STUDY OF LOCAL BRANDS

Presented By: TAMANNA M.F.TECH(2010-12)

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, GANDHINAGAR

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Index For Harra

About Harra Timeline Brands Mission Vision Values Collection Types of Ownerships Stores Under Study (Store Photographs & Vedios) Head Office Technology Used SCM Outbound Logistics of Harra Process of Logistics Promotional Schemes References

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About Harra
K Maheshkumar Industries Ltd. (Hasejaa group of companies), manufacturer of HARRA brand of Ready to Stitch ladies dress materials.

Founded in 1988.

Mahendra Prabhudas Bajaj is the Director (Marketing and Business Development) for Hasejaa group of companies.

In 2009-10 group turnover is Rs 125 Crores

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Timeline
1988 - Founding of Hasejaa group of Companies. 1989 - Establishment of Brand Hasejaa. 2002 - Laid Foundation for infrastructure through K. Mahesh Kumar Capital Consultant Pvt. Ltd. 2005 - Establishing of Brand Harra. 2006 - Launch of First EBO at Gallops Mall, Ahmadabad. 2008 - Introduction of Hara KBC.
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Brands

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Mission
Our core philosophy is to contribute towards quality of life, aspiration and all lifestyle wants and needs of contemporary Global Consuners beyond geographical temtories

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Vision
Offer information and Value.

Understanding Customers Requirements. Design & Manufacture a complete range of world class products & Deliver World Class Expenses. Align Business Opportunities with the objective of Nation Building.
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Values
Responsibility. Understanding Excellence Integrity

Caring

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Collection
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Types of Ownerships

Company Owned Franchisees

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Stores Under Study

Harra Exclusive Outlet 1, Samir Complex, Opp. Choice Restaurant, Municipal Mkt., Nr. Swastik Cross Road, C.G.Road, Ahmedabad Gallops Mall 6,B/h. Iscon Temple, S.G.Road

Apanapan Near panjab national bank, Khushalbagh, Banswara (Raj.)

Payal 217, Dist Shopping Center, sec. 21,Gandhinagar (Guj.)

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Harra Exclusive Outlet 1, Samir Complex Opp. Choice Restaurant, Municipal Mkt., Nr. Swastik Cross Road, C.G.Road, Ahmedabad
Started on: 2nd Nov., 2009 Type of Ownership: Franchisee Store Location: Ground(For HARRA)
First (For Harra KBC)

Area: Approx. 300 Sqmt SKU: Approx. 800 Sqmt Footfall: Approx. 15-20 per day Layout made by: Own No of Staffs: 1+2 persons Collections: Casual, Party, Designers Price Range: 475/- to 3500/-rs
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Inventory Style: Hanger, Shelf, Mannequins, Glass table Designers: In house Designers Promotional Scheme: SMS, Leaflets, Sponsorships, Sale promotion, kitty parties, Event Organizers, Fashion show, Exhibitions Replenishment Scheme: Every 3rd day New Arrival comes to the store Technology Used: Internet, Genesis SCM: In house designing, Production, Retailing etc Information Provider: Amit Pal Singh
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Store Pictures

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Store Video

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Gallops Mall 6,B/h. Iscon Temple, S.G.Road

Started on: 2006 Type of Ownership: Franchisee Store Location: Ground(For HARRA & KBC) Area: Approx. 600 Sqmt SKU: Approx. 1200 Sqmt Footfall: Approx. 8-9 per day (regular) Layout made by: Own No of Staffs: 1 person

Collections: Casual, Party, Designers

Price Range: 399/- to 3099/-rs.
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Inventory Style: Hanger, Shelf, Mannequins, Glass table
Designers: In house Designers Promotional Scheme: SMS Replenishment Scheme: In 15 days. Technology Used: Internet, Genesis

SCM: In house designing, Production, Retailing etc

Information Provider: Mr. RAJESH
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Store Pictures

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Payal 217, Dist Shopping Center, sec. 21,Gandhinagar (Guj.)

