Grasim Final Report

HOW TO MINIMIZE THE CHINESE
WIPES MARKET AND TO FIND

THE TARGET CUSTOMERS
SUMMER INTERNSHIP REPORT SUBMITTED TOWARDS THE
PARTIAL FULFILLMENT OF POST GRADUATE DIPLOMA IN
MANAGEMENT
INDUSTRY GUIDE:
MR. DIVYANKAR GOEL
REGIONAL SALES MANAGER
NORTH DIVISION
SUBMITTED BY:
ASHUTOSH KUMAR SINGH
PGDM(2009-2011)
JIML-09-038
JAIPURIA INSTITUTE OF MANAGEMENT

VINEET KHAND, GOMTI NAGAR
LUCKNOW
Page 1 of 79 Ashutosh Kumar Singh

DECLARATION
I hereby declare that the following documented Project Report titled “How to
minimize the Chinese wipes market and to find the target customer” is an
authentic work done by me.
The study was undertaken as a part of the course curriculum of PGDM-Full Time
Program of Jaipuria Institute of Management, Lucknow.

ACKNOWLEDGEMENT
No academic endeavor can be single handedly accomplished. This work is no

exception.
I take this opportunity to express my deep sense of gratitude to all those who
have contributed significantly by sharing their knowledge and experience in the
completion of this project.
I, Ashutosh Kumar Singh from Jaipuria Institute of Management, Lucknow would

like to thank my project Supervisor Mr. Divyankar Goel, Regional Sales
Manager, for his support and guidance during my project at Grasim Industries,
Delhi. Sir, it was a great learning experience working under your supervision.
I would also like to thank Mr. Sudhir Srivastava, ASM, Delhi- NCR for their kind
guidance at every level. I would like to thank you for your kind support as and
when I needed.
I would also extend my gratitude to Mr. Amit Bhardwaj, DM, Big Bazar, GIP
Noida, Mr. Tekchand and other staff members for their kind assistance during my
project. I would like to sincerely thank all of you for your help.
THANK YOU ALL

TABLE OF CONTENTS
• Declaration………………………………………………………………………2
• Acknowledgement……………………………………………………………...3
• Table of contents…………………………………………………………….....4
Chapter 1: executive summary…………………………………………………….....6
Chapter 2: research Methodology…………………………………………………....8

• Objective of study…………………………………………………………..9
• Research design……………………………………………………………9
• Sample size…………………………………………………………………9
• Scope of study……………………………………………………………...9
• Sampling technique………………………………………………………10
• Data collection…………………………………………………………….10
• Limitation…………………………………………………………………..11
Chapter 3: About Aditya Birla………………………………………………………..12

• Company profile………………………………………………………………13
• Globally Aditya Birla is……………………………………………………….14
• In India, Aditya birla is………………………………………………………..14
• Vision…………………………………………………………………………..15
• Mission…………………………………………………………………………15
• Values………………………………………………………………………….15
• Logo……………………………………………………………………………16
• Businesses…………………………………………………………………….17
• Major companies………………………………………………………………20
About Grasim Industries………………………………………………………………22

• Viscouse staple fibre………………………………………………………24
• Cement……………………………………………………………………...2
7
• Chemicals ………………………………………………………………….28
• Textiles……………………………………………………………………...28
• Global
footprint……………………………………………………………..29
About Birla Cellulose………………………………………………………………….32

• Vision and Values…………………………………………………………......40
• Companies and units………………………………………………………….40
Chapter 4: about the product…………………………………………………………41

• Product profile…………………………………………………………….……42
• Varients…………………………………………………………………………43
Chapter 5: Brand Analysis……………………………………………………………44

• How it works………………………………………………………………..….47
Chapter 6: Data Collection………………………………………………………...…49
Chapter 7: Findings and their analysis……………………………………………..51

• Customers profile……………………………………………………………..65
Chapter 8: problem faced by the products…………………………………………69
Chapter 9: recommendations…………………………………………………..……72
Chapter 10: bibliography………………………………………………………..……74
Chapter 11 : annexure………………………………………………………………..76

CHAPTER 1
EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
In last few years, the growth and development story of India has seen different
stages. From the time of independence to 1991, the time of liberalization in India
and then to the twenty first centaury, the markets have shown tremendous
changes. Today consumers have got the power and the income to spend on
products. Different firms entered in the market and lost but many succeeded and
make their mark. All the markets starts with nascent stage and later grow to its
maturity, same with the wipes market which is in its nascent stage in India now
but the potential is high if explored.
A project means a task assigned by the company. My project topic is “How to

minimize the Chinese wipes market and to find the target customers” in GRASIM
INDUSTRIES & BIRLA CELLULOSE, Aditya Birla Group.
The objective of my research was to identify the various factors responsible for
the slow progress of the product in the market. And to study the target market for
KARA skincare wipes. Also give recommendations for the same
.
Chinese wipes have entered in the Indian market few years back but with in a
few years it has got it self in a good position. We need to look at the various
possible factors which lead to this situation and to formulate a strategy for KARA
to handle them conveniently.
I have tried to ask as much questions from the customers as possible and as
personally as possible. I have selected the customers for the questionnaires at
random but most of the time females have shown more interest than male
customers and hence the proportions of female samples are more than male.
My work is restricted to only a hyper mart, i.e. Big Bazaar where only those who
visited that hyper mart is taken for this research work. So, the samples are those
who visited that hyper mart in that period.

CHAPTER 2
RESEARCH METHODOLOGY

Objective of the study:
To study, how to minimize the Chinese wipes market that has spread all over the
Indian wipes market and to find the target customers.
Research Design:
Research methodology is the arrangement of condition for collection and
analysis of data in a manner that aims to combine the relevance to the research
purpose with economy in procedure. Research is conceptual structure within
which research is conducted. It is way to systematically study and solve the
research problems.
The research can be viewed from the following parameters:
a) The research is exploratory in nature. Explorative studies valuable

means of finding out ‘what is happening’ to seek new insights to ask
questions and to access phenomenon in a new light’. It also involves
formulation of hypothesis.
The study involves finding out present data of demand for skincare wipes
and prospective buyers and consumers of the skincare wipes.
b) The research is also descriptive in nature. Descriptive study is an

extension of exploratory study. Research was done to find out Market
feasibility of Kara skincare wipes, so that we can make strategies to
establish our products in the market in a better way, providing more
awareness and place the product properly as well as promote the brand
and emerge as a competition in the market.
Sample Size:
The data was collected through the questionnaires, getting them filled from the
customers. The sample size for the study taken is 342.
Scope of study:

The data collected gives the clear picture of the product in the markets of Delhi-
NCR, under study in this research, and gives the company an indication about
whether it is feasible to move on with the persisting movements and marketing
strategies, and if no, then how to go about it and make it worthwhile for the brand
as well as the company. And conclude on what should be the most favored deal.
Sampling Technique:
A closed end questionnaire was constructed for the survey. A set of
questions was presented to respondents for their answers.
Data Collection:
Primary Data:
The first hand information bearing on any research is the one which has been
collected by the researcher. The data here is collected through:
• A structured questionnaire
Secondary Data:
The data which has already been collected, complied and presented earlier
by any agency may be used for purpose of investigation. The data collected
through:
• Various publications in form of annual reports, various papers
and journals published from time to time.
• Through internet and Books

Limitations of the study:
• Research is based on the collection of data from both primary and
secondary sources but the secondary data is taken only for the purpose of
“Industry profile and Company profile”.
• There may be a possibility of biasness on the part of some respondents,
but care has been taken to make this report unbiased.
• Some respondents might not give the correct information due to their lack
of interest and shortage of time.
• Time constraint.
• All the information, which is taken, is biased on primary and secondary

data that has its own limitations.
• Location constraint i.e. I have done this project while being at Big Bazaar,
so the customers of that hyper mart are taken as sample.

