Graduation Research Project

Evaluating the Brand Presence – MATSYA

Submitted
by

SHREYA MITTAL

IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE "MASTER OF

FASHION MANAGEMENT (MFM)"

Submitted
to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
Plot no. 15, Sector 4, Kharghar, Navi Mumbai
Navi Mumbai, PIN - 410210
Ph. 02227747100, Fax: 2304710
www.nift.ac.in
May 2018

i
Declaration by the Department/Faculty member

This is to certify that Ms. Shreya Mittal of National Institute of Fashion Technology (NIFT),
Mumbai, has successfully completed her Graduation project work titled “Evaluating the Brand
presence - MATSYA” in partial fulfillment of requirement for the completion of 2 years post
graduate program “Master of Fashion Management (MFM)” as prescribed by the department of
fashion management studies (FMS), National Institute of Fashion Technology

This internship report is the record of authentic work carried out by her during the period from 1st
to th
January 7 April’2018 under my mentorship.

Signature

Name of the Faculty Member

Date

ii
Declaration by Student

I Ms. Shreya Mittal, hereby declare that the Graduation Research Project entitled “Evaluating the
Brand presence - MATSYA” is the result of my own research work carried out by me during the
st to th
period from 1 Janurary’2018 7 April’2018 except as cited in the references. This report has
not been submitted to any other University or Institution for award of any degree/diploma etc.

Signature

Name of the Student:

Date

iii
Certificate by the Organization

Scanned with CamScanner

iv
Acknowledgement

The internship opportunity I had with Matsya was a great chance for learning and professional
development. Therefore, I consider myself as a very lucky individual as I was provided with an
opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful
people and professionals who led me though this internship period.

I am using this opportunity to express my deepest gratitude and special thanks to my industry
mentor Utkarsh Ahuja sir (CEO), who in spite of being extraordinarily busy with his duties, took
time out to hear, guide and keep me on the correct path and allowing me to carry out my project
at their esteemed organization. It is my radiant sentiment to place on record my best regards,
deepest sense of gratitude to Pritika khaturia (Assistant Merchandiser) for their careful and
precious guidance which were extremely valuable for my study both theoretically and practically.
They have given me a new insight into the project, marketing, buying moreover of the corporate
working.

I would also like to thank the teams of all the other departments of MATSYA who have given me
their valuable time in providing me the knowledge about the working of their departments and
their working with the buying and merchandising department.

I also would like to express my deepest thanks to my faculty mentor Dr.Sushil Raturi Sir for taking
part in useful decisions & giving necessary advices and guidance. I choose this moment to
acknowledge their contribution gratefully.

I perceive this opportunity as a milestone in my career development. I will strive to use the gained
skills and knowledge in the best possible way in order to attain desired career objectives.

Shreya Mittal MFM

v
Introduction

Internships are professional experiences that gave me the opportunity to gain practical experience
in a professional environment. The internship is the first opportunity to know what it is like to
work in an office, to learn how to dress and perform in a professional manner, and to apply
professional skills and talents. It is a chance to develop communication and interpersonal skills, to
build your knowledge base about a specific field.

At Matsya Couture, I was briefed about different brands under Matsya and on which all stores the
collection was sent for example Nazaakat, Azra, Basanti kapde aur koffee, etc. Then I was assigned
with the work of Online merchandising for Basanti Kapde aur Koffee for their upcoming website,
along with this I was taught little bit tools of Z order software to check on the production line and
sizes available at the stores. Also, I used to visit twice or thrice a week at the store of Basanti kapde
aur koffee to revamp the window display according to the season and trends at the store I used to
handle celebrity sourcing and coordinating with PR agents. Some of the celebrities for which
sourcing from Matsya was done were Gauhar Khan, Sukhneet Wadhwa, Kajal Aggarwal, Vidya
Balan, etc. Also, I organized marketing activity to promote Basanti Kapde aur Koffee in markets
of Delhi which led to an increase in sales. the journey at Matsya was insightful. I have been able
to meet and network with so many people that I am sure will be able to help me with opportunities
in the future. One main thing that I have learned through this internship is time management skills
as well as self-motivation and I could analyse my strengths and weaknesses. It was a beautiful
journey.

vi
Table of Contents

CHAPTER
NO TITLE PAGE NO.

1
1 Company Profile

2
1.1 Evolution

2
1.2 Brands introduction

7
1.3 Organization Structure

8
1.4 Products and Services

11
2 2.1 Target Market

12
2.2 Planning Process

14
2.3 Merchandising Process

15
2.3.1 Learning few tools of Z Software

19
2.4 Marketing Strategies

vii
 21
2.5 Visual Merchandising

Photoshoots for Basanti ke 23

2.6 Kapde aur Koffee

26
2.7 Research Objectives

26
2.8 Research Methodology

28
3 3.1 Analysis and Interpretation

36
3.2 Conclusion

39
3.3 Key Learnings

40
3.4 Limitations and Suggestions

41
References and Bibliography

42
Questionnaire

viii
 CHAPTER NO 1
(COMPANY PROFILE)

The concept of Matsya was derived in late 2013 and execution began or early 2014 the idea what
to give the aspirational fashion-conscious audience authentic original designs and individuality of
taste innovativeness and the highest levels of craftsmanship at par with the best in the country in a
much more accessible and relatable formed the brand was not to create invitation but to flourish
in warmth. Excellence of quality finish and pet is core at the Matsya work.

