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Business Plan

Tuhin Sarkar, Kumar Rajan & Anupam Biswal

PRAYAS

Xavier Institute Of Social Service

Dr. Camil Bulke Path

Ranchi - !"##1

$%1-%##&1!&&2

anu'am(is)al2##1*gmail.com

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i. Table of Contents

I. +a(le of Contents 2

II. ,ecutive Summar !

III. PR/0/S

I. Pro3ucts an3 Services %

. 4arketing Plan 1#

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ii. !e"uti#e Summar$

The PRAYAS is certainly a new face lift given to the age old Ghandhian idea of

Swadeshi.Through this we intend to fuse the Corporate Social Responsiility with the core

strategy of the co!pany y "eeping in !ind the civil society. #ith the advent of $r. C.%

Pralhads idea of consu!ers at the otto! of pyra!id and eradicating poverty through

profite herey stand in favour of putting the last first and paving a way for the long forgotten

%hadi industry.

Khadi-In the present context

'n todays conte(t the gloali)ed generation has literally forgotten aout "hadi. A cascading

effect of this change has rought aout the change even in the dressing style of the older

generation* which hitherto has always een seen as the !ain proponent of this faric. The only

people with who! this faric is associated today are the politicians& !ost of who! see !ore as a

ideological aggage that is a co!pulsion.

The two !ain reasons for this situation are*

+. ,ac" of adaptaility- %hadi clothes are generally hard to !aintain& however newer

variants of this faric not only is !ore fine and hence co!fortale ut relatively easy to

!aintain.

. ,i!ited range which in turn has li!ited its appeal to /ust the older generation.

ACTIVITIES

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The following are the !a/or activities*

0 To involve the 1icrofinance institutions and 2G3s in providing the re4uisite resources

li"e training& loans etc for capacity uilding.

0 Te(tile fir!s can closely wor" with 1icrofinance institutions and 2G3s and provide thenecessary resources to the weavers and far!ers.

0 The product offering needs to e a varied and conte!porary with variety of gar!ents li"e

cargos& "urtas etc.

0 The te(tile co!panies can assure& at least initially& to ta"e up the entire produce produced

at !ar"et rate 5for eg. 'n case of 'TCs e0choupal6

0 Pro!oting %hadi e(tensively in own organisation. 57or eg. 8nifor!s given to e!ployees

could e procured fro! these producers60 Proper pro!oting and randing of this product y engaging icons li"e %iran 9edi& 1ohd.

Yunus& Rahul 9ose etc

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iii. PRAYAS.

+he PR/0/S is certainl a ne) face lift given to the age ol3 5han3hian i3ea

of 6S)a3eshi7. +hrough this )e inten3 to fuse the Cor'orate Social

Res'onsi(ilit )ith the core strateg of the com'an ( kee'ing in min3 the

civil societ. 8ith the a3vent of Dr. C.9 Pralha37s i3ea of consumers at the

6(ottom of the 'rami37 an3 era3icating 'overt through 'ro:t )e here(

stan3 in favor of 'utting the last :rst an3 'aving a )a for the long

forgotten 69ha3i7 in3ustr.

8e here( 'ro'ose to link the CSR of an tetile in3ustr ;feasi(le< )ith its

core strategies ( intro3ucing the 9ha3i in3ustr in its activities. 8e )ill

liaise )ith the =5Os> 4icro:nance ;local< to 'rovi3e :nancial su''ort along

)ith the necessar training to the artisans. +he training )oul3 (e un3er the

oversight of the CSR activities of the com'an> in3ustr. Throu%h this we

will be a"tin% as the ser#i"e pro#ier b$ pro#iin% our intelle"tual

ieas to link the $in% Khai inustr$ with the #er$ #ibrant an

is"usse CSR an the fast %rowin% 'i"ro(nan"e workin% at its

ba"krop. This business woul be ri#en b$ the CSR an majorl$

supporte b$ the 'i"ro(nan"e.

4ission Statement?

)mpro#e the status of Khai an in"rease its o#erall eman in orer

to "ar#e a ni"he in the te!tile inustr$ alon% with the upliftment of

the rural artisans.

Com'an 5oals an3 O(@ectives?

To help position Khai %arments as %arments of "hoi"e a"ross#arious a%e*%roups an to satisf$ the %rowin% eman for Khai.

/ccor3ing to a recent surve there is a strong 3eman3 for 9ha3i 'ro3ucts in

(oth the 3omestic an3 international market. Therefore, alle#iatin% this

inustr$ to the ne!t le#el* b$ in"reasin% its suppl$ as per the new

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emans, an "aterin% for the nees of both national an

international markets.

Business Philoso'h?

+he most im'ortant consi3eration in our (usiness 'lan is that )e are

successfull a(le to sell our i3ea regar3ing the 'ossi(le venture in 9ha3iA

i.e.A to 'ro3uce the ualit 'ro3ucts )hich in turn )oul3 (e collecte3 ( the

tetile in3ustr from the 9ha3i Bhan3ars. +his )oul3 further reuire the

marketing an3 3istri(ution in the markets. +he :nishe3 'ro3ucts ma3e

shoul3 (e of the reuire3 ualit stan3ar3s further ensuring that the entire

'ro3ucts to (e (ought ( the in3ustr in or3er to sustain the entire mo3el.

+he 4icro:nance 'las a crucial role ( 'rovi3ing the initial :nancial

su''ort an3 also 'rovi3ing the necessar training in coherence )ith theCSR of the in3ustr.

