A PROJECT ON

“RETAIL MANAGEMENT ON RAYMOND LTD”

BACHELOR IN MANAGEMENT STUDIES

SEMESTER VI

SUBMITTED
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF DEGREE OF
BACHELOR IN MANAGEMENT STUDIES

BY
GURLEEN KAUR GHOTRA
TYBMS (FINANCE)
(ROLL NO.2403113)

UNDER THE GUIDANCE OF

PROF. ABHILASH TIWARI

GURU NANAK KHALSA COLLEGE OF ARTS, SCIENCE &

COMMERCE, MATUNGA, MUMBAI

2VG4+7J8, NATHALAL PAREKH MARG, MATUNGA EAST,

MUMBAI, MAHARASHTRA 40001

ACADEMIC YEAR
2024-2025
 DECLARATION

I, Gurleen Kaur Ghotra, the student of T.Y.B.M.S. Semester VI (2024- 2025)

hereby declare that I have completed the project on "Retail management on

Raymond Ltd"

The information submitted is true and original to the best of my knowledge.

_____________________

(Signature)

Gurleen Kaur Ghotra

Roll no. 2403113

GURU NANAK KHALSA COLLEGE OF ARTS, SCIENCE &

COMMERCE

2VG4+7J8, Nathalal Parekh Marg, Matunga East, Mumbai, Maharashtra

400019
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous
and the depth is so enormous.

I would like to acknowledge the following as being idealistic channels and

fresh dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me

chance to do this project.

I would like to thank my Principal, Dr. Ratna Sharma for providing the
necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator Prof. Yogesh Kolhatkar,

for his moral support and guidance.

I would also like to express my sincere gratitude towards my project guide

Prof. Abhilash Tiwari whose guidance and care made the project
successful.

I would like to thank my College Library, for having provided various

reference books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or
indirectly helped me in the completion of the project especially my Parents
and Peers who supported me throughout my project.
 EXECUTIVE SUMMARY

I am presenting this report on customer satisfaction and brand perception, starts with the rationale
behind preparing the report, objective, a brief history of the brand and covers a wide variety of topics,
such as making of the brand, product offerings, brand portfolio, customer perceptions, hr policy, etc.

All this research is then followed by a survey which reveals some facts about the brands image in
the minds of the consumer and satisfaction derived by the consumers after purchasing the brand.

At last, I have concluded the report with my interpretation of the whole thing and the information
collected is presented with the help of charts and diagrams.
 CERTIFICATE

This is to certify that Ms. Gurleen Kaur Ghotra, roll no; 2403113 of Third
Year B.M.S., Semester VI (2024- 2025) has successfully completed the
project on" Retail Management on Raymond Ltd " under the guidance of
Prof. Abhilash Tiwari.

Course Coordinator Principal

Project Guide/ Internal Examiner

Prof. Abhilash Tiwari

External Examiner
 INDEX

SR.NO PARTICULARS PAGE

NO
DECLARATION
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
CERTICATE

1. CHAPTER 1- INTRODUCTION 2
1.2 ORGANIZATION PROFILE 7
1.3 NATURE OF BUSINESS 14
1.4 VISION–MISSION AND QUALITY 15
POLICY
1.5 PRODUCT/SERVICE PROFILE 16
1.6 OWNERSHIP PATTERN 19
1.7 MCKENSY’S 7S FRAMEWORK 20
1.8 STRATEGY (MARKETING MIX) 21
1.9 PORTER’S FIVE FORCE MODEL 28
1.10 SWOT ANALYSIS 30

2. CHAPTER 2- RESEARCH METHODOLOGY 33

2.1 SCOPE OF STUDY 34
2.2 RESEARCH PLAN 34
2.3 OBJECTIVES OF THE STUDY 34
2.4 NEED FOR THE STUDY 35
2.5 LIMITATIONS 35
2.6 RESEARCH METHODOLOGY 36
2.7 SAMPLE DESIGN 36
2.8 METHODS OF DATA COLLECTION: 37
2.9 PRIMARY DATA INFORMATION 37
2.10 SECONDARY DATA 39
INFORMATION
2.11 HYPOTHESIS 41

3. CHAPTER 3- LITERATURE REVIEW 42

3.2 FUTURE GROWTH AND PROSPECTS 46

4. CHAPTER 4- DATA ANALYSIS AND 48

INTERPRETATION

5. CHAPTER 5- CONCLUSION 64
5.1 FINDINGS 65
5.2 CONCLUSION 66
 5.3 SUGGESTIONS 67
5.4 LEARNING EXPERINCE 68

6. BIBLIOGRAPHY 69
ANNEXURE 70
 CHAPTER 1
INTRODUCTION

1
1.1 INTODUCTION

Incepted in 1925, Raymond has been synonymous with Trust, Quality and Excellence.

Raymond is a diversified group with majority business interests in Textile & Apparel sectors as well as
presence across diverse segments such as FMCG, Engineering and Prophylactics in national and international
markets. Having enjoyed the patronage of over a billion consumers, Raymond as a brand has been consistently
delivering world class quality products to its consumers since the past nine decades.

Being a vertically and horizontally integrated manufacturer of Textiles, Raymond produces ‘The finest fabric
in the world’. With over 1100 exclusive stores spread across 380+ cities and an expansive network of over
20,000 points-of-sale in India, Raymond and its brands are also available in tier IV & V cities. Over the years,
Raymond has emerged as a preferred choice for top design houses across 55 countries. Raymond has also
been a leading player in Shirting fabrics and is the No.1 brand in the OTC space. A formidable player in the
Denim space, Raymond is also the top producer & preferred supplier of high-quality Ring Denim to world’s
leading Jeanswear brands. Given our fiber to fabric manufacturing capabilities, Raymond is a textile
powerhouse with state-of-the-art manufacturing infrastructure, best industry practices that has raised the bar
of Indian textile manufacturing.

2
Having established its dominance in the Textiles, Raymond is also an aggressive player in the ready to wear
apparel segment with reputed brands such as Park Avenue, Raymond Ready to Wear Color Plus & Parx that
are a part of its product portfolio. Having pioneered the innovative concept of customized clothing, ‘Raymond
Made to Measure’ offers luxurious service allows discerning customers to personalize their ensemble bringing
together their own personal taste.

The Raymond Group is present in the FMCG business through associate companies – J.K. Helene Curtis
Limited and J.K. Ansell Private Limited (JKAL). Through these companies, Raymond Group caters mainly
to the male grooming segment through pioneering brands like Park Avenue and KS; home care segment
through Premium brand and sexual wellness segment through Kamasutra brand.

Raymond Group also has an extensive presence in the B2B space, through its garmenting business. Raymond’s
state of the art & wholly owned subsidiaries such as Silver Spark Apparel Ltd, Celebrations Apparel Ltd &
Ever blue Apparel Ltd by crafts suits, trousers, shirts & Jeans for leading fashion labels across the world and
is the only manufacturer of Full canvas premium Jackets in India.

Raymond Ltd. ventured into the engineering business with the establishment of JK Files (India) Ltd. in 1949.
Today, JK Files Ltd. is a leading manufacturer of steel files in the world with a domestic market share of about
65% in the files business. The group also has a presence in the auto components industry through its subsidiary
Ring Plus Aqua Ltd. This business comprises of the manufacture of Ring Gears, Flex plates and Water pump
bearings. The company is present in diverse industry segments such as Automotive, Industrial and Power
generators, Agricultural and Marine Applications, marked by strong relationships with domestic and
international OEMs.

3
 INDUSTRY

India is the world’s second-largest exporter of textiles and apparels, with a massive raw material and
manufacturing base. The textile industry is a significant contributor to the economy, both in terms of its
domestic share and exports. It contributes about seven per cent to industry output, two per cent to the GDP
and 15 per cent to the country’s total exports earnings. The sector is one of the largest sources of job creation
in the country, employing about 45 mn people directly.

The Indian textile and apparel market was worth $ 90 bn in 2017. The market is further projected to reach
$198 bn by 2023, at a CAGR of around 14 per cent during 2018-2023. India is the second largest textile
exporter in the world. India’s share in global trade of textiles and apparels is approximately 6 per cent. Today,
the textile and apparel market has become a vital contributor to the Indian economy. The apparel export has
seen a positive trend from November 2018 onwards.

Between April-December 2018, Ready-made garments (RMG) exports from India stood at $11,350.44 mn.
India is the largest cotton producer in the world (35.1 mn bales of 170 kg each). The data on ‘Quick estimates
of textiles & clothing for the month of December 2018’ recently released by DGCIS has shown that export of
cotton textiles (yarn, fabrics, made-ups) under the purview of council have increased to $8,394 mn during
April-December 2018 from a level of $7,531 mn during April-December 2017 recording a growth of 11 per
cent.

4
If taken together, total textile and apparel exports from India increased by seven per cent to `1600.10 bn in
April to November 2018, compared to exports of Rs. 1492.54 bn in the corresponding period of last fiscal. In
dollar terms, however, exports remained flat at $23.18 bn during the same period. India’s textile and garment
exports growth moderated in November 2018, after a sharp 38 per cent jump in October, due to a sharp
volatility in the rupee-dollar exchange rates. The total exports of textiles and apparel are expected to touch
$82 bn by 2021 with CAGR of 12.06 per cent.

