０

De
par
tme
ntofBus
ine
sse
sAdmi
ni
st
rat
ion
Noa
kha
liS
cie
nce&T
echnol
ogyUni
ver
si
ty,
Noa
kha
li-3
814

Cour
sec
ode
:BBA-
3103

Cour
set
it
le:
Mar
ket
ingMa
nag
eme
nt

As
sig
nme
nton:

Ca
ses
tudy01
:Da
bur
'
sDi
gi
tal
Mar
ket
ingI
nit
iat
iv
es.

Ca
ses
tudy02
:Ra
ymond:
Giv
ingaNe
wSpi
ntoKha
di.

S
ubmi
tt
edt
o:
Dr
.S.
MNa
zrul
Isl
am

As
soc
iat
ePr
ofe
ssora
ndCha
irma
n

De
pt.
ofBus
ine
ssAdmi
ni
st
rat
ion

NS
TU

S
ubmi
tt
edby
:
Mohs
inaKha
namMi
tu

I
D:BKH1
810005
F

Ye
ar-
03,
Ter
m-01

S
ess
ion-
201
7-1
8

De
pt.
ofBus
ine
sse
sAdmi
ni
st
rat
ion

NS
TU

Da
teofs
ubmi
ssi
on:
15/
09/
202
0
１

Ca
ses
tudy01
:Da
bur
'
sDi
gi
tal
Mar
ket
ingI
nit
iat
iv
es.

Abs
tra
ct:
Thema jorobjecti
veoft hisproje
c tistode s i
g na nITImpleme nta t
ions t
r a
t egyfor
Da bur.Ma nyoftheF MCGc ompa niesinI ndi aha v
eas i
milarstructurehe nc ethisIT
strategymi ghtaswe l
l bea ppli
cabletoot he rc ompa ni
e si
nt heI ndianF MCGs ec
tor.
Mos tofthepr ocess
esi nDa burha venowbe encomput erizedwi t
ht hea dv ancement
oft echnology,butthereisadi sconne ctbe twe enva ri
ousf uncti
onsa tDa bura nda
ma jorpor t
iononda taa vail
ableca nnotbel eve r
agedf orobtainingc ompe tit
ive
adv antageduet othisla c
kofi nt
e grat
ion. Wei nter
v i
ewe df e
woft hepr ofessionals
(ASMsa ndS a
lesExecut i
ves)work i
nginDa burt ogeta nideaoft hee xisti
ng
proc essesinDa bur.Wea l
solooke datt hec ompe t
itorsofDa burs uc hasRe c ki
tt
Benc kis
e randP &Gt oa nalyzeprocessesf ollowe dthere.Wea lsolook e
da tindustry
repor t
sonc urr
enttrendsi ntheIndianF MCGs ect
ora ndc urrenta ppli
cabi l
i
tyof
CloudI mpl ementati
oni ntheF MCGs egme nt .
Andt hent ak i
ngintoa ccountt he
Vision,Mi ssi
ona ndGoa l
sofDa burwewe rea bl
etoc ha l
kouta nimpl e
me ntati
on
planf orITS tr
ategyforDa bur.

Ex
ecut
iv
eSumma
ry:
Da burisa nIndi
anowne dcompa ny
,i
tisoneofIndia '
sla
rgest"ayurv
edic"me di
ci
ne
andna t
ur al
consume rproduct
sma nufact
urer.
Throughaj ointvent
urewi thACTLtd.
Da burope rat
esinBa nglade
sha sAsi
anCons ume rCare(
pv t
)Ltd.DaburBa ngl
ades
h
hasma nypopularc onsumerproducts
uc hasDa burhone y,
Da burAmlaha ir
Oil,
Va ti
kaha i
roi
l,Va t
ikaShampoo,,
Odonilet
c .
Thec ompanya imstoe x
pa ndon
i
ntr oducingmoreofi tsothe
rsconsumerbrandsa nstointroduce"ayurvedic
"
produc tsinBangladeshimarke
t.

