marketing of khadi

8/12/2019 Marketing of Khadi

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CHAPTER 9

MARKETING OF KHADI PRODUCTS


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9.1 Introduction

Marktin! i" on o# t$ %r& crucia' '(nt" )$n it co(" to *roduct" 'ik

K$adi. Furt$r it i" o+"r%d t$at K$adi $a" a 'i(itd (arkt catrin! to

#)

con"u(r" )$o it$r +'i%" in K$adi ido'o!& or in t$ !ood ,ua'iti" o#

)arin!

cotton c'ot$". It i" t$r#or intr"tin! to 'ook at t$ (arktin! "trat!i" ado*td +&

t$ K-IC (arktin! )in!/ and In"titution" in *ro(otin! K$adi. T$ data "ourc #or

(o"t o# t$ ta+'" in t$i" c$a*tr i" dri%d #ro( t$ ,u"tionnair o# cuto(r" 0

in

nu(+r/ "ur%&d in t$ K$adi 2$andr". T$ou!$ t$ nu(+r i" "(a'' it i" du to

'ack

o# a%ai'a+i'it& o# cu"to(r" durin! t$ %i"it" to t$ K$adi +$andar" t$rou!$ out

India.

Ho)%r on can "ti'' dra) "o( +road conc'u"ion" #ro( t$i" t$in "a(*' )$ic$ can

+ #ound tru #or (a3orit& o# t$ "tat". In #act t$i " i" t$ on o# t$ 'i(itation o# t$i"

c$a*tr. In "ction 9.45 a"*ct" 'ik (arktin! "trat!i" o# K$adi5 in%"t(nt in u*

!radation o# d"i!n" and *roduct" to "uit t$ c$an!in! (arkt nd" and trainin! o#

*r"onn' in (arktin!. Sction 9.6 'ook" at t$ (arktin! 'inka!" o# K$adi. A +ri#

ana'&"i" o# t$ cu"to(r *rc*tion o# K$adi i" undrtakn +& ana'&7in! t$

,u"tionnair o# cu"to(r" in "ction 9.8. Sction 9. 'ook" at t$ ,ua'it& o# K$adi

ri!$t #ro( t$ ti( o# it" initia' *roc"" ti'' t$ #ina' *roduct to !t an undr"tandin! o#

t$ )a& ,ua'it& i" %i)d +& t$ in"titution". It i" #urt$r "u+"tantiatd )it$ our

#i'd

o+"r%ation" on t$ attri+ut" o# K$adi. Fina''& in "ction 9. ) 'ook at t$ (r!in!

t:ti' (arktin! "trat!i" in t$ G'o+a'i"in! ra and it" i(*'ication #or K$adi

(arktin! to n$anc it" "tatu". Su((ar& and conc'u"ion" ar *r"ntd in "ction


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9.0

9.4 Marktin! Strat!i" O# K$adi In"titution"

It i" #ound t$at t$ co((on Marktin! "trat!& ado*td +& in"titution" ar

o*nin! u* o# n) "a'" +$andar"5 *uttin! u* ad%rti"(nt" and +annr" and

di"tri+utin! *a(*$'t" durin! t$ r+at *riod. T$ *ri(ar& "ur%& data o#t$

in"titution" r%a'd ,uit a di"(a' *ictur a+out t$ na;% (arktin! *ractic"

ado*td +& t$ in"titution" co(*ard to toda&


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"a'" +$andar" and :$i+ition" and %r& #) 4?/ +'i%d in i(*ro%in! t$ ,ua'it&

and d"i!n *attrn o# t$ K$adi.

Ta+' 9.1@ Sa'" Strat!i" Ado*td +& In"titution" to S'' K$adi.

T&* o# "trat!i" ado*td Prcnta!