CHAPTER 3
ABOUT ADITYA BIRLA

Company Profile:
The Aditya Birla Group is a multinational corporation based in Mumbai, India

and operations in 25 countries including Thailand, Laos, Indonesia, Philippines,
Egypt, Canada, Australia, China, USA, UK, Germany, Hungary, Brazil, Italy,
France, Luxembourg, Switzerland, Malaysia and Korea.
A US$ 24 billion conglomerate, with a market capitalization of US$ 23 billion.

Over 60 per cent of its revenues flow from its operations across the world.The
Group operates in 25 countries - India, UK, Germany, Hungary, Brazil, Italy,
France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China,
Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar,
Bangladesh, Vietnam, Malaysia and Korea.

The group is a major player in all the industry sectors it operates in. The Group
has been adjudged the best employer in India and among the top 20 in Asia by
the Hewitt-Economic Times and Wall Street Journal Study 2007.
Globally the Aditya Birla Group is:

• A metals powerhouse- among the world’s most cost-efficient aluminum and
copper producers. Hindalco, from its fold, is a Fortune 500 Company. It is also
the largest aluminium rolling company and one of the 3 biggest producers of
primary aluminium in Asia, with the largest single location copper smelter.
• No. 1 in viscose staple fibre.
• The 4th largest producer of insulators.
• The 4th largest producer of carbon black.
• The 10th largest cement producer globally and the 2nd largest in India.
• Among the best energy efficient fertilizers plants.
In India, Aditya Birla is:

• Largest premium branded apparel company.
• The second largest producer of viscose filament yarn
• The second largest in the chlor-alkali sector
• Among the top five cellular operators
• Among top 10 Indian BPO companies by revenue size
• Among the top five asset management and private sector life
insurance companies
• Among the top three supermarket chains in the retail business

VISION
To be a premium global conglomerate with a clear focus on each business.
MISSION
To deliver superior value to our customers, shareholders, employees and society
at large. .
VALUES
Integrity
Commitment
Passion
Seamlessness
Speed

LOGO
The logo is the symbolic reflection of these traits. It is the cornerstone of our
corporate identity. It helps us leverage the unique Aditya Birla brand and endows
us with a distinctive visual image.
Depicted in vibrant, earthy colours, it is very arresting and shows the sun rising
over two circles. An inner circle symbolising the internal universe of the Aditya
Birla Group, an outer circle symbolising the external universe, and a dynamic
meeting of rays converging and diverging between the two.
Through its wide usage, we create a consistent, impact-oriented Group image.

This undoubtedly enhances our profile among our internal and external
stakeholders.
Our corporate logo thus serves as an umbrella for our Group. It signals the
common values and beliefs that guide our behavior in all our entrepreneurial
activities. It embeds a sense of pride, unity and belonging in all of our 130,000

colleagues spanning 25 countries and 30 nationalities across the globe. Our logo
is our best calling card that opens the gateway to the world.
Businesses
Aditya Birla is organized into various subsidiaries that operate across different
sectors. Among these are viscose staple fibre, non-ferrous metals, cement,
viscose filament yarn, branded apparel, carbon black, chemicals, Modern
retail(under the 'More.' brand of Supermarkets, and also under the Trinethra, and
Fabmall brands until recently), fertilizers, sponge iron, insulators, financial
services, telecom, BPO and IT services. The Group consists of four main
companies, which operate in various industry sectors through subsidiaries, joint
ventures etc. These are Hindalco, Grasim, Aditya Birla Nuvo, and UltraTech
Cement.
Non Ferrous Metals

The groups non-ferrous metals are under Hindalco. It is a dominant player in
aluminum and copper. Its manufacturing locations are primarily in India, and it
owns mines in Australia. On February 11, 2007, the company entered into an
agreement to acquire the Canadian company Novelis for U$6 billion, making the
combined entity the world's largest rolled-aluminium producer. On May 15, 2007,
the acquisition was completed with Novelis shareholders receiving $44.93 per
outstanding share of common stock.
Hindalco has also recently acquired Alcan's stake in the Utkal Alumina Project
Joint venture in Orissa ,India. Hindalco is a Fortune500 company. Hindalco
makes alumina chemicals, primary aluminum, rolled products, alloy wheels,
roofing sheets, wire rods, Cast copper rods, copper cathodes and several other

products. But the project has faced massive protests from locals. On 16 Dec
2001 three tribal people were shot dead because they were opposed to the
project. Pro company police, administration and goons have cause massive
repression in the area and gross human rights violations.
Cement
The Groups cement business is under both Grasim and UltraTech cement.
Together the two companies under the group account for a substantial share of
the cement market in India. UltraTech cement comprises the erstwhile cement
business of L&T which was acquired by the group. UltraTech announced an
increase in sales by 17% and Profit After Tax by 46% for the quarter ending
September 30, 2007
Carbon Black
The Group is the fourth largest manufacturer of Carbon Black worldwide. It
operates out of facilities in Egypt, Thailand, India and China.It is a major supplier
to several major automobile tyre manufacturers worldwide.
Textile Business
The Aditya Birla Group is the world's largest player in the Viscose Staple Fiber
industry. It operates out of India, Laos, Thailand, Malaysia and China. It owns the
Birla Cellulose brand. Apart from viscose staple fiber, the group also owns acrylic
fiber businesses in Egypt and Thailand, viscose filament yarn businesses and
spinning mills at several locations all over India and South East Asia.
The group has pulp and plantation interests in Canada and has recently invested
in plantations in Laos The Aditya Birla group is also a major player in the
branded garments market in India. Its subsidiary, Madura Garments, is a major

producer of textile fabric as well as the brand licensee of Louis Phillip, Van
Heusen and Allen Solly in India. It operates company owned retail outlets in
several cities in India.and now planning to go to Pakistan as well.
Telecom Services
Aditya Birla Group holds a 98.3% stake in Idea Cellular, a leading telecom
operator in India. Idea Cellular started off as a joint venture with the group, AT&T
and the Tata Group. However the stakes of the remaining partners was
eventually acquired by the group. After an Initial Public Offering on the Indian
Stock Markets, Idea Cellular now accounts for a third of the group's market
capitalization.
Other Businesses
Apart from the above businesses, the group is a major player in industry sectors
like Insulators, Fertilizers, IT (It owns PSI Data Systems Limited -
http://www.psidata.com), ITeS (It owns Transworks and recently acquired the
Canadian BPO Firm Minacs), Chemicals, Mining, Sponge Iron, Financial
Services (A joint venture with Sunlife) and more recently, Retail.
Philanthropy
The Group actively involves itself in several community development initiatives
-in particular around its manufacturing locations . The group also supports
development activities in areas like healthcare, education, sustainable livelihood,
infrastructure and social causes. It works in 3700 villages, reaching out to 7

