A) INTRODUCTION AND BACKGROUND:

One of the most popular and highly rated social interaction platforms, both in India and around
the world, is the Indian sports business. Sports dignitaries are viewed in the context of modern
media culture as more than just athletes; they are also social influencers with ideological values
and cultural implications that best highlight the compatibility of particular personalities and
inspire motivation and desire toward their individual poise in relation to sports marketing. The
spectators' hearts and minds are captured by the sporting events, which also spark a variety of
perspectives. The idea of athlete branding and sports marketing has changed, and it is now
becoming a versatile component of marketing and endorsement.

Activewear was by far the most comfortable type of clothes for casual occasions. Giant athletic
clothing companies began to carry more athleisure clothing. Activewear that can be quickly
transformed into casual and leisurewear has started to gain popularity. The sports, urban, and
fashion movements that make up athleisure are more than the sum of their parts. Due to the
fact that it has evolved into a full lifestyle, it has surpassed the status of a trend. The most
popular aspect of the athleisure trend is the fusion of fashion and athletic aesthetics. Sports gain
credibility from fashion, while fashion gains functionality from sports.

You can wear athleisure, a sort of flexible sportswear, on a daily basis in situations other than
athletic ones. Even if you don't work out, it combines activewear with fashionable streetwear
and is made for daytime and leisure activities. With athleisure, you can include classic athletic
wear composed of technological materials into your daily wardrobe. Previously, you wouldn't
have thought to go to a restaurant in your workout attire, but athleisure apparel is increasingly
commonplace in both informal and formal situations. It improves the idea of comfortable
indoor sportswear by merging it with the business-casual styles that have made athleisure more
and more well-liked among office employees and students.

Modern athleisure started to become popular in the 1970s. Brands started creating workout
apparel in a variety of fabrics that offer increased breathability, odour-wicking, and moisture-
wicking technologies as personal fitness and working out became more and more popular.
More people started buying athletic wear as research and funding into it continued to raise the
standard of the outfit. The term "athleisure" was originally used in 1979 in a Nation's Business
article to describe shoes and apparel made for those who wanted to look athletic. Sportswear,
which was apparel made for certain activities, was replaced over time by athleisure, which is
now defined by one-size-fits-all clothes.

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The aim of athleisure apparel has always been to make athletic wear more comfortable and
conducive to exercise, but the concept gained more traction in the 1970s due to a renewed
emphasis on materials and function. People were more willing to wear athletic apparel outside
of exercises as it got more comfortable. It utilises high-quality, athletic materials to produce
breathable and breezy shirts and seamless stretch pants that look business casual, while also
being comfortable and fashionable and complementing busy lifestyles. This innovation is one
of the main causes of athleisure's current popularity. Since every business strives to advance its
technology and materials, athleisure clothing may now be found in a variety of materials,
including bamboo, spandex, and merino wool.

While athletic wear is for sports and exercising, Athleisure wear can be worn anytime and
anywhere. For the same reason, Athleisure wear has attracted several people and not just fitness
enthusiasts. The athleisure trend is accepted more at the social events and parties. Wear them
while lounging, walking on the street, and a casual dinner. No one would bat an eye on you.
Activewear is more durable, odour resistant and wrinkle-free. Therefore, more people are
wearing them, and more brands are manufacturing them. Athleisure wear and market is
growing at the expense of denim. More people now prefer athleisure aesthetics over denim in
their casual wear.

Indian sportsmen are supported and promoted by large sports brands that collaborate with
foreign brands through sponsorship agreements. Base domestic and foreign brands with a long
history in the sports industry are widely available in the Indian market. Because athletes and
companies have a long history together, this connection has become more noticeable over time.
Thus, sports stars serve as a platform for promoting and advertising well-known companies
and their goods. Athletes are viewed as the pinnacle of perfection and as their idols by loyal
supporters, which boosts the popularity of the athletes' sponsored brands.

The industry is expanding greatly as consumers become more and more attracted to the
products' capacity to offer heat loss wicking, breakability, and improved physical activity.
Utilization is increasing as a result of the product's assistance with injury prevention, blood
circulation improvement, and protection from extreme weather. Due to more people
participating in fitness activities, the urban population is growing, which increases product
consumption. As a result of the restrictions placed on the number of consumers allowed in
stores, the corona virus outbreak has had a negative impact on the sector globally.

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Due to the increase in wealthy people in emerging markets, sports clothing has been growing
in popularity. The market is growing as a result of rising health consciousness and consumer
uptake of fitness activities like yoga, swimming, jogging, and aerobics. In addition, the growth
of the sports apparel market is driven by an increase in the engagement of women in sports and
fitness activities. Aggressive marketing and sponsorship have also paved the way for the sports
apparel industry's expansion. The primary limitations on this market are the varying costs of
the raw materials used to make such apparel and the ease with which counterfeit goods can be
found.

One of the biggest and fastest-growing industries in both the United States and the rest of the
world is still the sports industry. This rapid expansion has encouraged many people's constant
attraction to work in the sports sector. Numerous students enrol in academic programmes that
specialise in the study of sport management every year to get ready for a career in sport, both
in the US and overseas. The entertainment sector today includes a significant role for sport,
which competes for the personal finances of fans across the globe. Sport has grown to become
a multimillion-dollar industry. As a result, there is a greater need for people who have received
specialised training for the particular requirements of the sports industry.

The basis for this rapidly growing business would be technology, paired with a few government
efforts, leading to cost-effective production procedures. The Indian sports goods retailing
industry is undergoing a major change and is becoming extremely competitive as more and
more players compete for the same group of clients. The expansion of sellers across the nation
is a sign that the sports business will experience a significant growth in the not-too-distant
future. The entry of the new retailer in India represents the start of a revolution in retail. Due
to rising per capita income, a changing population's lifestyle, and shifting customer
preferences, the retailing of sporting goods is expanding in India. India has served as a major
base for the production of sports goods, and sourcing from India has grown significantly.

