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Jharcraft

a manifestation of culture and


vision…

(A brief report about the future market opportunities, strategy


building and streamlining the supply chain of Jharcraft.)
Jharcraft
“Jharcraft is just not a business model; it’s a confluence of culture,
tradition, ideas and above all an urge for a respectable sustenance.”

Points addressed
1. Market
As of now Jharcraft has made inroads in south India (mainly Bangalore), North India (mainly
New Delhi) and obviously Jharkhand. Being an organization which caters high end product and
that too pure and organic silk, the scope of its pan India expansion and export opportunities are
huge. Products of Jharcraft can be sold through MBO’s (Multi brand outlet) and exclusive stores
(EBO’s) which is already in the scheme of things. The idea of positioning the products in the
store is to make the brand more visible and saleable; thus accentuating revenues and boosting
brand equity.

Target market
As products of silk are premium in itself, so middle and upper class is the target automatically.

Distribution channel
Existing
EBO’s, exhibitions and electronic marketing.

Proposed
Apart from the existing channels; MBO’s can be a viable and saleable option which would add to
the visibility of the brand in the market.

Market share of Jharcraft is still in the reckoning. Mysore silks, Nalli silks, Bhagalpur Silks and
other competitive players share the better part of organized retail of silk products. Hence, in order
to position itself as the leader in silk products things have to be worked on product development,
operations, quality assurance and aggressive marketing.

2. Operations
• Sourcing
• Inventory planning
• Production
• Quality Assurance
The idea is to minimize costs, meet the deadlines and check the quality. And the same could be
achieved by having a team of garments technocrats, designers and merchandisers.

3. Risks/Opportunities
What makes the opportunity unique?
With the advent of retail boom in India and the purchasing power of people ever increasing, the
time has ripened for something called Jharcraft. And at the same time it is promoting pure tassar
silks and envisioning the sustenance of poor tribal people.

Strategy
To primarily focus on south Indian cities where preference for silk is more than other parts of
India. Also leading cities like Mumbai, Ahmedabad, Chandigarh and lucknow can be great
potential markets.
Risks
To minimize the risk in the initial stages of expansion in the above mentioned locales entry
should be done slowly understanding the nerve of the market and customer buying behavior.

Brand Positioning of Jharcraft


To position the brand as one which gives high quality organic silk products at the best prices and
empowering tribal & artisans in the rural areas of Jharkhand. Thus, promoting the rich cultural
heritage of Jharkhand and India as whole.

Product development
Rather than just having a broader category of products, a deeper classification of product category
would provide more buying options to our potential customers and would be appealing as well.
It’s like having a variety in products. If a stole has to be designed then it should have a broader
range rather than just one or two to give the customer a wider range to opt from.

Fits
Sizing is a very important issue for discernible buyers, thus the importance of fits is of paramount
importance in ready made apparels. In Tier 1 cities people are very conscious about the fit of the
apparel. Hence, pattern making and thereafter grading becomes an inevitable process of the
operations.

4. Merchandising/Marketing
Merchandiser is one who connects all the respective departments. He/she is the one who is the
nodal point of entire supply chain as a manufacturer and as a retailer as well. Either it be Time &
Action calendar or finalizing shipment schedules or production planning; it’s the merchandiser
who has to be consulted. A merchandiser is the face of an organization involved in product
development and a bridge between the buyer and manufacturer.

Buyer/Order Shipment
tracking

Quality
Merchandiser
Sourcing

Planning Production

Hence, if the above mentioned points discussed in brief can be worked out then the mission and
vision of Jharcraft could be accomplished.

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