SUMMER INTERNSHIP PROJECT REPORT

ON
CUSTOMER RELATIONSHIP
MANAGEMENT IN
BHANDARI HOSIERY EXPORTS LIMITED

Submitted in partial fulfillment of the requirements for the award of the

degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Submitted To: Submitted By: NITYA SEHGAL

MS. ANU BHARDWAJ ENROLLMENT NO.- 40721401717

Jagannath International Management School

Vasant Kunj
Batch 2017-2020
 CERTIFICATE

This is to Certify that the Project Report (BBA-311) titled “CUSTOMER

RELATIONSHIP MANAGEMENT IN BHADARI HOSIERY LIMITED” done by Ms. Nitya

Sehgal, Roll No.40721401717 is completed under my guidance.

Signature of the Guide

Date:

Name of the Guide: Ms. Anu Bhardwaj

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 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my project guide, Ms. Anu Bhardwaj for
providing her invaluable guidance, comments and suggestions throughout the course of the
project.

Also I would like to thank Mr. Vikas Nayyar, Bhandari Hosiery Exports Limited for his
assistance during the completion of this project. He gave me invaluable inputs during my
endeavour to complete this project.

(NITYA SEHGAL)

4
 Table of Contents

S No Topic Page No
1 Summer Internship Certificate 2

2 Certificate 3

3 Acknowledgements 4

4 Table of Contents 5

5 Chapter I: Introduction 6-19

• Objectives of the study

• Review of Literature
• Research Methodology
• Limitations of the study

6 Chapter-2: Profile of the Organization 20-32

7 Chapter-3: Analysis and Interpretation of Data 33-47

8 Chapter-4: Conclusions and 48-50

Recommendations
10 References/Bibliography 51

11 Annexures 52-53

5
 CHAPTER – 1

INTRODUCTION

6
1.1 OBJECTIVES OF THE STUDY

• To determine current customer relationship management.

• To determine key dissatisfaction areas, if any.
• To identify different customer needs in regard to Bhandari Hosiery Exports Limited’s
products.
• To identify what type of marketing strategy is suitable for the company to reach the
targeted customers.
• To enable the company’s customer care department to handle the customer queries
more effectively and efficiently.
• To enable the sales team to promote sales effectively through maintaining customer
relations.
• To obtain substantial ground to consolidate future efforts in pursuit of total customer
satisfaction.
• To generate new leads through customer satisfaction.

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1.1 REVIEW OF LITERATURE

Customer Relationship Management (CRM) has become one of the most dynamic technology
topics of the millennium. According to Chen and Popovich (2003), CRM is not a concept that
is really new but rather due to current development and advances in information and enterprise
software technology, it has assumed practical importance The root of CRM is relationship
marketing, which has the objective of improving the long-term profitability of customers by
moving away from product-centric marketing.

Bose (2002) noted that CRM was invented because the customers differ in their preferences
and purchasing habits . If all customers were alike, there will be little need for CRM. As a
result, understanding customer drivers and customer profitability, firms can better tailor their
offerings to maximize the overall value of their customer portfolio (Chen and Popovich) . The
attention CRM is currently receiving across businesses is due to the fact that the marketing
environment of today is highly saturated and more competitive (Chou et al, 2002) . According
to Greenberg (2004), CRM generally is an enterprise-focused endeavour encompassing all
departments in a business . He further explains that, in addition to customer service, CRM
would also include, manufacturing, product testing, assembling as well as purchasing, and
billing, and human resource, marketing, sales and engineering. Chen and Popovich (2003)
argued that CRM is a complicated application which mines customer data, which has been
retrieved from all the touch points of the customer, which then creates and enable the
organization to have complete view of the customers. The result is that firms are able to uncover
and determine the right type of customers and predicting trend of their future purchases. CRM
is also defined as an all embracing approach that seamlessly integrates sales, customer service,
marketing, field support and other functions that touch customers (Chou et al, 2002) . They
further stated that CRM is a notion regarding how an organization can keep their most
profitable customers and at the same time reduce cost, increase in values of interaction which
then leads to high profits.

The modern customer relationship management concept was shaped and influenced by the
theories of total quality management (Gummesson) and by new technological paradigms
(Zineldin, 2000). There is however, a perceived lack of clarity in the definition of customer
relationship management, although all accepted definitions are sharing approximately the same

8
basic concepts: customer relationships, customer management, marketing strategy, customer
retention, personalization (Zineldin 2000).

However, while academics debate the subtitles of various definitions, the practitioners have
developed a wealth of applicative papers analyzing the concrete challenges and opportunities
of implementing the systems (Bacuvier et al. 2001). CRM in some firms is considered as a
technology solution, considering of individual databases and sales force automation tools and
sales and marketing functions so as to improve targeting effort. Peppers and Rogers (1999)
argued that other organizations view CRM as a tool, which has been particularly designed for
one-to-one customer communications, which is the function of sales, call centres or the
marketing departments. Accordingly Frow and Payne (2004) added that CRM stresses two-
way communication from the customer to the supplier to build the customer over time. The
two-way communication has been enhanced greatly by advances in technology particularly the
Internet.

