Free Essay

Nalli Silk Saree

In: Business and Management

Submitted By sahilsh
Words 751
Pages 4
About – Nalli Silk Sarees Private Ltd.
Nalli Silk Sarees Private Limited was a family owned and operated business that retailed Indian ethnic wear. This 83-year-old company had enjoyed impressive growth with a $95 million turnover, a 22-store retail footprint, and had outdone its competitors by being the only player in its segment to have a national presence. Headquartered in Chennai, India, the company built its unique national brand by emphasizing innovation, customer centric practices, quality, and honesty across the store's retail operations.
In 2011, with changing dynamics in the Indian apparel market, the company started to face intense competition from small and large Indian and foreign retailers. The company's chairman, Dr. Nalli Kuppusamy Chetty, announced a $25 million expansion plan and proposed the opening of 12 new stores over a period of two years. This case focuses on the company's pricing strategy, merchandising process, and product assortments to support its own competitiveness and overall customer experience.
Top Competitors

* Babu Silk & Readymades * Prakash Silks & Sarees * Ritika Private Limited * Ramachandra Silks * Pioneer Embroideries Limited * Kalanjali Arts & Crafts * The Chennai Silks * Nawaz Silk Mills

Problem Faced by Nalli Group * In year 2011,They are adopting old technique of selling their product that is sareers.
Mr. Kappusany came to know that market is becoming more tuff and hard for me to sell my paroduct in the Indian market. * The company was also starting to face intense competition from large Indian & multinational corporation. * Heavy discounts given by new stores. * Presence of less labour. * Demand of more wage by regular labour who are working in Nalli Group. * Main market & customer for Nalli Group
In year 2009-10 , India was the second largest customer and second largest producer of Silk in the World.
India had number of silk wearing centres spread across the country and each center had its own uniquedesign, pattern and style of weaving. For Nalli group main center was locked in small temple town of Kanchipuram 70 km from Chennai. So they are targeting small town of Chennai, but now its time to wake up because other competitor are coming and capturing the market by attracting people and giving them huge discount on sarees.
Quality & Integrity : Nalli Silk Saree
If we talk about quality Nalli had shown good performance and giving good quality and customer services . His family member often recollected an occasion when Chinnasamy worked continuously for days to weave honour the deadline given by customer.
New Innovation
In 1930, chinnasamy become the first saree retailer to use high quality chemical dyes from Switzerland.
In 1980 Nalli become the first textile retailer in India to use bar codes and computer for their biling and back office use. They also introduced a new sentence that “ RESPECTING A CUSTOMER’S HONOUR MATTERS MORE TO US THAN HIS MONEY”

BUSINESS PRINCIPLES OF NALLI GROUP * Retail Pricing Strategy
They applied a uniform pricing margin to reduce the fluctuation in the market and to make fixed uniform makeup over the cost of purchase from the vendors. * Real estate Strategy
Most of the initial stores that were that were setup by Nalli were housed properties owned by the group. * Shelf Space Management
Shelf space was utilized effectively bby Nalli to bring moore customers into its stores and increase sales from existing customers.what they think is “They may not be our number one seller in all locations, but we cann’t survive without Kanchipuram silks since they were our namesake.” * Vendor Management
The Nalli group built deep and extensive relationship with weavers in Kanchipuram. This is important because to capture the market of Chennai this will be very important. As Nalli group expanded its operation . It would not not be only to deepen relationship with its existing vendors but also identify high quality and consisting vendors in an already shrinking weaving industry.

* Conclusion
Nalli group had perform really very well in market area and were doing more and more innovation for their customers and also face the completion in well manner from last 83 years. There was limited brand awareness amongst the new customer segments and competiton was only intensifying. Sales volumes were also expected to drop due to an increase in the price of raw silk and precious metals such as gold and silver which were intrinsic to the saree weaving process.
So, charging a premium for the reliability and quality that the brand offered. But he really wondered how would customers and competitor respond to such a drastically different approach.…...