5
RECENT GOVERNMENT INITIATIVES

To promote exports of readymade garments and made-ups, Government of India increased Merchandise
Export from India Scheme (MEIS) rates from 4 to 6 per cent under the Mid- Term Review of Foreign Policy
2015-20. The government is also making investments under the Scheme for Integrated Textile Parks and the
Technology Upgradation Fund Scheme for training workforce and to encourage private investment in the
Indian textile and apparel industry.

In order to follow the goal of making India’s development inclusive, the Central Government is focusing on
a number of policies in providing best manufacturing and infrastructure to local artisans, technology and
innovation, enhancing skills and strengths of the local industry. The government has been implementing
various policy initiatives and programme for development of textiles and handicrafts, particularly for
technology, infrastructure creation, skill development, including:

• Amended Technology Upgradation Funds Scheme (ATUFS)

• Power Tex India Scheme
• Scheme for Integrated Textile Parks
• SAMARTH- scheme for capacity building in Textile Sector
• Silk Samagra- integrated silk development scheme
• North Eastern Region Textile Promotion Scheme (NERTPS)
• National Handicraft Development Programme (NHDP)
• Comprehensive Handicrafts Cluster Development Scheme (CHCDS).
•

The Textile Ministry of India announced Rs. 690 cr ($106.58 mn) for setting up 21 ready-made garment
manufacturing units in seven States for development and modernization of Indian textile sector. The
Government also launched a special package to boost investment, employment, and exports in the garments
and made-up sector. The special package was designed to create up to one cr jobs, and boost exports by $31
bn and attract investment of Rs. 80,000 cr in 3 years. So far, it has generated additional exports of Rs. 5,728
cr and additional investments of Rs. 25,345 cr.

6
1.2 ORGANIZATION PROFILE

BACKGROUND

1925- The Company was incorporated on 10th September, 1925 at Mumbai. It manufactures woolen and
worsted and hosiery yarns, knitting wool, engineers' steel files and cement.

- 30,000 shares issued to the Managing Agents for consideration other than cash. 200 shares allotted to the
Directors and 19,800 shares to their friends for cash.

1965- A new factory building was constructed and complete plant and machinery with the exception of wool
washing and backwashing machinery were received and erected.

1966- The Balance machinery and high temperature wool top dyeing machine were installed.

1967- The Raymond Woolen Mills Ltd., was registered in Kenya for manufacturing knitting yarns and price
goods of wool and wool mixed with synthetic fibers, and woolen and worsted fabrics.

- The Raymond Woolen Mills (Kenya) Ltd., became a subsidiary of the Company. The Company's holding
in this subsidiary at the end of March 1996 stood at 5,40,000 of K. Shs. 200 each out of 7,55,625 shares of
K. Shs. 200 each.

7
1968- J.K. (England), Ltd., a wholly owned subsidiary of the Company was appointed to act as selling
agents for woolen goods in U.K., with effect from 1st January.

1970- The Company undertook a scheme of research and development for sheep breeding and wool
production in India with a view to produce indigenously Merino type wool.

1978- The Company undertook to set up a new woolen mill unit in Jalgaon in Maharashtra.
-20,16,000 Bonus equity shares issued in prop. 1:1.

1982- The Company decided to set up a modern Wool Combing Division in collaboration with Sir James
Mill & Sons Ltd., Bradford, U.K.
- The Dhule farm experienced a strike which culminated in violence and theft. The Company, therefore,
decided to discontinue the sheep development project to avoid further loss of life and property.
- The Company subsequently entered into an agreement with the Maharashtra Sheep Development
Corporation Ltd., under which the Company's entire flock of sheep was handed over to them.

1984- During September, the Company issued 4,80,000 - 13.5% secured convertible debentures of Rs 475
each to provide a part of the finance required for the expansion of the Company's cement plant. Of these
1,32,000 debentures were reserved for preferential allotment to non-residents, 1,20,000 to the equity
shareholders and 33,000 for allotment to the Company's employees and business associates. The balance
1,95,000 debentures were offered to the public. - Each debenture holder has the right to receive 5 No. of
equity shares of Rs 10 each at a premium of Rs 5 per share on 1st April, 1985 without any further notice.
The non-convertible portion of Rs 400 per debenture is redeemable at par in three annual installments of Rs
133, Rs 133, Rs 134 in the 8th, 9th and 10th year respectively.

1985- 24,00,000 No. of equity shares of Rs 10 each issued (prem. Rs 5 per share) upon conversion of 13.5%
convertible debentures in April 1985. 25,000 - 6.5% Pref. shares redeemed on 30.6.1985.

8
1986- The Company received a letter of intent for the manufacture of High carbon/alloy steel profile
sections, High speed steel twist drills, tool bits, blanks, etc., Engineers steel files and rasps in the backward
district of Ratnagiri in Maharashtra.
- The Company received a letter of intent for the manufacture of 15,000 tones per annum of polyester
filament yarn (PFY). This project was proposed to be set up in Allahabad district of U.P.

- The Company offered 8,00,000 - 15% secured redeemable non-convertible debentures of Rs 100 each as
rights to resident Indian equity and preference shareholders in the ratio 1 Deb.: 16 No. of equity shares held
and 5 debentures: 8 preference shares held. Additional debentures for Rs 250 lakhs were allotted to retain
excess subscription. These debentures will be redeemed at a premium of 5% on the expiry of 7 years from
the date of allotment.

1987- A memorandum of understanding was signed with Toray Industries of Japan.

- Another letter of intent was received for the manufacture of textiles made wholly or partly out of synthetic
fiber/yarns by installation of 50,000 spindles and 1,500 looms. This project was proposed to be set up in the
backward district of Balanghai in M.P.
- The Company issued and allotted 10,00,000 (series IV) 14% non-convertible debentures of Rs 100 each
aggregating Rs 100 lakhs on rights basis. These debentures are redeemable on 1st January, 1998 at a
premium of 5% on the face value of the debentures.
- The Company privately placed with U.T.I., 2,50,000-14% non-convertible debentures of Rs 100 each
aggregating Rs 250 lakhs. These debentures are redeemable at a premium of 5% of the face value, on 25th
January, 1995.
-1,12,36,800 bonus equity shares issued in prop. 1:1.

1988- As a part of expansion of its weaving capacity, 5 new looms were installed on 31st March. 23 new
looms were installed and combing capacity was expanded. The Ring frames in the spinning department were
replaced.
- The letter of intent for manufacture of 15,000 tons per annum of PFY was transferred in the name of
`Raymond’s Synthetics, Ltd.', a subsidiary Company promoted to implement the project.

1989- A project to expand the capacity of the cement plant from 12 lakh tons to 18 lakh tons per annum was
being undertaken.
- The Company issued 4,00,000-14% secured non-convertible debentures of Rs 100 each on to financial
institutions on private placement basis. These debentures were to be redeemed on 12th June, 1996 at a
premium of Rs 5 per debenture. - During October, the Company offered 89,89,440 - 12.5% convertible

9
debentures of Rs 75 each to the then existing shareholders in the ratio of two debentures for every five
equity shares held. - Another 4,49,472 debentures were offered to employees, Indian working directors and
workers of the Company on an equitable basis.

1990- A new plant for the manufacture of files and twist drills was being set up at Pithampur, near Indore in
Madhya Pradesh

- It was decided to expand the installed capacity further from 18 lakh tonnes to 22 lakh tonnes per annum by
mid 1993. - The Company had applied for a licence to produce 75,000 tons per annum of purified
terephthalic acid.

1993- The Company proposed to manufacture cold rolled steel strips/sheets and silicon steel sheets with an
installed capacity of 1,50,000 MTA in technical collaboration with Allegheny Ludlum Corporation,
Pittsburg, USA at Wadivarhe, Nasik. The plant was commissioned in September 1995.
- The Company issued 90,63,577-16% (Taxable) Secured Redeemable non-Convertible debentures of Rs
100 each with detachable warrants by way of rights to the existing shareholders and employees. The holders
of the equity warrants have a right to apply and be allotted one equity share of Rs 10 each upon payment of
Rs 150 (Premium Rs 140).

- During September, the Company issued US $63 million comprising of 39,57,286 GDRs equal to 79,14,572
No. of equity shares at a price of US $ 15.92 per GDR.

1994- The name of the Company was changed from Raymond Woolen Mills Ltd. to Raymond Limited.

1995- A new brand of cement `Dura-Guard' a high degree of durability was introduced.
- The Company promoted joint venture Company viz. Raymond Calitri Denim Ltd. with Calitri Denim
Industries SPA, Italy to produce high quality ring denim fabrics.

1996- The overall working was adversely affected by various factors such as strike at its major textile plant
at Chandwara, slackness in demand and consequently lower prices for most of the products, continuous
escalation in costs and credit stringency coupled with high interest costs.

1997- The strike at the major textile plant at Chandwara was resolved in the first week of April, and normal
working was restored.

10
- Due to fall in output of electrical equipment, demand for silicon steel continued to be sluggish throughout
the year. The Company entered into a basic understanding with EBG Gesellschaft (belonging to Thyssen
steel group of Germanys) for transfer of steel division into a joint venture subject to necessary approvals.

1998- J.K. (Mumbai), Ltd., is a wholly owned subsidiary of the Company. All the 2 lakh equity shares of Rs
100 each issued by this subsidiary are held by the Company as on 31st March.

