Assignment-1 LILLIPUT

Submitted by: Rakesh Ralhan () Vikas Jyoti (28)

Content
Introduction Company profile Company growth Retail start up Export scenario Entry in foreign retail market Future plan in retail Supply chain Award & recognition Location Product list Product range

Character licensing rights

Price range Size Fabric materials Consumer profile Trims &findings Fabric materials Reference

INTRODUCTION
Lilliput could well be a misnomer, for there is nothing small about this 328 crore kidswear behemoth which spans the country and has inched overseas. Lilliputs long journey has been a series of baby steps that began 17 years ago. In 1991, Sanjeev Narula, a young graduate set up a small unit with 25 sewing machines in Delhis Govindpuri area. He employed four people and hired tailors on contract to take up fabrication work for exporters. It required an investment of Rs.1 lakh which came from his own savings and as a loan from his father. He closed 1990-91 with a turnover of Rs 8 lakhs and it proved to be a turning point. It was around this time that India also liberalized its export policy and Narula moved to make the most of the booming industry. As most orders had been from companies retailing in kidswear , it had by default, become Narulas expertise. And upon surveying the Indian market he realized that there was a vacuum in branded garments for kids and the ones which were available were either expensive or tacky. Hezeroed in on Delhis Greater Kailash market for his first store, which opened in April 2003. Brand Lilliput was finally born. With a concrete business plan and an aggressive growth strategy, he did not take the franchising route to grow. Booking shops in upcoming malls over the country, in five years, the number of stores across the country mushroomed to 200. Understanding the market dynamics well, he opened a store in Bahrain in 2007, another in China in March 2008 and five in Egypt in June 2008. and Planning to open 50 stores in Abroad By FY- 2010-11. From 25 sewing machines in a dingy workshop to five manufacturing units in Delhi/NCR, with over 4000 state of the art machines and 7000 skilled workforce producing 8.5 Lacks units per month, Lilliput is all set to uphold its cult status in times to come.

COMPANY PROFILE
Company produces around 6,00,000 Garments per Month with an Annual Turnover of US$ 40 Million. Lilliput Stores are evenly spread in india across 18 States, 153 Cities, with 225 exclusive brand outlets, 250 key multi brand outlets like Shoppers Stop, Lifestyle, Pantaloon, Reliance Trends, Pyramids and more and 1000+ point of sales also more stores are coming up in China, Italy, the Middle East Africa. Encouraged by the Overwhelming response, it has drawn an ambitious plan to open 600 stores by the year 2010-2011.

MISSION
TO BE A GENERIC YET EXCLUSIVE VALUE RETAILER OF SUPERIOR & CHIC WARDROBE FOR KIDS

VISION
TO GROW AS AN ICONIC NAME IN THE ASIAN KIDSWEAR SEGMENT IN THE COMING TIMES

BELIEF OF THE COMPANY

The company believes that children are the future of the society and their well being is of prime importance to them, for which they have developed a phenomenon that concisely caters to the needs of the children and weaves not just clothes but optimum care, keeping in mind the sensibilities of the modern-day parents.

COMPANY GROWTH
It has annual turnover of 210 crores in FY 06-07. Lilliput is currently growing @ 88.5 % YOY. By the end of year 2009 it will be opening 500 retail outlets across the country.

RETAIL START-UP
Buoyed by international acclaim in the kidswear arena, Lilliput opened its first outlet in Delhi in April, 2003. An early entry into this then untapped market coupled with a superior & trendy range, gave Lilliput an edge over emerging competition. Lilliput is on the forefront of the Indian retail industry and leads the pack in the branded kids wear segment lucratively harnessing the "pester power" of kids. Considerable market research and insight goes into the product launches so as to maintain the USP of a superior price value equation. Strength Statistics: Exclusive Brand Outlets: Shop-in-shops in Multi Brand Outlets: Distributors: Cities: Points of Sale: 225 250 35 150 1000+

EXPORT SCENARIO
Lilliput exports to some of the world's best retailer's fastest growing & largest children's wear chains like In USA In UK In France : Gap, Carters, Gymboree, Oshkosh BGosh, Macys

: Primark, Gap, Next : Carrefour, Casino

In South Africa : Woolworths In Germany : Otto, Earnest Family

ENTRY IN FOREIGN RETAIL MARKET

Lilliputs international debut was with the opening of their first store in Gulf in November 2007. International Statistics :

Kingdom of Bahrain

2 1 9

Kingdom of Saudi Arabia : Egypt China Nepal Kuwait Sultanate of Oman Ukraine Kingdom of Yemen :

: 10 : : : : : 2 1 1 1 1

FUTURE PLAN IN RETAIL

Envision 50 stores Abroad By FY-2009-10. Developmental projects in other countries such as : Qatar Malaysia Turkey UAE Tunisia Greece Indonesia

SUPPLY CHAIN
PROCUREMENT :Fabric Denim : Arvind Mill (Ahmedabad) Velvet : Pioneer Textile (Panipat) Canvas : Mandana ltd (Bombay), Vardhman Other accessories Zip : Tax Cap ltd (Delhi), Shruti Raj Fashion Label : Uni Royal Intel Threads : Pashupati & Vardhman Hangers : Manity Pasting & fusing : Suvi export Transportation Done normally by suppliers Used road transportation (truck & tempo) Distribution From the dispatch UNIT A-19 (Okhla) distributed to all the stores in INDIA as well as abroad Transportation Companies Used By Lilliput Omax Vega Andhra cargo

