It is a marketing related research on Grasim textile Mill

1. A Summer Internship
PROJECT REPORT
On
“Sales & Marketing”
(May 03 to June 30, 2017)
GRASIM BHIWANI TEXTILES LIMITED
(Aditya Birla Group)
Submitted In Partial Fulfillment of PGDM Course at IMS Ghaziabad
Submitted To: Submitted By:
Mr. Ajay Kumar Agarwal Manish Jha
Senior Manager Sales 3rd Semester, PGDM (MBA)
Grasim Bhiwani Textiles Ltd. Institute of Management Studies
Aditya Birla Group Ghaziabad, Uttar Pradesh
Bhiwani, (Haryana)

2. Acknowledgements
First and foremost I would like to thank my college for allowing me to pursue my Summer Internship Training
at Grasim Bhiwani Textiles Ltd. For 58 Days.
Then, I would like to thank my training manager Mr. Ajay Kumar Agarwal for his unflinching desire to know
what was going on in my projects and for those millions of opportunities he gave me to share his ideas and
knowledge in a large variety of settings. I am very much thankful to them for his wise and synergetic help
throughout my training period.
I also express my gratitude to all the other employees of Grasim Bhiwani Textiles Ltd. for making my training
at the company a wonderful experience.
I will like to pay my gratitude to HR Department, Grasim Bhiwani Textiles Ltd. for their support.
In the end I will like to pay my gratitude to agent of north zone Hansraj Gautam and Dealers of various cities
for their help & support.

3. Contents
1. Acknowledgements
2. Contents
3. Declaration
4. Objective of Study
 Textile Sector in India
 Major Indian Textile Manufacturing Companies
5. Group Overview
 Company Profile of Grasim
6. Introduction of Topic
7. Research Methodology
 Types of Research Methodology
 Data Collection Method
 Method of Collection
8. Data Analysis and Interpretation
9. SWOT Analysis of Grasim
10. Conclusion

4. Declaration:
I hereby declare that the project work entitled “Sales and marketing” is an authentic record of my own work
carried out at Grasim Bhiwani Textiles Ltd. under the guidance of Mr. Ajay Kumar Agarwal during May
24, 2016 to July 15, 2016.
Manish Jha
Date: ___________________
Certified that the above statement made by the student is correct to the best of our knowledge and belief.
Mr. Ajay Kumar Agarwal
Senior ManagerSales
GrasimBhiwani Textiles Ltd.
Bhiwani, Haryana

5. Objective of Study
Every organization has to achieve its organization goals. For this, it is very essential for an organization to know
about the view of consumers and their competitive products. This survey research may be also aimed as to
estimate potential buyer for the product. The objective of the study is an under:-
1. To identify the market performance of Grasim Suiting.
2. To study the market of Grasim Suiting on Big scale textile sector
3. To analyze various parameters of Marketing Strategies, Distribution Channel, Demand of product,
Quality of Fabrics.
4. To study customer buying behavior and factors which influence the purchase decision of customers.
5. To know how the company has been successful in encountering the aggressive marketing strategies of
competitors.

