Report on Shamrafs- Pakistani Designer brand, Olympia Textile Group Report regarding the business and operations in Pakistan, challenges faced, solutions SWOT Analysis, industry analysis, growth, revenue, financials, sales, distribution, outlets, factory, products etc

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Introduction
The Olympia Group is a family business. Mr. Rafique Vohra belonging to a Chinyoti family
started off by importing chemicals from Taiwan and provided these chemicals to textile
companies. Over the years, with the help of his four sons they built a good reputation in the
market; hence they decided to move towards making their own fabric.
Therefore, today Olympia Group has diversified ventures with competencies ranging from
textiles to chemicals. They have managed to achieve excellence through their hard work and are
one of the leading enterprises of Pakistan.
With efforts of the management and over 1,800 employees yield an annual turnover of over USD
150,000,000, envisaging manufacturing projects like Poultry Feed Mills, Edible Oil Refinery,
Textile Mills, Soda Ash Chemicals and Synthetic Carpets. Other ventures include Broiler Parent
&Broiler Farming, Fruit farming, and Electric Power Generation etc.
The Olympia Group has enhanced their image through offering equal opportunity employment,
environmental consciousness and social welfare activity programs. Their goal is to be the market
leaders in everything they do, maintaining standards and ethics. They aim to provide quality and
reliability at all times. The Olympia Textile Mills Ltd. Was commercially operational in 1991on
the stock exchange, the Olympia Textile Mill located in the province of Punjab.
Vision
Olympia's corporate success depends on the vision articulated by the chief executive or the top
management. For a vision to have any impact of the employees of an organization it has to be
conveyed in a dramatic and enduring way. The most effective visions are those that inspire,
usually asking employees for the best, the most or the greatest. We sure to keep stretch in our
vision, communicate it constantly, and keep linking the events of today to our formulated vision.
Already being one of the largest enterprises of Pakistan, It is our Vision to become the leading
business conglomerate within another decade by maximizing our potentials and diversifying into
dynamic new sectors.
Mission
We strive to achieve market leadership through technological edge, distinguished by quality and
customer satisfaction, and emphasis on employee’s long term welfare and ensure adequate return
to shareholder

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Background of the Business
The Vohra brothers grew up in Faisalabad located near the Chenab Textile Mill, thus they were
inspired by the Chenone and its growth. Since the business of importing chemicals was a
success, they thought of starting up the own production of fabric. The main head office of
Oylmpia textile is located at Site Area Karachi and they also work from Dubai having their
office set up there as well. At the time of producing fabric, Olympia Group only performed the
weaving process; they sold their fabric to other Textile companies that would further perform
printing, embroidery etc. before being available to consumers. This was an eye opener for
Mr.Sohail Vohra S/o Rafique Vohra, as he saw a great opportunity.
Therefore he decided to get the embroidery and printing machines in order to launch their own
fabric. For this they bought machineries from different countries, the weaving machine was
bought from Switzerland and the sizing machine was bought from Italy, both machines were
reconditioned.
He came up with stitched as well as unstitched. The advantage here was that they were already
producing fabric and now he decided to provide printing and embroidery all under one roof,
eliminating all intermediaries, thus having a higher profit margin.
In the recent times with the great success of lawn, Mr. Sohail Vohra in the 2009 decided to
launch his own “Lawn”. He advertised through banners, sms and flyers and displayed his
stitched and unstitched suits at an exhibition at the Pearl Continental Karachi after the excellent
response at the exhibition; he opened up his first outlet at Zamzama.
Entrepreneur
Mr.Sohail Vohra completed his B.com and later Masters from
Karachi University. He has also done Textile Training from Taiwan.
Chemicals Fabric Bed Linen/
Towels
Unstitched/
Stitched
Suits

