ABSTRACT

This research project has been conducted for The Svaya, a women Indian Wear brand which has
launched its services in India and is at a nascent stage, there is a long mile to run and many
things to learn on its way. Therefore, this research focuses on standardizing processes,
documenting the Indian wear growth plan and a manual that can be referred by the entire team.
The internship report is completed, due course of action to improve in Footfall of Svaya by the
help of different mediums of marketing channels and tools like social media marketing,
blogging, influencing marketing etc. These medium of marketing tools helped Svaya to reach out
to maximum no of customers.
These medium also helps to improve the trust-building of the customer of Svaya by competitor
benchmarking. Our clients belong to the middle class and upper-middle-class, and act as a bridge
to luxury buyers, so it was imperative to give the best experience in all the ways possible.
Therefore, the first thing was to bring about uniformity in the website, and make the search of
the product much easier on the website and at our EBO.
As an Ecommerce of heritage, Svaya wants their Fashion consultants to be proud of the product
they are selling. For this, it was recommended to impart correct knowledge. Our Svaya offering
is at a nascent stage, so few recommendations were made regarding Indian Wear and how it
should be, how to pitch the offering to customers and how to maintain this category on a high.

While bespoke Indian wear has always been perceived as the pinnacle, offers consumers a better
daily wear option whereby they do not have to compromise on the fitting. Satisfied customers are
bound to return if the fit and quality match the higher price. Fulfilling consumer needs will,
therefore, be an important success factor for our business that will have to be designed as go-to-
market plan cautiously, identifying key points and ensuring that a superior experience is offered.
We are focusing only on women's Indian wear.

The fact that it's the fastest-growing segment, we want to create the best experience for the
customer at The Svaya and try to maintain it the same way across India. Also, there is
considerable time spent on every purchase. We have seen the market growth and are optimistic
of expanding our business and reaching to new heights by learning and improving day by day.

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ABOUT The Svaya
Born in November 2017, the dream of Ms. Yashpreet Kaur came to reality when The Svaya
started its journey to provide sustainable fashion in a modern retail environment to the Indian
woman. The Svaya is a modern fusion wear label for women. Employees design exclusive
products by hand, from the heart, Craft unique ensembles using indigenous techniques and
textiles for women of all age groups and body types. The Svaya designers take inspiration from
the latest fashion trends & forecasts from the west and transform them into silhouettes and styles
acceptable to the modern Indian woman. The Svaya in Gurgaon, cater to clients all across the
globe. The Svaya are selling via all major design marketplaces currently.

Svaya is a story behind every woman seeking comfort in her clothing. It is the ensemble for
every woman to get out of her comfort zone. Svaya promotes handcrafted online shopping for
women clothing. It is the truth behind every ensemble being constructed responsibly.

The Svaya makes online shopping for women clothing super swift and exciting by designing
exquisite ensembles at best prices for the modern Indian woman who dresses to impress her own
self first. Each of the outfits is crafted smartly ensuring minimal wastage and maximum comfort.
The Svaya is a size-inclusive brand offering womenswear clothing online like Kurtas, long maxi
dresses, stoles, fusion sets, bottoms and more for skinny to curvy women ranging in the size
bracket of 2XS (32) – 4XL(48).

While shopping for clothing online can be extremely overwhelming, they ensure a smooth
checkout process and 100% customer support to resolve all customer queries. The brand offer
services like speedy deliveries, custom-made / made to order products, cash on delivery and
100% money-back guarantee if the customers are not satisfied with the online shopping
experience.

Employees make awesome products that compliment women of all body types. They love to play
with colors and classic cuts. The brand is obsessed with all things perfect. Currently, The Svaya
are young, free-minded souls. And despite all the fun, at The Svaya we all are super committed
to work.The idea is not to grow only within India but internationally. Within a span of a few
months, the company started selling out designs to clients all over the world. Its aim is not just to
be a local Indian label, it wants to be "the" Indian women's wear fusion label. To put it out there,
they want to be the Indian version of Zara with their learnings and twists.

At The Svaya, it's all about ownership. If someone a part of a team, a project, or an internship
he/she gets to work at the ground level and experience how things begin. He/ She will be the
planner, executioner, runner, thinker, decision-maker i.e. literally everything. The company will
be given the freedom to test, try and build things, in alignment with the company's goals.

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FEATURED

On the occasion of the National Handloom Day, the Hindu newspaper published an article on
The Svaya products and the fabrics used to make their products. In the article, few of the
influencers talked about The Svaya products and how they are styled. The influencers express
their love for homegrown textiles, relishing the memory of their mothers having worn handloom
sarees or at least clothing that involved some amount of labor by hands. The Svaya products
made from hand but moreover from the heart. The article quoted, "Craft unique ensembles using
indigenous techniques and textiles for women of all age groups and body types." The main
objective of the article is to make an influence over customer towards handloom friendly
garments.

MISSION
The Svaya's core mission is to provide sustainable fashion. "To make sure we don't pollute
Environment, and as sustainable as possible and as creative as we have".

TEAM MEMBERS
Yashpreet Kaur
Yashpreet Kaur is the founder of The Svaya - a fusion wear fashion label for women in India.
She is a startup enthusiast at heart and a Richard Branson fan. She is passionate about women-
led startups and executes things to perfection.

Md. Salim Khan

Salim is a hard-working man and is responsible for the functions of pattern making and sample
developing. He also prepares all the customized order that brand gets.

