This document was prepared by 4 students (Atul, Kuldeep, Navneet & Vinay Prajapati). Subject was Entrepreneurship Management & Business Development.

1. 2011
BUSINESS PLAN - DENIM JEANS
Atul Dwivedi, Kuldeep Ghorpade,
Naveneet Yadav, Vinay Prajapati
National Institute of Fashion Technology
9/15/2011

2. Business Plan
Outline of a Business Plan-Prologue
Name of the business
Atul Denims
Official address of the business
Atul Denims
Sector C
Sitapur Road, lucknow industrial Area
Lucknow-226016
PH- 0522- 250314/15/16
www.atuldenims.com
Ownership pattern of the business
Partnership Firm (Pvt. Ltd.)
Names and addresses of the owners
Atul Dwivedi
73, Maruti Puram
Indira Nagar
Lucknow, 226016
Nature of the business
Denim Manufacturing and Distribution

3. Outline of a Business Plan-Executive Summary
Vision
We are ethically run business to provide energy to compete the
Fashion in todays Era.
Mission
"Our Mission is to provide denim for the next Gen family, from every
"
walk & stage in life, for every occasion, with a wide range of excellent
quality that makes them look and feel good”

4. Summary of the Operation Plan
i) No. of working days per annum: 260
ii) No. of working shifts 8 hr per day: 1
iii) Installed Capacity: 60000 Garment/ Month
iv) Utilised Capacity (%):
Year-I: 30%
Year-II: 70%
We Will Start Our Production from the Second Month

5. Summary of the Marketing Plan
Distribution &
WH(Faizabad)
Head
Distribution & Quarter Distribution &
WH(Sultanpur) &WH In WH(Basti)
Lucknow
Distribution &
WH(Vanaras)

6. Summary of the Financial Plan Highlighting the Sources of Finance
1.1 Land and Building:
Building
On rent 50000 Rs/month
1.2 Machinery/ equipment:
Sr. No. Description Nos. Reqd. Rate (Rs.) Total Value (Rs.)
1 Sewing Machines(2nd hand) 250 10,000 250000
2 Finishing Machines(2nd Hand) 6 10,000 60,000
3 Washing Machines(2nd Hand) 3 25000 750000
4 Dryer(2nd Hand) 2 30000 60,000
5 Samples Washing Machines 2 20,000 40,000
6 Boiler(2nd Hand) 1 5,00000 5,00000
7 Miscellaneous 100000 100000
Total 17,60,000
1.3 Miscellaneous Fixed Assets:
Sr. No. Description Total Value (Rs.)
1 Stationary (Paper cutters, 2000
Rulers etc.)
1.4 Preliminary and Pre-Operative Expenses:
Sr. No. Particulars Amount (Rs.)
1 Establishment Expenses 10,0000
2 Trial production expense and sampling 30,000
3 Firm and Design Registration charges. Certifications 30000
4 (payment gateways, VeriSign, Authenticity etc.)
5 Initial Advertising Expenses 30000
5 Website building 7000
Total 1,97,000

7. 1.5 Working Capital:
Sr. No. Item Duration Total Value (Rs.)
1 Raw Material Stock 7 days 3850000
2 Salary 30days(300 20,00000
workers)
Total 58,50,000
1.6 Total cost of the Project:
Sr. No. Particulars Total Value (Rs.)
1 Fixed Capital 17,60,000
2 Working Capital 97,00,000
3 Preliminary & Preoperative Expenses 1,97,000
4 Administrative and others(Utilities etc.) 10,00000
Total 1,26,57,000
1.7 Means of Finance:
Sr. No. Particulars Amount (Rs.) Remarks
1 Own Investment 60,00000
2 Financial Banks 80,00000 IDBI(13% Interest)
Total 140,00000
2.1 Sales Revenue:
Year. Item (s) Qty. produced per year Rate/unit Capacity Utilisation (%) Total
1 Garment(1st year) 216000 250 35 6,30,00,000
2 Garment(2nd Year) 5040000 250 70 12,60,000000
3 Garment(3rd Year) 5040000 250 70 12,60,000000
5 Garment(3rd Year) 5040000 250 70 12,60,000000

