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The biggest management challenge in the new millennium of liberalization and globalization
for a business is to serve and maintain good relationship with the king the customer.
In the past producers took their customers for granted, because at that time the customers
were not demanding nor had alternative source of supply or suppliers. But today there is a
radical transformation. The changing business environment is characterized by economic
liberalization, increasing competition, high consumer choice, demanding customer, more
emphasis on quality and value of purchase etc. All these changes have made today’s producer
shift from traditional marketing to modern marketing. Modern marketing calls for more than
developing a product, pricing it, promoting it and making it accessible to target customer. It
demands building trust, a binding force and value added relationship with the customers. The
process of developing a cooperative and collaborative relationship between the buyer and
seller is called customer relationship management shortly called CRM.


CRM (customer relationship management) is an information industry term for
methodologies, software, and usually Internet capabilities that help an enterprise manage
customer relationships in an organized way. For example, an enterprise might build a

database about its customers that described relationships in sufficient detail so that
management, salespeople, people providing service, and perhaps the customer directly could
access information, match customer needs with product plans and offerings, remind
customers of service requirements, know what other products a customer had purchased, and
so forth. According to one industry view,
CRM consists of
 Helping an enterprise to enable its marketing departments to identify and target their
best customers, manage marketing campaigns and generate quality leads for the sales
 Assisting the organization to improve telesales, account, and sales management by
optimizing information shared by multiple employees, and streamlining existing
processes (for example, taking orders using mobile devices)
 Allowing the formation of individualized relationships with customers, with the aim
of improving customer satisfaction and maximizing profits; identifying the most
profitable customers and providing them the highest level of service.
 Providing employees with the information and processes necessary to know their
customers understand and identify customer needs and effectively build relationships
between the company, its customer base, and distribution partners

 The CRM is a new technique in marketing where the marketer tries to develop long
term relationship with the customers to develop them as life time customers. CRM
aims to make the customer climb up the ladder of loyalty.
 The company first tries to determine who are likely prospects i.e. the people who have
a strong potential interest in the product and ability to pay for it.
 The company hopes to convert many of its qualified prospect into first time customers
and then to convert those first time customers into repeat customers.
 Then the company tries to convert these repeat customers into clients – they are those
people who buy only from the company in the relevant product categories. The next
challenge for the company is to convert these clients into advocates.
 Advocates are those clients who praise the company and encourage others to buy
from it. The ultimate challenge is to convert these advocates into partners where the
customers and the clients work actively together to discover ways of getting mutual
 Thus in CRM the key performance figure is not just current market share but share of
life time value by converting customers into partners. In CRM the company tries to
identify that small percentage (20%) of key account holders whose contribution to the
company revenues is high (80%). So from this point of view, CRM is also known as
key account management.
 A satisfied customer in 10 years will bring 100 more customers to the company.
 It costs 7 times more to attract a new customer than to serve an old one.
 20% of the company’s loyal customer’s account for 80% of its revenues. (Pareto’s
 The chances of selling to an existing customer are 1 in 2; the chances of selling to a
new customer are 1 in 16.


A Customer Relationship Management system may be chosen because it is thought to

provide the following advantages:
 Quality and efficiency
 Decrease in overall costs Decision support
 Enterprise ability
 Customer Attentions
 Increase profitability
 Improved planning
 Improved product development


CRM software provides a business with the ability to create, assign and manage requests
made by customers. An example would be Call Centre software which helps to direct a
customer to the agent who can best help them with their current problem. Recognizing that
this type of service is an important factor in attracting and retaining customers, organizations
are increasingly turning to technology to help them improve their clients’ experience while
aiming to increase efficiency and minimize costs. CRM software can also be used to identify
and reward loyal customers who in turn will help customer retention. Even so, a 2009 study
revealed that only 39% of corporate executives believe their employees have the right tools
and authority to solve client problems.

Increase in customer retention Customer satisfaction ratings improved Service calls

deflected from call centre to online forum Reduction in overall customer service costs


CRM systems for marketing help the enterprise identify and target potential clients and
generate leads for the sales team. A key marketing capability is tracking and measuring
multichannel campaigns, including email, search, social media, telephone and direct mail.
Metrics monitored include clicks, responses, leads, deals, and revenue. Alternatively,
Prospect Relationship Management (PRM) solutions offer to track customer behavior and
nurture them from first contact to sale, often cutting out the active sales process altogether. In
a web-focused marketing CRM solution, organizations create and track specific web
activities that help develop the client relationship. These activities may include such activities
as free downloads, online video content, and online web presentations Product- or company-
related postings Positive product comments, reviews Visitors following link from social
channel to online store’s URL Visitors referred to website from online friend




Involves using software to streamline all phases of the sales process, minimizing the time
that sales representatives need to spend on each phase. This allows a business to use fewer
sales representatives to manage their clients. At the core of SFA is a contact management
system for tracking and recording every stage in the sales process for each prospective client,
from initial contact to final disposition. Many SFA applications also include insights into
opportunities, territories, sales forecasts and workflow automation. More sales lead with
expressed interest or need Increase in referrals Reduce cost per lead acquired Key social
influencers identified and engaged (invited to write a blog, for instance, or otherwise
participate in a company’s online community) Overall increase in online sales and/or online
customers High response rate to coupon or promotion offered on Face book or other social
channel Increased purchasing from social channel visitors vs. regular online visitors


New ideas for future products or services generated via contests or “crowd sourcing,” in
which online groups brainstorm and then vote on best ideas Responses to online surveys to
vote on new product features or upgrades

Horizontal vs. Vertical:-

Major CRM vendors offer horizontal CRM solutions. In order to tailor a horizontal CRM
solution, companies may use industry templates to overlay some generic best practices by
industry on top of the horizontal CRM solution. Horizontal CRM vendors may also rely on
value added reseller networks of systems integrators to build vertical solutions and sell them
as 3rd party add-ons or to come in and customize the solution to fit into a particular scenario.
Vertical CRM vendors focus on a particular industry. As a general rule of thumb in CRM, it
is ten times more costly to build a vertical solution from a horizontal software program than it
is to find a particular vertical solution that is already tailored to your business model and


Four key steps for putting one to one marketing program to work
Step 1: Identify your customers:
To launch a one to one initiative the company must be able to locate and contact a fair
number of customers or at least a substantial portion of its valuable customers. It is crucial to
know the customer details as much as possible, not just their names or address, but their
habits, preferences and so forth.
Step 2: Differentiating your customers
Customers are different in two principal ways; they represent different levels of value and
have different needs. Once the company identifies its customers differentiating them will help
the company to focus its efforts to gain the most advantage with the most valuable customers.
Step 3: Interacting with the customer
Interaction is also a crucial component of a successful CRM initiative. It is important to
remember that interaction just not occur through marketing and sales channels, customer
interact in many different ways with many different areas of the organization so to foster
relationship all the areas of the organization must be accessible to the customer.
Step 4: Customize your enterprise’s behavior
Ultimately to lock a customer into a relationship a company must adapt some aspect of its
behavior to meet customer’s individually expressed needs this might mean mass customizing
a manufactured product or it might involve tailoring some aspect of the service surrounding
the product.

