This document provides a mini project report on VIP Industries submitted for a master's degree program. It includes an introduction, objectives of the project, literature review on VIP Industries which discusses the company's history and brands. It also acknowledges those who helped with the project and provides a table of contents for the report sections.

1. A
MINI PROJECT REPORT
On
VIP INDUSTRY
Submitted in the partial fulfilment of the requirement of degree
in Masters of Business Administration
United Institute of Management
Session (2020-2022)
SUBMITTED BY: SUBMITTED TO:
SHEFALI SEN DR. ANSHUL PANDEY
STUDENT ID-13200134
SECTION-E
ROLL NO:10

3. DECLARATION
I SHEFALI SEN student of MBA 1st yr. personally worked on this project entitled
“INNOVATION IN VIP INDUSTRIES”.
I have not copied from any other students’ work or from any other sources except where due reference or
acknowledgment is made explicitly, nor has any part been authored by another person.
20/02/2021 SHEFALI SEN
MBA 1st year
SECTION-E

4. ACKNOWLEDGEMENT
I am very grateful to GOD who blessed with strength to stand by the difficulties that came in my mine way
which enables me to complete this project effectively.
I would like to express my special thanks of gratitude to (PRINCIPLE) PROF.KK MALVIYA as well as
our MR. VIKAS MEHROTRA SIR (H.O. D), MR. PRAKASH KUNDNANI SIR, DR. ANSHUL
PANDEY SIR (CLASS COORDINATOR) who gave me the golden opportunity to do this wonderful
project.
which also helped me in doing a lot of Research and I came to know about so many new things I am really
thankful to them.
Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing this project
within the limited time frame.
SHEFALI SEN

5. TABLE OF CONTENTS
S.NO. CONTENTS
1. Objective of the project
2. Review of literature
3. Generation of product
4. Idea screening
5. Concept development
6. Market strategy design
7. Product/Service development
8. Commercialization
9. Learning outcome
10. Bibliography

6. OBJECTIVE OF THE PROJECT
 Building Brand awareness in both social media and TV commercial advertisement.
 Creating a new category ad and trendy advertisement.
 Involving customers in the Campaign.
 Rewarding customers.

7. REVIEW OF LITREATURE
 INTRODUCTION
VIP Industries, is an India's largest luggage Manufacturer company which manufactures luggage and
travel accessories. It is based in Mumbai, India and is the world's second largest and Asia's largest
luggage maker. The company has more than 8,000 retail outlets across India and a network of
retailers in 50 countries. It acquired United Kingdom based luggage brand Carlton in 2004.
VIP Industries Limited was incorporated in 1968. The first VIP suitcase was manufactured in 1971.
Since then, VIP industries has sold over 60 million pieces of luggage worldwide. • VIP Industries is the
largest luggage brand in INDIA and ASIA. It is the 2nd largest luggage brand, globally. • It has got
more than 8000 retail outlets across INDIA and over 1300 retailers across 27 countries. • Is the parent
company of renowned brands like VIP, Skybags, ALFA, Aristocrat, Footloose, Carlton and Caprese.
VIP INDUSTRIES LIMITED
“Successful acquisition of a well-known international 2000 people. The company recorded net sales
brand. It offers significant synergies as well as much of 3.2 billion units for the year 2005-06. desired
gateway to the world market. As London is the hub for world market, successful presence VIP is a well-
known and reputed brand name in UK market is very critical in achieving VIPs in India. VIP has been
increasing its presence global aspirations. We believe we are off to a good in world markets in the
luggage industry. The start with successful acquisition of Carlton and company has operations across the
globe in five promising 2 years of operations, but the long continents. It has offices in the USA, South
Asia, journey has just begun.” Middle East, Africa and Europe. Worldwide, VIP products are sold across
1300 retail outlets Company Background in 27 countries.

8. COMPANY BACKGROUND
VIP Industries Ltd. is the flagship company of the It had an export turnover of US$ 8.16 million in DG
Piramal Group. Established in 1971, it is the year 2004-05, representing an increase of 145leading
luggage manufacturing company, which per cent over 2003-04 when the turnover stood at
manufactures trolly, suitcases, executive cases, US$ 3.25 million.
Currently, it exports its products backpacks and other hard and soft-sided luggage. to West Asia,
Europe, the USA, and select African It owns reputed brands such as VIP, Alfa, Footloose and South East
Asian countries .VIP Industries Limited in the UK It has two manufacturing units in India and various
subcontract operations in China and VIP operates in the UK through Carlton Travel Indonesia. Currently,
it has a workforce of nearly Goods Limited. Carlton is a fully owned subsidiary 37 of VIP Industries. VIP
acquired Carlton in April 2004 to gain access to European markets.