Here I have planned to start an online sportswear brand. The brand name is sette. For that
purpose, I have prepared a business plan starting from budgeting till retailing. My product line
will have a variety of sports wear and accessories. The brand has to be unique than another
sports brand. I have planned to have seven product categories under which each category has
seven products. I need my brand to be surrounded by seven and colours of his team. The
availability of colours and designs of products will be seven.

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B) OBJECTIVE AND PURPOSE:
B.1. OBJECTIVE:
• To identify a business opportunity in the market.
• To give customer the lively experience.
• To examine the technical, economic and financial feasibility.
• To analyse the overall industry.
• To meet the customer demand.
• To fulfil the customer requirement.
• To increase the market dominance.
• To achieve social or environmental concerns.
• To developing a memorable brand and marketing strategy.

B.2. PURPOSE:

The purpose of a business plan is to identify, describe and analyse a business opportunity and
examine its technical, economic and financial feasibility. It provides a global analysis of the
industry. The business plan forces to make a strategic reflection on the business. For a startup,
it will help to manage the business. Creating the business plan forces to analyse the competition.
All companies have competition in the form of either direct or indirect competitors, and it is
critical to understand your company’s competitive advantages. The business plan helps to bring
previously hidden assumptions to the foreground and with that we can test them and analyse
their validity. The first step will be the analysis of the present industry situation. This helps to
develop the objectives for the business.

C) MARKET ANALYSIS:

C.1. OVERVIEW OF MARKET:

India's athletic goods market is one of the largest in the world and has been in existence for
almost a century. Because of its success and the skilled workforce that supports it, the sector is
well-known for helping improve employment rates and the national economy. Over 500,000
individuals work in the sector. More than 300 sports-related products are presently produced in
India, including toys, video game consoles, festive and carnival items, gymnastics and
sportswear, fishing gear, outdoor games, toys, and more. Among the best states in India for
producing sporting goods are Uttar Pradesh, Punjab, Maharashtra, Delhi, Tamil Nadu, Jammu,

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and West Bengal. Of these, the cities of Jalandhar in Punjab and Meerut in Uttar Pradesh
produce between 75 and 80 percent of the nation's output.

Figure 1 Production of sports goods in India

Given that there are so many well-established established multinational companies, the global
sports goods industry is very competitive. Asia-Pacific is one of the world's largest
manufacturing regions for sports goods because the majority of sports goods are produced
there. India was the 24th-largest exporter of sports goods globally in 2019–20, representing
0.56% of all sports goods exported globally, indicating considerable room for future growth.
In 2019, the market size of Indian sports industry was around INR 91 billion, Indian premier
league got the majority of the media consumption in the sports industry in India, however, other
domestic sports also managed to gain popularity like Indian super league and pro kabaddi.

The global athleisure market size is anticipated to reach USD 330.97 billion by 2022 and grow
at a compound annual growth rate (CAGR) of 9.1% from 2023 to 2030. Over the projection
period, increased passion for sports and outdoor recreational activities among the country’s
young population is predicted to fuel demand for athleisure gear. One of the primary aspects
driving this trend is a rise in consumer fitness and health consciousness, which is generating
the demand for comfortable and fashionable clothes. The COVID-19 pandemic has drastically
altered the yoga landscape around the world. Yoga studios, gyms, health clubs, and other
locations where in-person group yoga lessons were held were shut down or temporarily closed
on a global scale as a result of the lockdown measures. However, the shift from in-person
sessions to online platforms supported the market growth.

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 Figure 2 US Athleisure market

Furthermore, several businesses concentrate on specific activewear product categories and

prioritize customer satisfaction. Several businesses also offer tailored gear that is best suited to
different types of customers, as well as professional advice to help customers choose the right
product. Sustainability, a long-standing fashion trend, has made its way into the athleisure
sector. Consumers continue to find and invest in new items made of sustainable, durable, and
high-quality materials, according to Forbes, and many firms are attempting to bridge the gap
between fashion and innovative-functional designs. Gap, which owns both Old Navy and
Athleta, is far from the only shop reaping the benefits of athleisure, which is more properly
described as a category of clothes that can be worn for both sports activities and casual wear.

During the pandemic, customers were drawn to loungewear like leggings, pajama sets, and
other comforting alternatives. The Old Navy store reshuffled its store layout to accommodate
this trend, placing those items right at the door. Major companies are introducing new goods
with stretchy fabric that can be worn on a run or to the supermarket to gain a higher market
share. Kohl’s unveiled its own activewear brand, FLX, in early 2021, while Target debuted All
in Motion, a new workout label, earlier in 2020.People between the age group of 16 and 30
years are the most active athleisure consumers. As fitness is becoming more essential, a slightly
older age group also forms a part of the target consumer base. The women’s athleisure products,
in particular, have witnessed the most rapid growth.

In terms of value, the mass athleisure segment dominated the industry with a share of more
than 63.90% in 2022. Athletic-casual clothing is becoming more widely accepted for use in a
range of social settings. Sports-inspired materials like spandex, Lycra, and other synthetic
fibers are used in many of the garments that are today considered work-appropriate. More
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individuals are shopping online and purchasing products to pick up in person around the world,
and both trends are anticipated to continue. Pandemic-induced lockdowns have also resulted in
an increase in first-time e-commerce shoppers: 14% of U.S. customers and 17% of Chinese
consumers purchased apparel online for the first time due to the pandemic-induced restrictions.

The online distribution channel segment is projected to register the fastest growth rate of 9.6%
from 2023 to 2030. Moreover, celebrity collaborations can aid a brand’s discoverability, as
celebrities frequently share products on social media channels, such as Instagram, which is a
major platform for shops. Influencer marketing increased by 198% last year, and more than
70% of firms use Instagram influencers in their marketing initiatives. The fashion business is
undergoing seismic shifts as a result of digital innovation, rapid globalization, and changes in
consumer buying habits. And, due to the coronavirus’s expedited retail catastrophe, the fashion
industry has become more uncertain. Independent businesses are making use of online
purchasing and social media marketing to create high-quality gear for runners looking for items
that meet their needs as well as their flair.

