manufacturing process at rswm

7/27/2019 Manufacturing Process at RSWM

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Manufacturing Process at RSWM

QUALITY CONTROL

The SQC (Statistical Quality Control) of each of the department fulfils these a

fore-mentioned Quality checks efficiently. There are also quality circles in the

whole unit to maintain the decorum of the work and to call for active participation

from all the members of the unit in their full individual capacity. They are named

according to the kind of work they are carrying out to motivate to perform them

better.

The names are:

Blow room Sangam

Spinning preparatory Samta

Ring frame Sartaj

Post spinning Sirmaur

weaving preparatory Srishti

weaving Sarachna

Finish Folding1 Anusandhan

Finish Folding2 Nirikshan

Finish Folding3 Lakshaya

All the levels of Hierarchy encountered many drawbacks and discrepancies at

the initial phase. Members faced problems related to irregularity of meetings,

incompetence and lack of leadership not keeping higher level informed,

ineffectiveness of group discussions, Conflict etc.

The difficulties encountered by the middle management were lack of faith in the

concept, loss of authority and doubts about top management commitment, not

motivating the members etc. and the problems faced by Top management were

no realization of need, only floral reorganization, not rewarding effective circles,

training and attention to the problem, not making QC an integral part of quality

movement etc.

Spinning/SQC:

The production of the yarn carried out, is segregated in two sections that is Dyed

and Ecru section. The total number of spindles in the five mills are 51600 out of


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which 29760 produced Dyed yarn and the rest 21840 looks to the production of

Ecru Yarn the Total production capacity of the five mills is 40 tons/Day, mill no. 1,

2, 3produced almost 6 tons/ day per mill and mill no. 4& 5 as being dabbed with

the latest Technologies. Produces handsome amount around 11 tons/ day each .

Machines like Laxhmi- Rieters, schlafhorst, Volkmann, Leewha materias like

viscose, cotton & acrylicare imported from

Nagda, Grasim ,Rayon, Melange- the sister concern and reliance respectively.

They are the only liason holder to manufacture the polynosic and Tencil Yarn, the

raw material for the same is procured from Dupont an American co operation

The yarn produced is usually a poly viscose blend in the ratio of 65/35. at the

inception level , fibers of the two categories are blended manually which in the

Blow- room are properly blended and dried this preparation is called Lap. This

Lap is formed into carding, and then out of carding Card- sliver is prepared.

This is further subjected into the form ofDrawing- sliver. From eight-card sliver

one drawing sliver is prepared. FurtherRoving is formed from the drawingsliver,

and then the ring yarn is prepared called thread. The next follow up step is

to make auto corner where threads are wounded. Round the cones: cheese

winding is the next step in the process. Then the thread is doubled in the twofor-

one twister. In the new high Techno savvy Air- Jet spinning machines three

steps are skipped and directly cheese- winding is prepared out of drawingsliver.

Static Quality Control (SQC)

In the dye house the polkyester fibre is dyed as per the ratio demanded to match

the closest shadesegment . In the P/V blend viscose shade is kept constant as it

is imported from Nagda, Grasim Rayon. In the cotton blends the cotton is not

coloured as it is imported in the coloured state from milange.

The machines of assorted Technologies like Dalal, obermier, H.T.H.P., and

autoclave are used for fiber colouring. There are Six machines for colouring the

fiber. These machines are of Different capacities:

No. of machines Capacities utilized

1

50 Kg.


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3 100 Kg.

2 200 Kg.

1 400 Kg,

It takes almost2:00 to 2:20hrs to colour fibre for lighter shades and about 3:50 to

4:00 hrs to colour the Ecru fibre for Darker shades. Too much variations from the

set standards are not accepted , The standard tolerance from the set standards

is not accepted, the standard Tolerance of colour variance for Export production

of fibres is at the most 0.75 and that for the domestic is 1:00.

This variation is checked in Photo Spectra Meter, which is Computerized System.

The dyed fibres are then passed through assorted Local Tests for colour fasting

in the lab.