9. Type Public
Traded as
 BSE: 507880
 NSE: VIPIND
Industry Luggage
Founded 1971; 50 years ago[1][2]
Founder Dilip Piramal
Headquarters Mumbai
,
India[3]
Area served Worldwide
Key people  Dilip G. Piramal
(Chairman)
 Radhika Piramal
(MD)[4]
Products  Baggage
 Suitcase
 Travel pack
Revenue ₹6,368.0 million (US$89 million) (2009-
2010)[5]
Number of
employees
5000[6]
Parent DG Piramal Group
Subsidiaries  Skybags
 Carlton
 Caprese
 Aristocrat
Website www.vipindustries.co.in

10. Awards & Recognition
 The company has won several accolades from within the industry including:
 1997: The Industrial Safety and Health Council presented VIP Industries with The Safety Award.
 1997: The Ministry of Science and Technology awarded VIP Industries with an award in recognition of
their in-house Unit by R&D, by DSIR.
 1998: VIP Industries was presented with the award for 'Best Paper Value Engineering - Invest' by the
Indian Value Engineering Society.
 1999: VIP Industries are the proud winners of the NIMA Excellence Award conferred upon by 'Nasik
Industries Manufacturers Association.'
 2000: The Nasik Industries Manufacturers Association (NIMA) awarded VIP Industries with an award
for 'Excellent Display - Nima Index 2000'.
 2000: 'Indian Value Engineering Society' bestowed VIP Industries with the second place for presenting a
paper, titled, 'A Case Study on Optimization Cost and Enhance Aesthetics of PVC Outer Strips'.
 2000: 'Council of EU Chamber of Commerce' presented VIP Industries with the 'European Union
Impresa Award for Export Performance.'
 2000: Lakshya Award from NITIE (National Institute of Industrial Engineering) for 'Best Project' in the
field of 'Supply Chain Management'. VIP received this award yet again in 2001, and 2002.
 2001: Golden Peacock Awards for achieving 'Total Quality Management'.
 2003: Joint winners of the 'Rajiv Gandhi National Quality Award' in 2003, for being one of the best
Large Scale Manufacturing Industries in India.
 2004: Golden Peacock Awards for achieving “Innovation”.
 2015: VIP Industries Limited won.
o India Design Mark Award (i-Mark) for VIP Space lite 360, Carlton Stark Strolley and Impaq PRO
Spinner Laptop bag
o Good Design Award (g-Mark) for VIP Space lite 360-degree Spinner.
 2016: VIP Industries Limited won the India Design Mark (i-Mark) award for Carlton – Hampton 3
Laptop backpack.
 2016: Brand Caprese awarded with best brand award in ‘Bags & Accessories’ category by Shoppers
Stop.
 2016: VIP Industries Ltd was awarded the ‘Regional Best Employer 2016-17’ by World HRD Congress.
 2017: Flipkart awarded Brand Skybags as the ‘Best Performing Brand in Travel Category’ for the year
2016-17.

11.  2017: VIP Industries Limited was awarded the ‘Supply Chain Champion for the Year’ by Metro Cash &
Carry.
 2017: Aristocrat won 4 awards for their campaign ‘Unpack Your Dreams’
o ‘DMA International ECHO Award’ – ‘Bronze’- in the category of ‘Best Use of Artificial
Intelligence’ for ‘On Air with Aristocrat – when cricketers turned luggage experts’.
o DMA Asia CREATEFFECT Award – ‘Silver’ - in the category of ‘Consumer Products &
Services’ for ‘Aristocrat – Unpacking a Forgotten Brand to Life’.
o Indian Digital Media Award – ‘Gold’ - in the category of ‘Best Digital Direct Response
Campaign’
o Kyoorius Award/ ‘Blue Elephant Award in the category of ‘Use of Social Platforms’.
 2017: VIP Industries Limited won the India Design Mark (i-Mark) award for VIP Tube.
 2018: Brand Skybags & Caprese won the ‘Best Brand Award’ from Flipkart for the year 2017-18.
 2018: VIP Industries Limited won the India Design Mark (i-Mark) award for 5 products – Skybags AER
Plus DF & DFT; VIP Centaur DFT; Carlton Duo-Tone, Helium & Dublin.
 2019: VIP Industries Limited won the India Design Mark (i-Mark) award for Carlton Insignia and
Regalia; VIP Zenlite and Modulus; Skybags Vulcan Weekender Backpack and Boom DFT.
 2019: Carlton Edge was awarded with the ‘Best TVC Award’ in the consumer durables category by
Exchange4Media.
 2019: ELSC (Express Logistics & Supply Chain) Leadership Award for Warehouse Innovation.
 2019: VIP Industries Limited won the ‘People Matters Total Rewards Award 2019’ for ‘Best in Driving
Culture of Hyper Productivity’.
 2019: VIP Industries Limited won the ‘People Matters L&D Award 2019’ for Best in Leadership
Transformation.
 2019: VIP Industries Limited won the ‘Economic Times India’s Best Companies to Work For 2019’
 2019: VIP Industries Limited won the ‘Economic Times India’s Best Workplaces in Manufacturing
Award 2019’
 2020: VIP Industries Limited won the CFBP (Council for Fair Business Practices) award in the
 Category ‘Manufacturing Enterprises – Large’ for the year 2019-20.
 2020: VIP Industries Limited got recognized as a ‘Bronze’ employer in the IWEI’s (India
 Workplace Equality Index) Top Employers for 2020.
 Lakshya Award (2000): VIP Industries are the proud winners of the prestigious Lakshya Award

