Fashion Industry Internship Project

Understanding the Lead-generation process of a

buying and sourcing house at INTICEDE

Submitted
by

Payal Parida

IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE "MASTER

OF FASHION MANAGEMENT (MFM)

Submitted
to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
IDCO Plot No. 24, Chandaka Industrial Estate
Bhubaneswar, PIN - 751024
www.nift.ac.in
8 September 2023
 Fashion Industry Internship Project

Understanding the Lead-generation process of a

buying and sourcing house at INTICEDE

Submitted by -
Payal Parida
(MFM/22/54)
Under the guidance of
Dr. Priyadarshini K
Assistant Professor

IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE "MASTER

OF FASHION MANAGEMENT (MFM)

Submitted to -

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
IDCO Plot No. 24, Chandaka Industrial Estate
Bhubaneswar, PIN - 751024
www.nift.ac.in
8 September 2023
DECLARATION

I, Ms. Payal Parida, hereby declare that the FIIT Project entitled “To understand the
working of a merchandising team in a buying and sourcing house” is the result of my
own research work carried out by me during the period from 1 st June,2023 to 31st July,
2023 except as cited in the references. This report has not been submitted to any other
University or Institution for award of any degree/diploma etc.

Signature

Name of the student: Payal Parida

Date: 8th Sept. 2023

CERTIFICATE

This is to certify that Ms. Payal Parida of National Institute of Fashion Technology
(NIFT), Bhubaneswar has successfully completed her summer internship work titled
“To understand the working of a merchandising team in buying and sourcing house”
in partial fulfilment of requirement for the completion of 2 years Post Graduate
Programme “Masters of Fashion Management (MFM)” as prescribed by the
Department of Fashion Management Studies (FMS), National Institute of Fashion
Technology.

This research project is the record of authentic work carried out by her during the
period from 1st June, 2023 to 31st July, 2023 under my mentorship.

Signature

Name of the Faculty Mentor: Dr. Priyadarshini K

Designation: Assistant Professor

ACKNOWLEDGEMENT

I would like to thank INTICEDE BSD PVT LTD; Ms. Kajol Bisht (Junior
Merchandiser) for giving me an opportunity to conduct my internship in the esteemed
organization. I express my sincere thanks to Ms. Richa Mittal (Senior Merchandiser)
and the entire team of INTICEDE BSD PVT LTD for guiding and support ing me
throughout my internship.

I would also like to thank my Course – Coordinator Prof. Lipsa Mohapatra (Assistant
Professor, NIFT Bhubaneswar) for giving us the opportunity to pursue our FIIT and
Dr. Priyadarshini K (Assistant Professor, NIFT Bhubaneswar) for helping me and
guiding me throughout my internship.

I am also very grateful to my entire Department of Fashion Management Studies

including Dr. Goutam Saha (Associate Professor, NIFT Bhubaneswar), Prof. Dr. B.B
Jena (Professor, NIFT Bhubaneswar) and Dr. Santosh Tarai (Associate Professor,
NIFT Bhubaneswar) who all have continuously contributed to our learning about the
“Fashion Industry”.

Signature

Name: Payal Parida

RECOMMENDATION

The Research Scholar Ms. Payal Parida presented the salient features of her FIIT work.
This was followed by questions from the External Jury members. The questions raised
by the Jury Examiners were also put to the scholar. The scholar answered the questions
to the full satisfaction of the jury members.

Based on the scholar’s research work, his/her presentation and also the clarifications
and answers by the scholar to the questions, the board recommends that Ms. Payal
Parida, be awarded the Master Degree in “Master of Fashion Management (MFM)”

Signature of Jury Member

Name of the Jury Member

 TABLE OF CONTENTS

CHAPTER TITLE PAGE

NO. NO.
EXECUTIVE SUMMARY i

LIST OF TABLES ii
LIST OF FIGURES iii
1 INTRODUCTION 1
1.1 ABOUT THE ORGANISATION 3
1.1.1 ORGANISATION CHART 9
1.1.2 WORKING WITH BRAND & RETAILERS 14
1.1.3 SEVICES PROVIDED BY INTICEDE 17
1.2 FUNCTIONING OF VARIOUS DEPARTMENTS 21
1.2.1 MERCHANDISING DEPARTMENT 21
1.2.2 SALES & BUSINESS DEVELOPMENT DEPARTMENT 23
1.2.3 DIGITAL MARKETING & GRAPHICS DEPARTMENT 26
1.2.4 LOGISTICS DEPARTMENT 28
1.2.5 FINANCE & ACCOUNTING DEPARTMENT 30
2 LITERATURE REVIEW 33
2.1 B2B SELLING IN COVID-19 34
2.2 CHANGING TRENDS IN ONLINE VM IN B2B 34
2.3 USE OF SOCIAL MEDIA IN B2B 36
2.4 MARKETING ROLE IN B2B DEVELOPING MARKETS 36
2.5 LEAD GENERATION IN B2B 37
2.6 INVENTORY MANAGEMENT IN B2B 39

3 RESEARCH METHODOLOGY 40
3.1 PURPOSE OF STATEMENT 41
3.2 RESEARCH GAP 41
3.3 RESEARCH OBJECTIVES 42
3.4 SCOPE OF THE STUDY 42
3.5 LIMITATIONS OF THE STUDY 42
4 DATA ANALYSIS AND FINDINGS 44
5 SUGGESTIONS 80
6 LEARNING OUTCOMEs 82
7 CONCLUSION 84

8 REFERRENCES 85
9 ANNEXURE - 1 87
10 ANNEXURE - 2 88
EXECUTIVE SUMMARY

INTICEDE is a prominent purchasing and procurement authority in India that

specializes in serving the intimate wear industry. They offer a comprehensive range of
services tailored to the needs of intimate wear brands, retailers, manufacturers, and
suppliers. Their services encompass sourcing raw materials, overseeing production,
research and development, vendor selection, price negotiations, product sampling,
design and consultancy, laboratory and testing services, and logistics management.
Global supply chain disruptions have recently impacted the entire industry, and it is
not immune to these challenges. To mitigate risks, the company should maintain a
diversified supplier base, both regionally and in terms of product categories.
Developing strategic partnerships with key suppliers can create more resilient supply
chains. Leveraging digital technologies for enhanced suppl y chain visibility and
automation is advisable to improve efficiency and reduce operational risks. Continuing
investment in brand building and marketing efforts is vital for Inticede to maintain its
position as a trusted and innovative player in the market. Collaborations with
influencers or fashion designers can lead to the creation of unique and trendy lingerie
collections that resonate with consumers. Staying attuned to market trends and
adapting to evolving consumer preferences are imperative for long-term success. In
conclusion, Inticede impressive lead generation and business development strategies
have established it as a formidable presence in the B2B lingerie market. By addressing
its limitations and implementing the suggested strategies, the company is poised for
sustained growth and continued success in a highly competitive industry.

i
 LIST OF TABLES
TABLE NO. TITLE PAGE
NO.
Table 1 Range of products at INTICEDE 13
Table 2 List of orders received and fulfilled 48
Table 3 Types of fabric testing services in SGS Testing labs 58
Table 4 Planning for social media 64

ii
 LIST OF FIGURES
FIGURE NO. TITLE PAGE
NO.
Figure 1 INTICEDE home page in IndiaMart website 46
Figure 2 High quality product pictures in IndiaMart website 46
Figure 3 Arham collection PI 49
Figure 4 Arham collection Delivery chalan 50
Figure 5 Charlesmagne Pvt Ltd Delivery chalan 51

Figure 6 Hill Island Pvt Ltd PI 52

Figure 7 Hill Island Pvt Ltd Delivery chalan 53
Figure 8 Shipali & Abhishek PI 54
Figure 9 Shipali & Abhishek Delivery chalan 55
Figure 10 SGS PI for fabric testing 56
Figure 11 INTICEDE Facebook Profile 61
Figure 12 INTICEDE Instagram Profile 62
Figure 13 INTICEDE Twitter Profile 62
Figure 14 INTICEDE LinkedIn Profile 63
Figure 15 Messe Frankfurt France website 63
Figure 16 Messe Frankfurt France website event page 67
Figure 17 Tex World website 68
Figure 18 Tex World website event page 68
Figure 19 Premiere vision website 69
Figure 20 Premiere vision website event page 69
Figure 21 Salon International de la Lingerie website 70
Figure 22 Salon International de la Lingerie website for events 71
Figure 23 Application of chatbot 71
Figure 24 Incorporating Upcoming events 72
Figure 25 Introducing online magazine in website 72
Figure 26 Sharing floor plan for smooth slot booking 73
Figure 27 Accessories at INTICEDE 74
Figure 28 Cover page of old catalogue 75
Figure 29 Content page of old catalogue 75
Figure 30 Cover page of new catalogue 76
iii
Figure 31 Content page of old catalogue 76
Figure 32 Posts for promoting trade show 77

iv
 CHAPTER 1
INTRODUCTION

1
1. INTRODUCTION

Within the B2B landscape of the lingerie industry, lingerie accessories play a pivotal
role as essential components that contribute to the overall quality, design, and
functionality of intimate apparel. These accessories encompass a wide range of items,
including elastic bands, hooks, bra cups, underwires, and embellishments, each serving
a specific purpose in enhancing the comfort, fit, and visual appeal of lingerie products.
For B2B suppliers operating in this domain, offering a diverse and high-quality
selection of lingerie accessories is paramount. It enables them to cater to the unique
needs of lingerie manufacturers, designers, and retailers seeking to create products that
align with consumer preferences and industry trends.

In the B2B context, lingerie accessories act as building blocks that form the foundation
of well-crafted lingerie collections. Suppliers specializing in these accessories fulfill
bulk orders, ensuring consistent quality and timely delivery to manufacturers and
brands. This is particularly crucial in the lingerie industry, where attention to detail is
vital to achieving the desired comfort and support for wearers. Moreover, B2B
relationships within this sector often involve collaborative partnerships where
suppliers work closely with clients to develop custom solutions that match the specific
design ethos and branding of the lingerie products they aim to create. Whether it's
crafting intricate lace details, providing innovative closures, or supplying unique
embellishments, lingerie accessories suppliers contribute significantly to the success
of B2B enterprises by enabling them to produce lingerie lines that seamlessly combine
aesthetics, functionality, and style.

In the competitive world of intimate apparel, offering a wide spectrum of lingerie

accessories provides B2B suppliers with a competitive edge. Manufacturers and
brands value suppliers who can deliver not only on quantity and quality but also on
innovation and adaptability. The ability to offer a range of options, from practical
components like adjustable straps to decorative elements like bows and ribbons,
empowers B2B clients to customize their product offerings to match diverse consumer
preferences. As the lingerie market continues to evolve, suppliers that can keep pace
2
with emerging trends in accessory design and technology position themselves as
valuable partners for businesses seeking to create distinctive and appealing lingerie
collections.

1.1 ABOUT THE ORGANISATION

INTICEDE BSD PRIVATE LIMITED:

The name INTICEDE is derived from the term ‘intercede’, which means to represent
or act on behalf of someone. INTICEDE was founded in 2016, has a relatively new
presence. Despite this, it has already achieved a number of firsts. The company is
India's first procurement, sourcing, and design consultant for intimate clothing. It is
also the first company in the nation to offer end-to-end needs and turnkey solutions for
purchasing and sourcing. The cerebral strength behind the company surmised that
there was an imminent need to provide intimate apparel sourcing in India, raw material
and innovative design skills.

The company provides key buying and sourcing solutions to Indian and global
companies for lingerie, underwear, swimwear, sleepwear, loungewear, shapewear,
activewear and other hosiery products. It also possesses the objective to help intimate
wear brands, retailers and manufacturers in the sourcing and buying of fabrics, trims,
elastics, accessories, machineries, and more from across the globe. Another key
objective is to accelerate the export of intimate apparels and related raw materials from
the country, under the ‘Make in India’ initiative of the Indian government.

