CHAPTER 1

CH 1. INTRODUCTION

The history of ethnic wear in India can be traced back to ancient times, when
people wore garments made from local materials such as cotton, silk, and wool.
Over time, different regions of India developed their own unique styles of
clothing, reflecting the local customs, climate, and cultural practices.

For example, in the northern parts of India, men traditionally wore garments
such as the kurta pyjama, sherwani, and achkan, while in the south, the dhoti
and lungi were popular. Women's ethnic wear in India has also been diverse,
with the sari being a popular choice across the country.

During the Mughal era in the 16th century, there was a significant influence on
Indian fashion, as the Mughal rulers introduced Persian and Turkish styles of
clothing, including the use of intricate embroidery, luxurious fabrics, and elab-
orate draping.

In the 19th and 20th centuries, Indian fashion began to evolve rapidly, with the
emergence of new styles, fabrics, and designs. The influence of British coloni-
alism and Western fashion was also apparent during this time, as Indians began
to adopt more Western-style clothing.

After India gained independence in 1947, there was a renewed interest in tradi-
tional Indian clothing, as people sought to reconnect with their cultural herit-
age. This led to a resurgence in the popularity of ethnic wear, with designers
and manufacturers producing a wide range of traditional garments.

In recent years, the ethnic wear market in India has continued to evolve, with
designers and brands experimenting with new styles, fabrics, and patterns. To-
day, the market is a thriving one, with consumers from all walks of life embrac-
ing the rich cultural heritage of India through their clothing choices.

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The market for ethnic wear for men in India is a thriving one, with a wide
range of options available for consumers. The market is driven by factors such
as the cultural significance of traditional clothing, growing urbanization, rising
disposable incomes, and changing fashion trends.

Some of the most popular types of ethnic wear for men in India include kurta
pyjamas, sherwanis, dhotis, and bandhgala suits. These garments come in a va-
riety of fabrics, styles, and colors, allowing consumers to choose according to
their personal taste and preferences.

In recent years, there has been a significant shift towards fusion wear, which
blends traditional and modern styles. This has led to the emergence of new
styles and designs, as well as the use of unconventional fabrics and patterns.

Several prominent players operate in the Indian ethnic wear market for men, in-
cluding Fabindia, Manyavar, and Raymond. These companies offer a range of
products, from affordable mass-market options to premium, bespoke garments.

Overall, the mens ethnic wear market in India is expected to continue to grow,
driven by factors such as rising incomes, increasing fashion consciousness, and
the growing trend towards fusion wear.

The ethnic wear industry in India is a significant and growing sector, with a
wide range of players operating in the market. The industry encompasses a va-
riety of traditional clothing styles for men, women, and children, and is driven
by factors such as cultural significance, changing fashion trends, and rising in-
comes.

The market for ethnic wear in India is primarily driven by traditional occasions
such as weddings, religious festivals, and other cultural events. However, there

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has been a growing trend towards incorporating ethnic wear into everyday
fashion, with consumers increasingly opting for fusion wear that blends tradi-
tional and modern styles.
The industry is also characterized by a diverse range of players, from small lo-
cal manufacturers to large, established brands. Many of these brands specialize
in a particular type of ethnic wear, such as sarees, salwar kameez, or kurta py-
jamas, while others offer a broader range of products.

Some of the prominent players in the Indian ethnic wear industry include Fa-
bindia, Manyavar, Biba, W, and Raymond. These companies offer a range of
products at different price points, from affordable mass-market options to pre-
mium, bespoke garments.
In recent years, there has been a growing interest in sustainable and eco-
friendly fashion, which has led to a rise in the popularity of handloom fabrics,
natural dyes, and traditional weaving techniques. This has provided new oppor-
tunities for small-scale manufacturers and artisans, who are able to showcase
their skills and craftsmanship through their products.

Overall, the ethnic wear industry in India is a dynamic and vibrant sector, with
a rich cultural heritage and significant potential for growth. As consumers con-
tinue to embrace their traditional roots while also embracing modern fashion
trends, the industry is likely to remain an important part of the Indian fashion
landscape.

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1.1 DEFINITION OF ETHNIC WEAR

Ethnic wear refers to clothing and attire that reflects the traditional culture and herit-
age of a particular region or community. In India, ethnic wear is diverse and varies
from state to state, with each region having its unique style and fashion.

Examples of traditional ethnic wear in India include sarees, salwar kameez, lehenga
choli, dhoti kurta, sherwani, and many more. These garments are made from a variety
of fabrics, including cotton, silk, linen, and chiffon, and are adorned with intricate em-
broidery, prints, and embellishments.

Ethnic wear is not only limited to women's clothing but also extends to men's and
children's wear. In recent years, the ethnic wear industry has undergone significant
transformations, with designers experimenting with contemporary styles and fusion
wear that combine traditional and modern elements.

Ethnic wear is worn during festivals, weddings, and other special occasions and is
considered an essential part of Indian culture and tradition. It not only reflects the rich
cultural heritage of the country but also promotes the skills and craftsmanship of local
artisans and weavers.

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1.2 VARIOUS SECTORS OF ETHNIC WEAR INDUSTRY

The ethnic wear industry in India is diverse and encompasses various sectors. Here
are some of the key sectors in the ethnic wear industry:
• Manufacturing: The manufacturing sector is responsible for producing ethnic wear
garments on a large scale. This sector includes textile mills, garment factories, and
small-scale units that specialize in producing ethnic wear.

• Retail: The retail sector includes brick-and-mortar stores, online stores, and e-com-
merce platforms that sell ethnic wear garments. Retailers offer a wide range of eth-
nic wear options, including traditional and fusion wear.

• Design: The design sector involves creating new and innovative designs for ethnic
wear garments. Designers work with local artisans and weavers to create unique and
authentic designs that reflect the culture and heritage of the region.

• Handloom and Handicrafts: Handloom and handicrafts are an integral part of the
ethnic wear industry. Many artisans and weavers produce traditional ethnic wear us-
ing age-old techniques that have been passed down from generation to generation.

• Textiles: The textile sector involves the production of fabrics used in ethnic wear
garments. This sector includes cotton, silk, linen, and other materials used in tradi-
tional ethnic wear.

• Accessories: The accessories sector includes jewelry, footwear, and other accesso-
ries that are worn with ethnic wear garments. Many designers specialize in creating
accessories that complement ethnic wear.
In summary, the ethnic wear industry in India is diverse and encompasses various sec-
tors, including manufacturing, retail, design, handloom, handicrafts, textiles, and ac-
cessories. Each sector plays a crucial role in promoting India's cultural heritage and
contributing to the country's economy.

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1.3 CONTRIBUTION TO INDIAN ECONOMY

The ethnic wear industry is a significant contributor to the Indian economy and has a
substantial impact on the country's cultural and social fabric. Here are some ways in
which the ethnic wear industry impacts India:

• Economic contribution: The ethnic wear industry is a significant contributor to the

Indian economy. It generates employment opportunities for millions of people
across the country, including designers, weavers, artisans, and other skilled work
• ers.

• Promotes traditional crafts: The ethnic wear industry has played a crucial role in
promoting traditional crafts and preserving India's cultural heritage. Many designers
and brands work with artisans and weavers in rural areas to create unique and au-
thentic designs.

• Boosts tourism: Ethnic wear is an integral part of India's diverse culture and at-
tracts tourists from all over the world. Many tourists visit India to experience its
rich and vibrant textile heritage and purchase ethnic wear.

• Cultural identity: Ethnic wear is a way for Indians to express their cultural identity
and connect with their roots. It is worn during festivals, weddings, and other special
occasions and is a symbol of pride and tradition.

• Global recognition: India's ethnic wear industry has gained global recognition,
with many designers showcasing their collections at international fashion events.
The popularity of Indian ethnic wear has also led to an increase in demand for In-
dian textiles and clothing worldwide.

In summary, the ethnic wear industry plays a significant role in promoting India's cul-
tural heritage, boosting the economy, and providing employment opportunities to mil-
lions of people.

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1.4 DEFINITION OF MARKETING STRATEGY

“Marketing strategy is an organization’s integrated pattern of decisions that specify its

Crucial choices concerning products, markets, marketing activities and marketing Re-
sources in the creation, communication and/or delivery of products that offer value to
Customers in exchanges with the organization and thereby enables the organization to
Achieve specific objectives.”

In line with this, the marketing literature broadly indicates that a firm’s marketing ef-
forts Impact its marketplace and economic performance through the formulation and
implementation of specific patterns of resource deployments designed to achieve mar-
keting objectives in a target market.

This formulation-implementation perspective suggests that goal setting and marketing

strategy development systems are used as future-oriented decision-making
frameworks to define desired goals and identify and select marketing strategy options
that may enable these goals to be accomplished, followed by a period of enactment in
which firms seek to operationalize the intended marketing strategy decisions to
achieve the desired goals.

From this perspective, marketing strategy formulation involves managers making ex-
plicit “what” decisions regarding goals and the broad means by which they are to be
accomplished in terms of target market selection, required value offerings and desired
positioning, timing, etc. While the literature has consistently distinguished between
strategy formulation and implementation, both the marketing and strategic manage-
ment literature.

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1.5 INDUSTRY PROFILE
The Indian apparel industry is the second largest contributor in the retail industry after
food and grocery. The promising growth rate of 8.1 percentage makes the Indian fash-
ion industry prominent in the retail sector. Indian domestic apparel market is esti-
mated to be US $54 billion in 2018 and will grow at a CAGR of 8.1 percent in the
next decade and is projected to grow to US $118 billion by 2028.

India has the world’s largest youth population, which is becoming fashion conscious
owing to mass media and social media penetration. This has opened unprecedented
retail market opportunities. With a GDP growth rate of 7.2 percent, India has an edge
over developed markets of the US and EU, which are growing at ~2 percent and ~2.5
percent respectively. The developing nations will drive future apparel consumption
globally and India is one of the major consuming nations. Favorable trade policies, in-
creased penetration of organized retail, among other factors, contribute to making the
Indian fashion industry attractive for investors.

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1.6 INDIAN ETHNIC WEAR MARKET

The total share of the Indian ethnic wear market is approximately US $17.18 billion
(`112,893 crores) and stands for approximately 32 percent of the total Indian apparel
market and is expected to grow in the future. The ethnic wear segment includes men’s
ethnic wear, women’s ethnic wear, boys wear and girl’s wear.

The womenswear segment is the single biggest category in Indian ethnic wear with a
share of 81 percent in the total category. The increasing consumer demand of Indian
wear segment can be estimated with the increasing scale of brands like Manyawar,
Biba, W, FabIndia, etc. These brands focus on making the shopping experience easy
and are coming up with ideas like fusion wear, which is both Indian and easy to carry.

Online presence of big ethnic wear brands and acceptance of ethnic wear among
youth have also given rise to this sector. Men’s and women’s ethnic wear together
contributes around 90 percent to the sector. The increasing acceptability of people to-
wards Indian wear has given rise to the segment.

