ENTREPRENEURSHIP

AND SUSTAINABLE
BUSINESS PRACTICES
PRESENTED BY : ADITI JHA, CHAITRALI KETKAR, L.V.S SAI SWEEKRUTH,
MUSKAN MEHTA & RIYA SINGH
 JURY BRIEF

Students are required to do an in-depth analysis of a fashion/retail brand. Additionally, the students
are required to create a hypothetical fashion/retail business brand based on the company studied,
and suggest improvements of the business with respect to market and sustainable business practices.
Students need to prepare a report and presentation giving business, services, success factors for the
hypothetical business, including relevant qualities required in the entrepreneur/s.
INTRODUCTION
Based in Mumbai, India.
Founded by Kamal Khushlani in 1998.
Owned and managed by Credo Brands
Marketing Private Limited.
1,400 multi brand outlets and 120 large
format stores.
In 2017, the brand launched men’s shoes
in 100 stores in India.
ENTREPRENEUR
Kamal Khushlani

Started a company by the name 'Mr &

Mr' in 1992
Started Mufti all alone from rock bottom.
Mufti expanded from specialty brand
outlets to multi-brand outlets in 2000.
His vision and aim for the company has
always been to build the first global
fashion brand with Indian roots.
 ORIGIN
‘Mufti’ is a is a Hindi word derived from the Armed Forces of
India which means 'casual dressing'.
With the brand’s casual wear in focus, it generated the first
tagline:
“Mufti – anything else is uniform.”
With the growth of the brand and market over the years, the
tagline was reinvented to :
“Mufti – alternative clothing.”
 BRAND OVERVIEW
Raw materials and fabrics are sourced from
various Indian mills including Arvind Mills, KG
Denim, NSL, and Mafatlal.
Trims are collected from third-party
manufacturing units in Ludhiana, Bangalore and
Tirupur
The company has more than 600 employees on its
direct payroll and over 2000 people on indirect
payroll.
The brand produces a range of over 500 products
every season.
COMPETITORS
PRODUCTS
Shirts (Rs.1000-Rs.3000)
Jeans (Rs.2000-Rs.4500)
T-shirt (Rs.525-Rs.2599)
Cotton Pants (Rs.1500-Rs.4299)
Jackets (Rs.2000-Rs.6999)
Sweatshirts (Rs.2999-Rs.3499)
Sweaters (2500-4500)
Flat knits (Rs.2600-Rs.2800)
Joggers (Rs.2800-Rs.3000)
Cargos (Rs.3699-Rs.4200)
Shorts (Rs.1000-Rs.1500)
Blazers (Rs.7499-Rs.8299)
We build to give back to nature
 ABOUT US

Founded in 2022 with a mission to work with high quality, responsibly made fabrics and provide
style with good quality to our clients.
We are constantly looking for sustainable ways to endorse the highest ethical and
environmental standards by making our entire process completely transparent for the public
eye.
 OUR MOTIVE

We believe we will enable a sustainable future where we can all contribute

to and be a part of the change we want.
 PRODUCT RANGE
Shirts (Rs.2000 - Rs.5,500)
T-shirts (Rs. 2,000 - Rs.2,750)
Chinos (Rs.3,000 - Rs.5,500)
Shorts (Rs.2,500 - Rs.4,000)
Short kurtas (Rs.3,000 - Rs.7,000)
Sweat shirts (Rs. 2,000 - Rs.5,550)
Jackets (Rs.5,500 - Rs.7,5000)


SEGMENTATION TARGETING
DEMOGRAPHICS Gender : Men
Age : 28 years to 38 years Aged between 28-38 years
Gender : Male Individuals who are dedicated to sustainable
and eco-friendly living
GEOGRAPHIC Early adopters and those who are keen to try
Region : India new ideas and products.
Density :Urban

PSYCHOGRAPHICS
Social Class : Upper Class
POSITIONING
Lifestyle - Sustainable, Satvik is one of the market player for
experimental & Conscious sustainable change and focus on
customer authenticity.
 MATERIALS USED
Our hemp is Indian Industrial Hemp Association Certified
Organic cotton, Ahimsa Silk and Organic fleece are GOTs Certified

Organic cotton Hemp Matka Silk/ Organic fleece

Ahimsa silk
 SUSTAINABILITY CERTIFIED

Partners in Sustainability

Proudly partner with Fair Trade

USA, Global Organic Textile
Standard, Textile Exchange and
SimpliZero to ensure that the
products and the processes are
supportive of both, people and
planet.
PACKAGING & SHIPPING
The packaging for the products is
made by using leftover fabric by
ladies of National Organization For
Social Empowerment

Drawstring bags and tote bags are

used.
Using recycled cardboard and
paper for tags.
Focusing on carbon neutral
shipping.
BUSINESS CANVAS
MODEL
 PARTNERS KEY RESOURCES VALUE PROPOSITION RELATIONSHIPS SEGMENTING
Material suppliers Founders Quality products Customer centric Men
National Supply Chain Sustainably made model 28-38 years old
Web developers Working
Organization For Locally made Transparency
Social Empowerment Transparency After sales services professionals
Logistics Customer centric Community Fashion forward
Web developers approach gathering Conscious thinking
Textile Exchange Occasion friendly Flexible spending
Weavers Eco Friendly Packaging power
Artisans KEY ACTIVITIES Ethical sourcing CHANNELS
Investors
Sales & Marketing Social media
Distribution Website
Production Newsletters
Licensing Word of mouth
Data Analytics Ad campaign

COST REVENUE
Materials Website
Manufacturing B2C
Operations Advertising
Packaging
Research and development
Infrastructure
SUCCESS FACTORS
Leaders should be committed to
sustainability.
Having full knowledge of the purpose
Clear on sustainable business priorities

Collaborations to increase impact

Value delivery and client satisfaction
ENTREPRENEURIAL ASPECTS

Risk taking factor Highly innovative

Willpower Good leadership
Philanthropist Flexibility
Good knowledge of the business
 REFERENCES

https://jcannabisresearch.biomedcentral.com
https://certifications.controlunion.com
https://organiccottonaccelerator.org/why-organic-cotton/
https://www.oberlo.com/blog/what-is-entrepreneurship
https://www.sciencedirect.com/journal/current-research-in-environmental-sustainability
https://in.indeed.com/career-advice/career-development/what-is-the-stp-process-in-
marketing

THANK-YOU !