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Brand
“SHAMRAFS”
This is the first ever brand that the Olympia Group has come
up with. This brand was launched in the 2009.
The brand name itself is a combination of Mr. Sohail Vohra’s
parent’s name i.e. his mother’s name is Mrs.Shameem Vohra
and fathers Mr. Rafique Vorha, therefore a combination of both
names made up “SHAMRAFS”.The first Shamrafs outlet was
opened at Zamzama, exactly located amongst competitors.
This outlet targeted the mid-ranged consumer; prices varying from Rs.3000 to Rs.12000 stitched
as well as unstitched suits are available here. With time they progressed, and now they have
almost five outlets in all. Outlets at Dolmen Mall Tariq Road, Dolmen Cliffton , Atrium Mall
(opening soon), and Lahore M.M Road clearly states they now target the high end users or the
elite class.
Shamrafs provides 3D prints which is a very big strength as no one yet in Karachi is providing
prints in 3D. This is their major USP; the machine performing the 3D print feature was
purchased from China and the embroidery machine was purchased from Korea. Both machines
were purchased at first hand condition.
Vertical Integration
Shamrafs clearly sees an opportunity in excelling in the field of towels and bed linen as this
sector still remains untouched, however they are trying to expand their product category and
items belonging to this category have already been displayed at their outlet at Dolmen Mall
Cliffton..
Core Competency
The core competency is not the brand as yet as there is not much brand awareness. However their
core competency is their fabric having being produced since 1999.

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Vision
As per discussion their aim is to offer high quality fabric in all parts Pakistan, eventually
increasing their sales worldwide.
Mission
According to the discussion their mission is to strive to be the market leader’s market leaders
having a technological edge, distinguished by quality and customer satisfaction.

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SWOT ANALYSIS
STRENGTH
 Fabric
 Quality & Assortments
 Own Team of Designers
 Permanent Employees
 Embroidery
 Cutwork
 Digital Print
 Location of Outlets
 Entire process under one roof
WEAKNESS
 Promotional Activity
 Lack of Brand Awareness
 Poor Infrastructure
OPPORTUNITIES
 Going National
 Going International
 Collaboration with foreign companies
 Image building to attract FDI
 E-Business
THREAT
 Energy Crises
 Inflation
 Effects of Forex
 Emergence of new Entrants
 Existing Competitors
 Fashion Life Cycle
 Emerging E-business

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Manufacturing Process
Warping or beaming
Racks of bobbins are set up to hold the thread
while it is rolled onto the warp bar of a loom.
Because the thread is fine, often three of these
would be combined to get the desired thread count.
Sizing
Slasher sizing machine needed for
strengthening the warp by adding
starch to reduce breakage
of the yarns.

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Drawing in, Looming
The process of drawing each end of the warp
separately through the dents of the reed and the
eyes of the healds, in the order indicated by the draft.
Weaving
The weaving process uses a loom.
The length way threads are known as the warp,
and the cross way threads are known as the weft.
The warp which must be strong needs to be
presented to loom on a warp beam. The weft
passes across the loom in a shuttle that carries
the yarn on a pirn. These pirns are automatically
changed by the loom. Thus, the yarn needs to be
wrapped onto a beam and onto pirns before weaving can commence.

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Dyeing/ Printing
Textile printing is the process of applying color to
fabric in definite patterns or designs. In properly
printed fabrics the color is bonded with the fiber,
so as to resist washing and friction. Textile printing is
related to dyeing but, whereas in dyeing proper the
whole fabric is uniformly covered with one color,
in printing one or more colors are applied to it in certain
parts only, and in sharply defined patterns.
Embroidery/ Digital Printing
Embroidery is the art or handicraft of decorating fabric
or other materials with needle and thread or yarn. Embroidery
may also incorporate other materials such as metal strips,
pearls, beads, quills, and sequins. Digital printing refers to
methods of printing from a digital based image directly to
a variety of media.
Stitching
The process of stitching takes place, three piece suits are
stitched in different sizes that are large, medium and small.

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Package/ Labeling
The Label “Shamrafs” is either printed on the fabric
or embroidered. The price tags are attached and final
products are packed in clear cellophane paper bags,
which is further placed in an 8x15 box.

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Marketing Mix
Product:
The core competency of their product is the quality. Their products include stitched and
unstitched suits for women. Four kinds of fabric are available that are Lawn, Chiffon, Silk, and
Crape with embroidery, cutwork and digital printing. They have been digital printing since the
past 4 years and are the only ones in Karachi who are selling digital prints and cutworks in the
market. The ratio of suits includes about 75% of unstitched and 25% of unstitched suits available
at their store. Kurti’s are also available at their store. Apart from this they also have a new
category of products that are towels and bed linens.
Price:
They follow a strategy of competitive pricing. The prices of the stitched outfits vary from
Rs.12,000 to Rs.30,000 and the prices of unstitched vary from Rs. 5000 to Rs. 12,000.
Place:
The main head office and the factory are located at the SITE Area Karachi. The outlets of
Shamrafs are located at Zamzama, Dolmen Mall Tariq Road, Dolmen Mall Cliffton and M.M
Road Lahore.
 Distribution Channel
They have their vans for the distribution within Karachi; the vans are scheduled to move
twice a week i.e. Friday and Tuesday. The vans may also be sent out to the outlets
depending upon the requirements.
Distribution for Lahore depends upon courier service for now with the establishment of
more outlets and greater demand they will have their own vans moving among different
cities.
Manufacturer Shamrafs Retail
Outlets
Consumer