12. from NITIE (National Institute of Industrial Engineering) for 'Best Project' in the field of 'Supply
Chain Management' in the year 2000.The Lakshya Award is considered to be esteemed, as it is
conferred upon visionaries and is a recognition of those who have helped to revolutionize the
future of the Indian business setting.
 Gold Peacock National Quality Award (2001): Peacock Awards are regarded as the
benchmark for corporate excellence all over the world. VIP Industries was presented with this
significant award in the year 2001, for achieving 'Total Quality Management'.
 Lakshya Award (2001): VIP Industries was the proud receiver of the Lakshya award, yet again in
the year 2001. They were lauded for their efficient and superior manufacturing over a large
scale.
This award is the testimony of VIP's innovative and productive business setting.
 Lakshya Award (2002): VIP the ability to understand everyday demands and fulfil the same with
optimized cost plays a crucial role in the manufacturing industry. In 2002, VIP Industries was
bestowed upon with the prestigious Lakshya Award in the 'On the Job Achievers' segment for
presenting the best project in 'Supply Chain Management Module.'
 Rajiv Gandhi National Quality Award (2003): VIP Industries were the joint winners of the 'Rajiv
Gandhi National Quality Award' in 2003, for being one of the best Large-Scale Manufacturing
Industries in India.
 Lakshya Award (2004): Lakshya Award is a unique endeavour by NITIE (National Institute of
Industrial Engineering) bestowed upon in the honour of corporate excellence.
In the year 2004, VIP Industries were awarded the second place for the 'Best Project' segment
in the 'On the Job Achievers' category.
 Golden Peacock Award (2004): In 2004, VIP Industries were conferred with the Golden Peacock Award
for Innovation.

13. VIP INDUSTRY AND ITS BRAND
VIP Industries Ltd. is the flagship company of the DGPiramal Group. Established in 1971, it
is a leading luggage manufacturing company, which manufactures trolly, suitcases,
cases,backpacks and other hard and soft-sided luggage. It owns reputed brands such as
VIP,Alfa, Footloose and Buddy. It has two manufacturing units in India and various
operations in China and Indonesia. Currently, it has a workforce of nearly 2000 people. VIP
is a well- known and reputed brand name in India. VIP has been increasing its presence in
world markets in the luggage industry. The company has operations across the globe in five
It has offices in the USA, South Asia, Middle East, Africa and Europe, Worldwide, VIP
products are sold across 1300 retail outlets in 27 countries. Currently, it exports its product
to West Asia, Europe, the USA, and African and South East Asian countries. VIP is the
market leader in the organized luggage industry in India with more than 50% market share,
manufacturing and supplying a wide range of hard sided and soft-sided luggage.
Established in 1971, it is Asia’s largest and the world’s 2nd largest luggage manufacturer
and is an end-to-end supplier catering to the needs of a diversified customer mix of value
for money and mid to high end premium segments. Amongst the most recognized and
trusted brands in India with its flagship VIP brand, the company has diversified to other
brands as well through green-field and brown-field expansion like Carlton, Caprese,
Skybags, Aristocrat and Alfa. VIP also has a moulded furniture business under the brand
name Modern. Strong brand equity to drive volume growth A combination of continual
innovation and extensive advertising has led to the growth of its flagship VIP brand which is
synonymous with luggage in India. The company is also developing its youth oriented
brands Skybags, Carlton and Caprese which are witnessing exponential growth. This has
helped VIP sustain its leadership position in the Indian organized luggage industry.
Evolution of market dynamics offer significant upside potential.

