Jury Project Coloured - Compressed

‘PLANTABLE ECO-FRIENDLY SEED RAKHI’
SUBMISSION BY
ANANYA RAI (MFM/21/473)
MASTERS OF FASHION MANAGEMENT
BATCH (2021-2023)
DATE OF SUBMISSION: 06/09/2022
UNDER THE GUIDANCE OF

DR. RAJEEV KUMAR
ASSISTANT PROFESSOR
FMS, NIFT KANGRA

DEPARTMENT OF FASHION MANAGEMENT STUDIES

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

KANGRA
(2021-2023)
1
DECLARATION
I hereby declare that the project is titled “Plantable Eco-Friendly Seed Rakhi” Submitted to National
Institute of Fashion Technology, Kangra in partial fulfilment for the award of the Degree of Master of
Fashion Management is the original research work carried out by me under the guidance and supervision
of Assistant Professor , Department of Fashion Management Studies. NIFT Kangra.
I, further, declare that this project or part thereof has not been submitted in any form for any other
Degree or Diploma.All information included from other sources has been duly acknowledged.
Signature of student-
Name of Student-Ananya Rai
Roll number-MFM/21/473
Place-Kangra
Date-06/09/2022
2
ACKNOWLEDGEMENT

I would like to acknowledge the following on the threshold of my achievement of successful completion of
the assignment.
Firstly I would like to thank the National Institute of Fashion Technology, Kangra for providing me this
opportunity to learn practically about how the industry works in a form of Summer Internship. Secondly I
would like to thank Scrapshala for giving such a great opportunity to work with them.
I sincerely express my gratitude to Ms.Shikha Shah for being so supportive and helpful throughout my
internship and I would also like to thank my mentor Dr.Rajvee Kumar and my Course Coordinator Ms.
Kriti Srivastav who guided and permitted me to carry out this assignment successfully.
Regards,
Ananya Rai
NIFT
MFM
3
COMPANY CERTIFICATE
4
MENTOR CERTIFICATE
This is to certify that this project report titled “Plantable Eco- Friendly Seed Rakhi”submitted to
National Institute of Fashion Technology, Kangra, is a bonafide record of work done by “Ananya
Rai” under my supervision. from“31/05/2202” to “31/07/2022”.
Signature of the faculty mentor
Name and Designation of faculty mentor
Place : Kangra
Date:
EXECUTIVE SUMMARY
The industry internship is an introduction to provide students an appreciation and working knowledge of
the industry on their own. The idealization of this is to blend their classroom knowledge with the industry
application using the tools they were academically equipped with the Master of Fashion Management is
constructed of constants such as Marketing, E-commerce, Planning, Buying and Retail Merchandising
, Retail Operation, Export Merchandising, Social Media Marketing, Consumer Behavior and Supply
Chain Management, the exposure amend to this and make me learn and apply these theoretical process
into a practical world.
The void between the course of academic learning and its theoretical implementation is filled with 8 week
industry program after the completion of 2 nd Semester. The students gets the platform to explore the
industry over their own terms and are able to understand the industry and its elements in practical manner
which simplify a lot of question marks.
The process of learning in the industry and the documentation in the same is to provide the fusion and
better understanding of the practical and theoretical learning from the academic curriculum .
In Scrapshala as an interns of "Marketing and Merchandising" I have worked on 4 different projects
Project-1 "Plantable Eco- Friendly Seed Rakhi"
According to The National President of Confederation of All India Traders (CAIT), BC Bhartia, and
National General Secretary Praveen Khandelwal said that according to an estimate around 50 crore Rakhis
are sold every year at about Rs 6000 crores. Approx. 6 crore Rakhis made with nonrenewable materials are
discarded in waste every year and result in 1.18 billion tonnes of carbon footprint which adds up to the
landfill’s wastage and adversely affects nature. While celebrating the beautiful bond of brother-sister,
people overlook the favour of mother earth.
That is why Scrapshala has come up with the idea of “Plantable Rakhi”. It is a Rakhi that ends up in a
plant, showering the eternal bonding with our loved ones around our place. Scrapshala is making these
Rakhis from 2018.Rakhi symbolizes the bond of protection not only between the brother-sister but also
between sisters, friends, or any loved ones.
And to maintain this equality, Scrapshala camed up with the “Gender Equality” theme-based Plantable
Rakhi .Plantable Rakhi will be an initiative toward green nature and will give employment to local artisans
of Varanasi.
This project helped me to understand a journey of a product from starting to end. I learned here various
process through which a product goes. From research on different shapes of Rakhi to its packaging and
them finalizing the design and theme for the Rakhi .Then doing costing, marketing research , marketing
plan and production planning to photoshoot and videoshoot of the products for sales and promotion on
social media marketing there was different aspects of MFM which I was so Lucky to learn here at
Scrapshala through this Plantable Seed Rakhi Project.
It also gave me a better understanding a sustainable company works, what problems they face as a small
startup and how much important for us as Indian is to support these local companies who are fighting for
sustainability and plastic free future of Earth.
Project-2 "Opening of New Kiosk store at IP Mall Sigra Varanasi"
Scrapshala decided to open one new kiosk store in Varanasi IP Mall to do branding and marketing of the
company and also to see what response company gets in large walking area. The merchandise in the store
should be maximum of low margins . This project helped me to understand basics of visual merchandising
and branding.
6
Project-3 "Wall Graffiti Art for Scrapshala Retail Store Wall "
Scrapshala Retail Store is under a house .Lot of people who crosses the road believe that its a house .I was
given a brief to design a wall graffiti at both the walls of entrance gate. The wall graffiti should be create
curiosity among the people to visit the place and hence, increase walking of store.
Project-4 "Client Food Stall Restoration"
Scrapshala also provide services to its customers. This was my internship project to design a food stall for
one street vendor who wanted to open his business in a new society. He has 3 dishes to offer to his customers
, so the stall has designed accordingly.
The industry internship exposure has now made me a better explorer with an insight of the work plan in
different areas and its significance. The completion of this project is done with the synthesis of a practical
methods and theoretical approach, hand in hand towards learning the approach of the industry. All possible
endeavors of eliminating errors have been tried and the project is made with an enlightened mind.
There are laminations as the industry did not allow its intern to carry any company property for exhibition
purpose.All possible efforts have been taken in order to eliminate errors from this document.
This document is a concise of the eight week Summer Internship report ,starting from 31/05/2022 ending on
31/07/2022, that I underwent in Scrapshala based in Varanasi. The objective of this internship is to ease
students into the routine of the proper work environment as well as understand the functioning of the
respective industries they work in. The document talks about the company, my role as an intern and the
project worked on. It also speaks of the various learning experiences ,work ethics and how I evolved as a
“Marketing and Merchandising” Intern in these eight weeks.
7
LIST OF CONTENTS
SL.NO TOPICS PAGE NO.
1 Company Profile 11-14
2 Journey of Shikha Shah 15
3 Organizational Structure 16
4 Products of Scrapshala 17-31
5 Services at Scrapshala 32-33
6 Function of Various Departments in Scrapshala 34
7 Projects 35-36
8 Objectives 37
9 Research Mythology 38-39
10 Projects-1 40-85
11 Projects-2 86-88
12 Projects-3 89-91
13 Projects-4 92-94
14 Learning Outcomes 95
15 Suggestions 96-97
16 Conclusion 98
17 References 99
8
LIST OF IMAGES
SL.NO SOURCE OF IMAGE PAGE NO.
Fig 1 Scrapshala Official Website 11
Fig 4 Google 14
Fig 6 -Fig 7 Scrapshala Official Website 18
Fig -9 Scrapshala Official Website 19
Fig 10 -Fig 27 Scrapshala Official Website 20-31
Fig 28-Fig 30 Scrapshala Official Website 32-34
Fig 32-Fig 34 CPCB Report 2019 38-39
Fig 35- Fig 42 Google 42-43
Fig 43-Fig 46 Scrapshala Official Website 47
Fig 47 - Fig 50 Scrapshala Official Website 70-71
Fig 51 Google 72
Fig 52- Fig 53 Scrapshala Official Website 73
Fig 54 Google 74
Fig 55- Fig 57 Scrapshala Official Website 74-75
Fig 58 Google 89
Fig 59 Google 92
Fig 60-Fig 63 Scrapshala Official Website 98
9
LIST OF CHARTS
SL.NO TITLE PAGE NO.
1 Scrapshala Sale in 2022 82
2 Type of Rakhi Sale in 2022 83
3 Type of Rakhi Box Sale in 2022 83
10
1.COMPANY PROFILE
ONE WOMEN , 15 ARTISANS AND AN INCREDIABLE JOURNEY

Fig.1
1.1Journey Of Scrapshala
In November 2015, Shikha returned back to her hometown Varanasi and after months of brainstorming,
started Scrapshala in January 2016. With the concept of creating value out of trash, Scrapshala has
upcycled more than 25,000 plastic bottles and over 13,000 kilograms of waste so far.
In 2015 inspired by PM Modi, Shikha Shah Quit her high paying job in IIT Madras to make Varanasi
'Swachh' again.
At Scrapshala, she uses waste materials like used tires, alcohol bottles, plastic bags, plastic
polyethene, drums and everything that comes handy to create something beautiful out of it.Initially,
she took all the waste items from her own house, but then she reached out to the municipal
corporation in the city.
ScrapShala’s products and service aim to increase the lifetime and value of non-biodegradable
material and recreate décor and utility products with least energy consumption.
Today, the ScrapShala team has brought sustainable livelihood to around 15 local artisans, who are
carpenters, welders, painters, cleaners and weavers. With uprising market potential for eco-friendly
goods, the brand wants to provide Indian consumers best options for re-purposed goods, keeping
quality and affordability as the prime concern.
She is now selling these items, that look like gorgeous aesthetic masterpiece on her own website and
through different aggregators online like Amazon, Flipkart etc.
11
1.2 Scrap Shala is an Indian Upcycle & Sustainable Home Decor Brand start in 2016
Scrapshala started in 2016 with a service and product line that
could solve the problem of overconsumption and help in
minimization of waste being sent to landfills. Scrapshala
products are eco friendly, functional and aesthetic. The raw
material used is sourced ethically. They are designed and
handcrafted in a sustainable manner by local artisans in and
around Varanasi. Every product is inspired by India' rich culture
and carries the struggle of an under-priviledged Indian artisan.
Company interlink art, creativity and waste into

sustainable functional products handcrafted by local Indian
artisans.
Fig.2
2016 2020
Started by Own retail store ,
Shikha Shah in & sale online on
January 2016 Amazon &
with 1 artisan Flipkart
2018 2022
Around 7 Scrapshala has
artisans and now its own
online orders in website
multiple cities
2019
Moved to bigger
workshop with15
artisans and sales
all over India
2017 2021
Moved to a small Featured on Shark
apartment with 4 Tank India and
artisans and basic was everywhere
tools for carpentry in news
12
As per data of (CPCB) Central Pollution Control Board in Mumbai every day 7 Lakh KG biodegradable waste
is generated and 90% of this same goes to garbage. Scrapshala is a beautiful initiative to reduce this garbage.
Their products and services are used for Home decor, Lifestyle, and Gifting.
All products of Scrapshala are made by artists who are residing near Banaras. From Home’s Balcony to a big
office 1 Artisan to 15 Artisans and 500+ Product designs 5000+ customers. They aim at increasing women’s
empowerment by providing them work and promoting the art.
Founders Sakshi Shah