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 Supply Chain
Thread is bought from the Super Mandi at Faisalabad, chemicals have been imported
from Taiwan since years and other accessories such as buttons, and laces etc these items
are imported from Dubai wholesale market. The Dubai offices take care of sending these
items to the Karachi factory and head office.
Promotion:
At the launch of every new outlet they allow 5-15% of on
their items to attract people.
Since there is not much brand awareness, Mr. Vohra should
Budget more for the advertisement, this will help in brand
Awareness and image building.
 Advertising
Only a budget of Rs.1 million. They did not spent
much on advertising, the only means of
advertisement were SMS, Facebook, flyers
and Banners.

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Product Mix
Fabric
 Stitched
 Embroidery & Digital Prints
 Lawn
 Crape
 Silk
 Chiffon
 Un-Stitched
 Embroidery & Digital Prints
 Lawn
 Crape
 Silk
 Chiffon
 Bed Linen/ Towels
 Quilty Covers
 Valances
 Quilted Throw-over
 Curtains
 Flat Sheet
 Baby Sets
 Fitted Sheet
 Table Linen
 Pillow Cases
 Embroidery
 Cushions

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Industry Analysis
Pakistan’s textile is considered one of the sources of growth and is the fourth largest producer of
cotton, the sixth largest importer of raw cotton and first class exporter of cotton yarn.
The textile sector has been contributing towards the national economy. Textile production is
comprised of cotton ginning, cotton yarn, cotton fabric, fabric processing (grey dyed- printed),
home textiles, towels, hosiery & knitwear and readymade garments. These components are being
produced both in the large scale organized sector as well as in unorganized cottage/small and
medium units.
Pakistan has a very low share of the international textile market which accounts for only 13%.
Textile exports have declined by about 20% due to crises of electricity and gas, international
market access, and global economic slowdown.
Growth Rate
Pakistan’s growth average during the past four years has been barely 2.50 percent
Industry Size
The textile sector accounts for approximately 38 percent of our entire labor force and an
operating level of 60 percent basically means a job loss in this sector alone of about one million
workers.
Based on the figures recently released by the Ministry and verified by the respective Chambers,
if we compare January 2011 to January 2012 in quantity terms, the total textile exports have
registered a decline of 15.37 percent, and the sector wise decrease reads as textiles and clothing
by 16.81 percent, knitwear by 34.79 percent, bed wear by 30.24 percent, towels by 21.76
percent, readymade garments by 24.46 percent, art silk and synthetic textiles by 44.29 percent
and other made-ups by 28.16 percent.
Industry Trend
Textile Engineering Sector is underdeveloped and under utilized, catering in the form of spares,
components for modernization and machines used in cottage or small scale industries. most of
them are cottage industry, small/medium industrial units and few large integrated state of art
units. The Textile Engineering Industry comprises approximately 80% small work shops, 15%
medium engineering Units and 5% large Engineering Units.
Even under the present conditions and without any support, Pakistan Textile Engineering
Industry is providing import substitution worth around one billion US dollars. This sector also
exports to small and medium Textile Units in Bangladesh, Iran, Sri Lanka, etc.

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Industry SWOT Analysis
STRENGTH
 Raw Material Base
 Inexpensive Labor
 Rich Heritage
 Domestic Market
WEAKNESS
 Research & Development
 More Dependence on Cotton
 Lack of Labor Productivity
 Poor Infrastructure
 Poor Quality Standards
 Unstable Political Situation
 System orientation and supply chain
OPPORTUNITIES
 Pakistan Textile City
 Collaboration with foreign companies
 Re-engineering of production system
 Producing high value products
 Image building of Pakistan to attract FDI
 Reducing the cost of business
THREAT
 New Competitors
 Phasing out of quota system
 Fashion life cycle
Major Players/ Competitors
 Thread and motives,
 Needle Impressions
 Bareeze
 J.
 Sana Safina
 Needlez
 Bed and bath