Similar Documents

Premium Essay

Silk Road Ccot

...between different lands from the year 200 BCE to 1450 CE, the Silk Roads experienced many patterns of interaction. During this period of time, the roads changed such as the amount they were used, which changed as nations and empires rose and fell; the goods and ideas that traveled the roads after Europe and Asia increased their trading; and lastly the safety of the roads varied throughout this time period. However, the Silk Roads still experienced many continuities as well, for example their original purpose which was to facilitate the exchange of goods between Asia and Europe never changed; they continued to influence many cultures especially with the traveling of religions; and the Silk Roads have always had long term affects and influence on powerful empires. Towards the beginning of their patterns of interaction in 200 BCE, the Silk Roads were minimally used in East Asia. As time progresses, the roads increase as did empires such as Rome and Han who grew both economically and culturally due to usage of the roads. But, instability and economic pressures took a toll on the two empires, and when Rome fell in 476, the Silk Roads were used far less than how they originally were. The roads managed to pick up again as the Byzantine Empire in the east emerged and was able to prosper from usage of the already available roads. However, the Mongols come into play and invade the empire and end Byzantine’s era with the Silk Roads. In Western Europe, society was in the period called......

Words: 933 - Pages: 4

Premium Essay

Silk Road

...Introduction What evolved along the silk road was a highly complex system of trade stretching between Rome, China and the Spice Islands (South East Asia). For a long period, Roman nor Chinese administration possessed direct knowledge of geography, political or social organisation of the other. It was the traders, from whom goods passed, that profited best from the indirect contacts between Rome and China, and the preservation of ‘trade secrets’, such as the sources of Gold and Spices, and the technique of manufacturing silk. This arduous work was usually conducted by nomads of central Asia and mariners of Indonesia, who, as suggested by Loewe as underdeveloped, lower-class people. What were the ecological factors faced by traders along the silk road? In term of ecological conditions along Silk Road, there will be a focus on inter Asia’s ecological zones along Silk Road, which has four major ecological zones: forests, steppe (grasslands), deserts, and mountains. Firstly, the forests zone along Silk Road. The trees of this area are evergreens, such as fir, spruce, and pine. In addition, forests are a plenty of sources of fur, timber and other products. The population of this area is small, which are living by hunting, fishing or trapping and they are not so importantly in the region’s history in the past. Secondly, the steppe of Inner Asian stretches across Kazakhstan, northern Xinjiang province in China, and Mongolia. This is the “eastern half of the great...

Words: 2045 - Pages: 9

Free Essay

Jim Thompson Silk Shop

...Jim Thompson Silk Shop Jim Thompson or James Harrison Wilson Thompson was born in Greenville, Delaware. Thompson spent his early years of education at St. Paul's boarding school. He graduated from Princeton University in 1928. Post-graduate studies followed at the University of Pennsylvania’s School of Architecture. At the height of the Second World War, Thompson was recruited by William Joseph Donovan to serve in the Office of Strategic Services. His first assignment was with the French resistance forces in North Africa. He was then sent to Europe. After Victory in Europe Day (May 7–8, 1945), he was transferred to Ceylon (now Sri Lanka). He was assigned to contact the pro-Allied Seri Thai or Free Thai Movement, which was planning an uprising against the occupying Japanese Army. In August 1945, Thompson was about to be sent into Thailand, when the Surrender of Japan officially ended World War II. He arrived in Thailand shortly after Victory over Japan Day and organized the Bangkok OSS office. Thompson left the army in 1946. After his divorce, he devoted himself to revitalizing a cottage industry of hand-woven silk. In 1948, he partnered with George Barrie to found the Thai Silk Company. The establishment achieved a coup in 1951 when designer Irene Sharaff made use of Thai silk fabrics for the Rogers and Hammerstein musical, The King and I. From then on, the company prospered. Thompson’s formula for success hinged on two factors. “In the first instance,” he said, “we run a......

