Documente Academic
Documente Profesional
Documente Cultură
ON
(2008-2010)
SUBMITTED TO:-
SUBMITTED BY:-
Website:www.ishanfamily.com,E-mail: ishan_corporate@yahoo.com
PREFACE
All students learn theoretical subjects in their classroom, but as we are the management
students, apart from theoretical studies we need to get a deeper insight into the practical
aspects of those theories by working as a part of organization during our summer training.
Training is a period in which a student can apply his theoretical knowledge in practical field.
So this training has high importance as to know how both the aspects are applied together.
The study of management acquires most crucial position in the business administration. In
order to be successful, it is necessary to give priority to the management in an organization.
But it cannot be denied that the study of management would be more educational,
materialistic and even more interesting, if it is to be paired with the work in organization as
an employee.
The training session helps to get details about the working process in the organization. It
helped me to know about the organizational management and discipline, which has its own
importance. The training is going to be a lifelong experience.
This Project Report has been completed in Partial fulfillment of my management Program,
Post Graduate Diploma in Retail Management (PGDRM) in the company M/s. SARITA
TEXTILES PVT. LTD. which is a growing TEXTILE COMPANY. The objective of my project was
to know, how Marketing helps system in increasing its sales.
Vikas Heda
At the very outset I would like to extend my sincere gratitude to all those who have
provided their assistance and co-operation during the project work “Marketing of
Textile items with reference to M/s Sarita Textiles Pvt. Ltd.”
I take this opportunity to thank everyone who took concern in the successful
completion of this project. To be more specific, at very outset, I would like to thank
Mr. Akhil Maheshwari (Distribution Manager), M/s. Sarita Textiles Pvt. Ltd.
for guiding me throughout the project. Say for providing all the necessary
information I need regarding the project in time, without which the completion of
this project would be, a Herculean task or almost next to impossibility.
I am also thankful to M/s. Sarita Textiles Pvt. Ltd. for giving me the
opportunity to undertake the study in their organization. Without the co-operation of
the management and employees this project study would not have materialized.
Vikas Heda
It the original project and I have followed all the guidance and
instructions issued by the Institute as well as from the company from time to time
for the preparation of this project.
----------------------------------------------
VIKAS HEDA
PGDM (RM)
TABLE CONTENTS
2
TITLE
PAGE
PREFACE
2
ACKNOWLEDGEMENT
3
DECLARATION
4
CHAPTER 1: INTRODUCTION
11
► OBJECTIVE OF STUDY
12
► SCOPE OF STUDY
16
► NEED OF STUDY
18
► LIMITATION OF STUDY
20
2
► SOCIAL CRITERIA OF STUDY
21
► SURAT
86-91
► BANGALORE
95-96
► FOREIGN MARKETS
97-99
• USA
• JAPAN
► HEAD OFFICE
101
2
► BRANCH OFFICE
101
► DEPOTS
102-03
• SARITA
• GLOBAL OFFER
• GLOBAL RETAILER SERVICES
• COMPANY PROFILE IN BRIEF
• TWO WORDS OF THE CHAIRMAN
► PRODUCTS- INTRODUCTION OF PLC & STRATEGY
111-13
► PERSONAL POLICIES
140-42
2
► PROCESS OF MAKING FINISHED GOODS
143-44
► BUSINESS PROCESS
145-47
► BUSINESS STRATEGY
148-51
► DISTRIBUTION SYSTEM
153-162
ECONOMY
163-64
• MARKETING STRATEGY
• FINANCIAL OBJECTIVES
• MARKETING OBJECTIVES
► SALES
171-72
2
► TIE UP WITH MILLS
173-74
► KEY STAFF
175
► MANAGERIAL HIRARCHY
176-77
► MARKETING SCHEMES
181-83
► MARKET DISTRIBUTION
183-86
• PRODUCT
• PROMOTION
► PROMOTIONAL STRATEGY
186-189
• SIGNIFICANCE OF PROMOTIONS
• METHODS
CHAPTER 8: FINDINGS
2
► INTRODUCTION
191-92
► MARKETING STRATGIES
193
► METHODOLOGY
193
CHAPTER 9: SUGGESTIONS
199-201
• SWOT ANAYALSIS WITH MY EXPERIENCE
WORD OF THANKS…………..
204
2
CHAPTER 1: INTRODUCTION
► OBJECTIVE OF STUDY
► NEED OF STUDY
► LIMITATION OF STUDY
OBJECTIVE OF STUDY
Specific Objective:
(1) To determine the factors, which persuade the retailer and agent for
sale of our products
2
(2) To find out the company’s position in the textile market
(3) To find out the market share of sarita textile against its competitors
(5)To study the impact of market activation on consumers and finding out
the impact of marketing activation material in general trade through running
various shorts of promos at the time of any new product launch and scheme.
(6)To study how to launch any new product and scheme in the competitive
market.
2
HISTORY OF TEXTILE IN INDIA
The history of textiles in India dates back to the use of mordant dyes and
printing blocks around 3000 BC. The diversity of fibres found in India,
intricate weaving on its state-of-art manual looms and its organic dyes
attracted buyers from all over the world for centuries. The British
colonization of India and its industrial policies destroyed the innovative eco-
system and left it technologically impoverished. Independent India saw the
building up of textile capabilities, diversification of its product base, and its
emergence, once again, as an important global player. Today, the textile
and apparel sector employs 35.0 mn people (and is the 2 nd largest
employer), generates 1/5th of the total export earnings and contributes 4 per
cent to the GDP thereby making it the largest industrial sector of the
country. This textile economy is worth US $37 bn and its share of the global
market is about 5.90 per cent. The sector aspires to grow its revenue to US
$85bn, its export value to US $50bn and employment to 12 million by the
year 2010 (Texmin 2005).
2
IMPORTANCE OF STUDY OF TEXTILE
The Indian textile industry is structurally flawed and its efficiency and
growth
depends upon the corrective measures and their effectiveness. This process
of improving the structural aspects of the industry was initiated in the 1985
Textile Policy, which for the first time took a sectoral view of the industry.
The government is spelling out the need for an integrated approach whereby
all sectors will be modernised synchronously. This integrated approach is felt
to help the textile industry to achieve a reasonable level of upgraded
production technology and make it strong enough to face the changed
competitive global scenario from the year 2005.
2
SCOPE OF STUDY
Peter Drucker
The study has aimed at finding out the current status of the Textile (dyed &
loom) sector in Surat (Gujarat) in relation to its production efficiency and
capabilities with a view to speed up modernisation of the textile. In order to
get primary information on the raw material supply as to its quality and
availability, technology level as evidenced from the age/type of textile, their
production capacity, technology category, adaptability to the changing
market requirements, this study has covered full-fledged textile
manufacturers as well as job work units.
As the textile industry has got a wider dispersal in surat, such primary data
collection had representation from most of the cluster centres in the state. In
addition to the data at the level of primary textile units, a representative
sample of textile fabric manufacturers with operational textile units and also
without looms located in major manufacturing centres like Coimbatore,
Salem, Erode, Tirupur, Madurai and Chennai have been covered in order to
get the required information on the industry’s perspective and problems
inhibiting modernisation. In addition to the above two segments, additional
inputs have been gathered from local governmental and non-governmental
institutions on the issues relating to the modernisation aspect.
However, given the nature and extent of the fragmentation and technology
obsolescence in the decentralised sector, it calls for a focused action plan
and programmes to accelerate and sustain the growth level of the different
segments of the industry. In the above background, the Government of India
as well as the important state governments having a significant presence of
the textile industry reviewed the whole spectrum of textile industry. Based
on the above review and discussions, appropriate road-maps have been
drawn up for the development and promotion of all the sectors of the textile
industry from cotton to finished products. The National Textile Policy 2000
2
has envisaged a foreign exchange earning to the tune of US $ 50 billion by
Besides, many important measures have been spelt out in the policy
document. Before formulating the textile policy, the Government of India had
set up a Committee under the chairmanship of Mr. Sathyam to examine and
draw up action points on various sectors of the textile industry. Accordingly,
the committee in its report had outlined critical issues for development and
growth.
In the textile industry, the weaving sector has been identified as one of the
poorest technological links in the value chain. What makes the problem more
serious is that the decentralised sector, both the powerlooms and the
handlooms, which are accounting for the production of 76% of our fabrics
needs, is marked by an overabundance. The textile industry can be broadly
classified into two categories, the organised mill sector and the unorganised
decentralised sector. Being a controlled sector, the organised mill sector has
a complete information base on the organisational set-up, machinery
installation, production
pattern, employment etc. However, information-base on the decentralised
sector on the above parameters are inadequate and policy planning has so
far been based on hearsay and rough indirect estimates.
The organised sector of the textile industry represents the mills. It could be
a
spinning mill or a composite mill. Composite mill is one where the spinning,
weaving and processing facilities are carried out under one roof. On the
other hand, the decentralized sector has been found to be engaged mainly in
the weaving activity, which makes it heavily dependent on the organised
sector for their yarn requirements.
2
The Indian textile industry is structurally flawed and its efficiency and growth
depends upon the corrective measures and their effectiveness. This process
of improving the structural aspects of the industry was initiated in the 1985
Textile Policy, which for the first time took a sectoral view of the industry.
The government is spelling out the need for an integrated approach whereby
all sectors will be modernised synchronously. This integrated approach is felt
to help the textile industry to achieve a reasonable level of upgraded
production technology and make it strong enough to face the changed
competitive global scenario from the year 2005.
2
LIMITATION OF STUDY
• The finding of the study may not be applicable to other places except
Gujarat.
• The respondents were too busy to give exact answer to all questions.
• The results may not hold good in the long run as taste and preference
of human beings are subject to change over a period of time.
Were it not for the active participation of our customers, our social
policy might never have been activated. We are truly grateful for their
generosity in supporting our socially conscious endeavours.
Lend a hand
2
TEXTILE’S CONTRIBUTION TO INDIAN
ECONOMY
With a total market size (2004-05) of US$ 38 billion, the textiles domestic
market comprises US$ 25 billion and exports US$ 13 billion.
39824
37381
35072
30200
26960 28134
25528
57
1967 -68 1974 -75 1980 -81 1986 -87 1992 -93 1998 -99 2004 -05 2008 -09
2
CHAPTER 2: MARKETING OF TEXTILE ITEMS IN
INDIA
► INTRODUCTION
• TEXTILE TERMS
• EMBROIDERY TERMS
► MARKETING STRATEGY
2
MARKETING OF TEXTILE ITEMS IN INDIA
INTRODUCTION
The world economy has undergone a radical transformation in the last two
decades geographical and cultural distance have shrunk significantly with
the improvements in the production, transformation and communication.
These advances have permitted companies to widen substantially both these
markets and their supplier sources.
India with a population of more than 100 crores is potentially one of the
largest consumer markets in the world. With urbanization and development
of economy, taste and interests of the people changes according to the
advance nation.
This consumer market may be identified as the market for product and
services that are purchased by individuals as household for their personal
consumption. Textile items (i.e. salwar, shirts,) are typical consumer product
purchased by individual primarily fullfill the need of look good and
glammourous.
In a country like India, where more than 50 % of the total population exists
below poverty line, the consumer cannot afford such high price for wearing
branded outfits. As a result the trading activities of the textile industry are
concentrated in and around big cities and town where the purchasing power
of population is considered comparatively high.
As a result the trading activities of the soft drinks industry are concentrated
in and around big cities and town where the purchasing power of population
is considered comparatively high.
The textile industries in India has an annual sale of about 14,000 crores,
with per capita consumption of cloth at a low of ½ parcel per annum (1
parcel contains 10-25 ready salwar-suits/ 25 shirts-pants ) is due to price
factor.
Abrasion:
Refers to the appearance of the thread in the finished seam and can be
affected by: Contrast stitching Color matching Sheen of the thread Size of
the thread.
AFIS:
Air Splice:
A means of joining ends of thread with high pressure air. Produces a union
not as thick as weavers knot so a better quality product is produced.