- Jaykayorg A.G., Switzerland with an issued and paid-up capital of 500 shares of Swiss Francs 100 each is
a wholly owned subsidiary of the Company.
- As on 31st March, the Company held 2,39,930 No. of equity shares of Rs 10 each respectively out of
2,40,000 No. of equity shares issued by Pashmina Holdings, Ltd.
- From January, J.K. Chemicals Ltd. became a subsidiary of the Company. As on 31st March, the Company
held 34,89,878 No. of equity shares of Rs 100 each out of 58,22,200 No. of equity shares issued by the
subsidiary.

1999- EBG Gesellschaft, a 100 percent subsidiary owned by the Thyssen group, was to form a 76:24 joint
venture with the steel division of Raymond to form a new company named EBG India Ltd. - The `FAA'
rating assigned to the fixed deposit programme of Raymond has also been placed under watch with
developing implications.
- The steel division, for which Raymond had a technical collaboration with US-based Alleghany Ludlum
Corporation, has an installed capacity of 45,000 silicon steel and one lakh tonne of cold rolled cold
annealed, which is likely to be expanded by another one lakh tonne. 200

- Raymond Ltd. launched `Manzoni', a premium brand of formal shirts and ties.
- The Company has entered into a relationship with Morarjee Brembana, the manufacturer, which will
ensure that the most contemporary products are introduced in the country.

- The Raymond’s board approved the appointment of Mr. Gautam Singhania as the new chairman and
managing director of the Raymond Group.
- Raymond has sold its steel unit for Rs 412.26 crore to EBG Germany, a subsidiary of ThyssenKrupp Stahl,
the German steel gain.

- The Vijaypat Singhania group flagship Raymond Ltd, as part of its ongoing restructuring exercise,
amalgamate its wholly owned subsidiary Raymond Calitri Denim, which steered the group's foray into
denim wear.
- Crisil has upgraded and removed from rating watch the AA-rating assigned to an Rs 90.5 crore non-
convertible debenture programme of the company to AA+.
11
- Million Air, The aviation division of Raymond’s Limited, has tied up with Indiainfo.com India's premier
portal, to promote the sales of its helicopter joy-rides' gift vouchers on India info’s `Shopping Mall'.

2002-Raymond Ltd has selected Leo Burnett, RK Swamy BBDO and Contract Advertising for its Rs.45cr
Advertising account.

-Raymond informed BSE that the Steel Files Division of HGI Industries Ltd. located at Kolkata, West
Bengal has been acquired by Hindustan Files Ltd.
-Raymond Ltd has executed the Memorandum of Understanding with Color Plus Fashions Private Ltd. to
acquire the entire shareholding of Color Plus in a phased manner and subject to due diligence and obtaining
necessary approvals.

2003-Raymond Ltd has risen up Rs.25cr through its secured non-convertible debenture issue through book
building route with a green shoe option of the same amount.
-Crisil has assigned AA+ rating to the debenture issue of Raymond Ltd.
-Raymond Ltd has set to manufacture suit lengths in the Super 200's wool category which will be only one
of three companies to manufacture this kind of suits.
-Shri R Narayanan has been nominated as GM -Legal and Company Secretary and Compliance Officer by
the Raymond Ltd.

2003-Raymond Ltd. has informed that the Board of Directors of the Company at their meeting held on May
13, 2003 had nominated Shri R Narayanan, General Manager - Legal & Company Secretary as Compliance
Officer.

2004-Raymonds sets up apparel subsidiary to cater to export mart

2005-Raymond signs JV agreement with Lanificio Fedora, Italy on June 20, 2005
-Raymond signs JV agreement with MOB Outillage, France

2006-Raymond launches Chairman's Collection in South Indian market

Raymond Ltd has informed that a 50:50 Joint Venture (JV) Agreement has been signed on November 10,
2006

12
2008- Raymond ltd has appointed Shri Thomas Fernandes, as the Company Secretary & Compliance Officer
of the Company with effect from November 1, 2008 in place of Shri R. Narayanan who has retired from the
Company with effect from October 31, 2008.

2009- Raymond Ltd has appointed Shri H. Sunder as President - Finance & Chief Financial Officer of the
Company with effect from December 16, 2009.

2010- Raymonds Buys Finest Australian Wool

- Launch of Raymond's first exclusive Made-To-Measure store at Palladium, Phoenix Mills. - Raymond
income rises marginally from Rs.240 crore to Rs.244 crore 2011
-Raymonds net profit rise 24 percent.

2012- Raymond's auto components business acquires Trinity India

- Raymonds - Board recommends Dividend 25 25% (Previous year 10%) for the financial year 2011-12.
-Raymond eye 2000 outlet over 180 towns for makers brand in Gujarat.

2013 -Raymond has been placed at the top of the ‘Textile and Garment’ segment as the ‘Most Admired
Companies in India. -Raymond Vapi plant has won the Second Prize in the National Energy Conservation
Award. -Raymond won the Most Respected Company award in the textile and apparel sector. -Raymond
Wins National Energy Conservation.

2014 -Raymond "The Complete Man" TV commercial (husband-baby) has won the "National Laadli Media
& Advertising Award for Gender Sensitivity". -Raymond Launches Online Store. -ColorPlus bags 'Most
Admired Men's Apparel Store' Award. -Raymond launches 'I Love Wool' drive nationally. -Raymond Ltd
has he Scheme of Amalgamation and Arrangement of Trinity India Limited.

2015 - Raymond introduces international jacketing collection - Raymond launches line of lightweight linen
in the city

2016 -Raymond opens exclusive store in Chennai. -Raymond introduces Technosmart collections. -
Raymond arm inks pact with Neel Metals Products to sell ROSE.
13
1.3 NATURE OF BUSINESS

Being at the helm of Textile revolution in India, Raymond was a pioneer in organized retail way back in 1958.
With the launch of its first exclusive retail showroom, at King’s Corner, in Ballard Estate (Mumbai),
Raymond’s expansive retail presence has been the cornerstone of the brand’s success. Raymond has an
indomitable retail presence with over 2 million square feet of retail space spread across its 1100+ stores spread
in over 380+ cities & towns, and is growing steadfastly.

Today, Raymond Group is amongst the three leading branded apparel players in the menswear industry with
a portfolio of four Power Brands – Raymond Ready-to-wear (RRTW), Park Avenue (PA), Color Plus (CP)
and Parx. Over the last few years, there has been a rapid expansion – across all channels including 257
Exclusive Brand Outlets (EBOs), 3,300 Multi Brand Outlets (MBOs) (through distributor network), 800 Large
Format Store (LFS) chains and leading online portals.

Marking its foray in the ecommerce space, Raymond launched raymondnext.com – a one-stop fashion solution
for all brands under the Raymond umbrella.

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1.4 VISION – MISSION AND QUALITY POLICY

MISSION

Mission is to become the preferred specialty contractor in each of our market areas while enhancing our
employees’ quality of life and achieving consistent operating profits that exceed industry standards.

Offer quality and personalized services and solutions that fulfill the needs of our clients and maintain a team
of professionals who are passionate about creating a long-term relationship with those clients

VISION

Raymond builds relationships with customers by providing solutions to their challenges. Raymond work
proactively to accomplish this through dedication, capability, integrity, and team building. Raymond
continually develops and strengthens these qualities by investing in HR.

QUALITY POLICY
Raymond Limited manufactures and supplies grey mended fabric of synthetic and worsted suiting.
Excellence in quality is the core value of Raymond's philosophy. We are committed to delight our
customers, care for employees and be responsive to society. To meet our commitment, we shall:

• Consistently provide product that meets customer and applicable statutory and regulatory
requirements
• Adopt innovative approach towards improving productivity and profitability by continually
upgrading products, processes and systems
• Optimize operating cost through the adoption and effective use of information technology and
production technical advances
• Comply with requirements of, and continually improve the effectiveness of the quality management
system
• Ensure commitment and involvement of employees at all levels
• Attain business goals aimed at becoming a social - responsive corporate entity

15
1.5 PRODUCT/SERVICE PROFILE

SUITING

Raymond is one of the largest vertically and horizontally integrated manufacturers of worsted suiting fabric
in the world and commands a dominant market share of over 60 percent in the worsted suiting fabric space in
India. Raymond’s state-of-the- art fabric manufacturing plants in Vapi (Gujarat), Chhindwara (Madhya
Pradesh) and Jalgaon (Maharashtra) have an aggregate manufacturing capacity of 38 million metres of suiting
fabric extending across all wool, poly- wool, silk, polyester viscose blend, cotton blend, linen blend and other
premium blends. Marketed under the brand ‘Raymond Fine Fabrics’, it is undoubtedly amongst the most
preferred brands in the Textile sector.

SHIRTING

Raymond manufactures some of the finest shirting fabrics in India, marked by innovative designs and aligned
to latest fashion trends. A B2B business, Raymond Luxury Cottons, produces the world’s finest 340s count
cotton and 150 lea pure linen fabrics. With 26 million metres of capacity at its state-of-the–art manufacturing
facility in Kolhapur (Maharashtra), the unit produces high value cotton and linen shirting and bottom weight
fabrics for leading domestic and international brands.
Raymond’s B2C Shirting fabrics business was launched in 2015 and has grown rapidly over the last two years.
Today, Raymond is the largest OTC branded fabric player in the organized shirting segment and commands a
strong brand preference in the category. The shirting fabric brand is marketed under the name ‘Raymond Fine
Fabrics’.