Raro House of Fashion is the parent

company and was established in 2010,
wholesaler of women’s ethnic wear.
RARO has delivered one of the strongest
B2B models in a short span of 4 years
building lasting relationships with the
strongest names in the industry and
unmatched repute. Raro also remains a
national distributor for Gaurav Gupta ‘s
pret line- New Vintage and is currently
developing an online business showroom
to match modern business needs and make
our network as fast as a thunderbolt.
Figure 1: Matsya
“Matsya by Utkarsh Ahuja is one of the most sought-after fashion labels Source:https://media.licdn.c
om/mpr/mpr/shrink_200_200
in India. Matsya, the label, was born out of pure love for royal living. The /AAEAAQAAAAAAAAKVAA
AAJDY3ZmVlNjkyLTExNjgt
by gone years and the captivating memories of the royal ages lies at the core NDE2Zi1iMjkyLTU4ZDQzO
DZlZjJiNg.png
of brand Matsya. Matsya by Utkarsh Ahuja is an attempt to present to every girl the feeling of
living a royal princess life.” - AZA

“Born in the inspiration of royal living – MATSYA” - WedmeGood

1
1.1 EVOLUTION

Born in the inspiration of royal living, we welcome you to MATSYA. Years of fine craftsmanship,
richness in aesthetic and flamboyance in appeal come together to give birth to MATSYA. Made
for the princess in disguise, royal humility at heart of a simple life lived in the strength of mind.
From dreams of longing, we gift this story, to every girl, who was born to feel like a princess.

The story is of only love--fusing art & fashion, with poetic magic. The brand was not to create
intimidation, but to flourish in warmth. They don’t charge for our creativity, we simply charge for
the finesse of product they deliver. It's is not simply a brand, it’s a journey. Every girl has her
story, one to be told in just the right way that is MATSYA.

Graduating from Pearl in 2012, Utkarsh immediately joined his traditional family business at
Chandni Chowk. Within a year of joining, the company launched its first luxury brand in 2014 –
MATSYA – which is now present in every premier multi-brand location & online space in the
country. Also, in 2013 they launched their first pret line – AZRA & global line – “#evolve” in
2015 – both of which entered the consumer marketing space in 2016 followed by their jump into
retail with the same. Utkarsh brought precise methods and techniques to the family’s old school
business practices and has eventually led the business grow three folds within few years.

1.2 BRAND INTRODUCTION

Utkarsh Ahuja of Delhi-based label Matsya comes from a family that for over 20 years has

been working with embroideries and weaving Banarasi saris. “Matsya was born from the

idea of creating a line of hand-embroidered couture of brides today,” says Ahuja. Bringing in

traditional motifs of birds and flowers and clean-cut silhouettes, the label aims at blending

minimalism and modernity. Ahuja cites their longline jackets to be one of the key pieces for

the season—who can deny their resourcefulness at winter weddings? Perfect for royal theme
soirees, Matysa’s storyline of old meets new will find its fit on your wedding board.

2
They also debuted at Lakme Fashion Week’17 as a stall participant where we introduced
MATSYA ~ Gold, a line dedicated to India, and everything it stands for. The capsule showcased
parsi thread work adorned with opulent Gota Pattis over pastel silks & handwoven chanderis. We
also introduced a glimpse of our HERITAGE Pret line for the summer ahead, label featuring
chanderi cotton silks & banarasis in ivories, blush peach & faded olives in our classic minimalistic
grace.

2Figure 2: wedmegood
The brand is a womenswear designer label having a studio in Delhi and also Source:https://media.licdn.c
om/mpr/mpr/shrink_200_200
supplying to multi-brand stores in India like: /AAEAAQAAAAAAAAKVAA
AAJDY3ZmVlNjkyLTExNjgt

In Delhi: OGAAN Hauz Khaz , OGAAN Mehruli , OGAAN Malcha marg , AZA Mehrauli ,
Anantam south ex , OGAAN Emporia , ole

In Mumbai: AZA Juhu, AZA Bandra , AZA Altamount

In Hyderabad: Elahe

In Ahmedabad: Elan

3
Following are the collections that they make –

Matsya Couture - heavy Lehenga & jackets with skirts having zardozi hand-work on it

Matsya Gold - light Lehenga and anarkalis with gotapatti work on it

Matsya Heritage Pret - long flowy kurtas with mukaish dupattas

House of Matsya - modern tops, long dresses and jumpsuits

Matsya launched the Heritage Pret Line as a lifestyle parallel

to our couture line. We wanted the Matsya consumer base to
be able to wear Matsya on smaller & social occasions as well,
and become a more everyday relatable brand. Keeping in
mind our minimalist strongpoint

simplistic aesthetic, the line was created to create a breather

of serenity. The idea was to give the most comfortable
silhouettes, light weight fabrics, & give the experience of
couture in a simplistic avatar.