Successful development, implementation, use and support of customer relationship
management systems can provide a significant advantage to the user, but often there are
obstacles that obstruct the user from using the system to its full potential. Instances of a CRM
attempting to contain a large, complex group of data can become cumbersome and difficult to
understand for ill-trained users. The lack of senior management sponsorship can also hinder
the success of a new CRM system. Stakeholders must be identified early in the process and a
full commitment is needed f

A firm in paint industry has to maintain good relations with its customers. They have to retain
the customers for a long time to avail the benefit of their relations. The customer relationship
management is one of the effective tools to identify, establish and maintain relationship with
the customers.


 To study the current practices of CRM.

 To find out the impact of CRM on the profitability of the organization.
 To study the factors affecting the CRM practices.
 To study the role of information technology in CRM.
Research methodology is away to systematically solve research problem. In it we study the
various step that are generally adopted by researcher in studying his research problem along
with logic behind them. It is necessary for a researcher to know not only the research
method/techniques but also the methodology. It may be noted, in the context of planning &
development that the significance of research lines in its quality and not in quantity.
Researcher should know how to apply particular research techniques, but they also need to
know which of these methods or techniques, are relevant and which are not, and what would
they mean and indicate and why? Meaning of Research “Research is common parlance refers
to a search for knowledge. In fact research is an act of scientific investigation.” The project
was divided in to the following steps.



 This step is also research problem. Problem definition is the most critical part of the
research process. Research problem definition involves specifying the information
needed by management.
 To study the awareness of PKR FASHION CLOTHES AT THIRUPUR.
 To find out the level of customer satisfaction with the offers, discount and services

Research design involves defining the research problem, determining how to collect the data
and from whom, establishing the way the data will be analyzed estimating costs and the
preparation of the research approach. For this study, descriptive research was selected.
A research design is simply a plan for study in collecting and analysing the data. It helps the
researcher to conduct the study in an economical method and relevant to the problem.
Research methodology is a systematic way to solve a research problem. The methodology
should combine economy with efficiency.
Research design
The study conducted here is exploratory cum descriptive.
Scope of the study
The scope of the study is confined to Company.
Collection of the data
There are two types of data.

Primary data
Primary data is that data which is collected for the first time. These data are basically
observed and collected by the researcher for the first time. I have used primary data for my
project work.
Secondary data
Secondary data are those data which are primarily collected by the other person for his own
purpose and now we use these for our purpose secondlrom all executives before beginning
the conversion. But the challenges faced by the company will last longer for the convenience
of their customers. Additionally, an interface that is difficult to navigate or understand can
hinder the CRM’s effectiveness, causing users to pick and choose which areas of the system
to be used, while others may be pushed aside. This fragmented implementation can cause
inherent challenges, as only certain parts are used and the system is not fully functional. The
increased use of customer relationship management software has also led to an industry-wide
shift in evaluating the role of the developer in designing and maintaining its software.
Companies are urged to consider the overall impact of a viable CRM software suite and the
potential for good or bad in its use.


The CRM (customer relationship management) is an integrated effort to strengthen the
network of relationship for the mutual benefit of both the parties. The biggest management
challenge in the new millennium of liberalization and globalization for a business is to
maintain good relationship with the king – the customer. This study is of great significance
A 5% increase in the customer retention will increase the profit up to 125%.
 It costs seven times more to attract a new customer than to serve an old one.
 20% of the company’s loyal customer’s account for the 80% of its revenues.
 To study on customer relationship management would enable the researcher to know
about the CRM practices adopted in the automobile industry.


In today’s intensely competitive, rapidly changing & highly complex business environment
characterized by diminishing customer loyalty, the need to be market focused & customer
centric is more critical than any other time in past. Firms use technology as a key tool to
enhance the information flow within their business units, helping their employees better
understand the ever changing and increasing need and wants of their customers. It is certain
that the internet will continue to change the ways customers and organizations interact with
one another in terms of speed and ease. This fact requires that the integration of internet
technology into CRM activities occur at all levels throughout the organization. Thus, it would
be wrong to say that keeping its customer satisfied is in the best interests of the organizations.
The purpose of this study is to bring insight and deeper understanding into the objectives,
strategies and the expected benefits of CRM initiatives by the organization.

Reason for selecting Primary Data

In terms of primary data a questionnaire has been used to interview desire sample units that
give accurate and up to data information as well better to research problem.
Research approaches:
- Primary data can be collected in five main ways: through Observation, focus groups,
surveys, behavioural data, and experiments.

Research instruments:-
Marketing researchers have a choice of three main research Instruments in collecting primary
A questionnaire consists of questions presented to respondents for their answers. Because of
its flexibility, the questionnaire is by far the most common Instrument used to collect primary
data. Questions can be open-ended or closed-Ended



