
Intent of study
The purpose of the present study is to identify the standard operations procedure at a retail
store for academic use. The retail store chosen for the study is Manyavar (Jubliee Hills,
Hyderabad).

Sample design and technique

The present study employees a non- probability convenience sampling method to select the
retail store for the study.
Data collection method
The data was collected through a qualitative approach. An interview was conducted with
the store manager at Manyavar (Jubliee Hills, Hyderabad).
Steps included in data collection were as follows:

1. The data needed for the study was decided upon with the help of concepts of retail
operations. The data required for the present research was a retail store’s general
day-to- day operations.

2. Preparing: an unstructured questionnaire was prepared. The questions were open-

ended. These questions were designed to collect data regarding the retail operations
of the store.

3. The study was conducted in the form of an interview with the store manager of
Manyavar.

4. The data was collected over a course of two days.

LIMITATIONS
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The store manager was not fully aware of the retail terms.
The figures that the store manager gave were an approximation
Figures such as, net sales, stock quantity, etc could not be revealed by the store manager.

APPENDICES
REFERENCES
www.manyavar.com

In conversation with – Mr. Sanjeev Kumar (+91-9966193125)

Store Manager
Manyavar, Jubilee Hills, Hyderabad

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