Their mission is to provide the Intimate Apparel Industry with one stop solution for
buying, sourcing and designing of Intimate wear products and related raw materials,
while offering best market quality products and services at competitive prices.

Their values are to -

• Uphold stringent ethical principles that surpass customer expectations.

• Foster an inclusive environment where all employees have equitable
opportunities.
3
 • Embrace innovation and remain receptive to evolving circumstances.
• Guarantee a secure and healthful workplace for all individuals.
• Comply with all legal requirements and regulations established by both
customers and governmental authorities.

Inticede BSD boasts a team of experienced professionals and experts who utilize their
knowledge to provide an extensive range of services. These services encompass tasks
such as procurement and sourcing, selecting the right vendors, negotiating prices,
conducting product sampling, managing product execution, aiding in design
development, offering consultancy, providing laboratory and testing services, ensuring
quality assurance, and overseeing logistics and shipment tracking.

With a deep understanding of both fashion and comfort, Inticede BSD has firmly
established itself as a dependable partner for retailers, distributors, and brands seeking
outstanding intimate wear offerings. Leveraging its broad network and in-depth
industry insights, the company excels in recognizing trends, sourcing top-notch
materials, and cultivating partnerships with renowned manufacturers.

Objective:
“It isn’t only about ideas. It is about making ideas happen.”
INTICEDE BSD is driven by a singular ambition: to become the foremost authority in
the realm of intimate clothing through its expertise in buying, sourcing, and design
consultation. The company is dedicated to offering essential buying and sourcing
solutions to both Indian and global firms involved in lingerie, underwear, swimwear,
sleepwear, loungewear, shapewear, activewear, and various hosiery products.

Furthermore, INTICEDE BSD is committed to aiding intimate wear brands, retailers,

and manufacturers in their quest to source fabrics, trims, elastics, accessories,
machinery, and more from around the world. Additionally, a vital objective of the
company is to expedite the export of intimate apparel and related raw materials from
India, aligning with the 'Make in India' initiative championed by the Indian
government.

4
Mission:
“Never give in to what overwhelms you. Never give up.”
INTICEDE BSD's mission is to serve as the ultimate destination for the Intimate
Apparel Industry, offering a comprehensive solution for purchasing, sourcing, and
designing intimate wear products and their associated raw materials. All the while, the
company is dedicated to delivering top-tier products and services of exceptional
market quality, all at competitive and cost-effective prices.

Vision:
“Perseverance is what separates success from the lack of it.”
INTICEDE BSD aspires to become the premier choice for buying, sourcing, and
design consultancy services by adhering unwaveringly to ethical, sustainable, and
transparent processes. Our core belief centers on empowering, respecting, and valuing
our customers, suppliers, employees, and partners. This approach not only fosters
unbreakable trust in our organization but also serves as a cornerstone for our success
in this endeavor.

About the founder:

Yusuf Dohadwala is a seasoned entrepreneur with an impressive two-decade-plus
track record in the intimate apparel sector. As the founder and CEO of Inticede BSD
Private Limited, he heads a company specializing in offering comprehensive solutions
to the intimate wear industry.

Mr. Dohadwala embarked on his journey in the intimate apparel field in 1999, starting
as a merchandiser for a prominent Indian lingerie brand. In 2005, he took a significant
step by establishing Inner Secrets, a publication catering to the B2B segment of the
intimate apparel industry. In 2010, he played a pivotal role in the creation of the
Intimate Apparel Association of India (IAAI), a non-profit organization dedicated to
fostering the growth and advancement of the Indian intimate apparel sector. His
extensive network and globe-trotting experiences have positioned him as a go-to
source for sourcing a diverse range of products at various price points.

5
 Yusuf Dohadwala stands as a staunch advocate for the progress and enrichment of the
Indian intimate apparel industry. He frequently shares his insights as a speaker at
industry events and has garnered recognition in notable publications like The
Economic Times and The Times of India. Additionally, he serves as a member of the
advisory board of the IAAI.

Under Dohadwala's proficient guidance, Inticede BSD Private Limited has emerged as
a leading player in buying, sourcing, and design consultancy within India. The
company boasts a remarkable track record of delivering top-notch products and
services to its clientele. Dohadwala is deeply committed to ensuring that his clients
receive the most effective solutions for their intimate apparel needs.

Key attributes that contribute to Yusuf Dohadwala's success as an entrepreneur include

his visionary leadership, unwavering support for the Indian intimate apparel industry,
adept negotiation skills, extensive industry connections, and a hands-on approach that
goes above and beyond for his clients. His dedication and expertise make him a
valuable asset to the Indian intimate apparel sector, and he continues to play a pivotal
role in its growth and prosperity.

Yusuf Dohadwala is also editor at Intimate Apparel Association of India and founder
of Inner Secrets Magazine, INTICEDE, INTIMASIA and Peppermint
Communications.

INNER SECRETS:
Inner Secrets is a bi-monthly B2B magazine for the intimate apparel industry in India.
It was founded in 2006. The magazine is published by Peppermint Communications
Pvt. Ltd.

Inner Secrets covers a wide range of topics related to the intimate apparel industry,
including:
• News and trends
• Product reviews
• Interviews with industry experts 6
• Case studies
• Market research
• Trade shows and events
• Business advice

The magazine is highly popular among various segments of the Indian retail industry,
including retailers, department store leaders, distributors, raw material manufacturers,
intimate wear brands, marketers, and e-commerce enterprises. In terms of distribution,
the Hindi edition reaches 25,000 readers, while the English edition reaches 35,000
readers. Inner Secrets is an indispensable source of information for individuals
engaged in the intimate apparel sector in India, offering current updates on industry
trends, products, technology, and valuable business insights.

INTIMASIA:
Intimasia stands as the premier intimate apparel trade exhibition in South Asia, with
its annual occurrence in Mumbai, India. This event draws in more than 200 exhibitors
and an impressive crowd of 15,000 attendees from across the globe.

At this exhibition, attendees can explore a diverse array of products, including lingerie,
swimwear, sleepwear, shapewear, and hosiery, all presented by renowned brands
within the intimate apparel industry. In addition to product showcases, the event hosts
seminars and workshops that delve into the latest industry trends and technological
advancements.

Intimasia serves as a crucial platform for retailers, distributors, and manufacturers,

offering them the opportunity to discover new products, establish potential
partnerships, and stay updated on the industry's cutting-edge developments.
Furthermore, it provides an excellent avenue for consumers to stay informed about the
latest trends and discover exciting new products in the world of intimate apparel.

Here are some of the things that make Intimasia a valuable event:
• It is the largest intimate apparel trade show in South Asia.
• It attracts over 200 exhibitors and 15,000 visitors from all over the world. 7
• It features a wide range of products from leading brands in the industry.
• There are seminars and workshops on the latest trends and technologies in the industry.
• It is a valuable platform for retailers, distributors, and manufacturers to source new
products, meet with potential partners, and learn about the latest trends in the industry.
• It is also a great opportunity for consumers to learn about the latest trends and find new
products.

PEPPERMINT COMMUNICATIONS
Peppermint Communications, headquartered in Kalyan, Maharashtra, India, is a
comprehensive communication consultancy established in 2002 by Yusuf Dohadwala.
The company provides an extensive array of services, encompassing advertising,
branding, event management, publishing, corporate film production, and web and
multimedia solutions.

Peppermint Communications has a notable history of achievements, having

collaborated with a diverse clientele that includes renowned names like Titan, Godrej,
and the Aditya Birla Group. Their work has garnered several prestigious awards,
including the Abby Award, Gold Quill Award, and the World Brand Congress Award.

What sets Peppermint Communications apart is its reputation for ingenious and
inventive problem-solving. The team of experts at the company is deeply committed
to crafting communication campaigns that effectively connect brands with their
intended audiences.

The key factors underpinning Peppermint Communications' success are their extensive
service offerings, a proven track record of delivering results, a team of seasoned and
creative professionals, and an unwavering dedication to achieving the best outcomes
for their clients. As such, Peppermint Communications is an invaluable asset for
businesses of all sizes seeking effective communication solutions.

8
1.1.1 ORGANISATION CHART

Yusuf Dohadwala
CEO @ Intimate Apparel Association of India | Editor @ Inner Secrets Magazine |
Founder @ INTICEDE | Chief Organisor @ INTIMASIA | Founder @ Peppermint
Communications

Richa Mittal
Lingerie | Loungewear | Merchandising | Retail

Nasiruddin Momin
Senior Executive Logistics at INTICEDE BSD Pvt Ltd 9
Kajol Bisht
Lingerie | Swimwear | Activewear | Sleepwear
Merchandiser at INTICEDE BSD PVT. LTD

Neetu Mishra
Manager - HR & Business Development

Shone Abraham

10
Graphic Designer at Peppermint Communications Pvt. Ltd | Photographer |
Videographer | Video Editor

Arya Jain
Client Servicing Executive &
Social Media Manager at Peppermint Communications Pvt. Ltd

INHOUSE BRANDS AND PRODUCT RANGE

Intrims is an in-house brand of the company that specializes in trims like laces, fabrics,
and other decorative elements. Intrims offers a wide range of trims that can be used in
various applications such as apparel, home decor, and crafts. Their collection includes
different types of laces such as cotton lace, polyester lace, and stretch lace, as well as
fabrics like chiffon, georgette, and crepe. They also offer trims such as ribbons, cords,
and braids in different colours and designs. The brand aims to provide high-quality
and unique trims that can add a touch of elegance and style to any product.

Loop a Look is an in-house brand of Inticede that offers a range of bra accessories.
The brand provides various types of bra straps such as transparent, convertible, printed,
and detachable straps. Additionally, Loop a Look also offers back extenders, bra cups,
bra pads, bra converters, and nipple covers. The brand aims to offer solutions to women
for enhancing their bra-wearing experience by providing innovative and comfortable
products.

Foamscoop is one of the in-house brands of Inticede, a company that specializes in

manufacturing lingerie and swimwear materials. Foamscoop is dedicated to producing
11
bra cups, pads, and pasties made from high-quality foam materials. The brand offers a
variety of foam types, such as lightweight foam, and breathable foam, to cater to
different design needs. Foamscoop products are designed to provide maximum
comfort, support, and shape to the wearer. They are available in different sizes, shapes,
and colours to suit different lingerie and swimwear designs. The brand also offers
customised foam solutions to meet specific customer requirements.

Flexibands is an in-house brand of Inticede, a company that specialises in the

manufacture and distribution of adhesive tapes, elastics, and other fashion-related
products. Flexibands provides a range of high-quality bonding tapes designed for
various applications, including fashion, medical, and industrial use. The brand offers
a variety of tapes, including double sided tape, transfer tape, foam tape, and hook and
loop tape, among others. Flexibands' adhesive tapes are known for their strength,
durability, and versatility, making them ideal for a range of applications. The tapes are
designed to stick to a variety of surfaces, including fabrics, plastics, metals, and
ceramics, making them suitable for use in a wide range of industries, including fashion,
automotive, construction, and electronics. In addition to its bonding tapes, Flexibands
also provides elastics, including woven and knitted elastics, braids, cords, and
webbings. These elastics are used in a variety of applications, including apparel,
footwear, bags, and accessories.