Anti - stat:
Anti - wicking:
Usually refers to finish put on the thread to prevent liquid from migrating
through the thread. This finish is sometimes put on cotton threads used in
tents, awnings, and tea bags.
Bartack:
Blindhemming:
Bobbin:
Bobbin thread:
A small round source of thread used as the bottom thread in a lock stitch
machine. It does not go back and forth like the needle swing thread does.
Also called bottom thread in lock stitch machine or looper thread on a
chasinstitch or overedge machine.
Bonded finish:
Bottom weights:
They are heavy weight fabrics used for jeans, overalls, jackets etc. These
fabrics require heavy thread size with good needle resistance.
2
Bound seam:
A seam where a binding or a piping is sewn on the edge of the seam usually
with the assistance of a folder on a sewing machine .
Breakage(thread):
Seams that are pressed flat after the panels have been serged and then
sewn. Used on tailored garments like coats, slacks, dresses etc.
Buttonsewing:
Is usually sewn either a single thread or a lock stitch cycle machine set up to
attach the buttons. Usually a 100% cotton thread is recommended on
machines that do not have a thread trimmer. On machines with thread
trimmers, most core or spun polyester threads can be used.
Buttonholing:
Blow room:
The first department in pre - spinning unit of any yarn whose main functions
include: Opening Cleaning Mixing Formation of a product suitable for carding.
2
Carding:
Chaining - off:
Refers to what a sewing operator does when he sews off the fabric at the end
of a seam but the machine continues to form a stitch.
Chainstitch:
Usually refers to a 401 double - locked stitch where the needle thread is inter
looped with a bottom looper thread on the underside of the seam. Usually a
size smaller, the looper thread can be used and still maintain the seam
strength, because of the way the threads are interlooped. Most main seams
sewn in apparel are sewn with this stitch formation.
Classimat:
A Uster testing machine used to measure the frequency and grade the size
of yarn imperfections in single yarn or plied sewing thread.
Colorfastness:
The ability of the thread to retain its color during wear, laundering and/or
when exposed to sunlight. Polyester threads usually exhibit the best
colorfastness. Vat dyed cotton have reasonable colorfastness qualities.
Threads used to contrast stitching should have "AA" colorfastness rating.
Color matching:
Refers to the selection of the thread that will match the fabric it is sewn into.
2
Combing:
A step subsequent to carding which straightens the fibers and extracts neps,
foreign matters and short fibers. Combing produces a more stronger, more
even, finer, compact and smoother yarn.
Compatibility:
Usually refers to the thread to follow another thread supplier, thread type or
thread color on the sewing floor with minimum machine adjustments.
Contrast Stitching:
Corespun thread:
Cord:
Coverstitch:
A stitch generally used to seam knit underwear, athletic wear, etc and
consists of at least two needle threads, a looper thread and a top spreader or
cover thread. Usually a spun polyester or textured polyester is used on
machines producing these stitch formations: 602 2 needles, 1 looper, 1
2
spreader 605 3 needles, 1 looper and 1 spreader 606 4 needles, 4 loopers
and 1 spreader 607 4 needles, 1 looper and 1 spreader.
Cut Stitches:
Defect:
Denier:
Doubling:
The process of winding two or more single yarns or filaments parallel to one
another on the bobbin used for Two - for - one twisting machine.
Drawing:
A process used to blend 6 to 8 ends of sliver and draft the sliver down to the
appropriate grain weight for the next operation.
Edge finishing:
Refers to a class of seams where a single ply of fabric is either folded on the
edge (hemming) or serged.
2
Elasticity:
Refers to how much a seam will stretch before the thread ruptures. Usually
the threads with higher elongation will give greater seam elasticity. Also
stitch formations that use more threads will have greater elasticity like
overedge or coverstitch seam construction. The number of stitches per inch
and the stitch balance can also affect seam elasticity.
Elongation:
Refers to how and when a thread stretches which is usually measured at the
breaking point of the thread. Threads that stretch excessively under normal
sewing tension can cause excessive skipped stitches and thread breakage.
Embroidery:
The sewing thread with small and numerous stitches for identification or for
decoration. If a high sheen is required, either a filament polyester or rayon is
generally used. Care should be taken when using 100% cotton threads which
might bleed on the fabric unless the thread has "AA" specification.
Fadeometer:
A lab testing machine used to test the long - term effect of light on sewing
thread color and strength.
False twist:
Felling:
This term usually refers to a double - lapped seam used on jeans; or it refers
to blind stitching operations used on tailored garments.
2
Finishes:
Usually refers to the thread lubricant that is applied to the thread to protect
it form needle heat and to give it good lubricity characteristics. Two methods
are used to apply lubrication: "lick - roll" lubrication and "exhaust
lubrication". We use both the processes depending upon the thread type and
size.
Flammability:
Flagging:
Refers to a sewing problem caused by the fabric moving up with the needle
as the needle rises to form a needle loop. Flagging can cause poor loop
formation and skipped stitches.
Flatlock:
606 coverstitch machine using 4 needles, 4 loopers and a top cover thread.
Usually right twist cotton or spun polyester are recommended in the needle
positions on this feed - off - the - arm machine.
Flatseamer:
607 coverstitch machine using 4 needles, 1 looper and a top cover thread.
Usually textured or spun polyester are used for this type of feed - off - the -
arm machine.
Folder:
A work - aid used on a sewing machine to help fold the fabric as it is being
sewn.
2
Garment dyeing:
Generally refers to as process where 100% cotton garments are dyed after
they are assembled to minimise finished good inventories.
Gassing:
The process where spun cotton thread is passed through one or more flames
at high speed to reduce the hairs on the surface of the thread.
Gimp:
Glace finish:
A finish put on cotton thread which is made of starches, waxes and other
additives. This coating protects the thread during sewing giving it better ply
security and abrasion resistance.
Hemming:
Hook (shuttle):
Stitch forming device used in Lock - stitch machine which includes a bobbin.
On rotary hook machines, the hook makes two revolutions for every rotation
of the handwheel or stitch formation.
2
Initial modulus:
King tube:
A thread cone with vertical tube and a horizontal base which is used for
filament polyester and nylon threads, and glaced cotton threads.
Knits:
Knots:
Knots are used to join ends of thread together. In thread there can be single
knots or ply knots. Knots can be eliminated by the use of air - splicers. Knots
can cause thread breakage, as it is not able to pass through the needle hole
during sewing.
A term used for machine that uses a needle and hook or bobbin to form a
stitch. This is the most common stitch used on industrial sewing machines.
Usually a good quality thread is needed to sew on a Lockstitch machine
because the number of times the thread goes back and forth through the
machine before being sewn into the seam. A textured polyester thread is not
recommended.
Loop formation:
Usually refers to the formation of the needle loop on the back side of the
needle which must be picked up by a hook, looper or spreader in order to
form a stitch.
2
Looper :
A stitch forming device used to interloop the bottom thread with the needle
thread on a chainstitch, overedge or coverstitch machine. In many cases, the
looper thread may be one or two sizes smaller than the needle thread
without significant loss in seam coverage.
Loop strength:
Refers to the strength of the thread when broken with one end looped to the
other end similar to the interlocking of the thread in a lockstitch formation.
With most threads, the loop strength is greater than the single yarn strength.
Looper thread:
Lubricity:
Mercerizing:
Refers to the process by which the cotton thread is treated under tension in
a solution of caustic soda which causes the fibers to swell and become more
uniform in cross - section. This allows the fibers to accept dyes more readily,
enhances lustre and increases the strength of the thread. Usually mercerised
threads are gassed prior to mercerization.
2
Mock safety stitch (512 stitch):
512, four thread overedge that looks like a safety stitch on the top side of
the seam, but the looper thread joins both needle threads with the edge of
the seam. Usually a textured polyester or spun polyester is recommended on
mock safety stitch machines.
Monofilament:
Multifilament:
Made of nylon or polyester continuous filaments which are twisted and plied
into a cohesive bundle. They can be soft and twisted or bonded and twisted.
Both these threads are used in luggage etc. Bonded threads are
recommended in the needle positions when sewing hard to penetrate fabrics
because the bond holds the fibers together allowing better ply security and
abrasion resistance.
Needle:
All sewing machines use a needle to carry a loop of thread through the seam
to form a stitch. The nine basic parts of a needle include Butt, Shank,
Shoulder, Blade, Tip, Groove, Eye, and Scarf. Needles come in a variety of
types and sizes depending upon the type of sewing machine and the
operation and the fabric being sewn.
Needle cooler:
Usually refers to special tubing used to direst forced air on to the needle of
high speed sewing machines to reduce needle heat. This is sometimes
necessary while using polyester or nylon sewing threads.
2
Needle cutting:
Refers to the damage on the fabric by the needle. This is usually more of a
problem with the knits than the wovens.
Needle Heat:
It is caused by the rubbing action of the needle with the fabric as the needle
moves up and down. Needle heat can cause thermoplastic threads like nylon
and polyester to melt. Because of this, lubricants are put on the thread to
lubricate the needle as it passes through the fabric and also act as a barrier
between the hot needle and the thread when the operator stops sewing.
Cellulosic threads will not melt so they are not affected by the needle heat.
Needle size:
Refers to the diameter of the needle generally measured at the needle eye.
Three numbering systems are commonly used: Size 100 Size 040 (All of
these are the same size) Size 16
Neps:
Small yarn imperfections caused by the immature fibers, fibers that are not
straightened properly etc.
Non - wicking:
Refers to a finish that can be put on thread to prevent liquids from migrating
through the thread. Quarpel is such kind of a finish that can be put on cotton
wrappeDuro Soft threads.
Nylon:
Refers to the class of seams where stitches are sewn into a single ply of
fabric for a decorative effect. Hemming a back pocket for a jean is an
example of an ornamental stitching. See embroidery or contrast stitching.
Overedge:
Overlock:
Plain sewer:
Ply or plies:
Ply security:
Refers to the ability of the fiber in the thread to stay together during the
sewing process. Ply security depends upon the thread construction, twist per
2
inch, frictional properties of the thread, special finishes and the degree of
entanglement.
Puckering:
Purl stitch:
Refers to an overedge stitch usually sewn on the edges of the napkins. Many
manufacturers use textured nylon or polyester sewn with a dense stitch
count to cover the edge properly.
Rayon:
Roving:
Runbacks:
Refers to the thread sliding out of a seam causing thread failure. This occurs
on knit shirts and under garments that are sewn with an overedge with a
narrow bite. Sewing with light machine thread tensions will reduce the
problem. Also a fuzzy thread like Tora and Duro Poly will runback less than a
textured or filament polyester thread.
2
Safety stitch:
Refers to the stitch formations that include both chainstitch and overedge
stitch formations which are made simultaneously. The most common
safetystitch include: 515 (401 & 503) 516 (401 & 504)
Seam:
Seam is a series of stitches used to join two or more plies of fabric together.
There are four classes of seams viz: Superimposed seam Lapped seam
Bound seam Flat seam
Seam grinning:
Serging:
Sewability:
Sewing machine:
Refers to the selection of a thread color that is close to the fabric color being
sewn into but not necessarily a color match. This is often done to reduce
thread inventories and use up old thread inventories.
Shrinkage:
Single yarn:
Skipped stitches:
Slack twist:
Refers to a yarn where insufficient twist is applied to the thread so that it has
very poor ply security.
Slubs: These are the defects that are sometimes found in spun or corespun
threads that resemble cocoons. They are caused by fibers in the air getting
caught in the yarn as it is spun.
Soft finish:
Refers to the thread that receives no further processing to change its general
physical characteristics. It is dyed to the proper shade and degree of
colorfastness, wound on the proper size package and lubricated for
sewability.
Spinning:
The process used in the production of single yarn where the fibers are
drafted down to the final size and twisted together. Twist in the individual
single yarn is normally applied in 'S' direction.
