By:

Ganesh Karthikeyan
Jishnu Mithre
Muthu kumar
Rajeev Gandhi
Siddadhri Prakasam
• The Indian men are increasingly looking at newer
trends and designs in the outfits that they choose to
sport.

• Earlier the Kurtas were considered to be the essential

Indian garb, whereas the shirts were considered
essentially a product of the western influence. .

• But today, shirts have become the norm of formal

attire in the corporate world, almost universally
across all nations.

• Today, both Indian clothes and the western styles in

the form of formal shirts and casual Kurtas are
converging to create a world of high fashion in India.
• Earlier fashion was word that was limited to the fairer
sex in India.

• The dressing habits of the men have undergone an

entire metamorphosis and innovation.

• It has been just a mere span of 20 years and the shirts

garment industry has grown thousand fold in this span
of time.

• The very famous Mangala Market in Calcutta operates

only on every Tuesday. It throws up an estimated
turnover of Rs. 7 to 8 Crores for every transaction day.
• In the segment of the Mens Shirts, new brand
names enter the fold of existing ones every
season. And along side continues the
springing up of the men’s wear boutiques in
almost every nook and corner.

• The up-market buyer usually has a preference

for the exclusive high-priced shirts.

• The shirt market constantly attracts the

largest number of manufacturers who vie for
a substantial chunk of the estimated Rs. 200
crore business.
• India is a host to almost 5000 shirts
manufacturers both in the branded and
unbranded segments.
• The readymade shirts story began in the 50s
triggered off by Liberty, which was the first
branded shirt in the business. Since then the
shirts business has never stopped growing.
• The growth in the Indian shirts market has also
lured International brands to try their luck at
capturing a chunk of the business.
• Some of the mills like Bombay Dyeing launched
Vivaldi shirts, and Raymonds also has been
successful with its Park Avenue range of shirts.
 RETAIL SCENARIO
• Indian retail has seen the rapid
transformation
• Traditional markets are fast loosing their
shine , making way for new formats in
retail ( exclusive showrooms)
• India is land of 15million retailers most of
them owning small outlets
• We are having only 100 millions sq of
shopping centre generating the retail
sales of 50000 crores 2007-08
• It is also estimated that by the year 2010
there will be an investment of the 20000
cr in the quality retail space across the
country
• India is for sure at the peek of the
attractiveness for the shirt retailers
right now as its $ 270 billions retail
markets which continuous to grow
at 13 %.
• India is planning to invest over
US$130 billions in infrastructure by
the end of the decade.
• Indian retail industry ( as a whole)
itself has attracted investment of
over RS 200 billions.
• FDI is not permitted in retail but the
existing local player are doing the
good investment.
GDP GROWTH
year GDP growth rate(%)

2002-03 4.6

2003-04 8.5

2004-05 7.5

2005-06 8.1

2006-07 8.5
DEMOGRAPHIC EDGE
• Over 50% of the population is under 24
years of age
• Booming middle class with the large
disposable incomes expected to increase
to 32% by 2010 while the disposable
incomes are slated to increase by 8.5%.
• Indians has the better job opportunities
due to new sectors opening up
• The spend patterns of the today's
youth(17-25 yrs) indicates that apparel
has the highest allocation followed by the
fashion, lifestyle brands sports wear,
gifting and travel
YOUNG COUNTRY
Total Industry Vs Branded Segment – The
opportunity for us!

120000

98000
100000
90000 88500

80000

60000

40000

18500
20000 10900 14000

0
year 2004 year 2005 year 2006
• Men’s apparel industry will increase at a 14.86%
during the two-year period from 2008 to 2010.
• The demand for ready-made garments in rural India
will surge at a 16.50% to reach Rs. 42918 Crore by
2010.
• Increasing at a rate of 24%, branded apparel industry
for men will cross Rs. 25,000 Crore by 2010.
• Per capita GDP spending on apparel increased to
5.8% in 2006 from 4.9% in 2003.
• In 2007, men’s apparel industry was mainly
dominated by shirts (in value terms) accounting for
36.5% of total men’s segment.
• The Indian fashion industry is expected to rise at a
stupendous pace of 22.67% through 2012 from 2007.
• Madura Garments
• Provogue India Ltd.
• Raymond Apparel Ltd.
•Madura Garments
•Raymonds
•Provogue
• Division of Adithya Birla Nuvo.
• Leading Apparel Industry in India.
• Product Mix:
• Short Term – Launch phase communication designed to
create quick and universal awareness of the brands USP of
quality and price
• Long Term –
o Build strong brand preference
o Sustain brand loyalty through attractive imagery and
constantly reiterating the product benefits.
• Established retail showrooms in the name of Planet
Fashion and Trouser Town all over India. All their brands
are sold in one roof.
STRENGTHS OPPORTUNITIES