T
hethre
emonthsspentinDaburBa
ngla
deshasamar
ket
ingint
ernhashel
pedme
i
mmensel
ytole
arnabouttheFMCGindust
rya
ndthebas
icsofmarke
tingf
unct
ion
i
ntheBang
lade
shma rk
et.
２

Digit
alma rket
ingisusedt ol earnthema r
ke tingofg oodsors er
vic
esthroug hdigi
tal
technol
ogy ,
ma i
nlyont hei nternetbutals
oi nc ludesmobilephones,
display
adverti
seme nt
,anda nyot he rdig
ital
me di
um. Wi tht
hema r
k e
tdynamicc hangesdue
totechnologic
a l
interc
e pti
ngda i
lyli
femarke tingde part
me ntatDaburBa ngla
desh
proposedt ostar
tdigit
a lma r
keti
ngfortheirpr oduc ts
,whic
hwa sba c
kedupbyt he
departmenta swe l
l.
Thisinf ormati
onc a
met ol i
g htaft
erhav i
nganinde pthinter
vi
ew
withthebr andma nagersa ndt heCF OofDa burBa ngladesh.

Eventhoughthecompanyhasli
mitedknowle
dgeaboutdi
gita
lmarke
tingandhas
notst
ill
fig
uredouthowtocalc
ulatetheROItheya
resti
ll
looki
ngfar
wa r
dtoexpand
onthi
sma rke
tingst
rat
egy,
whic
ht heycansucce
ssf
ull
yaccompli
shbyproper
tr
aini
ng.

I
ntr
oduc
ti
on:
Da burs harpe nsf ocusondi gi
ta lmarketi
ng ,onli
nec ampa ignsa nds ocialme diato
targe tyoungc onsume rs.F
MCGf ir
m, DaburI ndia,ispur suinga na g g
ressivee -
comme r
cea nddi g i
talmarketi
ngs t
rategytot apmi l
lenni als,whoa r
ee xpe ctedtobe
ma jorc onsume r
sg oingforwar d.Daburisoneoft hebe s tAy urvedic&Na turalHeal
th
Ca reCompa nyi nI ndia.
Daburi sa nIndi
a nc onsume rg oodsc ompa nyfounde din
1884byS .
K. Bur ma n.Itma nuf act
uresAy urvedicme dicinea ndna turalconsume r
produc t
s.I
ti soneoft helarges tfas
t-movingc onsume rg oodsc ompa niesin
India.Home -
grownF MCGma jorDa burislook i
ngt orideon' digi
talr e
volution'
purs uingana ggressivee-c
omme rc
ea nddi g
italma rketings trategytot apmi ll
enni
als
,
whoa r
ee xpec tedt obema jorc onsumersg oingforwa rd.

Besi
des,t
heBur
ma nfa
mi l
y-
promote
dfirmissee
kingt
otapt
heyoungc
onsumer
s
who"arei
ncr
eas
ingl
ygoingbacktothe
irroot
sandtaki
ngpr
idei
ntr
adi
ti
on"f
ori
ts
ayur
vedaandayur
vedi
cproducts
.

CompanyPol
i
cyAnaly
sis
:Compe
tit
iv
eana
lys
isi
ntheMa
rke
ting
st
rat
egyofDabur-
Daburca
nnotaf
for
dtohaveones
ingl
epol
ic
yforcompe
tinge
ffe
cti
vel
yaga
ins
tit
s
compet
it
ors
.Iti
soper
ati
ngi
nthehig
hlyc
ompeti
ti
veFMCGma rk
etwhic
hcons
ist
sof
３

bi
gMNC'sLi
keHUL,P&G,Pepsi
coet
c.Da
burIndi
aL i
mit
ed(DIL)i
sthefourt
hla
rge
st
FMCGcompanyinI
ndia.
Withaleg
acyofmorethan120year
sbuil
tona tt
ri
but
esof
qual
i
tyandt
rust
,Daburhaspr
ovenit
sexpe
rti
seinthefi
el
dsofhealt
hc a
re,
per
sona
lcar
e,Homecar
eandfood.

Compe
tit
iv
eadv
ant
age
sofDa
burma
rke
tings
tra
teg
y:
Da buri
soneoft helar
gestAy urv
edaa ndna t
ura l
healt
hc ompanyint heworl
dwith
therangeofover250Ay urveda&he rbalproducts.
Whi l
ema j
orit
yofi t
sproduct
sa r
e
ma ssproduct
sthereareotherproductsthatus edemog r
aphicorbe havi
oural
basis
forsegme nt
ati
on.Suchtypeofs egmentati
onisus edtoma ketheproductaff
ordabl
e
toe ve
ryincomestrat
aoft hes oc
iet
y.Daburpr oductsaretar
getedtoe ve
ry
hous e
holdbutma j
ori
tyofi t
sc ust
omersaremi ddlecla
ssfamil
y.

