Research

Kala Raksha Garment Analysis:

Market Research:
Anokhi

image source: www.anokhi.com

Fabindia and Bandhej

image source: www.fabindia.com, www.bandhej.com

Hansiba

Market research in relation to the target audience: Working women aging 25-50 yrs. and hand crafted clothing.

Stores visited: Anokhi, Bandhej, Fabindia, Khazana, Hansiba (SEWA’s store), Handloom house, Jaipur Cottons, Bhujodi and an exhibition of garments (designer) from various cities of India held at Karnavati club.

Conclusions:

• Anokhi, Bandhej and Khazana are considered to be expensive. Their products are overpriced at times.
• Fabindia’s pricing was considered to be reasonable at one point of time. There was hardly any difference in buying from them or getting it stitched. But now the prices have increased. The customers say, if they had time, they would prefer stitching on their own.
• Hansiba’s maximum sale is by the foreigners.
• Handloom house and Jaipur Cottons have reasonable pricing. Women love the prints of Jaipur Cottons and the fabric they use. Their garments are not repetitive. Every Wednesday they get new stock.
• Prefer minimal amount of work, embroidery on clothing.
• Like the soft cotton (mal fabric, thinner cotton).
• Fond of prints.
• Demand for quality. It has to be comfortable.
• Price does not matter if the product is good. They will buy it.
• Handicrafts serve as the best gifts outside India as it represents our country. It is the speciality here.
• Foreigners are giving more market to handicrafts.
• Sales are higher in Delhi, then Mumbai and then the other parts of India.
• Customers wait for the discount season to buy from these stores. Their discount prices are considered to be good.