Words: 475 - Pages: 2

Premium Essay

The Silk Road: Past and Present

...  Interconnected:  History  &  theory  of  Network       15  October  2013   The  Silk  Road:  Past  and  Present                       Huang  1   Starting  from  the  2nd  century  BC,  to  the  end  of  the  14th  century  AD,  a  great   trade  route  stretched  from  Chang'An  in  the  East  and  ended  at  the  Mediterranean   at   Antioch   in   the   West,   linking   China   and   the   Roman   Empire.     Ferdinand   von   Richthofen  –  a  well-­‐known  German  geographer,  named  it  the  Silk  Road  in  1877.   The   Silk   Road   has   been   one   of   the   most   important   trade   routes   since   the   connection   between   Europe   and   Asia   was   established;   however,   what   are   the   differences   between   its   past   and   present   forms?   How   can   we   compare   today’s   trade  network  with  the  ancient  one?  What  makes  the  new  network  possible  and   how  can  we  make  it  better  today?    There  are  some  similarities  between  the  old   and   the   new;  ......

Words: 1511 - Pages: 7

Free Essay

A Pair of Silk Stockings by Kate Chopin. Analysis

...A pair of silk stockings by Kate Chopin. Analysis. A Pair of Silk Stockings is a very realistic situation, because the story is not written in the romantic style it is written as life is. Not everyone gets a happy ending in their story. It is an enjoyable piece of literature because people can relate to Mrs. Sommers life. It is well defined story; Kate Chopin does not try to confuse the readers.  The setting in the story is not clear, but do believe that it takes place in a regular city. In which they have a shopping center, dining area, theater and a cable car. Mrs.Sommers is in a small shopping area or maybe walks down the street where there are stores. It states, “… she crossed straight over to the shoe department” (Chopin 440). This shows how she can easily go into different stores to shop for herself. Mrs.Sommers is now visiting different stores instead of regular clothing stores.  Chopin wrote “There were books and magazines piled up in the window of a stall a few paces down the street” (441). This explains how Mrs. Sommers was starting to enlarge her shopping surrounding. Thus, it helps with the story’s theme by showing what stores and places she goes too When the story took place is not stated in the story. We believe that it takes place in between the early1900 and mid-1950’s. During the 1900’s, fifteen dollars was a large amount of money. Chopin wrote “. . . the way in which it stuffed and bulged her worn out porte-monnaie . . .” (437). ......

Words: 1473 - Pages: 6

Premium Essay

Ashraf Silk and General Mills

...DICTATING ORGANIZATIONAL BEHAVIOUR In October 2002, after a recent departure of two trainee employees, problems in human resourcing were re-asserted. The current events in the organization were not adequate to sustain the workers and hence not ensuring an organizational behavior leading to substantial success. My paper will be consisting of two parts. In the first part, I will be weighing the existing conditions & their repercussions. The first part will be highlighting three crucial aspects. While in the second part I will be formulating a transformation in the organizational strategy assisting to resolute the contemporary problems. STATUS QUO AT ASGM Organization configuration & dynamics responsible for achievements till now Ashraf Silk and General Mills had been a family oriented business since the start. Being initiated in 1951 and till 2002 it has been led by one of the Khawajas. They have been observing a ‘Paternalistic’ or ‘Benevolent Autocracy’ style of operational management. Decision making is centralized at the top & the employees are not involved in planning and decision making. The behavior of the management is decent and kind towards the workers and they expect employees to be loyal, sub-servant, compliant and co-operative to management. It was observed that they let the option of expansion at current place go for the reason that it would complexity the operations due to larger work force and the unions involved. In the nutshell they instead of......