12
 PRODUCT RANGE

Table 1 : Range of products at INTICEDE

ACCESSORIES & TRIMS FABRICS APPAREL
Ring, Slider, Hook Nylon-spandex blend Women undergarment
Snap buttons Polyester-spandex blend Men undergarment
Bra cups Rayon-spandex blend Swimsuits, Bikini
Nipple covers Modal-spandex blend Track suits
Bra extenders Bamboo-spandex blend Baby dolls
Shoulder strap cushion Cotton-spandex blend Shapewear
Shoulder pads Polyester lining T-shirts
Feeding pads Nylon lining Knitted trousers
Panty liners Laces Night suits, middies
Body tape Elastics Sports bra, Tube bra
Decorative Bra Straps Mesh Fabric Disposable bra & panty
Mock camisole Non-woven fabrics Camisole
Laundry bag Foam sheets Gym leggings
Sweat pads
Racer back clip
Lingerie tape
Low back converter
Underarm sweat pads
Bows

13
1.1.2 WORKING WITH BRANDS AND RETAILERS

Intimate apparel buying and sourcing houses play a pivotal role in the intricate
ecosystem of the fashion industry, particularly in the realm of lingerie, sleepwear, and
undergarments. These specialized intermediaries navigate the complexities of
production, sourcing, and supply chain management to facilitate a seamless partnership
between intimate apparel brands and manufacturers.

We understand that each brand has its unique identity, target audience, and design
aesthetics. They engage in an in-depth consultation with the brand to comprehend its
vision and requirements thoroughly. This involves discussions on design specifics,
material preferences, quality benchmarks, and desired price points. Armed with this
comprehensive understanding, the sourcing house identifies suitable suppliers within
their network who can meet the brand's specific needs, ensuring that the sourcing
process is tailor-made for each brand.

A critical step in the relationship between sourcing houses and intimate apparel brands
is the development of samples and prototypes. The sourcing house serves as the
conduit for clear communication between the brand's design team and manufacturers.
They coordinate the creation of samples that accurately reflect the brand's design intent
and quality standards. This stage allows brands to review and make necessary
adjustments before production begins. Additionally, sourcing houses implement
stringent quality control measures to ensure that the final products meet the brand's
expectations and maintain consistent quality across batches.

We excel in supply chain management, ensuring that the entire production process runs
smoothly from start to finish. We manage production schedules, oversee
manufacturing processes, and coordinate with suppliers to guarantee timely delivery.
By leveraging extensive knowledge of logistics and international trade regulations,
sourcing houses navigate potential hurdles related to transportation, customs
clearance, and shipping. This expertise translates into reduced lead times, cost
efficiencies, and the ability to seamlessly respond to any unforeseen challenges.

INTICEDE BSD function as strategic partners that alleviate the complexities

associated with sourcing, production, and distribution for intimate apparel brands.
14
 Some of the brands that Inticede BSD Pvt. Ltd. has worked which include:

• Yoke
• Abhinandan Creations
• Bodycare Creations Ltd.
• Zivame
• Nykaa Fashion Pvt. Ltd.
• Libra
• Little Lacy
• Nykaa Naidu Hall
• Zivame
• Ami Sagar
• MAF Creation
• ShaliBhadra Creation
• Lady Care
• Libra
• Bhumi Clothing
• Asha Pura
• Swan Products Mohini Creations
• Saanvi Clothing
• Modenik Lifestyle Pvt. Ltd.
• VIP Clothing
• Wacoal Sukanya
• Ballet
• Fantastic Fashion
• Juliet Apparels Private Limited
• Scan
• Take Me Home
• Krishiv Enterprises
• S&D Apparels Private Limited
• V-Star
• Lady Beauty Body Care
15
• Groverson
• Makhija Intimates
• Jinal
• Sagar Products
• Trylo Industries
• Riza
• KCJ Lingerie
• TFW
• Blossoms Inner Pvt Ltd.
• Piccion
• Young Brand Apparel
• Lizzie
• Perfect Enterprises
• Rynox Gears
• Gopal Embroidery
• Bright Art
• Lotus Traders
• Aman Rainwear
• Perfect Enterprises
• Star Clothing Company

16
 1.1.3 SERVICES PROVIDED BY INTICEDE

As the premier purchasing and procurement authority in India, INTICEDE is on a

mission to establish itself as an indispensable collaborator for intimate wear brands,
retailers, manufacturers, and suppliers. Their goal is to address and tackle the pressing
challenges that pervade the intimate wear industry.

Distinguished as a trailblazing enterprise, we cater comprehensively to the demands of

the intimate wear sector. From acquiring raw materials like knitted fabrics, cotton
fabrics, elastics, and laces for lingerie, to sourcing finished products including
underwear, sleepwear, swimwear, kids' innerwear, leggings, and socks – our services
encompass the entire spectrum.

They specialize in crafting exclusive assortments tailored to individual brand visions,

market trends, and consumer preferences, positioning us as unrivaled agents for
innerwear procurement in India. Their prowess extends to overseeing the complete
production process of intimate apparel, lingerie, underwear, sleepwear, and other
knitted garments within India.

A cornerstone of our offering is the provision of indispensable research and

development services. By facilitating sampling and conducting market surveys, they
try to empower their clients to make informed, data-backed decisions pertaining to
their product portfolios and market strategies. At INTICEDE, they don't just deliver
solutions; also equip businesses with the insights that need to thrive in the ever-
evolving landscape of intimate wear.

Some major services are –

1. BUYING AND SOURCING:

INTICEDE BSD is a globally recognized provider of procurement and sourcing
services tailored for intimate wear brands, retailers, and manufacturers. Beyond simply
offering competitive pricing for high-quality products, our core focus lies in
conducting rigorous quality assessments and ensuring timely deliveries. 17
 In our pursuit of excellence, INTICEDE BSD meticulously evaluates and selects
products and factories, conducting thorough compliance checks to maintain the highest
standards. Client satisfaction ranks as our utmost priority, and we are dedicated to
delivering nothing short of the very best. We also possess a keen eye for the
exceptional, actively seeking out and showcasing unique products that allow our
clients to stand out in their market niches.

Our services extend from sourcing raw materials, including fabrics, laces, elastics,
trims, and accessories, to delivering finished products. Furthermore, we assist our
clients in achieving forward or backward integration by facilitating the procurement
of necessary machinery. In the case of larger manufacturing units, we go the extra mile
by helping identify suitable partners for joint venture agreements, fostering both
forward and backward integration opportunities.

2. VENDOR SELECTION:
INTICEDE BSD maintains a broad network of vendors to address the varied
requirements within the intimate apparel industry. They carefully assess and align
vendors based on factors like product specifications, order arrangements, and
contractual terms. Vendors are selected through an internal evaluation process that
ensures they match the specific needs of our clients.

In commitment to quality and ethical standards, they have formed partnerships with
factories that strictly adhere to various compliance procedures, including ISO, SA
8000, WRAP, OEKO TEX, SEDEX, GOTS, and REACH Compliance. Additionally,
our suppliers boast in-house capabilities for knitting, dyeing, printing, and embroidery,
supported by their own dedicated infrastructure.

3. PRICE NEGOTIATIONS:
INTICEDE BSD recognizes that negotiations over pricing can often be a stumbling
block in business dealings. Leveraging this as one of our core strengths, emphasize
transparency in pricing discussions and proactively suggest strategies for cost
reduction.

18
 They place a high priority on ensuring precision and effectiveness in pricing matters
while remaining competitive in the market.

4. PRODUCT SAMPLING:
The phase involving prototypes and samples is pivotal in solidifying a business
partnership. INTICEDE BSD crafts designs and prototypes in accordance with the
client's specifications, offering opportunities for fit testing and trials. Within our
sample room, one can explore the latest range spanning from raw materials to finished
products, serving as a valuable reference for our clients and potential buyers.

5. PRODUCT EXECUTION:
INTICEDE BSD adheres to a well-structured protocol to ensure that clients have the
opportunity to view, review, and provide feedback on samples before actual production
commences for each product. This process is accompanied by a stringent action plan
that includes clearly defined timelines and specific action items expected from both
parties. INTICEDE BSD team maintains close communication with manufacturing
facilities to facilitate a smooth production process, with predefined procedures
meticulously followed.

Furthermore, prioritizing transparency at every juncture. If they anticipate any

potential deviations from the originally agreed-upon requirements, make it a point to
promptly update and inform the client about these developments, along with presenting
our proposed solutions.

6. DESIGN, DEVELOPMENT AND CONSULTANCY:

INTICEDE BSD has expanded its service portfolio to encompass crucial areas of
design, development, and consultancy, including research and development. Within
our organization, we closely analyze current industry trends and predict the likely
shifts in the market landscape. One of our primary offerings is guiding brands and
manufacturers in crafting products and collections that align with market preferences
and are tailored to seasonal demands. Our market-savvy approach ensures that our
range remains adaptable to evolving market needs, setting us apart in the industry.

19
 We've established a dedicated department that specializes in design services, sample
creation, and project management, encompassing tasks such as developing tech-packs
and styling. This integrated approach provides clients with comprehensive, cost-
effective solutions. We stay consistently updated on the latest fashion trends,
techniques, innovations, and procedures, all in an effort to deliver cutting-edge,
globally appealing products that resonate with urban, contemporary sensibilities.

7. LABORATORY AND TESTING SERVICES:

INTICEDE BSD places a strong emphasis on conducting essential and obligatory
quality assessments and examinations. We maintain close partnerships with renowned
laboratories to ensure the rigorous implementation of testing procedures. Our
technology packages encompass a comprehensive range of quality analysis services,
including but not limited to:

• Assessing the colorfastness under various conditions, including exposure to

light.
• Providing guidance on accurately labeling fiber content.
• Conducting flammability tests, both vertically and at inclined angles.
• Thoroughly analyzing substances such as water, chemicals, dyes, effluents, and
more.
• Offering customized testing solutions tailored to meet the specific quality
benchmarks set by our clients.
This meticulous approach to quality assurance guarantees that our products meet the
highest standards and compliance requirements.

8. LOGISTICS AND SHIPMENT FOLLOW-UP:

INTICEDE BSD goes the extra mile by managing the intricacies of logistics and
shipments on behalf of our clients. We take on the crucial task of meticulously
reviewing all supplier-provided documents before they are submitted to the bank for
scrutiny.

Additionally, we offer expert consultation on critical aspects such as container

selection, shipment methods, and ongoing monitoring of the shipment process. Our 20
commitment is to provide our clients with the peace of mind that everything will
consistently be well-organized and in proper order.

1.2 FUNCTIONING OF VARIOUS DEPARTMENTS

1.2.1 MERCHANDISING DEPARTMENT

The merchandising department in a buying and sourcing house for intimate wear plays
a crucial role in bridging the gap between clients, suppliers, and internal teams. It's
responsible for managing the entire product lifecycle, from initial client
communication to the delivery of finished products. Anchored by a team of dynamic
professionals, the merchandising department collaborates closely with design,
production, and sales teams to curate a compelling product assortment that aligns with
market trends, consumer preferences, and the overarching business objectives.

At its core, the merchandising department is entrusted with the responsibility of

translating creative concepts into tangible products that resonate with the target
audience. This entails a multifaceted approach encompassing trend analysis, market
research, and competitor benchmarking. By meticulously dissecting market dynamics
and scrutinizing consumer behavior, the merchandisers discern emerging trends and
patterns, providing the foundation upon which product strategies are built. Moreover,
this department navigates the complex terrain of supply chain management, working
hand in hand with the sourcing team to identify reliable suppliers, negotiate favorable
terms, and ensure timely production. The merchandisers orchestrate a delicate balance
between aesthetic appeal and commercial viability, striving to optimize profit margins
while upholding the brand's integrity.

In the context of a buying and sourcing house, the merchandising department's role
takes on an even greater significance. Given the diverse portfolio of clients and brands
that such a house typically caters to, the merchandisers must possess a keen
understanding of varied market segments, price points, and aesthetic sensibilities.
Their expertise extends beyond individual brands, encompassing an acute awareness
of overarching industry trends and shifts. This knowledge enables them to offer 21
strategic guidance to clients, facilitating informed decision-making regarding product
assortment, pricing strategies, and market positioning. By acting as the linchpin
between suppliers and retailers, the merchandising department ensures a harmonious
collaboration that drives innovation, efficiency, and profitability throughout the supply
chain.

Client Communication:
We act as the primary point of contact for clients, understanding their needs,
requirements, and expectations. Leads were generated through IndiaMart and Alibaba.
We collect detailed specifications, design preferences, quantities, and delivery
timelines from clients.

