Benchmarking Tasva through E-commerce Website Enhancement

By

Palini Nagpal

MFM/22/481

Under the guidance of

Ms. Puja Rani

Assistant Professor

Department of Fashion Management Studies

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

KANGRA

(2022-2024)

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 DECLARATION

I hereby declare that the project titled “Benchmarking Tasva through E-commerce Website
Enhancement” Submitted to National Institute of Fashion Technology, Kangra in partial
fulfillment for the award of the Degree of Master of Fashion Management is the original research
work carried out by me under the guidance and supervision of Ms. Puja Rani, Assistant
Professor, Department of Fashion Management Studies. NIFT Kangra.

I, further, declare that this project or part thereof has not been submitted in any form for any
other degree or diploma. All information included from other sources has been duly
acknowledged.

Signature

Palini Nagpal

MFM/22/481

Place: NIFT Kangra

Date:

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3
 CERTIFICATE

This is to certify that this project report titled “BENCHMARKING TASVA THROUGH E-
COMMERCE WEBSITE ENHANCEMENT” submitted to National Institute of Fashion
Technology, Kangra, is a bonafide record of work done by “PALINI NAGPAL” under my
supervision. From 1st June, 2023 – 31st July, 2023.

Signature

Ms. Puja Rani

Assistant Professor, NIFT Kangra

Place: NIFT Kangra

Date:

4
 ACKNOWLEDGEMENT

I, Palini Nagpal, have completed an 8-week internship at Indivinity Clothing Retail Private
Limited (A subsidiary of Aditya Birla Fashion and Retail Ltd.). I would like to express my
sincere gratitude to the organization for extending such an exciting opportunity to work as a
Project Intern.

I would also like to thank my college mentor, Assistant Professor Ms. Puja Rani and Course Co-
Ordinator Ms. Kriti Srivastava for guiding me throughout the course of the internship. The
constant support, cooperation and guidance are the key factors in the successful completion of
my internship.

It has been a great experience working under the mentorship of Mr. Lakshay Vashisth (Senior
Manager - E-Commerce) and Mr. Mohit Jasrotia (Assistant Manager - E-Commerce and MDM)
whose constant encouragement, monitoring and kindness despite their busy schedule has a huge
impact on my overall experience at the organization. I will always treasure the time spent in an
organization that helped me and gave me the strength to work to the fullest and perform my best.

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 EXECUTIVE SUMMARY

This internship report summarizes the key activities undertaken during the
internship period. It is primarily focused on four main objectives. First, we
conducted website benchmarking to analyze Tasva's brand positioning relative to
its competitors. Second, studied an Tasva’s website platform in depth, learning
how to process orders, list products, and provide customer care. Third, looked at
Tasva's sales cycle while analysing marketing tactics and customer engagement
initiatives. Finally, to learn more about consumer views and preferences in the E-
commerce sector, a competitive study was conducted. All of these efforts
contributed to Tasva's strategy planning and industry competitive positioning by
offering insightful information.

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 TABLE OF CONTENT

S NO. TITLE PAGE NO.

1 Introduction to Apparel Industry 9
1.1 Global Apparel Market 9-10
1.2 Major players in Apparel Industry Worldwide 10-11
1.3 Apparel Industry in India 11-12
1.4 Major players of Ethnic wear in India 12
1.5 Men’s Apparel – India 13-14
2 Introduction to the Organisation and the Brand 15
2.1 Aditya Birla Fashion and Retail Ltd. (ABFRL) 15-16
2.2 Milestones of ABFRL from 2021 – 2023 17
2.3 Brands of ABFRL 17
2.4 Company Profile 18-19
2.5 Vision 19
2.6 Mission 20
2.7 Competitors 20
2.8 Tasva’s Logistics Partners 20
2.9 Types of stores of Tasva 21
2.10 Product Range 21
2.11 Presence of the Company 22
3 Organisational structure of Tasva 23-24
4 Functions of Various Departments 25-32
5 Learning Objectives 33
6 Project Title and Introduction 34-35
7 Review of Literature 36
8 Major Learnings 37
8.1 What is E-commerce? 37
8.2 Global E-commerce Players 38-39

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8.3 Indian E-commerce Players 39-40
8.4 An Overview of E-commerce in Apparel 40-41
8.5 How E-commerce of Tasva work? 42-43
8.6 Process flow of Order Management 43-46
8.7 Website Maintenance 46-48
8.8 Comparing Manyavar’s assortment with Tasva’s assortment 48-49
8.9 Benchmarking Tasva through E-commerce Websites 50-55
8.10 Competitive Analysis for Tasva 56-58
9 Conclusion 59-60
10 Bibliography 61-62

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 LIST OF FIGURES

S NO. TITLE PAGE NO.

Fig.1.1 Global apparel market size 9
Fig. 1.2 Market share of Major players 11
Fig. 1.3 Total market share of the Apparel industry 12
Fig. 1.4 Total market share of the Men’s Apparel industry 13
Fig. 1.5 Share of Ethnic Wear Categories for Men in India in 2022 14
Fig. 2.1 Different brands of ABFRL 17
Fig. 2.2 Tasva - Brand logo 18
Fig. 2.3 Tasva store at a glance 22
Fig. 8.1 Percentage share of large-cap e-commerce companies worldwide 38
Fig. 8.2 E-commerce startups around the Globe 39
Fig. 8.3 Key players of E-commerce in India 40
Fig. 8.4 A pictorial view of people buying products online 41
Fig. 8.5 A pictorial view of people buying products online 50

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 1. INTRODUCTION TO APPAREL INDUSTRY

1.1 GLOBAL APPAREL MARKET

The apparel market encompasses every kind of clothing, from sportswear to business wear, from
value clothing to statement luxury pieces. After the market recovered in 2021 from the effects of
the coronavirus (COVID-19) pandemic, high inflation in 2022 posed more difficulties for the
global apparel industry. The cost of production rose, and consumer confidence fell.