In term of information technology (IT), CRM means an enterprise –wide integration of

technologies working together such as data warehouse, web site, and intranet/extranet, phone
support system, accounting, sales, marketing and production. Kotler (2000) assured that CRM
uses IT to gather data, which can then be used to develop information acquired to create a more
personal interaction with the customer. In the long-term, it produces a method of continuous
analysis and reinforcement in order to enhance customer’s lifetime value with firms.

Goldenberg (2000) believes that CRM is not merely technology applications for marketing,
sales and services but rather when it is successfully implemented ; it enables firms to have
cross- functional , customer-driven , technology-integrated business process management
strategy that maximses relationships. Chin et al (2003) stated that that due to many
technological solutions available for CRM automation, it is often misconstrued as a piece of
technology. But they maintained that in recent times many companies have realized the
strategic importance of CRM, and as a result, it is becoming a business value-effort rather than
technology- centric effort.

Using information technology as an enabler, CRM strategy leverages key functional areas to
maximize profitability of customer interactions (Chen and Popovich, 2003). It has been
recognized that technological advancements and innovations , keen competitive marketing
environment , coupled with the internet are main drivers of present and future customer

9
profitability which makes it possible to appropriately and proportionately allocate firm’s
resources to all functional areas that affect customer relationship ( Chou et al , 2003).

For customers, CRM offers customization, simplicity and convenience for completing
transactions irrespective of the kind of channel of interaction used (Gulati and Garino, 2000).
Many businesses today realize the importance of CRM and its potential to help them achieve
and sustain a competitive edge (Peppard, 2000). This view was further boosted by Bose (2002)
that as a result of changing nature of the global environment and competition, firms cannot
compete favorably with minor advantages and tricks that can easily be copied by competing
firms .The implementation of CRM is an enabled opportunity to rise above minor advantages
with real focus on developing actual relationships with customers. Firms those are most
successful at delivering what customers want are the more likely to be leaders of the future.

Benefits of CRM

According to Chen and Popovich (2003), CRM applications have the ability to deliver
repositories of customer data at a much smaller cost than old network technologies. Throughout
an organization, CRM systems can accumulate, store, maintain, and distribute customer
knowledge. Peppard (2000) noted that effective management of information has a very
important role to play in CRM because it can be used to for product tailoring, service
innovation; consolidate views of customers, and for calculating customer lifetime value.

CRM systems assists companies evaluate customer loyalty and profitability based on repeat
purchases, the amount spent, and longevity. Bull (2003) added CRM makes it practicable for
companies to find unprofitable customers that other companies have abandoned. This position
is supported by Galbreth and Rogers (1999) that CRM helps a business organization to fully
understand which customers are worthwhile to acquire , which to keep, which have untapped
potential, which are strategic, which are important , profitable and which should be abandoned.

Greenberg emphasized that CRM can increase the true economic worth of business by
improving the total lifetime value of the customer , adding that successful CRM strategies
encourage customers to buy more products, stay loyal for longer periods and communicate
effectively with a company. CRM can also ensure customer satisfaction through allocation,
scheduling and dispatching the right people, with the right parts, at the right time (Chou et al.,
2002).

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According to Swift (2001), companies can gain many benefits from CRM implementation. He
states that the benefits are commonly found in one of these areas:

i. Lower cost of recruiting customers.

ii. No need to acquire so many customers to preserve a steady volume of business.
iii. Reduce cost of sales.
iv. Higher customer profitability.
v. Increased customer retention and loyalty.
vi. Evaluation of customer’s profitability.

Curry and Kkolou (2004) refer to the major benefits and reasons for adoption of CRM which
include: customers from the competition will come prefer the organization; a simplified,
customer – focused internal organization will simplify the infrastructure, shrinking the work
flow and eliminating non-productive information flow; and profits will increase from satisfied
customers which will lead to more compact & focused company.

There are some companies that adopt CRM systems just because it is the most advanced
technology and they think they should have it since their competitors have it (Chou et al, 2002),
Some statistics that motivate this behavior are resumed as follows:

a) By Pareto’s principle, it is assumed that 20% of a company’s customers generate 80% of its
profits.

b) In industrial sales , it takes an average of 8 to 10 physical calls in person to sell to a new

customer , 2 to 3 calls to an existing customer.

c) It is 5 to 10 times more expensive to acquire a new customer than obtain repeat business
from existing customer.

d) A typical dissatisfied customer tells 8 to 10 people about his or her experience source.
Getting to “know” each customer through data mining techniques and a customer-centric
business strategy helps the organization to proactively and consistently offer and sell more
products and services for improved customer retention and loyalty over long periods of time.
Peppers and Rogers (1999) refer to this as maximizing “lifetime customer share”, resulting in
customer retention and customer Profitability.

11
Like any other new function, CRM too has its own drawbacks and challenges. Any
organization that seeks to implement CRM may focus on value creation and on a continuous
stream of profits. They will give up their myopic fix that CRM is the fixed responsibility of
marketing or IT department. The firms will realize that in order for CRM to contribute to
corporate renaissance, the CRM responsibility must rise to the level of CEO. CRM will be
more strategy driven, and thus be able to concentrate on what customer expects from
relationships. The ‘final take’ for the CEOs will be that CRM is and can be a vehicle for cultural
integration in the organization. In short, a true CRM encourages a relationship view of the
world that goes beyond the customers, includes multi –members and facilitates corporate
renaissance.