Business Category Best out of waste and Reusing products
Valuation Rs 5 Crore
Net Worth Rs 27 lakhs
Scrapshala Approach - Scrapshala is a conscious Indian brand with objective of
1 Make in India
2 Sustainable products at
affordable cost
OBJECTIVE OF
SCRAPSHALA
3 Creating employment
for artisans
4 Contribute in waste
management of India
5 Reviving of the Indian

Handicrafts industry
Fig.3
13
1.3VISION & MISSION OF SCRAPSHALA
1.3.1.Vision - To make sustainability mainstream and turn upcycling into an organized sector that is accessible
to everyone who is waste conscious .
1.3.2. Mission- Scrapshala has 8 major mission to achieve
To identify places where plastic can be replaced by sustainable alternatives.
To educate masses about sustainable and handmade products.
To design simple, functional and aspirational products, from already existing resources.
To ensure that our products while being made, used or discarded create minimum new scrap.
To provide skill set of upcycling to local artisans.
To handicraft products locally in India.
To create dignified jobs for local artisans over India.
To push upcycling as a pragmatic solution to waste management in school and households.
1.4 BUSINESS MODEL OF SCRAPSHALA

Scrapshala follows Business to Customer (B2C) business model .At first when the company started in 2016
it was selling only through D2C model but now their products are available on different aggregators like
Nestry , Flipkart , Amazon , Mesho , Clan Earth etc. Scrapshala also had its own website to sell its beautiful
products.
1.5 COMPETITORS OF SCRAPSHALA
Fig.4
14
2.JOURNEY OF SHIKHA SHAH
2.1Education & Experience
After finishing her school in Varanasi, Shikha completed
graduation from Hansraj College, Delhi University.
Environmental studies post-graduate from TERI University, New
Delhi, work-life exposed Shikha to rural India and real-world
problems. The internships and jobs she had taken during and after
higher studies made her travel extensively all around India.
“Travelling with a new set of people every time allowed me to
evolve into a better person,” says Shikha. Her experience of
working at organizations like Reliance Foundation and IIT
Madras came in handy. IIT Madras had introduced her to social
entrepreneurship. There she met many start-up founders and
understood the hardships and strategies of implementing an idea
successfully.
2.2 Scrapshala in Media Fig.5
Fig.6
India's first and on-of-its-kind upcycling retail store, based in Varanasi, Uttar Pradesh
15
3.ORGANISATIONAL STRUCTURE OF SCRAPSHALA
FOUNDER OF SCRAPSHALA
MANAGER STORE MANAGER
PAINTING RETAIL
DEPARTMENT STORE
INVENTORY
R&D
MANAGEMENT
DEPARTMENT
CARPENTER
IP MALL STORE
DEPARTMENT
MARKETING DESIGNING DESIGNING

INTERN INTERN INTERN
16
4. PRODUCTS OF SCRAPSHALA
At Scrapshala, company uses waste materials like used tires, alcohol bottles, plastic bags, plastic
polyethene, drums and everything that comes handy to create something beautiful out of it.The company
either use 50 % upcycle product and 50% sustainable materials to make a new product or 100 %
sustainable and eco- friendly materials to make a new product.
To create value out of scrap, there are several stages through which a product goes. At the time of making a
new product , its use and even after the end of life cycle of product no new waste is generated. Started in
2016, Scrapshala aims to create a market for upcycled goods in India and help people move towards a zero
waste lifestyle. The company is currently dealing in two types of features – Product based (using
trash and converting it into useful decorative pieces) and service based (fixing non-working items.)
Scrapshala is working with many industries within Varanasi and citizens who send their waste items to the
company on regular basis. Some, have their request of turning their garbage into products they like, some
simply donate it for the purpose of recycling, whereas some just hand it over so as the company can turn it
into something useful. Scrapshala deals in 12 different varieties of products All the products at
Scrapshala are handcrafted by local artisans in and around Varanasi.
12 STATIONERY 1 HOME DECOR
11 GIFTING 2 FURNITURE
10 OFFICE DECOR 3 EVENT DECOR
8 HOUSEKEEPING 4 TOYS & GAMES
7 SOUVENIRS 5 LIFESTYLE
6 FESTIVAL
17
4.1 THE PROCESS OF CREATING VALUE OUT OF SCRAP
UPCYCLING BECAUSE "NOTHING LAST FOREVER EXCEPT PLASTIC"
Fig.7
UPCYCLING WASTE TYRES INTO BEAUTIFUL PRODUCTS
Fig.8
18
4.2 PRODUCT MAKING AT SCRAPSHALA
3 5
1 7
2 4 6
Fig.9
Process-1
STEP-1
Collection & sorting
Process-2 of raw materials
STEP-2
Cleaning of raw materials &
procurement of new materials
Process-3
STEP-3
Product design discussion
Process-4 with local artisans
STEP-4
Upcycling(Carpentry
,Painting,Weaving
etc) Process-5
STEP-5
Product quality check
Process-6
STEP-6
Zero waste packaging &
delivery
Process-7
STEP-7
Client feedback
19
HOME DECOR
TABLE CUTLERY CANDLE

PLACEMENTS HOLDER HOLDER
COASTER KEY HOLDER TEAPOTS
NAMEPLATE WALL DECOR BOTTLES
ORGANIZER ORGANIZER
BOXES PLANTER
BASKETS
TABLE PLACEMENTS FROM PRICE POINT RS 4,25 UPTO RS 1,795
Fig.10
20
CUTLERY HOLDER FROM AT RS 945
Fig.11
KEY HOLDER FROM PRICE POINT RS 6,95 UPTO RS 1,650
Fig.12
21
SET OF 4 COASTERS STARTING FROM RS 795
Fig.13
TEA POT FROM PRICE POINT RS 3,245 UPTO RS 3,445
Fig.14
22
CANDAL HOLDER FROM PRICE POINT RS 3,95 UPTO RS 1,295
Fig.15
NAMEPLATE RS 2,845
Fig.16
ORGANIZER BOXES AND BASKETS FROM RS1,999 TO 1,799

Fig.17
23
BOTTLES FROM RS 6,45 TO 9,45
Fig.18
24
PLANTER FROM RS 325 TO 1550
Fig.19
25
WALL DECOR FROM RS 1395 TO 1595
Fig.20
26
FURNITURES FROM RS 1995 TO 7450
Fig.21
27
TOYS, GAMES AND DIY KITS FROM RS 345 TO RS 1575
Fig.22
LIFESTYLE PRODUCTS FROM RS 175

TO RS 445
Fig.23
28
EVENT DECOR
FROM
RS 200
TO RS 445
Fig.24
CUSTOMIZED GIFTS COST BASED ON DESIGN
Fig.25
29
OFFICE DECOR FROM RS 245 TO RS 545
Fig.26
30
FESTIVAL PRODUCTS
STARTING FROM
RS 225 TO RS 1495
Fig.27
31
5.SERVICES AT SCRAPSHALA
Apart from Sustainable and Eco- Friendly products Scrapshala also provides various services to customers
like repair and renovation of old furniture's into beautiful functional products or renovation of food stall and
food cafes. The company also provides various workshop of DIY product making to various NGOs.
5.1Repair,Restoration and Refurbishing
Scrapshala provides the service of repairing and renovating old and boring furniture into fresh, creative and
functional products.
Fig.28
32
5.2 Educational And Team Building DIY Workshops
Educational workshops and team building activities related to upcycling and waste management can
conducted for educational organizations, NGOs and corporates. Scrapshala conduct hands-on workshops
and skill training courses for individuals, groups and organizations.
The workshops are conducted physically in our workshop in Varanasi and New Delhi.
Fig.29
5.3 Renovation of Food Stall and Food Cafes
Scrapshala also provides services like renovation and new wall graffiti of any food cafes and also
renovation of old and damaged food stall into a new beautiful product. They have renovated lots of cafes of
Varanasi some images given below.
Fig.30
33
6.FUNCTIONS OF VARIOUS DEPARTMENTS AT SCRAPSHALA
R&D PAINTING &

DEPARTMENT POLISHING
1.Research a New 1.For painting

Trending Product Scrapshala use

Asian Paints Led
2. Design that free paints
products using all
the resources of 2. Hand painting is

Scrapshala done in Scrapshala
effectively and by local artisans of
efficiently Varanasi

WEAVING & SALES &

CARPENTRY PROMOTIONS
1.Weaving is done by 1.Sales is done in

women artisans of Scrapshala by both
Varanasi, they weave offline and online
tiers , clothes etc channel of sale

2. Carpentry 2. Scrapshala promote

department make new its products on various
products from wood social media platform
and tiers and its own website

34
7.PROJECTS
7.1 PROJECT-1 "PLANTABLE ECO- FRIENDLY SEED RAKHI"
7.2 PROJECT-2 "NEW KIOSK STORE AT IP MALL SIGRAVARANASI"
35
7.3 PROJECT-3 "WALL GRAFFITI ART FOR SCRAPSHALA STORE"
7.4 PROJECT-4 "CLIENT FOOD STALL RESTORATION "
36
8.OBJECTIVE

8.1.To understand the concept of Plantable Eco-Friendly Seed Rakhi

8.2.To understand the whole journey of the product starting from R&D to final Sales
8.3.To understand Visual Merchandising techniques
8.4.To understand how selling is done through different channels (Online and Offline)
8.5.To understand how Social Media Marketing is done by a company
8.6.To understand how to make a Marketing Plan
8.7.To understand how costing of a product is done and how the whole production process in a
company is done
8.8.To understand packaging and branding of a product
8.9Type of data & source used- For completing this project both primary and secondary data are used.
8.9.1Primary data source-Website , You-Tube ,Instagram and Facebook pages of the following
companies. These are the top companies who sell Rakhi online.
Amazon
Flipkart
Myntra
F&P
IGP
BioQ
Seed Rakhi
Phool
21Fools
Plantables
8.9.2Secondary data source-Secondary data is collected from various new articles and blogs for research
on Rakhi.
List of Brands Celebrating Raksha Bandhan in 2021 (startuptalky.com)

This Raksha Bandhan, online Rakhi sales double, e-gift cards top gifting choice - Times of India
(indiatimes.com)
Companies celebrate relationship between Rakhi & sales - The Economic Times (indiatimes.com)
Raksha Bandhan 2021: E-commerce giants also offer gift cards for festival; check details here
(firstpost.com)
https://www.indianretailer.com/amp/article/whats-hot/trends/Rakhi-Festival-of-business-profit.a1714
Top 10 Websites For Rakhi Shopping 2021 - Get Upto 80% on Rakhis, Gifts and More
(freekaamaal.com)
8.10.Data collection tools used- Google Docs, Google Slides and Microsoft Excel.
8.11Techniques used for data analysis- The data analysis was done by Univariate Analysis using count
and percentage as tool of data analysis. Also, Data was depicted using different diagrammatic tools of
presentation such as Table, Bar-Chart, Pie Chart.
37
9.RESEARCH METHOLODGY
9.1 HOW EXTENSIVE IS PLASTIC POLLUTION
Plastic is a major source of pollution, particularly in the world’s oceans. Approximately 76 percent of all
plastic produced between 1950 and 2017 has become waste, with a majority discarded in landfills or marine
environments. Some types of plastic are recyclable, but most can only be recycled a few times before the
quality degrades to the point that the plastic becomes unusable.
Today, about 400 million tons of plastic waste are produced each year—a figure on pace to double by
2040. According to a study published by Science Advances, product packaging accounts for most plastic
waste (141 million tons), or more than triple the waste of the next biggest sector, the textile industry (42
million tons).
According to The National President of
Confederation of All India Traders (CAIT),
BC Bhartia, and National General Secretary
Praveen Khandelwal said that according to an
estimate around 50 crore Rakhis are sold
every year at about Rs 6000 crores.
Approx. 6 crore Rakhis made with

nonrenewable materials are discarded in waste
every year and result in 1.18 billion tonnes of
carbon footprint which adds up to the landfill’s
wastage and adversely affects nature.
While celebrating the beautiful bond of

brother-sister, people overlook the favour of
mother earth.
9.2.PLASTIC WASTE GENERATION