The revenue of the global apparel market was calculated to amount to 1.53 trillion U.S. dollars in
2022, a slight decrease from the previous year. However, revenue was forecast to increase in
2023, to more than 1.7 trillion dollars. The countries that account for the majority of this apparel
demand are the United States and China, both generating substantially higher revenues than any
other country. It is perhaps no surprise that the same two countries play a significant role in
international trade. In 2021, China led the rankings for the highest value of apparel exports. The
U.S. was second only to the EU in the value of apparel imports.

Figure 1.1 (Global apparel market size)

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The apparel industry represents a thriving industry in the world of commerce. Asia-Pacific
nations including China, India, Hong Kong, the Philippines, Indonesia, and Bangladesh have
outperformed other nations in the garment industry. China is the world's biggest producer and
exporter of clothing. Since the removal of quotas, India's garment export industry has
experienced significant growth. Turkey, South Korea, and Mexico are considered alternative
markets by international exporters to China. The Indonesian market is moving at a healthy pace
as a result of increased FDI. Despite competition from China and India, Bangladesh has
performed admirably in the years after the quota. The USA is a good market for Philippine
clothing exports. Economies of scale are made possible by corporate mergers and acquisitions.
Through contemporary media like television and the Internet, consumers are informed about the
most recent fashion trends.

1.2 MAJOR PLAYERS IN APPAREL INDUSTRY WORLDWIDE

1. Nike
2. Adidas
3. H&M
4. Zara
5. Uniqlo
6. Levi’s
7. C&A
8. Under Armour
9. Old Navy
10. Primark

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• The global revenue of the apparel market was forecast to
continuously increase between 2023 and 2027 by a total
of 0.2 trillion U.S. dollars (+11.49 percent). The market
revenue is estimated to amount to 1.94 trillion U.S.
dollars in 2027.

• Two of the major brands in the fast fashion industry are

H&M and Zara. These two brands have jostled for
position as the market leader in recent years, with the
title for highest brand value changing hands on several
occasions. In 2022, Zara came out on top, with a value of
approximately 15 billion U.S. dollars. Zara is owned by
the Spanish company Inditex, which also operates brands
such as Bershka and Pull&Bear.

Figure 1.2
(Market share of Major players)

1.3 APPAREL INDUSTRY IN INDIA

The Apparel market consists of clothes made for individual consumers and is broken down into
the following product lines:

1. Women’s Apparel – 43.65%

2. Men’s Apparel – 31.28%
3. Children’s Apparel – 21.54%

Revenue in the Apparel market amounts to US$96.47bn in 2023. The market is expected to grow
annually by 3.34% (CAGR 2023-2027).

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 Figure 1.3 (Total market share of the Apparel industry)

1.4 MAJOR PLAYERS OF ETHNIC WEAR IN INDIA

1. Fabindia Overseas Pvt. Ltd.

2. Aditya Birla Fashion and Retail Ltd.
3. BIBA Apparels Pvt. Ltd.
4. Diwan Saheb Fashions Pvt. Ltd.
5. ELIE SAAB
6. Raymond Ltd.
7. House of Torani
8. Kalki Fashion
9. Landmark Group
10. Vedant fashions

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1.5 MEN’S APPAREL – INDIA

• Revenue in the Men's Apparel segment amounts to US$31.28bn in 2023. The market is
expected to grow annually by 3.65% (CAGR 2023-2027).
• In the Men's Apparel segment, volume is expected to amount to 8,898.00m pieces by
2027. The Men's Apparel segment is expected to show a volume growth of 4.8% in 2024.
• The average volume per person in the Men's Apparel segment is expected to amount to
5.26 pieces in 2023.

Figure 1.4 (Total market share of the Men’s Apparel industry)

• The Clothing Accessories and other Clothes market covers the following categories: Gloves,
Shawls and scarves, Belts, Hats & Caps, Ties and bow Ties, Leather Clothes, and other
Clothes for men like Ethnic wear.

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Figure 1.5 (Share of Ethnic Wear Categories for Men in India in 2022)

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 2. INTRODUCTION TO THE ORGANISATION AND THE BRAND

2.1 ADITYA BIRLA FASHION AND RETAIL LTD. (ABFRL)

Aditya Birla Fashion and Retail Limited (ABFRL) a part of a leading Indian conglomerate. The
Aditya Birla Group is headquartered in Mumbai.

Website - www.abfrl.com

With revenue of Rs. 12,418 Cr. and spanning a retail space of 10.8 million sq. ft. (as on March
31, 2023), Aditya Birla Fashion and Retail Limited (ABFRL) is India's first billion-dollar pure-
play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.

ABFRL brings together the learnings and businesses of two renowned Indian fashion icons,
Madura Fashion & Lifestyle and Pantaloons creating a synergistic core that serves the future
fashion businesses of the Aditya Birla Group.

As a fashion conglomerate, ABFRL has a strong network of 3,977 brand stores across the
country. It is present across 33,535 multi-brand outlets and 6,723 points of sales in department
stores across India as on March 31, 2023.

Van Heusen Innerwear, Athleisure and Active wear is establishing itself as India's most
innovative and fashionable brand. The Company's foray into branded ethnic wear business
includes brands such as Jaypore, Tasva & Marigold Lane. ABFRL has strategic partnerships
with Designers 'Shantanu & Nikhil', 'Tarun Tahiliani', 'Sabyasachi' and 'House of Masaba'.