Figure 3 Global E-commerce athleisure market

In 2022, North America was the largest region and accounted for the maximum share of more
than 33.50% of the overall revenue. As a result of the pandemic, in the United States, more
people are working from home than ever before. Thus, the demand for sweats, pajamas, and
athleisure has increased. Since the start of the COVID-19 pandemic, 14% of consumers have
purchased comfortable clothing, such as pajamas or athleisure, online, according to the
consumer survey. According to the National Council of Textile Organizations (NCTO), the U.S.

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textile and apparel market was valued at USD 64.4 billion when measured by the value of
industry shipments in 2020, meanwhile, U.S. exports of fiber, textiles, and apparel were USD
25.4 billion in 2020.

Figure 4 Fastest growing athleisure market

Virtual reality (VR) technology is being used by sports organisations to enhance the viewing
experience. Images, sounds, and other sensations produced by virtual reality mimic a physical
presence in an imagined setting. Clubs and teams are experimenting with virtual and 360-
degree environments to improve the match-viewing experience for fans by enabling them to
take a virtual tour of the stadium or racetrack and view the game from various perspectives.
For instance, a VR replicating of the Sacramento Kings vs. San Antonio Spurs NBA game was
available. Using virtual reality, NASCAR has developed an interactive spectator zone at the
racetracks.

Figure 5 India's export goods in US$

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India exports a wide variety of sporting goods, including swings, circus, shooting gallery, and
fairground amusement items. Other sports goods include gymnastic equipment, swimming and
outdoor games equipment, puzzles, video games, parlour and billiard games, and festive,
carnival, and entertainment articles. India exported sporting goods valued US$ 280.37 million
between April 2022 and August 2022.India exported sporting products worth a total of $546
million in 2021–2022 abroad. Comparing this to last year's exports, which totalled US$ 402.44
million, was a significant rise. Sporting goods shipments from India have increased at a CAGR
of 13% since 2016–17. Inflatable balls and their tools, nets, equipment for general exercise,
gear for boxing, toys and games, gear for cricket, sportswear, carrom boards, and hammocks
are major exports.

C.2. MAJOR MARKET AND SUPPLIERS:

At present the total contribution is approximately 0.5% which is now experiencing an overall
growth by introduction of games like Indian Premier League, Indian Super league, Indian
Badminton League, Pro Kabaddi etc. The growth and development of the Indian sport industry
is creating opportunities for management professionals in a wide variety of settings. The sports
industry anticipates a faster rate of development in a shorter period of time thanks to efforts
like professional leagues of developed sports, commercialization of underdeveloped sports,
professionalisation of heritage sports, and increased corporate sector investments. Before 2020,
it has the potential to completely eclipse the IT and related sectors. In addition to this, the sports
industry's expansion is opening doors for other sectors of the economy to develop.
Consequently, the job rate will rise.

India is one of the leading international sourcing destinations for inflatable balls and other
sports goods for global brands such as Mitre, Lotto, Umbro, and Wilson. Gymnasium apparatus
made up 10% of exports in 2019–20, while sports gloves and water surfing boards made up
3% and 2% of exports, respectively. India has improved its competitiveness in exports of "items
and equipment for table tennis, tennis, badminton, and similar rackets," with a thirty-fold rise
in exports, over the past ten years (2010–22 to 2019–20). India's market share in terms of tennis
equipment rose to 1.2% in 2019.

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 Figure 6 India's supplies to other countries

India exports sporting goods to more than 200 nations, including the USA, China, Australia,
Germany, the United Arab Emirates, the United Kingdom, Netherlands, France, South Africa,
Sweden, Canada, Belgium, Brazil, Chile, Denmark, and more. In 2021–2022, the leading
sporting goods importers from India included the United States, the United Kingdom,
Australia, Canada, Germany, and the Netherlands. The value of sports products exported to the
USA increased significantly by 48% to US$ 198.8 million from US$ 134.7 million the year
before. Similar increases have been seen in exports to the UK, Australia, and Germany, which
have seen increases of 42%, 32%, and 32%, respectively, hitting US$ 74.7 million, US$ 33.2
million, and US$ 32.8 million in 2021–22.

C.3. TARGET MARKET:

The target market is located worldwide and the Sette age range is broad from 15yrs to 50yrs.
While the brand has a strong focus on marketing to athleisure, our strategy has expanded to
attract several specific market segmentations, such as women, men and kids. We have
concluded with particular age range as the competitors are not focusing on such age range. It
will help us to reach out the customers.

D) TECHNICAL ANALYSIS:

D.1. PLANT LOCATION AND FACILITY LAYOUT:

The plant location of Sette’s manufacturing unit is in Tirupur. Tirupur textile industry has units
all along the value chain of knitwear starting from spinning, knitting wet processing, printing,
garment manufacturing and exports. Entire Tirupur cluster generates direct employment for over

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300,000 persons. The rapid industrial development at Tirupur attracts workers from different
districts of Tamil Nadu and neighbouring states seeking jobs. The main sourcing for our product
is knitted yarn. This is why we chose Tirupur as our manufacturing area. In Tirupur, sourcing is
an easy process and employment is not a big risk. We will hire experienced employees at low
wages. This helps to develop our brand. Our manufacturing unit along with the warehouse is
located near new bus stand. This location helps us for our shipping purpose as we are in online
field.

Figure 7 Layout of manufacturing unit

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 Figure 8 Layout of warehouse unit

The location has all the facilities for our production. As Tirupur is a textile city, the city provides
all the facilities needed by the factories. Water is a major requirement for the factories when it
comes to textile production. Tirupur is located on the banks of the Noyyal River, a tributary of
the Cauvery. In addition to the river Noyyal, waterways such as Jamunai Pallam, Rajavaikkal
and other local water bodies and ponds exist in Tirupur. A total of 28.50 MLD per day is
supplied by the two schemes from Mettupalayam head works. The first scheme, maintained by
the Tirupur Municipality (TM), with a capacity of 7 MLD supplies to the Tirupur City, the
second scheme, maintained by the Tamil Nadu Water Supply and Drainage Board (TWAD),
with a capacity of 45 MLD supplies 24 MLD to the town. With the help of tis schemes, we will
get water supply according to our requirement.