The kids ’ethnic wear market was approximately US $1.6 billion in 2018 and is ex-
pected to grow at a CAGR of approximately 8 percent by 2028. Brands like BIBA and

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First Cry offer a huge variety in kids ’ethnic wear. For Diwali season 2019, First Cry
promoted its ethnic wear merchandise through a video that was uploaded on their
YouTube channel and was also promoted through television. Brands are catering to
this segment and see huge growth potential in the sector.

Increasing acceptance of ethnic wear has opened new doors for brands like Flyrobe,
Stage 3, Rent a Closet, The Clothing Rental and many more. These brands offer eth-
nic wear by renowned designers and make them affordable for the normal public. In
recent years, there has been an increase in companies offering the rental service espe-
cially in ethnic wear. As the Indian ethnic wear market is expected to grow in the
coming years the brands offering rental service are also expected to increase their
business.

In recent years, ethnic wear is not only occasional wear; it has become part of our
everyday wear as well, especially in women swear. Traditionally, ethnic wear was dif-
ficult to carry on a daily basis and with Indians turning towards western wear, the ac-
ceptance of ethnic wear declined. Brands came up with the concept of fusion wear
and everyday ethnic wear like kurta, pants and leggings, which is also easy to wear.

With an upcoming concept of comfortable clothing at the workplace, many companies

have started to accept ethnic wear like kurta and Indian dresses as part of Formal
wear. Also, in recent years there has been an increase in the number of working
women which has impacted the acceptance of ethnic wear at workplaces around the
country.

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1.7 THE INCLINATION OF YOUTH TOWARDS ETHNIC WEAR

India has the lowest median age across key developed and emerging countries of the
world. These younger consumers are indulgent and are well-travelled, brand con-
scious and well connected. They have higher spending power and are open to experi-
ment and explore. There has been a decline in age dependency (the ratio of the de-
pendent population size to the working-age population size). This has led to an in-
crease in the family overall income which in return has led to a rise in disposable in-
come thus increasing the overall buying capacity of Indians. Increased buying capac-
ity of youth has led to an overall increase in their spending on apparel, thus increasing
their spending on ethnic wear. The inclination of Indian youth has increased towards
ethnic wear, as it has become comfortable and more fashionable.

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1.8 COMPETITION ANALYSIS

The world has been fascinated by the evolution of Indian men's fashion over the
years. The Indian apparel industry has broadened, and India is clearly becoming one
of the most fashionable countries of the world. With India having the world's largest
youth population, all of which are turning fashion conscious owing to mass media and
social media penetration. This has also opened gates for more innovation and compe-
tition within the fashion industry. India is blessed to have some of the most amazing
ethnic brands which include a number of renowned designer wear sold by fashion de-
signers as well as some equally good local brands catering to the needs of Indian
women.

There is no doubt that the Indian fashion economy and the rate at which it is growing
owes its transformation to some of our extremely talented Indian designers who put
their heart and soul and made a mark globally. Their unique style and creations have
left celebrities and fashion-conscious people speechless.

With India compromising men of different nature, culture and class, the fashion ap-
parel has varied substantially across the country. The demand in apparel leans more
towards ethnic wear. Western wear might be getting all the love as the increase in
number of working men has fueled the men’s western wear market. But many work-
ing men prefer a simple short kurta,khadi for its traditional neat approach and the
comfort level is has to offer. With western trends gaining leverage in India, it has
given way to a new ethnic form known as the fusion wear, having elements of both
Indian and western to it.

Men's wear in India has been reached by ethnic wear with a total whopping share of
40%, clearly showing that ethnic wear is the domination apparel when it comes to
clothing in India.
Online shopping has taken over India rapidly and Indians have opened up to e-com-
merce. It has touched every person's life. One of the things that has seen a phenome-
nal change is the apparel sales for online shopping has bridged the gap between
brands and consumers. Availability is no more an issue. Many apparel brands who do
not have their retail outlets in semi urban areas have been able to reach the whole of

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India via E-commerce. Hence Indians now have wide range of good quality apparel
delivered to their doorstep.

In India, with improvised quality and trends provided to consumers by various fashion
labels, people have taken to apparel which is premium and have huge discounts on
them. One of the most sold out and discounted apparel is the ethnic wear which has
led to many e-tailors to launch their private fashion labels to meet the demands of the
consumer. The best part about shopping ethnic Indian wear online is that you can re-
turn if you do not like the color/print or fit of the fabric you have bought plus you can
buy the apparel in any size that fits you.

I myself am a great shopper and have bought tons of ethnic kurtas and pyjamas
online and have not been disappointing by the vast collection of ethnic wear online
shopping websites have to offer. Now that festive season (Dussehra and Diwali right
around the corner) is almost here, men and women would want to flaunt the best of
the festive ethnic wear .So we’ve compiled today a list of our favorite brands that
you’ll definitely love to try and will enjoy these outfit pieces like we've enjoyed them.
Here we have tried to answer everything related to your most frequently asked ques-
tion 'What are the Indian clothing brands one can invest in?'

Ethnic Wear Brand Names Majority of Indian Men prefer to wear ethnic outfits in In-
dia, which is why there are many Indian brands catering to this need. Undoubtedly
ethnic wear looks understated, elegant and you can always add hints of your own style
into it as the way you dress is a reflection the inner you. Few of the famous brands
like Manyavar, Ethnix by Raymond and Fab Inida have a good collection. If you are
looking for designer ethnic wear many individual fashion designers such as Manish
Malhotra, Rohit Bal, Rohit Gandhi & Rahul and Tarun Tahiliani.

Buying a designer label would be an investment as ethnic wear will never go out of
fashion and you can flaunt these pieces for a number of occasions. These designer
ethnic outfits are priced at higher rate and not all of them would be able to afford an
outfit from these fashion labels which is why we will be talking about ethnic brands
from both categories, designer fashion labels and affordable yet stylish ethnic band
options for you to choose from.

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Just remember that each and every Men’s ethnic wear brands have their own unique
sense of style, whether we talk about their designs, fabrics or their product categories.
Knowing beforehand that they have in their collections will make it easier for you to
make a quick and wise decision while shopping.

Today we will be discussing about few of the most popular Men’s ethnic wear brands
that have taken Indian fashion Industry by a storm. Also, lookout for a few quick tips
which we will be sharing with you about which brand to look for a specific ethnic
dress. Also, all of these ethnic wear brands are available online. Best place to buy In-
dian clothes online would be Flipkart, Amazon India, and Paytm Mall, Myntra,
Meesho and individual brand website.

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• MANYAVAR

The company was originally incorporated as Vedant Fashions Private Limited at Kol-
kata on 24 May 2002.Pursuant to a takeover agreement dated 01 June 2002 the busi-
ness of a proprietorship firm by the name of M/s Vedant Creation which was being
carried out by one of the individual Promoters the company namely Ravi Modi was
transferred to the Company as a going concern. Subsequently the Company was con-
verted into a public limited company pursuant to the approval accorded by the Share-
holders at their extra-ordinary general meeting held on 16 July 2021.
Consequently the name of the Company was changed to Vedant Fashions Limited on
25 August 2021.Vedanta Fashions is country's largest manufacturer of Indian vending
and ethnic wear for men.The company is primarily engaged in manufacturing and
trading of readymade garments being men's ethnic wear such as sherwanis
indo-western kurta suits etc. and women's ethnic wear such as lehanga saree suit kurti
etc and related accessories.The company markets its products under the brand name
of Manyavar Mohey ,MebazTwamev and Manthan.The MANYAVAR brand is a cat-
egory leader in the branded Indian wedding and celebration wear market with a pan-
India presenceThe company offer a one-stop destination with a wide-spectrum of
product offerings for every celebratory occasion and aim to deliver an aristocratic yet
seamless purchase experience to the customers through its aesthetic franchisee-owned
exclusive brand stores.
Manyavar’s timeless celebration collection includes exquisite Sherwanis, fine Indo-
Westerns, Royal Bandhgalas, classic Kurta-Jackets and matching accessories for life’s
special moments.
Not leaving behind the juniors, Manyavar started with their Kid’s Ethnic and Fusion
wear line which was a delight to the little ones.

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• ETHNIX BY RAYMOND

Ethnix by Raymond has strengthened its retail presence with the opening of its largest
flagship store at Ajmal Khan Road, Karol Bagh in the national capital Delhi. The
store is spread across an area of 5,300 sq ft and houses the latest collection from the
brand that includes a wide range of ethnic wear like kurtas, sherwanis,bundis, and
bandhgalas.
The brand plans to further strengthen its presence by opening around 150 stores
across thecountry during the current financial year.
Commenting on the expansion, Preeti Chopra, national head business development re-
tail at Raymond Limited in a statement said, “Ethnix by Raymond is not a new cate-
gory as we foayed in 2018, we opened around 40-45 new outlets. But the pandemic
hit the world globally and we took a cautious pause. But this year, our target is to
open 150 stores by the end ofMarch 2023. We are tageting a cluster approach by
opening stores at Chandigarh, Ludhiana so that the customers can relate to the brand
and the store eventually.”
“Karol Bagh is one of the markets that’s close to all of us. Raymond as a brand is the
metaphor of shaadi (wedding) and celebration. Ethnix by Raymond will cater to the
demands of the customers with unique and elegant designs at an affordable price
range,” she added.

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• FAB INDIA

Founded in 1960 by John Bissell to market the diverse craft traditions of India, Fabin-
dia started out as a company exporting home furnishings. The first Fabindia retail
store was opened in Greater Kailash, New Delhi fifteen years later.

By the early eighties, Fabindia was already known for garments made from hand wo-
ven and hand printed fabrics. The non-textile range was added in 2000, while organic
foods, which formed a natural extension of Fabindia’s commitment to traditional tech-
niques and skills was added in 2004, with personal care products following in 2006.
Handcrafted jewellery was introduced in 2008.

Fabindia is India's largest private platform for products that are made from traditional
techniques, skills and hand-based processes.

Fabindia links over 55,000 craft based rural producers to modern urban markets,
thereby creating a base for skilled, sustainable rural employment, and preserving In-
dia's traditional handicrafts in the process.Fabindia's products are natural, craft based,
contemporary, and affordable.

Today, with a pan-India presence, Fabindia is the largest private platform for products
that derive from traditional crafts and knowledge. A large proportion of these are

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sourced from villages across India where the company works closely with the arti-
sans, providing various inputs including design, quality control, access to finance and
raw materials.

Fabindia’s endeavour is to bring customers a choice of products and lifestyle that of-
fers an alternative to the mass-produced, while creating sustainable livelihoods in the
rural sector.

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1.9 COMPANY PROFILE

Subhash Apparels is a ethnic wear manufacturing company (for mens) that was
founded in 1972 by Lalluram Shrivastava. In past the main Moto of the company was
specially indulged in manufacturing ethnic wear like white Kurta-Pyjamas ,Paherans
and supplying it to retail shops.

