Study of Alternate Channels to Promote Kara Wipes in Jalandhar MarketSummer Training Project Report submitted in partial fulfillment of the

requirements for the Master of Business Administration Management, APEEJAY Institute of Management Technical Campus Batch: 2012-14 Project Mentor: Prof. Parul Nanda. The purpose of my study was to find out different channels that can be used in promoting and maximizing the sales of Kara in major markets of Jalandhar. This study is incomplete without the interaction with its main coordinator, I also interacted with many commuters of different cosmetics, general stores and medical stores covering various major markets of Jalandhar such as Rainak Bazar, Atari Bazar, Bhairo Bazar, Garha Market etc.It helped in gauging the expectations of retailers as well as the expectations of customers through retailers to reduce the gap between expectations and realistic presence of the product. I sampled Kara in major markets of Jalandhar to increase the awareness of Kara because the concepts of using wet facial wipes is very new in India unlike other western countries where people spend their major portion salary in disposable products. In last few years, the growth and development story of India has seen different stages. From the time of independence to 1991, the time of liberalization in India and then to the twenty first century, the markets have shown tremendous changes. Today consumers have got the power and the income to spend on products. Different firms entered in the market and lost but many succeeded and make their mark. All the markets starts with nascent stage and later grow to its maturity, same with the wipes market which is in its nascent stage in India now but the potential is high if explored Kara is a brand name of Wet wipes from the house of Grasim Industries, Aditya Birla Group. Among its different variants, Refreshing facial wipes are the most selling wipes in the consumer market. My project title was study of alternate channels to promote Kara in Jalandhar market in Grasim Industries, Aditya Birla Group. Objective of the project was to find out the ways to promote Kara and create new potential areas for the product. It also involves the work to find out the measures to keep the product ahead of its competitors such Johnson & Johnson, Estonia, Good Look, Freshia, Mizz Refreshing and last but the least the Chinese wipes products. For brand promotion and widening the horizon for the new products launched by the company I sampled Kara in almost all major markets and malls of Jalandhar which also resulted into generating the awareness of the brand and it provided a chance to the people to use Kara at free of cost first time. Once they are fond of the product, they will voluntarily buy the product and will become its regular user. In my later stage of training, I was assigned to

understand the operations of the company by visiting almost all markets in Jalandhar. For the purpose, I visited more than 140 shops and took orders from retailers of the company. TABLE OF CONTENTS CHAPTER 1 INTRODUCTION SCOPE OF THE STUDY OBJECTIVE OF THE STUDY RELEVANCE OF THE STUDY TEAM CONSTITUTION ACHIEVEMENT AND RECOGNITION CHAPTER 2 SUMMER INTERNSHIP PROFILE STUDY OF ALTERNATE CHANNELS TO PROMOTE KARA WIPES USE OF SOCIAL MEDIA TO PROMOTE KARA WIPES INDTRODUCTION ABOUT ADITYA BIRLAGROUP HINDALCO INDUSTRIES IDEA CELLULAR ULTRATECH GRASIM INDUSTRIES BIRLACELLULOSE ANALYSIS OF INDIAN WIPES MARKET COMPETITION ANALYSIS OF KARA WIPES SWOT ANALYSIS CHAPTER 3 RESEARCH METHODOLOGY CHAPTER 4 DATA ANALYSIS CHAPTER 5 RECOMMENDATIONS AND SUGGESTIONS CHAPTER 6 CONCLUSION

CHAPTER 7 ANNEXURE BIBLIOGRAPHY MY LEARNING FROM SUMMER INTERNSHIP LIST OF FIGURES FIG 1: USE OF WET WIPES FIG 2: MARKET SHARE OF WET FACIAL WIPES FIG 3: FREQUENCY OF USE OF WET WIPES FIG 4: PREFERRED PLACE TO BUY SKIN CARE PRODUCTS FIG 5: RESPONSE ABOUT IDEAL PACK FIG 6: RESPONSE ABOUT IDEAL PRICE FOR A MEDIUM SIZE PACK FIG 7: PURPOSE OF USE OF WIPES FIG 8: PERCEPTION OF CUSTOMER TOWARDS THE CONCEPT OFWIPES FIG 9: AWARENESS OF KARA WIPES FIG 10: MEDIUM MADE AWARE ABOUT KARA WIPES FIG 11: SATISFACTION LEVEL TOWARDS KARAWIPES FIG 12: INFLUENCIAL ATTRIBUTES OF KARA WIPES FIG 13: ATTRIBUTES LEAD TO DISLIKE KARA WIPES FIG 14: ATTRIBUTES THAT DIFFERENTIATE KARA FROM OTHER BRANDS FIG 15: WOULD KARA BE RECOMMENDED BY CUSTOMERS FIG 16: GENDER DISTRIBUTION OF CUSTOMERS FIG 17: AGE DISTRIBUTION FIG 18: SHARE OF INCOME CLASS FIG 19: PROFESSION DISTRIBUTION CHAPTER-1 INTRODUCTION Aditya Birla Group is Indias first truly multinational corporation. Global in vision, rooted in values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders. The group has annual turnover of US$ 24 billion, market capitalization of US$ 23 billion, and has over 100,000 employees belonging to over 25 different nationalities on its rolls. The group has diversified business interests and is dominant player in all the sectors in which it operates such as viscose staple fiber, metals,

cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers, insulators, financial, service, telecom ,BPO and IT services. Its subsidiary company Grasim is the largest exporter of Viscose Rayon Fiber in the country, with exports to over 50 countries. Grasim Industries is mainly focusing on increasing more awareness about its newly launched Kara wet wipes. Being a new concept in India, it is very difficult for the company to divert Indian customers to substitute traditional handkerchief by Kara wet wipes. They are position the same through their continuous and effective marketing communication. They have an edge over their competitors because of its backward integration and the raw material for Kara wet wipes is being provided from Birla cellulose division. I sampled in different markets of Jalandhar to create awareness about the product and give the commuters opportunity to use Kara wet wipes free of cost for the first time approach. I was fortunate enough to get this opportunity to work with such a multinational incorporation. As the group quotes its tagline, Taking India to the world, it provided a lot of learning experiences those will surely help in long run in my transformation towards corporate world. Scope of the study The data collected gives the clear picture of the product in the markets of Jalandhar, the study of this research, gives the company an indication about whether it is feasible to move on with the persisting movements and marketing strategies, and if no, then how to go about it and make it worthwhile for the brand as well as the company. The main purpose to conduct this marketing research is to find out the perception of the consumer towards the new concept of the skin care wet wipes whether they are not hesitant to accept this new concept of the wet wipes or they still believes in the traditional method of using the formulized based products. And even to study how much awareness of this product is there in the market and the brand image of it. Another main aim to conduct this study was to understand the retailers reactions and expectation towards the KARA and to reduce the gap between the expectations of retailers and in actual. The study of consumers responses helps firms and organizations improve their marketing strategies. Purpose of the study The objective of project was To take measures for maximizing sales opportunities and promote Kara in Jalandhar market. Thus, approaching to general public and introducing our products to them and reminding them until they give a formal response was our priority task. However, along with it, a primary research work was also done to supplement the field work. Achievements/Recognition :Post the sampling activity, I was assigned to visit retailers to take orders from retailers keeping Kara and place the product onto new counters for the increment of sales as well as awareness. I

got appreciation from Area Sales Manager for high worth of order in a day and continuous placement of the product onto new counters. Chapter-2 Detailed Introduction of about the Topic (Summer Internship Profile1) Modern Trade Management deals with malls and shopping complex where thousands of customers come daily to buy household items. Kara is available at almost every mall in Jalandhar however internees under this profile have to check inventory levels of product, placing of the product as compared to competitor products, visibility, customers reaction on seeing the product etc.2)General Trade Management In this profile, all the small retail shops are focused where I had to see if Kara is already available with them, are the retailers happy about the response of the product, sufficient inventory levels are maintained etc. Also there were many retail shops which didnt have any wet wipes and were apprehensive about keeping the product. I had to market the product to such retailers and clarify any doubts which retailer has about the product.3) Marketing Research This profile is a pure marketing research based where I have to ask respondents to fill up a pre-designed questionnaire thus fulfilling the given objective. I chose places like malls and major markets where I had to intercept respondents and request them to take part in the research. The company and its brands and are a means by which it can establish a dialogue and build relationships with consumers. Marketing communications also perform many functions for consumers. They can tell or show consumers how and why a product is used, by what kind of person, and where and when. Consumers can learn about who makes the product and what the company and brand stand for; and they can get an incentive or reward for trial or usage. Marketing communications allow companies to link their brands to other people, places events, brands, experiences, feelings, and things. They can contribute to brand equity by establishing the brand in memory and creating a brand image as well as drive sales and even affect shareholder value. Although marketing communications can play a number of crucial roles, they must do so in an increasingly tough communication environment. Technology and other factors have profoundly changed the way consumer process communications, and even whether they choose to process them at all. The rapid diffusion of powerful broadband internet connections, ad skipping digital video recorders, multipurpose cell phones, and portable music and video players have forced marketers to

rethink a number of their traditional practices. These dramatic changes have eroded the effectiveness of the mass media. Sales promotion tools Using Social Media Channels to Promote Kara The main challenge in this era is to stand out from the crowd, and use of any non-traditional channel of promotion can differentiate us from our competitors and we can attract the potential customers. One of every nine people on earth log on to social media channels every day and spend 700 billion minutes a day sharing content on social media. Kara needs a social media component, or may potentially lose the attention of over 750 million social media users. Here are five fun ways to promote the product on social media channels. Facebook Offers recently rolled out the new Facebook offers for fan pages, which is a free service for Facebook page administrative. The Facebook offers feature is as easy as posting a status update, and is an easy, fun way to promote the brand. We can create a catchy, strong headline remember, the offer will be competing with lots of other status updates, photos and links in your fans news feeds. Next, add an image that is recognizable in thumbnail form and represents our offer at a glance. As a final step, add fine print or terms and conditions to avoid misconceptions if our customers have. Fans redeem Facebook offers via their smart phone or from an email thats mailed to them after they get the offer. Aditya Birla Group is Indias first truly multinational corporation. Global in vision, rooted in values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders. The group has an annual turnover of US$ 24 billion, market capitalization of US$ 23 billion, and has over 100,000employees belonging to over 25 different nationalities on its rolls. The group has diversified business interests and is dominant player in all the sectors in which it operates such as viscose staple fiber, metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers, insulators, financial, service, telecom, BPO and IT services. The origins of Aditya Birla Group can be traced back to the 19th century when Seth Shiv Narayan Birla started trading in cotton in the town of Pilani, Rajasthan. In the early part of the 20th century, Groups founding father, Ghanshyamdas Birla, expanded the group and set up industries in critical sectors such as textiles and fiber, aluminum, cement and chemicals. In 1969, Aditya Birla, the then Chairman of the Group, put the group on the global map. He set up 19 companies outside India, in Thailand, Malaysia, Indonesia, the Philippines and Egypt. Under Aditya Birlas leadership, the group attained new heights and it became worlds largest producer of viscose staple fiber, the largest refiner of palm oil, the third largest producer of insulators and the sixth largest producer of carbon black. After Aditya Birlas

demise his son Kumar Mangalam Birla took over the charge of the group and under his leadership the group has sustained the significant position in the sectors in which it operates. The Group operates in 25countries India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea. A US $29.2 billion corporation, the Aditya Birla Group is in the league of Fortune500. It is anchored by an extraordinary force of 130,000 employees, belonging to30 different nationalities. In India, the Group has been adjudged "The Best Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over 50 per cent of its revenues flow from its overseas operations. Globally the group has proved its mettle A metals powerhouse, among the worlds most cost-efficient aluminum and copper producers. Hindalco-Novel is is the largest aluminum rolling company. It is one of the three biggest producers of primary aluminum in Asia, with the largest single location copper smelter No.1 in viscose staple fiber The fourth largest producer of insulators. The fourth largest producer of carbon black The eleventh largest cement producer globally and the second largest in India Among the best energy efficient fertilizer plants. Among the worlds top 15 and Indias top four BPO companies In India, the Group holds a frontrunner position as A premier branded garments player. The second largest player in viscose filament yarn. The second largest in the core alkali sector. Among the top five mobile telephony players A leading player in life insurance and asset management. Among the top three supermarket chains in the retail business Global Presence of the group Aditya Birla Group has many subsidiary companies across the world. It has its presence not only in Asian countries but also in European and African countries. Thailando Thai Rayono Indo Thai Syntheticso Thai Acrylic Fibero Thai Carbon Blacko Aditya Birla Chemicals (Thailand) Ltd.o Thai Peroxide Philippineso Indo Phil Textile Millso Indo Phil Cotton Millso Indo Phil Acrylic Mfg. Corp. Indonesiao PT Indo Bharat Rayono PT Elegant Textile Industryo PT Sunrise Bumi Textileso PT Indo Liberty Textiles PT Indo Raya Kimia Egypto Alexandria Carbon Black Company S.A.Eo Alexandria Fiber Company Chinao Liaoning Birla Carbon Canadao AV Cell Inc.o AV Nackawic Inc.Australiao Aditya Birla Minerals Ltd. Laoso Birla Laos Pulp and Paper Plantation Company Ltd. Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh, to keep experimenting. Diversified Businesses Aditya Birla is organized into various subsidiaries

