Chapter 1

Situation Analysis

1.1 Industry Analysis

Jamdani is a piece of fabric that holds history in its texture. There are plenty of clothes which had
become a part of our heritage, but then there is Jamdani, which became a heritage itself. Back in
the 16th century, the handloom industry was established in undivided Bangla. From then to now,
Jamdani still kept its acceptance and dominance as like before. In the time of British colonialism,
vast amounts of jamdani muslin were exported to Europe from Bengal. Due to the geographical
uniqueness of the Jamdani saree, it was included in GI (Geographical Indication) in 2016.
Handloom doesn’t require anything but a unique group of creative people. As Jamdani is made
without a power loom, weavers weave this gorgeous cloth by using a loom operated by their
hands and feet. More than 1 million handloom workers are working behind this looming industry
to produce some great fabrics like Jamdani, muslin, and others.

In this Jamdani saree industry, manufacturers predominantly distribute their exquisite silk
products through online platforms and wholesale channels. The industry is characterized by the
presence of online saree boutiques, each linked to a registered physical shop-front, seamlessly
blending the convenience of digital commerce with the authenticity of a brick-and-mortar
presence.

Industry Products
 Dhakai Jamdani
 Tangail Jamdani
 Shantipuri Jamdani
 Soft Dhakai Jamdani Saree
 Dhaniakhali jamdani saree

With an initial focus on key cities,we aim to expand our reach globally by exporting Jamdani
sarees to international markets and establishing a robust online presence. The investment
structure involves the collective contribution of 60% from the four partners. To supplement
this, we plan to secure 40% of the required funds through a bank loan.

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1.2 Customer Analysis

In Bangladesh, the intrinsic value attached to Jamdani sarees has led to a surge in local
demand. The affluent cultural heritage and the premium quality of these handwoven
sarees have made them highly coveted among the fashion-conscious consumers. The
increasing purchasing power and the willingness to invest in premium traditional attire
contribute to the sustained growth in domestic sales.
Beyond Bangladesh, the allure of Jamdani sarees has captivated markets in India,
Pakistan, Sri Lanka, England, the U.S.A, and various other countries worldwide. The
diaspora communities and fashion enthusiasts in these regions seek out Jamdani sarees for
their exquisite craftsmanship, cultural richness, and unique aesthetic appeal. The
increasing trend of embracing traditional and handmade products globally has fueled the
international demand for Jamdani sarees.

1.3 Comparative Analysis

In present situation there is some primary competitors in the Jamdani saree production
landscape are local manufacturers, such as Dhakai Jamdani and handloom saree
producers. Dhakai Jamdani, deeply rooted in tradition, competes with its classic designs
and time-honored weaving techniques. Handloom saree manufacturers, embracing the
authenticity of artisanal craftsmanship, present a formidable challenge with their diverse
regional influences. The competition among these local entities revolves around a
commitment to heritage, quality, and the infusion of traditional aesthetics, reflecting the
rich cultural diversity inherent in the art of Jamdani saree production in Bangladesh.

1.4 SWOT analysis

Strengths:
The Jamdani Sari Manufacturing Company's distinctive cultural background helps to
distinguish its products in the marketplace. The company's key competency is professional
workmanship, and it has access to seasoned weavers and artisans who have developed their
mastery of Jamdani weaving over many generations. The extraordinary quality of Jamdani
sarees is largely due to the availability of premium raw materials, such as bleached cotton
yarn for elaborate motifs and unbleached cotton yarn for the basic fabric. Furthermore, the
brand's prestige is increased by UNESCO's recognition of Jamdani weaving as an Intangible
Cultural Heritage of Humanity.

2
Weaknesses:
The labor-intensive, time-consuming, and artisan-dependent nature of the Jamdani weaving
technique is one of its main drawbacks. Comparing the commercial perception of Jamdani to
that of more well-known textiles makes it difficult to attract a worldwide audience. Historical
obstacles that impede the company's efforts to export internationally include diminishing cash
incentives and smuggling difficulties.
Opportunities:
By utilizing the rich cultural legacy of Jamdani sarees, the enterprise can profit from the
global trend toward sustainable and traditional textiles. Investigating e-commerce platforms
creates new opportunities to expand your customer base beyond geographic limitations.
Working together with influencers and fashion designers offers the chance to add modern
elements to the classic Jamdani weave and draw in a contemporary clientele.