Customer Relationship Management (CRM) has become one of the most dynamic
technology topics of the millennium. According to Chen and Popovich (2003), CRM is not a
concept that isreally new but rather due to current development and advances in information
and enterprise software technology, it has assumed practical importance.The root of CRM is
relationship marketing, which has the objective of improving the long-term profitability of
customers by moving away from product-centric marketing.
Bose (2002) noted that CRM was invented because the customers differ in their preferences
and purchasing habits . If all customers were alike, there will be little need for CRM. As a
result, understanding customer drivers and customer profitability, firms can better tailor their
offerings to maximize the overall value of their customer portfolio (Chen and Popovich) .
The attention CRM is currently receiving across businesses is due to the fact that the
marketing environment of today is highly saturated and more competitive. In term of
information technology (IT), CRM means an enterprise –wide integration of technologies
working together such as data warehouse, web site, and intranet/extranet, phone support
system, accounting, sales, marketing and production.
Kotler (2000) assured that CRM uses IT to gather data, which can then be used to develop
information acquired to create a more personal interaction with the customer. In the long-
term, it produces a method of continuous analysis and reinforcement in order to enhance
customer’s lifetime value with firms. Benefits of CRM
According to Chen and Popovich (2003), CRM applications have the ability to deliver
repositories of customer data at a much smaller cost than old network technologies.
Throughout an organization, CRM systems can accumulate, store, maintain, and distribute
customer knowledge.
Peppard(2000) noted that effective management of information has a very important role to
play in CRM because it can be used to for product tailoring, service innovation; consolidate
views of customers, and for calculating customer lifetime value.
According to Swift (2001), companies can gain many benefits from CRM implementation.
He states that the benefits are commonly found in one of these areas: o Lower cost of
recruiting Customers o No need to acquire so many customers to preserve a steady volume of
business o Reduced cost of sales Higher Customer Profitability o Increased Customer
retention & Loyalty o Evaluation of customers Profitability Past Survey-Facts Growth
Strategies International (GSI) performed a statistical analysis of Customer satisfaction data
encompassing the findings of over 20,000 customer surveys conducted in 40 countries by
Info quest. The conclusions of the study were:
1) A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a
Somewhat Satisfied Customer.
2) A Totally Satisfied Customer contributes 17 times as much revenue as a Somewhat
Dissatisfied Customer.
3) A Totally Dissatisfied customer decreases revenue at a rate equal to 1.8 times what a
Totally Satisfied Customer contributes to a business.
4) By reducing customer defection (by as little as 5%) will result in increase in profits by
25% to 85% depending from industry to industry. An important facet of CRM is “customer
selectivity”. As several research studies have shown not all customers are equally profitable
(In fact in some cases 80% of the sales come through 20% of the customers). The company
must therefore be selective and tailor its program and marketing efforts by segmenting and
selecting appropriate customers for individual Marketing Programs.



The PKR FASHION CLOTHES INDUSTRY In Thirupure is one of the largest in the
world with a massive raw material and textiles manufacturing base. Our economy is largely
dependent on the textile manufacturing and trade in addition to other major industries. About
27% of the foreign exchange earnings are on account of export of textiles and clothing alone.
The textiles and clothing sector contributes about 14% to the industrial production and 3% to
the gross domestic product of the country. Around 8% of the total excise revenue collection is
contributed by the textile industry. So much so, the textile industry accounts for as large as
21% of the total employment generated in the economy. Around 35 million people are
directly employed in the textile manufacturing activities. Indirect employment including the
manpower engaged in agricultural based raw-material production like cotton and related trade
and handling could be stated to be around another 60 million.

A textile is the largest single industry in India (and amongst the biggest in the world),
accounting for about 20% of the total industrial production. It provides direct employment to
around 20 million people. Textile and clothing exports account for one-third of the total value
of exports from the country. There are 1,227 textile mills with a spinning capacity of about 29
million spindles. While yarn is mostly produced in the mills, fabrics are produced in the
power loom and handloom sectors as well.
The PKR FASHION CLOTHES industry continues to be predominantly based on
cotton, with about 65% of raw materials consumed being cotton. The yearly output of cotton
cloth was about 12.8 billion m (about 42 billion ft). The manufacture of jute products (1.1
million metric tons) ranks next in importance to cotton weaving. Textile is one of India’s
oldest industries and has a formidable presence in the national economy inasmuch as it
contributes to about 14 per cent of manufacturing value-addition, accounts for around one-
third of our gross export earnings and provides gainful employment to millions of people.

They include cotton and jute growers, artisans and weavers who are engaged in the
organized as well as decentralized and household sectors spread across the entire count.

Summer training project goal is to help students become effective managers in today’s
competitive, global environment. The fundamental unit of work in all organizations is
processes; the focus of the project is on the different marketing processes in the field of
marketing of the organization. Emphasis is given on discovering the challenge of both
managing and
understandingthe relation of activities throughout the organization with, and how themarketin
g functions fits into the organization. A project cum training is an
essential part of PGDM curriculum. This study was conducted on PKR FASHION


A textile or cloth is a flexible woven material consisting of a network of natural or

artificial fibres often referred to as thread or yarn. Yarn is produced by spinning raw fibres of
wool, flax, cotton, or other material to produce long strands. Textiles are formed by weaving,
knitting, crocheting, knotting, or pressing fibres together (felt).
The words fabric and cloth are used in textile assembly trades (such as tailoring and
dressmaking) as synonyms for textile. However, there are subtle differences in these terms in
specialized usage. Textile refers to any material made of interlacing fibres. Fabric refers to
any material made through weaving, knitting, spreading, crocheting, or bonding that may be
used in production of further goods (garments, etc.). Cloth may be used synonymously with
fabric but often refers to a finished piece of fabric used for a specific purpose (e.g., table


The word 'textile' is from Latin, from the adjective textiles, meaning 'woven', from
textiles, the past participle of the verb textiles, 'to weave'.

The word 'fabric' also derives from Latin, most recently from the Middle Frenchfabrique, or
'building, thing made', and earlier as the Latin fabrica 'workshop; an art, trade; a skillful
production, structure, fabric', which is from the Latin faber, or 'artisan who works in hard
materials', from PIEdhabh-, meaning 'to fit together'.

The word 'cloth' derives from the Old Englishclað, meaning a cloth, woven or felted
material to wrap around one, from Proto-Germanic kalithaz (compare O.Frisian 'klath',
Middle Dutch 'cleet', Dutch 'kleed', Middle High German 'kleit', and German 'kleid', all
meaning "garment").There are several different types of fabric from two main sources:
manmade and natural. Inside natural, there are two others, plant and animal. Some examples
of animal textiles are silk and wool. An example of a plant textile is cotton.


The Marketing of Textile items as Summer Training Program are designed to

facilitate the professional development of young talent and identify talented culture-fit
employees for the company's Management Trainee program.
TheSummer Trainee program provides a learning of the vagaries andcomplexities of the
company’s business 'from the ground up'. With value-creating live projects, the intern begins
appreciating the intricacies of our functions and the impact that it has on business. The
quality and content of projects provides an opportunity to complement our classroom learning
withhands-on experience. A structured assessment process at some of thecountry's premier
business schools ensures that the company hires the
righttalent to groom them into senior management positions.
A structuredassessment process at some of the country's premier business schoolsensu
res that the company hires the right talent to groom them into senior management positions.
The learning experience is also spiced up
with valuecreating projects in the functional stints. Ground learning are furtherconsolidated w
ith structured classroom sessions from the field managersthemselves and a Community Devel
opment stint helps the leaders of tomorrow to relate to their environment with the company’s
commitment to the communities that we work in.


