Mrunalini Desai INTERNSHIP REPORT TEXTILE DESIGN DEPARTMENT - 2022
National Institute of Fashion Technology, New Delhi TEXTILE DESIGN DEPARTMENT INDUSTRY INTERNSHIP DOCUMENT - 2022 Rajesh Pra tap Singh Layap Hgnis Apparels Pvt. Ltd Duration (8 weeks) (6th June - 27th July 2022) Copyrights @2022 by National institute of Fashion Technology All rights reserved . No part of this document may be reproduced, stored in retrieval system or transmitted in any for by means of electronic, mechanical, photocopying, recording or otherwise without permission from National Institute of Fashion Technology, except by a review/reader who wishes to quote a brief passage in connection with a paper review/essay written for inclusion in a periodical, newspaper of broadcast.
UNIT NAME- LAYAP HGNIS PRIVATE LIMITED Plot10 &11, Gurukul Inderprasth Industrial Estate Faridabad 121003 (Haryana) India STUDENT NAME- Mrunalini Desai ACADEMIC MENTOR- Prof. Anu Sharma INDUSTRY MENTOR- Ms. Shatakshi Bajpai ( Textile Designer at Rajesh Pratap Singh)
Completion Certificate
About NIFT Set up in 1986, NIFT is the pioneering institute of fashion education in the country and has been in the vanguard of providing professional human resource to the textile and apparel industry. It was made a statutory institute in 2006 by an Act of the Indian Parliament with the President of India as \" Visitor' and has full fledged campuses all across the country. Over the years NIFT has also been working as a knowledge service provider to the Union and State government in the area of design development and positioning of handlooms and handicraft.
Industry Exposure The curriculum at NIFT attempts to give the students a rich repertoire of experience and understanding that will hopefully inculcate a desire and a capability for life long learning and will stand him /her in a good stead in these disruptive times of change. Industry engagement is envisaged as a learning process which by providing exposure to the students in real life working environment as a part of an academic curriculum helps them to develop and enhance academic, personal and professional competencies coupled with deeper understanding of the ethics and values that distinguish a good professional. A significant part of the engagement program is based on regulated exposure of the students to the industry environment as part of the course curriculum under the guidance of both academia and industry.
Preface This document is a concise report of the 8week summer internship (6th June -27th July 2022) that I underwent at Rajesh Pratap Singh in Faridabad, Haryana. The objective of this internship is to gain in- depth knowledge of the working of the industry in terms of the organizational structure, infrastructure, material and manufacturing process, design management, quality control etc. The document consists information regarding work environment and functioning of an industry in detail. It talks about the brand, our role as an intern and the projects we worked on. Boutique at the Emporio DLF Mall
Acknowledgment I herby acknowledge my Institute, National Institute of Fashion Technology, New Delhi for providing the opportunity to explore and work with professionals from the design Industry. I am very grateful for the support of my Academic mentor. Prof. Anu Sharma (Academic Mentor), Prof Ruby Sood (Internship Mentor) and Prof Anaya Mitra Pramanik (Textile design department cc) . Their feedback, suggestions and advice have helped immensely throughout the internship period. I want to acknowledge my industry mentors, Ms Shatakshi Bajpai ( Industry Mentor) and Rajesh Pratab Singh Sir for the guidance and mentoring throughout the internship period. I would also like to thank the entire team at Rajesh Pratap Singh for taking out time from their busy schedules and help with my needs and for their hospitality and guidance. Banna export , 10 &11, Gurukul Indraprashth Industrial Estate, Faridabad 121003 Haryana, India.
Content Preface Acknowledgment About the brand Brand History About the designer USP Target Market Product Range Achievements Collaborations Design Team Organization Structure Infrastructure Department Production Process Fabric store Design Department Merchandising Production Team Finishing Department Quality Check Packaging Market and Distribution Stores Projects Brand Research Size Chart Op art Research Op Art Prints Bed Collection Final Collections Key Takeaways Experience Reference
About the Brand Rajesh Pratap Singh is an artisanal brand with strong Indian roots and a modern handwriting. Since its inception in 1997 the brand is recognized for extensive design and textile innovation, a medley of technology and tradition. Rajesh’s work epitomizes simplicity, yet on closer look reveals his obsessive attention to detail. His reserve reflects in his styling which combines the modern with the traditional in a pure design aesthetic. His clothes have a global appeal yet remain passionately Indian. His experiments with traditional techniques while incorporating a modern language give an original soul to his works.