Words: 1751 - Pages: 8

Free Essay

How to Wash Your Silk Pajamas

...How to Wash and Clean Your Silk Pajamas When you purchase silk pajamas, you are likely to come across tags that state ‘Dry Clean Only’. The statement is more of a warning than a command. It is basically used to warn you that silk is not sturdy enough to be washed using normal cycles in a common washer and dryer. The statement also protects the manufacturer. You can reduce your dry cleaning budget by learning how to clean your silk pajamas at the comfort of your home. Research has shown that cleaning such garments at home is easier and more affordable. Silk fabrics are usually affected by the agitation of a regular washer. Hot water has a damaging effect on silk too. With this in mind, it follows that using the minimum agitation, soap or detergent made specifically for ‘delicates' and cold water will ensure you can clean your silk nightwear yourself. The same process will keep your garments in the best condition for years. So how does one go about the cleaning process? Having some information on cleaning silk and things that damage it is the only way you can know what to avoid when cleaning silk pajamas. Garments made from silk contain natural oils that can be damaged by using regular laundry detergents. You should therefore consider using mild soaps such as detergents used to clean baby clothing. Cleaning products like chlorine bleach should never be used on silk. Starch should also be avoided. All you need to do is swish the garments around in the sink, drain the......

Words: 721 - Pages: 3

Premium Essay

Marketing Plan

...Strategy | 6 | 11 | SWOT Analysis | 7 | 12 | Conclusion | 7 | EXECUTIVE SUMMARY: PKM Silks is a retail shop which is meant only for silk sarees. The motto of the shop is providing quality, elegance and allure silk sarees. PKM textile is an exclusive store for wedding silk sarees, which will have traditional touch in it and also match to the recent trends. Our shop provides both Handloom and power loom sarees to serve people of all income levels. I am planning to open my first shop in Salem, it’s one of the developing city in Tamilnadu. PRODUCT: Silk sarees Goals/objectives: Purity and reliability is the main objective of the show room. By providing best quality brand we can build our brand image and also customer can meet the value for their money. It aims at providing unique and innovative products to women. TARGET CUSTOMERS: In this section fully focus on the customers whom we targeting. We must also know about customer needs and act accordingly. It defines their demographic profile, psychographic profile and their precise wants and needs as they relate to the products we offer. The target for customers in this business is lower, middle and upper class, because the price we fixed it varies from low range to high range. The age group of our target customers is in the range 18-70 years. India having the touch of cultural and traditional values till date, silk sarees is important and preferred by Indian women at large. Especially for marriages, women......

Words: 1776 - Pages: 8

Free Essay

Saree

...traveler taught Chikankari to a peasant in return of water to drink. However, the Noor Jahan story is the most popular of the lot.[2] The name Chikan has been derived from the Persian word Chakin or Chikeen meaning a cloth wrought with needlework Chikan began as a type of white-on-white (or whitework) embroidery. Chikankari is a delicate and artfully done hand embroidery on a variety of textile fabric like muslin, silk, chiffon, organza, net etc. White thread is embroidered on cool, pastel shades of light muslin and cotton garments. Nowadays chikan embroidery is also done with coloured and silk threads in different colours to meet the recent fashion trends and keep chikankari up-to-date. Lucknow is the heart of the Chikankariindustry today and the variety is known as Lucknawi chikan. Chikankari or Chikan work in the recent times has also adapted additional embellishments like Mukaish, Kamdani, Badla, Kamdani, Sequin, bead and mirror work, which gives it a rich look. Chikan embroidery is mostly done on fabrics like, Cotton, Semi Georgette, Pure Georgette, Crepe, Chiffon, Silk and any other fabric which is light and which highlights the embroidery. Also, it should be taken care of that the fabric is not too thick or hard, else the embroidery needle won't pierce it. The piece begins with the use of one or more pattern blocks that are used to block-print a pattern on the ground fabric. The embroiderer then stitches the pattern, and the finished piece is carefully washed to......