Ms. Sheena
Sheena has 7 years of working experience in the Industry and she executes things to perfection. 2
months ago she joined hands with The Svaya to give her best in terms of designs, trend research,
and sustainable fashion. She plays the most important role in sample developing, decides fabric
quality, color and size.

Ms. Kiranjeet Kaur

Kiranjeet is a hard-working and goal-oriented individual. She understands the nuances required
to design for the Indian market and loves to design, trend research, range development and
sustainable designs.

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COMPANY SIZE: 8-10 employees
7 employees were working in an office in which two (sample masters) are sample developer and
customized orders. And 2 employees work from outside the office, they manage all the bulk
product production work.

HEAD OFFICE
118, FF, Unitech Arcadia Market, South City II, Sector 49, Gurgaon - 122018

Tel: +91 88104 06869

Email: info@thesvaya.com
Monday – Saturday, 9:30 AM – 6:30 PM

Figure 1: The Svaya location on Google map

Source: Author

PRODUCTION HOUSE
The Svaya products are manufactured in Gurgaon by Sample masters. By April 2019, the
company started bulk production in the manufacturing house which is situated in Udhyog Vihar,
Delhi. The bulk production for the company is done in a manufacturing house in Auctus wear
privately limited. Samples are developed in both the manufacturing house and in Gurgaon by
sample masters. From August 2019, the company targets to develop 20-25 samples every week
to expand the length and breadth of the product lines and after that bulk production will happen
in the manufacturing house.

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ORGANIZATIONAL STRUCTURE

Founder

Marketing Operations Manufacturing Sample

Head Designer
Head Head Head master

Designers Sample worker

MARKETING MIX OF THE SVAYA

Since The Svaya is a women’s wear ethnic brand for urban women’s, the Product line of The
Svaya:

Product
A product is an item that is built or produced to satisfy the needs of a certain group of people.
Every organization has a product mix that is made up of product lines. The variety of products
that a company produces is known as ‘product line'. It is a broad group of products with similar
uses and characteristics. The product mix is the set of all the products offered for sale by a
company. It refers to the length (the number of products in the product line), breadth (the number
of product lines that a company offers), depth (the different varieties of product in the product
line) and even the consistency (the relationship between products in their final destination) of
product lines. The product mix is also called ‘product assortment'. The basic components of the
product mix include services, packaging, brand, the product item, and the product line. These
components are offered by the store by shaping some strategies which include launching new

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products from time to time, alteration of existing products, elimination of an entire line or reduce
assortment within it, trading up as well as trading down and product life cycle management.

Since The Svaya is a women's wear ethnic brand for urban women's, the Product line of The
Svaya:

PRODUCT

Tops Dresses Tunics Bottoms 2 Pcs. Set Accessories

Price

The price of the product is the amount that a customer pays for to enjoy it. Price is a very
important component of the marketing mix. Pricing helps an organization to achieve its
objective. For a customer also, price is the main reason to visit a store. A pricing strategy must
be consistent over a period and should consider retailer's overall positioning, profits, sales and
appropriate rate of return on investment, that is, lowest responsible price is the best right price.
To survive in the business, brands need to seek cash flow, profitability, and overall growth to
consolidate their market position. The components of price mix are: organizational objectives,
competition, cost and profit, credit terms, discount, fixed and variable costs, pricing options,
pricing policies, proposed positioning strategies, target group and willingness to pay.

The Svaya follows Cost-plus Pricing Mechanism where the cost price of the product plus profit
(decided by the brand) is equal to the final price of the merchandise. According to cost-plus
pricing strategy, the brand adds some extra amount to the actual cost price of the product to earn
a share of profits. The final price of the merchandise includes the profit as decided by the brand.
The brand decided the final price of the merchandise by multiplying 2 or 3 to the cost price of
the product. E.g., The Cost Price of Product is Rs.500 then the final price will be Rs.500*2=
Rs.1000.

It is also a very important component of a marketing plan as it determines the company's profit
and survival. Adjusting the price of the product has a big impact on the entire marketing strategy

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as well as greatly affecting the sales and demand of the product. The Price range of Product
available at The Svaya from Rs.1499 to Rs.4999.

PRODUCTS PRICE

Tops Rs.1499-Rs.1999

Dresses Rs.1970-Rs.3499

Tunics Rs.2999-Rs.4999

Bottoms Rs.1999-Rs.2499

2 Pcs Set Rs.3499-Rs.4999

Accessories Rs.199-Rs.699

Place
The brands should keep in mind that the product is available at a place of consumption so that the
consumers can easily buy it. There are two major components of the place are marketing channels
and physical distribution (logistics management). The success of marketing efforts, to a large extent,
depends on the sound distribution network. Physical distribution involves transportation,
warehousing, material handling, bulk packaging, etc. Some of these activities are carried out by
intermediaries. The components of a retail place mix are distribution channels, intermediary, distance
factor, inventory level, transportation, and warehousing. For a retail business, location is important as
the retailer needs to be present at that place where their target audiences are located.

The Svaya products are available on the online channel (different marketplace and website) as well
as the offline channel (Physical stores). The different market place where the company sold their
products are The Loom, Amazon, Once upon a Trunk, TSL, T1T, WAC, and TWB. Currently, the
company targeting only a few of offline stores where The Svaya products are available are Kynaa
Store, Enara and Mirraw.

