1

Hallabol A survey of Fabric market

A Summer Internship Project Report at

Submitted By:

Bisht Ashish Praduman Singh

[Batch 2014-16 Roll No.: 04]
In partial fulfillment of the requirement of Summer Internship Programme
in

Masters of Business Administration (M.B.A.)

M.S. PATEL INSTITUTE OF MANAGEMENT STUDIES

FACULTY OF MANAGEMENT STUDIESTHE MAHARAJA SAYAJIRAO

UNIVERSITY OF BARODA, VADODARA

DECLARATION

I, Bisht Ashish Praduman Singh hereby declare that this report is prepared
on the basis of research project done by me, as a part of my Summer
Internship Program, at Raymond' for the period from 2nd June 2015 to 31st
July, 2015 (8 weeks). I ensure about the authentication of the content, and facts
used in the report. I assure that the data taken will be used only for academic
purposes and will not be used for commercial or any other purpose. Suggestions
mentioned in the report are as per my opinion, which are based on my findings,
and are correct to the best of my knowledge.
Bisht Ashish Praduman Singh

ACKNOWLEDGEMENTS

I feel profound pleasure in bringing out this project report which reflects the
contribution of many people due to whom I got great motivation, and
obtained knowledge and ample information.
I would like to express my heartiest gratitude to Miss. Khyati Handa for
assigning me such a worthy project that has helped me to develop my marketing
skills; I would like to express my heartiest gratitude to Mr. Steven Joseph for
providing me all guidance to complete the project.
I would also like to express my gratitude to Staff of Shyamsundar Gopal Das
agency that were constant pillar of support and provided valuable insights and
suggestions.
I also would like to express my sincere thanks to Raymond for providing such a
platform for getting the market exposure.
Lastly I would like to extend my sincere thanks to Prof. (Dr.) Jayrajsinh Jadeja
(Dean, Faculty of Management Studies, The M.S.University of Baroda), Ms.
Smita Trivedi (Asst. Prof., Faculty of Management Studies, The
M.S.University of Baroda),and to the entire institute, for availing me of the
opportunity to work in such an excellent organization.
This project would not have been possible without the cooperation and response
of the respondents; I am grateful for their time and feed back to the
questionnaire.
5

Executive Summary

Popularly termed as the textile state of India, Gujarat has one of the most
flourishing textile industries in the country. Also said to be the Manchester of the
East and the Denim Capital of India the textile industry in Gujarat contributes
almost 3% towards the GDP of India. India holds a major portion of global textile
market share. Textiles in Gujarat are responsible for contributing a major share of
India's art and crafts.
It is also among the oldest industries in the state. Due to its perfect combination of
skilled labour, vast variety of raw materials, seamless blend of yarns and the use
of traditional techniques the state produces the finest range of textiles.
One of the major factors behind the success of the textile industry in Gujarat is
that the state has managed to preserve its old tradition and culture.
The textile industry in Gujarat involves quite a sizable chunk of the population.
Brands like Arvind Mills, Parag and Praful belong to Gujarat. More than 90% of
the polyester used in India is produced in Surat. The two major textile
manufacturing cities in Gujarat are Ahmedabad and Surat. Both these cities
together account for almost 50% of the total textiles produced in Gujarat.
This Project consists of the analysis of Fabrics in the market of Gujarat (mostly
Saurashtra). Textile industry is one of the largest employability generator industry
in India. It generates huge employment to both skilled and unskilled labor. Being
the second largest producer of fabrics in the world, India seems to be a promising
market in apparel section.
Raymond Ltd. is one of the largest brand in worsted fabric suitings. With over
50% market share it has a large market penetration.
Incorporated in 1925, Raymond group is one of the leading, integrated producers
of suiting fabrics.
Current MD of Raymond group is Gautam Singhania.
Group owns brands like Raymond, Parx, Park Avenue, Kama sutra. Exclusive
showroom known as The Raymond Shop offers various varieties in different
segments.
Raymond also has its share of competitors like Siyaram, Arvind, Digjam, OCM,
Reid and Taylor.
Among those Siyaram is its main competitor and has a good market share.
We were recruited by Raymond to understand the market potential and positioning
of the company. We were given the Gujarat market. It was a large but complex
5

market where high purchasing power of customer made it easier to buy high
quality fabric of Raymond. We were given a list of towns that we needed to target
and visit. Upon visiting and researching through towns, we found certain issues
that were hindering with the sales of the Raymond. Here the questioners were
filled through personal interview method, by various Retailors and tailors of
Gujarat.
The analysis of the fabric market is done on the basis of the feedback of
respondents.
Issues like:
Branding, promotion and advertisement.
Duplicate fabrics.
Low support from C&F agent.
Local market (Bhilwara).
Low price segment.
To clear the issues, various recommendations has also been made:
Change in policies to communicate better with the dealers better
promotional strategies.
Various schemes or discount to encourage the dealers to sell Raymond
fabric.
Checking duplicate fabrics and taking steps to overcome them.
Better and supportive C&F agent.
If these things are implemented it would surely increase the sales and Raymond
would on top again.
Even though Raymond is considered the number one in Fabric section the
company wanted to know about the current position and the potential markets and
thus the survey named Hallabol was initiated across all over India by Raymond.
Here the questioners were filled through personal interview method, by various
Retailors and tailors of Gujarat.
The analysis of the fabric market is done on the basis of the feedback of
respondents.
And, at the end report contains few suggestions for improving current market of
Raymond in Gujarat state.

Table of Content:
Sr.
No.
1.
2.
3.
4.

Title
Declaration
Acknowledgement
Executive Summary

Page No.
IV
V- VI
VII

Ch-1 Introduction
1.1. INDUSTRY PROFILE

1
1

1.1.1 RAYMOND

1.1.2 RAYMOND TAILORING INITIATIVE

5.

1.1.3HALLA BOL- REACH TO ENRICH

6.
7.