8. 3.0 Profitability Projections:
Sr. Particulars Amount (Rs. In lakhs)
No. Year I Year II Year III Year Year V
IV
A. Sales Realisation 630 1260 1260 1260 1260
B. Cost of Production
i) Raw Materials 514.8(30%) 1029 1029 1029 1029
ii) Utilities 8 12 12 12 12
iii) Salaries/ Wages 112.32 112.32 112.32 112.32 112.32
iv) Repairs and Maintenance 2 3 3 3 3
v) Selling and Distribution 2 3 3 3 3
Expenses
vi) Administrative Expenses .6 .7 .7 .7 .7
vii) Rent/ Interest 9 9 9 9 9
viii) Misc. Expenses 1 1 1 1 1
649.7 1170 1170 1170 1170
C. Less: Depreciation 3.52 3.52 3.52 3.52 3.52
D. Gross Profit/ Loss (A-B) -19.72 89.98 89.98 89.98 89.98
PBT

9. Outline of a Business Plan
Industry Segment
Watch & optical
Consumer durable 7%
elec
3%
Apprel
Home Décor 32%
14%
Book
7%
Footwear
Food 10%
20% Health,Beauty
7%

10. Products
We will make only denim jeans which will be the straight fit, tight fit and comfortable fit
Leading Branded Players: Levi Strauss, Lee, Spyker, Numero Uno, Trigger, PeterEngland, Reliance, DNMX,
Newport, Wrangler, Live-in, Sprax

11. Non Branded: Approximate 50
Intensity of competition: High
Major players in the industry: Levi Strauss, Lee, Spyker, Numero Uno, Trigger, PeterEngland, Reliance,
DNMX, Newport, Wrangler
Market share of competitors:
Market Capacity: Capacity of India to make denim fabric -600 million m
79 % denims are tagged with a label.
Domestic market sales – 300 million m/annum
Per capita consumption of jeans in India – 0.3/person/annum
Export of denim – 170 -180 million m/annum
Domestic denim consumption – 300 million m
At 10% CAGR it grows up to 530 million m. annum by 2015
Trend of new products introduction in the industry: Medium
Trend of product modification in the industry: High
Industry Forecast
Historical industry turnover:
Forecasted industry growth rate: 10% growth rate CAGR
Details on competitor turnover and profit:
Business Description:
Product portfolio – Denim for men and women
Style portfolio – Regular fit, straight fit, skin fit
Proposed size of operation – Small to medium Scale
Entrepreneurial creative outcome explicit in the business -
Background of entrepreneur - All are post graduated from NIFT and hands of experience in various
companies with diverse area of expertise.
Product portfolio -
1) Quality of materials: first quality denim Fabric and other trims & accessories of good quality.
2) Product style:
3) Product features: different kind of washes, variety, and good quality of fabric.
4) Product options: p/v trousers, cotton trouser.
5) Brand Name: Atul Denims
6) Packaging: Packed in printed transparent polybag of Atul Denim Ltd.
7) Warranty and product support service – 6 months warranty of rivettes.

12. Marketing Plan
1) Forecast of market for the business:
2) Marketing zones for the business: South, East, West, North, Central
3) Product pricing methodology: Rs. 300 to 500/pair
4) Product / service promotion policies:
Selection of distribution channels – Manufacturer, distributor, retailers

13. Business Strategies:
Market segments
• Description of major product / service users -
• Quantitative measures of market potential –
• Number of potential customers -
• Volume of business in terms of monetary value
• Trend analysis of historical data

14. Business Goals:
SWOT Analysis:
 Strong entrepreneurial class
 Poor work practices resulting in higher labour cost
 Flexibility in production of small order lots
component
 Presence of integrated i.e. concept to consumer.
 High transaction and power cost
 Ability to handle value additions, embellishments etc.
 Technological obsolescence and lower efficiencies
 Adequate labour supply at relatively competitive
 A lack of strong linkages between raw material supplier and
wages
the apparel manufacturer.
 Growing Domestic Market
 Few Raw Material Suppliers.
STRENGTH Weakness
Opportunity Threats
 Poor work practices resulting in higher labour cost
 Understanding the customer because of the language component
advantages  High transaction and power cost
 No other manufacturer in nearby area  Technological obsolescence and lower efficiencies
 Reducing the Supply chain can boom this business  Few Raw Material Suppliers.
 Can enter in Retail Section.  Daytime Transportation is probhited.