In addition, to cater to the needs of digitally native consumers, ABFRL is building a portfolio of
Digital-first brands under its technology led ‘House of D2C Brands’ venture TMRW. TMRW is
on a path to building a portfolio of Digital First brands in partnership with founders of emerging
brands in the E-Commerce market. With a focus on Fashion & Lifestyle categories, TMRW is
building a portfolio of the most loved consumer brands that tap into the significant growth
potential in India and globally.

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2.2 MILESTONES OF ABFRL FROM 2021 – 2023

• ABFRL acquired an additional 7.69% stake in Finesse to become 58.69% stakeholders.

• Aditya Birla Fashion and Retail Announces Strategic Partnership with Designer “Tarun
Tahiliani” to enter Men’s Premium Ethnic wear.
• Acquisition of 51% in Sabyasachi Couture.
• ABFRL enters into a strategic partnership with Galeries Lafayette, renowned globally for
its flagship location at Boulevard Haussmann in Paris.
• ABFRL announced signing of a long-term licensing agreement, which grants ABFRL
exclusive rights to distribute and sell Reebok products through wholesale, e-commerce
and Reebok branded retail stores in India and other ASEAN countries.
• Acquisition of 52.4% in ‘House of Masaba Lifestyle Private Limited’.
• Acquisition of 51% controlling stake in TCNS Clothing.

2.3 BRANDS OF ABFRL

Figure 2.1 (Different brands of ABFRL)

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2.4 COMPANY PROFILE

Figure 2.2 (Brand Logo)

TASVA - TAT (that) and SVA (me/mine), denoting ALL THAT IS ME, ALL THAT IS MINE.

With the idea of creating a trusted Men’s Ethnic wear premium brand Aditya Birla Fashion and
Retail Ltd (ABFRL), a division of the reputed Aditya Birla Group and ace designer Tarun
Tahiliani, collaborated to set up TASVA that was launched at the ghats of Banaras on 9th Dec
2021.

Tarun Tahiliani for his expertise in infusing Indian craftsmanship and textile heritage into a
tailored silhouette, brings his immense understanding of fit, fabric, fashion to the fore at Tasva.
The brand reflects his signature style, combining traditional aesthetics with modern design.

Tasva aims to present a new perspective on ethnic wear. Ek Naya Nazariya. A fresh take, a
delightful surprise for the man who has always wished for Indian wear that is classy and
comfortable both, at the same time. Ensembles that spell glamour and style, even while they
curate traditional silhouettes and crafts. The brand has rapidly scaled its retail footprints,
covering Metros, Tier 1 & Tier II.

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 INDIVINITY CLOTHING RETAIL PVT. LTD.
COMPANY
(ICRPL)

TASVA
BRAND
ADITYA BIRLA GROUP X TARUN TAHILIANI

WEBSITE www.tasva.com

Plot No - 665, Sector-37, Pace City II.

ADDRESS
Gurgaon, Haryana – 122002

CONTACT NO. 7406108844

E-MAIL tasva@abfrl.adityabirla.com

CEO MR. SURAJ BHAT

TASVA BRAND HEAD MR. ASHISH MUKUL

YEAR OF ESTABLISHMENT 2021

INDUSTRY RETAIL APPAREL AND FASHION

BRAND AMBASSADOR RANBIR KAPOOR AND ANANYA PANDEY

2.5 VISION

Redefining ethnic wear by offering a fresh and exciting perspective. We aim to surprise and
delight men who seek both elegance and comfort in Indian clothing. Whether it's for grooms or
guests, our ensembles redefine the experience of celebration by providing a new fit, a new
approach, and a new sense of joy. Our goal is to revolutionize the traditional and fusion Indian
clothing scene, making it a harmonious blend of comfort, style, and a modern outlook.

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2.6 MISSION

Providing a wide range of top-quality and sophisticated celebration wear for men at affordable
prices. We firmly believe that every occasion should be celebrated with elegance and panache,
and our goal is to offer the best Indian occasion wear for men.

2.7 COMPETITORS

1. Manyavar

2. Fab India

3. Vastramay

4. Ashima Wahal

5. Sojanya

6. Panash

7. Siyarams

2.8 TASVA’S LOGISTICS PARTNERS

1. Delhivery

2. Xpress Bees

3. Bluedart

4. Ecom – Express

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2.9 TYPES OF STORES OF TASVA

1. FOCO - Franchise Owned Company Operated

2. COCO - Company Owned Company Operated. For ex. – South Extension and Karol Bagh.

3. FOFO - Franchise Owned Franchise Operated. For Ex. – Chandigarh and Lajpat Nagar.

2.10 PRODUCT RANGE

• APPARELS
1. Single Kurta
2. Kurta sets
3. Kurta Bundi Set
4. Bundi and Nehru Jacket
5. Bandhgalas
6. Sherwanis
7. Achkans

• ACCESSORIES
1. Broochs / Sarpaches
2. Malas
3. Sehras / Safas
4. Pocket Squares
5. Shawls and Stoles
6. Kamarbandhs

• FOOTWEAR
1. Mojaries
2. Leather Shoes
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2.11 PRESENCE OF THE COMPANY

• OFFLINE:
The company currently has 58 retail stores in different cities like South Extension,
Rajouri Garden, Ahmedabad, Siliguri, Thiruvananthapuram, Chennai, Santacruz West,
Chandigarh etc.

Figure 2.3 (Tasva store at a glance)

• ONLINE:
The company also sells its products through its website - www.tasva.com. It uses other
online platforms to sell its products like Myntra and Pernia’s Pop-Up Shop.