Chapter-2 Literature Reveiw

2.1. OVERVIEW OF TEXTILE INDUSTRY

5
5

2.1.1Background

2.1.2Various Categories

2.1.3Market Size

2.1.4Global vs. Domestic Scenario

7
2.1.5. MAJOR & FOREIGN PLAYERS

7
2.1.5.1Major Players in Indian Textile Industry

2.1.5.1.1Chiripal Group
2.1.5.1.2The Victoria Mills Ltd
2.1.5.1.3Digjam

7
8

2.1.5.1.4The Ruby Mills Ltd

2.1.5.1.5Bombay Dyeing
.

8
8
8

2.1.5.1.6Arvind Mills

2.1.5.1.7Welspun India Ltd

2.1.5.1.8Alok Industries Ltd

2.1.5.1.9Raymond Ltd

Chapter-3 Introduction to Report

3.1 INTRODUCTION TO REPORT

10
10

Table3.1

10-11

Chapter-4 Research Methodology

12
12

4.1 Sampling Frame:

4.2 Purpose of survey

12

4.3 Type of Research:

12
12

4.4 Type of Sampling:

4.5 The respondents are divided into three major
categories:

13

13

4.6 Research Purpose:

4.7 Research Objectives:

13

Chapter-5 Data Analysis and Interpretation

14

Fig5.1

14

Fig5.2

15
8

Fig5.3

16

Fig5.4

17

Fig5.5

18

Fig5.6

19

Fig5.7

20

Chapter-5 Town wise Feedback and suggestion

21

Chapter-6 General conclusion from the Entire

Survey

27

6.1 Opportunity Rakings according to view of

researcher.

28

Table6.1

28-29

Fig6.1

29

Table6.2

29

REFERENCES

31

ANNEXURE 1

32-33

ANNEXURE 2

34

Chapter-1 Introduction

1.1. INDUSTRY PROFILE

1.1.1 RAYMOND
A vision finds form...
A dream conquers reality...
The Raymond Group was incorporated in 1925 and within a span of a few years, transformed
from being an Indian textile major to a global conglomerate.
In our endeavor to keep nurturing quality and leadership, we always choose the path untaken from being the first in 1959 to introduce a polywool blend in India to creating the world's finest
suiting fabric the Super 250s made from the superfine 11.4 micron wool.
Today, the Raymond group is vertically and horizontally integrated to provide customers total
textile solutions. Few companies globally have such a diverse product range of nearly 20,000
varieties of worsted suiting to cater to customers across age groups, occasions and styles.
We manufacture for the world the finest fabrics - from wool to wool-blended worsted suiting to
specialty ring denims as well as high value shirting.
After making a mark in textiles, Raymond forayed into garmenting through highly successful
ventures like Silver Spark Apparel Ltd., EverBlue Apparel Ltd. (Jeanswear) and Celebrations
Apparel Ltd. (Shirts).
We also have some of the most highly respected fabric and apparel brands in our portfolio:
Raymond, Raymond (Ready-To-Wear), Park Avenue, ColorPlus, Parx, Makers and Notting Hill.
The Raymond Group also has an expansive retail presence established through the exclusive
chain of 'The Raymond Shop' and stand-alone brand stores.
We are today one of the largest players in fabrics, designer wear, denim, cosmetics & toiletries,
engineering files & tools, prophylactics and air charter services in national and international
markets. All our plants are ISO certified, leveraging on cutting-edge technology that adheres to
the highest quality parameters while also being environment friendly.

Group Companies of Raymond:

Raymond Ltd.
Raymond Ltd. is among the largest integrated manufacturers of worsted fabrics in the
world.
Raymond Apparel Ltd.

Raymond Apparel Ltd. has in its folio some of the most highly regarded apparel brands in
India Raymond (Ready-To-Wear), Park Avenue, Parx and Notting Hill.
ColorPlus Fashions Ltd.

ColorPlus is among the largest smart casual brands in the premium category. The company
was acquired by Raymond to cater to the growing demand for a high end, casual wear

brand in the country for Men & Women.

Silver Spark Apparel Ltd.

A garmenting facility that manufactures formal suits, trousers and jackets.

EverBlue Apparel Ltd.

A state-of-the-art denim garmenting facility.

Celebrations Apparel Ltd.

A facility set-up for the manufacture of formal shirts.

Raymond Luxury Cottons Ltd.

A Greenfield facility manufacturing high value cotton shirting.

J.K. Helene Curtis Ltd.

A leading player in the grooming, accessories and toiletries category.

J.K. Investo Trade (India) Ltd.
JKIT is an investment company registered with Reserve Bank of India as Non-Banking
Financial Company.
JK Files (India) Ltd.

A leading player in the Engineering Files & Tools segment and the largest producer of

steel files in the world.

Ring Plus Aqua Ltd.

A leading manufacturer in the engineering automotive components.

Trinity India Ltd.
A leading supplier of components and sub-assemblies for the automotive global market.

Raymond Joint Ventures:

Raymond UCO Denim Pvt. Ltd.

The manufacturers and marketers of denim fabrics.
2

J.K. Ansell Ltd.

The manufacturers and marketers of KamaSutra condoms and surgical gloves.

J.K. Talabot Ltd.
Our Joint venture with MOB Outillage SA, manufacturing files and rasps for
international markets.

