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• 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
• Second largest branded apparel business in India
• Owns award winning brands like Raymond, Park Avenue, Colorplus,
• 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
and sustainable ways to stay ahead of the pack.


• 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

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.


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

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
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


• Strong thrust on our core business areas of Branded Fabrics and

• 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

Fabrics Pro
Fabrics ses Location
Combin Thane – Nil (closed since Dec
g 09)
g Chindwara – 14 mmpa
g Vapi – 14 mmpa
Worsted Fabric ng Jalgaon – 3 mmpa

High Value Cotton Shirting Finishin
Fabric g Kolhapur

Woolen Fabric Spinnin Jalgaon


Denim Fabric g Yavatmal, India


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