million people annually through the Aditya Birla Centre for Community Initiatives
and Rural Development.It runs 45 Schools and 18 Hospitals.
MAJOR COMPANIES
The major companies of the Group are among India's leading corporates. These
include
• Grasim--viscose staple fibre, rayon grade pulp, cement, chemicals,

textiles
• UltraTech Cement Ltd-- ordinary portland cement, portland blast

furnace slag cement, portland pozzolana cement and grey
portland cement
• Samruddhi Cement—cement
• Hindalco-- aluminium, copper
• Aditya Birla Nuvo-- garments, viscose filament yarn, carbon black,

textiles, insulators
• Idea Cellular Ltd.—telecom
• Birla Sun Life Insurance Co.Ltd—life insurance
• Birla Sun Life Asset Management Company Ltd.*--mutual fund

• Aditya Birla Money Mart Limited-mutual fund distribution
• Aditya Birla Capital Advisors Private Limited (ABCAP)--

private equity advisory and investment management, for Indian and
offshore investors
• Aditya Birla Money Limited-- leading player in broking space
• Aditya Birla Minacs IT Services Ltd— application development,

maintenance and enhancement solutions
• Aditya Birla Minacs Worldwide Limited- customer relations
management (CRM), integrated marketing services, knowledge process
outsourcing
• Aditya Birla Finance Limited-- asset-based finance, corporate

finance and investment banking, capital market and treasury
• Birla Insurance Advisory & Broking Services Ltd-- non-life

insurance advisory and broking services
• non-life insurance advisory and broking services—apparel

retail
• Peter England Fashions and Retail Ltd-- apparel retail
• Madura Garments Exports Limited—apparel export
• Aditya Birla Retail Limited-- multi-format stores
• Tanfac Industries Ltd.—fluorine chemicals
• Essel Mining & Industries Ltd-- iron and manganese ore mining,
noble ferro alloys

ABOUT GRASIM INDUSTRIES

Grasim Industries Limited:
Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks
among India's largest private sector companies, with consolidated net turnover of
Rs.184 billion and a consolidated net profit of Rs.22 billion (FY2009).
Grasim Industries Limited was incorporated in 1948; Grasim is the largest

exporter of Viscose Rayon Fiber in the country, with exports to over 50 countries.
This, along with Aditya Birla Nuvo can be considered as the flagship companies
of the AV Birla Group. Grasim is headquartered in Nagda
Its core businesses are VSF and cement, which contribute to over 90 per cent of
its revenues and operating profits. The Aditya Birla Group is the world’s largest
producer of VSF, commanding a 23 per cent global market share. Grasim, with
an aggregate capacity of 333,975 tpa has a global market share of 12 per cent. It
is also the second largest producer of caustic soda (which is used in the
production of VSF) in India.
In cement, Grasim along with its subsidiary UltraTech Cement Ltd. has a
capacity of 45.7 million tpa as on 30 June 2009 and is a leading cement player in

India. In July 2004, Grasim acquired a majority stake and management control in
UltraTech Cement Limited. One of the largest of its kind in the cement sector,
this acquisition catapulted the Aditya Birla Group to the top of the league in india.
Viscose staple fibre

Grasim is India's pioneer in Viscose Staple Fibre (VSF), a man-made,
biodegradable fibre with characteristics akin to cotton. As an extremely versatile
and easily blendable fibre, VSF is widely used in apparels, home textiles, dress
material, knitted wear and non-woven applications.
Grasim's VSF plants are located at Nagda in Madhya Pradesh, Kharach in

Gujarat and Harihar in Karnataka, with an aggregate capacity of 333,975 tpa.
Nagda
Nagda is its largest unit producing a wide range of VSF to suit customer
requirements in terms of length, denier and colour and also second and third
generation fibres like Modal, Excel and Solvent Spun fibres, respectively. Nagda
is also the largest producer of spun-dyed specialty fibre in the world.
Harihar
The Harihar unit houses facility for manufacture of both VSF and rayon grade
pulp, the basic raw material for VSF. The company's Rayon Grade plant was the
first in India to use totally indigenous wood resources with in-house technology
for producing rayon pulp with an innovative oxygen bleaching
process to reduce the use of chlorine.
Kharach
The VSF plant at Kharach, set up in 1996, employs the most modern technology
giving it a competitive edge in the export market.

Joint Ventures (JV)
Grasim has the following overseas companies:
AV Cell and AV Nackawic in Canada

AV Cell and AV Nackawic supply dissolving grade pulp to the Group’s VSF units
in India, Thailand and Indonesia.
Birla Lao Pulp & Plantation Limited in Laos

To further strengthen the backward integration in pulp, Birla Lao has been
formed as a JV with other associate companies for raising captive plantations at
Laos. This will provide a low cost source for wood to meet future requirements of
a green field pulp plant in due course of time.
Birla Jingwei Fibres Company Limited in China

The JV with Hubei Jingwei Chemical Fiber Company Ltd. was formed in 2006 for
manufacturing VSF. Currently, this plant has a capacity to produce VSF of
35,000 tpa.
This spread and scale of operations make the Group's VSF operations very cost
competitive. Moreover, vertical integration into plantation, manufacturing of rayon
grade pulp and horizontal integration into production of principal raw material
required for VSF production, namely, caustic soda, intermediate inputs namely
CS2, sulphuric acid along with captive power and steam generation facilities,
further enhance its competitive edge.

Reasearch & Development
Grasim has established a very strong R&D base covering different stages of the
value chain.
Grasim Forest Research Institute, Harihar is involved in R&D of forestry. Birla

Research Institute for Applied Sciences (BRI), Nagda is involved in the
development of different generations of cellulosic fibres. Textile Research
Application Development Centre (TRADC) at Kharach, a NABL accredited Lab,
is involved in addressing research and development related to downstream
textile value chain comprising various fibres, yarns, processing, garments, etc.
With the capability to offer the entire range of cellulosic fibre under the umbrella
brand of “Birla Cellulose”, Grasim has positioned itself as a dependable supplier
of cellulosic fibres for “Feel, Comfort & Fashion” across global markets. To
penetrate into niche market segments and to grow further, the division has
ventured into the production of high performance viscose fibres aptly named
Viscose Plus, High Wet Modulus Fibres (Modal) and new generation Solvent
Spun Fibres and Birla Excel.
Grasim is also the largest producer of Sodium Sulphate, a byproduct of VSF

manufacture. This chemical is widely used in the paper and pulp, detergent,
glass and textile industries.

