opportunity to drive consumption and distribution of otc fabrics in kerala

Opportunity to drive consumption and distribution

of OTC Fabrics in Kerala

Sabarinath S US4 MBAInstitute of Management in Kerala

Data reveals that after Raymond - Vimal, S Kumars and Siyaram’s are also stocked in shops on a larger basis

Raymond

Vimal

S kumars

Siyaram's

Bombay Dye

ing

Gwalior S

uitings

Aravind

Grasim

Reid & Taylor

Linen Club

Mafatlal

DigjamOCM Gini

Janson

0

5

10

15

20

25

30

35

40

Brand stocked in the shops

*The Survey is conducted among 51 prominent textile shops in South Kerala

NO

OF

STORES

Data shows that Cotton is the most preferred among the fabric materials.

91%

7%2%

First Preference Material by Customers - Overall

Cotton Poly-viscose Poly-wool

Customer Material Preference

Cotton Poly-viscose Poly-wool Linen05

101520253035404550

Customer Material Preference

1st Preference 2nd Preference 3rd Preference 4th Preference


NO

OF

STORES

• Majority of shops prefers Cotton as most demanded fabric.

• As per the current market trend Linen fabrics holds the second place but it is costlier.

• Due to lower cost and durability Poly-viscose holds the position closer to Linen

• Poly-wool holds the position lower than others, due to the presence in Suitings

Quality is considered as the most important attribute other than brand for customers who prefer buying OTC fabrics

Quality; 51%Brand; 35%

Price; 14%

1st Preference for buying Fabrics

Customer Buying Preference

Age group• Data reveals that 35-50 years , is the most consumption age group for

OTC fabrics.

• Youngsters prefer Ready made over ready to stich fabrics, but a part of market lies in School uniform , which is essential.

Age Group Counts*

15-25 yrs 525-35 yrs 1235-50 yrs 32

Above 50 yrs 16


Purpose of Purchase

Most purchase made by individuals are for their self and 28% of purchase are done for gifting purpose.

Purpose of Purchase %

For Self 72%

Gifting 28%

Price Range• Among the surveyed shops the most preferred price range is from

500-800 for individual purchase and above Rs.1000 is less preferred by customers.

Buyer‘s Price Range Counts*

Up to 350 3

350-500 17

500-800 30

Above 1000 7


• The Data suggests that Onam is the most preferred season by customers for fabric purchase followed by Ramzan and Christmas.

• In areas like Kottayam and Ernakulam where the Christian population is higher there Christmas is considered the second best season for fabric purchase.

Seasonal Preference

Seasonal Counts*

Onam 51Ramzan 22

Christmas 21Vishu 5

School Season 4*The Survey is conducted among 51 prominent textile shops in South Kerala

Season for buying Combo-packs

• In Kerala there are few wedding seasons, and it is a tradition to gift the relatives and friends during wedding so clearly “chinga” masasam according to Malayalam calendar –month of July-August could be considered as a season where gifting tend to rise.

• Other festive seasons like Onam, Christmas, Vishu, Ramzan all provides us with ample opportunities to push our products.

Gifting Choice

Shirts only; 31

Shirt & Dothi combo; 23

Shirt and trouser combo; 16

Trouser only, 1

• Most customer prefers Shirts only for gifting purpose.

• As per data, Shirts and Dhotis combo packs finds more market over Shirts and Trouser combos.


Major Combo-pack Players In the Market

MCR, 22%

Ramraj, 22%

Vimal, 12%Kitex, 7%Siyaram's, 7%

Bombay Dyeing, 5%Local , 5%

S kumars, 5%Gwalior suitings, 2%

J.Hampstead, 2%Janson, 2%

Mafatlal, 2%MCD, 2%

Grasim, 2%


• Ramraj and MCR which are prominent players in Shirts and Dothis combo market holds 44% of market share.

• Shirts and Trousers Combo-packs markets are held prominently by Vimal, Siyarams, Kitex.

Shirts and Trousers –Combo pack Brands

Vimal

Siyaram's

Bombay Dye

ing

S kumars

Grasim

Gwalior s

uitings

Janson

Mafatlal

Kitex

J.Hampste

ad

-5%

0%

5%

10%

15%

20%

25%

30%

Shirts and Dothis –Combo pack Brands

MCR Ramraj Kitex

-5%

0%

5%

10%

15%

20%

25%

30%

Converting a readymade to fabric user• To promote brand awareness activity with campaings such as –Raymonds the complete

man so as to convince the brand conscious lot to buy the materials.

• To provide in-house tailoring facility in the outlets itself to attract more people.

• To provide material and design choices in such a manner to closely compete with the emerging trends in the readymade markets.

• The products to be priced such that there be a clear trade off between the readymade and materials in terms of the price factor.

• Uniform combos to be introduced during the school reopening season –specially that of schools like K.V Which follow the same uniform pattern across the nation.

Thank you

opportunity to drive consumption and distribution of otc fabrics in kerala

Marketing