14.  Vision
“To be the global leaders in the travel production business. To manufacture and provide travel
utilities
which are of high eminence, innovative and unique and enlighten our consumers to the joys of
travelling”
 Mission
“Building enriching partnerships, pride of leadership and delightful experiences by adding a spark of
innovation to all that we do”
 Brands
The company's brands include:
 Aristocrat
 Alfa
 Caprese
 Carlton
 VIP Bags
 Skybags

15. HISTORY
The history of the company goes back to the year 1971. Since then, the company has
recorded a sale of around 100 million pieces of luggage worldwide. Formerly, the
company was known by the name Aristo Plast VIP Industries and it was incorporated in
1968. The Company consisted of two wholly own subsidiary companies, namely Blow
Plast Retail Limited V.I.P.
Industries Bangladesh Private Limited V.I.P. Industries BD Manufacturing
Private Limited and V.I.P. Luggage BD Private Limited. As on 31st March 2019 the
company has 1 Indian and 4 overseas wholly owned Subsidiaries.
The very first VIP Suitcase was manufactured in the year 1971. Since then, VIP
Industries has sold over 100 million pieces of luggage to people around the world and
have subsequently become the foremost manufacturer of hard and soft luggage in Asia,
with a goal to make travelling simple. VIP manufactures an array of products and
provides numerous different services with an aim to make travel simple and convenient
for millions of people around the world. There products and services are carefully
designed to help people experience the delight of travelling. A team of professional,
skilled designers constantly innovate and explore new technological aspects and
materials to craft luggage which is at-par with the world’s highest standards. The Product
Portfolio of VIP Industries Ltd. today, consists of a diverse range of hard-sided and soft-
sided luggage. The luggage range includes strollys, suitcases, duffel-bags, backpacks,
executive cases, overnight travel solutions and schoolbags. VIP Industries Ltd. is the
parent of many renowned brands like VIP, Aristocrat, Alfa, Footloose, Skybags and
Carlton which cover the entire spectrum of travel products.
VIP Industries Ltd. has more than 10000 retail outlets across India and with a network of
over 1300 retailers across 27 countries. With a productrange which includes Injection
Molded PP Cases, Vacuum formed PC and ABS cases and Softsided luggage in Nylon,
Polyester and EVA material, VIP Industries Ltd has several innovations in product
design and technology.

16.  Many of these innovations are patented in India as well as internationally.
Non-Reversible Multi Safe Lock – so that the suitcase opens only right side up.
• Soft Grip handles – for carrying comfort.
• Security cable and Security Chain – inbuilt in the luggage.
• Dual action lock – for double security.
• Dual action lock.
• Heat sealing method for lining fusing – for fully fabric lined suitcase.
• Heat sealing method for lining fusing (USA, UK)
• Bumpers on luggage – to protect suitcase corners from drops and conveyor belt impact.
• Gravity Side Core – patented process for simplified manufacturing.
• Central Locking System – to facilitate locking of all the three locks on the luggage, with
single stroke key operation.
• Secure link – an inbuilt security cable locking mechanism. The cable normally remains in
retracted condition inside the luggage, and can be taken out with just a press of button, so
that the luggage can be tied and locked to any firm object for security
• Convi pack – a flexible panel fixed in the top half to pack wet or used clothes, completely
separate from contents in the bottom half of the suitcase.

17. Innovation Timeline
 Look at how our designs have kept up with time.
 1983
A unique mechanism of locking and unlocking that involved turning the cover in clock wise or anti-
clockwise direction. This lock was normally used for the VIP products with sleek frame.
 1983
NR Mechanism
One of the early and very popular innovations from VIP. This technology, popularly, came to be
known as ‘Ulta Nahin Khulta’ or ‘Right side up.’
This innovation provides bags with a unique feature which does not let it open in ‘upside down
condition’. This helps to avoid possible messy situations.
 1986
Padded Handle
Another improvement by VIP, this provided the handle with a soft grip. This made carrying the
luggage, in hand, comparatively easier.
 1987
MSL Auto-lock with security chain window
This is a very popular innovation in the ‘Centre Key’ lock having a rectangular window where the
security chain hook can be firmly attached to secure the framed luggage.
 1989
Dual Action Lock
An advancement in the locking mechanism. This technology featured an enhanced locking and
unlocking mechanism.
These locks open only when front finger and the thumb are used in combination.
 1990
AN IMPROVED SIDE CORE FOR AUTOMATICALLY RELEASING THE MOULDED
ARTICLE FROM THE MOULD

18. Mainly for manufacturing of injection moulds with moving sliders. This innovation
eliminates the usage of hydraulic cylinders for the movement of sliders. It also makes mould
simpler to manufacture.
 1993
Heat Sealing Method
This method pioneered the completely moulded luggage segment. These pieces of luggage have no
metal frame and are lined with fabric on the inside.
 1993
Bumper for Luggage
This advancement provided the luggage pieces with a completely unique ‘Dual Material
Dimpled Bumper’. Apart from added visual strength, this enhanced the durability of the
luggage and increased its capacity to take shocks in case of rough usage.
 1996
Corner Lock (CEO Briefcase lock)
Primarily, luggage locks are usually on front side and are operable only from the front. This is
unique locking mechanism allows the locks to be locked from the front side but by pressing buttons
provided on the sides, for ease of operation.
 1999
Trigger type corner lock for a luggage case
The side locks in a framed suitcase or a briefcase are normally straight & are mounted on front flat
area of the frame. The Trigger type curved lock mechanism is meant for mounting it on the front
corners of framed luggage. This is a non-conventional lock system.
 1999
Java Side lock
Used in a framed product called JAVA. This lock mechanism was ahead of its time in the market
and was unique.
 1999
A zippered lock for a soft luggage case
This a innovative zippered lock having a unique locking mechanism for use in a soft luggage case.

