ABOUT VARDHMAN

Vardhman Group is a leading textile conglomerate in India having a turnover of

$986 mn. Spanning over 24 manufacturing facilities in five states across India, the
Group business portfolio includes Yarn, Greige and Ally Steel.

Vardhman Group is a leading textile conglomerate in India having a turnover of

$700 mn. Spanning over 24 manufacturing facilities in five states across India, the
Group business portfolio includes Yarn, Greige and Processed Fabric, Sewing
Thread, Acrylic Fibre and Alloy Steel.

Vardhman Group manufacturing facilities include over 8,00,000 spindles, 65 tons

per day yarn and fibre dyeing 900 shuttleless looms, 90mn meters per annum
processed fabric, 33 tons per day sewing thread, 18000 metric tons per annum
acrylic fibre and 1,00,000 tons per annum special and alloy steel.
Vardhman has evolved through history from a small beginning in 1965 into a
modern textile major under the dynamic leadership of its chairman, S.P.
Oswal. His vision and insight has given Vardhman an enviable position in the
textile industry. Under his leadership, Vardhman is efficiently using resources to
innovate, diversify, integrate and build its diverse operations into a dynamic
modern enterprise.

MISSION

Vardhman aims to be world class textile organization producing diverse range of

products for the global textile market. Vardhman seeks to achieve customer
delight through excellence in manufacturing and customer service based on
creative combination of state-of-the-art technology and human resources.
Vardhman is committed to be responsible corporate citizen.

S P Oswal, Chairman – Vardhman Group

HISTORY

The industrial city of Ludhiana, located in the fertile Malwa of Central Punjab is
otherwise known as the “Manchester of India”. Within the precincts of this city is
located the Corporate headquarters of the Vardhman Group, a household name in
Northern India. The Vardhman Group, born in 1965, under the entrepreneurship of
Late Lala Rattan Chand Oswal has today blossomed into one of the largest Textile
Business houses in India.
As its inception, Vardhman had an installed capacity of 14,000 spindles, today; its
capacity has increased multifold to over 8 lacs spindles. In 1982 the Group entered
the sewing thread market in the country which was a forward integration of the
business. Today Vardhman Threads is the second largest producer of sewing
thread in India. In 1990, it undertook yet another diversification – the time into the
weaving business. The grey fabric weaving unit at Baddi (HP), commissioned in
1990 with a capacity of 20,000 meters per day, has already made its mark as a
quality producer of Grey poplin, sheeting, shirting up Auro Textiles as Baddi and
Vardhman Fabric at Budhni, Madhya Pradesh. Today the group has 900
shuttleless looms and has processing capacity of 90mn meters fabrics/ annum.
In the year 1999 the Group has added yet another feather to its cap with the setting
up of Vardhman Acrylic Ltd., Bharuch (Gujarat) which is a joint venture in Acrylic
Fibre production undertaken with Marubeni and Exlan of Japan. The company
also has a strong presence in the markets of Japan, Hong Kong, Korea, UK and EU
in addition to the domestic market. Adherence to systems and a true dedication to
quality has resulted in obtained the markets of Japan, Hong Kong, Korea, UK and
EU in addition to the domestic market. Adherence to systems and a true dedication
to quality has resulted in obtaining the coveted ISO 9002/ ISO 14002 quality award
which is the first in Textile industry in India and yet another laurel to its credit.
 INTRODUCTION OF MARKETING STRATEGY

INTRODUCTION

Marketing strategic is the art and science of formulating, implementing and

evaluating cross-functional decisions that will enable an organization to achieve its
objectives. It involves the systematic identification of specifying the firm’s
objectives, nurturing policies and strategies to achieve these objectives, and
acquiring and making available these resources to implement the policies and
strategies to achieve the firm’s objectives. Strategic management, therefore,
integrates the activities of the various functional sectors of a business, such as
marketing, sales, production etc. to achieve organizational goals. It is generally the
highest level of managerial activity, usually initiated by the board of directors and
executed by the firm’s Chief Executive Officer (CEO) and executive team.
Strategic management hopes to provide overall direction to the company has ties to
the field to organization studies.