Sa'" +$andar"5 :$i+ition" and

.>*a(*$'t"

Hi!$ ,ua'it& *roduction 4.1>

N) %arit& B d"i!n" 4.1>

O*nin! n) +$andard"B"a'"4.1>

out't"

Co(+ination o# a+o% #our48.9>

"trat!i"

Sourc@ In"titution" ,u"tionnair

Furt$r5 t$ "a'" +$andar" o# t$ in"titution" ar not *ro#""iona''& (ana!d5

t$ir ti(in!" ar a'"o not "uita+' to t$ cu"to(r"5 to ,uot on o# t$

K-I2 Dirctor" $& "tock i" incra"in! +cau" at %r& *'ac K$adi "$o* i"

t$r5 +ut it )i'' + "$ut #or6=8 $our" in a da&. I# an& #ar(r i" co(in! #ro( #ar o##

*'ac t$n $ )i'' $a% to !o +ack. K$adi "$o* o*n" at 9 >c'ock in t$ (ornin!

and "$ut" +& 1 >c'ock. T$n it a!ain o*n" at 6 *.(. and "$ut" +& *.(. It )ork"

on !o%rn(nt ti(in!. For t$i" cntra' %a"tra!ar "$ou'd + (ad and r+at "$ou'd

+ !i%n on t$at *roduct". $o%r *roduc" an&t$in! "$ou'd "nd it to cntra'

%a"tra!ar and t$n can + "nt to "a'" out't">.>

Sourc@ In"titution" ,u"tionnair

Marktin! *ro(otion o# K$adi i" ""ntia''& don +& t$ in"titution". T$& $a%

3u"t

(a!r >.? o# t$ tota' co"t o# t$ *roduct to + "*nt on (arktin! t$ *roduct.

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Mo"t in"titution" #ind it ,uit in"u##icint Ta+' 9.4/. Furt$r i# ) co(*ar

t$ (arktin! a""i"tanc !i%n in t$ co"t=c$art to an& ot$r *roduct ) can a"i'&

!u"" t$at it i" 'ar!'& in"u##icint and r,uir" to + rcti#id.

Ta+' 9.6@ S$ar o# In*ut"Ba!"BMar!in" in C'ot$ Pric" in Hand'oo( and

K$adi "ctor.

Or!ani"ation" In*ut" a!" Mar!in" Tota'

Coo*rati%" A.P/ 88 88 14 1>>

Cntra' !o%t. "c$( 8> 8> 4> 1>>

((i!anur Socit& 40. 40. 8 1>>

Ma"tr )a%r 4 4 > 1>>

Gad)a'/ Pri%at/

K$adi Co"t=C$art 40.68 8.86 48.6 1>>Sourc@ Mukund 4>>1/5 Ta+' .4.#or Hand oo( Sctor and K-IC Co"t=

C$art #or in"titution". Not@ "*innr" )a!" ar around 1.10 ?5 and )'#ar

#und Jincnti%4.00?/5 )a%r" )a!" 1.0? and )'#ar #und

Jincnti%6.6?/

Not@ Tota' (ar!in inc'ud"@ Trad (ar!in 4.4?/5 *u+'icit& >.60?/5

in"uranc >.0?/ 2ank intr"t 8.1 ?/5 E"ta+'i"$(nt (ar!in 1.0 ?/

Co(*arin! t$ co"t "tructur" in $and'oo( "ctor o# And$ra Prad"$ and t$at

o# K$adi ) #ind t$at t$ou!$ )a!" account #or t$ (a3or co(*onnt in K$adi "ctor

+ut it i" "*'it into "*innr" and )a%r" )a!". I# ) co(*ar 3u"t t$ )a%r"

)a!"

acro"" t$ cat!ori" ) #ind t$at K$adi 1.0?/ #a''" #ar +'o) %n t$ *ri%at

)a! "tandard" 4?/ Ta+' 9.6/. Trad (ar!in i" ,uit 'o) in K$adi 4.4 ?/

co(*ard to ot$r" +ut t$ "ta+'i"$(nt (ar!in account" #or around 1.0 *rcnt5

)$ic$ i" $i!$r t$an %n coo*rati%". O%ra'' t$ co"t inc'ud" (an& ot$r

co(*onnt" 'ik5 in"uranc >.0?/5 +ank intr"t 8.1 ?/5 incnti%" and )'#ar

#und. T$u" t$ cu"to(r +ar" a'' t$ co"t o# *roduction inc'udin! t$ +ank

'oan"

takn +& t$ in"titution". Mor o%r in"titution" !t #urt$r r+at on "''in! t$"


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*roduct"5 )$ic$ i" a'"o a "u+"id&. T$u" o%ra'' in"titution" ar "u+"idi7d in (an&

)a&". And i# ) " t$ (*'o&(nt and )a! !nration it i" ,uit 'o) and

co(*arati%'& '""r t$an :i"tin! $and'oo( "ctor.

