MINOR PROJECT ON

A Study On Consumer Preference in Apparel

Industry In India

Submitted in partial fulfillment

of the Requirements for the
award of the degree of

BACHELOR OF BUSINESS
ADMINISTRATION
To
Guru Gobind Singh Indraprastha University, Delhi

Guide Name: Submitted BY:

DR. SONAL PAHWA Priyanshu Mishra
Assistant Professor BBA-II SEM
01535201723

BHAGWAN PARSHURAM INSTITUTE OF TECHNOLOGY

School of Business
Administration
New Delhi-110089
Batch 2023-2026
 DECLARATION

I, Mr, PRIYANSHU MISHRA enrollment No. 01535201723 declare that the

project entitled “A study on consumer preference in Apparel industry in india”

is done by me. The matter embodied in this Report has not been submitted earlier

for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the student: Priyanshu mishra

Date:
 ACKNOWLEDGMENT

I would like to express my special thanks of gratitude to my project mentor “Dr.

Sonal Pahwa” for their able guidance and support in completing my Project.

I would also like to extend my gratitude to the Head of Department “Dr. Sundram

Priyadarshani” for providing me all the facilities that were required.

Date: Student’s Name-

Priyanshu
Mishra
 Bhagwan Parshuram Institute of Technology
A Unit of Bhartiya Brahmin Charitable Trust (Regd.)
(Approved by AICTE, Ministry of HRD, Govt. of India)
(Affiliated to Guru Gobind Singh Indraprastha University, Delhi for B.Tech
and Management Courses)
PSP Area No. 4, Sector 17 (Opp. Sector 11, Rohini, Delhi 110089)
Tel: 011-27571080, 27572900, Fax: 011-27574642
Email: [email protected], Website: www.bpitindia.com

CERTIFICATE
This is to certify that the project entitled“A study on consumer
preference in Apparel industry in India”submitted by Priyanshu
Mishra EnrollNo.01535201723 has been done under my guidance
and supervision in partial fulfillment of the requirement for the
award of Bachelor of Business Administration.

The work and analysis mentioned in this Project Report have been
undertaken by the candidate himself and references have been
recognized and acknowledged in the text of the report.

Dr. Sonal Pahwa

Project Guide
 LIST OF CONTENTS

S.No Topic Page

No.

1. Title Page i

2. Declaration ii

3. Acknowledgement iii

4. Certificate v

CONTENTS

5. List of Tables vi

6. List of Figures vii

7. Chapter-1 Introduction 1

8. Chapter-2 Literature Review and SWOT Analysis of 33

the Company

9. Chapter-3 Data Interpretation and Analysis 50

10. Chapter-4 Summary and Conclusions 62

11. References/Bibliography 66
 LIST OF TABLES

S.no. Topic Page

No.
1. 1.1 (Age group) 52

2. 2.1 (Gender) 53

3. 3.1 (Occupation) 54

4. 4.1 (Frequency) 55

5. 5.1(Factor influencing purchasing decision) 56

6. 6.1 (Mode of purchase) 57

7. 7.1 (Regional preference) 58

8. 8.1 (Importance of Fashion trends) 59

9. 9.1 (Variety of apparel) 60

10. 10.1(Brand preference) 61

 LIST OF FIGURES

S.no. Topic Page

No.

1. 1.1 (Age group) 52

2. 2.1 (Gender) 53

3. 3.1 (Occupation) 54

4. 4.1 (Frequency) 55

5. 5.1(Factor influencing purchasing decision) 56

6. 6.1 (Mode of purchase) 57

7. 7.1 (Regional preference) 58

8. 8.1 (Importance of Fashion trends) 59

9. 9.1 (Variety of apparel) 60

10. 10.1(Brand preference) 61

 CHAPTER - 1
INTRODUCTION
Introduction:

The apparel industry is a dynamic sector that encompasses the design, manufacturing,
distribution, and retailing of clothing and accessories. It is one of the oldest industries in the
world, dating back centuries, and has undergone significant transformations over time. In recent
decades, globalization, technological advancements, changing consumer preferences, and
sustainability concerns have shaped the apparel industry landscape. Among the key players in
this industry, India holds a prominent position, with its rich textile heritage, diverse culture, and
rapidly growing economy contributing to its significance in the global apparel market.

Historical Evolution:

The history of the apparel industry can be traced back to ancient civilizations, where clothing
was primarily handmade using locally sourced materials such as wool, cotton, silk, and linen.
With the advent of industrialization in the 18th and 19th centuries, the manufacturing process
was revolutionized, leading to the mass production of clothing in factories. This era witnessed
the rise of textile mills and garment factories in Europe and later in North America.

India's textile industry has a long and illustrious history, dating back thousands of years. The
country has been renowned for its fine textiles and intricate craftsmanship since ancient times,
with techniques such as weaving, dyeing, and printing being passed down through generations.
Indian textiles were highly sought after in international trade, attracting merchants from around
the world.

Modern Era:

In the late 20th century, the apparel industry underwent significant globalization, with production
increasingly shifting to developing countries with lower labor costs. This trend, known as
outsourcing or offshoring, led to the emergence of major manufacturing hubs in Asia,
particularly in countries like China, Bangladesh, Vietnam, and India.

India, with its abundant supply of raw materials, skilled labor force, and centuries-old textile
traditions, emerged as a key player in the global apparel market. The country's textile and
garment industry became a major contributor to its economy, generating employment for
millions of people, especially in rural areas where textile production is a traditional livelihood.

Key Characteristics of the Apparel Industry:

Supply Chain Complexity: The apparel industry involves a complex supply chain that spans
multiple stages, including design, sourcing of raw materials, manufacturing, distribution, and
retail. This complexity often involves coordination between various stakeholders, including
designers, manufacturers, suppliers, retailers, and consumers.

Fashion Trends and Seasonality: The apparel industry is highly influenced by ever-changing
fashion trends and seasonal variations. Designers and retailers must constantly innovate and
adapt to consumer preferences to stay relevant in the market.

Globalization and Outsourcing: Globalization has led to the fragmentation of production

processes, with different stages of garment manufacturing often being located in different
countries. Outsourcing production to low-cost destinations has become a common strategy for
apparel brands seeking to reduce manufacturing costs.

Technological Advancements: Technological innovations have transformed various aspects of

the apparel industry, from design and production to marketing and retailing. Automation, digital
printing, 3D modeling, and artificial intelligence are increasingly being utilized to streamline
processes and improve efficiency.

Sustainability and Ethical Practices: With growing awareness of environmental and social
issues, sustainability and ethical practices have become increasingly important in the apparel
industry. Consumers are demanding transparency and accountability from brands regarding their
supply chain practices, labor conditions, and environmental impact.

India's Role in the Global Apparel Industry:

India has emerged as a major player in the global apparel industry, leveraging its strengths in
textile manufacturing, skilled labor, and diverse cultural heritage. The country's textile and
garment sector encompasses a wide range of products, including traditional handloom textiles,
ready-to-wear garments, luxury fashion, and technical textiles.

Key factors contributing to India's significance in the global apparel market include:

Textile Heritage: India has a rich textile heritage that spans thousands of years, with traditional
weaving, dyeing, and printing techniques being preserved and passed down through generations.
This cultural heritage not only adds value to Indian textiles but also distinguishes them in the
global market.

Skilled Workforce: India boasts a large pool of skilled artisans, craftsmen, and textile workers
who possess expertise in various aspects of garment production, including weaving, embroidery,
and garment construction. This skilled workforce is a valuable asset for the country's apparel
industry, enabling it to produce high-quality and intricately crafted textiles and garments.

Diverse Raw Materials: India is home to a diverse range of raw materials used in textile
production, including cotton, silk, wool, jute, and synthetic fibers. This abundance of raw
materials provides Indian manufacturers with a competitive advantage in terms of sourcing and
enables them to produce a wide variety of textiles and garments to cater to diverse consumer
preferences.

Cost Competitiveness: While labor costs have been rising in recent years, India remains a
cost-competitive manufacturing destination compared to developed countries. This cost
advantage, coupled with the country's skilled workforce and efficient production processes,
makes India an attractive destination for apparel brands seeking to optimize their supply chain
and manufacturing operations.

Government Initiatives: The Indian government has implemented various initiatives and
policies to support the growth of the textile and garment industry, including incentives for
investment, infrastructure development, skill development programs, and trade facilitation
measures. These initiatives have helped bolster India's position as a leading textile and apparel
manufacturing hub.

NAME OF THE FIRM/COMPANY : FABINDIA LTD.

Address : Head Office: C-40, 2nd Floor, Okhla Industrial Area, Phase -2, New Delhi 110020

Telephone Number : +91-011-40692000 / +91-120-488422

E-mail address: [email protected]

Website name : www.fabindia.com

Whether Fabindia Ltd. Is a local, national or multinational company :

Fabindia Ltd is a national company.

Fabindia originated in India and has its roots deeply embedded in the country's cultural heritage
and artisanal traditions. While the company has expanded its operations internationally, with
retail outlets in several countries, including the United States, Singapore, and the United Arab
Emirates, its primary identity and operations are centered in India.

The majority of Fabindia's sourcing, manufacturing, and community engagement initiatives are
based in India. The company's core values, business ethos, and product offerings are deeply
influenced by India's rich cultural diversity and artisanal heritage. Additionally, Fabindia's
headquarters are located in India, further solidifying its national identity.

Therefore, despite having a multinational presence, Fabindia's primary identity and operational
base remain rooted in India, making it a national company.

Fabindia registered office : Plot No.10, Local Shopping Complex, Sector B, Pocket-7, Vasant
Kunj, New Delhi – 110070.

Geographical areas of operation : Fabindia operates primarily in India but also has a presence
in several other countries. While the majority of its operations, including sourcing,
manufacturing, and retail, are concentrated in India, the company has expanded its footprint
internationally. Some of the geographical areas where Fabindia operates include:

India : Fabindia's primary market and where the majority of its operations are based. It has
numerous retail outlets across major cities and towns in India.