Brand story As one of India’s most respected design voices, Rajesh Pratap Singh is something of a national treasure. Since starting his label in 1997, he’s been known for various things – his minimalism, his tailoring, his pintucks, his suture stitches, his white shirts, and his monochromes. But at the heart of this body of work lie his fabrics.
About the Designer Almost 30 years back, when Rajesh Pratap Singh left Delhi’s National Institute of Fashion Technology to be a designer, he had little affection for the word “minimalist\". This continues even today when, as the most persuasive author of the “designer\" white shirt and finely-architectured fashion, he has become its stark symbol. He would rather call his work “modern\". Amid the dressy drama of Indian fashion, a structured Pratap garment, often in black or white, argues for a contrary style route. “I am more interested in the way garments are made than what is put on them,\" says the designer.
Understanding the brand The Brand works on three words- PURE, MODERN and INDIAN. Every piece created by the brand speaks these words bold and clear. The brand is known for traditional craft inspired artisanal garments that stand out for their impeccably clean lines, careful detailing and subtle international silhouettes. Rajesh Sir holds strong to the fact that “people should be able to wear whatever they want to. It should be an extension of their personality and whatever they are comfortable with. The white shirt has become a totem of his label, coveted by both men and women. We can rather call his work “modern\". Amid the dressy drama of Indian fashion, a structured Pratap garment, often in black or white, argues for a contrary style route.
Target Client An ideal client would be a well traveled Indian and the visiting NRI / International traveler. Someone who understands textile, and is a conscious dresser particular about cut and silhouette / fabric and also likes to have an element of India in their clothing although in a contemporary manner. Consumer demographics Range- Mid 30’s onwards Grooms are younger Professionals (writers / / photographers / painters artists / architects, journalists) Consumer psychographics Well travelled Environmentally conscious Well read Sensitive A creative bent of mind
Product range WOMEN- DRESSES, SHIRTS, JACKETS, TUNICS, BOTTOM WEAR, KURTAS, SARIS MEN- SHIRTST-SHIRTS, JACKETS, TUNICS, KURTAS, WAIST COATS, BOTTOM WEAR, BANDHGALAS, SHERWANIS FOOTWEAR- SHOES SANDAL KHADAUS PESHWARIS SLIPPERS BUTTONS AND ACCESSORIES- GOLD, BRASS, SILVER, PRECIOUS STONE, IVORY HOME DÉCOR- OXYGEN CYLINDERS, INSTALLATIONS, WALL ARTS UPCOMING HOME STORY- LIVING, BED ANS TBLE STORY WITH RUGS AND CARPETS
Shirt/ salwar pants jacket tunic/ kurta tunic dress Bandhgala saree Waist Coat Sherwani
Kurta Buttons Gladiator Slippers Sandals Khadau Peshawaris
PRODUCT COLOR MATERIALS SIZE COST DRESSES BEIGE, BLACK, ECRU, NAVY BLUE, WASHED COTTON, XS, S, M, L, XL Rs. 12,00- 39,500 WHITE COTTON, DUPION, GEORGETTE, HANDLOOM LINENE, POLYESTER SHIRTS BEIGE, BLACK, BLUE, BLUSH ARAVALLI COTTON, XS, S, M, L, XL Rs. 5,600- 22,500 PINK, GREEN, GREY, MAROON, COTTON, LINEN, GLASS COTTON, HANDLOOM WHITE, WINE WOVEN COTTON TWILL, FINE COTTON, WASHED COTTON, HANDLOOM COTTON/LINEN T-SHIRTS BLUE, GREEN, GREY, MAUVE, COTTON, COTTON XS, S, M, L, XL Rs. 3,500- 5,500 ORANGE, WHITE JERSEY JACKETS BLACK, BLUE, BROWN, ECRU, TENCEL, TENCEL SILK, XS, S, M, L, XL Rs. 14,500- 1,20,000 GREEN, GREY, WHITE, GREEN SAINLESS STEEL TENCEL, GOLD , MULTUCOLOR SILK BROCADE, BROCADE, DENIM, WOOL, HANDLOOM WOOL/ LINEN/ COTTON, KHADI, CREPE