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TOTETECA final

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TOTETECA final

  1. 1. my Experience @
  2. 2. About toteteca • Toteteca is a combination of two words, tote (a type of handbag) and teca (means library in Latin). • The goal is to create a bag library of sorts where people can select and customize bags in any color and combination of their choice and place an order while sitting at home. • An young entrepreneur Mr. Kaushal Chudiwala started this online venture in 2013 with this unique concept. • Their parent company Veda Lifestyle is a large scale manufacturer of Handbags. • Toteteca leverage Veda’s technical skill and manufacturing proficiency to deliver good quality product to their customers as well as to scale up their brand value.
  3. 3. Product area Casual and Formal Handbags Sling Bags Laptop Bags Backpacks
  4. 4. Hierarchy FOUNDER (Mr Kushal Chudiwala) DESIGN HEAD (Ms Mansi Vora) ASSISTANT MANAGER (Ms Sunita Yadav ) DATA ENTRY OPERATOR (Ms Purnima ) KARIGAR HEAD (Mr Akbar Ali ) MERCHENDISER (Mr Rahul Yadav)
  5. 5. Toteteca – Major Operations from Mumbai Office Design Department Sampling Department Production Department
  6. 6. Major Clients
  7. 7. Customer segment • Online Shoppers. • Women between the age of 18 and 35. • Independent and self-sufficient women. • A wide range of formal and casual bags are available for almost all age groups.
  8. 8. Online order placement process for a customize bag 1 2 3 4 ADD to CART REVIEW MAKE PAYMENT ORDER CONFIRMED URL: http://www.toteteca.com/home.php
  9. 9. Infrastructure • Toteteca has its own office at Nariman Points in Mumbai • All Production of custom bags is done in house at same location • All toteteca bags are individually handmade. Hand cut materials and hand stitched bodywork ensure a unique creation, every time. Production of custom bags is done in house.
  10. 10. Sourcing • Toteteca make their own faux (artificial) leather. It is manufactured by vendors in India and China. • These artificial leather cost them between Rs 125- 370 per meter. • There are some specific vendor who supply them material at any point of given time.
  11. 11. Tools used Punches ThokniSkiver (Rafi)ScissorAwl (SITAL)Pu and Dunlop Other tools like ‘rassi’ (for burning the thread ends), ‘cutter’, ‘thread cutter’ and ‘danda machine’ are also used.
  12. 12. Material used Toteteca use a wide range of materials with different textures with rich colors, soft touch and superior durability, such as: • SCZW • Sahara • Wallaby • 417 • 105 • 147
  13. 13. Metal Fittings • They use a wide range of metal fittings which includes different types of buttons, locks, eyelets, jhallars, embossed logos, PU pullers, ball chain etc. • Sourcing of these fittings is done from Mumbai itself.
  14. 14. Manufacturing Process 1 Step 1. ORDER SHEET Order no. Colour Quantity and number of bags to be made Type of lining to be used Stitch colour Kind of fittings to be used Name of material to be used Specification by the customer (if any) • Once the order sheet is ready with all the necessary details it is handed over to the karigars (crafts man). • Karigars are given order sheet on weekly bases. • Order for one bag takes around 7-8 working days including its making and shipping.
  15. 15. Manufacturing Process 2 Step 2: PATTERN MAKING (FERMA) AND PREPARIN RUBBER MOCK Step 3: CUTTING OF MATERIAL ACCORDING TO PATTERN Step 4. APPLICATION OF ADHESIVES
  16. 16. Manufacturing Process 3 Step 5: JOINING DIFFERENT PARTS OF BAGS Step 6: STITCHING ALL PARTS TOGETHER Step 7: ATTACHIING LINING Step 8. FINAL TOUCH ANG CLEANING OF THE BAG
  17. 17. Manufacturing Process 4 Step 9. BAG IS READY FOR CONSUMPTION Step 10. BAGS ARE PHOTOGRAPHED FOR THE RECORD
  18. 18. Packaging and Dispatch (toteteca custom made) • The bag is first covered in a sponge sheet, after which bag goes into a plastic packet to protect it from any damage. • At final stage of packaging it to put the packet in a white thick plastic cover along with customer info and shipping address.