APPAREL

Raymond Group is one of the three leading branded apparel players in the menswear industry comprising
portfolio of four Power Brands – Raymond Ready-to- wear (RRTW), Park Avenue (PA), Color Plus (CP) and
Parx. All four brands command a significant share of wardrobe solutions in the market.

The brands enjoy a high consumer recall and acceptance on account of enduring brand trust and product
quality. The Raymond brand enjoys considerable leadership over most competing brands, translating into
iconic status. Over the last few years, there has been a rapid expansion – across all channels including 257
Exclusive Brand Outlets (EBOs), 3,300 Multi Brand Outlets (MBOs) (through a distributor network), 800
Large Format Store (LFS) chains and online portals.

Raymond has also forayed into ethnic wear segment through the launch of ‘ethnix’ brand.

16
RAYMOND MADE TO MEASURE

Raymond Made to Measure is a unique service of premium clothing from the house of Raymond - The
Complete Man. This luxurious service allows our discerning customer to personalize their ensemble bringing
together their own personal taste. Take a pick from our fabric and contemporize it with an extension of your
choice. From suits to formal jackets and shirts to an entire outfit; customize it to what suits your inner style.

Just like an exquisite craft, Made to Measure is the labour of love between art and technology. At the Raymond
Made to Measure store, the fashion advisor understands the core needs of a customer to create a personalized
style for his suit, trouser, shirt or jacket. The consultant carefully observes and assists the customer on every
aspect of style that will best suit him, such as choosing the right kind of lapel, the appropriate cuffs and collars
and so on.

Once the decision on style has been established, the customer is given an assortment of fabric swatches and
an array of style to choose from. A master tailor then takes precise measurements and gives the closest try-
ons. Once the measurements are recorded, the pinning is done according to the body to create the perfect
silhouette of the suit. Photographs of the customer are recorded from different angles in order to capture the
details of his fit, posture and walk.

The store person then records the customer’s measurements into a database that provides him the convenience
of placing future orders from any Raymond Made to Measure store.

GARMENTING

Raymond Group ventured into garmenting business through its wholly owned subsidiaries - Silver Spark
Apparel Ltd (Suits). Ever Blue Apparel Ltd. (Jeanswear) and Celebrations Apparel Ltd. (Shirts).

A white label-integrated supplier to leading international brands, the garmenting business includes
manufacturing of high-end suits, jackets, trousers and shirts with exports spanning to USA, Europe and Japan.
Silver Spark Apparel Ltd is the only Indian manufacturer with an expertise to craft Full Canvas Suits.

FMCG

The Raymond Group has a noteworthy presence in the FMCG business through associate companies –
Raymond Consumer Care Private Limited. With pioneering brands like Park Avenue and KS; home care
segment through Premium brand and sexual wellness segment through Kamasutra brand, Raymond is
steadfastly expanding its presence in the category.

17
RAYMOND HOME

Raymond Home is India’s leading Home Textile Brand today that brings versatile Home textiles collection
that brings a subtle yet stylish vibe into one’s home décor as well as kitchen living and dining
accessories for its customers across the country.

Combining various patterns and natural theme, Raymond Home offers a host of aprons,
napkins, table linen, diwan sets and readymade curtains. Wide selection of bed sheet sets,
towels, blankets, comforters, quilts and bath robes are available in distinct colors and patterns,
thus providing ample choice to customers to customize and mix and match to create unique
look for their home.

Currently, Raymond Home product range is available across 2000 Multi Brand Outlets, 800
The Raymond Shops in the country and plans are underway to open a few exclusive stores for
Raymond Home this year. Popular large format stores like Home Stop, Pantaloons, Hyper
City, Evok, and Big Bazaar already houses the collection.

18
1.6 OWNERSHIP PATTERN

No. Name of the Shareholder Total Shares held

1 Shephali Ruia 152,259

2 J K Investors (Bombay) Limited 18,710,514

3 J K Helene Curtis Limited 3,592,050

4 Vijaypat Singhania 53,000

5 Niharika Gautam Singhania 5,000

6 J K Investo Trade (India) Limited 2,802,826

7 Polar Investments Limited 99,200

8 Advait Krishna Ruia 2,825

9 Nawaz Singhania 2,500

10 SMT Sunitidevi Singhania Hospital Trust 691,496

11 J K Sports Foundation 792,395

12 Nisa Gautam Singhania 500

13 Gautam Hari Singhania 29

19
1.7 McKinsey’s 7S FRAMEWORK

20
1.8 STRATEGY (MARKETING MIX)

Product:

Raymond is one of the leading Indian fashion retail companies. Under its various brands Raymond retails a
number of clothes classified into trousers, shirting, jackets, suits, jeans and others. Raymond has a production
capacity of 1.5 million garments per year. Its product line also includes celebratory shirts, dress shirts, formal
shirts in its marketing mix. The sizes include small, large, extra-large as well as plus sizes. Raymond’s has
brands like Color plus, Park Avenue, Parx etc. Under the Raymond brand, Park Avenue also manufactures
and sells fragrances, shaving systems, body care solutions and hair care products. These are suave and meet
the current expectations of modern men. They are also into the retail of body sprays and deodorizers as well
as deodorants. Raymond’s home furnishings include curtains and designer upholstery as well as luxury fabrics
for home décor.

Price:

Raymond through its separate brands caters to the needs of all kinds of markets and clearly positions its
products to a substantial Indian market. The pricing strategy of its offerings in its marketing mix is as follows.
Consumers opting for budget or entry level shirts and other apparels are retailed through Parx and Color Plus.

21
In India, shirts and trousers begin from Rs 1,000 going all the way up to Rs 10,000 depending on the type of
fabric, stitching and workmanship involved, retail outlet location, color and size. Besides these, Raymond
through its flagship ‘Raymond’ and ‘Park Avenue’ cater to the higher spending customers who do not mind
paying the extra premium for a product offering superior quality, stitching, wrinkle free or other feature laden
characteristics. These command a premium over the budget clothing that Raymond offers but are still
competitively priced compared to other market players.

Place:

Raymond has got a significant presence not only in India, but also a global imprint. Being the world’s largest
manufacturer of suiting fabrics and commanding a whopping 60% market share, Raymond has made its
presence felt in over 55 countries. It has a production capacity of 38 million meters and is one of the only
companies to produce fabrics which are worsted and wool blended. Countries to which Raymond exports its
products include the European Union, Canada, USA, Japan and Australia. Its manufacturing plants are state
of the art and include fully integrated plants in Chindwara, Central India, Jalgaon in Maharashtra and Vapi in
Gujarat.

Promotion:

Raymond promotional marketing efforts follow a well-structured approach to clearly relay product
information based on several parameters to a clearly defined and segregated market. The “Complete Man”
tagline & slogan of Raymond is extremely popular. The technical parameters underlying some of Raymond’s
advertisements range from basic protection from various weather conditions to functional parameters to
another set of target market with a parameter including wrinkle free, easy to wash, comfort lining and with
thermos buttons. Yet another category of consumers are influenced and attracted by emotions style and a sense
of fashion embedded in advertising campaigns run by Raymond for its premium offerings. Campaigns include
such mediums as ATL and BTL advertising such as newspapers, fashion magazines, fashion channels on
television, Radio, TVCs.

22
Structure

Organization structure is defined as "The logical arrangement of task and the network of relations hips and
roles among the various positions established to carry out the activities necessary to achieve the predetermined
objectives of business". Internal Organization structure constitutes the arteries and veins through which the
blood of work flows in the body of Organization. The term organization can be studied as a structure and also
as a process. In a static sense, organization is a structure. A group of people functions within this structure and
try to accomplish certain objectives Organization is a structure for the conduct of business activities efficiently.
Organization structure refers to the network of relationships among individuals and positions in an
organization.

