National Institute of Fashion Technology, Hyderabad

2022-24

FASHION MANAGEMENT STUDIES

GLOBAL MARKETING
JURY

BRIEF- Develop an extensive marketing plan to launch an Indian fashion brand in

the foreign market. The plan is to include the 4Ps and other relevant marketing
aspects.

GUIDED BY: SUBMITTED BY:

A. Rajyalakshmi Arushi Srivastava
Assistant Professor & CC Kakul Verma
Madhushika Paul
Smriti
ACKNOWLEDGMENT

We would like to express our special appreciation and thanks to our concerned faculty
Prof. A. Rajyalakshami (Assistant Professor, Department of Fashion Management Studies
Hyderabad) you have been a tremendous mentor for us. We would like to thank you for
encouraging our research. Your advice on both research and our career has been invaluable. We
also want to thank you for letting our defence be an enjoyable moment, and for your brilliant
comments and suggestions, thanks to you.

We especially thank our classmates and faculty members for helping us at different stages at the
National Institute of Fashion Technology, Hyderabad.

Regards,
Arushi Srivastava
Kakul Verma
Madhushika Paul
Smriti
TABLE OF CONTENT

EXECUTIVE SUMMARY ............................................................................................................ 1

LITERATURE REVIEW ............................................................................................................... 2
CHAPTER 1: ABOUT THE PARTNERSHIP: ADITYA BIRLA X TARUN TAHILANI.......... 3
1.1 ADITYA BIRLA FASHION AND RETAIL LIMITED...................................................... 3
1.2 TARUN TAHILANI ............................................................................................................. 5
CHAPTER 2: ABOUT TASVA ..................................................................................................... 6
2.1 TASVA COLLECTION ....................................................................................................... 7
2.3 SEGMENTING, TARGETING AND POSITIONING OF TASVA ................................... 8
2.4 PRODUCT, PRICE, PLACE AND PROMOTION OF TASVA BRAND .......................... 9
2.5 CAMPAIGNS ..................................................................................................................... 10
CHAPTER 3: INTRODUCING TO THE US MARKET .......................................................... 12
3.1 ETHNIC WEAR MARKET- NORTH AMERICA ............................................................ 12
3.3 NEW MARKET POSITIONING ....................................................................................... 17
3.4 NEW PRODUCT, PRICE, PLACE AND PROMOTION FOR NEW YORK .................. 18
3.5 MARKETING STRATEGIES............................................................................................ 20
CHAPTER 4: FINANCIAL BUDGET ........................................................................................ 28
4.1 BUDGET ............................................................................................................................ 28
CONCLUSION ............................................................................................................................. 30
REFERENCES ............................................................................................................................. 31
TABLE OF FIGURES

Figure 1: The brand Tasva .............................................................................................................. 3

Figure 2: ABFRL Logo ................................................................................................................... 3
Figure 3: Tarun Tahiliani Logo....................................................................................................... 5
Figure 4: Tasva Logo ...................................................................................................................... 6
Figure 5: Product Visualization of Tasva Brand............................................................................. 6
Figure 6: Ranbir Kapoor and Ananya Pandey as the brand ambassadors, Tasva unveils the
Autumn Winter 2023 collection.................................................................................................... 10
Figure 7: Tasva by Tarun Tahiliani makes runway debut at Bangalore Fashion Week ............... 11
Figure 8: US Ethnic Wear Market ................................................................................................ 13
Figure 9: Ethnic Wear Market By End User ................................................................................. 13
Figure 10: Ethnic Wear Market by Distribution Channel ............................................................. 14
Figure 11: India-USA Trade Relations ......................................................................................... 15
Figure 12: Ethnic Wear Market Size ............................................................................................ 19
Figure 13: Meanswear Market Size .............................................................................................. 20
Figure 14: Interactive Kiosk ......................................................................................................... 21
Figure 15: Virtual Try-On Feature ................................................................................................ 21
Figure 16: Fashion Walk of Tasva ................................................................................................ 22
Figure 17: "#BeyondTheSuit" Campaign ..................................................................................... 24
Figure 18: Brand Endorsement with US Celebrities..................................................................... 24
Figure 19: Facade of Tasva New York ......................................................................................... 26
Figure 20: Interiors of Tasva New York ....................................................................................... 26
Figure 21: Ambiance Inside Tasva New York ............................................................................. 27

TABLE OF FIGURES

Table 1: Tasva New York Pricing ................................................................................................ 18

EXECUTIVE SUMMARY

This research document presents a comprehensive marketing plan strategically designed for the
successful launch of an Indian Ethnic Men's fashion brand in the dynamic and competitive
landscape of the US market. Anchored by the fundamental framework of the 4Ps of marketing -
product, price, place, and promotion - supplemented by various other pertinent marketing aspects,
this plan aims to pave the way for a compelling and impactful market entry.

