Csb-market Survey 19.12.07

Final Draft Report

MARKET SURVEY AND DIAGNOSTIC STUDY FOR VANYA SILK PRODUCTS

Submitted to

Central Silk Board CSB Complex B T M Layout Madivala Bangalore-560068

Army Institute of Fashion and Design “ ITI Colony” B Area, Old Madras Road Dooravaninagar,Bangalore -560016 Ph: 080-25617559 Fax: 25618014 Email: [email protected] www.aifdonline.com

-1-

Project Report

Table of Contents ACKNOWLEDGEMENTS EXECUTIVE SUMMARY CHAPTER 1 Introduction 1.1 Background

4 5 8

CHAPTER 2 The Design of the study. 2.1 Statement of the Problem 9 2.2 Objectives of the study. 2.3 Methodology. 2.4 Field Visits 2.5 Sampling 2.6 Collections of Secondary Information. 2.7 Plan of Analysis. 2.8 Limitations of the study.

9 9 10 10 10 11 11

CHAPTER 3 Present production pattern and future trends in production of Vanya products.

12

CHAPTER 4 Existing market profile of Vanya products.

14

CHAPTER 5 Retailer / Whole seller Survey List of Figures

17

Number of years in the business Figure-1 Kinds of products they stock Figure-2 Fiber Classification Figure-3 Do they Buy Silk Products Figure-4 Silk Products which they sell Figure-5 Silk products yielding more benefits Figure-6

17 18 18 19 19

Which product has more stock turnover Benefits out of selling Vanya Silks Selling Vanya Silks with latest trends Concept Driving Fashion Sourcing the Products Sourcing from Local Sourcing from Outstation Supply Index Stock Turnover in a year Occasion to buy Silk products Order of preference When did they buy last time Decision on buying silk products

20 21 22 23 23 24 24 25 26 28 28 29 29

20

-2-

Figure-7 Figure-8 Figure-9 Figure-10 Figure-11 Figure-12 Figure-13 Figure-14 Figure-15 Figure-16 Figure-17 Figure-18 Figure-19

Do you get what you want When Stock not available

Figure-20 Figure-21

30

Awareness on Varieties Vanya silk as Natural product Vanya Silk offering value in terms of: Insist on buying Vanya Silk Products

Figure-22 Figure-23 Figure-24 Figure-25

31 31 32 33

30

CHAPTER 6 Consumer attitude and preferences towards Vanya products.

27

CHAPTER 7 SWOT ANALYSIS OF VANYA PRODUCTS

34

CHAPTER 8 A Summary of findings of the Survey and Suggestions.

37

List of Annexures Questionnaire

41

-3-

ACKNOWLEDGEMENT We wish to place on record our sincere thanks, Dr.H.Bhasker, IAS. CEO and Member Secretary, Central Silk Board, Bangalore for having extended this opportunity to do Market Survey and Diagnostics Study for Vanya Silk products. We hereby express our sincere thanks to Mr.K.K.Shetty, Dy.Secretary (Tech) Central Silk Board, Bangalore, for extending this opportunity to do Market Survey and Diagnostics Study for Vanya Silk products. We also express our deep sense of gratitude to all CSB officials from all Clusters for extending their support and encouragement to do Market Survey and Diagnostics Study for Vanya Silk products.

Army Institute Of Fashion & Design, Bangalore

-4-

Executive Summary 

A separate budgetary allocation to be made to carryout Research and Development activities for Vanya silks.



Minimum infrastructure facilities along with qualified and trained human resources to be given at 2-3 places in Central, Northern & North-Eastern part of India to conduct basic, strategic and applied research, to increase productivity and quality for the all round growth of the post cocoon sector to improve livelihood opportunities.



Major constraint is the inadequacy in stake holder’s involvement in the research activities. Systematic approach to procure stake holders outputs in identifying research problems. Though user’s meets are held, they did not appear to result in identifying the problem areas and planning research activities.



To strengthen the networking of the Research and Development centers, Extension centers, Stake holders and markets to develop technology.



Technology for the existing sector to be developed considering the ground reality (Type of Electrical power, weather condition, knowledge to operate, gadget for long running of machine)



Studies can be made on annual production of vanya silk and the trend has to be analyzed. The agencies engaged in promoting, training and encouraging the Vanya production should keep a track of production of vanya yarn, cloth etc., on area wise and this information if already available should be made use of to project the future productions and on that basis a comprehensive marketing strategy could be evolved



Vanya Silk Yarn is having different characteristics compared to Mulberry silk. The strength of each product to be considered to develop product for international and domestic market eg. Eri & Tasar exhibits very good thermal properties. R and D centre should carry out research work to develop the product of specific nature which can be easily accepted in the International market. Before offering the product, detailed in house trials & studies to be conducted and same may be presented in National & international conferences.



Development of non mulberry sector can be considered in two ways i.e. Development of conventional clusters and non conventional clusters.



The Conventional sector still is in small and medium category. The entrepreneurs are unable to purchase the products/technology on their own. The production units are totally fragmented (Reeling, Twisting, Dyeing, weaving, Finishing and Marketing). Due to the nature of the organization -5-

and each units operational capacity is very small, it is difficult to establish any quality/ product standards or specification. The size of each manufacturing units are very small, the entrepreneur may not be in a position to appoint qualify manpower or invest on appropriate technology. To support these sectors, the role of trained field officers on the specific task plays an important role. The consumer requirement to be collected to make these manufactures to understands the market dynamics. Market network to be established through private & public partnership  To develop the non conventional non mulberry silk, clusters to undertake products developments through establishing small / medium scale vertically integrated post cocoon units. This concept will help the entrepreneurs developing quality products and also optimize the process parameters required for the international and domestics market.  Weight age to be given to develop finer quality Tasar & Muga quality silk yarn. Research and Development activities to be extended to improve the fastness rating of dyed & Printed materials and also finishes to improve the hand of non mulberry products.





 Basic research to be carried out to produce diversified products as per market requirement. All R&D established data to be made public once in 6 months to all the concern of the sector through work shops & symposia’s. Initiative towards product development with various fabric material density suitable for women & men’s outerwear, kids wear, and made ups are to be considered, commercial launching and steps taken towards customer acceptance of the same is necessary. Once the market demands these products, automatically the market equilibrium will demand for the supply of yarn. In this area CSB can further strengthen the coordination with professional institutes like AIFD, NIFT etc., and they can develop new designs in the fabric varying the structure, designs, GSM, colours and blends. These institutes can also develop various designs for different occasions using mainly Vanya and Vanya/blend fabrics for niche markets where creativity and value additions are rewarded. CSB can also think of designing new fabric samples & extending the same to Fashion Institutes or leading designers to create new designs in garments which in turn may generate demand for Vanya fabrics. The demand for Vanya fabric from certain sector of the market will automatically create demand for Vanya yarn.