Weaving /SQC

The production of Fabrics is bifurcated in two sections:

Piece- Dyed

Fibre- Dyed

The capacity of the plant is 1.2million meters per month but this capacity is is not

fully exhausted as the complete fabric market is under recession. The plant

utilizes upto

60%- 65% of its capacity making up to 6-7lackh meters per month. There are

173 weaving looms segregated into following patterns.

Machine No. Of Machines

Sulzer-Aj 16

Toyoda 32

Ruti C 80

Sulzer

P7100/P7200

45

There are various kinds of weave and width like plain stripe & checks, Matt,

Oxford, Twills, Herringbone, Fancy Dobby Design up 65 cms width. The

selvedge:m Leno, Tuck- in or closed with monogram is used. The plant carries

Job, Mass and Batch production and in the case of job production, it is case


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sensitive to use the blend, the weave and of course the selvedge. The various

finishes that are given to the fabric are piece- dyed, Fibre- Dyed, Suede, Enzyme

treatment, Airo and Petra.

The product- Mix of the fabric:

P/V blended fabrics Fibre dyed and Piece Dyed

Tencel, Tencel- Polyester & Tencel Cotton

Polyester Cotton blended

Polyester/ Polynosic

Stretch Fabrics

In the technique of weaving , the first and the foremost step is that marketing

people give advice concerning the fabric colours, shade and Design and

directions through Design and Development. The yarns procured as per the

requirement. The threads are first wound round longitudinally over the shuttle

loom usually in the sets of 1000 ends and 40 sets like this making up to

40,000 ends. This process is called warping. The warping can be of two

styles: sectional and direct. Direct warping is the mostly favoured for the solid

colours. The next step is sizing where all the endsa are properly adjusted and

to improve the strength of the yarn and improve the strength of the yarn and

remove the pilling of the fabric. The next follow up step is to prepare the

drawing pattern of wrap, weft and selvedge. Knotting is done in three waysheald

wires, heed shaft and reed shaft. Pinning is the last process in the

warping section these are sensors.

The shuttle so prepared is loaded on the shuttle- loom the process next to

warping is of wifting in which the threads are passed through the wrap

intersecting it . The shuttle looms can be of two sorts- Pirn winding and cone

winding. Now the weaving takes place on the looms. The average production

is 75- 80 meters per shifty per machine. The looms that company is using are

shuttle loom- 80 looms of Lakshmi Reiter. 64 out of 80 are used for suiting

and rest for shirting.

The shuttles looms can be further segregated into projectile and Air- Jet

Toyoda. The projectiles are total 45 in number, Sulzer P7100 and P7200 and


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generally only stripes or plain Fabric is manufactured over it and same for the

Sulzer- AJ. As for the air Jet Toyoda they are 32 in number and all the checks

and stripes are manufactured over them.

The fabric ones made is send for inspection but the fabric subjected to

inspection is only the first piece of every Fabric Then is the process of

mending where by the defects can be corrected manually. The defects so

encountered are generally corrected manually and same procedure is

adopted for the whole beam. Then the final inspection is conducted, variation

and discripencies are Located though they cant be corrected at this stagebut

the caution is taken in the finish Folding section. Where all the errors are

practicably corrected. The fabric then is send to the process house. The

processhouse is in Mordi (Banswara)the fabric after finishing is is recalled

from the process house but the Export Quality does not come Back, it is

directly Exported.

RSWM , Gulabpura has also passed the test for supplying fire retardant fabric

to railways. The unit also enjoys accredition for supplies to aircrafts and also

to Naval establishments.

SQC (Statistical Quality Control)

Each fabric in order to be approved has to undergo a series of Tests. First of

all the strengths of the yarns imported from outside the plant has to pass the

Fibre- strength Test and Count strength Test, the unevenness and wobbling

%age are checked. Then the fabric has to pass the assorted tests like:

Crease Recovery

Tearing Strength

Shrinkage(chemical)

PIlling

Fabric strength

Colour fastnessd

Heat tests

The fabric failed here is sold in the domestic market at very Low prices. Some

of the Defects like Pilling and Spotting can be furbished in the process house


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but the major indictable faults can t be corrected.