that operate across different sectors. Among these are viscose staple fiber, non-ferrous metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, Modern retail(under the More brand of Supermarkets, and also under the Trinethra, and Fabmall brands until recently), fertilizers, sponge iron, insulators, financial. Services, telecom, BPO and IT services. The Group consists of four main companies, which operate in various industry sectors through subsidiaries, joint ventures etc. These are Hindalco, Grasim, Aditya Birla Nuvo, and UltraTechCement.Non Ferrous MetalsThe groups non-ferrous metals are under Hindalco. It is a dominant player in aluminum and copper. Its manufacturing locations are primarily in India, and itowns mines in Australia. On February 11, 2007, the company entered into an agreement to acquire the Canadian company Novelis for U$6 billion, making the combined entity the worlds largest rolled- aluminum producer. On May 15,2007, the acquisition was completed with Novelis shareholders receiving $44.93per outstanding share of common stock. Hindalco has also recently acquired Alcans stake in the Utkal Alumina Project Joint venture in Orissa, India. Hindalco is a Fortune500 company, it makes alumina chemicals, primary aluminum, rolled products, alloy wheels, roofing sheets, wire rods, Cast copper rods, copper cathodes and several other products. But the project has faced massive protests from locals. On 16 Dec 2001 three tribal people were shot dead because they were opposed to the project. Cement The Group has two subsidiary companies in cement sector named as Grasim and UltraTech cement. Together the two companies under the group account for a substantial share of the cement market in India. UltraTech cement comprises the erstwhile cement business of L&T which was acquired by the group. UltraTech announced an increase in sales by 18% and Profit after Tax by 42% for the quarter ending March 31, 2012. Carbon Black The Group is the fourth largest manufacturer of Carbon Black worldwide. It operates out of facilities in Egypt, Thailand, India and China. It is a major supplier to several major automobile tyre manufacturers worldwide. Textile Business The Aditya Birla Group is the worlds largest player in the Viscose Staple Fiber industry. It operates out of India also such as in Laos, Thailand, Malaysia and China. It owns the Birla Cellulose brand. Apart from viscose staple fiber, the group also owns acrylic fiber businesses in Egypt and Thailand, viscose filamentyarn businesses and spinning mills at several locations all over India and SouthEast Asia. The group has pulp and plantation interests in Canada and has recently invested in plantations in Laos the Aditya Birla group is also a major player in the branded garments market in India. Its subsidiary, Madura Garments, is a major producer of

textile fabric as well as the brand licensee of Louis Phillip, Van Heusen and Allen Solly in India. It operates company owned retail outlets in several cities in India and now planning to go to Pakistan as well. Telecom Services Aditya Birla Group holds a 98.3% stake in Idea Cellular, a leading telecom operator in India. Idea Cellular started off as a joint venture with the group, AT&T and the Tata Group. However the stakes of the remaining partners was eventually acquired by the group. After an Initial Public Offering on the Indian Stock Markets, Idea Cellular now accounts for a third of the groups market capitalization. Other Business Apart from the above businesses, the group is a major player in sectors like Insulators, Fertilizers, IT (It owns PSI Data Systems Limited http://www.psidata.com), ITeS (It owns Trans-works and recently acquired the Canadian BPO Firm Minacs), Chemicals, Mining, Sponge Iron, Financial Services(A joint venture with Sunlife) and more recently, Retail Beyond Business Transcending business for over 50 years now, the Group has been and continues to be involved in meaningful welfare-driven initiatives that distinctly impact the quality of life of the weaker sections of society in India, South-East Asia and Egypt In India, the Groups social projects span 3,000 villages. It reaches out to seven million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla. Its focus is healthcare, education, sustainable livelihood, infrastructure and espousing social causes. The Group runs 42 schools, which provide quality education to over 45,000children in Indias interiors. Of these, over 18,000 children receive free education. An additional 8,000 students receive merit scholarships. Likewise at its 18 hospitals in India, more than a million patients are given extremely subsidized medical care. To embed corporate social responsibility as a way of life in organizations, the Group has set up the FICCI Aditya Birla CSR Centre for Excellence, in Delhi. The Group transcends the conventional barriers of business and reaches out to the marginalised because of its conviction of bringing in a more equitable society and send out a message that "We care .MAJOR COMPANIES The major companies of the Group are among Indias leading corporate. These include: Grasim: Viscose staple fiber, rayon grade pulp, cement, chemicals, textiles UltraTech Cement Ltd: Ordinary Portland cement, Portland blast furnaceslag cement, Portland pozzolana cement and grey Portland cement Samruddhi Cement: Cement Hindalco: Aluminum, copper Aditya Birla Nuvo: Garments, viscose filament yarn, carbon black, textiles, insulators Idea Cellular Ltd.: Telecom Birla Sun Life Insurance Co.Ltd.: Life insurance Birla Sun Life Asset Management Company Ltd.:Mutual fund Aditya Birla

Money Mart Limited: Mutual fund distribution Aditya Birla Capital Advisors Private Limited (ABCAP):Private equity advisory and investment management, for Indian and offshore investors Aditya Birla Money Limited:Leading player in broking space Aditya Birla Minacs IT Services Ltd. :Application development ,maintenance and enhancement solutions Aditya Birla Minacs Worldwide Limited: Customer relations management (CRM), integrated marketing services, knowledge process outsourcing Aditya Birla Finance Limited: Asset-based finance, corporate finance and investment banking, capital market and treasury. Birla Insurance Advisory & Broking Services Ltd: Non-life insurance advisory and broking services Non-life insurance advisory and broking services: Apparel retail Peter England Fashions and Retail Ltd: Apparel retail Madura Garments Exports Limited: Apparel export Aditya Birla Retail Limited: Multi-format stores Industries Ltd.: Fluorine chemicals Essel Mining & Industries Ltd.: Iron and manganese ore mining, nobleferro alloys REWARDS & RECOGNITION2002KHARACH unit won Chairmans Gold Award for manufacturing excellence.2003Birla Celluloses HARIHAR (India) unit bagged "TERI Corporate Environmental Award" for cleaner production, while keeping waste generation at its lowest. Birla Celluloses KHARACH (India) unit was awarded "Green-tech Gold Award" for environmental excellence, in recognition for its continuous efforts in the field of sustainable development and environmentalpreservation.2004Birla Celluloses NAGADA (India) unit was awarded the coveted "Stockholm Industry Water Award", a first time achievement in Asia. Grasilene division HARIHAR won Green-tech Environment Excellence Gold Award. HARIHAR unit won Golden Peacock Environment Management Award.2005KHARACH unit won PSU- Quality Circle competition for South GujaratIndustries2007HARIHAR Poly fibers wins 2007 IMC Ramakrishna Bajaj award2008The President of India, Mrs. Pratibha Patil confers the much coveted Rotary International Polio Eradication Champion Award on Mrs.Rajashree Birla 2009 Grasims pulp and fiber division wins the highly prestigious Asian CSR Award. Idea Cellular wins the Economic Times "Emerging Company of the Year Award for 2009".2010Hindalco ranked ninth across industries on Forbes Asias Fab 50companies list of Asias 50 most valued companies. Hindalco and Birla White declared winners in the Golden Peacock Awards for Corporate Social Responsibility The Rajiv Gandhi Environment Award for Clean Technology for the year2009-2010 is awarded to Vikram Cement Works.

 2011Business Todays Best Companies to work for in Indias survey, the Aditya Birla Group was on the top of the league in their rankings of most loved companies. The Aditya Birla Group is ranked No. 4 in the list of global top companies for leaders and No.1 in Asia Pacific for 2011, in a study conducted by A on Hewitt, Fortune Magazine. An industry leader in aluminum and copper, Hindalco Industries Limited, the metals flagship company of the Aditya Birla Group is the worlds largest aluminum rolling company and one of the biggest producers of primary aluminum in Asia. Its copper smelter is the worlds largest custom smelter at a single location. Established in 1958, we commissioned our aluminum facility at Renukoot in eastern Uttar Pradesh, India in 1962. Later acquisitions and mergers, with Indal, Birla Copper and the Nifty and Mt. Gordon copper mines in Australia, strengthened our position in value-added alumina, aluminum and copper products. The acquisition of Novel is Inc. in 2007 positioned us among the top five aluminum majors worldwide and the largest vertically integrated aluminum company in India. Today we are a metals powerhouse with high-end rolling capabilities and a global footprint in 13 countries. Our consolidated turnover of USD 15.85 billion (Rs. 72,078 crore) places us in the Fortune 500 league. Hindalcos businesses creating superior value Hindalco is one of the leading producers of aluminum and copper. Our aluminum units across the globe encompass the entire gamut of operations, from bauxite mining, alumina refining and aluminum smelting to downstream rolling, extrusions, foils, along with captive power plants and coal mines. Our copper unit, Birla Copper, produces copper cathodes, continuous cast copper rods and other by-products, such as gold, silver and DAP fertilisers. Our units are ISO 9001:2000, ISO 14001:2004 and OHSAS 18001 certified. Several units have gone a step further with an integrated management system(IMS), combining ISO 9001, ISO 14001 and OHSAS 18001 into one business excellence model. We have been accorded the Star Trading House status in India. Hindalcos aluminum metal is accepted for delivery under the High Grade Aluminum Contract on the London Metal Exchange (LME). Our copper quality standards are also internationally recognised and registered on the LME with Grade A accreditation. Aluminum Hindalcos major products include standard and speciality grade aluminas and hydrates, aluminum in gots, billets, wire rods, flat rolled products, extrusions and foil. The integrated facility at Renukoot houses an alumina refinery and an aluminum smelter, along with facilities for the production of semi-fabricated products, namely, redraw rods, flat rolled products and extrusions. The plant is backed by a co-generation power unit and a 742 MW captive power plant

at Renusagar to ensure the continuous supply of power for smelter and other operations. A strong presence across the value chain and synergies between operations has given us a dominant share in the value-added products market. As a step towards expanding the market for value-added products and services, we have launched various brands in recent years Ever last roofing sheets, Fresh wrap kitchen foil and Freshpakk semi-rigid containers. Copper Birla Copper, Hindalcos copper unit, is located in Gujarat. The unit has the unique distinction of being the largest single-location copper smelter inthe world. The smelter uses state-of-the-art technology and has a capacity of 500,000 tpa. Birla Copper also produces precious metals, fertilisers and sulphuric and phosphoric acid. The unit has captive power plants for continuous power generation and a captive jetty to facilitate logistics and transportation. Birla Copper upholds its longstanding reputation for quality copper cathodes and continuous cast copper rods by assuring its management processes meet the highest standards. It has acquired certifications such as ISO-9001:2000 (Quality Management Systems), ISO14001:2004 (Environmental Management System)and OHSAS-18001:2007 (Occupational Health and Safety Management Systems).Mines Hindalco acquired two Australian copper mines, Nifty and Mt. Gordon, in 2003.The Birla Nifty copper mine consists of an underground mine, heap leach pad sand a solvent extraction and electro winning (SXEW) processing plant, which produces copper cathode. The Mt. Gordon copper operation consists of an underground mine and a copper concentrate plant. Until recently, the operation produced copper cathode through the ferric leach process. In 2004, a copper concentrator was commissioned to provide concentrate for use at Hindalcos operations in Dahej. Both Nifty and Mt. Gordon have a longterm life of mine off-take agreement with Hindalco for supply of copper concentrate to the copper smelter at Dahej. Idea Cellular Limited was incorporated in 1995, and now ranks third in terms of all-India wireless revenue market share at 13.6 per cent. Idea ranks second with23.6 per cent revenue market share in nine service areas where it holds 900 MHz spectrum and which derive about 41 per cent of the industrys all-India revenues. The market positioning of Idea reflects the strength of its brand considering the fact that Idea added 11 out of its total 22 service areas in the past four years. Today, it is a pan-India player with commercial 2G operations in 22service areas, and 3G in nine of these circles. Its subscriber base has grown multifold, from 7.37 million in March 2006 to 89.5 million in March 2011.Idea holds 16 per cent stake in Indus Towers, a joint venture with other telecom majors Bharti Airtel and Vodafone. Indus Towers is the worlds largest tower company with over one

lakh towers. Idea enjoys a market leadership position in many of its operational areas. It offers GPRS on all its operating networks for all categories of subscribers, and was the first company in India to commercially launch the next generation EDGE technology in Delhi in 2003. As a pioneer in technology deployment, it has been at the forefront through the adoption of bio fuels to power its base stations, and by employing satellite connectivity to reach inaccessible rural areas in Madhya Pradesh. Idea has been a leader in the introduction of value-added services, and there are many firsts to its credit, including a voice portal Say Idea, Idea TV, voice chat and instant messenger. Tariff plans have been customerfriendly, catering to the unique needs of different customer segments, for instance the Womens Card. Caters to the special needs of women on the move, and Youth Card covers the emerging youth segment. Idea has a network of over 70,000 cell sites covering the entire length and breadth of the country. The company has over 3,000 service centre servicing Idea subscribers across the country. Ideas service delivery platform is ISO 9001:2008 certified, making it the only operator in the country to have this standard certification for all 22 service areas and the corporate office. Achievements Idea has won numerous awards and is the only Indian GSM operator to win the prestigious GSM Association Award consecutively in the best mobile technology category for the Best Billing and Customer Care Solution both in 2006 and in2007, even in the face of international competition. Idea was adjudged the Emerging Company of the Year by The Economic Times. Brand Idea has won many accolades for its innovative communication. The What an Idea, Sirji ads have won four Effies from 2008-2010, making itone of the Buzziest brands in the country. In 2011 Brand Idea moved to the No. 4 position amongst all service brands in the Most Trusted Brands Survey conducted by Economic Times publication. Ideas biggest campaigns "Break the Language Barrier "and "No idea Get Idea" were ranked globally as the best brand campaigns2011 at MMA Global Awards and World Communication Awards, London. In radio, Idea won six awards at the Golden Mikes Awards 2011 and was adjudged the Advertiser of the Year. Besides, Idea has also won a series of Digital Awards, the biggest being the Yahoo Big Chair where it won Gold. IDEA Cellular has been recognized as the Most Customer Responsive Company in the Telecom sector, at the prestigious Avaya Global Connect Customer Responsiveness Awards 2010.Ideas subscriber base as at the end of August 2011 according to the statistics, is totalling to 98,441,714.