United States : Fabindia has retail stores in select cities in the United States, catering to the
Indian diaspora and consumers interested in Indian textiles and crafts.

Singapore: Fabindia has a presence in Singapore, offering its range of traditional Indian
garments, textiles, and home furnishings to consumers in the region.

United Arab Emirates (UAE): Fabindia operates retail stores in the UAE, particularly in cities
like Dubai and Abu Dhabi, serving customers in the Middle East.
While Fabindia's operations outside India are not as extensive as its presence within the country,
it has strategically expanded into select international markets to cater to the demand for
Indian-inspired products and to reach a broader audience interested in sustainable and ethically
sourced goods.

Nature of Fabindia ltd. :

The nature of the Fabindia ltd. apparel brand is rooted in celebrating India's rich cultural
heritage, promoting sustainable fashion, and empowering local artisans. Here's an overview of its
nature:

Cultural Heritage Preservation: Fabindia apparel brand is deeply committed to preserving

India's diverse cultural heritage. It showcases traditional Indian textiles, craftsmanship, and
design aesthetics in its clothing lines. Each garment reflects the vibrancy and richness of India's
cultural tapestry, featuring intricate handloom weaves, embroidery, block prints, and other
indigenous techniques.

Handcrafted Excellence: Fabindia places a strong emphasis on handcrafted excellence. Many of

its apparel pieces are meticulously crafted by skilled artisans using age-old techniques passed
down through generations. This emphasis on handcrafted quality adds uniqueness, authenticity,
and value to Fabindia's clothing collections.

Ethical Sourcing and Fair Trade Practices: Fabindia apparel brand prioritizes ethical sourcing
and fair trade practices. It partners directly with artisan communities, weavers, and craftspeople
across India, ensuring fair wages, safe working conditions, and sustainable livelihoods. By
fostering direct relationships with artisans, Fabindia promotes transparency, accountability, and
empowerment within its supply chain.

Sustainable Fashion: Sustainability is a cornerstone of the Fabindia apparel brand. The

company is committed to reducing its environmental footprint and promoting eco-friendly
practices throughout its production processes. Fabindia emphasizes the use of natural, organic,
and eco-friendly materials, such as handwoven cotton, silk, and sustainable dyes. Additionally,
the brand focuses on minimizing waste, conserving resources, and adopting environmentally
responsible packaging solutions.

Diverse Product Range: Fabindia offers a diverse range of apparel for men, women, and
children, catering to various tastes, occasions, and preferences. Its clothing collections
encompass a wide array of styles, including ethnic wear, fusion wear, casual wear, and formal
wear. From traditional Indian attire like saris, salwar kameez, and kurtas to contemporary
Western-inspired outfits, Fabindia provides customers with a versatile selection of clothing
options.
Accessible Luxury: Fabindia apparel brand combines luxury with accessibility, offering
high-quality, artisanal clothing at affordable price points. It democratises fashion by making
traditional craftsmanship and heritage-inspired designs accessible to a wide range of consumers,
both in India and internationally.

Overall, the nature of the Fabindia apparel brand embodies a harmonious blend of tradition,
sustainability, craftsmanship, and accessibility. It celebrates India's cultural legacy while
embracing modern values of ethical fashion and social responsibility. Fabindia's clothing
collections not only reflect timeless elegance and authenticity but also contribute to positive
social and environmental impact within the global fashion industry.

Business (service/ trading/ production) i.e, type of industry of fabindia ltd. :

The business type of Fabindia apparel brand encompasses elements of both production and
trading, with a strong emphasis on ethical sourcing and retail. Here's a breakdown:

Production: Fabindia apparel brand engages in production activities to a significant extent.

While the brand sources many of its products from artisans and traditional craft communities
across India, it also oversees aspects of the production process. This includes product design,
quality control, and manufacturing coordination. Fabindia works closely with artisans and
craftsmen to develop new designs, improve production techniques, and ensure product
consistency and quality. The brand may also have its own manufacturing facilities or partner
with manufacturers to produce its apparel products.

Trading: In addition to production, Fabindia apparel brand also operates as a trading company.
The brand sources a portion of its apparel products from artisans, weavers, and craft clusters
across India. These products are then sold to customers through Fabindia's retail outlets, online
platforms, and other retail channels. As a trading company, Fabindia facilitates the exchange
between producers and consumers, ensuring fair wages and working conditions for artisans while
providing customers with access to ethically sourced, high-quality apparel products.

Retail: Fabindia apparel brand's primary focus is on retailing its products to customers. The
brand operates a network of brick-and-mortar stores, online platforms, and other retail channels
where customers can purchase its apparel collections. Fabindia's retail operations involve
showcasing and marketing its apparel products, providing customer service, and facilitating sales
transactions. The brand's retail outlets offer personalized shopping experiences, where customers
can learn about the craftsmanship behind each product and explore a wide range of traditional
Indian garments.
Overall, the business type of Fabindia apparel brand can be described as a combination of
production, trading, and retail, with a strong commitment to ethical sourcing, sustainable
practices, and celebrating India's cultural heritage through its apparel collections.

Fabindia’s vision and mission :

Vision: "Fabindia ltd. want to be the best at making clothes that celebrate India's culture. They
aim to use materials that are good for the environment and make sure the people who make our
clothes are treated well. They also want to help Indian artisans and make sure their work is
appreciated all over the world."

Mission :

Celebrate Indian Culture: We make clothes that show off the beautiful and diverse culture of
India. We use traditional methods and designs that have been passed down for generations.

Use Sustainable Materials: We care about the environment, so we use materials that are natural,
organic, and don't harm the planet. We want to leave the Earth a better place for future
generations.

Support Artisans: We work closely with artisans and craftsmen from different parts of India.
We pay them fair wages and help them improve their skills. By buying our clothes, you're
supporting these talented people and their families.

Provide Quality and Authenticity: Our clothes are not just stylish, but also of high quality. We
want you to feel proud wearing our clothes, knowing they're made with care and reflect India's
rich heritage.

Enhance Customer Experience: We want you to enjoy shopping with us! Whether you visit our
stores or shop online, we aim to provide a friendly and enjoyable experience. We're here to help
you find the perfect outfit and learn more about Indian textiles and craftsmanship.

Product range of Fabindia ltd. :

Fabindia's apparel brand offers a diverse range of clothing and accessories that celebrate India's
rich cultural heritage and craftsmanship. Here's an overview of its product range:

1.Women's Apparel:
● Sarees: Traditional Indian garments made from various fabrics like silk, cotton, and chiffon,
adorned with intricate designs and embellishments.

● Kurtas/Kurtis: Ethnic tops or tunics available in a variety of fabrics, styles, and lengths,
often featuring traditional Indian prints and embroidery.

● Salwar Kameez Sets: Traditional Indian outfits comprising a tunic (kameez), bottoms
(salwar or churidar), and a dupatta, offered in a range of designs and colors.

● Tops and Blouses: Contemporary tops inspired by Indian aesthetics, ranging from casual to
formal wear and featuring traditional motifs and detailing.

● Dresses: Fusion wear combining Indian and Western elements, available in different
silhouettes, lengths, and designs.

● Bottoms: Ethnic bottoms such as leggings, palazzos, and skirts designed to complement
Fabindia's tops and kurtas.

● Dupattas: Traditional Indian scarves or shawls worn with ethnic outfits, crafted from
various fabrics and adorned with embroidery or prints.

2. Men's Apparel:

● Kurtas : Fabindia's collection of kurtas for men includes a wide range of styles, from classic
straight-cut kurtas to more contemporary designs. These kurtas are crafted from fabrics like
cotton, linen, silk, and khadi, featuring traditional Indian motifs, embroidery, and detailing.
They are suitable for both casual and festive occasions.

● Shirts : Fabindia offers a selection of shirts for men in various styles, including casual shirts,
formal shirts, and kurta-shirts. These shirts are made from breathable fabrics like cotton and
linen, often featuring hand-block prints, checks, stripes, and solid colors. They are versatile
pieces that can be paired with trousers, jeans, or ethnic bottoms.

● Bottoms : Fabindia offers a variety of bottoms for men, including trousers, chinos, and dhoti
pants. These bottoms are designed for comfort and style, crafted from fabrics like cotton,
 linen, and khadi. They come in a range of colors and fits, allowing men to create different
looks for various occasions.

● Jackets and Nehru Vests : Fabindia's collection of jackets for men includes both traditional
and contemporary styles. These jackets are crafted from fabrics like cotton, linen, and
denim, featuring embroidery, patchwork, and hand-block prints inspired by Indian
craftsmanship. They are versatile layering pieces suitable for both casual and semi-formal
wear.

● T-shirts : Fabindia's range of men's t-shirts includes both casual and semi-formal options.
These t-shirts are made from soft and comfortable fabrics like cotton and cotton blends,
featuring graphic prints, slogans, and traditional Indian motifs. They are suitable for
everyday wear and can be styled with jeans, shorts, or ethnic bottoms.

Size (in terms of manpower and turnover) of Fabindia ltd. :

Manpower of the company : 1,635 crore

Turnover of the company : 1,106 employees

Organization structure of Fabindia ltd. :

Fabindia Ltd.'s organizational structure within its apparel division typically follows a hierarchical
framework tailored to the specific needs of its apparel business.

1. Board of Directors: At the highest level is the Board of Directors, responsible for setting
overall company strategy and providing governance oversight. They may include individuals
with expertise in business, finance, retail, and other relevant fields.

2. Chief Executive Officer (CEO): The CEO leads the entire organization, overseeing all
divisions including the apparel segment. They are responsible for implementing the board's
directives, setting strategic goals, and ensuring the overall success of the apparel business.