Ma
rke
tings
tra
teg
yofDa
bur–Da
burma
rke
tings
tra
teg
y
T
hetes
tofasuc
cess
ful
companyist
ofurt
herhar
nes
sene
rgi
es,
ali
gnpr
ior
it
iesa
nd
r
ede
dic
atet
hemsel
vesf
orac
hiev
ingeve
nhigherg
oal
s.

–V.
C.Bur
man

DaburIndi
aL i
mit
ed(
DIL)i
sthefourt
hlarg
e s
tFMCGc ompanyinIndi
a.Witha
l
egacyofmorethan1
20y e
arsbuil
tonattr
ibut
esofqual
it
yandt r
ust,Daburha
s
pr
ovenitsexper
ti
sei
nthefi
el
dsofhe a
lthcare
,per
sonalc
are,Home c
areandFoods

BCGMa
tri
xint
heMa
rke
tings
tra
teg
yofDa
bur–

Whe
nwepl
otDa
bur
’
spr
oduc
tsi
nBCGma
tri
xwec
ans
eet
hat
-

Re
alfr
uitj
ui
ce,Gul
abari
Jal
,Heal
ths
uppl
ement
s,Hai
roi
l&f
oodsbus
ine
ssa
res
tar
s
wi
thhi
ghma r
ketshar
ebutequa
ll
yhig
hcompet
it
ion.

Homecar
e,pe
rsonalc
arepr
oduc
tsa
reque
sti
onma
rksduet
othepr
ese
nceofl
arg
e
gi
ant
sint
hema rke
t.

Di
st
ri
but
ions
tra
teg
yint
heMa
rke
tings
tra
teg
yofDa
bur–
I
nFMCGi
ndus
try
,di
st
ri
but
ionpl
aysac
ri
ti
cal
rol
e.S
oast
oma
ket
hepr
oduc
ts
４

a
vai
l
abl
etoe
ver
ynook&Cor
nerCompa
nyha
stoc
hoos
ethepr
ope
rst
rat
egy
.

Da burisma ki
ngtheproductsavai
la
blei
nthegrocer
y/pops&mums ,depar
tment
al
storesetc.t
hrough3t i
erdist
ri
buti
onsyst
emi.e
. f
romC&F(Carri
ed&forwardi
ng
age nt
)-tostocki
st
-towholesal
ers–t
oRetai
lout
lets–t
ofi
nalconsumer
s.Incas
eof
supe r
ma rk
etstorestheproduct
sismadeavai
la
bletoIns
ti
tut
ionsthr
oughC&F .

Da
burCS
Rmi
ssi
on:
Ensuri
ngsoci
o-economicdev
elopmentofthecommuni
tythroug
hdiffer
ent
part
ici
pat
orya ndneed-base
di ni
ti
ati
vesi
nthebesti
nte
restofthepoorand
depri
vedsec
tionsoft hes
oci
etysoastohe l
pthemtobecomeSELF-RELI
ANTand
buil
dabettertomorrowfort
hems el
ves
.

Ensuringenvi
ronment
als
ust
ainabi
l
it
ythr
oughe
colog
ical
conser
vat
ionand
reg
e nerat
ion,
prote
cti
on&regrowt
hofenda
nger
edplantspe
cie
s,andpromot
ing
bi
odi v
e r
si
ty.

Anot
herCS
Rmi
ssi
onofDa
bur:
1
.Er
adi
cat
inghung
er,
pov
ert
yandma
lnut
ri
ti
on

2.Promoti
ngHe a
lthcar
eincl
udingPrevent
iveHeal
thc a
rethroughawa r
enes
s
prog r
ammes,heal
thcheck-
ups,provi
sionofmedic
ine&t r
eatme ntf
acil
i
ti
es,
providi
ngprenatal&postnata
l hea
lthcar
efaci
li
ti
es,pre
ventionoffemal
efoet
ic
ide
throughawarenesscr
eati
on,pr
og r
amf orprev
enti
ngdisease
s .

3.Employ
me ntandli
veli
hoodenhanci
ngvocat
iona
lski
ll
sandpr
ojec
tsincl
udi
ng
tail
ori
ng,be
a ut
ici
an,mehandiappl
ic
ati
on,beekee
ping
,foodpr
ocess
ingand
preser
vati
on,vermi
-composti
ngandotherLi
feSki
ll
Tra
ini
ngandli
vel
ihood
enhancementprojec
ts.
５

S
WOTa
nal
ysi
s:
Theabbre
viat
ionof"
SWOT"i
sSt
reng
ths
,We
akne
sse
s,Oppor
tuni
ti
esa
nd
T
hrea
ts.Def
ini
ti
onof'
SWOTAnal
ysi
s-

Def
ini
ton:
SWOTs ta
ndsfor'
Str
eng
ths
,Weak
ne s
ses,
Opport
uni
ti
esandThr
eats
'.
Thi
sisamethodofana
lys
isoft
heenv
ir
onmentandthec
ompany'
sst
andi
nginit
.