Threats:
In the global market, traditional and modern textiles compete with each other for the
business of Jamdani Sari Manufacturing Company. The market for handcrafted Jamdani
sarees is threatened by shifting consumer tastes toward mass-produced, less expensive
fabrics. Economic swings that affect consumer expenditure on upscale and handcrafted goods
provide an external danger that has to be strategically taken into account.

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 Chapter 2

OBJECTIVES OF OUR BUSINESS

Our vision is to be the foremost purveyor of Jamdani sarees, celebrated for our commitment
to preserving cultural heritage, superior craftsmanship, and providing an exquisite blend of
tradition and contemporary style.

Mission

Our mission is to empower individuals with the timeless elegance of Jamdani sarees. We
strive to uphold the authenticity of handwoven artistry, while innovating designs that resonate
with diverse tastes Fulfill customer expectations with superior pricing and good service in
low cost.

2.1 Objective

 To fulfill the Customer expectation with low cost

 To create a loyal customer base
 To increase the level of profitability by constructing a good market image

2.2 Marketing Objective

 To increase the popularity among our targeted customers.

 To satisfy our targeted customers with our fast service.

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 CHAPTER 3
MARKETING STRATEGY
3.1 Market segmentation
1. Geographic Segmentation
- Focusing on Dhaka as the primary market due to its cultural significance and heritage in
the textile industry.
- Tailoring marketing strategies to align with the preferences and values associated with
Dhaka's local traditions.
2. Demographic Segmentation
- Targeting a diverse range of age groups within Dhaka, recognizing that preferences for
Jamdani sarees vary across generations.
- Offering sarees with designs and styles that appeal to different demographic segments
within the city.
3. Psychological Segmentation
- Appealing to individuals in Dhaka who appreciate the traditional craftsmanship and
cultural heritage embedded in Jamdani sarees.
- Crafting marketing messages that resonate with the psychological preferences and values
prevalent in Dhaka's population.
4. Behavioral Segmentation
- Considering occasions specific to Dhaka's lifestyle, such as cultural events, festivals, and
weddings, in the design and marketing of Jamdani sarees.
- Adapting to the dynamic behavior of Dhaka's consumers by offering sarees suitable for
various preferences and occasions.
3.2 Competition policy
Our competition policy centers on promoting fair play and consumer welfare. We strictly
prohibit anti-competitive practices like price fixing and collusion, ensuring a level playing
field. We advocate for low entry barriers, welcoming new entrants to foster innovation.
Transparency and accurate information are paramount, protecting consumers from deceptive
practices. Our commitment to intellectual property rights safeguards traditional designs and
encourages creative expression. Regular market surveillance helps identify and address any
unfair trade practices promptly. Collaboration is encouraged, but we monitor it closely to
prevent anti-competitive behavior. By upholding these principles, we aim to maintain a
healthy, competitive environment that benefits both consumers and business.

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3.3 Marketing Mix
The essence of any marketing activity is the marketing mix which has been defined as the set
of marketing tools the firms use to pursue marketing objective. The components of traditional
marketing mix are Product, Price, Place, Promotion.
Product: Initially we will launch 5 types of sarees such as Dhakai jamdani saree, Tangail
jamdani, Shanti puri , dhaniakhali, soft dhakai jamdani saree .We will target 25 pc per week
for production. Our product will have great value for money.
Price: The manufacturing cost will vary depending upon the material used. The
manufacturing cost and retail price of jamdani saree based on several factors such as quality
of material used, intricacy of the weaving and brand reputation. According to our
manufacturing we will estimate a price range which is between 15000-25000 tk per unit .
Place: As our initial target would be to supply for our country and abroad also. We will be
locating our industry in Dhaka city.
Promotion: Our first concern would be to create awareness about our industry to common
people by advertising TV channels and newspapers as any great business is nothing without
awareness to customers.
3.4 Product promotion Strategy
Our Jamdani saree promotion strategy focuses on showcasing the artistry and cultural
richness of our handwoven creations. Through visually appealing digital campaigns and
social media, we highlight the intricate designs and vibrant colors, captivating our audience.
Collaborations with influencers who appreciate the craft amplify our reach authentically.
Seasonal promotions and exclusive releases create a sense of urgency, while engaging
storytelling builds emotional connections. Customer testimonials and educational content
enhance understanding, fostering trust. With these elements, our strategy aims to elevate the
allure of Jamdani sarees, inviting a wider audience to experience and appreciate their
timeless beauty.
3.5 Advertising policy
For advertising Jamdani sarees, we want to highlight their beautiful designs and colors,
showcasing the craft and tradition behind them. We'll tell stories about each saree's history
and the skilled artisans who make them. We'll use eye-catching pictures online and work with
influencers or celebrities who love Jamdani sarees. During special times like festivals, we'll
run promotions and share interesting facts about the sarees. To reach more people, we'll use
social media and online ads. And, most importantly, we'll listen to what customers say and
share their happy experiences to build trust. The goal is to make Jamdani sarees more
appealing and appreciated by everyone.