+he (asic i3ea is to oer a (etter an3 a varie3 'ro3uct oering that can

ful:ll the reuirements of the age-grou' of 2# ears- "# ears an3 thus (e in

a 'osition to (e Ethe garment of choiceF. Our 'ro'osal is to oer the

target au3ience a )i3er an3 (etter variet of clothes ( a3a'ting

contem'orar 3esigns an3 making the garment more comforta(le. +he Ga(-

In3ia mo3el can (e emulate3 an3 3irect outlets can (e o'ene3 to cater to

the tier-II an3 +ier HIII cities in the later stage.

+he in3ustr to (e venture3 is certainl not ne) nor is the 'ro3uct. /s this

entire i3ea is linke3 to three ma@or :el3s of )orksA )e )oul3 (e relate3 to

all of them. +hese are as follo)s?

K+A) )-STRY/ this in3ustr is no) long forgotten an3 onl seen in

fe) election cam'aigns else in national>international ram's ;fashion

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CSR/ this conce't is often criticiJe3 for its a''roach )hich is seen to (e an

ee )ash. +his is a relativel ne) conce't an3 here )e are foreseeing a ne)

stle of (usiness ethics through linking the CSR )ith the com'an7s core

com'etenc an3 era3icating 'overt through 'ro:ts. Certainl there lies

)i3er sco'es an3 future for CSR. In short term more an3 more com'aniesto get involve3 in these kin3s of o'erations to )ork in the 3irection of rural

marketing an3 3evelo'ment activities. In the long term )e foresee this to (e

a tool to a33ress various 'ro(lems of the nation as a )hole.

')CR01)-A-C/ it7s a totall virgin in3ustr @ust occu'ie3 ( onl K of

the entire availa(le market. Its main strateg is to )ork on 'ro:ts (

:nancing the non (anka(le 'eo'le an3 make them free of the clutches of

'overt. Its gro)th avenues lie in its successful outreachA making 'ro3ucts

an3 services as 'er the 3eman3 ;Lei(le< an3 the (est 'ossi(le recover.

4an more such organiJations )oul3 (e soon seen in the In3ian Rural

4arket an3 the (est use of them can (e ma3e ( sho)casing the 'otential

customers an3 areas of 3evelo'ment.

In or3er to kee' our services )orka(le an3 sustaina(leA )e )ill (e

continuousl 'rovi3ing the ne) avenues of )ork for the 4icro:nanceA

linking more an3 more tetile in3ustries )ith the 9ha3i.

S20T

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Strengths

,co-Grien3l

ReLects In3ian Culture

ersatilit of 9ha3i

+a ,em'tions

,conomic 5ro)th

Mo) cost

,m'loment generation

Gashion

8eaknesses

Mack Of /''reciation

Ma(or-Intensive

Mack of infrastructure

Mack of training in (usinessmetho3ologies

Mack of a)areness

O''ortunities

Potential for e'orts

,merging tren3

Ca'turing an unta''e3markets

5eneration of em'loment

5ro)ing consumer 'reference

+hreats

Com'etition

Survival in fast-gro)ingtechnolog

Megislative im'act

One of the im'ortant strengths inherent in 69ha3i7 is that it can (e )orn 3uring all

seasons as it stas )arm 3uring the )inters an3 is euall comforta(le 3uring the

summers. It 'rovi3es more 3esire3 comfort )ith the ualit rising. It )ill 'rovi3e

more em'loment o''ortunities in the rural frontA thus a economic gro)th in the

small scale in3ustr sector. +his a33resses the (urning to'ic of 5R,,=

,=IRO=4,=+ at the glo(al front. +his )ill (e a fashion revolution an3 a (oon to

oung generation an3 'leasant sur'rise to the ol3 at a ver aor3a(le cost.

One )a of 3oing a)a )ith the coarseness of the cloth an3 give it a more

a''ealing look can (e ( miing varing 3egrees of silk at the making level (

'rovi3ing 'ro'er skills to the artisans an3 (ringing in the fashion statements from

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the stu3ents an3 alumni of =IG+ ;=ational Institute of Gashion +echnolog? as

interns an3 fests

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i#. Prou"ts an Ser#i"es

+he services 'rovi3e3 ( us )oul3 (e in the form of i3easA liaisonA an3 'ro'er

marketing through the tetiles. 8e )oul3 har' on the fact that the success of our

venture )oul3 lie on the ualit 'ro3ucts an3 their sale a(ilit. +he 'ro3ucts

)oul3 contain a''arels ;In3ian formals> tra3itionalA casualsA etc.< in the form of

9urtasA Shal)ars SuitA shirtsA trousersA @acketsA etc.

Creating a consistent 'ull for the 'ro3uct ( ting u' )ith the various retail an3

fashion houses )oul3 (e necessar. ,g- 4egamart is an /rvin3 4ills initiative )ith

'an-In3ia 'resence. /s /rvin3 4ills is a mill it can (e involve3 in the a(ove-

mentione3 )a along )ith 'rovi3ing the reuire3 shelf-s'ace to these 'ro3ucts.

+he charges for the services 'rovi3e3 ( us )oul3 (e (ase3 on the ualit services

'rovi3e3 to the CSR ;tetile< an3 the 4icro:nance for 'rovi3ing each of them the

un3erling sco'e to (etter their (usiness 'ro:ta(l. +hese )oul3 (e (asicall on

the line of eisting consultanc market.

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#. 'arketin% Plan

'arket resear"h

=o matter ho) goo3 our 'ro3uct an3 our serviceA the venture cannot succee3

)ithout eective marketing. /n3 this (egins )ith carefulA sstematic research. It is

ver 3angerous to assume that )e alrea3 kno) a(out our inten3e3 market. 8e

nee3 to 3o market research to make sure )e7re on track.

/s this (usiness mo3el is all a(out the 'resent tetile in3ustr ;9ha3i Relate3

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+he surves can (e carrie3 out on 3ierent stakehol3ers like the 9ha3i Bhan3arsA

4icro:nance institute ;'resent