1. PUNE INSTITUTE OF BUSINESS MANAGEMENT
KOUTONS
TEXTILE

2. SECTOR DETAIL
IN WORLD ECONOMY 6% of world trade .
 8% of world trade in manufactured goods. .
IN INDIAN ECONOMY 14 per cent to industrial production.
 4 per cent to the country’s gross domestic product
(GDP).

3. GROWTH & DEGROWTH OBSERBED
Historical Growth During pre-liberalization period was 8.09 percent.
 From 2007-2008 to 2011-12 average rate is 2.53
percent per annum .
Historical growth in Textile sector.
textile
others
Source: Calculated from ASI data

4. GROWTH&DEGROWTH OBSERVED
Projected Growth Upcoming 5 year its GDP contribution is expected
grow from 4 percent to 8 percent.
expected growth
8%
6%
4%
2%
0%
2009-13
2013-18
Source: Calculated from ASI data

5. GROWTH DRIVERS
 Consumer need and preferences.
 Brand conscious person.
 High and middle income groups.

6. TOP PLAYERS IN SECTOR
INDIAN COMPANIES Page industries
 Arvind
 Bombay rayon fashion
 Rupa & co.
 Raymond
Source: Calculated from ASI data

7. REASONS FOR GROWTH OBSERVERD IN THE
SECTOR.
 People are becoming brand conscious.
 Fashion are changing rapidly.
 People have become more conscious about their
appreal.
 Huge competition.
 Growth in income.

8. Porter’s Five Forces Model
Source: Calculated from ASI data

10. Mission and Vision
Mission- Its main focus is to
manufacturing and
distribution.
Vision- Its vision is to provide superior brand in
affordable price.

11. History and Milestones
History The company started its journey in 1990 when D P S
Kohli and his brother-in-law B S Sawheny set up
Charlie Jeans.
 In 1998 the company launched the brand Koutons
and in 2002 it launched its first exclusive Koutons
brand outlet.
 In the same year, the company changed its name to
Koutons Retail India.
 It has a network of more than 1420 outlets
across India.

12. Continued……………………………………………….
Milestones• “Most Admired Fashion Group” at Images Fashion
Awards 2008 held in Mumbai.
• Honoured with “Brand of the Year Casual Award” by
Clothing Manufacturers Association.
• The prestigious “Chain Store of the Year” Award at
the National Awards for the excellence in Apparel
business organized by CMAI.

13. PROMOTERS OF COMPANY
 The Company was incorporated with the main object
inter alia to take over the existing partnership
firm, M/s. Charlie Creations which had Mr. BS
Sawhney and Ms. Amarjit Kaur as partners (the
Firm), along with all its assets and liabilities.
Revenue of the company-32.6964 ( USD in
Millions )
(source-http//www.shine.com)

14. Continued……………………………………………
Target Market- The focus market for our “Koutons”
brand is the male population from 22 to 45 years of
age, living in metros.

15. Continued ……………………………………………
Product/Services Profile(Source-http://www.sebi.gov.in/dp/koutonsdraft.pdf)

16. ORGANISATION STRUCTURE

17. MARKETING STRATEGY OF COMPANY
 Increase geographic penetration by





spreading the network .
Enhancing manufacturing capacities.
Target the growing segments.
Strengthen the competitive position .
Further improving our cost structure.
Pursuing potential strategic acquisitions to
complement our existing brand portfolio.

18. 4P’s of Marketing
 Product-
Lighted jeans.
Latest fashion.
 Price-
Affordable price –mainly high income groups.
 PromotionAdvertisement- banners , pamphlets.
Sponsors – functions in college.
 PlaceMetro cities.

19. SWOT analysis
Strengths In increasing level of R&D and innovation;
 End uses which is an asset;
 Better financial ratios;

20. Opportunity
 -quick growth in textile consumption per capita
worldwide and especially in China, India and Brazil.

21. Weaknesses:
 small and medium-sized companies with limited
capacity for investment;
 more difficult access to credit;
 lack of attractiveness of the textile industry for young
graduates;

22. Threats:
 scarcity of raw materials and increasing prices;
 growing pressure on prices, particularly on mature
markets;
 increasing risk of copies;

23. THANK
YOU