The research delves into the intricate nuances of the target market, elucidating the preferences,
behaviours, and trends prevalent among the US consumer base, specifically tailored to the
intersection of men's fashion and ethnic wear. By synthesizing market analyses, competitor
assessments, and consumer insights, the plan meticulously formulates a product strategy focused
on infusing authentic Indian craftsmanship with contemporary design aesthetics, ensuring a unique
and compelling value proposition for the discerning American consumer.

Throughout this document, an emphasis is placed on research-driven decision-making, iterative

refinement, and adaptability to ensure the plan remains agile and responsive to market dynamics.
Key performance indicators are outlined to measure the efficacy of implemented strategies,
facilitating continuous optimization and long-term success in navigating the intricate landscape of
the US market.

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LITERATURE REVIEW

Magazines:

Vogue India: Focuses on the intersection of Indian fashion and global trends. Articles may cover
cultural influences, fashion shows, and market trends.

GQ India: Offers insights into men's fashion trends, including traditional Indian wear. Often covers
fashion events and emerging designers.

Blogs:

High Heel Confidential: Provides coverage on Indian fashion trends, including men's ethnic wear.
Insights into designer collections and celebrity fashion choices.

Menswear India: Focuses on men's fashion, including ethnic wear. Provides style tips, brand
reviews, and trend analyses.

Books:

"Indian Fashion: Tradition, Innovation, Style" by Arti Sandhu: Explores the evolution of Indian
fashion and its impact on global trends. Offers insights into traditional clothing and modern
adaptations.

"The Sari Series: An Anthology of Drape" by Rta Kapur Chishti: While primarily about women's
clothing, it offers valuable insights into the intricate nature of Indian textiles and draping
techniques, which could inform design choices for men's ethnic wear.

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CHAPTER 1: ABOUT THE PARTNERSHIP: ADITYA BIRLA X TARUN TAHILANI

Figure 1: The brand Tasva

1.1 ADITYA BIRLA FASHION AND RETAIL LIMITED

Figure 2: ABFRL Logo

Aditya Birla Fashion and Retail Ltd. (ABFRL) emerged after the consolidation of the branded
apparel businesses of Aditya Birla Group comprising ABNL's Madura Fashion division and
ABNL's subsidiaries Pantaloons Fashion and Retail (PFRL) and Madura Fashion & Lifestyle
(MFL) in May 2015. Post the consolidation, PFRL was renamed Aditya Birla Fashion and Retail
Ltd.

ABFRL is a part of the Aditya Birla Group, a global conglomerate, in the league of Fortune 500.
Anchored by an extraordinary force of over 187,000+ employees, belonging to 100 nationalities,

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the Group is built on a strong foundation of stakeholder value creation. Today, over 50% of Group
revenues flow from overseas operations that span 41 countries in North and South America, Africa,
Asia and Europe.

As a fashion conglomerate, ABFRL has a strong network of 3,977 brand stores across the country.
It is present across 33,535 multi-brand outlets and 6,723 points of sales in department stores across
India as of March 31, 2023. It has a repertoire of leading brands such as Louis Philippe, Van
Heusen, Allen Solly and Peter England established for over 25 years. Pantaloons is one of India's
leading fashion retailers.

ABFRL's International Brands portfolio includes - The Collective, Amongst, India's largest multi-
brand retailer of international brands and has long-term exclusive partnerships with select brands
such as Ralph Lauren, Hackett London, Simon Carter, Ted Baker, Fred Perry, Forever 21,
American Eagle, Reebok and Galeries Lafayette.

Vision
The vision of ABFRL is to be a global leader in the fashion and retail industry, known for its
innovation, customer-centric approach, and sustainable practices. They aim to create a positive
impact on society while maintaining a strong foothold in the market.