Opportunities in this career area are expanding, with employers increasingly looking
for skills not only in design and production management, but also business and technical
skills as well as knowledge of international business.

Typical employers in this sector can include some of the big fashion and design
companies, small and medium sized businesses, with self employment and freelance work
popular. The larger companies may offer work placements or internships, as well as graduate
schemes. Relevant work experience and the building up of contacts in the sector are essential.

The Textile industry in India traditionally, after agriculture, is the only industry that
has generated huge employment for both skilled and unskilled labor in textiles. The textile
industry continues to be the second largest employment generating sector in India. It offers
direct employment to over 35 million in the country.1 The share of textiles in total exports
was 11.04% during April–July 2010, as per the Ministry of Textiles. During 2009-2010,
Indian textiles industry was pegged at US $55 billion, 64% of which services domestic
demand.1 In 2010, there were 2,500 textile weaving factories and 4,135 textile finishing
factories in all of India.2


The archaeological surveys and studies have found that the people of Harrapan
Civilization3 knew weaving and the spinning of cotton four thousand years ago. Reference to
weaving and spinning materials is found in the Vedic Literature also.

There was textile trade in India during the early centuries. A block printed and resist-
dyed fabrics, whose origin is from Gujarat is found in tombs of Fostat, Egypt.

This proves that Indian export of cotton textiles to the Egypt or the Nile Civilization
in medieval times were to a large extent. Large quantity of north Indian silk was traded
through the silk route in China to the western countries. The Indian silks were often
exchanged with the western countries for their spices in the barter system.

During the late 17th and 18th century there were large export of the Indian cotton to
the western countries to meet the need of the European industries during industrial revolution.
Consequently there was development of nationalist movement like the famous Swadeshi
movement which was headed by the Aurobindo Ghosh.
There was also export of Indian silk, Muslin cloth of Bengal, Bihar and Orissa to
other countries by the East Indian company. Bhilwara is known as textile city.


India is the second largest producer of fibre in the world and the major fibre produced
is cotton. Other fibres produced in India include silk, jute, wool, and man-made fibers. 60%
of the Indian textile Industry is cotton based.
The strong domestic demand and the revival of the Economic markets by 2009 has led to
huge growth of the Indian textile industry.

In December 2010, the domestic cotton price was up by 50% as compared to the
December 2009 prices. The causes behind high cotton price are due to the floods in Pakistan
and China. India projected a high production of textile (325 lakh bales for 2010 -11). There
has been increase in India's share of global textile trading to seven percent in five years. 5 The
rising prices are the major concern of the domestic producers of the country.
 Man Made Fibers: These include manufacturing of clothes using fiber or filament
synthetic yarns. It is produced in the large power loom factories. They account for the
largest sector of the textile production in India.This sector has a share of 62% of the
India's total production and provides employment to about 4.8 million people.

The Cotton Sector: It is the second most developed sector in the Indian Textile
industries. It provides employment to huge amount of people but its productions and
employment is seasonal depending upon the seasonal nature of the production.

 The Handloom Sector: It is well developed and is mainly dependent on the SHGs for
their funds. Its market share is 13% of the total cloth produced in India.
 The Woolen Sector: India is the 7th largest producer of the wool in the world. India
also produces 1.8% of the world's total wool.
 The Jute Sector: The jute or the golden fiber in India is mainly produced in the
Eastern states of India like Assam and West Bengal. India is the largest producer of
jute in the world.
 The Sericulture and Silk Sector: India is the 2nd largest producer of silk in the world.
India produces 18% of the world's total silk. Mulberry, Eri, Tasar, and Muga are the
main types of silk produced in the country. It is a labor-intensive sector.


Government of India passed the National Textile Policy in 2000


The Indian Textile industries are mainly dominated by some government, semi government
and private institutions.
The major functions of the ministry of Textile are:

 Bhilwara Textiles Industry

 Textile Policy & Coordination
 Man-made Fiber Industry
 Cotton Textile Industry
 Jute Industry
 Silk and sericulture Industry
 Wool Industry
 Decentralized Power loom Sector
 Export Promotion
 Planning & Economic Analysis
 Finance Matters
 Information Technology(IT)

The advisory boards include:

 All India Handlooms Board

 All India Handicrafts Board
 All India Power looms Board
 Advisory Committee under Handlooms Reservation of Articles for Production
 Co-ordination Council of Textiles Research Association
 MM cotton industry

The major export promoting councils include:

 Apparel Export Promotion Council, New Delhi

 Carpet Export Promotion Council, New Delhi
 Cotton Textiles Export Promotion Council, Mumbai

The major PSU or Public Sector Undertaking are:

 National Textile Corporation Ltd. (NTC)

 British India Corporation Ltd. (BIC)
 Cotton Corporation of India Ltd. (CCI)
 Jute Corporation of India Ltd. (JCI)
 National Jute Manufacturers Corporation (NJMC)
 Handicrafts and Handlooms Export Corporation (HHEC)
 National Handloom Development Corporation (NHDC)
 Export Promotion Council for Handicrafts, New Delhi
 Handloom Export Promotion Council, Chennai
 Indian Silk Export Promotion Council, Mumbai
 Power loom Development & Export Promotion Council, Mumbai
 Synthetic & Rayon Textiles Export Promotion Council, Mumbai
 Wool & Woolen Export Promotion Council, New Delhi

Other autonomous bodies in this industry are:

 Central Wool Development Board, Jodhpur

 National Institute of Fashion Technology, New Delhi
 National Centre for Jute Diversification

The textile Research Associations are:

 South India Textiles Research Association (SITRA), Coimbatore

 Ahmedabad Textiles Industry’s Research Association
 Bombay Textiles Research Association, Mumbai
 Indian Jute Industries Research association, Kolkata
 Man-made Textiles Research Association, Surat
 Synthetic and art silk –Mills Research Association, Mumbai
 Wool Research Association, Thane
 Northern India Textiles Research Association, Ghaziabad


According to Kearney’s ‘Retail Apparel Index’ India ranked as the fourth most promising
market for apparel retailers in 2009.

There is large scope of improvement in the textile industry of India as there is a huge
increase in personal disposable income among the Indians after the 1991 liberalisation. There
is also a large growth of the organised sector in the Indian textile industries.The foreign
brands along with the collaboration of the Indian companies established business in India.
Some of these are Puma, Armani, Benetton, Esprit, Levi Strauss, Hugo Boss, Liz Claiborne,
Crocs etc.