De
scr
ipt
ion:
S
WOTi smadeoftwopar
ts:t
hest
reng
thsandweak
nesse
sr e
fert
othei
nte
rnal
sofa
c
ompanywhil
etheoppor
tuni
ti
esandt
hrea
tsaree
xter
naltothec
ompanyandexi
st
i
ntheenv
ir
onment.

Str
eng
t hofac ompanycouldbeinma nag i
ngthebrandingprocessquickl
yand
compr
e hensi
vely
.It
swe aknes
sescouldlieinthedist
ri
butionofproduc t
s,or
paymentde l
ays.T
heseareinte
rnalproblems/issuesandha vetobeunde rst
ood
anddealtwithonanongoingbasi
s. Ofte
nc onsul
tantsarecal
ledint oasses
sthes
e
twoas
pe ctsonthebeli
efthatanoutsidercouldgi
vemor einsi
ghtsintothecompany
.

T
hetwoexte
rnalf
a ct
ors,
opportuni
ti
esa
ndthreat
s,ar
enotinthecompa ny'
s
c
ont
rol
.Theenvi
ronme nt
,composedofs
oci
al,ec
onomic,
lega
l,r
e g
ulat
ory,nat
iona
l
a
ndevenint
erna
tionalev
ents,
ha st
obecont
inuousl
yscanne
dt otr
ackthese.

DaburI
ndiaSWOTAna l
ysisandMa r
keti
ngMix:Daburha dcros
sedthebil
li
ondol
l
ar
tur
nove
rma r
konlyin2012.However
,theIndi
anma rkethasseeni
ncrease
d
compet
it
ioni
nthehe r
balproduct
ssect
or.Sev
eralotherbrandsar
ec ompet
ingwi
th
Daburf
ormarketshar
eincludi
ngZanduandP a
tanjali
.

Da
burI
ndi
aSWOTAna
lys
isa
ndMa
rke
tingMi
x:
Mos tofusc a
nrecal
lthefamous‘Haj
molaS i
r’
ada ndtha
tofDa burChyawa npr
ash.
Foryears,Daburhasremainedtheha
llmar
kofg oodheal
thforIndi
ans.
Ye arsof
ma r
ketingandtel
evi
sionadvert
isi
ngcombine
dwi thi
tsbra
ndima gemadei ta
f
a mil
iarIndi
anname .
Da bur,
whichwa sf
oundedin1884hasgrowntobe comeone
６

ofthefor e
mos tname sinAy urveda.Ithasacquir
eds omeot heri mportantbr a nds
i
nc l
udingF emc ar
epha rmadur ingthec ours
e.Itachi
e v
edint erna t
ionalexpa ns i
on
throughs t
rateg i
cpa r
tnershipswi t
hk eyforei
gnbrands.Da burha scontinuedoni t
s
growths preea ndisa i
mingt oa cquir
es eve
ralmoreforei
gnbr a ndst oimpr ovei t
s
presencethe r
e .Acquiri
ngt hesebr a
ndsc anlever
ageitsgrowt hi nthefor e
ign
ma rket
ss i
ncet heg over
nme ntregulat
ionsarestri
cte
rthere.Da burhadc r
oss edthe
bil
li
ondol l
art urnoverma r
konl yi n2012.Howe ver
,theIndianma r
ketha ss e
e n
i
nc reas
edc ompe t
it
ioninthehe rbalproduct
sse c
tor.Sever
a lothe rbrandsa re
compe ti
ngwi thDa burforma rketshareincl
udingZandua ndP atanjal
i.Da bur
shouldra t
herqui ckenitspr oce
ssoff orei
gnacquisi
ti
onstot a pt helar
g ecus tome r
basea vail
ableov er
s e
a s
.

Re
comme
nda
tions
:
NodoubtDaburi
soneoft
hebesta
yur
vedi
candnat
uralheal
thca
rec
ompanyin
I
ndia.
Butt
herear
enoendtobebes
tfr
ombett
erandforthe
sesomet
hing
sshoul
d
st
rongl
yre
commended.

