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PUNE INSTITUTE OF BUSINESS MANAGEMENT

KOUTONS

TEXTILE
SECTOR DETAIL
IN WORLD ECONOMY 6% of world trade .
 8% of world trade in manufactured goods. .
IN INDIAN ECONOMY 14 per cent to industrial production.
 4 per cent to the country’s gross domestic product
(GDP).
GROWTH & DEGROWTH OBSERBED
Historical Growth During pre-liberalization period was 8.09 percent.
 From 2007-2008 to 2011-12 average rate is 2.53
percent per annum .
Historical growth in Textile sector.

textile
others

Source: Calculated from ASI data
GROWTH&DEGROWTH OBSERVED
Projected Growth Upcoming 5 year its GDP contribution is expected
grow from 4 percent to 8 percent.
expected growth

8%
6%
4%
2%
0%
2009-13

2013-18

Source: Calculated from ASI data
GROWTH DRIVERS
 Consumer need and preferences.

 Brand conscious person.
 High and middle income groups.
TOP PLAYERS IN SECTOR
INDIAN COMPANIES Page industries
 Arvind
 Bombay rayon fashion
 Rupa & co.
 Raymond

Source: Calculated from ASI data
REASONS FOR GROWTH OBSERVERD IN THE
SECTOR.
 People are becoming brand conscious.
 Fashion are changing rapidly.
 People have become more conscious about their

appreal.
 Huge competition.
 Growth in income.
Porter’s Five Forces Model

Source: Calculated from ASI data
Pune institute of business management(final presentation)
Mission and Vision

Mission- Its main focus is to

manufacturing and

distribution.

Vision- Its vision is to provide superior brand in
affordable price.
History and Milestones

History The company started its journey in 1990 when D P S

Kohli and his brother-in-law B S Sawheny set up
Charlie Jeans.
 In 1998 the company launched the brand Koutons
and in 2002 it launched its first exclusive Koutons
brand outlet.
 In the same year, the company changed its name to
Koutons Retail India.
 It has a network of more than 1420 outlets
across India.
Continued……………………………………………….
Milestones• “Most Admired Fashion Group” at Images Fashion

Awards 2008 held in Mumbai.
• Honoured with “Brand of the Year Casual Award” by
Clothing Manufacturers Association.
• The prestigious “Chain Store of the Year” Award at
the National Awards for the excellence in Apparel
business organized by CMAI.
PROMOTERS OF COMPANY
 The Company was incorporated with the main object

inter alia to take over the existing partnership
firm, M/s. Charlie Creations which had Mr. BS
Sawhney and Ms. Amarjit Kaur as partners (the
Firm), along with all its assets and liabilities.

Revenue of the company-32.6964 ( USD in
Millions )
(source-http//www.shine.com)
Continued……………………………………………
Target Market- The focus market for our “Koutons”
brand is the male population from 22 to 45 years of
age, living in metros.
Continued ……………………………………………
Product/Services Profile(Source-http://www.sebi.gov.in/dp/koutonsdraft.pdf)
ORGANISATION STRUCTURE
MARKETING STRATEGY OF COMPANY
 Increase geographic penetration by






spreading the network .
Enhancing manufacturing capacities.
Target the growing segments.
Strengthen the competitive position .
Further improving our cost structure.
Pursuing potential strategic acquisitions to
complement our existing brand portfolio.
4P’s of Marketing
 Product-

Lighted jeans.
Latest fashion.
 Price-

Affordable price –mainly high income groups.
 PromotionAdvertisement- banners , pamphlets.
Sponsors – functions in college.
 PlaceMetro cities.
SWOT analysis
Strengths In increasing level of R&D and innovation;
 End uses which is an asset;
 Better financial ratios;
Opportunity
 -quick growth in textile consumption per capita

worldwide and especially in China, India and Brazil.
Weaknesses:
 small and medium-sized companies with limited

capacity for investment;
 more difficult access to credit;
 lack of attractiveness of the textile industry for young
graduates;
Threats:
 scarcity of raw materials and increasing prices;
 growing pressure on prices, particularly on mature

markets;
 increasing risk of copies;
THANK
YOU

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Pune institute of business management(final presentation)