 UltraTech Cement Limited is Indias biggest cement company and Indias largest exporter of cement clinker based in Mumbai, India. The company is division of Grasim Industries. It has an annual capacity of 52 million tonnes. UltraTech is Indias largest exporter of cement clinker. The companys production facilities are spread across eleven integrated plants, one white cement plant, , fifteen grinding units, and five terminals. UltraTechs success is attributed to its diverse product offerings. Different products are handled by different product groups, which are also known as profiles. Product groups decentralise control and encourage innovation. They also ensure better customer segmentation, which in turn leads to better customization of product offerings and guarantees cent percent customer satisfaction. UltraTech Cement, Birla White, UltraTech Concrete, UltraTechBuilding Products and UltraTech Solutions are the different profiles of UltraTech,each catering to varied needs. This versatility has been a key competitive advantage for UltraTech over the years. UltraTech is the 10th largest cement manufacturer in the world making it a significant global player. It has grinding units, jetties, bulk terminals and integrated plants all across the world. UltraTech Cement is the countrys largest cement clinker exporter, catering to export markets in countries across the Indian Ocean, Africa, Europe and the Middle East. Such diverse presence across countries has helped UltraTech leverage economies of scale and enabled it to become a name to reckon with in the international market. UltraTechs journey began almost three decades ago and throughout this journey, the focus has always been on providing customers with the best products and services. The resulting success has only reaffirmed UltraTechs desire to be a complete end-to-end building solutions provider. Each mile stone in this journey is a cherished memory: becoming the largest cement manufacturer in India, winning the SUPERBRAND and POWER BRAND accolades and being recognised as a truly global organization, are a few that stand out. UltraTechs inception can be traced back to the mid-1980s with the establishment of Grasims first cement plant at Jawad in Madhya Pradesh. In2001, with the objective of increasing its reach, Grasim acquired a stake in L&T Cement Ltd. The stake was further increased to a majority stake in 2003 there by giving Grasim a pan-India presence and an increased market share. In 2004, the demerger of L&Ts cement business was completed and Grasim acquired a controlling stake in L&T Cement Ltd and the name was subsequently changed to UltraTech cement. The cement business of Grasim was demerged and vested in Samruddhi Cement Limited in May 2010, with Samruddhi Cement Limited consequently being amalgamated with UltraTech Cement Limited in July 2010. In September

2010, UltraTech Cement Middle East Investments Limited, a wholly owned subsidiary of UltraTech Cement acquired management control of ETA Star Cement Company, along with its operations in the UAE, Bahrain and Bangladesh, thereby putting UltraTech on the global map. Today, UltraTech Cement is the tenth largest producer of cement globally. It has a diverse presence across the globe. The company has eleven integrated plants, one white cement plant and one clinkerisation plant, which is based in the UAE. Furthermore, UltraTech has 15 grinding units across the world: 11 in India, 2 inUAE and 1 each in Bahrain and Bangladesh. It also has 2 rail bulk terminals in India, 3 coastal terminals, out of which 2 are located in India and one in Sri Lanka. UltraTech Cement is the largest selling single brand cement in India and the largest cement clinker exporter. UltraTechs products include Ordinary Portland Cement, Portland Pozzolana Cement and Portland Blast Furnace Slag cement. UltraTech is the most trusted and preferred brand of Engineers, builders, contractors and individual house builders. Today, UltraTech is used in vital structures like dams, bridges, flyovers, airports, metro railways apart from residential and commercial structures. Ready mix concretes of UltraTech operate under the mother brand of UltraTech Concrete. UltraTech Concrete sub-brands are christened Fibercon, Free Flow, Colourcon, Stainless, Thermocon, Hypercon, Pervious and Dcor, each of which offer a unique value proposition and cater mainly to specific requirements of large infrastructural projects. UltraTech Building Products manufactures and markets technologically reengineered products including dry mix mortars and blocks for the construction and infrastructure industry. The sub brands of UltraTech Building Products are Seal & Dry, Super Stucco, Readiplast, Fixoblock, Xtralite and Power grout. UltraTech Building Solutions (UBS) is a novel concept in the Indian Construction Industry. It is a one stop shop designed on the "plan, build and support" philosophy, which offers home building solutions right from planning to completion. UBS is based on a franchise model that caters to the building and construction needs of individual home builders as well as the entire building and construction fraternity. Collaboration is the key to UBS which houses renowned brands of building materials apart from its own cement, namely paint, construction chemicals, steel, pipes and fittings. A basket of services like technical advisory, vaastu services, House Layouts and Construction Cost Calculator, also form a significant part of the offerings at UBS. The UltraTech brand houses its white cement products under the umbrella of Birla White. Birla Whites range comprises of Birla White Cement and other finishing products, widely used for interiors and

exteriors including flooring, walls and ceilings. The sub brands of Birla White are Wall care, Textura, Levelplast and GRC. Star Cement is a leading manufacturer of cement in the Middle East. Its operations are spread across UAE, Bahrain and Bangladesh with an installed capacity of 3 million metric tons per annum. Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks among Indias largest private sector companies, with consolidated net revenue ofRs.202 billion and a consolidated net profit (before extraordinary items) ofRs.27.6 billion (FY2010).Starting as a textiles manufacturer in 1948, today Grasims businesses comprise viscose staple fiber (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute to over 90 per cent of its revenues and operating profits. The Aditya Birla Group is the worlds largest producer of VSF, commanding a 21 per cent global market share. Grasim, with an aggregate capacity of 333,975 tpa has a global market share of 10 per cent. It is also the second largest producer of caustic soda (which is used in the production of VSF)in India. Grasim is the largest exporter of Viscose Rayon Fiber in the country, with exports to over 50 countries. This, along with Aditya Birla Nuvo can be considered as the flagship companies of the AV Birla Group. Grasim is Indias pioneer in Viscose Staple Fiber (VSF), a man-made, biodegradable fiber with characteristics akin to cotton. As an extremely versatile and easily blendable fiber, VSF is widely used in apparels, home textiles, dress material, knitted wear and non-woven applications. Grasims VSF plants are located at Nagda in Madhya Pradesh, Kharach in Gujarat and Harihar in Karnataka, with an aggregate capacity of 333,975 tpa. Nagda is its largest unit producing a wide range of VSF to suit customer. Requirements in terms of length, denier and colour and also second and third generation fibers like Modal, Excel and Solvent Spun fibers, respectively. Nagda is also the largest producer of spun-dyed specialty fiber in the world. HariharThe Harihar unit houses facility for manufacture of both VSF and rayon grade pulp, the basic raw material for VSF. The companys Rayon Grade plant was the first in India to use totally indigenous wood resources with in-house technology for producing rayon pulp with an innovative oxygen bleaching process to reduce the use of chlorine. Kharach The VSF plant at Kharach, set up in 1996, employs the most modern technology giving it a competitive edge in the export market. Joint Ventures (JV)Thai Rayon Promoted in 1974 by the Aditya Birla Group, Thai Rayon is the sole manufacturer of Viscose Rayon Staple Fiber (VSF) in Thailand. More than 50 percent of Thai Rayons VSF throughput is directly exported to more than 20countries worldwide. The VSF meets the stringent quality expectations of

customers in USA, Mexico, Europe, Turkey, Canada, Israel, Australia, South Korea, Philippines, Indonesia, Pakistan, Bangladesh and Sri Lanka.PT Indo Bharat Rayon Marketed under the brand name of Birla Cellulose, the company produces a wide range of VSF in engineered specifications for textiles and non-woven applications. The companys strong focus on environmental protection is reflected through its investments in a sophisticated state-of-the-art waste-water treatment plant and scientific waste disposal systems. Grasim has joint venture with the following overseas companies: AV Cell and AV Nackawic in Canada AV Cell and AV Nackawic supply dissolving grade pulp to the Groups VSF units in India, Thailand and Indonesia. Birla Lao Pulp & Plantation Limited in Laos To further strengthen the backward integration in pulp, Birla Lao has been formed as a JV with other associate companies for raising captive plantations at Laos. This will provide a low cost source for wood to meet future requirements of a green field pulp plant in due course of time. Birla Jingwei Fibers Company Limited in China The JV with Hubei Jingwei Chemical Fiber Company Ltd. was formed in2006 for manufacturing VSF. Currently, this plant has a capacity to produce VSF of 35,000 tpa. This spread and scale of operations make the Groups VSF operations very cost competitive. Moreover, vertical integration into plantation, manufacturing of ray on grade pulp and horizontal integration into production of principal raw material required for VSF production, namely, caustic soda, intermediate inputs namely CS2,sulphuric acid along with captive power and steam generation facilities, further enhance its competitive edge. Research& Development Grasim has established a very strong R&D base covering different stages of the value chain such as: Grasim Forest Research Institute, Harihar is involved in R&D of forestry. Birla Research Institute for Applied Sciences (BRI), Nagda is involved in the development of different generations of cellulosic fibers. Textile Research Application Development Centre (TRADC) at Kharach, a NABL accredited Lab, is involved in addressing research and development related to downstream textile value chain comprising various fibers, yarns, processing, garments, etc. With the capability to offer the entire range of cellulosic fiber under the umbrella brand of Birla Cellulose, Grasim has positioned itself as a dependable supplier of cellulosic fibers for Feel, Comfort & Fashion across global markets. To penetrate into niche market segments and to grow further, the division has ventured into the production of high performance viscose fibers aptly named Viscose Plus, High Wet Modulus Fibers (Modal) and new generation Solvent Spun Fibers and Birla Excel. Grasim is also the

largest producer of Sodium Sulphate, a byproduct of VSF manufacture. This chemical is widely used in the paper and pulp, detergent, glass and textile industries. Cement Grasim has grown to become a leading cement player in India. Grasim ventured into cement production in the mid 1980s, setting up its first cement plant at Jawad in Madhya Pradesh and since then it has grown to become a leading cement player in India. Grasims cement operations today span the length and breadth of India, with 11composite plants, 11 split grinding units, four bulk terminals and 64 ready-mix concrete plants as on 30 June 2009.All the plants are located close to sizeable limestone mines and are fully automated to ensure consistent quality. All units use state-of-the-art equipment and technology and are certified with ISO 9001 for quality systems and ISO14001 for environment management systems. Chemicals Grasim has Indias second largest caustic soda unit. Rayon grade caustic soda is an important raw material in VSF production. To achieve a reliable and economical supply of this chemical, Grasim set up a rayon grade caustic soda unit at Nagda in 1972, with an initial capacity of 33,000 tpa. This has since grown to258,000 tpa, making it the countrys second largest caustic soda unit. Textiles Grasim has strong nation-wide retail network and also caters to international fashion houses in USA and UK. Grasim has a strong presence in fabrics and synthetic yarns through its subsidiary, Grasim Bhiwani Textiles Limited, and is well known for its branded suitings, Grasim and Graviera, mainly in the polyester- cellulosic branded menswear. Grasims strong nationwide retail network includes 50 exclusive showrooms as well as 200 wholesalers and 25,000 multi-brand outlets through which it reaches its customers. Grasim caters to international fashion houses in the USA and UK supplying fabric to them for manufacturing of garments, which are available in some of the largest retail chain stores. Sources of competitive advantage Cost: Grasim is the lowest cost producer of VSF in the world. It is the most integrated fiber producer with the chain stretching right from Forest to Pulp to Fiber to Yarn. All most all the intermediate inputs are captive. Besides, their in-house engineering division enables us to grow in a most cost effective way. Technology: On technology front, they produce all the three generations of man-made cellulosic fibers from an inhouse developed capability through research and development. Their research and development efforts are not limited to fiber stage alone but extend to entire textile value chain. While the plantation and related activity is carried out at Grasim Research Institute (GFRI, Harihar,India), the Product innovations are carried out at Birla Research Institute (BRI,Nagda, India). For value chain related activities, a state of art Textiles Research&