T$ ,u"tion o# K$adi +in! co"t'& +cau" o# )a! co(*onnt i"

"o(t$in!5

)$ic$ nd" to + takn )it$ a *inc$ o# "a't. Anot$r concrn i"5 )$at $a%

in"titution" don )it$ t$ "ta+'i"$(nt co"t around 4> ?/ )$n t$& ar "u**o"d

404


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to + )orkin! on no=*ro#it and no 'o"" +a"i" In t$ #i'd ) #ound t$at in"titution"

$a% +ui't u* %a"t in#ra"tructur"5 )$ic$ nd" to + critica''& :a(ind +& t$

Co((i""ion. Ida''& t$ "ta+'i"$(nt co"t o# K$adi "$ou'd $a% +n around 1>=

14 *rcnt on'& 'ik t$ coo*rati%" o# AP $and'oo( )a%in! )$ic$ c$ar!" around

14 *rcnt a" "ta+'i"$(nt co"t )$i' )orkin! on t$ "i(i'ar *rinci*'" a" K$adi

"ctor. T$u" co"t=c$art in K$adi nd" to + r='ookd %r& c'o"'& and c$an!daccordin! to currnt (arkt "cnario. T$ co"t=c$art currnt'& in %o!u )a" d%'o*d

+& (a$at(a Gand$i to (aintain !ood )a! and *roduct ,ua'it& "tandard" acro"" t$

countr&. 2ut 'ookin! at toda&


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"o(t$in! r'%ant in 4>"5 do" not (an t$at Gand$i3i )ou'd $a% #ound it

r'%ant toda&. H $i("'# )ou'd $a% #a''n in trou+' toda&. So &"5 t$at nd

i"

%r& (uc$ t$r to addr"" K$adi a" a +u"in""5 a" a +u"in"" to n$anc to

"u"tain rura' (*'o&(nt....


9/49

T$u"5 it i" #ound to + toda&" nd to (ak K$adi co(*titi% and 'ook at

it #ro( +u"in"" an!'. T$at do"nt "( to + $a**nin! an&(or. T$ (arkt in

t$i" !nration i" (or orintd to *ric and ,ua'it& o# t$ *roduct.

$a% a'"o o+"r%d t$at "''in! o# K$adi $a" u* to no) +n "u**'&

orintd )$ic$ (an" t$at in"titution" #ir"t *roduc t$ !ood" and t$n tr& to "''

it.

Hnc5 t$ir "tock" $a% +n *i'in! u*5 +cau" t$ir *roduct" ar not +in!

*roducd accordin! to t$ d(and. do undr"tand t$at in ac$i%in! t$ o+3cti%

o# rura' (*'o&(nt t$ *roduction *roc"" cannot + contro''d +& (r 'inkin! it to

t$ d(and #actor5 $o)%r5 on cannot i!nor t$ co(*titi% (arkt cono(& and

t$ r'%anc o# undr"tandin! t$ d(and "id a"*ct o# t$ *roduct".

A'"o5 t$r $a" not +n (uc$ c$an! in t$ d"i!n5 co'our or t&* o# K$adi

rad&(ad *roducd +& t$ in"titution "inc t$ inc*tion o# t$ K$adi *ro!ra((.

In"titution" )$ic$ ar undr"tandin! t$ currnt (arkt "cnario ar no)

(akin! "o( att(*t" to (ak *roduct" t$at ar (or in< )it$ t$ con"u(r5

+ut t$" att(*t" ar #) and )it$out an& ad(ird "u**ort.