Spreader:
Statimat:
Spun polyester:
A thermoplastic thread made of staple polye`ster fibers which are spun into
single yarns and then plied into a thread.
Stabilization:
Static electricity:
Stitching:
Stitch balance:
Refers to balancing of the top and bottom of the sewing machine tensions so
that the stitch has the correct seam appearance. Usually it is desirable to
balance the stitch with minimum sewing machine thread tensions.
2
Stretch:
Refers to the elongation of the thread which can effect the sewability and
sewing performance.
Sundries:
Trim items like thread, zippers, buttons, linings etc used in the
manufacturing of a garment.
Tension:
Usually refers to the sewing machine tension needed to set a stitch. The
lightest sewing machine tension is desirable to minimize sewing problems
and enhance sewing performance.
Tex size:
Torque:
TQM:
Most of the sewing threads are ply twisted with a left hand or Z twist. The
reason for this is that in most sewing machines stitch formation devices
enter the needle loop from the right hand side and this reduces the
untwisting of the thread on most plain sewers.
Twist balance:
Refers to the turns per inch used to spin the single yarn and ply twist.
Usually this twist is determined by a twist multiple.
Refers to the light rays that can affect the durability and colorfastness of a
thread. Sometimes an UV inhibitor is used to reduce the amount of harmful
rays from being absorbed by the thread.
Wicking:
Wovens:
Refers to the fabrics that are formed by the warp and weft yarns which are
interwoven together. Wovens have a tighter construction and stretch less
than knits.
2
Yarn defects:
Refers to the thick and thin places in the yarns caused by knots, slubs, neps,
stretching or other imperfection during yarn manufacturing.
Yarn size:
Equal to the equivalent size multiplied with the number of plies. The cotton
count system is used for most spun anDuro Soft spun threads. This is an
indirect numbering system meaning larger the yarn size, smaller the
diameter of the thread. (A 2/28 yarn is bigger in diameter than 2/45 yarn)
Yield:
Refers to the length of the yarn in yards which will break under its own
weight(in pounds). Given by yards/lbs. This can be calculated by multiplying
the equivalent size (resultant count) by 840 yards.
Zig Zag:
Can be made with a lockstitch machine where the needle moves right to left
as the material is being fed through the machine. Usually a thread with good
ply security is needed for these machines.
3D Foam:
Decoration or trimming cut from one piece of fabric and stitched to another,
usually with a satin stitch, to add dimension and texture. If the appliqué
occupies a significant amount of the design, the stitch count can be reduced.
2) In Schiffli embroidery, an embroidered motif is usually cut away from the
base fabric and then stitched onto the finished product.
Arm Machine:
Embroidery machine that has an arm or cylinder that the hook and bobbin
are mounted in. Allows the use of special frames for embroidering caps,
socks, inside pockets, etc. The cylinder-shaped arm allows goods to curve
around the cylinder for embroidery.
Backing:
Three stitches placed back and forth between two points. Often used for
outlining because it provides a bolder stitch appearance than a run stitch
and requires fewer stitches than a satin stitch
Bird Nesting:
Collection of thread between the fabric being sewn and the needle plate that
generally causes thread breaks and sewing problems. Bird nesting can be
caused by improper thread tension (needle thread tension too loose);
machine not threaded properly; bobbin case not installed properly; excessive
flagging; and poor digitizing.
Bobbin:
Small spool or reel that is wound with the thread used on lockstitch
machines. Bobbins can be wound on the sewing machine or come pre-wound
from the thread supplier. Generally, pre-wound bobbins contain much higher
yardage than machine wound bobbins allowing for fewer bobbin changes.
The most common bobbin size for embroidery machines is a style "L" bobbin,
even though other special large hook machines may use style "M" bobbins.
One of the most common pre-wound bobbins used is a T-16 (V-15) CF
polyester bobbin.
Bobbin Case:
Round assembly that applies tension to the bobbin thread and holds the
bobbin in the machine. The latch mechanism locks the bobbin case into the
hook. It is important that the embroidery machine operator be trained to
properly install the bobbin case in the machine to minimize costly repairs of
the machine. After the bobbin case in properly positioned to the bobbin case
holder in the hook, it should then snap on the spindle when it is fully loaded.
Most embroidery machines use an "L" size bobbin and bobbin case; even
though sometimes larger hook styles are used.
2
Bobbin Tension:
Bobbin thread tension should be set so very little thread is consumed in each
stitch. Therefore, the bobbin thread is tight enough to consistently hold the
needle thread down on the underneath side of the embroidered item.
Bridge Machine:
Embroidery machine with two shafts, one for the hook assembly and one for
the needle assembly. Sewing heads are suspended from a beam allowing for
larger sewing fields than an arm machine. Bridge machines are accessible
from both back and the front of the machine through the "bridge".
Buckram:
Coarse, woven backing fabric that is usually very stiff. It is used to stabilize
fabric for stitching and commonly used in caps to hold the front panel with
the embroidery pattern erect.
Cap Frames:
Chainstitch:
Stitch that resembles a chain link formed with one thread fed from the
bottom side of the fabric. Done on a manual or computerized machine with a
hook that functions like a needle.
Check Spring:
Column Stitch:
Formed by closely placed zigzag stitches that are often used to form borders.
Also commonly known as satin stitch
Complex Fill:
Condensed Fill:
Cylinder Spring:
Design:
Digitize:
Digitizing Tablet:
Disk Reader:
Editing:
Embroidery:
Embroidery Machine:
Embroidery Point:
Expanded Format:
Where the fabric is seen through the embroidery design either in the middle
of the pattern or on the edge.
2
Fill Stitches:
One of the three most common stitches used in embroidery along with the
run stitches and satin stitches. Fill stitches are used to cover large areas and
they generally have a flat look. Altering the angle, length and direction of the
stitched pattern can create different types of fill patterns.
Finishing:
Flagging:
The up and down motion of the material with the needle that is caused by
improper hooping, the presser foot not being properly adjusted (too much
clearance with needle plate), and improper fabric stabilization (incorrect
backing). Named because of its resemblance to a waving flag. Flagging
generally causes improper needle loop formation that can lead to skipped
stitches and thread breakage. Flagging can also negatively impact the
appearance of the finished product resulting in poor design registration.
Flat Embroidery:
Frame:
Part of the pantograph to hold the frames. Also called a sash. Varieties of
sash types include: border, frame, tubular, cap, and sock.
Framing Press:
Gapping:
Where the fabric is seen through the embroidery design either in the middle
of the pattern or on the edge.
Hook Assembly:
Stitch forming devise used to interlock the needle thread with the bottom
thread. The hook assembly consists of the following components: hook base,
bobbin case holder, retainer or gib, deflector plate, bobbin case, and bobbin.
Hoop:
Device made from plastic, metal, or wood that grips the fabric tightly
between an inner and outer ring and attaches to the machine's pantograph.
Machine hoops are designed to push the fabric to the bottom of the inner
ring and hold it against the machine bed for sewing.
Hooping:
Board designed to hold the outer portion of the hoop while the goods to be
embroidered are placed over the board to be hooped. Once the goods are
aligned and placed correctly over the outer hoop, the operator inserts the
inner portion of the hoop. Then the hoop is removed from the Hooping Board
and attached to the pantograph for sewing. Helps ensure uniform placement
of the hoop onto the material.
Rotary hook, which holds a bobbin case with a much larger thread capacity
than a standard hook.
Jump Stitch:
Movement of the pantograph and rotation of the sewing head without the
needle moving up and down. Used to move from one point in a design to
another. Also, used to create stitches that are longer than the machine
would normally allow.
Lettering:
Locking Stitch:
Lockstitch:
The name used for a stitch that is formed with a needle and bobbin thread.
The needle thread is interlocked with the bobbin thread to form a stitch. Also
referred to as ISO4915, stitch number 301. On apparel sewing applications
2
other than embroidery, a well-balanced lockstitch will use the same amount
of needle thread as bobbin thread. On embroidery applications, this is not
true because you never want to see the bobbin thread on the topside of the
sewn product. Therefore the needle thread is held on the underneath side by
the bobbin thread.
Lockstitch Machine:
Machine that forms a stitch using a needle and hook assembly. Most
embroidery machines are lockstitch machines.
Logo:
Looping:
Setting on the machine that allows the machine to run at a lower speed than
that set by the speed control knob.
Machine Language:
The codes and format used by different machine manufactures within the
embroidery industry. Common formats include Barudan, Brother, Fortran,
Happy, Marco, Meistergram, Melco, Pfaff, Stellar, Tajima, Toyota, Ultramatic,
and ZSK. Most digitized systems can save designs in these languages so the
embroidery machine can read the computer disk.
2
Marking:
Mirror:
Modular:
Monogram:
Needle:
The stitch forming devise that carries the thread through the fabric so it can
be interlocked with a bobbin thread. Sewing machine needles generally have
nine basic parts including the butt, shank, shoulder, blade, groove, scarf or
spot, eye, point, and tip. Needles are available with various points. These
include: Sharp points for piercing heavy, tightly woven fabrics; Ball pointed
needles for sewing knits; and, A variety of specialty points for sewing leather
and vinyl. Needles also come in many sizes. Two of the most common needle
size systems are the metric size (i.e.,60, 70, 75, 80, 90); and the Singer
numbering system (i.e.,9, 12, 14, 16).
2
Needle Bar:
Bar that carries the needle up and down so a stitch can be formed. Each
embroidery machine head can have up to 15 needle bars that can be
selected to form the embroidery stitch pattern.
Needle Plate:
The metal plate located above the hook assembly of an embroidery machine.
This plate has a hole in the center through which the needle travels to reach
the hook and form a stitch. Also know as a throat plate.
Network:
Offset:
The ability to move the pantograph out of the stitching area with a specific
movement and then return to the original point. Used for placing appliqués.
Origin:
Pantographs:
A part of the embroidery machine that rests on the tabletop and moves the
hoop to form the embroidery pattern.
2
Pantograph:
The bar, rack, or holder on which frames or hoops are attached. The
pantograph moves in X and Y directions to form the embroidery design,
controlled electronically or mechanically depending on the machine.
Paper Tape:
Media that is made from a continuous reel of paper or Mylar tape containing
x-y coordinate information used to control the pantograph movement.
Computer disks on newer machines have replaced paper tapes. Pattern
storage media that is made from a continuous reel of paper or Mylar tape
containing x-y coordinate information used to control the pantograph
movement. Computer disks on newer machines have replaced paper tapes.
Pencil Rub:
Presser Foot:
A metal ring around the needle that touches the fabric inside the hoop while
the needle is down and beginning to rise to form a needle loop. The main
function of the presser foot is to hold the fabric stationary until the hook
point catches the thread loop formed by the needle. It helps to minimize
flagging and therefore indirectly aids in loop formation.
Pre-Tensioner:
Thread tension assembly that is located before that main tension assembly
in the thread path. The function of the pre-tensioner is to apply a light
amount of tension in order to remove any kinks in the thread prior to
entering the main tensioner.
2
Puckering:
Result of the fabric being gathered by the stitches. Causes include incorrect
density, loose hooping insufficient backing, or incorrect thread tensions.
Punching:
Registration:
Correct registration is achieved when all stitches and design elements line
up correctly. Poor registration can occur when the product being
embroidered had not been hooped properly, improper digitizing, and
excessive flagging
Repeat:
Layout used for making emblems or designs on a fabric span that are
repeated at regular intervals.
2
Rotate Pattern:
Made when a single stitch is formed between two points used for outlining,
underlay, and fine detail. Also known as a running stitch or walk stitch.
SPI:
Abbreviation for Stitches Per Inch. A system for measuring density or the
amount of satin stitches in an inch of embroidery. See also Stitch Density.
Most of today's embroidery machines measure needle movement in .1 mm
increments. Therefore a thread space of 4 would be .4 mm in length.
Scale:
Scanning:
Short Stitch:
Allows the digitizer to produce special fill stitch patterns with a "relief" or
motif design within the fill-stitch area.
