PROJECT REPORT 2021-22

ARVIN
D
 A
Project Report
On

ARVIND LIMITED

Towards partial fulfillment of the requirement of the

BACHELOR OF BUSINESS ADMINISTRATION
Programme of Gujarat University

Submitted to:-
Som-Lalit Institute of BusinessAdministration,
(affiliated to Gujarat University)

Guided by:- Prof Parin Shah

Submitted By:- Krishi Sheth

Roll number:- 85
Division:- B
 CERTIFICATE

I, Krishi Sheth, hereby certify that the work which is being presented in
this Project Report in partial fulfillment of the requirements of BBA
Programme and submitted to Som-Lalit Institute of Business
Administration is an authentic record of my own work carried out during
fourth semester. The matter presented in this Project Report has not been
submitted by me for the award of any other degree elsewhere.

Place: AHMEDABAD

Date: 21-02-2022 Signature

PROJECT INCHARGE PRINCIPAL

 PREFACE

As BBA students our aim should not be only to learn theoretical concepts in the
classroom, but it becomes more important as how we apply those concepts in
practices. In present scenario the world is developing so fast, and thus the
technological and application theory is changing at a greater phase. The study
inculcates students to think out of the box. We come across many modern theories
and implementation of machineries, to start new business or improving working of a
present organisation. We must have the knowledge of both theory and practical,
through it, the student can know about how to apply their mind in the real business
world.

The vary purpose of industrial visit is to create awareness about the industrial
environment among the students. The importance of industrial visit and project
preparation has been widely accepted in the education institutions. Thus knowing
the importance of such practical visit, our college is providing with such a programme
to enhance the overall development of the students. ARVIND LIMITED gave me the
golden opportunity to carry out my visit in such a great organization. I have prepared
the detail report on this visit. I have tried my best to collect all necessary information
relating to the project work.
 ACKNOWLEDGEMENT

This project is done as a semester project, as a part of Gujarat University BBA

programme. I am really thankful to my instructor Prof Parin Shah, Som-Lalit Institute
of Business Administration, Ahmedabad, for his valuable guidance and assistance,
without which the accomplishment of the task would have never been possible. I am
also thankful to him for giving this opportunity to explore into the real world and
realize the interrelation of business and economics, without which a society can
never progress.
Without the help of managers at ARVIND LIMITED this Industrial Tour would not
have been a learning experience. Finally I would like to thank our college and our
principal Prof Shri K J Patel whose constant efforts are helping us all grow.
 INDEX

Sr. Topics Page No.

No.
1 INTRODUCTION OF INDUSTRY 1
2 COMPANY PROFILE 2
3 HUMAN RESOURCE DEPARTMENT 9
4 PRODUCTION DEPARTMENT 17
5 MARKETING DEPARTMENT 25
6 FINANCING DEPARTMENT 28
7 CORPORATE SOCIAL 30
RESPONSIBILITY
8 PORTER’S FIVE FORCES ANALYSIS 32
9 COMPATITION ANALYSIS 33
10 SWOT ANALYSIS 36
11 SUGGESTIONS 38
12 BIBLIOGRAPHY 39
 INTRODUCTION OF TEXTILE INDUSTRY

The textile industry is primarily concerned with the design,

production and distribution of yarn, cloth and clothing. The raw
material may be natural, or synthetic using products of the chemical
industry.

The textile industry in India traditionally, after agriculture, is the

only industry that has generated huge employment for both skilled
and unskilled labour in textiles. The textile industry continues to be
the second-largest employment generating sector in India. It offers
direct employment to over 35 million in the country.India is first in
global jute production and shares 63% of the global textile and
garment market. India is second in global textile manufacturing and
also second in silk and cotton production. 100% FDI is allowed via
automatic route in textile sector. Rieter, Trutzschler, Saurer, Soktas,
Zambiati, Bilsar, Monti, CMT, E-land, Nisshinbo, Marks &
Spencer, Zara, Promod, Benetton, and Levi’s are some of the foreign
textile companies invested or working in India.India is the second
largest producer of fibre in the world and the major fibre produced
is cotton. 60% of the Indian textile industry is cotton-based. Other
fibres produced in India include silk, jute, wool, and man-made
fibres.Between January and July 2021, India exported textile products
worth Rs 1.77 lakh crore, which is 52.6 per cent more than the same
period last year.

The textile industry of the city of Ahmedabad in the state

of Gujarat in India dates back to the 19th century, Textile mills
employed thousands of people from across the state, and the cotton
garments manufactured were exported around the world. The
prosperity of the industry was the mainstay of the city's economy. It is
called the "Manchester of India".[citation needed] Thus, the
Ahmedabad is officially famous for cotton textile works.