Fig.31
9.2.1.Total Waste generation
According to Annual Report 2019-20 on Implementation of Plastic Waste Management Rules, 2016 by
Central Pollution Control Board details provided by 35 States/UTs estimated plastic waste generation
during the year 2019-20 is approximately 34,69,780 TPA. It is observed that maximum quantity of plastic
waste is generated in Maharashtra followed by Tamil Nadu & Punjab in that order.
Others Maharastra
11% 13%
Punjab
3%
Kerala Tamil Nadu

4% 12%
Haryana
4%
Uttar Pradesh
6%
Gujarat
12%
Delhi
7%
Telangana West Bengal
Fig.32
7% Karnataka 9%
9%
38
9.2.2 Countrywise waste generation
As per baseline report on plastic waste by United Nation Environmental Program (UNEP).Plastic waste
generated by different countries is given in Table. It is to be noted that information related to plastic
waste generation in India has not been included in the UNEP report and is based on the Annual report
submitted by the SPCBs/PCCs. It is observed that India is the fifth highest generator of plastic waste.
Countries Plastic Waste Reference Year

China 61 2016
US 34.5 2015
Indonesia 9.6 2018
Japan 8.9 2018
India# 3.5 2020
Canada 3.2 2016
Austraila 2.5 2016
Sweden 1.6 2016
UK 1.5 2016
Fig.33
9.2.3 UN ENVIRONMENT ASSEMBLY (UNEA)
The End Plastic Pollution resolution passed by the UN Environment Assembly (UNEA) sets out a
diplomatic framework and timeline for UN members to negotiate an agreement to prevent and reduce
global plastic waste. UNEA President Espen Barth Eide called the resolution, which was passed
unanimously in March 2022, the most significant international deal on the environment since the Paris
Agreement on climate. It established a working group of representatives, which first met in May, to
organize an intergovernmental committee that will draft an agreement by the end of 2024. An agreement
of this scale typically takes between five and ten years to negotiate. But this accelerated timeline pushes
the committee to quickly establish standards on reporting, finances, and waste management, all while
balancing countries’ national agendas on trade and economics.
A similar study found that China, India, and the Philippines produce the most mismanaged waste (waste
that is at a higher risk of entering the ocean), largely due to poor waste management infrastructure.
However, high-income countries have historically generated more plastic waste, and they often export it
to low- and middle-income countries.
U.S , China Lead in Plastic Waste
Fig.34 Estimated plastic waste generated,2019(metric tons)
United States
China
European Union (EU)
Rest of Americas
Rest of Asia
Non- EU Europe and Eurasia
India
0 Million 25 Million 50 Million 75 Million
39
10.PROJECT-1 "PLANTABLE ECO- FRIENDLY SEED RAKHI"
PLANTABLE ECO- FRIENDLY RAKHI

According to The National President of Confederation of All India Traders (CAIT), BC Bhartia, and
National General Secretary Praveen Khandelwal said that according to an estimate around 50 crore
Rakhis are sold every year at about Rs 6000 crores. Approx. 6 crore Rakhis made with nonrenewable
materials are discarded in waste every year and result in 1.18 billion tonnes of carbon footprint which
adds up to the landfill’s wastage and adversely affects nature. While celebrating the beautiful bond of
brother-sister, people overlook the favour of mother earth.
That is why Scrapshala has come up with the idea of “Plantable Rakhi”. It is a Rakhi that ends up in a
plant, showering the eternal bonding with our loved ones around our place. Rakhi symbolizes the
bond of protection not only between the brother-sister but also between sisters, friends, or any loved
ones.
PROJECT BRIEF
From 2018 Scrapshala is making plantable rakhi a rakhi that ends up in a plant, showering the eternal
bonding with our loved ones around and our mother earth.Rakhi symbolizes the bond of protection not
only between the brother-sister but also between sisters, friends, or any loved ones. And to maintain
this equality, Scrapshala camed up with the “Gender Equality” theme-based plantable rakhi .Plantable
Rakhi will be an initiative toward green nature and will give employment to local artisans of Varanasi.
STEPS TO COMPLETE THE PROJECT
Research & Designing
PROCESS-1
PROCESS-5
Marketing Plan
Costing & Production PROCESS-2
PROCESS-4
Photoshoot & Videoshoot PROCESS-3
Sales & Promotions
40
10.1 Research & Designing of Rakhi & Rakhi Hampers for Scrapshala Plantable Eco-
Friendly Rakhi 2022
Step-1 Research on top players of plantable and handcrafted rakhi in the market
To start this project my first step was to research on top players of plantable and handcrafted rakhi companies
that are there in the market , so I will get idea regarding what is selling in market, at which price point and in
what design and colors. Various new articles and blogs was taken into consideration for this research
Indianretail.com (Rakhi Festival of Profit 2021)
Firstpost.com (Raksha Bandhan 2021 , E-commerce Business in 2021)
The Statesman (Raksha Bandhan goes digital this year 2021)
Indian Express INDULGE (Top 8 brands offering plantable rakhi in 2021)
The Economic Times (indiatimes.com) Companies celebrate relationship between Rakhi & sales
Times of India (indiatimes.com)This Raksha Bandhan, online rakhi sales double, top gifting choice
Startuptalky.com (List of Brands Celebrating Raksha Bandhan in 2021)
Freekaamaal.com (Top 10 Websites For Rakhi Shopping 2021)
Conclusion from this research

Who are the top players in plantable and handcrafted rakhi in India
Top website on which rakhi is sold online in India
Top gifting items which are in demand at the time of Raksha Bandhan in India
Step-2 Research on various shapes of Rakhi and finalized the best one for Scrapshala
Rakhi 2022
For research on shapes of Rakhi primary research was done on Amazon and Flipkart website because in my
research I founded that these 2 were the top website from which people have done maximum shopping on
Raksha Bandhan which included sale of Rakhi and Rakhi gifting items both. The criteria for selecting the
design was Rakhi that has 4+ rating and 50+ Reviews on these sites will be taken into consideration.
Amazon and Flipkart (4 + ratings and 50+ peoples Reviews)

Company Total Qty Circle Rectangle Square
Seed Rakhi 9 6 2 1
BioQ 2
2
21 Fools 8 6 1 1
Sow and Grow 12 8
4
Plantable 14 12
2
Abhiksha Creations & Phool etc 10 10

Flipkart Non- Plantable Rakhi 453 332 65 56
Amazon Non- Plantable Rakhi 316 170 83 63
Total 824 544 153 127
Conclusion
66.02% 18.57% 15.41%
41
On Amazon and Flipkart both plantable and non- plantable rakhis was taken into consideration because the
market of plantable rakhi is very narrow and to understand demand and sales of rakhi non- plantable rakhi
(motely plastic rakhi) data was also important.
In my research and analysis on shape of rakhi I came to the conclusion that mostly circle shape rakhi is
preferred by the people after that rectangle and at the last square. Some best selling rakhi companies rakhi on
Amazon and Flipkart in different shapes with 4 + rating and 50 + reviews are given below.
1 Seed Rakhi- Has all 3 designs in rakhi circular,square and rectangle but maximum was in circular or
rectangle shape some were in square.
Fig.35
2.BioQ- They have rakhi in rectangle shape only ,they have given more emphasis on children.
Fig.36
21 Fools- They have handcrafted rakhi mostly in circular design and some are in square and rectangle.
Fig.37
Sow and Grow- This company makes rakhi which is made of clay and paper . Their target is mostly children's.
Fig.38
42
Plantable- They make eco-friendly plantable stationery products .
Fig.39
Some other companies like abhiksha creations, Generic ,phool and surprising someone all are having circular
shape design rakhi .
Fig.40
Flipkart- Top non- plantable (plastic rakhi) on Fllipkart
Fig.41
Amazon- Top non- plantable (plastic rakhi) on Amazon
Fig.42
43
Step 3- Research on design and content of Rakhi Box and giving dimensions of the same
to designing team
This was a final design of Rakhi Box after lot of

discussion with designing team.
The red thread of Rakh in the shape of infinity
sign defines an infinite bond between 2
human beings
The 2 identical both opposite faces honour a

joyful relationship between 2 people where
they respect each other choices in life
All the colors where used are beige, brown ,

green , black and red same as brand color
Final creatives that were inside the Rakhi Box
1.Seed Barfi Box 2.Rakhi Tags
3.Instruction Card
4.History of Rakhi 5. Greeting Card
44
Step 4- These were the final dimensions that was given by me to packaging team
RAKHI ENVELOPE
DIMENSIONS
Length= 11 cm
Breadth = 8 cm
Depth= 3 cm
1.BASIC BOX
STYLE = SUITCASE BOX
DIMENSIONS
Length = 15 cm
Breadth = 10 cm
Height= 3.5 cm
2.PREMIUM BOX
STYLE= SUITCASE BOX
DIMENSIONS
Length= 18 cm
Breadth = 17 cm
Height= 9.5 cm
45
3.GIFT BOX
STYLE= LID BOX
DIMENSIONS
Length= 29 cm
Breadth = 17 cm
Height= 8 cm
4.SEED BALLS BOX
STYLE=MATCH BOX
DIMENSIONS
Length= 16.5 cm
Breadth = 5 cm
Height= 4 cm
46
FINAL DESIGNS & THEMES OF RAKHIS FOR SCRAPSHALA RAKHI 2022
1.Sunshine Rakhi -This Rakhi shows your concern for your loved ones . It’s quite hard to know the heart
of our loved ones because despite struggling with mental or emotional issues they never let it affect the
whole family. We can release their mental pressure by initiating a heart-to-heart conversation with our
mental Sunshine mental health Rakhi specially designed for calming and relaxing the mental health.
.
Fig.43
2.Togetherness -This Rakhi convey the emotion of staying together even in tough times. Although the
corona-era had ruined the previous Raksha Bandhan. However, there are still several siblings and cousins
who are staying apart from each other and missing those silly annoying activities. Scrapshala Togetherness
theme-based Rakhi will help to spark the desire of living together. Togetherness is the best thing you can
give to your lovely people, especially at any festival or occasion.
Fig.44
3.Happiness Unique Bond-The third
theme was Happiness Unique Bond
Rakhi. The bond between siblings and
cousins is always unique and a special
one. From fighting like maniacs and
teasing till trying their best to be
overprotective, we share one of the most
informal relationships and always think
of each other’s well-being mentally even
if separated by miles apart. Fig.45
All the rakhis are handcrafted by local artisans of Scrapshala.Raw materials used to make these rakhis are
Cork,Mauli Thread,Wooden bead, Food grains, Plant seeds & Kraft paper, Scrapshala only uses the old
recyclable materials in their product with the aim of “Best out of Waste”.
Plantable Rakhi will be an initiative toward green nature.
Fig.46
47
10.2 Process-2 Marketing Plan for Scrapshala Plantable Eco-Friendly Rakhi 2022
Market Study for Rakhi
The next step was to make a Marketing Plan for Raksha Bandhan 2022. A marketing plan is a strategic
roadmap that businesses use to organize, execute, and track their marketing strategy over a given period. I
was given the task to analysis market movement/ projection on Raksha Bandhan & how Rakhi selling
companies / gifting companies market their products on Raksha Bandhan.
Sequence of the Marketing Plan