S
omek
eyr
ecomme
nda
tionsf
orDa
burc
ompa
nyi
sgi
venbe
low:

1.
Fewc ate
gori
ese.g.J
uice
s, Natur
al Oralc
a r
eandPer
sonnelHygie
nea r
e
underpenet
ratedca
tegory.
Forex a
mpl e,Sk
inCareha
s4 0%pe ne
t r
ati
on,Nat
ura
l
Oral
ca r
eat2 5
%a ndpe r
sonnelHygieneisj
ust7%penetra
tedinIndi
a,henc
e
prov
idelargeoppor
tunit
yforcompa nie
slikeDABUR

2
.Asdemonet
is
ationandGS Tconce
rnshavegr
a dua
ll
ydil
uted,
webe li
evec
ompa ny
’s
c
orebusi
nes
svolumes houl
ds t
arti
mprovi
ng.
Wee x
pectvol
umes houl
dimprov
e
f
rom3.5%onana ver
ag esi
nce3QFY17to8%from1QFY19onwa r
d.

3
.Si
ncePATANJ
ALI
’sent
ryint
oHone yandToot
hpa
ste,c
ompanyha
ssuf
fer
edf
rom
r
educt
ioni
nmarke
tshare
,a c
cor
dingtoourcha
nnelc
hecks
.

4
.PAT
ANJ AL
Ihasbeena bl
etoexpa
ndthemark
etf
orHoneyf
romINR400crtoINR
7
00cr,andToot
hpa s
temarketf
romINR6000crt
oINR9000cr
,whic
hisbenef
ici
al
f
orDABURinthelongrun.
７

Conc
lus
ion:
Af
ters
ear
chi
ngandr
eadi
ngalotofDaburcompanyIha
v econc
lude
dand
hi
ghl
ig
hte
dsomeoft
hemostpromine
ntaspect
softhecompany.

Fi
r s
tofa l
li
tisthela
rges
tayurv
edicandna t
uralhe
rbal
ma ki
ngcompanyi
nthe
enti
r eworl
dwhichhelpmealotinse
a rc
hinginf
oaboutcompanyonthei
nter
net.
I
me antheyhaveav er
ysophi
st
icat
eda ndwellupdat
edwebsi
tesotha
twhateve
r
stuffwhatIneededwasther
e.

Inconclusi
on,Daburneedst
ofocusonthei
rcor
ebrandstolev
eragethei
r
competiti
veadvanta
ge.Thi
sneedstobedoneacros
snewg e
ographie
sa r
eas.I
ts
str
ateg
ica l
loc
ati
onofr e
sour
cesinl
ever
agi
ngtechnol
ogywouldhelpimprov
e
operat
ionalef
fic
ienci
es.

Ca
se-
02:
Ray
mond:
Giv
ingaNe
wSpi
ntoKha
di.

Abs
tra
ct:

Whenonethinksofthesl
eek,fa
shi
onabl
ea ndmode r
nma noftoday
’sIndi
a,it
woul
dbev er
yunlikel
ytha
tonewouldima g
inehiminkhadi–theeart
hy ,
humble,
unas
sumingatt
ireofaneragoneby.Eve
ns o,t
hroughit
slat
estcampai
g n‘T
hestor
y
Re-
spun’
,Raymondma nagestogi
vetherus
ticf
abric
,arunwaytwist
.

“Ra ymond-T
heS t
or yRe -
spunde pict
sk hadiasa ni
nte g
ral par
tofourhist
or yand
kindlesasenseofpr i
def orourna ti
on.Conceptuali
seda ndde vel
opedin-house,the
ne wT VCportr
ayst hejourneyofk hadiasthe‘Fabri
coft heNa ti
on’
,tobec ominga
ne w-agefas
hione nsemble,synergi
singdeeproot e
dI ndi
a n-nes
sandc r
a f
tsma nshi
p
ofk hadi,
withthee motivenessands oulofbrand.It
’sabe a ut
if
ulwovenna rrati
veon
kha dithr
oughalux uri
ousc ol
lec
tionc r
a f
tedwithami l
i
euofe xquis
it
ecolour s,
pa tt
ernsandtextures,
”sa i
dMa dhuDut t
a,He ad,Ma rke
tingandDi g
it
al,Ra ymond
Ltd.
８

Fi
lmedi
nt hebackdr
opofbr
ight-
whit
esaltpansandcr
is
pblueski
es,t
hiscr
eati
ve
st
ory
li
nere i
ter
ate
sthepowe
rfulmessag
eofk hadia
ndhowitwil
lcont
inuet
obea
movementofchange–howe
ve rt
hist
imewithfashi
oni
nter
pret
ati
oninfabr
ic
.

