A Final Project Report

On

“Marketing of Textile items with reference to M/s. The Bombay

Dyeing & mfg. Pvt Ltd.”

A report submitted in partial fulfillment of the requirement for the degree

Of

MASTERS OF BUSINESS ADMINISTRATION

(2010-2012)

SUBMITTED TO:- SUBMITTED BY:-

University Institute of Applied Management Science

(Address of the university/institute)

1
 CERTIFICATE FROM THE CANDIDATE

I_____________________________, Student of MBA (________________). Roll

Number. ________________ do hereby certify that the Project work titled “Marketing of
Textile items with reference to M/s. The Bombay Dyeing & mfg. Pvt Ltd.” is a bonafide
work carried out by me.

Signature of the Candidate_____________________________

Name: ______________________

Branch:_____________________

Roll No._____________________

DATE: ________________

PLACE:________________
 CERTIFICATE FROM THE GUIDE

This is certified that the project work titled “Marketing of Textile items with reference to
M/s. The Bombay Dyeing & mfg. Pvt Ltd” is bonafide work carried out by ………………………..
…………………… Roll No…………………………………………………. a candidate for the MBA
………………………………………………., Examination of the University Institute of Applied
Management Science under my guidance and direction.

Signature of the Guide__________________________

Name:___________________

Designation:______________

Name of the Orgnasition:_________________

Address:_____________________

DATE: ________________

PLACE:________________
 TABLE OF CONTENT
Chapter. CONTENTS Page No.
No
1 INTRODUCTION 6

1.1 Executive Summary 7

1.2 About The Bombay Dyeing & mfg. Pvt Ltd 8

1.3 Specific Objective 9

1.4 Importance of the study of Textile 10

1.6 Scope of the Study 11

1.7 Updation till 2012 on Textiles Industries 13

2 ABOUT TEXTILE INDUTRY 17

2.1 Overview of INDIAN Textile Industry 18

2.2 Government Policies Relating to Textile Industry in India. 22

2.3 Textile Industry Exports 24

2.4 Leading Textile Mills 28

2.5 SWOT Analysis of Indian Textile Industry 30

3 COMPANY PROFILE  32

3.1 The Bombay Dyeing & Mfg. Co. Ltd. established 1879  33
3.2 Companies of Bombay Dyeing Group  35

3.3 General Information  38

3.4. Management  39

3.5 Products  42

 3.6 Export Markets  48

3.7 Business Process  49

3.8 Business Strategy  52

3.9 Distribution System  55

3.10 Target Market Analysis  59

4 RESEARCH  62

4.1 Introduction about Research  62

4.2 Aims and Objectives of Research  64

4.3 Overall Finding of the Market  66

5 “SWOT” ANALYSIS ACCORDING EXPERIENCE  68

6 CONCLUSION  70

7 METHODOLOGY  71

8 SUGGESTIONS  72

9 BIBLIOGRAPHY  75

MY EXPERIENCE AND LEARNINGS  76

ANNEXURE  79

CHAPTER 1:

INTRODUCTION
1. EXECUTIVE SUMMARY
2. ABOUT COMPANY
3. SPECIFIC OBJECTIVE
4. IMPORTANCE OF STUDY OF TEXTILE
5. SCOPE OF STUDY
6. UPDATION TILL 2012 IN TEXTILES INDUSTRIES.

1.1 EXECUTIVE SUMMARY

A project goal is to help students become effective managers in today’s competitive, global
environment. The fundamental unit of work in all organizations is processes; the focus of the
project is on the different marketing processes in the field of marketing of the organization.
Emphasis is given on discovering the challenge of both managing and understanding the relation
of activities throughout the organization with, and how the marketing functions fits into the
organization. This study was conducted on “Marketing of Textile items with reference to The
Bombay Dyeing & mfg. Pvt Ltd

Building the Managerial framework:

The Marketing of Textile items is designed to facilitate the professional development of young
talent and identify talented culture-fit employees for the company's Management Trainee
program. A comparative study on Marketing of textile items provides a learning of the
vagaries and complexities of the company’s business 'from the ground up'. With value-creating
live projects, the intern begins appreciating the intricacies of our functions and the impact that it
has on business. The quality and content of projects provides an opportunity to complement our
classroom learning with hands-on experience. A structured assessment process at some of the
country's premier business schools ensures that the company hires the right talent to groom them
into senior management positions. A structured assessment process at some of the country's
premier business schools ensures that the company hires the right talent to groom them into
senior management positions. The learning experience is also spiced up with value-creating
projects in the functional stints. Ground learning are further consolidated with structured
classroom sessions from the field managers themselves and a Community Development stint
helps the leaders of tomorrow to relate to their environment with the company’s commitment to
the communities that we work in.

1.2 ABOUT COMPANY

The Bombay Dyeing & mfg. Pvt Ltd is one of India’s most respected and trusted brands. The
largest bed & bath linen brand in India, Bombay Dyeing enjoys the No. 1 position since its
inception in 1879. What started as a small operation of Indian spun cotton yarn dip dyed by
hand, today has 300 plus exclusive Bombay Dyeing brand stores. Bombay Dyeing Linens are
sold from more than 2000 multi brand outlets across 35 plus towns & cities in India.

The Product offering ranges from Stylish bed linens, towels, home furnishings, school uniforms,
suiting & shirting and a whole blissful range of other products.

All products come with our hallmark finish, great textures, detailed design to match the latest
trends and fine quality which has been synonymous with Bombay Dyeing for over a century.

Delivering the best designer products at an outstanding value for money has always been our
motto and forte.

In the bed linen segment, which is what Bombay Dyeing is most popularly known for, we cater
from medium to high-end segment of the market. With our innovative product range, we have
identified a strong consumer need for very premium home textile products like bedsheet sets,
comforters, duvet covers, bath linen etc.

We also have a high-end designer range for which we have tied up with Wendell Rodricks. His
exclusive collections are being retailed from our select premium outlets.

1.3 Specific Objective

1. To determine the factors, which persuade the retailer and agent for sale of our products

2. To find out the company’s position in the textile market

 3. To find out the market share of The Bombay Dyeing & mfg. Pvt Ltd against its
competitors

4. To get the analysis of current market trend, demand forecast

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.

7. To understand the consumer behavior.

8. To understand the fundamental application of textile industry at the time of promotional

activity of products.

9. To study the evolution, function, importance and legal frame work of the Indian textile
Industry.

10. To make sustainable strategy to ensure companies sales growth.

1.4 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.

In order to meet the changed competitive conditions due to globalisation and liberalisation of the
economy, there is an urgent need for upgrading the technology levels currently prevailing in the
weaving segment, particularly the YARN & DYED sector. All these call for the preparation and
implementation of proper action plan in which all the stake- holders i.e., the government, the
weavers and the other interest groups get fully involved. In order to prepare an effective
perspective plan spread over 3-5 years of modernisation for this important sector, this study on
the status of the powerloom sector in INDIA with focus on modernization.

1.5 SCOPE OF STUDY

“Marketing is a basic that, it can’t be considered a separate function. It is the whole business
seen from the point of view of its final result, which is the consumer point of view”.
Peter Drucker
The study has aimed at finding out the current status of the Textile (dyed & loom) sector in
INDIA 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, Bombay 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.