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 CHAPTER 4
MARKETING PROGRAMS

4.1 Loyalty Programs

Jamdani saree loyalty programs can foster customer retention. Employ a points system for
purchases, offering redeemable rewards. Implement tiered programs with exclusive privileges
for higher tiers. Extend birthday rewards and exclusive event invitations, creating a
personalized connection. Encourage referrals through incentives. Provide customization
benefits and frequent shopper discounts. Introduce membership programs for additional
perks. Acknowledge feedback with rewards, strengthening the customer-business
relationship. These strategies align with customer preferences, promoting loyalty and
satisfaction in the Jamdani saree market.
4.2 Customer Service and Supports
Customers and wholesalers who want to buy good quality of jamdani sarees can contact us
over phone and we will send our product with a short time . Customers who will buy sarees
from our plant can also leave feedback about their recent experience. If one of these
feedbacks is complaint, then it will be handled with an immediate response. We will try to
pacify the customer and clear whatever issue they have with us.

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 Chapter 5
Business implementation plan

Company name: Silk Root Traditions

Our motto "In Every Weave, a Tale of Tradition."

5.1 Hierarchical structure of our company

5.2 Operational department of our company

1. Production Department: Manages all aspects of Jamdani saree production, including
weaving, dying, and finishing. Works in tandem with designers and craftspeople to guarantee
the prompt and superior creation of sarees.
2. Department of Sales and Marketing: creates all-encompassing marketing and sales plans
to advertise Jamdani sarees. prepares promotional efforts, determines target audiences, and
oversees the sales force. Interact with prospective customers as well as wholesalers,

8
merchants, and individual clients. They manage sales and exhibit the distinctive qualities of
Jamdani sarees.
3. Finance Department: Oversees all aspects of the business's finances, including reporting,
budgeting, and financial decision-making. ensures financial stability by managing accounts
payable, receivable, and payroll.
4. Human Resources (HR) Department: In charge of hiring, employee relations,
performance evaluation, and HR regulations, among other human resource-related tasks.
maintains a happy workplace and takes care of any HR-related problems.
5. Quality Control Department: Keeps an eye on and guarantees Jamdani saree quality
throughout the whole production process. carries out quality control procedures, inspects
completed goods, and makes sure they adhere to the company's standards.
6. Administrative Department: Oversees daily administrative responsibilities, such as
interdepartmental coordination, office operations, and communication. carries out general
administrative tasks, record-keeping, and paperwork.

5.3 Resource requirements

1. Raw Materials

 High-quality unbleached cotton yarn for the base fabric.

 Bleached cotton yarn for creating designs.
 Dyes for coloring the sarees.
 Bamboo sticks for the supplementary weft technique.
 Other weaving tools and equipment.
2. Skilled Labor

 Experienced weavers, designers, and artisans familiar with the Jamdani

weaving technique.
 Quality control experts to maintain the standard of finished products.
3. Infrastructure
 Spacious manufacturing unit with looms for weaving.
 Dyeing and finishing facilities.
 Design studio for creative work.
 Administrative office for management and support staff.

4. Technology

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  Looms with advanced features to enhance efficiency.
 Design software for creating intricate patterns.
 Communication and office management software.

5. Financial Resources:
 Sufficient capital for initial setup, including infrastructure, equipment, and raw
material procurement.
 Working capital to cover operational expenses such as salaries, utilities, and
maintenance.