3. Apparel Division Head: This executive is responsible for overseeing all aspects of the
apparel division, including product development, merchandising, sales, and operations. They
report directly to the CEO and work closely with other senior executives to align apparel
strategies with overall company objectives.
4. Merchandising and Design Department: This department is responsible for product
selection, development, and sourcing. It includes roles such as Merchandising Managers,
Designers, and Sourcing Specialists who work together to curate Fabindia's apparel
collections, ensuring they align with brand aesthetics and customer preferences.

5. Production and Supply Chain Management: This department manages manufacturing

processes, quality control, and supply chain logistics for Fabindia's apparel products. It
includes roles such as Production Managers, Quality Assurance Specialists, and Supply
Chain Analysts who ensure timely production and delivery of apparel items.

6. Marketing and Sales: This department is responsible for promoting Fabindia's apparel
products and driving sales through various channels. It includes roles such as Marketing
Managers, Digital Marketers, and Sales Executives who develop marketing campaigns,
manage retail outlets, and engage with customers to enhance brand visibility and loyalty.

7. Retail Operations: This department oversees the management of Fabindia's retail stores
where apparel products are sold. It includes roles such as Store Managers, Sales Associates,
and Visual Merchandisers who ensure a seamless shopping experience for customers and
drive sales through effective store operations.

8. Finance and Administration: This department handles financial planning, budgeting, and
administrative functions related to the apparel division. It includes roles such as Finance
Managers, Accountants, and Administrative Assistants who manage financial transactions,
payroll, and other administrative tasks.

Market share and Position of the Fabindia ltd. In the industry :

Fabindia Ltd. holds a notable position in India's ethnic wear market, known for its focus on
handcrafted, traditional products. The company's revenue for FY23 was ₹1,668 crore, reflecting
a 21% increase from the previous year, despite challenges like rising debt, which reached ₹741
crore by the end of FY23.

In terms of market share, Fabindia competes with major ethnic wear brands like Manyavar, Biba,
and W for Woman. Although specific market share percentages are not disclosed, Fabindia
remains a significant player due to its strong brand heritage and wide product range.
 Board of Directors
Executive Directors :-

● Managing Director

Mr. William Nanda Bissell

● Executive Vice Chairman and Director

Mr. Mukesh Kumar Chauhan

Non-Executive Director :-

1. Ms. Monsoon Latane Bissell

2. Mr. Vijai Kumar Kapoor

3. Mr. Viney Singh

4. Mr. Nikhil Khera

Independent Director :-

1. Ms. Smita Mankad

2. Mr. Richard Frank Celeste

3. Mr. Saurabh Navinchandra Mehta

Chairman and Independent Director - Mr. Gyanendra Nath Gupta

Nominee Director - Mr. Manoj Jaiswal

Additional Director (Investor Nominee) - Mr. Kaveesh Chawla

NAME OF THE FIRM/COMPANY : PANTALOONS

FASHION AND RETAIL LTD.

Address : 4th Floor, Agastya Corporate Park, Sunder Bung Lane, LBS Road,, Kurla West,
Mumbai 400070, India.

Contact Numbers :

Helpline Number: +91-8652905000

Online Queries: +91-8105060501

E-mail Address : [email protected]

Website Name : www.pantaloons.com

Whether Pantaloons Fashion And Retail Ltd Local, National, Multinational

Pantaloons Fashion and Retail Limited is a national company.

It operates extensively across India with a wide network of stores, but it does not have a
significant presence or operations outside of the country. As part of Aditya Birla Fashion and
Retail Limited (ABFRL), Pantaloons caters primarily to the Indian market, making it a
prominent national retail brand​.

Registered Office : 701-704, 7th Floor, Skyline Icon Business Park, 86-92, Off
Andheri-Kurla Road, Marol Village, Andheri East, Mumbai - 400059, Maharashtra, India.

Geographical areas of operations :

Pantaloons Fashion and Retail Limited primarily operates within India. It has a widespread
network of retail stores located in various cities and towns across the country, catering to diverse
consumer needs. Their stores are present in major metropolitan areas like Mumbai, Delhi,
Bangalore, Kolkata, and Chennai, as well as in smaller cities and regional markets. Pantaloons
focuses on providing a wide range of apparel and accessories to the Indian market, making it a
prominent national brand in the retail fashion sector.

Nature of Pantaloons Fashion and Retail ltd.

Pantaloons is a prominent retail brand operating under the Aditya Birla Fashion and Retail

Limited umbrella. With a focus on fashion and lifestyle, Pantaloons caters to diverse consumer

segments through its wide range of apparel, accessories, and lifestyle products. As part of its

nature, Pantaloons prioritizes innovation, staying abreast of fashion trends, and offering quality

products at competitive prices. The organization is known for its vibrant store ambience and

customer-centric approach, aiming to provide a seamless shopping experience across its

numerous outlets. Pantaloons operates with a commitment to sustainability and social

responsibility, incorporating ethical business practices into its operations. Its nature as a retail

leader involves constant adaptation to consumer preferences, leveraging technology, and

maintaining strong partnerships with suppliers and stakeholders. Through these efforts,

Pantaloons continues to solidify its position as a trusted and dynamic player in the fashion retail

industry.

Business (service/production/trading) i.e, type of industry :

Pantaloons Fashion and Retail ltd deals in the trading of apparels in the Indian market.

Pantaloons operates primarily in the retail industry, specifically in the fashion and apparel sector.

As a retailer, Pantaloons focuses on offering a diverse range of clothing, accessories, and

lifestyle products to its customers. While it does not engage directly in manufacturing or

production, it sources products from various suppliers and brands to sell through its retail outlets.

Pantaloons' business model revolves around the sale of goods to consumers through its

brick-and-mortar stores as well as its online platform. The company's operations involve aspects

of merchandising, marketing, sales, and customer service within the retail industry. With a strong

presence in the Indian market, Pantaloons competes in the retail sector by providing fashionable

and affordable products while emphasizing customer satisfaction and brand loyalty.

Pantaloons Fashion and Retail ltd Vision and Mission :

“Pantaloons' vision is to be a leading fashion retailer, offering an unparalleled shopping

experience that inspires confidence and empowers customers to express their individuality

through style”.

Their mission is to provide trendy, quality fashion products at affordable prices, catering to

diverse customer needs and preferences. They aim to create an inclusive and welcoming

environment in their stores, where customers feel valued and empowered to explore their
personal style. Pantaloons is committed to innovation and staying ahead of fashion trends, while

also embracing sustainability and ethical business practices throughout their operations. They

strive to build strong relationships with customers, suppliers, and stakeholders, fostering trust

and loyalty in the Pantaloons brand. Overall, their mission is to be a trusted fashion destination

that enhances the lifestyle of their customers.

Product Range of Pantaloons Fashion and Retail ltd. :

Pantaloons offers a wide array of apparel choices for men, women, and children, catering to

various styles, occasions, and preferences. Their apparel range includes:

1. Casual Wear: Pantaloons provides a diverse selection of casual clothing such as t-shirts,

jeans, shorts, skirts, and dresses for everyday wear.

2. Formal Wear: They offer formal attire including shirts, trousers, blazers, suits, skirts,

and dresses suitable for office settings, meetings, or formal events.

3. Ethnic Wear: Pantaloons showcases a range of traditional Indian attire like sarees,

salwar suits, kurtas, kurtis, and sherwanis, catering to cultural festivities and special

occasions.

4. Activewear: For fitness enthusiasts and active individuals, Pantaloons offers a range of

activewear including sports bras, leggings, joggers, sweatshirts, and workout tops.

5. Innerwear and Sleepwear: Pantaloons provides a selection of innerwear and sleepwear

for both men and women, including underwear, bras, camisoles, pajamas, and

nightdresses for comfort and relaxation.

6. Seasonal Collections: They also introduce seasonal collections featuring apparel tailored

to specific weather conditions, such as winter coats, summer dresses, rain jackets, and

more.

7. Plus Size Apparel: Pantaloons often includes a range of apparel options in plus sizes,

ensuring inclusivity and catering to customers of all body types.

Organization Structure of Pantaloons Fashion and Retail ltd.

1. Board of Directors: At the top of the hierarchy is the Board of Directors, responsible for

setting strategic direction, overseeing corporate governance, and ensuring the company's

long-term success. The board comprises individuals with diverse expertise and

experience in areas such as business, finance, retail, and industry-specific domains.

2. Executive Leadership Team: Reporting to the Board of Directors is the executive

leadership team, which includes top-level executives such as the Chief Executive Officer

(CEO), Chief Operating Officer (COO), Chief Financial Officer (CFO), Chief Marketing

Officer (CMO), and other C-suite executives. These leaders are responsible for

implementing the company's strategic vision, managing day-to-day operations, and

driving growth initiatives.

3. Departments and Divisions: Within the organizational structure, various departments

and divisions exist to manage specific functions and areas of operation. This may include

departments such as:

● Merchandising and Buying: Responsible for selecting and purchasing

merchandise to be sold in Pantaloons stores, based on market trends, consumer

preferences, and sales data.

● Design and Product Development: Involved in designing and developing new

apparel collections, ensuring alignment with brand identity and market trends.

● Retail Operations: Overseeing the management of Pantaloons' retail stores,

including store layout, staffing, inventory management, and customer service.

 ● Marketing and Sales: Responsible for promoting Pantaloons' products,

managing advertising campaigns, customer engagement initiatives, and driving

sales both online and offline.

● Finance and Accounting: Handling financial management, budgeting,

accounting, and reporting activities to ensure fiscal responsibility and regulatory

compliance.

● Human Resources: Managing recruitment, training, employee relations,

performance evaluation, and other HR functions to support the organization's

workforce.

4. Regional and Store-Level Management: Pantaloons' retail operations are typically

organized regionally, with regional managers overseeing multiple stores within a specific

geographic area. At the store level, store managers are responsible for day-to-day

operations, including sales performance, staffing, customer service, and inventory

management.

5. Support Functions: In addition to core operational departments, Pantaloons may have

various support functions such as IT, supply chain and logistics, legal, and corporate

communications, which provide essential services to the organization.