Besides it so far is Indian textile is concern worldwide it is the one of the largest in the world
with a massive raw material and textiles manufacturing base. Our economy is largely dependent
on the textile manufacturing and trade in addition to other major industries. About 27% of the
foreign exchange earnings are on account of export of textiles and clothing alone. The textiles
and clothing sector contributes about 14% to the industrial production and 3% to the gross
domestic product of the country. Around 8% of the total excise revenue collection is contributed
by the textile industry. So much so, the textile industry accounts for as large as 21% of the total
employment generated in the economy. Around 35 million people are directly employed in the
textile manufacturing activities. Indirect employment including the manpower engaged in
agricultural based raw-material production like cotton and related trade and handling could be
stated to be around another 60 million. This industry is poised to meet the increased global
competition in the post 2005 trade regime under WTO. The consequent effects of unleashing a
flood of imported textiles into India and also making the export markets far more competitive are
being felt from now onwards. The textile industry in India has a strong multi-fibre raw material
production base, vast pool of skilled personnel, entrepreneurial talent, good export potential and
low import content. Production systems are flexible, dynamic and vibrant. However, the
industry’s above strengths get substantially diluted on account of production process
disadvantages in certain areas in terms of technology and supply-chain management deficiencies.
It is high time that adequate corrective measures were taken to prepare a technology savvy
industry to meet the challenges ahead.

The ongoing globalisation process is replete with threats from our competitors, particularly the
export-led economies like China to de-stabilise our export and local markets. At the same time,
one should also realise that it offers unlimited opportunities. In order to withstand the
competition both in international and domestic markets and accelerate our export growth, it is
imperative to identify the strengths and weaknesses of the textile industry hindering its growth.
Considering the inherent strengths of this industry in terms of a strong raw material base, skilled
manpower and low wage costs, this industry has immense potential in the globalised textile
economy.

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.
1.6 UPDATION TILL 2012 IN INDIAN TEXTTILES INDUSTRIES.

The Indian textile industry is one of the major sectors of Indian economy largely contributing
towards the growth of the country's industrial sector. Textiles sector contributes to 14 per cent of
industrial production, 4 per cent of National GDP and 10.63 per cent of country's export
earnings. The opening up of the sector through liberalisation polices set up by the Indian
Government have given the much-needed thrust to the Indian textile industry, which has now
successfully become one of the largest in the world. Textile sector in India provides direct
employment to over 35 million people and holds the second position after the agriculture sector
in providing employment to the masses.

Growing at a rapid pace, the Indian Market is being flocked by foreign investors exploring
investment purposes and with an increasing trend in the demand for the textile products in the
country, a number of new companies and joint ventures are being set up in the country to capture
new opportunities in the market.

Growth Trends

The Indian textile industry can be divided into a number of segments such as cotton, silk,
woolen, readymade, jute and handicraft. The total cloth production registered during September
2010 was 10.2 per cent higher than that registered for September 2009. The total production of
cloth during April – September 2010 increased by 2.1 per cent as compared to the period April –
September 2009. The highest growth was observed in the power loom sector (13.2 per cent),
followed by hosiery sector (9.1 per cent).

The total textile exports during April-July 2010 (provisional) were valued at US$ 7.58 billion as
against US$ 7.21 billion during the corresponding period of the previous year. The share of
textile exports in total exports was 11.04 per cent during April-July 2010. Cotton textiles has
registered a growth of 8.2 per cent during April-September 2010 -11, whilewool, silk and man-
made fibre textiles have registered a growth of 2.2 per cent while textile products including
apparel have registered a growth of 3 per cent. Textiles and apparel industry exports, valued at
US$ 20.02 billion, contributed about 11.5 per cent to the country's total exports in 2008–09. The
total textiles imports into India in 2008–09 were valued at US$ 3.33 billion.

The total foreign exchange earnings from the textile exports during the current financial year
(April-July 2011) was registered at US$ 10.32 billion against US$ 7.75 billion during the
corresponding period of financial year 2010-11.
India has the potential to increase its textile and apparel share in the world trade from the current
level of 4.5 per cent to 8 per cent and reach US$ 80 billion by the end of the year 2020.

The Textile sector grew at 3-4 per cent during the last 6 decades. As per the 11th Five Year Plan
(FYP), it was projected to fast-track to a growth rate of 16 per cent in value and is further
expected to reach US$ 115 billion (exports US$ 55 billion and domestic market US$ 60 billion)
by 2012. Exports are likely to reach US$ 32 billion in 2011-12 and domestic market US$ 55
billion.

Government Initiatives

The Government of India has promoted a number of export promotion policies for the Textile
sector in the Union Budget 2011-12 and the Foreign Trade Policy 2009-14. This also includes
the various incentives under Focus Market Scheme and Focus Product Scheme; broad basing the
coverage of Market Linked Focus Product Scheme for textile products and extension of Market
Linked Focus Product Scheme etc. to increase the Indian shares in the global trade of textiles and
clothing. The various schemes and promotions by the Government of India are as follows -

Welfare Schemes: The Government has offered health insurance coverage and life insurance
coverage to 161.10 million weavers and ancillary workers under the Handloom Weavers'
Comprehensive Welfare Scheme, while 733,000 artisans were provided health coverage under
the Rajiv Gandhi Shilpi Swasthya Bima Yojna.

E-Marketing: The Central Cottage Industries Corporation of India (CCIC), and the Handicrafts
and Handlooms Export Corporation of India (HHEC) have developed a number of e-marketing
platforms to simplify marketing issues. Also, a number of marketing initiatives have been taken
up to promote niche handloom and handicraft products with the help of 600 events all over the
country.

Skill Development: As per the 12th FYP, the Integrated Skill Development Scheme aims to
train over 2,675,000 people within the next 5 years (this would cover over 270,000 people during
the first two years and the rest during the remaining three years). This scheme would cover all
sub sectors of the textile sector such as Textiles and Apparel; Handicrafts; Handlooms; Jute; and
Sericulture.

Credit Linkages: As per the Credit Guarantee program, over 25,000 Artisan Credit Cards have
been supplied to artisans, and 16.50 million additional applications for issuing up credit cards
have been forwarded to banks for further consideration with regards to the Credit Linkage
scheme.

Financial package for waiver of overdues: The Government of India has announced a package
of US$ 604.56 million to waive of overdue loans in the handloom sector. This also includes the
waiver of overdue loans and interest till 31st March, 2010, for loans disbursed to handloom
sector. This is expected to benefit at least 300,000 handloom weavers of the industry and 15,000
cooperative societies.

Textiles Parks: The Indian Government has given approval to 21 new Textiles Parks to be set
up and this would be executed over a period of 36 months. The new Textiles Parks would
leverage employment to 400,000 textiles workers. The product mix in these parks would include
apparels and garments parks, hosiery parks, silk parks, processing parks, technical textiles
including medical textiles, carpet and power loom parks.

Recent Developments

 Along with the increasing export figures in the Indian Apparel sector in the country,
Bangladesh is planning to set up two Special Economic Zones (SEZ) for attracting Indian
companies, in view of the duty free trade between the two countries. The two SEZs are
intended to come up on 100-acre plots of land in Kishoreganj and Chattak, in
Bangladesh.
 Italian luxury major Canali has entered into a 51:49 joint venture with Genesis Luxury
Fashion, which currently has distribution rights of Canali-branded products in India. The
company will now sell Canali branded products in India exclusively.

The Road Ahead

With the increase in investments in the Indian textile sector, the subsequent increase in the
industrial production, and the positivity observed by the Textile sector has resulted in progress
and development of the sector. Integrating the sectoral needs and continued investments with
technical advancements will completely modernize the industry chains across the country, and
further assist in reaping benefits for the Indian Textile sector.

Exchange rate used: INR 1= US$ 0.02015 February 23, 2012

References: Ministry of Textiles, Indian Textile Journal, Department of Industrial Policy and

Promotion, Press Information Bureau

CHAPTER: 2

ABOUT TEXTILE INDUTRY

1. OVERVIEW OF INDIAN TEXTILE INDUSTRY
2. GOVERNMENT POLICIES RELATING TO TEXTILE INDUSTRY IN INDIA
3. TEXTILE INDUSTRY EXPORTS
4. LEADING TEXTILE MILLS
5. SWOT Analysis of Indian Textile Industry

2.1 Overview of the Indian textile industry

Segments of Indian Textile Industry

Indian Textile Industry can essentially be categorized into two segments:-
1. Organized Textile Industry
2. Unorganized Textile Industry Unorganized sector is the dominant part in this industry which
mainly utilizes the traditional practices (woven or spun) in cloth production and hence is
labor intensive in nature. This industry is characterized by the production of clothes either
through weaving or spinning with the help of hands. The decentralized nature is considered
as another important feature of the unorganized textile industry in India.