The main aim was to target the audience on a large scale to

wear Matsya garments at an affordable price and on very
different occasions (not only on weddings). A person can wear
this garments in this day-to-day life as well, on small gathering occasions. 2Figure 3: Matsya shoot
Source:https://media.licdn
http://www.matsyaworld.com
/about-us.php.
Through this line Utkarsh Ahuja wants to create an awareness about the
brand in the minds of the people by giving most comfortable silhouettes, light weight fabrics, &
give the experience of couture in a simplistic avatar.

4
Basanti kapde aur koffee, a multi-designer concept store in MGF Metropolis, Gurgaon and
Meherchand Market, Delhi dealing in ethnic & indo-ethnic women’s-wear apparels, footwear and
accessories. With over 2 decades of being pride and backbone of innovation and design in Delhi's
fashion industry, Indu & Sanjay Ahuja known for heading 3 brands and breaking the boundaries
proudly bring you a careful and cheerful curation: Basanti, a multi- designer lifestyle store. Modern
simplicity, romantic elegance and pure happiness, that's the magic they wish to, give your refreshed
wardrobes this season. Basanti is a marshal of inherent upbeat roots opening the doors to an
everyday kind of eccentricity with all that wearable and affordable fashion. A curation of a
complete lifestyle overhaul currently showcasing brands like Varsana, Gurumukhi, Azra, Evolve,
Sujata & Surana, NeedleDust, Fizzygoblet, Vriksh Verma, Coral Haze, Plume, Rishi & Soujit,
Matsya by Utkarsh Ahuja along with a small coffee bar inside the store, where we want to breathe
in more verve in every stitch and every step. Creating a community with a personal connect, are
sure to make you feel a part of the Basanti Family. So sip that coffee and munch those cookies,
enjoy the rhythms of folk India, breathe in healing scents and cherish their dress in your heart.

These are some brand names under Basanti.

VARSANA – Handwoven natural fabrics, highest levels of artistic craftsmanship & a world of sheer

elegance and delicacy.

GURUMUKHI – Bamber based fabrics adorned with Aari & Gota embroideries

AZRA – Modern royalty, all day, every day.


5
EVOLVE – Modernity & simplicity at its best. Royalty every day!

Figure 4 & 5: basanti shoot

Source:https://media.licdn http://www.matsyaworld.com/about-us.php.

6
1.3 ORGANIZATION STRUCTURE

The company is headed by Mr. Utkarsh Ahuja managing director of Matsya, The curious
clothing company. The organization is decentralized in nature with multitude of learning
outcomes for everyone.

I interned under the marketing and merchandising team for Matsya and Basanti Kapde
aur Koffee.

Utkarsh Ahuja

Wholeseler Design
Finance
Marketing Head Merchandiser coordinator Department
Department
(Pallavi gupta ) ( Mishra ji )
( Devika ) Head ( Karan )

Matsya
( Pritika )

Basanti
( Devika )

Chart 1: organisation structure

Source: Self-created
My internship was of 14 weeks where i.e. 1 January 2018 – 6 April 2018

7 weeks: I did under merchandising department under my mentor Pritika and Devika and learned
the process of merchandising and how the stocks are moved and how the sales report is being
prepared

7 weeks: I did under merchandising department under my mentor Pallavi and participated in
various marketing strategies being adopted by the organization.

7
1.4 PRODUCTS AND SERVICES

Matsya is an ethnic womenswear brand having different collections catering to different target
customers. Be it bridal wear, office wear, etc. The fall collection of 2017 is called “Empress of
Dawn” featuring blend of dark shades and pastels with zari and zardozi work

Matsya Product range includes -

v Kurta Set 


v Dresses 


v Dhoti Pants 


v Churidaar Salwar 


v Lehenga set 


v Modern Tops 


v Jumpsuits 


v Gowns 


v Dupattas 


Figure 6 & 7: Matsya shoot

Source:https://media.licdn http://www.matsyaworld.com/about-us.php.

8
The different range of Matsya is categorized as below-

Ø Matsya Couture - Heavy Lehenga & jackets with skirts having zardozi hand-work on
it

Figure 8 & 9: wedmegood

Source:https://media.licdn.c
om/mpr/mpr/shrink_200_200
/AAEAAQAAAAAAAAKVAA
AAJDY3ZmVlNjkyLTExNjgt

Ø Matsya Gold - Light Lehenga and antalkalis with gotapatti work on

Figure 10 & 11:

wedmegood
Source:https://media.licdn.w
edmegood.AHUND,.ND.org.

9
Ø Matsya Heritage Pret - Long flowy kurtas with mukaish dupattas

Figure 12 & 13:

wedmegood
Source:https://media.licdn.w
edmegood.AHUND,.ND.org.

Ø House of Matsya - Modern tops, long dresses and jumpsuits

Figure 14 & 15:

wedmegood
Source:https://media.licdn.w
edmegood.AHUND,.ND.org.

10
 CHAPTER 2

2.1 TARGET MARKET

The target market of Matsya is the upper middle-class woman preferring designer ethnic wear. It
targets urban upper-class woman who wish to indulge in premium and luxury wear.

The target market has been profiled on the basis of demographic, psychographic, behavioral and
geographical segmentation.

• Demographic Segmentation: This segment focuses on urban upper-class woman of

the age 25 – 35 years seeking premium ethnic wear

• Psychographic Segmentation: This segment focuses on a category of people having

similar attitudes, values, beliefs and lifestyles. The quintessential customer of Matsya seeks
qualities such as designs, trends, and has a desire for looking extraordinary and class apart
seeking products enriched with premium quality.