T$r $a" a'"o +n no att(*t to #ind out )$o +u&" K$adi5 )$o i" !oin! to

+

t$ tar!t con"u(r5 )$at i" t$ r,uir(nt and *r#rnc" o# t$ tar!t con"u(r

tc. T$i" i" +cau" t$ *roduct ran! i" "o %a"t t$at it co%r" *roduct" #ro( du"tr" to

6 *ic "uit". In #act5 t$ tota' *roduct ran! o# K$adi co(" to a+out >>>

*roduct".

It i" i(*rati% #or K$adi to rationa'i7 it" *roduct ran! #ro( >>> to a

(ana!a+'

nu(+r "o t$at t$ o+3cti% o# K$adi i.. *roduction o# "a'a+' *roduct" i" ac$i%d.

T$ dc'in in "a'" and incra" in "tock i" a'"o attri+utd to t$ #act t$at

!o%rn(nt a!nci" $a% "to**d *'acin! ordr" )it$ t$ in"titution"5 )$ic$ ar'ir

u"d to r'& $a%i'& on !o%rn(nt +u&in! to di"*o" o# it" *roduct. T$i" "$i#t in


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!o%rn(nt +u&in! cou'd + du to t$ #act t$at t$& ar !ttin! +ttr ,ua'it&

at

c$a*r *ric" #ro( '")$r. Durin! our intr%i)" )it$ t$ %ariou" in"titution"5 )

)antd to kno) )$at t$& t$ink a+out t$ co(*titi%n"" o# t$ *ro!ra((5 %i"=

=

%i" ot$r *roduct" in t$ currnt (arkt "ituation and t$i" i" )$at t$& $ad to "a&

Ta+' 9.8/.

Po"iti%'&5 8 *rcnt o# t$ in"titution" #'t t$at K$adi cou'd co(*t )it$

ot$r t:ti'" in t$ (arkt. T$ a+o% Ta+' 9.8 indicat" t$at (a3orit& o# t$

in"titution" "( to t$ink t$at K$adi can + co(*titi% in t$ (arkt5 +ut t$& "(

408


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to t$ink t$at t$i" )i'' $a**n )it$ (or "u+"id&. In"titution" t$ink t$at t$

"tock*ro+'(" )ou'd + "o'%d i# K-IC cou'd (ana! to "'' t$ir *roduct" to

!o%rn(nt a!nci"5 a!ain in t$ na( o# (*'o&(nt !nration.

Ta+' 9.8@ Co(*titi%n"" o# K$adi.

Can K$adi +co(

Prcnta!co(*titi%

" 6.

No 4.

Can


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co(*titi%

*roduct in t$ (arkt.

40


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In tr(" o# :*ort o# K$adi5 t$ *ro+'( #acd i" t$at du to 'ack o#

%nn"" and ,ua'it&5 it i" %r& di##icu't to :*ort K$adi. 2ut ) #' t$at

*o)ri"ation )ou'd tak car o# t$at. T$rou!$ ta'kin! to %ariou" :*rt" and

#ori!n cu"to(r"5 ) #' t$at t$r i" a $u! (arkt #or K$adi in #ori!n

countri"5 and it i" t$ 3o+ o# t$ K-IC :*ort dirctorat to $'* :*ort K$adi.

A 'ot o# in"titution" #' t$at t$& can :*ort c'ot$5 and ar a'"o a)ar o# %ariou"(arkt" a+road. 2ut t$& do not kno) t$ "trat!i" and *rocdur" to :*ort.

Furt$r5 in"titution" did not tr& to ca*tur %n 'oca' (arkt5 to ,uot on o# t$

:*rt in K$adi indu"tr& ====

T$r "$ou'd + a (arkt "ur%& don in ordr to undr"tand t$ nd" o#

'oca' (arkt. oca' r,uir(nt" o# t$ (arkt "$ou'd + undr"tood #ir"t5 t$n

co(" t$ intrnationa' (arkt nd". T$r "$ou'd + 'inka! +t)n

*roduction and "a'". I i""ud a ,u"tionnari to a'' in"titution" )$r%r

+$andar" )r t$r5 I a"kd t$( to )rit do)n t$o" *roduct" )$ic$ do" not

$a% rad& (arkt and $o) (uc$ ,uantit& i" "o'd I" t$r *o*' co(in! and

d(andin! and !oin! +ack )it$out t$at 2a"d on t$i" dat ) can !uid *roducr"


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A'"o5 at t$ ra) (atria' "ta!5 i# t$ in*ut i" o# $i!$ ,ua'it&5 it )i'' d#init'&

+ carrid #or)ard to t$ #ina' *roduct. T$i" )i'' a'"o "a% )a"ta!5 (on& and

ra) (atria'.

