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Introduction

The motive behind this business proposal is to provide the


craftsmen of Himachal Pradesh employment with decent wages.
Himachali crafts have a niche market as the handicrafts in Himachal
Pradesh are made with the special motive of serving the natives of
the state.
The handicrafts industry has a high potential for employment, the
sector is economically important from the point of low capital
investment, high ratio of value addition, and high potential for export
and foreign exchange earnings for the country.
Our company Anubhuti will capitalize on the opportunities in the
export of Himachal handicrafts.

Chain of activities
Export market development
Physical distribution/online distribution
Costing and pricing
Production, quality control and packaging
Securing inputs
Entrepreneurial hiring, training, managing
Test marketing
Prototype design and development/ adoption and refinement
Identification of market opportunities
INDUSTRY ANALYSIS
Future Outlook and
Trend
Gross margin of 30% in the first year, 45% in the second year, thereby
increasing as we establish ourselves.
The main key to success will be that we will improve the design
aesthetics of the Himachali handicrafts, make them more appealing
to the modern generation.
We will have two kinds of products
The Traditional Himachali Handicrafts
Himachali elements embodied in modern apparels
Along with good resources we have enriched management and
marketing capabilities to promote our business to provide efficient
resources.


Analysis of
Competitors
Handicrafts competitive edge rests with its proximity to the
craftsmen, as well as the industry knowledge, design aesthetics
and contacts of the management. Many years of direct
experience have led our competitors to identify the unique
opportunity and put together the sources to take advantage of
the local artisans.
Our main competitors are
Bhuttico Shawls
Bodh Shawl Weavers
Bhuttico Shawls
It is cooperative society formed by weavers of village Bhutti in
1944. Bhuttico shawls is a company that sells various Himachali
apparel products made by the local artisans of Kullu. It gives
employment to many weavers of Kullu. The company has
showrooms in various cities for tourists and also has government
funding.
Bodh Shawl Weavers
Bodh Shawl is one of the leading shawl manufacturers of North
India established in 1972 by a tribal named Mr. Paljor Bodh.
Bodh Shawls also have a showroom and attract many foreign
customers to the traditional Himachali apparel.

Our Scope
Though companies like Bhuttico Shawls and Bodh shawls are
highly established many much resources, they only
manufacture traditional Himachali products attracting a limited
demography of customers.
The wages provided to the weavers by these companies are
very less as compared to the cost price of the products.
Our company will promote crafts that are need upliftment
Our company will enhance the design aesthetics of the
Traditional Himachali Handicrafts making them more appealing
to the modern generation customers.
We will embody Himachali designs and traditional crafts in
contemporary apparel making them a choice of a wide
demography of customers.