Designing:

The most imperative of all the departments is the designing departments. The

current colours, Material, look, finish, weave, and cloth are the things that

fluctuate the production the most. The production is market sensitive and so

subsists in Today s sky Rocketing market one has to change according to

consumer sensitive market. The main product attribute is poly- viscose, the price

is too low and basically focuses on the lower market segment and hence

innovations are not at all frequent. Considering the market situation the

production has to take a u-turn and they ultimately have to resurrect to the

production of premium Range.

Though the work of the designing department is to innovate new designs to make

the product not just sale-able but to invoke in people the Tempo to purchase the

product, for that the market demand has to be considered. The designer survey

the market and even the feedback from the marketing people is received at times

the designs are also inspired from the foreign magazines and when the job

production for exports is undertaken then they also suggest the design and the

weave of the fabric.

The design once passed is experimented in the blankets then out of these the

cards are prepared then the meeting is held with the marketing personnel who

have placed the order at times these cards are send to the customer outside

India who places the orders for job production for ultimate approval.

Marketing (Domestic)

Looking to the present market situation when the market is under recession, the

market has extensively declined for poly- Viscose so to carve a niche in the

market for the major producer of the poly- viscose is really a tough going. So the

unit is going for all types of production job, Batch and Mass production. But the

problem lies somewhere in the cyclical phase of the market as the impulsive.

Purchases are taste bound rather. Many of the leading companies favor high

prices for almost the same product range to skim the market like Grasim,

Raymond etc. Market skimming makes the sense under the following conditions:


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A sufficient number of buyers have a high current Demand; the unit cost of

producing a small volume are not so high that they cancel the advantage of

charging what the terrify will bear. The high initial price does not attract more

does not attract more competitors to the market. And the high price

communicates the image of a superior product. A company might aim to be the

product- Quality leader in the market, vie-a Vis RSWM s Mayur.

In order to retain itself in the market the company has started manufacturing

Poly- Cotton, Tencel, Polynosic, and fabric for RMG (Readymade Garments)

They are catering to all leading Brands. They do Job production for these

selective companies. They are catering to the premium segment of the society by

the indirect supply of Tencel. And Polynosic, which are infect impeded by the

readymade garment manufacturer which needs the high precision stitching. The

RMG customers for Mayur fabrics are Provogue, Madura , Arvind, and Mohan

RMG Maral . Only the Trouser lengths are supplied to these RMG

manufacturers. They have also started manufacturing fire retardant fabric.

As for the media- Mix, the company has promulgation plan. Earlier Shahrukh

Khan was associated with Mayur . The hiring of shahrukh Khan gave impetus

and Tempo to the product sale, which augmented up to 70-80% in 1992- 1993

because of the celebrity tag attached to it. The association was annihilated due

to his high prices and the product sale diminished owing to the fact that there

was no Brand image and equity as the company was never able to establish any

strong and mental association with its customers. Whilst the Brand name

recognition and perceived Brand Quality and other assets like Channel relation

ships were not all that strong. The next tele commercial was done by Foresight

ad company with Chandrachur singh , that proved rather detrimental than to

improve product image. Continuous Bombardments with ads, Medias and

Telecommercials

can never elongate the market specially in suiting. And now days

Virendra Sehwag has well impact on consumers. Though the advertisement

budget is of RSWM is almost 4-5% of the entire sale of Mayur Fabric, which is

the set amount according to the Industry standards.


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As far as the FRC are concerned, this is explicitly an industrial product

and it sell due to relation based Marketing and need no TELE- Commercial.

Another way to advertise is Gift media, focusing basically to hold the mind of

Loyal Customers. The Budget share of the Gift media is usually 25- 30% of the

Total advertising Budget. Then comes another media weapon that is electronic

media30- 40 of the Total advertising budget is held by this media. Hoardings are

another section of print media that is outdoor publicity like Tough fabrics for little

Devils

Marketing (Export)

Companies can t just stay domestic and expect to maintain their market. Despite

the many challenges in the international arena (shifting Borders, unstable

Governments, foreign exchange problems, corruption and technological Pirating)

companies need to go global. The company is on good marketing terms with

South African Countries and the Gulf due to the cost effective and Durability

standards. The colour, trend and choice of the people there is commensurate to

the P/V fabric production. But the market of the Mayur Fabric does not have good

share of the markets of the European countries, American countries and

Australia. These markets basically demand the eco friendly elegant and ecstatic

feel of the cloth.