MEANING:

Marketing Strategic analyzes the major initiatives taken by a company’s top

management on behalf of owners, involving resources and performance in external
environments. It entails specifying the organization’s mission, vision and
objectives, developing policies and plans, often in terms of projects and programs,
which are designed to achieve these objectives, and then allocating resources to
implement the policies and plans, projects and programs. A balanced scorecard is
often used to evaluate the overall performance of the business and its progress
towards objectives. Recent studies and leading management theorists have
advocated that strategy needs to start with stakeholders expectations and use a
modified balanced scorecard which includes all stakeholders Marketing Strategic is
a way in which strategists set the objectives and proceed about attaining them. It
deals with making and implementing decisions about future direction of an
organization. It helps us to identify the direction in which an organization is
moving.

Marketing strategic is a continuous process that evaluates and controls the business
and the industries in which an organization is involved; evaluates its competitors
and sets goals and strategies to meet all existing and potential competitors; and
then reevaluates strategies on a regular basis to determine how it has been
implemented and whether it was successful or does it needs replacement.

Marketing Strategy of Vardhman

 Forces on value added product especially cotton lycra based fabrics and
compact yarn based.
 New project commissioned, with reduced energy cost & improved logistics.
 Formation of creative design cell for strong thrust on Designing a product
Development
 Entering new market segments like cook wear and OTC
 Development new small distributions for high value fabric.
 Strategic relationship with key exports.
 OBJECTIVES OF THE STUDY

1. To study now product financing and appraisals are done at Bank’s criteria
for financing long term projects.
2. To study in detail two of the major expansion projects undertaken by the
company, in order to determine the actual cost incurred against the projected
ones and to measure and analyze the variances if any.
3. To work out the revised eligibility of the project vis-à-vis the apprised cost
in terms of the guidelines as per the TUFS scheme.

SCOPE OF STUDY

Scope of the study is wide and is based on the various researches done. The scope
include knowledge regarding usage and the share of Vardhman Threads in certain
areas of Ludhiana.

POPULATION: Respondents especially the officers of Hosiery unit that give

purchasing order of threads. Primary data has been collected by the way of
personal interviews of the purchase officers of hosiery unit on certain area of
Ludhiana.
 LIMITATIONS OF THE STUDY

Inspite of the lust efforts there are always some problem or limitation associated
with market research that cannot be removed but can be minimized only. In this
survey also there could be certain errors due to these factors.

 TIME CONSTRAINT
Research is continous process and is never ending activity could be
inappropriate to certain factor.

 NON RESPONSE ERROR

As this research is leased upon responses provided by consumers, so non-
response and some covering responses may play as a part of error.

 SAMPLING
It is not possible to cover each & every industry so it has been tried to cover
all section of consumers by taking representative sample, which limit. The
research is limited to shall extent.
The research was conducted only in the Ludhiana city the data from the
research cannot be considered to entire Punjab.
 RESEARCH METHDOLOGY

The research methodology explains the methods followed in carrying out the
research method of collecting.

Information, research instruments used as well as the limitation of the present

study. It is ways of systematically.

Solve the research problem. This research is a market research. The main process
of research methodology is given below:-

To define the Research Problem and Objective

Review concept and theories

Research design including sample design

Collection of data survey

Analysis of data

Interpretation and report writing

Primary Objectives

 To know the area wise market share of Vardhman Threads comparing with
other brands with special reference to the Ludhiana’s major Hosiery
industry.
 To understand the customer perception of various brands available in
market.
 Analyzing the customer’s satisfaction using Vardhman threads.
 Analyzing the problems and to giving the suitable recommendation.

Research Design

A research design specifies the methods and procedures for conducting a particular
study. This is a blend of Exploratory Research Descriptive Research. I have tried
to interpret available information and it lays particular emphasis on analysis and
interpretation of the existing and available information with both primary and
secondary data.

Sample Design

Respondents are taken from various areas according to the demand and production
capacity of each area and accordingly the sample design is being mode.
 Questionnaire

1. Name of the company?

2. Type of Industry?
a) T-shirts b) Trousers
c) Other
3. What type of Market, they have?
a) Domestic b) Export
4. What is the Production capacity?
5. What is the no. of Machines installed?
a) Embroidery b) Stitching
6. Thread used by the customer?
a) Vardhman b) Coats
c) Malwa d) Pashpati
e) Other
7. Quantity of thread used.
8. In case, if they are not using Vardhman, reasons
a) Quality b) Prias
c) Supply d) Others
9. Whether ready to purpose directly from Vardhman
10. Suggestion to improve the quality?
 TABLE OF CONTENTS

CHAPTER NO. TOPIC

1. Introduction of Vardhman Yarns

2. Introduction of Marketing Strategy

3. Marketing Strategy of Vardhman

4. Objective of study

5. Research Methodology

6. Questionnaire