-6-



If proper garment Structures, styles, colors and designs are developed, perhaps Vanya range of products can fit either fall, spring or summer collections both at USA and Europe markets.



In this regard it is necessary to develop Garment samples in association with Fashion Institutes and buying houses working for Europe and USA Buyers and the samples can be sent or Exhibited in the International fair in India or abroad for approval of the buyers. This helps in the promotion of the products. However it is evident that these buyers and buying houses look for regular, timely and quality supplies of either garment or fabric.

-7-

Chapter 1: 1.1

Introduction

Background Central Silk Board established in 1949 as a statutory body under Govt. of India, is a national organization for overall development of sericulture and Silk industry. The Central Silk Board (CSB) was constituted under an Act of Parliament (LXI of 1948) with the objective of promoting the growth and development of sericulture in the country. The programmes for development of the sericulture industry are primarily formulated and implemented by the State Sericulture Departments. However, the CSB supplements the efforts of the states by providing necessary support for Research, Development, Extension and Training through its country-wide network of units. Besides, the CSB organizes production and supply of quality silkworm seed, mulberry cuttings etc. and also undertakes directly as well as jointly with the state sericulture departments, the implementation of various sericulture projects. There are four major types of silks of commercial importance, obtained from different species of silkworms which in turn feed on a number of food plants. These are Mulberry, Tasar, Eri and Muga. Except mulberry, other varieties of silks are generally termed as non-mulberry silks. India has the unique distinction of producing all these commercial varieties of silk. These three varieties of non mulberry wild silk are commonly called as vanya silks. These vanya silks are having different characteristics in terms of appearance, Mechanical properties and uniformity of the raw material. These wild varieties are playing an important role to provide lively hood to many families in this sector. The technology inputs and the market linkages available in these sectors from the rearing till the customers are totally in the unorganized mode. The exposure by the artisans to the new technology and the products diversion is very limited. An attempt is made in this project to study and analyse the existing methods and also to identify the gaps and recommendations to build linkages to promote the Vanya Silks. An attempt is also made to study the present scenario in the Vanya marketing and in the light of the consumer preferences and behavior studied; suggestions are made to improve the market position for Vanya.

-8-

Chapter 2:

The Design of the study

.

2.1 Statement of the problem. This is a survey conducted to ascertain the present position of Vanya products in the market, also to ascertain the Consumer attitude and preferences towards Vanya silks and suggesting various strategies to be adopted for better positioning of Vanya products in the market With a view to promoting the markets for these yarn and fabrics and there by CSB is trying to help to improve the living standards of people depending on this industry. It is desirable to know the present position of Vanya products in the market and after studying the consumer preferences towards them, in order to develop an appropriate strategy for marketing of these products. Under the findings of the survey and with the study of available infrastructure a SWOT analysis was also carried out.

__________________________________________________________________ 2.2 Objectives of the study. The specific objectives of the study are: • To study the present marketing set up for Vanya, • To ascertain the present market response and feed back from the Retailers/Whole sellers regarding the product and marketing factors at various clusters and market centers. • To ascertain the consumer attitude and preferences towards Vanya silk products • SWOT analysis of Vanya’s present position and recommendations to improve upon that • To suggest an appropriate marketing strategy to CSB in the light of the findings of the survey.

______________________________________________________________ 2.3 Methodology. Survey method was adopted and data was directly collected from a sample of respondents by interviewing them at their respective places.

________________________________________________________________

2.4

Field Visits -9-

Based on the cluster list given by CSB, Students visit undertook market survey in the following areas: Delhi-Ludhiana, Deharadoon Bagalpur-Patna Bhubaneshwar-Cuttack Gauhwathi – Kolkata

__________________________________________________________________ 2.5 Sampling: A multistage sampling method was adopted. Since Vanya has a limited presence as regards the geography of the markets, it was decided to do the sampling survey at the places where the vanya presence is already there. The places were decided as per the guidance given by the CSB. The survey was conducted at the following places with the number of respondents as shown below:

Location

Categories covered

sample size.

Retail dealer Consumer

10 40

Retail dealer Consumer

5 25

Retail Dealer Consumer

5 30

Gauwathi-Kolkata

Retail Dealer Consumer

10 35

Total

Retail Dealer Consumer

30 130

Delhi-LudhianaDehradun

Bagalpur-Patna Bhubaneshwar -Cuttack

_________________________________________________________________ 2.6: Collection of Secondary information Separate schedules for consumers and Retailers/Whole sellers were prepared to gather data from the sample respondents. The schedule covers various areas of marketing and about the product which reveals the required information to be collected. Secondary data was collected by various publications of CSB, discussions with various officials at CSB, production centers, reelers, traders, consumers, dealers, CSB Web site, Internet etc.

__________________________________________________________________ 2.7: Plan of Analysis - 10 -

The data collected from the primary source was processed, tabulated and inferences drawn. Such techniques as bar charts, percentages, rankings, were used for analysis

__________________________________________________________________ 2.8: Limitations of the study The problem was too enormous and complex as the markets actually spread very wide geographically and on prima-facie it was clear that the presence of Vanya presently are limited to the places surrounding the production clusters and in very few metro cities where the affluent consumers are located.

__________________________________________________________________

- 11 -

Chapter 3 : Present production pattern and future trends in production of Vanya products . Vanya or non mulberry silk, produced mostly in the Northeastern and Eastern parts of the country also showed an improvement in the production with the figures for last year being 1955 tonnes as against 1860 tonnes the previous year. The composition of vanya silk production was Tasar 325 tonnes, Eri 1515 tonnes and Muga 115 tonnes

3.1 Tasar Rearing: The recent introduction of Antherea perniyi & A. royeli on oak in Manipur (to be checked)has opened up new vistas for the production of superior quality tasar fibre in India. The cocoons spun by the Antherea perniyi can be easily reeled & superior-quality fibre can be extracted. Antherea royeli is available in oak jungles of the sub-Himalayan belt. The cocoons are made up of 2 layers, an outer layer of thin floss & an inner thick shell of silk. The silk can be extracted only from the inner layer. Hybrids of A. perniyi & A. royeli are being exploited commercially for the production of quality tasar silk in India.. Central Tasar Research Station at Ranchi can now ensure a handsome income of about Rs.12000/- within 40 to 45 days. Similarly, the techniques of rearing evolved for the oak tasar zones have been found to be very successful. The main tasar silk producing countries of the world today are China and India. India ranks after China, with an annual production of about 400 tons of tasar raw silk and 200 tons of silk waste. The hundred thousand tribal families engaged in tasar silk production in the traditional belt are a very small percentage of the total tribal population in India. It was shown during the past 10 years that the tasar silk industry has a significant agri - sericulture potential for many forest-rich developing countries, and in particular for countries which wish to create employment and raise the standard of living of forest-dwelling peoples who may be lagging behind the rest of the country

3.2 Muga silk : The golden-yellow silk produced by Antherea assama is found only in the Brahmaputra Valley of India. This species of silkworm is semi-domesticated in that the worms which crawl down at the end of their larval period are collected by the rearers. They are allowed to spin cocoons in the rearer's houses.

