STUDY OF A LOCAL BRAND

Presented By: TAMANNA M.F.TECH(2010-12)

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, GANDHINAGAR

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Index
About Harra Timeline Brands Mission Vision Values Collection Types of Ownerships Stores Under Study (Store Photographs & Vedios) Head Office Technology Used SCM Outbound Logistics of Harra Process of Logistics Promotional Schemes References

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About Harra
K Maheshkumar Industries Ltd. (Hasejaa group of companies), manufacturer of HARRA brand of Ready to Stitch ladies dress materials.

Founded in 1988.

Mahendra Prabhudas Bajaj is the Director (Marketing and Business Development) for Hasejaa group of companies.

In 2009-10 group turnover is Rs 125 Crores

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Timeline
1988 - Founding of Hasejaa group of Companies. 1989 - Establishment of Brand Hasejaa. 2002 - Laid Foundation for infrastructure through K. Mahesh Kumar Capital Consultant Pvt. Ltd. 2005 - Establishing of Brand Harra. 2006 - Launch of First EBO at Gallops Mall, Ahmadabad. 2008 - Introduction of Hara KBC.
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Brands

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Mission
Our core philosophy is to contribute towards quality of life, aspiration and all lifestyle wants and needs of contemporary Global Consuners beyond geographical temtories

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Vision
Offer information and Value.

Understanding Customers Requirements. Design & Manufacture a complete range of world class products & Deliver World Class Expenses. Align Business Opportunities with the objective of Nation Building.
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Values
Responsibility. Understanding Excellence Integrity

Caring

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Collection
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Types of Ownerships

Company Owned Franchisees

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Stores Under Study

Harra Exclusive Outlet 1, Samir Complex, Opp. Choice Restaurant, Municipal Mkt., Nr. Swastik Cross Road, C.G.Road, Ahmedabad Gallops Mall 6,B/h. Iscon Temple, S.G.Road

Apanapan Near panjab national bank, Khushalbagh, Banswara (Raj.)

Payal 217, Dist Shopping Center, sec. 21,Gandhinagar (Guj.)

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Harra Exclusive Outlet 1, Samir Complex Opp. Choice Restaurant, Municipal Mkt., Nr. Swastik Cross Road, C.G.Road, Ahmedabad
Started on: 2nd Nov., 2009 Type of Ownership: Franchisee Store Location: Ground(For HARRA)
First (For Harra KBC)

Area: Approx. 300 Sqmt SKU: Approx. 800 Sqmt Footfall: Approx. 15-20 per day Layout made by: Own No of Staffs: 1+2 persons Collections: Casual, Party, Designers Price Range: 475/- to 3500/-rs
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Inventory Style: Hanger, Shelf, Mannequins, Glass table Designers: In house Designers Promotional Scheme: SMS, Leaflets, Sponsorships, Sale promotion, kitty parties, Event Organizers, Fashion show, Exhibitions Replenishment Scheme: Every 3rd day New Arrival comes to the store Technology Used: Internet, Genesis SCM: In house designing, Production, Retailing etc Information Provider: Amit Pal Singh
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Store Pictures

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Store Video

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Gallops Mall 6,B/h. Iscon Temple, S.G.Road

Started on: 2006 Type of Ownership: Franchisee Store Location: Ground(For HARRA & KBC) Area: Approx. 600 Sqmt SKU: Approx. 1200 Sqmt Footfall: Approx. 8-9 per day (regular) Layout made by: Own No of Staffs: 1 person

Collections: Casual, Party, Designers

Price Range: 399/- to 3099/-rs.
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Inventory Style: Hanger, Shelf, Mannequins, Glass table
Designers: In house Designers Promotional Scheme: SMS Replenishment Scheme: In 15 days New Arrival comes. Technology Used: Internet, Genesis

SCM: In house designing, Production, Retailing etc

Information Provider: Mr. RAJESH
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Store Pictures

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Payal 217, Dist Shopping Center, sec. 21,Gandhinagar (Guj.)

Started on: 1987 Type of Ownership: Franchisee Store Location:2nd Floor Area: Approx. 400 Sqmt

SKU: Approx. 300 Sqmt

Footfall: Approx. 9-10 per day Layout made by: Factory No of Staffs: 2 (for HARRA) & Total 35 Collections: Casual, Party, Designers Price Range: 500/- to 2000/-rs
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Inventory Style: Hanger, Shelf, Mannequins, Glass table

Designers: In house Designers

Replenishment Scheme: In 15 days New Arrival comes. Technology Used: Internet SCM: Every Wednesday maintain by company Information Provider: Mr. YAGNEN
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Store Pictures

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Store Video

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HEAD OFFICE

HASEJAA HOUSE Opp. Maskati Market, Sakar Bazar, Kalupur, Ahmedabad-380002. guj.

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Technology Used
Bar Code RFID (In progress) Genesis
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SCM
According to the demand of store they uses their own transportation/private transportations. For monitoring the demand they using Genesis ERP software

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SCM Process

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SCM Process

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Outbound Logistics of Harra

Warehouse

Local
Own Transportation Chota hathi

Outside
private transportati on

Mehta transportati on Store

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Store

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Raw material from mills

Warehouse Craftsmen Store

Customer

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Process of Logistics

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Promotional Schemes
SMS Leaflets

Sponsorship
Sale Promotion Activity

Kitty Parties
Event Organizers

Fashion Shows
Exhibitions
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References
http://www.harra.in/

http://www.fibre2fashion.com//newsdetails.aspx

From Stores and Head office of HARRA

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