Sette is an online brand which produces athleisure wear. The website is different from other
brands. I have planned to give an offline shopping experience to my customers. The homepage
of my website will be the layout of the offline store. The products will be shown in a layout
that looks like an interior of the store. This gives the real feel to my customers while shopping.
Along with the experience, I have planned to give the feel of lightness to my customers.

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 Figure 9 Website homepage

Figure 10 Website homepage features store interior

D.2. PRODUCTION FLOW:

Production flow is an important aspect to be controlled by the company. With proper flow
control the quality of the end product can be guaranteed and disturbances that could cause
corrosion damage can be prevented. The production flow of Sette is mentioned below:

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PRODUCTION FLOW:

Design / Sketch

Pattern Design

Sample Making

Production Pattern

Compacting & cutting

Printing

Sorting/Bundling

Sewing/Assembling

Inspection

Pressing/ Finishing

Final Inspection

Packing

Dispatch

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For any brand looking to make money and create products that are profitable, Design process
is vital for efficiency, speed, and high rates of production. As our brand is online, we have
particular designs to be followed for our products. Pattern making is the next step in the process.
Before entering into the mass production, pattern for samples has to prepared. This helps to
find the right size of the product and it reduces the wastage of products.

Sample making is the process of making prototype prior to the bulk production. Sample making
is an essential step before placing the bulk order. The objective of the sampling is to eliminate
the risk of making a wrong purchase of raw material, making mistake in bulk manufacturing
that is not accepted by the buyer. Sampling process covers garment fit checking, fabric and trims
quality checking, approval value-added processes, and approval of complete finished garment.
If we miss sampling process at any situation, we will face greater issues during production.

After sampling, the pattern for the bulk production will be prepared. Production pattern is
prepared based on the working pattern of sample. Final production is done by the production
pattern. The detailed information can be given in the production pattern. Some changes can be
applied if we face any issues in sample. The production process starts with Compacting and
cutting. Compacting has to be done to remove the shrinkage before production starts. Straight
knife cutting machine will be used for our production. In Tirupur, we will get experienced
workers in every field. So, we will undergo cutting process with straight knife machine.

Before printing, dye colour has to be chosen according to the design. Printing is the least
expensive method for producing different designs. We use screen printing for our designs.
Screens will be got from the local companies as per our designs. Screen printing is more
commonly used for printing t-shirts. Greater care must be taken to properly align the designs
onto the fabric. It will take some time to dry out the colours to be aligned properly in the fabric.

Sorting and bundling are the important process before sewing. This shows the proper flow to be
followed in sewing section. This process helps for a quick finish of a product. Without sorting
and bundling garment parts of the same size, same colour, and from the same fabric layer,
cuttings can't be sent directly to the stitching operator. With this process, we can make a garment
as per standards. Sewing is the most important operation in the process of garments making.
Sewing is the most important among all the processes of garments joining. Sewing is followed
as per the instructions given. We have installed advanced machines and hired experienced and
fast workers.

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Inspection has to be done after sewing. It helps to reduce the mistakes that happens at the end.
If any mistakes found, garment can be sent for rework. After inspection, garment can be sent to
pressing department. Even if it’s a small garment, it has to be ironed and packed properly. In
Tirupur, we can get workers who can do ironing and packing perfectly without any hesitation.
This helps us to hire workers for multiple works.

Final inspection has to be done without fail to avoid mistakes. Even if a garment inspected after
sewing, it has to be inspected again properly. Packaging has to be inspected properly. The
corrected information has to put in correct packaging. After packaging process, the products
will be sent to warehouse block. The products are stored till the order will receive. After the
order was received, the product was checked and will get ready for shipping. The final product
will be dispatched to the customer door step.

D.3. OPERATIONAL PLAN:

Sette works in online field but we have our own manufacturing unit. We have two blocks of
buildings; one is for warehouse and other is for production unit. Keeping our manufacturing
unit at Tamil Nadu has some benefits. We will get 100 units of electricity for free. We are also
using solar panels for high consumption machineries. We will not worry about the electricity
and water supply. As we focus only on production, we don’t need much water supply. Water
supply will be easy in Tirupur as it has dams, ponds and rivers. For cutting, we are using straight
knife machine and 12 hand machines for printing. For sewing, we have installed advanced
machines with experienced workers. We have advanced pressing machines and organic
packaging materials to reduce carbon footprint. After production process, the goods will be sent
to warehouse block and stored till the order is received.

D.4. CAPACITY PLANNING AND MACHINERY REQUIREMENTS:

The total space for the manufacturing unit is 20 cent out of which 8 cent is for warehouse unit.
All the machineries are bought from in and around Tirupur. As Tirupur is a textile city, all
machineries required for an industry are easily available with reasonable prices. Starting from
cutting department, we have installed 4 straight knife machines. We have workers who work
quickly and perfectly. For sewing department, we have installed nine advanced sewing
machines. As we are in online, we are not into bulk orders.

We can produce products and can store it till the order receives. With the help of nine machines
along with experienced workers, we can complete our products perfectly. These machineries

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are sourced from Tirupur. For printing, we have two 12 hand machines. These machines are
sourced from Pollachi where we get best machines at reasonable prices. Dyes and screens are
purchased from Tirupur. The steam press of 3 sets is purchased for pressing department. The
workers who are experienced in pressing can finish the work on time perfectly. For packaging,
we have planned to use eco-friendly packaging materials replacing polythene bags. For storage
purpose, we are using cardboard boxes. The electronics and solar panels get installed from
Tirupur. The RFID machines for warehouse block are sourced from Chennai. As our factory is
near new bus stand, it is useful for us to dispatch our products. In warehousing, baggage
handling system is sourced from bangalore.