Two trends have brought CRM to the forefront, explains Boston University professor Tom
Davenport, who directs Andersen consulting’s Institute for Strategic Change. First, as global
competition has increased and products have become harder to differentiate, “companies have
begun moving from a product-centric view of the world to a customer-centric one,” says
Davenport. Second, technology has ripened to the point where it is possible to put customer

information from all over the enterprise into a single system. “Until recently, we didn’t have
the ability to manage the complex information about customers, because information was
stored in 20 different systems,” says Davenport. But as network and Internet technology has
matured, CRM software has found its place in the world. Many companies are turning to
customer- relationship management systems to better understand customer wants and needs.
CRM applications, often used in combination with data warehousing, E-commerce
applications, and call centers, allow companies to gather and access information about
customers’ buying histories, preferences, complaints, and other data so they can better
anticipate what customers will want. The goal is to instill greater customer loyalty.

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IMPORTANCE OF CRM
Value of CRM to business
A CRM strategy is designed to increase revenue and profitability by attracting new customers,
growing customer business, increasing customer satisfaction and loyalty, enabling more
efficient business processes and utilizing lower cost technologies.
The primary goal of CRM is higher revenue, not cutting costs. A CRM solution improves sales
and marketing efforts and enables organizations to provide superior service to customers. New
customers are gained, and existing customers are retained and buy more in greater quantity.
And customer’s benefits are receiving superior customer service and getting the products and
services they want, when they want them.
An enterprise that does not have CRM strategy or use CRM applications is at a competitive
disadvantage.
Before engaging on a mission to implement a CRM strategy, it is critical to determine what the
specific objectives are and how to measure the return on investment.

There are sobering statistics that over one-half of CRM implementations ”fail”, primarily due
to lack of consensus on agreed –upon and more importantly, measurable goals. While
objectives can address specific points of poor performance-for examples low sales performance
or customer satisfaction scores-it is important that they also address supporting the entire
customer life cycle.

13
Customer Relationship Management Model

CREATE A DATA BASE

ANALYSIS

CUSTOMER SELECTION

CUSTOMER TARGETING

RELATIONSHIP MARKETING

PRIVACY ISSUES

METRICS

14
 Customer Retention Programs

FREQUENCY/

LOYALTY

PROGRAMS

CUSTOMER
CUSTOMIZATION
SERVICE

CUSTOMER R
RELATIONSHIP E
MANAGEMENT L
SATISFACTION A

O
REWARDS COMMUNITY
N
PROGRAMS BUILDING
S

N
15 A

G
1.2 RESEARCH METHODOLOGY

Market research is the systematic design, collection, analysis and reporting of data and findings
that are relevant to different marketing situations facing the company. The marketing research
process that will be adopted in the present study consists of the following stages

a) Defining the problem and the research objective: The research objective states
what information is needed to solve the problem. The objective of the research is to
find out the facilities provided in mutual funds and share market and what will be its
benefits in the future.

b) Developing the research plan: Once the problem is identified, the next step is to
prepare a plan for getting the information needed for the research. The present study
will adopt the exploratory approach wherein there is a need to gather large amount of
information before making a conclusion. If required, the descriptive and casual
approaches may also be used.

c) Collection and Sources of data: Market research requires two kinds of data, i.e.,
primary data and secondary data. Preparing questionnaires that will contain both open-
ended and close-ended questions may collect the primary data. Secondary data will be
collected from various journals, books and web sites.

d) Analyze the collected information: This involves converting raw data into useful
information. It involves tabulation of data and using statistical measures on them for
developing frequency distributions and calculating the averages and dispersions.

e) Report research findings: This phase will mark the culmination of the marketing
research effort. The report with the research findings is a formal written document. The
research findings and personal experience will be used to propose recommendations to
develop the market in online trading.

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1.2.1 RESEARCH DESIGN
Research design is the plan, structure and strategy of investigation conceived so as to
obtain answers to research question.
There are three types of research design. One is exploratory research, experimental
research and the other is descriptive research.

The research design used for this project is Descriptive.

Descriptive research is used to describe characteristics of a population or phenomenon
being studied. It does not answer questions about how/when/why the characteristics
occurred. Rather it addresses the "what" question (what are the characteristics of the
population or situation being studied?) The characteristics used to describe the situation
or population are usually some kind of categorical scheme also known as descriptive
categories.. Descriptive research generally precedes explanatory research.

There are 3 ways a researcher can go about during a descriptive research project, they
are:-
Observational – Defined as a method of viewing and recording the participants
Case Study – Defined as an in-depth study of an individual or group of individuals
Survey – Defined as a brief interview or discussion with an individual about a specific
topic

1.2.2 DATA COLLECTION:

There are two types of data collection methods available:
1. Primary Data Collection
2. Secondary Data Collection
1) Primary data collection method
The primary data is that data which is collected fresh or first hand, and for first time
which is original in nature. Primary data can collect through personal interview,
questionnaire etc. to support the secondary data.