1.1.2 RAYMOND TAILORING INITIATIVE

To acknowledge the work of unsung heroes and contributors, who have been working behind
the curtains all over the country to build the great success story of Raymond, the Raymond
Tailoring Initiative, a Corporate Social Responsibility (CSR) initiative was taken by Raymond.
It is a common belief that great fabrics can be made only into great garments by great tailors
and these tailors community are among the worst hit by inflation and modernization in the
current scenario.
The Raymond Tailoring Initiative holds the vision of imparting training skills to the
unemployed, underprivileged youth as well as the existing tailoring community, by upgrading
their current skill set and encouraging employment & entrepreneurship to upgrade their product
in terms of finish and style, earn more revenue thereby improve their status in the society.
Women and modern youth are our major target audience. We want to bring in a sense of
empowerment among them by helping them grab better employment opportunities and
encourage entrepreneur ventures
We believe in the Motto of Educate- Empower- Enrich and we hope that with this initiative
we would be able to deliver the same and build them a better tomorrow.
1.1.3HALLA BOL- REACH TO ENRICH
Halla Bol- reach to enrich is a 2 months campaign launched by Raymond in order to map the
dealers and tailors and to identify the problems which they are facing. Under this campaign, 80
students were hired from top B schools of India. Later on, the students were divided into
different groups and each group was provided with a state in which they had to do the Market
survey.
I was assigned with the state of Gujarat .In the course of two months i.e. from 1st June 15 to
31st July 15; I travelled 44 towns across Gujarat and visited 2300+ shops. The response and the
feedback received varied from market to market. We learned a lot about fabric and its market in
Gujarat.

Chapter-2 Literature Reveiw

2.1. OVERVIEW OF TEXTILE INDUSTRY
2.1.1Background
4

India is the one of the world's largest producers of textiles and garments. Abundant availability
of raw materials such as cotton, wool, silk and jute as well as skilled workforce have made the
country a sourcing hub. It is the world's second largest producer of textiles and garments. The
Indian textiles industry accounts for about 24% of the world's spindle capacity and eight per
cent of global rotor capacity. The potential size of the Indian textiles and apparel industry is
expected to reach US$ 223 billion by 2021.
The textiles industry has made a major contribution to the national economy in terms of direct
and indirect employment generation and net foreign exchange earnings. The sector contributes
about 14% to industrial production, 4% to the gross domestic product (GDP), and 27% to the
country's foreign exchange inflows. It provides direct employment to over 45 million people.
The textiles sector is the second largest provider of employment after agriculture. Thus, the
growth and all round development of this industry has a direct bearing on the improvement of
India's economy.
India has overtaken Italy, Germany and Bangladesh to emerge as the world's second largest
textile exporter. India's share in Global Textiles increased by 17.5% in 2013 compared to 2012.
Textiles exports from India will touch US$ 300 billion by the year2024-25.
In 2012, apparel had a share of 69 per cent of the overall market; textiles contributed the
remaining 31 per cent.
2.1.2Various Categories
Indian textile industry can be divided into several segments, some of which can be listed as
below:
Cotton Second largest cotton and cellulosic fibres producing country in the world.
Silk India is the second largest producer of silk and contributes about 18% to the total world
raw silk production.
Wool India has 3rd largest sheep population in the world, having 6.15 crores sheep, producing
45 million kg of raw wool, and accounting for 3.1% of total world wool production. India ranks
6th amongst clean wool producer countries and 9th amongst greasy wool producers.
Man-Made Fibres- The fourth largest in synthetic fibres/yarns globally.
Jute India is the largest producer and second largest exporter of the jute goods.

Fig2.1
5

2.1.3Market Size
The Indian textiles industry, currently estimated at around US $108 billion, is expected to reach
US $ 141 billion by 2021. The industry is the second largest employer after agriculture,
providing direct employment to over 45 million and 60 million people indirectly. The Indian
Textile Industry contributes approximately 5% to GDP, and 14% to overall Index of Industrial
Production (IIP).
The Indian textile industry has the potential to grow five-fold over the next ten years to touch
US$ 500 billion mark on the back of growing demand for polyester fabric. The US$ 500 billion
market figure consists of domestic sales of US$ 315 billion and exports of US$ 185 billion. The
current industry size comprises domestic market of US$ 68 billion and exports of US$ 40
billion.
Apparel exports from India have registered a growth of 17.6% in the period April - September
2014 over the same period in the previous financial year.
2.1.4Global vs. Domestic Scenario
The global trade of textile and garments was approximately $781 billion in 2013. This is almost
4.6 per cent of the trade of all commodities, which is estimated at approximately $17 trillion.
From 2008 to 2013, the global textile and garment trade has grown at a CAGR of 4 per cent.
The current global garment market is estimated at approximately $1.15 trillion which form
nearly 1.8 per cent of the world GDP. Almost 75% of this market is concentrated in Europe,
USA, China and Japan. Analyses of per capita spend on garment in various countries shows a
significant difference between numbers in developed and developing economies. Within the
major markets, India has the lowest per capita spend on garment ($37) which is only 3 per cent
of the highest one viz. Australia ($1,131).
The top five textiles and garment exporting nations are China, India, Italy, Germany and Turkey.
China is the single largest exporter with 39 per cent share while India stood at a distant second
place with 5 per cent share.
The top five textiles and garment importing nations are US, China, Germany, Japan and United
Kingdom. USA is the largest importer with a share of 17 per cent of the total global trade. The
Indian textile and garment industry has an important presence in the country's economy through
its contribution to industrial output, employment generation, and the export earnings. It
contributes almost 5% to the $ 1.8 trillion Indian economy whereas its share in Indian exports
stands at a significant 13 per cent. India is the second largest exporter of textile and garment
goods with a global trade share of approximately 5 per cent.
The Indian domestic consumption of textile and garment is valued at US$ 63 billion in 2013.
Within this, garment retail has the highest share of 73 per cent contributing $46 billion,
technical textile contributes $13 billion with a share of 21 per cent and home textiles contribute
$4 billion with a 6 per cent share.
In 2013, India became second largest exporter of textile & garment in the world surpassing Italy
and Germany. India exported textile and garment goods worth $40 billion, with a share of about
5 per cent of global textile and garment trade. In terms of value, Indian textile and garment
exports is dominated by garment category which has a majority share of 40 per cent followed by
yarn, fabrics, fibre, made-ups and other textiles including carpets, nonwovens, etc.
6