19.  1999
Auto latching system (Alfa - Product - Mantra)
This mechanism eliminates the gap caused at the centre area between top lid & bottom case due
lifting of a stuffed loaded moulded luggage.
 2000
Spring loaded Divider hook
This divider hook mechanism eliminates the usage of elastic ribbon which is attached with the
divider hooks in divider flaps of the suitcase.
Convipack
Convipack was another innovation which garnered a widespread popularity. It featured soft luggage
inside hard luggage and provided private packaging space for storing used clothes.
Cable Lock
The usage of external security chains to tie up the luggage on a train journey is a common sight.
This is exactly what inspired VIP to come up with the very first ‘Integral Retractable Steel Cable
Wire Mechanism’. The cable extends after being pulled out by pressing a button and can be retracted
back by pressing the same button.
 2001
Centre Locking Mechanism
Inspired from automobiles, VIP promptly adapted this improvement allowing the all the multiple
latches given on the luggage to be locked from a single locking movement in the centre. This feature
reduced a lot of hassle for customers.
 2002
Rolling Scratch Guard
A Roller Guard provided on the bottom of the luggage helps avoid scratch marks and permits ease
of movement of luggage on the floor in horizontal condition (especially when the luggage is to be
dragged from beneath of the railway berth).
Handle Locking Mechanism
VIP introduced handles which could be locked to avoid theft of luggage. The handle can be locked
and hence becomes difficult to steal as it restricts movement of the luggage.
Luggage with Paper frame
For the first time ever a luggage was made with Centre band of Thick paper.

20. Seculink M
This is the most popular feature in a framed luggage with Manual security chain in built in the
luggage. No need to use a separate security chain for securing the luggage. This mechanism has
twisted wire rope, which cannot be broken or cut with scissors or hand pliers.
 2003
Pulling Handle Security Mechanism
A Pulling handle of luggage case which has an additional utility for firmly securing the luggage with
some fixed rigid member.
Seculink Easy
This feature of security chain in a framed luggage is quite similar to manual security chain (Seculink
M) in built in the luggage. This mechanism has link chain in place of twisted wire rope. No need to
use a separate security chain for securing the luggage.
Key plus key case
This Unique design presented a key with an inbuilt key case. The key is completely embedded the
key case and it can be taken out easily for use.
FM Radio in luggage
The rise of FM radio was a boon for daily commuters. When FM Radio started its tunes in Metro,
VIP took heed of the new demand, and soon, FM was introduced into the briefcase.
 2004
Snap fit section for luggage
The amazing profile of aluminium frame & the shell which does not require rivets for joining the
shell with frame. This innovation eliminates the use of rivets for fastening.
Light weight stiffener for luggage
This arrangement enables to reduce the weight of luggage and provides reinforcement. Mainly for
use in Soft luggage.
Security system for luggage (centre locking mechanism) � Aristocrat
The multiple latches given on the luggage gets locked from a single locking movement in the centre
by means of key lock. There is no hassle to lock them separately. This mechanism is different from
the centre locking mechanism as mentioned above. But it serves the same purpose.
 2005
Design Studio setup at VIP Head Office.

21. Lightest luggage in PP - VIP's Zero G.
 2009
Multi-layer Texture in PP upright - Multi-drive.
 2012
Lightest Polycarbonate Upright - Sky bag’s Velocity.
 2013
Frame PP upright - VIP's Gladiator.
 2019
New Brand Identity
Its sources is in Netherlands so its products are exported to all locations such as the UK and the USA.
Thus, the combined synergies Carltons revenue witnessed a year-on-year growth of Carltons strong
brand and VIPs.