Whil
ethecompl
etema nhasbeena tt
hecoreofRa
ymond’
sma rk
eti
nge f
for
tsf
ora
whil
enowfort
hepasty e
arorso,thebra
ndha sbe
encomingoutwi
thproduct
-
spec
if
icc
ommunicat
ion,beitt
heir‘
Whites
’campai
gnorev
e nt
herecent‘
Bla
ck’
ad
f
ilm.

Ex
ecut
iv
eSumma
ry:
ThePRAYASiscer
tai
nlyanewfacel
if
tgi
ventotheageoldGhandi
anideaof
"
S wadeshi
".
Thr
oughthi
sweinte
ntedtof
usetheCorpor
ateSoc
ialRes
ponsibi
l
it
y
withthecor
estr
ateg
yofthecompanybykee
pinginmindthec
ivil
soci
ety.

Kha
di-
Int
hepr
ese
ntc
ont
ext
:

Intoday'
scontextt
heg l
obal
is
edgene
rat
ionha sl
it
erall
yforgott
enabout"khadi".
A
cascadi
ngeffec
tofthi
schangeha
sbroug
hta boutthechangee veni
nthedressing
styl
eoftheoldergene
rat
ion,
Whic
hhit
hertohasa l
wa y
sbeens eenasthema i
n
proponent
s,mostofwhoms e
emoreasaideol
og i
calbagg
a g
et hati
sac ompul
sion.

T
het
woma
inr
eas
onsf
ort
hiss
it
uat
iona
re:

1
.La
ckofadaptabi
li
ty
:Kha
dicl
othe
sareg
ene
rall
yhar
dtomai
ntai
n,howe
vernewer
v
ari
ati
onofthi
sf a
bri
cnotonl
yismor
efi
neandhenc
ecomf
ort
ablebutr
ela
tiv
ely
e
asytomaint
ain.

2
.Li
mit
edr
ang
ewhi
chi
ntur
nha
sli
mit
edi
tsa
ppe
alt
ojus
ttheol
derg
ene
rat
ion.

I
ntr
oduc
ti
on:
Raymondcompany
:Ra
ymondGroupisanIndi
anbrandedfabr
icandf
a s
hion
ret
ail
er,
i
ncor
por
atedi
n1925.
Itpr
oducessui
ti
ngfabri
c,wi
thac a
paci
tyofproduc
ing
31mil
li
onmeter
sofwoola
ndwool-
blende
df a
bri
cs.
９

Khadi:
Khaadii
saP a
kis
tani
fashi
ona ndli
fes
tyl
ebrandfoundedinDecember1998.
Today,i
toper
ates52st
ores
,in17ci
tiesacr
ossPaki
sta
n,2 2st
oresacr
ossUKand
vari
ousst
oresal
lovert
heworldinc
ludingf
lags
hipl
argestst
oreoutofPaki
st
anin
Mirdi
ffCi
tyCenteri
nDubai
.

Ra
ymondt
ola
unc
hkha
dir
ang
eonOc
t2

Raymondwasfi
rs
ttofor
gethefi
rs
tpar
tne
rshi
pwithKha
di&Vil
l
ageI
ndust
ri
es
Commiss
ion(
KVIC)andwil
lpr
omotet
hefabri
cinI
ndi
aandgl
obalma
rke
ts.

P
TIJ
uly1
6,2
017
,12
:25I
ST

Kol
kat
a-Tex
ti
lea
nda
ppa
rel
maj
orRa
ymondL
tdwi
l
lla
unc
h'Kha
dibyRa
ymond'
on
Oct
ober2
.

Raymondwasfi
rs
ttofor
gethefi
rs
tpar
tne
rshi
pwithKha
di&Vil
l
ageI
ndust
ri
es
Commiss
ion(
KVIC)andwil
lpr
omotet
hefabri
cinI
ndi
aandgl
obalma
rke
ts.

"
Weha vede c
idedtolaunchthekha dir
angeonGa ndhiJaya
nti onOctober2.We
wi
lll
a unchitthrough300e x
clusi
ves t
oresandabout10KVI Cs tor
esacros
sIndi
a.I
t
wi
llbeintroducedtointer
nati
onal marke
tsals
oi nnearfut
ure,
"Ra ymondVP&he ad
sa
lesRa mBha tnagartol
d."
Ther angewil
lbeinthemidt opremiums e
g ment,
"he
sa
id.Hedidnotr uleoutexcl
usiv
eRa ymondKha dist
oresinfuture.