• Behavioral Segmentation: This segment would focus on occasions and degree of

loyalty of customers. The typical Matsya customer has a desire for latest fashion and is
willing to pay premium prices for the same

• Geographical Segmentation: The customer base of Matsya is spread all over India
and to reach their target market which is upper middle class woman, it has its flagship store
in Delhi and also affiliations with multi brand outlets such as AZA , Anantam , Ogaan,
Elan, etc. The garments are available online on these websites making it easier for
customers to shop.

11
2.2 PLANNING PROCESS
Core projections are planned for a year individual season wise and there are series of activities that
takes place, that are divided into monthly basis and weekly basis. Thus, for further explanation the
process is being explained by dividing the working into PROCESS A indicating activities of
planning that takes place on monthly basis

PROCESS A – Monthly Basis

Yearly Projections

Define Base Stock

Updating Yearly Projections Report

Re-order based on Requirement

Yearly Projections
Chart 2: Planning Process
Source: Self-created

Yearly Projections:
As Core projections is a continuous process, the exercise is carried out once a year, thus it
commences with yearly projections and ends with the same with the motto to show continuity. The

12
project comprises of working on the yearly core projections sheet is prepared, which includes base
stock calculations, month on month sales projections, net week covers, planned inwards,
requirement generated, and opening stock. The sales projections shared are based on assumption
of last year sales with certain projected growth based on store openings next year.

Define Base Stock:

Followed by core projections sales working, second most essential thing is base stock derivation,
base stock is basically quantity of stock that should be maintained month on month that will be
able to suffice for total of 12 weeks NWC (8 weeks – store, 4 weeks – Warehouse) and the level
of stock quantity shouldn’t go below it, when it does, requirement is generated and orders are
placed. There are two criteria considered in determining base stock, i.e. ROS (Rate of Sale) of last
season and store display capacity, higher amongst the two is considered.

Updating yearly projections report:

This exercise is done once a month, by updating the stock quantity, i.e. warehouse and store stock
as on date, thus analyzing the revised report, to determine the stock requirement generated and
NWC status, based on the same plan future deliveries and allocations.

Re-order based on requirement:

Post updating the yearly projections report, revised requirement generated is determined, and
accordingly orders are placed. Since the lead time given to the vendors is 3 months, i.e. 90 days,
order placed are 3 months prior based on stock requirement generated.

Yearly Projections:
At the end of the AW14, revised yearly projections report is prepared and shared with the buyers
and the vendors and the entire process is repeated.

13
2.3 MERCHADISING PROCESS
The garments are being distributed to all over the top designer stores in INDIA

DELHI MUMBAI AHEMDABAD HYDERABAD

OGAAN
AZA
HAUZ ELAN ELAHE
BANDRA
KHAZ

OGAAN
AZA JUHU
MEHRAULI

OGAAN
AZA
MALCHA
ALTAMOUNT
MARG

AZA
MEHRAULI

ANANTAM
SOUTH EX

ANANTAM
GURUGRAM

OGAAN
EMPORIA

OLE

Products are being distributed to these designer stores on consignment basis, if the certain
garment is not being distributed in the store the GR (Goods Return) is been send by them.

BASANTI: The garments are being merchandise at their flagship store in DELHI

MEHERCHAND MGF MALL,

STORE, DELHI GURUGRAM

Chart 3: Merchandising Process

Source: Self-created

14
2.3.1 Learning few tools of Z Order Software-
• Maintain continuous relation with customers by providing better service and quality of
product. An integrated reporting and messaging system helps to perform well in this site.



• Stock and inventory transparency, stock movement patterns, ROI output, salesperson
performance are some of the features that can help you to get maximum output from limited
resources. 


• System generated requisition, stock level reporting, stock transaction/movement reports

can help to keep an eye on the inventory movement. 


• Centrally controlled sales promotional settings help decision makers to execute their
mind in more meaningful and effective manner 


• You can maintain users and their roles, their authorization to work in the system in the
predefined hierarchy. In addition, row level audit trail gives you full control over their
activities 


CLICK LOGIN

15
 CLICK PROCEED

Cash/card sales Outstanding/Prepaid payments Alterations Order

16
Online Merchandising for The Upcoming Website Basanti Kapde
Aur Koffee
KEEPING TRACK OF NEW STYLES IN PRODUCTION


Ø made vendor- wise excel sheet for the upcoming website

Different vendors

• The comments column shows that the product received was 40 sizes and has to be altered to
38 sizes for the shoots keeping in mind the size of model

17
• We write the style no. mentioned for each vendor 


• Then the highlight part under the production column shows that it’s still in 
production as
mentioned above (right corner) 


• Then it’s the color column depicting which all colors are in production with the sizes 


18
2.4 MARKETING STRATEGIES

ROLES AND RESPONSIBILITIES

• Online merchandising for Basanti Kapde aur Koffee for their upcoming website. 


• Handling celebrity sourcing and coordinating with PR agents. Some of the celebrities 
for
which sourcing from Matsya was done were Gauhar Khan, Sukhneet Wadhwa, 
Kajal
Aggarwal, Vidya Balan, etc. 