1
 COMPANY PROFILE

Name Of The Company:-

ARVIND LIMITED

Registered address:-

Arvind Limited Premises, Naroda road, Ahmedabad-380025,

Gujarat, India

Brief History (1931):-

With a market cap of USD 1.3 billion and 85 years of rich

business experience, Arvind is one of the oldest and most respected
conglomerates in India. The Group has varied business interests,
ranging from textiles, retail and advanced materials, to
environmental solutions and real estate.

At a time when there was hardly any manufacturing activity in

India, Lalbhai Dalpatbhai set up his first mill, the Saraspur
Manufacturing Company. In response to Mahatma Gandhi’s call for
Swadeshi during the struggle for Indian Independence, the Lalbhai
family founded Arvind Mills, creating a capacity to compete with the

2
world’s finest textile mills. Arvind's butta voiles were being exported
to Switzerland and United Kingdom (UK), thereby realizing the full
potential of the spirit behind Swadeshi.

After two decades of success in the textile industry, Kasturbhai

Lalbhai set up India’s first dye and chemical plant, under the aegis
of Atul Products Ltd, in order to reduce the nation’s dependence on
imported dyes, and chemicals. The Narottam Lalbhai Research
Centre was established, to further the Company’s technical
capabilities. The Centre was home to many path-breaking
innovations in the years following its establishment.

Arvind’s – and India’s – first denim manufacturing plant was

commissioned at Naroda Road, Ahmedabad. Arvind was soon to
emerge as a global leader in denim production. By the end of 1987,
Arvind also started manufacturing high-value cotton shirting.

To accurately reflect the multi-faceted nature of the organization,

the name of the Company was changed to Arvind Ltd. from Arvind
Mills Ltd. The Arvind Store was set up to house the best brands of
Arvind under one roof. The store offers not only the entire range of
the Company’s fabrics and apparel but also the services of Studio
Arvind, the bespoke tailoring unit. There are currently over 180
Arvind Stores across India.

Beginning 2011, Arvind has brought in some of the biggest global

fashion brands like Calvin Klein, Tommy Hilfiger, Gap, Ed Hardy,
Hanes, Nautica and Elle to India

First Better Cotton Initiative (BCI) bale produced from India, from
the Arvind farm project in Akola. BCI seeks to grow cotton
responsibly by controlled application of water & use of approved
fertilizers; thereby dramatically reducing the footprint of cotton
farming. Arvind is one of the largest implementation partners of BCI
in India.

Arvind scored a major win. Arvind Envisol, a subsidiary of the

Company, which provides waste water treatment solutions, got a

3
global patent for its Polymeric Film Evaporation Technology (PFET).
This revolutionary technology saves 80% energy cost for Envisol’s
Zero Liquid Discharge water treatment system.

Subsidiary companies of Arvind Limited:-

 Arvind PD Composite Private Limited

 Arvind OG Nonwovens Private Limited
 Arvind Internet Limited
 Arvind Goodhill Suit Manufacturing Private Limited
 Arvind Smart Textile Limited
 Syntel Telecom Limited
 Arvind Envisol Limited
 Arvind Worldwide Inc. USA
 Arvind Nilloy Exports Private Limited
 Arvind Textile Mills Limited
 Westech Advanced Materials Limited
 Arvind Lifestyle Apparel Manufacturing PLC, Ethiopia
 Brillaire Inc, Canada
 Maruti and Ornet Infrabuild LLP
 Arvind Sports Fashion Private Limited ( formerly known as
Arvind Ruf and Tuf Private Limited)
 Arvind Premium Retail Limited
 Arvind True Blue Limited

4
  Arvind Enterprise FZC
 Arvind BKP Berolina Private Limited (Formerly known as
Arvind Transformational Solutions
 Private Limited)
 Arya Omnitalk Wireless Solutions Private Limited
 Arvind Envisol, PLC
 Enkay LLP
 Arvind Polser Engineered Component Panels Private Limited
 AJ Environmental Solutions Company

Mission & Vision:-

Mission:
“The underlying theme running across the broad spectrum of all the
business activities at Arvind is that of enhancing lifestyles of people,
across all diversities and demographics.

Vision:
“ We will enable people to experience a better quality of life by
providing, enriching and inspiring lifestyle solutions.”

WE BELIEVE

In people and their unlimited potential; in content and in focus on

problem solving; in teams for effective performance, in the power of
the intellect.

5
 WE ENDEAVOUR

To select, train and coach people to obtain higher responsibilties; to

nurture talent and to build leaders for the corporations of tomorrow;
to reward, celebrate and activate all intellectual business
contributions.

WE DREAM

Of excellence in all endeavours; of mutual benefit and prosperity; of

making the world a better place to live in.

Products:-

From innovation in fibre to sustainability in fashion, Arvind is

powering high-fashion brands across the world, while delivering
unmatched excellence across the garment value chain. Pioneering the
amalgamation of wearable tech with our fabrics, vertically integrated
apparel solutions for fast-fashion retailers, increasing the use of BCI
and other sustainable yarns are only some of the ways in which we are
creating a future of immense possibilities.