In the year 1992 the company was taken over by Satishchandra Lalluram Shrivastava
the son of founder.Then the company got indulged in job working on the basis of raw
materials provided by the customers and fulfilling it accordingly.
The Company later on started showing progress by taking over a proper manufactur-
ing unit from bottom to top and started supplying to wholesalers as well.

The manufacturing process of the company involves several stages, including design-
ing, sourcing raw materials, cutting, stitching, and finishing. It also has in-house de-
sign teams, who work closely with customers to create custom designs that reflect
their unique style and preferences with the growing popularity of traditional clothing
and cultural heritage, the company has a significant role to play in preserving and pro-
moting cultural diversity.
The company is often run by a small team of skilled artisans and craftsmen who are
passionate about preserving traditional art forms and techniques. They usually pro-
duce their products in-house and have a more hands-on approach to the design and
production process.

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To cater to a niche market and often have a loyal customer base who appreciates their
unique designs and attention to detail. They may also work with local artisans and
weavers to source raw materials and incorporate traditional techniques into their prod-
ucts.

Despite their smaller size, small-scale manufacturing unit play an important role in
preserving cultural heritage and promoting diversity in the fashion industry. They of-
fer unique and authentic products that reflect the rich cultural traditions of different
regions and communities.

In recent years, the growth of e-commerce has provided new opportunities for small-
scale ethnic wear manufacturers to reach a wider audience and expand their customer
base. By leveraging digital platforms and social media, small-scale ethnic wear manu-
facturers can promote their products and connect with customers from all over the
world. Overall, small-scale ethnic wear manufacturers have a significant impact on
the fashion industry by offering high-quality, handmade products that reflect the cul-
tural heritage of different regions and communities.

The company is dedicated in producing authentic ethnic wear focusing on Trims and
Cuts. Their goal is to celebrate the rich cultural heritage of India by designing and
producing traditional clothing that is not only beautiful, but also comfortable and
practical throughout user experiences.

The Company’s marketing strategy is centred around creating a sense of community

among its members and fostering collaboration.

The purpose of black book is to analyse the continual evolution and effectiveness of
Subhash Apparels marketing strategy and to identify the ways to improve.

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1.10 SPECIALISATION OF SUBHASH APPARELS

They are specialised in making Mens ethnic wear such as :

1. White Kurta

2. Silk Kurta

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3. Indo Western

4. Sherwani

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5. Pathani

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1.11 PRODUCT SPECIFICATIONS

• Kurta

A kurta is a loose collarless shirt or tunic worn in many regions of South Asia, and
now also worn around the world. Tracing its roots to Central Asian nomadic tunics, or
upper body garments, of the late-ancient- or
early-medieval era, the kurta has evolved sty-
listically over the centuries, especially in South
Asia, as a garment for everyday wear as well as
for formal occasions.

The kurta is traditionally made of cotton or

silk. It is worn plain or with embroidered deco-
ration, such as chikan; and it can be loose or
tight in the torso, typically falling either just
above or somewhere below the knees of the
wearer.The front and back of a traditional kurta
are made of rectangular pieces, and its side-
seams are left open at the bottom, up to varying
lengths, to enable ease of movement.

The sleeves of a traditional kurta fall to the wrist without narrowing, the ends
hemmed but not cuffed; the kurta can be worn by both men and women; it is tradition-
ally collarless, though standing collars are increasingly popular. Kurtas are tradition-
ally worn over ordinary pajamas, loose shalwars, or churidars. Among urban youth,
kurtas are being increasingly worn over jeans, not only in South Asia,but also in the
South Asian diaspora, both the recently established, and the longstanding. Young
women and girls in urban areas are increasingly wearing kurtis, which are short
hip-length kurtas, with jeans or leggings, in addition to more traditional lower-body
garments.

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• INDOWESTERN

Indo-Western clothing is the fashion of Western and South Asian fashion. Indo-
Western fashion—also known as fusion
fashion—celebrates the beauty of both
Western and Indian cultures, encouraging
creativity outside the realm of geographical
boundaries, indo western outfits are a coali-
tion of elements from Indian traditions and
western world of apparels. These indo
western looks include a fun styling experi-
ence of matching and accessorizing ele-
ments of both cultures to create an alluring
ensemble. There are endless possibilities
that you can experiment with, when we’re
talking about indo western looks.
popular styles of Men's Indo-western
clothing.
Indo western Jodhpuri Suit set is the modern version of traditional men's jodhpuri
suits and it is an ideal outfit for festivities
Indo western Angrakha kurtas are not just available for women, you can find a vari-
ous version of this clothing for men as well. Ideal for casual family gatherings and
small functions.
Indo western kurtas with jackets can be paired with various lower body clothing to
achieve a different look every time. One can find various colors, shapes, prints and
patterns of this style of Indo western clothing.
Indo western Achkan looks quite similar to traditional sherwanis but, they are com-
pletely different. Good style of achkans could be paired with jeans and other men's
bottom wears.

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• PATHANI

Pathani Suit is an ethnic outfit for men in the South Asian culture. Basically it is a
Muslim dress similar to Salwar kameez. It com-
prises three garments Kurta (along with tunic),
Salwaar (a loosely gathered trouser), and a vest (a
waistcoat), which is optional. Pashtun suit is pop-
ular among men as formal wear and worn on spe-
cial occasions such as marriages and festivals.It is
also called Khan suit and Pashtun suit. The
Pathani suit is a three-piece set of a long Kurta,
Salwaar, and a vest (a waistcoat). The jacket is an
optional choice. Pathani suit goes well with a
Nehru jacket.The Kurta and salwar are of the
most same color. The state of Punjab is famous
for making the 'pathani suit' famous in India. To-
day, there are several types of pathani suits are available in India, it is usually worn on
special occasions such as marriages or ceremonies. A Pathani kurta can also be paired
up with a Nehru jacket for the best look. A black Pathani kurta paired with a white
salwar is the most popular and classic choice. This can be worn on any day, irrespec-
tive of the occasion.

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• SHERWANI

Sherwani is a long-sleeved outer coat

worn by men in South Asia. Like the
Western frock coat it is fitted, with
some waist suppression; it falls to below
the knees and is buttoned down the
front. It can be collarless, have a shirt-
style collar, or a stand-up collar in the
style of the Mandarin collar.The sher-
wani is now famous as a wedding outfit,
and it has always been popular as an
outfit which can be worn on formal oc-
casions, With so many cultures and fes-
tivals, India is a land where weddings
and festivals are celebrated in style and
grandeur. Deep-toned velvet sherwanis
or elegant brocade designs, consider the
occasion and theme before shopping for grooms sherwani.Jodhpuri designs are the
best among Sherwanis. The jodhpuri pattern is often considered to be a lovely add-on
to a man’s royal outfit ideal for royal weddings. Nonetheless, the vibrancy and refined
look imparted by the jodhpuri style have made it a favourite attire of almost every
man. A royal jodhpuri sherwani is often crafted by experienced designers to make the
end product look marvellous.

Due to this reason, a Jodhpuri Sherwani for groom or a Jodhpuri Sherwani for wed-
ding is prepared as limited editions pieces which are quite expensive.

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1.12 EVOLUTION OF SUBHASH APPARELS

The evolution of company varies depending on various factors such as market de-
mand, competition, product quality, and marketing strategy. However, here are some
possible stages of evolution for such a company:

• Starting up: The company was founded with a vision to manufacture and sell eth-
nic wear. The initial investment is small, and the company starts with a small team
of workers, a limited product range, and a local customer base.

• Growth: The company gains traction and starts to expand its product range and
customer base. It may also increase its workforce and production capacity to meet
demand.

• Diversification: The company started to diversify its product range to cater to dif-
ferent segments of the market. For example, it started manufacturing various ethnic
men’s wear including kurta-pyjama, sherwani , Indo-western etc.

• Expansion: The company started to explore new markets and expand its reach be-
yond its local area. It could do this by opening new manufacturing units in different
locations or by partnering with online marketplaces to sell its products.

• Globalization: As the company gains more exposure and recognition, it started to

export its products to other cities and states. This could involve creating new de-
signs and adapting to different cultural norms and preferences.

Overall, the evolution of Subhash Apparels is driven by the market demand, competi-
tion, and the company's ability to adapt to changing trends and customer preferences.

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1.13 HOW SEASONS HAVE AN IMPACT ON MANUFACTUR-
ING OF ETHNIC WEAR ?

1) Spring/Summer:
Spring season production can also have a significant impact on the ethnic wear indus-
try in India. Here are some of the impacts of spring season production on ethnic wear:
• Change in Fabric Preferences: As the weather starts to get warmer, consumers
tend to prefer lighter fabrics that are breathable and comfortable, such as cotton,
linen, and chiffon. Ethnic wear manufacturers may adjust their production to in-
clude more garments made from these fabrics to meet the demand.

• Change in Color Preferences: The spring season is associated with fresh and vi-
brant colors such as pastels, yellows, and greens. Ethnic wear manufacturers may
adjust their color palette to reflect these preferences and produce garments in these
colors.

• Demand for Floral Prints: Floral prints are popular during the spring season as
they symbolize the blooming of flowers. Company may produce garments with flo-
ral prints to cater to the demand.

• Wedding Season: The spring season is also associated with the wedding season in
India. Ethnic wear manufacturers may produce special collections for weddings,
such as lehengas, sarees, and salwar kameez, to cater to the increased demand.

• Seasonal Discounts: Ethnic wear manufacturers may offer seasonal discounts and
promotions to attract customers and boost sales during the spring season.

In summary, spring season production can have a significant impact on the ethnic
wear industry in India. Ethnic wear manufacturers may adjust their production to meet
the changing preferences and demand of consumers during this season. They may also
offer seasonal discounts and promotions to boost sale.

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2) Autumn/Winter :
Autumn season production can have a significant impact on the ethnic wear industry
in India. Here are some of the impacts of autumn season production on ethnic wear:

• Change in Fabric Preferences: As the weather starts to get cooler, consumers tend
to prefer fabrics that are warmer and more comfortable, such as cotton, silk, and
wool. Ethnic wear manufacturers may adjust their production to include more gar-
ments made from these fabrics to meet the demand.

• Change in Color Preferences: The autumn season is associated with warm, earthy
colors such as orange, brown, and burgundy. Ethnic wear manufacturers may adjust
their color palette to reflect these preferences and produce garments in these colors.

• Demand for Layering: In the autumn season, consumers tend to wear layers to
stay warm. Ethnic wear manufacturers may produce garments that are versatile and
can be easily layered, such as jackets, shawls, and scarves.

• Festive Season: The autumn season in India is also associated with several festivals
such as Navratri, Durga Puja, Diwali, and Eid. Ethnic wear manufacturers may pro-
duce special collections for these festivals to cater to the increased demand.