Started on: 1987 Type of Ownership: Franchisee Store Location:2nd Floor Area: Approx. 400 Sqmt

SKU: Approx. 300 Sqmt

Footfall: Approx. 9-10 per day Layout made by: Factory No of Staffs: 2 (for HARRA) & Total 35 Collections: Casual, Party, Designers Price Range: 500/- to 2000/-rs
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Inventory Style: Hanger, Shelf, Mannequins, Glass table

Designers: In house Designers

Replenishment Scheme: In 15 days. Technology Used: Internet SCM: Every Wednesday maintain by company Information Provider: Mr. YAGNEN
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Store Pictures

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Store Video

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HEAD OFFICE

HASEJAA HOUSE Opp. Maskati Market, Sakar Bazar, Kalupur, Ahmedabad-380002. guj.

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Technology Used
Bar Code RFID (In progress) Genesis
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SCM
According to the demand of store they uses their own transportation/private transportations. For monitoring the demand they using Genesis ERP software

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SCM Process

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SCM Process

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Outbound Logistics of Harra

Warehouse

Local
Own Transportation Chota hathi

Outside
private transportati on

Mehta transportati on Store

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Store

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Raw material from mills

Rack size: 55,85,25

Warehouse Craftsmen

Carton Size: 24,24,20

Store

Customer

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Process of Logistics

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Promotional Schemes
SMS Leaflets

Sponsorship
Sale Promotion Activity

Kitty Parties
Event Organizers

Fashion Shows
Exhibitions
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References For Harra

http://www.harra.in/

http://www.fibre2fashion.com//newsdetails.aspx

From Stores and Head office of HARRA

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Kid Studio

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Index of Kid Studio

Introduction to the Brand
Companys mission Categories and Product mix Toys (Funskool) Logistics and Supply chain

Categories and Store Ambience

Reference for Kid Studio
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Introduction
Kid Studio has an exclusive range of essentials for the Newborn baby upto the age of 12 months. This comprehensive range of Baby Clothing and Accessories is made out of the finest 100% cotton and tailored for maximum comfort.

Kid studio is a registered trademark of Sanskrut Baby Products Private Ltd. The Company was incorporated in 1994 and has recently had the distinction of being the Second runner up in the category - Retail at the Emerging India Awards 2008, held in London in July 08. CNBC TV18 and ICICI Bank had initiated these awards to felicitate SMEs who had made their mark in different categories in India. A total of 300,000 companies registered for the awards. Of them, 33 companies were short listed for the final round by CRISIL ratings.

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Companys Mission

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Categories and Product Mix

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Baby clothing is available as Basic Wear which has zablas, leggings, vests, frocks and shorts, Night Wear category which comprises of snap-suits and rompers & snoozie sack, Feed time has bibs and burp cloths, Bath time has wash cloths and towels, Winter wear has apparel in cotton fleece and thermals. Reusable cloth diapers, and those with plastic lining are also available. The Accessories category has items like mittens, booties and caps. Carry mats to conveniently carry the baby around, Layette for that soft inner wear for the baby, and Gift boxes complete the range.
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Toys
Kid Studio offers such toys which are educational as well as colorful which make your baby gets all the attention and be happy.

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Logistics and Supply chain

The company has its own in-house production of the kids garments. The production unit of the company is situated at Sarkhej, Ahmedabad. It has a 2000 sq.ft. area. The company has its own warehouse in the production unit.

The garments from the warehouse are supplied to the store in a tempo leased from third party. The centralized manufacturing of the garments is done in Ahmedabad itself.
The garments are then supplied to different locations all over India.
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The collections are changed in a Mainly the year in 2 seasons: colours are light Dec/ Jan Winter colours like Pink, collection and Blue, Yellow and July/August white. Summer Collection. The regular wear of the in-house production of the firm remains the same round the year, except some minor colour changes.
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Store Locations
Kid studio, is also available at chain stores such as Kid Studio , Shoppers Stop, Pantaloons, Spencer's, Reliance Retail and Central as well as established Multi-brand outlets across the country.
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Categories and Store Ambience

New-born: upto 1 year
Kidswear: Upto 4 years New-born: Rs.39-Rs.1000 Kidswear: Rs.250-Rs.1000 The store is categorised into different sections: The winter wear section, the newly born section, the After-bath section, the sleeping wear section, the regular wear section, the Toys section, the cradles section etc. The furniture and shop are cutely decorated to soothe a child coming in to shop.
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Reference for Kid Studio

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THANK YOU!!

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