The major Indian Industries include Bombay Dyeing, Fabindia, Grasim Industries, JCT
Limited, Lakshmi Machine Works, Lakshmi Mills and Mysore Silk Factory.


India Textile Industry is one of the leading textile industries in the world. Though was
predominantly unorganized industry even a few years back, but the scenario started changing
after the economic liberalization of Indian economy in 1991. The opening up of economy
gave the much-needed thrust to the Indian textile industry, which has now successfully
become one of the largest in the world. India textile industry largely depends upon the textile
manufacturing and export. It also plays a major role in the economy of the country. India
earns about 27% of its total foreign exchange through textile exports. Further, the textile
industry of India also contributes nearly 14% of the total industrial production of the country.
It also contributes around 3% to the GDP of the country. India textile industry is also the
largest in the country in terms of employment generation. It not only generates jobs in its own
industry, but also opens up scopes for the other ancillary sectors. India textile industry
currently generates employment to more than 35 million
people. Indian textile industry can be divided into several segments, some of which can be
listed as below:
 Cotton Textiles
 Silk Textiles
 Woolen Textiles
 Readymade Garments
 Hand-crafted Textiles
 Jute and Coir


The Government of India has promoted a number of export promotion policies for the Textile
sector in the Union Budget 2011-12 and the Foreign Trade Policy 2009-14. This also includes
the various incentives under Focus Market Scheme and Focus Product Scheme; broad basing
the coverage of Market Linked Focus Product Scheme for textile products and extension of
Market Linked Focus Product Scheme etc. to increase the Indian shares in the global trade of
textiles and clothing. The various schemes and promotions by the Government of India are as
follows - It has allowed 100 per cent Foreign Direct Investment (FDI) in textiles under the
automatic route.
Welfare Schemes:
The Government has offered health insurance coverage and life insurance coverage to 161.10
million weavers and ancillary workers under the Handloom Weavers' Comprehensive
Welfare Scheme, while 733,000 artisans were provided health coverage under the Rajiv
Gandhi ShilpiSwasthyaBimaYojna.

The Central Cottage Industries Corporation of India (CCIC), and the Handicrafts and
Handlooms Export Corporation of India (HHEC) have developed a number of e-marketing
platforms to simplify marketing issues. Also, a number of marketing initiatives have been
taken up to promote niche handloom and handicraft products with the help of 600 events
all over the country.
Skill Development:
As per the 12th Five Year Plan, the Integrated Skill Development Scheme aims to train over
2,675,000 people within the next 5 years (this would cover over 270,000 people during the
first two years and the rest during the remaining three years). This scheme would cover all
sub sectors of the textile sector such as Textiles and Apparel; Handicrafts; Handlooms; Jute;
and Sericulture.
Credit Linkages:
As per the Credit Guarantee program, over 25,000 Artisan Credit Cards have been supplied to
artisans, and 16.50 million additional applications for issuing up credit cards have been
forwarded to banks for further consideration with regards to the Credit Linkage scheme.

Financial package for waiver of overdues:

The Government of India has announced a package of US$ 604.56 million to waive of
overdue loans in the handloom sector. This also includes the waiver of overdue loans and
interest till 31st March,2010, for loans disbursed to handloom sector. This is expected to
benefit at least 300,000 handloom weavers of the industry and 15,000 cooperative societies.

Textiles Parks:
The Indian Government has given approval to 40 new Textiles Parks to be set up and this
would be executed over a period of 36 months. The new Textiles Parks would leverage
employment to 400,000 textiles workers. The product mix in these parks would include
apparels and garments parks, hosiery parks, silk parks, processing parks, technical textiles
including medical textiles, carpet and power loom parks.

The discovery of dyed flax fibres in a cave in the Republic of Georgia dated to 34,000
BCE suggests textile-like materials were made even in prehistoric times.

The production of textiles is a craft whose speed and scale of production has been altered
almost beyond recognition by industrialization and the introduction of modern manufacturing
techniques. However, for the main types of textiles, plain weave, twill, or satin weave, there
is little difference between the ancient and modern methods.
Incas have been crafting quipus (or khipus) made of fibres either from a protein, such
as spun and plied thread like wool or hair from camelids such as alpacas, llamas, and camels,
or from a cellulose like cotton for thousands of years. Khipus are a series of knots along
pieces of string.

Until recently, they were thought to have been only a method of accounting, but new
evidence discovered by Harvard professor Gary Urton indicates there may be more to the
khipu than just numbers. Preservation of khipus found in museum and archive collections
follow general textile preservation principles and practice.

During the 15th century, textiles were the largest single industry. Before the 15th
century textiles were produced only in a few towns but during , they shifted into districts like
East Anglia, and the Cotswolds.

Textiles have an assortment of uses, the most common of which are for clothing
and for containers such as bags and baskets. In the household they are used in
carpeting, upholstered furnishings, window shades, towels, coverings for tables, beds,
and other flat surfaces, and in art. In the workplace they are used in industrial and
scientific processes such as filtering.

Miscellaneous uses include flags, backpacks, tents, nets, handkerchiefs, cleaning

rags, transportation devices such as balloons, kites, sails, and parachutes; textiles are
also used to provide strengthening in composite materials such as fiberglass and
industrial geotextiles. Using textiles, children can learn to sew and quilt and to make
collages and toys.
Textiles used for industrial purposes, and chosen for characteristics other than
their appearance, are commonly referred to as technical textiles. Technical textiles
include textile structures for automotive applications, medical textiles (e.g. implants),
geotextiles (reinforcement of embankments), agrotextiles (textiles for crop protection),
protective clothing (e.g. against heat and radiation for fire fighter clothing, against
molten metals for welders, stab protection, and bullet proof vests).

In all these applications stringent performance requirements must be met.

Woven of threads coated with zinc oxidenanowires, laboratory fabric has been shown
capable of "self-powering nanosystems" using vibrations created by everyday actions
like wind or body movements.


Fashion designers commonly rely on textile designs to set their fashion
collections apart from others. Armani, the late Gianni Versace, and Emilio Pucci can be
easily recognized by their signature print driven designs.


Textiles can be made from many materials. These materials come from four
main sources: animal (wool, silk), plant (cotton, flax, jute), mineral (asbestos, glass
fibre), and synthetic (nylon, polyester, acrylic). In the past, all textiles were made from
natural fibres, including plant, animal, and mineral sources. In the 20th century, these
were supplemented by artificial fibres made from petroleum.

