Firm Infrastructure:

1. Location of manufacturing units is scattered across the country leading to better logistics
and low transportation cost for supplier as well as company.
2. The only company in India to have extensive vertical integration with 10 percent in house
manufacturing.
3. They hold 1400000 sq. feet of manufacturing area and are still growing.
Keeping in make in India concept, it has invested heavily in product innovation and business
model
4. Very large network of suppliers and distributors and the relations are as old as 35 years with
attrition as low as 1 percent.
5. It has more than 100 categories of garments.

Human Resource management

1. They employ around 40000 employs directly or indirectly.

2. The company has great work culture with decentralised decision making, organisational
democracy and transparent growth ecosystem which leads to one of the lowest attrition rates in
the industry.
3. Increased the number of employees from 907 in FY 2017 to 1407 in FY 18.
4. Implementation of superior appraisal system for employee reward and recognition

Technology:

1. Integrating backwards to undertake knitting and packaging operation for better quality and
low cost.
2. Keeping environmental concerns and sustainability in mind, it has built a 1 MW power plant.
This further reduces its dependence for electricity and also cost effectiveness.

Procurement

1. Procures the best quality of cotton with highest quality practices to deliver products of high
quality.
2. Has procured automated and sophisticated machines from Italy and Germany strengthening
efficiency, productivity and profitability.

Operations

1. It focuses on worked, tried & tested health and safety in operational practices.
2. It has started Integrating backwards to undertake knitting and packaging operation for better
quality and low costs.
3. The company has around 1 million units of sales per day, making it the highest seller in its
industry.

Outbound Logistics:

1 Apart from its supply across the country, it also exports its products to 47 countries.
2 It has wide distribution network to supply to almost more than 950 distributors.

Marketing and Sales:

1. Spends very heavily on advertising and endorsements on celebrities of high stature. This
gives it an edge over its competitors
2. First Indian brand to extend its products portfolio from innerwear to outerwear.
3. Wide range of garments for almost all economic sections ranging from Rs 38 to 1350.
4. First mover advantage because they were the first Indian advertising and promoting
innerwear products.