BLEND, ARVALLI COTTON, COTTON SILK, HANDLOOM WOOL ZARI, DUTCHESS SATIN WAISTCOAT BISCUIT, BLACK, BLUE, BROWN, HANDSPUN COTTON, XS, S, M, L, XL Rs. 16,740- 42,500 ECRU, GREY, MINT, NAVY BLUE, VISCOSE KATAAN, COTTON LINEN, PINK, RED, WHITE HANDLOOM COTTON/ LINEN, VINCOSE BANDGALA BLACK, BLUE, BROWN, ECRU, TENCEL, VELVET, XS, S, M, L, XL Rs. 45,000- 75,000 GREEN, GREY, WHITE, WINE LINEN/WOOL CREPE, HANDLOOM LINEN/ WOOL, LINEN, COTTON, WOOL KURTAS AUBERGINE, BEIGE, BLACK, HANDSPUN COTTON, XS, S, M, L, XL Rs. 14,850- 48,500 BLUE, BROWN, GREEN, GLASS COTTON, COTTON, MUSTARD, NAVY BLUE, OLIVE, BROCADE, PUR KATAN, PEACH, PINK, RED, WHITE, WINE, VISCOSE KATAN, YELLOW VISCOSE, LINEN, SILK, ARAVALLI COTTON SHERWANIS BEIGE, BLACK, ECRU, GREY, MINT, VISCOSE, BROCADE, SILK XS, S, M, L, XL Rs. 86,500- 1,25,000 PINK BOTTOMWEAR BEIGE, BLACK, BLUE, BROWN, COTTON, WASHED XS, S, M, L, XL Rs. 7,250- 77,250 GREY, NAVY BLUE, WHITE COTTON, LINENE, HANDLOOM COTTON/ LINEN/ WOOL SARIS BLACK, ECRU, WHITE COTTON SILK, SILK 251\" X 46\" Rs. 24,500- 68,500 FOOTWEAR BLACK, BROWN, CHERRY, GOLD GENUINE LEATHER 11. 10. 9, 8, 7, 6 Rs. 10,500- 21,850 BUTTONS BLACK, BLUE, BLUSH PINK, ECRU, LAPIS LAZUIL, STANDARD Rs. 9,950- 79, 500 GOLD, GREEN, MULTI, RED, PORCELAIN ENAMAL, SET OF 14 SILVER, WHITE, WINE CRYSTAL, SILVER, GOLD 32 LIGNE PLATED, ONYX, ZIRCON, 24 LIGNE LACQUER, PEARL, NATURAL PEARL, DIAMOND, UNCUT DIAMOND, ENAMAL BASE,
Achievements Rajesh is a recipient of several awards Rajesh’s Ajrakh prints on linen as well in recognition of his design and as handloom weaves in Ikat are housed creativity. He was awarded the National in the permanent textile and apparel Award in 2019 by the Government of archives of the Victoria and Albert India for “Outstanding contribution to Museum in London and were part of Indian Fashion” and simplicity of the “Fabrics of India” Exhibit at the V&A. design. GQ named him Man of the Year Rajesh’s textile repertoire extends from in 2018 for “Sustainable Fashion” and experimenting with Ikat weaves, “Designer of the Year” in the first GQ handloom indigos, chanderi and Men of the Year Awards in India in extensively Benares weaves. His textile September 2009. Newsweek June 2009 unit in Neemrana Rajasthan is named Rajesh as one of India’s most constantly working on new handloom talented and creative designers. Dec weaves. 2010 saw him receive the prestigious EDIDA award from Elle Décor.
Internationally, Rajesh has been In January 2013, Rajesh was appointed showcasing his collections in Paris. He as first WOOLMARK Ambassador of has done catwalk shows in the past at India. June 2013 saw the Kingdom of the prestigious Paris Fashion Week Bhutan invite Rajesh to do a show with and is represented internationally in Bhutanese fabrics for the opening of various niche stores. Rajesh had also the Royal Textile Museum and his undertaken costume designing for the creations are now permanently housed French Opera “Padmavati by Albert there. He has been collaborating with Roussel”. The opera was staged at the the Austrian company Lenzing for Theatre du Chatelet in Paris as well as textile developments using the in Spoletto in Italy. He was the first sustainable Tencel yarn. Indian designer to be invited by Rajesh’s garments have always VOGUE Italy to do a show at the Milano transcended the passage of time and Unica in Milan City in 2011. Rajesh has his designs are as relevant today as been participating in the Pitti Uomo in they were when created. This itself is Florence Italy and Tranoi in Paris, his philosophy in response to France for showcasing his collections. Sustainability.
