The project involves the strategy to start a business of Ethnic Indian Wears. It gives an overview about initial investments and operations.

1. C22 ADVANCED STRATEGIC MANAGEMENT ASSIGNMENT
PRESENTED BY:
NILANJANA MUKHOPADHYAY (58)
PRERNA LAHOTI (65)
RISHIKA NANDY (73)
SNIGDHA SARKAR (90)
SOUMI SAMADDER (94)
TEJ NARAYAN SHAW (107)
INDIAN INSTITUTE OF SOCIAL WELFARE AND BUSINESS MANAGEMENT

2. GENERAL INFORMATION
Logo of our brand
Proposed Business: Manufacturing of ethnic wear
for men and women.
Name of the Organisation: Vibgyor Clothing Pvt. Ltd.
Brand Name: Pratha
Type of Business: E-Commerce, B2B and B2C,
Partnership
Location: Barabazar, Kolkata
Products: Kurta - Pyjama, Sherwani, Salwar Suits,
Lehengas, Masks

3. WHY THIS PROJECT?
India’s rich culture and heritage is evergreen. Traditional
clothing never goes out of fashion but has become
premium and expensive. We want to provide affordable
Indian wear with premium quality that is competitive with
western wear.
Mission: Our mission is to create an apparel brand that
offer superior designs, quality and value to the consumer.
We are focused to provide most comfortable and trendy
ethnic wear and revive the culture of Indian dressing.
Vision: To be the most lovable Indian wear brand and be
a global representative of Indian traditional clothing.

4. INFORMATION REGARDING PROJECT PARAMETERS
● TIME - Effective window of procurement and production to cater a
festive season. Being online business, effective time of delivery is
accounted. Availability of raw material for production and duration
of production is also important to consider.
● COST - Cost of raw materials, designing, manufacturing,
advertisement and marketing, packaging, delivery, electricity,
variable cost of returning defectives, opportunity cost of delay to
cater seasonal demands.
● QUALITY - Fabric quality, colour fastness, durability, GSM, elasticity
to be monitored. Cotton, Linen silk to be preferred.
● QUANTITY - Quantity as per designs and sizes (S, M, L, XL, XXL).
Usage of customer polls and research report to predict quantity of
sizes to be made. Setting production targets

5. PARTICULARS OF
THE PROJECT E-Commerce Website
www.vibgyorclothing.in
Target audience
Men and women
between 15 to 65 yrs.
Tagline
Trendy clothing, ethnic living!
Mode of Payment
Cards, PoD, Internet banking, UPI

6. COST OF THE PROJECT
Per Month
Cost of Facility Rent, Water,
Electricity & Miscellaneous items
Per Month
Cost of e-commerce website
and social media handling
Per Month
Cost of raw material (fabric,
thread, needle, beads etc.)
Per Month
Cost of labour/staff (tailor,
accountant, office helper etc.)
One Time
Cost of machinery (iron, cutting
machine, washing trolley etc.)
Per Month
Cost of business tours, packaging,
delivery & transportation
₹ 40,000 ₹ 20,000 ₹ 2,00,000
₹ 1,50,000 ₹ 1,00,000 ₹ 50,000

7. MEANS OF FINANCING
Value (₹) Source Purpose Terms Advantage
400,000
Mudra - Kishore
Loan
Investment for initial
setup
@10 p.a. for 5 years
No guarantee
to bank
600,000
Self finance of 6
partners
Investment for revolving
expenses of
procurement and labour
Repayment as dividends. 5
year investment agreement
NA
-
SBI SME Credit
Card
Buffer reserve
Limit 10 LPA, Repayment
period - 3 to 5 years
0% margin upto
INR 25,000
Total Initial Investment: INR 10 Lac

8. MARKETING AND SALES
Packaging
Logo stickers, transparent
sheets, recyclable delivery
packets, boxes and cartons
Delivery partners
Shiprocket, DTDC, India
Post, SkyKing
E-commerce
Own website, Meesho,
Amazon, Myntra, Flipkart
Social Media
Facebook, Instagram,
Whatsapp

9. ETHNIC
DAILY WEAR
COLLECTION

10. PROFITABILITY AND CASH FLOW
COST REDUCTION
MEASURES
PROFIT
MARGIN
B2B Sales
B2C Sales
CASHFLOW
40%
60%
● High operating
cash flow
● High count of
liquid
funds/working
capital
● Low investment
activities.
● Keeping labours (tailor,
ironman) on variable basis.
● Not setting up a full
functioning factory from
start. Outsourcing method
used
● Using leftover stock for
masks.

11. ECONOMIC CONSIDERATION
Projected to be worth ₹1.7 Tn
by 2023 @12.94% CAGR, as per
Statista
Growth Prospects - Ethnic
Wears
International - H&M, Uniqlo
National - Raymond, ABFRL
Increasing Competition
in Segment
Mainly, dominated by unorganised
sector. Organised brands -
Mayavar, FabIndia
Existing Competition
in Segment
400 mn+ (2016) UP in India.
2nd to China in percentage.
2050 UP projections - 50% of total
Urban Population (UP)
Growth Prospects
Such low penetration in 2020,
ample unexplored consumer base
Online Apparel
Market Penetration
Online Apparel Market
Growth Prospects
Projected to be worth ₹1142,045
mn by 2025 @10.18% CAGR, as
per Statista
33% 4.60%

12. GOVERNMENT CONSENTS
01 BUSINESS REGISTRATION
Check business name availability
& incorporation
RENTAL REGISTRATION
Office space, warehouse
04
OPENING BANK A/C
Incorporation certificate & PAN
card needed
02 GST REGISTRATION
5% GST to be levied on products
05
TRADEMARK REGISTRATION
Name, Logo, Brand
03 TRADE LICENSE &
INSURANCE
06

13. Do you have any questions?
customercontactl@vc.co
+91 620 421 838
www.vibgyorclothing.com
THANK YOU