22. VIP INDUSTRIES LIMITED IN UK
Carlton handles all the UK operations of VIP and markets the products of both VIP and Carlton across the
whole of Europe. Currently, it has 15 employees based in its office near London. Carltons production
activities have been shifted to its Nashik plant in India so as to enhance the plants utilization capacity.
Carlton products are designed in the UK and warehoused at three locations across the UK and Europe. The
marketing and sales department of Carlton Travel Goods approves its designs. The company has its sales
offices in London, Dubai, Mumbai and Hong Kong. Carlton has technical excellence in the manufacture of
trendy luggage. It has won several awards for its innovative designs from big institutions such as British
Design and Art Direction, the UK; Laboratories National DEssai, France; Geprifte manufacturing plants at
India and China, which are Sicherheit, Germany; and Stichthing Ivha, the low-cost destinations from
low of 90 per cent for the year 2005-06, and it is manufacturing costs provide VIP with an edge expected to
grow by 50 per cent for the year over its competitors. 2006-07. High-end Research and Development Factors
for Success Carlton is a leader in design innovations in luggage manufacture. It has won many awards
Synergy with Carlton from reputed international bodies as a testimony Carlton has been a world leader in
the to its high-quality product innovations. In addition, manufacture of quality luggage for approximately
VIP has a fully equipped world class Research 30 years. Through the acquisition of Carlton, and
Development (R&D) Centre that constantly VIP gained access to those European markets endeavor to

23. provide superior travel products. in which Carlton already possessed strong This focus on constantly
upgrading product quality brand recognition. Carlton was also in possession has helped VIP to successfully
compete in the of several intellectual property rights. This buyout intense European luggage market. VIP has
allocated provided VIP with a lucrative passage into an R&D budget that is approximately equal high-
growth European market. Moreover, VIP has its to 1.7 per cent of its total sales per annum.
Build on a Premium Brand VIP is targeting at establishing Carlton as a premium brand and replicating its
success in the UK to the rest of the world. Carlton has many premium and super-premium brands in its
product portfolio such as ebony, sonic and ergo. VIP has also acquired a licence from Delsey, a premium
brand luggage manufacturer from France, which will help it to market its premium range of products across
the globe, particularly in Europe. Experience in the Luggage Industry Together, VIP Industries and Carlton
have been operating in the luggage industry for a significant period of time. Since its inception, VIP has sold
over 60 million luggage pieces to consumers across the globe. VIPs experience in this industry was
successfully leveraged by Carlton in spreading its reach in the UK market. Carlton’s Revenue (US$ million):
2005-07 20 17.3Revenue (US$ million) 16 12 11.3 8 6.5 4 0 2004-05 2005-06 2006-07 E Source: Primary
Research Future Plans Emphasis on Product Innovation VIP is backed by its high-end R&D Centre that
constantly works towards providing superior solutions to customers. The company offers a varied range of
innovative products to cater to diverse market requirements. It has plans to further strengthen its R&D and

24. unleash a global range of products matching the best standards in the global luggage industry.
Quality Promise
VIP bags are crafted for superior performance and are put through the most stringent quality tests. Click to
see how we have become the epitome of Quality and Trust for bags.
Tumble test
Each VIP bag is tumbled 25 times for reliability, so you never have to take the fall.
Wheel Test
The trolley of each VIP bag is spun 12,500 times, so travel is always effortless for you.
Lock Test
Each VIP bag is locked and unlocked 15000 times, so you’re never stuck.
Drop Test
Each VIP bag is dropped 20 times from a height, so it can withstand any falls you might have.
Handle Test
The handle of each VIP bag is jerked 3500 times, so you never have to handle with care.
Zipper Test
The zipper of each VIP bag is zipped and unzipped 15,000 times, so you'll never be stuck.
Open & Closing Test
Each VIP bag has been opened and closed 3000 times, so the going is always smooth for you.
Jolt Test
Each VIP bag is jolted more than 5000 times, so you’re never in for a shock.
Pendulum Test
Each VIP bag is swayed 1000 times, so you'll never lose your rhythm.

25. MANAGEMENT TEAM
Mr. Dilip G. Piramal
Chairman
Mr. Dilip G. Piramal, Chairman of the Company, is an experienced industrialist, who has pioneered luggage
industry in India and having an experience of more than 50+ years in the luggage industry.
Ms. Radhika Piramal
Executive Vice Chairperson
Radhika Piramal is the Executive Vice Chairperson of VIP Industries Ltd., India's #1 Luggage Company.
Ms. Piramal has been Executive Vice Chair since April 2017. Prior to this role, Ms. Piramal was the
Managing Director of VIP Industries from 2010 - 2017 and she worked in various sales and
marketing roles in VIP from 2000 - 2004. Outside of VIP, she worked as a management consultant with
Bain & Company in New York from 2006 - 2008. Ms. Piramal is integral to revitalizing VIP Industries
through several brand launches. She re-launched Skybag as a youth brand in 2011 and Skybags is now
India's largest luggage and backpack brand. She expanded the company's product range from luggage
to handbags by launching Caprese handbags in 2012 and Caprese is now one of India's top 2 handbag
brands. Radhika was recognized in Economic Times India's 40 under 40 Business Leaders in 2015. She
won the 'ET Panache Trendsetter Award, 2016' and also received CNBC-TV18's Award for Young
Business Woman in the same year. She received the coveted Business Today's India's Most Powerful
Women award for three consecutive years in 2015, 2016 and 2017.