Application Development Centre has been established at Kharach, GujaratIndia to entire textile value chain from yarn to fabric to garments. Markets: On marketing front, their reach extends to the entire globe, through marketing offices. On a global level, their major strength is in spun-dyed fibers and now other specialties such as Non-woven, Modal and Excel have started penetrating in global markets. Their brand Birla Cellulose is firmly entrenched in the market. Their value added marketing services comprising of technical, logistical, financial, marketing and informational support have enabled us to emerge as the most preferred supplier of VSF in world. Our offerings whether from India, Thailand, Indonesia or China are all marketed under the mother brand Birla Cellulose and sub brands Birla Viscose, Birla Modal & Birla Excel. An umbrella brand has enabled us to create a common identity for our product across the globe irrespective of its production origin and creating of awareness of the brand. Consumer Products Division of Grasim Industries Grasim Industries, an Aditya Birla Group Enterprise has started its Consumer Product Division with various personal care & home care dry & wet wipes products. This marks the companys foray into the Indian FMCG market. The Indian FMCG market is of US$13.1 billion and is the fourth largest sector in the economy. FMCG Sector is expected to grow by over 60% by 2015. That will translate into an annual growth of 10% over a 5-year period. In 2008 the company launched Kara skin care wipes and Prim Home Care wipes. Kara Skincare wipes is positioned as an essential skincare accessory. In 2009, Grasim entered the baby care segment with the launch of Puretta. Puretta is targeted at todays mother, who opts for a contemporary and convenient lifestyle. Introduced for the first time in India, the Puretta product portfolio includes Complete Cleaning Wipes, Germ Shield Wipes and Skin Nourishing Wipes. Birla Cellulose is the Aditya Birla Groups umbrella brand for its range of cellulosic fibers. It comprises versatile subbrands; Birla Viscose, Birla Viscose Plus, Birla Modal, and Birla Excel. These brands offer a wide range of functional benefits such as soft feel, high moisture absorbency, bio degradability and comfort to the wearer. These fibers have multiple applications including apparel, home textiles, dress material, knitwear, non-woven etc.Fiber is one of the oldest businesses of the Aditya Birla Group that commenced in1954. Birla Cellulose is a world leader in viscose staple fiber (VSF). Its production is spread across six countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group independently fulfils Indias entire VSF requirements. With a strong focus on Research and Development (R&D), the Groups R&D initiatives span the entire value chain. Grasim Forest Research Institute pulp to

plantation research. Birla Research Institute for Applied Sciences pulp to fiber research. Textile Research & Application Development Centre (TRADC) value chain from fiber to garments / made ups "Nature is the genesis of all that surrounds us; therefore, what other than nature could be the origin of Birla Cellulose.. Nature is the source of Birla Cellulose and herein the inspiration of our logo lies. Fibers from Nature is our theme and our message: Leaves fall and grow all over again; they are a renewable resource of nature. Birla Cellulose is much like these leaves and is made from the same trees. The floating leaves symbolise the key characteristics of Birla Cellulose which are "comfort and lightness". The vibrant green indicates that Birla Cellulose can take on vibrant colours. The circle signifies the cycle of nature and sustain ability. Nature remains the underlying theme for all our brands: Viscose is symbolised by the fresh green of summer Modal is symbolised by the burnt orange of autumn Excel is symbolised by the deep pink of spring. An integrated outlook Birla Cellulose is growing by leaps and bounds through both organic and inorganic route. The efforts towards integration and selfsufficiency are as follows: Backward integration into pulp and plantation. Captive power plant at all locations. In house manufacturing of all major chemicals and auxiliaries used in VSF manufacturing. Attributes of Birla Cellulose Natural: Soothing, comforting and elevating, Birla cellulose exhibits all qualities of its source nature. Stylish: The drape and fall of Birla Cellulose with its natural inheritance is a fashion statement. Timeless: Just like nature, Birla Cellulose, is timeless and shall always remain in vogue. A fashion catalyst: A hint of Birla Cellulose in your wardrobe brings in the glamour that differentiates between mundane and fashionable. Versatile: Birla Cellulose combines the best properties of all fibers. It is extremely bendable hence enhancing the realms of possibilities in clothing. Birla Cellulose - Fibers from nature contributing to a green world Preserving our environment has always been the inspiration behind Birla Cellulose. It has successfully achieved this goal through the following initiatives: Nurturing and building the green cover Over a million plantlets are being produced from identified superior clones for development of clonal orchards and plantations. Land conservation Efforts are on to encourage tree-farming practice on marginal, sub-marginal and fallow lands to the best advantage of the country. The yield of Viscose is seven times that of cotton for the same land area. Thus significantly contributing to conservation of land, and reaping maximum results from this limited resource. Water conservation Birla Cellulose Viscose is highly environment friendly. Every kilogram of viscose produced saves 200 buckets of water when

compared to cotton. Thus it preserves one of the most valuable natural resources. Process friendliness The process being followed for production is environment friendly and green due to the following advantages: Non toxic effluent as a result of replacement of zinc by alum Less solid waste generation due to reduced lime consumption Reduced risk of fouling biological microorganism in reactor Spun Shades This variant is environment friendly and results in conservation of water throughout the value chain. It is Okeo Tex certified, i.e. it meets the ecological requirements set for baby articles. Birla Cellulose: The perfect blend Birla Cellulose fibers are the perfect blend with all types of fibers. The benefits of using Birla Cellulose as a blend are as below: Birla Cellulose blends Benefits of blending with Birla Cellulose Birla Cellulose-cotton Makes cotton soft and supple Improves fabric uniformity Imparts sheen and colour brilliance Birla Cellulose-wool Improves wear properties Imparts softness Enhances skin friendliness Adds shine and luster Birla Cellulose-silk Maintains sheen of silk Improves comfort Economical and fashionable Birla Cellulose-synthetics Improves comfort, breathability, lustre and skin friendliness Birla Cellulose-elastane Offers excellent sheen, comfort and stretch Birla Cellulose-elastane Offers excellent sheen, comfort and stretch PRODUCTS OF BIRLA CELLULOSE Aditya Birla group announced its foray into the baby care segment in India by launching PURETTA 100 per cent natural and biodegradable baby care wipes in2009. Product portfolio includes Complete Cleansing Wipes, Germ Shield Wipes and Skin Nourishing Wipes. These wipes are safe for the babys delicate skin as they are alcohol free, hygienic, hypoallergenic and dermatologically tested. Since Puretta (meaning pure and diminutive) is made from Birla Cellulose, soothes the babys tender skin with its soft and nature-friendly properties. While the usage of baby wipes is growing in India, there is limited access to quality products at the right price points. Most of the products available today are imported, and are primarily regular wet wipes that do not serve the specific needs of baby care. Puretta fills this gap with its three distinct variants, aiming to satisfy the need of Smart Moms. Most of the other wet wipes in the market today are made from Polyester-Viscose blended non- woven fabric or paper. Polyester is not skin friendly and its repeated use on the skin is not advisable. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often embarrass the user. While Puretta is made up of non-woven fabric which absorbs sweat, extra oils from the skin without scrubbing it. It doesnt wither when rubbed hard and doesnt leave lint on facial skin or stubble. Characteristics of Puretta Baby Wipes Safe for babys skin. Hygienic.

Hypoallergenic Dermatologically tested. Alcohol free. With mild fragrance Convenient- hassle free cleaning and application of lotions without using towel or cotton balls Portable With optimized efficacy. For complete baby care. Variants of Puretta Complete Cleansing Wipes Complete cleansing baby wipes are enriched with chamomile extracts these wipes are gentle and soothing to the babys skin ensuring complete cleansing while retaining the pH balance of the skin. It is a smart way to clean the baby completely anytime & anywhere. It is basically used on babys nappy area and can be used on complete body of a0-3 years of babies. It is used for following: Every nappy or diaper change. For cleansing in the absence of regular bath while travelling or in winters. Wipe entire body to keep baby clean and fresh at all times, day or night. Provide soothing relief. Most of the other wet wipes in the market today are made from Polyester-Viscose blended nonwoven fabric or paper. Polyester is not skin friendly and its repeated use on the skin is not advisable. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often embarrass the user. While Puretta is made up of non-woven fabric which absorbs sweat, extra oils from the skin without scrubbing it. It doesnt wither when rubbed hard and doesnt leave lint on facial skin or stubble. Skin Nourishing Wipes Skin Nourishing Baby Wipes keeps the babys skin soft and nourished always, after a bath or even during the dry season. Enhanced with Mineral oil and Pear extracts, it leaves a protective layer of moisture on the babys delicate skin. A smarter way to keep the babys skin nourished anytime, anywhere. It is used on babys complete body especially hands, feet, face, neck and back area. It is a good add-on or occasional substitute for baby oil massage. It is basically for babies of age 0-3 years but can also be used for older children with sensitive skin. And it is used for following: Essential to keep babys skin soft and nourished always. After bath and during dry season. While travelling or exposure to air-conditioning at home v Germ Shield Wipes Germ Shield Baby Wipes contains antiseptic properties to protect the babies from germs always. Enriched with Lavender extracts, it leaves the babys skin refreshed. A smart multipurpose option for not only sanitizing babys hands and mouth but also utensils, tethers and toys, anytime and anywhere. It is basically for 0-5 year old babies but can also be used by older children while travelling and also advisable for adults handling the babies. And it is used for protecting the babies from germs throughout the day with natural antiseptic properties. Essential to clean baby as he/she gains mobility and crawls on surface that may be contaminated. After play time, before food

and especially while travelling. To sanitize babys utensils, tethers and toys. PRIM Home & Kitchen Care Wipes PRIM is basically dry wipes used in Kitchen and various multipurpose household works. It can be used to wipe the utensils and cutleries. One wipe can be used for at least a month in the kitchen. There is no product in the market in this category but Scrotch brite is there which is seen as the substitute of the product. Usually cloth is used as the substitute in most of the families but if the promotion is done properly to make the consumers aware of this product it will do very good in the market because of very less competition in this category. There are two packs available in the market one is three wipes pack and the other one in five wipes pack. HANDYS - Hand sanitizing wipes Handys hand sanitizing wipes have been shown to clean and sanitize hands more effectively than rub-in gels. These sanitizing wipes are extra tough on germs, killing 99.9% of germs. Though there are few companies who manufacture sanitizing wipes, but all of them are alcohol based. Handys is the only sanitizing wipe which is Triclosan based and as sufficient as alcohol in killing germs. Triclosan is one of the antibacterial and antifungal and even toothpaste. Grasim Industries outsource Triclosan from vivimed Labs based in Hyderabad. The wipes contain 0.1% Triclosan which is sufficient to give required anti bacterial properties. Rub-in gel sanitizers cannot remove stain marks or dirt but sanitizing wipes are very efficient in cleaning hands. It is gentle on hands, containing moisturizers, aloe vera and silicones. Clinically tested, our hand sanitizing wipes provide convenient protection anywhere, anytime when soap and water are not available. It is an excellent product for anybody seeking hygiene and prevention from infections .KARA Skin Care Wipes Grasim Industries has started its Consumer Product Division with various FMCG products which includes personal care & home care dry & wet wipes products. The main product of our concern for the research is Kara Skincare wipes. It is not easy to look beautiful all the time and it gets even harder when you are out of home with pollution, dust and heat. Introducing for the first time in India, Kara a complete range of skincare wipes. In India, the market for wet wipes was gradually picking up with changing lifestyles and the fast pace of life among the young and upwardly mobile population with higher disposable income. Kara skincare wipes fill up the lacuna in this segment as there is lack of availability of quality products at appropriate price in the Indian market. Kara Skincare wipes is a new product to hit the Indian market. The brand is now running heavy print campaign announcing the launch. Kara Skincare wipes can be called as Indias first branded skincare

wipe product. Skincare wipes are popular in the west but in India the category is a new one. Although Indian consumers are familiar with the products which are imported, its the first time that an Indian company enters this segment Kara means care. The brand also marks Aditya Birla Groups foray into the Indian FMCG market. The brand aims to create a new category of wipes in India. Hence the challenge is to educate the target audience about the usefulness of this product. This task is cut out for Kara since the customer is already exposed to such products. The only task is to inculcate the habit of buying and using the wipes. The product is relevant in the Indian market for two reasons. One is the climate which necessitates such a product and Second is the growing number of lady professionals. The brand has the tagline At your best always this clearly communicates the core brand positioning. The brand is being promoted as the anytime solution to look good. Also Kara is loaded with lotions for different application like deep pore cleansing, moisturizing, toning, sunscreen and make up remover. Rejuvenating the skin is a natural property of mint oil and cucumber coupled with aloe Vera for skin nourishing in refreshing wipes. Jojoba and Avocado unclogs pres, detoxes and exfoliates dead skin in Deep Pore Cleansing wipes. Rose and Thyme are well known to have toning properties used in Toning Wipes. Honey and Almond are age old products for removing dryness of skin and moisturizing present in moisturizing wipes Aloe Vera and plum have natural sunscreen properties Kara Sunscreen wipes. Lavender cleaning and relaxing properties while Seaweed has nourishing effect on skin both used for makeup removal wipes. Kara has a good potential to create and own a new category. The brand already has the first mover advantage. But the category does not have much entry barriers. It can face stiff competition from cheap imports. But Kara has the financial backing of Birla group and the investment in building this brand will pave the way for another successful marketing story. Kara is readily available pan India at superstores, cosmetic and chemist outlets and modern retail. The ease of usability of a convenient and high value product at an affordable cost in India for a young and mobile population is a huge opportunity that Kara wishes to address. Kara wipes were highly effective with unique formulations having natural ingredients that nourish the skin. They are alcohol free and dermatologically safe. Kara is made from Birla Cellulose, a fiber that is 100 % natural and biodegradable Compactly packaged and pre-moistened Kara skincare wipes give a hygienic, convenient and effective skincare solution to the consumers on the go. These wipes are easy to carry and use. Raw Material Used for KARA