Size in terms of manpower of Pantaloons fashion and retail ltd.

ABFRL(Aditya Birla Fashion and Retail Ltd,) the parent company of Pantaloons Fashion and

Retail ltd. employs over 25,000 people across all its brands and operations, indicating that

Pantaloons, being a major segment.

Size in terms of turnover of Pantaloons fashion and retail ltd.

The company reported consolidated revenues of ₹12,418 crore for FY23

Market share & position of the Pantaloons Fashion and Retail ltd. in the
industry :

Its parent company ABFRL reported a 53% increase in revenue year-on-year, amounting to
₹12,418 crore for the fiscal year ending in March 2023​​. This growth reflects Pantaloons'
significant market share and its role as a key player in the Indian fashion retail sector.

The brand is positioned in the mass market segment, catering to a diverse customer base with its
versatile collection that includes casual wear, ethnic wear, workwear, and party wear​​. Pantaloons'
strategic focus on offering fashionable yet affordable clothing has helped it maintain a
competitive edge in the fast fashion segment of the apparel industry​.

Board of Directors

1. Vikram Rao - Chairman, Non-Executive Director

2. Sushil Agarwal - Non-Executive Director

3. Kumar Mangalam Birla - Non-Executive Director

4. Pranab Barua - Non-Executive Director

5. Ananya Birla - Non-Executive Director

6. Aryaman Vikram Birla - Non-Executive Director

7. Supriya Adlakha - Independent Director

8. Ramesh Bawa - Independent Director

9. Amit Dixit - Non-Executive Director​(ABFRL)​​

10. Ashish Dikshit - Managing Director, ABFRL

NAME OF THE FIRM/COMPANY : SNITCH APPARELA

PRIVATE LIMITED.

Address : 16/1, 2nd Floor, Above Gold Finch Hotel, 5th Block, Industrial Layout,
Koramangala, Bangalore, Karnataka - 560095, India​.

Telephone number : 063644 30800

E-mail Address : [email protected]

Website Name : snitch.co.in

Whether Snitch Apparels Pvt. Ltd. Local, National or Multinational :

Snitch Apparels Pvt. Ltd. is primarily a national company based in India. Founded in Bangalore,
it focuses on catering to the Indian market with its men's fashion apparel. Although it has gained
significant attention within the country and established a strong online presence, there is no
indication that it operates on a multinational level or has international branches as of now.
Registered office : No. 5/1, 4th Floor, Surana Arcade, 4th Cross, Lalbagh Road, K.S Garden,
Bangalore, Karnataka, India, 560027​
Geographical areas of operation of Snitch Apparels Pvt. Ltd. :

Snitch Apparels Private Limited primarily operates in India, with a significant focus on both
online and offline retail channels. The company sells men's fashion and accessories through
its e-commerce platform, catering to customers nationwide. Snitch has also been expanding
its offline presence, especially targeting Tier II and Tier III cities across India. This strategic
move aims to tap into the growing demand for fashion in smaller urban areas. In the fiscal
year 2023-2024, Snitch plans to open 78 new offline stores, significantly increasing its
geographical footprint​.

The company's operations are not limited to metropolitan cities but are designed to reach a
broader audience across various regions. By establishing physical stores in smaller cities,
Snitch ensures that it can offer a seamless shopping experience to a diverse customer base,
bridging the gap between urban and rural markets​. This omnichannel strategy allows Snitch
to effectively serve customers with varied preferences, enhancing its market presence
throughout India.

Nature of Snitch Apparels pvt. Ltd.

Snitch Apparels Private Limited is a fast-fashion men's apparel brand based in Bangalore, India.
Founded in 2018, the company operates as a manufacturer and seller of men's clothing and
accessories. Snitch distinguishes itself through an omnichannel retail strategy, combining both
online and offline sales platforms to reach a diverse customer base​.

The company is also noted for its innovative approaches, such as leveraging artificial intelligence
to enhance customer experience and reduce returns.

Businesservice/production/trading etc) i.e, type of industry

Snitch Apparels is a production and retail company within the fast-fashion industry, utilizing an
omnichannel approach to reach its customers.

Its business activities encompass several aspects:

1.Manufacturing: Snitch Apparels manufactures men's clothing and accessories, focusing on

trendy and affordable fashion items.
2. Retail: The company engages in both online and offline retail. It sells its products through its
e-commerce platform and has been expanding its physical retail presence across various cities in
India​.

3. Trading: Snitch Apparels engages in the trading of its fashion products, facilitating the
distribution and sale of its manufactured goods to consumers​.

Vision of Snitch Apparels Pvt, Ltd. :

Snitch Apparels Pvt. Ltd. “aims to revolutionize the men's fashion industry by offering
cutting-edge, trend-driven clothing that appeals to the fashion-forward modern man”. Their
vision includes becoming a leading name in men's fashion both in India and internationally,
providing styles that are not only current but also sustainable and mindful of everyday wear​.

Mission of Snitch Apparels Pvt. Ltd. :

1. Innovative Fashion: To create innovative and trend-setting fashion that resonates with a
global audience.

2. Sustainability: To promote sustainable fashion by incorporating eco-friendly practices in their

production processes.

3. Customer Satisfaction: To prioritize customer satisfaction by offering high-quality,

fashionable clothing at competitive prices.

4. Expansion: To expand both online and offline, making Snitch's products accessible to a wider
audience.

5. Technology Integration: To integrate advanced technology in their operations to streamline

processes and enhance customer experience​.

Product range of the Snitch Apparels Pvt. Ltd. :

Snitch Apparels Pvt. Ltd. offers a diverse range of men's fashion products, catering to various
style preferences and needs. Their product range includes:

1. Shirts: Both formal and casual shirts are available in various designs, such as checks,
solids, and printed patterns.

2. T-Shirts: A wide variety of T-shirts, including polos, graphic tees, and basic styles,
suitable for everyday wear.

3. Jeans and Trousers: Different fits and styles of jeans and trousers, including straight,
skinny, and relaxed fits.

4. Over Shirts and Jackets: Lightweight overshirts and stylish jackets for layering.

5. Cargos and Chinos: Comfortable and trendy cargo pants and chinos in multiple
colors.

6. Shorts: Casual and sporty shorts for relaxed and athletic activities.

7. Co-ords and Pyjamas: Coordinated sets and comfortable pajamas for loungewear.

Organizational Structure of Snitch Apparels Pvt. Ltd.

1. Executive Leadership Team:

● CEO (Chief Executive Officer): Responsible for overall strategic direction and
decision-making.
● CFO (Chief Financial Officer): Manages financial aspects like budgeting,
accounting, and financial planning.
● COO (Chief Operating Officer): Oversees day-to-day operations to ensure
smooth functioning.
● CMO (Chief Marketing Officer): Develops and implements marketing
strategies.
● CHRO (Chief Human Resources Officer): Handles HR functions such as
recruitment, training, and employee relations.
 2. Departments:
● Production/Manufacturing: Oversees the manufacturing process, including
sourcing materials, production planning, and quality control.
● Design and Development: Responsible for creating new product designs and
improving existing ones.
● Sales and Marketing: Handles sales activities, market research, advertising, and
promotions.
● Finance and Accounting: Manages financial transactions, budgeting, payroll,
and financial reporting.
● Human Resources: Deals with recruitment, training, employee relations, and
benefits administration.
● IT (Information Technology): Maintains and supports the company's
technological infrastructure, including software and hardware systems.
● Supply Chain Management: Manages the flow of goods and services, from
procurement to distribution.
● Customer Service: Handles customer inquiries, complaints, and support services.
3. Middle Management:
● Department Heads/Managers: Responsible for overseeing specific departments
and ensuring goals are met.
● Team Leaders/Supervisors: Lead teams within departments and ensure tasks are
completed efficiently.
4. Operational Staff:
● Employees: Carry out day-to-day tasks according to their job roles, such as
production workers, sales representatives, designers, etc.
5. Support Functions:
● Administrative Staff: Provides administrative support to various departments.
● Facilities Management: Manages office facilities and services.
● Legal and Compliance: Ensures the company operates within legal boundaries
and complies with regulations.
6. Board of Directors :
● Provides guidance and oversight to the executive leadership team.
● May include external advisors or investors.

Market share & position of the company in the industry.

Snitch, a prominent menswear brand, has seen significant growth in the apparel industry.
Founded in 2019, Snitch has rapidly expanded its market presence, reaching a revenue of ₹120
crore in the fiscal year 2022-2023. The brand aims to double this figure to ₹250 crore in
2023-2024, indicating its aggressive growth strategy and increasing market share​.

Snitch has positioned itself as a key player in the fast fashion segment of the menswear market.
Its business strategy, focused on quickly adapting to fashion trends and leveraging digital
platforms, has contributed to its rapid revenue growth and large customer base. The brand's
popularity is further evidenced by over 1.5 million app downloads and more than one million
orders in the past year​.

This impressive performance places Snitch among the fast-growing brands in the Indian apparel
market, emphasizing its potential to become a significant competitor against more established
players. With a strong focus on digital engagement and fast fashion, Snitch continues to
strengthen its position in the industry.

Boards of Directors

Siddharth Ramesh Dungarwal: Founder, Chief Executive Officer, and Board

Member.

Reema Moolchand Sanghvi: Director.

 CHAPTER - 2
LITERATURE REVIEW AND SWOT ANALYSIS
S NO. AUTHOR TITLE OBJECTIVE FINDING
1. Aakash "Emerging To identify emerging The Indian apparel industry is
Sharma Trends and trends and forecast experiencing significant shifts due
Growth growth prospects in the to changing consumer preferences,
(2022) Prospects in Indian apparel market. technological advancements, and
the Indian evolving market dynamics. Despite
Apparel challenges such as intense
Industry" competition and supply chain
disruptions, the industry holds
promising growth prospects driven
by rising disposable incomes,
urbanization, and a growing
fashion-conscious middle class.