Through its subsidiary, Arvind Lifestyle Brands Limited, markets

branded apparel and licenses international brands in India. It includes
international brands such as Arrow, US Polo, Izod, Elle and Cherokee.
It also operates MEGAMART apparel value retail stores. It also has
presence in telecom business directly and through joint venture
companies.

6
 Brands and Retail:-

Arrow: Arrow arrived in India in 1993 and presently has over 200
exclusive brand stores and is available in over 1000 multi-brand
outlets. As one of the first premium menswear brand for professionals,
Arrow’s main goal is to cater to the ever-changing sartorial needs of
India’s working man and introducing innovations such as

 Autopress shirt,
 Autoflex trousers,
 Superluxe the Stitchless Shirt,
 Smart Shirt,
 4-in-1 Shirt,
 Anti-UV Shirt amongst others.

Calvin Klein: Founded in 1968 by Calvin Klein and his business

partner Barry Schwartz, brand has built reputation as a leader in
American fashion through clean aesthetic and innovative designs.
CALVIN KLEIN employs over 10,000 associates globally. 

Flying Machine: Cornered substantial market with innovations of

Indian fit, a 'guaranteed brand' available at a decent price. By 1994 it
had become a leader in branded jeans in India and is still seen as
trendy and premium.

The Arvind Store: The store not only has the entire range of
Arvind’s Shirting & Suiting fabrics but also offers super-premium
products for the discerning customer. The suiting collection in The
Arvind Store consists of new-age fabrics that are perfectly suited for
the Indian market. To complete the set of offerings The Arvind Store

7
houses the best brands from the house of Arvind like Arrow & US Polo,
and now also its Ready To Wear called “Arvind”.

True Blue: Launched in May 2016, True Blue is a joint venture

between cricket legend Sachin Tendulkar and Arvind Fashion Brands
Limited. The menswear label embodies the spirit of the global Indian,
the 21st-century traditionalist equally at home in New Delhi and New
York.

Tommy Hilfiger: Tommy Hilfiger is one of the world’s most

recognized premium designer lifestyle groups. Its focus is designing
and marketing high-quality men’s tailored clothing and sportswear,
women’s collection apparel and sportswear, kidswear, denim
collections, underwear (including robes, sleepwear and loungewear),
footwear and accessories. 

Form Of Organisation:-

Arvind Limited is a Public incorporated on 01 June 1931. It is

classified as Non-govt company and is registered at Registrar of
Companies, Ahmedabad. Its authorized share capital is Rs.
6,744,999,900 and its paid up capital is Rs. 2,589,240,580. It is
inolved in Spinning, weaving and finishing of textiles.

Awards & Achievements:-

8
 AWARDS Year
National Best Employer Award 2018
Arrow Award 2018
16th Asia Pacific HRM Congress Award 2017
Excellence in Cost Management Award
Denim Award
HR Award
Excellence in Quality Management 2017
Award
TRRAIN Award 2017
Best Men's Classic Brand Award 2017
Golden Peacock Award for Sustainability 2017
Best Fabric at Global Denim Award 2016
Best Development Partner- Fabric 2017
Outstanding Export Performance 2017

HUMAN RESOURCE DEPARTMENT

9
Employees Classification:-

Training & Development:-

10
Training:
At Arvind, employees are key members of the organisation and the
organisation is committed to their growth, development and well-
being. In order to keep the 30,000+ workforce updated, comprehensive
employee engagement and development programmes are designed and
implemented. They foster a conducive work environment and
consistently provide opportunities for professional and personal
development.

The Training and development programmes at Arvind are formulated

to help employees acquire new skills, sharpen existing ones and evolve
as professionals. By enhancing performance, productivity and boosting
employee situation, the organisation is able to actively increase
retention rates.

The workers are referred to as Front Line Managers(FLMs) in order

to create a larger sense of purpose among the workers and to
encourage them to aspire for more.

Development programmes:
Untapped potential, when addressed and developed, unlocks a world
of never-before-seen productivity and passion. Through a wide array of
development programmes across the organisational hierarchy, this

11
phenomenon materialise is witnessed. During the reporting period, the
learning strategy was switched up, focussing on regular, one or two-
day workshops for skill building. E-learning programmes are also
launched to facilitate the development needs of the employees.

I-Grow Policy:

This Policy facilitates continuous education opportunities for the

employees. This enables the workforce to update their knowledge and
skills for self-development and for organisational effectiveness. 6
Arvind employees have successfully completed their MBA from
Symbiosis during 2017-18 and 3 are currently pursuing their BBA.