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 2) Secondary data collection method
The secondary data are those which have already collected and stored . Secondary data
easily get those secondary data from records, journals, annual reports of the company
etc. It will save the time, money and efforts to collect the data. Secondary data also
made available through trade magazines, balance sheets, books etc.

1.2.3 SAMPLING

Sampling is a process used in statistical analysis in which a predetermined number of

observations are taken from a larger population. The methodology used to sample from a larger
population depends on the type of analysis being performed, but it may include simple random
sampling or systematic sampling.
As a group, sampling methods fall into one of two categories.
1. Probability samples. With probability sampling methods, each population element has
a known (non-zero) chance of being chosen for the sample.
2. Non-probability samples. With non-probability sampling methods, we do not know
the probability that each population element will be chosen, and/or we cannot be sure
that each population element has a non-zero chance of being chosen.

SAMPLING TECHNIQUE

There are different Sampling Methods. In sampling methods, Probability and Non-Probability
Sampling are the basic two categories. The Probability Sampling is again classified in to six
classes that is:

1. Simple Random Sampling

2. Systematic Sampling
3. Stratified Sampling,
4. Clustered Sampling,
5. Area Sampling,
6. Multi-Phase and Multistage sampling.

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The non-probability sampling is classified in to five classes.

1. Accidental Sampling
2. Convenience Sampling
3. Judgement Sampling
4. Purposive Sampling
5. Quota Sampling

The technique used in this project is Convenience Sampling.

• Sample Unit
The sample unit were Individual Customers

• Sample Area
The area used for survey was Bhandari Hosiery Exports Limited.

• Sample Size
The size of the sample is 100 samples.

1.3.4 DATA ANALYSIS TOOLS

The data, which is collected, is analyzed and is represented through pie graphs and bar diagrams
using percentages for analyzing and interpreting.

1.3 LIMITATIONS OF THE STUDY

• Confidentiality matter restricts for an in depth study.
• It was difficult to find sufficient time to interact with some customers, since they were
busy with their work schedules.
• Findings based on this study cannot be used in other organizations.
• There was Limited location to conduct survey.
• Less cooperativeness by customers.
• Information not complete to form an opinion.

19
 CHAPTER – 2

PROFILE OF THE ORGANISATION

20
 PROFILE OF THE COMPANY

Textile Industry

Textile manufacturing is a major industry. It is based on the conversion of fibre into yarn,
yarn into fabric. These are then dyed or printed, fabricated into clothes. Different types of
fibres are used to produce yarn. Cotton remains the most important natural fibre, so is treated
in depth. There are many variable processes available at the spinning and fabric-forming stages
coupled with the complexities of the finishing and colouration processes to the production of a
wide range of products.

The textile industry in India traditionally, after agriculture, is the only industry that has
generated huge employment for both skilled and unskilled labour in textiles. The textile
industry continues to be the second-largest employment generating sector in India. It offers
direct employment to over 35 million in the country. The share of textiles in total exports was
11.04% during April–July 2010, as per the Ministry of Textiles. During 2009–2010, the Indian
textile industry was pegged at US$55 billion, 64% of which services domestic demand.] In
2010, there were 2,500 textile weaving factories and 4,135 textile finishing factories in all of
India. According to AT Kearney’s ‘Retail Apparel Index’, India was ranked as the fourth most
promising market for apparel retailers in 2009.

India is first in global jute production and shares 63% of the global textile and garment market.
India is second in global textile manufacturing and also second in silk and cotton production.
100% FDI is allowed via automatic route in textile sector. Rieter, Trutzschler, Saurer, Soktas,
Zambiati, Bilsar, Monti, CMT, E-land, Nisshinbo, Marks & Spencer, Zara, Promod, Benetton,
and Levi’s are some of the foreign textile companies invested or working in India.

Now a day, the textile industry is a global phenomenon comprised of every business involved
in the developing, producing, manufacturing, and distribution of textiles. Now it is also a very
complex industry. It starts in agriculture with fibre production, husbandry of sheep and
silkworm, mining of metals and minerals. Then these fibres are processed into yarns, fabrics
and apparels. This includes, spinning mills, weaving mills, knitting mills, dyeing mills,
garments. In addition, companies that sell buttons, zippers, knitting supplies, sewing machines
and threads, laces, looms, and drapery hardware are also related to this industry.

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Departments Of Textile Industry
The departments of textile industry are as follows:

Spinning
The conversion of fibre (natural or man-made) into yarn is called spinning. The spinning
department has many steps like blowroom, carding, drawing, combing, simplex and ring
frame. Blow room is the first step of spinning. Here the cotton bale is turned into uniform lap
of particular length by opening, cleaning, blending or mixing. The next step is carding. Carding
is called the heart of spinning. The third step is drawing. Here the slivers are blended, doubled,
leveled and drafted. The next step is combing. It is a process of straightening and parallelizing
of fibres and also the removal of short fibres and impurities. Then the step comes is simplex.
Here slivers are attenuated and also given a small amount of twist. Then the slivers are turned
into roving. The last step is ring frame. The roving, on bobbins, is placed in the ring frame,
where it passes through several sets of rollers running at higher rates of speed and is finally
drawn out to yarn.