6. Textile Sector in India
The Textile Industry in India traditionally, after agriculture, is the only industry that has generated huge
employment for both skilled and unskilled labor in textiles. The textile industry continues to be the second-
largest employment generating sector in India. It offers direct employment to over 35 million in the country.
The share of textiles in total exports was 11.04% during April–July 2010, as per the Ministry of Textiles.
During 2009–2010, the Indian textile industry was pegged at US$55 billion, 64% of which services domestic
demand. In 2010, there were 2,500 textile weaving factories and 4,135 textile finishing factories in all of
India. According to AT Kearney’s ‘Retail Apparel Index’, India was ranked as the fourth most promising
market for apparel retailers in 2009.
India is first in global jute production and shares 63% of the global textile and garment market. India is second
in global textile manufacturing and also second in silk and cotton production.
History
The archaeological surveys and studies have found that the people of Harrapan civilization knew weaving and
the spinning of cotton four thousand years ago. Reference to weaving and spinning materials is found in
the Vedic Literature. There was textile trade in India during the early centuries. A block printed and resist-dyed
fabrics, whose origin is from Gujarat is found in tombs of Fostat, Egypt. This proves that Indian export of
cotton textiles to the Egypt or the Nile Civilization in medieval times were to a large extent. Large quantity of
north Indian silk were traded through the silk route in China [5] to the western countries. The Indian silk were
often exchanged with the western countries for their spices in the barter system. During the late 17th and 18th
century there were large export of the Indian cotton to the western countries to meet the need of the European
industries during industrial revolution. Consequently, there was development of nationalist movement like the
famous Swedish movement which was headed by the Aurobindo Ghosh.
Production
India is the second largest producer of fiber in the world and the major fiber produced is cotton. Other fibers
produced in India include silk, jute, wool, and man-made fibers. 60% of the Indian textile Industry is cotton
based. The strong domestic demand and the revival of the Economic markets by 2009 has led to huge growth of
the Indian textile industry. In December 2010, the domestic cotton price was up by 50% as compared to the
December 2009 prices. The causes behind high cotton price are due to the floods in Pakistan and China. India
projected a high production of textile (325 lakh bales for 2010 -11). There has been increase in India's share of
global textile trading to seven percent in five years. The rising prices are the major concern of the domestic
producers of the country.

7.  Man Made Fibers: This includes manufacturing of clothes using fiber or filament synthetic yarns. It is
produced in the large power loom factories. They account for the largest sector of the textile production in
India. This sector has a share of 62% of the India's total production and provides employment to about 4.8
million people.
 The CottonSector:It is the second most developed sector in the Indian Textile industries. It provides
employment to huge amount of people but its productions and employment is seasonal depending upon the
seasonal nature of the production.
 The Handloom Sector: It is well developed and is mainly dependent on the SHGs for their funds. Its
market share is 13% of the total cloth produced in India.
 The WoolenSector:India is the 7th largest producer of the wool in the world. India also produces 1.8%
of the world's total wool.
 The Jute Sector:The jute or the golden fiber in India is mainly produced in the Eastern states of India
like Assam and West Bengal. India is the largest producer of jute in the world.
 The Sericulture and Silk Sector: India is the 2nd largest producer of silk in the world. India
produces 18% of the world's total silk. Mulberry, Eri, Tasar, and Muga are the main types of silk produced
in the country. It is a labor-intensive sector.
MajorIndian Textile Manufacturing Companies
The Victoria Mills Ltd was established in 1913. The Company started with a small capital of Rs 400,000 (US$
6,296.55) and had issued bonus shares from time to time and the present paid up capital is Rs 9,856,000 (US$
155,147.06) and Reserves Rs 185,602,146 (US$ 12.37 million).
Original mill was situated at Gamdevi, Mumbai and later shifted to PandurangBudhkar Marg, Lower Parel,
Mumbai. It was a composite textile mill producing fabrics for local as well as the international market.
In the year 1997 textile unit of the company was sold as a going on concern. Subsequently, the Company started
trading in textile and exporting value added textile products and garments. However the company found cloth
trading activity unremunerated and so the cloth trading activity was reduced, and the company has now decided
to enter the real estate market