5.4 Product design and development

For a successful Jamdani saree manufacturing venture, begin with comprehensive market
research to understand trends and customer preferences. Collaborate with skilled designers to
conceptualize unique designs, incorporating traditional motifs and modern elements. Develop
prototypes, gather feedback, and choose high-quality materials. Implement the intricate
Jamdani weaving technique, integrate sustainable practices, and focus on vibrant and eco-
friendly dyeing processes. Establish stringent quality control measures, explore technology
integration for efficiency, and foster creative collaboration with local artisans. Embrace
continuous improvement, offer customization options, and build a strong brand identity.
Ensure regulatory compliance and conduct market testing to refine designs based on customer
response.

5.5 Manufacturing strategy

Our Jamdani saree company uses a phased approach to manufacturing, combining
contemporary technology with traditional expertise. Initially, in order to streamline some
repetitive operations and preserve the handloom artistry that is essential to Jamdani weaving,
we will implement a semi-automated production process. This keeps the elaborate design
details that make Jamdani sarees unique while enabling greater efficiency and scalability. As
we expand, we intend to carefully add additional automation, especially where it won't affect
the aesthetic quality, to guarantee the continuous manufacturing of finely made, premium
Jamdani fabrics.

5.6 Sales strategy

In order to reach a worldwide audience, our company wants to have a strong online presence
by utilizing e-commerce platforms. A carefully chosen assortment of Jamdani sarees will be
on display, highlighting the distinctive cultural and handcrafted significance of every item.
Exclusive collections will be highlighted through partnerships with well-known fashion
designers, creating demand and curiosity. In addition, we intend to open a flagship store in

10
prominent fashion districts, offering consumers a tactile and immersive shopping experience
that is consistent with Jamdani's artistic legacy. We plan to investigate joint ventures with
high-end boutiques and global merchants in order to broaden our market reach and guarantee
that the grace and artistry of Jamdani sarees are recognized on a global scale.

5.7 Distribution plan

Our distribution plan involves a combination of direct and indirect channels to ensure the
widespread availability and accessibility of our Jamdani sarees. Direct distribution will
include our flagship store, providing customers with a personalized and immersive shopping
experience. Additionally, we will establish a robust online platform, allowing customers to
purchase our Jamdani sarees directly from our website.

5.8 R & D strategy

Our company's Research and Development (R&D) strategy focuses on continuous
innovation, preservation of traditional craftsmanship, and sustainable practices in Jamdani
saree manufacturing. The R&D team will collaborate with skilled weavers, designers, and
textile experts to explore new weaving techniques, patterns, and color combinations, ensuring
that our Jamdani sarees remain at the forefront of fashion.
5.9 Organizational strategy
Our Jamdani Saree Manufacturing Company operates under a functional organizational
structure, emphasizing specialized functions for efficient management. With a dedicated
focus on preserving the cultural heritage of Jamdani sarees, the production department stands
out as a key functional unit. Skilled artisans and weavers, utilizing handloom techniques
dating back to the 16th century, constitute an integral part of this department, showcasing a
commitment to tradition.
Distinct departments handling customer analysis, comparative analysis, and distribution
highlight the organization's multifaceted functional approach. The company strategically
leverages its strengths, such as professional workmanship and access to seasoned weavers, in
line with UNESCO's recognition of Jamdani weaving as an Intangible Cultural Heritage of
Humanity.

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 CHAPTER 6
PERFORMANCE EVALUATION AND
MONITORING
6.1 Performance Evaluation and Monitoring
Our target is faster revenue growth with less selling price. Additionally, we are to look for
better pricing and margins. To have faster revenue growth we want to span our market
throughout every class of people with a reasonable cost having the best quality.
Table 6.1.1: Demand of Jamdani Sharee

Type of Jamdani Sarees Estimated Demand (Pieces Per week)

Dhakai Jamdani Saree 50
Tangail Jamdani Saree 50
Shantipuri Jamdani 50
Soft Dhakai Jamdani Saree 50
Dhaniakhali Jamdani 50