Fabric Manufacturing
There are different methods of fabric manufacturing. Among them the weaving and the knitting
are mostly used. Weaving is the major method of fabric manufacturing. The technique probably
became known before spinning. Primitive people may have observed the grasses and twigs in
the nests of birds, and thus discovered how they could make clothing for themselves. Spinning
developed when people discovered that the raw materials could be improved before they were
woven. In the course of time, rude looms were made, which were crudely simple and hand-
operated. Now a day different modern looms have been developed but essentially performs the
same operation as the simple hand operated loom. Weaving department also has different
sections like winding, warping, sizing, looming. Knitting is the second most frequently used
method of fabric manufacturing. The popularity of knitting has grown tremendously within
recent years because of the increased versatility of techniques, the adaptability of the many
new man-made fibres, and the growth of consumer demand. Today the uses of knitted fabrics
range from hosiery, underwear, sweaters, slacks, suits and coats.

Wet Processing
Wet processing is the department where desizing, scouring, bleaching, washing, mercerizing,
dyeing etc. are done. Desizing is done to remove the sizing materials. Scouring is done to

22
remove the fats, oil, wax by using alkali. Bleaching is done to remove the natural color from
the fibres. Washing is done to clean the textile material, Mercerizing is done to make the fabric
brighter than bright and dyeing is done to make the fabric mono uniform colored. Different
types of machines like kier boiler, J-box, Jet, Jigger, Pad mangle, Winch dyeing machine etc.
are used in wet processing department.

Garments Manufacturing
The processing steps and techniques involved in the manufacturing garments for large scale
production on industrial basis for business purpose are called garments manufacturing
technology. Garments factories are classified into three categories as woven garments factory,
knit garments factory and sweater garments factory. The factory which producing garments
from woven fabrics is called woven garments factory. The factory producing garments from
knit fabrics is called knit garments factory. To produce garments we need sewing machines but
the sewing machines are of different types used for different specific types of stitches. Name
of some common sewing machines used in the garments manufacturing are mentioned below
–

• Lock stitch sewing machine

• Chain stitch sewing machine

• Over lock sewing machine

• Flat lock sewing machine

• Blind stitch sewing machine

• Bar Tac sewing machine

• Button hole sewing machine

• Button attaching machine

• Label sewing machine etc.

Though a major part of this textile industry involves in clothing manufacturing, many people
are employed designing new fashions and marketing them for production. Some other textile
companies produce sheets, blankets, pillowcases, and towels. Importing and exporting fabrics,
garments are also a part of the textile industry. Also the clothing designers and manufacturers
often have buyers to travel around the world to look for the right cloth to create their fashions.

23
Because of the type of material that is locally produced varies greatly from one country to the
next.

Lastly we can say that, the textile industries provide us with the above goods while providing
a valuable source of income for many people all over the world.

24
 BHANDARI HOSIERY EXPORTS LIMITED

Bhandari Hosiery Exports Limited was set up in the year 1993 by Shri Naresh Bhandari
and his wife Ms. Kusum Bhandari, the Promoter Directors of the Company. At the
outset,, the Company took over the running business of a firm named Bhandari Hosiery
Exports. At present, the Company is a Govt of India Recognized Export House with its
Regd. Office and Unit at Bhandari House, Village Meharban , Rahon Road, Ludhiana.
Shri Naresh Bhandari and Ms. Kusum Bhandari have a great experience of over 25
years in running this line of industry of Readymade Knitted Hosiery Garments. It is all
due to his efforts that the Company has come up with Annual turnover/exports of more
than Rs. 90 crores with a jump in gross profit, net profit and improved Earning Per
Share. Today, he is counted amongst known industrialist and exporters of knitted
garments, not only of Ludhiana, but of Northren India. He has to his credit, consistency
of performance and entrepreneurship. That is why the Company has always been a
profit making Company through all thick and thins. As on date, the Company has a
market presence in more than 17 countries and its exports to these countries are on rise.

The company over the years has come up the value chain is now a garment manufacturer,
which produces high fashion knitted garments for global brands. The company is primarily
engaged in manufacturing and exporting of knitted hosiery garments such as t-shirts,
pullovers, sweat shirts, bermudas, polo shirts, track suits, pyjamas, lowers, ladies knitted
tops with embroidery, prints etc. It has presence across 17 countries which include markets
like USA, Canada, UK and the European Union. Company’s clientele includes brands such
as Tom Tailor, Marlboro Classics, Atkins, Quick Silver, S.Oliver, Givenchy, Watson, May
Department Stores, Karstadt Quelle,Charles Vogele, Hajo Strick, Matalan Retail, Kitaro.

Bhandari Hosiery Exports Limited inherit a long textile manufacturing background and
specialize in circular knitted manufacturing. They are a fully integrated textile company in
INDIA, focused on fashion supply for leading retailers and brands worldwide. They provide
customers with a comprehensive textile solution - from design and development to knitting,
dyeing, finishing and garmenting.