The Export of the Mayur is done from Mordi process house although the

procurement of the Export orders is done from the Mumbai head office.

Budget:

Spinning: During the preparation of the Budget several considerations are kept in

mind and henceforth all the expenditures of each step per day for each different

type of yarn is prepared. The report so prepared are on the unify system still as

the work of installing the ERP is in the second progressive stage.

The foremost step is the preparation of FRS (Front Roll Speed)

report in which the RPM of the winder roller is recorded. This report

is prepared

For all the 5 mills of the unit for all the machines in the installed

and working.


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The wrapping test report is prepared where by for every count of

each yarn different value is incurred and different valuation is done.

There fore this report also is done on the individual Basis for each

machine.

For the production losses, Breakdown report is prepared. Losses

for all the five mills, the total number of idle spindles, marginal

costing and wastages are recorded here under. Costing of the

useable wastage and saleable waste is recorded.

The daily gain and loss report is prepared.

The report for daily power consumption is maintained. How much

electricity is consumed for running the spindles and cost incurred in

running them.

The monthly report is prepared which is the consolidated report for

the whole spinning section.

The report for total raw material is how much it is consumed is also

prepared.

Then at last procurement of raw material is prepared.

Weaving: while making the budget for fabrics, the marketing personal give details

about the current market demand and its structure. Then marketing programme

is framed and according to the market, Quality and production are undertaken as

per the production plan. There the Budget estimation is constituted. The work is

still on unifying system because ERP system is in the second phase of progress.

Each Quality descriptions comes from finish folding department with estimated

costing comes to the Budgeting section and the value loss report are prepared

there. Every machine has got different charges weaving charge is a consolidated

figure of Wage salary +Power and water expenses +Insurance +fixed interest +

Depreciation + Fixed overheads + Stores.

Quality wise fabric production detail report is prepared then breakdown report is

prepared

Then profit and loss report is prepared. Then procurement of raw material and its

consumption is prepared.


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Finish- folding: This is the last station for the fabric, where it is Examined and

approved for various kinds of processes it has to undergo. The cloth is

manufactured in Beam length that is equal to 350 meters the fabrics so approved

are send to Mordi process house for further finishing and processing. Then they

are send back to the unit but the fabrics for the export are directly send to

Mumbai on the Wagons the whole sections is categorized into grading, folding,

stamping , trigging , trouser lengths, screening/ sampling, noting and packing

graders check the material for defects, gaze and meters length then they grade

the fabric accordingly. Next step is of Folding, which is carried

Out by the folders. They also check the fabric and fold them. The stumpers do

stamping. The taggers apply Tags to the various brands but of course according

to the brands. Trouser length and cutters cut the fabric with a minute defects in to

trouser lengths. Screening is done in the screening section. This department is

the most imperative one to

The marketing people as this are the place where sample are prepared to

procure the orders. the best piece is cut down from the fabric. On 5th and 20th of

every month the personnel of process house of mordi and marketing people

come to check the quality of the fabric. Weaving personnel come on and off to

check the weaving defects.

But various defects can be encountered while examining the fabric. These

defects can be due to yarn , weaving and processing.

Defects due to yarn:

Yarn Patta

Slub

Neps

Coarse end/ count

Defects due to weaving:

Design Cut

Missing end

Float

Shiners


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Loom oil

Reed mark Temple mark

Loose ends

Weft bar( machine fault)

Jhiri

Starting mark

Denting/wrong drought

Holes/ fold mark

Amri cut

Stoppage loom

Defects due to processing:

Streaks, Fold mark

Crease mark

Colour spot

Singeing burn

Handling dagi

Mooncut

Oxidation mark

Border cut process strain

Guider abrasion

colour patchy

border cut

process stain

Guider arasian

Wrapper

Mangledagi

CSU(Central Shade Variation)

Face back

Than are prepared for the domestic market in a set of 7.20 to 12.00 meters

Where as for export, than prepared are of 20-40 meters length.