D.5. MATERIAL SOURCING AND UTILITY PLAN:

All fabric materials are sourced from Tirupur for production. The materials which we are using
for our products include recycled cotton, nylon and polyester, cotton jersey, double knit and
sustainable cotton. We need our products to meet sustainable factors. We make sure to use
organic and sustainable materials for products and packaging. We have some sports accessories
in our product category. These products are sourced from wholesale industries in Chennai and
Bangalore. For shoes, we are getting it done by Agra manufacturing hubs as per our
requirements. Agra is famous for shoe manufacturing so we will get best collection of shoes.

The annual consumption of material has to be planned before hand to avoid risks during
production. We need approximately 2200 kg of fabric for annual production. The electricity
consumption will reach upto 18000 units for one year. All other machineries are one time
investment. Other production materials like dyes, screens are purchased according to the
production. The finishing materials are sourced near factory and it can be purchased based on
the requirement.

Being in Tirupur, we will get all the utilities easily. Starting with electricity, we have solar panels
and electricity. Installation of solar panels was done in Tirupur. The maximum of 3000 units
electricity can be used for our production out of which 100 units are free in Tamil Nadu. For
water facility, we have bore well so that we don’t want to worry about water supply. For printing,
we need gas cylinders. We can get cylinders from normal gas delivery persons. Transportation
is not a big deal in Tirupur. We can get easy transportation and dispatching will happen easily
as Tirupur has many delivery service companies and transportation. We make sure to dispose
our product waste in a proper way.

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E) FINANCIAL ANALYSIS:

E.1. INITIAL INVESTMENT COST:

Sette is a sole proprietor form of business. We have our own building for starting up a business.
Having an own building is the major advantage that reduces huge amount in our investment.
Calculating initial investment helps to reduce the loss in the future. As we have own building,
we have to concentrate on buying machineries and arranging facilities for a manufacturing unit.
We have source machineries from Tirupur, Chennai and Bangalore. All the fabrics from Tirupur.
The investment of 20 lakhs is needed from Machineries, fabrics and utilities. We will get loan
of amount 40 lakhs. And also I have some savings for my business startup. These amounts help
me to startup my business.

E.2. SOURCE OF INVESTMENT:

Sette is a sole proprietor business. We are not interested in seeking help from investors or any
type of collaboration. Sette has an own property of manufacturing unit. We got loan facilities
from bank. It’s not an easy process to get a loan. If we have an own property, the officers will
examine the land and come up with a value. According to our land value, we will get a loan
amount. For our brand, we have got a loan of amount 40 lakhs. After development, all the profits
will be the investment for a brand.

E.3. PRODUCTION AND SALES PLAN:

We will start our production at our own manufacturing unit. Out of all the products, we will
produce 25 products in our unit. The other products will be sourced from Chennai, Bangalore
and Agra. Sette is a new startup and we have no idea about the sales. In the beginning, we have
planned to produce 35 products in each category. For producing these limited products, we need
to source approximately 190 kg of fabric. According to the orders, we will speed up our
production. Same planning will be applied for sourcing products.

S.NO PRODUCTS PRODUCTION TOTAL

NOS

1 Kids+ Men’s+ Women’s shorts 35+35+35 105

2 Kids+ Men’s+ Women’s T-shirt 35+35+35 105

3 Kids+ Men’s+ Women’s Jersey 35+35+35 105

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 4 Kids+ Men’s+ Women’s Tracks 35+35+35 105

5 Kids+ Men’s+ Women’s Joggers 35+35+35 105

6 Kids+ Men’s+ Women’s Socks 20+20+20 60

7 Kids+ Men’s+ Women’s band and cap 20+20+20 60

645

As Sette is a startup, we can’t predict the sales. We believe our sample products will go high on
sales than other products. People never believe in a new startup. If we sell sample products,
people will try and will love our products. Other products will also go for sales but not more
than samples. Once people start purchasing, all products will go high on sales.

S.NO PRODUCTS PRODUCTION NOS TOTAL

1 Kids+ Men’s+ Women’s shorts 2+2+2 6

2 Kids+ Men’s+ Women’s T-shirt 2+2+2 6

3 Kids+ Men’s+ Women’s Jersey 2+2+2 6

4 Kids+ Men’s+ Women’s Tracks 2+2+2 6

5 Kids+ Men’s+ Women’s Joggers 2+2+2 6

6 Kids+ Men’s+ Women’s Socks 2+2+2 6

7 Kids+ Men’s+ Women’s band and cap 2+2+2 6

8 Kids+ Men’s+ Women’s Shoe 2+2+2 6

9 Kids+ Men’s+ Women’s Sample 10+10+10 30

10 Accessories 10 10

88

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 E.4. REVENUE ESTIMATION:

Revenue estimation is an important part of our business planning. Revenue estimation involves
calculating the amount of money that my business is likely to earn. We already work this out by
forecasting our business growth rate, the number of customers we have and the prices of your
products and services. As Sette is a startup, revenue estimation helps to add the sum of money
if needed. We have predicted our sales plan and here we will plan with the price of the product.
The brand’s revenue estimation may increase or decrease as exact estimation cannot be
predictable. Here we have estimated our revenue for the next five years.

60LAKHS 59 LAKHS

50LAKHS
44 LAKHS
PROFIT

40LAKHS

30LAKHS
27 LAKHS

20LAKHS 16 LAKHS

10LAKHS
7 LAKHS

0 2023 2024 2025 2026 2027

YEAR
20
The above chart shows the revenue estimation for the next five years. In the first year, we can’t
expect much revenues. Year by year, our revenue keeps on increasing through advertisement
and word of mouth.

E.5. PROFITABILITY ANALYSIS:

Profitability analysis helps to know the flow of a business. This can be achieved by preparing
profit and loss statement. Here, machineries and fabrics are not included as machineries are one
time investment and fabrics are the main investment for the business and it was sourced on bulk
orders. Profit and loss statement is done for the year 2023 as we are getting profits from 2023.