  19. 19. Stock storage and Warehouse • Toteteca bags are (after production) are kept in the warehouse (wadala), quality check takes place. • If quality check fails bags are sent back to the production house.
  20. 20. Toteteca – SWOT Analysis STRENGTH WEAKNESS OPPORTUNITY THREAT • They only advertise through word of mouth. • There is no marketing strategy followed by them. • Brand is not much established in the market. • Toteteca bag works is the only company in India making Custom make bags. • Toteteca offers a wide variety of design and high quality of material and fittings. • Increasing online sales all over the world. • New and improved marketing initiatives to attract consumers. • No exclusive design strategy is in place. • Basic bags silhouettes are used hence anyone can copy them.
  21. 21. Toteteca – IPR’s and CSR’s IPR Toteteca has a registered trademark on it logo. CSR All the materials and other inputs are responsibly sourced and are environmental friendly.
  22. 22. Projects take on by me Following are the projects on which I worked on during my short stint with Toteteca • Modification of a Casual bag • Conceptualize and create a 9-5 office bag • Create unique concepts for Ethnic Clutches
  23. 23. Casual bag - Brief • Take any existing bag design online keeping in mind the following criteria: • Casual • Earthy • According to the target market (age group 18-25) • Modify the bag to make it more detailed and functional. Bag selected : Fossil Harper Tan
  24. 24. Casual bag – The final design • In order to continue the earthy minimal look body was kept in brown colour with an earthy texture. A tribal hanging was given in order to enhance the look of the bag Hanging and side details (handle loop).
  25. 25. 9-5 office bag - Brief • A structured formal office bag, focusing on functionality and everyday commuting. • Motif : single colour, clean lines. Must convey formal and smart. • Value Proposition : Must be very functional. Doesn’t need to be easy to make. Must look expensive. Silhouette Explorations Selected silhouette
  26. 26. 9-5 office bag – design explorations and finalization Design Explorations on Shapes Selected Design Rubber Mock
  27. 27. 9-5 office bag – The final design
  28. 28. Ethnic Clutches - Brief • Study the current trend in European market for ethnic Clutches. • Envisage new concepts and designs in each following category • Beaded • Cutwork • Hand embroidery • Machine embroidery • Printed Inspirations
  29. 29. Ethnic Clutches - Conceptualization Concept 1 • Body – Block Printed or plain colour fabric. • Flap – Rexine with either laser cut or ethnic print. Concept 2 • Body – Ethnic block printed fabric • Flap – Sequence work Fabric. (VISA VERSA)
  30. 30. Ethnic Clutches - Conceptualization Concept 3 • Body – two different design fabric with complimentary colours. Concept 4 • Body – Denim fabric or Canvas with ethnic bead work.
  31. 31. Costing EXAMPLE COST OF BAG 600.00 + LABOUR COST 250.00 + 3% INTERNAL COST 25.50 + 12% EXIS DUTY 105.06 + 5% VAT 49.02 + 10% PROFIT 102.90 TOTAL COST 1132.48 Below is an example given to explain the costing of each bag. Note : Cost in INR (Indian Rupee)
  32. 32. Conclusion (Take away) “Learning is experience, everything else is just information.” • Toteteca was a whole new experience for me. A company works with a lot of departments working together and a lot of hard work and research goes into it. • A company which is one of its kind in the market it is very difficult to be in the market for a very long time. Whereas toteteca has managed to stay and grow at the same time. • Here I got to know what is bag market and how it works. And also how different companies select their target market and work accordingly.
  33. 33. Thank you Mayuri Saxena AD 7

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  • ShradhaPatnaik1

    Jun. 20, 2021

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