Coaching for leadership development:

The Leadership Development programme focusses on helping our

employees in leadership positions to bridge performance and potential
gaps and to better manage career transitions. Currently, 3 senior
employees are a part of this initiative.

Anytime E-learning Platform:

Arvind is piloting its collaboration with EduRiser & CrossKnowledge to

bring the world's best content in areas of Leadership, Business Skills
and Management on an e-learning platform. The advantage of this
model enables the employees to learn from anywhere, at any given
time. Since it is a 24x7 organisation, it is necessary to cater to the
learning needs of those who work in shifts. The e-learning modules are
designed such that, it enables to target numerous grades and roles,
across the organisation.

Pradhan Mantri Kaushal Vikas Yojna (PMKVY):

12
In collaboration with the National Skill Development Corporation
(NSDC), India, the PMKVY programme was envisioned in 2017, with

the aim to empower the youth with employable skills. As a part of the
collaboration, Arvind Limited is offering infrastructure, space,
machinery and the training needed at 9 training centres. Admissions
are open to all skill seekers, with priority given to unemployed youth
between the ages of 18 to 35 years. The programme has seen a total of
7,000 youth beneficiaries. The goal is to reach 20,000 trainees by
2020.

Integrated Skill Development Scheme (ISDS):

In collaboration with the Indian Government's Ministry of Textiles,

Arvind has been appointed as the Project Implementation Agency
under the ISDS. The programme seeks to provide free training, leading
to employment opportunities for unemployed youth under various skill
levels needed in the company’s Apparel manufacturing units. The
project christened “RISE” (Raise, Induct, Skill and Employ) is a part of
Arvind Academic Excellence. All academic endeavours and training
programmes are monitored by Arvind's Academic Excellence Team.
Trained as SMO, ASMO, QCs, Finishers and Packers, Fabric Cutters
and Washing Operators for a period of 38 Days, the trainees were
assessed by a third-party agency to check their newly acquired skills.
Arvind Ltd. has trained and provided employment to 5,890
beneficiaries across various skill levels needed on their shop floor.This
programme was completed in 2017.

Personal Advancement and Career Enhancement (PACE):

The PACE programme is a workplace education programme to teach

our women employees managerial, interpersonal, organisational and
other practical skills that are essential to move ahead in work as well
as in life. Once they complete the programme, our female garment
workers will be armed with the necessary skills and knowledge to
13
transition to management or supervisory roles at our factories, while
also being equipped to better lead their families and communities.

The Nine Education Modules of PACE:

1. Time and Stress Management

2. General and Reproductive Health

3. Communication

4. Problem Solving and Decision Making

5. Execution Excellence

6. Financial Literacy

7. Functional Literacy

8. Gender Roles

9. Legal Literacy and Social Entitlements

Recruitment and Selection:-

Recruitment:
Recruitment techniques are the means or media by which
management looks for prospective employees or provides necessary
information or exchanges ideas or stimulates them to apply for jobs.
Management uses different types of techniques to stimulate internal
and external candidates.

Techniques useful to stimulate internal candidates are:

1. Transfers.

14
2. Promotions

3. Employee reference

4. Internal promotion

5. Job posting

Techniques useful to stimulate external candidates are:

1. Present employees reference

2. Advertising

3. Scouting

4. Online job portals

5. Through newspapers and advertisement

Recruitment process at Arvind Ltd.

15
INTERPRETATION: The above chart classifies about how the
employees were recruited and through which method they were in. The
company had recruited through all three methods but the highest
recruited is through the Direct method which is accounted for 82%;
and indirect method for 8% and third party for 10%.

Selection process:  
Selection is the process of picking or choosing the right candidate, who
is most suitable for a vacant job position in an organization. Employee
selection is a process of matching organization’s requirements with the
skills and the qualifications of individuals.

16
Following chart shows the basic steps involved in a selection process:

The selection process at Arvind Limited consists of the following 3

rounds:

 Aptitude written test online

 Technical interview
 HR interview

17
 PRODUCTION DEPARTMENT

Product Profile:-

Lifestyle Fabrics:

Denim: Arvind Limited is the largest producer of jeans in the world.

Denim fabric business saw a decrease in volume to 85 million metres
from 100 million metres in FY 2018-19. On a worldwide basis it has a
capacity of exporting to 70 countries.

Type of products in denim section:

 Bi-stretch denim
 Ring denim
 Fair trade certified denims
 Organic denims
 Indigo voiles

These denims are manufactured in various shades of suphur, indigo,

yarn-dyed with various blends and in 100% cotton.

Shirting:

In the international market, Arvind group is said to be called a major

player in the section of shirting for its premium styling and quality
material. The annual capacity is 34 million metre. Products in this
shirting division include fabrics such as:

 Printed fabrics
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  Mechanical finishes
 Non-iron properties
 Cotton shirting
 Linen
 Lycra
 Silk
 Modal
 Polyester

Knits:

The annual knitting capacity is 10000tons in the Knits division of

Arvind. Unique Knitting techniques such as jacquards, stretch fabric
and yarn-dyed autostripers is been mastered by Arvind limited.