The other half of the Indian Textile industry is a highly organized one with immense importance
on capital intensive production process. This sector is characterized by sophisticated mills where
technologically advanced machineries are utilized for mass production of textile products.

Sub-Sectoral Categorization of Indian Textile Industry

 Textile Industry based on fiber produced through man made means or natural cotton
 Yarn industry utilizing fiber or filament of the man made type
 Textile industry involved in the production of wool, its derivatives and final woolen products
 Production, processing of Jute and the textile industry based on it
 Textile industry involved in the mass production of natural silk along with derivative and
final products from silk
 Handloom Industry
 Handicrafts industry which is basically unorganized in nature

Sub-Categorized sectors of the Indian textile Industry

Textile Industry based on fiber produced through man made means or natural cotton In the whole
Indian textile industry, this sector has come as the largest producer of textile products. This
industry has also proved its potential in employing the maximum number of people in the entire
industry which has been calculated to be around a whooping one million workers. As per the
latest records (31.01.2007) of Ministry of Textiles, the total number of mills in this particular
sector is 1818 in number. The installed capacity of all these mills accumulates to 35.37 million
spindles and 0.45 million rotors
During the year 2000-2001, the total amount of spun yarn produced was 3160 million kgs. This
amount saw an increase of around 400 million kgs within the period of 2000-2001 to 2005-2006.
Spun Yarn industry can again be divided into two sub-sectors:-
 Cotton Yarn producing industry the production of this industry type is heavily dependent on
the yearly production of cotton which again depends on the vagaries of nature. Hence it has
been observed that the rate of production in this sector shows fluctuating trend.
 Completely non cotton blended yarn producing industry

This industry type is a consistent performer where its rate of production has increased at a
consistent rate. It has been observed that between the period 1999 and 2005, capacity utilized in
this sector has varied anything between 80% and 93%.
Organized sector in Textile Industry is passing through a stage of stagnation and the main reason
behind it is transformation in the structural set-up of the industry. It has been found out that the
weaving sector is delinked from the spinning sector which has led to the rise of power looms of
decentralized nature. Over the years, the production capacity of this organized sector has seen an
absolute decrease of 0.54 lakh between March 2000 and January 2007.
Cloth production has also evidenced a declining trend during 2000-2006 with an absolute
decrease of ninety four million square meters. The annual growth rate of total cloth production in
the textile industry has been calculated to be around 5.24 % between 2000-2001 to 2005-2006.
But stratified result of this industry show that during the above mentioned period, the organized
sector of this industry has posted fluctuating results whereas the unorganized one has performed
positively with an yearly rate of growth amounting to 5.4%.

Investment In Indian Textile Industry

Investment in Indian Textile Industry

The scenario of investment in the Indian textile industry started to change after the inception of
the special “Textile Package” during the 2003-2004 budgets. The recommendations made in the
budget included the reforms that are required to be made in the fiscal policy of the Indian textile
Industry for attracting investment in this industry. The policy matters associated with
restructuring of debt for financial viability of this industrial sector are also being addressed in
this budget. A fund was set up in accordance with the recommendations of the aforesaid budget
with an initial principal amount of Rs. 3000 crores. This fund was meant for restructuring of the
textile sector.
Factors responsible for wooing the investors in Indian textile industry:-

 The size of the textile along with apparel market in India is quite big.
 Performance of this industry has been consistent right from the start of the new millennium.
 Availability of the skilled labor in India is comparatively cheap in relation to the same in
other parts of the world.
 The policies related to the Foreign Direct Investment in India are comparatively lenient and
are transparent in nature among all the developing countries.
 There is no limit on foreign direct investment in the textile industry and hence 100% direct
investment can be done by the foreign capitalists in the Indian textile industry.
 Foreign Investments done in the Indian Textile Industry through the automatic route offers a
hassle-free way of investing. These investments are not required to be approved by the
government or the apex bank of India, RBI. The foreign investors are only required to make a
notification to the regional office of the apex bank only after receiving the receipt of the
remittance. This notification is required to be done within thirty days from the date of
receiving the remittance. The ministry concerned with the development of Textile Industry in
India has formed a special cell for attracting FDI in this sector. Objectives of this special cell
for wooing FDI are :-
 This cell helps the willing foreign companies to find out viable partners meant for floating a
joint venture company in order to produce textile products.
 FDI special cell acts as the mediator between the foreign investor and the different
organizations for setting up the textile industry. The specialized helps that are given by this
cell involve advisory support along with assistance.
 At the time of operation of the textile industry set by the foreign investor certain problems
may crop up. These problems are sorted out by the FDI cell.
 FDI cell monitors as well as maintains the data related with the total production of the textile
sector. They also collect the stratified data of production by both domestic industry as well as
the industry set up by the foreign investor. In the financial year 2005-2006, it has been found
out that the percentage share of the textile industry in the total foreign investment done was
1.02%.
 As a part of domestic textile sector expansion, the companies of Indian origin are also not far
behind in making investments. Arvind Mills Limited is expanding its production as well as
capacity base through the construction of two new industrial set ups in Bangalore and
Ahmadabad.
2.2 Government Policies Relating to the Textile Industry in India

Introduction
The Indian textile industry is one of the largest industries in the world. The Ministry of Textiles
in India has formulated numerous policies and schemes for the development of the textile
industry in India. Some of them are detailed in the following sections.
National Textile Policy
 The National Textile Policy was formulated keeping in mind the following objectives:
Development of the textile sector in India in order to nurture and maintain its position in the
global arena as the leading manufacturer and exporter of clothing.
 Maintenance of a leading position in the domestic market by doing away with import
penetration.
 Injecting competitive spirit by the liberalization of stringent controls.
 Encouraging Foreign Direct Investment as well as research and development in this sector.
 Stressing on the diversification of production and its up gradation taking into consideration
the environmental concerns.
 Development of a firm multi-fiber base along with the skill of the weavers and the craftsmen.

Such goals are set to meet the following targets:-

 The size of textile and apparel exports must reach a level of US $50 billion by the year 2010.
 The Technology Up gradation Fund Scheme should be implemented in a strict manner.
 The garments industry should be removed from the list of the small scale industry sector.
 The handloom industry should be boosted and encouraged to enter into foreign ventures so as
to compete globally. The National Textile Policy has also formulated rules pertaining to
certain specific sectors. Some of the most important items in the agenda happens to be the
availability and productivity along with the quality of the raw materials. Special care is also
taken to curb the fluctuating price of raw materials. Steps have also been taken to raise silk to
the international standard.
Government policy on cotton and man-made fiber:-
One of the principal targets of the government policy is to enhance the quality and production of
cotton and man-made fiber. Ministry of Agriculture, Ministry of Textiles, cotton growing states
are primarily responsible for implementing this target.
Other thrust areas:-
Information Technology
Information technology plays a significant role behind the development of textile industry in
India. IT (Information Technology) can promote to establish a sound commercial network for the
textile industry to prosper.
Human Resource Development
Effective utilization of human resource can strengthen this textile industry to a large extent.
Government of India has adopted some effective policies to properly utilize the manpower of the
country in favor of the textile industry.
Financing arrangement
Government of India is also trying to encourage talented Indian designers and technologists to
work for Indian textile industry and accordingly government is setting up venture capital fund in
collaboration with financial establishments.
Acts
Some of the major acts relating to textile industry include:
Central Silk Board Act, 1948
The Textiles Committee Act, 1963
The Handlooms Act, 1985
Cotton Control Order, 1986
The Textile Undertakings Act, 1995 Government of India is earnestly trying to provide all the
relevant facilities for the textile industry to utilize it's full potential and achieve the target. The
textile industry is presently experiencing an average annual growth rate of 9-10% and is expected
to grow at a rate of 16% in value , which will eventually reach the target of US $ 115 billion by
2012. The clothing and apparel sector are expected to grow at a rate of 21 %t in value terms.
2.3 Textile Industry Exports:-
Introduction
Textile industry plays a significant role in the growth of Indian economy and it is an important
component of global trade. Textile industry accounts for about one third of India's total export
earnings. It is regarded as the second largest industry of India and is the largest foreign export
earner, accounting for 35% of the gross export earnings in trade. During 1992-93 and 2001-02,
textile exports recorded an increase at a compound annual growth rate of 14.01%. Handloom and
cotton are the two most significant sectors in textile industry. These two sectors together
contribute the major portion of total textile export in India.
Trading partners
Leading trading partners of India are Malaysia, Australia, Kazakhstan, USA, South Africa,
Romania, Argentina, Egypt, Germany, Finland, and Turkey.