SETTE
PROFIT AND LOSS STATEMENT
FOR THE MONTH ENDING ON MARCH, 2023

PARTICULARS AMOUNT(Rs) AMOUNT(Rs)

Revenues
Sales 7,00,000
Stock sales 2,00,000
Total revenues(A) 9,00,000
Expenses
Wages 20,00,000
Dyes 70,000
Screen 60,000
Finishes 80,000
Packaging 2,00,000
Electricity 1,92,000
Transportation 2,00,000
Total expenses(B) 24,02,000
Investment amount(C) 20,00,000
Own Expenses (D) B-C 4,02,000
Net income(A-D) 4,98,000

From the above table, we will get the net income by including all the expenses and revenues.
As I mentioned before, total investment cost is 40 lakhs out of with 20 lakhs is the cost of

21
machineries. The balance 20 lakhs are spent for the other expenses in production. The extra
expenses are managed with my savings. Hence the profit and loss statement result in profit in
the first year of my business.

E.6. ROI AND PAYBACK STRATEGY:

Return on Investment (ROI) is a popular profitability metric used to evaluate how well an
investment has performed. ROI tries to directly measure the amount of return on a particular
investment, relative to the investment’s cost. The calculation itself is not too complicated, and
it is relatively easy to interpret for its wide range of applications. If an investment’s ROI is net
positive, it is probably worthwhile. But if other opportunities with higher ROIs are available,
these signals can help investors eliminate or select the best options. Likewise, investors should
avoid negative ROIs, which imply a net loss. The calculation of ROI is important for a business
to understand the profit. This can be done with simple formula.

ROI = Net income

X 100
Investment
Getting values from profit and loss statement, ROI can be calculated with the help of above
formula. Apartment from savings, the investment amount for expenses is 20lakhs. With the help
of these values, the value of ROI is 24% (Dividing Net income=4,98,000,
Investment=20,00,000 and multiply by 100)

F) BRANDING AND MARKETING STRATEGY:

F.1. MARKETING STRATEGY:

F.1.1. PRODUCT STRATEGY:

Sette is an online brand with an access of all over India. We believe in customer satisfaction.
The wide range of products include Tracks, shorts, accessory, t-shirts, joggers, jersey, shoes &
socks. We also offer a diverse range of sample products of particular collection. We have an
option of customisation according to our customer needs.

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F.1.2. PRICING STRATEGY:

Sette has ensured that we have given the maximum value for our customers for the prize that
we charge. The target group is kids, men and women of all age groups, in the upper middle class
and middle-class section. We offer exclusive designs, which are both available in trendy and
traditional forms. With this value, Sette charges a price lower than the other online brands.
Everyone can afford our products and feel the lightness.

F.1.3 DISTRIBUTION STRATEGY:

Sette has manufacturing unit at Tirupur along with a small warehouse. We have a strong
presence in online in India. When Sette started, many other websites were already present in the
market and so we focused on unique and feel light products in the market. Discounts and offers
are also available on online.

F.1.4. PROMOTIONAL STRATEGY:

Sette captures the attention through online media like youtube and instagram. The brand
promotes its products through advertisements. We also increase our online presence in blogs,
tweets and youtube commercials to gather the attention of the customers.

F.2. MARKET SEGMENTATION:

F.2.1. DEMOGRAPHIC SEGMENTATION:

Sette designs and produces clothes, shoes, and accessories for different age groups and gender.
By crossing the generations, we tap middle-aged consumers who have disposable income and
develops relationship with younger audiences to ensure future growth and build life-long brand
enthusiasts. The brand targets all groups that include men, women and kids as everyone is
important for our brand growth.

F.2.2. GEOGRAPHIC SEGMENTATION:

The target market for Sette is located worldwide, mostly in urban and semi-urban centers. We
have planned to cover all over India. We have planned to generate more revenue from
metropolitan areas than any other region.

F.2.3. BEHAVIORAL SEGMENTATION:

The target audience tends to be from the upper middle income socio-economic group, reflected
in the brand image and pricing of products. The average of our customer is a sports enthusiast,

23
interested in leading an active and healthy lifestyle. Besides the sporty behavioural traits of the
audience, they are also image-conscious and tech savvy, looking to be ahead of the trends and
up-to-date with the latest in fitness fashion and footwear technology.

F.2.4. PYSCHOGRAPHIC SEGMENTATION:

Sette utilizes psychographic segmentation to target customers based on lifestyle, personality,

activities and interests. Specifically, Sette aims to active individuals who take pleasure in
sports, gym regularly, are athletes and passionate with sports, which tend to be part of their life.
We applied sports-centric strategy motivating, inspiring and connecting emotionally all athletes
with our products. Apart from the sports consumers, we approach a crowd that loves fashion.
There are categories of people who are passionate about the brands and buy company’s
products just to follow fashion trends. These individuals are convinced that Sette’s products
are not ordinary athletic wear but a fashion lifestyle.

F.3. BRANDING:

Name: Sette
Logo:

Category: Athleisure
Mode: Online
Tagline: Be casual
Vision: To bring the feel of lightness.
Mission: To offer the best value products and services to global customers.
Product category: Tracks, shorts, accessory, t-shirts, joggers, jersey, shoes & socks
Sourcing: In and around Tirupur, Chennai, Bangalore, Agra
Target audience: Age: 12 to 50yrs
Location: Urban and semi urban
Gender: Male, female, kids
Startup type: Buyable startup

24
Legal status: Registered under FSSAI
Opportunity: Reason behind this business is pandemic
About company: Sette is an athleisure wear brand. We have created new platform through
online with the aim of reaching all the customers. Our main aim is to reach all the global
customers through our products. We are producing products with light weight fabrics. Age is
not a big issue in our brand, as we have products for all age peoples.

F.3.1. OPPORTUNITY:

The brand works well from the day of starting. The corona virus hit the world in the early 2020s
and all the things gone upside down. All people locked in their houses and the fashion industry
gone down. People stopped purchasing clothes both in online and offline. Later in the mid-
2021, the industry started running. People had fear of going out for purchase. So, they have
purchased everything through online. This made me come up with an idea of starting
production for online platform. I have added some features that differ from other online
platform.
Unique Selling Price (USP): Our online platform can have a separate section called sample.
We are selling samples of each category at an affordable price to make our customers check
the products. We have also provided free shipping if customers pay particular amount assigned
by our team.