Voiles:

With a production capacity of 48 million for annual year, Arvind

Limited has a monopoly market in this division where the voiles are
used as the falls to stitch blouse and is sold in the domestic as well as
international market. More than 150 dealers the sale is conducted
which reaches nearly 5000 retail outlets throughout the country. The
export of high quality Swiss Voiles is done to countries like Sri-Lanka,
Switzerland and to the countries of Middle-East. The group produces a
range of long cloths, dress material, and blouse material using
materials like cotton, polyester viscose blend, polyester cotton blend,
among others.

Khaki:

Arvind has gained a distinctive characteristic for having a khaki

division in whole of South-Asia. There is a total of 21 million metres of
annual capacity of Khaki. Products under it are:

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  Canvas
 Cavalry
 Chinos
 Ribstop
 Structures and Dobbies.

Garments:

Arvind Limited has explored its own garmenting in the country selling
its products through their own retail outlet called Arvind store.
Garments is one of the fastest-growing segments for Arvind Ltd. In FY
2018-19, garment volumes were up by 17% to 54 million pieces. The
greenfield factory in Ranchi started small customer shipments towards
the second half of the year and is gearing up for sizable numbers in FY
2019-20. Of the two new facilities in Ahmedabad area, the sports-wear
lines started delivering customer shipments. The Indigo knit factory is
under commissioning. The expansion in Ethiopia is stabilising and is
allowing to take advantage of its favourable duty structure. The group
is also expanding its domestic garment facilities with new unit
operational in Ranchi, Jharkhand. With increasing capacities and
multi-location facilities, Arvind is fast becoming a garment maker of
choice for the leading brands across the globe.

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 Production Process:-

There are 4 main processes in the production of cloth:

 Spinning
 Weaving
 Ginning
 Dyeing

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Spinning:

Spinning process includes cleaning of cotton, lap making and making

ravings/silvers. These silvers are then converted into yarn

Weaving:

In weaving there two motions, primary potions and secondary motions.

Primary motions include shedding, picking and beating motions are
performed in succession, which are in total called as Weaving.
Secondary motions are let off of warp and taken up of cloth. For every
insertion of the pick, the cloth length grow up. The cloth woven is
wound on the cloth roller continuously and immediately to keep the
fall of the cloth in constant position. This is called take-up of cloth.
The preparatory processes chiefly employed for the warp may be
classified into winding, warping, sizing and looming.

Ginning:

Ginning is the process of removing the seeds and debris from cotton.

In modern ginning, the cotton is first dried to remove moisture, then
cleaned to remove any burs, stems, leaves, or other foreign matter. A
series of rotating saws with teeth then remove the fibers from the
seeds.

Dyeing:

A dyeing process is the interaction between a dye and a fibre, as well

as the movement of dye into the internal part of the fibre. Generally, a
dyeing process involves adsorption (transfer of dyes from the aqueous

22
solution onto the fibre surface) and diffusion (dyes diffused into the
fibre).

Production Capacity:-

The company has 90 million meters per annum denim fabrics

manufacturing capacity at Naroda in Ahmedabad and Rs.1000 crores
integrated plant at Santej near Ahmedabad with a capacity of 30
million meters per annum shirting fabric, 13 tones knit fabric and 2.4
million knit garments.

Arvind Limited is planning to ramp up its production by 30 percent

as it looks to increase its denim market share by 15 percent in the
country. The denim major will now produce 40 percent of its garments
in house from the current 10 percent to meet its target of Rs 10,000
crore (approx $ 1.5 billion) over the next five years.

Raw Materials and its Procurement:-

Cotton: Sourcing sustainable cotton and reducing the negative impact

of cotton farming is crucial to the company's operations. During the
period, Arvind Limited started a new sustainable farming method,
Regenerative Organic Farming, which is a more holistic way of
encompassing organic practices, animal welfare and social fairness.
The sustainable farm operations now extend to more than 100,000
acres and futrther extended it to 140,000 acres during 2019-20.
Arvind Limited will be working with 36,000 farmers in promoting
sustainable agriculture practices. The aim is to accelerate this further

23
and expand the farm operations to cover 400,000 acres of farm land
and over 100,000 farmers by the year 2022-23.

Water: There is an equal focus on water efficiency improvement as

well as recycling. A recycling facility with capacity of 8 million litres
per day, is being constructed at the Denim mill in Ahmedabad.
Through breakthrough Public-Private-Partnership project at Santej
Unit, it has been able to cut down freshwater use. The company use
65% recycled water and only 35% water comes from freshwater
sources. Several of the production units are operating on 100%
recycled water. Arvind Limited has India's largest Zero Liquid
Discharge plant with recycling capacity of 18 million litres per day.
The company also invested in advanced technologies like indigo foam
dyeing of Denim, which uses 90% less water compared to conventional
dyeing technologies. During the reporting period, the focus was on
rainwater harvesting and to save water for washing, which is a high
water-consuming process.