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Market Analysis
Target market, sub target segmentation
Shamrafs targets the upper middle, lower upper, and the upper upper classes. They have
segmented their target market on the basis on gender, age and income groups.
Competitor Analysis
Analyzing the competitor is very important as it helps identify the weakness of the competitor
which could be made strength. Competitor could be analyzed on the basis of competitive
intelligence, by clearly watching what the competitor is up to. Mr. Vohra has employed many ex-
workers of J. and Sana Safinaz. They also gain competitors know how through the web sites and
even by visiting the outlets.
Shamrafs clearly looks for opportunities and opts for something different that is not present in
the market like for now they have come up with the digital prints that no one else is producing in
the market.
The prices of the competitor brands are closely watched, and a competitive pricing strategy is
followed and cost leadership is practiced.
Management Team and Company Structure
Being a Sait business, the decisions are made by the entrepreneur himself. Routine issues if any
are managed by the management team but usually all the decisions are taken care of by the
owner himself.

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Business Plan
Executive Summary
Shamrafs was launched in the year 2009, since then it has been achieving success and is growing
rapidly, in the past few months many retail outlets have been opened. Shamrafs has moved vertically
from chemicals to fabric and have also moved towards bed linen and towels. They have been
innovative and the first in Pakistan to come up the digital prints with 3d effects. Shamrafs has
already created its market for stitched and unstitched suits. Further efforts will be made to promote
the new category of bed linen and towels.
Company Description
This textile based company belongs to the Olympia group, the factory and head office located at the
Site Area also having another office located in Dubai.
Initially they started off with lawn but with the passage of time they excelled in another four types of
fabric, they targeted the high end users and are still targeting the same class.
This company aims to be amongst the leading textile companies in Pakistan, which will be achieved
through their good quality fabric and various innovations e.g. the digital prints
Mr. Vohra the key personnel in the company has studied business and has also completed trainings
in textile chemical and has implemented those learning’s in the manufacturing process.
Industry and Competitive Analysis
The textile sector has been contributing towards the national economy. Textile production is
comprised of cotton ginning, cotton yarn, cotton fabric, fabric processing (grey dyed- printed), home
textiles, towels, hosiery & knitwear and readymade garments. These components are being produced
both in the large scale organized sector as well as in unorganized cottage/small and medium units.
Pakistan has a very low share of the international textile market which accounts for only 13%.
Textile exports have declined by about 20% due to crises of electricity and gas, international market
access, and global economic slowdown. Pakistan’s growth average during the past four years has
been barely 2.50 percent
The textile sector accounts for approximately 38 percent of our entire labor force and an operating
level of 60 percent basically means a job loss in this sector alone of about one million workers.

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Marketing and Sales Strategy
Having the experience in fabric manufacturing and providing fabric to Sana Safinaz and J., he had
earned a repute for the quality of the fabric, taking advantage of this fact he established his own
brand “Shamrafs”. So the competitors were already indentified and the market for this brand would
be the same as the competitors.
Mr. Vohra removed all intermediaries when starting up this business. He did not focus much on
advertisements as all his outlets are placed exactly opposite or in line with the outlets of the
competitors.
Operations, Management and Organization
The manufacturing unit is set up at the factory at the Site Area. The machines are bought
from different countries like Taiwan, China, Italy, and Switzerland. Threads for making
fabric are bought from Faisalabad, and the entire process of manufacturing takes place at the
factory. The finished goods are then sent out to the retail outlets.
Timings of factory/ outlet
The observed factory timings are 9am to 6pm. whereas the outlet operational timings are 12am
to10pm. But during festival season like Ramazan and Eid shops are opened till 12 midnight.
Hiring
Hiring is not done on contract or third party basis. They hire through their network circle and
even through advertisements. None of the employee are temporary all the employees at their
factory as well as the office are permanent. The main head office is located at SITE area where
they have fifteen employees and the factory has about 100 employed. The employees working at
the factory are paid a salary of Rs.10,000 plus over time. All employees are entitled to an annual
bonus.
Training
The employees at the factory are given on job trainings, employees at the factory are educated on
using the machinery and the sales men at the outlet are well-informed about all the products and
are also taught some marketing skills. The salesmen at the outlets and employees at the factory
are provided with uniforms.
Safety Measures
As the employees at the factory work with machinery and chemicals, safety measures are taken
and all employees are provided with medical facilities. They also try to cut down the
environmental hazards having only one boiler