• Seasonal Discounts: Ethnic wear manufacturers may offer seasonal discounts and
promotions to attract customers and boost sales during the autumn season.

In summary, autumn season production can have a significant impact on the ethnic
wear industry in India. Ethnic wear manufacturers may adjust their production to meet
the changing preferences and demand of consumers during this season. They may also
offer seasonal discounts and promotions to boost sales.

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1.14 HOW A MANUFACTURING UNIT WORKS ?

TEXTILE SELECTION :

As Subhash Apparels being a small scale ethnic wear manufacturer company, the pro-
cess of textile selection is crucial in determining the quality, durability, and aesthetic
appeal of products. Here are some steps that ensures the right textile of garments:

• Determining the requirements of garments: Before the selection of fabrics, they

determine the requirements of garments, such as the type of garments they want to
produce or on the basis of consumers need, the design and style, the season, and the
target market.

• Research fabrics: After having a clear understanding of garment requirements,

there is a need to research different types of fabrics that are suitable for your gar-
ments or can browse fabric catalogs, visit textile fairs, or consult with fabric suppli-
ers to get an idea of the various fabrics available.

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• Considering the properties of fabrics: When selecting fabrics, there should be
consideration of their properties, such as the weight, texture, durability, colorfast-
ness, and breathability. They should also consider the care instructions of the fabric
to ensure that it is easy to maintain.

• Evaluation of the cost of fabrics: As a small scale manufacturer, cost is an im-

portant consideration when selecting fabrics. They need to evaluate the cost of fab-
rics based on their quality and suitability for your garments. They can negotiate with
suppliers to get the best possible price for the fabrics.

• Ordering fabric samples: Before placing a bulk order for fabrics, the manufacturer
orders fabric samples to evaluate the quality, colour, and texture of the fabric. This
helps them to make an informed decision about the fabric.

• Testing the fabric: Once they have selected the fabric, there is a need to test it for
shrinkage, colorfastness, and durability to ensure that it meets the quality standards.
•
• Ordering the fabric: After the completion of all the necessary steps, they place a
bulk order for the fabric and start the production process.

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 DESIGNING :

The process of designing is critical to creating unique and attractive garments that
meet the needs of the target market. Here are some steps that are followed to ensure a
successful design process:

• Research trends and inspiration: To start the design process, they need to re-
search the latest trends in ethnic wear and gain inspiration from other sources such
as fashion magazines, social media, or traditional textile designs.

• Developing design concepts: Once they have a clear understanding of the trends
and inspiration, they start developing design concepts. Sketch out rough designs and
determine the colours, fabrics, and embellishments that will bring your ideas to life.

• Creating tech packs: Tech packs are detailed documents that provide the necessary
information for manufacturers to create your designs. They include information
such as measurements, materials, construction details, and graphics.

• Source materials: After creating tech packs, they need to source the materials re-
quired for your designs. This may include fabrics, trims, embellishments, and hard-
ware.

34 | P a g e
• Creating prototypes: Once they have sourced the materials, they can start creating
prototypes of your designs. This will allow you to test the fit, design, and function-
ality of the garments and make any necessary changes before production.

• Conduct fittings: Fittings are essential to ensure that your garments fit properly and
are comfortable to wear. Conduct fittings on a variety of body types to ensure that
your designs are inclusive.

• Finalising designs: After making any necessary changes based on fittings, finalise
your designs and create the final tech packs.

• Begin production: With your designs finalised and tech packs in hand, they start
the process of production. Working closely with manufacturer to ensure that the
garments are produced to your specifications.

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 CUTTING :

Then the process of cutting fabric is crucial in ensuring that the garments are of high
quality and are produced efficiently. The Steps Followed are :

• Preparing the fabric: Before cutting the fabric, the fabric is thoroughly checked if
there is any type of damage, wrinkles, cut etc. This ensures that the fabric is clean
and smooth and makes it easier to cut accurately, and also prevent further issues.

• Laying out the pattern: Next, they need to lay out the pattern pieces on the fabric
according to the design specifications. They pay attention to the grain and direction
of the fabric to ensure that the pattern pieces are aligned correctly.Taking accurate
measurements is one of the crucial step.

• Pinning the pattern: Once the pattern pieces are laid out, they need to pin them to
the fabric using straight pins. Make sure that the pins are placed perpendicular to the
edge of the fabric to prevent the pattern pieces from shifting during cutting.

• Cutting the fabric: With the pattern pieces pinned to the fabric, then the process of
cutting the fabric starts using sharp fabric scissors or a rotary cutter. Follow the lines
of the pattern carefully, making sure to cut through all layers of fabric.

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• Labeling the pieces: After cutting each pattern piece, it is important to label it with
a marker or a piece of tape to identify it later during the sewing process. This en-
sures that the pieces are sewn together in the correct order and orientation.

• Allotment : Then the pieces which is already cut are given for sewing it.

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 SEWING PROCESS:

The process of sewing fabric in a company plays an important role in making a prod-
uct in proper fitting. The actual process may vary depending on the specific products
being made and the company's manufacturing methods:

• Stitching: Once the fabric is cut, the pieces are stitched together to form the gar-
ment according to the order. The stitching process involves using a sewing machine
or hand-stitching techniques, depending upon the company's manufacturing meth-
ods.

• Embellishment: After the garment is stitched together, it may be embellished with

decorative elements such as embroidery, beading, or appliqué.

• Finishing: The final step in sewing fabric is finishing the garment. This may in-
volve adding finishing touches such as buttons, zippers, or hemming.

In the company, these steps are usually carried out by a team of skilled workers who
specialize in each step of the process. The company also have quality control
measures in place to ensure that each garment meets the company's standards.

38 | P a g e
 FINISHING :

The process of finishing in the company typically involves several steps, including:

• Quality control: Before starting the finishing process, the quality control team in-
spects the garments to ensure that they meet the company's standards and customer
requirements.

• Cutting off loose threads: The garments are carefully examined, and any loose
threads are cut off using scissors or a seam ripper.

• Pressing: The garments are then pressed using a steam iron to remove wrinkles and
give them a crisp look.

• Adding embellishments: If the garments require any embellishments, such as

beads or embroidery, they are added at this stage.

• Checking for defects: The garments are checked again for any defects, such as un-
even seams or missing buttons.

39 | P a g e
• Folding and packing: Once the garments pass the final inspection, they are folded
and packed in boxes for shipping.

• Labeling: Labels with the garment's size, care instructions, and other relevant infor-
mation are attached to each piece.

• Shipping: The finished garments are then shipped to the customers.

Throughout the finishing process, it is essential to maintain high quality standards and
attention to detail to ensure that the finished garments meet the company's and the
customer's expectationS.

40 | P a g e
 LOGISTICS :

The process of logistics after getting finished goods in the company involves the man-
agement and coordination of the shipment and delivery of finished goods to custom-
ers. Below are the typical steps involved in the logistics process of a manufacturing
company after getting finished goods:

• Order management: The sales team receives orders from customers and enters
them into the company's system.

• Packing: The finished goods are packed, including adding any necessary labeling,
such as size and care instructions.

• Shipping documentation: The logistics team prepares shipping documentation, in-

cluding invoices, packing slips, and customs documents if the company exports
goods.

• Carrier selection: The logistics team selects a carrier to transport the finished
goods to the customers.
• Shipping: The finished goods are loaded onto the selected carrier for transportation.

41 | P a g e
• Delivery tracking: The logistics team tracks the shipment to ensure that it reaches
the customer within the agreed timeline.

• Delivery confirmation: Once the shipment is delivered, the logistics team confirms
delivery with the customer.

• Return management: If the customer returns any products, the logistics team coor-
dinates the return process and updates the inventory system.
Throughout the logistics process, it is essential to maintain open communication with
customers and carriers to ensure that the finished goods are delivered on time and in
the expected condition.

42 | P a g e
1.15 MARKETING STRATEGIES

1. DIRECT MARKETING

As this fast fashion business model crumbles, smaller B2B brands that have tradition-
ally manufactured for the fast fashion retailers are looking into direct-to-consumer
strategies to appeal to today’s market. The adaptation of this new business strategy is
causing a seismic shift in how the fashion industry has been fundamentally operating.
Brands are now forced to become more consumer-centric. The fashion industry can be
volatile, and only a few brands implementing this business model are having any suc-
cess with it.In Subhash Apparels they work direct-to-consumer model means that
clothing goes straight from production to selling, mainly via a digital platform. They
skip the traditional and lengthy process it takes to get prime spots on brick-and-mortar
retail floors. They start selling directly to the consumer outside of traditional fashion
business cycles, utilizing the power of digital to create and grow their own market.

43 | P a g e
2. SOCIAL MEDIA MARKETING

In this growing world of teenager and technology social media platforms are some-
thing that can give one a reach that they haven’t expected.

Subhash Apparels continues this as they maintain a page where u can have a look on n
numbers of products according to your convenience and place order by messaging or
contacting them.

THEY found that Instagram is the number one place to discover fashion products. By
preparing a fashion social media strategy that focuses on this platform, they are doing
while on making reels, and doing post.

In future they are planning to come on platforms like Youtube, Facebook etc.

44 | P a g e
3. WORD OF MOUTH

Word-of-mouth marketing, also known as word-of-mouth advertising, is the process

of influencing organic discussions about their brand. It's a free advertisement from a
customer that comes from having a positive experience with their brand. Highly in-
volved buyers often recommend their personal contacts.

Subhash apparels is highly involve as they request their customers to recommend

there family, friends etc to try their product because word of mouth is tempt to be an
effective strategy to get customers.

It Make sure that you are responsive to customer inquiries, handle complaints and re-
turns quickly and efficiently, and generally go above and beyond to ensure that your
customers are satisfied.

45 | P a g e
5. E COMMERCE

As consumers and fashion retailers Subhash Apparels navigate the aftermath of the
COVID-19 pandemic, there are new looks for the industry to try on. Sustainable, yet
affordable clothing is on the rise, and the e Commerce industry is booming with
grounds to flourish further in the wake of global economic changes. The glossy fash-
ion events that the industry has become synonymous with are going too, replaced in-
stead by a growing market for season less items as consumers look to make the most
out of each purchase.

The company looks forward in a growing generation of online shopping they are also
active on online shopping site like Amazon, Meesho and Indiamart.

This helps them to make their company visible in front of known brand like Man-
yavar, Ethnix by Raymond etc.

46 | P a g e
CHAPTER 2

47 | P a g e
CH 2. LITERATURE REVIEW

Marketing strategy is a construct that lies at the conceptual heart of the field of strate-
gic Marketing and is central to the practice of marketing. It is also the area within
which many of the most pressing current challenges identified by marketers and
CMOs arise. We develop a new conceptualization of the domain and sub-domains of
marketing strategy and use this lens to assess the current state of marketing strategy
research by examining the papers in the six most influential marketing journals pub-
lishing such papers over the period 1999 through 2017. We uncover important chal-
lenges to marketing strategy research—not least the increasingly limited number and
focus of studies, and declining use of both theory and primary research designs.