Words: 943 - Pages: 4

Free Essay

Ashraf Silk and Textile Mills

...Introduction: This case study is based on Ashraf Silk and General Mills (ASGM). The case study mainly focuses on how the organization is run and its major operations. The most crucial part of the case study is based on the employees at ASGM and the case will be analyzed in relation to the employees and their employers. The case study is based on a case from Gujranwala where approximately 10,000 weavers were working in over 1,000 textile weaving plants. The market of weaving industry was highly competitive and there was always a fear of losing weavers because their demand was greater than the supply, and hence the labour turnover rate in the weaving industry was very high. In ASGM, on average every two out of twelve weavers left every month according to an estimate by Fawad. This figure was particularly better than what it was in other organizations since ASGM had a good reputation with regards to weaver retention. This particular information will help in identifying the core issues that existed within the organization and the industry as a whole and then a solution will be devised keeping in consideration these on-ground realities such as labour turn-over rate and the need for keeping the employees motivated in the long run. The Core Issues: Considering the fact that the weaving industry was very competitive, keeping weavers motivated so that they did not leave made for an important part of every weaving organization‟s manager or head including ASGM. The weavers knew that......

Words: 2093 - Pages: 9

Premium Essay

Under the Silk Cotton Tree: a Grenadian Heaing Narrative

...Under the Silk Cotton Tree: A Healing Narrative for Grenada In Under the Silk Cotton Tree, Jean Buffong tries to recreate a prelapsarian, pristine, pre-communist, 1950s or 60s picture of Grenada that can heal Grenadian society after its violent history. What stands out in this novel is that, even though Grenada has had such a violent political history, it does not even mention politics. It is as if Buffong has given up on politics; so much so that she does not even bother to critique it any more. Yet she does critique corrupt religious figures, from obeah practitioners to those of the higher echelons of the Roman Catholic Church. This suggests that Buffong sets her hopes on a return to an African-based spirituality in harmony with nature and community, illustrated by the novel’s nature symbolism and African-Caribbean religions and folklore. In Healing Narratives, Gay Wilentz develops the idea that “cultures themselves can be[come] ill” from a brutal history of colonial conquest and slavery (1). The colonists’ violent disruption and dislocation of African communities were compounded by the psychological violence caused by the repression of the root culture and the imposition of the dominant culture; conditions which laid the foundation for sick Caribbean communities. Members of these communities suffer from the identity crises caused by the conflict between Western materialism and African spirituality. Although the enslaved Africans clung to their culture to......

Words: 2444 - Pages: 10

Free Essay

Silk and Seduction

...lingerie that suggests and arouses before it is even worn. Since the earliest days of the famous Silk Road trade route that connected China’s silk manufacturers with the rest of the world, everyone has wanted silk. It is light. It is warm. It is strong. But we scarcely care about those sensible concerns. It is so very, very beautiful. And we want it. The powerful pull that silk has for us — both as itself and as a symbol of a more luxurious and glamorous world — plays a central role in Kate Chopin’s famous story, “A Pair of Silk Stockings.” Chopin’s story follows “little Mrs. Sommers,” a wife and mother on a very tight budget, as she decides what to do with her unexpected $15 windfall. She begins, as I suspect most mothers with budget constraints would, with very practical plans: A dollar or two should be added to the price usually paid for Janie's shoes, which would insure their lasting an appreciable time longer than they usually did. She would buy so and so many yards of percale for new shirt waists for the boys and Janie and Mag.… And still there would be left enough for new stockings — two pairs apiece — and what darning that would save for a while! She would get caps for the boys and sailor-hats for the girls. As little Mrs. Sommers makes her plans and gathers her strength to face the crowds at the department store, her ungloved hand rests, for a just moment, on a pair of silk stockings. And like the real and fictional shoppers detailed by Virginia Postrel in The......