MISSION
ABFRL's mission revolves around several key aspects:
Innovation: They strive to be at the forefront of innovation, constantly evolving their products,
services, and processes to meet the dynamic needs of consumers.

Customer-Centric Approach: ABFRL prioritises customer satisfaction by offering quality

products, an engaging shopping experience, and personalized services.

Market Leadership: ABFRL aims to maintain and strengthen its position as a market leader in
the fashion and retail industry, expanding its reach and influence both nationally and globally.

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1.2 TARUN TAHILANI

Figure 3: Tarun Tahiliani Logo

Tarun Tahiliani is a noted Indian fashion designer. With his wife Sailaja ‘Sal’ Tahiliani,
he launched Ensemble, India’s first multi-designer boutique in 1987, followed by
Tahiliani Design Studio in 1990.

He is best known for his ability to infuse Indian craftsmanship and textile heritage with a
tailored silhouette. His signature is to combine traditional aesthetics with modern design.
Over the years, he also became known for his bridalwear.

Tarun Tahiliani rose to fame in 1995 when Jemima Khan wore his outfit for her wedding
with Pakistani cricketer, Imran Khan.

Tahiliani is known as a versatile designer producing several lines including accessories,

diffusion and prêt-a-porter, but he is best known for his bridal couture lines. He has drawn
in potential customers since 2009 with his annual bridal expos held in various cities of
India in association with brands like the World Gold Council and De Beers. Tarun’s
designs are sold all around the globe today in high-end department stores in Australia, the
US, Japan and the Middle East.

VISION

To create the image of India modern, by straddling the present while rooted in India’s
heritage of draped form and tradition of artistry.

MISSION

To craft timeless pieces that blend elegant simplicity with traditional Indian textiles, and resonate
with the wearer’s lifestyle and culture. To innovate, evolve, and modernise India’s rich textile
heritage through couture, occasion wear, and ready-to-wear. To collaborate with stylists, artisans,
and local communities to deliver aesthetic coherence and social responsibility.

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CHAPTER 2: ABOUT TASVA

Tasva aims to present a new perspective on ethnic wear. Ek naya Nazariya.The word ‘TASVA’ is
derived from the Sanskrit words Tat (that) and Sva (me/mine) and denotes all that is me, all that is
mine. TASVA aims to rethink the Indian male celebratory experience forever, whether it is fitting
out the Indian groom or creating magnificent statements in our pantheon of traditional celebrations,
the brand offers a wide range of high-quality, sophisticated celebration wear for men at accessible
price points.

Figure 4: Tasva Logo

Figure 5: Product Visualization of Tasva Brand

Tasva offers designs that are a blend of intricate detailing and a vision to offer men the best of
traditional wear. From using clean comfortable silhouettes to making gorgeous designs of our
tradition, Tasva is synonymous with ethnic wear offering the finest Indian wear.

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VISION STATEMENT
To redefine ethnic wear by offering a fresh and exciting perspective. We aim to surprise and delight
men who seek both elegance and comfort in Indian clothing. Whether it's for grooms or guests,
our ensembles redefine the experience of celebration by providing a new fit, a new approach, and
a new sense of joy. Our goal is to revolutionize the traditional and fusion Indian clothing scene,
making it a harmonious blend of comfort, style, and a modern outlook.

MISSION STATEMENT
To provide a wide range of top-quality and sophisticated celebration wear for men at affordable
prices. We firmly believe that every occasion should be celebrated with elegance and panache, and
our goal is to offer the best Indian occasion wear for men.

2.1 TASVA COLLECTION

The TASVA collection is a perfect weave of our rich cultural heritage, wealth and state-of-the-art,
craft and fine tailoring – representing the best of East and West.
The brand promises to embrace the mood and get going with a fresh new take on Achkans,
Bandhgalas, Jodhpuris, Sherwanis and all the accessories – shawls, stoles, shoes and more as part
of the TASVA collection.

Strategically the design leadership of Tarun Tahiliani is a differentiating asset for the brand in a
segment that is largely both un-branded and lacking in specific design sensibilities. For the brand
identity design, in-depth conversations with the designer at his atelier with prototypes as they came
to life, laid the foundation to understand the defining qualities and character of what makes a Tarun
Tahiliani design artefact.

The resultant identity reflects the designer’s unique sensibility of crafted, contemporary design—
sharp & contemporary in its elegance, with the warmth & richness of tradition. The quiet
sophistication of the TASVA identity stands apart from the commonly over-embellished brands in
the space.