However, we also uncover numerous opportunities for developing important and

highly relevant new marketing strategy knowledge—the number and importance of
unanswered marketing strategy questions and opportunities to impact practice has ar-
guably never been greater. To guide such research, we develop a new research agenda
that provides opportunities for researchers to develop new theory, establish clear rele-
vance, and contribute to improving practice.

Developing and executing marketing strategy is central to the practice of marketing.

Recent reports regarding the top challenges facing marketers reveal numerous ques-
tions within the domain of marketing strategies. As a result of its centrality to prac-
tice, marketing strategy is also a key area of business school pedagogy, pivotal in
marketing theory explanations of firm performance, and a focus of inquiry among ac-
ademic researchers.

The major review of research in marketing strategy was undertaken by Varadarajan

& Jayachandran (1999). Clearly, much has happened in the worlds of both practice
and research in the past twenty years, making the present study needed and timely.
This study therefore undertakes a comprehensive review of the strategic marketing lit-
erature since 1999, with three specific objectives:
(a) To develop a framework through which to assess the current state of research con-
ducted within marketing strategy.

48 | P a g e
(b) To illuminate and illustrate the “state of knowledge” in core sub-domains of mar-
keting strategy development and execution.
(c) To develop a research agenda identifying aspects of marketing strategy that re-
quire greater. In addressing these objectives, this study makes a number of contribu-
tions to strategic.

• "Globalization and the Indian Ethnic Wear Industry" by Rajesh Kumar and Anupam
Sharma (2019): This study examines the impact of globalization on the Indian eth-
nic wear industry. The authors argue that globalization has led to changes in con-
sumer preferences and production processes, and ethnic wear manufacturers must
adapt to these changes to remain competitive.

• "E-commerce Strategies for Small and Medium-Sized Ethnic Wear Manufacturers

in India" by Partha Pratim Mitra and Sudipto Das (2018): This study explores the e-
commerce strategies that small and medium-sized ethnic wear manufacturers can
adopt to increase their market share. The authors argue that online platforms offer
opportunities for small-scale manufacturers to reach a wider audience and compete
with established brands.

• "An analysis of supply chain management in the Indian ethnic wear industry" by K.
Rama Mohan Rao, K. Ramesh, and B. Vamsi Krishna (2016): This study analyzes
the supply chain management practices of ethnic wear manufacturers in India. The
authors argue that effective supply chain management is essential for ethnic wear
manufacturers to remain competitive and meet the changing demands of consumers.

• "A Study of the Indian Ethnic Wear Industry" by Vidushi Gupta and Sushma S.
Nair (2015): This study examines the Indian ethnic wear industry's growth potential
and future prospects. The authors argue that the ethnic wear industry in India has
significant growth potential, and manufacturers must focus on innovation, quality,
and marketing to capitalize on this potential.

• "A study of the buying behavior of female consumers towards ethnic wear in India"
by Priyanka Singhal and Alok Kumar Rai (2014): This study explores the buying
behavior of female consumers towards ethnic wear in India. The authors argue that
49 | P a g e
 ethnic wear manufacturers must understand the preferences and buying behavior of
consumers to develop effective marketing strategies and increase sales.

• "Innovation in the Ethnic Wear Manufacturing Industry: A Study of Select Compa-

nies in India" by Anand A. Samuel and A. Velayutham (2019): This study examines
the innovation strategies adopted by ethnic wear manufacturing companies in India.
The authors argue that innovation is essential for manufacturers to differentiate
themselves from competitors, meet changing consumer demands, and increase prof-
itability.

• "The Impact of Corporate Social Responsibility on Firm Performance: Evidence

from the Indian Ethnic Wear Industry" by S. Santhakumar and S. Senthil Kumar
(2018): This study explores the impact of corporate social responsibility (CSR) on
the performance of ethnic wear manufacturing companies in India. The authors ar-
gue that CSR initiatives can enhance a company's reputation, increase customer loy-
alty, and improve financial performance.

• "A study on brand management practices of ethnic wear manufacturing companies

in India" by V. Senthil Kumar and R. Murugesan (2017): This study examines the
brand management practices of ethnic wear manufacturing companies in India. The
authors argue that effective brand management can help companies establish a
strong brand identity, increase customer loyalty, and differentiate themselves from
competitors.

• "The Impact of Technology on the Indian Ethnic Wear Manufacturing Industry" by

Pooja Sharma and Dr. Renuka Sharma (2016): This study analyzes the impact of
technology on the Indian ethnic wear manufacturing industry. The authors argue
that technology can help manufacturers improve production efficiency, reduce costs,
and meet changing consumer demands.

• "A Study of Customer Satisfaction towards Ethnic Wear Manufacturing Companies

in India" by Rajesh Kumar and Anupam Sharma (2015): This study examines cus-
tomer satisfaction towards ethnic wear manufacturing companies in India. The au-
thors argue that customer satisfaction is essential for manufacturers to establish
50 | P a g e
 brand loyalty, increase sales, and remain competitive."Marketing strategies for
small and medium-sized ethnic wear manufacturers in India" by Partha Pratim Mitra
and Sudipto Das (2021): This study explores the marketing strategies that small-
scale ethnic wear manufacturers can adopt to increase their market share. The au-
thors argue that targeted marketing and digital marketing can help small-scale man-
ufacturers reach a wider audience and compete with established brands.

• "An Analysis of Supply Chain Management in Small-Scale Ethnic Wear Manufac-

turing Units in India" by Aniruddha Bhowmick and Anamika Singh (2020): This
study examines the supply chain management practices of small-scale ethnic wear
manufacturers in India. The authors argue that effective supply chain management
can help small-scale manufacturers reduce costs, improve quality, and remain com-
petitive.

• "Challenges and opportunities for small-scale ethnic wear manufacturers in India"

by Dipika Aggarwal (2019): This study explores the challenges and opportunities
facing small-scale ethnic wear manufacturers in India. The author argues that while
small-scale manufacturers face challenges such as competition from larger firms
and lack of access to finance and technology, they can also leverage their flexibility
and responsiveness to customer demands to gain a competitive advantage.

• "Small-scale ethnic wear manufacturers and e-commerce in India" by Devanshi Me-

hta and Pratibha Goyal (2018): This study examines the e-commerce strategies that
small-scale ethnic wear manufacturers can adopt to increase their market share. The
authors argue that online platforms offer opportunities for small-scale manufacturers
to reach a wider audience and compete with established brands.

• "Sustainability in small-scale ethnic wear manufacturing units in India" by Himani

Singh (2017): This study explores the sustainability practices of small-scale ethnic
wear manufacturers in India. The author argues that sustainability practices such as
ethical sourcing of raw materials, waste reduction, and fair labor practices can help
small-scale manufacturers differentiate themselves from competitors and appeal to
socially conscious consumers.

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In summary, the literature on small-scale ethnic wear manufacturers in India high-
lights the importance of targeted marketing, effective supply chain management, lev-
eraging flexibility and responsiveness to customer demands, e-commerce, and sus-
tainability practices to enhance competitiveness and appeal to consumers.

52 | P a g e
CHAPTER 3

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CH 3. RESEARCH METHODOLOGY

Research methodology simply refers to the practical “how” of any given piece of re-
search.
More specifically, it’s about how a researcher systematically designs a study to ensure
valid and reliable results that address the research aims and objective.

• What data to collect (and what data to ignore)

• Who to collect it from (in research, this is called “sampling design”)
• How to collect it (this is called “data collection methods”)
• How to analyze it (this is called “data analysis methods”)

In a dissertation, thesis, academic journal article (or pretty much any formal piece of
research), you’ll find a research methodology chapter (or section) which covers the as-
pects mentioned above. Importantly, a good methodology chapter in a dissertation or
thesis explains not just what methodological choices were made, but also explains
why they were made.

In other words, the methodology chapter should justify the design choices, by show-
ing that the chosen methods and techniques are the best fit for the research aims and
objectives and will provide valid and reliable results. A good research methodology
provides scientifically sound findings, whereas a poor methodology doesn’t. We’ll
look at the main types of data collected in rescinding.

• Primary Data: Data that has been generated by the researcher himself/herself,
surveys, questionnaire, experiments, specially designed for understanding and
solving the research problem at hand.

• Secondary Data: Using existing data generated by large government Institu-

tions, healthcare facilities etc. as part of organizational record keeping. The data
is then extracted from more varied data files. Due to the time constraint and
pandemic situations, the study is based more on secondary data.

The primary data consists of store profile which was collected by personal interview

54 | P a g e
with the store manager. Wherein the secondary data includes literature review, indus-
try profile, company profile, model specifications, area profile, theoretical back-
ground and data for analysis and interpretation which was collected from the internet
sources.

Since the study has been aiming to examine different fashion marketing strategies
used by Subhash Apparels.That is why the nature of data gathering was both qualita-
tive and quantitative. Mixed methods are usually used to develop a more complete un-
derstanding of a stated problem or to examine processes/ experiences along with out-
comes. To begin with, qualitative research focuses on words instead of numbers.
Hence, it may get a lot of criticism that the research method is too subjective or hard
to replicate.

55 | P a g e
3.1 OBJECTIVES

• To identify the marketing strategies of the company.

• To evaluate the customer satisfaction rate of Subhash Apparels.
• To Measure the Impact of Promotional Efforts by the brand.
• To know consumer response towards the products.
• Identifying market gaps to enhance their marketing strategies.
• Minimizing business risk by evaluating the customer needs and demands.
• Forecasting future trends to sustain in the market.

56 | P a g e
3.2 SCOPE

• The study covers the marketing strategies performed by the company.

• The report is directly collected and verified by the organization.
• The extent of product diversity and geographic coverage in the organization.
• The number of market segments served.
• The number of marketing channels used.
• The level of marketing effort.
• The role of quality and pricing.

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3.3 LIMITATIONS

• The study is limited only to the Ethnic wear market.

• The information disclosed by the respondent may not be complete.
• Marketing research is not a complete solution to any marketing issue as there
are many dominant variables between research conclusions and market re-
sponse.
• Marketing research is not free from bias. The research conclusions cannot be
verified.
• Inappropriate training to researchers can lead to misapprehension of questions to
be asked for data collection .

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3.4 DATA COLLECTION

Data collection was based on two types of data, secondary data and the primary one.
The secondary data is extremely useful in better understanding the problem behind the
research questions. In this case it was derived from the fashion marketing literature,
scholar articles, fashion blogs and companies' websites.

The primary data is generally defined as observations, experiments, questionnaires

and interviews. It included a semi-structured interview with the assistant marketing
manager of reserved company. What is more, questionnaires with mostly close-ended
questions were provided to polish students through an online platform.