People
All companies are reliant on the people who run them from staff to the Managing Director.
Having the right people is essential because they play an important role in companies to deliver
products or services to customers. Consider target customer, their attitudes, skills, needs and

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behavior, tastes and dislikes. Target customers of The Svaya are women's of age group 20-35
years those who want to look smart and elegant.

Promotions
Promotion is a very important component of marketing as it can boost brand recognition and
sales. After deciding upon the budget, the brand should determine the appropriate promotional
mix which is a combination of advertising, public relations, personal selling, and sales
promotion. Small brands or startup having limited funds may use store displays, hoardings, direct
mail, flyers and publicity methods to attract customer traffic. The retail promotion mix varies
from brand to brand and nation to nation depending upon technological advancement, nature of
competition and availability of finance. Brands design a promotional mix in compliance with
objectives such as positioning of the organization, attracting customers, increasing sales
turnover, clear out seasonal merchandise, announcing special events and educating the public
about the organization and its offerings.
Brands generally spend their promotional budget on developing advertisement campaigns and on
other sales promotion activities. A company has a variety of sales promotion methods to promote
its goods and services. Therefore, promotion mix used by the brand should be compatible with
the budget allocation and flexible enough to modify whenever the need arises.

Process
The process of providing goods to ensure that every process that customer goes through is easy
and simple. The delivery of service is usually done with the customer present so how the service
is delivered is once again part of what the consumer is paying for.

Physical evidence
Physical evidence pertains how a business and its products are perceived in the marketplace. It is
the physical evidence of a business' presence and establishment. A concept of this is branding.
This refers to the physical evidence of goods or services such as packaging, internet pages,
business cards, brochures, and paperwork, etc. Marketing department always ensures to write a
message like Look forward to seeing you slay in our dresses etc. when they send pieces to
bloggers. Also, the company improved its packaging by providing a clothing bag (made from left
fabrics or scrap) instead of plastic bags for online delivery.

PROMOTIONAL CAMPAIGNS
For sustainability, the brand follows a very nature-friendly way, the brand plants a tree for each
sale. In this way, they make people aware of nature to protect them.

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MARKETING STRATEGIES
Following marketing techniques are followed by a brand to create brand awareness and to make
sales.

SOCIAL MEDIA MARKETING

Social media marketing is a form of internet marketing that involves creating and sharing content
on social media networks to achieve your marketing and branding goals. Social media marketing
includes activities like posting text and image updates, videos, and other content that drives
audience engagement. Brand try to create brand awareness and public relations through different
social media channel like Facebook, Pinterest, Instagram, Twitter, and Linked In.

Pinterest
Pinterest is one of the fastest-growing social media marketing trends. Pinterest's image-centered
platform is ideal for retail. Pinterest allows businesses to showcase their product offerings while
also developing a brand personality with eye-catching, unique pinboards. On Pinterest, The
Svaya have various boards and pins related to their collections, fabrics and also have a different
board in which shows how to style them and which hairstyle complements in different looks. The
brand always ensures to upload their new collections on Pinterest.

Facebook
Facebook's casual, friendly environment requires an active social media marketing strategy. The
Svaya always updated on Facebook about their new collections, campaigns post and what they
did in their store or office.

LinkedIn
LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups is a
great venue for entering into a professional dialog with people in similar industries and provides
a place to share content with like-minded individuals. It's also great for posting jobs and general
employee networking.

Instagram
Instagram marketing is the way that brands use Instagram to connect with their target audiences
and market their offerings. Recently, it's gained popularity as an exciting method for brands to
show off their cultures, recruit new employees, engage with customers, and show off products in
a new light. Users can interact with one another by following, being followed, private messaging,
and commenting on or liking photos or videos. Instagram Stories, a feature that allows users to
post photos and videos in a slideshow format that's only visible to that user's followers.
Marketing department ensures to post stories on Instagram to connect with their target audiences.
Usually, they have different themes for different days of the week, based on which they post
their stories. But sometimes they randomly update their stories without any theme. Till June

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2019 they never did product sales on Instagram. Their only target was to post things that they did
for sustainability and new things which grabs customer attention.
These marketing strategies not only created brand awareness but also helped in making sales.
The company sold its product through different channels via online or offline channels. The
offline channel includes Organic offline, Kynaa store in Delhi, TWB, and WAC. Online channel
includes The Loom, Once upon a trunk, Instagram, D' vibgyor, Mirraw, T1T, Amazon and
through their website.

SALES DATA FROM NOV 2017 TO MAY 2019

From November 2017 to May 2019, the company sold its 342 products through different
channels. To know which channel performs best for the brand, Company made the channel wise
sales report to know which channel performs best for the brand through which they found that
The Loom performed best for them. They got 88 orders from The Loom within 6 Months from
Nov 18 to May 19. After that once upon a trunk also performed best for them, they got 85 orders
within 7 Months from Oct 18 to May 19. From the past sales, they analyzed that the worst
channel for them is Marrow because they sold only 3 products through this channel.

Sales
400
350
300
250
200
150
100
50
0

Figure 2: Sales data from Nov 17 to May

Source: Author
According to sales data, the best month for The Svaya was April 2018. In this month, the
company sold its 53 stocks within a month. The Svaya was functional but due to unavailability
of team members and employees, it was stopped for 3 months. It was functional again in October
2018 and made their space again in the market. October was struggling month for them because
of that they got very less amount of orders. Till now The Svaya is struggling to make their name
in the market. In May 2019, the company decided to expand its business and for the same, they
implemented various marketing strategies to boost their sales and for brand awareness.