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3. ORGANISATIONAL STRUCTURE OF TASVA

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 4. FUNCTIONS OF VARIOUS DEPARTMENTS

1. Design department:

• Conceptualization and Trend Forecasting: Monitoring fashion trends, cultural influences,

and consumer preferences to predict upcoming trends.
• Collection Development: The Designers then create seasonal collections that align with
the brand's vision and cater to the target audience.
• Fabric and Material Selection: To create the collections designers research and select
high-quality fabrics and materials that are both authentic and luxurious. They consider
factors like comfort, texture, durability, and visual appeal to create a unique sensory
experience for customers.
• Sketching: Designers sketch and create prototypes of their designs, giving life to their
ideas.
• Innovation and Creativity: Designers in Tasva strive to push boundaries and introduce
innovative elements to traditional designs. This could include experimenting with
unconventional silhouettes, combining different cultural influences, or incorporating
modern embellishments.
• Collaboration with Other Departments: The design department collaborates with various
other departments such as marketing, sales, and operations to ensure alignment and
consistency in brand messaging, promotions, and customer interactions.

2. Production operations:

• Product Manufacturing: Sourcing raw materials, production scheduling, quality control,

and ensuring products are produced according to specifications.
• Supplier Management: The department manages relationships with suppliers, negotiates
contracts, monitors supplier performance, and ensures timely delivery of raw materials or
finished goods.

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• Inventory Management: Managing inventory levels of both raw materials and finished
goods.
• Process Improvement: Assessing production processes to identify areas for improvement.
Implementing strategies to enhance efficiency, reduce waste, and streamline operations.
• Cost Management: Optimizing production costs by identifying cost-saving opportunities,
improving resource allocation, and minimizing wastage.
• Quality Assurance: The department establishes procedures to handle any post-production
quality issues, such as defects or recalls.

3. Retail Operations Department:

• Store Management: The department manages multiple aspects of store operations,

including opening and closing procedures, staffing, scheduling, and overall store
organization.
• Staff Training and Development: Retail operations professionals train and develop store
staff, ensuring they are knowledgeable about products, customer service standards, and
sales techniques.
• Visual Merchandising: Ensures that store layouts, displays, and signage are visually
appealing and effectively promote products.
• Store Performance Analysis: The department monitors key performance indicators (KPIs)
such as sales, foot traffic, conversion rates, and average transaction value to assess store
performance and identify areas for improvement.
• Vendor Management: Managing relationships with vendors and suppliers, ensuring
timely deliveries, resolving any issues, and maintaining optimal inventory levels.

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4. Marketing Department:

• Brand Development: Marketing professionals work to establish and maintain a strong

brand identity that resonates with the target audience. This includes defining brand
values, messaging, and visual elements.
• Advertising and Promotion: The department develops and implements advertising
campaigns to promote products and attract customers.
• Digital Marketing: The team leverages digital channels such as social media, email
marketing, content marketing, and search engine optimization (SEO) to reach and engage
customers online.
• Content Creation: The department produces engaging content like blog posts, videos,
infographics, and social media posts to inform and entertain customers while showcasing
products and brand values.
• Competitor Analysis: Monitoring competitor's activities, campaigns, and strategies to
identify opportunities for differentiation and improvement.
• Customer Relationship Management (CRM): The marketing team uses CRM systems to
gather and analyze customer data, enabling personalized marketing efforts and improving
customer retention.

5. Fabric sourcing Department:

• Supplier Identification and Selection: The department identifies and evaluates potential
suppliers of fabrics and textiles. This involves researching suppliers, assessing their
capabilities, and conducting audits or visits to ensure they meet quality standards.
• Negotiation and Vendor Relationships: The fabric sourcing team negotiates pricing,
delivery schedules, and quality requirements with suppliers. They establish strong vendor
relationships to ensure a reliable supply chain.
• Material Quality Assurance: The department ensures that the fabrics and textiles sourced
meet the required quality standards and specifications. This includes conducting quality
checks, testing, and inspections.

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• Cost Management: The team works to secure competitive pricing from suppliers while
maintaining quality. They aim to optimize costs without compromising on the final
product.
• Fabric Testing and Compliance: Ensures that sourced materials meet safety, regulatory,
and compliance standards.
• Material Availability and Lead Time Management: The department ensures that fabrics
are available in sufficient quantities and delivered within the required timeframes to
support production schedules.
• Sample Evaluation: The department evaluates fabric samples for suitability, quality, and
performance before making sourcing decisions.
• Collaboration with Design and Production: The department works closely with design
and production teams to understand fabric requirements, technical specifications, and
design vision.

6. Human Resource Department:

• Recruitment and Hiring: HR oversees the recruitment process, including creating job
descriptions, posting job openings, conducting interviews, and making hiring decisions.
• Employee Benefits Administration: HR manages employee benefits such as health
insurance, retirement plans, paid time off, and other perks.
• Payroll Management: Ensuring accurate and timely processing of payroll, including
calculating wages, deductions, and ensuring compliance with labor laws.
• Performance Management: The department implements performance appraisal processes,
provides feedback to employees, and identifies opportunities for skill development and
growth.
• Training and Development: HR supports employee learning and development by
organizing training programs, workshops, and skill enhancement initiatives.
• Employee Relations: The department ensures a positive work environment and addresses
grievances effectively.

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7. Information Technology Department:

• Technology Infrastructure Management: IT professionals manage and maintain the

hardware and software infrastructure required for retail operations, including servers,
networks, computers, and mobile devices.
• Point-of-Sale (POS) Systems: The department oversees POS systems, ensuring they are
operational, secure, and integrated with other systems like inventory management and
customer databases.
• Data Security: IT professionals implement and manage security measures to protect
sensitive customer data, financial information, and business operations from
cybersecurity threats.
• Data Backup and Recovery: The department establishes backup and recovery systems to
ensure that critical data is protected and can be restored in the event of data loss or
system failures.
• Network Management: IT manages the organization's network infrastructure, ensuring
reliable and high-speed connectivity for both in-store operations and online activities.
• IT Support and Help Desk: The department provides technical support to employees,
assisting with troubleshooting, resolving technical issues, and ensuring smooth
technology usage.
• Integration with Suppliers and Partners: IT integrates systems with suppliers, vendors,
and partners to facilitate smoother supply chain operations and data exchange.