25
Their broad range of offerings, technical expertise, international reach and state-of-the-art in-
house manufacturing facility, allow customers to get the design solutions they need. However,
they are not your typical large company. Their individual customers get the attention to details
and their unparalleled support at every step. They are a committed team of experienced
designers, merchandisers, quality controllers, and production managers with a high level of
fashion sensibility to cover and support all development and manufacturing levels.

PRODUCTS

1. FABRICS

• Knitting

They develop and manufacture a host of knit fabrics for a variety of fashion markets.
Their current fabric processing facilities contain a wide range of options in terms of
blends of fabrics, patterns, treatments, finishes and widths. They work alongside
customers to design and manufacture an exact material to meet customer’s performance
requirement. They guarantee a fast response to customer’s fabric requirements and
offer short lead times, supported by our in-house planning and order processing team.
They have a capacity of 500 tons per month in Open width and Tubular width. Bhandari
Hosiery specialize in polyester, viscose and lycra blends. In case of SUSTAINABLE
FABRICS they work with organic cotton, tencel (eucalyptus), modal and recycled
polyester.

• Dyeing

They can offer a wide range of dyeing solutions for various fabrics. All their Soft flow
fabric dyeing machines are from Dong-A Korea. They are the lowest liquor ratio
machines available in the industry. Fully automatic, centrally controlled and
programmed from the Lab. High quality Dyes (reactive, directs, disperse) are sourced
from reputable suppliers - selected to achieve the highest standards of color fastness to
meet customer requirements. All their dyes and chemicals are OEKO-TEX certified
which provides them the confidence that their fabrics uphold legal and environmental

26
 standards and do not contain harmful substances. They have state of the art RO Plant
to treat water and reuse the treated water for dyeing. Not even a single drop of water is
discharged outside the plant premises. Their commitment towards the environment
encourages us towards sustainable methods of production.

• Finishing

There are endless combinations of constructions and special finishes that they can adopt
in their facility. This includes
Ø Flame retardancy (Durable/Non Durable)
Ø Water repellency (including PFC free chemistry)
Ø Oil / stain repellency
Ø Anti-fray
Ø Shrinkage control
Ø Crease resist/Easy care
Ø Infra-red reflectant
Ø Anti-bacterical / Anti-microb.
Ø Peach skin finish (Emerize)
Ø Calendar smooth finish
Ø Slitting and Seal

With the below machinery, they offer a wide variety of processes, both chemical and
mechanical, to add specific performance and aesthetic characteristics to fabric.
Ø Fully equipped stenters from EHWA KOREA (6 chamber double padder with
special Lycra heat setting and computerized control system)
Ø Weft Straightener: Bianco Italy
Ø Slitting Line for open width fabrics: Bianco Italy with Bio wash tanks
Ø Open Width compactor: Poong kwang Korea
Ø Tubular Compactor: Tubetex USA
Ø Raising and Shearing Machine Laffer

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2. GARMENTS

Developing the perfect fabric and then cutting and processing it with perfect accessories
is vital to create the ultimate finished garment for their customer.
They manufacture all kinds of knitted garments for Men, Women and Kids. At
Bhandari they have a vast range of fabrics and they are skilled in working with a wide
range of yarns and fabrics, colours, prints, packaging, labelling and all things associated
with garment. They constantly update their collection and present to their clients the
latest trends so as to create the best possible style. Theirteam understands the fast
moving and time constrained fashion world. So they have in place a working system
that enables them to offer their customers short lead times. Their premises are ultra-
modern and with design, production, inspection and testing all under one roof, they
oversee the complete production process, from the first sample to final delivery. They
have a production capacity of 400,000 pieces per month.

• Quality Assurance

The bhandari Hosiery has a fully equipped in-house laboratory to dye and test fabrics
to meet customer requirements and industry standards.
Dye Laboratory
Ø Lab dyeing
Ø Color matching to pantone standards
Ø Develop recipe, using latest data color software.
Ø Lab application of various finishes

Testing Laboratory

Ø Flame retardancy
Ø Tear and Tensile
Ø Abrasion
Ø Perspiration
Ø Wet and dye rub
Ø Oil and water repellent

28
Ø Wash and colour fastness
Ø IRR
Ø Shrinkage
Ø Spectra Light QC Light Booth from X-Rite USA for visual Color Assessment
System.
Ø 1 X- Rite Color i7 Benchtop Spectrophotometer USA, that prevents color
measurement when the instrument is uncalibrated or out of performance range.
Ø 1 Twin Robotic Auto Dispensing machine for best lab dips and lab to bulk
results and repeatability from Dailem Starlet Korea.
Ø 3 Infrared Machines from Dailem Starlet Korea.