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Financials
Product Feasibility
With the success emerging from lawn, the lawn fashion industry seemed very attractive hence
the entrepreneur invested in this business.
Desire for the Product
The desire for the product is linked with buying power, therefore the target market consist of the
elite class.
Predicting Demand
The first exhibition at Pearl Continental Karachi predicted the demand and growth of this quality
fabric.
Sales forecast
The sales are forecasted in terms of value. If for example at Eid 2011, their sales summed upto
Rs.10lac, then next year they would expect to earn Rs.15lac. They also try to reduce wastage but
5-10% wastage still prevails.
Seasonal Sales
Their sales in certain seasons go very high like for example the wedding season, eid season etc.
Forecasting Customer Response
They fist manufacture outfits in small batch if half the quantity sells out, they manufacture more
in large batches. This is how they test the customer response towards their product.
Costing
The price of the product 100%
Labor 20%
Printing 10%
Variable 20%
Finishing 15%
Profit Margin 35%

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Shop Rent Rs. 50,000 to Rs.150,000
Salaries to Factory Employees Rs. 10,000
Salaries to Office Employees Rs. 15,000 to Rs.45,000
Salesmen at the Outlets Rs. 500 per day
Profit Margin
30 to 35%, the profits are reinvested in the business. Cost Leadership is practiced at all times.
Resource for new business
The entrepreneur is not of the opinion of taking loan from banks and neither does he engage in
activity dealing with interest as it is forbidden in Islam, therefore if he needs to expand or enter
into any new business, it will be funded from the existing one. Right now they have enough
funds which have been proved by the number of outlets being opened recently.
Started up Amount
Coming from a wealthy family and having an established chemical business, it was not difficult
to enter into fabric manufacturing. The minimum start up amount equaled to Rs.10lac.
Investors
Currently they have no investors.
Government &Legal Barriers
The brand is a registered brand name. Besides barriers from government effect by the excess
duty charges, the different types of tax, sales tax, import duties etc.
Current status of business
At growth stage, Shamrafs first outlet was opened at Zamzama 3rd
Commercial lane and after
the success achieved, in the year 2012, about three outlets were opened in the past six month in
intervals of one or two months. And very soon their 5th
outlet will be opening. Expansion

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Factory

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Shamrafs Zamzama 3rd
Commercial Lane

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Shamrafs Dolmen Mall Cliffton

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Recommendations
Pakistan's 60-70% of foreign exchange is dependent on textiles. Therefore this sector can
contribute a great deal towards economy. Shamrafs should make efforts to create brand
awareness nationally and then as a later stage move to being international and contributing to
Pakistan’s economy.
Economies of scale are insignificant so it suits our domestic environment.
Shamrafs should venture capital markets to import new capital. Capital can include new
technology machinery that could help enhance productivity.
Shamrafs is being very innovative and coming up with creativity that no one else practices,
further improvements can be made in R&D. This will help them grow.
Diversify markets, Refocusing and Exploring new markets create opportunities for exiting
business to excel, Shamrafs has already diversified its market by producing a range of bed linen
and towels. Shamrafs can extend their category targeting the male gender. They can provide
fabric for the male segment.
This organization is more centralized, allowing some flexibility and lose controls could help
enhance creativity. A decentralized structure would help bring in more creativity into the
business.

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References
 Source: Pakistan Textile Journal
 http://www.olympiafabric.com/fabricweb/stitching.html
 http://www.shamrafs.com/index.html
 http://www.nation.com.pk/pakistan-news-newspaper-daily-english-online/columns/14-Mar-
2012/overview-of-pak-textile-industry/
 http://www.scribd.com/doc/33126899/The-Pakistan-Textile-Industry-doc
 http://www.ptj.com.pk/Web%202004/03-2004/trend.html

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References
 Source: Pakistan Textile Journal
 http://www.olympiafabric.com/fabricweb/stitching.html
 http://www.shamrafs.com/index.html
 http://www.nation.com.pk/pakistan-news-newspaper-daily-english-online/columns/14-Mar-
2012/overview-of-pak-textile-industry/
 http://www.scribd.com/doc/33126899/The-Pakistan-Textile-Industry-doc
 http://www.ptj.com.pk/Web%202004/03-2004/trend.html