8. Finance Department:

• Financial Reporting: Preparing and distributing financial statements, including balance

sheets, income statements, and cash flow statements.
• Expense Management: The department monitors and controls expenses across various
departments, identifying areas where cost reductions can be made without affecting
operations.

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• Cash Flow Management: Finance professionals manage cash flow by monitoring inflows
and outflows of funds, ensuring that the company has enough liquidity to meet its
obligations.
• Financial Planning and Strategy: The department contributes to the development of
financial strategies aligned with the company's goals, growth plans, and risk
management.
• Capital Budgeting: Finance professionals evaluate and prioritize capital investment
• Audit Preparation: The department prepares for internal and external audits, ensuring that
financial records and processes are accurate and transparent.
• Financial Compliance: The finance team ensures compliance with financial regulations,
accounting standards, and industry-specific requirements.

9. Buying and Merchandising Department:

Product Team –

• Planning and forecasting - Buying and merchandising teams are responsible for analyzing
market trends, historical sales data, and customer preferences to forecast future demand.
• Pricing and markdown strategies: Determining the pricing strategy for products,
considering factors such as competition, cost of goods, and desired profit margins.
• Competitive analysis: Continuously monitoring the market and competitors to identify
new trends, pricing strategies, and product offerings.

Planning Team –

• Assortment planning: This function involves deciding which products will be stocked in
the store or online. Buying and merchandising teams consider factors such as customer
demand, market trends, and brand strategy to determine the appropriate product mix.

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• Allocation and replenishment: This function involves allocating purchased goods to
different store locations or distribution centers based on demand patterns and sales
forecasts.
• Assortment Optimization: The department identifies opportunities to optimize the
assortment by adding new products, removing underperforming ones, and making
adjustments based on customer feedback.
• Inventory Management: The department manages inventory levels for each product,
ensuring that there is neither excess stock nor stockouts.
• Cross-Functional Collaboration: Assortment planners collaborate with various
departments such as merchandising, buying, marketing, and operations to ensure a
cohesive and successful assortment strategy.

E-Commerce Team –

• Website Management: The e-commerce department oversees the development,

maintenance, and optimization of the company's website. This includes ensuring that the
website is user-friendly, visually appealing, and responsive across different devices.
• Product Management: The department manages the online product catalogue, including
product descriptions, images, pricing, and inventory levels. Ensuring that accurate and
up-to-date information is available for customers.
• Customer Experience: The e-commerce department is responsible for creating a positive
and seamless customer experience. This involves optimizing the user interface,
navigation, and checkout process to make it easy for customers to find and purchase
products.
• Conversion Optimization: The e-commerce department focuses on increasing the
conversion rate, which is the percentage of website visitors who actually make a
purchase. This involves testing, optimizing product descriptions and images, and refining
the checkout process.
• Online Merchandising: The team curates the online shopping experience by strategically
arranging products, creating product categories, and promoting featured items. They
implement techniques like cross-selling and upselling to maximize sales opportunities.

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• Customer Service and Support: Handling customer inquiries, concerns, and returns
related to online purchases. They provide prompt and helpful support to ensure a positive
post-purchase experience.
• Marketplace Management: The e-commerce department manages online platforms other
than their website like Myntra etc., by optimizing product listings, pricing, and
performance metrics.
• Innovation and adaptation: To stay ahead of the curve and adjust plans appropriately, the
e-commerce department regularly analyses market developments, new technology, and
consumer preferences.

Master Data Management Team –

• Creation of Item master – Filling in the details of articles or products. Its attributes like
color, size, style no., style description etc. in the Dynamic 365 (D-365).
• Creation of Price master – For maintaining and updating the prices.
• Creation of Vendor master – Onboarding of vendors in the system.
• Store / Site Master maintenance – Maintaining records of the opening of new stores, and
creating codes for the same.
• Creation of Purchase and Transfer orders.

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 5. LEARNING OBJECTIVES

1. To understand the brand positioning through website benchmarking.

2. To understand the working process flow of an E-commerce platform.
3. To understand the sale cycle of an E-commerce platform.
4. To understand customer perception through the competitive analysis for Tasva.

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 6. PROJECT TITLE AND INTRODUCTION

TITLE - “BENCHMARKING TASVA THROUGH E-COMMERCE WEBSITE

ENHANCEMENT”

Website benchmarking is a critical tool for modern businesses in the online world. It helps
them understand how their website looks and works compared to others. By checking things
like how it looks, how it works, and if it's easy for people to use, a company can figure out
how it's presenting itself to people online. A well-designed website can make people
interested and trust the brand, while a bad one can push people away. So, website
benchmarking is crucial to make sure a brand's online image matches its values and keeps
people coming back.

Digging into how an E-commerce platform works is like exploring the inner workings of a
big machine. It helps businesses understand how they get their products or services to
customers. This includes things like finding products, keeping track of them, processing
orders, handling payments, and getting things delivered. When businesses look closely at this
process, they can find where things might be slowing down or not working well.

Understanding the sale cycle in E-commerce is like being a pro at getting people to buy
things online. This cycle is like the journey customers go on when they decide to buy
something. It starts with them finding out about a product or service, then looking at their
options, thinking about it, and finally buying it. Even after they buy, there's still more to do,
like helping them if they have questions or problems. Knowing this cycle really well helps
businesses create strategies to make each step work smoothly.

In conclusion, these three things - website benchmarking, understanding E-commerce

processes and knowing the sale cycle- are like a roadmap for success in the online world.

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They help businesses create a strong online identity, make everything run smoothly, make
customers happy, and get better at advertising. By following these practices, companies can
not only do well online but also grow and build strong relationships with their customers,
which leads to more sales and lasting success.