29
 COMPANY INFORMATION

REGISTERED OFFICE

Address Bhandari House, Village Meharban,

Rahon Road

City Ludhiana

State Punjab

Pin Code 141007

Telephone Number 0161-3960742

Fax Number 0161-2690394

E-mail [email protected]

Internet http://www.bhandariexport.com

30
REGISTRAR OFFICE

Name Link Intime India Private Limited

Address Naraina Industrial Area, Phase- II

City New Delhi, 110028

State Delhi

Telephone Number 11-41410592, 41410593, 41410594

Fax Number 11-41410591

Email [email protected]

Internet http://www.linkintime.co.in

31
MANAGEMENT

NAME POSITION

Nitin Bhandari Chairman of the Board, Managing

Director

Manoj Kumar Chief Financial Officer

Arpit Jain Company Secretary

Vikas Nayyar Non-Executive Director

Surinder Kapoor Additional Non-Executive Independent

Director

Vibha Sharma Additional Non-Executive Independent

Director

32
 CHAPTER – 3

ANALYSIS AND INTERPRETATION OF DATA

33
Q1 How did you come to know about BHANDARI HOSIERY EXPORTS

LIMITED?

TABLE #1

Basis No. of Respondents %

TV 2 2

Newspaper 5
5

Magazine 8
8

Word of Mouth 65
65

Others 20
20

TOTAL 100 100

ANALYSIS:

From the above table it is analysed that , 65% of the respondents say they got to know about
BHANDARI HOSIERY EXPORTS LIMITED through word of mouth, 20% of them got to
know through others, 5% through newspaper , 8% through magazine and 2% through TV.

34
GRAPH #1

70%
65%

60%

50%

40%

30%

20%
20%

10% 8%
5%
2%
0%
TV Newspaper Magazine Word of Mouth Others

INFERENCE:

From the above graph, it is inferred that majority of the respondents said that they came to
know BHANDARI HOSIERY EXPORTS LIMITED through word of mouth. Therefore the
advertisement costs are minimal.

35
 Q2 For how long you have been using BHANDARI HOSIERY’S

products?

TABLE #2

Basis No. of Respondents %

0-6 months 5 5

1-2 years 14 14

2-3 years 25 25

3 years and above 56 56

TOTAL 100 100

ANALYSIS:

From the above table it is analysed that , 56% of the respondents say they are using

BHANDARI HOSIERY EXPORTS LIMITED’S SERVICES from more than 3 years, 25% of

them are using it’s services from 2-3years, 14% from 1-2 years , 5% from 0-6 months.

36
GRAPH #2

Sales

56%

5%

14%

25%

0-6 months 1-2 years 2-3 years 3 yrs and above

INFERENCE:

From the above graph, it is inferred that more than 50% of the customers have been loyal to
the company for more than 3 years. This speaks high about the good quality of products
provided.

37
Q3 How would you rate BHANDARI HOSIERY EXPORTS LIMITED in
terms of Price?

TABLE #3

Basis No. of Respondents %

Excellent 39 39

Average 32
32

Good 19
19

Poor 10
10

TOTAL 100 100

ANALYSIS;

From the above table it is analysed that,39% of the respondents rated the pricing as excellent,
32% respondents were average, 19% of the very respondents quoted as the pricing style to be
good and the rest 10% stated as the price to be poor.

38
GRAPH #3

39%
40%

35% 32%

30%

25%

19%
20%

15%
10%
10%

5%

0%
Excellent Average Good Poor

Series 1

INFERENCE:

From the above graph, it is inferred that quite a majority of the customers were satisfied with
pricing strategy offered by BHANDARI HOSIERY.
Hence it can be said that the service provided in respect of price is satisfactory.

39
 Q4 How would you rate BHANDARI HOSIERY in terms of Staff?

TABLE #4

Basis No. of Respondents %

Excellent 29 39

Average 32
32

Good 29
19

Poor 10
10

TOTAL 100 100

ANALYSIS;

From the above table it is analysed that, 32% of the staff were co-operative towards the
customer, 29% as good and 29% rating as excellent was given by the respondents & 10% of
the respondents said there was improvement to be made in them.

40
 GRAPH #4

35% 32%
29% 29%
30%

25%

20%

15%
10%
10%

5%

0%
Excellent Average Good Poor

INFERENCE:

From the above graph, it is inferred that the quality of the behaviour was average and there was
an equal response as excellent and good. Hence in an overall it can be said there is a little to
improve in behavioural aspects.

41
 Q5 How would you rate BHANDARI HOSIERY in terms of Products?

TABLE #5

Basis No. of Respondents %

69 69
Excellent

21
Good 21

6
Average 6

4
Poor 4

TOTAL 100 100

ANALYSIS:

From the above table it is analysed that, 69% of the respondents say that the service of
BHANDARI HOSIERY are excellent, 21% say it is good, 6% were average respondents and
4% respondents say it is poor.

42
GRAPH #5

69%
70%

60%

50%

40%

30%
21%
20%

10% 6%
4%

0%
Excellent Good Average Poor

INFERENCE:

From the above graph, it is inferred that 91% of the respondents say that the services of
BHANDARI HOSIERY EXPORYS LIMITED are excellent & good. So the services provided
by BHANDARI HOSIERY EXPORYS LIMITED are very good and the customers make use
of BHANDARI HOSIERY EXPORYS LIMITED for its products.