2. Neha Sharma "Competitive To analyze the Established domestic players such

Landscape and competitive dynamics and as Reliance Retail, Aditya Birla
(2021) Market Share market share of key Fashion, and Future Group
Analysis of the players operating in the continue to dominate the Indian
Indian Apparel Indian apparel industry. apparel market, with international
Industry" fast fashion brands like Zara and
H&M gaining significant traction
among urban consumers. The
competitive landscape is
characterized by intense
competition, innovation, and
strategic alliances among players
vying for market share in the
dynamic and evolving industry.
3. Rajesh Singh "Role of To assess the impact of Government policies and initiatives
Government government policies and play a crucial role in shaping the
(2020) Policies in regulatory frameworks on growth trajectory and
Driving industry growth, competitiveness of India's apparel
Growth and investment, and sector. Policies such as the Make in
Innovation in innovation in India's India initiative, textile parks, and
India's Apparel apparel sector. export promotion schemes have
Sector" incentivized investment, facilitated
infrastructure development, and
promoted innovation and skill
development in the industry.
Government support is essential for
driving India's position as a global
leader in apparel manufacturing
and exports.

4. Priya Patel "Consumer To analyze consumer Indian consumers exhibit diverse

Behavior and behavior, preferences, preferences when it comes to
(2019) Market and factors influencing apparel, with factors such as price,
Preferences in purchasing decisions in quality, brand reputation, and style
the Indian the Indian apparel market. influencing their purchasing
Apparel decisions. The rise of e-commerce
Industry" platforms has led to increased
convenience and access to a wide
range of products, shaping
consumer shopping behavior.
Apparel companies need to adapt to
changing consumer trends and
preferences to stay competitive in
the dynamic Indian market
5. Anjali Gupta "Emerging To identify emerging Emerging retail formats such as
Retail Formats retail formats and assess experiential stores, omnichannel
(2019) and their their impact on consumer platforms, and pop-up shops are
Impact on shopping behavior and gaining popularity in the Indian
Consumer preferences in India. apparel market, offering consumers
Shopping immersive shopping experiences
Behavior in and enabling brands to reach a
India's Apparel wider audience. These innovative
Market" retail formats cater to evolving
consumer preferences, enhance
brand visibility, and drive sales,
contributing to the overall growth
and dynamism of the Indian
apparel market.

6. Rajesh Singh "Market To examine effective Apparel companies in India are

Segmentation market segmentation increasingly focusing on market
(2018) Strategies for strategies for sustainable segmentation to target specific
Sustainable growth adopted by consumer segments effectively. By
Growth in the apparel companies in understanding the unique needs and
Indian Apparel India. preferences of different
Industry" demographic groups, companies
can develop tailored marketing
strategies and product offerings,
leading to enhanced customer
satisfaction and brand loyalty.
Sustainable growth requires a deep
understanding of consumer
behavior and market dynamics,
along with a commitment to
innovation and responsiveness to
changing trends.
7. Aakash Patel "Customer To assess factors Factors such as product quality,
Satisfaction influencing customer customer service, brand reputation,
(2018) and Loyalty in satisfaction, brand and shopping experience
the Indian loyalty, and repurchase significantly influence customer
Apparel intent in the Indian satisfaction, loyalty, and likelihood
Industry" apparel sector. of repeat purchases in the Indian
apparel industry. Apparel
companies need to prioritize
customer-centric strategies to build
strong brand loyalty, drive repeat
business, and sustain long-term
growth in the competitive market
landscape.

8. Anjali Gupta "Impact of To assess the impact of E-commerce has disrupted

E-commerce e-commerce disruption on traditional retail channels in the
(2017) Disruption on traditional retail channels Indian apparel sector, leading to
Traditional and consumer shopping changes in consumer shopping
Retail behavior in India's behavior and preferences. With the
Channels in apparel sector. convenience of online shopping
the Indian and the availability of a wide range
Apparel of products, consumers are
Sector" increasingly turning to e-commerce
platforms for their apparel
purchases. This shift has prompted
traditional retailers to innovate and
enhance their online presence to
stay competitive in the evolving
market landscape.

9. Priya Patel "Export To evaluate the export Indian apparel manufacturers have
Potential and potential, market significant export potential in
(2017) Global Market opportunities, and markets such as the United States,
Opportunities challenges for Indian Europe, and Southeast Asia, driven
for Indian apparel manufacturers in by competitive pricing, quality
Apparel key global markets. craftsmanship, and diverse product
Manufacturers offerings catering to international
" tastes and preferences. To
capitalize on global market
 opportunities, companies need to
focus on product innovation,
quality assurance, and building
strong distribution networks in
target markets, while also
complying with international trade
regulations and standards.

10. Neha Verma "Supply Chain To evaluate supply chain Effective supply chain management
Optimization optimization strategies is crucial for enhancing operational
(2016) Strategies for and their impact on efficiency and reducing costs in the
Enhanced operational efficiency and Indian apparel industry. By
Efficiency in cost reduction in the optimizing processes such as
the Indian Indian apparel sector. inventory management, production
Apparel planning, and logistics, companies
Industry" can minimize lead times, improve
product quality, and respond
swiftly to changing market
demands. Supply chain
optimization enables apparel
companies to gain a competitive
edge in the dynamic and fast-paced
industry landscape.

11. Rajesh "Impact of To analyze the short-term The COVID-19 pandemic has had
Kumar COVID-19 and long-term effects of a profound impact on the Indian
Pandemic on the COVID-19 pandemic apparel sector, disrupting supply
(2016) the Indian on consumer behavior, chains, reducing consumer
Apparel supply chain operations, spending, and shifting purchasing
Sector" and market dynamics in behavior towards online channels.
the Indian apparel Apparel companies have faced
industry challenges such as inventory
management, demand forecasting,
and workforce disruptions,
highlighting the importance of
agility, resilience, and digital
transformation in navigating the
crisis and building future resilience
against unforeseen disruptions.
12. Karthik "Role of To investigate the role of Technology adoption is
Reddy Technology technology adoption in transforming the Indian apparel
Adoption in driving innovation, sector, enabling companies to
(2015) Driving productivity, and innovate and stay competitive in
Innovation and competitiveness in India's the global market. Technologies
Competitivene apparel sector. such as automation, AI, and data
ss in India's analytics are revolutionizing
Apparel various aspects of the apparel value
Sector" chain, from design and production
to distribution and customer
engagement. Embracing
technology-driven solutions
enhances operational efficiency,
improves product quality, and
enables companies to meet the
evolving needs of consumers
effectively.

13. Anjali Gupta "Innovations in To explore innovative Innovations such as 3D printing,

Design and design concepts, digital prototyping, sustainable
(2015) Manufacturing materials, and materials, and on-demand
Processes in manufacturing techniques manufacturing are revolutionizing
Indian Apparel driving product design and production processes,
Industry" differentiation and enabling Indian apparel
competitiveness in the manufacturers to create unique,
Indian apparel sector. high-quality products with shorter
lead times and lower environmental
impact. These innovations enhance
product differentiation, customer
satisfaction, and brand value,
positioning Indian apparel
companies for sustainable growth
and competitiveness in the global
market.
14. Priyanka "Sustainability To explore sustainability Sustainability has emerged as a key
Sharma Initiatives and initiatives adopted by focus area for apparel companies in
Consumer apparel companies and India, driven by increasing
(2014) Perceptions in their impact on consumer consumer awareness and demand
the Indian perceptions and brand for eco-friendly products.
Apparel loyalty in India. Companies that prioritize
Industry" sustainability initiatives, such as
using organic materials, reducing
carbon footprint, and promoting
fair labor practices, are perceived
positively by consumers and enjoy
greater brand loyalty and trust.
Sustainability has become a
competitive differentiator in the
Indian apparel market, influencing
purchasing decisions and shaping
brand reputations.

15. Neha Sharma "Retail To investigate retail Indian apparel brands are
Expansion expansion strategies increasingly adopting an
(2014) Strategies of pursued by Indian apparel omnichannel approach to retail
Indian Apparel brands to increase market expansion, combining offline stores
Brands" penetration, brand with online platforms, franchising,
visibility, and consumer and strategic partnerships to
reach across different enhance brand presence and cater
regions in India. to diverse consumer preferences
nationwide. Retail expansion
strategies focus on improving
accessibility, enhancing customer
experience, and driving sales
through innovative store formats
and personalized services,
contributing to the growth and
success of apparel brands in the
competitive market landscape.
16. Siddharth "Brand To analyze the brand International apparel brands
Jain Positioning positioning strategies entering the Indian market employ
Strategies of adopted by international various brand positioning
(2013) International apparel brands entering strategies, including
Apparel the Indian market and premiumization, localization, and
Brands in the their impact on consumer celebrity endorsements, to
Indian Market" preferences and market differentiate themselves and appeal
dynamics. to diverse consumer segments.
Effective brand positioning enables
companies to build strong brand
equity, gain market share, and
establish a competitive edge in the
highly competitive Indian apparel
market.

17. Aakash Patel "Role of To examine the Celebrity endorsements play a

Celebrity effectiveness of celebrity crucial role in enhancing brand
(2013) Endorsements endorsements in visibility, credibility, and recall
in Indian influencing consumer among consumers, driving sales
Apparel perceptions, brand and brand affinity for apparel
Marketing" awareness, and purchase companies in India. Effective
intent in the Indian celebrity partnerships leverage the
apparel market. influence and appeal of celebrities
to create memorable brand
associations, generate buzz, and
stimulate consumer interest and
engagement, contributing to the
overall success and market
performance of apparel brands in
the competitive industry landscape.
18. Priya Sharma "Trends and To analyze the current Firstly, there was a notable shift
Dynamics in trends and dynamics towards fast fashion, with
(2012) the Indian shaping the Indian consumers demanding trendy
Apparel apparel industry clothing at affordable prices.
Market" landscape. Secondly, the influence of Western
fashion trends continued to grow,
especially among the urban youth
population. Thirdly, there was an
increasing awareness and demand
for sustainable and ethically
produced clothing, driven by
environmental concerns and
changing consumer values. Lastly,
the emergence of e-commerce
platforms was reshaping the retail
landscape, providing consumers
with more convenience and choice
in their apparel shopping
experience.