India's export to Malaysia

Malaysia imports various types of textile products from India to meet the requirements of raw
materials for it's emerging garment industry. Malaysia's total textile imports are estimated to
exceed US$ 1.5 billion annually. Malaysia's major importing products include woven man-made
fiber fabrics, apparel accessories, textile yarn, knitted and crocheted fabrics, and women’s
apparel.
India's export to USA

USA is regarded as the largest textile and apparel market in the world, which amounts to over
$200 billion annually. In 20011, about 45% of the U.S. market demand was met with imported
products, which accounted for 20% of the overall global textile and apparel imports. In 2006, the
total imports of clothing and textiles by USA was 80% (US $ 71 bn) and 20% (US $ 18 bn),
respectively. Asia contributed the most, specifically India. India basically supplied readymade
garments to USA.

India's export to Australia

Australia is considered as one of the most open textile markets in the world. Major textile
imports include apparels and made-ups under chapter 62, 61 and 63, specifically polyester-cotton
and polyester-viscose types. Bulk of cotton and hand-made fibers are:-

Also imported from countries like India.

Indian exports of textiles to Germany

Germany can be regarded as one of the leading importers of Indian handmade fiber textiles.
Germany is also an important market in EU (European Union), specifically for textile and
clothing, with a total market size of about US $ 34 billion (in 2005).During 20010-11, the total
German imports of textile products from India amounted to Rs. 4714.59 crores and in the same
year, the total imports value of Synthetic and Rayon textiles from India amounted to Rs. 254.63
crores, showing a growth of 58.43% comparing to the performance of previous year.

Indian exports of textiles to EU (European Union)

EU overpowered USA as becoming the largest market for textiles and clothing in the world. Asia
predominates the EU market in both clothing and textiles, with 30% (US $ 30 bn) and 17 % (US
$ 8 bn) share, respectively. India is one of the leading suppliers of textile products to the EU
market and ranked fourth, ahead of other textile exporters like Mexico, Bangladesh and Turkey,
with a market share of 5.2% (US $ 0.45 bn).

Current trend Industry sources reveal that India's textile exports are likely to fall short by over
16% from the expected target. This is happening because of an increase in value of money and
slowing down of investment. Shekhar Agarwal, chairman, Confederation of Indian Textile
Industry opines that in 2007, the textile exports in India will not surpass $ 20.5 billion mark,
witnessing a negative growth in exports, specifically in segments like garments. Garments
accounts for about half of the overall textile exports by India. Agarwal also expressed his doubts
about implementing the projected investment of Rs. 1,94,000 crore in the 11th Five Year Plan
(2007-12). Source from Business Standard reveals that the Indian government is expected to
export around 20 % more raw cotton than before.
Indian textile exports to USA and China are growing rapidly. B.K. Patodia, chairman of India's
Cotton Textiles Export Promotion Council, expressed that China and India are speedily
becoming the two biggest textile players in the world.

CRISIL (Credit Rating Information Services of India Limited), India's leading Ratings,
Research, Risk and Policy Advisory Company predicts that India's textile export earnings will
increase from USD 17 billion (FY 2006) to around USD 40 billion by FY(Financial Year) 2011.
2.4 Leading Indian Textile Mills

Some of the leading Textile Mills in India include

Adarsh Textile Mills : Manufacturer and exporter of good quality woolen and synthetic
blankets.

Amritsar Swadeshi Woolen Mills : Pioneer in manufacturing heavy woolen yarn and largest
manufacturer of fabric.

Aroon Mills : Manufacture of textile auxiliaries

Mohan Thread Mills : Manufacturer of high quality embroidery yarn and threads

Market estimation

In 1997, the overall Indian market for the textile machinery was approximated at USD 895
million and was estimated to grow at an average annual growth rate of 6%.

Factors responsible behind the growth of textile machinery in India

Some of the major factors responsible behind the growth of textile machinery sector are:
 An immense demand of Indian apparels and textiles in the international market
 Low custom duties on imported textile machinery
 Less tight government restrictions on imported goods Major trading partners regarding
import of textile machineries include U.S., Germany, Switzerland and U.K. India ranks
second in the global textile industry and accounts a major portion to the overall Indian
exports. For the sustenance of this growth and to maintain the competence in the
international market, the textile mills in India need to be modernized.
Leading Textile mills in India :-

Some of the major textile mills in India are:

3. Raymond Ltd., Mumbai
4. Grasim Industries Ltd., Nagda
5. DCM Textiles, New Delhi
6. S. Kumars, Kolkata
7. Reliance Industries, Ahmedabad
8. Mafatlal Industries, Mumbai
9. Arvind Mills Ltd., Ahmedabad
10. Ashima Syntex, Ahmedabad
11. The Bombay Dyeing & mfg. Pvt Ltd., Mumbai
12. Hisar Spinning Mills Ltd.
13. Anand Silk Mills, Valsad
14. Titex Silk Mills,Valsad
15. Shree sainath Silk Mills, Valsad
16. Shreeji Trading Company, Surat
17. Garden Silk Mills Ltd., Surat
18. Raj Rayon Ltd., Mumbai
19. Shiyaji Silk Mills Ltd, Thane
20. Nirmala Fabrics, Thane
2.5 SWOT ANALYSIS OF INDIAN TEXTILE INDUSTRY
Strength
• Post 2005, removal of quota restrictions to give a major boost.

• Export target in textile at USD 50 Billion by 2012.

• Low per capita consumption in India (2.8 vs. Global average of 6.8).

• Cost competitiveness.

Weeknesses
• Fragmented Industry

• Effect of Historical Government Policies

• Technological Obsolescence

Oppurtunities
• Indian companies need to focus on Product Development

• Increased use of CAD to develop designing capabilities

• Investing in Trend Forecasting to enable the growth of industry

Threats
• Competition in Domestic Market

• Need to improve the Working Conditions of the people who are involved in this profession.

• Need to revamp Consumer Consciousness

• Tackle Chinese Aggression over the International Market

RECOMMENDATIONS

• Setting up Textile Industries oriented SEZs

• Starting up new courses like Textile Manufacturing and Textile Technology at ITIs and
Engineering Institutes

• Liberalized labour laws, tax and other benefits of a Special Economic Zone need to be
implemented

• Access to high quality and cost-effective manpower

• Excellent connectivity by road, rail air and ports and Single-window clearance
CHAPTER: 3

ABOUT COMPANY PROFILE

1. The Bombay Dyeing & Mfg. Pvt. Ltd

2. Companies of Bombay Dyeing Group
3. General Information
4. Management
5. Products
6. Export Markets
7. Business Process
8. Business Strategy
9. Distribution System
10. Target Market Analysis
11. The Bombay Dyeing & mfg. Pvt Ltd
3.1 The Bombay Dyeing & Mfg. Pvt. Ltd

Bombay Dyeing (full name: The Bombay Dyeing & Mfg. Co. Ltd. established 1879) is the
flagship company of the Wadia Group, engaged mainly into the business of Textiles. Bombay
Dyeing is one of India's largest producers of textiles.[1]

Its current chairman is Nusli Wadia.[2] In March 2011, Jeh Wadia (36), the younger son of
Nusli, has been named the managing director of Wadia Group's flagship, Bombay Dyeing &
Manufacturing Company, while the elder son, Ness (38) has resigned from the post of joint MD
of the company. [3]
Bombay Dyeing was often in the news, apart from other things, for various controversies
surrounding its tussle with the late Dhirubhai Ambani of Reliance Industries Limited and with
Calcutta based jutebaron Late Arun Bajoria.[4]
Lackadaisical management has ensured that the company, which was ranked 68 in the Business
India Super 100 list in 1997 has steadily lost ground and by 2010 ranked 300 in the ET 500 list.
The company sponsors many events, including Bombay Dyeing Gladrags Mrs. India contest.