In this Organization, the authority moves directly from the top level to the lowest level in a step-by-step
manner. It is straight and vertical. The top- level management takes all major decisions and issues directions
for actual execution. The general manager, for example. Issues order to various the departmental manager
issues departmental managers. Thereafter instructions to works manager. The works manager will issue
instructions to foreman. In this manner, the orders and instructions will be issued to the workers working at
the lowest level. Thus authority moves downward and also step-by-step. The responsibility, on the other hand,
moves in the upward direction

Systems

Raymond Ltd, India's leading textile brand and worked leader in Worsted Fabric and Garments, announced
the launch of India's first training center to impart tailoring skills to underprivileged youth and tailors.
Launched in Patna, Bihar, this Centre is geared to train 250 candidates in suit, shirt and trouser making in the
first academic year

Raymond through this initiative aims to create a network of skilled stylist tailors across India for sharing of
knowledge and ideas, while providing customers with quality tailored garments. The Raymond Tailoring
Centre shall train over 10000 students in various aspects of tailoring including suit, shirt and trouser making
over the next five years. The minimum qualification for admission to the Raymond Tailoring Centre is 8th
standard pass

At the time of enrolment, the student will need to pay the fees of Rs 2000 each for Shirt making course and
Trouser making course and Rs.5000 for Suit making. These fees are refundable once the course is successfully
completed by the student. The initial course fee is to ensure that the Centre attracts serious candidates, in
keeping with the high standards of its training modules. Raymond, market leader in the fabric and apparel
sectors is taking pioneering steps in developing the ecosystem of the sector. The Company believes in the
ideology of 'Growing Together. It has been the Company's endeavor to rejuvenate the fading art of tailoring
and in this direction has initiated several steps. The Raymond Tailoring Centre holds the vision of imparting
23
training skills to unemployed, underprivileged youth and the existing tailoring community, by upgrading their
current skill sets and encouraging employment and entrepreneurship. This training helps them upgrade their
tailored product quality in terms of finish and style, earn better revenue and thereby improve their social and
economic status Raymond such centre in Patna with the support of the Bihar Govt, and pans to extend this
initiative to other States with 20 more such tailoring centres over the next five years Mr. Gautam Singhania,
Chairman and MD, Raymond Ltd., said, "The tailoring community is one of the key spokes of the textile and
apparel industry. It is common knowledge that great fabrics can be made into great garments only by great
tailors. However, it is important for tailors to be a best of styling trends and be able to implement them in the
garments to suit evolving customer tastes, given constant up-gradation in fashion Considering techno logic al
advancements in the sector, our module includes training candidates on the latest modem technology
machinery and use of the world’s best tailoring practices at no financial expense to the students

The Raymond Tailoring Centre has been established to help its candidates acquire these special tailoring skills
and bring in a sense of empowerment. Special focus shall be given to encourage women to pursue our
programmes, through special reservation for them We are proud to have the support of the Govt of Bihar in
our first step in this direction "Raymond will assist the trained students in placements in the 680 The Raymond
Shops and other multi-brand out lets. Raymond will also provide them career opportunities in around
100Raymond workshops which will be setup during this period. The trained tailors will be encouraged to set-
up tailor shops and Raymond shall support them in their endeavor in becoming trained stylist tailors.

24
Shared Values

Quality, safety and respect are among Raymond's Core Values. With continuing excellence and integrity,
these are the tools, the intangible brick and mortar that allow us to build the future, to build something we
value most of all. Trust. We believe in creating close collaboration -within our team and with each one of our
clients. The following values guide the daily actions of our employees and partners:

• Integrity- operating with the highest moral standards.

• Be honest and fair, keep our promise and live up to our commitments.
• Quality- Achieving excellence in all that we do.
• Safety- protecting the wellbeing of our employees
• Respect- Recognizing and appreciating people's contributions.
• Focus on the individual, whether it is a client or an employee.
• Continuous Improvement- committing to move from Good to Great
• Work/Life Harmony- balancing a passion for work and a Zest for life
• Teamwork-Maximizing the collective talents of our People to accomplish our goals
• Trust conducting ourselves in a manner that will earn the Respect of our employees, customers, and
vendors.
• Excellence- Exceed expectations with our quality of service, develop more qualifications, and create value
for our clients.

25
Staff

Name Designation
Abhishek Kapoor Chief Executive Officer
Akshay Chudasama Independent Director
Arvind Mathur Chief Executive Officer
Ashish Grover Vice President
Boman Irani Independent Director
Dinesh Kumar Lal Independent Director
Ganesh Kumar Chief Executive Officer
Gaurav Mahajan President
Gautam Hari Singhania MD-CEO
Giriraj Bagri Chief Executive Officer
I D Agarwal Independent Director
K A Narayan President - HR
Mukeeta Jhaveri Independent Director
Nawaz Gautam Singhania Non-Executive Director
Pradeep Guha Independent Director
S K Gupta President
S L Pokharna President - Commercial
Sanjay Bahl Group CFO
Sanjay Behl Chief Executive Officer
Shiv Surinder Kumar Ind. Non-Executive Director
Sudhanshu Pokhriyal President
Surya Kant Gupta Non-Executive Director
Thomas Fernandes Director & Company Secretary
V Balasubramanian Chief Executive Officer
Vipin Agarwal President

26
Style

The transformation journey at Raymond is conceptualized to create a new-age organization that is geared to
outpace competitors and drive higher growth & profitability.

Driving innovation with a focus on topline and profitable growth in core businesses through defined road-map
for each business to enhance shareholder value is the new success imperative now at Raymond

Having started our transformation journey a few years back, we are today at an inflection point where-in we
are investing to build Raymond as the complete wardrobe solution for a discerning Indian male, while at the
same time envisioning the brand to evolve as a unique and compelling lifestyle brand with its offerings going
beyond the wardrobe solutions

Skills

The Raymond brand has an enviable and very rich legacy of over 90 years. It has been at the forefront of
redefining Fashion and Technology by bringing innovative products to the consumer. As part of category
leadership, we are leading the revival of the tailoring profession and building the first of its kind tailoring
ecosystem by reaching out to over 100000 tailors. Our strategy is built on four pillars of growth, internally
referred to as 4Cs (Capability, Capacity, Connect and Consumer).

This translates into the need for a robust framework starting from a skill development program for the tailors
that assesses present skill levels, imparts skilling and up skilling training. It should also provide quality
infrastructure, develop better working environment, sustainable and enhanced income with social security for
tailors and most importantly, improved customer satisfaction leading to increase in fabric sales. To enable
this, we have set up the first of its kind Centre of Tailoring Excellence in Thane.

Kaun Banega Master Stylist and World Tailors Day are two initiatives that were taken in order to bring the
tailor master at the forefront and give them a platform to showcase their skills and craft.

27
1.9 PORTER’S FIVE FORCE MODEL

Threat of New Entrants:

• Low barriers in the domestic market.

• Economies of scale are high.

• Brand identity of a company in this industry is high.

• Capital requirements to establish a regional or a national level operation are high.

• This industry is not lucrative.

• The companies operating at the national level do manage to make economic profit but entry barriers at this
stage are very high.

• High capital requirement is not an issue for the international players and thus the entry of strong international
brands in the domestic market is inevitable.

• Thus, the threat of new entrants is moderate.

Bargaining Power of Buyers:

• High demand for apparels and home textiles in Us and Eu markets.

• Product differences and brand identity are quite high.

• Buyer concentration is very low.

• Buyer volume is generally low.

• Buyer information is high.

• Ability to backward integrate is very low.

• Thus, the bargaining power of buyers are low.

Bargaining Power of Suppliers:

• High availability of cotton.

• Low cost of labor.

• Differentiation of input is pretty low.

• Presence of substitute inputs to cotton like polyester, wool, lycra etc. are present.
28
• Importance of volume to suppliers is very high.

• Cost relative to total purchases in industry is low.

• Thus, bargaining power of suppliers is low.

Threat of Substitutes:

• Competition from low cost producing nations like Pakistan and Bangladesh.

• The threat of substitution from the garments provided by the unorganized sector is high.

The Degree of Rivalry:

• Fixed costs are high in this industry.

• Product differences are high.

• Brand identity is high.

• Exit barriers are also high for the national level operations.

• Thus, the degree of rivalry in this industry is high.

29
1.10 SWOT ANALYSIS

Strengths of Raymond:

Strong Brand Name: Raymond is almost a 100-year-old brand and has sustained through different phases and
fashion trends in India and all over the world through the trust and credibility of its customers. It has strong
brand loyal customers in the market. Strong Brand Image the Raymond brand itself is sufficient enough to
impress the customers.

Popular Tagline “Raymond: The Complete Man”: The tagline The Complete Man is a very successful tag line
in advertisement arena. The recall impacts of this advertisement upon the customers are quite large. Raymond
gets a good recognition of its brand through this tag line.

Product Line Extension: Raymond is continuously expanding its product line by adding various new brands
under its level. This helps the company to target customers of various age and occupation groups. The detailed
product line is discussed in the discussion of the section about the company.

The Raymond Shop: The Raymond shop is a new creation of Raymond where the company makes all its
brands available under one roof. In other words, it is a chain of stores through which the company retains all
30
the brands under it. It has been a successful venture for Raymond in terms of engaging its customers through
its brands and has also contributed heavily in increasing the sales.

Weaknesses of Raymond:

Raymond Defamation Case Vishal Patel, a minority shareholder at textile major Raymond who brought to
light the alleged misuse of the company’s funds. On March 2, Vishal Patel published an open letter in the
Business Standard newspaper saying the company spent more than ₹186 crore in the JK House property in
Mumbai.

Low Global Penetration: Raymond has the major presence in India and some South East Asian nations which
is very low as compared to its major competitors which are a weakness for the company.

Over Dependence on Home Market: The strategies that the company is adopting since its inception looks like
more domestic centric in nature.

The Singhania Vs Singhania: There is a family war between the father and son about the property issue which
exposed the brand in both national and domestic market.

Opportunities of Raymond:

Increasing Per Capita Income in India: The per capita income in India is increasing. This could be an added
advantage for the company. This will certainly increase the demand in the apparel industry.

Growing Middle Class: The Indian middle class have experienced a shift in their spending pattern. The middle-
class population of India can create high demand in the near future.

Global Presence: Raymond is gradually targeting the global exposure.