Words: 843 - Pages: 4

Free Essay

Shadow of the Silk Road

...Shadow of the Silk Road records Colin Thubron’s journey along the greatest land route on earth. He passes through China, Kyrgyzstan, Uzbekistan, Afghanistan, Iran and Turkey and describes the history, cultures and people along the way. The Silk Road was described as a huge network of arteries splitting and converging across the breadth of Asia. To travel it is to trace the passage not only of trade and armies but also of ideas, religions and inventions. Shadow of the Silk Road encounters Islamic countries in many forms. Overall it explains changes in China that transformed since the Cultural Revolution. Throughout this book, Thubron discovers and identifies the transformation of history that transpired. He begins to reminisce and expresses drastic cultural changes that occurred throughout his life experience and throughout his journey on the Silk Road. Thubron portrays his journey to be momentous, but yet anonymous. He states, "Sometimes a journey arises out of hope and instinct, the heady conviction, as you finger travels along the map". (p. 2) Thubron witnessed the turmoil of a society racing to catch up with the future. At the beginning of my reading, I wondered if Thubron was associating his journey to the Cultural Revolution as pathway to his purpose. "During the Cultural Revolution I was struggled badly" (p. 56) It seems as if he felt the need to face the past and think of what was needed for the future. "After the Cultural Revolution, anything is happy."......

Words: 1093 - Pages: 5

Premium Essay

Pair of Silk Stockings Analysis

...short stories between 1900 and 1904. Her life ended on August 22, 1904, after she suffered a stroke while visiting the St. Louis World's Fair. However, decades after her death, literary critics rediscovered her work and began to celebrate her stories for their strong perspectives on female independence and sexuality. In "A Pair of Silk Stockings," Little Mrs. Sommers faces a minor dilemma that eventually becomes a conscious expression of her desire to return to a past that she can no longer have, reflecting her subconscious craving for the autonomy and independence that she does not have while under the pressures of poverty. The nostalgic desire to reclaim past grandeur recalls the dilemma of Ma'ame Pélagie in Chopin's eponymous short story, although Ma'ame Pélagie lives in the past and sacrifices it for the present whereas Mrs. Sommers lives in the present and temporarily leaves her reality in order to recall her past. Mrs. Sommers does not merely aspire to wealth in the manner of those who have never had money; instead, as Mrs. Sommers's neighbors note, she has in fact seen better days and intuitively equates her youth with simple luxuries such as silk stockings and kid gloves. The second element of Mrs. Sommers's motivation for her impulse purchases relates to her need to assert personal autonomy. As Chopin establishes at the beginning of the story, Mrs. Sommers has several children to feed and clothe, and her first thoughts for spending her money come directly from......

Words: 1514 - Pages: 7

Free Essay

A Pair of Silk Stockings

...-- Prof. -- English 101 26 August 2015 Unfulfilled Desires In "A Pair of Silk Stockings," Little Mrs. Sommers shows a slight dilemma that finally becomes a responsive expression of her ambition to return to a past that she can no longer have, reversing her hidden craving for the freedom and independence that she does not have while under the burdens of debt. She is a perfect example of how humans are seduced by material gain, "the life of luxury", and the savage way society judges things (or people). Society views people who live in the loop of luxury as "gods", they are above those who are not so wealthy. Anyone can fall casualty to this common societal problem, even honest "Little Mrs. Sommers". This is visible when she can feel the fifteen dollars in her porte-monnaie and she says "it gave her a feeling of interest such as she had not enjoyed for years". Mrs. Sommers does not simply aspire to wealth in the appearance of those who have never had money; instead, as Mrs. Sommers's neighbors note, she has in fact seen good days and possibly equates her youth with simple extravagance such as silk stockings and kid gloves. The second element of Mrs. Sommers's ambition for her desire purchases relates to her need to allege personal autonomy. As Chopin enacts at the beginning of the story, Mrs. Sommers has several kids to feed and clothe, and her first thoughts for spending her money come precisely from the need to skimp and save every piece of her money. Although......

Words: 1180 - Pages: 5