•Increasing disposable incomes of •Increasing demand for luxury

the people brands from the middle class •

•Brand conscious customers

•Availability of cheap finance

•Growing domestic market,

•Increase in number of malls

Weakness THREATS

•Predominance of unorganized •Increased competition in the

sector domestic markets
• The Raymond Group was incorporated in 1925
• Today, the Raymond group is vertically and
horizontally integrated to provide customers
total textile solutions.
• Diverse product range of nearly 20,000
varieties of suiting and shirting to cater to
customers across age groups, occasions and
styles.
• Product Mix: Raymond, Manzoni, Park
Avenue, ColorPlus, Parx, Zapp! and
Notting Hill.
• With a US$600 million turnover today
Raymond is one of the largest players in
textile industry.
• The Raymond Group also has an expansive
retail presence established through the
exclusive chain of ‘The Raymond Shop’ for
their brands.
• Mainly focus on local market with their brand
name.
STRENGTHS OPPORTUNITIES

•Brand Name •Raymonds must focus on Growing

e-commerce, it will have positive
•Financially strong effect.

•Strong Competitive Position

•Effective promotional Activities

•Local Market strenghts

Weakness THREATS

•Use of Contract manufacturers •Strong Competitors

makes it difficult to control quality
of production •Cutomer Preference
• Provogue is a Mumbai based Indian company
incorporated on November 11, 1997 as Acme
Clothing Private Limited.
• Provogue stands for fashion and not pure
apparel.
• Manufactures and sells ready-made garments
and other accessories under the one brand
name Provogue.
• Established a strong brand identity in the
minds of the urban consumer.
• The Company’s philosophy of ‘creating
trends’ in fashion.
• Distribution strategy of retailing through
selective stores and malls as leading fashion
brand.
STRENGTHS OPPORTUNITIES

• In many invents is the biggest •Collaborate with other online

sponsor. retailers to offer Provogue Products

•Strong management team •Possibility of outsourcing the web

development and e-commerce to a
•Brand recognition and reputation third party developer

•Strong control over its own

distribution channel .

Weakness THREATS

•High prices in some products •Increase in the Price of Raw

•E-commerce is limited to USA materials
•Continuing challenges in
import/export duties
INSTANT MAGIC ! YOUR WISH IS
GRANTED
• HIGHLY CUSTOMIZED

• COMPUTER BASED DESIGNING

• JUST IN TIME MANUFACTURING

WERE ONLY DYED THREADS
ARE FACTORY MADE
• USING USER INTERFACE COMPUTER
SYSTEM CUSTOMER CAN VIEW
COMPANY DESIGN AND ENTER THE
REQUIRED SIZE AND DESIGN.

• THE COST GET DISPLAYED AS THEY

DESIGN THE SHIRT AND THEY CAN
CUSTOMIZE THE SHIRT ACCORDING
TO THE COST.
• THE COMPANY WEBSITE WILL
BE USED TO CATER TO THE
NEEDS OF ONLINE
CUSTOMERS WHO CAN
CUSTOMIZE THEIR SHIRTS
AND CAN PURCHASE IT
THROUGH ONLINE
• A USER INTERFACE SYSTEM FOR
DESIGNING.
• A WEAVING MACHINE WHERE THE
COMPANY MADE DYED THREADS
ARE STOCKED AND CONNECTED
ONLINE TO THE COMPANY.
• AN AUTOMATIC TAILORING
MACHINE TO TAILOR ACCORDING
TO THE CUSTOMER NEEDS
• THE TIME TAKEN FOR
DESIGNING DEPENDS UPON
THE CUSTOMER