Sourcing and Supplier Coordination:

We collaborate with the design and development teams in the manufacturing factories
which is located in China to translate client requirements into detailed product
specifications. We coordinate the creation of prototypes and samples based on client
preferences for approval.
We work with the sourcing department to select appropriate materials based on design
and quality considerations. We communicate with suppliers to ensure the availability
of materials and components for production and collaborate with suppliers to
determine the cost of materials and provide cost breakdowns to clients.

Order Management:
We prepare detailed quotations for clients, including pricing, quantities, and terms.
Facilitate the process of placing orders with suppliers and manufacturers. Monitor the
production progress, ensuring that timelines are met and any delays are addressed
promptly.

Quality Control:
We try to obtain client approval for samples, ensuring they meet the desired quality
and design standards. We coordinate quality checks during production to maintain
consistent quality throughout the manufacturing process.

22
Timely Delivery:
Work with the production and logistics teams to create and manage production
schedules that align with delivery timelines. Proactively identify any potential delays
and communicate with clients to manage expectations.

Communication and Coordination:

We collaborate with various internal departments such as design, production, and
logistics to ensure smooth operations. Keep clients informed about the status of their
orders, addressing any concerns or inquiries promptly.
The merchandising department acts as a pivotal link between clients and internal
operations, ensuring that products meet client expectations, are produced on time, and
adhere to quality standards. Effective communication, meticulous planning, and
problem-solving skills are essential for the successful functioning of this department
in a buying and sourcing house for intimate wear.

1.2.2 SALES & BUSINESS DEVELOPMENT DEPARTMENT

The Sales and Business Development department within a buying and sourcing house
plays a pivotal role in driving growth, fostering partnerships, and maximizing revenue
streams. This department is at the forefront of the organization's interactions with
brands, retailers, and suppliers, functioning as the bridge that connects client needs
with the vast array of products and services the house has to offer. Sales professionals
within this department are adept at understanding the unique requirements of diverse
clients, leveraging their market insights to curate tailored solutions that align with
brand objectives and consumer trends. By cultivating strong relationships with both
existing and potential clients, the Sales team not only secures immediate business but
also lays the foundation for long-term partnerships that fuel sustained success.

Business development within the context of a buying and sourcing house entails a
strategic and forward-thinking approach to expansion and market penetration. This
department identifies emerging market trends, industry shifts, and untapped
opportunities, positioning the organization to capitalize on changing consumer
preferences and market demands. Through meticulous market research, competitive
analysis, and a comprehensive understanding of the house's portfolio, the business 23
development team crafts innovative strategies to expand the client base, diversify
revenue streams, and penetrate new markets. Their efforts are characterized by a
proactive pursuit of growth, as they seek out collaborations with brands and retailers
that align with the organization's expertise, values, and vision. By nurturing these
partnerships and facilitating mutual growth, the Sales and Business Development
department empowers the buying and sourcing house to flourish in a dynamic and
competitive landscape.
In the context of a buying and sourcing house, the synergy between the Sales and
Business Development departments is paramount. The Sales team's deep
understanding of client needs and preferences informs the business development
strategies, enabling the organization to position itself as a value-added partner capable
of meeting evolving market demands. Conversely, the business development
initiatives provide the Sales team with a broader array of offerings and competitive
advantages to present to clients, strengthening the organization's value proposition.
This collaborative approach drives not only immediate sales but also sustainable
growth and industry influence, as the buying and sourcing house expands its footprint,
diversifies its portfolio, and solidifies its reputation as a trusted partner in the retail and
fashion ecosystem.

Client Engagement:
We identify potential clients in the intimate wear industry, including brands, retailers,
and manufacturers. Also reaching out to small retailors through physical market
survey. Reach out to leads through various channels, including cold calls, emails,
networking events, and industry conferences.

Needs Assessment:
We understand the unique requirements and challenges of prospective clients and give
them solutions accordingly. Conduct thorough needs assessments to tailor solutions
that align with client goals.

24
Negotiation and Sales Process:
We handle sales negotiations, pricing discussions, and contract terms with clients and
address objections and concerns to ensure mutual agreement. Manage the purchase
order and Performa invoice of the clients.

Relationship Building:
We foster strong, long-term relationships with clients by providing exceptional
customer service and support. Maintain regular communication to stay informed about
client needs and industry trends. Also sending them updates about new fabrics and
accessories with swatch books and rate cards.

Market Research:
We Conduct market research to identify new business opportunities and emerging
trends in the intimate wear industry. Stay informed about competitors' offerings and
market dynamics.

Lead Generation and Prospecting:

We continuously identify and qualify leads through research, referrals, and
networking. We also build a robust pipeline of potential clients to ensure a steady flow
of business opportunities. Most leads were generated through Indiamart and Alibaba.

Business Growth Strategies:

Develop and implement strategies to expand the company's client base and increase
revenue.
Explore new markets, industries, or geographic regions for potential growth.

Sales Reporting:
Maintain accurate records of client interactions, sales activities, and progress in the
sales pipeline. Generate regular sales reports for management to track performance and
identify areas for improvement.

25
Feedback Collection:
Gather feedback from clients about their experience with the company's products and
services.
Use client feedback to enhance offerings and improve the overall client experience.

The Sales and Business Development department's efforts are instrumental in driving
business growth, increasing market share, and establishing the buying and sourcing
house as a trusted partner in the intimate wear industry. Their ability to build
relationships, understand client needs, and provide tailored solutions is key to the
company's success.

1.2.3 DIGITAL MARKETING & GRAPHIC DESIGNING

DEPARTMENT
The digital marketing and graphic design departments play pivotal roles in promoting
the company's offerings, enhancing brand visibility, and creating engaging content.
The digital marketing team serves as the digital storytellers, leveraging various online
platforms and channels to amplify brand narratives and engage with consumers in
meaningful ways. Through a strategic blend of content creation, social media
management, search engine optimization (SEO), and data analytics, this department
elevates brand visibility, cultivates a loyal online community, and drives sales
conversion. By closely monitoring digital trends, consumer behavior, and performance
metrics, digital marketers in the buying and sourcing house fine-tune their strategies,
ensuring that the brand message resonates with the target audience across diverse
digital touchpoints.

Simultaneously, the graphic design department plays a pivotal role in translating brand
identity and creative concepts into compelling visual assets. This team is entrusted
with the responsibility of crafting visually arresting graphics, layouts, and designs that
capture the essence of the brand and resonate with its intended audience. In the
dynamic realm of retail, where aesthetics and imagery are paramount, the graphic
design department plays a dual role of both creative expression and strategic
communication. By collaborating closely with the digital marketing team, the graphic 26
designers ensure that the visual content aligns seamlessly with the overarching digital
strategies. From crafting eye-catching social media posts to designing visually
appealing email campaigns, their work enhances the brand's online presence and
contributes to a cohesive and memorable customer experience.

In the context of a buying and sourcing house, the fusion of digital marketing and
graphic design takes on unique significance. Given the diverse portfolio of brands and
products represented by such houses, the digital marketing team must navigate the
nuances of each brand's target audience, tailoring their strategies to meet distinct
market demands. Simultaneously, the graphic design department faces the creative
challenge of encapsulating the essence of each brand within a visual language that
resonates with consumers across multiple platforms. Together, these departments form
a dynamic duo that not only propels brands into the digital spotlight but also ensures a
consistent and visually captivating representation that fosters brand loyalty and
customer engagement throughout the intricate journey from sourcing to purchase.

Strategy Development:
We create comprehensive digital marketing strategies aligned with the company's
goals and target audience. Identify key digital channels such as social media, email
marketing, content marketing, and online advertising. Generate relevant and engaging
content, including articles, blog posts, social media updates, and videos.

Social Media Management:

We manage and maintain active social media profiles on platforms relevant to the
target audience. We are active on platforms like Facebook, Instagram and LinkedIn.
Regular posts and engagement were taken into consideration everyday.

Brand Identity:
We develop and maintain a consistent brand identity across all visual assets. Design
the company's logo, color palette, typography, and visual guidelines. Create visually
appealing graphics for social media posts, blog articles, email newsletters, and other
digital platforms.
Design promotional banners, infographics, and product visuals.
27
Website Design:
Design and maintain the company's website, ensuring a user-friendly experience and
visually appealing layout. Optimize graphics and images for faster loading times and
responsiveness. Produce eye-catching visuals for online advertising campaigns,
including banners, ad graphics, and landing page designs.

Product Presentations:
Design product catalogs, presentations, and lookbooks to showcase the company's
intimate wear offerings. Create visual materials for sales pitches and client
presentations. Design product packaging, labels, and tags that reflect the brand's
identity and enhance the product presentation.

Both the digital marketing and graphic design departments collaborate to create a
strong online presence, engage with the target audience, and visually communicate the
company's expertise and offerings in the intimate wear industry. Their efforts
contribute to building brand recognition, attracting clients, and driving business
growth.

1.2.4 LOGISTICS DEPARTMENT

The logistics department within a buying and sourcing house stands as the unseen but
integral force that ensures the seamless movement of goods across the intricate global
supply chain. Operating at the intersection of efficiency and coordination, this
department manages the complex web of transportation, distribution, warehousing,
and order fulfillment processes. From sourcing materials from diverse suppliers to
delivering finished products to retailers and consumers, the logistics team orchestrates
a symphony of activities that demand meticulous planning, real-time tracking, and
adaptability to navigate unforeseen challenges. By optimizing the movement of goods
while minimizing costs and delays, the logistics department plays a crucial role in
enhancing the overall supply chain efficiency and customer satisfaction.

One of the core functions of the logistics department in a buying and sourcing house
is to optimize the sourcing and transportation of products from various suppliers. This
often involves coordinating shipments from different parts of the world, managing 28
customs regulations, and selecting the most efficient modes of transportation.
Additionally, the logistics team collaborates closely with other departments, such as
procurement and inventory management, to ensure that the right quantities of products
are available at the right time. They monitor inventory levels, anticipate demand
fluctuations, and implement strategies to prevent stockouts or overstock situations,
thereby maintaining a delicate balance between supply and demand.

In the modern landscape, the logistics department has also embraced technological
advancements to enhance its operations. The use of data analytics, real-time tracking
systems, and automation tools enables the team to make informed decisions, optimize
routes, and respond promptly to any disruptions in the supply chain. Moreover,
sustainability has emerged as a key focus for logistics departments, as they explore
eco-friendly transportation options, reduce carbon footprints, and implement strategies
for greener logistics practices. In essence, the logistics department in a buying and
sourcing house acts as the invisible thread that weaves together the intricate tapestry
of global commerce, ensuring that products move seamlessly from production hubs to
consumers' hands, all while upholding efficiency, reliability, and sustainability.

Supply Chain Management:

We collaborate with sourcing and procurement departments to ensure timely
availability of raw materials and components. Work with suppliers to manage lead
times, order quantities, and delivery schedules. Communicate production requirements
to manufacturers to align with delivery timelines. Monitor production progress and
address any delays or issues that may arise.

Warehousing and Inventory Management:

Maintain an organized warehouse to store raw materials, components, and finished
products.
Implement inventory tracking systems to monitor stock levels and prevent shortages
or excesses.
Quality Control:
Inspect incoming materials and components to ensure they meet specified quality
standards.
Collaborate with quality control departments to conduct inspections during production
and before shipping.

Packaging and Labeling:

Coordinate the proper packaging of finished products to ensure they are protected
during transportation. Ensure accurate labeling of packages with necessary
information for tracking and identification. Also ensuring appropriate kind of
packaging in rainy and storm climate to avoid product damages.

Shipping and Transportation:

Select appropriate transportation methods (road, air, sea, etc.) based on factors like
destination, urgency, and cost. Arrange shipping logistics, including booking cargo
space, coordinating customs clearance, and managing documentation. Collaborate
with freight forwarders, carriers, and third-party logistics like DHL, DTDC and Blue
Dart providers to streamline transportation and delivery. Negotiate favorable shipping
rates and terms to optimize cost efficiency.