- 12 -

The total production of muga silk in India was 41 tonnes & is estimated that the country can produce 120 tonnes.

3.3 Eri culture. The silk produced by Philosamia ricini is called eri silk. It is grown in Assam & in the eastern parts of India. The heavy rainfall & humid atmosphere in these parts are suited to eri culture. The food plants for Philosamia ricini is castor. The alternative food plants are Plumeria Ailanthus papaya, Carica utilissima, Manihot fragans, but eri culture is mainly practiced on castor. During 2005-06, the production of raw silk was 17,305 MT. against a demand of around 26,000 MT. The sector employs about 6 million people, mainly in rural areas. This sector accounted for the export of Rs. 3158.16 Crores in 2005-2006, and the export basket consists of Natural Silk Yarn, Fabrics, Made-ups, Readymade Garments, Silk Carpets, and Silk waste. The total silk production during 2004-05 was 16,500 MT. and exports were Rs. 2,879.56 crores

- 13 -

CHAPTER 4 : Existing market profile for Vanya products. From the survey it is revealed that only an informal and very primitive marketing setup is existing to promote this Vanya product and as a irony which has got high value if it is properly exploited. The basic concept should be that these lovely natural products particularly silk should not be compared with any other natural product and in particular with synthetic fiber. Silk can be termed as a brand by itself. That means the consumer perceives many of the intrinsic and extrinsic qualities of the fabric by hearing the name Silk. No additional effort from the marketer’s side is required to convey this to the consumers. There is no other special marketing efforts are required to develop it as a brand. The question is how the person or the organization is going to encash on this name which itself acts as a brand. The main lacuna which appeared during the study was that at each and every stage people who are involved with this product were trying to compare it with either cotton or synthetics, which is absolutely wrong. Tassar silk, for that matter any other silk has to be marketed as silk only and awareness amongst the people in the trade is to be created towards this. This fact has been proved about 15-20 years back in case of mulberry silk. Today, people who are dealing with mulberry silk are not worried about the competition from the synthetics. They are able to differentiate the categories of consumers very clearly between pure silk consumers and synthetic fabric consumers. Both these consumers belong to different slots in case of consumer profiles such as demographic and purchasing powers. Now with the introduction of Silk Mark, the task becomes still easier. Tasar Silk produced in Madhya Pradesh is known by its Sanskrit name ‘KOSA’. The marketing system for tasar and eri cocoons and yarn is controlled by the apex society i.e. SERIFED Ltd., Orissa, through its various primary societies (TRCs) situated in Keonjhar, Baripada, Sundergarh, Fakirpur ad Naupatna. The Cocoons produced by beneficiaries are sold to primary societies at the rate fixed by apex society. The apex society is having 11 branch offices and 4 exclusive modern show room for the sale of silk fabric at Bhubaneswar, Cuttak and Puri.

- 14 -

The different designs produced by WCS Ltd in orissa is marketed through the apex society namely Boyanika. They are not marketing directly but through middle men to Kolkata and Mumbai. They are also marketing the pure Vanya Silk fabric to the foreign countries. As far as the made-ups or garments are concerned, mostly conventional and ethnic designs are created whereas we feel that it is desirable to take the help of professional designers in developing high value added items targeting the niche market of cosmopolitan cities and also targeting the export markets. India is the second largest producer of Tasar Silk after China and it is known fact that Indian Tasar has a significant look, feel and softness compared to the Chinese Tasar, though it lacks in uniformity because of which many times it may not be possible to use it as warp. However because of the special significant quality Indian Tasar is appreciated and preferred by the overseas buyers also. The cultivation, production and marketing of Vanya products have to be looked from two different aspects. It cannot be looked only from the economics. The export of Tasar almost contributes 2 to 3% of total silk exports earnings of the country and also there is a substantial scope to improve on this front. More important than that is Tasar culture is practiced by around 1,40,000 tribal families in Jharkhand, Bihar, Orissa, Chattisgarh, Madhya Pradesh, West Bengal, AP, UP, Maharastra, Assam & Manipur. It gives a livelihood and also an additional income to support the tribal families. However this tribal families are not engaged in yarn and fabric production and here non tribal are involved. This sector provides employment for more than a lakh handloom weavers and almost equal number of people are engaged in associated jobs with the Vanya Industry. Broadly we can identify the pockets producing and engaged in Vanya as under: 1. Andhra Pradesh 2.Orissa 3. West Bengal 4. Jharkhand, Bihar 5.Chattisgarh , MP 6. Maharastra 7. Manipur 8. Assam

Kosigi, Pothureddypalli Gopalpur,Naupatna, Fakirpur Thantipada, Raghunathpur, Bishnupur Chaibasa, Bhagalpur, Bhagayya Katoria, Purini Champa, Seioni, Chhuri, Raigarh Bhandara, Andelgaon

The main job involved in Vanya production i.e. Tasar, Eri , Muga is silk reeling twisting, weaving, dyeing, wet processing, finishing and marketing only to a very limited extent the rearing of these varieties are found.

- 15 -

From the above, it is very clear that there is no organized marketing set-up or synchronized procurement, production, processing and marketing efforts to promote the non-mulberry silk products. In order to have a better understanding and dealing with the problem, we should look at the marketing of yarn, fabric and garments separately. As it was understood, the primary societies procure the cocoons from the beneficiaries and reelers buy them from the societies to be reeled as yarn. It is noticed that normally ‘B’ and ‘C’ grade cocoons are only coming to the primary societies and ‘A’ grade cocoons are procured by the private parties. Some kind of control is required to monitor the quality of cocoons that is coming to the societies. From the yarn marketing point of view efforts are required to market the same in other silk weaving centers spread all over the country. Fundamentally, who ever tries to market the intermediary products with out developing or creating a demand for the end product, it will be a failure. The market for Vanya fabrics, garments and made-ups are to be created and the equilibrium of market automatically creates a demand for the yarn. Sincere efforts in new product developments which have got commercial value should be taken up either in-house or with the help of out side agencies. The new product development may be 100% pure silk or blending with other natural fibers in order to reduce the cost of ultimate products. The effort should be further continued in breaking awareness about this product, commercially launching and arousing a demand for the same. Once the demand or requirement from the market is felt, automatically it opens the channels for the yarn demand. An umbrella organization like CSB should work with a concrete plan for improving the production of the cocoons, of course with the assistance of the respective state governments. This will help to know in advance about the approximate quantities of yarn that is available to market at the end of a period. On the basis of the projected yield the marketing strategy can be further modified. There appears to be unhappiness with the weavers regarding the quality of the yarn. The yarn is uneven with lot of thick and thin places, long slubs, denier variation etc. Since it is a natural product some amount of variation is inevitable, but however efforts can be made in imparting training to the reelers in avoiding these defects. Where ever it is possible to mechanise the operations and process control parameters may be optimized, so that the quality of the yarn may be improved and further it will fetch a better price to the reelers.

