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GRASIM INDUSTRIES: AN INTRODUCTION

Grasim was incorporated on 25 August 1947, exactly 10 days after India

achieved independence. Grasim is more than an Industrial enterprise. It is

the symbol ofINDIAS surge for economic and industrial liberation. Grasim

is world largest producer of viscose staple fiber and edible oil and textile

production.

Established in 1947, Grasim Industries Ltd. Has displayed remarkable

business acumen to grow both vertically and horizontally. Grasim has

tapped opportunities as a result of its dynamic approach to emerge as aleading industrial giant of our country.

Today, it is more than an industrial enterprise; it is a symbol of Indias

search for economic and industrial liberalization.


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Grasim brand has differentiated itself as 'the power of fashion' with severalinnovative fabrics such as, Uncrushables, Ice Touch, Purista and CleanFab, Aqua soft and E-Stretch. Grasim's strong nation wide retail networkincludes 110 exclusive showrooms as well as another 200 wholesalers and12,000 multi-brand outlets through which it reaches its customers.

The Grasim brand has differentiated itself as 'the power of fashion' with several

innovative fabrics such as, Uncrushables, Ice Touch, Freedom, Venetia, Purista,

Clean Fab, and Aquasoft. Grasims strong nation wide retail network includes 60

exclusive showrooms as well as another 200 wholesalers and 12,000 multi-brand

outlets through which it reaches its customers.


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CHARACTERISTICS OF GRASIM INDUSTRIES

This is one of the ten largest private sector companiesin the country.

It has a solid financial base.

A group of units producing various products.

The company is the domestic market leader & amongstthe top two producers in the world.

Accent is on accelerated growth and in each of itsmajor businesses itsemphasis is on scaling up capacities and

services.(Greenfield and Brownfield) India's largest and lowest-cost aluminum producer


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Largest producer of white cement in India.

Fastest-growing copper company in Asia

World leader in viscose staple fiber

Leading private sector mutual fund and insurance

company

Successful forays into software and BPO

World's largest single-location palm oil refinery World's third largest producer of insulators


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MISSION OF GRASIM

Education for all: to secure them a brighter future.

Sustainable Livelihood: through training and educationfor skill development.

Health care and Hygienic living conditions.

Family Welfare

Restoring self esteem of the physically handicapped

Empowerment of Women

Community Development: holistic development of the

community including Infrastructure

Espousal of social causes


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MAIN PRODUCTS OF GRASIM

1 Viscose staple fiber

2 Rayon grade pulp3.Cement

4.Textiles

5 Sponge Iron

6.Chemicals


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PREMIUM BRANDS OF GRASIM SUITING

UNCRUSHABLES

PURISTA

CLEANFAB ICETOUCH

FINESSE

E-STRETCH

FREEDOM


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RESEARCH METHODOLOGY

Research Design

As my study is based on analysis of secondary data and pastperformance. So, my study is analytical and descriptive.

Survey Universe

Survey universe of my study is JALANDHAR CITY

Survey Population

Survey population of my study includes Employee,Student and localcitizen.

Sample Size

Sample size is of 100 .

Sampling Technique

Sampling technique adopted for this research is randomly.


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Information Collection

Secondary Information: internet,

magazines andother books.

Primary Information : Primary information

collected from Jalandhar with the help of

questionnaire method.


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Objectives of Study

Objectives established the goal and the aims of business and determine itsshape of future events .Objectives are the way of achieving motives for profile

or self service objectives represent a clear picture of activities which are sought

to be achieved. Main objectives of BTM as given in its memorandum of

Association are:-

To introduce new products and create markets.

Customers services and customers satisfaction.

Improving work culture among the employee.

Continuous innovation

Improve the advertising effectiveness.To ensure that large proportion of rates is directed towards the rural sectors

and urban sectors.


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Have you ever bought Graviera product ever?

Result:- 79% People says that they dont purchase the graviera product.


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Where do you rank?

Result:- Graviera get the 6th rank and the people says that Raymond is the

most popular suiting.