Threats of Raymond:

Intense Competition: Raymond is imaged as a high-priced company in the market. With the availability of too
many players, Raymond competes with various local and global players in the 12 market. Intense competition
in the market puts pricing pressure and reduce market share in the industry. It faces competition from several
companies like: Birla Corporation Ltd, Arvind Mills Ltd, Century Textiles and Industries Ltd, SreeValliappa
Textiles Ltd, Ayyappan Textiles Ltd, Grasim Industries Ltd, Bombay Silk Mills Ltd

31
IiAS Warning: A proxy advisory firm Institutional Investor Advisory Services (IiAS) had red-flagged the
proposal saying Raymond's promoters and their extended family are trying to buy the premium property in
Mumbai from the company at throwaway rates which will result in loss of over Rs 650 crore to the company
and its shareholders.

Reduce in demand for Stitching Clothes: Today market is the market for ready-made-cloths. The stitching
cloths have almost lost its charm in the market. One of the important reasons may be due to the non-availability
of the professional tailors and expensive stitching.

32
 CHAPTER 2
RESEARCH
METHODOLOGY

33
2.1 SCOPE OF STUDY

The report is about Customer Satisfaction on Raymond’s wear and it helps us to know the Customer
Satisfaction provided by Raymond’s. It also helps to know about the different strategies used by Raymond’s
in Mumbai. It also helps us to know the demand of Raymond’s products and changing needs of customer
time to time. With the study we can give suggestion regarding customer satisfaction, promotional offers
offered and how far it is going to the customer expectation and to retain the existing customer as well as
attracting the new potential customer.

2.2 RESEARCH PLAN

1. Sampling unit
The units chosen for survey were related customers
2. Sample size
100
3. Research Instrument
Questionnaire
4. Contact method
Through google forms
5. Sample area
Mumbai city

34
2.3 OBJECTIVES OF THE STUDY

• Find out the customer satisfaction towards Raymond’s fashion wear.

• To know the factors affecting customer behavior for making the purchase
• decision.
• To find about consumers’ and retailers’ brand preference
• To study awareness level of customers towards Bisleri Product

2.4 NEED FOR THE STUDY

• How the customers can differentiate the brand under diverse conditions.

• To examine the unique medium through which the notice achieves highest number of personalities in the
market.

• The competition in the fashion apparel brands.

2.5 LIMITATIONS

Some of the limitations are:

The study is restricted to 100 respondents.

• The study is based on the response of respondents and it is assumed that they are
honest in their response.
• Due to the pandemic going on, I could not interview the respondents personally and it was not possible
to interview people from many areas.
• Time constraint.
• Biases and non-cooperation of the respondents.
• Numbers of respondents are less.
• Survey area is too small.
• Geographical selectivity in study limiting to Mumbai city only

35
2.6 RESEARCH METHODOLOGY

“The research design is the conceptual structure with in which research is conducted it consist the blue print
of the collection measurement and analysis of data”.
In that project the research design was adopted for the “Descriptive research study” the exploratory
research studies is that of formulating a problem for more operational point of view.
The main purpose of the study was to tell the consumer satisfaction in “A.
The major emphasis was on the discovery of the ideas and opinions of the customers at different levels in
the existing environment.
Two methods that are used for the study are:
1. The survey of concerning literature.
2. The experience study

2.7 SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample size from a given population. It refers to the technique
or the procedure the researcher would adopt in selecting items for the sample. The sample design is determined
before data are collected.

The sampling used for the study is “Convenience Sampling”. Under this sampling design every item
or the universe has equal change or inclusion in the sample because this consumer ‘Satisfaction survey, so we
give each person at any place an equal probability of getting into the sample.

The implications of random sampling are:

• It gives each element in the population an equal probability of getting into the sample; and all choices
are independent of one other.
• It gives each possible sample combination an equal probability of being chosen.

36
2.8 METHODS OF DATA COLLECTION:

Information accretion is a mid of the road organize among information gathering and examinations.

Information accretion includes characterizations and synopsis with exact end aim to make

information agreeable to examinations. In managing the issue, once the sample has been chosen

the information must be collected from the example general public. They can be broadly grouped

into 2 classes.

Two wellsprings of collect information are detailed:

1. Primary data information

2. Secondary data information

2.9 PRIMARY DATA INFORMATION

Primary data is a type of data that is collected by researchers directly from main sources

through interviews, surveys, experiments, etc. Primary data are usually collected from the

source—where the data originally originates from and are regarded as the best kind of data in

research.

Advantages of primary data collection-

Ø Better accuracy
Primary data is much more accurate because it is directly collected from a given population.

Ø A higher level of control

The marketer can control easily the research design and method. In addition, you have a higher level of
control over how the information is gathered.

Ø Up-to-date information
The primary market research is a great source of latest and up-to-date information as you collect it directly
from the field in real-time. Usually, secondary data is not so upto-date and recent.

Ø You are the owner of the information

Information collected by the researcher is their own and is typically not shared with others. Thus, the
information can remain hidden from other current and potential competitors.

37
Disadvantages of primary data collection-

Ø More expensive
It could be very expensive to obtain primary data collection methods because the marketer or the research
team has to start from the beginning. It means they have to follow the whole study procedure, organizing
materials, process and etc.

Ø Time-consuming
It is a matter of a lot of time to conduct the research from the beginning to the end. Often it is much longer
in comparison with the time needed to collect secondary data.

Ø Can have a lot of limits

Primary data is limited to the specific time, place or number of participants and etc. To compare, secondary
data can come from a variety of sources to give more details.

Ø Not always possible

For example, many researches can be just too large to be performed by your company.

Questionnaire technique

The strategy for collecting information communicating and expressly appropriating review. Accused is
greatest nearly utilized system different prudent outlines. The plan is really prominent, especially in the
event of enormous request. A normal poll comprises various inquiries masterminded and imprinted in clear
request on a shape or an arrangement of structures.

My main source of primary data is the survey that I’m conducting which includes 100 respondents and their
answers which will be analyzed further.

38
2.10 SECONDARY DATA INFORMATION

Secondary data is the data that has already been collected through primary sources and made readily
available for researchers to use for their own research. It is a type of data that has already been collected in
the past.

A researcher may have collected the data for a particular project, then made it available to be used by
another researcher. The data may also have been collected for general use with no specific research purpose
like in the case of the national census.

My source of secondary data contains of the following:

Ø Published Sources
Ø Unpublished Personal Sources
Ø Websites
Ø Newspapers
Ø Blogs
Advantages of Secondary Data

Ø Ease of Access
The secondary data sources are very easy to access. The internet world changed how Secondary research
exists. Nowadays, you have so much information available just by clicking with the mouse in front of the
computer.

Ø Low Cost or Free

The majority of secondary sources are absolutely free for use or at very low costs. It saves not only your
money but your efforts. In comparison with primary research where you have to design and conduct a whole
primary study process from the Beginning, secondary research allows you to gather data without having to
put any money on the table.

Ø Time-saving
As the above advantage suggests, you can perform secondary research in no time. Sometimes it is a matter
of a few Google searches to find a credible source of information.

Ø Generating new insights and understandings from previous analysis

Reanalyzing old data can bring unexpected new understandings and points of view or even new relevant
conclusions.

39
Disadvantages of Secondary Data

Ø Not specific to your needs

Here is the main difference with the primary method. Secondary data is not specific to the researcher’s need
due to the fact that it was collected in the past for another reason. That is why the secondary data might be
unreliable and unuseful and in many business and marketing cases. Secondary data sources can give you a
huge amount of information, but quantity does not mean appropriateness.

Ø Lack of control over data quality

You have no control over the data quality at all. In comparison, with primary methods that are largely
controlled by the data-driven marketer, secondary data might lack quality. It means the quality of secondary
data should be examined in detail since the source of the information may be questionable. As you relying
on secondary data for your decision-making process, you must evaluate the reliability of the information by
finding out how the information was collected and analyzed.

Ø Biasness
As the secondary data is collected by someone else than you, typically the data is biased in favors of the
person who gathered it. This might not cover your requirements as a researcher or marketer.

Ø Not timely
Secondary data is collected in the past which means it might be out-of-date. This issue can be crucial in
many different situations.

STATISTICAL TOOLS

Statistical tools used in the project study are: Pie charts

40
2.11 HYPOTHESIS

Question

Are customers satisfied by the product?

Hypothesis: customers are totally satisfied by the product.

Null hypothesis: customers are really not that satisfied by the product.

ASSUMPTION

The assumption of this dissertation report is that the customer are satisfied with the product of Raymond’s
fashion wear.

41
\

CHAPTER 3
LITERATURE
REVIEW

42
3.1 LITERATURE REVIEW

A literature review surveys books, scholarly articles, and any other sources relevant to a particular
issue, area of research, or theory, and by so doing, provides a description, summary, and critical
evaluation of these works in relation to the research problem being investigated.

Will everybody love Raymond? By AVEEK DATTA

It may be a few thousand miles away—literally and figuratively—from London’s fabled Savile Row and its
bespoke suits but The Raymond Shop in south Mumbai’s Breach Candy gets an A for effort. The 94-year-old
apparel and textile brand’s atelier occupies three levels of the 36-storeyed J.K.House, the Raymond group’s
headquarters. On display are suit-adorned chiseled mannequins; a range of fine cotton and linen fabric;
handmade leather shoes from Spain; accessories like cufflinks and ties; and even Indian ethnic wear.
For generations of customers, it might take a minute to recalibrate. Because it is a new Raymond. And the old
rules don’t apply.