Energy: Multiple initiatives are taken across the units and offices to
help reduce the energy consumption. Arvind implemented ISO 50001
energy management system at all its large energy consuming sites. It
is also increasing its alternative energy in the total energy mix. The
Santej Plant has an installed capacity of 16.2 MW and it can generate
up to 23 million KWh of solar energy every year. This is India's largest
rooftop solar installation at a single location. This takes the total solar
capacity across various sites to 22MW. The Ethiopia operations are
also fully powered by renewable energy.

Chemical: Fabrics and garments are safe for end consumers, and
their manufacturing is safe for the employees, surrounding
communities and the environment. Overall chemical usage is reduced
within textile production processes, which have a smaller

24
environmental impact. The company treats the effluents and also
extract useful salts from them; such that they can be reused. In the
reporting period, Caustic recovery increased by 3.1%, and resulted in
savings of 105 tons of Fresh Caustic.

Industrial Waste Management System:-

“We are driven by care for the environment; beginning with preserving
our planet’s most valuable resource – water. Our water
treatment, industrial waste water treatment , and sewage treatment
solutions help industries reduce their impact on the environment.
Our zero liquid discharge plants that use our patented polymeric film-
based Evaporator have the lowest operating costs in the world.”

 Plants installed by Arvind process, treat, and recycle over 100

million litres of water and waste water every day.
 Arvind has executed more than 65 water treatment projects
across the world.

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 MARKETING DEPARTMENT

Marketing Mix:-

Marketing Strategy of Arvind Limited analyses the brand with the

marketing mix framework which covers the 4Ps (Product, Price, Place,
Promotion). There are several marketing strategies like product
innovation, pricing approach, promotion planning etc. These business
strategies, based on Arvind Limited marketing mix, help the brand
succeed. There are several marketing strategies like product
innovation, pricing approach, promotion planning etc. These business
strategies, based on Arvind Limited marketing mix, help the brand
succeed.

Product:
Arvind Limited is one of the most popular apparel brand bases out of
India offering jeans and other denim products. Arvind Limited has a
wide product offering as a part of its marketing mix product strategy.
Its product portfolio includes Denim, wovens, knits, woven, voiles, real
estate, retail, telecom, engineering agri-business, advanced material,
and the Arvind Store. Arvind Limited has a strong portfolio which is a
mix of Indian and International brands, hence more variety. It is one of
26
the largest denim producer in India and has a strong worldwide sale
as well. The company has consistently invested in technology used for
producing denim for its products.

Price:
Arvind Limited offers high quality products but keeps its products
affordable and competitive. Some of its products are slightly highly
priced as compared to other brands. But products from Arvind Limited
are priced lesser than global premium brands offering similar products
like denims and jeans. The pricing strategy in its marketing mix
focuses on offering competitive rates vis-à-vis competitors. This can be
attributed to the fact that it has associations with multiple
international brands, thereby incurring additional cost. Also, many of
the products are sold at a reasonable rate by economies of scale.

Place:
Arvind Limited and its products are available across several
geographies across India. Most of the brands of Arvind have their own
outlets they own. Apart from that, they have tie-ups with other retail
chains including Megamart- one of the biggest retailers in the world. It
has its own Arvind Store (with over 200 stores) for all the brands.

Promotion:
Arvind Limited uses all types of media channels to promote itself as
well as its brands. The company has used media channels like TVCs,
print ads, online ads etc. The clothing and apparel brand also
advertises through OOH as well as hoardings at important locations in
prominent cities. Arvind Limited promoted itself with famous film
celebrity brand ambassadors for its sub-brands Ruf-n-Tuf, NewPort
and Flying Machine respectively. The brand has also organized several

27
fashion events showing its product offerings. Also, it does a lot of CSR
activities like Sharda Trust for the poor, hence enhancing their brand
image.

Market Segmentation:-

Products/services are finished fabrics and garments. Its segments

are textiles, brands, retail, and others. The textiles segment includes
fabric, yarn, and garments. The brands and retail segment include
retailing of branded garments, apparels, and fabrics. The others
segment includes technical textile, e-commerce, and project activity. It
also manufactures cotton shirting, denim, knits, and bottom weights
(Khakis) fabrics, and jeans and shirts garments. The Company,
through its subsidiary, Arvind Lifestyle Brands Limited, markets
branded apparel and licenses international brands in India. Its brands
portfolio includes international brands, such as Arrow, US Polo, Izod,
Elle and Cherokee. It also operates MEGAMART apparel value retail
stores. It also has presence in telecom business directly and through
joint venture companies.