15. Environment Analysis:
Social:
People from Eastern are ready to wear the denim as work wear and casual wear. There is a paradigm shift from
polyester cotton and its blends to denim among UP youth.
Economical:
UP. Youth are having enough discretionary income for shopping..
Legal:-
The policies are placed in UP which will bolster the business environment.
Political:-
UP government is a stable state government and promotes indigenous business in UP.
Indian Domestic Market for Apparel
According to estimates, the size of the denim market in India is about 65-70 million pairs. It's a large
structured industry growing at about 15-20% a year.
A good volume of denim wear stocks comprise domestic/international brands and/or private labels for
men, women and children. Denim wear as a whole contributes on an average 28 per cent to the annual
sales of the retail outlets offering denim wear brands. Of all the respondent retailers, 52.7 per cent said
that denim wear contributes 30 per cent in overall annual sales, while for 29.7 per cent it contributes
almost 50 per cent.

16. Denim Market in India
• There are 23 denim mills in India
• 600 million m/year denim manufacturing capacity (installed/under installation)
• Approx. 79 % of the jeans sold in India are tagged with a label, the rest by tailors and localized
manufacturers.
• The menswear obtains a majority share of the Indian market with around 75 per cent, women’s wear at
around 15 per cent and kids wear at around 10%. (This is because the Indians are still very conservative
with most of the denim wear in women’s segment being worn in the cities)
• Domestic Market sells approx. 300 million metres/ annum: Domestic denim market of India is huge and
growing. The per capita consumption of jeans in India is, however, only about 0.3 jeans per person p.a.
• The domestic denim market in India consumes about 300 million m of denim currently and at a 10%
CAGR, can reach about 530 million m in 2015.
Market Size and Scope for Denim Jeans Wear
The retail market size for Jeanswear in India is Rs 32.97 billion in
value and 63,500 (‘000) pieces in volume for the year 2008. This
grew at a relatively healthy rate of 7 per cent in value and 9.1 per
cent in volume over the year 2007.
Fastest value growth was in the super premium range of Jeanswear
(13.4 per cent)–the sole range that recorded some positive growth
in average selling price: this growth was 5 per cent as compared to
just 1 per cent growth in the premium and low ranges, a 1 per cent
decrease (negative growth) in the mid segment, and a 3 per cent decrease in average selling price for the
economy ranges of Jeanswear. This stagnancy in price growth has had positive effects on volumes growth.
Volumes grew 10 per cent to 23.7 million units in the mass entry level range bringing about an 11.1 per
cent growth in market size (Rs 5.1 billion); a 9 per cent volume growth in the economy and mid ranges of
Jeanswear effected 24.87 million and 11.64 million unit sales respectively in the two ranges. Sales
realisation stood at Rs 10.8 billion in the economy range and Rs 10.84 billion in the mid-range of
Jeanswear. Volume and value growth was slowest in the premium range of Jeanswear (4 per cent and 5
per cent respectively), with 3.17 million unit sales in 2008.
Trends indicate a sustained high level of volume growth at the entry level in Jeanswear, with consumers in
smaller urban centres and rural hubs taking to this apparel category. Jeanswear is indeed evolving as a
unique apparel category where consumer demand exists across all ranges, largely driven by the combines
of a high fashion quot.

17. 40645000
41000000
40000000
39000000
38000000
37000000
35500000
36000000 35145000
35000000
34000000
33000000
32000000
2007 2008 2009
Volume
35.5
36
35
34
32.5
33
32
31 30.2
30
29
28
27
2007 2008 2009
Value
http://www.imagesfashion.com/content/india-denimwear-market-544.aspx

18. Organization Structure:
CEO
GM GM
GM R&D
Operation Marketing
Manager Manager R&D
Finance Production manager
Remuneration policy
Organigati
on Needs
and Value
External Internal
Relativies(
Remuneration Relativities
Salary (Job
Surveys) Strategy Evaluation)
Individual
Need(Parfrma
nce
Management)
Objective is successful recruitment reward
and retention of suitable staff, meeting
organization Goals

19. Supply Chain
Mumbai and Delhi Major Cities Distributer
Retailer Local Distributer Retailer
Rural Area Retailer Rural Area Retailer

20. Industry Segmentation:
Pricing Methodology
1) Quality image: Yes
2) Pricing: Marginal pricing
3) Discounts: No
4) Promotional quantity and price concessions: 20 pcs, yes
5) Credit tern and collection period: 45 days payment, 5% discount on cash payment
Promotional Policies
1) Media choice: Local Newspaper/local trade publications
2) Media message value for Money
3) Publicity Measures: No. of inquiries from retailers to HQ or office.
4) Propagation measures: displays
Distribution Channel
1) Choice of retailer: According to quantity taken and payment terms
2) Geographical Boundary: 3 regional office and one central office will operate in the radius of 200 Km
3) Logistics: By third party logistics