F.3.2. BUSINESS MODEL:

Sette functions under business-to-consumer(b2c) business model. B2C is the process of selling
products directly to the customers. B2C became immensly popular when online business came
to the market. At first, B2C referred to shopping at direct stores. The rise of the internet created
a whole new B2C business channel in the form of e-commerce. With smartphone apps and
traffic growing year-over-year, B2C companies have shifted attention to mobile users. Using
B2C model helps us to deal with the customers demand directly.

F.3.3. REVENUE MODEL:

Sales revenue model is followed by our brand. Sales revenue model is a revenue reaching out
by selling product through internet. Selling products on website are often considered
competitive against competitors. Consumers may choose online price than the actual store
price. The main reason for getting revenue is that the consumers feel comfortable in online

25
shopping. We have wide range of offers for our products. The consumers have to pay certain
amount if they need free shiping for the next five orders. We are spending 10% of our profit
for advertising and promotions. 30% profit is kept aside for helping needy. We have sample
products for our consumers to trial our product and its quality. It helps to build trust among the
consumers. The sample products are a great revenue option in our brand. The half of the
company’s revenue is from the sample products.

F.3.4. ORGANIZATION TYPE:

Sette is a sole proprietor form of business. A sole proprietorship is a form where a sole trader
takes control of a whole business. When I have planned to start a business, I have opted sole
proprietor type. All decisions can be taken by a sole trader. The sole proprietorship is a popular
business form due to its simplicity, ease of setup and nominal cost. They do not want to register
all paperworks and legal works. Sole proprietor have to invest by himself for a whole business.
Sole proprietors need not to conduct meetings, discussions as he is in the place of decision
maker. But all the profits and losses should be bare by the sole proprietor.

F.3.5. OPERATIONS:

Operation process of Glitz is a simple type. We have our manufacturing unit at Tirupur. We
have sourced all raw materials from tirupur. Tirupur is a knit industry so we will get all source
of materials easily. In our manufacturing unit, we will look into cutting, ironing, fusing,
packing, printing, billing, dispatching. The stitching process can be done by stitching
companies in and around tirupur. We do not have enough space for constructing stitching unit.
So Its easy for us to give stitching outside our manufacturing unit. All other works are done
simultaneously in the manufacturing unit. We have many courier services in tirupur so that it’s
a easy process for shipping products. A website handling is done by sole proprietor itself.

F.4. SWOT ANALYSIS:

STRENGTHS:

• Ease of availability for the consumers.

• Access globally.
• Discount on products.
• Quality of products.

26
WEAKNESSES:

• Consumer mindset may often change.

• Unable to cover older consumer easily because of generation gap.
• Absence of communication between seller and consumer.

OPPORTUNITIES:

• Brand will reach the global market.

• Improvement of technology based on demand.
• Collaboration with top brands.

THREATS:

• Highly competitive market.

• Technical fault may occur.
• Hacking is possible in the digital shopping.

F.5. PESTLE ANALYSIS:

POLITICAL FACTORS:

• Following government laws and regulations are mandatory for every business.
• We have got the rights for patent, IPR and the acts that are suitable for consumers.
• We need to follow the upcoming government policies so that it doesn’t affect the brand.
• We have to clear all the taxes and having needed documents and license for a brand.

ECONOMIC FACTORS:

• The covid-19 induced lockdown brought sales of fashion, it increases sales.

• To stay away from virus, people started purchasing online.
• It helps our brand to develop and to increase the revenue.
• The discounts and offers in our products also helps to increase the revenue as it grabbed
many consumers.

SOCIAL FACTORS:

• Consumers are paying more attention to buy eco-friendly products.

27
• Nowadays, everyone is earning and their buying behavior is based on their earning.
• We also concentrate on local workforce as it helps to operate under different
circumstances.
• We ensure work life balance as well as the emotional well-being of the employees.

TECHNOLOGICAL FACTORS:

• The production equipments are all computerised to reduce time in production.

• Merging artificial intelligence and virtual reality helps to increase the customer experience.
• Chatbot and auto confirmation of orders helps the employees to concentrate on other
works.
• Newer technologies helps to increase communication more efficient.

ENVIRONMENTAL FACTORS:

• We ensure to provide eco-friendly light weight fashion.

• We believe in human work force than machine work force that are less harmful to
environment.
• We will try to recycle fabrics and packaging.
• We have equipped with solar roof panels to reduce the company’s carbon foorprint.

G) ORGANIZATIONAL STRUCTURE:

The organizational structure of Sette is functional. The CEO will take over almost all the works.
We have trusted limited workers in each department. We do not have supervisor or manager
for every department. The workers are the supervisors as well as employees of each department.
For helping purpose, we have limited employees in each department. All the works are assigned
by the CEO. All the process is checked by the CEO. The final product is checked and shipped
by the CEO.

28
 CEO

CUTTING STITCHING IRONING & PRINTING FINISHING

DEPT DEPT PACKING DEPT DEPT

EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES

G.1. SUPPLY CHAIN:

Supply chain management deals with how business turns raw material sourcing into finished
products. Supply chain is an integral part of business success and customer satisfaction.
Customers expect the quality product to be delivered. The brand depend on supply chains to
quickly deliver products to the consumers. In our brand, we have manufactured in our own unit
even packing and shipping. So supply chain of glitz is not a complicate process.

SOURCING RAW MANUFACTURI WAREHOUSIN SHIPPING RETURN

MATERIAL NG G

All raw materials Assembling in Stocking up Shipping to Inquiries and

from Tirupur the own products at the customers from assistance to
manufacturing own unit the own unit customers
unit

H) SUSTAINABILITY ASPECTS AND SOCIAL RESPONSIBILITY:

Sustainability is playing an important role in every field. Sustainability is followed by almost

all the industry. Every industry considers this as a key success for their business. Sustainable
practices include conscious actions such as cutting down excess energy usage, switching to
sustainable energy resources, and improving manufacturing and supply chain efficiencies,

29
among others. People only realize the importance of healthy environments when pollution levels
rise alarmingly high mainly after covid-19. Reduced energy usage and switching to more
sustainable energy sources lead to reduced pollution of natural resources such as air, water, and
land, making the environment more liveable. When more companies and people are conscious
of their carbon footprint and their impact on the environment, it becomes healthier for everyone.