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Marketing Strategies implemented in June and July 2019
BLOGGERS REACHOUT
In June 2019, the company decided to collaborate with bloggers for the first time to liquidate old
stocks. It collaborated with 10 bloggers in June 2019 and decided to collaborate with 10 bloggers
every month for Influential Marketing. Reaching bloggers to create content for the brand is a part
of Influential marketing. Influential marketing is not a new concept but one that has received
more attention with the growth of social media. It is the use of influential consumers or
advocates to help small companies create buzz for their products or services. There are different
types of influencers depending on a company's buying audience. Some influencers are
consumers. Consumer-buying influencers are called innovators. Influential marketing is designed
to create positive perceptions among influencers. Companies accomplish this by gaining
exposure for their brands, getting the attention of influencers, building awareness of their brands
or company and retaining these influencers for subsequent product introductions. Marketers use
advertising to expose influencers to their products. They gain attention through effective
promotions, including unique headlines and publicity stunts. Subsequently, business owners use
influencers to build awareness of their brands. And the company must fully satisfy these
influencers with quality products to retain their business and the continued patronage of those
they influence.
Objective:
To collaborate with 10 bloggers within a month to create content and brand awareness.
Governing framework:
Before collaborating with bloggers, the marketing department always goes through their
Instagram profile, their follower's likes and how she worked in the past for different brands.
After that, the marketing department sent them a message through Instagram then finalized the
shoots and through official mail brand approached them. The company sent them garment in
which they want to shoot and after the shoot, the backward shipment was arranged for bloggers.
Bloggers arranged their photographers and did the photoshoot for the brand. The company did an
only unpaid photoshoot with bloggers by giving 20 percent of the selling price of the garment
that was sold through their followers or content created by them. Marketing department track
every content that was created by the bloggers and who got more likes and comments created the
best content for them and did best for the brand. This help brands to building awareness and got
good responses from people.
Result:
Bloggers created content for the brand and helped them to liquidate old stock easily. This helped
the brand to build awareness and get good engagement on Instagram. By reaching bloggers it
was found that brand increased their sales in June and July compared to the past 6 months. Also,
it was counted that the followers of The Svaya Instagram account had increased by

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approximately 120 within 1 month(in July) in which bloggers reach out was the main reason to
boost the followers.

Figure 3: Pictures posted by bloggers in The Svaya outfits

Source: Author

Figure 4: Pictures of bloggers posted by brand

Source: Author

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Figure 5: Bloggers created content for The Svaya
Source: Author

Bloggers posted their images on Instagram in The Svaya outfits with contents and hashtags for
public engagement. The brand also posted bloggers images in The Svaya outfits with content and
hashtags which helps both of them to create engagement and brand awareness. This activity
helped The Svaya to not only increase the sale but also popularized it. It was counted that the
followers of The Svaya Instagram account had increased by approximately 120 within 1
month(in July) in which bloggers reach out was the main reason to boost the followers.

SOCIAL MEDIA MARKETING

Marketing department ensures to post stories on Instagram to connect with their target audiences.
They have different themes for different days of the week on the basis that they post their stories.
On Sunday their post gone on Horoscope, Tuesday is all about to Tuesday chit chat, Wednesday
post on this or that, Thursday post on chat with us, Friday post on customer testimonials,
Saturday post on Instagram sale.

Horoscope Post
Horoscope post was posted on Monday morning only. In June and July Horoscope post was on
Bikini, Sunglasses, summer color, Lip color, watches, summer hair color, types of saree, summer
nail paint color. All these were 8 weeks post of Horoscope on cosmetics, sarees, and colors in
June and July. People with different horoscope were the different suggestion for, different color,
hair color, lip color, etc. suggested for different horoscope people.

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Figure 6: Horoscope Post
Source: Author

Chit Chat post

Chit chat post is all about to chat with customers like how they start their day or asking any
advice related to scrap generated from garments etc.

Figure 7: Chit Chat Post

Source: Author

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This or that

Figure 8: This or That Post

Source: Author

Customer Testimonials

Figure 9: Customer Testimonial Post

Source: Author

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Product post

One product post with their specification and quality was updated each day on Instagram.

Figure 10: Product Post

Source: Author

Instagram Sale

Every Saturday a catalog of five garments for sale posted on Instagram stories with hashtags.
Quotes used before catalog were “Time to upgrade your wardrobe this weekend, weekends are
tried days!”, Saturday exclusive sale last 24hours only.

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Figure 11: Instagram Saturday Sale Post
Source: Author

WhatsApp

This is the latest trend for Marketing in the world for direct marketing or interactive with friends
and family. Brands using WhatsApp marketing strategy to inform their loyal customer about
their latest collections and also to liquidate their old stocks in WhatsApp groups. In June 2019,
the company initiated its new strategy to liquidate stock from WhatsApp sale. Every Wednesday
a catalog was shared in WhatsApp group in which 10 different garments were available for
customers in 40% discount of MRP. Whenever new collection is launched by the brand, first it
was made available for loyal customers through WhatsApp. There they select the pieces which
they wanted to purchase.

LOOP GIVE AWAY

Objective:
Loop Giveaway is another strategy to promote The Svaya. Loop Giveaway is when brand tie-up
with multiple brands and bloggers to promote each other.