• Organizing marketing activity to promote Basanti Kapde aur Koffee in markets of 
Delhi
which led to an increase in sales. 


• Revamp of window display at Basanti Kapde aur Koffee and Matsya according to the

season and trends.

• Keeping track of styles in production for website photoshoot. 


• Handling photoshoots for Basanti Kapde aur Koffee. 


• Understanding the basics of Protocol of Basanti. 


An event was organized where all the some of the girls from Pearl academy participated in that
event. They were made to carry the Basanti bags in all over the SAKET SELECT CITY MALL ,
thus creating a hype about the brand as all of them where dressed in Basanti clothes and walked
around the mall whole day.

Picture : marketing strategies

Source: Self-clicked

19
CELEBRATING 1st BIRTHDAY OF BASANTI!! – 28TH APRIL

A week before the anniversary

an event was organized where
all the ladies were invited to
brew a sip of coffee and play
Tambola game with us with
exciting offers!

There was also FLAT 40%

on the store.

The whole week customers were given many

exciting offers and gifts – BUY 1 GET 1 FREE

On the day of the Birthday, the name of the customer

form lucky draw was given tickets to DUBAI

The opening of new store of Basanti in South ex was

announced! Picture : birthday basanti
Source: Self-clicked

20
2.5 Visual Merchandising- BASANTI KAPDE AUR KOFFEE
(Store)
Appealing storefront displays and in-store product displays are examples of visual merchandising
that can make the difference between attracting a new customer and losing that customer to a
competitor.

• Changing VM according to the season and new collection.

• Keeping it according to the color run: Color is a key component of visual merchandising
that can influence consumer choices

• Revamp window display keeping in mind the new collection as well as season

• Also giving fresh look to the whole rack– the rod that generates maximum revenue for that
store.

• Changing window displays keeping season in mind – for example changing keeping In
mind Christmas is arriving using red, green or grey for window display

Picture : VM
Source: Self-clicked

21
 Picture : VM
Source: Self-clicked

22
2.6 HANDLING PHOTOSHOOTS FOR BASANTI KAPDE AUR
KOFFEE

Whenever the new stock arrives at the store before that, it was being shoot either on
models or on the hangers itself before delivering the garments to the wholesaler’s and
buyers (consumers).

Picture : photoshoots
Source: Self-clicked

23
 Picture : celebrity
Source: :https://media.licdn.wedmegood.AHUND,.ND.org

Celebrity Sukhneet Wadhwa Wearing Matsya and Basanti Kapde aur Koffee

24
CELEBRITY SPOTTED WEARING MATSYA

25
2.7 RESEARCH OBJECTIVES

1. To identify the consumer perception of the Brand – MATSYA

2. To find out the differential effects of Sales Promotions on Consumer Based Brand Equity
done by MATSYA
3. To study the merchandising process within the company and software’s used in support
with it
4. To dig out the preferred mode of buying garment in Delhi region for MATSYA brand –
age group

2.8 RESEARCH METHODOLOGY

Since the study is analytical in nature, so the data was collected from primary sources.

Online Survey Method: The method of research for this study was an online survey. The online
survey method has advantages such as saved costs of printing and mailing. The likelihood for
coding errors is reduced, since the electronic survey has the ability to record data at the same time
respondents are answering.

Sampling:

SAMPLE DESIGN-
• Sample Size:
To achieve the reliable results the considerable portion of the population that are
sampled is 150.

• Universe:
The people from Delhi Region.

• Sampling Method:

26
 Convenience sampling as the population sample is easy to reach
• Sample Technique:
Descriptive Analysis
Pie chart
Bar char

• Data Collection Methods:

The research was majorly conducted by the means of interviewing the respondents personally
and thereafter the information that was given by them are directly recorded in the
questionnaire.

It is very crucial to collect the right information for the purpose of analyzing the data.

There are mainly two types of data:

• Primary Data
• Secondary Data

• Data Collection Techniques:

• Primary Data:
Questionnaire
• Secondary Data:
Company previous survey results
Books
Journal
Website

SCOPE OF STUDY

This study covers all relevant aspects of a topic. Moreover, new issues may emerge during the
course of the research. This study was limited to Delhi region. Further, this study can also be
extended and done on the basis of variables like various strategies, buying behavior, impulsive
buying, specific rural class groups behavior for which also the results of the study may vary
according to these points. TOTAL RESPONDENTS - 150

27
 CHAPTER 3
ANALYSIS AND INTERPRETATION

1. How did you come across Basanti?

22.2%

Friends / Relatives

Advertising over social

media
Stores 59.3%
18.5%

TOTAL NUMBER OF RESPONDENT: 150

From the above pie chart, it is seen that different people have different reasons – the most famous
advertisement of Basanti is through word of mouth which is through friends and relatives. Word
of mouth basically refers to spoken communication as a means of transmitting information. More
than 50% of people i.e. 59.3% came to know about Basanti through friends and relatives followed
by 22.2% via stores located in Meharchand, Delhi and MGF Mall, Gurgaon. 18.5% people got to
know through social media sites like Instagram, Facebook etc.

28
2. How often do you purchase?