An ana'&"i" o# t$ i# c&c' o# t$ *roduct< #or K$adi )a" att(*td. 2ut a"

t$ *roduct ran! in t$ K$adi "ctor i" $i!$ around >>>5 ) #ound a 'i(itation t$at

it )a" %r& di##icu't to "*arat )$ic$ *roduct" ar in d(and and not. T$r#or

40


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K-IC "$ou'd conduct a *roduct "ur%& and rationa'i7 t$ *roduct" ran! d*ndin!

on t$ d(and and $i!$ %a'u addition o# t$ *roduct" and t$i" )i'' a'"o +n#it

t$ arti"an


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arti"an" ar ,uit "trai!$t #or)ard or 'inar. Furt$r5 t$r ar no #d=+ack #ro( t$

(arkt out't" to t$ in"titution" and arti"an" a+out t$ c$an!in! (arkt *attrn". Du

to *aucit& o# #und" and +uraucratic tndnci" (an& o# t$ in"titution" #'t t$at

t$

(arktin! a""i"tanc *ro%idd +& t$ (arktin! )in! o# t$ K$adi "ctor i" ,uit

*oorand in"u##icint. T$u" %r& 'inka! 'ook" (or 'ik a co(*art(nta'i7d ta"k

#u'#i''in! rat$r t$an an& round a+out 'inka!" )$ic$ #d" +ack into nric$in! t$

ac$ ot$r.

Contrar& to t$i" in a ca" "tud& o# And$ra Prad"$ it )a" #ound t$at $and'oo(

)a%in! )$ic$ can + co(*ara+' )it$ t$ K$adi )a%in! "ctor/ )a" in a "tato#

cri"" in T'an!ana r!ion5 t$ on'& di"trict" )$r )a%in! acti%it" $a% ca"d to

400


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:i"t ar t$ Na'!onda5 Ma$+u+na!ar and5 to a '""r :tnt5 aran!a'. In a''

t$i"

di"trict"5 $i!$'& (arkta+'5 %a'u=addd #a+ric" ar +in! *roducd and t$i" $a"

+n

t$ (a3or #actor in t$ "ur%i%a' o# $and'oo( )a%in! $r Mukund5 4>>1/.

Si(i'ar'&5)it$in K$adi a'"o ) #ind "o( in"titution"5 )$ic$ ar a+' to co(*t in t$

(arkt

and "'' K$adi on *ar )it$ an& ot$r #ori!n +randd *roduct" in A$(ada+ad

and

N) D'$i. I# )it$in t$ !i%n "tructur "o( in"titution" ar a+' to "ur%i% t$n

)

can +'i% t$at (arktin! !ood K$adi *roduct" i" not a c$ronic *ro+'(. It can

+tack'd5 on'& t$ (ind="t o# t$ in"titution" nd" to + c$an!d to t$

currnt

n%iron(nt.

9.8 Cu"to(r Sur%& Data Ana'&"i"

Hr ) *r"nt t$ data ana'&"i" o# a ,u"tionnair ca*turin! t$ cu"to(r

%i)" r!ardin! K$adi (arktin!5 t$ir *r#rnc" #or %arit& o# *roduct"5

t$ir

o*inion r!ardin! cu"to(r car +& t$ "a'"*r"on" and t$ (a3or ra"on" )$ic$

(ak t$( *r#r K$adi *roduct" o%r ot$r". Du to 'ack o# cu"to(r"