8. As the leading textile company of India, manufacturing suiting fabrics, Digjam has kept re-inventing itself
keeping pace with the changing trends. With ultra-modern setup in the form of vertically integrated plant. This
modern citadel of technological excellence includes the state of the art production facilities specially imported
from France, Germany, Switzerland and Italy to convert wool tops to finished fabrics through different
processes of Dyeing, Spinning, Weaving and Finishing.
 DIGJAM has a high-end fabric brand presence in the domestic market, reputed for its finish and quality.
The company manufactures over 3,000 design-shade combinations each year in Light Wool, Polyester
Wool and Woolen fabrics for the DIGJAM brand alone.
 In the future also, the DIGJAM brand is focusing on increasingly reflect both tradition and modernity in
its positioning, product range and marketing approach. DIGJAM's superior product quality is at par with
global standards and many of the world's best readymade brands use fabrics produced by us. A major
proportion of the output is exported to USA, Europe, Middle East and Far East.
 DIGJAM products and their ranges are available at its exclusive showrooms and over 4,000 other retail
outlets across the country.
Incorporated in the year, 1917 as a Composite Textile Mill mainly manufacturing cottons. The management of
the unit was taken over by the late Mr. C N Shah in 1946 and thereafter the mill has been regularly progressing
and manufacturing a wide range of products. From 1959 onwards the management has been under the dynamic
leadership of the Chairman and Managing Director, Mr. M C Shah and has made tremendous progress by way
of its product range, quality and performance.
 The Ruby Mills Ltd, has two plants located at Dadar, Central Bombay and Dhamni on Bombay-Pune
Highway.
 Since 1996, The Ruby Mills Ltd, is manufacturing micro dot fusible interlining & basic interlining, in
technical collaboration with Gygli Textile AG, Switzerland.
 The Company has been in operation since 1921 with an Annual Income of Rs 680 million (US$ 10.95
million).
 A modern R&D laboratory fully equipped with the latest quality control equipment and recognized by
the Government of India supports these manufacturing activities.

9. Richa Fabric is the textile division of Richa Industries Ltd (RIL). Ever since its inception in 1993, Richa Fabrics
has gradually earned the recognition of becoming one of the leading textile companies in India. Backed by its
expertise and efficiency, the company caters to domestic and global clientele.
The company’s current product offering ranges from Lycra based fabric in open finish, suede based fabrics,
neon dyeing and the ability to perform a host of processes like anti-microbial, anti-static, wrinkle resistant, UV
resistant, stain repellent, moisture management, wicking, gold finish, stay finish, mercerizes, brushing,
peaching, carbonizing, sued manufacturing, enzyme, anti-pilling as well as Nano finish. The company also has a
massive production capacity of 1000 tons per month and an additional knitting facility that is capable of giving
260 tons without compromising on the quality.
Committed to philanthropy and socio-environmental development, Loyal Group is a multi-faceted organization,
providing an array of products and services for textile and apparel industries. In more than its seven decades of
establishment, the Group has created several benchmarks and established milestones for the forthcoming
generations.
Loyal Group comprises of three composite mills, one spinning mill, one dye house, four garment manufacturing
units, one trading cum retailing company and a Joint Venture trading company in Italy. Besides, the Group has
in its fold the 162 year-old watch trading company "P Orr & Sons", which has 9 operational stores in Tamil
Nadu and Pondicherry (India).
In recognition of its continual improvement in export performance, the Government of India has awarded Group
with "Trading House" status. Over the years, the group has been credited with several accolades and
awards in recognition of its consistent export performance.

10. Mandhana is a multi-divisional textile company spread over multiple geographical locations. They engage in
manufacturing of textiles and garments with state-of-the-art infrastructure. The scope of Mandhana's business
includes designing, yarn dyeing, weaving, processing, printing and garment manufacturing. Planned
infrastructural developments have helped the company to integrate vertically and establish itself as a niche
player in the Indian Textile industry with a turnover of over Rs 6,250 million (US$ 101.7 million) as on FY10.
Sutlej Textiles and Industries Ltd was incorporated on June 2005 and was created out of a corporate
restructuring exercise in which the Textiles Division of Sutlej Industries Ltd (SIL) and Daman Ganga
Processors Ltd were demerged. It is one of the flagship units of the multi-product conglomerate KK Birla
Group. The Group has dominant presence in fertilizer, engineering, textiles, sugar, tea, coffee, food, products,
media, information technology, biotechnology and shipping.
Sutlej Textiles excels in all stages of textiles productions. Its versatile production facilities are vertically
integrated, from spinning and weaving to dyeing and finishing, to making apparel. It has international presence
in a number of foreign countries, including the likes of Russia, Spain, Singapore, Sri Lanka, and many more.
Bombay Rayon Fashions Ltd (BRFL) is a vertically integrated textile company, engaged in the manufacture of
a wide range of fabrics and garments from state-of-the-art production facilities. Apart from being the largest
shirt manufacturer in India, it has successfully evolved into a multi-fiber manufacturing company producing
fabrics such as cotton, polyester, tencel, modal, Lycra, wool and various blends. Also, its yarn dyed fabric,
printing techniques, finishing, processing, weaving and stitching are a mark of excellence making every piece of
fabric perfect.