26. Mr. Anindya Dutta
Managing Director
Mr. Anindya Dutta is appointed as the MD of the company w.e.f. February 1, 2021. Anindya brings more
than 20 years of leadership experience in the FMCG industry across business verticals and categories.
Prior to joining VIP Industries, he was the Managing Director of Havmor Ice Creams Pvt Ltd (a Lotte
Group company). Being the first MD after its acquisition by the Korean conglomerate, he was not only
instrumental in scaling up the business to a national brand but also brought about an organizational
transformation towards a professional and streamlined business operations poised for fast paced
profitable growth. Prior to Havmor, he was with Britannia Industries for almost 18 years, in roles of
increasing impact in Sales & Distribution, Category & Brand lifecycle management, Channel
development, Supply chain operations and leading P&Ls like Britannia's Dairy, Breads and International
Business SBUs.

27. GENERATION OF PRODUCT
a. There are a lot of applications to the luggage but all of them are not controlled from the luggage
instead the commands are sent from the mobile phone to the luggage via Machine-to-machine
communication.
b. The mobile phone has a pre-installed application software with a pre-installed set of instructions.
c. After the microcontroller embedded inside the luggage receives instruction from the user it acts
accordingly. This can either be for tracking its location and send it to the user or send the luggage
weight.
d. Track dot Luggage Tracker.
e. Trackable Bag Tags.
f. Tracking the Location

28. IDEA SCREENING
This project targets all sections of society and all age groups. Whether they are of old age or
young, carrying a heavy luggage has always been a matter of distress. This project aims to
provide comfort and ease while travelling in addition with smart features that are user
friendly. The carrier is designed in such a way that it follows a specific user who is having
RF transceiver and in addition with a feature of avoiding obstacles in the path by raising an
alarm on the user’s smart phone. There is a facility of tracking the location of the luggage too
so as to avoid theft and losing the luggage. The location of luggage will send on user’s smart
phone via a message.
Tracking the Location • The carrier is built with smart features that allow the user to get the
location of the luggage wirelessly on the mobile phone.

29. Smart bag is an innovative carry-on suitcase that makes life easier and smoother. Carrying
luggage is the main difficulty faced by each and every passenger. Here I have tried to solve
the dragging of luggage difficulty and also providing better security and intelligent features
that suitable for modern era. In this project I developed a new low-cost human following
technology to assist low-cost consumer productimplementation, so that the overall
production costof a automatic user following bag will be less. The inbuilt power bank can
provide sufficient power and at the same time share power to users’ gadgets like smart
phone, laptops etc.
The luggage tracking system is designed to track the luggage and bags which gets lost or
theft from public and other areas. As people travel, there is always a risk of theft of the
luggage and bags which is where the proposed system comes into account. The luggage
tracking system works on an alarm basis where an alarm is set up with the arduino uno board
and a GPS module. Also, the alarm is turned on as soon as the bag is theft and goes outside a
particular range. Furthermore, a map is created through which we can track the location of
the bag as it moves, as the markers are dropped which in a way gives us the location of the
bag as it moves away from the owner. In this, the IoT components are being used like
Arduino Board and a GPS Module in order to track the bag and a frontend or mobile
application is created in order to monitor.
Location Tracking becomes very important nowadays, especially when the suitcase is
stolen. The suitcase has GPS & GSM modules which allow user to track the suitcase
anywhere in the world. It sends the location coordinates to the Local

30. Server and user just need to open a webpage on his/her computer or mobile, where
he/she will find a Link to Google Maps with the suitcase Location Coordinates.
CONCEPT DEVELOPMENT
1. Evaluate opportunities and select the best product mix.
2. Get feedback to refine the product concept that describe what the product might look like
and how it will work.
3. Make sure that the product performs an appeal to the consumers.
4. Design with manufacturing in mind to build both quality and efficiency into the
manufacturing process.
5. Build and test prototypes, or physical models of the products.
6. Run market test and enter the ramp-up stage during which employees are trained in the
production process.
7. Launch the project.