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Governing Framework:
The brand gives some products along with with other brand products to anyone lucky followers.
But first, they have to like and follow each one of them. The brand already did it last year. Now,
brand planned to tie up in September 2019 with cosmetics, Sanitary napkins, bags, and footwear
brands to promote each other.

Figure 12: Cosmetics and Sanitary napkins brand for Give away
Source: Author

Figure 13: Jewellery and Handbags brand for Give away

Source: Author

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CONTENT SHEET FOR MEESHO

Objective:
The main objective to provide The Svaya products at best prices for the modern woman and also
liquidate their stocks.

Governing Framework:
In July 2019, the company decided to sell their products through meesho app, so they created an
excel sheet content for meesho App which can be used regularly for product details. It includes
all the details like the product name, SKU units, Fabric quality, Detailing in size, Product
descriptions and pictures was shared through Dropbox

Figure 14: Detailed specification of The Svaya garments

Source: Author

Figure 15: Detailed specification of The Svaya garments

Source: Author

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CONTENT SHEET FOR X VANITY CART

Objective:
The idea is not to grow only within India but internationally and to provide The Svaya products
at the best prices for the modern woman.
In mid of July 2019, the company decided to sell their products through X Vanity Kart so, that
created a content sheet for X Vanity Kart which can be used regularly for product details. It
includes all details product name, SKU units, Fabric quality, Detailing in size, Product
descriptions, and pictures.
X Vanity Kart is a Dubai based Company, consignment send in Cartoons and each design have 6
pcs in the ratio of 1:2:2:1 which is 1 small, 2 medium, 2 large and 1 extra-large size.

Figure 16: Detailed specification of The Svaya garments

Source: Author

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, PATNA Page 20

Figure 17: Detailed specification of The Svaya garments
Source: Author

Figure 18: Detailed specification of The Svaya garments

Source: Author

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VENDOR SOURCING

Objective:
To find out the exhibition re-seller or vendor in Delhi or nearby Delhi who re-sell The Svaya
products.

Governing framework:
First searched all the coming exhibition in June and July and then visited the exhibition to
finding the re-seller who interested in re-selling The Svaya products in exhibition or in their
store.

Figure 19: List of Exhibition Re-Seller

Source: Author

Here is the list of Re-sellers who were interested to sell The Svaya pieces in Exhibition and their
stores. Those re-sellers who were interested in reselling, brand provide their pieces or products
on 2 basis:
Process 1: Consignment

Re-sellers can select the pieces and pay them 50% security against the products. When they were
sold, they will retain the sold amount and release their balance. They will give the pieces at 50%
MRP and Re-sellers could be sold on their markups. Employees sent them consignment via
courier.
Process 2: Buy Out

Re-sellers can select the pieces and pay them 40% of MRP and Re-sellers could sold them on
their markups. Employees sent them consignment via courier.

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Result:
After visiting 4 exhibitions in July they came to found re-sellers from the exhibition held in
Delhi and Gurgaon only. There were 15 vendors interested in sourcing The Svaya Products in
which few of them preferred Consignment basis or some of them preferred to buy out basis.

RETAIL OUTLET

In July 2019, the company launched their collections in offline stores of Delhi and nearby Delhi,
one of them is situated in Sahpur Jatt, Delhi. Here are the list of stores where the brand is
planning to sell their pieces. In July 2019, the brand went through all the stores which are in their
list and then finalized a few of them where they send their product. These are retail stores
situated in Delhi, Gurgaon, Noida and Faridabad only.

Figure 20: List of market and stores

Source: Author

Consignment sent in Cartoons and each designs have 2 pcs only. At starting company sent only 2
pcs of 15 designs of size M and L. If it works or generates good sales then more stocks will be
sent in the ratio of 1:2:2:1 i.e., 6 pcs of each design.

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MBO’s
After 1-2 months The Svaya planning to launch their products in seven Multibrand Outlets which
is Kapsons, Reliance trends, Big life, Bindals, Project Eve, Voonik and offline store of
Limeroad. The Svaya planning to launch their collections in different MBO’s at different states
at best prices for the modern Indian woman who dresses to impress herself first. First few
months The Svaya products will available in different states of Delhi, Uttar Pradesh, and Punjab
only.

INSTAGRAM RE-SELLERS

Objective:
To find out the re-seller or vendors in Instagram who re-sell The Svaya products in different
Instagram groups.

Governing Framework:
The brand reached various Instagram re-sellers to liquidate their stocks by reaching various re-
sellers and found that various re-sellers were interested in re-selling. Their target reached
Instagram re-seller to liquidate their old stock first. The brand provides their pieces or products
on a similar basis that they provide to Exhibition re-sellers i.e., on 2 bases:

Process 1: Consignment
Re-sellers can select the pieces and pay them 50% security against the products. When they were
sold, they will retain the sold amount and release their balance. They will give the pieces at 50%
MRP and Re-sellers could sell them on their markups. Employees sent them consignment via
courier.

Process 2: Buy-Out
Re-sellers can select the pieces and pay them 40% of MRP and Re-sellers could sell them on
their markups. Employees sent them consignment via courier.

FACEBOOK GROUPS
In July 2019, The Svaya products upload in different Facebook seller-buyer groups. They are not
targeting only Indian Facebook seller-buyer group but also in the USA, Germany Facebook
seller-buyer groups. This is another strategy where the brand can liquidate their stocks.

CALENDAR EVENT
In July 2019 The Svaya celebrated Doctor’s Day and World Population day for the first time on
Instagram to create engagement and brand awareness. This is a day where the brand showcases
its voice and identity.