Indigo Air Lines Bhuttico Bhuttico Shingora Satya Paul
Arvind Mills Satyam cinemas Collaborations Shingora He designed a new uniform for Indigo air lines which includes a navy blue bomber jacket, while shirt, and trousers. Singh also collaborated with a Kullu-based handloom company, Bhuttico, to present two prolific collections for men and women. He also created a capsule collection of 35 designs in scarves and stoles using premium wool, merino cashmere and other luxurious fibers. for Shingora. Satya Paul by Rajesh Pratap Singh partners with carbon-zero TENCEL™ branded fibers at FDCI x Lakmé Fashion Week 2021 in India. He also created a range of khadi denim created in collaboration with Arvind Mills in the weaving clusters of Gujarat. Satyam cinemas launched a multiplex in Chennai and collaborated with Rajesh to design one of the theatres as an experiential space. These are few of the many iconic collab done by Rajesh Pratap singh.
The Design Team Sapna Mehra (Rajesh's sister) director; Shatakshi Bajpai, (textile designer); Avinash Kumar ( Textile Engineer), Rajesh Pratap Singh (founder); Rattan Singh; Iqbal Hussain; Ojair Alam, (oldest karigars) all from Rajesh's design team. .
FOUNDER (Rajesh Pratap Singh) . DIRECTOR (Sapna Mehra) . ADMIN HR MARKETING AND TEXTILE PRODUCT TEXTILE DIGITAL CAD (Sandeep) DISTRIBUTION DESIGNER DESIGNER ENGINEER DESIGNER (Tanu) (Satakshi) (Anshula) (Avinash) (Punit) ACCOUNTS DEPARTMENT . . . MERCHANDISING PREES LEATHER WEAING UNIT RETAIL HEAD DESIGN WORKERS (Eesha) DESIGNER DEPARTMENT TEXTILE KARIGARS VENDORS SAMPLING MERCHANDISING (Ameesha) LEATHER FABRIC DEPARTMENT RETAILERS VENDORS (Palak) VENDORS FIELDERS RETAILERS PRODUCTION BLOCK MILLS DEPARTMENT PACKEGING PRINTERS (Nikita) KARIGARS FINISHING AARI WORKERS DEPARTMENT QUALITY MACHINE SHIPMENT CONTROL EMBROIDARY DEPARTMENT (Sapna) WORKERS (Amit) . WASHERS Organizational Structure Founder Director Accounts Manager Admin Manager Junior staff Assistants Retail Head .
CSR ( corporate social responsibility) Corporate social responsibility involves action taken when a company seeks to improve it environmental and societal impact. CSR also includes companies adopting fair and ethical business practices. The brand support to organization’s like Tamanna in their fund raising efforts. It also helps support to the Elle breast Cancer campaign every year and several such causes where they can make a difference in whatever way possible. Promotion of Crafts and Artisans The brand has stayed true to its roots for a long time and one way of achieving this is by using Indian crafts and handloom fabrics in their garments. Craft has a presence in all the products created here at Rajesh Pratap Singh. From Chikan kari, Ajrakh, block printing, hand embroideries, Gota to , weaving (ikat / chanderi etc) fabrics, Handloom Handspun Fabrics, to work of mukaish, zardozi, and texture techniques like shibori, all are explored and used in the garments constructed here. Installation view: works by Rajesh Pratap Singh, Manisha Parekh, Chandrashekhar Bheda with Mahender Singh, 2012.