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2.3 SEGMENTING, TARGETING AND POSITIONING OF TASVA

Segmentation:
● Demographics:
Age: Primarily targeting men aged 25 and above.
Income: Aimed at consumers with middle to higher income.

● Geographic:
Initially focused on urban areas and metropolitan cities where there's a concentration of
fashion-conscious individuals and market trends.
● Psychographics:
Lifestyle: Targeting individuals with a sophisticated lifestyle, appreciating artistry and
traditional craftsmanship with contemporary designs.

● Behavioural:
Purchase Behavior: Target consumers who prioritise quality. Likely aimed at fashion
enthusiasts who are loyal to designer brands.

Targeting:
Tasva by ABFRL and Tarun Tahiliani target a specific audience, including:

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 ● Urban Trendsetters:

Age: 16-35 years

Prioritize style and stay updated on fashion trends.

● Fashion-Conscious Professionals:
Age: 25-45 years
Career-driven individuals value a polished appearance in professional and casual settings.
● Fashion Connoisseurs:
Individuals who deeply appreciate and are well-versed in designer labels and collections.
● Art and Culture Enthusiasts:
Those who admire the fusion of traditional Indian craftsmanship and contemporary fashion
aesthetics.
Positioning:
The brand positions itself as:
● Cultural Fusion: Showcasing a blend of traditional Indian craftsmanship and modern
design sensibilities.
● High Fashion with Timeless Appeal: Offering designs that are not only trendy but also
possess a timeless quality, ensuring longevity in style.
● Perseverance Marketing:

2.4 PRODUCT, PRICE, PLACE AND PROMOTION OF TASVA BRAND

Product:
Tasva offers ethnic wear for men that is crafted to the last detail to suit their modern aesthetic and
their pursuit of comfortable, non-fuss clothes. Tasva reflects the signature style of designer Tarun
Tahiliani, who combines traditional aesthetics with modern design. Tasva also offers a wide range
of products, such as sherwanis, kurta-jackets, bundis, indo-westerns, and accessories.

Price:
The price range of Tasva ranges from high-quality products pricing to affordable prices:
Price Range: ₹1,500 to ₹80,000

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Place:
Tasva has a strong presence in India, with over 64 stores across the country. The brand also sells
its products online through its website and other e-commerce platforms.

Promotion:
Tasva uses various channels to promote its brand and products. The brand uses many different
media channels like TV, newspapers, and magazines. The brand has a strong social media presence
on platforms such as Instagram, Facebook, Twitter, and YouTube. It also engages with its
customers through contests, giveaways, events, and influencer marketing. The brand also leverages
word-of-mouth marketing and customer loyalty programs to increase its brand awareness and
customer retention.

2.5 CAMPAIGNS

● Unveiling AW 23 Collection Campaign Starring Ranbir Kapoor And Ananya Pandey

With Ranbir Kapoor and Ananya Pandey as the brand ambassadors, Tasva unveils the
Autumn Winter 2023 collection that reimagines the essence of Indian culture and tradition,
meticulously redefining the Modern Indian Man. With a splendid union between the
visionary couturier Tarun Tahiliani and the consumer powerhouse, Aditya Birla Fashion
& Retail Ltd., the brand emerges as a harmonious confluence of heritage, cultural opulence,
and the pinnacle of artisanal craftsmanship.

Figure 6: Ranbir Kapoor and Ananya Pandey as the brand ambassadors, Tasva unveils the Autumn Winter 2023 collection

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 The collection is a heartfelt tribute to the changing dynamics of men’s fashion in the
Indian social landscape. The TV commercial, featuring the brand ambassadors, depicts
the playful demeanor that marks wedding festivities today.

● Runway debut at Bangalore Fashion Week

Tasva presented its first-ever runway show at Bangalore Fashion Week. The brand
showcased its new ‘Dinner Jacket Collection’ which offers refined traditional wear for
modern Indian men.
The collection was inspired by the rich nature of Indian culture, according to the label.
Occasion wear ensembles featured Resham, Aari and Dori embroidery techniques and
tailored jackets have been crafted to allow for ease of movement.
Bangalore Fashion Week ran from August 24 to 27 at The Oterra in Bengaluru. The 24th
edition of the fashion week ran in association with Wear. Style.