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Doctor’s day (July 1)
This was the first time when The Svaya Celebrated Doctor’s day on Instagram by collaborating
with Dr. Monika Payal. She is a Dermatologists who expertise in the care of normal skin, hair,
nails and knowledgeable in the management of cosmetic disorders of the skin.

Objective:
The main objective is to break the stereotype and give opportunities to everyone to ask questions
related to their skin and cosmetology concerns. The doctor would guide them on how to go about
it.

Governing Framework:
The first post went online one day before the doctor day and stated their objective to break the
Stereotype on the types of doctors that exist and connect them to a doctor who specializes in
aesthetics. On the day of Doctor’s day at 7 PM windows was opened for the public who wanted
to ask any questions related to their skincare. Dr. Monika was live on Instagram to answer the
question which was asked by followers.

Figure 21: Post for Doctor's Day Event

Source: Author

Result:
Doctor’s day was successfully celebrated by the brand, many followers were asking questions
related to their skin care. This day provided great content for social media marketing.

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World Population Day (11 July)

Objective:
The objective was to increase people’s awareness on various population issues such as the
importance of family planning, gender equality, poverty, maternal health, and human rights.

Figure 22: Post for World population Day

Source: Author

Posted on Instagram stories to create awareness among people on various population issues and
to celebrate reinforce achievements of humanity. The brand dedicated this day to raising
awareness about the increasing and urging people to put an end to this population explosion
through the social media post.

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ORDER MANAGEMENT
Order management is simply the process of efficiently tracking and fulfilling sales orders. It
includes the cycle of people, processes, and suppliers to create a positive customer experience.
The order management process starts from when a customer places an order, to keeping track of
that order until it is fulfilled. It also involves keeping a record of the customer – which may
include their purchase history, payment method, and volume of order.
When the company got any orders from marketplaces or their website, they used Delhivery
courier to generate the package slip and also to fulfill an order made by customers. They use two
types of courier service one is surface for normal 4-5 delivery days and another one is express
for fast delivery which is 1-2 days according to the requirement. Firstly, forward shipment
created then request for pick up generated. Request for pickup was generated only in case of
forwarding shipment. The reverse shipment was created for backward shipment in case of
returns. Also keeping the track of that order i.e., Delivered or not until it is fulfilled. Here,
Waybill number stored for further use if required.

Figure 23: Forward shipment details

Source: Author

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Figure 24: Package slip after shipment created
Source: Author

SALES OF JUNE AND JULY 2019

Implemented marketing strategies in June and July. Few of strategies were implemented in June,
few were implemented in July and some of going to implement in August 2019 or coming
months.

Here analyzed sales increased in June and July after implementing marketing strategies. It was
found that sales were slightly increased in month of June and July comparison to the past few
months but still, April 2018 was the best month for the brand.

Total
40
35
30
25
20
Total
15
10
5
0
Feb Mar April May June July till 26

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Figure 25: Sales data of June and July
Source: Author

SALES DATA

Channel wise sales

Online channel for The Svaya performed good in comparison to Offline channel in the last 6
months, about 90% of total sales came from the online channel.

Chart Title
180
160
140
120
100
80
60
40
20
0
Jan Feb Mar Apr May Jun Jul Total

Online Sales Offline Sales

Figure 26: Monthly Channel wise sale

Source: Author

To know which channel performs best for the brand, analyzed the channel wise sales report to
know which channel performs best for the brand through which they found that The Loom
performed best for them. They got 95 orders from The Loom within 8 Months from Nov 18 to
July 19. After that once upon a trunk also performed best for them, they got 85 orders within 9
Months from Oct 18 to July 19. Then they Came to know that the worst channel for them is
Mirraw because they sold only 3 products through this channel.

Seasons color
To find which color is best in different seasons for the brand, seasons color report was prepared
in which they found that Red color is bestselling color in every month except July, August and
September, followed by blue color and they also found that orange color garment was least sold
products.

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 Total
450
400
350
300
250
200
150
100
50
0

Figure 27: Data of seasons Color

Source: Author

Best Silhouettes
The best Silhouettes for the brand was Biased Silhouettes. Khadi made garment was the
bestselling garment after that company sold more products of cotton and kalamkari fabrics made.
So, the best silhouettes for them was high low, biased, cowl and side pleated and the best fabrics
were Khadi and Cotton.

Total
60

50

40

30

20 Total
10

Figure 28: Data of bestselling silhouette

Source: Author

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Price report

Total
140
120
100
80
60
40 Total
20
0

Figure 29: Data of bestselling price

Source: Author
Channel Size wise sale
Prepared price report to find out the best selling price for the brand. Here, they found that the
best selling price for the brand was Rs.2499 and then Rs.1999 as they have a price range from
Rs.199 to Rs.4999. The company got 84 orders of price 2499 and 55 orders from price 1999.

Total
140

120

100

80

60 Total

40

20

0
3XL 4XL L M S XL XS XXL

Figure 30: Data for best size for brand

Source: Author

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Through all these different reports, the company came to know the best channel, price, color, and
Silhouettes, Garment, seasons and monthly per garment sale. With the help of these report, they
can forecast trend and sale and they started focusing on that channel where they can make more
profit. As a brand came to know that red color and high low silhouettes were always bestselling
for them.

MARKET RESEARCH
Primary Objective:
To increase the footfall and Brand awareness of The Svaya by the help of a different medium of
marketing tools.