- 16 -

The existing market channels for the fabrics and garments are concerned, it is being marketed through the own showrooms, societies and some private traders who on demand from the market either procure it on job work basis or on ready goods basis. However here also it appears that there is no organized marketing set up noticed. No past data available regarding the volume of business carried out demand pattern for the fabric over a year and the average price realized by these products over a period. Hence the Retailer/whole seller’s survey findings will be the primary source of information to analyse the demand pattern, goods movement, and financial aspects of the product.

Chapter 5 : Findings of Retailers/whole seller’s survey

- 17 -

a. How long have you been in this retailing/whole selling business? Nearly 45% of the respondents are there in business for more than 10 years. The 10 years in business has given them exposure to all sorts of marketing situations. A 30% of the respondents are there in the business between 5 and 9 years.

Figure-1 Number of years in the business 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% > 10YEARS

5-9 YEARS

b. What are the products do you stock generally

- 18 -

1-4 YEARS

About 45% of the respondents stock fabrics and dress materials and 40% of them deal with fabrics and garments, and only 15% of them deal with fabrics, Garments and Home made-ups. Figure-2 Kinds of Products they stock 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Fabrics & Dress Fabrics & Garments Fabrics, Garments Materials & Home Made ups

c. What are the Fiber classification do you deal with? 70% of them deal both in Natural and synthetics material where as only 16% specializes themselves with Natural material. Figure-3 Fiber Classification 80% 70% 60% 50% 40% 30% 20% 10% 0% Both Natural & Synthetic

d. Do you sell Silk Products? - 19 -

Natural

92% of the respondents interacted, sell silk products. Figure-4 Do they silk products 120% 100% 80% 60% 40% 20% 0% Sell Silk Products

No response

e. Do you sell a. Only Mulberry silk products b. Only Non-Mulberry (Vanya) silk products c. Both Mulberry and Non-mulberry silk products 40% of the dealers do business with Non-mulberry products and equal number of them does business with both mulberry and non-mulberry products. Only 20% of them deal only with mulberry silk products.

Figure-5 Silk Products which they sell 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Non Mulberry

Both Non Mulberry & Mulberry

Mulberry

f. Which one, according to you, realize you more sales benefits?

- 20 -

About 54% of them feel that cotton based products realize better sales benefits, 29% feel that it is synthetics which is their cream of business but only 17% rated silk based products will fetch them more sales benefits.

Figure-6 Which Product yields more benefits? 60% 50% 40% 30% 20% 10% 0% Cotton Based Products

Synthetic

Silk

g. Which category of product you have more stock turnover Nearly 60% of them mentioned that cotton and cotton blends will have more stock turnover, 25% felt that synthetic and synthetic blends and only 15% felt that silk and silk bends will have more stock turnover. Figure -7 Product having more Stock turnover 70% 60% 50% 40% 30% 20% 10% 0% Cotton & Cotton Synthetic & Silk and Silk Blends Blends Synthetic blends

- 21 -

h. Do you see more benefit in selling Vanya Silk products over other category of products? Unofficially, they state that Vanya silk products will fetch them 20-30% sales margin and nearly 70% of the respondents see more benefit in selling Vanya silk products over other category of products.

Figure-8 Benefits by selling Vanya Silk Products over other Category of Products 80% 70% 60% 50% 40% 30% 20% 10% 0% Less Benefit in selling Vanya Silk

More Benefit from selling Vanya Silk

i. About 60% of the respondents are confident of getting enough customers to support their business and again 60% of them do not want to change their business practice.

- 22 -

j. What do you feel about selling Vanya Silk products with latest trend & fashion in the market? About 46% felt that new collections of products in trendy fashion will enhance the profit while selling silk products, whereas, 31% felt that sale of garments or made ups instead of fabric/dress materials.

Figure-9

Selling Vanya Products with latest trend & Fashion 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Trendy Fashion Products

Garments or Made ups

- 23 -

Fabrics & dress Materials

K. WHICH CONCEPT DRIVES FASHION 69% of respondents confirmed having following fashion dynamic while sourcing or selling products and 61% felt that colors and texture are the one which drives the passion where as the 39% felt it is only the colors.

FIGURE-10 CONCEPT DRIVES FASHION 80% 70% 60% 50% 40% 30% 20% 10% 0% Fashion Dynamic

Colors & Textures

Only Colors

l. If we analyze the above seven replies, it appears that they are doing more turnover in cotton-based products but the markups are higher in silk and silk blends.

- 24 -

m. Where do you get your supplies? About 54% of the dealers are getting their supplies from outstation sources, 29% from local sources and about 17% have their own manufacturing arrangements. Figure-11 Sourcing the Products 60% 50% 40% 30% 20% 10% 0% Out Station

Local

Own Arrangements

n. If from Local, from where they source Out of the 29% respondents who are sourcing from the local sources are further questioned and they feel 40% of their sourcing is from local cooperative societies, 24% from local small and tiny scale suppliers, 18% from local CSB supported marketing agencies and 18% from private stockist.

Figure-12 Local Sourcing map 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Local

Tiny Suppliers

Cooperative Societies

CSB Private Supported Stockiest Market Agents

o. If from outstation, Where do you source - 25 -

From 54% of respondents who are procuring from outstation sources inform that 32.5% are from cooperative societies, 30% small and tiny scale suppliers, 29% from CSB supported marketing agencies and 8.5% from imported sources.