Delivery Management:
We monitor the movement of goods in real-time using tracking systems. Ensure timely
delivery of products to clients, retailers, or distribution centers. Identify potential risks
in the supply chain, such as weather disruptions, customs delays, or transportation
issues. Develop contingency plans to address unforeseen challenges and minimize
disruptions.

Communication and Documentation:

Maintaining clear communication with clients, suppliers, and internal teams regarding
delivery schedules and logistics updates. Handle all required documentation, including
invoices, packing lists, shipping instructions, and customs paperwork.

29
Returns and Reverse Logistics:
We manage the process of product returns, replacements, or recalls as needed. Ensure
efficient handling of returned goods and coordination with relevant departments. We
do proper check and remarks of the returned goods.
The logistics department's effective coordination and communication with various
departments ensure that intimate wear products are sourced, manufactured, and
delivered seamlessly, meeting quality standards and delivery timelines. Their efforts
contribute to customer satisfaction, supply chain efficiency, and overall business
success.

1.2.5 FINANCE & ACCOUNTING DEPARTMENT

The Finance and Accounting department within a buying and sourcing house serves
as the financial backbone of the organization, wielding a comprehensive array of
financial management tools to support decision-making, ensure compliance, and foster
fiscal responsibility. This department is tasked with overseeing the financial health of
the business, managing budgets, optimizing cash flow, and providing accurate and
timely financial reports. By meticulously tracking revenue, expenses, and profitability,
the finance team empowers the organization's leadership to make informed strategic
choices that align with overarching business goals. Moreover, they play a critical role
in risk management, identifying potential financial pitfalls and devising contingency
plans to safeguard the company's stability and longevity.

In the context of a buying and sourcing house, the finance and accounting department
navigates the intricacies of a diverse range of financial activities. They work closely
with other departments, such as procurement and sales, to manage the financial aspects
of sourcing and selling products. This includes monitoring costs, negotiating terms
with suppliers, and ensuring that pricing strategies align with market trends and profit
objectives. Additionally, they manage the complexities of international transactions,
currency fluctuations, and import/export regulations that are inherent to the global
nature of the business. Their role extends to vendor relationships, where they establish
payment terms, track invoices, and ensure timely disbursement, thus fostering strong
partnerships that are vital to the organization's success.

31
30
The integration of technology has revolutionized the finance and accounting
department, enabling automation of routine tasks, streamlining processes, and
enhancing accuracy. Advanced software and data analytics tools are harnessed to
provide real-time insights into financial performance, enabling agile decision-making
and proactive financial planning. Furthermore, this department plays a pivotal role in
regulatory compliance, ensuring adherence to taxation, auditing, and reporting
standards. In an ever-evolving economic landscape, the finance and accounting team's
expertise is indispensable for forecasting, mitigating financial risks, and steering the
buying and sourcing house towards sustained profitability, stability, and operational
excellence.

Financial Planning and Budgeting:

We develop and monitor financial plans and budgets aligned with the company's goals
and strategies. Allocate funds to different departments and projects based on priorities
and expected outcomes.

Invoicing and Billing:

We generate invoices for clients, detailing product costs, services, and terms of
payment. Coordinate billing and ensure accurate invoicing to maintain a healthy cash
flow.

Accounts Payable:
Manage payments to suppliers, manufacturers, and vendors for raw materials,
manufacturing services, and other expenses. To verify invoices, process payments, and
maintain records of outgoing funds.

Accounts Receivable:
To monitor client payments and accounts receivable. Follow up on overdue payments,
manage payment reminders, and reconcile discrepancies.

32
Financial Reporting:
Prepare regular financial statements, including income statements, balance sheets, and
cash flow statements. Present financial reports to management for analysis and
decision-making. Monitor and control expenses across departments to ensure
adherence to budgets. Implement cost-saving measures while maintaining operational
efficiency. Analyze financial data to provide insights into company performance,
trends, and areas for improvement. Make recommendations to management based on
financial analysis.

Payroll Management:
To process employee payroll accurately and on time, including tax ded uctions and
benefits. Handle employee reimbursements, bonuses, and other compensation.
Use financial software and tools to manage accounting processes, track transactions,
and generate reports. Forecast financial trends and potential financial challenges for
proactive decision-making. The finance and accounting department's meticulous
management of finances ensures the company's financial stability, compliance with
regulations, and effective allocation of resources. Their role is essential in maintaining
the company's financial health and supporting strategic growth initiatives.

32
 CHAPTER – 2
LITERATURE REVIEW

33
2.1 B2B SELLING IN COVID-19:
The landscape of customer interactions for business-to-business (B2B) organizations
has undergone significant transformations due to the impact of the COVID pandemic.
These changes have led to three key shifts in the operational approach of salespeople.
First and foremost, the control over salesperson-customer interactions has shifted
towards the customers themselves, necessitating a profound shift towards a customer-
centric approach within sales organizations. (Thaichon et al., 2018). Secondly, the
traditional sales process has undergone substantial modifications and continues to
evolve, compelling sales teams to adjust their strategies accordingly. Lastly, the
urgency to accelerate digital transformation initiatives within sales organizations has
grown, aiming to enhance the effectiveness of salespeople and meet the growing
complexity of customer demands (Guenzi, 2020).
In response to these interconnected changes prompted by the pandemic, experts have
suggested the need for companies to cultivate an adaptable salesforce that can
effectively manage disruptions like those caused by the COVID crisis and remain
prepared for future challenges. (Hochstein et al.,2020). Drawing insights from
interviews conducted with marketing and sales executives, delve into how various
firms have navigated these shifts during the pandemic. Furthermore, highlight the
implementation of best practices that span across different industries. In light of these
findings, we present actionable recommendations for managers to effectively address
the three aforementioned shifts, thus enabling them to optimize customer interactions,
adapt to evolving sales processes, and expedite their digital transformation initiatives
(Kelly, 2020) .

2.2 CHANGING TRENDS IN ONLINE VISUAL

MERCHANDISING IN B2B ORGANISATION:
The surge in online business in the Indian market has propelled the trend of visual
merchandising. Online visual merchandising aims to present merchandise attractively,
influencing potential customers' decisions. This process plays a pivotal role across the
retail sector, enhancing brand awareness and driving sales through effective product
portrayal and descriptions. Given the significant impact of online channels like
websites and social media on consumer behavior, adapting visual merchandising
strategies to the online realm becomes crucial (Standberry, 2018). The changing 34
landscape calls for customer-centric approaches, adaptation to evolving sales
processes, and expedited digital transformation initiatives.

Online visual merchandising involves presenting products on websites and social

media platforms to captivate customers and prompt purchasing decisions. It mirrors
in-store practices by attracting attention, providing awareness, and encouraging sales.
Strategic product arrangement, imagery, and enhanced visual elements enrich the
viewer's experience. Key components encompass presentation techniques, website
design, and aesthetic presentation. The transition to the digital realm demands
appealing website environments, cohesive design, and captivating product
presentation that compensates for the lack of physical interaction (Dala M, 2019).
Effective visual branding enhances brand recognition and consumer trust. Elements
like logos, color palettes, fonts, and images help customers instantly recognize and
relate to the brand. A consistent visual brand identity, aligned with the brand's
personality, resonates with the target audience and builds trust. Unique and memorable
branding that integrates logo, color palette, and font, along with compelling visuals
and coherent layout, fosters a strong brand identity.
However, the journey of online visual merchandising is not devoid of challenges.
Content marketing plays a critical role in creating pathways for customers to discover
the brand. Relevant content, including promotional blogs, reviews, and customer
experiences, can build trust and loyalty. Video advertising significantly impacts
engagement, with videos being more memorable and effective in conveying messages.
Multi-channel marketing, spanning various platforms, enables wider outreach and
touchpoints, enhancing brand recognition. Establishing customer reward programs
enhances brand loyalty and retention, setting the brand apart from competitors
(Standberry, 2018).
In conclusion, as the online business landscape expands, emphasizing online visual
merchandising and effective branding strategies becomes essential. These tactics
involve dynamic product presentation, integration of various online channels, and
customer-centric reward systems. By adapting to these trends and overcoming
challenges, brands can effectively enhance their online presence and influence
consumer behavior (Anna Anjana Varghese & Dr. Siby Zacharias, 2019).

35
2.3 USE OF SOCIAL MEDIA IN B2B ORGANISATION:
A growing number of businesses are incorporating social media platforms into their
B2B supply chain operations, and this trend seems to be on the rise. Managers should
recognize the value that social media brings to B2B contexts. Despite their initial
purpose for individual interactions, these social media platforms can offer significant
advantages to organizations. We introduced the concept of "affordance" as a potential
framework to comprehend the utilization of social media in B2B supply chain
operations (O’leary, 2011). The study involved a survey focusing on the utilization of
social media, and the results shed light on the widespread adoption of these platforms
and the diverse range of social media tools applied in B2B supply chain operations.
The outcomes of research have practical implications for managers considering the
implementation of social media strategies within their supply chains (Cui, Gallino,
Moreno, & Zhang, 2018;Paniagua & Sapena, 2014). To gain a deeper understanding
of the impact of social media on B2B supply chain performance, future research could
explore causal relationships through analysis (Casey, 2017). Additionally,
investigating real-world instances of social media implementation in B2B supply chain
operations could offer valuable insights. Case studies profiling companies that have
creatively integrated social media tools could enhance comprehension of how these
platforms serve strategic roles within B2B supply chains (O’Connor,
Schmidt, & Drouin, 2016).

2.4 MARKETING ROLE IN B2B DEVELOPING MARKETS:

Traditionally, companies were analyzed in economic terms based on their resource
endowments like labor and capital. The Resource-Based View (RBV) suggests that
firms are bundles of resources and capabilities, which can differ among firms and
persist over time. Unlike attributing profitability to industry effects, the RBV
emphasizes firm characteristics as determinants. (Wu, 2013). Resources are assets
owned semi-permanently, while capabilities are the ability to perform coordinated
tasks with a specific goal. Resources have monetary value, whereas capabilities are the
means to create competitive advantages. Effective capabilities are embedded in
processes, contribute to coordination, possess value, barriers to imitation, and are
difficult to transfer, resulting in sustained competitive advantage. Routine practice of
36
capabilities influences their performance impact, and some capabilities act as leverage
points for new ones, reinforcing long-term superior performance ( Mellahi et al. 2013).

Dynamic capabilities refer to a firm's capacity to renew competences in changing

contexts. The focus on functional areas in organizations outlines capabilities.
Marketing capabilities, crucial for adapting to environmental changes, were compared
to research and development (R&D) and operational capabilities (O’Cass et al., 2015).
Marketing capabilities were found to have a more significant positive impact on
performance due to their tacit and unique knowledge, reducing mobility, imitation, and
replication risks. Strong marketing capabilities enable effective product targeting,
customer needs identification, and understanding of decision-influencing factors.
Marketing capabilities reflect market evolution, becoming more sophisticated with a
more sophisticated market (Corbin and Strauss, 2014),.

2.5 LEAD GENERATION IN B2B COMPANY:

In the realm of digital marketing, few online channels hold as much significance as the
corporate website. Unlike other platforms, marketers enjoy complete autonomy over
the design, optimization, and adjustments of their corporate websites, devoid of
external constraints (Ryan, 2014). The website serves a multitude of purposes, with
lead generation emerging as a prevalent objective. Particularly in the context of
business-to-business (B2B) markets, lead generation takes center stage as a primary
marketing strategy. Examples of this can be witnessed across the web, whether it's
signing up for newsletters, participating in webinars, or submitting sales inquiries for
specific products or services.
However, many companies do not effectively exploit the potential of their lead
generation websites, resulting in failure to convert potential prospects into leads due
to subpar website design. Often, corporate websites are crafted from a company-centric
standpoint, lacking consideration for the needs of site visitors. In essence, they
prioritize the company's agenda over the requirements of website visitors and potential
customers. While the most successful websites prioritize a user experience that
resonates with visitors, customer-centric web design remains surprisingly uncommon
(Blanks & Jesson, 2018).