Interview questions as well as questionnaire questions were designed in the manner

not to be influenced by an interviewer, however it cannot be guaranteed that individu-
als were not affected by any disturbances in their environment.

Hence, the study is to a large extent grounded on secondary sources in order to grasp
information missing in the interview and questionnaires. The sources were examined
thoroughly to meet the requirements for validity and reliability. The approach called
systematic combining was used when analyzing the data, which is not focused on ver-
ification and accuracy. It is rather claimed that multiple sources may contribute to dis-
covering new dimensions of the research problem.

Though, the questionnaires and interview helped to generate data about the most ef-
fective fashion marketing strategies used by high street fashion brands, yet with a
higher number of participants especially marketing directors, visual merchandisers
and sales assistants the results would be more valid. When it comes to validity of sec-
ondary data it was derived from the topic-oriented literature and fashion marketing
websites. Because of the fact that this data is based on scholars ’knowledge and fash-
ion experts ’opinions as well as companies' published information, it is likely to be
valid.

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Reliability of the research could be questioned. The primary data was collected
through
The online surveys and interview, so it cannot be certain that respondents were com-
pletely honest band the accuracy of the responses cannot be guaranteed. Although
data was gathered from different sources, the results might vary depending on time,
geographical area and people. As previously mentioned, compared to other industries,
the fashion market is extremely fast paced.

Subsequently, the results may vary in the case of different time span or with a higher
number of participants. Nevertheless, if the same sampling methods would be prac-
ticed in near future, surpassingly results could be similar, hence reliability of the study
is likely to be suitable.

Primary Data :The data following subchapters is derived from qualitative as well as
quantitative studies
Which were conducted in the form of a semi- structured interview and online ques-
tionnaires. The collected data is analyzed.

Secondary Data: Using existing data generated by large government Institutions,

healthcare facilities etc. as part of organizational record keeping. The data is then ex-
tracted from more varied data files.

Wherein the secondary data includes literature review, industry profile, company pro-
file, model specifications, area profile, theoretical background and data for analysis
and interpretation which was collected from the internet sources and sales records of
the store.

60 | P a g e
3.5 HYPOTHESIS

HO - NULL HYPOTHESIS
HA - ALTERNATIVE HYPOTHESIS

1. HO - There is no relationship between Subhash Apparels ability to adapt to

changing fashion trends and its success in the ethnic wear market.
HA - There is relationship between Subhash Apparels ability to adapt to
changing fashion trends and its success in the ethnic wear market.

2. HO - There is no difference in the range of products offered by Subhash Ap-

parels as compared to its competitors in the ethnic wear market.
HA - Subhash Apparels success is due to its wide range of products, catering
to different price points and style preferences of customers

3. HO - There is no relationship between the quality and craftsmanship of Sub-

hash Apparels products and its success in the ethnic wear market.
HA - Subhash Apparels success is due to its focus on quality and craftsman-
ship, which has helped it build a loyal customer base over time.

4. HO - There is no difference in the price sensitivity of customers for Subhash

Apparels products compared to its competitors.
HA - Customers are willing to pay a premium for Subhash Apparels products
compared to its competitors.

61 | P a g e
CHAPTER 4

62 | P a g e
CH 4. DATA ANALYSIS & INTERPRETATION
Q.1)

Options % No. Of Respondents

19-25 51% 53

25-35 10.6% 11

35-50 22.1% 23

Above 50 16.3% 17

Table No. 4.1.1

INTERPRETATION
Based on the data provided, the age group with the highest percentage of respondents
is the 19-25 age group, which accounts for 51% of the total respondents. This indi-
cates that the majority of the respondents fall within the young adult category, which
is generally associated with individuals who are transitioning from adolescence to
adulthood.

The second highest percentage of respondents falls within the 35-50 age group, which
accounts for 22.1% of the total respondents. This indicates that there is a significant
proportion of middle-aged individuals in the sample population.

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The above 50 age group accounts for 16.3% of the total respondents, indicating a
smaller proportion of older adults in the sample population. Finally, the 25-35 age
group accounts for 10.6% of the total respondents, indicating a relatively smaller pro-
portion of respondents in this age group.

64 | P a g e
Q.2)

Options % No. Of Respondents

Frequently 19.2% 20

Occasionally 47.1% 49

In every 3-4 months 25% 26

Once in a year 8.7% 9

Table No.4.2.1

INTERPRETATION
Based on the responses, the highest percentage of respondents (47.1%) stated that
they occasionally purchase ethnic wear. This suggests that ethnic wear may not be a
regular purchase for the majority of the respondents, but rather an occasional purchase
for special occasions or events.

The next highest percentage of respondents (25%) stated that they purchase ethnic
wear every 3-4 months. This may indicate that there is a group of individuals who
purchase ethnic wear more regularly, possibly for cultural or religious events.
19.2% of the respondents stated that they frequently purchase ethnic wear, indicating
that there is a smaller but significant proportion of individuals who purchase ethnic
wear more frequently.

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Finally, only 8.7% of the respondents stated that they purchase ethnic wear once in a
year, indicating that this is not a very common purchase pattern for the sample popu-
lation.

Overall, the data suggests that ethnic wear may not be a very regular purchase for
most respondents, but rather an occasional purchase for special events or occasions.

66 | P a g e
Q.3)

Options % No. Of Respondents

Pooja 16.3% 17

Marriage 31.7% 33

Family Celebration 29.8% 31

Festival 22.1% 23

Table No. 4.3.1

INTERPRETATION
Based on the responses, the most common occasions for wearing ethnic wear among
the respondents are marriage and family celebrations, accounting for 31.7% and
29.8% of the total respondents, respectively. This suggests that ethnic wear is often
worn during important family gatherings and events, which may include weddings,
birthdays, and other celebrations.

The third most common occasion for wearing ethnic wear among the respondents is
festivals, which accounts for 22.1% of the total respondents. This suggests that ethnic
wear is also associated with cultural and religious festivals, such as Diwali, Eid, and
Christmas.

Finally, 16.3% of the respondents stated that they wear ethnic wear during Pooja,
which is a Hindu ritual of worship. This may indicate that there is a specific cultural

67 | P a g e
and religious significance associated with ethnic wear, especially during religious rit-
uals and ceremonies.

Overall, the data suggests that ethnic wear is commonly associated with family events
and celebrations, cultural and religious festivals, and religious rituals and ceremonies.
This may have implications for marketing and advertising strategies, such as promot-
ing ethnic wear as a way to celebrate cultural and traditional values, and highlighting
the importance of ethnic wear during important family and religious events.

68 | P a g e
Q.4

Options % No. Of Respondents

Saree 21.2% 22

Kurta-pyjama 48.1% 50

Sherwani 9.6% 10

Other 21.2% 22

Table No. 4.4.1

INTERPRETATION

Based on the data provided, the most preferred style of ethnic wear among the re-
spondents is kurta-pyjama, accounting for 48.1% of the total respondents. This sug-
gests that kurta-pyjama is a popular choice of ethnic wear among the sample popula-
tion, possibly due to its comfort and versatility.

The second most preferred style of ethnic wear among the respondents is saree, which
accounts for 21.2% of the total respondents. This indicates that sarees are also a popu-
lar choice of ethnic wear among the respondents, especially among females.
9.6% of the respondents stated that their preferred style of ethnic wear is sherwani,
which is a traditional Indian outfit typically worn by men during weddings and other
formal occasions. This may indicate that there is a smaller but significant proportion
of individuals who prefer traditional formal wear for special occasions.

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Finally, 21.2% of the respondents stated that their preferred style of ethnic wear is
other, which suggests that there is a wide variety of ethnic wear styles preferred by the
sample population, possibly including salwar kameez, lehenga choli, and dhoti kurta,
among others.

Overall, the data suggests that kurta-pyjama is the most preferred style of ethnic wear
among the sample population, followed by saree, sherwani, and other styles, such as
highlighting the versatility and comfort of kurta-pyjama, showcasing the elegance and
beauty of sarees, and promoting the cultural and traditional significance of sherwanis
and other styles of ethnic wear.

70 | P a g e
Q.5)

Options % No. Of Respondents

Cotton 71.2% 74

Chiffon 15.4% 16

Silk 12.5% 13

Velvet 0.9% 1

Table No. 4.5.1

INTERPRETATION
Based on the responses, the most preferred fabric for ethnic wear among the respond-
ents is cotton, accounting for 71.2% of the total respondents. This suggests that cotton
is a highly popular fabric choice among the sample population, possibly due to its
comfort, durability, and affordability.

The second most preferred fabric for ethnic wear among the respondents is chiffon,
which accounts for 15.4% of the total respondents. This indicates that chiffon is also a
popular choice of fabric among the sample population, especially for sarees and other
lightweight ethnic wear.

12.5% of the respondents stated that their preferred fabric for ethnic wear is silk,
which is a luxurious and expensive fabric often associated with high-end fashion and
formal occasions. This may indicate that there is a smaller but significant proportion
of individuals who prefer silk for special occasions and events.

71 | P a g e
Finally, only 0.9% of the respondents stated that their preferred fabric for ethnic wear
is velvet, which is a heavy and luxurious fabric often associated with winter wear and
formal occasions. This suggests that velvet is not a very popular choice of fabric
among the sample population.

Overall, the data suggests that cotton is the most preferred fabric for ethnic wear
among the sample population, followed by chiffon and silk , such as promoting the
comfort and affordability of cotton, showcasing the elegance and beauty of chiffon
and silk, and highlighting the exclusivity and luxury of velvet.

72 | P a g e
Q.6)

Options % No. Of Respondents

1000-1500 22.1% 23

1500-2500 33.7% 35

2500-3000 27.9% 29

Above 3000 16.3% 17

Table No. 4.6.1

INTERPRETATION
Based on the responses, the most preferred price range for buying ethnic wear among
the respondents is 1500-2500, accounting for 33.7% of the total respondents. This
suggests that the majority of the sample population is willing to spend between Rs.
1500 to Rs. 2500 on ethnic wear.

The second most preferred price range for buying ethnic wear among the respondents
is 2500-3000, which accounts for 27.9% of the total respondents. This indicates that a
significant proportion of the sample population is willing to spend slightly more on
ethnic wear, possibly for higher quality or more intricate designs.
22.1% of the respondents stated that their preferred price range for buying ethnic wear
is 1000-1500, which is a relatively lower price range. This may indicate that there is a
smaller but significant proportion of individuals who are more price-conscious when
it comes to ethnic wear.

73 | P a g e
Finally, 16.3% of the respondents stated that their preferred price range for buying
ethnic wear is above 3000, which is the highest price range in the survey. This sug-
gests that there is a smaller but significant proportion of individuals who are willing to
invest in high-end ethnic wear for special occasions or for their personal preference.

Overall, the data suggests that the majority of the sample population is willing to
spend between Rs. 1500 to Rs. 2500 on ethnic wear, with a significant proportion
willing to spend slightly more , such as highlighting the value and quality of products
within this price range, offering attractive discounts or deals to entice price-conscious
buyers, and showcasing the exclusivity and luxury of high-end ethnic wear for those
willing to spend more.