8.70%

Once in a week 25.90%

Once in a month

Twice in a month
44.30%
During End of Season
Sale 21.10%

TOTAL NUMBER OF RESPONDENT: 150

From the above pie chart, it is observed that the 44.3% of the respondents are shopping once in a
month followed by 25.9% of the respondents are shopping during End of season sales and 21.1%
are shopping twice in a month. The emergence of growth in various new trends and with latest
styles coming up each day has increased awareness among the people over time. 8.70% people are
also impulsive buyers and shop once in a week.

29
3. Do you shop from Basanti?

33.70%

Yes
No
66.30%

TOTAL NUMBER OF RESPONDENT: 150

With more and more increasing awareness about the brand people have started looking out for this
brand. Pastel hues and summer silhouettes, their collection has a unique variety of clothing that’ll
surely make some heads turn when you walk in sporting a piece from their collection More than
50% of people responded that they shop from Basanti that is 66.3% whereas 33.7% haven’t
shopped yet but are looking forward to it.

30
 4. How much importance will you give us on the basis of each of
these parameters? (1: lowest; 5: Highest)

LOWEST LOW NEUTRAL HIGH HIGHEST

62.5

50

37.5

25

12.5

0
PRICE AETHETICS BRAND QUALITY COMFORT STORE STAFF

TOTAL NUMBER OF RESPONDENT: 150

PRICE:
When compared to the price after looking in to the bar graph result - 45 respondents out of 150
finds the price neutral and are happy to shop at Basanti with this price range and collection, while
20 respondents still believe that the price tends to be high and needs a review on the other hand 35
respondents believes that the price is low as compared to other designers Pret range and are very
happy to shop the collection of a designer at this range

AETHETICS:
The aesthetics of the collection have a very positive response, people love the whole new concept
of pastels gotta work colors Lehenga. Pastel hues and summer silhouettes, their collection has a

31
unique variety of clothing that has made some heads turn when they walk in sporting a piece from
their collection. The all new styles and trends in women’s wear have gained a good and positive
response as more than 90 people believes that the brand has good aesthetics value in them.

BRAND:
45 people out of 150 believes that the brand is highly reputed and thus they represent themselves
as the loyal customers of the brand while 25 people also believe that the brand still needs to be
promoted more as many people are still not aware about the brand and its operations.

QUALITY & COMFORT:

Basanti ke Kapde is known for its great comfort and quality with unique style. From beautiful
floral print suits with minimal yet statement embroidery done, pastel shade Lehenga, white
silhouette suits, formal wedding wear to casual suits, they’ve got it all! Their Lehenga are priced
at Rs 17,000 onwards. More than 100 respondents stated that they have a heart for its quality and
style and same is the case with its comfort level. The ratio of the people not agreeing to the quality
and comfort is very low around 10%.

STORE:
Not just retail therapy, they also have a cute little section, their coffee bar which is the perfect spot
to take a break whilst you think over the outfit you want to buy also accompany with some cookies
as well. 38 respondents said that they were highly impressed by the store aura and their
presentation of the garments further adding to the proper management of the store. The percentage
of people not liking the store was limit to only 15%.

STAFF:
2 Sales staff and 1 store manager along with a helper serves as the perfect team to meet the
customers requirement. Their customer friendly staff further adds more numbers to their more
sales column.44 respondents out of 150 said that they were highly happy with the staff service at
Basanti and looks forward to shop more, while 25 people also said that they were not that happy
with the staff service

32
5. Does various Promotional activities adopted by Basanti attracts
you?

22.20%
YES
NO 47.80%
SOMETIMES

30%

TOTAL NUMBER OF RESPONDENT: 150

From the above pie chart, it is clearly visible that 47.8% people are attracted by the various
promotional activities adopted by Basanti. All of them above being the 1st anniversary celebrations
event hosted by Basanti, where many lucky draws were taken out followed by a couple getting a
chance to win tickets to DUBAI. With many new schemes coming every month and also the
celebrities like Kajal mehra, Tabu, Guhar khan, Mahreen parizhada , also various bloggers like
style edge endorsing the garments in many social events and weddings events, further adding to
the promotion of the product.
Still 30% people are not attracted by these various promotional activities while 22.2% are neutral
towards this thought.

33
6. Would you prefer shopping Basanti online?

31.10%

YES
NO
68.90%

TOTAL NUMBER OF RESPONDENT: 150

If people don’t want to buy anything, they love to opt for window shopping. Previously, it was all
about the street shopping. Then was introduced the whole new world of malls and the
entertainment. And now it is more about the online shopping. The eCommerce industry witnessed
an unprecedented growth over the last 5 years. 2018 being the ‘year of the mobile’ provided the
much-needed push to the retail revolution by adding mCommerce to eCommerce blitzkrieg. The
growth was primarily driven by rapid technology adoption led by the increasing use of devices
such as smartphones and tablets, and access to the internet through broadband, 3G, etc., which led
to an increased online consumer base. 68.9% people are willing to buy Basanti products online has
they have a brand loyalty and trust towards its comfort and quality level. They also can sit and
relax at their home and can check out the latest collection whereas 31.1% people still are not sure
whether they will buy Basanti online or not

34
7. While purchasing online, what matters you the most?