37
The crux of the matter lies in delivering what potential buyers seek. This is imperative
for successful conversion, as visitors unconvinced of the value in the product or service
are unlikely to take actions like signing up for newsletters or completing contact forms.
Instead, they are more inclined to explore alternatives, given the dynamic nature of the
online landscape. Hence, businesses engaged in online lead generation must invest in
refining their websites to maximize lead generation and lead quality. For B2B
companies, which often navigate lengthy buying processes (Gillin & Schwartzman,
2011), the goal should be to convert as many website visitors as possible to foster
growth.
However, it's important to note that a converted lead in the B2B context doesn't
necessarily translate to an immediate sale due to the elongated buying process.
Nevertheless, a converted lead represents a valuable sales opportunity. This
encapsulates the essence of online lead generation in the B2B sphere – augmenting
sales opportunities. HubSpot Research (2016) conducted a study revealing that
companies securing fewer than 50 leads per month struggle to meet revenue targets,
while those surpassing this threshold significantly increase their chances of hitting
their goals. Although the precise benchmark of 50 leads isn't universally applicable,
the study establishes a correlation between lead quantity and the likelihood of
achieving revenue goals, implying that an influx of leads propels business growth.
In the realm of lead generation, the predominant approach is the inbound marketing
framework, which stands as the cornerstone for online lead generation. Within this
framework, the website functions as the principal lead generator or conversion engine
(Kurvinen & Seppä, 2016). In practice, the website assumes responsibility for
capturing leads. Yet, despite its acknowledged significance in the lead generation
process, many companies underutilize their websites. Given the virtual nature of
websites, human-to-human interaction is limited, thereby elevating the importance of
on-page content and design in converting website visitors into sales leads.
To harness the full potential of the corporate website as a pivotal element in acquiring
new business, companies must meticulously design and strategize their websites.
Generating leads stands as the fundamental objective of any lead generation website.
This research endeavors to explore the best practices in designing websites optimized
for this purpose.

38
2.6 INVENTORY MANAGEMENT IN B2B COMPANY:
Enhancing collaboration within the supply chain in the B2B market can significantly
enhance the operational and financial performance of both suppliers and clients. This
is particularly relevant for manufacturers who invest significantly in inventory and
face high ordering and carrying costs. The need for realizing the benefits of
collaboration becomes even more pronounced in such cases (O.V Makarova, 2021)
Conventional methods of optimizing stock levels rely on historical data, which
becomes inefficient when supply is influenced by dynamic and customized demand
from key B2B clients. To address this, it's recommended to establish strong
collaboration with key clients, synchronize the planning process across the entire
supply chain, extending up to the end user. Additionally, introducing a forward-
looking adjustment (expressed as a percentage change, ΔD) to the forecasting model
can further enhance planning efficiency. (Alonso Gracia, 2021)
The effectiveness of this approach was tested and confirmed in a real-world scenario
involving a B2B industrial manufacturer, yielding positive outcomes. The
incorporation of demand adjustment introduces a proactive element to inventory
planning practices, leading to improved operational and financial efficiency. In
essence, this strategy reorients the way inventory planning is conducted, resulting in
more effective and responsive management of resources. (Pablo, 2021)

39
 CHAPTER – 3
RESEARCH METHODOLOGY

40
3.1 PURPOSE OF STATEMENT
Our Indian textile sector is currently in a flourishing take-off stage. The diverse faces
of India are reflected in the versatile Indian dress designs. In this globalised day,
apparel is undergoing incredible transformations. Fashion is nothing more than a trend
that is always changing. To achieve innovative garments and accessories, the apparel
industry needs to experiment and evaluate the available alternative technologies to
identify the applicability and adaptability to replace the traditional bra culture. Lingerie
accessories are one of the versatile techniques that provide garments a flawless look.
Customers who are fashion conscious, buy these items because they desire seamless,
flat-fitting clothing that allows them to flaunt their body silhouette. The research
project was undertaken to explore the B2B sector awareness and market trends of
lingerie accessories in the sportswear and intimate apparel industry. By focusing on
the B2B perspective, the study aimed to provide insights into the awareness levels,
industry dynamics, and emerging trends relevant to businesses in the sportswear and
intimate apparel market. The research sought to offer a comprehensive understanding
of the market landscape from a B2B standpoint within these specific segments of the
apparel industry.

3.2 RESEARCH GAP

Inticede B.S.D. Private Limited is a company that is primarily engaged in the business
of manufacturing and trading of textile products, including fabrics and accessories.
The company focused on using affordable, premium quality fabrics and innovative raw
materials to create comfortable and stylish garments that cater to the needs of fashion-
conscious customers. However, the company lacks social media presence, hindering
its efforts to raise awareness about its products. They also have lingerie accessories,
which are popular in other countries but not well-known in India. To grow the business
and retain customers, the company needs to improve its marketing strategy and create
awareness about its products. As the market presence of accessories has just started in
India, there is potential for growth and expansion by utilising lingerie accessories in
place of brassiere. This project aims to address the gap by exploring the benefits and
applications of lingerie accessories in the sportswear and intimate apparel industry and
educating the relevant stakeholders in India. The ultimate goal is to promote the
adoption of lingerie accessories in the sportswear and intimate apparel industry and 41
 facilitate the growth of this market segment.

3.3 RESEARCH OBJECTIVES

• To study the lead generation process with the focus on B2B perspective.
• To conduct fabric testing through a 3rd party textile testing labs.
• To study the social media presence of INTICEDE Bsd Pvt Ltd
• To study leading lingerie show websites to incorporate in our website.

3.4 SCOPE OF THE STUDY

This study aims to explore the use of lingerie accessories in the Indian sportswear and
intimate apparel industry and understand the awareness, application, and end -use of
this technology among retailers, designers, and manufacturers. It will also analyse the
lead generation process. The study will provide insights into the potential benefits of
using lingerie accessories, as well as identify challenges and limitations to their
adoption in the Indian market. Additionally, it will offer recommendations for Indian
apparel companies on how to leverage and promote the adoption of lingerie accessories
in the Indian market. Overall, the study will bridge the gap in awareness and
understanding of lingerie accessories in the Indian apparel industry and provide
actionable recommendations for companies to improve their manufacturing processes
and promote the adoption of this innovative intimate wear product.

3.5 LIMITATIONS OF THE STUDY

The present study aimed to explore the awareness and usage of bonding tapes in the
sportswear and intimate apparel industry in India, with a focus on customer awareness,
market trends, and pricing strategies. While the study provides valuable insights into
these areas, it is important to acknowledge certain limitations that could affect the
generalizability and reliability of the
findings.

• Time constraint for the study and one potential limitation of the study is the time frame,
which may not be long enough to represent the entire concept. This could affect the

42
 generalizability of the findings and limit the extent to which they can be applied to
other contexts.
• Another limitation is that the study is limited to the use of lingerie accessories in the
apparel industry, and may not fully capture the potential applications of this technology
in other industries. This could limit the broader impact of the findings and hinder the
development of new and innovative uses for lingerie accessories.
• In addition, the study may be limited by the availability and accuracy of secondary
data sources. While efforts were made to gather data from a variety of sources,
limitations in accessing certain data sources could affect the depth and reliability of
the analysis.
• Lastly, the study is limited to the current market conditions and pricing strategies, and
may not fully capture the future trends and developments in the bonding tape industry.
This could limit the predictive power of the findings and make it difficult to anticipate
future changes in the market.

Despite these limitations, the study provides a valuable starting point for understanding
the awareness and usage of lingerie accessories in the sportswear and intimate apparel
industry in India. By acknowledging and addressing these limitations, future research
can build upon this foundation and provide a more comprehensive understanding of
this rapidly evolving industry.

43
 CHAPTER – 4
DATA ANALYSIS AND FINDINGS

44
• To study the lead generation process with the focus on B2B perspective.
Lead generation is a pivotal aspect of business-to-business (B2B) marketing, serving
as the foundation for identifying potential clients and nurturing them into valuable
leads. In this data analysis, we will delve into the key components of the B2B lead
generation process, examining its stages, strategies and outcomes. By understanding
the intricacies of B2B lead generation, businesses can optimize their approaches and
improve overall outcomes.

Lead generation through IndiaMart -

Generating leads through IndiaMART involved creating a compelling business profile
that showcases our company's strengths, certifications, and offerings. By selecting the
right membership plan, enhanced visibility and tools tailored to our lead generation
goals. Effective lead generation on IndiaMART necessitates listing our products or
services with clear descriptions, using keywords that resonate with your target
audience. Regularly engaging with Request for Quotations (RFQs) allows to provide
personalized quotes and information that demonstrate your expertise. Utilizing
IndiaMART's Live Chat feature and showcasing trust signals like certifications and
client testimonials enhance your credibility and prompt interactions. Promoting special
offers, regularly updating our profile, and analyzing insights help ensure an active and
responsive presence. By following this approach, we effectively leverage
IndiaMART's platform to attract and engage potential buyers, ultimately generating
valuable leads for your B2B business.

1.Created a Comprehensive Business Profile:

Loging in to IndiaMART account.
Filled in all the required information to create a detailed business profile. Provided
accurate contact details, including email, phone number, and address.
Highlighted company's strengths, unique offerings, certifications, and awards.
Uploaded high-quality images of products/services.

2. Selected the Right Membership Plan:

Evaluated different membership plans offered by IndiaMART which gives us 11 leads
every week and a new lead each day. This also allows customers to directly contact us,
45
through which we get more leads from the website. Chose a plan that aligns with
budget and lead generation goals. Higher-tier plans often offer enhanced visibility and
additional tools for lead generation.

Figure 1 : INTICEDE home page in IndiaMart website

3. Listed our Products/Services:

Created a new listing for products with clear titles and descriptions. Added relevant
keywords in descriptions to improve search visibility. Provided accurate pricing and
technical specifications.

Figure 2 : High quality product pictures in IndiaMart website

46
4. Utilize RFQs (Request for Quotations):
Regularly monitor and respond to RFQs from potential buyers.
Crafted personalized and detailed quotes, addressing the buyer's requirements.
Provided additional information that showcases expertise and capabilities.

5. Engaged in Live Chats:

Used IndiaMART's Live Chat feature to initiate conversations with visitors.
Be proactive in starting conversations and answering queries in real-time.
Provided helpful information and guide visitors towards the next steps.
Highlight these offers on your profile to attract attention.

6. Regularly Update our Profile:

Keep profile current by adding new products, updating pricing, and refreshing
descriptions.
An active profile reflects a dynamic and responsive business.

7. Analyze Insights and Metrics:

Monitored IndiaMART's analytics to understand how profile is performing.
Tracking views, inquiries, and engagement metrics to assess the effectiveness of lead
generation efforts.
8. Follow Up and Nurture Leads:
Engaged with potential buyers who have shown interest.
Follow up with personalized messages, personalized call, additional information, and
offers. Build a relationship over time to increase the likelihood of conversion.

After receiving the purchase order (PO) from the client pro forma invoice (PI) is
created according to their order. PI is only created if their order is confirmed. Once the
payment is done the merchandise are packed and sent.