Infrastructure BANNA EXPORT HOUSE IS LOCATED IN OLD FARIDABAD The Export House is divided into 2 floors- The ground floor and the first floor with a small washing and block printing unit in the Backyard GROUND FLOOR: -Main showroom( Rajesh Sir) -Small showroom(Payal ma'am) -General Manager's Office -Admin room -Finance Department -Mass Production room -Fabric store -Finishing room -Packaging Room FIRST FLOOR: -Payal Ma'ams Office -Rajesh Sir's office -Stock room -Pattern making department -Hand embroidery -Leather, Shoe department -Jackets department -Machine embroidery department -Sampling department - BACK YARD: -Block Printing unit -Washing Unit -
Small Store Main Entrance Rajesh Pratap Store HRs Hall Office Pantry stairs Finance Packing Department Quality Check Button Production Fabric Store Department Hand Finishing Producti on office stairs Blue Print Of ground floor The ground floor has a huge glass door which opens to the big show room where Sir creations are displayed. They also have HRs office and the finance department on this floor. The fabric store, Finishing room and packaging all takes place her. Ground floor is where the production takes place. There is a small room for button and hand finishing also.
Merchandising Payal Department Ma'am Office Pantry Canteen stairs Stock Hand Shoe Jacket Room Embroi- Depart Depart Stock ment ment Room dery Unit Rajesh Sir's Our Office Pattern Sampling Machine Office Room Department Embroi- dery Unit stairs Blue Print Of 1st floor First floor of the work shop has many departments and units. It includes the merchandizing department, stock room, pattern room, hand embroidery department, machine embroidery department, sampling unit, leather and shoe department, and a jacket department. The luxurious and bespoke garments are made here.
Design Once a particular theme is decide the design process begins with gathering imageries and writing down ideas, creating artworks. Sampling Production Before the mass production Once a garment made by the sampling unit created first copy sampling department is is of the garment and ensures it is approved by the designer they perfect. They are tested here and are sent for mass production. sent for production. Bespoke garment are also made here. QR & Finishing Packaging Admin and HR Once the garments are made, Once the garments are done The role of HR is to administer they go through quality check, with the finishing they are ironed everything which happens at the spotting are removed, labels are and packed made ready for workshop and ensure it runs added, and it is ensured that the shipment throughout india. smoothly. They also help in garments are fit for packaging. taking major and important decisions. Accessories Accounts There is Leather Department The account/ finance where shoes and sandals are department takes care of the manufactured, But the label also fund of the company. The designs statement jewelry pieces maintain the record using and and buttons for their clients ERP system as well and store all the important data related to the brand. Merchandising Their work is to receive order and deliver them on time. Of the sales order created and the ERP No generated, their function is to ensure the file reaches the production team and the order in created within the given time.
Production Process Theme- Design- Ideas Fabric sourcing, Producing- experimenting- printing, treating Pattern Making- khakhas prepared Hand embroidery, Machine embroidery Sampling unit- bespoke piece created- selection Selected garment goes for production Washing, Quality Check Finishing, label's, spotting removed, Ironing, packaging Shipment
Fabric Store The fabric store is located on the ground floor. All types of fabrics used at the studio are stored here. These includes Muslin, Cotton Linen, Washed Cotton, Handloom Cotton/linen/ wool/ silk, Dupion, Polyester, Silk, Georgette, Silk Brocade, Silk Crepe, Linen Crepe, Wool Crepe, Wool, Velvet, Handspun Cotton, Viscose, Viscose Katan, Pure Katan, Cotton Jersey, Jersey, Glass cotton, Aravalli cotton and Various other fabrics. They have their own weaving unit is Rajasthan where most of the fabrics are woven. Sir sources some fabric own his own and recreates them with new and creative ways as well. Other fabrics are sourced from Local Delhi markets like Nehru Place, Okhla, Khan Bazar. Once a Fabric is Sent to the vendors who gives the strike off and then later a bulk order is given to the vendor from whom the fabric is bought. Some times sir sit with textile designers and engineers to develop new fabrics and explain them to their weavers in the unit and gets the sample made. These are later brought here to the Faridabad studio and used. Its is made sure no fabrics go waste, Even small cuttings of fabrics are kept so that when a costumer places an order for any design piece it can be created again using the same fabric.