"I
niti
al
lynot,
butwec annotr
uleitoutinfutur
e.Weha vet
obecaut
iousabout
expansi
onsduetos uppl
yli
mita
tions.Astheproduct
sare100pe
rcenthandmade,
producti
oncannotberai
sedinshortperi
od,"Bhatna
garsa
idwhenaske
da bout
excl
usiveKhadis
toresfr
omRa ymond.

Raymond'
soff
eri
nginKhadira
ngewil
lbegi
nfromRs700onwa
r dsforametreof
fa
bric
.Itwi
l
lals
oof f
erpre
miumproductKha
di l
i
nesi
ncl
udi
ngsuit
s.AllKha
di i
tems
wil
lbe100percenthandwovenandhandmade.

T
hec ompanyisini
ti
al
lyworki
ngwith40k ha
dicl
ust
ersacr
ossI
ndi
aandwi
lle
xpa
nd
g
raduall
y.
Raymondwi l
lproc
uresi
lkfabri
cfr
omMurshida
badandmusl
inc
ott
on
f
romS out
hIndiakhadicl
ust
ers,
offi
ci
a l
ssai
d.
１０

Undert
hepart
ners
hip,Ra
ymondhasgua
rant
eedami
nimumproc
urementofKha
di
andKhadi
product
sforaperi
odoff
iv
eyear
swit
hpri
marypur
cha
sesinmusli
n
cot
ton,
woolble
ndsandsil
k.

T
hec ompanywil
lal
sobri
ngindes
igni
nte
rve
nti
onsa
tKha
dima
nuf
act
uri
ngc
lus
ter
s
a
longwithte
chni
calex
pert
is
e .

Compa
nyP
oli
cyAna
lys
es:
COMP
LIANCEWI
THL
AW:

Direc
torsandEmpl oyeesoftheCompa nymustrespe
ctandcompl
ywi thal
llaws
,
rule
sandr egula
tionsofIndi
aa ndothercount
ri
esinwhi
chtheCompa nyconduct
s
i
tsbusiness.
T heyshouldstr
ivetokeepthemsel
vesupda
tedinrel
ati
ont o
l
a ws/s
tatut
or ycompli
ancesappli
cabletothei
rsc
opeofwork.

ET
HICALCONDUCT

Dir
ect
orsandEmpl
oyeesoft
heCompanymusthel
ptocr
eat
eandmai
nta
ina
cul
tur
eofhighe
thi
cal
andprofe
ssi
ona
l s
tanda
rds
.Theya
real
soex
pec
tedto:

Conductbusine
ssope ra
tionsincompl
iancewit
hcompet
it
ionl
awsandprinc
ipl
esof
fa
irma r
ketcompe t
it
ion.
Nott oconduc
towns el
vesi
nama nne
rasma ybr
ing
di
sreputetooff
iceortarnis
hther e
put
ationandimag
eoftheCompany.

F
AIRDEAL
ING:

Eac
hDirectorandEmploy eeoftheCompa nysha l
lendeavourt
ode a
lfai
rl
ywiththe
Company'
sc ustomer
s,suppli
ers
, deal
ers
,inve
storsa ndcompeti
tor
s.NoDirec
toror
Empl
oyeeoft heCompanys houl
dt akeunfai
radv antageofany
onethrough
mani
pulat
ion,conceal
me nt,a
bus eofpri
vi
lege
di nformati
on,mi
srepr
esent
ati
onof
mate
ria
lfacts,oranyot
he runfai
rdeali
ngpracti
c e
.

CORDI
ALREL
ATI
ONS

T
heDi
rec
tor
sandEmpl
oye
esoft
heCompa
nys
houl
dma
kea
lle
ffor
tst
oes
tabl
i
sh
１１

cordia
lrel
ati
onshi
pswit
hall
s t
akehol
der
softheCompanywithwhomthe
yinte
rfa
ce
whilecar
ryi
ngoutthe
irdut
iesfort
heCompanyandmus ttr
ytomakepos
it
iv
e
contri
but
ionstothec
ommuni t
iesi
nwhic
htheyperf
orms uc
hduti
es

Cor
por
ateoppor
tuni
ty:
T
heDi
rec
tor
sandEmpl
oye
esoft
heCompa
nya
repr
ohi
bi
tedf
rom:

Tak
ingfort
hemsel
vesper
sonal
lyanyopport
unit
ythatpar
ti
cul
arl
ybel
ongstot
he
Companyorisdi
scov
ere
dthroughtheuseofcor
pora
t epr
oper
ty,
inf
orma
tion,
or
pos
iti
on;

Us
ingcor
pora
teprope
rty
,inf
orma
tion,
orpos
it
ionf
orpe
rsona
lga
in;
andc
ompe
ting
wi
ththeCompany
.