Then there are short lengths than as


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1. 3.60-6.00 meters for suiting

2. 4.50-6.75 meters for shirting s

3. 8.00-25.00 meters for shirting s

Safari- the standard lengthis2.40meters

Shirting-standard length is 2.25 meters

The various departments of RSWM are as follows:

Personnel department and administration department

Production department

Commercial and finance department

Marketing and sales department

Personnel and Aministrati ve Department:

The general manager looks after all the personnel, Legal and secretarial matters

of the company. He reports to the executive director to the president. reporting to

him are the factory manager, labour officers, security officer, legal advisor etc.

Some of the functions carried out by the personnel department are:

Recruitment & selection: Rajspin has got its own recruitment and,

selection and training system. A person in the age group of 22-28 years is

inducted and imparted training for various specialized fields. The

recruitment and selection of the technical personnel and managers is

made through placing advertisement in leading newspapers, journals etc.

Working: There are three shifts in a day. The first shift starts with the

prayer of employees and the workers in the morning (i.e. 7A.M. 3

P.M.)Every member and staff member is prescribed in uniform. At present

there are about 3500 workers, 325 staff members and 35 managers of the

Roll.

Union Management Relationship: In respect of general matter of the

common interest, union and management handles them through

negotiations. After the discussion and Agreement is finally signed by both

the parties.

Production Department:

This department is divided into two separate sub departments:


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Spinning department

Weaving department

Spinning Department:

Spinning is the heart of any composite mill. Here the fibre is transformed into

yarn. The fibre is passed through different machinelike Blow room, carding, Draw

frame, speed frames and Ring frames

Process sequence:

Bale Blow room

line

Lap

Can

Draw frame

first process

Card

Bobbin Ring

frame

Roving

Speed

frame

Can Draw

frame

(Second

process)

can

Packing

Two for


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One Twister

yarn

cheese Cheese

winder

Auto Yarn cone

corner

Raw material:

Common raw materials in Synthetic spinning are Polyester,

Viscose, Acrylic, Nylon, and polypropylene fibres. These are

received in the form of Bales in dyed and grey conditions.

Mixing:

It is the first stage in the spinning process. Here the fibres are being

mixed to avoid the generation of static chare, some anti-static

agents are added to mixing.

Mixing is done in blender

Blow Room:

The Mixing is further opened. So that the wastes like hard chips are

removed. In this section, input is in the form of the fibre while the

output obtained is in the Lap form.

Carding machine:

Carding is the process used to get all the cotton fibres running in

one direction in a long thick length called slivers. Then the lap form

is treated in the Carding machine. Feeding by Lap or in opened

stage, the fibres are individualized hared chips sort fibres and

entanglements are removed in the form of dropping, fly and flatstrips respectively. The product is Card sliver. Carding is the heart

of spinning.

Draw frame:

The card sliver is subjected to doubling and Drafting process to

parallel the fibre and to make uniform sliver. The fibres are in the


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haphazard way in the card sliver and to make the fibre oriented the

sliver is passed through

D/F Make- L R Model- DO/25

RISTER SB 95L

No. Of D/F- 30

Simplex or Speed frame:

The draw frame is drafted, slightly twisted and wounded on the

speed frame Bobbin , for the formation of Roving. Here the input is

sliver and output is Roving. (Roving is the process when fibres are

drawn out and twisted in preparation for spinning)

Ring frames:

Spinning of roving into yarn of required count and twist is done

here. The input is Roving and output is single yarn.

Cone winding machines:

Electronic gauges clear defect in the yarn and cleared yarn is

wound on Cones. This package is in the big size.

TFO: Two for One

Two twist inserted in one revolution. In the doubling twist is

imported to the yarn wound on the cheeses. Here doubling defect is

also removed from the yarn.