Figure-13 Outstation sourcing map 35% 30% 25% 20% 15% 10% 5% 0% Local

Tiny Suppliers

Cooperative Societies

CSB

Private

Supported

Stockiest

Market Agents

p. Do you get enough order stock from the manufacturers/suppliers 76% of the retailer/wholesalers get enough order stock from the manufacturers/suppliers.

q. Do you get enough order stock from the manufacturers/suppliers

- 26 -

40% of them felt supplies always are enough to meet the customer demand whereas 20% felt short supplies, 20% felt more supplies than demand, whereas 20% procure only against order. Figure-14 Supply Index 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Sufficient Short Supplies Excess

Procure against order Supplies than

Supplies

demand

r. How many Stock turnover you do in a year’s time 40% of the respondents feel that they cannot anticipate or plan for stock turnover in a year’s time. 30% felt that three times in a year they do the stock turnover and 20% four times a year. Figure-15 Stock Turnover in a year 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Cannot Anticipate 3 times in a year 4 times in a year

Chapter 6 : Consumer attitude and preferences towards Vanya products . - 27 -

It is apparent from the survey that not many are aware about Vanya Silk Products. Those who have little knowledge about Vanya are from the affluent class, from cities who have acquired the knowledge through newspapers and television media. Though every one knows about silk and everyone has purchased silk, many of them were not able to clearly differentiate between mulberry and non-mulberry silks. It appears that customers when they see the fabric, they feel that it is like silk but they will have percentage of doubt in their mind to confirm it as silk. It is noticed during the course of the survey that still consumers feel silk as a traditional customary product rather than as a fashion product. Most of the purchases of silk related products are occurred during the wedding or festival seasons rather than other occasions. This clearly indicates the lacuna of the industry to develop either mulberry silk or non-mulberry silk to develop as a fashion or other occasion fabrics. We feel this has to be taken on the positive side of it and effort should be immediately started to focus on this untapped area. We also feel that the texture, color concepts, adopted so far in the mulberry or non-mulberry sector is purely confirming to the traditional or customary color concepts. Even the design aspect of it also reflects the same trend. Most of the consumers basically start with color and designs while searching their requirement and it is very rare that they enter a selling premise and specifically ask for Vanya products. This again confirms to the point that the message about Vanya has not reached to the full extent. The eastern and northeastern regions of the country are more familiar with Vanya and wear it as a pride. In northern sector, it is the men who showed more interest in knowing about the product. This emphasizes the fact that unlike mulberry silk product Vanya silk products can be marketed to both sexes with equal opportunities.

Findings of customer survey a. What are the purposes for which you buy silk products? - 28 -

96% of the respondents buy silk products to 40% of respondents buy silk products during the occasion of wedding and 20% during the festival occasion. 10% of each will buy during birthday and to gift someone, or for home décor. Figure-16 Occasion to buy to silk products 120% 100% 80% 60% 40% 20% 0% Buy Silk Products

Wedding

Festival

Birthday & other events

b. Customers prefer to buy silk products in specialty or exclusive silk showrooms and few of them prefer to buy with weavers’ cooperative society.

c. 40% of the consumer rate price as the order of preference while buying, 15% buy it for pride to wear. Figure-17 Order of preference

- 29 -

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Price

Pride to wear

Others

d. When did you buy silk products last time? 40% of the respondents had purchased recently and 30% a month ago. Figure-18 Last bought 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Recently bought

Months ago

Above 3 months

e. Your buying decision on Silk mostly depends 40% customers go with family to buy silk products and mostly it is a joint decision. 30% reports that they are independent and 20% with friends. - 30 -

Figure-19 Decision on buying silk products 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% With Family

With Friends

Independent

f. Do you get the silk product what do you want? 55% of the respondents felt that only sometimes they get exactly what they are looking for in the silk product and 40% are happy that they always get what they want in the silk product. Figure-20 Do you get what you want 60% 50% 40% 30% 20% 10% 0% Some times

Always

g. What do you do when you don’t get what you want?

- 31 -

When the customers are not happy with the stock, 60% of them go to other shops and try, 20% try nearby towns and cities, 10% will wait for the shop to get the stock, and 10% will go for other alternate products Figure-21 When stock not available 70% 60% 50% 40% 30% 20% 10% 0% Other Shops Wait for the Stock Alternative

h. Do you know that there are different varieties of silk 60% of respondents know that there are different varieties of silk. When this question was further extended, asking them to name them very few were able to mention it. Figure -22 Awareness of the Variety of Vanya Silk

70% 60% 50% 40% 30% 20% 10% 0% Awareness about silk varieties

i.

Not able to name the varieties

Do you know about Vanya Silk?

- 32 -

60% of the respondents who have knowledge about different kinds of silks have heard of Vanya silk. They also know that it is from agriculture field. j.

80% of them are aware that Vanya is a natural product. Figure23 Vanya Silk as a Natural Product 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Awareness of Natural Product

Not aware

k. How do you know it is pure Vanya Silk & Where do you buy Vanya Silk products usually? 30% of the respondents felt that vanya silk is very crispy, comes with beige or camel color and appears to have gum on the surface. They also feel comfortable to wear it during summer and they feel it is light compared to other silks. They do their vanya silk shopping at exclusive silk showrooms, malls, and cooperative societies.

L. Do you see Vanya Silk products are offering value in terms of a. Suit my budget b. Feel Proud while wearing c. I look different d. Serve my purpose of buying 40% of them feel proud while wearing Vanya silk and 30% feel that they look different on Vanya attire, and 20% feel that it suits their budget.

Figure-24 Offering Value of terms

- 33 -

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Feel Proud to wear

Look different when

suits their budget

worn

M.Do you insist for Vanya silk only when you decide to buy? 70% of customers respond that they insist for vanya silk when they decide to buy. 60% will opt for substitute silk as an alternate product instead of Vanya. Figure-25 Insist on buying Vanya Silk Products 72% 70% 68% 66% 64% 62% 60% 58% 56% 54% Insist for Vanya Silks

CHAPTER -7 :

Ask for Substitute

SWOT ANALYSIS OF VANYA PRODUCTS

- 34 -

Strength: • • • • • • • • • •

The product Vanya is a natural and eco-friendly, next best to skin as it is a protein fiber. There is a wide gap existing between the demand and supply and there is a positive scope to increase the production. Unlike other industries, to cultivate, rare, reel and weave Vanya does not require huge investment and does not require everything under one roof. Separate clusters can be developed for pre-cocoon and post cocoon operations. By synchronizing the separate clusters it is possible to achieve the pre determined production. Since not too many production centers, manufacturing units are involved and since already a controlling body like CSB is existing, it is easier to control the production, quality and other co-ordinated works. It is ideal for tribal, non-tribal and other unskilled people to get engaged in the production of vanya as it does not require a great deal of technical skill. It can also be taken as a supporting industry to agriculture in the rural belts. Women folk who get engaged in the production of vanya, normally will also possess the skill to enhance the value by giving value addition to the products by means of Embroidery, mirror work, etc. It is a fact that the natural material is now a sought after product of affluent class of the society and hence people engaged in the production of such products can improve their average monthly earnings.