SWOT ANALYSIS OF
OUR BUSINESS
PROPOSAL
Strengths
Being
students of
NIFT we have
top to bottom
knowledge
about the
working of
apparel
industry.
We can
collaborate
with our
contemporari
es of other
trades like
Fashion
Communicati
on students
can help in
marketing
and
promotional
strategies and
Fashion
Design
students can
help in
creating the
designs.
The nature of
Himachali
handicrafts is
such that if
incorporated
in
contemporary
garments and
accessories
will create a
product of
high sale
value.
One of our
project
member
being a native
Himachali is a
strength
because he
has
knowledge
about the
traditional
handicrafts of
Himachal.
Also the
motive of this
proposal is
not only to
earn profits
but also
provide a fair
share of sale
to the natives
of Himachal
who will form
the basic
foundation of
our business
Weakness
There are already many established companies dealing in traditional Himachali
handicrafts who have much more experience and resources than us.
Large efforts will be required to train the natives of Himachal so that traditional
designs can be merged with the contemporary which will require time and effort.
Inconsistent quality
Lack of adequate infrastructure and communication facilities
Capacity to handle limited orders
Opportunities
Starting from a few crafts
like Kullu Shawls, Chamba
Rumal we can extend our
business towards many
other crafts hidden within
the realms of Himachal
Pradesh.
We can not only make
garments but also
accessories like bags,
belts, laptop sleeves etc.
Rising appreciation for
handicrafts by consumers
in the developed
countries
Threats
Established companies like Bodh
Shawls, Bhuttico Shawls can employ
the strategy of combining traditional
with contemporary which will be a
great threat to our business as they
have resources as well as customers.
DESCRIPTION OF
THE VENTURE
Business Model
Our business proposal is a Social Entrepreneurship Model. It means
creating a social impact through business activities.
Through this business we will give back to the community of
Himachal Pradesh by Uplifting the status of craftsmen in remote
areas of Himachal Pradesh.
It is essential that the business id profitable, not only beneficial to
the social mission so that so that is can be further established.
This strategy not only boosts the local economy but, may also reduce
waste and foster a more sustainable, eco-friendly way to do business.
Target Customers
People who want
convergence of
traditional and
contemporary styles.
People who admire
traditional Himachali
Crafts
People who want to
help the natives of
Himachal Pradesh as
part of the profits will
directly be given to
the craftsmen
Products
Our company will make products incorporating the Himachali Craft
elements like Kullu Shawl Borders, Chamba Embroidery, hand spun
Scarves into daily wear garments like dresses, shirts, scarves, jackets,
ethnic wear etc.
Examples:
Apparels that would have Chamba Embroidery on them.
A scarf will a Kullu Shawl Border that can be converted to a top or a
dress with help of buttons.
Wedding dresses inspired by traditional Himachal Apparel.
Infrastructure and
Raw Material
The infrastructure required for the business is not much keeping in
mind the low investment capital of Rupees 15 Lakh.
The craftsmen of Himachal Pradesh have the basic tools for making
their traditional handicrafts as the art of making handicrafts is passed
on from generation to generation.
The main infrastructure required would be machines for making
apparel like sewing machine, overlock machines, button hole and
button stitching machine.
The raw material like fabric for apparel would be procured from
Ludhiana and the wool and yarn would be procured from Himachal
Pradesh providing benefits to more natives of Himachal.
Wool like Pashmina and Angora wool is hand spun into yarn by locals
and then dyed to make shawls and do embroidery.
Also a hall or small building would be required at each production
center for stitching, finishing and packing of the garments.

Training of
Personnel
The craftsmen would require training so that they can produce
apparel as demanded by our business.
The craftsmen would be given training about what is demanded and
how will they incorporate their designs in contemporary apparel.
Also the local women can be employed. They can be given training for
stitching, finishing and packing of the garments so that all the work be
done by the natives of Himachal Pradesh.
Supervisors also need to be trained so that they can monitor the
progress and quality of the work.
Operational Plan
The designing team will design apparel incorporating both
traditional and contemporary elements keeping in mind
the target customers.
The product development team will organize which
designs would be produced, how will they made, where
will they be made, what raw material will be used etc.
These requirements will be conveyed to the manager and
supervisor in each production center so that the
production can begin.
The finished products will then be transported to a
common warehouse and will be sold to the customers.
A percentage of the profit earned on each product sold
will be given to the people involved in making it.
The
operational
plan that
would be
followed is:
Because the Company is a start-up, our milestones will surround the
establishment of continuing facilities, confirmation of sourcing and
sales contracts, equipment acquisition and installation, staffing and
training, and initiating production
Convince craftsmen and natives of Himachal to work with us
Order Equipment
Secure Location
Training of the workforce
Raw material procurement
Controls
Sales and Marketing
Plan
The sales and marketing team will manage the
ecommerce site and the promotional strategies.
Online shopping sites like fashion and you,
ebay may be contacted to sell the merchandise.
The products can be promoted through online ads,
posters, postcards etc.
Our website will provide information about us and our products as
well as order processing to purchase our products online. We will
include our web address in all of our advertising to reinforce to our
customers how to find us online. Our company logo and motto will
also need to be eye catching and easy to remember so that once our
customers find us, they will remember us and suggest us to their
friends and family.
Website marketing plan
Although exports of handicrafts appear to be sizeable, Indias share in
world imports is miniscule. It is a sector that is still not completely
explored from the point of view of hidden potential areas.
Market potential
All of our initial marketing strategy will be to secure contracts, and
after reaching full planned capacity, look to grow in concert with the
segment and related markets.

We will focus on continually updating our designs in an effort to
remain in the forefront of our chosen marketplace.
Distribution

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