The shift isn’t merely optical. Change is visible in approach too. Located 40 km from J.K. House is J.K. Gram,
a 120-acre township in Thane, home to Raymond’s flagship textile mill till it was shut down in 2010. The unit
had started moving its geography—to Vapi in Gujarat—from 2005. Gone are the chimneys billowing smoke
(some moss-infested ruins remain) and blue-collared workers punching in and out at the sound of the siren.
These have been replaced with sprawling glass-and-steel hangars comprising open offices for management
strategists and young fashion graduates, the latter sketch-ing designs or examining fabric to build the season’s
collection.

In an evolving textiles industry, for instance, it continued to hold the affection of its customers while peers
like Vimal, Oswal, Mafatlal, and S. Kumars have been marginalized. The concern, however, is that its
existence was sub-optimal at best. Growth had stagnated, operations were inefficient, and many of its
businesses were losing money.

“Any company has to change with time. Evolution is a process and if you don’t evolve you become irrelevant,”
says Gautam Hari Singhania, 54, who took over as chairman and managing director of Raymond from his
father Vijaypat in 1999. “Raymond was a company that primarily made worsted woollen suiting. Now there
is cotton, synthetic, leather, cashmere, vicuna, and new categories like shoes, accessories and readymade
garments. Simply put, Raymond is transforming into a lifestyle brand.”

In fact, lifestyle is the key word in the group and also Raymond’s largest business, accounting for over 90%
of its turnover. This has meant a heightened customer-centricity. Overall growth has asked for a greater
43
openness to explore new businesses like realty, which can help the company capitalize on its inherent strengths
(a strong brand and distribution network). Singhania has chosen “ownership over management” and given a
free hand to the new management. This entailed stepping down as chairman of group companies (the apparel
and FMCG business, for instance), remaining only a director on their boards. He, however, retains
chairmanship of the flagship parent, Raymond, which had a turnover of close to ₹7,000 crore in FY19, and is
No. 212 on the Fortune India 500 list for this year.

For Singhania, change had become an imperative and was easier to push after 2015, when Vijay pat gifted his
share in the company to him. The business positivity that ensued, however, was overshadowed by an
acrimonious spat between father and son, but more on that later. For now, this story will stay focused on a
business ailing from old age, getting the surgical intervention if needed.

Sanjay Behl, chief executive officer of the company’s lifestyle business, says, “Somewhere as a brand, we
were getting older in a country that was getting younger and missed an entire generation of customers.” Till
the 1990s, Raymond's mainstay was the in-demand category of tailored clothes. However, after
liberalization and the birth of modern-day organized retail, there was an influx of ready-to-wear garments in
the country, offering new fashion with acceptable quality that could be conveniently bought at stores.
“We tried to cope with the change but the shift in our product portfolio and brand ethos couldn’t keep pace.
Our product communication centered on the messaging of the ‘The Complete Man’ was stuck in the past
while the definition of the complete man itself changed,” says Behl, 51, who has had stints at Reliance
Communications and Hindustan Unilever in the past.

In 2013, when he joined the company, Behl recalls how Raymond’s lifestyle business was fragmented with
“moderate to poor operating margins”. The core category of tailored suiting wasn’t growing; high
commodity prices and debt on the books were eating into profits. Of the four businesses—suiting, shirting,
garmenting (contract manufacturing for other labels) and branded apparels (Park Avenue, Parx, and Color
Plus)—only suiting was cash positive, while the others were losing money.

This done, Raymond invested heavily in strengthening its core. It doubled its investment in building a retail
presence, expanding from around 700 to 1,501 stores across formats, including The Raymond Stores and
exclusive outlets for brands like Parx, Park Avenue, and Color Plus. It spread its reach to over 650 cities
and, while extending its stores footprint, especially in tier 2-3-4 towns, it followed an asset-light approach
by appointing franchisees. “We focused on growth, but also equally on return on capital employed (RoCE),”
Sanjay Bahl, Raymond’s group chief financial officer, says. “Till now, Raymond had been focused on
capacity creation for growth. That involved capital investments. To improve RoCE we needed to be asset

44
light.” As a result, the group’s RoCE has improved from 9.1% in FY16 to 11.2% in FY19. Bahl says that the
RoCE for the lifestyle business is even higher at around 21%.

The product portfolio was also simultaneously sharpened. The number of SKUs (stock keeping units) in its
stores was reduced and the collection was rotated four times a year, up from three times earlier. The
Raymond brand was positioned as bridge-to-luxury with classic styling (like formal shirts and suits); Park
Avenue was positioned as premium and contemporary (think ankle-length trousers with slim cuts); Parx was
made more affordable and edgy (floral shirts and hoodies for college-goers); and Color Plus—a brand
Raymond acquired in 2002—focused on smart casuals.

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3.2 FUTURE GROWTH AND PROSPECTS

Reaching to the New India

With technology conquering physical barriers at breakneck speed and market places becoming increasingly
flatter, Raymond is reaching out to newer markets at an equally scorching pace – both in physical and digital
formats. The company believes that experiential shopping for fabric and apparel, coupled with bespoke
tailoring and fashion advisory services, will always be in vogue.

Inspired by this thought, Raymond has embarked upon a journey to gratify aspirations of its consumers in Tier
III, IV, V and VI towns by launching an asset light franchise store model Mini TRS (The Raymond Shop).
During the last fiscal, over 90 Mini TRS were rolled out, in addition to renovating 41 of its existing Raymond
stores and launching 80 new exclusive brand stores for Raymond, Park Avenue, Parx and Color Plus. This
scale of new retail roll-out by Raymond in FY 2017-18 marks the highest achieved by any brand ever in the
industry. The company plans to cover 300 towns by 2020.

Digital Immersion

With a clear vision, enabling strategy and ongoing roadmap of ‘digital way of life’ at Raymond, they are
rapidly learning to organize ourselves better in an information-based world. With the creation of Raymond’s
Digital Customer Centre (DCC), the focus is now shifting to strengthening our Omni channel capabilities
across India’s largest physical retail footprint of 1,167 exclusive retail stores in over 450 cities. In addition to
augmenting physical retail with pure play ecommerce and Omnichannel platforms, we launched an ‘Online
Custom Tailoring’ service in Mumbai and Pune which is gaining traction with the potential to grow
exponentially.

Building sustainable platforms and ecosystem

A robust, large and productive tailoring ecosystem is one the most critical enablers for the sustained growth
of the fabric business. The company plans to create an effective outreach programme for over one lakh tailors
in the country and double their income by 2020. This programme primarily entails the upskilling existing
tailors, upgrading technology, facilitating microfinance and providing employability on a sustained basis.
During the last fiscal, Raymond set up the world’s first tailoring ‘Centre of Excellence’, launched 25 state-of-
the-art tailoring hubs, trained 20,000 tailors and logged over 100,000 hours of formal training.

46
Leading a Movement called Khadi

Raymond believes that Khadi is not just any other product but are volution in waiting. It is our aim to take this
fabric of national pride infused with artisans’ love, and put it on the pedestal of global fashion. Khadi, just like
Yoga, could single-handedly pave the way for ‘India’s craft economy’ in global markets”.

In creating a compelling range of products and accessories, Raymond aims to reinvigorate the craftsmanship
quintessential to India by collaborating with Khadi artisans at the cluster level and enable market linkages.

“With continued consumption growth in urban and rural India, and benefited by the broad-based structural
reforms like GST, we believe that Raymond has an unprecedented opportunity to create significant value for
all its stakeholders. And with the epicenter of the Raymond Reimagined evolution strongly rooted in customer
centricity, we remain confident of creating a virtuous growth cycle and a perpetual source of competitive
advantage in the years to come”

47
 CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION

48
 DATA ANALYSIS

Data Analysis is the process of systematically applying statistical and/or logical techniques to describe and
illustrate, condense and recap, and evaluate data. ... An essential component of ensuring data integrity is the
accurate and appropriate analysis of research findings.

The following data has been collected by using Google forms which was used to send out surveys and
receive responses. The sample size taken is 100. Total responses received is 100. The survey contains 15
questions from which data will be interpreted

1. When asked about the major determinant behind buying a Raymond product. The
consumer responded in following manner
o Quality
o Trust
o Affordability
o Style
o Promotion

what is the major determinant behind

buying a Raymond product

Quality
10%
33% Trust
22%
Affordability
Style
11%
24% Promotion

INTERPRETATION

From above graph we can conclude that majority of the responders like the quality of the product 33% buy
the product because of the quality

49
 2. Do you know about Raymond fashion wear?

Table

S. No Options Percentage

1. Yes 90%

2. No 10%

Graph

10%

90%

Yes No

INTERPRETATION

Above pie chart shows that 90% of the respondent know about Raymond fashion wear but 10% respondents
don’t know about Raymond fashion wear.

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 3. Do you use any product of Raymond fashion wear?

Table

S. No Options Percentage

1. Yes 85%

2. No 15%

Graph

15%

Yes
No

85%

INTERPRETATION

Above pie chart shows that 85% of the respondent use the product of Raymond fashion wear but 15%
respondent do not use the product of Raymond fashion wear.

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 4. Following are the consumer response after buying a Raymond brand.
o Excellent
o Good
o Average
o Poor/Bad

response

17%

32%
Exellent
Good
Average

30% Poor/bad

21%

INTERPRETATION

Most of the consumer responded that the product is excellent and some responded that the product is
poor/bad.