Weakness: • • • • •

• • • • •

The entire production is in the unorganized sector, hence to formulate a common program will be, if not impossible, it is difficult. The production centers are spread over a very vast area across the country. The climate, soil conditions, culture, education level etc differ very widely and hence calls for a thorough analysis of all segments of pre and post cocoon production, finance, marketing before designing on a long term plan. The entire trade has to be treated in terms of business and it should not be treated as a social, economical support or subsidy to the people of the society. The concept should be “ We show the way to earn but you earn”. Various agencies will have to be involved, like, central govt, CSB, state govt, forest, social welfare, Industry, commerce etc. By the time the schemes get really working, lot of time will be consumed and the entire project losses it’s scope, the relevancy and the lapse of time will change the financial equations. Persistence of traditional practices and poor commercial aptitude among the people engaged in the trade. Difficulties in managing scattered plantations leading to poor productivity. Poor infrastructure support. Huge gaps existing between the R & D focus and requirement at field levels. Diversity in raring practices leading to vast variations in the yarn quality.

- 35 -

• • • • •

Absence of optimization of process parameters from cluster to cluster and region to region acts as a hindrance in using the yarn for bulk productions mainly in export orders. Poor focus on product diversification and byproduct utilization. Most of the R&D developments are confined to laboratories. The R&D should have commercial acceptance and money spent on R&D should be able to get commercial returns to the industry. Inadequate regulated market system for cocoon, yarn, fabric and garments. Lack of professional approach not only in marketing but also in production and technical areas.

Opportunities: • • • • • • • • •

Growing market demand for Tasar, Eri and Muga silk locally and internationally. Reasonably good remunerative cash crop and can be a good supportive, complimentary job for rural section. Additional income can be generated through intercropping with other agricultural crops with out affecting the productivity. By-product utilization and product diversification for additional income generation. Further strengthening the bio-technological research to improve the productivity. Providing livelihood opportunities to poorest of the poor households in the region. Since silk production is restricted to only very few countries of the world, threat of acute competition, price war, and excess supply threats will not be there. The industry as such is not new to our regions hence chances of failure are minimal. No need to create new markets but it may be only expansion of the existing markets.

Threats: • • • • • •

Uncertainty of Tasar and Muga crops due to natural vagaries such as high temperature, relative humidity, and rainfall with hailstorm. Air pollution created by industrial sectors in the vicinity of the Muga culture area. Shifting of sericulture farmers to other cash crops. Intrusion of other artificial and cheaper fibers as replacements. Profit booking at more than 3- 4 points will push up the final price for the garment or the made ups, and ultimately it may be unaffordable by the ultimate consumers. The concept of “product driven “ marketing should be changed to “Consumer driven” marketing.

- 36 -

• •

Looking in to the present scenario in Retail and branded market segment it appears that future will be difficult to all other unbranded products to have a consistent market. Fashion oriented products needs regular introduction of new varieties, styles, colors etc to be in the market. This requires regular professional designer’s involvement.

- 37 -

Chapter 8: A Summary of findings of the Survey and Suggestions. • •

•

• • •

•

A separate budgetary allocation to be made to carryout Research and Development activities for Vanya silks. Minimum infrastructure facilities along with qualified and trained human resources to be given at 2-3 places in Central, Northern & North-Eastern part of India to conduct basic, strategies and applied research, to increase productivity and quality for the all round growth of the post cocoon sector to improve livelihood opportunities. Major constraints is the inadequacy in stake holders involvement in the research activities. Systematic approach to procure stake holders outputs in identifying research problems. Though users meets are held, they did not appear to result in identifying the problem areas and planning research activities. To strengthen the networking of the Research and Development centres, Extension centres, Stake holders and markets to develop technology. Technology for the existing sector to be developed considering the ground reality (Type of Electrical power, weather condition, knowledge to operate, gadget for long running of machine) Vanya Silk Yarn are having different characteristics compared to Mulberry silk. The strength of each product to be considered to develop product for international and domestic market eg. Eri & Tasar exhibits very good thermal properties. R and D centre should carry out research work to develop the product of specific nature which can be easily accepted in the International market. Before offering the product, detailed in house Trials studies to be conducted and same may be presented in international conferences. Development of non mulberry sector can be considered in two ways i.e. Development of conventional clusters and non conventional clusters.  The Conventional sector still is in small and medium category. The entrepreneurs are unable to purchase the products/technology on their own. The production units are totally fragmented (Reeling, Twisting, Dyeing, weaving, Finishing and Marketing). Due to the nature of the organization and each units operational capacity is very small, it is difficult to establish any quality/ product standards or specification. The size of each manufacturing units are very small, the entrepreneur may not be in a position to appoint qualify manpower or invest on appropriate technology. To support this sectors , the role of trained field officers on the specific task play an important role. The consumer requirement to be collected to made these manufactures to understands the market dynamics. Market network to be established through private & public partnership  To develop the non conventional non mulberry silk, clusters to undertake products developments through - 38 -

establishing small / medium scale vertically integrated post cocoon units. This concept will help the entrepreneurs developing quality products and also optimize the process parameters required for the international and domestics market. 

• •

•

•

• •

•

Weightage to be given to develop finer quality Tasar & Muga quality silk yarn. Research and Development activities to be extended to improve the fastness rating of dyed & Printed materials and also finishes to improve the hand of non mulberry products.

Basic research to be carried out to produce diversified products as per market requirement. All R&D established data to be made public once in 6 months to all the concern of the sector through work shops & symposia’s Majority of consumers are aware about the silk product. They cannot distinguish between Mulberry and Vanya. It is essential that the information about Vanya is passed on to the consumers through various medias like Print, Electronic, Audio etc with special emphasis on the name Vanya. Allotting a separate display area for Vanya products at various exclusive silk show rooms may be thought of. There are differences in wearing comforts, luster, drape, stiffness, and other quality differences between mulberry and non-mulberry silks, the information about which has to be passed on to the ultimate consumers and there is a need to educate them in this front. Studies can be made on annual production of vanya silk and the trend has to be analyzed. The agencies engaged in promoting, training and encouraging the Vanya production should keep a track of production of vanya yarn, cloth etc., on area wise and this information if already available should be made use of to project the future productions and on that basis a comprehensive marketing strategy could be evolved. Studies can be made on the demand and supply for vanya silk products. Training & awareness programmes are to be conducted for rearers, reelers, weavers, dyers & finishers on quality, market demand, and product diversification. This is very essential as the present day market entirely depends upon consistent quality of the product and particularly a consumer looks for high standards in quality when he is paying heavy price for a product like silk. Initiative towards product development with various material density suitable for women & men outerwear, kids wear, and made ups are to be considered , commercial launching and steps taken towards customer acceptance of the same is necessary. Once the market demands these products, automatically the market equilibrium will demand for the supply of yarn. In this area CSB can further strengthn the coordination with professional institutes like AIFD, NIFT etc., and they can develop a new designs in the fabric varying the structure, designs, GSM, colours and belnds. These institutes can also develop various designs for different occasions using mainly Vanya and Vanya/blend fabrics for niche markets where