Speed Control:
SPM:
Abbreviation for Stitches Per Minute that normally is referring to the running
speed of the embroidery machine. Typical embroidery machine speeds can
vary but generally will be between 500 to 1000 SPM.
Stitch Density:
Refers to the number of stitches used to give proper coverage of the pattern
without creating a thick, hard area in the embroidery that may be
uncomfortable to the consumer
Stitch Editing:
Stitchback:
Sewing function that traces back through a design so skipped stitches and
thread breaks can be repaired.
2
Stock Designs:
Tackle Twill:
Letters or numbers cut from polyester or rayon twill fabric that are
commonly used for athletic teams and organizations. Tackle twill appliqué's
attached to a garment have an adhesive backing that tacks in place; the
edges of the appliqué's are then zigzag stitched.
Tape Reader:
Tatami Stitch:
Series of running stitches used to cover large areas. Different fill patterns
can be created by varying the length, angle or repeating sequence of the
stitches. Also called fill stitches
Tension Assembly:
Device used to apply tension to the needle thread to form a stitch. Consists
of a tension post with take-up spring attached, tension discs, tension release
disc, tension spring and tension nut.
Tensioner:
Are the devices on the front of the machine head that controls the tension on
the needle thread. Each needle and thread position has its own Tensioner
and all of them should be set as close as possible to get quality stitching. The
thread tension assembly normally consists of a post, thread tension knob,
tension spring and two tension discs. When the thread tension knob is turned
clockwise, it screws down on the post compressing the tension spring on the
tension discs. This applies more pressure on the needle thread that is
sandwiched between the two tension discs and is against the post. More
tension will pull more needle thread from the underside allowing more
bobbin thread to be seen.
Thread:
Embroidery can be sewn with many types and sizes of threads depending on
the desired finished appearance. Embroidery threads are commonly made
from rayon, polyester, cotton and metallics. Rayon threads are generally
made with a twisted multifilament construction and have a high sheen.
Polyester threads can be made in three different thread constructions
including a twisted multifilament, air entangled and spun construction.
2
Obviously, cotton threads are only made in a spun construction. Both spun
polyester and spun cotton thread have a "matte" or low sheen appearance.
Rayon and Polyester filament threads have a high sheen. Polyester is
stronger than Rayon and has superior color fastness and abrasion / chemical
resistance. Metallics are filament threads that have the highest luster and
are formed with a synthetic core wrapped in metal foil. Generally metallic
threads do not sew as well as polyester or rayon threads. The most common
ticket size for rayon or polyester embroidery threads is a No. 40, however
other sizes are available. Vardhaman's Signature polyester embroidery
thread comes in a variety of sizes including a No. 40, 30, 20, 10 and 3004
used for serging appliqués.
Device that detects thread breakage and stops the machine automatically
allowing the operator to rethread the needle and restart the machine. On
multi-head embroidery machines, when the needle thread breaks on one
head, all the machines stop. Therefore, using a thread that will minimize
thread breakage is recommended to optimize stitching time.
Small light on the front of the sewing head that flashes when a thread break
is detected.
Thread Clippers:
Small spring loaded scissors designed to be operated with just the thumb
and forefinger which is used to clip the thread.
Tie In Stitches:
Small stitches, usually about 1 mm in length that "lock" the stitches in the
fabric to prevent the stitch from unraveling when the thread is trimmed.
Without Tie off stitches the thread can potentially unravel and destroy the
embroidery. They are particularly necessary when making satin stitches
wider than 1.2mm, as satin stitches have a tendency to unravel more easily
than running or fill stitches.
Topping:
Trimmers:
Thread trimming device located under the needle plate in the embroidery
machine used to automatically cut the needle and bobbins threads before
the design jumps from one area to another or performs a color change. This
trimming is done when the needle is out of the work and the take-up is near
the top of its stroke.
Trimming:
Operation in the finishing process that involves trimming the reverse and top
sides of the embroidery, including jump stitches and backing.
Tubular Embroidery:
Stitches in a design that are put down before the design stitches; used to
stabilize the fabric or raise the design so that the fine detailing is not lost.
Variable Sizing:
Verify:
Marketing Strategy:-
The marketing strategy is not able idea. It is a well outlined plan and there
are different ways to formulating it. Basically formulating of marketing
strategy consists of two main steps.
When Sarita Textiles entered in the Indian Textile market, the market
was already prevailed by many big giant players and mills, SARITA
2
tried to establish in India with a unique marketing policy. SARITA took
into consideration of middle class segment target market in Gujarat.
Through the advertisement sarita highlighted the style of living of
female generation with different walk of life. It’s quality attracted the
people and of course increase the sale.
MARKETING IN DAILY
PRACTICES
All the customers are not the same. Their needs and wants differ. Hence, the
marketing efforts can not be the same for all the customers. But there may
be similarities among group of customers in terms of their needs and wants.
Segmenting is nothing but identifying such groups. For a small apparel
manufacturer, it may be in terms of export agents, import agents, retailers
and end consumers. The marketing efforts of the manufacturer should be
specifically suited to the particular segment. The manufacturer can target
only one segment or a few segments that suits its goals and the
attractiveness of the segment. It can also have a target plan of which
segment first, second and so on. The segmentation may go to the next level
called identifying very narrow segment which is called as niche. The ultimate
level of segmentation is one to one marketing. In this case, the marketing
efforts are suited to the needs and wants of the individual customer.
2
c) Positioning and differentiating the offer
SARITA position itself in terms of the quality certificates that it would have
received from respectable certification agency or it may position itself for
offering best value for money or number of years of existence. As the middle
manufacturer should think that how its offer is different from its competitors
Accordingly, the offer with such difference should be made available to the
customers. Care must be taken to focus on a difference which cannot be
easily copied by the competitors. The firm differentiate its offering in terms
of product, accompanied services, employees, distribution channel and
image. The firm can focus on a niche segment and differentiate its offer from
competitors in terms of style and premium platforms. It can also go for
competitive price with better quality as one of the differentiator.
Most of the decisions in marketing can be classified into ‘four Ps’: Product,
price, place and promotion. Product means the goods-and-services
combination the firm offers to the target market. It includes decisions related
to the quality of the yarn, fabric, dye, stitching, designs of the fabric as well
as apparel, branding, packaging, and accompanied services. Pricing includes
the decisions related to list price, discounts, allowances, payment-period and
credit terms. Place means the activities of the firm that make the product
available to target consumers. It includes decisions such as distributor
network or having own retail shops, transportation, logistics and factory
locations. Promotion means activities that communicate the merits of the
product and persuade target customers to buy it. It includes advertising,
sales promotion, personal selling and public relations decisions. All these
decisions can be manipulated for a strategic purpose of entering, growing
and competing in the market. The marketing mix decisions help the firm to
tactically establish a strong positioning in the minds of the target costumers.
This supply chain supplies about 70 per cent by value of its production to the
domestic market. The distribution channel comprises wholesalers,
distributors and a large number of small retailers selling garments and
textiles. It is only recently that large retail formats are emerging thereby
increasing variety as well as volume on display at a single location. Another
feature of the distribution channel is the strong presence of ‘agents’ who
secure and consolidate orders for producers. Exports are traditionally
executed through Export Houses or procurement/commissioning offices of
large global apparel retailers.
It is estimated that there exist 65,000 garment units in the organized sector,
of which about 88 per cent are for woven cloth while the remaining are for
knits. However, only 30–40 units are large in size (as a result of long years
of reservation of non-exporting garment units for the small scale sectors – a
regulation that was removed recently). While these firms are spread all over
the country, there are clusters emerging in the National Capital Region
(NCR), Mumbai, Bangalore, Tirupur/Coimbatore, and Ludhiana employing
about 3.5 mn people. According to our estimate, the total value of
production in the garment sector is around Rs.1,050–1,100 bn of which about
81 per cent comes from the domestic market. The value of Indian garments
2
(eg. saree, dhoti, salwar kurta, etc.) is around Rs.200–250 bn. About 40 per
cent of fabric for garment production is imported – a figure that is expected
to rise in coming years.
The weaving and knits sector lies at the heart of the industry. In 2004-05, of
the total production from the weaving sector, about 46 per cent was cotton
cloth, 41 per cent was 100% non-cotton including khadi, wool and silk and 13
per cent was blended cloth. Three distinctive technologies are used in the
sector – handlooms, powerlooms and knitting machines. They also represent
very distinctive supply chains. The handloom sector (including khadi, silk
and some wool) serves the low and the high ends of the value chain – both
mass consumption products for use in rural India as well as niche products
for urban & exports markets. It produces, chiefly, textiles with geographical
characterization (e.g., cotton and silk sarees in Pochampally or Varanasi) and
in small batches. Handloom production in 2003-04 was around 5493
mn.sq.meters of which about 82 per cent was using cotton fibre. Handloom
production is mostly rural (employing about 10 million, mostly, household
weavers) and revolves around master-weavers who provide designs, raw
material and often the loom.
Spinning is done by 1566 mills and 1170 Small and Medium Enterprises
(SME). Mills, chiefly located in North India, deploy 34.24 mn. spindles and
0.385 mn rotors while the SME units produce their yarn on 3.29 mn spindles
and 0.119 mn. rotors producing 2270 mn kg of cotton yarn, 950 mn kg of
blended yarn and about 1106 mn kg of man-made filament yarn every year.
Worsted and non-worsted spindles (producing woolen yarn) have also
progressively grown to 0.604 mn and 0.437 mn respectively. Spinning
sector is technology intensive and productivity is affected by the quality of
cotton and the cleaning process used during ginning.
The processing sector, i.e., dyeing, finishing and printing is mostly small in
scale. The largest amongst these would dye and finish about 5000 m/day.
The remaining are independent process houses (or part of composite mills)
2
that use automated large batch or continuous processing and have an
average scale of about 20,000 m of cloth daily. About 82.5 per cent or
10,397 units are hand processors who dye cloth or yarn manually and dry in
open sunshine. Of the remaining (and these use automated and semi-
automated equipment), 2076 are independent process houses.
Cotton remains the most significant raw material for the Indian textile
industry. In 2003-04, 3009 mn kg of cotton was grown over 7.785 mn acres.
Other fibres produced are silk (15742 tonnes), jute (10985000 bales), wool
(50.7 mn kg) and man-made fibres (1100.65 mn kg). Cotton grows mostly in
western and central India, silk in southern India, jute in eastern and wool in
northern India. Significant qualities of cotton, silk and wool fibres are also
imported by the spinning and knitting sectors. (Except for garments, all data
in this section was obtained from OTC 2004 and Texmin 2005.)
India is one of the few countries that owns the complete supply chain in
close proximity from diverse fibres to a large market. It is capable of
delivering packaged products to customers comprising a variety of fibres,
diverse count sizes, cloths of different weight and weave, and a panoply of
finishes. This permits the supply chain to mix and match variety in different
segments to deliver new products and applications. This advantage is
2
further accentuated by cost based advantages and diverse traditions in
textiles.
Indian textile industry has suffered in the past from low productivity at both
ends of the supply chain – low farm yields affecting cotton production and
inefficiency in garment sector due to restriction of size and reservation. Add
to this, contamination of cotton with consequent increase in cost (as it
2
affects quality and requires installation of additional process to clean and
open cotton fibres before carding operations), poor ginning (most equipment
dates back to 1940s), high average defect rates in production process (which
also leads to increase in effective labour and power costs), hank yarn
requirement, etc. and its competitiveness gets compromised severely.
Similarly, processing technology is primarily manual and small batch
oriented with visual colour matching and sun drying. This leads to
inconsistency in conformance quality. Lead times across the sector
continue to be affected by variability in the supply chain – defect rates
average over 5%, average % of orders on time is about 80%, variance in
order size across firms is high (e.g., the coefficient of variability of average
order size for spinning firms is about 2.6), and on an average, 16 days of
sales as work-in-process inventory (the highest for garment firms) and an
average of 30 days of sales in raw material inventory (the highest for
spinning firms) (Chandra 2004). Some of the hurdles (eg., reservation in the
garment sectors) including tariff distortions between the organized and
unorganized sectors have now been systematically removed by policy
initiatives of Government of India and have opened avenues for firms to
compete on the basis of their capabilities.