Bombay Dyeing is one of India's largest producers of textiles. The daily production at Bombay
Dyeing exceeds 300,000 meters of fabrics and it has a distribution chain consisting of 600 plus
exclusive shops spread all over the country. Bombay Dyeing, exports to advanced countries such
as USA, countries in European Union, Australia and New Zealand, and its sales turnover is more
or less equally divided between National and International markets. Apart from the textiles,
Bombay Dyeing also deals in the chemicals. 

Bombay Dyeing is part of the Wadia Group, which is more than 250 years old. Wadia Group
initially ventured into the area of ship building, and more than 355 ships were designed and built
by the Group. As the industrialization grew in the 19th century, so did the trading, and new
opportunities for business. In the late 19th century, Bombay was one of the major cotton ports of
the world. Nowrosjee Wadia sensed an opportunity in India's mushrooming textile industry and
on August 23, 1879, Bombay Dyeing was founded in a humble redbrick shed. Since then,
Bombay Dyeing has grown into one of India's largest producer of textiles. The company also
diversified and pioneered the manufacturing of various chemicals
3.2 Companies of Bombay Dyeing Group:

The Bombay Dyeing Mfg. Co. Ltd: Bombay Dyeing & Manufacturing Co. Ltd is India's
leading producer of textiles.

go Air: go Air is a low-cost carrier promoted by Bombay Dyeing Group.

Bombay Dyeing - DMT: Bombay Dyeing - DMT is the largest manufacturer of Dimethyl
Terephthalate (DMT) in India. DMT is a raw material for the manufacturer of Polyester fibre,
film, filament & yarn and engineering plastics.

National Peroxide Ltd.: The company is a pioneer and leader in India in peroxygen chemicals.

Bombay Burmah Trading Corpn Ltd: The company is engaged in plantations and produces
tea, coffee, cardamom, black pepper and rubber.

Britannia Industries Ltd: It is the largest company in the Indian Food processing industry. Its
product range includes Breads and Cakes.
Wadia BSN India Ltd: The company was set up in 1994 through tie-up between the Wadias &
Groupe Danone. It plans to introduce packaged foods from the Danone's international range.

Formica India Division: The company produces high grade industrial laminates for the
electronic, electrical and other industries.

B.R.T Ltd: The company produces textile machinery accessories. It is the market leader in ring,
ring travellers, open end rotors and opening roller-spinning machinery accessories for cotton and
synthetic yarns.

BCL Springs Division: BCL Springs Division is the second largest producer of precision
springs. It is a trusted brand in the automobile, consumer durable, electrical, textile &
ammunition industries.

Afcoset Balances Division: Market leader in laboratory weighing equipment in India.

Afco Industrial and Chemicals Ltd: Product range includes battery chargers, DC systems,
Inverters & converters, static voltage regulators & heat sinks.

Dental Products of India: Largest manufacturer of consumable dental products.

Medical Microtechnology Ltd: Manufacturer of high precision titanium ophtalmic micro
surgical instruments.

Instruments Orthopaedics: Market Leader in Orthopaedic implants, instruments and equipment

in India. Its range includes various implants for the hip, knees, and several types of screws, nails,
plates and prostheses.

Gherzi Eastern Limited: Gherzi Eastern Limited is a joint venture public limited company
between Bombay Dyeing Group and Gherzi Organisation, Zurich (Switzerland). The company
was formed to provide consultancy services in the field of textile industry. Today, the company
has diversified its services in the field of Transportation / Highways, Bridges / Flyovers,
Environment, Townships, Housing, Urban development, Water and Waste Water Engineering,
Tourism, Hotels, Industrial projects and other infrastructural projects
3.4 GENERAL INFORMATION

Headquarters

Neville House, J.N. Heredia Marg, Ballard Estate, Mumbai-400 038, India

Office’s The Bombay Dyeing & Manufacturing Company Ltd.

C 1, Wadia International Centre,

Pandurang Budhkar Marg,
Worli, Mumbai - 400 025
Tel. 022 66620000

For corporate Sales.

Raj Sinha 
E-mail: raj.sinha@bombaydyeing.com
Aditya Kalani
E-mail: aditya.kalani@bombaydyeing.com
9820522050

Key people: Nusli Wadia – Chairman

Products: Bed linen, Towels, Furnishings
Revenue: 1,674.58 crore (US$334.08 million) (2009-2010)
Website: www.bombaydyeing.com

3.5 MANAGEMENT

The following persons constitute the company’s board of directors:-

Nusli Wadia is the chairman and majority owner of Bombay Dyeing, a major
Indian textile company, and has holdings in real estate across Mumbai.

BOARD OF DIRECTORS
1. Nusli N. Wadia, Chairman

2. Keshub Mahindra

3. R. N. Tata

4. R. A. Shah

5. S. S. Kelkar
 6. S. Ragothaman

7. A. K. Hirjee

8. S. M. Palia

9. Ms. Vinita Bali

10. Ishaat Hussain

11. Ness N. Wadia,

12. Jeh N. Wadia, Managing Director

13. Durgesh Mehta, Jt. Managing Director & CFO

CEO/COOs/VICE-PRESIDENTS

1. Debashis Poddar, Chief Executive Officer (Textiles)

2. Dr. S. C. Basu, Chief Operating Officer (PSF)

3. S. Rajappa, Chief Operating Officer (Textiles)

4. R. Chandrasekharan, Vice-President (Corporate Group)

 5. S. Dasmahapatra, Vice-President – Corporate HR

6. A. Bhawsingka, Vice-President – Domestic Retail Business (Textiles)

7. Bhagaban Kar, Vice-President – Manufacturing (PSF)

8. R. K. Gupta, Vice-President – Marketing (PSF)

9. J. P. Rathi, Vice-President – Commercial (PSF)

10.Ching Pin Tan, Vice-President – Projects (Real Estate)

11.Chandresh Makhija, Vice-President –Business Development (Land) (Real

Estate)

COMPANY SECRETARY

J. C. Bham
3.6 PRODUCTS

There is very good range of products in Dyeing & Manufacturing Company Ltd. Here we
are discussing about some important and successful products of Bombay Dyeing.

Category:

1. BED
2. BATH
3. DESIGNER COLLECTION
4. WEDDING
1. BED

Product Code: 2042 Product Code: 2075

 Product Code: 2074 Product Code: 2076

2. BATH

Great for daily use, This range promises supreme absorbency. Available in a wide range of 24
colours and various sizes. Also available in this range - bathrobes and bathmats. So mix n match
the towels with the bathrobes and bathmats to create a coordinated bath linen range.
Light weight, fluffy & super absorbent, Aerio towels will surely enhance your bathing
experience. The innovative spinning process used for making of the zero twist yarns allows the
threads to open up to air and water molecules & hence it absorbs more water than regular towels.
This quick dry towel is perfect for everyday use, choose from 12 trendy colours.