Table 6.1.2: Production Capacity

Type of Jamdani Sarees Production Capacity (Pieces Estimated Production

Per week) (Pieces Per Year)
Dhakai Jamdani Saree 5 260
Tangail Jamdani Saree 5 260
Shantipuri Jamdani 5 260
Soft Dhakai Jamdani Saree 5 260
Dhaniakhali Jamdani 5 260
Total 25 1300

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6.2. Profit and Loss Analysis
The Annual Profit Analysis along with Sales and Cost of Goods Sold is represented by the
following table:
Table 6.2.1: Price of Jamdani Sharee

Type of Jamdani Esteemed Selling Esteemed Production

Sarees Price/Sharee Cost/Sharee

Dhakai Jamdani Saree 11500 10000-11000

Tangail Jamdani Saree 11500 10000-11000

Shantipuri Jamdani 11500 10000-11000

Soft Dhakai Jamdani 11500 10000-11000
Saree
Dhaniakhali Jamdani 11500 10000-11000

Table 6.2.2: Net Income

Cost of Goods Net Income

Sales (TK.) Net Income as
Year Unit Sold Sold (TK.) (TK.)
(%) of Sales
(Crore) (Crore) (Crore)
st
1 1300 14950000 14565200 384800 3%
2nd 1500 17250000 16466000 784000 5%
rd
3 1800 20700000 19317200 1382800 7%
th
4 2100 24150000 22168400 1981600 8%
th
5 2500 28750000 25970000 2780000 10%

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 CHAPTER 7

FINANCIAL INFORMATION

7.1 Budget

Table 7.1.1: Budget for 5 years

Type of Item/Personnel Quantity Unit Cost/Salary Yearly cost Total cost

cost Price/ Per Month (BDT) for 5 years
Salary (BDT) (BDT)
Building Rent 1 100,000 1,200,000 6,000,000
Fixed Equipment 20 50,000 1,000,000 5,000,000
Cost Licensing and
10,000 50,000
Permits
Total Fixed Cost 2,210,000 11,050,000
Silk Import 500,000 6,000,000 30,000,000
Employee
50 20,000 240,000 1,200,000
Training
Inventory 30,000 360,000 1,800,000
Utilities and
20,000 240,000 1,200,000
Infrastructure
Variable Marketing and
300,000 3,600,000 18,000,000
Cost Branding
Quality
10,000 120,000 600,000
Control
Transportation
100,000 1,200,000 6,000,000
and Logistics
Employee 20,0000
50 1,000,000 12,000,000 60,000,000
Salaries
Total Variable Cost 23,760,000 118,800,00
0

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 Total Cost 129,850,00
0

7.2 Timeframe:
There are several tasks that need to be done before selling the product. They are:
1. Business Planning and Research
2. Legal and Regulatory Compliance
3. Building Lease
4. Equipment Procurement and Setup
5. Silk Import and Inventory Setup
6. Employee Training
7. Designing and Production Setup
8. Launch and Initial Production

7.3 IRR
Table 7.1: IRR (Internal Rate of Return)
Cash inflow
(Initial Cash Outflow IRR
Investment)
Year 1 Year 2 Year 3 Year 4 Year 5
-2210000 29%
384800 784000 1382800 1981600 278000

7.4 Payback period

Table 7.2: Payback Period

Cash inflow
(Initial Cash Outflow Payback period
Investment)

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 Year 1 Year 2 Year 3 Year 4 Year 5
2210000 $5.74
384800 784000 1382800 1981600 278000

7.5 NPV
Table 7.4: Net Present Value (NPV)
Cash inflow (Initial Net Present
Cash Outflow
Investment) Value
Year 1 Year 2 Year 3 Year 4 Year 5
2210000 $897,840.14
384800 784000 1382800 1981600 278000

7.6 GANTT CHART

Gantt Chart
Q Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16

Business Planning and Research

Legal and Regulatory Compliance

Building Lease

Equipment Procurement and Setup

Silk Import and Inventory Setup

Employee Training

Designing and Production Setup

Launch and Initial Production

Start Time Time to Finish

Fig7.1: Gantt Chart

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7.7 Break- Even Analysis:
7.5 Table: Break-Even Analysis

Units Fixed Cost Variable cost Total Cost Revenue Profit

0 2,210,000 0 2,210,000 0 -2,210,000
1300 2,210,000 12,355,200 14,565,200 14950000 384,800
1500 2,210,000 14,256,000 16,466,000 17250000 784,000
1800 2,210,000 17,107,200 19,317,200 20700000 1,382,800
2100 2,210,000 19,958,400 22,168,400 24150000 1,981,600
2500 2,210,000 23,760,000 25,970,000 28750000 2,780,000

Break-Even Analysis
Total Cost Revenue
35,000,000

30,000,000

25,000,000

20,000,000

15,000,000

10,000,000

5,000,000

0
0 1300 1500 1800 2100 2500

Fig 7.2: Break-Even Chart

The break-even point is 1108 units. We will start making profit after selling this units.