19. Priya Sharma "Future To assess future growth Despite challenges such as
Growth prospects, market trends, changing consumer preferences,
(2012) Prospects and and potential challenges intense competition, and global
Challenges for faced by the Indian economic uncertainties, the Indian
Indian Apparel apparel industry, and apparel industry holds promising
Industry" strategies for sustainable growth prospects driven by factors
growth and such as rising disposable incomes,
competitiveness. urbanization, and increasing
fashion consciousness among
consumers. Strategic initiatives
focusing on innovation,
sustainability, and digital
transformation are essential for
overcoming challenges and
capitalizing on growth
opportunities, ensuring the
long-term success and
competitiveness of Indian apparel
companies in the dynamic and
evolving market.
20. Arjun Gupta "Promotional To investigate effective Apparel companies in India employ
Strategies and promotional strategies a mix of traditional and digital
(2012) Consumer used by apparel marketing channels to engage
Engagement in companies to engage consumers and promote their
the Indian consumers and drive sales brands effectively. Strategies such
Apparel in India. as celebrity endorsements, social
Market" media campaigns, and experiential
marketing events help companies
create buzz, build brand awareness,
and stimulate purchase intent
among target audiences. Effective
promotional strategies enhance
consumer engagement, drive sales,
and contribute to the overall
success of apparel brands in the
Indian market.
 SWOT ANALYSIS

STRENGTH WEAKNESS

● Brand Reputation ● Limited Global Reach

● Diverse Product Range ● Dependence on Traditional Designs

● Retail Presence ● Supply Chain Challenges

● Ethical Practices ● Seasonal Sales Fluctuations

OPPORTUNITY THREAT

● E-commerce Expansion ● Competition Pressure

● International Market Penetration ● Changing Consumer Preferences

● Economic Uncertainties
● Product Innovation
● Regulatory Risks
● Vertical Integration
Strengths:

1. Brand Reputation: Fab India has garnered a robust brand reputation, symbolizing
authenticity, quality, and a deep-rooted connection to traditional Indian craftsmanship. This
reputation instills trust and confidence in consumers, making Fab India a preferred choice
for those seeking culturally rich and high-quality apparel options. The brand's heritage and
legacy contribute to its appeal, attracting customers who value tradition, authenticity, and
cultural pride in their clothing choices. Fab India's consistent focus on maintaining and
enhancing its brand image reinforces its position as a market leader in the Indian apparel
industry.

2. Diverse Product Range: Fab India boasts a diverse and extensive product range that caters
to a wide spectrum of consumer preferences and occasions. From traditional Indian wear
like sarees, kurta sets, and lehengas to contemporary fusion styles and modern casual
clothing, the brand offers something for everyone. This broad product portfolio enables Fab
India to capture a larger share of the market and cater to the evolving needs and tastes of its
diverse customer base. Whether it's traditional attire for festive occasions or trendy casual
wear for everyday use, Fab India ensures that customers have ample choices to express their
individual style while staying true to their cultural roots.

3. Retail Presence: With a sprawling network of retail outlets spread across India, Fab India
has established a formidable presence in both urban and rural markets. This extensive retail
footprint enhances the brand's accessibility and visibility, making it convenient for
customers to explore and purchase Fab India's products. The strategically located stores
serve as physical touchpoints where customers can experience the brand's ethos firsthand,
fostering deeper connections and brand loyalty. Fab India's retail outlets are not just places
to shop but also cultural hubs that celebrate India's rich heritage and craftsmanship, further
solidifying the brand's position as a cultural icon in the apparel industry.

4. Ethical Practices: Fab India's commitment to ethical sourcing, fair trade, and sustainable
manufacturing practices sets it apart in an industry often marred by exploitation and
environmental concerns. By prioritizing ethical considerations throughout its supply chain,
Fab India ensures that its products are not only of high quality but also socially and
environmentally responsible. This resonates strongly with socially conscious consumers
who prioritize transparency, ethicality, and sustainability in their purchasing decisions. Fab
India's ethical practices not only contribute to the well-being of communities and artisans
involved in the production process but also enhance the brand's reputation as a socially
responsible corporation, thereby attracting and retaining customers who align with its
values.
Weaknesses:

1. Limited Global Reach: Despite its dominance in the Indian market, Fab India's
international presence remains relatively modest, limiting its exposure to global consumer
segments and revenue streams. The brand's lack of penetration in key international markets
represents a missed opportunity to capitalize on the growing demand for ethnic fashion
beyond India's borders. To address this weakness, Fab India needs to develop a robust
international expansion strategy that leverages its brand strengths while adapting to the
unique preferences and competitive dynamics of each target market. By strategically
investing in marketing, distribution channels, and localization efforts, Fab India can unlock
new growth opportunities and establish itself as a global leader in the apparel industry.

2. Dependence on Traditional Designs: While Fab India's focus on traditional designs is a

key differentiator, it also poses a risk in terms of catering to evolving consumer preferences,
particularly among younger demographics. The brand's heavy reliance on traditional motifs,
patterns, and silhouettes may limit its appeal to segments seeking more contemporary and
fashion-forward styles. To mitigate this weakness, Fab India must strike a balance between
preserving its heritage and embracing innovation and modernity in its design offerings. By
incorporating elements of fusion, experimentation, and trendiness into its collections, Fab
India can broaden its appeal and capture a wider audience without alienating its core
customer base. Additionally, investing in market research and trend forecasting can help the
brand stay ahead of shifting consumer tastes and maintain its relevance in an increasingly
dynamic fashion landscape.

3. Supply Chain Challenges: Managing the complexities of the apparel supply chain,
including sourcing raw materials, maintaining quality standards, and ensuring timely
production and delivery, presents inherent challenges and risks for Fab India. The intricate
nature of the supply chain, which often involves multiple stakeholders, geographies, and
production processes, increases the likelihood of disruptions and inefficiencies. These
challenges can result in inventory shortages, quality inconsistencies, and delays in product
availability, ultimately impacting customer satisfaction and brand reputation. To address this
weakness, Fab India needs to implement robust supply chain management practices that
enhance visibility, transparency, and agility across the entire value chain. By leveraging
technology, data analytics, and strategic partnerships, Fab India can streamline its
operations, mitigate risks, and optimize its supply chain for greater efficiency and
responsiveness to market demands.
4. Seasonal Sales Fluctuations: Like many apparel retailers, Fab India is susceptible to
seasonal fluctuations in consumer demand, particularly in categories such as traditional wear
that are heavily influenced by cultural and festive occasions. The cyclical nature of demand
presents challenges in terms of inventory management, sales forecasting, and revenue
stability, as overstocking or understocking can lead to missed sales opportunities or excess
inventory write-offs. To mitigate the impact of seasonal sales fluctuations, Fab India needs
to adopt dynamic merchandising strategies that align inventory levels with anticipated
demand patterns while minimizing the risk of stockouts or markdowns. By leveraging data
analytics, historical sales data, and market insights, Fab India can optimize its product
assortment, pricing strategies, and promotional activities to capitalize on seasonal peaks and
mitigate the impact of troughs, thereby maximizing profitability and sales performance
throughout the year.

Opportunities:

1. E-commerce Expansion: With the rapid growth of e-commerce and digital channels, there
is a significant opportunity for Fab India to expand its online presence and reach a broader
audience of tech-savvy consumers. By investing in robust e-commerce infrastructure,
user-friendly interfaces, and omnichannel capabilities, Fab India can enhance the online
shopping experience, increase customer engagement, and drive sales growth. The
convenience and accessibility of online platforms offer Fab India the opportunity to tap into
new markets, target niche segments, and extend its brand reach beyond geographical
boundaries. Additionally, leveraging data analytics and personalized marketing techniques
can enable Fab India to deliver targeted promotions, recommendations, and content that
resonate with individual customer preferences, driving conversion rates and fostering
long-term customer loyalty in the digital realm.

2. International Market Penetration: Expanding into new international markets presents a

strategic growth opportunity for Fab India to diversify its revenue streams and capitalize on
the global demand for ethnic fashion and craftsmanship. By leveraging its strong brand
reputation, unique product offerings, and understanding of cultural nuances, Fab India can
position itself as a premium provider of Indian-inspired apparel and lifestyle products in key
target markets. Strategic partnerships, joint ventures, or franchising arrangements can
facilitate market entry and accelerate brand awareness and distribution expansion overseas.
Additionally, investing in localized marketing, product customization, and market research
can help Fab India adapt its offerings to the preferences and preferences of international
consumers, thereby enhancing its competitiveness and market penetration in global markets.
3. Product Innovation: Innovation in design, materials, and product offerings presents an
opportunity for Fab India to differentiate itself, attract new customers, and stay ahead of
evolving consumer trends and preferences. By investing in research and development,
creative talent, and collaborative partnerships, Fab India can introduce innovative designs,
patterns, and silhouettes that appeal to diverse consumer segments and capture emerging
fashion trends. Experimentation with sustainable fabrics, eco-friendly dyes, and ethical
production techniques can also align with growing consumer demand for environmentally
conscious and socially responsible products. Furthermore, diversifying into adjacent product
categories such as accessories, footwear, or home textiles can broaden Fab India's product
portfolio and offer complementary offerings that enhance cross-selling opportunities and
customer engagement across different lifestyle segments.