Secondary objective:
1. To work on improving footfall and brand awareness through competitor benchmarking.
2. To improve the traffic and sales on the website by correct classification and tagging.
3. To improve the trust-building of the customer of ethnic wear category by competitor
benchmarking.

Data Collection Method

Data collection is used to describe a process of preparing and collecting data for example, as part
of process improvement or similar project. The purpose of data collection is to obtain
information to keep on, record, to make decisions about important issues, to pass the information
on to others.
The primary data is collected by gathering information from the different stores located in Delhi
and Gurgaon only and secondary data is collected from some books, journal, and internet.

Locale of Study
The locale of the study is Head office The Svaya Gurgaon Haryana.

Methodology
Phase 1
To study The Svaya brand and to suggest ways of improvement in footfall and sales.
Phase 2
Information regarding improving the sales and footfall through competitor benchmarking, visited
different competitors stores, interactions with different stores managers to understand their
workflow, operations and marketing strategies through which they boost their footfall and sales.
Phase 4
To improve the sales and footfall on the website and offline by analyzing the marketing tools that
already applied by brand.
Phase 5
Created an excel template for brand which can be used regularly for comparing with their rivals.

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SCOPE
The study is carried out to know the following aspects: - a) Study market and formulate
strategies for increasing sales and traffic.
1. After implementing some marketing strategies and collaborating with fashion influencers and
it will help to increase the footfall and sales of the company.
2. Improve the VM on the store by correct classification and it gives a clear picture about the
product.
3. And predict the future of The Svaya.

Total
700
600
500
400
300
200
100 Total
0

Figure 31: Average footfall of the store

Source: Author

The average Conversion rate of Store

Through primary research, the average footfall of different market was analyzed that Fab India
has the highest average footfall of the store i.e., close to 600 in a day. After that, the highest
footfall was analyzed in Project Eve which is situated at Prominent mall Delhi opened 6-7
months before and their average footfall was closed to 500 in a day. When taking about
Semblances, Frills, Khalistan, Aurelia, Kartika, W and Masaba, their footfall were very less
compared to their competitors.

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 Total
0.7
0.6
0.5
0.4
0.3
0.2
0.1 Total
0

Figure 32: Average conversion rate of different store

Source: Author

The average selling of products in 1 day

Through primary research, the average selling of products in one day of the different store was
analyzed and it was found that Fab India (Prominent mall) has the highest average selling of 300
pcs in a day.

Total
350
300
250
200
150
100
50
Total
0

Figure 33: Average selling products in one day

Source: Author

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The average selling amount in 1 day
According to the research, it was found that the Project Eve has the highest average selling
amount in one day. Project Eve sold about Rs.300000 in a day and Fab India selling amount was
about Rs.250000 in a day. In spite of having the highest footfall and Conversion rate, Project Eve
average selling amount is high.

Total
350000
300000
250000
200000
150000
100000
50000
Total
0

Figure 33: The average selling amount in one day

Source: author

Different marketing strategies applied by different brands to increase their footfall, conversion,
and sales. Following are the information given by different stores and the different marketing
strategies applied by different brands:

Global Desi: Gift cards and flowers gifted to loyal customers in birthdays or anniversary.
Whenever a sale is started first they call their loyal customer to shop so that they can get their
sizes without any problem. Inventory must not be less than 3000 in-store, 200-250pcs garments
updated in 1 time. Whenever any collections were not performing good in one store they to
transfer them to another store because few of collection was a slow mover in one region and fast
mover in another region. Manufacturers made changes with the dead stock, transferred them into
bags, clutches, and mobile cases. 6 months back there was a customer is pregnant so she
requested them to display few collections in her home. One of staff granted permission from the
head and with 10 collections he went her home and at that time she made a purchase of
Rs.10000.

W: W first launched 7 different sizes for the different fit of women from XXS to XXL. W also
started campaigns, trained their employees about the new collections because of their collections
based on the story.

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BIBA: BIBA always called customer group and gave them a 20% discount. On the birthday of a
regular loyal customer, they celebrated her birthday on the store by cutting the cake. Highlighted
old inventory in the primary zone to grab customer attention. Rs.500 discount on shopping of
Rs.5000. The online store contains old inventory, fresh products available in-store only. And 50
designs updated at a time.

Ancestry: Gifted rose and scarf on women day to every women customer. Updated 10 styles in
one time, never repeat one style and also never provide any discount on products.

Ritu Kumar: WhatsApp task for loyal customers, broadcast in WhatsApp for premium clients
and share catalogs with customers, WhatsApp calling to update them about new stock, Gift cards
and flowers to loyal customers in birthdays or anniversary.

PUBLIC RELATIONS (PR)

PR can give brand depth and personality. It helps brands bring their stories to life authentically
and genuinely. Brands narrow their focus so their story becomes relevant to their target
audiences. Brands identify their target audiences and the key messages that will resonate with
them. If community members, stakeholders, and the media are willing to support the brand.
These relationships build brand loyalty. At the end of the day, it’s that loyalty brands rely on to
keep moving forward. Recently a few days ago in July, The Svaya send their garments to Isha
and she is TV celebrity and Split villa Contestant.

Magazine list
Researched list of magazines where The Svaya might be published, searched local or Indian
magazines where they can publish. The Svaya as mentioned earlier has already been published in
the Hindu newspaper. Researched magazine list includes Creme magazine, just urban, Modish,
Women’s era, Saras Salil, saheli and Grah Laxmi, etc.