2.1.5. MAJOR & FOREIGN PLAYERS

2.1.5.1Major Players in Indian Textile Industry
2.1.5.1.1Chiripal Group
Chiripal Group laid foundations of ultra-modern 100 per cent cotton & blended bottom wear
fabrics and the most modern & versatile denim manufacturing project called Nandan Denim
Limited (NDL). NDL is one of the largest integrated Ahmedabad-based textile player engaged
in the business of spinning and denim weaving. The company operates from various offices in
India and across the world. It is in-housed with one of the most sophisticated weaving plants
and other facilities to manufacture superior quality grey cotton fabrics, khakis and denims. The
company is listed on the BSE and NSE stock exchanges
2.1.5.1.2The Victoria Mills Ltd
The Victoria Mills Ltd was established in 1913. The Company started with a small capital of Rs
400,000 (US$ 6,296.55) and had issued bonus shares from time to time and the present paid up
capital is Rs 9,856,000 (US$ 155,147.06) and Reserves Rs 185,602,146 (US$ 12.37 million).
Original mill was situated at Gamdevi, Mumbai and later shifted to Pandurang Budhkar Marg,
Lower Parel, Mumbai. It was a composite textile mill producing fabrics for local as well as the
international market.

2.1.5.1.3Digjam
As the leading textile company of India, manufacturing suiting fabrics, Digjam has kept reinventing itself keeping pace with the changing trends. DIGJAM has a high-end fabric brand
presence in the domestic market, reputed for its finish and quality. The company manufactures
over 3,000 design-shade combinations each year in Light Wool, Polyester Wool and Woolen
fabrics for the DIGJAM brand alone. DIGJAM products and their ranges are available at its
exclusive showrooms and over 4,000 other retail outlets across the country.
2.1.5.1.4The Ruby Mills Ltd
Incorporated in the year, 1917 as a Composite Textile Mill mainly manufacturing cottons. The
management of the unit was taken over by the late Mr C N Shah in 1946 and thereafter the mill
has been regularly progressing and manufacturing a wide range of products. The Ruby Mills
Ltd, has two plants located at Dadar, Central Bombay and Dhamni on Bombay-Pune Highway.
Since 1996, The Ruby Mills Ltd, is manufacturing micro dot fusible interlining & basic
interlining, in technical collaboration with Gygli Textil AG, Switzerland. The Company has
been in operation since 1921 with an Annual Income of Rs 680 million (US$ 10.95 million).
2.1.5.1.5Bombay Dyeing
Bombay Dyeing was established in 1879 as a small operation of Indian spun cotton yarn dip
dyed by hand. The company specialises in stylish linens, towels, home furnishings, leisure
clothing, kids wear and a whole range of other products which are available in over 350
exclusive Bombay Dyeing Retail or 2,000 multi-brand stores. Bombay Dyeing also has a
polyester division which is engaged in manufacture of 100 per cent virgin Polyester Staple Fibre
7

and Textile grade PET Chips. It uses NGSSS technology from Invista Polyester Technologies
and Chemtex International Inc, USA.
2.1.5.1.6Arvind Mills
Started in 1931 by three brothers, with a share capital of Rs 2,525,000 (US$ 41,957*), Arvind
Mills was set up with the aim of manufacturing high-end superfine fabrics in India. Arvind has
carved a niche with brand names like Arrow, Flying Machine, USPA, New Port, Mega Mart,
and The Arvind Store. It has diversified into other major segments such as fabrics, garments,
advanced materials, chemicals and dyes, retail, engineering, real estate, sustainable agriculture,
and telecom.
2.1.5.1.7Welspun India Ltd
Welspun India Ltd is a fully integrated home textile manufacturer and one of the top three
globally. With a network across 32 countries, the company offers the entire range of home
textile products to consumers from almost every corner of the world. It also owns leading
brands such as Christy and Hygrocotton, among others. The company has modern
manufacturing facilities at Anjar and Vapi in Gujarat, India, where it produces the entire range
of home textiles for bed and bath category.
2.1.5.1.8Alok Industries Ltd
Alok Industries Ltd vertically integrated textile company, provides end-to-end solutions through
five core divisions Cotton Yarn, Apparel Fabric, Home Textiles, Garments, and Polyester
Yarn. Alok's large customer base comprises domestic and overseas retailers, garment exporters
in India and converter countries who are vendors to major international labels. They include
some of the world's largest retailers and India's largest manufacturers of apparel and home
textiles.
2.1.5.1.9Raymond Ltd
Raymond Ltd With a capacity of 38 million meters in wool and wool-blended fabrics, Raymond
commands over 60% market share in worsted suiting in India and ranks amongst the first three
fully integrated manufacturers of worsted suiting in the world. It exports products to over 55
countries including USA, Canada, Europe, Japan and the Middle East. It is the first to
introduce Polyester-Wool and Polyester-Wool-Viscose in the India.

Chapter-3 Introduction to Report

3.1 INTRODUCTION TO REPORT
This report covers the all the findings which I came across in my 2 months long journey in
which I travelled 44 cities across Gujarat. It contains different problems which tailors and fabric
dealers are facing and what are their expectations from the Raymond. Firstly I have mentioned
the problems and then I have suggested some measures in order to tackle those problems.
TARGET SHEET:

Sr.
No.

District

Town

Date

No of
Outlets
Expected to
be covered

1
2

Ahmadabad
Ahmadabad

Viramgam (M)
Ahmadabad (M

26-Jun
2-Jun to

12
1176

No of
Outlet
s
actuall
y
covere
d

No of
Tailors
to be
covered

No of
Tailors
Actually
covered

Total

Actual
Total

18
487

3
353

8
251

15
1528

26
738

Corp.)