Kara is made of 100% Viscose. Viscose is Purer & Softer and more absorptive than Cotton. VSF is 100% Natural and 100% Biodegradable. The material is non-woven fabric which absorbs sweat, extra oils from the skin without scrubbing it. It doesnt wither when rubbed hard and doesnt leave lint on facial skin or stubble. Most other wet wipes in the market today are made from Polyester-Viscose blended non-woven fabric or paper. Polyester is not skin-friendly and its repeated use on the skin is not advisable. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often embarrass the user. How it works The science behind this dullness is the formation of unstable molecules called free radicals when your skin is exposed to elements like pollution, sun, wind, temperature, and stress during the day. These react with the skin to deplete skin proteins (collagen) and thus weaken the skin substrate to cause a slow continuous ageing, which one does not realise till the effects start showing in the form of wrinkles and sagginess. How do we prevent this? The answer lies in a regular dose of nourishment for your skin that is rich in anti oxidants. With a new innovative product range of Kara Skincare Wipes rich in natural extracts, this once incurable problem has found an extremely simple answer. What you could not do so far through the day is now possible as many times as you want. A critical three step action which cleans your skin, gives it essential hydration and replenishes the vital nutrition of the skin can be done in one easy wipe, thanks to the advanced skin wipe technology from Kara. Its unique innovative three step action that is set to change your skincare routine, and ensure that the skin stays young and vibrant all though the day.1. Skin cleaning: Skin experts recommend thorough cleaning of the face before applying anything in order to avoid blocking of pores with lotions which can result in boils, acne and pimples. To take care of this, every skincare wipe has fibrils on its surface which ensure thorough cleaning of the skin pores when they come in contact with the skin.2. Hydration: The benefits of water in preventing skin ageing and dullness are well established. Each skincare wipe has 80% aqua loading which is transfer red to the skin, ensuring a rich, ageless and healthy skin.3. Nourishment: Antioxidants are substances that combat free radicals, and thus help reverse the process of ageing. A steady dose of antioxidants through the day helps in preventing skin ageing. Each Kara wipe has natural ingredients like avocado, aloe Vera and almonds etc. which serve as antioxidants, and thus nourish the skin constantly to gradually reveal flawless glowing skin. This three step action was always a very critical need for the skin, and with the revolutionary wipe format of skincare, it has enabled women to rectify dull sagging skin all through the day. Additionally, a mesh like structure of the easy-to-carry around wipe

helps to hold just the right amount of lotion for one time usage, and a superior applicator technology that regulates the uniformity of lotion absorption into the skin. Therefore, the right amount of skincare at the right time is the Kara way of doing skincare. Make Kara skincare wipes a habit ,and see your skin rejuvenate and glow with health and beauty, forever! Manufacturing Facility of KARA Kara wipes are manufactured at the companys plant at Kharach, Gujarat. The plant layout is approved by FDA and manufacturing activity takes place under stringent conditions that ensure user safety and hygiene. Aditya Birla Group launched this product i.e. KARA skincare wipes in 2008. It is basically a solution to skin care regime out of home a convenient way to be at your best always. Sometimes your hectic schedule leaves you with little time to take care of your skin. But with Kara skincare wipes in your bag, you can now take care of your skin even when you are on the go. With the unique formulation of natural ingredients, these wipes are easy to use anytime and anywhere. Whats more they are made from Birla Cellulose, a fiber that is 100 per cent natural and bio degradable. Kara skincare wipes are the Indias first branded skin care product. These types of products are very popular in west but in India the category is new one. Although Indian consumers are familiar with the products which are imported, is the first time that an Indian company entered this segment. The brand also marks Aditya Birla Groups foray into the Indian FMCG market. According tore ports, wipes market is worth around Rs. 30 crore (Source: Ginny filament Website). Kara skincare wipes are positioned as an essential skincare accessory. The brand is targeting the young lady professionals who often need to meet lot of people. The brand aims to create a new category of wipes in India. Hence the challenge is to educate the target population about the usefulness of this product. Hassle free application of lotion without using cotton balls. Portable Optimized efficacy, 100 per cent natural and biodegradable, Hygienic, Alcohol free. Dermatologically safe. Assurance of Aditya Birla GroupVariants of KARA v Deep Pore Cleansing Wipes Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt, grime and excess of oil. Enriched with Jojoba and Avocado extracts, it unclogs pores, detoxifies and thoroughly exfoliates dead skin cells. v Sunscreen Wipes Kara sunscreen wipes has a formulation of SPF 20 which protects the skin from the adverse effects of UV A and UV B sun rays. It is enriched with antioxidants like plum extract and vitamin E that nourishes the skin and Aloe Vera that keeps the skin moisturized. v Moisturising Wipes Kara Moisturising wipes is enriched with the goodness of almond and honey for beautiful radiant and glowing skin. It is also fortified with vitamins for skin

conditioning and is suitable for use right throughout the year. v Toning Wipes Kara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and maintain the normal pH balance. v Make Up Removal Wipes Kara Make-Up Removal Wipes are enriched with Lavender and Seaweed extracts that removes the make-up in just one swipe. v Refreshing Facial Wipes. Kara Refreshing wipes are enriched with Aloe Vera for skin nourishment and mint oil for effective freshening. It ensures effective cleansing to remove dirt, excess oil and grime from the face and neck and also leaves a lingering fragrance. Disposable Wipes Market Industrialization and urbanization has led to concentration of human settlement at urban centers, which are the hub of the commercial activities. Industrialization has also led to an increase in personal income levels and the consequential expansion of the middle class, allowing a greater number of folks to indulge in value added consumer disposable items like facial cleaning wipes, moisttowelettes, personal hygiene wipes and time-saving products like household cleaning wipes etc. The growing use of wipes in industrial and consumer applications, combined with modernization and increased consumer awareness, has led to an increase of demand of wipes globally. Wipes started at the bottom or more precisely, the babys bottom. Yet, during the past decade, the category has grown to include hard surface cleaning, make up applications and removal, dusting and floor cleaning. In fact, applications other than baby care now account for about 50% of sales in the wipes category. Disposable wipes have evolved into a global business concept generating more than $5 billion in sales a year. Achieving strong double-digit growth year after year, the category now assumes a major role in the personal care market. Spanning from make-up removal and deodorant wipes in personal care to floor and furniture cleaning products in household care, disposable wipes have gradually expanded to offer a wide range of new applications, replacing the traditional combination of cloth, cotton and cleaning solution. North America continues to be the leading market, and is projected to grow from$4.5 billion in 2009 to $5.5 billion in 2014. Western Europe is second with sales of $3.6 billion in 2009, which is predicted to grow to $4.2 billion in 2014.According to reports, China represents more than 33% of the worlds production, growing more than 33% between 2008 and 2009. More rapid gains will be linked to developing nations such as China and India; China alone has increased its demand for wipes to nearly $500 million in 2011 and will surpass Japan as the leading market in the Asia/Pacific region. Classification of wipes based on application Wipes mainly cater into 3 categories:1.Personal Care wipes2.Household & home cleaning

wipes3.Industrial cleaning wipes As per the EDANAs report in 2010, the total wipes deliveries in 2010, amounted to 283,058 tonnes to be compared to 250,356 tonnes in 2009.: The personal care wipes market has increased by 15.7% compared to 2009. Baby wipes: Baby wipes are wet wipes used to cleanse the sensitive skin of infants. These are saturated with solutions anywhere from gentle cleansing ingredients to alcohol based cleaners. Baby wipes are typically sold in plastic tubs that keep the cloths moist and allow for easy dispensing. Cleansing pads: Cleansing pads are fiber sponges that have been previously soaked with water, alcohol and other active ingredients for a specific intended use. There are different types of cleansing pads offered by the beauty industry: makeup removing pads, anti-spot treatments and anti-acne pads that usually contain salicylic acid, vitamins, menthol and other treatments).Cleansing pads for preventing infection are usually saturated with alcohol and bundled in sterile package. Hands and instrument may be disinfected with these pads while treating wounds. Disinfecting cleansing pads are often included in first aid kits for this purpose. Personal hygiene: These are usually pre-moistened and come either individually packaged or in one larger container that can be resealed. These kinds of wipes can be useful when youre doing outdoor activities, especially during warmer weather. The wipes can remove dirt and sweat before they settle into your pores. Some no-rinse wipes can even remove waterproof makeup. Household & home cleaning wipes: Kitchen wipes Bathroom wipes Food service wipes Glass surface cleaning wipes Automotive care wipes Industrial cleaning wipe When it comes to industrial applications, choosing the right wipe for the job can make an enormous difference in terms of performance, efficiency and economy. Rags and laundered cloths were once the all-purpose solution for wiping dirt and oils from equipment and hands. Convenient disposable wipes are now widely recognized as the preferred alternative. Global demand for wipes Pre-moistened or wet wipes are normally supplied to the consumer already wet or pre-moistened with a liquid, while the dry wipes are supplied dry, with the understanding that the consumer will add a liquid if needed. In 2009, wet wipes contributed around 71% of the total wipes market. Over time, dry wipes are predicted to gradually gain market share, growing from 29% in 2009 to 30% in2014.Raw materials for wiping fabrics: Polyester: It is by far the most common fiber for carded technologies. As per the application and wipes categories the blend percentage varies. Normally the Industrial wipes are made from 100% Polyester. It is estimated at nearly 43% of the fiber consumed in spun lace. Viscose: It is another common fiber for wipes, especially for personal care.

Personal care wipes are used on very sensitive parts baby care, facial wipes etc. It has to be very soft, smooth and silky. Viscose fiber has all these properties and because of these properties viscose fiber is referred as art silk in the textile industry. Nonwovens industry producers have been working on developing wipes that will flush. To create a flushable nonwoven product, the right combination of strength, easy break up and dispersion is required. To be considered truly flushable the wipe must also be biodegradable. Wipes made from viscose fibers have all these properties and thus can be categorized has flushable products. Household wipes are generally made up of polyester and viscose blended fibers, polyester being the major component. Cotton: Environmental consciousness combined with price increases and shortages in competing materials have created a strong market opportunity for cotton in the nonwoven industry during the past two years, particularly in the wipes market where the addition of cotton can boost absorbency and strength. Cotton has been enjoying a place in the private label baby wipes market, viscose continues to be a dominant fiber in most spun lace applications, despite a global supply shortage that has driven up prices. Developed regions like the U.S., Western Europe and Japan will continue to lead the global wipes market because of the large affluent population and life style trends focused on time saving products. Developing regions like China and India will show a rapid growth for wipes due to the industrial expansions leading to express economic growth. Opportunities for growth exist however they can only be realized by continuously introducing innovative products. Wiping fabric manufacturers are working hard to make sure their wipes customers have lots of choices when it comes to environmentally friendly products. Some of the categories where we can expect to see future growth are household cleaning wipes, toddler wipes and facial wipes. Baby care may have marked the beginning of nonwovens market; the marketers are now moving into even more lucrative categories in an effort to expand the use of wipes beyond babies and are reaching to older kids and their parents. Their portability and convenience, coupled with the hygiene aspect of their single usage, has made them very popular with all types of consumers. Clearly wipes are a rags-to-riches success story in the household and personal products industry and we can bet that demand for these products will continue to grow. In the never-ending drive to encourage consumer spending, advertisers are targeting the hygiene habits of the young Indian male. Analysis of Indian wipes market In the last 3 years there has been an explosion in the number and types of wipes available to the consumer. From baby wipes and facial wipes to disinfecting wipes for your countertop and a slew of automotive wipes to keep your 4-wheelbaby