Market study for Rakhi and Gift Hampers
Primary research on Amazon, Flipkart and Myntra Rakhi listing
Assortment study of IGP,F&P and Floweraura
Costing of Scrapshala Rakhi and Gift Hampers
Discount given by top companies on Raksha Bandhan
In my research these were the top companies of Rakhi Sales in 2021
Flipkart- In 2021 the last 10 days Flipkart has sold 1 lakh rakhi per day, they have seen growth of 2x as
compared to previous year in terms of unt sold, and 45% of the demand was from north India, followed by
eastern states with 25% share. The top 10 cities generating demand are Delhi, Bangalore, Patna, Mumbai,
Hyderabad, Pune, Lucknow, Bhubaneswar, Kolkata and Gurgaon.
Cadbury-Cadbury has very huge sale on Raksha Bandhan. They had lots of different Gift Hampers on Raksha
Bandhan
Amazon- The biggest attraction of Amazon Rakhi Offers is the 2 lakh + styles starting as low as Rs 59. Shop
everything from designer rakhis to combos and gifts in one place with Amazon. All of these products are on
display. Amazon Offers on Rakhis also include discounts across categories like fashion, smartphones, and
appliances. And with Amazon Pay save on food and travel. Amazon debit card EMI offer is also available to
help you make big purchases effortlessly.
FNP - Ferns N Petals is a popular online destination for online gifts and more. The online Gifts portal
celebrates the festival with Rakhi offers and coupons. Send Rakhi to 100+ Countries with Free Shipping. Find
the latest FNP Rakhi Gifts online also buy exciting Rakhi Combos like Rakhi & Sweets, Rakhi & Dry Fruits,
Rakhi Sets. Fnp gifts for sisters include personalized items, handbags, accessories, and much more. They have
a worldwide network with over 320 outlets spread across 100+ cities. Knowing exactly where and what to
pitch, the brand has slashed prices for their chocolate boxes during Raksha Bandhan to 249 INR.
Indian Gifts Portal-The online Rakhi store offers everything from rakhis to gift hampers, sweets, gifts for
brother, gifts for sister. You also get express delivery and the option to send Rakhi and gifts to international
locations without any delivery charges.The offer also assures one-day delivery, which is likely to improve
their businesses during the peak season.
Myntra - Myntra, being the online fashion destination for Indians, has announced offers before Raksha
Bandhan. They have introduced a Half Price Store, which gives flat 50% off on everything within it. It not
only augments the sale during Raksha Bandhan, but also all other non-festive purchases too.
48
Nykaa-They have announced a 50% off on selected beauty products. In their gift store, they have included
various other offers too for women and men. Makeup products are generally pricey; in that pretext, this offer
will ensure a good purchase for a lot many make-up enthusiasts.
On the basis of the above research primary survey was done by me on these top companies
Research Guidelines for Amazon , Flipkart and Myntra-Since all the public come to these 3 website on
festivals due to the heavy discounts and huge varieties of products that are available in all price ranges. I
have taken into consideration Flipkart , Amazon and Myntra top rakhi They have announced a 50% off on
selected beauty products. In their gift store, they have included various other offers too for women and men.
Makeup products are generally pricey; in that pretext, this offer will ensure a good purchase for a lot many
make-up enthusiasts. with 4+ rating and 50 + reviews in Top players on Amazon ,Flipkart and Myntra with 4
+ ratings and 50+ peoples reviews.
Here the analysis is done from Set of 1 Rakhi up to Set of 12 Rakhis with the gift items that were included
with them like - Roli Chawal , Chocolates , Dry Fruits , Photoframe , Mugs etc.
In the table below the analysis shows that Set of 1 Rakhi has maximum number of sale followed by Set of 2
Rakhi and then Set of 4 Rakhi.
Flipkart Rakhi Listing in 2021 (with 4+ rating and 50+ Reviews)

Rakhi NO of Rakhi Listing
Set of Rakhi Options Assortment
Listing with 50+review and Price Range (Rs)
with Gift Items /Variety Ratio
Ratio 4 + Rating
Set of 1 Rakhi 52% 47102 241 198-495 53.20%
Set of 2 Rakhi 29% 26506 116 115-499 25.61%
Set of 3 Rakhi 4% 3956 18 749-923 3.97%
Set of 4 Rakhi 8% 6959 44 149-264 9.71%
Set of 5 Rakhi 2% 1577 9 117-299 1.99%
Set of 6 Rakhi 0.46% 418 2 199-219 0.44%
Set of 7 Rakhi 0.11% 101 1 101 0.22%
Set of 8 Rakhi 0.35% 101 2 139-175 0.44%
Set of 9 Rakhi 0.24% 219 1 219 0.22%
Set of 10 Rakhi 2% 1869 12 99-299 2.65%
Set of 12 Rakhi 1% 1126 7 91-297 1.55%
Total 100% 90147 453 Rs 91 - Rs 923 100%
49
Flipkart Rakhi Listing in 2021 (with 4+ rating and 50+ Reviews)
Set of 1 Rakhi
Set of 2 Rakhi
Set of 3 Rakhi
Set of Rakhi with Gift Items
Set of 4 Rakhi
Set of 5 Rakhi
Set of 6 Rakhi
Set of 7 Rakhi
Set of 8 Rakhi
Set of 9 Rakhi
Set of 10 Rakhi
Set of 12 Rakhi
0 20 40 60
Rakhi Listing Ratio
In the table below these is analysis done on Amazon different Set of Rakhi listing ratio till 2021.This analysis
was done to know which Set of Rakhi at what price and in which assortment has maximum sale during Rakhi.
Amazon Rakhi Listing in 2021 (with 4+ rating and 50+Reviews)

NO of Rakhi Listing
Set of Rakhi with Gift Rakhi Options Price Range Assortment
with 50+review and
Items Listing Ratio /Variety (Rs) Ratio
4 + Rating
Set of 1 Rakhi 41.6% 34604 127 99-699 40.19%
Set of 2 Rakhi 25.2% 20968 77 99-799 24.37%
Set of 3 Rakhi 10.8% 8992 29 99-399 9.18%
Set of 4 Rakhi 18.1% 15006 66 99-325 20.89%
Set of 5 Rakhi 2.8% 2301 9 99-499 2.85%
Set of 6 Rakhi 0.7% 616 4 99-209 1.27%
Set of 10 Rakhi 0.5% 418 3 110-159 0.95%
Set of 12 Rakhi 0.2% 178 1 178 0.32%
Grand Total 100% 83083 316 99-799 100%
50
Amazon Rakhi Listing in 2021 (with 4+ rating and 50+Reviews)
Set of 1 Rakhi
Set of 2 Rakhi
Set of 3 Rakhi
Set of 4 Rakhi
Set of 5 Rakhi
Set of 6 Rakhi
Set of 10 Rakhi
Set of 12 Rakhi
0 10 20 30 40 50
Rakhi Listing Ratio
Price and Assortment Study of other Plantable Eco-Friendly Rakhi Companies on

Amazon
After analyzing Set of Rakhi price , assortment and listing ratio on Amazon the next step was to analyze top
Plantable Rakhi companies assortment , reviews and price ratio. Since Amazon is right now number 1 online
selling destination in India so it can give an idea on what sell in the market during festival season.
The first company that I came across was BioQ . BioQ started making Eco -Friendly Rakhi in 2018 and they
have a huge presence on Amazon . People has given 4 + Stars on these 3 variations of Rakhi that the
company offers starting from Rs 500 to Rs 800. They mostly target children as there customers for their
Rakhi.
Bio Q Sale on Amazon (with 50 + Review and 4 + Stars)
Type of Rakhi Price Reviews
Single rakhi with roli chawal & mud planter 500 133
Single rakhi with roli chawal , mud planter & seed penciles 676 184
Premimum box with rakhi ,plaanter mud & gift 800 338
51
The next company is Seed Rakhi . This company also started making Plantable Eco- Friendly Rakhi from 2018.
On Amazon they had a very good presence and these were the rakhis that was offered by Seed Rakhi on
Amazon.
The best sellng Rakhi of Seed Rakhi on Amazon was Single Rakhi with Roli Chawal , Set of 2 Rakhi , Rakhi
premium box and Rakhi gift box.The criteria here taken for analysis is Rakhi with 50+ reviews and 4 + ratings
on Amazon.
Seed Rakhi Sale on Amazon (with 50 + Review and 4 + Ratings)
Type of rakhi Price Reviews
Single rakhi with roli chawal 1399 277
Set of 2 rakhi with roli chawal 1998 133
Premimum box with rakhi ,plaanter & mud 2000 96
Gift box wuth rakhi , planter , mud , pen & diary 2000-3000 81
The next step was to do analysis on reviews that customers has done on Amazon and Flipkart. The comment
here are divided into positive and negative comments. This was important for Scrapshala to know as a new
player in the market what are the things that people like about Planatable Rakhis and what they dislike .
Through their likes and dislikes we got to know about what as a company we should do and what we should
be avoided .
Positive and Negative Reviews about Plantable Rakhi Companies on Amazon , Flipkart etc
Positive Reviews Negative Reviews
Rakhi thread broken while tying, seed sticker

Good quality, no irritation on skin
fallen down
Product vision is creative and aesthetic Expensive, cheap quality , delivery issues
Support cause- Go vocal for local Received empty box & different Rakhi received
Timely delivery and beautiful packaging Received after Rakhi
Customer advised to add more seeds Item missing as per instruction card
Concept of rakhi highly appreciated and handwritten No plant grown, seed name not written on box
note added personal touch to customers which seed it is
52
The next website that has a very good sale on Raksha Bandhan according to my research was Myntra.
In the table below these is analysis done on Myntra different Set of Rakhi listing ratio till 2021.This analysis
was done to know which Set of Rakhi at what price and in which assortment has maximum sale during Rakhi.
Myntra has a huge sale in festival season and this analysis was done to know what are in demand at Raksha
Bandhan in market. According to my analysis Set of 1 and 2 Rakhi has maximum sale on Raksha Bandhan.
Myntra Rakhi Listing in 2021 (with 4+ rating and 50+Reviews)
Set of Rakhi Sum of