The combed towels are offered in 12 youthful colours. Combed yarn in ply reduces the lint in the
towel & imparts brightness to the product. Offered from Bath Sheet to Face Towel in GIFT
PACKING
A never before combination of style, sophistication & softness; the Ultrx Fantasy towel is the
ultimate fashion statement for those of you who like to stay hot on trends. While jacquards have
found a unique expression in this gorgeous rendition, the low twisted cotton loops allow the
threads to open up to take in more air & water molecules, making it soft, fluffy and highly
absorbent.

3. DESIGNER COLLECTION
Product Code: 1359 Product Code: 1364

Product Code: 1361 Product Code: 1357

4. WEDDING
 Product Code: A05 Product Code: A08

Product Code: A09 Product Code: A03

3.7 EXPORT MARKETS

Usa, United Kingdom, Germany, Russia, Japan, Australia, New-Zealand, Holland, Thialand,
Hong-Kong, Singapore, Taiwan, South Korea, Malaysia, Mauritius, Dubai, Bahrain, South
Africa, Canada, Egypt, Israel, and Bangladesh.

3.8 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%

2) Central Sales Tax (CST):

Product Range Registered Unregistered

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.

4) Providend Fund (P.F) and Employee’s State Insuranc (E.S.I):

Providend Fund (P.F):

12% contribution (basic) by employee + 12% from the company.

And out of the employee’s contribution of 12%, 8.33% is meant

 for Employee’s Providend Fund and 3.67% is meant for

Employee’s Pension Scheme.

Employee’s State Insurance (ESI):

Employee’s State Insurance is mainly meant for the lower grade employees whose basic pay is
less than Rs. 15,000.

5) Order Processing and Billing:

1st process- Order is received.

2nd process – Punching of the order is completed. In this process the computer automatically
checks whether goods are available in their godown or not.

3rd process: Picking Slip is issued.

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.

6th process: Goods are then sent to the respective customers.

7th process: Payment is made.

Cash Customer: Payment is directly made in the cash counter of the 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.

6) Stock Taking and Stock Reconciliation:

Stock Taking: Stock Taking is a process where the godown’s stocks are counted. It is generally
done at the end of each and every Quarter end.

Stock Reconciliation: This is a process where the counted goods at the godown are further
investigated. It includes tallying the goods left at the godown with that of the records of the
company.

3.9 BUSINESS STRATEGY

So far as strategy is concern it is related it is the idea generated by top level management &
marketer in order to manage business with the effiency and ratio of success. It can be co-related
with the market structure, govt. Policy, consumer demand forecast etc.

When choosing a strategy a marketer must determine what value a channel member adds to the
firm’s products.  Remember to discuss the product decisions; customers assess a product’s value
by looking at many factors including those that surround the product.  Several surrounding
features can be directly influenced by channel members, such as customer service, delivery, and
availability.  Consequently, for the marketer selecting a channel partner involves a value analysis
in the same way customers make purchase decisions.  That is, the marketer must assess the
benefits received from utilizing a channel partner versus the cost incurred for using the services. 

BENEFITS OF CHOOSING STRATEGY

1) Cost Savings in Specialization – Members of the distribution channel are specialists in

what they do and can often perform tasks better and at lower cost than companies who do
not have distribution experience.  Marketers attempting to handle too many aspects of
distribution may end up exhausting company resources as they learn how to distribute,
resulting in the company being “a jack of all trades but master of none.”

2) Reduce Exchange Time – Not only are channel members able to reduce distribution costs
by being experienced at what they do, they often perform their job more rapidly resulting
in faster product delivery. This delivery system would be chaotic as hundreds of trucks
line up each day to make deliveries, many of which would consist of only a few boxes. 
On a busy day a truck may sit for hours waiting for space so they can unload their
products.  Instead, a better distribution scheme may have the grocery store purchasing its
supplies from a grocery wholesaler that has its own warehouse for handling simultaneous
shipments from a large number of suppliers.  The wholesaler will distributes to the store
in the quantities the store needs, on a schedule that works for the store, and often in a
 single truck, all of which speeds up the time it takes to get the product on the store’s
shelves.

3) Create Sales – Resellers are at the front line when it comes to creating demand for the
marketer’s product.  In some cases resellers perform an active selling role using
persuasive techniques to encourage customers to purchase a marketer’s product.  In other
cases they encourage sales of the product through their own advertising efforts and using
other promotional means such as special product displays.

The Power of Strategy

Learn to become a valuable strategic partner and enhance the partnership between the executive
team and human resource. In this program, you will learn five key strategic activities used by
renowned consulting firms, such as McKinsey & Co., to assist senior management boards in
developing and executing their business plan:
 Defining objectives: where the firm is heading and how to get there.

 Auditing the starting point: an inventory of the firm’s position and completion.

 Testing economic viability: identification of financially desirable strategic activities.

 Generating alternatives: developing and prioritizing the most prominent activities.

Dependent Channel Arrangement

Under this arrangement a channel member feels tied to one or more members of the distribution
channel.  Sometimes referred to as “vertical marketing systems” this approach makes it more
difficult for an individual member to make changes to how products are distributed.  However,
the dependent approach provides much more stability and consistency since members are united
in their goals.  The dependent channel arrangement can be broken down into three types:
 1) Corporate – Under this arrangement a supplier operates its own distribution system in a
manner that produces an integrated channel.  This occurs most frequently in the retail
industry where a supplier operates a chain of reseller stores. It should be mentioned that
industries also distributes their products in other ways.

2) Contractual – Under this arrangement a legal document obligates members to agree on

how a product is distributed.  Often times the agreement specifically spells out which
activities each member is permitted to perform or not perform.  This type of arrangement
can occur in several formats including:

a. Wholesaler-sponsored – where a wholesaler brings together and manages many

independent retailers including having the retailers use the same name

b. Retailer-sponsored – this format also brings together retailers but the retailers are
responsible for managing the relationship

c. Franchised – where a central organization controls nearly all activities of other

members

3) Administrative – In certain channel arrangements a single member may dominate the

decisions that occur within the channel.  These situations occur when one channel
member has achieved a significant power position.  This most likely occurs if a
manufacturer has significant power due to brands in strong demand by target markets or
if a retailer has significant power due to size and market coverage. In most cases the
arrangement is understood to occur and is not bound by legal or financial arrangements. 

3.10 DISTRIBUTION SYSTEM

It is important to plan a distribution system in order to hand over our product to the end users.
There are 2 types of distribution system in practices.

Direct 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 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.
Indirect Distribution System

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.  Bombay Dyeing takes this practices in use.

Indirect methods include:

 Single-Party Selling System - Under this system the marketer engages another party who
then sells and distributes directly to the final customer.  This is most likely to occur when
the product is sold through large store-based retail chains or through online retailers, in
which case it is often referred to as a trade selling system.

 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.

Importance of Distribution Channels

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.

Establishing Channel Relationships

Since channel members must be convinced to handle a marketer’s product it makes sense to
consider channel partner’s needs in the same way the marketer considers the final user’s needs. 
However, the needs of channel members are much different than those of the final customer.
resellers seek products of interest to the reseller’s customers but are also concerned with many
other issues such as:

 Delivery – Resellers want the product delivered on-time and in good condition in order to
meet customer demand and avoid inventory out-of-stocks.

 Profit Margin – Resellers are in business to make money so a key factor in their decision
to handle a product is how much money they will make on each product sold.  They expect
that the difference (i.e., margin) between their cost for acquiring the product from a supplier
and the price they charge to sell the product to their customers will be sufficient to meet
their profit objectives.
 Other Incentives – Besides profit margin, resellers may want other incentives to entice
them especially if they are required to give extra effort selling the product.  These incentives
may be in the form of additional free products or even bonuses for achieving sales goals.

 Packaging – Resellers want to handle products as easily as possible and want their
suppliers to ship and sell products in packages that fit within their system.  For example,
products may need to be a certain size or design in order to fit on a store’s shelf, or the
shipping package must fit within the reseller’s warehouse or receiving dock space.  Also,
many resellers are now requiring marketers to consider adding identification tags to
products (e.g., RFID tags) to allow for easier inventory tracking when the product is
received and also when it is sold.