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 7. REVIEW OF LITERATURE

• Enhancing e-commerce websites is pivotal for attracting and retaining customers. A

seamless user experience, fast load times, and responsive design are critical factors
influencing user satisfaction and, consequently, conversion rates (Hassan, 2020). To
address these aspects effectively, benchmarking has emerged as a valuable approach.

• E-commerce is a dynamic field, and benchmarking practices have evolved in response to

changing customer behaviours and technological advancements. Machine learning and
artificial intelligence are increasingly used to analyze large datasets for benchmarking
purposes, enabling businesses to gain deeper insights into user behavior and preferences
(Gupta et al., 2021).

• Maintaining a website is imperative to ensure its continued effectiveness. Frequent

updates, bug fixes, and content refreshments are essential to keep the site relevant (Dong
& Hu, 2019). Websites are often the first point of contact with customers, making their
proper functioning and up-to-date information vital for business success.

• Search engine optimization (SEO) relies heavily on website maintenance. Frequent

updates, improved loading speed, and error-free pages are factors search engines consider
when ranking websites (Gupta & Dangayach, 2020). Consistent maintenance practices
are essential for maintaining high search engine rankings.

• Website assortment is a pivotal component of e-commerce strategy. Research has

emphasized the role of an optimal product assortment in attracting and retaining online
customers (Kumar et al., 2016). Brands must carefully curate their online product
offerings to cater to diverse consumer preferences.

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• While comparative analysis of website assortments offers numerous benefits, it is not
without challenges. Data collection, integration of diverse product categories, and the
need for real-time updates are some of the hurdles that brands face (Joshi et al., 2017).

• Dynamic pricing involves adjusting product prices dynamically based on factors such as
demand, competition, time, and customer behavior (Chen et al., 2019). This strategy
enables e-commerce websites to optimize revenue and competitiveness.

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 8. MAJOR LEARNINGS

8.1 WHAT IS E-COMMERCE?

E-commerce, which stands for "electrical commerce," refers to the buying and selling of
goods and services through the Internet or by other electronic means. It involves a variety of
online transactions, including online shopping, electronic payments, online auctions, and
internet banking. E-commerce eliminates the need for physical presence at a brick-and-
mortar store, allowing consumers to shop and conduct transactions from their homes using
computers, smartphones, tablets, and other internet-enabled devices.

There are four main types of e-commerce:

1. Business-to-business (B2B) - Businesses can directly sell goods to a user. However,

instead of being a consumer, that user may be another company. For example - Shopify.
2. Business-to-consumer (B2C) - Companies sell directly to the product end-user. Instead of
distributing goods to an intermediary, a B2C company performs transactions with the
consumer that will ultimately use the good. For example - Amazon.
3. Consumer-to-consumer (C2C) - Established companies are the only entities that can sell
things. E-commerce platforms such as digital marketplaces connect consumers with other
consumers who can list their own products and execute their own sales. For example –
eBay.
4. Consumer-to-business (C2B) Modern platforms have allowed consumers to more easily
engage with companies and offer their services, especially related to short-term
contracts, gigs, or freelance opportunities. For example - social media, and blogs.

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8.2 GLOBAL E-COMMERCE PLAYERS

Global ecommerce refers to the buying and selling of goods and services online on a worldwide
scale. It encompasses online transactions and activities that involve businesses and consumers
from different countries. Global ecommerce has become increasingly significant due to the
internet's global reach, allowing companies to expand their customer base beyond their local or
national boundaries. It involves cross-border trade, international shipping, and the use of various
online platforms and technologies to facilitate global sales and marketing. This global nature of
ecommerce has led to increased competition, broader market access, and greater opportunities
for businesses to reach customers around the world.

Market cap of leading large-cap e-commerce companies worldwide as of June 2023

(In billion U.S. dollars)

Figure 8.1 (Percentage share of large-cap e-commerce companies worldwide)

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 Figure 8.2 (E-commerce startups around the Globe)

8.3 INDIAN E-COMMERCE PLAYERS

India's E-commerce Market size was valued at US$ 39.33 Bn. in 2021 and the total revenue is
expected to grow at a CAGR of 31.13% through 2021 to 2029, reaching nearly US$ 343.90 Bn.

India E-commerce Market Overview:

Flipkart, Amazon India, Snapdeal, Myntra, IndiaMart, Book My Show, Nykaa, Alibaba, First
Cry, and 1mg are the top ten E-commerce sites in India. E-travel, E-Retail, online financial
services, Online consumer services, and Digital content are the operation types of India E-
commerce. BFSI, Cloud service providers, social media platforms, Content owners, Logistics
providers, IoT devices, and Advertisers Search engines are some of the end-users of India E-
commerce.

41
 Figure 8.3 (Key players of E-commerce in India)

8.4 AN OVERVIEW OF E-COMMERCE IN APPAREL

The fashion e-commerce market in India, currently worth US $8-10 billion, can grow at the rate
of 35 per cent and reach around US $30 billion in next five years.

The Indian e-commerce industry is going through a ‘transformational’ growth phase, with
millennials, Gen Z driving consumption in future. The country is going to have 1 billion internet
users by 2030 and, importantly, 50 per cent of its population is under 25 years.

Sharing this, Nandita Sinha, CEO, Myntra, said that today the contribution of e-commerce to
most of the fashion businesses is 10-12 percent, which will grow to 30 per cent. This means

42
almost one-third of fashion in India in the next five years will be sold online or through digital
platforms.

Addressing ETRetailTech Summit 2022, she further added that as businesses, fashion and retail
digitise and it leads to the scale of 30 per cent being digital sales, all channels will coexist in a
very symbiotic relationship for each of the channels to grow, and contribute in a meaningful
way.