► SURAT
► BANGALORE
► FOREIGN MARKETS
• USA
• JAPAN
2
MAJOR TEXTILE MARKETS
INTRODUCTION
The market is the place which is concern with the area where the dealing of
purchase and sales should be done. The present era of global scenario is
made the market not only local but also worldwide. A person can buy any
product from anywhere in the world. This is the time of consumer’s kingdom.
Earlier there was not the globalisation there was the seller who owns the
kingdom. But not now this time the situation is differ. So in try to maximize
the sale of company. Company it self tries to target a particular area where it
locate it self and launch product also.
The textile industry is the single largest foreign exchange earner for India.
Currently it accounts for about 8 % of GDP, 20 % of the industrial production
and over 30 % of export earnings of India and it has only 2-3 % import
intensity. About 38 million people are gainfully employed with the industry
making it the second largest employment providing sector after agriculture.
The textile policy of 1985 and the economic policy of 1991 accelerated the
economic growth during 1990s. Textile sector growth has been led by the
spinning and the manmade fibre industry.The number of cotton/ manmade
fibre textile mills rose from 1035 in 87-88 to 1741 by December, 1997. The
number of spinning mills number rose to 1461 in December 1997 from 752
in 87-88. Liberalisation led to the installation of open end rotors and setting
up of Export Oriented Units (EOU).
2
Currently India has the second highest spindleage in the world after China.
Aggregate production of cloth during 1996-97 was 34,265 million sq. metres,
an increase of nine percent over 1995-96. India's contribution in world
production of cotton textiles was about 12 % a decade back, while currently
it contributes about 15 % of world cotton textiles. The production of silk has
increased from 9498 tonnes in 1987-88 to 14,093 tonnes in 1996-97. For
wool, which is another major raw material , India depends on imports,
especially from New Zealand, to meet its requirements.
Textile market is one of the fast growing market in India. It can be divided
into two sections i.e. organised & unorganised. The organised sector of the
textile market represents the mills. It could be a spinning mill or a composite
mill. Composite mill is one where the spinning, weaving and processing
facilities are carried out under one roof. On the other hand, the decentralized
sector has been found to be engaged mainly in the weaving activity, which
makes it heavily dependent on the organised sector for their yarn
requirements. The organised are those brand players who are indulge to
open their industries at various places and try to maximize their sales but
there are unorganised industries also they try to operate their business
indirectly to end users through commission agent, and local retailers.
Besides some unorganised textile industries have tie up with the brand
players to full fill the requirement of their sales.
Surat is a fastest growing city in the state of Gujarat, it is also called the
Textiles city
of Gujarat. His work and name epithet is perfectly suited to the city. This textiles industry
is the one of the most oldest and the most widespread industries in Surat. The Major
part of the city’s Population is associated with the textiles every day nearly 30
million metres of raw fabric and 25 million metres of processed fabric produced in
Surat daily. In this city there are so many textiles markets are there which are exit
since times immemorial. The name of some markets are Zampa Bazaar, Bombay
Market, JJ Textile Market and Jash Market are among them. Katat Gam,
,Magdalla and Udhana are the main area of Surat were you can find a lot of
various other places like Rajasthan and Kolkata was stayed i surat in order to make
textile business in this city. In Surat, textile is the biggest employer. where nearly
six lakh power-looms and as many textile workers, mainly from Orissa, Bihar and UP,
produce some 3 crore metres of cloth every day. The coming season of festivals
such as Navratri, Puja, Diwali and Onam in different parts of India may not be
preceded this time with shops displaying to attracted the people they are
2
keeping sales. As a cumulative result thereof, the coming festival season could
see the prices of clothes increase and sales going for a toss. Surat textile
industry has grown considerably over time. As the information the recent figure
, textile production in Surat has grown by 10% in the last 5 years there was a
market of embroidery which has grown from a high amount to around Rs 30000
million over the same period. The prospering retail industry is believed to be a light
of hope for the decentralized Indian textile industry that shouldered losses worth crores
of Rupees in the floods in 2006. The textile market in Surat exports its beautifully
ornamented saris to the Middle East countries. The international market demands
more improvisations in the designs of the saris. New trends in the design of Zari
embroidered saris are being introduced to capture the increasing demand of the
In Surat, exporters point out that they are planning to reduce the shift hours from
and around the city. The synthetic hub in Surat weaves around 900 crore meters
of fabric worth Rs 15,000 crore per annum. Around 80% of it in the form of sarees
and dress material are supplied to the key markets like Maharashtra, Punjab,
The European buyer are taking interest in our work and Buying the Fabrics
manufacture in the synthetic in Surat. The Surat are looking at the strengthening
the business ties with the European buyers in the near future. If you want to know
more about the surat market then you must visit the site of Textile-Duptta House.
It will Generate awarness amoung people about the surat. Extra ideas regarding
the Textile – Dupatta House. This site will provide you to take knowledge from the
2
education, Hardware, Adversity, And many other professional services in Surat
Strengths
(1)There are a large no. Of spinning mills located in the state that manufacture
Cotton yarn to ease the supply position and generate demand for yarn
Supply fabrics.
(2)There are a large no of power loom that are expanding in size over the
Recent period.
(3)The State has a traditional handloom base which help in consolidating the
(4) There exists relatively better infrastructure facilities for transport , electricity
Etc. that are most favorable for running the powerloom weaving
factories.
(9)The sector enjoys the advantage of catering to short batches for provision
of varied designs.
(10)There are adequate process facility for yarn dyeing and production of
Dyed fabrics.
Weaknesses
(1) The most serious problem of the industry is the lack of adequate
(2)The majority of the SMEs are tiny and cottage type units without
sufficient capital back-up
(3) Most of the looms in the state are plain looms with low technology
2
Level.
(4) There is always water scarcity and there is an increasing trend in the
(9) The quality of wider-width fabrics for meeting the export demand
is lacking many respects, which is acting as a disadvantage
to the growth of the industry.
Opportunities
(2)Grey fabric export is continuing to grow and will show increasing trends
(3)Value added products will have greater demand and, therefore, processing
will play an important role.
(2)Continuous quality improvement will be the need of the hour for which urgent measu
all stakeholders.
(4)Traditional item like terry towels are manufactured in EOUs all over the
Country with superior. That has been eroding the traditional manufacturing
For powerloom and handloom products forcing them to go for the product
Diversification.
2
.
.
2
.
2
Tamilnadu powerloom industry
(2) Tamilnadu has been in the forefront in the Indian powerloom industry. The
state ranks third only after Maharashtra and Gujarat as regards the number of
textile manufacturing units in organised and decentralised sector of the textile
industry.
Bangalore
2
FOREIGN MARKETS
The Indian textile industry is the second largest in the world--second only to
China. Indian textiles also account for 38 percent of the country's total exports
and is, therefore, a very important industry. The forecast is that textiles
exports will reach USD 35 billion by the year 2000.
To sustain this growth, it is imperatives that the textile industry produce goods
of high quality at reasonable prices. This means that the industry must
continuously modernize its machinery. Therefore, the textile machinery
industry sector has an integral role to play in the growth of India's textile
exports.
2. India has 34 million cotton textile spindles for manufacturing cotton yarn.
Cotton yarns account for 70 percent of India's textile exports. (China has 40
million cotton
spindles.)
2
3. Of the Indian textile yarn exports, almost 80 percent come from coarser
yarns (counts below 40s). Consequently, there is a need to upgrade the
technology.
4. For the past two years, there has been a significant slow-down in the cotton
spinning segment, mainly due to the spiraling price of cotton.
4. Demand constraints.
JAPAN
Japan is a big importer of indian textile cotton, french jackard, dyed, yarn. The
Income percapita our country earns is 14000 millions per annum. As INDIA
is all set to double its share in the world market for textiles and clothing in
the next five years, minister of state for industry Ashwani Kumar has said.
Japan could play an important role in helping India reach the target by
collaborating in the area of textile design, manufacture and marketing, the
minister said at the opening of the India-Japan friendship year fashion show
in Osaka. Japanese designer Hiroko Koshnoi and her Indian counterpart
Manish Arora presented textile collection from India to Japanese
businessmen to showcase the potential Indo-Japanese collaboration holds in
the world of textiles and garments. Mr Kumar pointed out that with growing
demand for Indian textiles, the country was seriously targeting doubling its
market share from the current 3.5% to 7% in 2012. Exports are expected to
touch $110 billion from the existing $51 billion in five years time, he said.
“Textile is the next big wave in India. We hope to get Japan’s support in
achieving our goals. It can only be a win-win situation,” he said. Ms Koshnoi
is already supplying her designs to India where they are mass produced and
exported to other countries. “I would now like to exclusively produce
garments for the Indian market with Indian fabric. If I get a partner in India,
the Indiarange can be both sold in the country and exported,” Ms Koshnoi
said in an exclusive interview with ET. Ms Koshnoi has been in the fashion
industry for 50 years and exports her labelled garments worldover. “We
Asians have to come together to take the lead in the global textile market.
The future belongs to India.
2
CHAPTER 4: THE COMPANY PROFILE &
PRODUCTS
► NAME
► HEAD OFFICE
► BRANCH OFFICE
► DEPOTS
• SARITA
• GLOBAL OFFER
• GLOBAL RETAILER SERVICES
• COMPANY PROFILE IN BRIEF
• TWO WORDS OF THE CHAIRMAN
► PRODUCTS- INTRODUCTION OF PLC & STRATEGY
• THREAD
• WOVEN
• YARN
• FIBRE
• FABRICS
• CONSUMER PRODUCTS
► SPECIALITY OF SARITA’S PRODUCTS
2
4.1 NAME OF THE COMPANY: SARITA TEXTILES PVT. LTD.
Ring Road,
Gujarat
Fancy Bazaar,
Assam
2
4.4 DEPOTS:
1) Ahmedabad
2) Bangalore- Consumer
3) Bangalore- Industrial
4) Bhubaneshwar
5) Bombay- Consumer
6) Delhi- Consumer
7) Delhi- Industrial
8) Ernakulam
9) Goregaon
10) Gangtok
11) Guwahati
12) Howrah
13) Hyderabad
14) Indore
15) Jaipur
16) Kanpur
17) Kolkata
18) Ludhiana
2
19) Chennai- Consumer
21) Pali
22) Patna
23) Pune
24) Tirupur
2
4.5 ABOUT THE COMPANY:
Sarita has, by far, the most comprehensive product range catering to the
needs of a multitude of industries - cloth, mattress and quilting, automotive,
yarn, outdoor and camping goods, to name a few.
GLOBAL OFFER:
2
Recognising the need of the textile industry for global supply chain partners,
Sarita has launched the Global Offer, a range of threads designed and
manufactured to global specifications for a vast range of applications. These
products are Oeko-Tex certified and quality is audited by one centrally
located team.
Its global service network, uniform product specifications and a single colour
numbering system make it easy for the customers to source and use Sarita
Global Offer threads anywhere in the world thereby making it convenient for
them to truly exploit the benefits of global sourcing.
The Sarita Global Retailer Services programme supports the global sourcing
needs of large retailers and brand owners through many innovative services
along with the Global Offer.
For apparel sewing the Global Offer consists of four brands supported by the
Sarita Global Colour Reference shade range of close to a thousand shades.
Sarita, with over a hundred year history in India, also operates another
division, Global Thread Supply India (GTSI) which caters to the grey thread
requirements of Sarita companies.
Basic Information
North America
South America
Eastern Europe
Southeast Asia
Main Markets: Africa
Oceania
Mid East
Eastern Asia
Western Europe
COMPANY’S PRODUCTS
Each textile product has a different life cycle. The traditional cotton has
existed for many years and continues to be popular. Its product life cycle is
illustrated.