  • 1. PUNE INSTITUTE OF BUSINESS MANAGEMENT KOUTONS TEXTILE
  • 2. SECTOR DETAIL IN WORLD ECONOMY 6% of world trade .  8% of world trade in manufactured goods. . IN INDIAN ECONOMY 14 per cent to industrial production.  4 per cent to the country’s gross domestic product (GDP).
  • 3. GROWTH & DEGROWTH OBSERBED Historical Growth During pre-liberalization period was 8.09 percent.  From 2007-2008 to 2011-12 average rate is 2.53 percent per annum . Historical growth in Textile sector. textile others Source: Calculated from ASI data
  • 4. GROWTH&DEGROWTH OBSERVED Projected Growth Upcoming 5 year its GDP contribution is expected grow from 4 percent to 8 percent. expected growth 8% 6% 4% 2% 0% 2009-13 2013-18 Source: Calculated from ASI data
  • 5. GROWTH DRIVERS  Consumer need and preferences.  Brand conscious person.  High and middle income groups.
  • 6. TOP PLAYERS IN SECTOR INDIAN COMPANIES Page industries  Arvind  Bombay rayon fashion  Rupa & co.  Raymond Source: Calculated from ASI data
  • 7. REASONS FOR GROWTH OBSERVERD IN THE SECTOR.  People are becoming brand conscious.  Fashion are changing rapidly.  People have become more conscious about their appreal.  Huge competition.  Growth in income.
  • 8. Porter’s Five Forces Model Source: Calculated from ASI data
  • 10. Mission and Vision Mission- Its main focus is to manufacturing and distribution. Vision- Its vision is to provide superior brand in affordable price.
  • 11. History and Milestones History The company started its journey in 1990 when D P S Kohli and his brother-in-law B S Sawheny set up Charlie Jeans.  In 1998 the company launched the brand Koutons and in 2002 it launched its first exclusive Koutons brand outlet.  In the same year, the company changed its name to Koutons Retail India.  It has a network of more than 1420 outlets across India.
  • 12. Continued………………………………………………. Milestones• “Most Admired Fashion Group” at Images Fashion Awards 2008 held in Mumbai. • Honoured with “Brand of the Year Casual Award” by Clothing Manufacturers Association. • The prestigious “Chain Store of the Year” Award at the National Awards for the excellence in Apparel business organized by CMAI.
  • 13. PROMOTERS OF COMPANY  The Company was incorporated with the main object inter alia to take over the existing partnership firm, M/s. Charlie Creations which had Mr. BS Sawhney and Ms. Amarjit Kaur as partners (the Firm), along with all its assets and liabilities. Revenue of the company-32.6964 ( USD in Millions ) (source-http//www.shine.com)
  • 14. Continued…………………………………………… Target Market- The focus market for our “Koutons” brand is the male population from 22 to 45 years of age, living in metros.
  • 17. MARKETING STRATEGY OF COMPANY  Increase geographic penetration by      spreading the network . Enhancing manufacturing capacities. Target the growing segments. Strengthen the competitive position . Further improving our cost structure. Pursuing potential strategic acquisitions to complement our existing brand portfolio.
  • 18. 4P’s of Marketing  Product- Lighted jeans. Latest fashion.  Price- Affordable price –mainly high income groups.  PromotionAdvertisement- banners , pamphlets. Sponsors – functions in college.  PlaceMetro cities.
  • 19. SWOT analysis Strengths In increasing level of R&D and innovation;  End uses which is an asset;  Better financial ratios;
  • 20. Opportunity  -quick growth in textile consumption per capita worldwide and especially in China, India and Brazil.
  • 21. Weaknesses:  small and medium-sized companies with limited capacity for investment;  more difficult access to credit;  lack of attractiveness of the textile industry for young graduates;
  • 22. Threats:  scarcity of raw materials and increasing prices;  growing pressure on prices, particularly on mature markets;  increasing risk of copies;