47
 Table 2 : List of orders received and fulfilled
Company Contact Person Order Amount

Arham Collections Mr. Hitesh Surana Rs. 4,515/-

Charlesmagne Pvt Ltd Mr. Jackey Asara Rs. 4,410/-

Hill Island Pvt Ltd Mr. Shikhil Mehra Rs. 12,345/-

Shipali & Abhishek Ms. Shipali Abhishek Nanajkar Rs. 26,460/-

Total : Rs 47,730/-

48
Below attached are the PI and delivery chalan of each order –

Figure 3 : Arham collection PI

49
Figure 4 : Arham collection delivery chalan

50
Figure 5 : Charlesmagne Pvt Ltd PI

51
Figure 6 : Charlesmagne Pvt Ltd delivery chalan

52
Figure 7 : Hill Island Pvt Ltd PI

53
Figure 8 : Hill Island Pvt Ltd delivery chalan

54
Figure 9 : Shipali and Abhishek PI

55
Figure 10 : Shipali and Abhishek delivery chalan

56
By following this detailed process, I could leverage IndiaMART's platform to
effectively generate leads for the B2B business. Consistency, responsiveness, and a
focus on building relationships are key to successful lead generation on this platform.

Lead generation through Facebook –

Generating leads through Facebook involves creating an engaging business page and
crafting a content strategy that resonates with our target audience. A well-optimized
Facebook business page showcases your brand's identity, products, and services, while
a diverse range of content types like articles, videos, and infographics addresses your
audience's pain points and questions. By actively engaging in intimate wear groups,
business groups and regularly posting about the upcoming products and the most
demanded products in the intimate wear market. Also targeting intimate wear,
swimwear, activewear and kids wear startups by sending them personalized messages
with our catalogue attached. By actively engaging with comments, messages, and
interactions on your posts, we build meaningful relationships with potential leads.
Retargeting campaigns further capitalize on users who have previously interacted with
your content or visited your website, maximizing conversion potential.

Lead generation through LinkedIn –

Lead generation through LinkedIn is fueled by building a robust professional presence.
Optimizing our LinkedIn profile and company page establishes credibility within your
industry. Showcase Pages allow for focused promotion of specific products or
services, while insightful content like articles and case studies positions your company
as an industry thought leader. LinkedIn's Lead Gen Forms simplify the data collection
process, and networking with industry professionals through connections and groups
expands our reach. Sponsored content and InMail features offer targeted outreach
opportunities, while analytics aid in refining our strategy. Leveraging LinkedIn's
platform, we establish meaningful B2B connections and generate high-quality leads
from a business-focused audience.

57
• To conduct fabric testing through a 3 rd party textile testing labs.
Fabric testing is a critical process to ensure the quality, durability, and performance of
textiles in various applications. Engaging a third-party textile testing lab offers
specialized expertise, equipment, and impartiality to conduct accurate and reliable
tests. Here's an in-depth guide on how to effectively conduct fabric testing through a
third-party lab:

1. Selecting the Right Testing Lab:

Begin by thoroughly researching and selecting a reputable third -party textile testing
lab. Looked for labs with relevant accreditations such as ISO 17025, which ensures
their competence and adherence to international testing standards. Consider the lab's
experience in fabric testing, range of available tests, and their reputation in the
industry. We chose SGS labs located in Chennai by connecting them through calls.

2. Defining Testing Requirements:

Clearly define our fabric testing requirements based on the fabric type, intended use,
and regulatory standards. Work closely with the testing lab to communicate our
specific needs. Discussed the purpose of the testing, whether it's to ensure compliance
with industry standards, assess fabric performance, or verify product claims. Provide
detailed information about the fabric composition, construction, and any specific
characteristics to be evaluated.

Table 3 : Types of fabric testing services in SGS Testing labs

Test Type Purpose Parameters Measured
Physical Properties
Fabric Strength Measure tensile, tear, and Breaking strength, elongation,
burst strength tear force
Abrasion Resistance Assess fabric's resistance to Number of cycles until fabric
rubbing deterioration
Pilling Resistance Evaluate fabric's tendency to Appearance of pills after
form pills rubbing
Seam Strength Measure the strength Force required to break the
of stitched seams stitched seam 58
Colorfastness
Colorfastness to Light Test color's resistance to Color change after exposure
fading to light
Colorfastness to Washing Evaluate color retention after Color change after washing
washing cycles
Colorfastness to Rubbing Assess color's resistance to Color transfer after rubbing
rubbing
Dimentional Stability
Shrinkage Measure fabric's dimensional Percentage change in size
change after washing
Stretch & Recovery Evaluate fabric's stretch and Percentage of stretch and
resilience recovery
Flammability
Flammability Test Determine fabric's reaction to Ignition time, burn length,
flames afterglow
Comfort and Performance
Moisture Management Assess fabric's ability to wick Rate of moisture absorption
moisture and transfer
Breathability Measure fabric's air Airflow resistance,
permeability breathability index
Thermal Resistance Evaluate fabric's insulation Heat transfer and thermal
properties resistance
Chemical & Finish Tests
pH Value Test fabric's acidity or pH level of fabric surface
alkalinity
Formaldehyde Content Measure formaldehyde in Formaldehyde concentration
fabric in ppm
Others
Color Matching Ensure consistent color across Color consistency and visual
batches comparison
Fiber Content Analysis Identify types of fibers in Percentage composition of
fabric fibers
59
 3. Initiating the Testing Process:
After selecting the lab and defining our requirements, the testing process unfolds in
several stages:

• Sample Preparation: We provide an adequate number of fabric samples to ensure

representative testing. Samples should be collected from different batches or lots if
applicable. The required amount of fabric for tests were 1 meter. Basic specification
required for the fabric was weather it was woven, non-woven or knitted.
• Test Selection: Collaborated with the lab to determine the appropriate tests for our
fabric, which included tensile strength, colorfastness, dimensional stability, tear
resistance, and more. A form with different types of fabric testing was mentioned
which was required to courier to the SGS testing labs in Chennai with the sample of
the fabric.
• Test Execution: The lab follows standardized testing methods using specialized
equipment. Their technical experts conduct tests meticulously, ensuring accuracy and
reliability.
• Data Collection and Analysis: During testing, precise measurements and observations
are recorded. After completion, the lab analyzes the data to evaluate fabric properties
and performance. After finalizing the accurate test report, it is then sent to us.
• Payment: Payment was done for the required tests which included the GST charges as
well. Payment mode accepted by SGS Testing labs was online/wire transfer.

4. Receiving and Interpreting Test Results:

Upon completion of testing, the lab generates a comprehensive test report. This report
includes details such as the testing methods used, the equipment involved, and the
results obtained. The results are compared against relevant standards, specifications,
or industry benchmarks. The report may indicate whether the fabric meets specific
requirements, standards, or regulations. The lab's expertise allows them to provide
insights and recommendations based on the test results, helping you make informed
decisions about your fabric's quality and suitability for its intended application.

Conducting fabric testing through a third-party textile testing lab offers numerous
benefits, including unbiased evaluations, precise testing methodologies, and access to 60
advanced equipment. The lab's thorough testing processes and accurate results
empowers manufacturers, suppliers, and brands.

Figure 11 : SGS PI for fabric testing

61
• To study the social media presence of Inticede Bsd Pvt Ltd
According to the research Inticede B.S.D. Pvt. Ltd. is present on different social media
like Facebook, Instagram, Twitter & LinkedIn.

Facebook –

Figure 12 : INTICEDE Facebook Profile

Instagram-
57

Figure 13 : INTICEDE Instagram Profile

62
Twitter-

Figure 14 : INTICEDE Twitter Profile

LinkedIn-

Figure 15 : INTICEDE LinkedIn Profile

63
 Based on the research, it has been observed that Inticede B.S.D. Pvt. Ltd. has been
present on social media platforms since its inception in 2016. However, it is evident
that the company's social media presence lacks consistency, as indicated by the low
reach and limited number of followers. This inconsistency in maintaining an active
and engaging social media presence can negatively impact the brand's visibility and
hinder its ability to effectively reach and engage with its target audience.

Furthermore, the research highlights that Inticede B.S.D. Pvt. Ltd.'s social media
accounts,
including Facebook, LinkedIn, Instagram, and Twitter, are not regularly updated. This
practice can result in existing customers being uninformed about the latest product
range and the availability of stocks. By neglecting to provide timely updates and
relevant content on these platforms, the company risks losing out on opportunities to
engage with its customer base and foster strong customer relationships.

Additionally, it is noted that the company lacks a presence on YouTube and does not
utilize
email communications or greetings on special occasions to engage with customers.
These channels and practices can play a crucial role in increasing brand visibility,
connecting with
customers on a more personal level, and fostering customer loyalty. Below attached
was the social media plan for the month of June and July:

Table 4 : Planning for social media

Channels No. of posts Tools Type of content
Facebook 2 Posts, 2 Stories Teasers, stories, Informative, coming soon
daily. 2 Videos Posts and Videos website, Brand awareness, feature
weekly & 1 different bonding tape, Offer
Advertorials promotions and discounts, Share
customer testimonials
Instagram Total 11 including Teasers, Stories, Informative, coming soon
1 teaser, 2 stories, 2 Post, , Reels, website, Brand awareness, feature
reels, 1 Video 2 Videos, different bonding tape, Offer
64
 posts & 1 advertorials Advertorials promotions and discounts, Share
per week. customer testimonials
Twitter 5 Tweets daily Tweets with Informative and benefits.
suitable Hashtag
LinkedIn 2 Posts daily Posts Informative and product details
Youtube 2 Reels 2 shorts and Videos, Reels Benefits, Application and DIYs
1 Video daily shorts

In summary, while Inticede B.S.D. Pvt. Ltd. has established its presence on social
media platforms since 2016, the lack of consistency in maintaining an active and
engaging social media presence, along with limited reach and followers, hampers the
brand's visibility. It is crucial for the company to prioritize regular updates, relevant
content, and expansion into other channels like YouTube, as well as utilize email
communications and greetings to customers to enhance its social media strategies.
These actions can significantly benefit the company by increasing brand visibility,
improving customer engagement, and ultimately driving business growth

• To study leading lingerie show websites to incorporate in our website.

Incorporating elements from leading lingerie show websites into own website can
enhance its appeal, engagement, and overall user experience. Studying successful
lingerie show websites offers insights into design trends, content strategies, user
interaction, and functionalities that resonate with your target audience. The process is
below mentioned.

1. Research and Analysis:

Begun by identifying a selection of prominent lingerie show websites. These could
include well-known events like the Victoria's Secret Fashion Show or other established
industry showcases. Analyzde these websites with a critical eye, focusing on their
design layout, color schemes, typography, and overall visual aesthetics. Pay attention
to how they present information about the event, including schedules, participating
designers, models, and sponsors. Noted the way they integrate multimedia elements
such as images and videos to create an immersive experience.

65
2. User Experience (UX) and Navigation:
Observe how leading lingerie show websites structure their content for optimal user
experience. Look at their navigation menus, the organization of information, and the
ease with which users can find relevant details. Pay attention to how they balance text
and visual content to keep visitors engaged and informed. Consider adapting their
navigation approach to ensure your website is intuitive and easy to navigate.

3. Interactive Features:
Take note of interactive features on these websites that engage users. This could
include interactive event schedules, image galleries with zoom functionality, video
highlights, virtual tours, and even interactive polls or quizzes related to lingerie
fashion. Incorporating interactive elements can increase user engagement and time
spent on your website.

4. Content Presentation:
Examine how leading lingerie show websites present their content. Are they using
storytelling techniques to create anticipation and excitement? Look at how they present
information about designers, models, and behind -the-scenes insights. Considerd
incorporating similar approaches to make our website's content more engaging and
relatable to your audience.

After analyzing few website we finalized Messe Frankfurt France, Tex world and
Premiere Vision Paris. These are the websites for tradeshows happening all over the
world-

Messe Frankfurt France:

Messe Frankfurt France is a dynamic subsidiary of the globally recognized Messe
Frankfurt Group, renowned for its expertise in organizing trade fairs and exhibitions.
Operating in the vibrant business landscape of France, Messe Frankfurt France
specializes in curating impactful events across diverse industries. By creating
platforms for professionals, experts, and businesses to converge, exchange ideas, and
showcase innovations, Messe Frankfurt France plays a pivotal role in fostering
industry growth and collaboration. With a commitment to sustainability and cutting-
66
edge event management practices, Messe Frankfurt France not only provides a
valuable stage for business interactions but also contributes to the larger goal of
sustainable development within the trade fair ecosystem.