11. With fabric manufacturing facilities of 100 million meters per annum, garment manufacturing facilities of 60
million pieces per annum being expanded to 90 million pieces per annum, and a strong employee base of
around 38,000, BRFL is presently one of the most sought after brands in the Indian as well as international
fashion markets.
Started in 1931 by three brothers, Mr. KasturbhaiLalbhai, Mr. ChimanbhaiLalbhai and Mr.
NarottambhaiLalbhai, with a share capital of Rs 2,525,000 (US$ 41,957*), Arvind Mills was set up with the aim
of manufacturing high-end superfine fabrics in India.
The company has carved out an aggressive strategy to verticalise its current operations by setting up world-scale
garmenting facilities and offering a one-stop shop service, by offering garment packages to its international and
domestic customers. With their growing global footprint, Arvind has carved a niche with brand names like
Arrow, Flying Machine, USPA, New Port, Mega Mart, and The Arvind Store.
Today, Arvind Mills has diversified into other major segments such as fabrics, garments, advanced materials,
chemicals and dyes, retail, engineering, real estate, sustainable agriculture, and telecom
Starting off from a humble beginning in the year 1965, Vardhman group has evolved over the years into a
modern textile major under the dynamic leadership of its chairman, Mr. S P Oswal. Presently it has over 25
manufacturing facilities in five states across India and having a turnover of US$ 1,009 million.
The business portfolio of Vardhman Group includes Yarn, Greige and Processed Fabric, Sewing Thread,
Acrylic Fiber and Alloy Steel. Vardhman Group manufacturing facilities include over 1,048,160 spindles, 450
metric tons (MT) per day yarn and fiber dyeing, 1,300 shuttle less looms, 115 million meters per annum
processed fabric, 34 tons per day sewing thread, 20,000 metric tons per annum acrylic fiber and 120,000 tons
per annum special and alloy steel.

12. Alok Industries Ltd, India's largest vertically integrated textile company, provides end-to-end solutions through
five core divisions – Cotton Yarn, Apparel Fabric, Home Textiles, Garments, and Polyester Yarn.
With over two decades of experience, Alok is the choice for quality textile products at internationally
competitive prices and dependable delivery schedules. The company constantly adopts new technology to
widen its product range. Through a planned and focused expansion, Alok is today a leading player in each of its
product segments.
Alok's large customer base comprises domestic and overseas retailers, garment exporters in India and converter
countries who are vendors to major international labels. They include some of the world's largest retailers and
India's largest manufacturers of apparel and home textiles.
With a capacity of 38 million meters in wool and wool-blended fabrics, Raymond commands over 60 per cent
market share in worsted suiting in India and ranks amongst the first three fully integrated manufacturers of
worsted suiting in the world. We are perhaps the only company in the world to have a diverse product range of
nearly 20,000 design and colors of suiting fabric to suit every age, occasion and style. Raymond export products
to over 55 countries including USA, Canada, Europe, Japan and the Middle East.
Raymond produces high-value pure-wool, wool-blended and premium polyester viscose worsted suiting in
addition to half a million blankets and shawls. Our strong in-house skills for research and development have
always resulted in path-breaking new products raising the standard of the Indian textile industry.