Design Department The brand is recognized for extensive design and textile innovation, a medley of technology and tradition. All this is made possible by Rajesh Sir and his design team. They have mastered the art of creating magic with a simple fabric. All of this starts with the same design process. First off Sir put a theme , an idea on the table and all the senior designers pitch in there ideas. Secondary data collection begins, lots of visual's are collected, a physical board is prepared, key words are noted , new and innovative techniques are developed, a proper research is done. Once the studies are completed a final theme is set up and key directions are finalized. Separate teams work simultaneously, one for brain -storming, designing, and CAD developing and other for Sourcing the fabrics. Most of the work is done on Adobe Software's: Photoshop and Illustrator. Coral Draw is also used. After that, groups are made where the silhouettes and variations are divided and garments are made. The collections are sent to the agent, the alterations are accepted from him which are then handled by the sampling manager for making the further samples. Apart from designing their own collection the brand also takes order or collaborates with other companies, for example designing uniforms for indigo air lines. Even for such project meetings are held with the people from the particular organization. Artworks and sketches are developed accordingly to the look board. CADs, prints, trims are selected accordingly. Presentations are made to the buyers for approval along with fabric swatches, color ways and prints. After approval, samples of design are made, which are called strike off. The designers then start working on this collection simultaneously along with the seasonal collections.
Merchandising Department The Merchandising team looks over on every step from getting the orders on time and delivering them. It generates the sale order then ERP Code is created which follows a job number. After getting approvals from the print files, the pattern grading is done for all sizes and CADs are made accordingly. The merchant takes the printing and washing order which is sent to the concerned person or vendor. The order goes to quality check. After approval, the order is sent to the production team. ERP (Enterprise Resource Planning) After orders are confirmed from the buyers, ERP software's are used to calculate the order size, quantity, colors and sales. BOM ( Bill of material) is entered to find the average of the product which is verified by the merchant and a PO (Purchase Order) is created and the delivery date is finalized. As soon as orders are finished by the vendors, Invoice is generated and the orders are sent to the company through GRN ( Good Receiving Note). A fabric analysis report is made where the stock is generated in the fabric store after the quality check is done. In case the order gets rejected at this stage, a debit note is generated and the order gets back to the vendor by a challan.
Production Team Once a sample is finalized it enters the production area. The production team is the most significant part of creating the garment. It is the workforce of Masters craftsmen, Tailors, Trim makers, Hand stitching people, Aari workers, Machine embroidery workers, Leather karigars, Block printers, Washers, Fabricators who build the brand and make the products possible to be sold worldwide. The production department consists of many small units which are- Hand Embroidery Unit Machine Embroidery Unit Block printing Unit Washing Unit Leather Department Jacket and Bespoke Garment Unit This department also contains various different machine's and tools which are- Cutting Machin, Sewing Machine, Ironing , Steam Press ironing, Heat Transfer machine, Electric Sewing Machine, Manual Sewing Machine, Addas for aari embroidery, Grinder and Bufting machine for shoes, wooden Blocks, Washing Machines, Dryers, Fusing Machine Finishing Department The last step of assembling the oration are carried out by the finishing department. After the garments are stitched, ironing, washing, folding, sustainable and also in some case poly packing, cartooning is done for attractive appearance and safety of the garments. Here once the washed garments arrive, labelling is done, they are hung and the count along with the pattern is made for further Packaging. The finishing department ensures the quantity of garments against challan, whether the garment are washed properly, if the garment has embellishment, are they done properly, pulls out extra yarns, removes spotting or stains and adds lables.
Quality Check The head of Quality control is Sapna Mehra who is also the Director. Quality check is an important step which takes place after every major process including the sourcing, sampling, producing and finishing of the garments. First, the fabrics go through the visibility check, where they are checked for any hole, slubs, weft bar, stains, loose threads, crease marks, patches, of dye etc... Incase any of the above defect is detected in print or fabric, the fabric is kept in Rejected fabric area for change with debit to the person who issued the material. The next quality check happens after the first sample is produced. Once the sample is selected and sent for production , it is made sure that all the guidelines are followed while producing them. The slightest of the details are kept in mind. In case the fabric is too delicate for a machine then stitching is done manually. Finishing is an important parameter of quality control. It differ from fabric to garments, the embellished ones, and the woven ones. The care and handle direction are mentioned on the labels and later attached to the garments before packaging and sent for shipment.