Textiles are made in various strengths and degrees of durability, from the finest
gossamer to the sturdiest canvas. The relative thickness of fibres in cloth is measured in
deniers. Microfibre refers to fibres made of strands thinner than one denier.


Animal textiles are commonly made from hair, fur, skin or silk (in the silkworms

Wool refers to the hair of the domestic goat or sheep, which is distinguished from
other types of animal hair in that the individual strands are coated with scales and
tightly crimped, and the wool as a whole is coated with a wax mixture known as lanolin
(sometimes called wool grease), which is waterproof and dirtproofcitation needed.

Woollen refers to a bulkier yarn produced from carded, non-parallel fibre, while
worsted refers to a finer yarn spun from longer fibres which have been combed to be
parallel. Wool is commonly used for warm clothing. Cashmere, the hair of the Indian
cashmere goat, and mohair, the hair of the North African angora goat, are types of wool
known for their softness.

Other animal textiles which are made from hair or fur are alpaca wool, vicuña
wool, llama wool, and camel hair, generally used in the production of coats, jackets,
ponchos, blankets, and other warm coverings. Angora refers to the long, thick, soft hair
of the angora rabbit. Qiviut is the fine inner wool of the muskox.

Wadmal is a coarse cloth made of wool, produced in Scandinavia, mostly

1000~1500 CE.

Silk is an animal textile made from the fibres of the cocoon of the Chinese
silkworm which is spun into a smooth fabric prized for its softness. There are two main
types of the silk: 'mulberry silk' produced by the Bombyx Mori, and 'wild silk' such as
Tussah silk.

Silkworm larvae produce the first type if cultivated in habitats with fresh
mulberry leaves for consumption, while Tussah silk is produced by silkworms feeding
purely on oak leaves. Around four-fifths of the world's silk production consists of
cultivated silk.


Grass, rush, hemp, and sisal are all used in making rope. In the first two, the
entire plant is used for this purpose, while in the last two, only fibres from the plant are
utilized. Coir (coconutfibre) is used in making twine, and also in floormats, doormats,
brushes, mattresses, floor tiles, and sacking.

Straw and bamboo are both used to make hats. Straw, a dried form of grass, is
also used for stuffing, as is kapok.

Fibres from pulpwood trees, cotton, rice, hemp, and nettle are used in making

Cotton, flax, jute, hemp, modal and even bamboo fibre are all used in clothing.
Piña (pineapplefibre) and ramie are also fibres used in clothing, generally with a blend
of other fibres such as cotton. Nettles have also been used to make a fibre and fabric
very similar to hemp or flax. The use of milkweed stalk fibre has also been reported, but
it tends to be somewhat weaker than other fibres like hemp or flax.

Acetate is used to increase the shininess of certain fabrics such as silks, velvets,
and taffetas.

Seaweed is used in the production of textiles: a water-soluble fibre known as

alginate is produced and is used as a holding fibre; when the cloth is finished, the
alginate is dissolved, leaving an open area.

Lyocell is a man-made fabric derived from wood pulp. It is often described as a

man-made silk equivalent; it is a tough fabric that is often blended with other fabrics –
cotton, for example.

Fibres from the stalks of plants, such as hemp, flax, and nettles, are also known
as 'bast' fibres.


Asbestos and basalt fibre are used for vinyl tiles, sheeting, and adhesives,
"transite" panels and siding, acoustical ceilings, stage curtains, and fire blankets.
Glass fibre is used in the production of spacesuits, ironing board and mattress
covers, ropes and cables, reinforcement fibre for composite materials, insect netting,
flame-retardant and protective fabric, soundproof, fireproof, and insulating fibres.

Metal fibre, metal foil, and metal wire have a variety of uses, including the production
of cloth-of-gold and jewellery. Hardware cloth (US term only) is a coarse woven mesh of
steel wire, used in construction. It is much like standard window screening, but heavier
and with a more open weave. It is sometimes used together with screening on the lower
part of screen doors, to resist scratching by dogs. It serves similar purposes as chicken
wire, such as fences for poultry and traps for animal control.


All synthetic textiles are used primarily in the production of clothing.

Polyesterfibre is used in all types of clothing, either alone or blended with fibres
such as cotton.

Aramidfibre (e.g. Twaron) is used for flame-retardant clothing, cut-protection,

and armor.

Acrylic is a fibre used to imitate wools, including cashmere, and is often used in
replacement of them.

Nylon is a fibre used to imitate silk; it is used in the production of pantyhose.

Thicker nylon fibres are used in rope and outdoor clothing.

Spandex (trade name Lycra) is a polyurethane product that can be made tight-
fitting without impeding movement. It is used to make activewear, bras, and swimsuits.

Olefin fibre is a fibre used in activewear, linings, and warm clothing. Olefins are
hydrophobic, allowing them to dry quickly. A sintered felt of olefin fibres is sold under
the trade name Tyvek.

Ingeo is a polylactidefibre blended with other fibres such as cotton and used in
clothing. It is more hydrophilic than most other synthetics, allowing it to wick away
Lurex is a metallic fibre used in clothing embellishment.

Milk proteins have also been used to create synthetic fabric. Milk or caseinfibre
cloth was developed during World War I in Germany, and further developed in Italy
and America during the 1930s.

Milk fibre fabric is not very durable and wrinkles easily, but has a pH similar to
human skin and possesses anti-bacterial properties. It is marketed as a biodegradable,
renewable synthetic fibre.

Carbon fibre is mostly used in composite materials, together with resin, such as
carbon fibre reinforced plastic. The fibres are made from polymer fibres through


Weaving is a textile production method which involves interlacing a set of longer

threads (called the warp) with a set of crossing threads (called the weft). This is done on
a frame or machine known as a loom, of which there are a number of types. Some
weaving is still done by hand, but the vast majority is mechanised.

Knitting and crocheting involve interlacing loops of yarn, which are formed
either on a knitting needle or on a crochet hook, together in a line. The two processes
are different in that knitting has several active loops at one time, on the knitting needle
waiting to interlock with another loop, while crocheting never has more than one active
loop on the needle.

Spread Tow is a production method where the yarn are spread into thin tapes,
and then the tapes are woven as warp and weft. This method is mostly used for
composite materials; Spread Tow Fabrics can be made in carbon, aramide, etc.

Braiding or plaiting involves twisting threads together into cloth. Knotting

involves tying threads together and is used in making macrame.