Figure 7: Tasva by Tarun Tahiliani makes runway debut at Bangalore Fashion Week

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CHAPTER 3: INTRODUCING TO THE US MARKET

3.1 ETHNIC WEAR MARKET- NORTH AMERICA

The North America Ethnic Wear Market will witness market growth of 9.82% CAGR during the
forecast period (2021-2027).

Ethnic wear refers to a specific clothing type, which is associated with a country, religion, or ethnic
group. People wearing ethnic clothes represent their community, country, or religion. Ethnic
clothing is famous for its elegance and charm since it showcases an exclusive range of clothing,
which is available in different patterns, vibrant colours, and designs.

For example, the conventional glamour and richness of Indian wear are combined with the comfort
and formality of Western wear to manufacture a variety of fusion clothes, which can attract many
consumers and contribute to the popularity of Indian ethnic wear across the globe.

According to the US Census Bureau 2018, the Indian diaspora in the US was approximately 4.8
million, which is estimated to rise across the region in the coming years. Due to this rising
population of Indians along with the constantly changing fashion trends, the demand for ethnic
wear, especially Indian ethnic wear would escalate the growth of the regional ethnic wear market
over the forecast period. Also, increasing acceptance of various ethnic clothes within the fashion
industry of this region would also support the regional market growth during the forecast period.

The USA market dominated the North America Ethnic Wear Market by Country in 2020 and
would continue to be a dominant market till 2027, growing at a CAGR of 9.3% during the forecast
period. The Canadian market is poised to grow at a CAGR of 10.2% during (2021 - 2027).
Additionally, The Mexico market is showcasing a CAGR of 12.3% during (2021 - 2027).

Based on End Users, the ethnic wear market is classified into men, women, and children. Based
on the Distribution Channel, the ethnic wear market is bifurcated into online and offline. Based on
countries, the market is segmented into the U.S., Mexico, Canada, and the Rest of North America.

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The market research report covers the analysis of key stakeholders of the market. Key companies
profiled in the report include Vedant Fashions Limited (Manyawar), Ochre and Black Private
Limited (Global Desi), BIBA Apparels Private Limited, Elie Saab, Modanisa, Fabindia, and
Shanghai Tang.

Figure 8: US Ethnic Wear Market

Figure 9: Ethnic Wear Market By End User

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Figure 10: Ethnic Wear Market by Distribution Channel

DISTRIBUTION CHANNEL INSIGHTS

In terms of value, the offline distribution channel segment dominated the market for ethnic wear and
accounted for the largest revenue share of over 63.0% in 2020. This segment is projected to progress
with a notable CAGR over the forecast period. A prime factor driving the segment is increasing
consumer preference for purchasing high-end ethnic wear from brick-and-mortar stores. Moreover,
this purchasing model offers a rich experience of shopping and makes it easier for consumers to
understand the exact size and quality of the product.

The online store segment is projected to witness a CAGR of 6.7% over the forecast period. The
pandemic caused consumers to reassess their life priorities, which resulted in new values and spending
criteria. The increasing reliance on technology, technical performance, and the online payments sector
is driving consumer behaviour away from traditional methods.

3.2 INDIA-US TRADE RELATIONS

India's largest trading partner is the US and it is also one of the few countries with which India had
a trade surplus in 2022-23. India's major exports to the US include gems and jewellery,

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pharmaceutical products, light crude oil and petroleum, electrical and electronics goods,
engineering products, apparel, frozen marine products, and others.

● In FY23, the bilateral trade between India and the US stood at a record US$ 128.78 billion
as against US$ 119.48 billion in FY22.
● In FY23, India had a trade surplus of US$ 28.30 billion with the US.
● USA is the 3rd largest investor in India with cumulative FDI inflows of US$ 60.19 billion
from April 2000 to March 2023.

Figure 11: India-USA Trade Relations

PESTEL ANALYSIS OF USA

Political Factors

● Import Tariffs: The political climate can influence import tariffs. The USA has been
involved in trade negotiations, and tariffs on certain goods, especially with China,
have been a significant issue. The trade tensions between the USA and China,
marked by tariffs and trade restrictions, have influenced the imported landscape.
● Trade Agreements: The USA's participation in international trade agreements can
impact import volumes and conditions. The USMCA (United States-Mexico-
Canada Agreement) replaced NAFTA (North American Free Trade Agreement).