- 39 -

•

•

•

•

• • • • •

creativity and value additions are rewarded. CSB can also think of extending new fabric samples to leading designers to create new designs in garments which in turn may generate demand for Vanya fabrics. The demand for Vanya fabric from certain sector of the market will automatically create demand for Vanya yarn. Normally the yarn available at the primary societies is of lower quality when compared to the yarn available with the traders. Steps are to be taken to supply good quality yarn to the weavers through primary societies, thus fabric’s quality will improve. As such, the silk fabrics are all of lower material density; any small defect will appear distantly on the surface of the fabric. Byproducts from the reeling waste should be exploited commercially in developing suitable products which will add to the total revenue generated and ultimately this may average out the lower cost of the yarn. Various research institutes under the CSB should be asked to work on developing various products from the reeling waste and the SHG’s and Sthree Shakti – Women Associations can be engaged to develop and market these products. It is apparent from the survey that there is a particular section amongst the consumers who shop regularly for silk fabrics which in turn reflect that, demand is already existing but it has not being encashed yet. Perhaps the absence of feedback survey on the product and the service at various point of sales has resulted in this hence it is suggested that a periodical surveys from the actual consumers is very essential and this will help in producing the products which are required by the consumers. The trend of market demand is that the purchases are all either during wedding, festival, or on any family occasions. This means that still silk in particular Vanya has not come out of the conventional belief of product of customs, festival, and tradition. This point as discussed earlier justifies the requirement of professional designers who can work on various colours and themes by which Vanya products can be used to develop outfits suitable for Party wear, Lounge wear, Leisure wear, Casual wear etc., It is very important that new color concepts & new designs as per fashion trend should be introduced. Value addition with the help of embellishments, embroidery, etc will enhance the utility of Vanya. Efforts can also be made to blend Vanya with Mulberry silk to develop various fabrics suitable for apparel as well as Home-made-ups. Promotional activities through fashion shows & advertisement in prominent magazines may improve the demand & awareness for vanya silk products in urban & semi urban locations. If proper garment styles with proper colors and designs are developed, perhaps Vanya range of products can fit either fall, spring or summer collections both at USA and Europe markets. In this regard it is necessary to develop samples in associations with buying houses working for Europe and USA Buyers and the samples can be sent for approval by the buyers. However it is evident that these buyers and buying houses look for a regular, timely and quality supplies of either garment or fabric.

- 40 -

• •

•

The demand analysis over 2-3 years with respect to season will help in planning for the yarn production as vanya production is seasonal. It should be ensured that stocks will reach the show rooms “Just-in-time”. Manufactured cost based pricing will not work in the present scenario unless the product provides sufficient value to the user. Hence instead of just basic fabrics, value added products should be offered in order to justify the high cost of silk material. As mentioned earlier with the help of professional designers or institutes like AIFD, NIFT etc, range of garments suitable for occasions like Party Wear, Lounge Wear, Casual Wear, Leisure Wear etc., can be developed and if it is required a tie up can be made with good retail outlets like Victoria Secrets etc., Institutional supplies like Airlines, Hotel, Hospital, offices etc can open a new segment of bulk markets for the vanya garments.

- 41 -

CENTRAL SILK BOARD, BANGALORE (Ministry of Textiles, Govt. of India) ARMY INSTITUTE OF FASHION & DESIGN, BANGALORE Retailer/ Whole Sellers’ Survey Dear Respondent, CSB, Bangalore & AIFD, Bangalore jointly conducts this study to find out the awareness, retail metrics, Stock pattern, Sourcing and supply side driving factors for Vanya Silk Products (Fabrics, Home Apparels and Lifestyle Garments) in this region. We request you to kindly co-operate by sparing the valuable information and make this study, a purposeful attempt. QUESTIONNAIRE: (PleaseTICK wherever applicable) 1. How long have you been in this retailing/whole selling business? a. Past 10 years and more ( ) b. Past 5 –9 years ( ) c. Past 2 – 4 years ( ) d. Recently started my business ( ) 2. What are the products do you stock generally? a. Fabrics and Dress Materials only b. Fabrics and Garments c. Fabrics, Garments and Home Made-ups

( ( (

) ) )

3. What are the Fibre classification do you deal with? a. Both Natural and Synthetics ( ) b. Only Natural ( ) c. No specific fibre as such ( ) 4. Do you sell Silk Products? (Please tick) a. Yes ( ) –(refer qn.no.6) b. No ( ) 5. If “No”, Why?…………………………………………..(Please specify) 6. If “Yes”, Do you sell (Please Tick your answer) a. Only Mulberry silk products b. Only Non-Mulberry (Vanya) silk products c. Both Mulberry and Non-mulberry silk products

- 42 -

( ( (

) ) )

7. Which one, according to you, realize you more sales benefits? (Please tick) a. Cotton based products ( ) b. Synthetic based products ( ) c. Silk based products ( ) 8. Amongst Silk products, which one benefits you the most? a. Mulberry silk products ( ) b. Non-mulberry silk products ( ) 9. What do you feel to enhance the profit while selling silk products? a. Sale of Garments or Made-ups instead of fabric / dress materials ( ) b. Value addition on Garments / Made-ups ( ) c. Product package instead of selling single pieces d. New collection of products in trendy fashion

( (

) )

10. Do you follow any fashion dynamic while sourcing or selling silk products?  

Yes No (Please refer qn. No. )

11. If “Yes”, which one do you follow the most a. Colours b. Colours & texture c. Colours, Texture & Style d. Colours, Texture, Style & embellishments e. Not very specific on any of the above

( ( ( ( (

12. Where do you get you supplies? a. Local Sources b. From outstation sources c. Own Manufacturing arrangements

) ) )

( ( (

) ) ) ) )

13. If from Local, list the source: a. Local Small & tiny scale suppliers b. Local Cooperative societies c. Local CSB supported marketing agencies d. Private stockists

( ( ( (

) ) ) )

14. If from outstation, list the source: a. Local Small & tiny scale suppliers b. Local Cooperative societies c. Local CSB supported marketing agencies d. Private stockiest e. Imported supplies

( ( ( ( (

) ) ) ) )