CORP
ORAT
ESOCI
ALRES
PONS
IBI
LIT
Y,HEAL
TH&S
AFET
Y:

TheCompanyrec
ognis
e sit
ss oci
alres
ponsibil
i
ti
esanda i
msatenhanci
ngthequa
li
ty
ofl
if
eofit
sworkfor
cea ndthe i
rfamil
i
es.TheCompa nypurs
uesaclea
rpoli
cy
deal
i
ngwithemploy
me ntprac t
ic
es,heal
tha ndsaf
etyofi
tsEmploy
ees.The
Companyprov
idesworkingconditi
ons,whi
c hares
afeandheal
thy.

S
WOTAna
lys
es:
S
tre
ngt
h:

1
.kha
diha
sav
eryg
ooddr
apea
ndc
ont
ainsag
rea
tpot
ent
ial
.

2
.Ec
o-f
ri
endl
y

3
.Conne
ctst
ofr
eedommov
eme
nt

4
.St
ate
menta
bouty
ourl
i
fes
tyl
eandv
alue
s.
１２

We
akne
sse
s:

1
les
sawa
rene
ssa
ndpr
efe
renc
etof
ore
ignbr
ands
.

2
.La
ckofa
rti
sans

3
.La
ckofpr
omot
iona
lac
ti
vi
ti
es

4
.La
ckoff
unds

5
.Lowwa
gesf
ora
rti
sans
.

Re
comme
nda
tions
:
Weakness
:Thema i
nwe akpointofKha a
dii
stha
ttheyhaveawe a
kclot
hingl
inef
or
men.Thei
rcosts
truc
tureisveryexpensi
vees
peci
al
lythei
rembroi
der
ydresse
s.
Opport
uni
ties
:Khaadioff
ersnewpr oduct
sofhi
ghquali
tytone
wma rket
s.

Khadi
isnodoubt,
oneoft
hepartofourtr
adi
tiona
lwear
sbuti
tisdr
awni
ngda
yby
daybec
auseofsomemismana
ge mentandla
ckoftak
ingca
re.

I
li
ket
ogi
ves
omes
trongr
ecomme
nda
tionst
osa
veorpr
ote
ctourt
radi
ti
ona
l"k
hadi
".

1
Wes
houl
dma
kema
rke
tings
tra
teg
yof"k
hadi
"

mor
eef
fec
ti
ve.

2
.I
tshoul
dmemor
eav
ail
abl
eint
hema
rke
torg
loba
lma
rke
t.

3
.pr
ic
eshoul
dke
epr
eas
ona
blef
ort
hec
ommonpe
opl
e.

4
.Af
tera
llmor
eawa
rene
sss
houl
dbei
ncr
eas
ed.

Conc
lus
ion:
Ra
ymondisabi
gfashi
onbrandnamei
nIndia,i
thasbecomeas ynonymf ormen'
s
wear
.Ra
ymondshowroomsarewel
lma
nage dandoff
ersthegoods ervi
ce.
Ra
ymond'
semer
geda saundis
put
edmarketle
aderi
ntheg ar
me ntindust
ry.The
１３

br
andRa
ymondha
stheuni
quepe
rce
pti
onov
eri
tsc
ust
ome
rsps
yche
.

Khadii
ns t
it
uti
onsweref
oundtobework
ingbet
terwit
hRuralEmployment
Genera
tionProgr
amme(REGP)sc
hemesatt
rac
ti
ngtheyouthanda l
soinmark
eti
ng
thei
rproduct
sthroug
hwhole
sal
esuppl
ie
stoGovernmentorg
a ni
zat
ionsl
ik
erai
lway
s
etc
.

Fi
nall
yfr
omthisca
sestudyandfr
omknowi
nghug
eaboutt
hist
opi
cwec
ans
ayt
hat
Raymondma
k ekhadi
mor epre
fer
abl
eanda
dvanc
e.