Cement
Grasim has grown to become a leading cement player in India. >> Grasim
ventured into cement production in the mid 1980s, setting up its first cement
plant at Jawad in Madhya Pradesh and since then it has grown to become a
leading cement player in India.
Grasim’s cement operations today span the length and breadth of India, with 11
composite plants, 11 split grinding units, four bulk terminals and 64 ready-mix
concrete plants as on 30 June 2009.
All the plants are located close to sizeable limestone mines and are fully
automated to ensure consistent quality. All units use state-of-the-art equipment
and technology and are certified with ISO 9001 for quality systems and ISO
14001 for environment management systems.
Leveraging the strong equity and goodwill of the house mark, the company has a
strong national brand UltraTech cement under the Aditya Birla Group logo.
Grasim is also nurturing some regional brands like Vikram Cement and
Rajashree Cement.
Grasim is one of the largest ready mix concrete (RMC) players in India. RMC
business is in a rapid growth phase. The company has consolidated capacity of
11.31 million cubic meters with the network of 64 plants as on 30 June 2009.
Grasim is also the largest producer of white cement in India, with a

capacity of 560,000 tpa as on 30 June 2009. Branded as "Birla
White", white cement division manufactures world-class white

cement in a variety of textures and finishes. It has applications in floorings and
exterior wall finishes, apart from other innovative uses. The division also
manufactures value added products like putty, GRC etc. which are used in wall
finishing and various architectural applications.
Chemicals
Grasim has India's second largest caustic soda unit. >> Rayon grade caustic
soda is an important raw material in VSF production. To achieve a reliable and
economical supply of this chemical, Grasim set up a rayon grade caustic soda
unit at Nagda in 1972, with an initial capacity of 33,000 tpa. This has since grown
to 258,000 tpa, making it the country's second largest caustic soda unit.
It uses cost-effective membrane cell technology and is 100 per cent self-
sufficient in power. For gainful utilisation of chlorine, the unit has expanded its
operations with the production of stable bleaching powder (SBP) used in water
purification, sanitation and as a bleaching agent; poly aluminium chloride (PAC)
used in water treatment, paper sizing and effluent treatment; and chloro
sulphonic acid, used in vinyl sulphate, the raw material for dyes and
intermediates, saccharin, drugs and pharmaceuticals, etc.
Textiles
Grasim has strong nation-wide retail network and also caters to international
fashion houses in USA and UK. >> Grasim has a strong presence in fabrics and
synthetic yarns through its subsidiary, Grasim Bhiwani Textiles Limited, and is
well known for its branded suitings, Grasim and Graviera, mainly in the polyester
- cellulosic branded menswear. Its textile plants are located at Bhiwani (Haryana)

and Malanpur (Madhya Pradesh). Fabric operations are centralised at Bhiwani
with a processing capacity of 17.0 million metres a year, while the Malanpur unit
manufactures worsted dyed yarn spun from 100 per cent merino wool along with
polyester and other blends.
Grasim's strong nationwide retail network includes 50 exclusive showrooms as

well as 200 wholesalers and 25,000 multi-brand outlets through which it reaches
its customers. Grasim caters to international fashion houses in the USA and UK
supplying fabric to them for manufacturing of garments, which are available in
some of the largest retail chain stores.
Global footsteps
Indo-Thai Synthetics Company Ltd was incorporated in 1969 in Thailand, started
operations in 1970, this was Aditya Birla Group’s first foray into international
venture. Aditya Birla Group incorporated P.T. Elegant Textiles in 1973 in
Indonesia. Thai Rayon incorporated in 1974, this was the second company in
Thailand, operating in Viscose Rayon Staple Fiber. Century Textiles Co. Ltd. is
taken over by Aditya Birla Group in 1974; this company is a weaving and dyeing
plant manufacturing and exporting variety of synthetic fabrics. PT Sunrise Bumi
Textiles incorporated in 1979, it produces yarn exported over 30 countries in 6
continents. P.T Indo Bharat Rayon incorporated in 1980 produces Viscose
Staple Fiber in Indonesia to become a dominant player in the domestic market
as well as export markets. Thai Polyphosphates and Chemicals was started in
1984 in Thailand to produce Sodium Phosphates, presently merged with Thai
Epoxy and Allied Products Company Limited (1992), Thai Sulphites and
Chemicals Company Limited (1995) to form Aditya Birla Chemicals Ltd. This
company supplies to sectors such as food, textiles, electrical and electronics,
composites, leather, plastics and automobiles. PT Indo Liberty Textiles was
incorporated in 1995 to manufacture synthetic spun yarn.
Focus of Growth Post MFA
In late 1990’s and later, the focus was the textile business because of the end of
Multi-Fiber Arrangement (MFA) which opened a host of opportunities to Indian
exporters. In this period, Aditya Birla Group took a three route strategy for
growth.

• Rapidly enhance existing capacities
• Acquire and Build Garment brands for local and international markets
Jayashree textiles was acquired by Aditya Birla Nuvo (formerly Indian Rayon), is
a leading producer and exporter of yarns and fabrics to 50 countries with a
turnover of $413 million. It acquired Madura Garments in 2000 to enter the
branded garments business. Has brands such as Louis Philippe, Van Heusen,
Peter England, Allen Solly, SF Jeans among others and also a global supplier to
global buyers such has Marks & Spencer’s, Polo etc.
• Vertical integration to get cost advantage
AV Cell Inc., a joint venture between Aditya Birla Group and Tembec, Canada,
established operations in 1998 to produce softwood and hardwood pulp for the
purpose of internal consumption among different units of the Group.
Together, Aditya Birla Group and Tembec, Canada have acquired AV Nackawic
Inc., which produces dissolving pulp, as a further step to integrate. Grasim
industries Ltd. is a leading player in the Viscose Staple Fiber (VSP). The Aditya
Birla Group's VSF manufacturing plants straddle Thailand, Indonesia, India and
China. At each of these locations, further capacity expansions are under way —
in Thailand by 31 ktpa; in Indonesia by 37 ktpa; in India by 64 ktpa and in China
by 30 ktpa. These brownfield expansions, slated to be completed by the second
quarter of 2008, will further notch up the Group's VSF production from 566 ktpa
to 727 ktpa and entail an investment close to US$ 260 million.
Grasim wants to follow a strategy of backward integration, right from plantation

stage to the final VSF stage. The Group's VSF business operates through its
three companies — Grasim Industries in India, Thai Rayon Corporation in
Thailand and Indo Bharat Rayon in Indonesia, which also oversees its Chinese
operations at Birla Jingwei Fibres, China.
Joint ventures
Thai Rayon Promoted in 1974 by the Aditya Birla Group, Thai Rayon is the sole
manufacturer of Viscose Rayon Staple Fibre (VSF) in Thailand. More than 50 per
cent of Thai Rayon's VSF throughput is directly exported to more than 20
countries worldwide. The VSF meets the stringent quality expectations of
customers in USA, Mexico, Europe, Turkey, Canada, Israel, Australia, South
Korea, Philippines, Indonesia, Pakistan, Bangladesh and Sri Lanka.