Packaging Department The packaging department fixes brand labels and care labels. After the garment arrives from the finishing department it is checked for the last time before attaching these labels. Special care fabrics usually have dry cleaning mentioned on them and the other care details are also mentioned along side. They use fabric packaging and also poly packing in some cases. After this all the orders are put in cartoon boxes that are being sent/ shipped to the buyers internationally/ domestic. Some garments also get transported to their store in at Delhi and Mumbai. When garments go for a Fashion Walk they are usually transported in their custom hangers. Marketing and Distribution The Marketing and distribution is taken care buy Tanu, Amit and Ameesha. There are various ways in which the brand promotes and markets itself. First and the major way is by taking part in the upcoming fashion weeks , launching their collections. Attending various world seminars and exhibiting the garments in museum's and exhibitions , meeting , addressing new people. Other in through their online website, Instagram and by using social media. The brand also owns a flagship store at Delhi and Mumbai. People can visit, buy and even order their product from here. They also sell their garments through third party stored which are often held at cities where various other famous brands are also invited.
Stores Rajesh Pratap has two flagship stores- one in Delhi and the other in Mumbai. Apart from this they also sell their garments on various multi 3rd party designer stores like Aza, Ogaan, Bomblam, Deval, Elahe, Evoluzione, Mogra, Pitarah and Rudraksh.
PROJECTS UNDERTAKEN
Project 1 Brief Do a complete market research on Home Linen brands in India and Foreign Compare and make a size chart of their home products. Visit stores of Home Linen Brands at Delhi
AFOUNDED- Jhon Bissell- 1960 TECHNIQUES- Printing, block INDUSTRY- Retail chain of clothing printing, embroidery, mirrorwork, apparel and ethnic wear, home patchwork, solids, woven, stripe, products. ikkat, ajrakh, chikankari, kalamkari HEAD QUARTER- New Delhi, India ,tie n dye, smocking, applique, MARKET- Domestic Indian Global dabu print RIVALS- Zara, Levi's India TRIMS- Piping, cording, plain hem PRODUCT RANGE- Women wear, stitch, tassel, zip, concealed men wear, kids/ infants wear, closure, envelop closure, fringed home segment- furniture, décor, edges bed story, kitchen story, living story, bathroom story, rugs n FABRIC- Cotton, silk, cotton silk, carpets, outdoor story linen cotton, linen, blends
AFOUNDED- Rahul Rai TECHNIQUES- Printing, block INDUSTRY- Retail chain of clothing printing, embroidery, Solids, apparel and ethnic wear, home Textured, wowen, macrame, ikkat, product chanderi, braiding HEAD QUARTER- Delhi, Gurgaon MARKET- Domestic Indian Global TRIMS- Piping, cording, plain hem USP- natural, historical, sustainable stitch, tassel, zip, concealed simple, versatile, layered closure, envelop closure, fringed edges PRODUCT RANGE- Women wear, men wear, kids/ infants wear, FABRIC- Cotton, silk, cotton silk, home segment- furniture, décor, linen cotton, linen, blends, Jute, bed story, kitchen story, living velvet, viscose, cotton duck, story, bathroom story, rugs n polyester, chanderi, 100% cotton carpets, outdoor story, Jewelry, fragrances, Bar ware,
AFOUNDED- Anita Lal- 1996 TECHNIQUES- Printing, block INDUSTRY- Stylish sustainable luxury retail, design house printing, embroidery, solids, HEAD QUARTER- Mumbai, India MARKET- High end Market, Niche woven, suzani, kantha, chikankari, Target Client USP- Timeless, Pure, Sustainable machine embroidery, hand block PRODUCT RANGE- Women wear, printing, painting, tie-dye, ikkat, men wear, kids/ infants wear jewelry , home segment- furniture, TRIMS- Piping, cording, plain hem décor, bed story, kitchen story stitch, tassel, zip, concealed drink wear , living story, bathroom closure, envelop closure, fringed story, rugs, dohars n carpets, edges outdoor story FABRIC- Cotton, cotton cambric, muslin, chanderi, velvet, tusser silk, silk, cotton silk, linen cotton, linen, blends