shiny and supple. In a fast paced world, these wipes are designed for convenience, whether that is for your own personal use or to deal with all those thankless jobs around the house and garage. Betting that rising incomes are persuading more Indian men to take better care of their appearance, the Aditya Birla conglomerate is offering Kara a new weapon in the battle against the sweat generated as boys go about their daily business. Kara is a face wipe designed to replace the damp cotton towel many Indian men carry on their bikes and scooters as they negotiate the hot streets of Mumbai or Madras. Male grooming products have become one of the fastest growing segments of Indias consumer products industry as men pay ever more attention to how they look and move away from a traditional emphasis on intelligence as the ultimate male quality. Data monitor, UK-based market research consultancy, estimates that 50 per cent of Indian men and women believe that physically attractive people have more opportunities in life.Rising affluence and greater consciousness of personal image and hygiene are expected to drive growth in both rural and urban areas, said Euro monitor, a London-based market research firm, in a report. Sales of dedicated mens grooming products in India are estimated to be $500m a year, and rising at 15per cent annually. Changes in trends in the wipes market have also been driven by new product developments and the positive reception of new product applications by the consumer. The global market for wet wipes continues to grow, although it is important to be cognizant of the challenges that will present great difficulties to many. Those companies that can combine cutting edge technology with the development of new and innovative ideas will survive in the long run. The wipes in India are generally made of Viscose and Spun lace. Birla Cellulose manufactures 98% of the Viscose Staple Fiber in India, so it is poised to do well against other local players as they would have to purchase VSF from it. The disposable facial wet wipes market is estimated at Rs 8 crores. Kara holds a dominant position in market with turnover of Rs. 4.5 crores thus capturing 56%of the market. However the sector in India is currently fragmented and unorganized. Ginni filaments (Noida) also hold a strong position in wet wipes market, though their product cant be matched in terms of quality to Kara. Wipes witnessed a surge in the number of players vying for consumer attention towards the latter half of the review period. Grasim Industries Ltd undertook intense brand activity in 2009 and 2010, while Johnson & Johnson (India) Ltd launched a baby wipes product line in 2010. Others such as The Himalaya Drug Co. and Godrej Consumer Products Ltd launched brands in 2009 and extended their portfolios over 2010. Private label players Apollo Pharmacy and Pantaloon Retail India Ltd heightened their brand

promotions through point-of-sale visibility in 2010.The disposable wet wipes market, fairly niche and nascent in India, has grown to Rs 8 crores. Birla Cellulose (Consumer Products Division of Grasim Industries), which has launched three brands in this category namely Kara, Puretta and Prim for various purposes over the last couple of years, accounts for Rs 4 crores of the market. In the US and Europe, 6 and 10 per cent of the income is spent on disposable products. In India, it is 0.0001 per cent. Worldwide, wet wipes are a $6-billion category, but in India, its a nascent category, and a lifestyle item at that, not an essential one, so it will take awhile before there comes an inflection point. The disposable wipes market posted double-digit growth in 2008.Consumer awareness about hygiene products increased as a result of increasing advertising, price reductions and the launch of cheaper variants by manufacturers over the latter half of the year. Skin Care wipes also benefited due to the faster pace of life in cities and the rise in the number of nuclear families and working women, who tend to rely more on disposable products when working in the kitchen or whilst travelling outside of the home. The wipes in India are generally made of Viscose and Spun lace. Birla Cellulose manufactures 98% of the Viscose Staple Fiber in India, so it is poised to do well against other local players as they would have to purchase VSF from it. The leading market research agency KSA TECHNOPAK conducted a market survey & discovered that there is a huge untapped potential for wipes in India. The disposable wipes market in India faces stiff competition from cheaper Chinese imports. Competitive Landscape The stronghold of Tainwala Personal Care Products Pvt. Ltd on wipes gradually waned over the latter half of the review period. The company built on its first-mover advantage in the review period, and still commands 70% of all wipes value sales in India. However, the swift emergence of national players such as Grasim Industries Ltd, The Himalaya Drug Co, and private label players has caused disruption to its lead in both general purpose wipes and baby wipes. Prospects Wipes constituted less than 1% of retail hygiene value sales in India in 2010.With such products not being traditionally popular in the country, the category still relied on niche consumer segments or seasondependent sales. Though home care wipes and floor cleaning systems is not likely to see any major developments over the forecast period, other product categories under personal wipes including intimate wipes and cosmetic wipes are expected to contribute more to wipes growth overall. In a similar trend to the review period, a majority of value sales growth in all wipes categories will be due to the entry and marketing push of national manufacturers.

 The Indian tissue and hygiene market is very small and largely untapped. Untapped market potential As per the leading market research firm, Euro monitor, the market size of away-from-home tissue and hygiene segment in the year 2010 is estimated to be Rs 3,115.5 million; Retail tissue and hygiene market size is Rs 18, 623.8 million; Hygiene market size is Rs 12, 454.2 million; and the Tissue category has the market size of Rs 3, 895.6 million. But whats the reason behind the low penetration of tissue and hygiene market in India? The reason could be lack of awareness and sensitivity/ attention paid towards the hygiene in India. Lack of awareness in the category Traditionally in India, very few consumers are habituated of face wipes. The players in tissue and hygiene category needs to pay more attention on generating consumer awareness relating to use and benefit of hygiene related products. One such initiative is taken by Birla Viscose brand - Kara Skincare wipes, which was launched nearly four year ago in 2008, as a new category in the tissue and hygiene care. At first, the challenge for the brand was to educate and create awareness among its target audience the young consumers, about the use of skin wipes. The brand used BTL and ATL marketing tools which helped it to be recognised among its target audiences. Urban vs. rural market About 70 percent of Indias total population resides in rural India. With growing income of the consumers from rural India, the industry is focusing more on producing specific products, SKUs, priced reasonably for these markets. As per Euro monitor International Report, in categories such as beauty and personal care; consumer appliances; homecare and retailing; India ranks close to breaking into top 10 markets in the world by retail value. But Indias global ranking in tissue and hygiene category is worlds lowest in terms of value market share. Traditional barriers Cultural barriers to consumption have prevented the tissue and hygiene industry from scaling the growth heights achieved by other consumer goods industries. Some of the categories such as toilet paper have market potential in urban market only, rural consumers rarely uses toilet papers. Other categories such as baby wipes and diapers are gaining market share in rural market. Still, tissue and hygiene market can be considered as an urban phenomenon but the category has huge untapped potential in rural areas as well. Future potential The increased label penetration of branded tissue and hygiene products is mainly seen in urban areas where the average disposable income is high and they are more aware about hygiene related issues. But in recent times we have seen that leading FMCG bands such as Proctor & Gamble, Johnson & Johnson, Godrej, Dabur etc with their economic product range has been successful in rural India. More consumer centric approach with small packs and lower price range

,tissue and hygiene market can successfully establish themselves in rural market. Competition Analysis of Kara Wipes Grasim Industries aims to create a new category of wipes in India . Hence the challenge is to educate the TG about the usefulness of this product. This task is cut out for Kara since the TG is already exposed to such products. The only task is to inculcate the habit of buying and using the wipes. The product is relevant in the Indian market for two reasons. One is the climate which necessitates such a product and second is the growing number of lady professionals The brand has the tagline " At your best. Always "which clearly communicates the core brand positioning. The brand is being promoted as the anytime solution to look good. Kara has a good potential to create and own a new category. The brand already has the first mover advantage. But the category does not have much entry barriers. It can face stiff competition from cheap imports. But Kara has the financial backing of Birla group and the investment in building this brand will pave the way for another successful marketing story. As the advertisement with Anushka Sharma and Sharman joshi has also started which is also enhancing the sales of Kara, it will also be able to tackle competition with it. It clearly tells that Kara wipes are not only for women but are also for men as shown in the advertisement of Kara wipes. Competition is also raising in wipes market as the market of wipes is untapped in India. Many domestic cosmetic as well as non-cosmetic companies such asJohnson & Johnson, Estonia, Gini and Good Look have entered into the market with their low price wipes to capture the market share. Simultaneously, many Chinese wipes are coming to India with their lower cost and trying to capture market of wipes as in many shops of wholesale market in Jalandhar. Low prices along with more wipes are being offered to wholesalers. Competitors Sound Wave Wet Wipes Chinese Wipes Ginni Wet Wipes Good look Wet wipes Organic Wet wipes These foreign wipes are also trying to capture the market of wipes which is still untapped. As with the name of Aditya Birla its market will definitely grow There are many substitute of this product. Some has direct competition of the product such as cheaper Chinese wipes, wipes of Johnson and Johnson etc. Some are indirect competitor of Kara such as handkerchief, towel, tissue paper etc. Bargaining Power of Suppliers The main raw material used in making wipe is Viscose Staple Fiber (VSF) which is largely manufactured by the cellulose division of Aditya Birla Group. AdityaBirla Group sells Viscose Staple Fiber to so many domestic and international companies those use this VSF in making of wipes and other products. For Kara, there is no bargaining power of supplier because its own parent company produces the

raw material. On the other hand, for other wet wipes manufacturer, bargaining power of supplier is very high due to sole supplier of VSF. Bargaining Power of Customers Being availability of different variants of wet wipes of different companies such as Johnson & Johnson, Bilt, Kara, Good Look and different Chinese companies, wipes market is like buyers market rather than sellers market. Now, customers have wide range of choice of product and have power to influence the price of the product. SWOT Analysis of Kara Wet WipesStrength1. Under the flagship of well known brand Aditya Birla Group2. Segmentation of specific wipes for specific purpose Availability in seven variants which is maximum number of variants compare to its competitors4. Alcohol free product5. Convenient for customers to use in busy and any situations.6. Hassle free application of lotion without using cotton balls.7. Superior Quality8. Portable It can be easily carried9. 100% Natural, hygienic and Biodegradable produc10. Dermatological Safe11. The product is made up of pure viscose which has a 10 times better absorbing power than cotton.12. Best Brand Compactly packaged and pre-moistened Kara skincare wipes give a hygienic, convenient and effective skincare solution to the consumers on the go. These wipes are easy to carry and use. They are highly effective with unique formulations having natural ingredients that nourish the skin. They are alcohol free and dermatological safe. Kara is made from Birla Cellulose, a fiber that is 100 percent natural andbiodegradable.13. Free promotion Kara wet wipes have partnership with spinz deodorant. Sipnz deodorant is in the high demand so customer gets free trial on purchase of every spinz which helps to promote Kara.14. Company has been focusing merchandising of KARA at potential stores like Papu Stores, Big Bazaar, Spencer etc.Weakness1. KARA hasnt been spending much on advertisement which leads to low level of awareness in market.2. No infrastructure in Jalandhar obstacle in operation. Retailers have very less margin as compared to other brands.4. Comparatively high price5. Irregular follow-up by the salesman is hindering the sales to go up.Opportunity1. Jalandhar is one of the fastest developing city in Punjab.2. Jalandhar has one of the highest consumer expenditure for cosmetic market. Standard of living, status symbol & life style have been on rise thus pushing up such demand. Growing market of skin care products inJalandhar.3. Hotels have been on rapid rise in Jalandhar. Demand of wet wipes is high in hotels.4. Restaurants can provide KARA wet wipe to their customers forrefreshment.5. Beauty Parlour Opportunity came out for Kara is refreshing wipes and makeup removal could be used in beauty

parlour operations like facial, makeup, cleansing, body spa, massage etc could add value to customer and in some of operation they could charge more from customers. KARA can target local branded beauty parlours.6. Gyms KARA could be use in GYM for refreshment purpose of customer after exercise.7. Travel agency KARA wet wipes is mostly used during travelling so travel agency can be targeted.8. People are gradually getting acquainted with the western concept of wetwipes.9. Huge untapped market.10. Climate of India is favorable for such products. Growing market of Skincare products in IndiaThreats1. Stiff competition from cheaper Chinese wipes.2. Very new concept of wet wipes in India.3. High level of competition from main rivals like Johnson & Johnson, Mystique, Dove, Fresh Ones. The Chinese wipes have always gained a lot of popularity and it is very difficult to remove their mark from the customer mind. Chapter-3 Research Methodology is the arrangement of condition for collection and analysis of data in a manner that aims to combine the relevance to the research purpose with economy in procedure. Research is conceptual structure within which research is conducted. It is way to systematically study and solve there search problems. The steps which complete the process are mentioned below: a) Problem Identification b) Development of Approach to problem c) Research design Formulation d) Fieldwork and Data Collection e) Data Preparation and Analysis f) Report preparation and Presentation Research Design: Research design begins with the identification of management decision problem and the success of the research highly depends on the well description of management decision problem. A Research Design is a frame work or blue print for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problem. Although abroad approach to the problem has already been developed, the research design specifies the details, the nuts and bolts of implementing the approach. A research design lays the foundation for conducting the project. A good research design will ensure that the marketing research project is conducted effectively and efficiently. There are three types of research designs viz .a) Exploratory: This type of research is done when objective is not known and it helps in providing insight and understandings to define a problem. It also involves formulation of hypothesis .The study involves finding out present data of demand for

skincare wipes and prospective buyers and consumers of the skincare wipes. b) Descriptive :Descriptive study is an extension of exploratory study and it contains people surveyed, method of analysis, data collection and analysis of problem. Research was done to find out Market feasibility of Kara skincare wipes, so that we can make strategies to establish our products in the market in a better way, providing more awareness and place the product properly as well as promote the brand and emerge as a good competitor in the market .c) Causal: It helps in determining the cause and effect relationships. Manipulation of one or more independent variables is done to match with the objective of our problem. In this project, Descriptive Research Design had been used. The major objective of descriptive research is to describe something, usually market characteristics or functions. Descriptive research is conducted for the following: To describe the characteristics of relevant groups, such as consumers, sales people, organizations, or market areas. To estimate the percentage of units in a specified population exhibiting a certain behavior. To determine the perception of product characteristics. To determine the degree to which marketing variables are associated. To make specific prediction. The Descriptive research can be classified in two methods:1) Survey Methods: This method is used when the research directly corresponds the respondent, makes him aware of our objective and seeks his help in filling up the questionnaire. The respondent answers each and every question thus giving his contribution to the study. Some of the observation methods are: Telephonic Surveys, Mall intercept Mail surveys.2) Observation methods: This method is used when the researcher uses his own judgment on behalf of respondent by observing his reactions and answers when they interact with each other. The researcher tries to put all elements of research questions in the conversation and seeks to find the answers without letting respondent know about it. In this project, Observation method as well as survey method has been used. The former one has been used for retailers where they were unaware that they are participating in the research with their conversation and latter one has been used for all commuters of retail stores and online as well. Scaling is applied to the attempts to measure the attitude objectively. Attitude is a resultant of number of external and internal factors. Depending upon the attitude to be measured, appropriate scales are designed. Scaling is a technique used for measuring qualitative responses of respondents such as those related to their feelings, perception, likes, dislikes, interests and preferences. Most commonly used scales are: a) Nominal: Numbers serve only as labels or tags for identifying and classifying objects. Only permissible operation on the numbers in a nominal scale is counting b)