Talking about the fashion retail industry, Nandita said that India is an under-penetrated country
from the brands’ point of view as it has less brands per capita consumption than the Southeast
Asian countries or the West.

In a separate development, Myntra said that it expects to see 5 million customers transacting in
the six-day EORS sale, with over 1 million of those expected to be new customers. About 40 per
cent of customers will be from Tier-2 and Tier-3 cities.

Figure 8.4 (A pictorial view of people buying products online)

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8.5 HOW E-COMMERCE OF TASVA WORKS?

• Website - An e-commerce website is an online store that allows businesses to sell products
or services over the Internet to customers. E-commerce websites can be designed to sell
physical products, digital products, or services. They typically include features such as
product catalogues, pricing information, customer reviews, order tracking, customer
accounts, and payment processing systems.

• Shopify - Shopify is a complete commerce platform that lets you start, grow, and manage a
business.
With Shopify, you can:
➢ Create and customize an online store.
➢ Sell in multiple places, including web, mobile, social media, online marketplaces, brick-and-
mortar locations, and pop-up shops.
➢ Manage products, inventory, payments, and shipping.

• Return Prime - Return Prime helps the organization manage all returns, exchange and
refunds in one place. Send return labels, offer in-store returns, refund via store credit &
automate the process for more efficient returns management.

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• Uni Commerce – India’s largest e-commerce focused supply chain SaaS (Software as a
service) technology platform. It provides e-commerce enablement software for multichannel
selling, inventory management, warehouse management, and omnichannel solutions.

• Dynamic- 365 - Dynamics 365 is a collection of intelligent business tools that helps
businesses become more flexible and manage complexity without raising expenses. It also
provides greater operational efficiency and ground-breaking customer experiences.

8.6 PROCESS FLOW OF ORDER MANAGEMENT

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o Shipping label – A document that contains essential information about a package or
shipment, including details about its origin, destination, contents, handling instructions,
sender information, recipient information, tracking no., barcode etc.
o Sales order – A document that provides specific details about the products or services the
customer wants to buy, the quantities, pricing, payment terms, delivery details, and any other
relevant terms and conditions. It serves as a formal document that facilitates coordinating the
customer's request fulfilment.

➢ HOW TO CREATE SALES ORDER?

46
o Return Sales order - A document used to initiate the return of products from a customer to a
business. It serves as a formal request and authorization for the return of goods that were
previously sold.

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➢ TASVA’S RETURN / EXCHANGE POLICY

Tasva offers free-of-charge exchange or return option to its customers under a 7-day window
from the date of delivery.

• Products eligible for return – Apparel

• Products eligible for exchange – Footwear and apparel
• Products not eligible for either exchange or return – Accessories.

8.7 WEBSITE MAINTENANCE

Website maintenance refers to the ongoing process of keeping a website updated, secure,
functional, and performing well to ensure its optimal operation and user experience.
As explained earlier Tasva’s website was maintained by ‘Shopify’, so below are the tasks
performed.

• Discount code creation -

Log in to your Shopify A/c. Go to the Discounts Section Create a New
Discount code by choosing the discount type Define Discount Conditions
Save the discount code.

• Changing the article prices -

Log in to your Shopify A/c. Go to the Product Section Select the Products to
Edit Edit Product Details & update the price Save the changes.

• Uploading of images -
Log in to your Shopify A/c. Go to the Product Section Edit a product and
upload images Arrange the images if needed Save changes.

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• Listing of articles -
Log in to your Shopify A/c. Go to the Product Section Add a new product
Add product details like title, description, prices, inventory etc. Upload
images Save the product.

• Changing the Banners of the home page -

Log in to your Shopify A/c. Go to online store Go to the Homepage Section
Edit or Replace Banners Upload the images Save changes.

• Managing collections –
1. Creation of collections
2. Adding the products
3. Organizing the products
4. Display and layout of the collections
5. Updating and maintenance

• Shop the look collection listing –

Log in to your Shopify A/c. Go to the collection section Create a new
collection Set collection details Add products to the collection Add
images and arrange the collection Save and publish.

• Cataloguing for Pernia’s Pop Up Shop -

Segment
Pictures SKU (Style code) Color Category (Apparel, Footwear, etc.) Title

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 No. of pieces
Short Description Long Description Fabric / Material in a product Size

MRP (Retail Price) Type of Fit Wash care instructions

8.8 COMPARING MANYAVAR’S ASSORTMENT WITH TASVA’S ASSORTMENT

• MANYAVAR’S ASSORTMENT:

APPAREL PRICE RANGE

Kurta Pajama Rs. 1,999 - 16,999
Kurta Jacket sets Rs. 6,999 - 24,999
Only Kurtas Rs. 1,049 - 3,999
Nehru Jacket Rs. 2,999 - 9,999
Indo western Rs. 10,999 - 29,999
Sherwani Rs. 11,999 - 49,999

BOTTOM WEAR PRICE RANGE

Lower Rs. 999 - 2,999

ACCESSORIES PRICE RANGE

Safa Rs. 1,999 - 4,999
Mala Rs. 1,999 - 2,999
Juti Rs. 1,099 - 3,499
Brooch Rs. 999 - 1,499
Dupatta Rs. 599 - 5,999
Pocket Square Rs. 299
Socks Rs. 199 - 249

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• TASVA’S ASSORTMENT

APPAREL PRICE RANGE

Single Kurta Rs. 1,599 - 5,999
Kurta sets Rs. 2,999 - 14,999
Kurta Bundi Set Rs. 2,999 - 19,999
Bundi and Nehru Jacket Rs. 2,999 - 10,999
Bandhgalas Rs. 6,999 - 29,999
Sherwanis Rs. 12,999 - 74,999
Achkans Rs. 11,999 - 39,999