Online blog publications

Different online blog publications searched where a brand might publish their blogs to influence
customers. These publication includes Inc42, Pink villa, Feeds spot, Tumblr, Pingler, Amino,
Quora, style drive and peach and blushes, etc. These different online publications were searched
with their traffic records.

Segment Target & Positioning (STP)

Segment: Women looking for classy ethnic Indian wear to impress herself first.

Target: Women in the upper-middle class.

Positing: Trendy fashionable ethnic wear.

USP: Affordable Designer Ethnic Wear.

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FINDINGS
 Lack of Infrastructure.
 Less availability of capital.
 Need expansion of the team.
 Need more focus on marketing on a broad level?

SUGGESTIONS

 Always maintain the Svaya website on a weekly basis. And update according to festive
seasons, bestselling season, about sales and offers (like flat 20% off, coupons of Rs.200
and Rs.400 which is applied on the above shopping of Rs.1000 and Rs.2000, etc.
 Increase inventory in terms of designs and collections.
 After production marketing team requires to apply marketing strategies not only to
liquidate stock but also to increase brand awareness.
 Improve the photoshoots of products and display rich pictures on the front page of the e-
commerce website the Svaya.
 Promote through blogs (discuss Svaya and what you did for sustainability and social
causes, allow them to take part in social causes). Post blog like “keep gear in action
longer and reduce the need to buy more overtime”. Also decrease carbon, water, and
chemical footprints.
 Always update the article and about us what you did and what are you doing, update
things in the website. Write all positive things about the brand and also explain how
designs approved, how to sample making and pattern making done.
 Upload a small video of design, pattern, sample making, stitching and conversation
between two employees (how they take steps towards sustainability) like IGTV videos.
 Share your growth rate and report on the website.
 Find your gaps: where gaps in services i.e., the difference in expected service and
perceived service. And apply some strategies to fill all the gaps.

Strategies for offline Store

 Improve VM of the store, because VM is very important for any store it grabs the
consumer's eyes and provokes them to enter the store. Update fresh collections in VM.
 Highlights those stocks more whose inventory is more (Try to liquidate them by
highlighting stocks in the primary zone)
 Update collections in store which is in trends (Remove deadstock’s from the primary
zone, study all deadstock’s and analyze them why consumer are not buying that very
product. What changes required to them and according to that make changes to liquidate
the deadstock’s).
 Placing low-cost impulse items like nail paints, lipsticks, etc. at the billing points, there
are high chances to pick low-cost impulsive items at the time of billing.
 Give discounts, offers, and vouchers in bestselling seasons e.g. rose or earing or dupatta
in women’s day. And add points to wallet in every shopping.

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  Use signage’s to display the benefit of buying the product and advantages of that very
product.
 Improve the interior of the store that attracts customer's eyes, uses fragrance and play
music according to the collections and the target customer.

EXPERIENCED WORK AT The Svaya

At The Svaya, it’s all about ownership. If someone a part of a team, a project, or an internship
he/she gets to work at the ground level and experience how things begin. He/ She be the planner,
executioner, runner, thinker, decision-maker i.e. literally everything. Not only the company will
give the freedom to test, try and build things way in alignment with the company’s goals.
The Svaya is a startup with a very small team and my work at The Svaya was not restricted to
only one department.
 Experienced works related to marketing department i.e., offline and social media
marketing. Suggested marketing strategies, ideas for a calendar event, and ideas for
branding maintained Instagram everyday stories or post.
 Researched different things like restaurants for the popup, retail stores who re-sell The
Svaya products, for PR researched different magazines and online blog publications,
brands for the giveaway, bloggers for collaborations and model for new festive collection
shoot.
 Also managed all the orders that received by the brand. Manifest and pickup scheduled,
tracked the order status. For bloggers forward and reverse shipment created. Analyzed
sales data till November 2017 to July 2019, analyzed product performance report, best
color, fabric, and Silhouettes for the brand, best size and price for the brand.
 Suggested improving the VM standard by changing the display of the store, by changing
the chairs, Proper communication to be placed in the store. Store Music with offer
communication.
 When garments came to manufacturing house, the quality of each piece checked to
ensure products meet customers need and zero defect.
 Organized Outdoor photoshoot for Festive collection in Lodhi garden.

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 CONCLUSION

 The study helped to understand how the organization function under that how the
marketing department function in the retail sector.
 What all the importance of marketing in an organization.
 How the marketing activity planned accordingly season-wise.
 Apart from marketing also get the change to work with other departments like with
planning team, designing team.
 The study also helped to understand how the product being sold online how the product
dispatch through a vendor to the customer. How the product being design according to
season and the customer demand. What all the goals and objective of the product's design
and development.
 How to manage the Vendor of marketing as well as product dispatch and order
management
 The study also helped to understand the marketing planning process and some of the
crucial area of marketing planning which can affect the smooth function of the marketing
process. It gave more focus on internal cause for the problem.
 Exclusively of the Svaya need to be maintained through the effective marketing plan.
 The purchase frequency is impulsive among female customer this is the positive things
for Svaya.
 Brand awareness is very less of Svaya.

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 BIBLIOGRAPHY

1. (Kotler, 1988)Philip cottler- marketing

2. Naresh Malhotra- Marketing research book

3. www.businessdictionary.com/definition/marketing-strategy.
4. (The Svaya, 2019)

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