The company’s strategy for introduction during the next decade includes a
wide range of products specially for regional markets.
Sales/Profit
Sales
Profit
0
Time
-
Sales
Profit
0
Time
-
The Company will have many products in the introduction and growth
stages, but few are likely to achieve the same success in the lucrative
maturity stage as the traditional core brands have. Therefore, there is a
significant risk that profits will be proportionately less over time, in
accordance with the changes in the product life cycles.
In order to launch its new short-cycle products (and new individual brands) in
restricted time periods. Booz-Allen and Hamilton (1982) outline seven key
steps in the new product development process, including:
For industrial customers, Coats India offers virtually every type of thread
including Nylon threads branded APTAN for the shoe upper industry,
Polyester threads branded ASTRA for the ready made garment industry and
Corespun threads branded KOBAN for the leather garment industry.
Sewing Threads
- Cotton
Non-sewings Threads
- Cotton
Thread
THREAD CLASSIFICATION:
1. By substrate
• Cotton
2
• Polyester
• Nylon
• Rayon
2. By construction
• Staple spun
• Continuous Filament
3. By finish
• Soft
• Mercerised
• Glace
4. By application
• General sewing
• Embroidery
• Overlock etc.
1) Natural Fibres
Cotton - Soft - Spade, Griffin
- Nylon
- Polypropylene
Adequate strength.
Balanced twist.
Low level of imperfections - hairiness & knots.
Good regularity.
Even lubrication.
Moderate elongation.
THREAD PARAMETERS:
Quality parameters:
Substrate
Size (Tkt No.)
Shade
Selling parameters:
Article (Art.)
Ticket (Tkt.)
Shade
Package length
Box content
Carton content
Price
2
TYPES OF THREADS:
- General stitching.
- Cotton overlock.
- High strength.
Garments (RMG).
Anchor-
Doli-
STITCH TYPES:
• Needle – 50%
• Bobbin – 50%
• Needle - 25%
• Loopers – 75%
1) Seam strength
2) Seam elongation
3) Resistance to abrasion
4) Color fastness (Thread)
1) Seam Strength:
Sean Strength may be defined as the load required to break the seam when
it is applied at right angles to the seam.
2
Seam strength for a lock stitch = STS X SPI X 1.5
2) Seam Elongation:
Seam elongation is the additional length gained from the actual seam while
applying stretch/load in the seam. It is expressed in percentage (%).
3) Resistance to Abrasion:
Colour fastness may be defined as the standing capacity of the thread under
various conditions as washing, detergent, sunlight etc. It normally expressed
with Grade 1 to 4. Higher the grade, better the colour fastness is.
THREAD PRODUCTS:
Duro Soft is a high quality extra long cotton staple fiber wrapped core spun
thread with a core of continuous filament polyester yarn. The polyester core
2
provides the strength while the softness of cotton cover provides very good
sewing performance.
Applications
All Knit wear
Sizes Available
Tex 18, 24, 40, 60, 80, 90, 105, 120, 150, 180, 220.
Duro Poly is a super high tenacity, minimal elongation polyester staple fiber
wrapped core spun thread with a core of continuous filament polyester yarn.
The Filament polyester core provides the strength while the spun polyester
cover gives excellent sewability.
Applications
All Knit wear
Sizes Available
Tex 18, 21, 24, 30, 40, 60, 80, 90, 105, 120, 150, 180
SPUN THREADS:
Made from 100 % spun polyester thread, manufactured from high tenacity
Polyester fiber which has been lubricated to withstand high speed sewing
operations.
Applications
All Knit Wear
2
Sizes Available
Tex 18, 21,24, 27, 30, 35, 40, 45, 50, 60, 70, 80, 90, 105,120, 180
COTTON THREADS:
SUPERSEAM:
Application
Sewing of cotton garments.
Sizes Available
Tex 35
TEXTURISED THREAD:
SOFF:
Application
Lingerie, Swimwear, Knitwear, Babywear
Sizes Available
Denier 150, 300
SOFF NYLON:
2
Soff Nylon is a Nylon Texturised thread meant to be used on Overlocking and
Cover Seaming Machines as looper thread. It provides with more elasticity on
the seams and gives a very soft feel when the seam comes in contact with
the skin.
Applications
Lingerie, Swimwear, Knitwear, Babywear, Athletic wear.
Sizes Available
Denier 150, 300
WOVEN
CORESPUN THREADS:
Duro Soft is a high quality extra long cotton staple fiber wrapped core spun
thread with a core of continuous filament polyester yarn. The polyester core
provides the strength while the softness of cotton cover provides very good
sewing performance.
Applications
All Woven garments
Sizes Available
Tex 18, 24, 40, 60, 80, 90, 105, 120, 150, 180, 220.
Duro Poly is a super high tenacity, minimal elongation polyester staple fiber
wrapped core spun thread with a core of continuous filament polyester yarn.
The Filament polyester core provides the strength while the spun polyester
cover gives excellent sewability.
2
Applications
All Woven garments
Sizes Available
Tex 18, 21, 24, 30, 40, 60, 80, 90, 105, 120, 150, 180
SPUN THREADS:
Made from 100 % spun polyester thread, manufactured from high tenacity
Polyester fiber which has been lubricated to withstand high speed sewing
operations..
Applications
All Woven Garments
Sizes Available
Tex 18, 21,24, 27, 30, 35, 40, 45, 50, 60, 70, 80, 90, 105,120, 180
COTTON THREADS:
SUPERSEAM:
Application
Sewing of cotton garments.
2
Sizes Available
Tex 35
YARN
2
FIBRE
A fibre is a hair like substance which is the basic element in textiles. This is
the basic raw material used for sewing thread manufacturing.
(A) Natural-
(B) Manmade-
2] Synthetics –
2) Polyvinyl
3) Polyamide
4) Polyester
FABRIC
These products are available across the country with a vast distribution
network consisting of more than 5000 stockists.
SPECIAL APPLICATIONS:
Sarita feminine hygiene products include items for sewing the string to the
tampon and the tampon string itself. These specially engineered products
are designed to meet high speed, continuously running machine
performance standards as well as stringent health and safety guidelines. All
feminine hygiene products are finished in a "Clean Room" environment,
2
staffed by specially trained employees, eliminating risk of contamination and
ensuring delivery of a safe, clean product.
Automotive:
Besides these, the range is complete to include threads ranging from the
ones used for decorative stitching of gear stick covers to roof tops for
convertibles.
1. Dry Filtration:
The filler fabric is used as a medium to collect the offending particles like
dust, smoke, fumes, etc., so as to keep them from being emitted into the
atmosphere.
2. Wet Filtration:
The filler media allows everything to pass through it except what is desired
like solids, precious metals, etc. and the filler media allows only what is
desired to pass through it, e.g., clean water. The Dry Filtration market is
estimated to be much larger than the Wet Filtration market.
The types of media (fabric) and therefore, the threads employed are
determined by the end-use application. The following list gives a general
guideline of the substrates used for dry and wet filtration:
A. Dry
Filtration B. Wet Filtration
Nomex Polypropylene
French Polyester
2
PPS Others
► PERSONAL POLICIES
► BUSINESS PROCESS
► BUSINESS STRATEGY
► DISTRIBUTION SYSTEM
ECONOMY
2
BUSINESS STRATEGY
INTRODUCTION
India is one of the few countries that owns the complete supply chain in
close proximity from diverse fibres to a large market. It is capable of
delivering packaged products to customers comprising a variety of fibres,
diverse count sizes, cloths of different weight and weave, and a panoply of
finishes. This permits the supply chain to mix and match variety in different
segments to deliver new products and applications. This advantage is
further accentuated by cost based advantages and diverse traditions in
textiles.
Personal Policies
Philip Kotler
• Personal policies are standing plans. They can be used again and again
as standing answers to problems of a recurring nature. They are long
lasting.
Such policies tend to be more flexible than written policies. They may be
formal and they may be casual also sometimes or even dynamic. According
to the environment of Sarita Textiles all the policies are accepted with a
healthy prior homework. All the policies are equally important with regard to
employee satisfaction to their work and to management satisfaction with
output.
2
PROCESS OF MAKING FINISHED GOODS
The strategy is perhaps one of the most diverse in terms of the raw materials
used, technologies deployed and products produced.
This supply chain supplies about 70 per cent by value of its production to the
domestic market. The distribution channel comprises wholesalers,
distributors and a large number of small retailers selling garments and
textiles. It is only recently that large retail formats are emerging thereby
increasing variety as well as volume on display at a single location. Another
2
feature of the distribution channel is the strong presence of ‘agents’ who
secure and consolidate orders for producers.
RAW MATERIALS
The process starts from this stage which comprises with the buying
of the grey (i.e. raw material) from market or manufacture grey. So far as
the Indian textile concern most of all concern with purchasing raw materials.
The manufacturer have to contact another firms dealing in grey.
After getting the raw materials the folding process starts which is to ensure
the quantity and quality of our material.
GINNING
After getting the satisfactory raw material the ginning process starts to
check the raw material’s quality . it completes in the process house. The
main feature in this ginning is that this is the process where the quality
assurance take place and the different colours dying comes on existence.
SPINNING
This process comprise of washing the grey and remove the shortage.
PROCESSING CENTER
After spinning process the material reaches the processing center where the
process of making the cloth is getting started. Dyed , sequence, multi work
all are done here.
2
WIVING AND KNITTINNG
BUSINESS PROCESS
1) VAT (Value Added Tax): VAT works on the principle that when raw
materials passes through various manufacturing stages and manufactured
product passes through distribution stages, tax levied on the ‘Value Added’
at each stage and not on the gross sales price. ‘Value Added’ means
difference between selling price and purchase price.
Rates:
FRENCH 4%
COTTON- 12.5%
LIZA - 0%
FRENCH 2% 4%
COTTON 2% 12.50%
LIZA 0% 0%
N.B: Registered Customers are those who has a yearly turnover of more than
Rs.5,00,000 and unregistered customers are those whose yearly turnover is less
than Rs.5,00,000.
3) Entry Tax: Entry tax is levied on tax free items. Each and every goods
are subjected to tax if it enters from one state to another. This Entry Tax is
mainly governed by the Sales Tax Department. Here, in this company Entry
Tax is levied on tax free items like Interlinings.
4th process: After that stocks are laid out from the godown and it is being
checked and signed by the Stock Incharge.
5th process: Then invoice is made for those goods (3 Copies). One copy is
send to the customer, one to the bank (if it is a Cheque customer) and one is
kept by company.
Cheque Customer:
A copy of the Lorry Receipt (L.R) is kept by the company and the other is
sent to the bank along with the invoice. The customer makes payment to
the bank and the bank in return gives the customer the Lorry Receipt (L.R).
8th process: The customer takes the Lorry Receipt (L.R) either from the
company (in case of cash customer) or from the bank (in case of cheque
customer) and releases the goods from the transporter or courier.
BUSINESS STRATEGY
• Defining objectives: where the firm is heading and how to get there.
Industrial relations
1. Workers (and their informal and formal groups, i.e. trade union,
organizations and their representative);
2. Employers (and their mangers and formal organizations like trade and
professional associations);
Broadly in the western style economies the parties (workers and employers)
are free to make their own agreements and rules. This is called
2
‘voluntarism’. But it does not mean there is total noninterference by
government. That is necessary to:
DISTRIBUTION SYSTEM
With a direct distribution system the marketer reaches the intended final
user of their product by distributing the product directly to the customer.
That is, there are no other parties involved in the distribution process that
take ownership of the product. The direct system can be further divided by
the method of communication that takes place when a sale occurs. These
methods are:
• Direct Marketing Systems – With this system the customer places the
order either through information gained from non-personal contact with
the marketer, such as by visiting the marketer’s website or ordering from
the marketer’s catalog, or through personal communication with a
customer representative who is not a salesperson, such as through toll-
free telephone ordering.