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29
FINANCING DEPARTMENT

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 CORPORATE SOCIAL RESPONSIBILITY

The Founders were instrumental in setting up pioneering

institutions for sustaining and improving Educational, Social, Cultural
and Religious conditions in Ahmedabad – the primary center of the
Company’s businesses. Ahmedabad Education Society, Indian
Institute of Management – Ahmedabad, Center for Environmental
Planning and Technology, H L College of Commerce and Lalbhai
Dalpatbhai Institute of Indology are examples of some of the
institutions they set up. Thus, Arvind has been supporting initiatives
of educational, social and cultural renewal much before the term ‘CSR’
– Corporate Social Responsibility – was coined.
Arvind’s CSR activities are focused on four distinct development
segments.

 Education:

Gyanda is Arvind’s flagship educational programme under its

Corporate Social Responsibility (CSR) initiatives. Gyanda literally
means ‘Fountain of Knowledge’ What the programme attempts to
do is to mentor children from the urban poor families, studying
in municipal schools run by Ahmedabad Municipal Corporation,
and provide them with supplementary education. The idea is to
ensure that these children not only complete their education up
to Class XII, but go on to graduate.
This programme works with students of Class 5, 6 and 7
studying in Municipal Schools in Ahmedabad. Teachers from
SHARDA Trust, a charitable Trust under the umbrella of Arvind
Foundation teach Mathematics, English, Computers and Gujarati
in these schools during school hours, with emphasis on easy
learning and practical applications. SHARDA Trust conducts
three-hour classes for these students after school hours.
Currently, there are two centers where these classes are
conducted. Students from various schools who have been
sponsored by SHARDA Trust come to these centers.

 Health:
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 Arvind took an initiative in association with Swasth India
Foundation to launch Arvind Medical Centres to provide quality
Healthcare services such as Doctor Consultations, Basic
Diagnosis, Quality medicines, Dental Care Services, etc. at
affordable costs to the underprivileged section of the society.
Arvind is in the process of setting up three such health centers
on a pilot basis. Once the performance of this pilot scheme is
assessed, another ten health centers will be rolled out. Each
Center is expected to serve about 10,000 – 12,000 patients every
year. The model will cost a patient about Rs 100 with three days’
medicines, which is about one-third of what they currently
spend. Three such centers are operational and few more are on
way.

 Empowering Tribal Women:

Arvind has initiated a unique residential programme to work

and skill young women from the rural areas. These young
women, all of them educated up to class XII, are chosen on the
basis of their academic qualifications, dexterity test, aptitude test
and health check-ups. Once selected, the company takes care of
all their basic needs – housing, food, health and transport – as
well helping them in pursuit of higher education. As a result of
this unique design at the end of the four-year programme, a
young woman could save up to Rs. 5 lakh, as well as pursue
higher education and gain a degree/diploma –enough to give her
a head start in life. So far about 400 young women have been
enrolled in this programme.

 Slum Rehabilitation:

The story of the Sanjay Nagar slum and its residents showcases
Arvind’s long-term commitment to the betterment of the city of
Ahmedabad and its people. In 1996, as a CSR project, Arvind
envisioned the possibility of rehabilitating the slum dwellers of
Sanjay Nagar to safer, better built and comfortable houses. And
once the vision was in place, Arvind made it happen, by co-
creating these homes in a unique three-way partnership between
the people of Sanjay Nagar, the Ahmedabad Municipal
Corporation and Arvind. In 2014, the process of transformation
of Sanjay Nagar was completed when Arvind Lifespaces re-

32
 developed the area in a commercial manner, giving all residents
homes in modern, upscale towers.

PORTER’S FIVE FORCES ANALYSIS

Competitve Rivalry Threat of new entrants Threat of substitutes
Lucrative market for
Huge number of international brands. Plenty of offerings in premium
competitors and super premium category
Low entry barriers in
Competitors Small town stores- proximity,
unorganised retail sector.
adapting aggressive home delivery, personal
growth strategies as attention
well as eyeing top Growth in online shopping
cities
Stiff competition
from small town
stores and speciality
stores

Bargaining Power of Suppliers Bargaining Power Of Customers

Increased number of players Low switching costs
increases bargaining power of Low customer loyalty
suppliers
Not all companies have complete
integration like Arvind

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 COMPETITION ANALYSIS

Some of the major competitors of Arvind Limited are Madura

Garments, Raymond, Levi’s, Provogue, and Indus League.

1. Madura Garments:

 Madura Garments is the garment division of Indian Rayon and

Industries Limited, a flagship company of the AV Birla Group
Company.
 It owns perpetual license for premier brands like Loius Philippe,
Van Huesen, Allen Solly, Peter England, Byford, Elements and
San Frisco.
 It distributes its brands through its own retail chains namely
Planet Fashion and Trouser Town.