Rakhi Listing Options Price Range Assortment
with Gift Listing with
Ratio /Variety (Rs) Ratio
Items 50 + review
Set of 1 Rakhi 47.33% 33399 84 199-987 51.22%
Set of 2 Rakhi 41.09% 28997 61 208-1199 37.20%
Set of 3 Rakhi 5.21% 3680 10 209-584 6.10%
Set of 4 Rakhi 4.30% 3034 7 209-459 4.27%
Set of 5 Rakhi 2.21% 1557 3 419-719 1.83%
Set of 7 Rakhi 0.55% 389 1 389 0.61%
Rs 199- Rs
Grand Total 100% 70566 164 100%
1199
Myntra Rakhi Listing in 2021 (with 4+ rating and 50+Reviews)
Set of 1 Rakhi
Set of 2 Rakhi
Set of 3 Rakhi
Set of 4 Rakhi
Set of 5 Rakhi
Set of 7 Rakhi
0 10 20 30 40 50
Rakhi Listing Ratio
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Top Gifting Companies Rakhi Assortment Analysis on Raksha Bandhan
A comprehensive assortment analysis of your competitors or online resellers can show you which products they
sell across various categories or brands and also price points. The analysis lets you compare them vs. your own
assortment or catalogue so that you make sure that you have the most demanded assortment always in stock.
On Raksha Bandhan gifting companies sale also increases, the top gifting companies always make a relationship
between Raksha Bandhan and their gifting items.
In my research I got a list of top 3 gifting companies that have a huge sale of rakhi as well gifting items along
with rakhi on Raksha Bandhan.
Ferns & Petals (F&P)

Indian Gifts Portal (IGP)
Floweraura
Since there was no data regarding their sales primary research has done on their assortment .Below in the table
their is list of Set of Rakhi and Rakhi with gifting items, with the options that they offer in market along with
their assortment ratio. This was done to have an idea what strategies in Rakhi variations these companies follow.
Ferns & Petals Assortment for Raksha Bandhan 2021
Rakhi Assortment Ratio Options /Variety

Single Rakhi 36% 612
Set of 2 Rakhi 8% 142
Rakhi with Choclate 17% 286
Rakhi with Dryfruits 7% 115
Gift Hampers (no rakhi) 5% 93
Rakhi with Planter 4% 61
Rakhi with Personalized Gifts 7% 118
Rakhi with Toys & Games 1% 15
Rakhi with Gadgets 1% 18
Rakhi with Cake 2% 27
Rakhi Combo (Sweets & Grooming Products) 5% 94
Grand Total 100% 1714
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Ferns & Petals Rakhi Assortment for Raksha Bandhan 2021
Single Rakhi
Set of 2 Rakhi
Rakhi
Set of 3 Rakhi
Set of 4 Rakhi
Set of 5 Rakhi
0 10 20 30 40
Assortment Ratio
Ferns & Petals Gift Hamper Assortment for Raksha Bandhan 2021
Rakhi with Choclates
Rakhi with Dry Fruits
Gift Hampers (No Rakhi)

Rakhi with Gift Hampers
Rakhi with Planter
Rakhi with Personalized Gift
Rakhi with Toys & Games
Rakhi with Gadgets
Rakhi with Cake
Rakhi Combo
0 5 10 15 20
Assortment Ratio
55
Below in the table their is list of Set of Rakhi and Rakhi with gifting items, with the options that they offer in
market along with their assortment ratio. This was done to have an idea what strategies in Rakhi variations
these companies follow.
Indian Gifts Portal (IGP) Rakhi and Rakhi Hampers Assortment for 2021
Set of Rakhi / Gift Items Options /Variety Price Range (Rs) Assortment Ratio Total Ratio
Set of 1 Rakhi 85 215- 2145 55% 11%

Set of 2 Rakhi 42 245-2295 27% 5%
Set of 3 Rakhi 16 325-775 10% 2%
Set of 4 Rakhi 5 545-745 3% 1%
Set of 5 Rakhi 6 395-545 4% 1%

Total Rakhi 154 Rs 215-Rs 2295 100% 19%
Single Rakhi Combo 101 365-2495 16% 13%
Rakhi with Sweets (Set of

2,3,4, & 5 rakhi with 128 345-3345 20% 16%
sweets)
Rakhi with Choclate 120 345-3995 18% 15%
Rakhi with Dryfruits 105 375-3995 16% 13%
Premium Rakhi Combo

(choclates,sweeyes & 64 1125-3995 10% 8%
dryfruits)
Rakhi with Gift Hampers 41 425-3795 6% 5%
Perasonalised Rakhi with

48 295-3345 7% 6%
Photoframe
Kids Rakhi Hamper 19 345-1795 3% 2%
Rakhi with Cake 24 745-1095 4% 3%
Total of gift hampers 650 Rs345-3995 100% 81%
Grand Total 804

100%
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Indian Gift Portal (IGP) Rakhi Assortment for 2021
Set of 1 Rakhi
Set of 2 Rakhi
Rakhi
Set of 3 Rakhi
Set of 4 Rakhi
Set of 5 Rakhi
0 20 40 60
Assortment Ratio
Indian Gift Portal (IGP) Rakhi Gift Hampers Assortment for 2021
Rakhi Combo
Rakhi with Sweets
Rakhi with Chocolate

Premium Rakhi Combo
Rakhi with Gift Hamper
Personalized Rakhi
Kids Rakhi Hamper
Rakhi with Cake

0 5 10 15 20
Assortment Ratio
57
The third company which was taken into consideration by me for Scrapshala Marketing Plan for Raksha
Bandhan 2022 was Floweraura.
Floweraura is an online store that delivers flowers all around India. Along with flowers they also have lot of
others verities of gifts such as cakes, chocolates , showpieces etc. Floweraura has a distribution network of
223 + cities in India.
On the occasion of Raksha Bandhan also they offer a huge verities of rakhi and rakhi gifting items.
Below in the table their is list of Set of Rakhi and Rakhi with gifting items, with the options that they offer in
market along with their assortment ratio. This was done to have an idea what strategies in Rakhi variations
these companies follow.
Floweraura Rakhi and Rakhi Gift Hamper Assortment 2021

Price Range
Set of Rakhi / Gift Items Options /Variety Assortment Ratio Total Ratio
(Rs)
Set of 1 Rakhi 431 249-450 87% 27%
Set of 2 Rakhi 45 199-575 9% 3%
Set of 3 Rakhi 14 320-525 3% 1%
Set of 5 Rakhi 8 399-499 2% 0%
Total Rakhi 498 Rs 249-575 100% 31%
Rakhi with Greeting Cards 71 549-2449 6% 4%
Rakhi with Sweets 256 399-2599 23% 16%
Rakhi with Choclates 407 249-2199 37% 25%
Rakhi with Dryfruits 276 349-2099 25% 17%
Rakhi with Planter 100 549-2499 9% 6%
Total of Gift Hampers 1110 Rs 249-2099 100% 69%
Grand Total 1608

100%
58
Floweraura Rakhi Assortment 2021
Set of 1 Rakhi
Set of 2 Rakhi
Rakhi
Set of 3 Rakhi
Set of 5 Rakhi
0 25 50 75 100
Assortment Ratio
Floweraura Rakhi Gift Hamper Assortment 2021
Rakhi with Greeting Cards
Rakhi with Sweets

Rakhi with Chocolates
Rakhi with Planter
0 10 20 30 40
Assortment Ratio
59
Price of Competitors
To be successful in the market it is always important to know the price at which your competitors are selling
their products . Here is list of competitor's of Scrapshala with their offerings that they have for their
customers.
Price point
Rakhi Variations
Type of Hampers
Items inside the Hampers
21 Fools
Varaiations Category Price Rakhi Other Items
1 Basic Box 349-399 1 Roli chawal
2 Basic Box 1049 3 Roli chawal
3 Basic Box 1200 4 Roli chawal
Phool Company - Only 1 basic box of Rs 345 (With rakhi and roli chawal)
Sow & Grow
Varations in clay rakhi , seed paper rakhi and

1 Single Rakhi 125 1
bookmark rakhi

2 Set of 2 Rakhi 220 2
bookmark rakhi

3 Set of 5 Rakhi 550-600 5
bookmark rakhi
Roli chawal , core planter , coco coins (mud) &

4 Basic Box 380 1 instruction manual. (Choice between clay , seed
paper and bookmark rakhi)
Roli chawal , core planter , coco coins (mud) &

5 Basic Box 500 2 instruction manual. (Choice between clay , seed
paper and bookmark rakhi)
Roli chawal , 5 plantable pencils , 5 palantable

pens , Pocket diary , Metal trunk core planter ,
6 Premimum Box 1000 1
coco coins (mud) & instruction manual. (Choice
between clay , seed paper and bookmark rakhi)
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Seed Rakhi

1 Basic Box 400 1 Roli chawal & instruction manual
Rakhi gift
2 700 1 Roli chawal , core planter , mud & instruction manual
hamper
Rakhi gift Roli chawal , core planter , mud ,pocket diary ,pen &
3 800 1
hamper instruction manual
Rakhi gift
4 500 1 Roli chawal & instruction manual and wall hanging
hamper
Roli chawal , core planter , mud ,pocket diary ,pen &

5 Pack of 2 rakhi 900 2
instruction manual
Roli chawal , core planter , mud ,pocket diary ,pen &

6 Pack of 2 rakhi 999 2
instruction manual
7 Pack of 3 rakhi 700 3 Roli chawal & instruction manual
8 Pack of 4 rakhi 900 4 Roli chawal & instruction manual
9 Pack of 5 rakhi 1100 5 Roli chawal , core planter , mud & instruction manual
Diy Kids Includes wool, pack of seeds , thread cutter, mud , coir
10 300 1
Hamper planter, instruction manual , how to make rakhi
Bio Q
Roli chawal , core planter , mud , 1 seed

1 Gifting box 500 1
pencile ,greeting card & instruction manual

2 Gifting box 600 1 penciles and 4 pens ,greeting card & instruction
manual
Roli chawal , core planter , mud , 5 seed colour

3 Gifting box 700 1
penciles ,greeting card & instruction manual
Roli chawal , core planter(Big) , mud, greeting

4 Gifting box 800 1
card , seed pencil & instruction manual

5 Gifting box 1000 1 colour penciles and 7 pens , small notebook
greeting card & instruction manual
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Plantables
1 Single Rakhi 99 1 (Choice in colours)
2 Rakhi Combo 297- 347 1 Roli chawal & greeting card
Rakhi Gift Greeting card, seed paper notebook , seed pen ,

3 459 1
Hampers seed penciles and neem penciles
Rakhi Gift Greeting card , Money envelopes (set of 5 ) thank

4 500 1
Hampers you card (set of 4 ) ,pen ,penciles
Rakhi Gift Greeting card , Notebook , bookmark (set of 8) ,

5 549 1
Hampers seed penciles , neem penciles
Rakhi Gift Greeting card , Money envelopes (set of 5 ) thank

6 600 1
Hampers you card (set of 4 ) ,pen ,penciles ,neem penciles
Greeting card , Money envelopes (set of 5 ) thank

Rakhi Gift
7 649 1 you card (set of 4 ) ,pen ,penciles ,neem penciles
Hampers
and pocket diary
Greeting card , Money envelopes (set of 5 ) thank

Rakhi Gift
8 700 1 you card (set of 4 ) ,pen ,penciles ,neem penciles
Hampers
seed paper notepad and pocket diary
Rakhi Gift
9 849 1 Colouring book , seed pen and seed penciles
Hampers
Colouring book , seed pen and seed colour