)$i'

conductin! t$ "ur%&5 t$ "a(*' "i7 i" %r& 'i(itd and !i%" a +ri# in"i!$t into t$

uti'it& o# K$adi a" %i)d +& it" cu"to(r". Around >? o# K$adi *roduct" ar "o'd

in ur+an ara"5 t$at too durin! t$ r+at "a"on. A +ri# *ro#i' o# t$ cu"to(r"

"$o)" t$at (o"t o# t$ +u&r" ar ducatd i..5 a+o% "condar& ducation and

+'on! to +u"in"" or "r%ic "ctor and $a% (ont$'& inco( ran!in! #ro(

R".5>>>B= to 4>5>>>B= a+o% and (o"t o# t$ cu"to(r" )r r!u'ar and "tartd

)arin! K$adi #ro( a 'on! ti( " Ann:ur 9.1 to 9.6 9.1>/.

T$ (o"t "itd ad%anta!" o# )arin! K$adi ar co(#ortB t:tur5 "oak" ")at


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and 'ook" uni,u and $a" a "tatu" o# it" o)n Ann:ur 9.8/. $n ,u"tiond a+out

t$ di"ad%anta!" o# )arin! K$adi t$r )a" no uni,u or "i!ni#icant ra"on !i%n

:c*t t$at it nd" $i!$r (aintnanc co"t5 it" not dura+'5 and it do" not $a%

an&

!ood ran!B*attrn o# c'ot$" " Ann:ur 9./. Man& o# t$ cu"to(r" 0.6?/ #'t

t$at t$ *ric o# K$adi )a" $i!$ Ann:ur 9.0/. Around $a'# o# t$ cu"to(r" #'t

t$at t$ ,ua'it& o# K$adi )a" Ok )$r a" 6.9 *rcnt #'t t$at t$r i" a nd

to

i(*ro% t$ ,ua'it& Ann:ur 9./. Sur*ri"in!'& r+at )a" t$ 'a"t 1.6?/ )a&

o#

(akin! K$adi Po*u'ar accordin! to cu"to(r" ,uit o**o"it to t$ %i) o#

In"titution"5 around .0 *rcnt #'t t$at K$adi can


19/49

data r%a'd t$at #or (o"t o# t$ r"*ondnt" K$adi i" an occa"iona' )ar

8.8?/

and %r& #) .0?/ o# t$( r"*ondd t$at t$& )ar K$adi r!u'ar'&

Ann:ur

9.14/. Around 86. *rcnt cu"to(r" +u& K$adi durin! t$ r+at *riod5

)$ic$!i%" an indication t$at a 'ar! nu(+r o# cu"to(r" $a% "o( *r#rnc #or

+u&in!

durin! r+at *riod Ann:ur 9.16/. Ma' cu"to(r" $a% *r#rnc #or #or(a'

and

traditiona' )ar" )$ra" #(a'" $a% "ar" and "a')ar ka(7 and

t$

co(+ination o# t$ t)o a" t$ir *r#rnc. Ann:ur 9.1 r%a'" t$at cotton

"i'kar t$ #a%orit *roduct" o# cu"to(r". Co(#ort and $and(ad natur o# K$adi

"("

to + t$ *rci%d di##rnc +t)n K$adi and ot$r c'ot$" Ann:ur 9.19/.

T$

(a3or ra"on" idnti#id #or cu"to(r" )arin! K$adi )r #a"$ion5

Gand$ian

ido'o!& and co(#ortB'ikin! #or t$ c'ot$ r"*cti%'& Ann:ur 9.4>/. T$

#r,unc&

o# t$ %i"itor" to t$ 2$andar" r%a'" ,uit a di"(a' *ictur Ann:ur 9.41/. It

a'"o

$i!$'i!$t" t$ *oor (arktin! *ro(otiona' "trat!i" ado*td +& t$

In"titution".