13. “The Best Employer in India & among the top 20 in
Asia”, Hewitt Economic Times and Wall Street
Journal Study 2007

14. Group Overview
India’s first truly multinational Corporation
A US$ 24 billion conglomerate
Market capitalization of US$ 28 Billion
In the League of Fortune 500
Anchored by an extraordinary force Of 100,000 employees
Over 25 different nationalities
85 state-of-the-art manufacturing Units and sectorial services
Group Companies

15. Company Profile of Grasim
Grasim Bhiwani Textiles Ltd is a subsidiary of Grasim Industries Ltd having strong presence in
manufacturing of Polyester Viscose fabric catering the market under brands GRASIM as also provides
its fabric to various national and international reputed brands.
Investments in branding (Have signed John Abraham)
The company has its manufacturing facility in Bhiwani (Haryana) and it’s Marketing & Sales Office at
New Delhi. The company is spread across the geography through a large network of approx.150 dealers,
agentsapprox.60+ exclusive showrooms & 12,000 multi-brand outlets
The company utilizes strong manufacturing facilities comprising of Fiber Dying, Yarn Spinning,
Weaving, Processing and Folding with state-of-the-art machines, processes and professional
environment.
The company also has strong presence in International market catering to the fabric need of International
brands.
The company has strong Design and Development team which conceptualizes and develops designs as
per fashion standards and market needs.
The company also has its product range of RMG (Readymade Garments) with exclusive designs and
qualities.
There domestic brand customers –Arrow, Louis Philippe, Allen Solly, BlackBerrys, John Players,
Vanheusen etc.
There global brand customers- NEXT, HAGGAR, Levi’s, Tesco, Mark & Spencer.
Product of the Company –

16. Introduction of the Topic
Comparative analysis of sales and Distribution channel of Grasim with respect To other
players
 It is a comparison between Grasim Suiting&other market Brands of suiting.
 It shows how they can improve their sales and distribution channel to capture all the segments &how a
brand image can be created.
 It shows that how a company can capture huge amount of market share for its product through feedback
from its dealer, wholesalers and retailers.
 By analyzing demand and needsof wholesalers and retailers a company can understand it better and
produce according to them.
Therefore, this survey and feedback will help company to know their customers better and
Cover all the segments and be successful in capturing huge market share.
Research Methodology
Achieving accuracy in any research requires a deep study regarding the subject. The prime objective of the
project is to compare Grasim with their existing competitors like Siyaram&Raymond in the market.
The research methodology adopted is basically based on primary data via which the most recent and accurate
piece of first hand information could be collected secondary data has been used to support primary data
wherever needed.
Types of Research Methodology
Exploratory
Type of research carried out was exploratory in nature; The objective of such research is to determine the
approximate area where the drawback of the company lies and also to identify the course of action to solve it.
For this purpose the information proved useful for giving right suggestion to the company.

17. Data collection method
There two types of method of Data Collection
 Primary Data
 Secondary Data
Primary data was collectedusing the following techniques
 Questionnaire Method
 Direct interview Method
 Observation Method
The main tool used was, the questionnaire method. Further direct interview method, where face to face formally
asked some question by me to dealer retailer and whole seller. Lastly observation method has been continuous
with the questionnaire method, as one continuously observed the surrounding environment he works in.
DATA USED FOR THE RESEARCH WAS PRIMARY IN NATURE.
PRIMARY DATA:-
Primary data is that which is the collected for the first time and thus happen to be original in character
Questionnaire Survey:-
In the studies a Questionnaire is prepared. The Questionnaire consists of 17 Question.
SECONDARYDATA:-
Secondary Data refer to the data that has been already collected. The Secondary Data which has been used
to carry this study are as follow:-
 Company’s Internet site.
 Something relevant study material and Websites.
Sample Unit: -North Zone (Delhi, Uttrakhand, Haryana, Punjab, North UP)
The research process was done by interacting with number of retailers, dealers during the activities performed.
Sample design consists of random sampling.
Sample Size: - 52 Firm