74 | P a g e
Q.7)

Options % No. Of Respondents

Quality 22.1% 23

Comfort 66.3% 69

Colour 8.7% 9

Price 2.9% 3

Table No. 4.7.1

INTERPRETATION
Based on the analysis, it can be seen that the majority of respondents, i.e., 66.3%, look
for comfort when they buy ethnic wear. This suggests that comfort is an important
factor that influences the buying decision of most customers when it comes to ethnic
wear.

22.1% of respondents look for quality when they buy ethnic wear, which suggests that
quality is also an important factor that influences the buying decision of a significant
proportion of customers.

Only 8.7% of respondents said that they look for color when they buy ethnic wear, in-
dicating that color is not a critical factor for most customers when it comes to buying
ethnic wear.

75 | P a g e
Finally, only 2.9% of respondents said that they look for price when they buy ethnic
wear, which suggests that price is not the most significant factor for most customers
when it comes to buying ethnic wear.

In summary, the analysis suggests that customers prioritize comfort and quality over
color and price when they buy ethnic wear. As a result, ethnic wear manufacturers
should focus on creating high-quality, comfortable ethnic wear to meet the needs and
expectations of their customers.

76 | P a g e
Q.8)

Options % No. Of Respondents

Manyavar 53.8% 56

Ethnix by Raymond 7.7% 8

Fab India 35.6% 37

Kalki Fashion 2.9% 3

Table No. 4.8.1

INTERPRETATION
The data represents the percentage of respondents who indicated that they are familiar
with the brands Manyavar, Ethnix by Raymond, Fab India, and Kalki.

Manyavar is the most well-known brand among the four, with 53.8% of respondents
indicating that they are familiar with it. Manyavar is a popular brand for men's ethnic
wear in India and has been around for over a decade.

Fab India is the second most well-known brand with 35.6% of respondents indicating
familiarity with the brand. Fab India is a well-known brand that offers a range of tra-
ditional Indian clothes, home decor items, and accessories.

77 | P a g e
Ethnix by Raymond is a relatively new brand that focuses on modern ethnic wear for
men. Only 7.7% of respondents indicated familiarity with this brand, which suggests
that it may not have gained widespread recognition yet.

Kalki is the least well-known brand among the four, with only 2.9% of respondents
indicating familiarity with the brand. Kalki is a fashion brand that specializes in wom-
en's ethnic wear, with a focus on bridal wear.

Overall, the data suggests that Manyavar and Fab India are the most well-known
brands among the four, while Ethnix by Raymond and Kalki have lower levels of
brand recognition.

78 | P a g e
Q.9)

Options % No. Of Respondents

Price range 14.4% 15

Quality 72.1% 75

Customer relation 10.6% 11

Other 2.9% 3

Table No. 4.9.1

INTERPRETATION
The data represents the reasons why respondents prefer Subhash Apparels, an ethnic
wear manufacturer.

The majority of respondents, 72.1%, indicated that they prefer Subhash Apparels be-
cause of the quality of their products. This suggests that Subhash Apparels is per-
ceived as a manufacturer that offers high-quality Ethnic wear, which is an important
factor for many consumers when making purchasing decisions.

14.4% of respondents indicated that they prefer Subhash Apparels because of their
price range. This suggests that Subhash Apparels may offer affordable or competitive
prices compared to other clothing brands or stores in the market.

79 | P a g e
10.6% of respondents indicated that they prefer Subhash Apparels because of their
customer relations. This suggests that Subhash Apparels may have good customer ser-
vice or may have established a good relationship with their customers, which can lead
to increased customer loyalty and positive word-of-mouth.

Only 2.9% of respondents indicated that they prefer Subhash Apparels for other rea-
sons, which could include factors such as the variety of clothing items available, the
convenience of their location, or their brand image and reputation.

Overall, the data suggests that the quality of Subhash Apparels' products is the most
important factor in why respondents prefer the brand, followed by their price range
and customer relations. This information can be useful for Subhash Apparels in un-
derstanding the factors that are most important to their customers and in making deci-
sions on how to improve their products and services.

80 | P a g e
Q.10)

Options % No. Of Respondents

Word of mouth 26% 27

Instagram 3.8% 4

Pamphlets 0 0

Friends 70.2% 73

Table No. 4.10.1

INTERPRETATION
The data represents the ways in which respondents came to know about Subhash Ap-
parels, an ethnic wear manufacturer.

The majority of respondents, 70.2%, indicated that they came to know about Subhash
Apparels through friends. This suggests that word-of-mouth marketing may be an ef-
fective strategy for Subhash Apparels, as satisfied customers may be recommending
the brand to their social circles.

Only 3.8% of respondents indicated that they came to know about Subhash Apparels
through Instagram, a popular social media platform. This suggests that Subhash Ap-
parels may not be using Instagram effectively as a marketing tool, or that their target
audience may not be as active on the platform.

81 | P a g e
Surprisingly, none of the respondents indicated that they came to know about Subhash
Apparels through pamphlets or other advertising materials. This could indicate that
Subhash Apparels may need to invest more in advertising and promoting their brand
to reach new potential customers.

Overall, the data suggests that word-of-mouth marketing through friends is the most
common way in which respondents came to know about Subhash Apparels. This in-
formation can be useful for Subhash Apparels in understanding the most effective
ways to reach and attract new customers.

82 | P a g e
Q.11)

Options % No. Of Respondents

Yes 79.8% 83

No 0 0

Somewhat yes 20.2% 21

Table No. 4.11.1

INTERPRETATION
The data represents the responses of respondents to the question of whether Subhash
Apparels provides products up to their expectations.

An overwhelming majority of respondents, 79.8%, indicated that Subhash Apparels

provides products up to their expectations. This suggests that Subhash Apparels is
meeting the needs and expectations of its customers and delivering high-quality prod-
ucts that satisfy them.

None of the respondents indicated that Subhash Apparels does not provide products
up to their expectations. This is a positive result for Subhash Apparels, as it suggests
that they have a strong reputation for delivering products that meet or exceed cus-
tomer expectations.

83 | P a g e
Only a small minority of respondents, 20.2%, indicated that Subhash Apparels some-
what provides products up to their expectations. This suggests that there may be some
areas where Subhash Apparels can improve its products or services to better meet the
needs of these customers.

Overall, the data suggests that Subhash Apparels is doing a good job of meeting cus-
tomer expectations when it comes to their products. However, there may still be some
room for improvement to better satisfy the needs of all customers.

84 | P a g e
Q.12)

Options % No. Of Respondents

Yes 95.2% 99

No 4.8% 5

Table No. 4.12.1

INTERPRETATION
The data represents the responses of respondents to the question of whether they
would be interested in purchasing ethnic wear from a small-scale manufacturer like
Subhash Apparel rather than big brands in the market.

A majority of respondents, 95.2%, indicated that they would be interested in purchas-

ing ethnic wear from a small-scale manufacturer like Subhash Apparel. This suggests
that there is a market for small-scale manufacturers in the ethnic wear market, and
that customers are open to purchasing from these types of businesses.

Only a small minority of respondents, 4.8%, indicated that they would not be inter-
ested in purchasing ethnic wear from a small-scale manufacturer like Subhash Ap-
parel. This suggests that some customers may still prefer big brands in the market, or
may have concerns about the quality or reliability of products from small-scale manu-
facturers.

85 | P a g e
Overall, the data suggests that there is a strong interest in purchasing ethnic wear from
small-scale manufacturers like Subhash Apparel, and that customers are open to ex-
ploring new options in the market. This information can be useful for small-scale
manufacturers in the ethnic wear market who are looking to expand their customer
base and reach new customers.

86 | P a g e
Q.13)

INTERPRETATION
The data represents the responses of respondents to the question of what one sugges-
tion they would like to give to Subhash Apparels, a clothing store or brand.

The responses varied, with some respondents suggesting that Subhash Apparels could
improve in different areas. Some respondents suggested that Subhash Apparels could
be better in marketing and promoting their brand to reach new customers, while others
suggested that they should start an online store to make it easier for customers to pur-
chase their products.
Overall, the suggestions provided by respondents highlight areas where Subhash Ap-
parels can potentially improve and expand their business. Improving their marketing
efforts and increasing their online presence can help them reach new customers and
expand their customer base beyond their physical store location.
However, it is important to note that the data represents only a small sample of re-
spondents, and it may be useful for Subhash Apparels to conduct further market re-
search to gather more feedback and insights from their customers. This can help them
identify specific areas for improvement and take steps to address them to better meet
the needs of their customer.
87 | P a g e
Q.14)

Options % No. Of Respondents

Good 59.6% 62

Better 6.7% 7

Bad 1% 1

Can be Improved 32.7% 34

Table No. 4.13.1

INTERPRETATION
The data represents the responses of respondents to the question of what they think
about the marketing strategies used by Subhash Apparels, an ethnic wear manufac-
turer.

The majority of respondents, 59.6%, indicated that they think the marketing strategies
used by Subhash Apparels are good. This suggests that Subhash Apparels is doing a
decent job with their marketing efforts, and that their customers are responding posi-
tively to their strategies.
A small percentage of respondents, 6.7%, indicated that they think the marketing
strategies used by Subhash Apparels are better. This suggests that some customers
may have specific ideas or suggestions for how Subhash Apparels can improve their
marketing strategies further to better reach their target audience.

88 | P a g e
Only a very small percentage of respondents, 1%, indicated that they think the mar-
keting strategies used by Subhash Apparels are bad. This is a positive result for Sub-
hash Apparels, as it suggests that their marketing efforts are not having a negative im-
pact on their customers or brand reputation.

A significant percentage of respondents, 32.7%, indicated that they think the market-
ing strategies used by Subhash Apparels can be improved. This suggests that there
may be some areas where Subhash Apparels can make changes or adjustments to their
marketing efforts to better reach their target audience and achieve their business
goals.

Overall, the data suggests that Subhash Apparels is doing a decent job with their mar-
keting strategies, but there may still be some room for improvement. Gathering more
feedback and insights from customers can help Subhash Apparels identify specific ar-
eas for improvement and take steps to address them.

89 | P a g e
 Q.15)

Options % No. Of Respondents

Yes 32.7% 34

No 1.9% 2

Need more Handwork 47.1% 49

Can be Considered 18.3% 19

Table No. 4.14.1

INTERPRETATION
Based on the analysis of the given responses, it seems that there is a mixed opinion
about Subhash Apparels' eligibility to stand against tough competitors like Manyavar.
Around 32.7% of respondents think that Subhash Apparels is eligible to stand in front
of tough competitors like Manyavar. It suggests that some people believe that Sub-
hash Apparels has a competitive edge that could allow it to succeed in the market.
However, only 1.9% of respondents think that Subhash Apparels is not eligible to
stand in front of tough competitors like Manyavar. It suggests that most people think
that Subhash Apparels has the potential to compete with Manyavar.