• OUR AIM IS TO TAILOR THE

SHIRT WITHIN 15-20 MINUTES
• LESS HUMAN RESOURCE ARE
REQUIRED FOR SALES

• LESS CAPITAL IS INVESTED IN

STOCK

• ONLINE MONITORING OF THE STOCK

REQUIRED AND DELIVERING ON TIME
• 0% LOSS DUE TO DAMAGE OF
SHIRTS DURING
TRANSPORTATION

• FLEXIBLE TO THE MARKET

TRENDS AND NEEDS
• Raymond offers menswear shirts under four
broad categories: evening wear, leisure wear,
corporate wear, and travel wear

• Raymond’s corporate suits are priced in the

range of Rs 6,000-Rs 11,000, leisure, evening
and travel are priced at around Rs 4,000-Rs
7,000

• company was losing a sizeable part of

business opportunity because of its high price
 mainly on
• All the brands of Raymond focuses
top class people and failed to used the
potential of middle class customers

• Their adds are being transmitted

mainly through newspapers and tv.

• The usage of web technology is less

for advertising
• As part of the ground promotion strategy, the
company is planning to set up ‘Ice Touch
Kiosks’ outside its showrooms in major metros.

• To support its mass media advertising, the

company is now planning to host ground events
in some major cities

• There will also be a human refrigerator walking

around with the message ‘If you wear a Van
Heusen Ice Touch shirt, you don’t have to do
this.
• Madura garments (a subsidiary of Aditya
Birla) a brand familiar for formal and informal
shirts for men enters into kids shirts

• Formal, informal and fancy shirts are now

being produced

• Range varies from rs2000-rs5000

• Unlike men kids shirts will be more colourful

and filled with cartoon pictures
• Provogue created a brand identity by its
top quality shirts

• Its designs are cutting edge and radical,

which reflects its mantra “Redefining
Fashion”.

• “Creating trends” is a aggressive marketing

strategy being followed by Provogue
• coupled with high profile
promotional events and its
distribution strategy of
selective retailing provogue
made itself a strong competitor
for other two top class brands
• Targeted Ad Placement -High-impact, content-
embedded advertising placements will drive the
right audience to our Web site

• E-mail Marketing
Gain exposure to our loyal audience by
sponsoring one of our targeted weekly
newsletters. For maximum impact, deliver an
exclusive standalone e-mail

• Video
Pre-roll and fixed companion ads create a
dynamic, multimedia message to our highly
engaged audience
• Viral marketing will be our main strategy
• Viral marketing describes any strategy
that encourages individuals to pass on a
marketing message to others, creating
the potential for exponential growth in
the message's exposure and influence
• Like viruses, such strategies take
advantage of rapid multiplication to
explode the message to thousands, to
millions.
• Off-line ,viral marketing works as “word of
mouth” marketing

• Some mechanisms commonly in use that

supplement such viral marketing include
'referral links', 'recommend to a friend', 'e-
mail a page' executions

• This actually adds a huge crowd of

customers to our brand without spending
money
• Targets both middle income and high income
men
• It targets only male population of a particular
age group
• Young executives segment between age group
17-45 years.
• Anyone looking for casual and formal
international style at affordable price points.
STRENGTHS OPPORTUNITIES

• Attractive for Youths. • Online trading with customers.

•Brand image through • Income level of consumers are high

customization.

•Computer Based Design.

•JIT Manufacturing

Weakness THREATS

• Price also customized with quality. •Increase in the Price of Raw

materials
•E-commerce is limited to high class
•High Risk
• Free designing software

• Best design will be given discount

• Designing contest will be held in

colleges

• Sponsoring college programmes

• In the brand war Our product will be unique in
the market and occupy a better market share.

• Viral marketing and customization strategy

will outsmart all the key players and a major
segment of men’s shirt market will be
dominated by GENIE SHIRTS.

• We will work with continuous improvement

process as an ever lasting one .
• Feel free to post your request for
GENIE shirts in
[email protected].
• First three request will get an
additional shirt as an inaguaral offer.
• So Hurrrrrrry up after the Presentation .