Sustainable businesses also value people more and hence ensure better employment practices.
Thus, sustainability has a key role to play in employment and in turn makes the economy more
sustainable. When businesses follow sustainable practices, they conserve energy and pollute
less. This leads to better living environments and public health status. We make efforts to
conserve natural resources by using sustainable materials. This not only enhances the image of
the business in the eyes of customers and other stakeholders but also improves the availability
of resources for everyone. We are using recycled materials and solar panels to reduce carbon
footprint.

We follow sustainable practices and care more about our employees, customers and society in
general. Our workers are well experienced and well trained. We don’t want to pressure them
and teach them. They know the quality to be maintained and the outcome. We make sure to keep
our workers in a free minded working environment. We believe that our main success tool for
our business is following sustainable practices. We are using 30% of our profit to help the
people.

I) SOCIO-ECONOMIC BENEFITS:

The covid-19 induced lockdown brought sales of fashion, it increases sales. To stay away from
virus, people started purchasing online. It helps our brand to develop and to increase the
revenue. The discounts and offers in our products also helps to increase the revenue as it
grabbed many consumers.Consumers are paying more attention to buy eco-friendly products.
Nowadays, everyone is earning and their buying behavior is based on their earning. We also
concentrate on local workforce as it helps to operate under different circumstances. We ensure
work life balance as well as the emotional well-being of the employees.

The corporate model is influencing how every sport company and governing body is organised
as sport becomes more into a business. Athletes are urged to offer their services for the benefit
of the bigger organisation and to improve the bottom line. When players are forced to make
decisions against their personal preferences for the benefit of the team or organization, coaches

30
are increasingly acting as their supervisors. Players are looked up to and held up as role models
when they are showing strong work ethics, moral excellence, and a willingness to make
sacrifices for the benefit of the team.

As the sports industry is growing in economic power, it is also attracting commercial interests
who could benefit from that power by influencing its organization. As the industry is
developing, the role of the athlete is becoming to serve the organization. The current view of
sport is that it is "an aspect of the social world that is created by people as they interact with
one another under the social, political, and economic conditions that are present in their
society." Everyday people can observe how crucial sport is to developing positive interpersonal
relationships. The role that sport has played in recent decades has both directly and indirectly
contributed to the rise in the number of sports practitioners around the world.

Sport development creates various job opportunities, such as: Managers, Administrators,
Consultants & Advisers, Sport journalists & commentators, Engineers & developers, Coaches
& Sport Doctors, Producers and retailers of sports goods and equipment, Various suppliers and
providers. As we can see from what is stated here above, sport is not, as opposed to what many
might think, merely kicking the ball, or playing a game of tennis, or even going to the gym or
simply walking . Sport is a complete phenomenon, it is a life philosophy that encompasses the
healthy combination of body and mind, making its believer and practitioner a healthier, more
positive person, who believes in the values of sport such as equality, respect of the other,
patriotism and more.

J) CONCLUSION:

More comfort clothing options that are both comfortable and fashionable are desired by
modern, wealthy consumers. The fastest-growing fashion clothing sector is athleisure, which
is supported by social media endorsements from celebrities and wellness trends. As the line
between fitness and daywear blurs, new streetwear fashion trends can emerge. Entry barriers
have decreased, and cutting-edge technological fabrication and genuine social media
involvement have made athleisure a viable market for both new and established fashion
businesses. Additionally, the hazy boundary offers more cross-sector potential. At both
extremes of the price spectrum, new brands are hitting the market. For a business to remain
competitive with today's picky consumers, differentiation is crucial.

31
Athleisure is not a fad or short-term trend. As we are becoming far more conscious of health
and well-being, it is one of those product areas that will continue to become part of the
consumers’ wardrobe. So, the market is on the rise. People like to buy brands; they are buying
into quality as well as function and innovation. They tend to be very loyal to their brands. The
brands that have been most successful in leveraging the athleisure trend and building their sales
are those that can display their products to multiple audiences. A lot of marketing comes down
to the in-store and online experience; how to present the items. The quality significantly
improved with synthetic fiber clothing to boost athletes’ performances and allow greater
freedom of movement.

Athleisure became widespread in 2016 when key influencers Beyoncé and Rihanna introduced
athleisure to the mainstream, with the help, respectively, of Puma and Topshop, using
Instagram as a runway to commercial success. It was seen, for a long time, as “casual clothing
designed to be worn both for exercising and for general use” as defined by the Merriam-
Webster dictionary. It symbolizes a decompartmentalization of sportswear, which, thanks to its
elevated design, becomes an everyday outfit able to instantly enhance a look. Fashion is giving
sportswear an uplift in credibility while sportswear is giving functionality to fashion, like
sweating-wicking capabilities, odour resistance or stretch texturing. Our main aim is to give
the customers a freedom of movement even wearing as a casual look.

We are surrounded by fascinating fusions and technological advancements. Whether its health
or lifestyle technology has intermingled into the various elements of our lives resulting in the
emergence of a new category “Athleisure”. In recent years, the activewear industry has grown
tremendously. As consumers have become increasingly interested in healthy lifestyles, the
demand for athletic performance apparel to meet their needs has risen. How-ever, activewear
is no longer contained to the gym. It is visible in places such as grocery store, movie theatre,
and classroom. To better under-stand this phenomenon of activewear purchased to be worn as
casualwear. Effort should be made to help consumers perceive affordable prices instead of high
prices through the use of marketing strategies such as discounts, advertisements, and new
product development. As consumers’ lack of self-confidence can also inhibit their ability to
purchase activewear, companies should offer products in a variety of styles and fits to provide
consumers with the best product to fit their psychological needs. Overall, this business plan is
to give casual wear feel with athleisure to my customers. I have done all the required research
and have done financial estimation with the estimated budget.

32
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