Rakhi Gift
10 949 1 penciles , Neem penciles , Seed colour penciles
Hampers
mni (Set of 10)
Greeting card , nootbook , seed paper costers (set

of 5) , seed paper bookamark (set of 8) , Postcards
Rakhi Gift
11 1400 1 (Set of 4) , Gifts tags (set of 8) , gift envelopes (set
Hampers
of 5) , thank you card with envelopes (set of 4) ,
Seed pen and neem pen
Greeting card , nootbook , seed paper costers (set

of 5) , seed paper bookamark (set of 8) , Postcards
Rakhi Gift (Set of 4) , Gifts tags (set of 8) , gift envelopes (set
12 2000 1
Hampers of 5) , thank you card with envelopes (set of 4) ,
Seed pen and neem pen ,Colouring notebook and
colour penciles (set of 10)
Rakhi Gift
13 2099 1 All this included in Rs 2000 + pocket diary
Hampers
62
Discount By Different Companies on Raksha Bandhan in 2021
Discount by competitors also taken into consideration to analyze what kind of marketing strategy
companies follow at the time of Raksha Bandhan . Through this research I got an idea of strategies that
works at the time of Rakha Bandhan and same can be applied to Scrapshala like discount coupons for next
purchase or e-gifting cards by differnent gifting companies.
S.NO Company Rakhi Coupons Discounts
Amazon Rakhi Different types of rakhi

1 20% discount on gifting items
coupons starting with Rs 59

Amazon pay -doing payment 5% off Rakhi gifts -70% off
Dry fruits , sweets and

Amazon debit card EMI offer
choclate - Under Rs299
Sale on fashion ,

Gift vouchers sale smartphones and
appliances
2 F&P 15% discount on bhaiya bhabhi rakhi with t & c

15% discount on gifiting items with t & c

12% discount on sweets

15% discount on rakhi for kids & brothers

12% discount on poooja thali
Have to fill phone number and other details ,

offer valid for limited time

Buy 2 rakhi box and get 15% discount on third

15 % off on minimum purchase of Rs 999

Rs 500 off on minimum purcahse of Rs 2500

Buy F& P gift voucher and get 20-25 off
Paytm Rakhi 20% cashback on toys with t & c (minimum

3
coupons purchase 299, Limited time etc)
10% discount on gifiting items with t& c

4 Floweraura
(Minimum purchase Rs 599)
15% discount on gifitingitems with t & c

(Minimum purchase 1499)
63
80% off on all designer rakhi and
5 Flipkart Not any discount coupon
gifiting items
Rakhi set Cushion, Mug , Rakhi , Roli

Gift vouchers sale
& chawal (1699 in Rs 279)

Single designer rakhi (Rs 199 in rs 89)
Set of 2 Designer rakhi (Rs 179 in Rs
99)

Set of 4 Rakhi (Rs 240 in Rs 124)
Set of 12 Designer rakhi (Rs 699 in Rs
239)
Buy 1 Rakhi hamper and get 10%

6 IGP Kids rakhi - Rs 99 starting
discount on next hamper.

Designer Rakhi - 50% off
Rakhi gift hampers - Starting from Rs
499
Rakhi with dry fruits and choclates -
Starting from Rs 499

70% off on gifting products with t & c
10% discount on selected bank debit 70% off on watches , bags and
7 Myntra
and credit cards sunglasses
80% off on top fashion brands (sale of
ethnic ware increased)

Beauty products for sister 50% off
Flat 50% off on everything in rakhi
festival category
70% off on rakhi gift for brother and
8 Tata Cliq No coupons
sister
20 % discont on purchase of next
9 Bio Q
rakhi kit
10 Phool Tag us on rakhi and get a gift hamper

Give Away Hamper
50 % discount on selected beauty

11 Nykaa No discount voucher
products .

Gift vouchers sale No discount on rakhi
64
Costing for Scrapshala Plantable Eco-Friendly Rakhi 2022
After Market Research next step towards making Marketing Plan for Scrapshala Rakhi 2022 was to do the
costing of Rakhi and Rakhi Gift Hampers. The costing here include manufacturing cost of each and every
product along with courier changes.
3 times margin was taken on manufacturing cost that included

Marketing Cost for Scrapshala Rakhi 2022
Photoshoot and Videoshoot expenses

20% profit margin by the company
Other extra expenses incurred by the company
Costing (Rakhi with Envelop)
Items Rs Retail Price (3*)

1 Piece Handcrafted Rakhi Making Cost 45 135
Roli Bottle 5 15
Chawal Bottle 5 15
Envelop and printables 5 15
Courier Charges 45 45
TOTAL COST 105 225
Costing (Rakhi with Basic Box)
Roli Jar 5 15
Chawal Jar 5 15
Basic Box 60 180
Seed Barfi (Seed barfi Rs 8 ) Painting (2) 10 30
Printables 3 9
Courier Cost 60 60
Total Cost 188 445
65
Costing (Rakhi with Premium Box)
Roli Bottle 5 15
Chawal Bottle 5 15
Printables 3 9
Premium Box 70 210
Planter 80 240
Seed Barfi Box (4 pieces ) (Rs 10 each barfi Rs 20 box) 60 180
Courier Cost 60 60
Total Cost 328 864
Costing (Rakhi with Personalized Box)
Roli Bottle 5 15
Chawal Bottle 5 15
Printables 3 9
Premium Box 70 210
Planter 80 240
Caricature 200 200
Courier Cost 60 60
Total Cost 528 1064
66
Costing (Rakhi with Gift Hamper Adults Box)
Roli Bottle 5 15
Chawal Bottle 5 15
Printables 3 9
Gift Box 70 210
Planter 80 240
Gift Hamper (Travel kit /Sound Amplifire) 345 345
Courier Cost 60 60
Total Cost 673 1209
Costing (Rakhi with Gift Hamper Kids Box)
Roli Bottle 5 15
Chawal Bottle 5 15
Printables 3 9
Gift Box 70 210
Planter 80 240
Gift Hamper (Steel Straw /Seed Colour Penciles) 345 345
Courier Cost 60 60
Total Cost 673 1209
67
Final Rakhi Variations for Scrapshala Rakhi 2022
Name for Primary category Final Name of Category

Single Rakhi Sunshine - Eco-friendly Plantable Rakhi
Single Rakhi Togetherness - Eco-friendly Plantable Rakhi
Single Rakhi Sunshine - Eco-friendly Plantable Rakhi for Kids
Single Rakhi Togetherness - Eco-friendly Plantable Rakhi for Kids
Single Rakhi Happiness Eco- Friendly Plantable Rakhi for Kids
Sunshine, Togetherness - Pair of Plantable Eco-

Set of 2 Rakhi
friendly Rakhis
Sunshine, Togetherness - Pair of Plantable Eco-

Set of 2 Rakhi
friendly Rakhis For Kids
Set of 2 Rakhi Pair of Happiness Plantable Eco-friendly Rakhis
Set of 2 Rakhi Pair of Sunshine Plantable Eco-friendly Rakhis
Sunshine, Togetherness - Family Pack of 4 Eco-

Set of 4 Rakhi
friendly Plantable Rakhis
Eco-friendly Plantable Rakhi Basic Box Sunshine - Plantable Rakhi Basic Box
Eco-friendly Plantable Rakhi Basic Box Togetherness - Plantable Rakhi Basic Box
Sunshine, Togetherness - Pair of Plantable Rakhis

Eco-friendly Plantable Pair Rakhi Basic Box
Basic Box

Eco-friendly Plantable Pair Rakhi Basic Box
Basic Box for Kids
Eco-friendly Plantable Rakhi Premuim Box Sunshine –Plantable Rakhi Premium Box
Eco-friendly Plantable Rakhi Premuim Box Togetherness - Plantable Rakhi Premium Box
Eco-friendly Plantable Pair Rakhi Premuim Box Plantable Pair Rakhi Premium Box

Eco-friendly Plantable Pair Rakhi Premuim Box
Premium Box For Kids
Eco-friendly Plantable Rakhi Personalized Box Sunshine - Plantable Rakhi Personalized Box
Eco-friendly Plantable Rakhi Personalized Box Togetherness - Plantable Rakhi Personalized Box
Eco-friendly Plantable Pair Rakhi Personalized Sunshine, Togetherness - Pair of Plantable Rakhis
Box for Kids Personalized Box For Kids
Eco- Friendly Plantable Pair Rakhi Gift Hamper Plantable Pair Rakhis Gift Hamper
Eco- Friendly Plantable Rakhi Gift Hamper Togetherness Plantable Rakhis Gift Hamper
Eco- Friendly Plantable Rakhi Gift Hamper Sunshine Plantable Rakhis Gift Hamper
Eco- Friendly Pair Rakhi Gift Hamper Plantable Pair Rakhi Travel Gift Hamper
68
Final Marketing Plan
A marketing plan is a blueprint for forecasting the demand, advertisement, sales, promotion, and branding. It
is subdivided into various marketing strategies. A marketing plan clarifies the key marketing elements of a
business and maps out directions, objectives and activities for the business and its employees.
For Scrapshala Plantable Eco- Friendly Seed Rakhi the final marketing plan has made keeping in mind the
various type of Rakhi variations that the company will sell at what price point so that the target which was set
by the company is achieved in that given period of time.
Final Marketing Plan was made after research on

Flipkart , Amazon and Myntra Rakhi listing in 2021
F& P , IGP and Floweraura Rakhi 2021 assortment analysis
Price and assortment study of competitors of Plantable Rakhi
Amazon , Flipkart and Myntra negative and positive reviews
Costing of Scrapshala Plantable Eco-Friendly Seed Rakhi
Scrapshala sales data from 2018-2020
The final target sale for 2022 Scrapshala Eco - Friendly Plantablle Rakhi was Rs
4,00,000 with was divided into following Rakhi Variation
Rakhi Variations Price Units Target Sales Rakhi Qty

Single Rakhi for Adults 225 300 67500 300
Single Rakhi for Kids 195 200 39000 200
Set of 2 Rakhi 395 100 39500 200
Set of 4 Rakhi 795 30 23850 120
Single Rakhi with Roli , Chawal & Seed

445 75 33375 75
Balls
Set of 2 Rakhi witj Roli , Chawal & Seed

545 30 16350 60
Balls
Single Rakhi with Roli ,Chawal , Wooden

795 75 59625 75
Planter & Seed Barfi Box
Set of 2 Rakhi with Roli , Chawal , Wooden

945 30 28350 60
Planter & Seed Barfi Box
Single Rakhi with Caricature, Wooden

945 25 23625 25
Planter , Roli , Chawal and Seed Barfi Box
Single Rakhi with Gift , Roli , Chawal ,

1295 25 32375 50
Wooden Planter & Seed Barfi Box
Set of 2 Rakhi with Gift Hamper, Roli ,

1495 25 37375 50
Chawal , Wooden Planter & Seed Barfi Box
Total
915 4,00,000 1215
69
Final Production/Inventory Quantity for Scrapshala Rakhi 2022
After making the final marketing plan for Scrapshala Raksha Bandhan 2022 the next step was to make final
inventory quantity that was needed by the company to achieve its sales target. So that when the customer
place their orders the company has those inventories in their stock.
Rakhi Gift Hamper Inventory

Rakhi = Rakhi Variations * Units = 100
Rakhi Tags = Rakhi Variations * Units=100
Greeting Cards= Units Sale= 50
Content of Box Card= Unit Sale=50
Rakhi Gift Box= Unit Sale = 50
Seed Barfi Box= Unit Sale = 50
Wooden Planter= Unit Sale = 50
Roli Jar= Unit Sale = 50
Chawal Jar= Unit Sale =50
Gifting Item= Unit Sale = 50

