DEVELOPMENT OF CHANNEL DISTRIBUTION OF LADIES INDIAN WEAR IN MUMBAI

DARSHIT KAMDAR Roll No. 752

RETAIL SECTOR IN INDIA

Accounts for 14 to 15 percent of its GDP. Organized Retailing: Trading activities undertaken by licensed retailers, those who have registered for sales tax, income tax, etc. Growing at a much faster pace of 45-50% per annum. Unorganized Retailing: Traditional forms of low-cost retailing. Growing at about 10% per annum.

INDIAN TEXTILES INDUSTRY

Overwhelming presence Contributes about 14% to industrial production and 17% to the countrys export earnings. Provides direct employment to over 35 million people. Direct bearing on the improvement of the

CHANNEL DISTRIBUTION

Defined as the path or route along which goods move from producers or manufacturers to ultimate consumers or industrial users. Channel consists of producers, consumers or users and the various middlemen like wholesalers, selling agents and retailers (dealers) who intervene between the producers and consumers. Bridge the gap between the point of production and the point of consumption.

Producer-Customer Simplest and shortest channel Fast and economical Big firms selling high value industrial products, small producers and producers of perishable commodities. Producer-Retailer-Customer Only one middlemen called 'retailer' Consumer durables and products of high value

Producer-Wholesaler-Retailer-Customer Most common and traditional Two middlemen i.e. wholesalers and retailers Products with widely scattered market Producer-Agent-Wholesaler-RetailerCustomer Longest channel of distribution Three middlemen i.e. agents,wholesalers and retailers Suitable for wider distribution of various industrial products.

ABOUT THE COMPANY

Himanshi Creations was started by Mr. Deven Kamdar in the year 1987. Manufacturing of ladies Indian wear and supplies it to retailers and wholesalers across Mumbai.

Existing customers: Amarsons (Bandra), Paaneri (Andheri), Bright Emporium (Khar), Sadguru (Dadar), Pagli (Goregaon, Santacruz), Bawree (Malad, Santacruz), Shagun (Malad), Joban (Malad), Kalyani (Dadar), Chintamani (Dadar), etc.
List of international individual clients exporting to countries like Canada, UK and Hong Kong.

OBJECTIVES OF THE STUDY

To develop retail distribution channel for ladies Indian wear across Mumbai. To expand business opportunity by approaching various retailers and wholesalers. To understand retailers and wholesalers viewpoints on the products supplied.

To understand the value created by distribution channel.

RESEARCH METHODOLOGY

Research Design: Exploratory research: Secondary Data Analysis Descriptive research: Survey Survey Method: Structured Questionnaire Data Analysis: The questionnaire will be analysed by using tabular representation. Sample: 5 retailers and 3 wholesalers across Mumbai Duration of the Study: 2 months from 1st May, 2013 to 30th June, 2013

Location of the Study: The study was conducted by personally approaching new retailers and wholesalers across Mumbai. Limitations of the study: Limited time The sample size is small due to constraints on manpower and time Biasness In any kind of survey which bases its finding on the replies of the respondents there is always a likelihood of errors in spite of carefully designed procedures.

FINDINGS AND ANALYSIS

Wholesalers RNM Fashion, Dina Fashion and Sushilas Creations have already appreciated the products and have ordered in bulk quantities for the Kurtis. Kenzo is the only retailer that has given order of Sarees and Ghagra Cholis. Fantasy Collections and Aishwarya liked the products but the credit period used was too high for Himanshi Creations and things are being negotiated especially with Aishwarya which uses credit period of 5 months. Seasons catered to higher level of customers and did not like Himanshi Creations products. In the case of Chunari, the products were not liked.

RECOMMENDATIONS & CONCLUSION

Himanshi Creations can hire fashion stylists so that its easier for the company to understand the needs of the customers and also bring innovation in the products it manufactures. Himanshi Creations can start its own retail shop so that its products are directly sold to customers and not via a intermediary. This will create awareness amongst the customers in the market.

Himanshi Creations can try and expand its business by exporting its products as there is a lot of scope for Indian wear in foreign countries.