16-Jun

Ahmadabad

Dholka (M)

24-Jun

16

13

21

19

Gandhinagar

17-Jun

24

25

31

33

Gandhinagar

Kalol (M)
Gandhinagar
(NA)

16-Jun

43

13

56

Mahesana

Unjha (M)

21-Jun

12

12

15

15

Mahesana

Visnagar (M)

26-Jun

13

17

17

23

Mahesana

Mahesana (M)

25-Jun

39

41

12

16

51

57

Mahesana

Kadi (M)

18-Jun

16

17

20

23

10

Sabar Kantha

Himatnagar (M)

22-Jun

17

22

11

Sabar Kantha

Modasa (M)

22-Jun

14

18

12

Banas Kantha

Palanpur (M)

19-Jun

26

16

33

22

13

Banas Kantha

Deesa (M)

19-Jun

23

24

31

31

14

Patan

Sidhpur (M)

21-Jun

12

25

15

33

15

Patan (M)
Dhrangadhra
(M)
Surendranagar
Dudhrej (M)

20-Jun

26

38

10

34

48

28-Jun

16

13

21

18

27-Jun

37

41

11

13

48

54

18

Patan
Surendranag
ar
Surendranag
ar
Surendranag
ar

Wadhwan (M)

28-Jun

16

15

21

19

19

Bhavnagar

Botad (M)

27

33

10

35

43

20
21

Bhavnagar
Bhavnagar

Bhavnagar (M
Corp.)
Sihor (M)

2-Jul
29-Jun
to 30Jun
1-Jul

124
12

91
15

37
3

40
8

161
15

131
23

22

Bhavnagar

Palitana (M)

3-Jul

13

20

17

25

23

Bhavnagar

Mahuva (M)

3-Jul

17

21

22

27

24

Amreli

4-Jul

22

22

29

30

25

Amreli

16

21

22

Junagadh

4-Jul
9 -Jul to
11-Jul

16

26

Amreli (M)
Savarkundla
(M)
Junagadh (M
Corp.)

65

65

20

22

85

87

27

Junagadh

Keshod (M)

8-Jul

16

18

20

24

28

Junagadh

Mangrol (M)

7-Jul

13

13

17

17

29

Junagadh

Veraval (M)

6-Jul

31

30

12

41

42

30

Junagadh

Una (M)

5-Jul

12

16

16

21

31

Porbandar

Porbandar (M)

12-Jul

31

37

10

41

47

32

Jamnagar

13

17

17

Jamnagar

13-Jul
14-Jul to
15-Jul

13

33

Okha (M)
Jamnagar (M
Corp.)

100

63

30

31

129

94

34

Rajkot

Gondal (M)

16-Jul

23

25

30

31

35

Rajkot

Upleta (M)

16-Jul

12

13

16

20

36

Rajkot

21-Jul

17

16

23

25

37

Rajkot

Dhoraji (M)
Jetpur
Navagadh (M)

21-Jul

25

20

12

32

32

38

Rajkot

37

12

23

53

60

Rajkot

22-Jul
18-Jul to
20 Jul

41

39

Morvi (M)
Rajkot (M
Corp.)

270

127

81

55

351

182

16
17

10

40

Rajkot

Kotharia (CT)

17-Jul

12

15

41

Kachchh

Anjar (M)

27-Jul

18

17

23

25

42

Kachchh

Bhuj (M)

24-Jul

30

38

13

39

51

43

Kachchh

25-Jul

10

18

14

22

44

Kachchh

Mandvi (M)
Gandhidham
(M)
Total

23-Jul

53
2560

34
1626

16
768

15
687

68
3328

49
2313

Table3.1

Chapter-4 Research Methodology

4.1 Sampling Frame:

The research has been carried out in entire Gujarat and more than 2300 respondent
took part in the survey but for the study and for the confidentiality reasons only 100
samples are used in the study. There are 100 samples in all. All are the retailors of
Ahmedabad city.

4.2 Purpose of survey

The purpose of our project HallaBol are:
Dealers and Tailors Mapping through Survey

Market Potential Analysis

Customer Buying Pattern Analysis

Category Analysis

11

4.3 Type of Research: Descriptive Research

A descriptive research has been carried out thoroughly to gather the information about
the current scenario of the fabric market and for this I was provided with the
questionnaire and my work was to fetch the information from the dealers and tailors and
try to retrieve as much information which is helpful for the company.
But for the particularly this project only 100 respondent were used from Ahmedabad city.

4.4 Type of Sampling:

Here the Snow ball sapling technique is used for the research, snowball sampling (or chain
sampling, chain-referral sampling, referral sampling) is a non-probability
sampling technique where existing study subjects recruit future subjects from among their
acquaintances. As I was not provided with the list of respondent, I used this technique and
started collecting information of one retailor/tailor from another.

4.5 The respondents are divided into three major categories:

Distributors
Retailers
Tailors

But for this research specifically retailors are considered the only respondent and only their
responses are taken.

4.6 Research Purpose:

To understand the relationship of Readymade sales on the sales of Fabric, to

determine the actual Market share of Raymond and different factors affecting the sales of
Fabric.

4.7 Research Objectives:

To know the effect of sales of
12

Other brand on Raymond

Readymade sales on the sales of Fabric
Effect of festivals on the sales of Fabric
Effect of Visual Merchandise on the sales of Fabric

13

Chapter-5 Data Analysis and Interpretation

Question: 1
What are the Percentage sales of all major Fabric brands in your shop?
Respondent: Retailor.
Brand

Percentage

Raymond
Siyaram
Digjam
Arvind
Bhilwada
Total

37.65
10.3
8.8
11.4
31.82
100

Analysis

Percentage
Raymond
Siyaram
Digjam
Arvind
Bhilwada

Fig5.1
Interpretation:
The Fabric sale of Raymond out of total sale is 37.65%.The closest competitor of Raymond is
Bhilwada with 31.82%.
Raymond is the Leader in the Terewool market.

14

Question: 2
What is the Percentage sales of Fabric and Readymade in you shop?
Respondent: Retailor..
Sales
Fabric
Readymade
Total

Percentage
65.3
34.7
100

Analysis

Percentage

Fabric
Readymate

Fig5.2
Interpretation:
The Fabric sale of out of total sale is 65.3% and the sale of readymade is 34.7%
Though the sale of Readymade seems not so high as compared to fabric it is one of the main
cause of decrease in the sale of Fabric.