PT Indo Bharat Rayon Marketed under the brand name of 'Birla Cellulose', the
company produces a wide range of VSF in engineered specifications for textiles
and non-woven applications. The company's strong focus on environmental
protection is reflected through its investments in a sophisticated state-of-the-art
waste-water treatment plant and scientific waste disposal systems.
Sources of competitive advantage
Cost Grasim is the lowest cost producer of VSF in the world. It is the most
integrated fibre producer with the chain stretching right from Forest to Pulp to
Fibre to Yarn. All most all the intermediate inputs are captive. Besides, their in-
house engineering division enables us to grow in a most cost effective way.
Technology On technology front, they produce all the three generations of man
made cellulosic fibres from an in-house developed capability through research
and development. Their research and development efforts are not limited to fibre
stage alone but extend to entire textile value chain. While the plantation and
related activity is carried out at Grasim Research Institute (GFRI, Harihar, India),
the Product innovations are carried out at Birla Research Institute (BRI, Nagda,
India). For value chain related activities, a state of art “Textiles Research &
Application Development Centre” has been established at Kharach, Gujarat-India
to entire textile value chain from yarn to fabric to garments.
Markets On marketing front, their reach extends to the entire globe, through
marketing offices. On a global level, their major strength is in spun-dyed fibres
and now other specialities such as Non-woven, Modal and Excel have started
penetrating in global markets. Their brand “Birla Cellulose” is firmly entrenched in
the market. Their value added marketing services comprising of technical,
logistical, financial, marketing and informational support have enabled us to
emerge as the most preferred supplier of VSF in world.Our offerings whether
from India, Thailand, Indonesia or China are all marketed under the mother
brand “Birla Cellulose” and sub brands Birla Viscose, Birla Modal & Birla Excel.
An umbrella brand has enabled us to create a common identity for our product

across the globe irrespective of its production origin and creating of awareness
and consumer pull.u have to come in kiet.
ABOUT BIRLA CELLULOSE

Birla Cellulose:
Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of
cellulosic fibres. It comprises versatile sub-brands; Birla Viscose, Birla Viscose
Plus, Birla Modal, and Birla Excel. These brands offer a wide range of functional
benefits such as soft feel, high moisture absorbency, bio degradability and
comfort to the wearer. These fibres have multiple applications including apparel,
home textiles, dress material, knitwear, non-woven etc.
Fibre is one of the oldest businesses of the Aditya Birla Group that commenced
in 1954. Birla Cellulose is a world leader in viscose staple fibre (VSF). Its
production is spread across six countries, viz. Canada, Thailand, India,
Indonesia, China and Laos. The Group independently fulfills India's entire VSF
requirements.
With a strong focus on Research and Development (R&D), the Group's R&D
initiatives span the entire value chain.
• Grasim Forest Research Institute — pulp to plantation research

• Birla Research Institute for Applied Sciences — pulp to fibre research
• Textile Research & Application Development Centre (TRADC) — value
chain from fiber to garments / made
"Nature is the genesis of all that surrounds us, therefore, what other than nature
could be the origin of Birla Cellulose." Nature is the source of Birla Cellulose and
herein lies the inspiration of their logo.
'Fibres from Nature' is the theme and the message:

Leaves fall and grow all over again, they are a renewable resource of nature.
Birla Cellulose is much like these leaves and is made from the same trees. The
floating leaves symbolise the key characteristics of Birla Cellulose which are
"comfort and lightness". The vibrant green indicates that Birla Cellulose can take
on vibrant colours. The circle signifies the cycle of nature and sustainability.
Nature remains the underlying theme for all the brands:
• Viscose is symbolized by the fresh green of summer

• Modal is symbolised by the burnt orange of autumn
• Excel is symbolised by the deep pink of spring
Birla Cellulose is:
• Natural - Soothing, comforting and elevating, Birla cellulose exhibits all

qualities of its source — nature.
• Stylish - The drape and fall of Birla Cellulose with its natural inheritance is
a fashion statement.
• Timeless - Just like nature, Birla Cellulose, is timeless and shall always
remain in vogue.
• A fashion catalyst - A hint of Birla Cellulose in your wardrobe brings in
the glamour that differentiates between mundane and fashionable
• Versatile - Birla Cellulose combines the best properties of all fibres. It is
extremely blendable hence enhancing the realms of possibilities in
clothing.
The characteristics:

Viscose is a 100 per cent natural fiber sourced from wood pulp, a natural and
renewable resource. Over the years it is being widely recognized as a 'Fibre of
choice' by fabric producers.
Birla Cellulose - Fibres from Nature : Contributing to a

green world
Preserving our environment has always been the inspiration behind Birla
Cellulose. It has successfully achieved this goal through the following initiatives:
Nurturing and building the green cover

Over a million plantlets are being produced from identified superior clones for
development of clonal orchards and plantations.

Land conservation
Efforts are on to encourage tree-farming practice on marginal, sub - marginal
and fallow lands to the best advantage of the country. The yield of Viscose is
seven times that of cotton for the same land area. Thus significantly contributing
to conservation of land, and reaping maximum results from this limited resource.
Water conservation
Birla Cellulose Viscose is highly environment friendly. Every kilogram of viscose
produced saves 200 buckets of water when compared to cotton. Thus it
preserves one of the most valuable natural resources.
Zinc free product

Results in, manifold benefits through the value chain due to the unique cross
section.
Process friendliness
The process being followed for production is environment friendly and green due
to the following advantages:
• Non toxic effluent as a result of replacement of zinc by alum

• Less solid waste generation due to reduced lime consumption
• Reduced risk of fouling biological microorganism in reactor
SpunShades
This variant is environment friendly and results in conservation of water
throughout the value chain. It is Okeo Tex certified, i.e. it meets the ecological
requirements set for baby articles.

Birla Cellulose - The Fibre of Choice benefits

Heavy metal free Viscose Plus:
Cross section differentiation

Zinc Zinc free
Despite its known toxicity, zinc has remained an

indispensable input to VSF
Birla Cellulose is the only heavy metal / zinc free viscose with the following green
properties:
• Reduced effluent load

• Improved fibre properties
• Reduced production cost
• Technological adaptability
Birla Cellulose : The perfect blend

Birla Cellulose fibres are the perfect blend with all types of fibres. The benefits of
using Birla Cellulose as a blend are as below:

Birla Cellulose blends Benefits of blending with Birla Cellulose
Birla Cellulose-cotton Makes cotton soft and supple
Improves fabric uniformity
Imparts sheen and colour brilliance
Birla Cellulose-wool Improves wear properties
Imparts softness
Enhances skin friendliness
Adds shine and luster
Birla Cellulose-silk Maintains sheen of silk
Improves comfort
Economical and fashionable
Improves comfort, breathability, lustre and skin
Birla Cellulose-synthetics
friendliness
Birla Cellulose-elastane Offers excellent sheen, comfort and stretch
Vision and values:

To be the world leader in man-made cellulosic fibre.
The company believes in value-creation for all its stakeholders, through

innovative research and development initiatives which in-turn develop the market

for man-made cellulosic fibres.
Companies and units:
An integrated outlook
Birla Cellulose is growing by leaps and bounds through both organic and
inorganic route. The efforts towards integration and self sufficiency are as
follows:
• Backward integration into pulp and plantation

• Captive power plant at all locations
• In house manufacturing of all major chemicals and auxiliaries used in VSF
manufacturing.
In house engineering division that caters to new project implementation
Beyond business
A value-based, caring corporate citizen, the Aditya Birla Group inherently
believes in the trusteeship concept of management. Part of the Group's profits
are ploughed back into meaningful welfare-driven initiatives that make a
qualitative difference to the lives of marginalised people. These activities are
carried out under the aegis of the Aditya Birla Centre for Community Initiatives
and Rural Development, which is spearheaded by Mrs. Rajashree Birla.