Lace is made by interlocking threads together independently, using a backing

and any of the methods described above, to create a fine fabric with open holes in the
work. Lace can be made by either hand or machine.

Carpets, rugs, velvet, velour, and velveteen are made by interlacing a secondary
yarn through woven cloth, creating a tufted layer known as a nap or pile.
Felting involves pressing a mat of fibres together, and working them together
until they become tangled. A liquid, such as soapy water, is usually added to lubricate
the fibres, and to open up the microscopic scales on strands of wool.

Nonwoven textiles are manufactured by the bonding of fibres to make fabric.

Bonding may be thermal or mechanical, or adhesives can be used.

Bark cloth is made by pounding bark until it is soft and flat.


Textiles are often dyed, with fabrics available in almost every color. The dying
process often requires several dozen gallons of water for each pound of clothing.
Colored designs in textiles can be created by weaving together fibres of different colours
(tartan or Uzbek Ikat), adding colored stitches to finished fabric (embroidery), creating
patterns by resist dyeing methods, tying off areas of cloth and dyeing the rest (tie-
dyeing), or drawing wax designs on cloth and dyeing in between them (batik), or using
various printing processes on finished fabric. Woodblock printing, still used in India
and elsewhere today, is the oldest of these dating back to at least 220 CE in China.
Textiles are also sometimes bleached, making the textile pale or white.

Textiles are sometimes finished by chemical processes to change their

characteristics. In the 19th century and early 20th century starching was commonly
used to make clothing more resistant to stains and wrinkles. Since the 1990s, with
advances in technologies such as permanent press process, finishing agents have been
used to strengthen fabrics and make them wrinkle free.18 More recently, nonmaterial’s
research has led to additional advancements, with companies such as Nano-Tex and
NanoHorizons developing permanent treatments based on metallic nanoparticles for
making textiles more resistant to things such as water, stains, wrinkles, and pathogens
such as bacteria and fungi.

More so today than ever before, textiles receive a range of treatments before they
reach the end-user. From formaldehyde finishes (to improve crease-resistance) to
biocide finishes and from flame retardants to dyeing of many types of fabric, the
possibilities are almost endless. However, many of these finishes may also have
detrimental effects on the end user. A number of disperse, acid and reactive dyes (for
example) have been shown to be allergenic to sensitive individuals. Further to this,
specific dyes within this group have also been shown to induce purpuric contact

Although formaldehyde levels in clothing are unlikely to be at levels high enough

to cause an allergic reaction, due to the presence of such a chemical, quality control and
testing are of utmost importance. Flame retardants (mainly in the brominates form) are
also of concern where the environment, and their potential toxicity, is concerned.
Testing for these additives is possible at a number of commercial laboratories; it is also
possible to have textiles tested for according to the Oeko-tex certification standard
which contains limits levels for the use of certain chemicals in textiles products.



The Textile Industry occupies a vital place in the Indian economy and contributes
substantially to its exports earnings. Textiles exports represent nearly 30 per cent of the
country's total exports. It has a high weight age of over 20 per cent in the National
production. It provides direct employment to over 15 million persons in the mill, power loom
and handloom sectors. India is the world’s second largest producer of textiles after China. It
is the world’s third largest producer of cotton-after China and the USA-and the second largest
cotton consumer after China. The textile industry in India is one of the oldest manufacturing
sectors in the country and is currently.

The Textile industry occupies an important place in the Economy of the country
because of its contribution to the industrial output, employment generation and foreign
exchange earnings. The textile industry encompasses a range of industrial units, which use a
wide variety of natural and synthetic fibres to produce fabrics. The textile industry can be
broadly classified into two categories, the organized mill sector and the unorganized mill
sector. Considering the significance and contribution of textile sector in national economy,
initiative and efforts are being made to take urgent and adequate steps to attract investment
and encourage wide spread development and growth in this sector.

PKR FASHION CLOTHES is the largest producer of textiles and garments in

the tamilnadu. The PKR FASHION CLOTHES n textiles and apparel industry is
expected to grow to a size of US$ 223 billion by 2021, according to a report by Advisors.

This industry accounts for almost 24% of the tamilnadu’s spindle capacity and
8% of global rotor capacity. Abundant availability of raw materials such as cotton,
wool, silk and jute as well as skilled workforce have made the country a sourcing hub.

The textiles industry has made a major contribution to the national economy in
terms of direct and indirect employment generation and net foreign exchange earnings.
The sector contributes about 14 per cent to industrial production, 4 per cent to the gross
domestic product (GDP), and 27 per cent to the country's foreign exchange inflows. It
provides direct employment to over 45 million people. The textiles sector is the second
largest provider of employment after agriculture. Thus, growth and all round
development of this industry has a direct bearing on the improvement of the PKR


The PKR FASHION CLOTHES n textiles industry is set for strong growth,
buoyed by strong domestic consumption as well as export demand.

The most significant change in the PKR FASHION CLOTHES n textiles

industry has been the advent of man-made fibres (MMF). PKR FASHION CLOTHES
has successfully placed its innovative range of MMF textiles in almost all the countries
across the globe. MMF production recorded an increase of 10 per cent and filament
yarn production grew by 6 per cent in the month of February 2014. MMF production
increased by about 4 per cent during the period April 2013–February 2014.

Cotton yarn production increased by about 10 per cent during February 2014
and by about 10 per cent during April 2013–February 2014. Blended and 100 per cent
non-cotton yarn production increased by 6 per cent during February 2014 and by 8 per
cent during the period April 2013–February 2014.

Cloth production by mill sector registered a growth of 9 per cent in the month of
February 2014 and of 6 per cent during April 2013–February 2014.

Cloth production by power loom and hosiery increased by 2 per cent and 9 per
cent, respectively, during February 2014. The total cloth production grew by 4 per cent
during February 2014 and by 3 per cent during the period April 2013–February 2014.

Textiles exports stood at US$ 28.53 billion during April 2013–January 2014 as
compared to US$ 24.90 billion during the corresponding period of the previous year,
registering a growth of 14.58 per cent. Garment exports from PKR FASHION
CLOTHES is expected to touch US$ 60 billion over the next three years, with the help
of government support, said Dr A Sakthivel, Chairman, Apparel Export Promotion
Council (AEPC).

The textiles sector has witnessed a spurt in investment during the last five years.
The industry (including dyed and printed) attracted foreign direct investment (FDI)
worth Rs 6,710.94crore (US$ 1.11 billion) during April 2000 to February 2014.