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Economic Factors

● GDP Growth: The overall economic health of the USA, reflected in its GDP
growth, influences import trade. A growing economy may lead to increased
imports. GDP of USA 23.32 lakh crores USD (2021).
● The COVID-19 pandemic in 2020 led to economic disruptions, affecting both the
demand for imports and the global supply chain.
● Exchange Rates: Fluctuations in currency exchange rates can affect the cost of
imports. A weaker U.S. dollar might make imports more expensive.

Social Factors

● Consumer Preferences: Social trends and preferences can affect the types of goods
imported. Shifts in consumer preferences towards sustainable products can impact
the import of certain goods.
● Demographics: The age distribution and population trends can influence the
demand for various imported products.
● According to the U.S. Census Bureau, the population aged 65 and older is projected
to nearly double from 56 million in 2020 to 95 million by 2060. Generation Z is
estimated to account for about 27% of the global population, making it a substantial
market segment.

Technological Factors

● Automation and Logistics: Advances in technology impact logistics and

transportation, affecting the efficiency and cost of imports. For instance, the use of
automation in logistics and supply chain management has improved the speed and
accuracy of imports, reducing lead times.
● The AI in the retail market in the USA was valued at around $4.5 billion.
● E-commerce: The growth of e-commerce has transformed the retail landscape,
influencing the nature and marketing of imported goods.

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Environmental Factors

● Sustainability and Environmental Regulations: Increasing awareness of

environmental issues can lead to changes in regulations, affecting the import of
certain products.
● Carbon Emission Standards: Environmental concerns may lead to stricter standards
affecting transportation and logistics.

Legal Factors

● Trade Regulations: Compliance with trade regulations and laws is crucial. Changes
in import/export regulations can impact trade flows. Changes in trade agreements,
such as the renegotiation of NAFTA into USMCA, have implications for the terms
of trade and import/export regulations.
● Intellectual Property Protection: Legal frameworks protecting intellectual property
can influence the import of technology and innovative products.

3.3 NEW MARKET POSITIONING

New York, United States of America is known for its multiculturalism and acceptance of diverse
customs and traditions. People from different backgrounds often appreciate and embrace clothing
representing various cultures, making it a fertile ground for an Indian ethnic wear brand. New York
has the highest population of Indian Origin amounting to 7,00,000 most likely to be attracted to
celebrate their culture as well as people of American origin appreciating and being inclusive of
celebrating traditional ethnic wear.

New York is also a global fashion capital, hosting renowned fashion weeks, designers, and influencers.
Introducing Indian ethnic wear can diversify the fashion landscape, attracting attention from fashion
enthusiasts, influencers, and potential collaborations.

The Price range for TASVA products from their New York Store will typically vary 30-35% from their
original pricing at stores in India the reason being export duty, regulations and tariffs. Moreover,
Export Charges From India To the USA vary based on the destination port and which shipping line is
used. The charge for exporting from Mumbai Port (India) to New York Port (USA) is Rs. 1000 per
CBM (Cubic Meter) in case of Less than Container Load (LCL).
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3.4 NEW PRODUCT, PRICE, PLACE AND PROMOTION FOR NEW YORK

Product
Tasva New York will offer ethnic cum formal wear for men that is crafted to the last detail to suit
their modern aesthetic and their pursuit of comfortable, non-fuss clothes. Tasva New York will
reflect the signature style of designer Tarun Tahiliani, who combines traditional aesthetics with
modern design. Tasva also offers a wide range of products, such as sherwanis, kurta-jackets,
bundis, indo-westerns, and accessories.

Price:
The price range of Tasva New York will be mostly high-quality product pricing:

PRODUCT RANGE @TASVA PRICING STARTING @

SINGLE KURTAS $47

KURTA SETS $88

KURTA-BUNDI SET $97

BUNDI AND NEHRU JACKET $92

BANDHAGALAS $165

SHERWANIS $188

ACHKANS $168

DUPATTA $35
Table 1: Tasva New York Pricing

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Place:
Tasva New York will be the first flagship store at Christopher Street, New York, USA.

Promotion:

Tasva New York will be using various channels to promote its brand and products. The brand will
use many different media channels like TV, newspapers, billboards and magazines. The brand will
also have a strong social media presence on platforms such as Instagram, Facebook, Twitter, and
YouTube. It will also engage with its customers through giveaways, events, and influencer
marketing.