- 43 -

15. Do you get enough order stock from the manufacturers/suppliers? a. Yes ( ) b. No ( ) 16. According to you, the supplies always a. Enough to meet the customers demand b. Short supplies than demand c. More supplies than demand d. Source on order only

( ( ( (

) ) ) )

17. If “b” is your answer, how do you manage to maintain the stock to sales? ----------------------------------------------18. How many Stock turnover you do in a year’s time a. 2 times a year ( ) b. 3 times a year ( ) c. 4 times a year ( ) d. Can’t say exactly ( ) 19. Which category of product you have more stock turnover? a. Cotton & cotton blends ( ) b. Synthetic & synthetic blends ( ) c. Silk & Silk blends ( ) d. Any other……………..(Please specify) 20. What is your sales margin in Vanya silk products? Around -------% on procurement price 21. Do you see more benefit in selling Vanya Silk products over other category of products? a. Yes ( ) b. No ( ) 22. If “No”, can you suggest how to enhance more sales of Vanya Silk? 1. ____________________________ 2. ____________________________ 3. ____________________________ 4. ____________________________ 23. What do you suggest to improve the over all promotions of Vanya Silk in your market? 1. ________________________ 2. ________________________

- 44 -

3. ________________________ 24. If “No”, what do you generally follow to source or sell of products? 1. ___________________ 2. ___________________ 3. ___________________ 25. Do you get enough customers to support your business? a. Yes ( ) b. No ( ) 26. If “Yes”, don’t you want to change your business practice forever? a. Yes ( ) b. No ( ) 27. What do you feel about selling Vanya Silk products with latest trend & fashion in the market? a. Good to enhance more sales with existing customers b. Good to sustain current business status c. Good to cater to new customers d. No change in business Store/Business Details: Name: _______________________________________Signature: Designation: _____________ Contact Information: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ ___ Thanks for you kind information and Time: Researcher’s Name: Place: Date:

- 45 -

CENTRAL SILK BOARD, BANGALORE (Ministry of Textiles, Govt. of India)

ARMY INSTITUTE OF FASHION & DESIGN, BANGALORE Customer Survey Dear Respondent, CSB, Bangalore & AIFD, Bangalore jointly conducts this study to find out the awareness, consumption pattern and demand for Vanya Silk Products (Fabrics, Home Apparels and Lifestyle Garments) in this region. We request you to kindly co-operate by sparing the valuable information and make this study, a purposeful attempt.

QUESTIONNAIRE: (Please TICK wherever necessary): 1. Which place do you belong to (please specify)? □ Local ________________________ □ Outstation ________________________ 2. Do you buy Silk products? □ Yes □ No 3. If Yes, What is (are ) the purpose(s) for which you buy silk products? a. Wedding

(

)

b. Festival

(

)

c. Birthday

(

)

d. To gift someone

(

)

e. Home Décor

(

)

f. Other reasons

(

)…please specify…………………………….

4. Where do you buy the silk products? _____________________________

- 46 -

5. Rank your order of preference when do you buy silk products? a. b. c. d. e. f. g.

Fabric Luster Colours Appeal Price Usage value Pride to wear/use Wearing comfort

( ( ( ( ( ( (

) ) ) ) ) ) )

6. When did you buy silk products last time? a. Recently b. A month ago c. Six months ago d. A year ago

(

( ( ( )

) ) )

7. Your buying decision on Silk mostly depends on …. a. Independent b. Consult family c. Consult friends d. Take advise from the shopkeeper/sales persons

( ( ( (

8. Do you get the silk product what do you want? a. Always ( ) b. Sometimes ( ) c. Not at all ( ) 9. What do you do when you don’t get what you want? a. Wait till the my regular shop brings for me b. Go to other shops and try c. Try in nearby towns/cities d. Go for some other alternate products 10. Do you know that there are different varieties of silk? □ Yes □ No 11. If “Yes”, Please Name them a. b. c.

- 47 -

( ( ( (

) ) ) )

) ) ) )

d. e. 12. Do you know about Vanya Silk? □ Yes □ No 13. If “Yes” a. Where do they hail from? 1. From Agriculture field 2. From Forest areas

( (

) )

b. Are you aware that Vanya Silk is a natural product? □ Yes □ No c. Do you know the special features of Vanya Silk Products? □ Yes □ No d. If “Yes”, Can you name a few 1.----------------------2.----------------------3.----------------------4.----------------------e. Where do you buy Vanya Silk products usually? -----------------------------------------------------------f. How do you know it is pure Vanya Silk? ----------------------------------------------------------g. How do you come to know about Vanya Silk Products?  Newspaper/Magazine (Name _______________________)  Television (Name of Channel ______________________)  Word of Mouth  Recommended by Store/Sales person  Any other (Specify ______________) h. Do you see Vanya Silk products are offering value in terms of a. Suit my budget Yes ( )/No ( ) b. Feel Proud while wearing Yes ( )/No ( )

- 48 -

c. I look different d. Serve my purpose of buying

Yes ( )/No ( ) Yes ( )/No ( )

i. Do you insist for Vanya silk only when you decide to buy? □ Yes □ No 14. If “No”, when you buy some alternate product instead of Silk, do you feel satisfied? □ Yes □ No 15. If “Yes”, what is your choice? a. Cotton b. Polyester c. Blends of cotton or polyester d. Any other that substitute silk

( ( ( (

) ) ) )

16. Do you or any of your acquaintance shop regularly at this store? □ Yes □ No 17. How would you describe the store? □ Good value for money □ Family Store □ Fashion Store □ Any Other ( please specify __________________ ) 18. What other store or place can you compare this store to? 1. ---------------------------2. ---------------------------3. ---------------------------19. What will attract you to shop at this store? (Please Rate your preference in 5 point scale; 1: Most attractive; 2: Attractive like any other store; 3: Sometimes attractive; 4: Not always attractive; 5: Least Attractive) 1. Price ( ) 2. Choice of product ( ) 3. Colours ( ) 4. Choice of brands ( ) 5. Availability of sizes ( ) 6. Discount or any other promotional measures 7. Familiarity with the shop-owners/sales people

- 49 -

( (

) )

8. Satisfying treatment of Customer

(

)

9. Store’s integrity 10. Store offering to entire family

( (

) )

20. What kind Vanya Silk products attract you the most to buy? □ Men’s garment/dress materials □ Women’s garments/dress materials □ Kid’s garments/ dress materials □ Home apparels and decorative articles (Please specify ___________________) 21. What suggestions would you give to enhance and improve the Vanya Silk products? ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ___________________________________________________________________ Personal Details: Name: _______________________________________Signature: Sex: □ Male □ Female Age: ___________ Occupation: _____________ Contact Information: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ ___ Thanks for you kind information and Time: Researcher’s Name: Place: Date:

- 50 -