CHAPTER 4
ABOUT THE PRODUCT

PRODUCT PROFILE
Product Profile:

SKINCARE ON THE GO
Aditya Birla Group, has recently launched its new product “Kara Skincare
Wipes”. Kara Skincare wipes is a solution to skin care regime out of home – a
convenient way to be at you best always. Sometimes your hectic schedule
leaves you with little time to take care of your skin. But with Kara Skincare wipes
in your bag, you can now take care of your skin even when you’re on the go.
With a unique formulation of natural ingredients, these wipes are easy to use –
anytime, anywhere. What’s more, they are made from Birla Cellulose, a fiber that
is 100% natural and biodegradable.
Kara Skincare wipes are:

• Convenient
• Hassle free application of lotion without using cotton balls.
• Portable
• Optimized Efficacy
• 100% Natural and Biodegradeble
• Hygenic
• Alcohol free
• Dermatologically Safe
• Assurance of “The Aditya Birla Group”
Variants of the Product:

• REFRESHING FACIAL WIPES:
Kara Refreshing wipe is enriched with Aloe Vera for skin nourishment and
Mint Oil for effective freshening. It ensures effective cleansing to remove dirt,
excess oil and grime from the face and neck and also leaves a lingering
fragrance.
• DEEP PORE CLEANSING WIPES:

Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of
dirt, grime and excess oil. Enriched with Jojoba and Avocado extracts, it
unclogs pores, detoxifies and thoroughly exfoliates dead skin cells.
• MOISTURIZING WIPES:
Kara Moisturizing wipes is enriched with the goodness of Almond and
Honey for beautiful radiant and glowing skin. It is also fortified with vitamins
for skin conditioning and is suitable for use right throughout the year.
• TONING WIPES:
Kara Toning wipes is enriched with Rose and Thyme extracts that tighten
the skin and maintain the normal pH balance.
• SUNSCREEN WIPES:
Kara Sunscreen wipes has a formulation of SPF 20* which protects the
skin from the adverse effects of UVA and UVB sunrays. It is enriched with
antioxidants like Plum extract & Vitamin E that nourish the skin and Aloe Vera
extract that keeps the skin moisturized.
• MAKE UP REMOVAL WIPES:

With seaweed extracts and lavender, it removes all types of make up.
Finally, a wipe that gets in purse and can be used anywhere.

CHAPTER 5
BRAND ANALYSIS
BRAND ANALYSIS

Kara Skincare wipes is a new product to hit the Indian market. The brand is now
running heavy print campaigns announcing the launch. Kara Skincare wipes can
be called as “India's first branded skincare wipe product”. Skincare wipes are
popular in the west but in India the category is a new one. Although Indian
consumers are familiar with the products which are imported, its the first time
that an Indian company has entered in this segment.
”Kara means care” . The brand also marks Aditya Birla Group's foray into
the Indian FMCG market.
According to reports, Wipes market is worth around Rs 30 crore ( source : Ginni
filaments website).
Kara Skincare wipes is positioned as an essential skincare accessory. The brand
is being launched in six variants –
• Refreshing
• Deep Pore Cleansing
• Toning
• Moisturizing
• Sunscreen Wipes
• Make up removal wipes
The brand should target the young lady professionals who often
need to meet alot of people and have to work in outdoors.
The brand aims to create a new category of wipes in India . Hence the challenge
is to educate the targetted consumers about the usefulness of this product. This
task is cut out for Kara since the targetted consumer is already exposed to such
products. The only task is to inculcate the habit of buying and using the wipes.
The product is relevant in the Indian market for two reasons - One is the climate
which necessitates such a product and second is the growing number of lady

professionals .
The brand has the tagline " skin care on the go " which clearly communicates
the core brand positioning. The brand is being promoted as the anytime solution
to look good
Kara has a good potential to create and own a new category. The brand already
has the first mover advantage. But the category does not have much entry
barriers. It can face stiff competition from cheap imports. But Kara has the
financial backing of Birla group and the investment in building this brand will
pave the way for another successful marketing story.
HOW IT WORKS

The science behind this dullness is the formation of unstable molecules called
free radicals when your skin is exposed to elements like pollution, sun, wind,
temperature, and stress during the day. These react with the skin to deplete skin
proteins (collagen) and thus weaken the skin substrate to cause a slow
continuous ageing, which one does not realise till the effects start showing in the
form of wrinkles and sagginess. How do we prevent this? The answer lies in a
regular dose of nourishment for your skin that is rich in antioxidants.
With a new innovative product range of Kara ™ Skincare Wipes rich in natural
extracts, this once incurable problem has found an extremely simple answer.
What you could not do so far through the day is now possible as many times as
you want. A critical three step action which cleans your skin, gives it essential
hydration and replenishes the vital nutrition of the skin can be done in one easy
swipe, thanks to the advanced skin wipe technology from Kara ™ . It’s unique
innovative three step action that is set to change your skincare routine, and
ensure that the skin stays young and vibrant all though the day.
1. Skin cleaning: Skin experts recommend thorough cleaning of the face

before applying anything in order to avoid blocking of pores with lotions which
can result in boils, acne and pimples. To take care of this, every skincare wipe
has fibrils on its surface which ensure thorough cleaning of the skin pores when
they come in contact with the skin.
2. Hydration : The benefits of water in preventing skin ageing and dullness

are well established. Each skincare wipe has 80% aqua loading which is
transferred to the skin, ensuring a rich, ageless and healthy skin.

3. Nourishment: Antioxidants are substances that combat free radicals,
and thus help reverse the process of ageing. A steady dose of antioxidants
through the day helps in preventing skin ageing. Each Kara ™ Wipe has natural
ingredients like avocado, aloe Vera, almonds etc. which serve as antioxidants,
and thus nourish the skin constantly to gradually reveal flawless, glowing skin.
This three step action was always a very critical need for the skin, and with the
revolutionary wipe format of skincare, it has enabled women to rectify dull
sagging skin all through the day. Additionally, a mesh like structure of the easy-
to-carry around wipe helps to hold just the right amount of lotion for one time
usage, and a superior applicator technology that regulates the uniformity of lotion
absorption into the skin. Therefore, the right amount of skincare at the right time
is the Kara ™ way of doing skincare. Make Kara ™ skincare wipes a habit, and
see your skin rejuvenate and glow with health and beauty, forever!

CHAPTER 6
DATA COLLECTION

Data Collection:
Primary Data:
The first hand information bearing on any research is the one, which has
been collected by the researcher. The data here is collected through:
• A structured questionnaire
Secondary Data:
The data which has already been collected, complied and presented earlier
by any agency may be used for purpose of investigation. The data collected
through:
• Various publications in form of annual reports, various papers
and journals published from time to time.
• Through internet
• Books.
Secondary data is taken only for the purpose of “Industry profile”. Rest of the
data collected is primary and exclusively of the beholder of this project.

CHAPTER 7
FINDINGS AND THEIR ANALYSIS
Note: The following findings and their analysis is done solely on the basis of
responses given by the customers to whom closed ended questionnaires are
given.according to their responses analysis and conclusions are drawn.