AFOUNDED- NK Chaudhary- 1978 USP- Hand knotted, artisanal INDUSTRY- Stylish, modern, communities ,Recycled yarns, Low sustainable, luxurious, retail impact dyes used, sustainability HEAD QUARTER- Jaipur, India MARKET- High end, niche, STYLE- Modern, traditional, solid, luxurious clients RIVALS- Surya, Pepperfy, Afydecor Natural, Kilms, Abstract, PRODUCT RANGE- Rugs n Carpets Geometric, Distressed, Florals, Hand knotted, Hand Tufted, Hand Loom, Flat weave, Shags, Custom Custom made FABRIC- wool, bamboo silk, silk, viscose, jute hemp, cotton
AFOUNDED- Richard Hayne- 1992 TECHNIQUES- Printed, tufted, INDUSTRY- Anthropologie is a chain of retail stores that sells solids, woven, patchworks, products across markets of US, UK and Canada embroidered, applique, textured, HEAD QUARTER- Philadelphia, checks n stripes, upcycle, Pennsylvania · U.S. MARKET- Mass market, US, gathered, tucked, embellished, Canada, UK RIVALS- Pottery Barn, Crate n quilted barrel TRIMS- Piping, cording, plain hem PRODUCT RANGE- women's stitch, tassel, zip, concealed apparel and accessories, home closure, envelop closure, fringed furnishings, found objects and an edges, ruffle array of gifts and decorative items. FABRIC- Cotton slub, cotton parcale, cotton jersey 100% Cotton, linen cotton, linen,
AFOUNDED- Gordon Segal · Carole TECHNIQUES- Solids, striped, Segall- 1962 tufted, INDUSTRY- Retail chain of home checks, textured, products. across US, Canada HEAD QUARTER- Northbrook, geometric, prints, woven Illinois, U.S. MARKET- Domestic Indian Global TRIMS- Piping, cording, plain hem RIVALS- Pottery barn, Anthro living stitch, tassel, zip, concealed home closure, envelop closure, fringed edges PRODUCT RANGE- furniture, décor, bed story, kitchen story, FABRIC- Cotton, silk, cotton silk, living story, bathroom story, rugs n linen cotton, linen, blends, Velvet, carpets, outdoor story , table top Faux Mohair Linen, Sheep skin, Organic cotton, Polyester
AFOUNDED- Morris Secon. Paul TECHNIQUES-Applique, Secon- 1949 INDUSTRY- American upscale patchworks, handstitched, home furnishing store chain and e-commerce company embroidered, quilted, printed, HEAD QUARTER- San Francisco, California woven, tufted, textured, striped, MARKET- US, Canada, Mexico and Australia solid RIVALS- Anthro living home, Crate n barrel TRIMS- flange, Piping, cording, plain hem stitch, tassel, zip, PRODUCT RANGE-furniture, décor, concealed closure, envelop closure, bed story, kitchen story, living fringed edges story, bathroom story, rugs n carpets, outdoor story FABRIC- Parcale, sateen, tencel, velvet, organic cotton, faux fur, flamel, Belgian linen Cotton, silk, cotton silk, linen cotton, linen, blends
AFOUNDED- Erling Persson- 1947 TECHNIQUES- Printing, screen printing, tufting, solids, woven, INDUSTRY- Retail Company- stripe ,tie n dye multinational clothing company TRIMS- Piping, cording, plain hem stitch, tassel, zip, concealed based in Sweden closure, envelop closure, fringed edges HEAD QUARTER- Mäster FABRIC- Cotton slub, cotton Samuelsgatan, Stockholm. parcale, cotton jersey 100% Cotton, linen cotton, linen, MARKET- Women ready to invest, teens RIVALS- Zara, Levi's , forever 21, macys PRODUCT RANGE- Women wear, men wear, kids/ infants wear, home segment- furniture, décor, bed story, kitchen story, living story, bathroom story, rugs n carpets, décor, fragrances
OWNED - DLF Brands Pvt Ltd.- TECHNIQUES- Printing, block 2006 printing, embroidery, patchwork, INDUSTRY- India’s premier home solids, woven, stripe, smocking, décor Retail chain of stores, applique, tufting HEAD QUARTER- New Delhi, India MARKET- Domestic Indian TRIMS- Piping, cording, plain hem RIVALS- Fabindia stitch, tassel, zip, concealed closure, envelop closure, fringed PRODUCT RANGE- home edges, Pom-pom segment- furniture, décor, bed FABRIC- Cotton, silk, cotton silk, linen cotton, linen, blends story, kitchen story, living story, bathroom story, rugs n carpets, outdoor story, Fragrances
Size Chart The main objective of the brand research was to find and note down the various sizes of the products done by the brands. Make a chart of them and then device a standard size chart for all major home products. Size chart Comparison of the various Rugs and Carpets done by the home brands
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