5% 7.40%
8.70%
Brand loyality
Quality
Value for money 14.60% 29.60%
Style
Aethetics
Availability
34.40%

TOTAL NUMBER OF RESPONDENT: 150

From the above pie chart, it is seen that different people have different reasons for online shopping.
34.5% people shop online for value of money as they can check various collection together in one
row and thus can make decision accordingly. 29.6% people would shop for quality as they are
already brand loyal customers and believe in the quality and comfort level of the brand. 14.6%
people shop online for the style whereas 8.7% people believes in aesthetics of the brand.
Just as the customer finds them able to venture across geographic markets, the merchant too is able
to display his product to customers in new territories. People generally in small towns/villages and
tier 3 cities do not have the access to all the renowned and good physical outlets at their respective
native places. They need to travel several kilometers to buy a specific product. Due to this reason,
they all prefer to buy products from e-commerce web sites as they also enjoy the feeling of
improving their standard of living

35
CONCLUSION:

• From the survey being conducted and also from the previous data it is clearly visible that
people rely on this brand for – VALUE FOR MONEY. They believe that with this range
you are able to purchase an apparel of a reputed designer – UTKARSH AHUJA. This is
also the USB of the brand.

• They think it as a loyal and trusted brand. Pastel hues and summer silhouettes, their
collection has a unique variety of clothing along with pastel bridal Lehenga which is the
upmost trending in fashion industry today.

• 47.8% people are attracted by the various promotional activities adopted by Basanti.
Hence which further helped in increasing the sales volume.

For Meharchand Store:

MONTH TARGET ACHIEVED
JANUARAY 25,00,000 23,87,983
FEBURARY 25,00,000 22,87,278
MARCH 25,00,000 23,97,358
APRIL 30,00,000 33,87,000

For Gurugram Store:

MONTH TARGET ACHIEVED
JANUARAY 25,00,000 21,86,893
FEBURARY 25,00,000 22,87,562
MARCH 25,00,000 25,87,256
APRIL 30,00,000 31,77,456

36
• 68.9% people are willing to buy Basanti products online has they have a brand loyalty and
trust towards its comfort and quality level. They also can sit and relax at their home and
can check out the latest collection. People lying in the age group of 20-30 & 30 – 40 would
prefer to purchase online as they feel sitting at home and purchasing a designer-wear
product would be cherry on top of the cake whereas people falling in the age group of 40-
50 and above prepare to shop offline, the reason being they are more particular towards the
perfection in the size and also checking that various styles suit their body type or not.

AGE GROUP AGE GROUP

(20 - 30 & 30 - 40) (40 – 50 & above)
Prefer to shop online Prefer to shop offline

68.9% people are willing to buy

Basanti products online lying in TIER 1 & TIER2 cities

• The most famous advertisement of Basanti is through word of mouth which is through
friends and relatives. Word of mouth basically refers to spoken communication as a means
of transmitting information. More than 50% of people i.e. 59.3% came to know about
Basanti through friends and relatives and they think it as a loyal and trusted brand- “In
order to wear something casual yet classy, this is the best place to shop”.

• Pastel hues and summer silhouettes, their collection has a unique variety of clothing that’ll
surely make some heads turn when you walk in sporting a piece from their collection More
than 50% of people responded that they shop from Basanti.

• The all new styles and trends in women’s wear have gained a good and positive response
as more than 90 people believes that the brand has good aesthetics value in them.

37
• From beautiful floral print suits with minimal yet statement embroidery done, pastel shade
Lehenga, white silhouette suits, formal wedding wear to casual suits, they’ve got it
all. More than 100 respondents stated that they have a heart for its quality and style and
same is the case with its comfort level. The ratio of the people not agreeing to the quality
and comfort is very low around 10%.

• Not just retail therapy, they also have a cute little section, their coffee bar which is the
perfect spot to take a break whilst you think over the outfit you want to buy also
accompany with some cookies as well. 38 respondents said that they were highly
impressed by the store aura.

• If people don’t want to buy anything, they love to opt for window shopping. Previously,
it was all about the street shopping. Then was introduced the whole new world of malls
and the entertainment. And now it is more about the online shopping. The eCommerce
industry witnessed an unprecedented growth over the last 5 years. 2018 being the ‘year of
the mobile’ provided the much-needed push to the retail revolution by adding mCommerce
to eCommerce blitzkrieg. The growth was primarily driven by rapid technology adoption
led by the increasing use of devices such as smartphones and tablets, and access to the
internet through broadband, 3G, etc., which led to an increased online consumer base.
34.5% people shop online for value of money as they can check various collection together
in one row and thus can make decision accordingly.

• Tier 2 cities will also get an edge over the shopping experience with Basanti as they can
sit back at their place and shop these amazing outfits of designer wear.

38
 (Key Learning’s, In-depth Analysis and Findings)

During my journey, I was assigned different tasks and through these tasks i learnt a lot of things.
Following are the key learning’s:

1. Use of different software’s:

As to become a merchandiser, it is necessary to work on different software’s and to be efficient
with the Microsoft excel and its various filters. I learned VLOOKUP, Pivot table and how to
analyze data. Made various reports through this filter also learned the Z software.