 Training – Some products require the reseller to have strong knowledge of the product
including demonstrating the product to customers.  Marketers must consider offering
training to resellers to insure the reseller has the knowledge to present the product
accurately.

 Promotional Help – Resellers often seek additional help from the product supplier to
promote the product to customers.  Such help may come in the form of funding for
advertisements, point-of-purchase product materials, or in-store demonstrations.
3.11 TARGET MARKET ANALYSIS

Examine in detail the company’s current target market. Obviously to do this section
correctly takes a great deal of customer-focused research.

 Describe the target market approach:

o What general strategy is used to reach targeted customers? Generally approaches
include:
 mass market – aim to sell to a large broad market
 segmentation approach – aim to selectively target one (niche) or more
markets
 Describe demographic/psychographic profile of the market:
o Profile criteria may include:
 gender, income, age, occupation, education, family life cycle, geographic
region, lifestyle, attitudes, purchasing characteristics, etc.
 Describe the following characteristics of targeted customers:
o Needs/benefits sought by market
o Product usage
 Consider answers to these questions related to customers using the product
such as:
 who is using the product?
 why do they use the product?
 when do they use the product?
 how is the product used?
o Product positioning
 Evaluate how customers perceive the product in relation to competitor’s
products or to other solutions they use to solve their problems
o Attitudes
 What is the target market’s attitude regarding the company’s product?
 What is the target market’s attitude regarding the general product
category?
  i.e., exam the general attitude regarding how products from all
companies serve the target market’s needs
 Describe the purchasing process:
o How does the target market make their purchase?
 What does the decision-making process involve?
 What sources of information are sought?
o What is a timeline for a purchase?
o Who makes the purchase?
o Does user purchase or is other party responsible
o Who or what may influence the purchase?
 Provide market size estimates:
o Keep in mind these are estimates for the market not for a specific product
 Provide size estimates for the potential market
 What is the largest possible market if all buy?
 Provide estimates of size for the current target market
 What percent of the potential market actually purchased?
 Provide estimates of future growth rates
 At least through the timeframe for the plan but most likely longer

Competitive Analysis

Examine the main competitors serving the same target market. This section may also benefit
from the use of comparison tables.

 Describe direct competitors in terms of:

o Target markets served
o Product attributes
o Pricing
o Promotion
o Distribution including the distributor network
 o Services offered
 Discuss competitor’s strengths and weaknesses:
o May need to consider much more than just marketing issues such as:
 financial standing
 target market perception
 R & D capabilities
 Discuss competitive trends:
o May need to include discussion of future competitive threats
4. RESEARCH

4.1 INTRODUCTION

The project was mainly based on the marketing of the textile items with reference
to M/s. Bombay Dyeing & Manufacturing Company 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.

As the Textile manufacturers produces goods in huge quantities which in turn means that
the company has a good chance of doing business with them. Textile units are regarded
as one of the most powerful customers as well as prospective customers that can be used
to enhance the sale of the firm. As a result of these prospects being seen by the company
in these textile units, I was assigned the job of marketing the textile items. My course
area was mainly north belt (i.e. north, west, east). During the project my main aim was to
determine the prospect and acceptability of Bombay Dyeing & Manufacturing
Company Ltd product within the Textile industries.

My project is to profile the “Marketing of textile items with reference to Bombay Dyeing
& Manufacturing Company Ltd” for the company. These manufacturers are similar like
all other units but there are some differences like - other works only on the basis of orders
given to them by their customers whereas Bombay Dyeing & Manufacturing Company
Ltd starts anayalizing manufacturers produce bed linens, towels, home furnishings, school
uniforms, suiting & shirting and a whole blissful range of other products on the basis of
demand. On this project I had to give a complete detail about the readymade garment
manufacturers like:-

1) The number of manufacturers, where are they located, types of garments they
make?

2) What is the prospect of Bombay Dyeing & Manufacturing Company Ltd

product in the textile industry?

3) What are the Bombay Dyeing & Manufacturing Company Ltd product and
non-Bombay Dyeing product they use?

4) Converting the non Bombay Dyeing loyal users into loyal users?

5) Their suggestions (If any) etc.

4.2 AIMS AND OBJECTIVES

 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-Bombay Dyeing 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
Bombay Dyeing product by the dealers.

 To make an estimate of per day production in India

 To create a demand for Bombay Dyeing product in these Textile units.

 To study the satisfaction level of the Bombay Dyeing users and non-Bombay
Dyeing users.

 To enquire whether there is complain of Bombay Dyeing 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.

4.3 OVER ALL FINDINGS OF NORTH BELT MARKET

VARIOUS BRANDS OF BOMBAY DYEING BEING USED BY THE TEXTILE

UNITS IN NORTH BELT:
(A) Threads

BOMBAY DYEING Spade Poly Moon Ameto

Brands
(Threads)
Percentage
of Consumption 42.22% 40% 30%

ANALYSIS

From the l representation, it is clear that Bombay Dyeing’ product are used by the Textile
units but still Bombay Dyeing has to go a long 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 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 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:

BOMBAY DYEING TLR MCL

(Yarns)

Percentage
of Consumption 36.36% 18.88%

ANALYSIS

From the representation, it can be said that textile units only use either TLR or MCL. But
Bombay Dyeing 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
Bombay Dyeing’ 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.
5. “SWOT” ANALYSIS ACCORDING EXPERIENCE

Strengths

 High quality and safe products at affordable prices.

 Strong and well differentiated brands with leading market shares.

 Strong equity with consumers as a Company with “high quality” brands.

 Ongoing product innovation and renovation, to convert consumer insights.

 Well diversified product portfolio.

 Efficient supply chain.

 Distribution structure that allows wide reach and coverage in the target markets.

 Capable and committed human resources.

 Integrated and advanced Information Systems.

Weakness:

 Unable to provide goods at a lower price like its competitors.

 Complex supply chain configuration.

 Sometime it cannot meet the demand of the customers in respect of colours of the
threads.
Opportunities:

 Potential for expansion in the smaller towns and other geographies.

 Development of modern retail formats.

 Potential for growth through increased penetration.

 Growing per capita income.

Threats:
 Competitive environment with diverse players.

 People attraction and retention.

 Rising prices of commodities and fuels.

 Change in fiscal benefits/ laws.

6. CONCLUSION

By concluding the study about the Marketing of Textile items with reference to M/s.
The Bombay Dyeing & mfg. Pvt Ltd. It is find that Marketing management of Bombay
Dyeing. Is too good. Bombay Dyeing has sufficient funds to meet its current obligation
every time which is due to sufficient profits and efficient management of Bombay
Dyeing mills ltd.

Marketing Management is too much good because of centralized control on these. Raw
material for the all units of Bombay Dyeing group is purchased by corporate office in
bulk which is the best way. Safety measures for inventories are also quiet sufficient in
company. Overall the Marketing Management of Bombay Dyeing is very much efficient.
7. METHODOLOGY

I. SECTOR & PLAYERS:

A. SECTOR – Bombay Dyeing & Manufacturing Company Ltd

B. PLAYERS –

 Vardhaman Threads
 American & Efird
 WuxiXin Shenyuan Threads
 Local Unregistered Brands

II. SOURCES OF DATA:

For collecting necessary data two sources have been used. They are primary data &
secondary data.

A. Primary Data:

Face to face discussion with the Area Sales Manager, Territory Sales In-
charge, Owners of Factories and the employees of Bombay Dyeing &
Manufacturing Company Ltd

B. Secondary Data:

1. Various Reports of the above mentioned companies

2. Sales Report of the company.

8. SUGGESTIONS

1. It is seen that Bombay dyeing 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 Bombay Dyeing.

2. Bombay Dyeing is the market leader but it has not been possible for the company
to explore all the Textile markets in India. This is only because of the reason that
most of the Textile in India 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.