Packing:

All the cones, after the checking are packed in Cartoons or Bags as

per the established packing process and send to the yarn go down.

Weaving department: Weaving is a process of interlacement of two sets of

thread called warp and weft.

Weft: The weft is the yarn or thread, which runs across the loom.

Warp: The weft threads that are passed over and under the wrap

threads to make cloth. In a mechanic loom a shuttle carries the

weft.

As per specification given by the design and development department. Weaving

department produce required fabrics. It has the following two sections:


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Preparatory section: It includes wrapping, sizing and drawing.

1. Wrapping: according to the number of ends in the fabric and actual

length of the same wrapper beam is prepared. The wrapper can be

prepared in two ways either in direct or indirect way.

2. Sizing: if required the size is applied on the sheet of the yarn, so

that it can with stand the abrasion and beat up force at loom stage.

Cheese CONE

If the yarn is used then the sizing is required but if piled yarn is

used then no sizing is required.

3.Drawing: it is the process of threading the yarn into the held eye

and then from the dent of the read according to the design.

Prepared fabrics are sending to the gray folding department where folds are

detected and removed. From here the material goes to processing house.

Dye House;

It is the integral part of the production department. In this department mainly

polyester and acrylic fibres are dyed.

Samples are prepared on the beaker dyeing m/c, and then yarn is prepared and

matched with the actual sample visually. After the sample is checked, the mixing

proportion is send to the development department. Here with the help of the

miniature spinning plant yarn is prepared and checked on computer. Approved

by senior officer it is send to the party (customer) for selection.

Computer performs following three functions in this department:

1. Colour matching

2. Keeping stock position of colours and chemicals

3. Preparation of production slips

Design and Development:

Various samples are developed fabrics are produced in bulk. Various shades are

developed and given to marketing executive, agents &dealers, new designs and

shades are also produced according to their choice and Demand.

1. The feedback of the latest design and development in a market

gathered through various sources like market report and latest


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trend in fashion industry

2. Feedback from the members of the distribution channel.

3. By tracing the popular design and shade of the competitors like

Vimal, Raymond s, Siyaram etc. some of the design are developed

in house by professional designers of the organization.

Apart from these function the department maintains tight quality control

through its laboratory and statistical quality control process.

Commercial and Finance Department:

This department is also divided into two sub department, and headed

by general manager (commercial) and another by vice president

(finance). This department takes care of preparing spinning Budget,

estimation of exercise, fibre purchase various legal matters related to

commercial aspects of the organization, stores and the department of

electronic data processing (EDP)

This main function of finance is to plan the procurement of funds,

taking various investment decision, preparation and maintenance of

balance sheet etc. one of the important function included liason with

Banks.

The main Bankers of Rajspin are:

Bank of Rajasthan

Bank of Baroda

SBI

Standard chartered bank

Global trust Bank

U.T.I Bank

Marketing and sales Department:

The functions of marketing and sales department are profound under the regime

of vice president (marketing) who reports to Executive director through Vice

president. Reporting to him are manager of Domestic /export sales, manager

(Publicity and advertising), manager of gray folding, packing and warehouse.

Thus the department is divided into two main divisions:


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Export sales

Domestic sales

Export Sales:

There are two ways of procuring the order:

a) Sending a sample through the mail to the parties.

b) To move with the sample personally

The second way is found more effective. In this case, executive move with the

samples and the party requests to open a letter or credit as their respective

banks, after the quality and price is agreed upon.

From the mill the products is packed and send to the Bombay office for

documentation. After documentation the product is send for shipping and

payment slip is submitted in the bank with 15 Days.

Domestic Sales:

In domestic market the order are procured in three ways:

Sending the samples personally through mail to the respective agents and

dealers.

Inviting the dealers at particular place (hotels etc.) where the product

demonstration and order are booked there by.

Dealers come to the mill and select the shades and Designs according to

their requirement and place the order for the same.

The fabric of Rajasthan spinning is marketed under the Brand name of Mayur

Suiting . The organization has its own publicity (advertisement and sales

promotion) department, which entrusted with the task of preparing advertisement

Budget for the year and to place order in various advertisement agencies

according to their planning.