18. Method of Collection
Field procedure for gathering primary data include observation and interview schedule in which the
questionnaire were filled by the interviewer.
Personal interview through self-administered survey was done to collect the data, Market research was
undertaken, and that was accomplished by performing various activities designed.
ResearchInstrument
Questionnaire
The Questionnaire was formulated by keepin mind the following points
 Giving the respondents. Clear comprehension of the question.
 Inducing the respondents to co-operative
 Giving instructions as to what is needed.
 Identifying the needs to be known
Scope of the study
 To conduct this research the target population was the RTS (Ready to Stitch).
 Targeted geographic area of North Zone (Uttrakhand, Delhi, Haryana, Punjab). Sample size of 52
persons was taken.
 To these 52 people a questionnaire was given, the questionnaire was a combination of both open ended
and closed ended questions.
 The date during which questionnaire were filled.
 Some dealers were also interviewed to know there prospective.
 Finally the collected data and information was analyzed and complied to arrive at the conclusion and
recommendation given.
Source of secondarydata
Used to obtain information on Grasim Bhiwani Textile ltd History, current issue, policies procedure etc,
whenever required
 Internet
 Company staff and documents

19. Data Analysis and Interpretation
Nature of Business
Total Responses- 52
Interpretation-
Out of total 52 responses, 42 respondents were dealing in only retailing business, 6 were dealing in both retail
and whole sale business, 2 respondents were both dealer and whole seller in nature, 1 respondent was involved
only in whole sale business and 1 was dealing in all three types i.e. retail, we whole seller and dealer.
The reason for maximum number of business being retailers is that the retailers have maximum interaction with
customers by which they are able to give a feedback according to the needs and demands of customers.

20. Have you heard about Grasimsuiting?
Interpretation-
According to all the responses it can be interpreted that 100% people are aware about the Grasim brand in north
zone.

21. Which other brands do you take as competition to Grasim?
Interpretation-
Out of 52 responses, 73.1% gave their responses for Siyaram taking it as a toughest competitor to Grasim for
reason being that only Siyaram is the brand which makes polyester viscose like Grasim , 46.2% takes Raymond
as competition to Grasim due to the reason that Raymond produces woolen and it is the oldest brand of textiles
among all other brands, 13.5% gave responses for Cadini, and only 1.9% gave their responses for Donear and
2% take other brands like Digjam and D&J as a competitor to Grasim.

22. Quality of Grasim suiting's with respectto other brands?
(1-very goodand 5-very poor)
Interpretation-
According to different ratings for quality of Grasim suiting in comparison with other brands, 46.2% gave their
responses for very good, 34.6% for good and only 19.2% gave their responses for average.
Mostly respondents gave their rating to the quality of Grasim as very good due to the reason being that Grasim
itself produces its fabric by going through different processes under one ruff and there is a proper quality
management control which is handled by specialists and at every stage of process quality is checked. For testing
quality at different levels laboratories are also setup.

23. Which Brands customer ask for buying?
Interpretation-
According to the responses 53.8% gave their response towards Raymond reason being that it is the oldest textile
industry in the market therefore customers have a trust factor involved for it and it has been successful in
creating a brand image in the market . 32.7% equally gave their response towards Grasim and Siyaram for the
reason being that both are the tough competitors to each other as both produces same fabric i.e. polyester
viscose. Only 1.9% gave their responses towards Cadini due to the reason being that it is a new brand
introduced in the market. Therefore, it has not been successful in creating a good brand image in the market.

24. How do you rate pricing of Grasim as compared to other brands?
Interpretation-
61.5% gave their responses towards the pricing factor of Grasim as average pricing which clearly means that
Grasim is an affordable brand, 32.7% gave their ratings as high pricing reason being that it is affordable for
upper middle class customers. 3.8% gave their ratings as low pricing for the reason being that according to
different geographical segments of market different class customers buy Grasim and have different opinions
towards the pricing of the Grasim. Only 1.9% respondents gave their ratings for very high pricing for the reason
that Grasim is a brand with a very good quality and good quality products are always of high prices and it is
also according to different markets.

