Case Study Summary : Amit_kumar_4195093

Dr. Nalli Kuppusamy Chetty was awaiting his granddaughter at the airport.

But all the while he was brainstorming on the fate of hisventure - Nalli sarees (1928). Nalli sarees had been a renowned brandof kanchipuram silk sarees till date and had further evolved into a global

brand with more verticals on offer such as the banarasi silksarees, embroidery sarees, cotton sarees, ready to stitch sets and dhotis

were on offer at present. The aching point on the line was exposed now in

2011 as Nalli sarees had been fighting tooth and nail with market

competition for survival. Other contemporaries had resorted to

humangous advertising, special offers, seasonal discounts, locationwise

competitive pricing, etcetera and also compromising on quality to lure

customers at lower prices whereas Nalli sarees had always advertised its

brand through word of mouth, retained its quality by employing traditional

weavers ( who were now switching to other occupancies), honest silkmoth

harvesters ( who provided for genuine silk), and common blanket pricing

irrespective of locations always keeping customer service and satisfaction

as the first priority. Nalli sarees also provided refunds on articles

( embroidery sarees, cotton sarees, ready to stitch sets) which were not

refunded by weavers and provided for huge space for customers in posh

cities even when estate prices skyrocketed. As per data collected

embroidery sarees and cotton sarees brought in minimal profits whereas

ready to stitch sets, materials and and dhotis even incurred losses but

these were made by the huge profits from kanchipuram silk sarees. These

factors were affecting profitability of Nalli sarees and Dr. Nalli was awaiting

his granddaughter- an ISB alumni to discuss over for a solution.