Ordinal: A ranking scale in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic. In addition to counting, one can place objects accordingly relative to their rank. c) Interval: Numerically equal distances on the scale represent equal values in the characteristic being measured. However the location of origin is arbitrary. d) Ratio: Possesses all the properties of the nominal, ordinal, and interval scales. It has an absolute zero point In this project, all the questions have been designed using Nominal scale. Sample Size: The data was collected through filling up the questionnaires, getting data from retailers and thorough market survey and market research study. The sample size for the study taken is 156 which includes online as well as online. Sample and Sampling Techniques Sample basically means a subgroup of elements of population selected for participation in study. And number of elements to be included in the study is known as sample size. Execution of the sampling process requires a detailed specification of how the sampling designs decisions with respect to the population, sampling frame, sampling unit, sampling technique, and sample size is to be implemented. Sampling technique is broadly classified as: Non Probability Sampling sampling technique that do not use chance selection procedures and rather they rely on the personal judgment of the researcher. Non probability sampling technique is further classified as: Convenience Sampling Judgmental Sampling Quota Sampling Snowball Sampling Probability Sampling a sampling procedure in which each element of population has a fixed probabilistic chance of being selected for the sample. And probability sampling is further classified as: Simple Random Sampling Systematic Sampling Stratified Sampling Cluster Sampling In this study basically Convenience sampling i.e. Non Probability Sampling Technique has been used wherein I surveyed people online and people visiting to malls, cosmetic stores, general stores, medical stores etc. of Jalandhar. Convenience attempts to obtain a sample of convenient elements. The selection of the sampling unit is left primarily to the interviewer. In this type of sampling technique often the respondents are selected because they happen to be in the right place at the right time. Convenience sampling is the least expensive and least time consuming of all the sampling techniques. The sampling units are accessible, easy to measure and cooperative. In spite of these advantages, this form of sampling has serious limitations. Many potential sources of selection bias are present, including respondent self-selection. Convenience sampling is not representative of any definable population. This study basically included

mall-intercept as the sampling technique. And the sample size for the study taken is 156 people that include all respondents online as well as offline. Data Collection Primary Data: The first hand information bearing on any research is the one which has been collected by the researcher. The data here is collected through: A Personal interview of both retailer and consumers. Secondary Data: The data which has already been collected, complied and presented earlier by any agency may be used for purpose of investigation. The data collected through: Various publications in form of annual reports, various papers and journals published from time to time. Through internet and Books Limitations of the study: Research is based on the collection of data from both primary and secondary sources. There may be a possibility of biasness on the part of some respondents, but very much care has been taken to make this report unbiased. Some respondents might not give the correct information due to their lack of interest and shortage of time. Small sample size of 156 may not represent the true picture as it would have been by taking response from entire population. All the information, which is taken, is biased on primary and secondary data that has its own limitations. Location constraint i.e. respondents from high profile location will respond positively and respondents from lower level location will respond negative, although, diversification of location has been maintained and I have tried to cover almost all type of markets in Jalandhar. Chapter-4Analysis of data collected Figure 1 The above statistic shows that 81% respondents are the user of wet facial wipes. Being randomly surveyed a sample of 156 people online as well as offline, this may not be the actual result in the market. But, this huge positive response clearly indicates that the use of wet facial wipes in Indian market has increased drastically over years. It also provides a scope that people are shifting their mind from traditional liquid form of cosmetics products to the wet wipes products.Yes81%No19%1. Do you use wet facial wipes? Figure 2 The above graph is indication of market share of the wet wipes market specially in Jalandhar. Here, Kara holds a dominant market position of 48% and the biggest competitor of Kara is Johnson & Johnson that is giving a significant competition to the market leader. There are many small players such as Mizz and good Look and last but not the least the Chinese products those hold a small portion of the wipes market. Kara is gaining first mover advantage and benefit of its backward integration where its subsidiary

company Birla Cellulose provides VSF which is core raw material for the production of wet wipes. Moreover, Grasim Industries needs to strategize to defend its market share which is gradually decreasing and follower which is Johnson & Johnson grabbing the market over years.Johnson&Johnson36%Kara48%Good Look5%Bilt7%Others4%2. If yes, which brand of wet wipe do you use? Figure 3 Here, according to data, 52% respondents use wet wipes when they require the same. However, 27% people use wipes twice in a day and 17% once in a day. The people who uses wipes thrice in a day are 5% and more than thrice are 2%, thus, we can feature on the pack or in advertisement that use of wipes twice in a day can nourish your skin and can keep your skin healthy. This will result into high increment in the use of the product and ultimately the sale will get a boost. Once in a day17%Twice in a day24%Thrice in aday5%More thanthrice2%Whenrequired52%3. How often do you use the wipe? Figure 4 As Skin care products are associated with cosmetics, thus, 43% respondents buy their skin care products from cosmetics shops. Significant economical growth and liberalization in India has led the growth of malls in major Indian cities. People are more open to buy their daily household and cosmetic products from these malls. Malls stand at 27% in the graph, However, there is a shifting of perception of the people that medical stores are not only visited for disease based medicine but for also purchase of skin care products. Hence, we should be not only focusing on cosmetic store for the sale of the product but can also take medical stores and malls to place the product for the increment in the sale.Mall27%Cosmetic Shop43%General Store18%Medical Store9%Others3%4. Where from do you normally prefer to buy most of your skin care products? Figure 5 Among all the respondents, 32% feels that 10 wipes pack is ideal pack. 20 wipes pack may also be considered to target the mass customers, stands at 27% in the graph. Only 8% respondents believe that 5 wipes pack is an ideal pack, although, It is the smallest pack of Kara available in the market. Other large pack containing 30 and more than 30 wipes pack did not get much response. Therefore, we can promote the product with 10 wipes and 20 wipes pack with better and attractive offerings to target large audience.5 wipes8%10 wipes32%20 wipes27%30 wipes18%More than 30wipes15%5. Which pack do you think is ideal pack? Figure 6 Being availability of various variants of Kara at different prices, it provides an option to customer to choose their ideal pack as per their budget for the cosmetic products. Among all respondents, 36% believe the ideal price pack for them is of Rs. 20-30 and Rs. 30-40 is the ideal price pack

according to 30% of the respondents. Even, 20% of respondents are ready to spend Rs. 40-50 on a product like wet facial wipes. There are few but 6% and 8% respondents do not feel expensive in spending Rs. 50-60 and more than Rs. 60 but less than Rs. 80respectively.Therefore, we can target with Rs. 20-30 and more than Rs. 30 price pack and bring many schemes and other offers with this pack. Rs. 20-3036%Rs. 30-4030%Rs. 40-5020%Rs. 50-606%More than 60but less than808%6. According to you, what should be the ideal price for the multipurpose medium size wipes pack? Figure 7 Indian hot weather has been an advantage for wet wipes manufacturer. People are using wet wipes in the hot summer for wiping out sweat instead of using tradition handkerchief. High life style among urban people has been a reason in increment of use of wet wipes in Indian cities. Among all the people surveyed,50% which is a huge percentage uses wet wipes for the purpose of refreshment. Now people are more health and beauty conscious and 43% of the respondents use wet wipes for the purpose of cleansing their skin. We can design our campaign to feature refreshment and cleansing benefits and how it can help in nourishing their skin. Other variants such as toning, moisturizing, sun protection and make up removal those are very few percentage holder in the graph, can be kept for the support in the second line and cleansing and refreshment variant should be kept in front line to appeal to the customers.Refreshing50%Moisturizing3%Toning2%Cleansing43%Sunscree nProtection2%7. For what purpose do you use wipes? Figure 8 We can infer from the response of the above question that 57% of the respondents agree that wet wipe products are becoming more useful than traditional liquid form of cosmetic products. Although, 12% of respondents strongly agree and provide a scope for wet wipe companies that they can approach with their products. A small percentage of people disagree and to some extent strongly disagree that they can not think of switching over from traditional liquid form of cosmetic products to wet wipe products. Thus, we need to increase the awareness of the product and its different variants for almost all purpose of cosmetic.StronglyAgree12%Agree57%Not sure18%Disagree8%StronglyDisagree5%8. Being wipes are available from refreshing to complete make up range, you think wipes are becoming more useful than traditional liquid form of cosmetic products. Figure 9 It is a very pleasant and satisfying result that being launched in 2008, Kara has gained a significant awareness of its brand in the market. Among all respondents,81% are aware of Kara and 4% are not sure but have heard of the brand somewhere. Only 15% of respondents are entirely unaware of the brand Kara, despite of its full effort in creating awareness of

the brand. Thus, we can infer that Kara in not at its introduction stage rather it is on its growth stage where we need to provide information to customers in convincing that how our product is different and better than products of the other players in the market.Yes81%No15%Not Sure4%9. Are you aware of the brand kara? Figure 10 TV advertisement is highly responsible in creating the awareness of the product,58% of the respondents is aware about Kara because of TV advertisement. This shows the effectiveness of TV advertisement and its reach to the masses. People recalls and associate the brand with the celebrity who is the endorser of the brand. As retailers are one the main stakeholder in selling and promotion of the brand, here, 22% respondents came to know about Kara because of retailers wherefrom they buy their skin care products. We cannot ignore hoardings and word of mouth those accounts for 7% and 13%respectively.Tvadvertisement58%Hoardings7%Retailer22%Word ofmouth13%10. How did you come to know about kara? Figure 11 All the efforts of marketing campaigns are worthless without a good product. Effective marketing efforts can help in first time sale of a product but repeat sale of the product is highly dependent on the performance of the product. The data shows that 67% of the respondents are in favor of the product and consider Kara a good product and further, 15% consider it even excellent. 11% of respondents are not highly satisfied with the product and found the brand as average. Last but not the least, 5% people ranked the product as bad and even2% are highly dissatisfied and put the brand into worst category. We should not ignore these 2% and 5% people, these are very few in numbers but these highly dissatisfied customers can influence the satisfied customers not to use the product by word of mouth. Thus, we should try to enhance our product and make sure none of the customers are dissatisfied post the use of the product.Excellent15%Good67%Average11%Bad5%Worst2%11. How do you find kara skin care wipes? Figure 12 Karas refreshment variant is most popular in the market. Refreshment is the attribute that influenced 60% of the people I surveyed to like Kara. They feel that after the use of Kara wipes, they have refreshment over their faces. Among 156respondents, 17% are the people who like Kara because of hygienic attribute. It provides a lot of hygienic benefits to its regular user. From secondary data, I found that a couple years back, people dislike Kara because of its fragrance but now the situation is completely different and the graph clearly shows that 11%like Kara because of its fragrance only. Still people trust on branded product rather non-branded, 8%