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Availability of Graviera product in retail shop is:

Result:-.70% people says that the availability of graviera product is average in retail shop


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Finish of the Graviera fabric is:

Result:- 60% people says that finishing of graviera product is average .


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How is advertising of Graviera Suiting?

Result:- 66% people says that advertising of graviera suiting is average.


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The awareness level of Graviera suiting is:

Result:- The awareness of graviera suiting is normal. Most of the people know about

that suitings.


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How do you suggest improving it?

Result:-By the advertising on t,v. with the help of t.v. graviera improve the

awareness in the people.


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What is the most suitable price?

Result:- 41% people says that they prefer 150-200.


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Which reason affect buying Graviera Suiting?

Result:-Quality is the main reason which effect the buying behavior of consumer


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What influence you to buy fabric?

Result:- quality and the price of the fabric are the two main factor

influence the buying the fabrics.


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Are you aware with Graviera Mr. India?

Result:- 85% people dont aware about it.


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You buy Graviera mainly for:

Result:- most of the people purchase it for the trouser.


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Are you satisfy with Graviera product?

Result:- 65%people are not satisfied with the graviera suitings.


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CONCLUSION8% of customers have used Graviera products. Raymond and Siya Ram have very

good Brand image.

A Graviera suiting is ranked sixth after Raymond, Siya Ram, Donear, and Vimal &

Gwalior. Competitors of Graviera are Gwalior, Siyaram, kumars and Mayur.

Graviera products are available at 9 out of 140 retail outlets. So products availability is

low.

Quality of Graviera Suiting is good. But company is spending very low onadvertisement.

Aw areness level of Graviera is good and it can be improved by using Electronic and

print Media.

Customers most preferred buying range is 150-200 per meter.

Awareness level of Mr. India contest conducted by Graviera very is low but it will

catch after some years.

Graviera products are bought mainly for Trousers and most of the customers are not

satisfied with Graviera products


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SUGGESTIONS FOR PRICE

1. Range of the product should be more like Raymond &

Siyaram.

2 Rates should be firm. They should not fluctuate from time to

time.

3. Due period should more since as comparison to others

competitors likeRaymond,Siyaram etc.due period of Graviera in very short that

should be increased.

4. Term & conditions which are imposed on the retailers &

dealers should be liberalized to increase the sales.5 Discount Policy should be improved.(Cash discountshould

be increased.)


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Suggest ions for promot ion

1. Advertising awareness of Graviera is very less in

comparison to other brands l Like Raymond& Siyaram

2. Advertisement should be there advertising media should be

T.V. (DD ,Zee TV)just before starting or in between the popular

programmed.

3. The organization should start gift or incentive schemes

directly for the customers like,cupan & draw scheme etc.4. There should be gift or incentive schemes directly for the

retailers which should at least equal to other Competitors like

Raymond &Siya ram etc.

5. Low class customer cannot understand the contest ofadvertisement therefore advertisement should be simple and

understandable to common customer.


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6. Posters should be attractive, impressive and ideas in a

posters should be latest and should not be old ones.7. Models should be impressive and well known.

8. Short boards and hoardings should be given to retailers to

put in front of their short to increase publicity.

9. Banners should be given to the retailers so that they can

advertise particularly in Junjunu.

10. There should be direct communication with retailers in

Rajasthan.

SUEGGESTION FOR THE PRODUCT


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SUEGGESTION FOR THE PRODUCT

1. Designing of the product is very poor hence it should

be improved and should be according to the taste of

customers.2. There should be more designs.

3. Color should be latest and according to the customers

taste.

4. In many cases it is found that mill continues with theproduction of same color for a long period of time.

5. More color varieties should be introduced into the

market.

6. Finishing of the product should be good.7. Mill should launch the product in advance and

according to customers taste.

8. In most of the cases it is found that mill launch the

product when its fashion is near to its end.


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LIMITATION OF THE STUDY

1. Biasness may be entered in the sampling or data

collectionat some places.

2. There was no secondary data available so the researchers

have to start from very beginning.

3. Information collected may some distance from the actual

information due to lack of some Respondents interest.

4. The time available for the survey difficult to get the suitable

data from the big cities.


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