FOOTWEAR PRICE RANGE

Mojaries Rs. 3,499 - 3,999
Leather Shoes Rs. 2,499 - 5,999

ACCESSORIES PRICE RANGE

Broochs Rs. 999 - 3,499
Malas Rs. 2,999 - 6,999
Sarpaches Rs. 2,499 - 3,999
Sehras Rs. 2,499 - 6,999
Pocket Squares Rs. 599 - 999
Shawls and Stoles Rs. 999 - 9,999
Kamarbandhs Rs. 2,999 - 5,999
Safas Rs. 2,999 - 3,999

➢ Comparison of Tasva’s Assortment with Manyavar’s Assortment:

▪ Helped in identifying gaps in their product lineup, improve product selection, and
potentially differentiate themselves in the market.
▪ Helped the brand manage its inventory more effectively.
▪ Offering a competitive assortment that meets or exceeds customer expectations can foster
customer loyalty and repeat business.
▪ Benchmarking our prices against competitors and adjust them to remain competitive or
offer premium pricing if their assortment includes unique or higher-quality items.

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8.9 BENCHMARKING TASVA THROUGH E-COMMERCE WEBSITES

1. ADDITION OF WISHLIST OPTION

Figure 8.5

Figure 8.6

➢ Need for Wishlist option - The Wishlist feature allows customers to save items they're
interested in for future consideration. It encourages engagement by enabling visitors to
interact with the website even if they're not ready to make an immediate purchase.

52
 2. ADDITION OF YOUTUBE ICON AND CHANGE IN FOOTER BRAND STORY
TO BRAND NAME – TASVA

Figure – 8.7

➢ Need for addition of YouTube icon - When users see the YouTube icon, they immediately
understand that clicking on it will lead them to video content hosted on YouTube. This can
include product demos, tutorials, promotional videos, interviews, and more. This can also
improve the overall user experience and make it easier for users to find and connect with a
website's online presence.

➢ Changing the footer Brand story to TASVA - It will help the user connect to the brand
while reading about the brand or its blogs.

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 3. TOTAL NO. OF PRODUCTS MISSING

Figure 8.8

Figure 8.9

➢ Need for adding total No. of products in a particular category - Displaying the total
number of products in a category provides visitors with a clear understanding of the range
and depth of the products available in that category. This information helps users navigate
the website more efficiently and find the specific products they're interested in.

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 Figure 8.10

4. NO OPTION FOR CITY SELECTION

Figure 8.11

55
➢ Need for adding city options while checking out –

▪ Shipping Accuracy: Different cities have distinct postal codes, delivery zones, and
shipping rates. Providing the city ensures that the purchased items are sent to the right
location.
▪ Address Validation: When customers manually type out their addresses, mistakes can
occur. A dropdown menu with city options reduces the likelihood of typos and ensures
that the address format is correct.
▪ Shipping Costs: Having the correct city information allows the website to calculate
shipping costs accurately. This transparency helps customers understand the total cost of
their order.
▪ Enhanced User Experience: A smooth and error-free checkout process contributes to an
overall positive user experience. The checkout process can be made more user-friendly
and efficient by making the address entry procedure simpler by providing city selections.

5. ADDITION OF DESIGN/CRAFT OPTION

Figure 8.12

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➢ Need for addition of adding craft filter - A craft/design filter simplifies the browsing
experience by offering a direct path to products that match certain design criteria. This
ensures that customers can quickly find products that align with their aesthetic preferences.

Figure 8.13

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8.10 COMPETITIVE ANALYSIS FOR TASVA

Customers were asked about their preferences for shopping for traditional clothing as part of a
market survey that was conducted to learn more about how the company is perceived by the
public. The survey's findings are as follows:

LOCATION NO. OF RESPONSES

KAMLA NAGAR 72
RAJOURI GARDEN 21

KAMLA NAGAR RESPONSES

Figure 8.14

Figure 8.15

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 Figure 8.16

Figure 8.17

RAJOURI GARDEN RESPONSES

Figure 8.18

59
Figure 8.19

Figure 8.20

Figure 8.21

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 9. CONCLUSION

Certainly, my experience in e-commerce with an ethnic brand has been enlightening. First and
foremost, it has underscored the significance of cultural sensitivity in marketing. Understanding
and respecting the diverse cultural backgrounds of our audience has been paramount, preventing
potential misunderstandings and ensuring our campaigns resonate positively.

Moreover, embracing diversity and inclusivity has been a central theme. By showcasing a wide
range of ethnicities and cultures in our marketing efforts, we've not only expanded our reach but
also fostered a sense of belonging among our customers. This inclusive approach has been both
socially responsible and strategically advantageous.

E-commerce's global reach has been transformative, allowing us to connect with customers
worldwide. However, it's essential to adapt our strategies for different regions, considering
factors like language and local customs. Balancing this global presence with the preservation of
our brand's cultural authenticity has been a rewarding challenge. It's crucial to maintain the
essence of our heritage while evolving our offerings to suit the global market.

On a practical note, the importance of a seamless user experience cannot be overstated.

Customers expect easy navigation, secure transactions, and responsive customer support.
Meeting these expectations has been a cornerstone of our success, regardless of the cultural focus
of our brand.

Lastly, staying abreast of e-commerce trends and technologies has been vital. The dynamic
landscape of mobile shopping, AI-powered personalization, and the rise of social commerce has
influenced our strategies significantly. Embracing these innovations has allowed us to not only
remain competitive but also engage with our audience in novel and exciting ways.

In conclusion, my journey in e-commerce with an ethnic brand has been an education in cultural
appreciation, inclusivity, global adaptation, authenticity preservation, user experience excellence,

61
and technological evolution. These lessons have not only enriched my professional expertise but
have also provided invaluable insights for the continued success of our brand.

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