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 CHAPTER 8
FAILURE AND REMEDIAL STRATEGIES

8.1 Jamdani Sari Sales Failure and Remedial Strategies

1. Market Research and Consumer Trends:

Failure: Inadequate understanding of current market trends and consumer preferences may
result in low Jamdani sari sales.

Remedial Strategy:

 Conduct thorough market research to identify current fashion trends and consumer
preferences.
 Regularly update the product line to align with evolving fashion choices.
 Seek feedback from customers through surveys to understand their expectations.

2. Marketing and Branding:

Failure: Ineffective marketing strategies or poor branding may lead to low visibility and
reduced sales.

Remedial Strategy:

 Develop a robust marketing plan that includes online and offline channels.
 Enhance the online presence through social media, e-commerce platforms, and a user-
friendly website.
 Collaborate with influencers or fashion bloggers to promote Jamdani saris.
 Invest in professional product photography and branding to highlight the uniqueness
of Jamdani weaving.

3. Pricing Strategy:

Failure: Overpricing or underpricing the Jamdani saris can adversely affect sales.

Remedial Strategy:

 Conduct a pricing analysis to ensure competitiveness in the market.

 Offer promotions or discounts during festive seasons or special occasions to attract
customers.
 Clearly communicate the value proposition and quality associated with the pricing.

4. Limited Distribution Channels:

Failure: Restricting sales to a limited number of outlets may limit exposure and accessibility
for potential customers.

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Remedial Strategy:

 Expand distribution channels by partnering with more retail outlets, both physical and
online.
 Collaborate with reputed fashion stores or e-commerce platforms to reach a wider
audience.
 Attend relevant trade shows or exhibitions to showcase Jamdani saris to a diverse
customer base.

5. Quality Control Issues:

Failure: If there are instances of subpar quality in Jamdani saris, it can lead to customer
dissatisfaction and decreased sales.

Remedial Strategy:

 Implement stringent quality control measures at every stage of production.

 Conduct regular inspections and testing to ensure that each Jamdani sari meets the
expected standards.
 Establish a customer feedback system to address and rectify any quality concerns
promptly.

6. Lack of Customer Engagement:

Failure: Limited customer engagement and interaction may result in reduced brand loyalty
and repeat business.

Remedial Strategy:

 Implement customer engagement programs, such as loyalty programs, newsletters,

and exclusive offers for repeat customers.
 Encourage customer reviews and testimonials to build trust among potential buyers.
 Host events or workshops showcasing the artistry and craftsmanship behind Jamdani
weaving to create a connection with the customers.

7. Economic Factors:

Failure: Economic downturns or external economic factors affecting the purchasing power
of customers may impact Jamdani sari sales.

Remedial Strategy:

 Diversify the product line to include more affordable options without compromising
quality.
 Offer flexible payment plans or financing options during challenging economic
periods.
 Monitor economic indicators and adapt the sales strategy accordingly.

19
By addressing these failures and implementing the suggested remedial strategies, Silk
Root Traditions aims to enhance its Jamdani sari sales, strengthen brand presence.

CHAPTER 9

CONCLUSION

In conclusion, our Jamdani Saree Manufacturing Company, structured functionally,

epitomizes a commitment to cultural heritage and superior craftsmanship. Rooted in the
16th-century handloom industry, the company's focus on preserving Jamdani weaving
traditions is evident. The functional setup ensures coordination across production,
customer analysis, and distribution. UNESCO's recognition of Jamdani as an Intangible
Cultural Heritage adds prestige, emphasizing the brand's dedication to tradition. The
company strategically navigates market dynamics through functional units dedicated to
customer and comparative analysis, capturing both local and international demand.

20