Figure 12: Ethnic Wear Market Size

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Figure 13: Meanswear Market Size

3.5 MARKETING STRATEGIES

1. TECHNOLOGY AND INNOVATIONS

Implementing a virtual fitting room concept for Tasva, an Indian ethnic men's wear brand, in
their new store in New York for the demographic of men aged 25 and above, interested in
Indian ethnic menswear, can greatly enhance the shopping experience. With new designs of
Ethnic Menswear being launched by the designer, Tarun Tahilani in the country for the brand,
consumers in their New York Retail store can take an Exclusive preview with the Virtual
Fitting Stores available in their retail outlet.

Interactive Kiosk or App: Develop an interactive kiosk or a mobile app specifically for
the store. This tool should allow customers to try on different Indian ethnic outfits offered
by Tasva.

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Figure 14: Interactive Kiosk

3D Body Scanning Technology: Integrate 3D body scanning technology within the fitting
room or the app to create accurate measurements of customers. This data can be used to
recommend sizes and styles that best fit their body type.

Virtual Try-On Feature: Implement an AR (Augmented Reality) or VR (Virtual Reality)

feature where customers can virtually try on various outfits by superimposing the clothing
onto their real-time image or avatar. This feature helps customers visualize how the outfits
will look on them without physically trying them on.

Figure 15: Virtual Try-On Feature

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2. FEATURE IN NEW YORK FASHION WEEK (NYFW)

NYFW takes place in New York City, primarily at venues like Spring Studios, Skylight
Clarkson Square, and other locations across the city. The event typically spans seven to nine
days, featuring multiple runway shows, presentations, and fashion-related events.

Launching Tasva, an Indian ethnic menswear brand, during New York Fashion Week (NYFW)
with designs by renowned designer Tarun Tahiliani and backed by the Aditya Birla Group,
could be a significant opportunity to showcase the brand's unique designs and make a
memorable entry into the American fashion scene.: Tarun Tahiliani, being a famous designer
known for his innovative designs, should curate an exclusive collection specifically tailored
for the New York audience. Highlight the fusion of traditional Indian craftsmanship with
modern elements catering to men ages 25 and above.

The designer and his collection for the brand can be featured in NYFW, with how famous his
designs are and the investment of fashion giant ABFRL. There could be a plan for a captivating
runway show that reflects the essence of Tasva's designs. Incorporate elements that showcase
the richness of Indian ethnic menswear while keeping it relevant and appealing to the New
York audience.

Tasva can emphasize the brand's story, heritage, and craftsmanship during the event to create
an emotional connection with the audience and establish Tasva as a brand that celebrates
tradition with a modern touch.

Figure 16: Fashion Walk of Tasva

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3. OUTDOOR ADVERTISING

A billboard is a big outdoor advertising space meant to catch the attention of vehicles and
pedestrians. Its name comes from the word "billing board." Billboards are designed to be
simple, striking, and imaginative, and are typically located near heavy traffic areas (both
vehicular and pedestrian traffic).

A billboard marketing strategy would be a great help to Tasva New York, as the location
decided for this will be the very famous “Times Square”.

Figure 17: Billboard Advertisement at Time Square, NY

4. DIGITAL ADVERTS CAMPAIGN

A digital marketing campaign is a strategic plan for promoting Tasva’s business online.
Not only this, but TASVA could also create an online campaign just for its New York Store
Consumers. The goal of a digital marketing campaign is to grow your business in relevant
online spaces to boost brand awareness, engagement, and conversions with their target
audience. The adverts and campaigns on digital platforms could be leveraged for TASVA
to showcase its brand appeal and attract consumers to its traditional, cultural and Indian
portrayal aspects.

A few Campaign Initiatives of TASVA could be

1. Hashtag:

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 #BeyondTheSuit: Showcases modern menswear versatility beyond traditional
suits.

Figure 18: "#BeyondTheSuit" Campaign

2. Customer Spotlight:

Collaboration with US celebrities for brand endorsements: This helps in leveraging

influencer recommendations for the authenticity of the brand through Instagram
posts.