Question 1:
Do you know what a wet wipe is?
NO, 41, 12%
Y ES
NO
YES, 301, 88%
ANALYSIS-
From the total of 342 customers, only 88% of the customers knew what a wet
wipe is. This particular thing shows the level of awareness among the customers
in Noida.
What is needed is first to make customers aware of the concept and then to
advertize the product. a few years ago when the first wipe was launched, this
concept is yet to make its mark.
Now what is important in this sample are the 88% customers who know what is a
wet wipe.

Question 2:
Do you use wipes?
NO , 33, 11%
YES
NO
Y E S , 268, 89%
ANALYSIS-
From the last question, we have asked this question to only those 301 customers
who know what a wet wipe is.
Out of 301, only 268 customers use wipes, and rest 11% doesn’t. This thing
shows that even after awareness due to different reasons few customers don’t
go for it.
Now our target are these 268 customers who use wipes.

Question 3:
How often you use the wipes?
M O RE THA N
TW ICE , 12, 4%
TW ICE , 51, 19% M O RE THA N TW ICE
TW ICE
W HE N JUS T O NCE , 32, JUS T O NCE
RE Q UIRE D, 173, 12% W HE N RE Q UIRE D
65%
ANALYSIS
From the data, we concluded that most o the customers use them as and when
required. It might be once or twice a day or more than that. They might not use
them when its not needed. If we look at the climate in Noida, we can deduce that
this behavior is obvious.
Only 4% use it more than twice a day. After that 19% use them twice a day and
then 12% once a day.
Working people mostly use these wipes and this shows this behaviour.

Question4:
Which brand do you use?
D O V E , 57, 21%
DO V E
L'O R E A L
G IN N I
O TH E R S , 168, 60% L'O R E A L, 49, 18%
O TH E R S
G IN N I, 4, 1%
ANALYSIS-
According to the survey conducted, among all the competing brands in the
market, customers prefer mostly Dove and L’Oreal. it came into notice that
consumers using these brands are loyal to them and good strong base which
comes with their products, reason being – long existence of the brand in the
market. Where as brands like Ginni have a share of 1% only.
Here others include Kara also.

Question5:
Do you regularly use the same brand?
Y E S , 91, 34%
YES
NO
NO , 177, 66%
ANALYSIS-
from the survey, we concluded that only 34% of the customers are loyal to some
brand, otherwise people go for other brands. This might be due to experimenting
or availability.
Most of the customers are loyal to their brands as this is a question of their
skincare which is a sensitive issue and they go for mostly branded items like
dove or l’oreal.

Question6:
What factor according to you influence you the most

while on shopping for a wipe.
variety , 24, 9% availiability

fragranc e, 21, 8%
availiability , 113, pric e
others , 29, 11% 42% brand
others
fragranc e
brand, 64, 24% pric e, 17, 6% variety
ANALYSIS-
from this survey, we concluded that most of the customers actually purchase
whatever is available and less people go for brands, hence we can say that
availability plays a major role in sales.
If a customer doesn’t got his brand ,he might move to other branded wipe as
they also give him the same effect. So, if not Dove then go for Nivea wipes or
other branded wipes.
Today consumers have money and if their brand is not available, they are not
hesitant in moving to other brand.

Question 7:
If availability is the factor,

• from where do u get your wipe.
m edic al s tores , 7,
6%
hy per m ark ets , 39, m om and pop s tores
35% hy per m ark ets
m om and pop
s tores , 67, 59% m edic al s tores
ANALYSIS-
most of the customers prefer that these wipes should be made available to their
neighborhood retailer, so that in case of need they can get it from near home.
There are a few customers who are in favour of hypermarkets.
Reason might be that most of the people visit hypermarkets like big bazaar once
or twice a month and wipes requirement rises weekly or sometimes on urgent
basis, so only 35% supports hypermarkets for sale of wipes.

Question 8:
If brand is the factor,

• does your brand gives u assurance as given by
Aditya Birla (in case of Kara)
NO, 25, 39%

YES
NO
Y E S , 39, 61%
ANALYSIS-
Most of the brand loyal customers supports this fact that they get assurance from
the brand name. most of the big brands like Dove, L’oreal and Nevia are
international brands and people around the world have faith in them. This is the
reason why 61% people shows faith in their brand.

Question 9:
If BRAND is the factor,
• Is your brand dermatologic ally safe
NO , 2, 3%
Y E S , 22, 34% YES
C A N N'T S A Y
NO
C A N N 'T S A Y , 40,
63%
ANALYSIS-
Most of the customers doess’t know whether their brand is tested safe on skin or
not, nor they kow whether its mentioned on their pack. Only 34% are sure that it
is safe but most of them are unaware of this fact.

• Is your brand 100% alcohol free
C A N N 'T S A Y , 26 ,
4 1% YES
NO
Y E S , 38 , 5 9 % C A N N 'T S A Y
N O , 0, 0%
ANALYSIS-
In this case, 59% people are sure that their brand is alcohol free, but still 41%
say they are not sure of it.

• Is your brand made from viscous
Y E S , 0,
NO0%
, 4, 6%
YES
NO
W HA T'S THA T?
W HA T'S THA T?,
60, 94%
ANALYSIS-
This question has made most of the people amused, 94% say they don’t know
what viscous sheet is. This survey also included customers of kara.

• Is your brand 100% biodegradable i.e. safe for
environment?
Y E S , 11, 17%
NO , 0, 0%
YES
NO
CA NN'T S A Y
CA NN'T S A Y , 53,
83%
ANALYSIS-
In this case too, most of the people are not aware of the fact that their wipe is
nature friendly or not. Only 17% says yes to this question.

Question 10:
Have you heard of Kara.
NO, 70, 23%
YES
NO
YES, 231, 77%
ANALYSIS-
This shows that only 23% customers have not heard of kara and 77% customers
have atleast heard of it, shows its now making its base, but what is needed is the
strong base of customers who purchase Kara.

Customers’ profile
NOTE: out of total 342 customers interacted and total

customers who are genuinely interested in wipes, following
things are deduced.

• Age
35 -40 y rs40 -45 y rs 1 5-20 y rs

6% 3% 7%
30-35 y rs 2 0-2 5 y rs 15 -20 y rs
2 1% 29% 20 -25 y rs
25 -30 y rs
30 -35 y rs
35 -40 y rs
40 -45 y rs
2 5-3 0 y rs
34%
ANALYSIS-
This will show the age group which normally purchases the wipes. From this we
can see that 25-30 yrs customers are the biggest segement of customers who
purchases the wipes, later on its 20-30 yrs.this shows tht youngsters are now
becoming more and more skin conscious.
Least are 40-45 yrs segment.

• Sex
M A LE , 3 2, 12 %
M A LE
F E M A LE
F E M A L E , 23 6 , 88 %
ANALYSIS-
This shows that more no. of womens are showing their interst in this segment.
Only 12% males had shown interest in this segement. So we can now more and
more emphasize on this segement.