2. Front End Exposure:

Since there was shortage of interns at the store so interns from back end were required to go. I
visited the store thrice and gained product knowledge and also had word with the staff over
there and got to know about their experiences and working environment. I was also a part of
VM designs, learned to design the window according to the theme.

3. Daily Sales Report:

The daily schedule included the updating of daily sales report. On an excel sheet I was required
to fill in the details of all the stores from all the cities. The details were ATV, UPT, Conversion
rate, walk-ins, net sales and gross sales. This helps to maintain the well-being of the company.
It is important to know about the sales. Through Daily sales report it was easier to know about
the transactions made every day, who are the actual customers, comparing the year’s sales to
last year’s sales become easier. On the basis of these factors the company plans the marketing
activities.

4. Administrative Tasks:
During the course of the internship I helped the authorities with different administrative tasks.
Such as printing, scanning, arranging the stationary and packing the couriers, giving
suggestions over marketing strategies.

39
LIMITATION OF STUDY

• The time given for the study and research was limited.
• People were not easily ready to fill the questionnaires.
• Few of the surveyed people did not reply for all the questions.
• Many of the people were not known or were partially aware about the commerce initiatives
already been taken.
• The sample size was small which may not represent the entire population of tier cities.
• Results of the study may not be completely generalized, because sample was restricted to
150 only.

SUGGESTIONS:

• The brand needs to promote its brand more in Tier 2 & Tier 3 cities as people over there
are still unable to recognize the brand.

• A proper management should be done in terms of alterations, since they are more focused
over the Matsya Bridal outfits they tend to ignore the Basanti outfits.

• Matsya packaging can also be more attractive as compared to the Basanti packaging.

40
REFERENCES AND BIBLIOGRAPHY:

• https://www.firstdata.com/icicimerchantservices/icici-insights/ecommerce-boon-for-economic-
downturn.pdf

• http://www.gadgetsnow.com/tech-news/India-is-the-fastest-growing-e-Commerce-market-
Study/articleshow/52176591.cms

• http://www.pwc.in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdf

• http://www.garph.co.uk/IJARMSS/Apr2015/6.pdf

• https://so.city/delhi/article/were-in-love-with-this-dreamy-looking-store-called-basanti-
showcasing-kapde-aur-coffee-in-gtown

• https://www.whatsuplife.in/delhi/blog/good-concept-stores-shops-delhi/

• http://mallhopp.com/store/mgf-metropolis-basanti-kapde-aur-koffee

• https://www.google.com/search?ei=WqrkWverEcbsvgSB2oB4&q=basanti+kapde+and+coffee+r
eview&oq=basanti+kapde+and+coffee+review&gs_l=psy-
ab.3..33i160k1.11499.15090.0.15303.11.11.0.0.0.0.251.1625.0j6j3.9.0....0...1c.1.64.psy-
ab..2.9.1624...0j0j35i39k1j33i21k1.0.FTtyl3ydkvQ

• Will Jones(2014) M-commerce: Building the opportunity for banks. Journal of Payments Strategy
& Systems Volume 8 Number 3

• Wisaltingari, and abadirmohamed Mahmoud (2014) An Empirical Study Evaluating the Adoption
of Mobile Banking in Sudan.Journal of Internet Banking and Commerce, August 2014, vol. 19, no.2

• https://www.whatsuplife.in/delhi/blog/good-concept-stores-shops-delhi/

• http://mallhopp.com/store/mgf-metropolis-basanti-kapde-aur-koffee

• http://www.onlinesellertips.com/the-ecommerce-potential-in-indian-tier-ii-iii-cities/

• https://www.facebook.com/basantikekapde/

• https://www.whatsuplife.in/delhi/blog/good-concept-stores-shops-delhi/

• http://mallhopp.com/store/mgf-metropolis-basanti-kapde-aur-koffee

• https://www.google.com/search?ei=WqrkWverEcbsvgSB2oB4&q=basanti+kapde+and+coffee+r
eview&oq=basanti+kapde+and+coffee+review&gs_l=psy-
ab.3..33i160k1.11499.15090.0.15303.11.11.0.0.0.0.251.1625.0j6j3.9.0....0...1c.1.64.psy-
ab..2.9.1624...0j0j35i39k1j33i21k1.0.FTtyl3ydkvQ

41
QUESTIONNAIRE:

Name:

1. Age Group:

a. Below 20 years

b. 21-30 years

c. 31-40 years

d. 41-50 years

e. Above 50 years

2. How did you come across Basanti?

a. Friends/Relatives

b. Stores

c. Advertising over social media

3. How often do you purchase?

a. once in a week
b. Once in a month
c. Twice in a month
d. End of season sale

42
4. Do you shop from Basanti
a. Yes
b. No

5. How much importance will you give us on the basis of each of these
parameters? (1: lowest; 5: Highest)

LOW LOWEST NEUTRAL HIGH HIGHEST

PRICE
QUALITY
AETHETICS
BRAND
COMFORT
STORE
STAFF

6. Does various Promotional activities adopted by Basanti attracts you?

a. Yes
b. No
c. Sometimes

7. Would you prefer shopping Basanti online?

a. Yes
b. No

43
8. While purchasing online, what matters you the most?
a. Value for money
b. Quality
c. Brand loyalty
d. Style
e. Availability
f. Aesthetics

9. Any suggestions?

44