4. Vertical Integration: Vertical integration into upstream or downstream activities presents

an opportunity for Fab India to gain greater control over its value chain, reduce costs, and
improve operational efficiencies. By integrating backward into fabric manufacturing or
forward into retail expansion, Fab India can streamline processes, optimize resource
allocation, and capture a larger share of the value created at each stage of the production and
distribution process. Vertical integration offers the potential for cost savings, quality control,
and supply chain resilience, as well as greater flexibility and agility in responding to market
dynamics and consumer preferences. Additionally, vertical integration can enhance brand
differentiation, value proposition, and customer experience by offering end-to-end solutions
that encompass design, production, and retailing under the Fab India umbrella, thereby
strengthening its competitive position and market leadership in the apparel industry.

Threats:

1. Competitive Pressure: Intense competition from both domestic and international apparel
brands poses a threat to Fab India's market share, pricing power, and profitability. The
proliferation of competitors offering similar products, styles, and price points increases the
challenge of standing out and maintaining brand relevance in a crowded marketplace. To
address this threat, Fab India needs to continuously differentiate its offerings, innovate its
product portfolio, and enhance its value proposition through superior quality, design, and
customer experience. By leveraging its unique brand heritage, craftsmanship, and ethical
values, Fab India can carve out a distinct positioning and competitive advantage that
resonates with target consumers and withstands competitive pressures in the long term.
2. Changing Consumer Preferences: Shifts in consumer preferences, lifestyles, and fashion
trends pose a threat to Fab India's traditional apparel segment if not adequately addressed
with relevant product offerings and marketing strategies. The rise of western wear, fast
fashion, and global brands has led to evolving tastes and expectations among Indian
consumers, particularly younger demographics who prioritize style, trendiness, and
self-expression in their clothing choices. To mitigate this threat, Fab India needs to stay
attuned to changing consumer preferences, invest in trend forecasting and market research,
and adapt its product assortment and marketing messaging to resonate with shifting tastes
and preferences. Embracing innovation, flexibility, and agility in product development and
merchandising can help Fab India remain relevant and competitive in a dynamic and
evolving fashion landscape.

3. Economic Volatility: Economic uncertainties, including inflation, currency fluctuations,

and GDP growth fluctuations, can impact consumer purchasing power, discretionary
spending, and overall demand for apparel products. Economic downturns or recessions may
lead to reduced consumer confidence and tightened budgets, affecting consumer spending
on non-essential items like apparel. Additionally, inflationary pressures and rising input
costs can squeeze profit margins and constrain pricing flexibility for FabIndia. To mitigate
the impact of economic volatility, Fab India needs to adopt proactive strategies such as
pricing optimization, cost control measures, and promotional initiatives to stimulate demand
and maintain sales momentum during challenging economic conditions. Moreover,
diversifying revenue streams, expanding into recession-resistant product categories, and
targeting resilient consumer segments can help FabIndia weather economic downturns and
sustain long-term growth and profitability.

4. Regulatory Risks: Compliance with evolving regulatory standards, trade policies, and labor
laws poses risks and challenges for Fab India's operations, supply chain, and business
practices. Changes in import/export regulations, taxation policies, or environmental
regulations can impact manufacturing costs, supply chain logistics, and product pricing for
FabIndia. Additionally, compliance with labor standards, workplace safety regulations, and
ethical sourcing practices requires ongoing monitoring, investment, and due diligence to
ensure adherence and mitigate reputational risks. To address regulatory risks, Fab India
needs to stay abreast of legislative developments, engage with regulatory authorities and
industry associations, and implement robust compliance frameworks and internal controls.
Moreover, fostering transparency, accountability, and ethical conduct throughout its
operations can help FabIndia build trust and credibility with stakeholders, thereby reducing
regulatory exposure and enhancing long-term sustainability and resilience.
 CHAPTER - 3
DATA PRESENTATION AND ANALYSIS
Objectives :-

● To study the current landscape of the apparel industry in India.

● To analyze the factors influencing consumer preference in apparel industry in India

Research Methodology :-
The research methodology for analyzing the Indian apparel industry involves a strategic
approach. The study begins with clearly defined objectives and scope, focusing on market trends,
consumer preferences and competitive dynamics. A thorough literature review examines existing
reports and academic research, providing a foundational understanding. Data collection employs
a mix of primary sources through surveys and interviews and secondary sources like industry
publications. Market segmentation categorizes products, demographics, and distribution
channels. Competitive analysis evaluates key players and strategic positioning. Consumer
behaviour insights, technological trends, and regulatory considerations further enrich the study.
Statistical tools aid data analysis, culminating in a comprehensive report with key insights and
recommendations for stakeholders in the dynamic Indian apparel market. The sample size is 100
Data analysis is in percentage analysis and descriptive statistics.

Type of Data :-
The data which I have chosen for my project is Primary Data. Primary Data refers to the original
collected firsthand data collected by a researcher for a specific purpose or investigation. This
type of data is directly collected from its source and has not been previously collected or
analyzed by anyone else.

For data collection, a Questionnaire has been used .

Sample Size - The survey which I have conducted for this and the responses I got is 60.

Sample Unit - The sample unit for my project is the consumer of the Indian apparel industry.
1. AGE GROUP

Age Group No. of Percentage of

respondents
respondents

18 - 24 51 85%

25 - 29 5 8.3%

30 - 35 1 1.7%

36 - 40 3 5%

Table 1.1 (age group)

Figure 1.1 (age group)

From the above chart 1.1 we can observe that from the total surveyed people, 85% are between
the age group of 18 to 24 years, 8.3% are between the age group of 25 to 29 years, 1.7% are
between the age group of 30 to 35 years, 5% are between the age group of 36 to 40 years.
2. GENDER

Gender No. of Percentage of

respondents respondents

Male 42 70%
Female 18 30%
Table 1.2 (gender)

Figure 1.2 (gender)

From the above chart 1.2 we can observe that 70% of the total surveyed people are male and
30% of the total surveyed people are female.
3. OCCUPATION

Occupation No. of Percentage of

respondents respondents

Student 45 75%
Employed 6 10%
Self Employed 5 8.3%
Jobless 4 6.7%
Table 1.3 (occupation)

Figure 1.3 (occupation)

From the above chart 1.3 we can observe that from the total surveyed people, 75% of the people
are students, 10% of the people are employed, 8.3% of the people are self employed and
6.7% of the people are jobless among the total surveyed people.
4. HOW OFTEN DO YOU PURCHASE APPARELS?

How often do you purchase apparels ? No. of Percentage of

respondents respondents

Weekly 10 16.7%
Monthly 12 20%
Quarterly 6 10%
As per requirement 32 53.3%
Table 1.4 (Frequency)

Figure 1.4 (frequency)

From the above chart 1.4 we can observe that from the total surveyed people, 16.7% of the
people prefer to buy apparels weekly, 20% of the people prefer to buy apparels monthly, 10%
of the people prefer to buy apparels quarterly and 53.3% of the people prefer to buy apparels as
per the requirement.
5. WHICH FACTORS INFLUENCE YOUR APPAREL PURCHASING
DECISIONS ?

Which factors influence your apparel No. of Percentage of

purchasing decisions ? respondents respondents

Price 23 38.3%
Brand 10 16.7%
Quality 21 35%
Trend 6 10%
Table 1.5 (factor influencing Purchasing decisions)

Figure 1.5 (factor influencing Purchasing decisions)

From the above chart 1.5 we can observe that from the total surveyed people, 38.3% of the
consider the factor of price while purchasing apparels, 16.7% of the people consider the factor
of brand while purchasing apparels, 35% of the people consider the factor of quality while
purchasing apparels and 10% of the people consider the factor of trend while purchasing
apparels.
6. DO YOU PREFER SHOPPING FOR APPAREL ONLINE OR IN
PHYSICAL STORE ?

Do you prefer shopping apparel online No. of Percentage of

or in physical stores ? respondents respondents

Online 10 16.7%
In physical stores 25 41.7%
Both equally 25 41.7%
Table 1.6 (mode of shopping)

Figure 1.6 (mode of shopping)

From the above chart 1.6 we can observe that from the total surveyed people, 16.7% of the
people prefer online mode for shopping of apparels, 41.7% of the people prefer shopping for
apparels in the physical stores(offline mode) and among all the total surveyed people 41.7% of
the people do shopping for apparels in both mode equally.
7. ARE YOU INCLINED TOWARDS DOMESTIC OR INTERNATIONAL
APPAREL INDUSTRY ?

Are you inclined towards the domestic No. of Percentage of

or international apparel industry ? respondents respondents

Domestics 19 31.7%
International 13 21.7%
No preference 28 46.7%
Table 1.7 (regional preference)

Figure 1.7 (regional preference)

From the above chart 1.7 we can observe that from the total surveyed people, 31.7% of the
people are inclined towards the domestic apparel industry, 21.7% of the people are inclined
towards the international apparel industry and among all total surveyed people 46.7% of the
people has no preference on the basis of the regional apparel industry.
8. HOW IMPORTANT ARE FASHION TRENDS WHEN YOU PURCHASE
APPARELS ?

How important are fashion trends No. of Percentage of

when you purchase apparels ? respondents respondents

Very important 20 33.3%

Somewhat important 24 40%
Not important 16 26.7%
Table 1.8 (Importance of fashion trends)

Figure 1.8 (Importance of fashion trends)

From the above chart 1.8 we can observe that from the total surveyed people, 33.3% of the
people consider the fashion trends as very important while purchasing the apparels, 40% of the
people consider the fashion trends as somewhat important while purchasing the apparels and
26.7% of the people consider the fashion trends as not important while purchasing the apparels.
9. WHICH TYPE OF APPAREL DO YOU PURCHASE MOST
FREQUENTLY ?