15

Question: 3
What is the peak season for your sale?
Respondent: Retailor.
Season
Marriage
Festival
Winter
Summer
Total

33
38
16
13
100

Analysis

Percentage

Marriage
Festival
Winter
Summer

Fig5.3

Interpretation:
Festivals (Especially Diwali) are the peak time for the Fabric sale, Marriage season takes the
second place with 33%.

Question: 4
16

How much Visual Merchandise of Raymond was there in the shop?

Visual Merchandise
High
Medium
Low
Total

Percentage
29
37
34
100

Analysis

Percentage

High
Medium
Low

Fig5.4

Interpretation:
Only 29% of the total shops in the Ahmedabad city have the high visual merchandise, 37% have
medium merchandise and 34% have low visual merchandise.
Its also seen in the research that the shops having high VM levels have high sales.
This question was not asked to the retailors but was observed.

Question: 5
17

What is the size of the shop?

Respondent: Retailor
Size Of the shops
Less than 100sq ft
More than 100sq ft but less than 500
sq ft
More than 500 sq ft

Percentage
25
56
19

Analysis

Percentage

Less than100 sq ft
More than 100 sq ft but
less than 500 sq ft
More than500 sq ft

Fig5.5
Interpretation:
It was the interpretation that sales of the Fabric would be high in the large shops but it came out
that the sales were low but to sales of other products like readymade garments.
The sizes of the shops were generally between 100-500sq feet.

Question: 6
18

Where is the shop located?

Location
Main Market
Outskirt
Upcoming Market
Total

Percentage
52
36
12
100

Analysis

Percentage
Main Market
Outskirt
Upcoming Market

Fig5.6
Interpretation:
Mostly the shops were located in the main market and outskirts.
The location of the shop also played important role in the sale of the fabric market.

19

Question: 7
From where do you buy the Raymond Fabric?
Respondent: Retailor.
Channel
Distributors
Dealer
Direct from Factory

Percentage
86
11
3

Analysis

Percentage
Disributor
Dealer
Direct from Factory

Fig5.7

Interpretation:
Generally the Raymond supply the fabric through specific channel but sometimes for the big
dealers they supply it directly through mill

20

Chapter-5 Town wise Feedback and suggestion

Ahmedabad
Retailors Complain:1) There is no Raymond on the Salvage of Makers which makes it difficult to sell.
2) The retailors are not getting Raymond posters hence branding is not done properly
(competitive brands like Digjam and Donear provide large number of posters).
3) Most of the people complain that Raymond does not provide Carry bags and gifts to
Retailors which competitive company provides.
4) Raymond takes more percentage of sales compared to other competitive brands.
5) Piracy is affecting both the sale of Raymond and Raymond retailors.
6) There are shops having the Raymond hoarding and boards but do not sale Raymond
products (Its an assumption that they might be selling fake products).
7) Many Retailors dont get the dealership though they are eligible (according to them)
hence losing faith in Mill (Raymond).
8) Variety is a large issue according to Retailors who think that competitive brands (Arvind
A retailor challenged that he have 200 colours in shirting which Raymond does not
have) more variety.
9) Ethnic is a part of the pie of fabric industry in which Raymond does not compete (which
definitely affect Fabric sale).
10) There is complain from the Retailers that the Thaan size of Raymond is big (15m)
compared to competitive brands (10m) and a lot of material is wasted, they want smaller
Thaan.
11) Raymond is comparatively costly than other brands.
12) Gujarat is a warm state and so sales of wool is not as high as cotton, The main USP of
Raymond is Terewool but its competitive brand Arvind concentrate on cotton and so
Raymond should take this in mind and should focus on cotton fabric.
13) Piracy has affected Fabrics, Specifically in Ahmedabad areas like relief road and
Ratanpol are the huge sources of fake Raymond fabric, the fabrics from these areas are
delivered to small town and towns like Jamnagar which directly affect the reputation and
sale of the Raymond. The reason behind this is unavailability of Raymond fabric to
small retailers and there is limited information about Raymond product to the retailers
itself ,Retailers complain that they fail to distinguish between original and fake product
as company(Raymond) does not provide any information about the product to retailers.
14) Due to Constant and never ending price rise (according to one retailor Three times a
year) Shopkeeper shift to competitive brands.
15) According to a retailor once the order has been placed they get it partly.
16) Bhilwara is giving a tough competition in lower ranges.
17) Lucrative schemes by competitive brands (BSL-1 mobile phone on purchase of
20000) are also affective weapons against Raymond Quality.
18) Tailoring is too costly (Even costlier than Fabric-Retailor).
19) Siyarams new brand J Hampstead is providing tough competition.
20) Raymond does not take into account the youths and make only Office wears.
Suggestions:
21

1) Raymond is losing market control in Ahmedabad because there is no healthy

relationship between Retailors and Mill (Raymond).
2) Raymond quality is superior to all its competitors and all the Retailors accept this
Fact but the biggest difficulty is that they do not bond with company because of its
policy, Unavailability of the products, posters and carry bags to the small Retailors.
3) Lower profit Margin and Piracy are the issues raised by most of the dealers.
Hence in our view Raymond should connect more with the small retailors and
should find a way to compete in lower range (Especially Bhilwara).
Gandhinagar:
1) The Target here was highly inflated, only six Fabric shops were found.
2) Gandhinagar is very close to Ahmedabad and is divided into sectors, Fabric shops
were found in three sectors only.
3) Retailors complained about the policy, unavailability of posters and carry bags.
Kadi:
1) Kadi is small town, People buy Costly Fabric from Ahmedabad, in this town only cheap
Fabric is sold and most of the market is acquired by readymade.
2) Population of this town would consider Raymond, only if it is in low Range.
Kalol:
1) Small town, People buy Costly Fabric from Ahmedabad, in this town only cheap Fabric
is sold and most of the market is acquired by readymade.
2) The retailors are not getting Raymond posters (Parichay-I Sell more Raymond than
other local dealer but get same board.)
3) Population of this town would consider Raymond, only if it is in low Range.
4) TRS provides tailoring hence tailors dont recommend TRS.