respondents are fond of Kara because its brand name. Only 4% have liking feeling because, undoubtedly the product is costlier than other brands available in the market. Thus, I think the brand name of Aditya Birla Group should be in front of the pack and easily visible, we can enhance the product to provide more refreshing benefit to its user to attract more customers.Fragrance11%Refreshness60%Hygienic17%Price4%Brand name8%12. What attributes influence you to like kara? Figure 13 It is very surprising that people dislike Kara because of its nonavailability. The statistic shows that 41% of the respondents have found Kara unavailable once they have asked for it. Moreover, it resulted into dislike feeling towards the brand. High price has been a factor because of that 29% of respondents do not like Kara and prefer other cheap brand over it. They do not want to spend so much on such cosmetic products and buy cheap wipes like of Mizz, Good Look and Chinese wipe products. Being manufactured by VSF i.e. natural fiber, 18% of the respondents still do not like the softness of Kara. High price and low quality is being perceived by the customers that can create a huge ignorance of the brand. Fragrance is not as attractive as it should be, that the belief of 10% of the respondents. Therefore, we should be more focused in placing the product onto all small and major counters Jalandhar markets. Wet wipes product is a small product and the company should follow sale oriented marketing strategy. It should ensure availability of the product keeping in mind the convenience of customers insteadFragrance10%Softness ofwipe18%Price29%Availability41%Others2%13. What attributes lead you to dislike kara? Figure 14 Kara is positioned to be high quality product, thus, its high price may not hamper the sale of the brand but any gap in the expectation and reality of the product can result into switch of customers. Figure - 14It is a very pleasant response from the user of the brand that 51% found the product as a high quality product. Wet wipes are more or less same in all attributes, therefore, quality is an attribute that can be used to differentiate Kara from other different brands. Among all respondents, 25% found the price of product is not very high as quality the company provides and they feel the product is a value for money. Utility accounts for 14% and attractive packaging stands at 10% in the above graph. It implies that only 10% of the respondents found the packaging of the product is attractive than other brand available in the market. Hence, we should use quality as a unique selling proposition for the brand and also should redesign the packaging of the brand more attractive keeping mind the young generation

customers.Quality51%AttractivePackaging10%Utility14%Value formoney25%14. What does make kara different from other brands? Figure 15 A good product gets promoted by its existing customers and creates many new users. Once asked whether respondents would like to recommend Kara to their friends and family members, 56% responded in yes and 39% may possibly recommend the brand. Only 5% of respondents would not like to recommend Kara to any of their friends and family members. This is after use effect of the product, a good product with good attributes would compel its user to recommend the brand others too.Yes56%No5%May be39%15. Would you like to recommend Kara to your friends and family who are not using it? Figure 16 Females are more conscious about their beauty and use a lot of skin care products. Here, 56% respondents are female and 44% male that shows that we should target female most rather male. Moreover, we should not completely ignore male customers, although they are not very much beauty conscious but spend some portion of their income on cosmetic and skin care products.Male44%Female56%Gender Figure 17 The statistic clearly shows that teen ager and young people is the main user of wet wipes. Out of total respondents, 83% belongs to the age of 15-25. Young married females and males are the second most users of wipes that stands at13% on the graph. Thus, we should be more focused on targeting young school and college students and last but not the least young working people who spends a large portion of their income on cosmetic.152583%26-3513%36-403%Above 401%Which age group do you belong to? Figure 18 Here, 77% of the respondents fall under the income level of Rs. 0-10000 that implies using wet wipe products is no more an extravagant activity, people with low income or dependent on their family spend good amount on skin care products. Upper middle class people those fall under the income level of Rs.10000-20000 accounts for 12%.Thus, Kara is not a luxurious product made for high profile people, even lower middle class, middle class and upper middle class people can be targeted. They are not very high user of wet wipes but surely they are in very huge numbers.(Rs. 010000)77%(Rs. 10000-20000)12%(Rs. 2000030000)7%(AboveRs.30000)4%Income group (per month) Figure 19 Kara is a product made for youth, now students are very conscious about their look and life style. They are very much well informed and understand the benefits of using these skin care products. Among all respondents, 82% are students who use wet facial wipes. Working professionals do not get free time to care about their beauty and skin, thus,

the concept of wet wipes those can be conveniently carried and used has given them flexibility to take care of their skin out of their busy schedule. Therefore, we should mainly focus on students and working professional these categories of people are the one who would use the product.Student82%WorkingProfessional11%Home Maker1%Self Employed6%What is your profession? Chapter-5 Recommendations and Suggestions Recommendations Grasim Industries has been working hard to establish leading brand position of Kara in market. Kara has been able to prove its mettle and highly accepted by customers. I would like to recommend following activities those hopefully will help in growth of Kara. These are as follows:1. To create the BRAND AWARENESS, the following points should be taken into consideration There is huge competition from the Chinese wipes so it requires doing aggressive advertising, campaigns, and samplings at the beginning of summer season, so that product should create awareness at right time and push the sale. Activities and promotions at hyper markets and malls to attract more and more customers, mostly during Saturdays and Sundays. At low budget company can place KARA dangles in concerned retailers. Dangles are very effective marketing communication as it makes customers eyes to see on hanging dangles. Even at low budget company can stick the KARA tape to rakes where product is placed that can increase the awareness of product. Company can organize event on womens day which is on 8th march to create the awareness. The sale of KARA will increase as summer starts in March-April. Even mothers day which lies in may is best month for demand for KARA. So company can organize such events in popular stores like Big Bazaar, Spencer and Vishal mega mart etc.2. Modification in marketing mix of the product and schemes. Getting the product into an eye catching and handy package for various purposes, so that it attracts both consumers and retailers at a glance. Company should acknowledge the customers that the company is charging high prices because of its high quality material unlike of other brands and also educate that compromise in quality of fiber can harm the skin through different media sources. Theres a huge demand for the product among the new-generation working women as they prefer handy products for convenient and easy accessibility. So focusing on the right consumer group is necessary. Hotels have been on rapid rise in Jalandhar. Demand of wet wipes is high in hotels. Restaurants can provide KARA wet wipe to their customers for refreshment. Another idea which I think may help the product

is that if the company can tie up with CAB SERVICES & provide samples inside the cab this may help to at least a chance where the consumers may actually use the wipe & can judge it & a display in the cab itself will help a lot for promotional factor. It is found that more than 13%of the population of Jalandhar prefers cab for commuting. Display schemes to the retailers should be provided which should include posters & halogen board with the name of the shop written on it. Retailers getting very high margin from the Chinese wipes and other brand so the company should also take care of its retailers expectations so that it will fulfill their needs and keep them satisfied. I think company should for a time being raise the margin level from 18%(16%+2%) to around 30% & should concentrate more on advertisements hence as a result of which the consumers will get attracted towards this product and it will raise the demand for the product & retailers will also start keeping the product in their shelves. Regular contact should be maintained with the retailer directly so that they can give their feedback to the company regarding to the consumer reaction rather than through the agents.3. Extension of promotional channel Apart from traditional promotional channels, I would recommend to use social media channel to promote Kara wipes in youth those are internet centric and spend their maximum time on accessing internet. The company can tie up with some internet solution consultant and source the responsibility of promoting Kara on different social Medias such as maintaining Facebook fan page in solving queries of customers towards the product. The detail of this suggestion has been put under chapter 2, in Detailed introduction about the topic. A blog can be created on internet which can educate people about skincare and benefits of using Kara wipes. It can also ask for feedback from users and inform them about new variants and offers etc. The blog can be made interactive by putting surveys on it. The link of the blog can be bulk mailed to various people falling within the target market. Industry Look up Aviation Industry: Like the company has managed to have tie-ups with Kingfisher airlines, other companies can also be targeted with proper explanation on cost-effectiveness of the product. Beauty Parlor: Kara refreshing wipes and makeup removal could be used in beauty parlor operations like facial, makeup, cleansing, body spa, massage etc could add value to customer and in some of operation they could charge more from customers and for the same local branded beauty parlors can be targeted. Saloons: Likewise, even saloons have a lot of business potential for the product especially Porsche saloons of Jalandhar. Gyms: Also the product can do wonders in terms of gaining cliental from gyms in the city, as refreshing

wipes would be more cost-effective than the usage of towels. Potential Gyms of Jalandhar would be Body zone gym, Gold gym. Chapter-6 Conclusion Findings of the Research As per the marketing research its been concluded the following observation 1. Quality of the wipes is being appreciated by most of the customers2. High competition from other brand of wipes such as Johnson& Johnson as they are providing schemes and even their prices are low.3. People are getting more conscious regarding brands, quality, and hygiene.4. Consumers especially women, prefer buying the products of brands like Loreal, Dove, Ponds, Himalaya, etc. because they have been using the other cosmetic items such as face wash, cold cream, moisturizing cream etc. of these brands and prefer to buy the wipes of the same brand.5. People are not aware that sunscreen, moisturizing, toning, deep-pore cleansing variants are available in the market under the brand of Kara.6. Retailers are not well aware about the product and are unable to explain the details about the product to the consumers, as they themselves do not have the complete understanding about the product.7. People are not familiar with the new concept of using wet wipes for almost all cosmetic needs. As certain study and research says that Asian markets especially Indian market does not cater to new products as the people are more inclined towards tried and tested products.8. The first thing which acts as a gatekeeper between the product & the retailers is the margin provided by the company. As there are other local wipes available in the market with more margins to offer than offered by us as a result of this retailer hesitate at a first go to keep the product into their shelf.9. Another point which I think is very shocking to see is the delivery of the order from the distributor to the retailers, in my very short span of period I came across with many complaints from the retailers stating that they had placed their order but the consignment has not been delivered or it took more than 2 weeks to get the delivery, this may act against the products brand value or the retailer may lose interest from the product. Chapter-7 Annexure Questionnaire1) Do you use wet facial wipes ?a) Yes b) No c) Can not say2) If yes, which brand of wet wipe you use? a) Mizz b) Johnson & Johnson c) Kara d) Good Look e) Others________3) How often do you use the wipe ?a) Once in a day b) Twice in a day c) Thrice in a day d) More than thrice e)

When required4) Where from do you normally prefer to buy most of your skin care products? a) Mall b) Cosmetic Shop c) General Stored) Medical Store e) Others_____5) Which pack do you think is ideal pack? a) 5 wipes b) 10 wipes c) 20 wipes d) 30 wipes e) More than 30wipes6) According to you, what should be the ideal price for the multipurpose medium size wipes pack? a) Rs.20-30 b) 30-40c) 40-50 d) 50-60 e) More than 60 but less than 807) For what purpose do you use wipes? a) Refreshing b) Moisturizing c) Toning d) Cleansing e) Sunscreen protection8) Being wipes are available from refreshing to complete make up range, you think wipes are becoming more useful than traditional liquid form of cosmetic products. a) Strongly agree b) Agree c) Cant say d) Disagree e) Strongly disagree 9) Are you aware of the brand Kara? a) Yes b) No c) Not sure10)How did you come to know about Kara? a) TV advertisement b) Hoardings c) Retailer d) Other____________ 118. 11811)How do you find Kara skin care wipes? a) Excellent b) Good c) Average d) Bad e) worst12)What attributes influenced you to like Kara? a) Fragrance b) Refreshment c) Hygienic d) Price e) Brand name13)What attributes lead you to dislike Kara? a) Fragrance b) softness of wipe c) Price d) Availability e) Others_________14)What makes Kara different from other brands? a) Quality b) Attractive packaging c) Utility d) Value for money15)Would you like to recommend Kara to your friends and family who are not using it? a) Yes b) No c) May be . The following are some personal questions about you that will be used for statistical purposes only. Your information will be held in the strictest confidence. Name: ____________________________________________________________G ender:a) Male _____ b) Female ______Which age group do you belong to? a. (15-25) b. (26-35) c. (36-40) d. (Above 40)Which income group (per month) do you fall under? a. (0-10000) b. (10,000-20,000) c. (20,00030,000)d. Above 30,000What is your profession? a) Student b) Working Professional c) Home maker d) Self Employed Contact No. / Email id:(Thank you so much for your time and co-operation, have a good day!!) Bibliography Marketing Management, 12th edition, Philip Kotler, Kevin Lane Kotler, Published by Prentice Hall, USA Advertising and Integrated Brand Promotion, 4th Edition, Thomas C.O Guin, Chris T. Allen, Richard J. Semenik, Published by Thomson South-Western Publishing house. Consumer Behaviour Analysis (critical perspectives on business and management) by G.R Foxall, Published by Routeldge Publishers.Webliographyhttp://www.wikipedia.comhttp://www.adityabirla.c omhttp://www.adityabirla.com/birlacellulosehttp://www.google.comhttp://w ww.grasim.comhttp://www.marketingpractice.blogspot.com/2008/05/kara-

skincare-wipes-at-your-bestalways.htmlhttp://www.indiaprwire.com/pressrelease/consumer/2008060410 008.htmhttp://www.living.oneindia.in/insync/2008/aditya-birla-group-karaskincare-wipes-070608.html My Leaning from Summer Training I learnt lot things during the project. Firstly it provided me much needed corporate exposure like working in formal made team, business communication, prioritizing work. Secondly I brush up my sales & marketing skills through continuous given inputs on soft skills and business communication during summer internship program; but there is no better place to hone these skills than the workplace. I would like to share one experience that one day, I turned up for reporting 10 minutes late due to traffic jams but I was sent back for the day. My industry guide, Mr. Inderpreet sodhi, who is a good example of a well disciplined person and grown by his own core values and philosophy. He neither used to come late nor used to allow anybody to come late. It was a good learning that in corporate world time is money and one is expected to be punctual. After the day, I never have been late for a minute and it continues till now and would be always, as it is rightly said, Almost every mistake is a gift if we learn from it.