• Profession
H O M E M A K E R , 17 ,
6%
S TU D E N T, 46 , 1 7 %
W O R K IN G
S TU D E N T
HOM EM AK ER
W O R K IN G , 2 0 5,
7 7%
ANALYSIS-
This includes both male and female, homemakers are women only but rest
includes both male and female.
Thos clearly shows the trend that more working people are getting attracted
towards this segment.
Potential also lies at the students area where its not till developed.

CHAPTER 8
PROBLEMS FACED BY THE

PRODUCT

PROBLEMS FACED BY THE PRODUCT:
• There are some times that customer is there but the product is not available,
and the customer go for other brands, hence the availability is very essential
thing that most of the Chinese wipes actually take care of.
• the product is launched with a new concept, and any new concept takes time
to establish itself in the market. Especially in terms of a skincare product.
• consumers prefer the products which are already established in the market
and are little hesitant to use a new product for their skin.
• Consumers especially women, prefer buying the products of brands like

L’oreal, Dove etc. But in facial wipes, there are just the refreshing wipes
which are being marketed as well as sold in the market. Only facial wipes
till now known were, Fresh Ones, Dove wet wipes, Nivea Wipes, L’oreal
Refreshing and Cleansing wipes.
• Since Kara Skincare wipes have been launched recently, two years back
and the only company providing a wide range of variants in wipes like
sunscreen, moisturizing, toning, deep-pore cleansing, Consumers are
not much aware about the product.
• Due to very less advertising of the product by the company, the

awareness about the product has not spread among both retailers and
consumers and consumers aue what ever they get.
• There’s a huge demand for the product among the “new-generation

working women” as they prefer handy products for convenient and easy
accessibility. So focusing on the right consumer group is necessary.
• It is important to make it clear to the consumers that it is not just another

refreshing wipe but it is the entire skincare range of wipes.

• Retailers are not well aware about the product and are unable to explain
the details about the product to the consumers, as they themselves do not
have the complete understanding about the product.
• The advertisement on air i.e. television ads’ and other medium needs to
be used to make customers aware about our product.
• Customers purchases Chinese wipes as they don’t have awareness about

them and their quality.
• Convincing the consumers and retailers is the main issue.
• Price factor also persists in terms of Kara Sunscreen Wipes, and the
reason is lack of awareness about the technicalities of the product.
• Price factor also raises concern for the retailers due to lesser margin but
in Chinese wipes there margins are high.

CHAPTER 9
RECOMMENDATIONS

RECOMMENDATIONS:
• The product needs rigorous advertising be it in print media and

television, hoardings only then the awareness could be brought about
the brand and the products.
• It will be better to target big outlets, showrooms and malls with

demonstration corners to catch the eye of the eye of the consumers
but we must not forget that even today most of the people go to their
nearby kirana stores to get their items, so better not to leave them.
• Getting the product into an eye catching and handy package for
various purposes, so that it attracts both the consumers and retailers.
• Try to make the wipes available at most of the stores, the more the
better. We need to push the product till the time customers pull it
towards them selves.
• Activities and promotions at hyper markets and malls to attract more

and more customers, mostly during Saturdays and Sundays.

CHAPTER 10
BIBLOGRAPHY

BIBLIOGRAPHY
• Marketing management, 13th edition, by Philip Kotler, Kevin Lane Keller,
and Abraham Koshay.
• Consumer Behaviour Analysis (critical perspectives on business and
management) by G.R Foxall, Published by Routeldge Publishers.
WEB SITES
• www.adityabirla.com
• www.adityabirla.com/birlacellulose
• www.google.com
• Ginni filament site.
• www.wikipedia.com

CHAPTER 11
ANNEXURE

QUESTIONAIRE
1) do you know what a wet wipe is?

• Yes
• No
2) Do you use wet wipes?

• Yes
• No
3) How often you use the wipe?

• Just once a day
• Twice a day
• More than twice
• When required
4) Which brand do you use?

• Dove
• L’oreal
• Ginni
• Others
5) Do you regularly use the same brand?

• Yes
• No
6) What factor according to you, influence you most while on

shopping.
• Availability
• Price
• Brand
• Fragrance
• Varity
• Others
7) If availability is the factor, from where do you get your wipe?

• Mom and pop store

• Hyper market
• Medical stores
8) If brand is the factor, does your brand gives you assurance ( as

given by Aditya Birla in case of Kara)
• Yes
• No
9) If brand is the factor, is your brand dermatologic ally safe.

• Yes
• No
• Can’t say
10) If brand is the factor, Is your brand 100%alcohol free

• Yes
• No
• Can’t say
11) If brand is the factor, is your brand made of viscous?

• Yes
• No
• What’s that
12) If brand is the factor, is your brand 100% bio degradable?

• Yes
• No
• Can’t say
13) Have you ever heard of Kara?

• Yes
• No

Grasim Final Report

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HOW TO MINIMIZE THE CHINESE

WIPES MARKET AND TO FIND

JAIPURIA INSTITUTE OF MANAGEMENT

Page 1 of 79 Ashutosh Kumar Singh

ASHUTOSH KUMAR SINGH

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No academic endeavor can be single handedly accomplished. This work is no

I, Ashutosh Kumar Singh from Jaipuria Institute of Management, Lucknow would

THANK YOU ALL

ASHUTOSH KUMAR SINGH

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Chapter 1: executive summary…………………………………………………….....6

Chapter 2: research Methodology…………………………………………………....8

Chapter 3: About Aditya Birla………………………………………………………..12

About Grasim Industries………………………………………………………………22

About Birla Cellulose………………………………………………………………….32

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Chapter 4: about the product…………………………………………………………41

Chapter 5: Brand Analysis……………………………………………………………44

Chapter 6: Data Collection………………………………………………………...…49

Chapter 7: Findings and their analysis……………………………………………..51

Chapter 8: problem faced by the products…………………………………………69

Chapter 10: bibliography………………………………………………………..……74

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A project means a task assigned by the company. My project topic is “How to

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The research can be viewed from the following parameters:

a) The research is exploratory in nature. Explorative studies valuable

b) The research is also descriptive in nature. Descriptive study is an

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• All the information, which is taken, is biased on primary and secondary

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The Aditya Birla Group is a multinational corporation based in Mumbai, India

A US$ 24 billion conglomerate, with a market capitalization of US$ 23 billion.

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Globally the Aditya Birla Group is:

• No. 1 in viscose staple fibre.

• The 4th largest producer of insulators.

• The 4th largest producer of carbon black.

• Among the best energy efficient fertilizers plants.

In India, Aditya Birla is:

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Through its wide usage, we create a consistent, impact-oriented Group image.

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Non Ferrous Metals

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• Grasim--viscose staple fibre, rayon grade pulp, cement, chemicals,

• UltraTech Cement Ltd-- ordinary portland cement, portland blast

• Hindalco-- aluminium, copper

• Aditya Birla Nuvo-- garments, viscose filament yarn, carbon black,

• Idea Cellular Ltd.—telecom

• Birla Sun Life Insurance Co.Ltd—life insurance

• Birla Sun Life Asset Management Company Ltd.*--mutual fund

Page 20 of 79 Ashutosh Kumar Singh

• Aditya Birla Capital Advisors Private Limited (ABCAP)--

• Aditya Birla Money Limited-- leading player in broking space