Palanpur:
1) Very good and growing market, People ask for Raymond, Should concentrate on this
market.
2) TRS provides tailoring hence tailors dont recommend TRS.
Deesa:
1) Maximum market is of traditional wear.
2) Mostly integrated shops.
3) Population of this town would consider Raymond, only if it is in low Range.
4) Fabric is sold in cut piece.
Patan:
1) Good market for readymade garments.
2) Large number of fabric shops but very less Raymond retailors.
Siddhpur:
22

1) People of this town cant afford Raymond.

Unja:
1) Ambiguity in dealers about original and fake Raymond material.
Himatnagar and Modasa:
1) Not able to cover.
Dholka:
1) Large number of people sell Fake material hence many of them did not provided
photographs and cards.
Visnagar:
1) Many of them complained about the policy due which they changed to competitive
brands.
2) Mayur is a major market share in this market.
Mahesana:
1) Fabric is losing its market share due to readymade garments.
2) Availability of suits for rent affects the sale of Fabric.
3) Small Retailors in the vicinity of TRS stopped sailing Raymond due to TRS.
Viramgam:
1) Small town, People buy Costly Fabric from Ahmedabad, in this town only cheap Fabric
is sold and most of the market is acquired by readymade.
Wadhwan:
1) Fabric is sold in cut piece.
2) Population of this town would consider Raymond, only if it is in low Range.
Surendranagar:
1) Many of them complained about the policy (No material return policy).
2) Fabric is losing its market share due to readymade garments.
3) Sale is Highly Seasonal.
Dhrangadhra:
1) Fabric is sold in cut piece.
2) Population of this town would consider Raymond, only if it is in low Range.
3) Mostly integrated shops.
Bhavnagar:
1) Fake material affecting the sale of Raymond.
2) Low quality brand dominates the market.
3) Cotton wear sale more.
Botad:
1) Emerging Market, Need more Focus.
23

Amreli:
1) More competition in this district especially in lower ranges makes it difficult to sell
Raymond for retailors.
Sihor:
1) Population of this town would consider Raymond, only if it is in low Range.
2) Unavailability of skilled Labour.
3) Response was not good due to flood.

Savarkundla:
1) No Authorised dealers here.
2) Response was not good due to flood.
Palitana:
1) Sale of cheap material is more in this market; Population of this town would consider
Raymond, only if it is in low Range.
2) Bigger market but less percentage of Raymond fabric.
Mahuva:
1) Murarka is more famous and profitable brand in this town and so retailors prefers
Murarka.
Unna:
1) Upcoming and very good market, Very good Raymond products.
2) Retailors are interested in Raymond.
Veraval:
1) Good market, but response was not great.
2) Sale of cheap material is more in this market.
Mangrol:
1) Sale of cheap material is more in this market; Population of this town would consider
Raymond, only if it is in low Range.
2) Fabric is sold in cut piece.
Keshod:
1) Very good market, Very good Raymond products.
Porbandar:
1) Grasim is the largest selling brand in Porbandar.
2) Low tailoring cost.
Okha:
1) Smallest town, no sale of branded fabric.
2) Navy uniforms and other uniforms are sold more in this market.
Jamnagar:
24

1) Due to its manufacturing in Jamnagar Digjam is the biggest competitor in this market.
2) 25 tailoring shops got closed due to unavailability of Labours.
3) Many Retailors changed their business to either ladies garment or Readymade.
Rajkot:
1) Mixed response from TRS (TRS (Race course) response was extremely rude while TRS
(Lakhajiraj road) was very responsive and helpful).
2) Most of the people complain that Raymond does not provide Carry bags and gifts to
Retailors which competitive company provides.
3) Market here is closed in noon so it was very hard to cover up Rajkot people did not
provided the Cards especially in Gandhigam road.
4) The retailors are not getting Raymond posters hence branding is not done properly.
5) Most of the people complain that Raymond does not provide Carry bags and gifts to
Retailors which competitive company provides.
Upleta:
1) Raymond sale is good in this market.
2) Response was very good.
Dhoraji:
1) Upcoming Market.
2) Would be good for Raymond as people showed interest.
Gondal:
1) Most of the people complain that Raymond does not provide Carry bags and gifts to
Retailors which competitive company provides.
2) Population of this town would consider Raymond, only if it is in low Range.
Jetpur:
1) Sale of cheap material is more in this market; Population of this town would consider
Raymond, only if it is in low Range.
2) BSL is the highest sailing brand.
Morbi:
1) Small Retailors in the vicinity of TRS stopped selling Raymond due to TRS.
2) Small sale of Raymond even though the market is big.
Gandhidham:
1) Raymond sale is good.
2) There are many complains about the combo packs which include the Miss-matching of
the pair, smaller fabric for pants and lower quality.
3) Some of the Retailers are not happy with the policy and response of the Raymond.
4) Very good retailer (Have more material and sale compared to TRS).
5) The Arvind store was comparatively in better place than TRS.
Bhuj:
25

1) Sale of cheap material is more in this market; Population of this town would consider
Raymond, only if it is in low Range.
Mandvi:
1) Raymond Fabric is sold by very few retailors including Authorised dealer.
2) Small Market.
Anjar:
1) Retailor complained about dealers Monopoly.
2) Some of the Retailers are not happy with the policy of the Raymond.
3) Sale of Raymond is good.