Times logistic V express Warehousing Do not go for long term warehousing Usually done at the dispatch unit for some time It makes 15% of total supply chain lost

AWARDS & RECOGNITION

The Pinnacle Award for Best Brand in Kidswear 08-09, & 07-08 from Shoppers Stop. Brand of the Year "08 Award in the Kidswear category by Clothing Manufacturers Association of India (CMAI). The Most admired brand of the year - Kidswear by Lycra Images Fashion Award in Jan, 08. Award for Excellence in Retail certified by IES in Feb, 08. Reid & Taylor Retailer of the Year (Kidswear category) by Asia Retail congress in 07. Brand of the Year Award (Kidswear category) by Clothing Manufactures Association of India (CMAI) in 07. The Pinnacle Award from Shoppers Stop for the Best Brand in the Kids Segment

STORE LOCATIONS
Available in Retail stores likes Lifestyle, Shoppers Stop, Pantaloons, Indiabulls, Megastore, Spencers, Reliance Footprint, Reliance Trends, Ebony, Metro, Ritu Wears, Appeal, Chunmun, Mochi, Regal, Hypercity, Big Bazar, Central, Globus All over India, it have 225 outlets in 18 states across Delhi, Haryana, Uttar Pradesh, Jammu and Kashmir, Punjab, Chandigarh, Uttaranchal, Rajasthan, Gujrat, Maharashtra, Goa, Karnataka, Tamil Nadu, Andra Pradesh, Kerela, Madhya Pradesh, West Bengal, Assam, Bihar.

LILIPUT PRODUCT LIST

Apparel Inner wear Swim wear Night wear Foot wear (socks & shoes) Eye wear Yoyos (playing instrument) Belts Hand bags Caps Wallet, Purse

PRODUCT RANGE

Infant and Toddler :Top, Shirt, Skirt, Trouser , Jacket, Sweater, all over, sleeve less jacket. Boys: T-shirt, Shirt, Trouser, Full sleeve woolen Jacket, Sweater, jeans, denim jacket. Girls: Top, Dress, Skirt, Trouser, Sweater, Party dress.

CHARACTER LICENSING RIGHTS

Marvel Studios : Spider Man, Incredible Hulk, Iron Man, Invisible woman, Human Torch, Mister Fantastic, Thing, Storm, Rogue, Cyclops, Wolverine, Captain America. Cartoon Network : Powerpuff Girls, Sesame Street (Indian Version GGSS) Thomas The Tank Engine, Bob the Builder and NO RULES, the International youth lifestyle brand. Ordained with the exclusive privilege to manufacture, promote and sell their branded apparel in India, we serve as a one stop destination for fans and patrons.

PRICE RANGE
The prices has been displayed below in a tabulated manner:
0-6 month PRODUCT BOYS: Full Sleeves Shirts Full Sleeves T-shirts Trouser Price range (Rs/-) 495 545 545 2-3 years Price range (Rs/-) 545 545 595

Sleeve less jackets Sweat shirt/jacket Sweater with Hood Full sleeve jacket GIRLS: single dress Tops Skirt with attch. leg in Cut sleeve denim jacket Full sleeve denim jacket Cotton trouser Denim jeans

595 545 825 745 945 425 525 495 525 545 595

595 545 875 795 995 475 575 545 575 595 645

For BOYS (3-12 yrs) :

3-4 years PRODUCT Full sleeves shirts Trouser Jeans T-shirt (Rs/-) price range 8-10 YEARS price range (Rs/-) 595 625 625 395 645 695 825 495

Denim jacket Sleeveless jacket with hood Sweater

825 795 825

1045 895 1045

For GIRLS (3-12years) :

PRODUCT 3-4 years Price range (Rs/-) 11-12 years Price range (Rs/-)

CASUAL: Full sleeves tops Trouser Jeans Dangry Denim jacket Jacket with flowerer prints

345

445

625 795 645 1045 1195 845 745 1145 1295

ETHNIC WEAR :

1745-3585

1795- 3655

SIZES AVAILABLE IN EACH CATEGORIES

MONTH/YEAR INFANT : 0-8 months 8-14 months 14-24 months TODDLER : KIDS : 2-3 year 3-4 years 4-5 years 5-6 years 6-7 years 7-8 years 8-9 years 9-10 years

HEIGHT OF KID (CMS)

98 104 110 116 122 128 134 140

CONSUMER PROFILE
AGE OF PARENT (yrs) 33 AGE OF CHILD (yrs) INCOME (Rs./ pm)

30,000

37

40,000

30

20,000

34

35,000

27

3 months

30,000

TRIMS AND FINDINGS

Buttons (both functional and decorative of plastic, metal, laser..) Patchwork Appliqu Sequins Snap Rubber print Beads and mirror Stickers

Laces Embroidery Hangers

FABRIC MATERIAL

 100% Cotton garment 100% Polyester garment 50% Wool + 50% Acrylic for Sweaters Blended fabric (60% cotton and 40%polyester) Cotton with Lycra Velvet CHIFFON,SILK,GEORGETTE for Ethnic wear

REFERENCE

www.lilliput-india.com www.ebay.com www.alibaba.com