47.1% of respondents believe that Subhash Apparels needs more hard work to stand
against tough competitors like Manyavar. It suggests that Subhash Apparels might

90 | P a g e
need to put in more effort and resources to improve its business strategy and market
presence to be able to compete with Manyavar effectively.

Finally, 18.3% of respondents think that Subhash Apparels can be considered as a

competitor to Manyavar. It suggests that some people think that Subhash Apparels has
the potential to compete with Manyavar, but it may need to make some changes or
improvements to be more successful.

Overall, the responses indicate that there is a mixed opinion about Subhash Apparels'
eligibility to stand against tough competitors like Manyavar. It suggests that Subhash
Apparels may have some potential but may need to make some improvements and put
in more effort to compete effectively in the market.

91 | P a g e
Q.16)

INTERPRETATION
The response suggests that people would like to see several improvements in the eth-
nic wear industry. Some of the key improvements mentioned include:

• Following the latest trends: People want ethnic wear manufacturers to keep up with
the latest fashion trends and offer designs that are modern and trendy. This is likely
because people want to wear clothing that is in style and reflects their personal
style.

• More variations: People want to see more variations in ethnic wear, such as differ-
ent colors, patterns, and styles. This could be because people want more options
when it comes to selecting ethnic wear, and they want to be able to find something
that fits their individual tastes and preferences.

• More comfort: Comfort is also an important factor for people when it comes to eth-
nic wear. People want clothing that is comfortable to wear, especially for long peri-
ods. This could include things like softer fabrics, more breathable designs, and
looser fits.

92 | P a g e
• Other improvements: The response also mentions that there are many other im-
provements that people would like to see in the ethnic wear industry. However, it is
not clear what these improvements are.

• Overall, the response suggests that people want the ethnic wear industry to offer
clothing that is trendy, varied, and comfortable. By focusing on these areas, ethnic
wear manufacturers may be able to better meet the needs and preferences of their
customers and improve their market position.

93 | P a g e
Q.17)

INTERPRETATION
The response suggests that there are both positive and negative aspects to Subhash
Apparels. Some of the positive aspects mentioned include:

• Best worth for purchase: This suggests that Subhash Apparels offers good value for
money, which is likely to be an important factor for many customers.

• Good quality: The response suggests that Subhash Apparels offers good quality
products, which is also likely to be important for customers who want clothing that
is durable and well-made.

• Low price: The response mentions that Subhash Apparels offers low prices, which
could be another factor that makes the brand attractive to customers.

However, the response also suggests that there are areas in which Subhash Apparels
could improve. For example:

• Marketing: The response suggests that Subhash Apparels could improve its market-
ing efforts. This could include things like increasing brand awareness and advertis-
ing to reach more potential customers.
• Other improvements: The response mentions that there are "many more" areas in
which Subhash Apparels could improve, but it is not clear what these areas are.

94 | P a g e
Overall, the response suggests that Subhash Apparels offers good value for money
and quality products at low prices, which is likely to make the brand attractive to
many customers. However, there may be areas in which Subhash Apparels could im-
prove, such as its marketing efforts or other aspects of its business strategy.

95 | P a g e
CHAPTER 5

96 | P a g e
CH 5. FINDINGS

• It is identified that of the buyers of the Subhash Apparels belong to Decent class
having a good disposable income.
• It is also identified that people from the age of 19 and above are the majority of
the customers.
• The above study identified that the pricing strategy of the company is decent.
• It is identified that the brand provides best products of premium quality.
• It is identified that the company is capable of making a strong presence in the
men’s wear market.
• It is identified that the Company signifies a strong independent men in today’s
world.
• It is identified that the social media played a major role in increasing the brand
awareness
amongst the audience.
• It is identified that the advertisements are effective and also create an impact in
the minds of the customers.

97 | P a g e
5.1 SUGGESTIONS

The respondents of the survey suggested the following:

• To review the pricing strategy in order to target a larger audience.

• To opt for better marketing strategy to create a strong brand presence
• To increase the advertisement channels.

During the study it was found that Subhash Apparels as a ethnic wear manufacturer
has great customer base dependent on quality, price and customer service but certain
factors such as less marketing strategies inhibits the low recognition of the company
in the eye of customers.
It can be suggested that the company to increase its marketing activities in order to at-
tract more customers.

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5.2 CONCLUSIONS
The purpose of the study was to examine the marketing strategies used by ethnic wear
manufacturer with reference to Subhash Apparels.
Subhash Apparels is a company which manufactures variety of mens ethnic wear
which is proven to be scalable as it carries over 1000 different styles across its prod-
uct categories and it disrupts the seasonal fashion convention. It also adds new inven-
tory every fortnight. Subhash Apparels provides their customers with the feeling of
exclusivity and makes them feel fashionable yet comfortable in their products.

Subhash Apparels as a ethnic wear manufacturer aggressively runs on direct market-

ing , e-commerce and social media platforms on a lower level and also it is yet to ac-
quire some television commercial space although it reaches its target group in the dig-
ital world through social media channels and other E- commerce sites.
Subhash Apparels as a company has a decent marketing strategies, and need more to
upgrade it and is making the right use of the market trend by being active on the
internet.

The study can be concluded by stating that People above the age of 19 are the major-
ity of the customers. The buying behavior is governed predominantly by the need for
Power and personality for the company. The users are mostly business men, aged be-
tween 20-35 years, also includes some students. India being a country filled with rich
culture and Heritage the demand for ethnic clothing is higher during the festive season
including the wedding season.

The study also signifies that the products offered by Subhash Apparels are of good
quality and also fashionable making it a successful brand which is slowly sustaining
in the market. Subhash Apparels as a Manufacturer is getting ready for giving a strong
competition to the well known brand in market.

According to the study the brand is successful in providing best quality products to
their customers and can be more into promoting their brand.Moreover, the results
show that Subhash apparels is growing as a brand and needs more attention towards
maintaining it.

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HYPOTHESIS RESULT :

1. HO - There is no relationship between Subhash Apparels ability to adapt to

changing fashion trends and its success in the ethnic wear market.
HA - There is relationship between Subhash Apparels ability to adapt to
changing fashion trends and its success in the ethnic wear market.
Hypothesis Accepted is: HA
Reason : Subhash apparels keep on checking trends and they do production
according to it this is the reason for their success.

2. HO - There is no difference in the range of products offered by Subhash Ap-

parels as compared to its competitors in the ethnic wear market.
HA - Subhash Apparels success is due to its wide range of products, catering
to different price points and style preferences of customers.
Hypothesis Accepted is: HA
Reason : As compared to their Competitors Subhash Apparels provide various
types of product according to the trend and need of consumer.

3. HO - There is no relationship between the quality and craftsmanship of Sub-

hash Apparels products and its success in the ethnic wear market.
HA - Subhash Apparels success is due to its focus on quality and craftsman-
ship, which has helped it build a loyal customer base over time.
Hypothesis Accepted is: HA
Reason : As Subhash Apparels majorly work on their quality people love the
product and due to this they have build a loyal customer base.

4. HO - There is no difference in the price sensitivity of customers for Subhash

Apparels products compared to its competitors.
HA - Customers are willing to pay a premium for Subhash Apparels products
compared to its competitors.
Hypothesis Accepted is: HA
Reason : As consumer get what they want and with premium quality and fin-
ishing consumer pay higher amount for the product too.

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5.3 BIBLIOGRAPHY

https://www.google.com/search?q=indian+market+on+mens+ethnic+wear&tbm=isch
&ved=2ahUKEwibtr7C38H9AhWyA7cAHTsUBqYQ2-
cCegQIABAA&oq=indian+market+on+mens+ethnic+wear&gs_lcp=CgNpbWcQA1
DrCVj9H2CPK2gAcAB4AIABiAGIAZINkgEEMC4xNZgBAKABAaoBC2d3cy13a
XotaW1nwAEB&sclient=img&ei=ePICZJuaILKH3LUPu6iYsAo&bih=737&biw=14
40&client=safari#imgrc=XhSQYBYdxDYdXM&imgdii=I4PaZrfO2B2XNM

https://www.iosrjournals.org/iosr-jbm/papers/7th-ibrc-volume-1/8.pdf

https://www.mensguideindia.com/best-mens-ethnic-wear-brands-in-india/

https://www.businessworld.in/article/Top-10-Male-Fashion-Designers-Who-Rede-
fined-Fashion-Trends/17-03-2022-423046/

https://www.business-standard.com/company/vedant-fashions-71811/infor-
mation/company-history

https://in.fashionnetwork.com/news/Ethnix-by-raymond-expands-retail-presence-
with-store-in-delhi,1419140.html#fashionweek-paris-hermes

https://www.iosrjournals.org/iosr-jbm/papers/7th-ibrc-volume-1/8.pdf

https://www.indiaretailing.com/2019/12/13/market-analysis-ethnic-wear-in-india/

https://www.manyavar.com/page/company-profile

https://www.fabindia.com/60-years-of-fabindia

https://marketfeed.com/read/en/the-emergence-of-vedant-fashions

https://www.indiamart.com/subhashapparel/about-us.html

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5.4 ANNEXURE

1) What is your age group ?

19-25
25-35
35-50
ABOVE 50

2) How often do you purchase ethnic wear?

Frequently
Occasionally
in every 3-4 months
once in a year

3) On what occasions do you usually wear ethnic wear?

Pooja
Marriage
Family celebration
Festival

4) What is your preferred style of ethnic wear ?

Saree
Kurta-Pyjama
Sherwani
Other

5) What is your preferred fabric in ethnic wear ?

Cotton
Chiffon
silk
Velvet

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6) What is your preferred price range for buying ethnic wear ?
1000-1500
1500-2500
2500-3000
above 3000

7) What u look for when u buy a ethnic wear ?

Quality
comfort
Colour
Price

8) Are u known to any of these brands?

Manyavar
Ethnix by Raymond
Fab India
Kalki Fashion

9) Why u prefer Subhash Apparels ?

Price range
Quality
Customer relation
Other

10) How do you came to know about Subhash Apparels ?

Word of mouth
Instagram
pamphlets
Friends
11) Is Subhash Apparels provide product upto your expectations?
yes
no
somewhat yes

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12) would u be interested in purchasing ethnic wear from a small scale manufacturer
like Subhash apparel than big brands in market ?
yes
no

13) what one suggestion u like to give to Subhash apparels ?

14) what do you think about the marketing strategies used by Subhash Apparels ?
Good
Better
bad
Can be improved

15) Is Subhash Apparels eligible to stand in front of tough competitors like Manyavar
?
YES
NO
NEED MORE HARDWORK
CAN BE CONSIDERED

16) What are some improvements that you would like to see in ethnic wearindustry ?

17) what are your reviews on Subhash Apparels ?

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