• Direct Retail Systems – This type of system exists when a product
marketer also operates their own retail outlets. As previously discussed,
Starbucks would fall into this category.
• Personal Selling Systems – The key to this direct distribution system is
that a person whose main responsibility involves creating and managing
2
sales (e.g., salesperson) is involved in the distribution process, generally
by persuading the buyer to place an order. While the order itself may
not be handled by the salesperson (e.g., buyer physically places the
order online or by phone) the salesperson plays a role in generating the
sales.
• Assisted Marketing Systems – Under the assisted marketing system,
the marketer relies on others to help communicate the marketer’s
products but handles distribution directly to the customer. The classic
example of assisted marketing systems is eBay which helps bring buyers
and sellers together for a fee. Other agents and brokers would also fall
into this category.
With an indirect distribution system the marketer reaches the intended final
user with the help of others. resellers generally take ownership of the
product, though in some cases they may sell products on a consignment
basis. Under this system intermediaries may be expected to assume many
responsibilities to help sell the product. Sarita Textiles takes this practices in
use.
2
• Multiple-Party Selling System – This indirect distribution system has the
product passing through two or more distributors before reaching the
final customer. The most likely scenario is when a wholesaler purchases
from the manufacturer and sells the product to retailers.
Distribution channels often require the assistance of others in order for the
marketer to reach its target market.
While on the surface it may seem to make sense for a company to operate
its own distribution channel (i.e., handling all aspects of distribution) there
are many factors preventing companies from doing so. While companies can
do without the assistance of certain channel members, for many marketers
some level of channel partnership is needed. For example, marketers who
are successful without utilizing resellers to sell their product may still need
assistance with certain parts of the distribution process.
Like most marketing decisions, a great deal of research and thought must go
into determining how to carry out distribution activities in a way that meets a
marketer’s objectives. Sarita consider many factors when establishing a
2
distribution system. Some factors are directly related to marketing decisions
while others are affected by relationships that exist with members of the
channel.
Sarita’s marketer find the factors into two main categories: marketing
decision issues and channel relationship issues. In turn, each of these
categories contains several topics of concern to marketers.
Product Issues
The nature of the product often dictates the distribution options available
especially if the product requires special handling. look for shipping
arrangements that are different than those sought for companies selling
extremely tough or durable products.
Promotion Issues
Besides issues related to physical handling of products, distribution decisions
are affected by the type of promotional activities needed to sell the product
to customers.
Pricing Issues
The desired price at which a marketer seeks to sell their product can impact
how they choose to distribute. As previously mentioned, the inclusion of
resellers in a marketer’s distribution strategy may affect a product’s pricing
since each member of the channel seeks to make a profit for their
contribution to the sale of the product. If too many channel members are
involved the eventual selling price may be too high to meet sales targets in
which case the marketer may explore other distribution options.
Competitive Analysis
Examine the main competitors serving the same target market. This section
may also benefit from the use of comparison tables.
Despite the many changes that companies go through, the basic principles of
Inventory Management and Inventory Control remain the same. Some of the
new approaches and techniques are wrapped in new terminology, but the
underlying principles for accomplishing good Inventory Management
and Inventory activities have not changed.
The basic building blocks for the Inventory Management system and
Inventory Control activities are:
Sales Forecasting or Demand Management
Sales and Operations Planning
Production Planning
Material Requirements Planning
Inventory Reduction
Sarita Textiles ‘s emphases on each area depending on the demand and how
it operates, and what requirements are placed on it due to market demands.
Each of the areas above will need to be addressed in some form or
another to have a successful program of Inventory Management and
Inventory Control. The main practice used to invtntory control is given in
detail.
Racking 101
2
Selecting the right storage module for your product can make a difference
with space requirements and the productivity of your operations. Find out
how to determine which type of racking system is the best choice based on
your storage needs.
The following list describes some “rules of thumb” when allocating storage
modules to products. For example, if a certain rack has 1 – 5 parcels of
product in the warehouse’s at a given time, Standard Selective Racking is
recommended as the storage module(i.e. 1 parcel contains 50- 120 output of
a certain design).
Flow Rack
Flow rack supports ‘first in, first out’ inventory. This is an excellent choice
when product rotation is important. The system operates on gravity. The
forklift operator feeds the parcels from behind the system and the parcels
‘flow’ to the other end. Thus, one end of the system is for loading and the
other for picking. This helps reduce forklift truck congestion. This storage
module is also a higher density, meaning that less square footage is required
in the warehouse to store more pallets than selective racking.
Drive-In Racking
Drive-In racking offers the highest density storage. It is a good choice when
space is at a premium, such as caring applications, however it must not be
overused as if many racks are stored in one bay accessibility will become an
issue.
2
BASICS OF STRATEGY IN TEXTILE ACCORDING
INDIAN ECONOMY
“Recent data on the savings rate in the US show that this number is over
16%, which clearly indicates that consumers are not spending much on non-
essential items. Why is this important and relevant to our Indian textile
industry? Exports to Wal-Mart, JC Penny, Mother Care and other international
retail outlets are predominantly durable goods such as 6 piece terry towel
set, other home textile items and commodity textile garments. With the high
unemployment rate at over 9.5% in the USA, exports to traditional export
markets are becoming saturated.
2
CHAPTER 6: MARKETING & SALES DEPT
► MARKETING INTRODUCTION
• MARKETING STRATEGY
• FINANCIAL OBJECTIVES
• MARKETING OBJECTIVES
► SALES
► KEY STAFF
► MANAGERIAL HIRARCHY
2
INTRODUCTION
When Sarita Textiles entered in the Indian Textile market, the market
was already prevailed by many big giant players and mills, SARITA tried to
establish in India with a unique marketing policy. SARITA took into
consideration of middle class segment target market in Gujarat. The reason
behind choosing Gujarat as its area of operation is first the business
environment of Gujarat is very much familiar of business establishment. The
Gujarat Govt. really very much supportive for establishing small & large scale
industries, the availability of good amount of resources which is a plenty
there and above all having a good competitive market situation and secondly
the life standard of people specially women and girls is also full with rich
wearing and rich thinking. Through the advertisement at local and state level
Sarita highlighted the style of living of female generation with different walk
of life. Its quality attracted the people and of course increases the sale.
Those plans give a clear picture of the marketing of Sarita. Also, they show
that some accountability has been built into the plan so that the plan is not
just fluff but results in measurable actions. The best way to provide this
information is through a section devoted to identifying the key strategies and
objectives for the product(s).
• Marketing Strategy
• Financial Objectives
• Marketing Objectives
2
1. Marketing Strategy
In this section we identify the general marketing strategy under which this
plan is being developed. It is very possible that a product will follow more
than one strategy (e.g., sell more of same product to current customers but
also find new customers in new markets). Marketer may get some guidance
and also rationale for strategy by examining results from the Situational
Analysis. In particular, planners may look to strategies that are suggested
within the scope of Product/Market Analysis Tools. Additionally, planners
should refer to the Mission Statement in Step 1 to insure strategies are in
line with how the company views itself.
Strategies generally fall under one of the following (or in some cases more
than one) ideas:
• Market growth
o Higher market penetration – It refers with the high rates of
market ups & downs. To cop up with this situation we do listed
things below-
2. FINANCIAL OBJECTIVES
2
Much of this information can be handled within a graphical format, such as
tables and graphs, though a paragraph explanation of each is generally
required. Make sure to include total dollar (or other currency) amounts as
well as percentage market share. For more detailed marketing plans or for
plans for seasonal products, providing monthly or even weekly sales figures
may be required. Provide a spreadsheet-style layout showing detailed
breakdown of marketing revenues and expenses.
3. Marketing Objectives
o market share
total
by segments
by channel
o customers
total
number/percentage new
number/percentage retained
o purchases
rate of purchases
size/volume of purchases
• Promotional objectives
o level of brand/company awareness
o traffic building
(e.g., store traffic, .location traffic)
o product trials
2
(e.g. sales promotions, product demonstrations)
o sales force
(e.g. cycle time, cost per call, closing rate, customer visits,
etc.)
• Channel objectives
o dealers
total
number/percentage new
number/percentage retained
o order processing and delivery
on-time rate
shrinkage rate
correct order rate
• Market research objectives
o studies initiated
o studies completed
• R&D objectives
o product development
• Other objectives
o partnerships developed
2
SALES
Small firms often believe that they enjoy sales and profit growths without
any marketing planning or activity and consequently marketing planning
deemed to be unnecessary. But this is far from the truth, says Dr K Abdul
Waheed.
PRODUCTION RETAILER
CUSTOMER
company follow this distribution channel in cotton, yarn, grey etc. it reduce
nearly about 90% of the cost but this is not easy route. So company also
follow other channel.
RETAILER WHOLESELLER
CUSTOMER
2
During the sale of SARITA product company Occurred 60% cost in
advertisement and 40% cost in by which product reach to customer and they
consume it.
CREDIT PERIOD- It’s a big practice we use in our regular sale. Sarita gives its
customers atleast 1month credit period in dealing. We persue a post dated
cheque of amount of sale and do clear this cheque on the date of its
maturity. But it’s a very risky task to perform. It generally happenes when a
regular or known customer is in front of us.
SPEED DELIEVERY- it’s a second big practice we do in our sale. The delievery
will be as fast as the payment will be. But it generally brokes the racking
system of inventory management. So its better to deal in above.
1) Ambasamudram-Water Mill
Coats India
Ambasamudram-627 422,
Thirunelveli District,
Tamilnadu.
2) Ambasamudram-Steam Mill
Ambasamudram-627 422,
Thirunelveli District,
Tamilnadu.
3) Madurai-Centenary Mill
Madurai-625 009.
4) Madurai-New Mill
Madurai-625 001.
5) Tuticorin-Mill
Tuticorin-628 001.
Faridabad-121 002
Haryana.
7) Panoli
Panoli-394 116
Bharuch Dist.,
Gujarat.
8) Serampore
Coats India
Serampore
Hoogly-712 201
West Bengal.
9) Jaipur
C Skim, Jaipur
2
Rajasthan
KEY STAFF
Chairman
(B.COM., CA)
Directors
(MBA-IIM BANGALORE)
Financial Advisor
2
The managerial hierarchy in The Sarita is as above shown in the chart. The
Company is headed by The MD. Next working under the MD comes General
Manager and CEO. CEO looks after business and commerce part of the
2
industry. Under CEO heads of various departments of the company like
Finance, Human Resources, Marketing. The CEO also monitors the
Circulation, Supply Chain Management, and Finance, Research and
development and business excellence branches of the company.
2
CHAPTER 7: PROMOTION AND MARKETING
SCHEMES
► PROMOTION ISSUES
► MARKETING SCHEMES
► MARKET DISTRIBUTION
• PRODUCT
• PROMOTION
► PROMOTIONAL STRATEGY
• SIGNIFICANCE OF PROMOTIONS
• METHODS
2
PROMOTIONS AND MARKETING SCHEMES
Promotion Issues
MARKETING SCHEMES
In this section details and timetables are presented for six key decision
areas:
• Target Markets
• Product
• Promotion
• Pricing
• Distribution
• Other Areas
TARGET MARKET
target market remains the same as what was identified in the Situational
Analysis so identifying the market will be relatively easy though justification
for continuing with this market is required. For new markets a more detailed
discussion is needed. This section also includes the sales forecast which is
2
the driving force for all financial forecasts. Depending on the depth of detail
sought in the marketing plan, it may be a good idea to include likelihood
scenarios, such as best case, worst case, and probable case, when
developing the sales forecast.
MARKET DISTRIBUTION
1. Emerging Market: Like Bangladesh & India, where there is low per
capita income but are a good potential for investment because of their
large size.
2. Leading Market: Markets where it is leading, maintenance and
consolidation of position are the key issues.
3. Critical Mass-Market: Where Sarita has maintained & defined its
position against competition.