43
Q6 Do you expect any improvement in Bhandari Hosiery Exports
Limited’s Products?

TABLE #6

Basis No. Of Respondents %

57 57
Yes

43
43
No

TOTAL 100 100

ANALYSIS:

From the above table it is analysed that, 57% of respondents wants improvement in the
products offered by BHANDARI HOSIERY EXPORYS LIMITED and 43% expects no
improvement in the end service.

44
GRAPH #6

60

50

40

30
57

20 43

10

0
No Yes

INFERENCE:

From the above graph, it is inferred that majority of the respondents wants improvement in
products and the remaining others are satisfied. Therefore it can be diagnosed that there are
improvement to make for BHANDARI HOSIERY EXPORYS LIMITED products to achieve
customer satisfaction.

45
Q.7 Reason for choosing the company:

a)Service

b) Price

c) Customer relationship

TABLE #7

Reasons for No. of respondents %

choosing the

company

Service 14 14

Price 30 30

Customer 56 56

relationship

ANALYSIS:

From the above table it is analysed that, 56% of respondents prefer BHANDARI HOSIERY
EXPORYS LIMITED because of customer relationship, 30% because of price and 14%
because of the services provided.

46
GRAPH #7

60

50

40

30
No.of respondents

Service
Price
20
Customer relationship
10

0
Service Price Customer
relationship
Reasons for choosing the company

INFERENCE:

From the above graph, it is inferred that majority of the respondents choose BHANDARI
HOSIERY EXPORYS LIMITED because of customer relationship. Therefore it can be
diagnosed that the customers make use of BHANDARI HOSIERY EXPORYS LIMITED for
it’s customer relations.

47
 CHAPTER – 4

CONCLUSIONS AND RECOMMENDATIONS

48
 RECOMMENDATIONS

Ø In this industry building a good customer base plays a key role as with one happy customer
will lead on to recommend the company to more and more people associated with the
same business.
Ø Providing a good service after and before the product is sold is very important,as it helps
keeping the customer or client loyal to the company.
Ø Providing a variety of services besides the service that the company is already providing.
Ø Having a wide range of product range helps the client to choose easily.
Ø Adhering to the needs, problems and situation of the client is necessary ,as customer
satisfaction plays an important role.
Ø Having the right samples of the product while selling is necessary.
Ø To sell only good quality product and not defective products as the client won’t buy next
time from the same company.
Ø Telling the client about the benefits of the product and listening to their questions
carefully regarding their needs.

49
 CONCLUSION

On the basis of the analysis made, the following conclusions are drawn:

Ø It is inferred that quite a majority of the customers were satisfied with pricing strategy
offered by BHANDARI HOSIERY. Hence, it can be said that the service provided in
respect of price is satisfactory.
Ø The quality of the behaviour of the staff members was average and there was an equal
response as excellent and good. Hence, in an overall it can be said there is a little to
improve in behavioural aspects.
Ø The services provided by BHANDARI HOSIERY EXPORYS LIMITED are very good
and the customers make use of BHANDARI HOSIERY EXPORYS LIMITED for its
products.
Ø Majority of the customers want improvement in products and the remaining others are
satisfied. Therefore, there are improvement to make for BHANDARI HOSIERY
EXPORYS LIMITED products to achieve customer satisfaction.
Ø Majority of the respondents choose BHANDARI HOSIERY EXPORYS LIMITED
because of customer relationship. Therefore, the customers make use of BHANDARI
HOSIERY EXPORYS LIMITED for it’s customer relations.

50
 REFERENCES/BIBLIOGRAPHY

Ø www.google.com
Ø www.bhandariexport.com
Ø www.wikipedia.com
Ø www.bseindia.com
Ø www.indiainfoline.com

Ø Books: V.P Sharma, Vikrant.V rastogi ,Harold A taylor

51
 ANNEXURE

PEOPLE SURVEY
Customer Relationship Management

We would request you to kindly spare a few minutes to answer these simple Questions.

The details filled are only for analytical purpose and would be kept confidential.

(Please tick the correct answer)

Name:……………………………………… Designation:………………………………
Department:…………………………… Date: ………………………………………

1. How did you come to know about BHANDARI HOSIERY EXPORTS LIMITED?
a. Television
b. Newspaper
c. Magazine
d. Word of Mouth
e. Others
2. For how long you have been using BHANDARI HOSIERY EXPORTS LIMITED’S
products?
a. 0- 6 months
b. 1-2 years
c. 2-3 years
d. 3 years and above

3. How would you rate BHANDARI HOSIERY EXPORTS LIMITED in terms of staff?
a. Excellent
b. Good
c. Average
d. Poor

4. How would you rate BHANDARI HOSIERY EXPORTS LIMITED in terms of price?
a. Excellent
b. Good
c. Average
d. Poor

52
5. How would you rate BHANDARI HOSIERY EXPORTS LIMITED in terms of
products?
a. Excellent
b. Good
c. Average
d. Poor

6. Do you expect any improvement in BHANDARI HOSIERY EXPORTS LIMITE’s

products?
a. Yes
b. No

7. Reason for choosing the company:

a. Service
b. Price
c. Customer relationship

53