Fig.47
Rakhi Premium /Personalised Box Inventory

Rakhi Box= Unit Sale = 130
Seed Barfi Box= Unit Sale = 130
Wooden Planter= Unit Sale = 130
Caricature= 25

Fig.48
Rakhi Basic Box Inventory

Rakhi Box= Unit Sale = 105
Seed Balls= Unit Sale = 105

Fig.49
70
Rakhi with Envelope Inventory Required
Rakhi = 700
Envelope = 700
Greeting Cards=700

Fig.50
Given below is a list of inventory quantity that was calculated on the basis of target unit sale that company
wanted to achieve through Raksha Bandhan sale.
Products Name Product Quantity (Unit Sale * Target Value) 1 st Order Qty
Rakhi 1215 900
Planter 800 200
Roli 700 500
Chawal 700 500
Choclates 700 500
Caricature 25 25
Speaker 25 25
Seed Barfi Box 180 100
Teavel Kit 25 25
Greeting cards 700 500
Content card 1 basic box 105 75
Content card for Premimum box 130 100
Content card for gifts box 100 75
Steel Straw 20 20
Seed pencil set 20 20
Kids travel kit 20 20
Seed colour pencil 20 20
Single seed ball 105 75
Seed ball sticker 105 75
Rakhi Basic Box 105 105
Rakhi Premimum Box 130 100
Rakhi Gift Box 50 50
Total Quantity 5980 4010
71
10.3 Process-4 Storytelling for Scrapshala Plantable Eco-Friendly Rakhi 2022 Through
Photoshoot & Videoshoot
Photoshoot Brief- Research and plan a photoshoot for Scrapshala Plantable Rakhi 2022 that can be used for
website , E- commerce listing on aggregators and social media marketing. My main work here was to plan
and research for all the shoots and convey the same to the photography team so that they can shoot the same
according to the guidelines of company. And to give the final photoshoot pictures to the company.
Guidelines- The following guidelines were given by the owner

Shoot should be simple and easy to understand
Use less number of props
Research on competitors
One basic white background shoot
One creative photoshoot
Concept for the shoot

Storytelling of product and company both should be convey from the shoot
Initiative behind selling Plantable Eco-Friendly Seed Rakhi should be the main focus
Sequence of the shoot

Single Rakhi Shoot
Set of 2 Rakhi Shoot
Rakhi Hampers Shoot
Artisans Shoot
RESEARCH FOR
RAKHI SHOOT
Fig.51
72
Fig.52 FIINAL CATELOUGE SHOOT FOR RAKHI
FIINAL CREATIVE SHOOT FOR RAKHI
Fig.53
73
Fig.54 RESEARCH FOR RAKHI HAMPERS SHOOT
Fig.55
FIINAL CATELOUGE SHOOT FOR RAKHI HAMPERS
FIINAL CREATIVE SHOOT FOR RAKHI HAMPERS AND SOCIAL MEDIA
Fig.56
74
Fig.57
75
Videoshoot Brief- Research and plan a videoshoot for Scrapshala Plantable Rakhi 2022 that can be used for
Scrapshala website You-Tube channel and social media marketing. My main work here was to plan and
research was all the shoots and convey the same to the photography team so that they can shoot the
same according to the guidelines of company. And to give final videos to the company.
Guidelines- The following guidelines were given by the owner

Shoot should be simple and easy to understand
Use less number of props
Research on competitors
Concept for the shoot

Storytelling of product and company both should be convey from the shoot
Initiative behind selling Plantable Eco-Friendly Seed Rakhi should be the main focus
Sequence of the shoot

Educational Shoot- Asking people about Plantable Rakhi , telling them about plastic Rakhi disadvantages
and will they will like to buy Scrapshala Plantable Rakhi
Rakhi making shoot
Rakhi Basic Box unboxing video shoot
SOP for plantaing the Plantable Eco- Friendly Seed Rakhi
Rakhi Gift Hamper unboxing video shoot
Rakhi Premium Box unboxing video shoot
Shikha Shah owner of Scrapshala asking people to support the cause and buy Scrapshala Rakhi
FIRST SHOOT
This video basically talks about
what is Plantable Rakhi and to
use them as an alternative of
Plastic Rakhi
76
SECOND SHOOT
This video talk about journey
of Plantable Rakhi and
different designs of Rakhi
THIRD SHOOT
The unboxing video of all the
3 hampers of Rakhi
FINAL SHOOT
The last 2 videos talk about
how to plant the Rakhi and
lets make the festival greener
77
10.4 Process-5- Sales & Marketing for Scrapshala Plantable Eco-Friendly Rakhi 2022
The sale of Scrapshala Eco- Friendly Seed Rakhi was done through both Online and Offline Channels.
Online sales was done through
Scrapshala E-commerce Website
Flipkart
WhatsApp
Clan Earth
Nestry
Ullisu
Offline sales was done through
Scrapshala Retail Store
Exhibitions
IP Mall Scrapshala Store
Varanasi Offline Aggregators
Marketing for Scrapshala Eco- Friendly Seed Rakhi was done through various platforms like
You Tube Marketing
Google Ads for E- Commerce Website
Instagram Marketing
Facebook Marketing
Flipkart Marketing
Influencer Marketing
Marketing Budget for Scrapshala Eco- Friendly Seed Rakhi
Various Marketing Platforms Budget (in Rs)
You Tube (Google Ads) 18,000
E- commerce Website Ads (SEM through Google Ads) 28,000
Flipkart Ads 1000
Instagram Ads 1500
Facebook Ads 1500
Photoshoot and Videoshoot total cost 5000
Influencer Marketing 10000
Total Marketing Budget 66,000
78
E- commerce Website Ads (SEM through Google Ads)
Facebook Ads
79
Instagram Ads
Flipkart Ads
80
You - Tube Ads & Influencer Marketing
These were some screen shot of some social media promotions done by the company for Scrapshala Plantable
Eco- Friendly Rakhi 2022.
Scrapshala You-Tube & Website Ads was run by Google Account Manager .He was responsible to design a
campaign for Scrapshala get it approved by the owner and the run google ads and you-tube ads on behalf of
Scrapshala.
Scrapshala Instagram ,Facebook and Flipkart account was handled by the owner herself and she use to run
all these ads for Rakhi on these accounts.
81
Data Analysis
In the table given below these is Scrapshala final sale of 2022.The sale was done both online and offline . Also
sale was done through different aggregators like Nestry ,Clan Earth , Flipkart etc.
Commission Cut of Aggregators
Online aggregators like Clan Earth , Nestry ,Ullisu = 25 % commission
Flipkart = 30% Commission
Offline Aggregators like Narayan Das Store, Yasha Store and Sheroes Cafe = 20 % Commission
Scrapshala Sale in 2022

Final Amount After Aggregators
Source of Sale Qty Amount
Commission Cut
Scrapshala What's app 115 65895 65895
Scrapshal Website 82 36720 36720
Clan Erath (Online Aggregator) 56 26838 20129
Scrapshala Varanasi Retail Store 27 7795 7795
Scrapshala IP Mall Store Varanasi 34 7760 7760
Exhibitions 63 10135 10135
Nestry (Online Aggregator) 14 7424 5568
Ullisu (Online Aggregator) 1 875 657
Scrapshala Delhi Retail Store 2 300 300
Narayan Das (Offline Aggregator) 20 6895 5516
Flipkart (Online Aggregator) 20 21345 14942
Yasha Store (Offline Aggregator) 21 7658 5744
Sheroes Cafe (Offline Aggregator) 9 8990 7192
Total Sale 464 208630 187220
SCRAPSHALA SALE IN 2022

Source of Sale Sale (in Rs) Sales Ratio

Offline Sale
24%
Online Sale 143116 76%
Offlline Sale 44104 24% Online Sale

76%
Total Sale 187220 100%
Chart-1
82
Online Sales Online Sales Offline sales Offline Sales

Online Sale Offline Sale
(Rs) Ratio (Rs) Ratio
Scrapshala Scrapshala
102615 72% 15855 36%
Online Sale Store Sale
Online Offline
40501 28% 18114 41%
Aggregator Sale Aggregator Sale

Exibition Sale 10135 23%
Total 143116 100%

44104 100%
TYPE OF RAKHI SALE IN 2022

Type of Rakhi Sale in Quantity
Wooden Hand- Painted Rakhi 151 Hand Crafted

21%
Wooden Rakhi
Hand- Painted Cork Rakhi 81
40%
Hand Painted
Handcrafted Cork Rakhi 147 39%
Total Sale 379 Chart-2
TYPE OF BOX SALE IN 2022

Type of Box Sale in Quantity
Gift Box
Basic Box 31
20%
Premium Box
Premium Box 37
44%
Basic Box
Gift Box 17 36%
Total Sale 85
Chart-3
83

Scrapshala Sale in 2022 Scrapshala Sale in 2021
Source of Sale Sale (in Rs) Sales Ratio Sale (in Rs) Sales Ratio
Scrapshala Sale (Including both

128605 69% 67295 45%
online and offline)
Sale through Aggregators (Including

58615 31% 82705 55%
both online and offline)
Total Sale 187220 100% 150000 100%
Sale
Through
Aggregators
31%
Scrapshala Sale
69%
Chart-4
Sale
Through Scrapshala Sale
Aggregators 45%
55%
Chart-5
84
Summary of Findings
The total manufacturing cost of Scrapshala Eco- Friendly Plantable Rakhi was Rs 85,105 which is
calculated here by multiplying production quantity with the costing. The total marketing cost which includes
You-tube , Instagram , Facebook ,Google Ads, Influencer Marketing and Photoshoot and Videoshoot was
Rs 66000. So the total cost incurred by Scrapshala was Rs 151105 and the total sale of Scrapshala was Rs
187220. Also in the sales data I can see clearly that sale of wooden and hand-painted rakhi is more which
was old stock of comapny that the Rakhi company launched this year it clearly shows that these designs
were not accepted by companies targeted customers.The final profit was of Rs 36115.
Final Outcome
Cost Value (in Rs) Sale Value (in Rs)
Manufacturing Cost 85105 Online Sale 128605
Marketing Cost 66000 Offline Sale 58615
Total Cost of Production 151105 Total Sale of Scrapshala 187220
Profit 36115

The sales target for Scrapshala Plantable Rakhi was Rs 4,00,000 and target achieved at the end of Raksha
Bandhan was Rs 2,08,630 . The difference here was of Rs 1,91,370 that was not achieved by the company
in terms of value. When comes to quantity total sale quantity was Rs 464 whereas target sales quantity was
Rs 915 . The difference here was of 451 quantity that was not achieved by the company.
Target Actual Actual