2. Raymond Apparel Limited:

 A 100% subsidiary of Raymond Apparel Limited (RAL) ranks

amongst the India’s largest and most respected apparel
companies.
 They provide the best of fabric and style through some of the
country’s most prestigious brands- Raymond Finely Crafted

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 Garments, Manzoni, Park Avenue, Coloplast, Parx, Notting Hill
and Zapp.
 All of Raymond’s brands are available at exclusive brand stores,
‘The Raymond Shop' retail outlets and multi-brand outlets across
India and the Middle East.

3. Indus League:

 Indus League Clothing Limited was found on 14th April, 1999 bye
a team of eight top flight management professionals from the
clothing industry. These professionals have established a
reputation for creating and building some of the most successful
fashion brands in South Asia and the Middle East.
 Within a year, Indus League had transformed itself from a new
entrants into a company that has launched two fashion brands
namely Indigo Nation and Scullers.
 Indus League has a portfolio of 3 proprietary brands- Indigo
Nation, Scullers, and Jealous covering different segments of the
fashion market.

4. Levi Strauss & Co.:

 Founded in 1853 by Bavarian immigrant, Levi Strauss & Co. is

one of the world’s largest brand name apparel marketers with
sales in more than 110 countries.
 It completed 27 years in India in 2021.
 It expanded its portfolio from being a jeans-only-brand to emerge
as the complete casual wear brand.
 It has 4 sub-brands; Sykes, 501, Red Tab and Red Loop.

5. Provogue:

35
 Provogue was incorporated on November 11, 1997 as Acme
Clothing Private Limited.
 Provogue stands for fashion and not pure apparel. Its designs are
contemporary and cutting edge.
 Provogue's brand statement “Redefining Fashion” and its
innovative merchandise have created a niche in the minds of its
customers.
 The brand is retailed through selective stores in the country and
leading National Chain Stores like Shopper’s Stop, Lifestyle,
Globes, Westside, etc.
 Provogue is also retailed through a chain of exclusive brand
outlets called “Provogue Studio".
 Provogue’s product range includes innerwear, t-shirt, bottom,
jacket & blazer, denim, formal shirt, Linen shirt, casual shirt,
footwear, sunglasses, fragrance, caps, bags, belts.

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 SWOT ANALYSIS

Strengths of Arvind Limted:

 Arvind Limited is one of the largest manufactures of denims in
India and the world.
 It has a strong portfolio of both domestic and international
brands.
 It achieves economies of scale through complete integration.
 Arvind runs India’s largest value retail chain- Megamart with over
200 stores.
 It has made available the latest manufacturing tools in
production of denims and clothing.
 Over 42000 employees form the workforce for Arvind Limited.
 It manages 15 global apparel brands.
 CSR activities like education (Sharda Trust), upgrading slums,
standing for the rights of Tribal Women and contributing to the
health sector has enhanced the brand image.

Weaknesses of Arvind Limited:

 Global penetration is limited as compared to a few other
international brands.
37
  Presence of Indian and International brands offers more offering
to customers and therefore, there is high brand switching.

Opportunities of Arvind Limited:

 Growth in the garment industry.
 Rapid growth in target group as well as higher incomes.
 Global expansion and reach of brands to increase sales.

Threats of Arvind Limited:

 Increasing competition from Indian as well as International
brands.
 Cheaper imports from other countries and pirated/fake products.

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 SUGGESTIONS

 There are many different international companies offering variety

of brands widely. Hence the company should widen its
distribution network along with providing more variety.

 The denim business had recently gone down. The company

should adopt new marketing strategies and production
techniques to level up the business.

 Currently, the pricing strategy is to keep the rates lower than the
other global brands. But if the prices are increased along with
increasing the quality, the sales won’t be affected and the
profitability can be increased.

39
 BIBLIOGRAPHY

 https://www.arvind.com/arvind-story

 https://www.mbaskool.com/brandguide/lifestyle-and-
retail/4726-arvind-mills.html

 https://m.economictimes.com/industry/cons-products/
garments-/-textiles/arvind-limited-tops-national-energy-
conservation-award-2015-in-textiles/articleshow/
50189459.cms

 https://www.arvindfashions.com/awards/

 https://www.zaubacorp.com/company/ARVIND-LIMITED/
L17119GJ1931PLC000093

 https://www.arvind.com/sites/default/files/field_annual_reports_file/Arvind%20Limited%20-
%20Annual%20Report%20-%202020-21.pdf

 https://www.ibef.org/industry/textiles/showcase/arvind-
limited

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 https://in.fashionnetwork.com/news/arvind-ltd-to-scale-up-
denim-production-eyes-15-percent-growth,963970.html

 https://indiancompanies.in/arvind-fashions-ltd-list-of-brands/?amp

41