4. Low Share Market: Markets where Sarita has a low share.
The Marketing Plan is generally undertaken for one of the following reasons:
There are many ways to develop and format a marketing plan. The approach
taken here is to present a 6-Part plan that includes:
This plan is aimed at individual products and product lines, however, it can
be adapted fairly easily for use in planning one or more strategic business
units (SBU). The page length suggested for each section represents a single-
spaced typed format for a plan focused on a single product. Obviously for
multi-product plans lengths will be somewhat longer.
1. PRODUCT
In order to launch its new short-cycle products (and new individual brands) in
restricted time periods. Booz-Allen and Hamilton (1982) outline seven key
steps in the new product development process, including:
2
1. New product strategy;
2. Exploration (idea generation);
3. Screening;
4. Business analysis;
5. Development;
6. Test marketing; and
7. Commercialisation.
2. PROMOTIONS
In the specific, sales promotion methods are those sales activities that
supplement both - personal selling and advertising and co-ordinate them and
help to make them effective such as display, shows and exposition and
demonstrations and other recurrent selling efforts not in ordinary route.
PROMOTIONAL STRATEGIES
2
A promotional strategy is an important element of marketing strategy. A key
ingredient in marketing campaigns consists of a diverse collection of
incentive tools, mostly short term, designed to stimulate quicker or greater
Cooperate objective
Productio Advertising
n Pricing Sales
Distributi promotion
on Personal
Selling
Customers
Sales
Sale force promotion: They are targeted towards the numbers of sales
force.
9. To attract customers.
• Free trails
• Samples
• Premium
• Bonus stamps
• Discount
• Buy-back allowances
• Store demonstration
2
• Free goods
2
CHAPTER 8: FINDINGS
► INTRODUCTION
► MARKETING STRATGIES
► METHODOLOGY
IN NORTH BELT
2
FINDINGS
INTRODUCTION
The project was mainly based on the marketing of the textile items with reference
to M/s. Sarita Textiles Pvt. Ltd.
Textile Manufacturers are those who manufacture textile items in bulk in their units
(factories) and supply these to the retail outlets or shops or Agents. Textile
Manufacturers mainly makes yarn, thread, grey, cloth, dyed under a certain brand
name; it also includes raw material and finished goods both.
3) What are the Sarita’s product and non-Sarita product they use?
• To find the exact number of heavy profit giving textile market in north belt
• To know what are the different types of textile items these units
manufacture.
• To know what are the different brands of textile generally in use and get a
good response and repeat purchase by customer.
• To know what are the non-Sarita Brands these Textile units use.
• To know the dealers from whom these Textile units purchase their raw-
materials.
• To find out the reason behind the difference in the price being charged for
the Sarita product by the dealers.
• To make an estimate of per day production in gujarat
• To create a demand for Sarita product in these Textile units.
• To know the reason, as to why these Textile units are using non-Sarita
brands.
• To study the satisfaction level of the Sarita users and non-Sarita users.
• To enquire whether there is complain of Sarita product.
• To study the seasonal variation in the sales of sewing products.
• To know how a Scheme is made.
• To know how targets are set for the Salesman.
2
METHODOLOGY
I. SECTOR & PLAYERS:
B. PLAYERS –
• Vardhaman Threads
• American & Efird
• WuxiXin Shenyuan Threads
• Local Unregistered Brands
For collecting necessary data two sources have been used. They are
A. Primary Data:
Face to face discussion with the Area Sales Manager, Territory Sales In-
charge, Owners of Factories and the employees of Sarita textiles pvt. Ltd.
B. Secondary Data:
(A) GUJARAT
Number 22 12 1 1 1 16
of Units
ANALYSIS:
2
From the above representation, it can be said that in Gujarat most of the Textile
units are involved in making shirts (72%) and School Uniforms (52%). This means
that there is a great prospect in this area. Although, almost all the Textile units are
using Sarita thread but still a few of them are using non-Sarita threads, only
because of the reason that sometime they don’t get the required shades. It is upon
the company to provide those shades which are in demand but still it has not got
any place in the company’s shade cards. As per as the Sarita Interlinings are
concerned, these are not at all in demand apart from a very few Textile units in
Gujarat. This is because of the reason that these Textile units are not at all quality
conscious which can be clearly understood when they purchase low quality as well
as cheaper Interlinings of competitive brands. But effort must be taken to introduce
as well as to create a demand of the company’s Interlinings in these Textile units
with the help of various promotional tools like Group Canvassing, Textile
manufacturers’ meet etc
(B) RAJASTHAN
Number of
Units
9 0 0 0 0 0
Percentag 100% 0% 0% 0% 0% 0%
e
ANALYSIS:
2
From the above graphical representation, it can be said that at RAJASTHAN almost
all the TEXTILE units are involved in making shirts (100%). This means that there is
a great prospect in this area. It has been seen that almost all of the Textile units
are very much satisfied with Spade Poly but still they use non-Sarita thread. This is
only because of variety in the range of shades. The company must always try to
make some indent shades depending on the demand for the products. On the other
hand, Sarita Interlinings are not at all in demand in the Textile units at Rajasthan.
This is because of the reason that these Textile units are not at all quality conscious
which can be clearly understood, when they purchase low quality as well as cheaper
Interlinings of competitive brands. But effort must be taken to introduce as well as
to create a demand of the company’s Interlinings in these Textile units with the help
of various promotional tools like Group Canvassing, Textile manufacturers’ meet
etc. and the company must try to give some cost benefit to these RMG units in the
form of discounts, schemes etc.
(C) DELHI:
Number
of Units
7 2 3 2 2 8
From the above representation, it can be said that in delhi most of the textile units
are involved in making shirts (41%) and School Uniforms (47%). This means that
there is a great amount of prospect in this area. It has been seen that not even a
single Textile unit here is using non-Sarita products. At Delhi, 15 Textile units are
using Ameto out of which 9 Textile units are also using Moon. So, the company
must target these 9 Textile units and try to make them switch to Ameto completely.
As per as the Sarita Interlinings are concerned, there are only 6 Textile units which
are using Coats Interlinings which is quite better than any other places like above
concerned. It can also be suggested that as 15 Textile units are using sarita high
priced threads, Ameto, it can be expected that, if not 17, atleast15 of them are
capable of using Sarita’ Interlinings which comes at higher price as compared to
that of its competitive brands. This can only be possible with proper marketing of
goods and also with the help of various promotional tools like Group Canvassing,
Textile manufacturers’ meet etc
(A) Threads
Brands
(Threads)
Percentage
ANALYSIS
From the l representation, it is clear that Saritas’ product are used by the Textile
units but still Sarita has to go a long to to capture these market completely. It has
been seen that most of the Textile units are involved in making shirts, which shows
that it can target those Textile units with its shirt specialist threads like Spade Poly
or Ameto. It is better to target the small Textile with Spade Poly because they will
not use high priced thread like Ameto because of less profit margin. During winter
2
season some of them make suits which means that they can be targeted to use
Ameto, Suit specialist. But, in Barpeta the scenario is a little bit different. It has
been seen that majority of the Textile use low priced as well as low quality thread
thread of the competitive brand. In this case, the company has no other option but
to reduce the price of their product or else they will have to make a similar kind of
threads for this market.
(B) YARNS:
Brands
(Yarns)
Percentage
ANALYSIS
From the representation, it can be said that textile units only use either TLR or MCL.
But Sarita has also got other various brands of Yarns like MIG and GUN. Even
though there are few number of textile units that manufactures Trousers but still it
can be used in the throusers as well as in the school uniforms which requires a huge
amount of yarns. Generally, it has been seen that textile units uses cheaper range
of yarns where Saritas’ MIG yarns can very well fit in. The only thing that the
company must remember is that there must be good promotion of yarn like Group
Canvassing, textile manufacturer’s meet.
2
CHAPTER 9: SUGGESTIONS
1. It is seen that SARITA’S main competitor in this field are the local brands,
generally manufactured by the dealers dealing in such goods. These
products are available at a very low price. This can be avoided by making
the consumers aware of the various product range of Sarita. settle their
business on cash basis only.
2. Sarita is the market leader of sewing threads but it has not been possible for
the company to explore all the Textile markets in Gujarat. This is only
because of the reason that most of the Textile in Gujarat are small and also
they are not all quality conscious. For this it is very necessary for the
company to make these manufacturers quality conscious.
4. Ameto threads must be made available in the range of 90-100 metre or 180
metre (presently comes in 150 metre) because the ideal length to make a
shirt is 90-100 metre which will reduce the wastage of threads.
5. 10,000 metre Cone must be produced in colour shades because it has been
seen that it has got a huge demand in the Vests and Brief industry.
2
6. Like, Textile manufacturers’ meet must also be conducted from time to time
in order to make them aware of the company’s products, make them quality
conscious and in this way the company will also be able to serve the
customers in a better way.
7. The company must also try to target the Fashion and Textile institutes
because they require a huge amount of sewing products and if the company
can tap this market then it will help the company to increase its sales to a
huge extent.
8. As per as the Anchor Stitch Kits are concerned, it has been seen that the
schools are not much interested in introducing it because nowadays the
students don’t show much interest in stitching. But it has been seen that
some of the schools are there, which have stitching as co-curricular activity.
So it would be advisable to target these schools first.
Strengths
Distribution structure that allows wide reach and coverage in the target
markets.
Weakness:
Opportunities:
Threats:
These two months with Sarita Textiles Pvt. Ltd., Surat (Gujarat). are unforgettable for
me. The experience, which I got during these days, was tremendous. I have made good
relation with so many people in frontline division, where I did my project and also in
other divisions too. I found everybody within the company very nice, helpful and co-
operative. Really, the experience I have got from my project will be very helpful to
enrich and nourish my career in the near future.
It was great opportunity for me to do my Summer Training from Sarita Textiles Pvt. Ltd.
Some of the things which I learnt from my Summer Training are as follows:-
EFFECTIVE SELLING:
1) Customer type
3) Buying segment
4) Accounting systems
Solve the customer problems on priority and revert to customers with replies,
even it is negative.
Listen to objections and complaints
Stay cool and dispassionate even when a customer criticizes
Attentively listening to the customer
Appreciating customer needs & expectations
Response to customer queries
Response to customer complaints
Accommodating to change in customer behavior
Understanding the customer’s perspective
Do a after sale service
Marketing is a very crucial activity in every business organization. Every product and
service produced within an industry needs to be marketed. Despite various difficulties
and limitations faced during my summer training project, I have tried my level best to
find out the most relevant information for the organization to complete the assignment
that was given to me. After completion of my summer training project I have gained
several experiences in the field of sales and marketing.
Theoretical knowledge of a person remains dormant until it is used and tested in the
practical life. The training has given to me the chance to apply my theoretical
knowledge that I have acquired in my classroom to the real business world. It gave me
enough knowledge about the market and the distribution process undertaken by an
2
organization. This summer training project has enhanced my capability to manage
business effectively in my near future.
WORD OF THANKS
This project report is a result of endless effort & immense degree of toil by
many great minds. It was pleasure to work in M/s Sarita Textiles Pvt. Ltd.
I would like to thank all those people who graciously helped me by sharing
their valuable time, experience & knowledge. I would like to express
heartiest thanks to my guide Mr. Akhil Maheshwari (Distribution
Manager) in M/s Sarita Textiles Pvt. Ltd., Surat for his constructive
guidance, constant encouragement and proper criticism with affection.
I thanks to the entire team of M/s Sarita Textiles Pvt. Ltd. who influenced me
to work positively at each and every step by giving their precious time to
discuss and to provide relevant information and providing me co-operation
and cordial environment for making me comfortable during my stay in
company. I would like to dedicate this work to my revered institute Ishan
Institute of Management and Technology, Greater Noida where I am
getting the shape of future business manager.
Towards the end I would like to thank all those who have directly or indirectly
helped me to complete this project successfully.
I would also like to thank all the readers who would study this project.
2
Vikas Heda