About CPPC

CPPC was formed on 1st June 2002. It is a centralized unit for production to solve

the entire production related problem at one stage only. This centralized unit is

known as Central Production planning Cell (CPPC).

CPPC Comprises of an experienced Team of Production Planners which act as a

bigger strength to the company, who ensures that every thing happens on time.


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The main departments under CPPC are:

1) Dying

2) Spinning

3) Weaving

4) Processing

There are seven marketing areas:

1) Mayur Domestic: Selling of Fabric in India.

2) Fabric Export: Fabric is exported outside India in other markets of the world.

3) Yarn Export: Yarn made is also exported to the other countries of the world.

4) Yarn Domestic: Yarn is sold on Regular Basis as per order.

5) Ready Made Garments: Ready made Garments are also sold to Allen Solly,

Van Huesen.

6) Institutional selling: Institutional selling is also followed By RSWM to

institutions like Police, Military and Schools.

7) Flame retardant: Flame retardant is produced as a Niche Product.

CPPC plays a very important role. All the problems of production are solved at

one place in one Cell.

Statement of Objectives

The market for the suiting & shirting is one of the most competitive markets in

India, and to sustain and grow, one needs to be really focused, alert and

innovative. It is very crucial to simultaneously keep a track of the changes in the

marketplace, changes in the consumer behavior & preferences.

Another important feature of this market is the high reliance that customers have

on the retailers for deciding their purchase. Thus, the power in the retailers

hands is also high.

In this situation, it is extremely important for any manufacturer & seller and

Mayur,per se to regularly take feedback on the consumer perceptions and

tastes, and the retailer s feedback.

This results in identification of areas where some action is required, be it the

margins of retailers or the change in product, price etc.

In light of this backdrop, the objectives set out for this study are:


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1. To ascertain the position of Mayur in the minds of the

Consumer

1.2 Understand the consumer buying behaviour

2. To assess the satisfaction level & efficiency of each stage

In the distribution channel (Agents, Wholesaler, Retailer)

And take their feedback

2.1 In partnership with the retailers:

Learn about the consumer buying behaviour at the

Retail outlet

2.2 Take their feedback and the customer feedback from

Them.

3. Develop a plan of recommendations to enhance the customer and the

dealer/retailer satisfaction.

Research Methodology

Type of research

The research was exploratory in nature. The objective was to understand and

explore the consumer behaviour and the retailer s perspective in detail.

Scope of the Study

Mayur is also being exported but for the purpose of this study, the scope of the

study has been kept limited to the Domestic market only.

Modus Operandi

The methodology for conducting the research has been focused on surveying the

retailers, agents and the consumers.

The consumers and the retailers were surveyed for two different regions i.e. the

rural & the urban markets.

Definition of the Population

Consumers

All the people (men, women young ) form the universe of the study.

Retailers

The approved retailers of Mayur as well as other retailers formed the population

for the Retailers Survey.


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Agents

Mayur has close to 24 agents all over the country, thus the population size for

this survey is 24.

Sampling Technique Used

Consumers

Simple random sampling was done to select the consumers at the textile shops

and in the market.

Retailers

The sampling technique was a three stage stratified sampling.

At the first stage, the two strata were-the rural and the Urban markets.

At the second stage, the urban market was further divided in different strata

based on the size of market, location and the type of market. Similarly, for rural

markets, different locations were identified. Some markets were chosen for

reasons of their ability to represent all kinds of shops.

At the third stage, from each of these markets, the retailers were picked at

random and interviewed.

Agents

All the agents were sent the questionnaires by post.

Sample Size

Consumers (120) Rural (50) Urban (70)

Retailers (50) Rural (30) Urban (30)

Agents (24) (only 6 responded)

Data Collection

Primary data collection

Consumers

Structured interviews based on questionnaire

Retailers

Structured interviews based on questionnaire

Agents

Mailed questionnaires (22)

Structured interviews based on questionnaire (2)


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Secondary Data Collection

Research papers available at the RSWM

World wide web

manufacturing process at rswm

Documents