3. Moon threads must be made available in the range of 90-100 metre (presently
comes in 135 metre) because the ideal length to make a shirt is 90-100 metre
which will also reduce the wastage of leftovers.

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.
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.

9. Some of the other companies are conducting various workshops in certain

schools. These companies provide the students with material as well as an
instructor to guide the students. So the company must try out some promotional
tools like Summer Camps, Workshops etc. to create a demand for the product
within the schools.

10. Due to competition prices are market driven and for earning more margin
company should give the more concentration on cost reduction by improving its
efficiency.
11. Management should make the proper use of inventory control techniques like
fixation of minimum, maximum and ordering levels for all the items for less
blockage of money.

12. The unit should also adopt proper inventory control like ABC analysis etc. This
inventory system can make the inventory management more result oriented The
EOQ can be followed in stores

13. The investments of surplus funds are made by the corporate office and the unit is
not generally involved while taking decisions with regard to structure of
investment of surplus funds. The corporate office should involve the units so as to
better ascertain the future requirements of funds and accordingly the investments
are made in different securities.

14. The company is losing its overseas customers due to decrease in exports so the
sufficient amount of exports should the maintained.
BIBLIOGRAPHY

BOOKS

1. KRISHNA K HAVALDAR “BUSINESS MARKETING” 3RD Edition

2. LESLIE H. MOELLER and EDWARD C. LANDRY “PROFIT DRIVEN

MARKETING”

3. RAJAN SEXENA “MARKETING MANAGEMENT” 4TH Edition.

 ANNUAL REPORTS OF BOMBAY DYEING

 WEBSITES
 http://www.bombaydyeing.com/
 http://mybombaydyeing.com/
 http://en.wikipedia.org/wiki/Bombay_Dyeing
 http://www.iloveindia.com/economy-of-india/top-50-companies/bombay-
dyeing.html
 http://en.wikipedia.org/wiki/Nusli_Wadia
 http://www.business-standard.com/india/news/newsmaker-nusli-wadia/354629/
MY EXPERIENCE AND LEARNINGS

MY LEARNINGS FROM THE PROJECT

It was great opportunity for me to do Project on Bombay Dyeing & Manufacturing

Company Ltd. Some of the things which I learnt from my project.

EFFECTIVE SELLING:

 To plan for the discussion.

 To present the thoughts in correct logical order.
 To put technical content in the presentation.
 To punch the key benefits in terms of consumer motivation.
 To perceive the role quickly those are supposed to play in “every situation” during the
interaction.
 To play upon the customers’ ego, but in a subtle intelligent manner.
 To probe deeply to gain more insight into the customers’ mind.
 To prepare for positive results.
 To plant the brand name by creative use of the samples - technical and promotional
material.

CUSTOMER RELATIONSHIP:

 Be friendly and accessible

 Attend customer calls
 Show personal warmth and empathy
 Be well organized and resourceful
 Be punctual on appointments
 Listen to customers – it helps in discovering his known and unknown requirements.
  Understand -

1) Customer type

2) Product type & value

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 organization. This summer training
project has enhanced my capability to manage business effectively in my near future.
ANNEXURE

Respected sir/Maam
This questionnaire is to study the “Marketing of Textile items with reference to
M/s. The Bombay Dyeing & mfg. Pvt Ltd.” You are requested to please give few
minutes to fill the questionnaire and provide us with valuable information. All the
information provided by you will be treated as confidential. We will be glad to share the
summary of the survey with you ….

Instructions

You may mark more than one options if relevant.

You are free to put your remarks in every blank provided.

1) Name of the
company_______________________________________
2) Complete
address__________________________________________
3) Name of HR
head__________________________________________
4) E-mail
address_____________________________________________
5) Telephone
no.______________________________________________
6) Work force of the
company____________________________________
7) Turnover
rate_______________________________________________
8) does your organization have other manufacturing units in India
(Yes / No)
 9) if Yes, how many permanent employees do u have in each
(1)_________________ (2)_________________(3)_____________

BEHAVIORAL TRAINING

1) HOW does the company recognize the need for training?

o Through questionnaires
o Performance monitoring
o Reference from supervisor
o Absence in pride
o Defective quality product
o Unsatisfactory promotions
o Any others, please specify_______________________________
_________________________________________________________

2) What type of training is conducted?

o On the job training
o Class room sessions
o Online training
o Apprentice Training
o Outdoor training
o Anyotherpleasespecify___________________________________

3) Who gives the training?

o Internal trainer
o External trainer
 o Any other, please specify_______________________________

1) what is the percentage of employee involved in training_________

2) what is the annual budget for training______________________
3) what is the module duration of training_________________________
4) How do you take feedback of training program__________________
____________________________________________________
8) Please provide us any other information to help us understand the
measurement of training effectiveness_____________________________

9) Any best practice in training you would like to

share_______________________________________________________

MOTIVATIONAL TOOLS

1) Does the company provide any recreational activities( you can mark
more than one option in case applicable)

o Picnics
o Tours
o Family outings
o None
o Any other, please specify _____________________

2) Does the company provide any profit sharing policy

 o ESOP’S
o Bonus
o Shares
o None
o If any other, please specify___________________________

3) Does the company take up initiative for improving interpersonal

relationship

o Parties
o Functions
o Get together
o Community meetings
o Any other, please specify

4) does the company provide any retirement benefits

o Gratuity
o VRS( voluntary retirement scheme)

o PF (Provident fund)

o Pension
o Old age security
o Any other, please specify_______________
 5) What are the promotional basis adopted by the organization
__________________________________________________________

6)what are the fringe benefits provided by an organization____________

____________________________________________________________

7) any other motivational initiative you would like to share with

us__________________________________________________________

WELFARE ACTIVITIES

1)Does the company provide any transportation facilities(yes/no)

2) if yes, what type of facilities have been provided___________

____________________________________________________

3)Does the company provide uniform for its employees(yes/no)

4)if yes,
o Who is responsible for providing these uniforms
o Who take care of their maintenanence

5) Does the company has well eastablish cafeteria/canteen(yes/no)

If yes,

6) what facilities are provided

o Lunch
o Breakfast
 o Dinner
o Snacks
7) Payment Mode
o Free
o Subsidized
o Paid
8) does the company has any special aid facility( you can mark more than
one option if applicable)
o On duty doctors
o Any collaboration with hospitals
o Ambulance for emergency
o First aid kit
o None
o Any other please
specify_________________________________
9) Does the company adopt any on job safety measures
o Fire safety
o Electric/ shock safety
o Radiation safety (if any)
o Any harm while handling the machinery
o None
o If any other
pleasespecify_______________________________
__
10) what policy do the company has for rehabilitation of
injuredstaff__________________________________________________

11) What are the grievance handling procedures of the organization ______
_____________________________________________________________
12) any other welfare related initiative you would like to share______________
___________________________________________________________________

REWARDS AND RECOGNISATION

1) What appreciation schemes are being followed by your organization

o Appreciate publicly
o Incentives
o Increments
o Promotions
o Any other please specify,
____________________________________________________________
__________________________________________
2) what are various rewards and recognition schemes for the organization
o Additional pay for extra work
o Paid vacations
o Overtime
o Monetary rewards
o Perks
o Any other please specify_____________________________

3) How do you recognize outstanding performer

o Regularity
o Punctuality
o Initiative
o Extra work
o Productivity
 o Any other, please specify____________________________________
___________________________________________________________
4)Any other medical benefits provided____________________________
__________________________________________________________
5) Any other recognisational schemes you would like to share_________
___________________________________________________________

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 on M/s. The Bombay Dyeing & mfg. Pvt Ltd.
I would like to thank all those people who graciously helped me by sharing their valuable
time, experience & knowledge

I thanks to the entire team of M/s. The Bombay Dyeing & mfg. 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.

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.

(Candidate Name)
University Institute of Applied Management Science