To manufacture products comparable to international standards, to be customer-focused

and globally competitive through better quality, latest technology and continuous innovation


The textile industry is one of the world’s largest industries. The production of
textiles over the years has contributed to significant environmental problems, especially
due to the water pollution it leads to. Much depends on the cotton, which is used in
about half of all textile manufacturing, and is extremely water-intensive. To produce
one kilogram of cotton can require up to 29,000 liters’ of water not to mention the
chemicals used for farming, cleaning and dyeing of fabrics.

Growing cotton is extremely water-intensive. To produce one kilogram can

require up to 29,000 liters’ of water.

To produce a plain t-shirt in cotton means 2,700 litres of water and 150 grams of
chemicals have been used. In recent decades, the production of textiles, mainly in
Southeast Asia, has had consequences that destroyed farmlands and polluted

Another important environmental aspect of textile production is the emissions of

greenhouse gases. Cotton production is obviously important in this context, but
considering that over half of all textiles produced are oil based – synthetic fibres like
acrylic, polyester and nylon – it is a clear link to the use of fossil fuels and emissions of
carbon dioxide.

The textile industry in India is substantial, and largely diversified. It is hard to cover
all its aspects even within hour-long presentation; however, research team of
Fibre2fashion.com has attempted to gather significant pieces of massively complicated
puzzle of this industry.

The PKR FASHION CLOTHES industry roots thousands of years back. After, the European
industry insurrection, PKR FASHION CLOTHES sector also witnessed considerable
development in industrial aspects. Textile industry plays an important role in the terms of
revenue generation in Indian economy. The significance of the textile industry is also due to
its contribution in the industrial production, employment. Currently, it is the second largest
employment provider after agriculture and provides employment to more than 30mn people.


Promoted in 1907 by the late G Kuppuswamy Naidu, PKR Textile Company (PKR)
was incorporated as a public limited company in 1910. The flagship of the Coimbatore-based
PKR, its associate companies is PKR Machine Works, PKR Synthetic Machinery
Manufacturers and PKR Auto Looms. PKR is a composite mill manufacturing a range of
cotton, viscose, blended yarn and a variety of grey and processed cloth. The company has
four manufacturing units located at Coimbatore, Singanallur, Kovilpatti and Palladam, all in

The company's cloth processing is done by its subsidiary, United Bleachers. PKR
exports cotton yarn and grey cloth to the UK, Germany, Italy, Tamilnadu and Japan. In 1977,
Coimbatore Cotton Mills was amalgamated with the company.

We are a professionally managed company engaged in the field of manufacturing,

supplying and exporting of high quality knitted and hosiery garments. We started with a zeal
and determination to redefine fashion in the industry. Standing on the grounds of style and
elegance, we offer knitted and hosiery garments that are abreast of the changing international
We combine marketing expertise and creative imagination to deliver designer garments with
unique textures, designs and colors. Each garment is exclusively designed as per the changing
fashion trends that reflect fine craftsmanship and elegance that suit the aesthetic tastes of our
clients all across the globe. We serve our customers with high quality of products along with
a wide range of variety of designs and fabrics.
the ranges of products we deal in are:

• Men's Wear • Beach Wears • Undergarments

• Ladies Wear • Formal Wear • Sleep Wears
• Kid's Wear • Casual Wear • Home Textiles
• Sports Wear • Knit Wear


we have developed core competence in the field of supplying stylish and trendy range of
knitted and hosiery garments. Our collection reflects designs from the remotest antiquity to
the most elegant of contemporary statements. Our knitted garments are a blend of traditional
and contemporary styles.

With the voluminous experience of this industry we have acknowledged the needs and wants
of our customers. Globally we are serving them with quality.

We source our garments keeping in mind the tastes and preferences of our clients both in
domestic as well as international territory. Our ensembles are noted for their quality
workmanship. We ensure that the fabric is of the finest quality and a lot of emphasis is laid
on the designs, color and strength of the fabric used.
Our garments have made inroads in the international market and have etched a respectable
place for our company by catering to the needs and wants of our clients in the overseas

 Customer's satisfaction and delight.
 Superior quality of performance.
 Concern for the environment and the community.
 Passionate about excellence.
 Fair to all.
 To provide a safe workplace and promote healthy work habits.
 To manufacture world-class products of outstanding quality that gives our customers
a competitive advantage through superior products and value, so we can make every
customer smile.
 To encourage people's ownership, empowerment and working under team structure.
 To attain highest level of efficiency, integrity and honesty.


We offer a wide variety of textile yarns in diverse counts and blends. The entire range of our
products includes Viscose Yarn, Micro Modal Yarn, Core Spun Yarn, Cotton Modal Yarn,
Bamboo Yarn, Tencel Yarn, Vortex Yarn, Poly Viscose Yarn, Compact Yarn, TFO Twisted
Yarn, SIRO Yarn, AmslerSlub Yarn, Knitted Fabric, Cotton Yarn.

The yarns produced by us utilize the finest fibers resulting in the finest quality yarns which
are highly appreciated by the overseas consumers.
 Even texture
 No foreign fibers
 Available in varied counts



 There should be more and more emphasis given by the company for satisfyingthe
customer up to an apex limit and by providing the utility of every penny ofhis money.
 There should be more use of information technology.
 The company should be flexible to bend its rules and procedures in the clientsfavour.
 The company can communicate and develop stronger customer bonding byproviding
social and financial benefits.

From this study it can be concluded that the customer relationship management inCompany is
satisfactory. The company is using various CRM practices like customization of the product,
maintaining interaction with the customers regularly and providing good quality product etc.
Customer relationship management has a certain impact on the profitability of the company.
Average sale per customer has increased 15% over the last two years. Customer response rate
towards marketing activities is also improving. There are various factors affecting the
customer relationship management like working environment of the company, support from
top management and coordination among the departments of the company. Information
technology is not used as much as it should be. The company is using traditional tools of
CRM like quantitative research, personal interviews. The company should modern tools like
data mining, contact centre, e-CRMand web based survey tools.

 Kotler,Philip & Armstrong, Gary, “Principles of Marketing” 12th edition
 Ramaswamy, V S & Ramakumari, “Marketing Management” 3rd edition
 DeGregor, Dennison(2011), Customer- Transparent Enterprise beyond 20th Century
 http://www.google.com
 Freeman, H (2004), Why Services are so Important, online
 Rampal M K & Gupta S L, “Service Marketing” 4th edition