Rakhi Target Sales Difference Difference
Sales (in Sale (in Sale ( in
Variations (in Qty) (in Qty) (in Value)
Value) Qty) Value)
Rakhi 630 169850 379 138335 251 31515
Scrapshala
105 49725 31 16895 74 32830
Basic Box
Scrapshala
Premium 130 111600 37 29600 93 82000
Box
Scrapshala
50 69750 17 23800 33 45950
Gift Hamper
Total 915 400000 464 208630 451 191370
85
11. PROJECT-2 "NEW KIOSK STORE AT IP MALL SIGRAVARANASI"
PROJECT BRIEF
Scrapshala decided to open one new kiosk store in Varanasi IP Mall to do branding and marketing of
the company and also to see what response company gets in large walking area. The merchandise in
the store should be maximum of low margins . This project helped me to understand basics of visual
merchandising and branding.
PROJECT GUIDLINES
Store design should do maximum branding of Scrapshala
80 % merchandise should be less than Rs 500 and 20% should be up to Rs 1000
Store should look attractive and all products should be visible
Marketing for the store should be done through Social Media

Research on kiosk design
Final design for kiosk store
Planning and finalizing merchandising for store
Execution
RESEARCH
86
FINALISING DESIGN FOR STORE
MARKETING THROUGH SOCIAL MEDIA
87
EXECUTION
SIDE VIEW FRONT VIEW SIDE VIEW
88
12. PROJECT-3 "WALL GRAFFITI ART FOR SCRAPSHALA STORE"
PROJECT BRIEF
Scrapshala Retail Store is under a house .Lot of people who crosses the road believe that its a house .I
was given a brief to design a wall graffiti at both the walls of entrance gate. The wall graffiti should be
create curiosity among the people to visit the place and hence, increase walking of store.
PROJECT GUIDLINES
Catchy Captions
Wall Graffiti images should convey Scrapshala story and easy to understand
Colors to be use same as brand colors and use less objects

Research
Final Design
Execution
RESEARCH
Fig.58
89
FINAL DESIGN
90
EXECUTION
BEFORE
AFTER
BEFORE
AFTER
91
13.PROJECT-4 "CLIENT FOOD STALL RESTORATION "
PROJECT BRIEF
Scrapshala also provide services to its customers. This was my internship project to design a food stall
for one street vendor who wanted to open his business in a new society. He has 3 dishes to offer to his
customers , so the stall has designed accordingly.
PROJECT GUIDLINES
Catchy Captions
Stall should look attractive
Illustration should be designed according to the menu of items given by the owner

Research
Final Design
Execution
RESEARCH
Fig.59
FINAL DESIGN FOR BIRYANI , MOMS AND CHICKEN
1.BIRYANI 3.CHICKEN
2. MOMS
92
EXECUTION
FRONT VIEW
93
SIDE VIEW
94
14. LEARNING OUTCOME
1 2 3
KNOWLEDGE SKILLS ATTITUDE
Through this Through this After this Internship I
Internship I got Internship my personally every time
knowledge regarding communication and prefer to use a
whole process through coordination skill is sustainable products in
which a product goes improved all aspects of my life
Branding and Packaging of a product
How to make a Marketing Plan for a company
How Photoshoot and Videoshoot of a product is done and knowledge of Visual

Merchandising
Social Media Marketing
Flipkart Marketing
Influencer Marketing
How products are sold through different channels of marketing (Online and Offline)
How to do product listing on website
Product Positioning and Branding on Social Media

Marketing Research
Digital Marketing and Offline Marketing through different Aggregators
Working on Excel and Communication and Co-ordination between various

departments
We should use those products that are sustainably good for environment
We should be always proud and vocal for local products and companies
95
15. SUGGESTIONS
1.The first suggestion which I would like to give to Scrapshala is there is huge gap in a company when it
comes to planning and execution. In Plantable Seed Rakhi Project also there was lots of this that we planned
in starting but due to lack of time management same was not executed. Example- Due to lack of time
management Scrapshala was not able to list itself on various good aggregators like Amala Earth, Brown
Living and Nykaa or we made a huge list of brand collaboration and Influencer but was not able to reach
them on time.
2.Scrapshala should make sustainability affordable to maximum people. With this what I mean is Scrapshala
products are too costly and that is a reason that its not possible for common people to purchase this much
expensive product. The company should stick now from product concept to production concept of
marketing .So there labor cost will be less and prices can be reduced. Right now they have around 100-130
verities of products they should reduce it to 70-80.
3.Scrapshala should introduce a new range of promotional products. Those products should be of low price
so that more and more promotion and branding of the company can be done.
4.Reason for not achieving the target of Rs 4,00,000 for Plantable Seed Rakhi

Scrapshala was always known for

creating something innovative and
new, the same was the plan of
company for this time also, initially
we decided to go with these designs
of Wooden Rakhi which was made
from pine wood and after Raksha
Bandhan can be used as key
chain,frige magnet or for block
printing, but due to lack of
commitment from vendors side
regarding quality and production
timing this idea was canceled by the
company at last moment .From the
next time company should be in
touch with 2-3 vendors at a time
and should not trust on only 1
vendor.
These were the final 6 designs that Scrapshala thought for Raksha Bandhan 2022
Bond of Infinite Love Humsa Hand Mandala Art
Togetherness Mental Health Unique Bond
96
Last year in 2021 Scrapshal has 25 designs in Rakhi and this year only 3 designs ,this was also one of the
reason of not achieving the target because the existing customers were asking about old stock of Rakhi
instead of taking the new season stock of Rakhi.Even the overall sale of Scrapshala also shows the
same.Last year stock is sold more than ths year stock on Raksha Bandhan 2022.
Hand Crafted Rakhi
Fig.60
Hand Painted Rakhi
Fig.61
Wooden Hand Painted Rakhi
Fig.62
Wooden Hand Painted Lumba

Rakhi
Fig.63
97
16. Conclusion
Summer Internship Project was a great learning experience not only from academic point of view, but from an
overall perspective. It helped me to understand the whole product development, production and marketing
process of the industry keeping in mind the brand and its client base.
I learnt to take up a task and mold it in such a way that the product fits the company and its ideology. I was
given an opportunity to interact with the local artisans of Scrapshala ,it helped me to understand how much
skill is required to make a product.
I understood the working of an uncycled sustainable brand from commercial point of view. While working in
Scrapshala I learnt to handle lot of projects apart from that general scope of work. I learned to prioritize work
and assign personal time to each project so as to deliver multiple works at the same time.I learned here how
the basic idea is bough into execution. I have learnt a lot of small tricks and tools to save my time.
In a professional environment, work will only be approved and appreciated when it is completed on time. Fast
thinking, smart use of resources and a good hand of working on different software's like Excel, Canva ,
Google Docs are essentials for any project to be completed within a deadline.
At last doing the work effectively and efficiently is a key of success.
98
17. References
Anagha,S.(2021).List of Brands Celebrating Raksha Bandhan in 2021. (startuptalky.com)
Singh,D.(2021),This Raksha Bandhan, online Rakhi sales double, e-gift cards top gifting choice - Times
of India,(indiatimes.com)
Srivastav,G.(2021),Companies celebrate relationship between Rakhi & sales,The Economic Times

(indiatimes.com)
Ahemad,A.(2021),Raksha Bandhan goes digital this year ,The Statesman
Kumar.s,(2021),Raksha Bandhan 2021: E-commerce giants also offer gift cards for festival; check
details here ,(firstpost.com)
Rathi.R,(2021),https://www.indianretailer.com/amp/article/whats-hot/trends/Rakhi-Festival-of-business-
profit.a1714
Flipkart,(2022).Offical Website.Rakhi Online at Best Prices in India | Raksha Bandhan - 2021 | 07-June-
22 (flipkart.com)
FNP,(2022).Offical Website.Rakhi Online | Send Rakhi to India | Rakhi Gifts Delivery – FNP
IGP,(2022).Offical Website.Rakhi Gifts Online: Send Rakhi to India, Online Rakhi Delivery (igp.com)
Floweraura,(2022).Offical Website.Rakhi Online | Rakhi Gifts @25% OFF | Send Online Rakhi in India
(floweraura.com)
Amazon,(2022).Offical Website.Amazon.in : amazon rakhi
Myntra,(2022).Offical Website.Online Shopping for Women, Men, Kids Fashion & Lifestyle - Myntra
99

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‘PLANTABLE ECO-FRIENDLY SEED RAKHI’

UNDER THE GUIDANCE OF

DEPARTMENT OF FASHION MANAGEMENT STUDIES

Signature of the faculty mentor

Name and Designation of faculty mentor

In Scrapshala as an interns of "Marketing and Merchandising" I have worked on 4 different projects

Project-1 "Plantable Eco- Friendly Seed Rakhi"

Project-2 "Opening of New Kiosk store at IP Mall Sigra Varanasi"

Project-4 "Client Food Stall Restoration"

SL.NO TOPICS PAGE NO.

1 Company Profile 11-14

2 Journey of Shikha Shah 15

4 Products of Scrapshala 17-31

5 Services at Scrapshala 32-33

6 Function of Various Departments in Scrapshala 34

9 Research Mythology 38-39

SL.NO SOURCE OF IMAGE PAGE NO.

Fig 1 Scrapshala Official Website 11

Fig 2 Scrapshala Official Website 12

Fig 3 Scrapshala Official Website 13

Fig 5 Scrapshala Official Website 15

Fig 6 -Fig 7 Scrapshala Official Website 18

Fig -9 Scrapshala Official Website 19

Fig 10 -Fig 27 Scrapshala Official Website 20-31

Fig 28-Fig 30 Scrapshala Official Website 32-34

Fig 31 Scrapshala Official Website 38

Fig 32-Fig 34 CPCB Report 2019 38-39

Fig 35- Fig 42 Google 42-43

Fig 43-Fig 46 Scrapshala Official Website 47

Fig 47 - Fig 50 Scrapshala Official Website 70-71

Fig 52- Fig 53 Scrapshala Official Website 73

Fig 55- Fig 57 Scrapshala Official Website 74-75

Fig 60-Fig 63 Scrapshala Official Website 98

SL.NO TITLE PAGE NO.

1 Scrapshala Sale in 2022 82

2 Type of Rakhi Sale in 2022 83

3 Type of Rakhi Box Sale in 2022 83

4 Scrapshala Sale in 2022 84

5 Scrapshala Sale in 2021 84

ONE WOMEN , 15 ARTISANS AND AN INCREDIABLE JOURNEY

Company interlink art, creativity and waste into

Founders Sakshi Shah

Scrapshala Approach - Scrapshala is a conscious Indian brand with objective of

5 Reviving of the Indian

1.4 BUSINESS MODEL OF SCRAPSHALA

1.5 COMPETITORS OF SCRAPSHALA

2.2 Scrapshala in Media Fig.5

MANAGER STORE MANAGER

MARKETING DESIGNING DESIGNING

12 STATIONERY 1 HOME DECOR

10 OFFICE DECOR 3 EVENT DECOR

8 HOUSEKEEPING 4 TOYS & GAMES

UPCYCLING BECAUSE "NOTHING LAST FOREVER EXCEPT PLASTIC"

UPCYCLING WASTE TYRES INTO BEAUTIFUL PRODUCTS

TABLE CUTLERY CANDLE

COASTER KEY HOLDER TEAPOTS

NAMEPLATE WALL DECOR BOTTLES

TABLE PLACEMENTS FROM PRICE POINT RS 4,25 UPTO RS 1,795

KEY HOLDER FROM PRICE POINT RS 6,95 UPTO RS 1,650

TEA POT FROM PRICE POINT RS 3,245 UPTO RS 3,445

ORGANIZER BOXES AND BASKETS FROM RS1,999 TO 1,799

LIFESTYLE PRODUCTS FROM RS 175

CUSTOMIZED GIFTS COST BASED ON DESIGN