31. MARKET STRATEGY
VIP has always been a market leader and a category-defining brand. The growth of the brand continues as it
remains relevant to the current generation.
The major strength behind VIP is the understanding of the Indian consumer and as the consumer has
evolved, the product has also evolved. The basic strategy the brand has been working on is bringing
innovations and presenting it to the mass market. Over the past three years, we have democratised the four-
wheeler luggage market in India. Four-wheelers have always existed in the market, but the benefits of four-
wheelers have now been communicated to the Indian consumer and those benefits were incorporated to the
product with a consideration of the Indian travel conditions. Currently we are seeing a global trend of
people moving from soft luggage to polycarbonate luggage. We are taking the lead in India in
polycarbonate luggage and launched Verve. This brand helps us connect with the new consumer. The
range of polycarbonate luggage is going to revolution is the luggage category in India and slowly the
market will follow VIP and move to this. All the latest communication from VIP is looking to connect to
the young consumer, and is around the benefits of these stylish polycarbonate bags.
We are not a nostalgic brand and from the older generation. We are moving with the times. More products
are in the offing soon.

32. The five brands in the portfolio positioned differently:
All the five brands are standalone brands and not a subsetof VIP. We have the premium
international brand from England - Carlton.
We are distributors for this brand in India. It is a distinct productwhich is designed for the
European market.
With this brand we are targeting the premium end of the market.
VIP is in the middle of the market. This is in the mass premium segment as well as in the
popular market. It is a leadership brand and has the largest market share.
It brings breakthrough innovations for the benefit of Indian consumers. We are looking to
target younger consumers in various ways.

33. Skybags is the stylish offering. Luggage is not seen as a stylish product. People spend a lot
on watches, clothes, mobile phones and other accessories but are not bothered about the
kind of luggage they are carrying.
Skybag agenda is to increase the style quotient of consumers. It has printed and coloured
bags. We didn’t expect the overwhelming responsewe received from these bags. The
Indian consumer has taken to this style and the bold design.
We are looking to launch more designs and looking to enter the college backpacks, laptop
bags categories here. With Skybags, we are not looking at the youth, but the young
workforce - people between 25 and 35 years. This is a very different consumer.
Skybags is not a new brand, but we reinvested in the brand three years ago. We got in
John Abraham as brand ambassadortwo years ago as he is an inspiration for our target
group. He has proven himself - that is what the young consumer is about these days.
They are globally travelled and want the best of the global products. That is why the
Skybags - John association makes sense. Aristocrat is our ‘value for money’ product.
People have bought it as it is a big brand with strong equity. Alfa was earlier a sub-brand
of VIP. Now it is a standalone brand that stands for durability.
It plays the penetration game and looks to convert people investing in non-branded
luggage to branded luggage.

34. PRODUCT DEVELOPMENT
 Assess market opportunities to the point of product ideation.
 Pass product specifications to the product development organization to fulfil the product vision.
 Pass finished product to commercialization teams to execute the marketing, selling, distribution
and customer support plans.
 A company must establish a series of successful products over time if it wants to maintain a
consistent stream of sales, or grow sales over time.
 New product generation involves multiple stages and a high level of financial investment, and has
no guarantee of success.
 When a new product is introduced, companies must still convince buyers to adopt them into their
routines, in order for sales to be consistent.
 Innovation may be ‘continuous’ or ‘discontinuous’ – the former occurring in established markets,
while the latter has the potential to create new markets or consumer behaviours.

35. COMMERCIALIZATION
 When applying Lean Innovation techniques to the commercialization process, companies identify
areas of uncertainty around any aspects of product launch and commercialization.
 This might include, but is not limited to, market segments to address, marketing channels,
messaging, branding, packaging, fulfillment, pricing, partnerships, sales model and so on.
 Teams use lean innovation — empathy, experimentation and evidence — to determine the plan upon
which to execute and scale, in order to maximize the possibility of commercialization success.
 Generally, the process begins by documenting what one believes to be true. The goal is to start with
what you know.
 Product development is considered “pre-commercialization.” But in an ideal scenario,
commercialization and product development are integrated so you create iterative learning loops
within loops, where the planning of the commercialization is happening while the product is being
developed, so that market input can inform how the product is produced, marketed and sold.

36. LEARNING OUTCOME
 This project shows the implementation of tracking the bags which are either lost or stolen. Certain
procedures and techniques have been made and proposed in order to achieve the same.
 Experimentation has been done and maps have been created in order to track the location of the bags
which are misplaced and lost.
 Experiment results further concludes that the bags can be easily tracked based upon the hardware
installed in them and then by tracking that hardware and tracking the route, directions and location of
the bag with the help of a map.

37. BIBLIOGRAPHY
The matter of the project has been takenfrom the below sources:
Books referred:
 Marketing Management by Philip T. Kotler and Kevin Lane Keller
 Handbookof customer satisfaction by N. Hill and J. Alexander
 Summary and Analysis of the Jeff Walker by Nina Harrington
Newspaper:
 Times of India
 Economic Times
Websites:
 https://en.wikipedia.org/wiki/VIP_Industries
 www.scribd.com
 www.managementparadise.com
 https://economictimes.indiatimes.com/infocompanyhistory.
 https://www.ndtv.com/business/stock/vip-industries