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Raymond's Experiment With Khadi

Raymond, a major textile company in India, is exploring ways to incorporate khadi, a traditional Indian fabric, into its modern fashion lines. Khadi has lost popularity among younger generations who see it as outdated. Raymond faces two main challenges: making khadi more adaptable and comfortable, and expanding its limited design options. Potential solutions include partnering with the Khadi and Village Industries Commission for materials, supply chain support, and marketing assistance, or bringing design and manufacturing expertise to khadi clusters to develop new techniques and trends while maintaining the fabric's cultural integrity. The recommended strategy is an effective marketing campaign to increase awareness, keep prices reasonable, and sell khadi as a fashionable product.

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Raymond Baldelovar
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2K views

Raymond's Experiment With Khadi

Raymond, a major textile company in India, is exploring ways to incorporate khadi, a traditional Indian fabric, into its modern fashion lines. Khadi has lost popularity among younger generations who see it as outdated. Raymond faces two main challenges: making khadi more adaptable and comfortable, and expanding its limited design options. Potential solutions include partnering with the Khadi and Village Industries Commission for materials, supply chain support, and marketing assistance, or bringing design and manufacturing expertise to khadi clusters to develop new techniques and trends while maintaining the fabric's cultural integrity. The recommended strategy is an effective marketing campaign to increase awareness, keep prices reasonable, and sell khadi as a fashionable product.

Uploaded by

Raymond Baldelovar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Raymond’s

Experiment with
Khadi
A Case Analysis Written by:
Alido, Winnie Rose
Baldelovar, Raymond
Cererio, Jan
Recio, KB
Samoraga, Angel Queen
CONTENTS OF THIS case
analysis
Here’s what you’ll find in this Case Analysis:

I. Highlight of the Case


II. Major Problems
III.Alternative Solutions
IV.Recommended Solutions
V.Reference
introduction
1
INTROducti
on
In today’s India, when one thinks of a sleek,
fashionable and modern man, it would be
very unlikely that one would imagine him in
khadi - the earthy, humble, unassuming
attire of an era gone by . Khadi is a hand-
woven, light, and comfortable fabric with
some rich cultural and historical
significance.
Raymond Ltd., a significant
textile business worldwide
known for its fabric quality and
fitting suits, plans to customize
its fabric to suit the Indian
market. Its market experts
narrow down to the traditional
Indian material – “Khadi”
Raymond’s effort

Raymond, in its latest marketing strategy, is trying to integrate


Khadi into modern fashion. The marketing team adopted
innovative advertising ideas to make their product more
appealing and relatable.
Major problem
2
Major problems
Today’s globalized generation has now
forgotten about India’s traditional fabric
Khadi. A cascading effect of this change
has brought changes even to the
dressing style of the older generation,
which has always been seen as the
primary user of this material. Most of the
older generation now see them more as
an ideological baggage and a
compulsion.
Major problems
The two main reason for this phenomenon are:

Lack of Adaptability Limited range


Khadi clothes are generally hard to which in turn has limited its
maintain, however, newer variation of appeal to just the older
this fabric not only is more fine and generation.
hence comfortable but relatively easy to
maintain.
Alternative
3 Solution
Alternative solutions

1. Forge partnership with Khadi & Village Industries


Commission (KVIC)
KVIC is a statutory body of the Indian Constitution. It plans,
promotes, organizes, and implements programs for the
development of Khadi and Village Industries.
Alternative solutions
A. Advantages
● The said body maintains a reserve of raw materials that can be further promoted in
the supply-chain of Raymond Ltd.
● Coordinates with multiple agencies that are engaged in rural development for
several initiatives khadi and village industries in rural areas
● It creates linkages with multiple marketing agencies for the promotion and sale of
KVI products
● It brings solutions to the problems associated with the KVI products by promoting
research study and enhancing competitive capacity.
● It aids the marketing of KVI products through artisans and other avenues.

B. Disadvantages
● It might create unfair advantage against other khadi manufacturers
● It might cause a drop in khadi prices which will affect the lives of khadi artisans
Alternative solutions

2. Bring in design interventions at Khadi manufacturing


clusters along with technical expertise
Alternative solutions

A. Advantages
● It will bring in new techniques in producing the khadi
● It will embody some of the latest design trends and enhancing its quality

B. Disadvantage
● It might influence the prevailing culture in producing khadi
Recommended solution
The company should make an effective Keep prices reasonable for the common
marketing strategy of selling Khadi people

Increase awareness of this


product
reference
• Assignment Essay Help. (2020, July 17). Marketing case study examples with
solutions for students. Retrieved from Assignment Essay Help:
https://www.assignmentessayhelp.com/marketing-case-study-examples-with-
solution-for-students/
• Best Media Info Bureau . (2018, April 24). Raymond gives the rustic khadi a
fashionable spin. Retrieved from Best Media Info:
https://bestmediainfo.com/2018/04/raymond-gives-the-rustic-khadi-a-fashionable-
spin/
• Biteable. (2021). Retrieved from 55 creative marketing ideas for your product or
business: https://biteable.com/blog/marketing-ideas/
• Darstaru, A. (2020, May 11). Creatopy. Retrieved from 20 Powerful Advertising
Appeals You Can Use in Your Campaigns: https://blog.creatopy.com/advertising-
appeals/
reference
• Decker, A. (2021). The Ultimate Guide to Brand Awareness. Retrieved from
Hubspot: https://blog.hubspot.com/marketing/brand-awareness
• Laja, P. (2020, September 25). 4 Product Pricing Strategies and Techniques.
Retrieved from CXL: https://cxl.com/blog/product-pricing-strategies-and-
techniques/
• Matha. (2020, December 2). The ultimate guide to brand awareness. Retrieved
from Brand24: https://brand24.com/blog/8-marketing-tactics-to-build-brand-
awareness/
• Newbold, C. (2017, October 17). The Visual Communication Guy. Retrieved from
Youth Appeal (Advertising):
https://thevisualcommunicationguy.com/2017/10/09/youth-appeal-advertising/
• Stanimirovic, U. (2020, August 13). BRID. Retrieved from 13 Lucrative Strategies
for Building Brand Awareness: https://site.brid.tv/how-to-build-brand-awareness/

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