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 5. People buy Raymond Merchandize from
o Local shop owners
o Raymond Shops
o Exclusive Brand outlets

Sales

19%

45%

36%

Local shop owners Raymond shop Exlusive store outlets

INTERPRETATION

• 45% of the responders buy from the local shop owners

• 36% responders buy from the Raymond shop
• And 19% buy from the exclusive brand outlets

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 6. When asked about the source of information about Raymond products, these were the responses
of consumers.
o Friends
o Family
o Television Ad
o Print Media

Source of information

15%
25%
Friends
Family
20%
Television Ad
Print media

40%

INTERPRETATION

Above pie chart shows that 40% of the respondents come to know about new arrivals through television,
25% by print media, 20% by family and 15% by other sources.

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 7. The above question was asked to know whether the price that the company is charging worth the
product.

From the above graph we can derive that-

79% of the people think that the price the company is charging worth the product
21% of the people do not think that the price the company is charging worth the product

Hence from above we can conclude that, majority of the people are satisfied with the price that the company
is offering.

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 8. Table showing product’s satisfaction by customers.

Particulars Customer%
Excellent 34
Good 53
Average 13

INTERPRETATION:

The above table shows that 34% of customers are satisfied perfectly with what they needed, 53% are just
satisfied and 13% are not so happy yet could purchase.

Many customers are satisfied with the products.

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 9. Table showing what customers liked in the product.

Particulars Customer%
Color 33
Fit 27
Quality 30

INTERPRETATION:

The above table shows that 27% of customers like the fit of the products; 30% of customers like the quality
of products and 33% liked the colour of products.

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 10. In your opinion does the Raymond wears show the social status of a person?

Table

S. No Options Percentage

1. Yes 60%

2. No 40%

Graph

40%

yes
60%
no

INTERPRETATION

Above pie chart shows that 60% of the respondents says that the Raymond wears show the social status and
40% says no.

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 11. Table showing customers who could visit the store again.

Particulars Customer%
Yes 50
Maybe 42
No 8

INTERPRETATION:
The above table shows that 50% of customers could visit the store again; 42% of customers might come again
but 8% does not want to visit again.

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 12. Table showing customers recommending about the store to others

Particulars Customer%
Yes 65
Maybe 30
No 5

INTERPRETATION:
The above table shows that 65% of customers will recommend about the store; 30% might recommend and
5% are not interested to recommend.

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 13. What factor would you recommend to change in it?

Table

S. No Options Percentage

1. Price 30%

2. Quality 40%

3. Other factor 30%

Graph

30% 30% price

quality

other factor

40%

INTERPRETATION

Above pie chart shows 30% of the respondents would recommend price factor, 40% would recommend
quality factor and 30% respondents would recommend another factor.

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 14. In your opinion what is the image of Raymond fashion wear as compare to another brand?

Table

S. No Options Percentage

1. Positive 65%

2. negative 35%

Graph

35%

positive

65% negative

INTERPRETATION
Above pie chart shows that 65% of the respondents think that the image of Raymond fashion wear is
positive and 35% think that it is negative as compared to another brand.

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 15. Which brand according to you is giving the most competition to Raymond fashion wear?

Table

S. No Options Percentage

1. Peter England 50%

2. Monte Carlo 50%

Graph

50% 50%
peter england
monte carlo

INTERPRETATION

Above pie chart shows that 50% of the respondents says that peter England is giving most competition to the
Raymond and 50% says that Monte Carlo is giving more competition.

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 CHAPTER 5
CONCLUSION

64
5.1 FINDINGS

• Maximum numbers of respondents use Raymond’s fashion wear.

• The sources by which the maximum numbers of respondents come to know about Raymond’s fashion

wear through TV. And newspaper.

• Almost all the respondents are the loyal customer of Raymond’s fashion wear.

• Maximum numbers of respondents are satisfied by the Raymond’s fashion wear.

• Most of the respondents says that performance of Raymond’s fashion wear is average.

• According to the respondents the image of Raymond’s is positive.

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5.2 CONCLUSIONS
The Rs 1,500 crore Raymond Group is moving ahead in the 21st century in top gear as it sets an aggressive
expansionist eye on not only the domestic market, but also the global scene.

I don't think there are many companies in the world which are so integrated that they actually manufacture
worsted fabrics, woolen, linen and go to the extent of converting them into readymade garments, suits
and trousers," From making coarse woolen blankets and small quantities of low priced woolen
fabrics in 1944, Raymond now makes the Super 220S the world's finest fabric retailing at Rs 1.05
lakh per suit length. Added to its fabric base is the very impressive stable of men's RTW labels ² Park
Avenue, Parx, Manzoni and Color plus. Based on the responses collected after the survey following
conclusion can be derived.

Raymond has established its name and fame in the minds and hearts of most of the consumers. Its
supreme quality and trust has been a major factor behind its success and its advertising strategy has be
rock solid and consistent over the years and that why most of the consumers responded to Raymond
immediately when asked about Suiting and Shirting.

One of the strong bastions of Raymond has been its advertising strategy Raymond advertisements
have made their place in our memories and heart from decades.

They always touch our hearts and explore our feelings and try to relate with us in one way or the other.

Yes, the brand has broad-based its appeal from weddings to interviews to international travel. And it is
not only bankers who wear suits now.

People wear suits and classy clothes more often and the brand that will come to mind and into their
wardrobe will be Raymond despite the presence of the Dig jams, the Grasim’s, the Reid & Taylors, the
Dinesh’s and Vimal’s of the world.

Raymond today is a brand with global aspirations, excellent reach and the financial clout and business
acumen to take over brands like Color Plus.

• A fabulous and wide range of clothing collection attracting people to ask more and more.
• New trendy fitting of cloths makes customers happy.
• Company’s services and achievements will be increasing drastically.
• Company will reach the hikes very early.
• Store is maintained very nicely and will have good customers’ footfall, increasing sales.

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5.3 RECOMMENDATION AND SUGGESTION

• Products are of higher prices which are not affordable by many, so the company need to start producing
a decent pricing collection under which maximum numbers of people are; it also helps to increase the
sales even better.
• Make some rewarding program for the customers who purchase the products; such as converting the
customer’s purchases into particular points (1-2% of total amount) which may be given as a discount
in their next purchases.
• Wishing customers on their special days like birthday and providing a discount coupon.
• Giving a unique item as offer on the purchases. For example, many companies give a bag as offer but
the company can try to provide a Power bank.
• Raymond’s fashion wear should increase its awareness among people as the competition is
increasing day by day.
• Raymond’s fashion wear should give more emphasis on new generation as they have much concern
towards their garments and can be their prospective customers.

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 5.4 LEARNING EXPERIENCE

❖ The survey has created a sense of practical exposure and enlighten in my mind as to what actually a
store is and how theoretical concepts are practiced.
❖ Different types of products available in company.
❖ Understood different management concepts in a very well manner.
❖ Managing problems faced in day to day activities.
❖ Managing employees to maintain store and talk to customers in good way and keeping them motivated
with some incentive activities.
❖ Window display and products arrangement is important to keep the store look good. VM (Visual
Merchandiser) visits in every 3 months to check and change and give ideas about display.
❖ Got to know about different type of customers and their different perception.
❖ Simple services given to customers impact a lot.
❖ Managing customers according to their way of understanding i.e., first understand what the customer
is in need of and what is available in the store.
❖ Convincing skill which is very important in the field.
❖ Customers are in need of only smile and happiness. Should speak in such a way that they feel happy
which attracts them to purchase.
❖ Special words are used to attract customers.
❖ Unique feature of product is displayed to attract.
❖ Customers are always attracted to offers.

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 BIBLIOGRAPHY

• https://www.raymond.in
• http://www.moneycontrol.com/india/financials/raymond/balance-sheet
• https://www.managementstudyhq.com/mckinsey-7s
• https://www.fortuneindia.com/topic/raymond
• In store books and catalogues.

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 ANNEXURE

1 .What is the major determinant behind buying a Raymond product?

o Quality
o Trust
o Affordability
o Style
o Promotion
2. Do you know about Raymond fashion wear?

o Yes
o No
3. you use any product of Raymond fashion wear?

o Yes
o No
4.Where do you buy Raymond Merchandize from ?

o Local shop owners

o Raymond Shops
o Exclusive Brand outlets
5. Where do you get the source of information about Raymond Products?

o Friends
o Family
o Television Ad
o Print Media
6. what is your response about the Raymond products?

o Excellent
o Good
o Average
o Poor/Bad`1

7.whether the price that the company is charging worth the product.

o Yes
o No

8.how satisfied are you by the product?

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 o Excellent
o Good
o Average
9.what did you liked in the product?

o Color
o Fit
o Quality
10. In your opinion does the Raymond wears show the social status of a person?

o Yes
o no
11.will you visit the store again?

o Yes
o Maybe
o No
12.will you recommend the brand to others?

o Yes
o Maybe
o No
13. What factor would you recommend to change in it ?

o Price
o Quality
o Other factor

14. In your opinion what is the image of Raymond fashion wear as compare to another brand?

o Positive
o negative
15. Which brand according to you is giving the most competition to Raymond fashion wear?

o Peter England
o Monte Carlo

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