Chapter-6 General conclusion from the Entire Survey

1) Bhilwara and other Local Brands are the biggest competitors of Raymond and they are
comparatively very cheap. In most of the Saurashtra region Bhilwara is the number one
competitor.
2) There are complaints of variety in the Raymond. Competitive Brands and especially
Bhilwara have more varieties.
3) The cost of Tailoring has increased which is a major deterrent for fabric section. Making
suit is time consuming process youth doesnt like to waste time in tailoring.
26

4) Availability of Suits for rent also affects the sale of fabrics.

5) Some of the Retailers are not happy with the policy of the Raymond, whereas some
complain that they dont get carry bags, Posters and any other gift materials from
Raymond which the competitive brands provide. There was a huge aggression in some
retailers because they did not get the Raymond material because they were considered
small and so they have stopped buying and keeping Raymond material (These retailors
sell others brands to customer even if the customer wants Raymond, Hence changing the
loyalty of the customer).
6) Readymade is the biggest culprit behind the doom of the Fabric section, most of the
retailors have changed to Readymade or are going to change.
7) In case of Jamnagar most of the fabric market is converted into readymade or soon are
going to convert, here the reason is skilled labour. Jamnagar faces a huge deficiency of
the skilled labour (again the culprit Readymade) which affect Tailoring section directly
(25 tailors has been closed till now).
8) Piracy has affected Fabrics, Specifically in Ahmedabad areas like Relief road and
Ratanpol are the huge sources of fake Raymond fabric, the fabrics from these areas are
delivered to small town and towns like Jamnagar which directly affect the reputation and
sale of the Raymond. The reason behind this is unavailability of Raymond fabric to
small retailers and there is limited information about Raymond product to the retailers
itself ,Retailers complain that they fail to distinguish between original and fake product
as company(Raymond) does not provide any information about the product to retailers.
9) There is complain from the retailers that the Thaan size of Raymond is big (15m)
compared to competitive brands (10m) and a lot of material is wasted, they want smaller
Thaan(Retailor-If Thaan Size is 10m I would get more variety for same order).
10) Our study suggests that most of the retailers believe that the sale of combo pack has not
affected the sale of the Fabric. There are many complains about the combo packs which
include the Miss-matching of the pair, smaller fabric for pants and lower quality.
11) Makers in some parts is sold where as in some parts(especially in Big Town) sale is less,
The reason being that in smaller towns the buyers believe in the retailers and buy
whatever it is showed to them but in Towns like Ahmedabad most of the people trust
only Brands. There is a lot of complain that there was no name of Raymond on the
salvage of Makers which prevented its sales in Towns like Ahmedabad.
12) Gujarat is a warm state and so sales of wool is not as high as cotton, The main USP of
Raymond is Terewool but its competitive brand Arvind concentrate on cotton and so
Raymond should take this in mind and should focus on cotton fabric.
6.1 Opportunity Rakings according to view of researcher.
OPPORTUNITY RANKING FOR DIFFERENT TOWNS:
Sr.
No.

District

Town

Opportunity (1-5)

Ahmadabad

Viramgam (M)

Ahmadabad

Ahmadabad (M Corp.)

Ahmadabad

Dholka (M)

27

Gandhinagar

Kalol (M)

Gandhinagar

Gandhinagar (NA)

Mahesana

Unjha (M)

Mahesana

Visnagar (M)

Mahesana

Mahesana (M)

Mahesana

Kadi (M)

10

Sabar Kantha

Himatnagar (M)

Vehicle Accident

11

Sabar Kantha

Modasa (M)

Vehicle Accident

12

Banas Kantha

Palanpur (M)

13

Banas Kantha

Deesa (M)

14

Patan

Sidhpur (M)

15

Patan

Patan (M)

16

Surendranagar

Dhrangadhra (M)

17

Surendranagar

Surendranagar Dudhrej (M)

18

Surendranagar

Wadhwan (M)

19

Bhavnagar

Botad (M)

20

Bhavnagar

Bhavnagar (M Corp.)

21

Bhavnagar

Sihor (M)

22

Bhavnagar

Palitana (M)

23

Bhavnagar

Mahuva (M)

24

Amreli

Amreli (M)

25

Amreli

Savarkundla (M)

26

Junagadh

Junagadh (M Corp.)

27

Junagadh

Keshod (M)

28

Junagadh

Mangrol (M)

29

Junagadh

Veraval (M)

30

Junagadh

Una (M)

31

Porbandar

Porbandar (M)

32

Jamnagar

Okha (M)

33

Jamnagar

Jamnagar (M Corp.)

34

Rajkot

Gondal (M)

35

Rajkot

Upleta (M)

36

Rajkot

Dhoraji (M)

37

Rajkot

Jetpur Navagadh (M)

38

Rajkot

Morvi (M)

39

Rajkot

Rajkot (M Corp.)

40

Rajkot

Kotharia (CT)

41

Kachchh

Anjar (M)

42

Kachchh

Bhuj (M)

43

Kachchh

Mandvi (M)

44

Kachchh

Gandhidham (M)

Table6.1

28

1
2
3
4
5

Fig6.1
Opportunity(1-5)
1
2
3
4
5

Market Scope
Very Poor
Poor
Medium
Good
Very Good
Table6.2

29

30

REFERENCES

i. D.B. BAGUL (2014), Market Survey of Aurangabad for promotion of

MIDC Industrial Directory.
ii. Anon. (2015), The Graduate Market in 2015.
iii. Anon. (2015), 2015 Infusionsoft Smal Market Research Sales and
Marketing Report.
iv.David Strader (2008), Hardwood Floor Manufacturers In the
United States.
v. Akshaya Shah, Himanshu Chauhan, Malvi Goyal, Prapti Aggarwal,
Vaibhav Gupta (2011), Kelloggs Ride in India.
vi. www.netmba.com
vii.
www.study.com
viii.
www.entrepreneur.com
ix. www.raymond.in

31

ANNEXURE 1
Dealer form (Form to be filled by the dealers)

32

33

ANNEXURE 2
Tailor form (Form to be filled by tailor)

34