25. Color& Designrange of Grasim as comparedto other brands?
Interpretation-
According to the responses 42.3% gave their rating for color and design range of Grasim as good and very good
due to the reason being that Grasim is the only company that has a different department for color and
development and many designs are introduced primarily by Grasim like lining texture and self-made textures.
9.6% gave their ratings for average color and design range, 3.8% gave for low range and only 1.9% gave their
rating for very low range for the reason being that according to different geographical dimensions different
demands of customers are their which restricts the color and design range of Grasim to some specific textures
only.

26. Availability of Grasim Suiting to you as compared to other brands?
Interpretation-
According to the responses, 44.2% gave their rating for the availability of Grasim suiting as very good, 42.3%
gave rating as good availability for the reason being that in the north zone 100% customers are aware about the
Grasim brand. Therefore, it has a good demand in the market which leads to its good availability factor. 11.5%
respondents gave their rating as average availability and only 1.9% respondents rated its availability as poor.

27. According to you Rate the packaging/packing ofGrasimsuitings as comparedto other
brands?
Interpretation-
42.3% respondents feels that Grasim suiting has average packaging reason being that Grasim mainly focus on
its quality factor rather than packaging, 30.8% gave their rating as good packing of Grasim suiting, 15.4%
respondents gave rating to the Grasim packaging as very good which shows that Grasim has an attractive
packaging. Only 9.6% and 1.9% rated it as poor and very poor packaging.

28. Which colors offabrics are more in demand?
Interpretation-
According to the responses navy blue, royal blue, and black have the heaviest demand in the market with
responses as 86.5%, 82.7% & 71.2% followed by grey with 59.6% responses towards it. Reason behind the high
demands of these colors being that Grasim suiting are mainly as used for formal and these colors are commonly
used colors.
Other colors have responses as: brown-15.4%, green-0%, khaki-19.2%, fone-15.4%, cream-11.5%, white-
13.5%.

29. Which designof fabrics are more in demand?
Interpretation-
According to the responses 78.8% prefers Self Designs of Grasim due to the reason being that Grasim firstly
introduced this design in the market, followed with 55.8% for Check and 53.8% for Structure for the reason that
these both are the commonly used and preferable designs. 38.5% prefers Plane Designs, 19.2% prefers lining
designs due to the reason that these are not commonly used Designs according to the official purposes and only
9.6% prefers Dobby designs.

30. Which type of check you will prefer?
Interpretation-
According to the responses 78.8% prefer merged check while 26.9% prefers to have window check whereas
only 9.6% responded for subdue check. That means merged check has a huge demand in market.

31. According to you rate the promotional strategies ofGrasim suiting as comparedto other
brands?
Interpretation-
40.4% respondents rated the promotional strategies of Grasim as poor due to the reason that Grasim has not
been successful in creating a big brand image because Grasim does not do any advertisement for its promotion.
23.1% respondents feels that Grasim has an average promotional strategies, 15.4% respondents rated their
promotional strategies as very poor, 19.2% respondents rated it as good and only 1.9% respondents feels that
their promotional strategies as very good.

32. According to you which age group mostly buy/preferred the fabrics?
Interpretation-
71.2% responses were for the age group of 40-60. Reason for the highest number of responses from this age
group is that because Young generation generally preferred readymade garments instead of ready to stitch.
61.5% responses were for the age group of 30-40 due to the reason that generally people of this age group
belongs to job class or business class people. Therefore, they usually prefer formals 25% are for the age group
of 20-30, only 5.8% and 3.8% responses were for the age group of 60 and above & below 20.