Figure 16 : Messe Frankfurt France website

Texworld Paris:
Texworld Paris stands as one of the premier textile trade shows organized by Messe
Frankfurt France. Held biannually, this event brings together an international spectrum
of textile manufacturers, suppliers, designers, and industry professionals. Texworld
Paris serves as a hub for discovering the latest fabric trends, innovations, and
sustainable solutions in the textile industry. Attendees can explore an array of textiles,
from fabrics to accessories, and gain insights into emerging design directions.
Additionally, Texworld Paris features seminars, workshops, and discussions that delve
into topics such as sustainability, digitalization, and global market trends, further
enriching the experience for participants.

67
 Figure 17 : Texworld website

Figure 18 : Texworld website for events

Première Vision Paris:

Première Vision Paris, another flagship event by Messe Frankfurt France, is an
unparalleled gathering for the global fashion and textile community. This prestigious
event showcases an extensive range of high-quality materials, textiles, and accessories
that cater to the needs of the fashion industry. With a strong focus on creativity,
innovation, and craftsmanship, Première Vision Paris attracts fashion designers,
buyers, and trend forecasters seeking inspiration and connections. The event boasts a 68
curated selection of exhibitors offering fabrics, leather, accessories, yarns, and more.
Seminars and conferences on topics like sustainable practices, design trends, and
market insights make Première Vision Paris a comprehensive platform for staying
updated and engaged in the ever-evolving world of fashion and textiles.

Figure 19 : Premiere vision website

Figure 20 : Premiere vision website for events

69
Salon International de la Lingerie:
Salon International de la Lingerie, organized by Eurovet, is a renowned trade show
that serves as a dynamic hub for the global lingerie, swimwear, and activewear
industries. This premier event gathers designers, manufacturers, retailers, and
professionals from around the world to showcase their latest collections, innovations,
and trends. With a focus on promoting creativity, craftsmanship, and business
connections, Salon International de la Lingerie provides a unique platform for
networking, discovering emerging brands, and gaining insights into the evolving
landscape of intimate apparel. The event's curated exhibitions, fashion shows, and
insightful seminars contribute to shaping the future of the lingerie industry while
celebrating its artistry, diversity, and innovation.

Figure 21 : Salon International de la Lingerie website

70
 Figure 22 : Salon International de la Lingerie website for events

After analyzing these websites, a layout was created keeping few elements in mind
that can be incorporated-
• Chatbots
• Upcoming events
• Page for trade show magazine
• Floor Plan

Figure 23 : Application of chatbot 71

Figure 24 : Incorporating Upcoming events like Underoof

Figure 25 : Introducing Online magazine

72
Figure 26 : Sharing floor plan for smooth booking of slots

73
ADDITIONAL TASK

As part of the responsibilities assigned to me for the UNDEROOF tradeshow, a diverse

range of tasks was undertaken. Firstly, physical catalogues were created for elastics,
trims, and accessories of bras, along with fabric hangers, shade cards, colour books etc
. Attention to detail and organization were crucial in ensuring the inclusion of all
necessary information.

Coordination with designers was carried out to develop visually appealing flyers and
posters specifically tailored for the Inticede stall. The creative vision was translated
into effective marketing materials intended to attract attention and generate interest
among potential customers.
Searching for and selecting lingerie accessories that could be displayed and distributed
as free samples at the tradeshow was a key responsibility. Understanding the
preferences of the target audience and sourcing high-quality and visually appealing
products were essential in this process.

Figure 27 : Accessories at INTICEDE

A new catalogue for the trade show was created by the merchandising team as per the
market demands and market trends.

74
Previous Catalogue -

Figure 28 : Cover page of old catalogue at INTICEDE

Figure 29 : Content page of old catalogue at INTICEDE

75
New Catalogue -

Figure 30 : Cover page of new catalogue at INTICEDE

Figure 31 : Content page of new catalogue at INTICEDE

76
Furthermore, sourcing, negotiating and selecting suitable packaging materials for the
accessories were undertaken, considering factors such as durability, aesthetics, and
practicality. The aim was to effectively showcase the products and convey a sense of
quality and professionalism through the packaging.

The next phase involved branding, tagging, and packaging each item, ensuring the
creation of a cohesive and visually appealing brand identity for the accessories. Proper
labelling and packaging were implemented to facilitate distribution. In preparation for
the tradeshow, meticulous packing of all branded and packaged accessories took place,
ensuring their organization and protection during transport. Great attention to detail
was exercised to maintain the pristine condition of each item upon arrival at the
tradeshow.

Finally, a critical role was played in the visual merchandising of the stall at the
tradeshow was planned. The strategic arrangement and display of the merchandise
created an appealing and enticing environment, captivating visitors and providing a
memorable experience. Overall, involvement in the tradeshow encompassed a wide
range of tasks, including catalogue creation, coordination with designers, accessory
selection, packaging, branding, and visual merchandising. The seamless execution of
these responsibilities contributed to the overall success of the stall, leaving a lasting
impact at the tradeshow. Apart from the show, liaison was carried out with the designer
to create posts for the lingerie accessories category on LinkedIn and Instagram. The
work is depicted in the figure below and are also posted on the social media handles.

Figure 32 : Posts for promoting trade show.

77
 FINDINGS

• Inconsistent Content: The social media accounts of Inticede B.S.D. Pvt. Ltd. lack
consistent and engaging content. This can result in a missed opportunity to showcase
their products, share industry insights, and connect with their target audience
effectively.
• Limited Interaction: There is limited interaction and engagement with followers on
social media platforms. Responding to comments, messages, and inquiries in a timely
manner is crucial for building strong customer relationships and fostering a sense of
trust and loyalty.
• Lack of Visual Content: Visual content, such as images and videos, plays a vital role
in capturing audience attention and conveying product features effectively. The
absence of visually appealing content on platforms like YouTube can limit the brand's
ability to showcase the benefits of their bonding tapes to a wider audience.
• Missed Email Marketing Opportunities: Not utilizing email marketing to communicate
with customers means missing out on a valuable channel for sharing product updates,
promotions, and relevant information. Sending personalized emails can help nurture
customer relationships and keep them informed about the latest developments.
• Limited Brand Visibility: Due to the low brand visibility, Inticede B.S.D. Pvt. Ltd.
may struggle to compete with other brands in the market. A comprehensive and
consistent social media strategy, coupled with email marketing efforts and greetings
on special occasions, can significantly improve brand visibility and enhance customer
engagement.
• Product Performance by Category: No proper analysis of product sales data has been
generated that might reveal which categories or types of products are performing
exceptionally well and which ones need improvement. This finding can guide
merchandising decisions, such as allocating resources to high-performing categories
and optimizing offerings in underperforming ones.
• It is important for Inticede B.S.D. Pvt. Ltd. to recognize the significance of an active
and engaging social media presence, as well as the benefits of utilizing email
marketing to maintain strong customer relationships. By addressing these areas, the

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company can enhance its online presence, effectively reach its target audience, and
improve overall brand visibility and customer satisfaction.

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CHAPTER – 5
SUGGESTIONS

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 SUGGESTIONS

• Based on the findings of this study, it is recommended that the company promoting
lingerie accessories and products should focus their marketing efforts on digital
platforms and social media. This will allow for targeted advertising and the ability to
track and analyze the effectiveness of marketing strategies. With the right marketing
approach, the company can effectively promote lingerie accessories to consumers,
designers, and manufacturers, ultimately driving demand and sales in the market.
• They should introduce / incorporate new elements in their trade show website (Like
chatbots, upcoming events, locations) for the brand INTICED. They should provide
Automated Assistance AI-powered chatbot on their website to assist with common
queries and provide immediate responses. This feature will allow them to handle a
higher volume of inquiries efficiently while ensuring accurate information is provided.
This facility will ensure smooth booking of slots in events and shows.
• They should utilize data analytics to understand customer preferences, buying patterns,
and popular product categories. This insight can guide inventory planning and product
development. This can be done on IndiaMart website itself.
• They should embrace eco-friendly materials, ethical production methods, and
sustainable packaging options. Many consumers and businesses are increasingly
concerned about sustainability, and this can set you apart in the market.
• They should create comprehensive physical and digital catalogues encompassing their
entire product range, including pricing details and real-time stock availability. By
offering both physical and digital catalogues, it will provide a seamless shopping
experience that meets the customer preferences and requirements. The catalogues will
serve as valuable resources, enabling the customers to make well informed decisions
about the product offerings.

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LEARNING OUTCOMES

Effective communication is a cornerstone of success in the lingerie industry, primarily

due to its delicate and intimate nature. While lingerie brands continuously introduce a
diverse array of products, the effectiveness of these offerings hinges on their adept
marketing and the level of consumer awareness they achieve. Beyond merely
showcasing products, it becomes crucial to ensure that potential customers are well-
informed about the specifics and intricacies of each item. In instances where
consumers lack comprehensive knowledge about certain aspects, gaps in
understanding emerge, potentially hindering their purchasing decisions. These gaps
can encompass a range of concerns, including fit, materials, comfort, and care
instructions. Consequently, the responsibility lies with brands to bridge these gaps
through clear, informative, and sensitive communication strategies. Such strategies not
only foster better-informed consumers but also engender trust and confidence in the
brand's commitment to meeting both practical and emotional needs within the lingerie
industry.

Our role goes beyond the basic task itself and encompasses a comprehensive
understanding of the entire process that revolves around it. This holistic perspective
involves delving into the intricacies of each stage, from the initial order placement to
the final confirmation of successful delivery. This expanded scope underscores the
importance of grasping the broader context in which our task operates. Overall, this
comprehensive approach internship tasks underscores engagement with the entire
lifecycle of a task. By understanding the intricacies and interconnections of each step,
I could contribute to the larger operational efficiency of the company and enhance my
skills by grasping the holistic nature of your role.

Furthermore, it is noteworthy to mention that during this period, I had the opportunity
to work under the Underoof trade show and with SGS Testing labs. This experience
provided valuable insights and taught me how to effectively work as part of a team.
Being able to handle IndiaMart gave me excellent opportunity to engage with people,
provide them with insights about our products, and enhance my communication skills.
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Overall, through my involvement, analysis and research, I have gained a deeper
understanding of the lingerie industry, identified key areas of improvement, and
recognized the importance of adapting to changing market dynamics.

83
CONCLUSION

In conclusion, the culmination of this research study has yielded a comprehensive

understanding of the challenges and opportunities within the lingerie industry,
specifically focusing on the brand Inticede B.S.D. Pvt. Ltd. The findings have shed
light on critical areas that require attention, from inconsistent content and limited
interaction on social media to the untapped potential of email marketing and the need
for enhanced brand visibility. These findings underscore the importance of a strategic
and customer-centric approach to marketing and communication in the intimate and
competitive landscape of lingerie and accessories.

The suggestions put forth provide actionable steps for the company to revamp its
marketing strategies and digital presence. By harnessing the power of social media,
incorporating AI-driven chatbots, leveraging data analytics, embracing sustainability,
and offering comprehensive product catalogs, Inticede B.S.D. Pvt. Ltd. can effectively
address the gaps identified and elevate its brand's reach, customer engagement, and
overall market position.

Overall, this research study and internship experience serve as a valuable compass for
Inticede B.S.D. Pvt. Ltd., guiding them towards more impactful marketing strategies,
improved communication, and a strengthened brand presence within the lingerie
industry. By embracing these insights, the company can navigate the evolving market
dynamics with acumen and innovation, ultimately driving growth, customer
satisfaction, and industry recognition.

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10. Inticede. (n.d.). LinkedIn. Retrieved from

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ANNEXURE - 1

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ANNEXURE - 2

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ANNEXURE – 3