Figure 19: Brand Endorsement with US Celebrities

5. RETAIL ATMOSPHERE

Store Design and Layout:

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Entrance:
● A grand entrance with a touch of Indian architectural elements welcomes
customers.
● Use of warm and inviting colours, incorporating elements such as traditional
Indian patterns on the flooring and walls.
Interior Design:
● Elegant and well-lit interiors with a mix of modern and traditional aesthetics.
● Wooden fixtures and displays to showcase the craftsmanship and authenticity of
TASVA's products.
● Accent lighting to highlight key products and create a warm ambience.
Product Display:
● Mannequins dressed in TASVA's latest collections strategically placed to
showcase the brand's versatility.
● Displays featuring the craftsmanship process, allowing customers to appreciate
the intricate details of the garments.
Cultural Elements:
● Incorporate cultural artefacts, such as handcrafted tapestries, traditional Indian
instruments, and artwork, creating an immersive experience.
● Fragrance diffusers with subtle scents reminiscent of Indian spices to engage the
sense of smell.

25
Figure 20: Facade of Tasva New York

Figure 21: Interiors of Tasva New York

Music and Ambiance:

Background Music:
● A curated playlist blending traditional Indian music with contemporary tunes,
creating a vibrant and energetic atmosphere.

26
 ● Adjustable volume levels to accommodate different times of the day or specific
events.
Lighting Ambiance:
● Adjustable lighting schemes to transition between daytime and evening
atmospheres.
● Soft ambient lighting in fitting rooms to enhance the overall shopping experience.

Figure 22: Ambiance Inside Tasva New York

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CHAPTER 4: FINANCIAL BUDGET

• Moderate Size of Retail Store:

Sales Floor: Approximately 1,500 to 2,500 square feet.
This size allows for a decent display of merchandise without being too overwhelming or
excessively costly in terms of rent and operating expenses.
Backroom/Storage: About 500 to 800 square feet.
Adequate space for inventory storage, a small office, and employee facilities.
Total Retail Space: 2,000 to 3,300 square feet.

• Prime Location in New York City:

New York City neighbourhoods like SoHo, Greenwich Village, Chelsea, or certain parts
of Midtown may be considered prime for retail businesses.

4.1 BUDGET

• Location and Lease:

Monthly Rent: $15,000 - $25,000 (depending on the location)
Security Deposit: $30,000 (equivalent to two months' rent)
Renovation/Store Setup: $50,000
Includes interior design, fixtures, signage, and other aesthetic elements.

• Inventory:
Initial Stock: $200,000
Exporting from India ethnic menswear including traditional and contemporary clothing.
Reorder and Restocking Reserve: $50,000
Allowance for replenishing popular items and adapting to customer preferences.

• Store Operations:
Utilities (Electricity, Water, Internet): $1,500/month
Store Maintenance: $1,000/month

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 Includes cleaning, repairs, and general upkeep.
Insurance: $2,000/month
Point of Sale (POS) System: $5,000 (one-time cost)

• Staffing:
Salaries:
Store Manager: $60,000/year
Sales Associates (2): $30,000/year each
Tailor/Alteration Specialist: $40,000/year
Cleaning and Maintenance Staff: $25,000/year
Employee Benefits: $15,000/year (health insurance, employee perks)

• Marketing and Advertising:

Grand Opening Marketing: $15,000
Includes advertising, promotions, and an opening event.
Monthly Marketing Budget: $5,000
Social media advertising, local promotions, and collaborations.

• Licenses and Permits:

Business License: $1,000 (one-time cost)
Retailer's Sales Tax Permit: $500 (one-time cost)

• Contingency:
Contingency Fund: $20,000
Unforeseen expenses or adjustments to the business plan.

• Total Launch Budget:

Initial Investment: $350,000 - $450,000
Monthly Operating Expenses: $30,000 - $40,000

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CONCLUSION

The document underscores the importance of adaptability, recognizing the need to tailor marketing
strategies to the cultural nuances and preferences of specific foreign markets. The success of Tasva
in the global arena will hinge on the brand's ability to seamlessly integrate its rich Indian heritage
with the contemporary global fashion landscape.

It also emphasizes the need for continuous monitoring, evaluation, and flexibility in the execution
of the marketing plan. This will enable the brand to stay responsive to market feedback, emerging
trends, and unforeseen challenges, fostering sustained growth and longevity in the competitive
foreign market landscape. In essence, this research provides a comprehensive and strategic
foundation for the successful launch of Tasva, marking the beginning of an exciting chapter in the
global fashion narrative.

30
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