33. What Factorhelps you to promote the brand?
Interpretation-
According to the responses 46.2% and 34.6% responded for the schemes and pleasure trips as the factors that
helps them to promote the brand due to the reason that in these two factors proves to be beneficial for the
dealers and retailers for their own. 28.8% respondents like to get huge discounts from the company which helps
them to promote this brand. 11.5% responses were for promotional offers and only 1.9% respondents wanted
some other factors to promote this brand.

34. In your view what factors influence the final decisionmaking of customers?
Interpretation-
Salesman press and quality of fabrics are the two main reasons for buying decision of the customers with 48.1%
& 44.2% due to the reason being that a customer does not demand brands always they go with what they get in
the market and mainly with the quality of the fabric irrespective of the brand. 19.2% customers demands for the
specific brands and they have brand image factor in their purchasing decision. Only 3.8% and 1.9% customers
take sales promotion and post purchase decision as a factor for their buying decision.

35. Which company's is good in distribution?
Interpretation-
According to distribution Grasim has maximum responses with 57.7% responses due to the reason that Grasim
has divided its areas in five different zones and every zone has its zonal manager and every state has different
agents. Therefore, they have a very good distribution channel. After Grasim Siyaram has good distribution
channel with 30.8% responses in favor of it. 19.2% respondents feels that Raymond have good distribution
channel and only 1.9% responses were in the favor of Cadini.

36. Please rate the following with respectto Grasim?
Interpretation-
According to the ratings for different factors, packaging got the highest rating as average this simply means that
Grasim needs to improve its packaging. Cost effect got very good as the highest rating due to the reason that
Grasim has an integrated unit under which a complete process of production is done. Therefore, their cost of
production is effective. Advertisements got low as the highest rating because advertisements and promotional
strategies needs to be improved. For quality highest rating is for very good due to the reason being that Grasim
has very good quality fabrics.

37. SWOT of GRASIM
Strength of company-
1. Grasim’s product goodwill is based on the tag of Aditya Birla industries which in itself is known for the
trust, customers have on the industry.
2. It has its Monopoly in Viscose that means it gives best quality of rayon fiber at minimum cost.
3. Company has its own Power Plant due to which cost is reduced and continuous supply of power avoid
the fluctuation which results in efficient working life of machinery.
4. Grasim Bhiwani textiles is an integrated unit under which a complete process of spinning, weaving, and
processing is done under one ruff, which helps to keep an eye zone on each and every stage of process
for better quality control.
Weaknessofthe company-
1. Grasim has not been able to capture all market segments across the country due to lack of proper
distribution channel.
Opportunities of the company-
1. As the competition level of the product is low, so it becomes an opportunity to expand and capture other
market segments to increase the turnover.
2. Demand of custom feel tailoring is high.
Threats of the Company-
1. Transportation cost is very high.
2. It does not comes under SEZ(Special Economic Zone)
3. Labor cost is also high.
4. People of RTS(Ready to Stitch)are going with RTW(Ready to Wear)

38. Conclusion
Conclusionand recommendations for improvement.
After analyzing all the research I can conclude that Grasim has very good quality fabric and due to its
integrated unit where all the processes are completed under one ruff and by owing its power plant the
production costs of Grasim are at its minimum. Therefore, Grasim always manufactures cost effective
products.
Grasim needs to work on its promotional strategies and its advertisements by which they can create a
brand image for customers and their turnover can be increased.
Grasim is not able to give tough competition to its competitors due to its poor distribution channel which
does not cover whole country. Hence, it needs to improve its distribution channel by which they can
successfully achieve their targets and cover all the market segments geographically.
It needs to improve its packaging style which looks more attractive and appealing to the customers.
Overall, it can be concluded that Grasim needs to prepare itself for the new changing and challenging market of
customers switching to ready-to-wear fabrics instead of ready-to-stitch material. Hence, it needs to formulate
new marketing and promotional strategies to target the customers and promote their product in comparison of
ready-to-wear market trends.