Which type of apparel do you No. of Percentage of

purchase most frequently? respondents respondents

Casual 33 55%
Formal 13 21.7%
Ethnic 8 13.3%
Sportswear 5 8.3%
Others 1 1.7%
Table 1.9 (Variety of apparel)

Figure 1.9 (Variety of apparel)

From the above chart 1.9 we can observe that from the total surveyed people, 55% of the people
are frequently purchases the casual type of apparels, 21.7% of the people are frequently
purchases the formal type of apparels, 13.3% of the people frequently purchases the ethnic type
of apparels, 8.3% of the people frequently purchases the sportswear type of apparels and 1.7%
of the people purchases apparels other than the apparels mentioned above.
10. WHAT DO YOU PREFER MORE, BRANDED OR
NON-BRANDED(LOCAL) APPAREL ?

What do you prefer more, branded or No. of Percentage of

non-branded(local) apparel ? respondents respondents

Local 24 40%
Branded 36 60%
Table 1.9 (brand preference)

Figure 1.10 (brand preference)

From the above chart 1.1 we can observe that from the total surveyed people, 40% of the people
prefer to have non-branded / local apparels more and among the total surveyed people 60% of
the people prefer to have branded apparels more.
 CHAPTER - 4
FINDINGS AND CONCLUSION
 FINDINGS:

Quality and Durability: Indian consumers often prioritize the quality and durability of
apparel products. They look for well-made garments that can withstand frequent wear and
washing

Price Sensitivity: Price plays a significant role in consumer preferences, especially in a

price-sensitive market like India. Consumers often seek value for money and are willing to
compromise on brand loyalty for affordable options.

Fashion Trends: Indian consumers are increasingly influenced by global fashion trends,
especially among the younger demographic. Fast fashion brands that offer trendy and affordable
clothing often attract a large consumer base.

Ethical and Sustainable Practices: There is a growing awareness among Indian

consumers regarding ethical and sustainable practices in the apparel industry. Brands that
prioritize sustainability, use eco-friendly materials, and ensure fair labor practices may gain a
competitive edge.

Brand Reputation and Trust: Established brands with a strong reputation for quality,
reliability, and customer service continue to enjoy consumer trust and loyalty. However, newer
entrants with innovative offerings and competitive pricing are also gaining traction.

Online Shopping: The rise of e-commerce has transformed the apparel retail landscape in
India. Consumers increasingly prefer the convenience and variety offered by online shopping
platforms, driving growth in the online apparel market.

Customization and Personalization: Customization and personalized shopping

experiences are becoming more popular among Indian consumers. Brands that offer
customization options, such as personalized fittings or design choices, cater to individual
preferences and enhance customer satisfaction.

Regional and Cultural Preferences: India is a diverse country with varying regional and
cultural preferences. Apparel brands that understand and cater to the unique tastes and
preferences of different regions and cultural groups can gain a competitive advantage.
 SUGGESTIONS :

1. Market Segmentation: To effectively target diverse consumer segments, apparel

companies should adopt market segmentation strategies based on factors such as
demographics, psychographics, and behavioral patterns. Tailoring product offerings, pricing,
and marketing strategies to specific consumer segments can enhance customer satisfaction
and brand loyalty.

2. Product Innovation: Continuous innovation in design, materials, and manufacturing

processes is essential to stay competitive in the dynamic apparel market. Companies should
invest in research and development to introduce new styles, improve product quality, and
address emerging consumer trends such as sustainability and digitalization.

3. Multichannel Retailing: Embracing an multichannel approach to retailing can help

apparel companies enhance brand visibility, reach a wider audience, and improve customer
engagement. Integrating offline stores with online platforms, mobile apps, and social media
channels provides consumers with seamless shopping experiences across multiple
touch-points.

4. Supply Chain Optimization: Efficient supply chain management is critical for

improving operational efficiency, reducing costs, and ensuring timely delivery of products.
Adopting supply chain optimization strategies such as inventory management systems,
demand forecasting tools, and logistics optimization can streamline operations and mitigate
risks associated with supply chain disruptions.

5. Digital Marketing: In today's digital age, leveraging digital marketing channels such as
social media, influencer marketing, and content marketing can help apparel brands connect
with consumers, build brand awareness, and drive sales. Engaging consumers through
interactive and personalized digital campaigns can create memorable brand experiences and
foster long-term relationships.

6. Sustainability Initiatives: Given the increasing consumer demand for eco-friendly and
ethically produced clothing, apparel companies should prioritize sustainability initiatives
across their value chain. Incorporating sustainable materials, reducing carbon footprint, and
promoting fair labor practices not only align with consumer values but also enhance brand
reputation and competitiveness in the market.

7. Adaptation to External Factors: To navigate challenges posed by external factors

such as economic uncertainties and regulatory changes, apparel companies should focus on
agility, resilience, and strategic planning. Diversifying revenue streams, optimizing cost
structures, and building partnerships with key stakeholders can help mitigate risks and
capitalize on emerging opportunities in the market.
 CONCLUSION

1. Consumer-Centric Approach: To succeed in the competitive market landscape,

apparel companies need to adopt a consumer-centric approach by understanding and catering
to the diverse preferences, lifestyles, and shopping behaviors of Indian consumers. Market
segmentation, product innovation, and multichannel retailing are essential strategies to
engage consumers effectively and drive brand loyalty.

2. Innovation and Sustainability: Innovation in design, materials, and manufacturing

processes, coupled with sustainability initiatives, is crucial for maintaining competitiveness
and relevance in the market. Apparel companies should prioritize research and development
efforts to introduce new styles, improve product quality, and address emerging trends such
as sustainability and digitalization.

3. Strategic Adaptation: Given the dynamic nature of the apparel industry and external
factors such as economic volatility and regulatory changes, strategic adaptation is essential
for long-term success. Apparel companies should focus on agility, resilience, and strategic
planning to navigate challenges, mitigate risks, and capitalize on emerging opportunities in
the market.

4. Digital Transformation: Embracing digital transformation through digital marketing,

e-commerce, and data analytics is imperative for apparel companies to stay competitive and
meet the evolving needs of consumers in the digital age. Leveraging digital channels enables
companies to enhance brand visibility, engage consumers, and drive sales in an increasingly
digitalized retail landscape.

5. Collaborative Partnerships: Building collaborative partnerships with suppliers,

distributors, and other stakeholders across the value chain is essential for enhancing
operational efficiency, reducing costs, and mitigating risks associated with supply chain
disruptions. Collaborative partnerships facilitate innovation, flexibility, and responsiveness
to changing market dynamics, contributing to the overall success of apparel companies.

6. Diverse Market Dynamics: The Indian apparel industry is characterized by diverse

market dynamics, including robust growth, evolving consumer preferences, intense
competition, and technological disruptions. These dynamics create both opportunities and
challenges for market players.

In conclusion, the Indian apparel industry offers significant growth opportunities for companies
that adopt consumer-centric strategies, prioritize innovation and sustainability, and embrace
digital transformation. By leveraging market insights, implementing strategic recommendations,
and fostering collaborative partnerships, apparel companies can position themselves for
sustainable growth and competitiveness in the dynamic and evolving market landscape of India.
REFERENCES AND BIBLIOGRAPHY
ANNEXURE - 1

REFERENCES

Sharma, A. (2022). Emerging Trends and Growth Prospects in the Indian Apparel Industry.

Patel, P. (2019). Consumer Behavior and Market Preferences in the Indian Apparel Industry.

Singh, R. (2018). Market Segmentation Strategies for Sustainable Growth in the Indian Apparel
Industry.

Gupta, A. (2017). Impact of E-commerce Disruption on Traditional Retail Channels in the Indian
Apparel Sector.

Verma, N. (2016). Supply Chain Optimization Strategies for Enhanced Efficiency in the Indian
Apparel Industry.

Reddy, K. (2015). Role of Technology Adoption in Driving Innovation and Competitiveness in

India's Apparel Sector.

Sharma, P. (2014). Sustainability Initiatives and Consumer Perceptions in the Indian Apparel
Industry.

Jain, S. (2013). Brand Positioning Strategies of International Apparel Brands in the Indian
Market.

Gupta, A. (2012). Promotional Strategies and Consumer Engagement in the Indian Apparel
Market.

Sharma, N. (2021). Competitive Landscape and Market Share Analysis of the Indian Apparel
Industry.

Singh, R. (2020). Role of Government Policies in Driving Growth and Innovation in India's
Apparel Sector.

Gupta, A. (2019). Emerging Retail Formats and their Impact on Consumer Shopping Behavior in
India's Apparel Market.

Patel, A. (2018). Customer Satisfaction and Loyalty in the Indian Apparel Industry.
Patel, P. (2017). Export Potential and Global Market Opportunities for Indian Apparel
Manufacturers.

Kumar, R. (2016). Impact of COVID-19 Pandemic on the Indian Apparel Sector.

Gupta, A. (2015). Innovations in Design and Manufacturing Processes in Indian Apparel

Industry.

Sharma, N. (2014). Retail Expansion Strategies of Indian Apparel Brands.

Patel, A. (2013). Role of Celebrity Endorsements in Indian Apparel Marketing.

Sharma, P. (2012). Future Growth Prospects and Challenges for Indian Apparel Industry.

Sharma, P. (2012). Trends and Dynamics in the Indian Apparel Market.

ANNEXURE - 2

QUESTIONNAIRE

Questionnaire : Consumer preference of apparels in India.

1. Age Group
● 18-24
● 25-29
● 30-35
● 36-40

2. Gender
● Male
● Female

3. Occupation
● Student
● Employed
● Self Employed
● Jobless

4. How often do you purchase apparels?

● Weekly
● Monthly
● Quarterly
● As per requirement

5. Which factors influence your apparel purchasing decisions?

● Price
● Brand
● Quality
● Trend
6. Do you prefer shopping for apparel online or in physical store?
● Online
● In physical store
● Both equally

7. Are you inclined towards Domestic or International apparel industry?

● Domestic
● International
● No preference

8. How important are fashion trends when you purchase apparels?

● Very important
● Somewhat important
● Not important

9. Which type of apparel do you purchase most frequently?

● Casual
● Formal
● Ethnic
● Sportswear
● Others

10. What do you prefer more branded or non branded(Local) apparel?

● Local
● Branded