A't$ou!$ K$adi i" a Mono*o'& "''r (arkt #or it" $and=(ad *roduct"5 )$ic$

i"

Eco=#rind'& and Grn. 2ut cu"to(r "ur%& r%a'" t$at t$" ra"on"

$ard'&

,ua'i#i" to i(*r"" or )oo a co((on cu"to(r to *urc$a" it5 t$r#or K$adi $a"

a

'i(itd (arkt catrin! to #) con"u(r" )$o it$r +'i%" in K$adi ido'o!& or

in

t$ !ood ,ua'iti" o# )arin! cotton c'ot$". T$r#or it i" nc""ar& to

undrtak

#urt$r dtai'd "ur%&" o# t$ con"u(r" to undr"tand t$ir nd" to (ak it

a


20/49

*o*u'ar *roduct %n i# it i" to catr to on'& nic$ (arkt".

9. ua'it& O# K$adi

ua'it& i" anot$r %r& i(*ortant ara o# concrn )it$ c$an!in! con"u(r

ta"t" and #a"$ion" and ri"in! co(*tition. It i" an i(*ortant #u'cru( to '%ra! t$

"a'" o# K$adi. Hr ) 'ook at t$ ,ua'it& o# K$adi a" o+"r%d durin! our #i'd

%i"it" a'on! t$ %ariou" *roduction "ta!" in%o'%d. T$ ra' ,ua'it& a"*ct o#

t$ *roduct" nd" a dtai'd ana'&"i" to + undrtakn +& t$ ,ua'it&

(a"ur(nt *ro#""iona'" in t$ t:ti' #i'd. Ho)%r a d"cri*tion o# t$

*roduction *roc"" )i'' !i% "o( in"i!$t" to :*'or )$at "ta!" o# K$adi

*roduction nd" "o( i((diat attntion to i(*ro% it" ,ua'it&.

9..1 St* I @ Purc$a" O# Ra) Matria'.

O+%iou"'&5 ,ua'it& "tart" #ro( $r. 2ttr t$ ,ua'it& o# t$ ra) (atria'5

+ttr i" t$ ,ua'it& o# t$ #ini"$d !ood. Eac$ "tat $a" a r!iona' cotton*urc$a"in!

409


21/49

co((itt RCPC/5 )$ic$ inc'ud" K-IC o##icia'" and r*r"ntati%" o#

in"titution"

t$at *urc$a" cotton #or t$ ntir "tat. 2ut in"titution" ar #r to +u& ra)

(atria'

#ro( t$ 'oca' (arkt" too. T$u" ac$ "tat do" it" o)n *urc$a"in! o# ra)

(atria'at di##rnt co"t" and ,ua'it& #o''o)in! t$ co"t=c$art nor(". It )a" a'"o #ound

t$at

RCPC cotton )a" in (o"t ca"" (or :*n"i% t$an 'oca' (arkt *ric"5 +ut

t$

,ua'it& )a" (ar!ina''& +ttr. It )a" #ound t$at du to +uraucratic

*roc"""

in%o'%d in t$ *urc$a"5 +& t$ ti( t$ RCPC tak" a dci"ion to +u& t$

ra)(atria'5 *ric" )ou'd $a% !on u* in t$ 'oca' (arkt". T$r#or "u!!"tion i"

to

+u& it at t$ ri!$t ti( "o t$at t$r i" no co(*ro(i" on t$ *ric a" )'' a" ,ua'it&.

9..4 St* II @ Pr=Proc""in!

T$i" in%o'%" *roc""in! o# t$ ra) (atria' u* to t$ '%' )$r it can

t$n + "*un into &arn. It )a" #ound t$at in"titution" )ou'd it$r do t$ *r=

*roc""in! t$("'%" on t$ "cond=$and %inta! (ac$in" *urc$a"d #ro( t$

r"t)$i' (i''" or !t it don #ro( *ri%at "'i%r *'ant"5 or dirct'& +u& t$ *r=

*roc""d ra) (atria' #ro( t$ Cntra' "'i%r *'ant" CSP/ "t u* +& t$ K-IC.

#ound t$at ,ua'it& )a" +"t at t$ "'i%r *'ant" "t u* +& K-IC

a"

co(*ard to ot$r "'i%r *'ant" +cau" t$ CSP (ac$in" ar +rand n)

(ac$in"

!i%in! ,ua'it& out*ut a" co(*ard to t$ ot$r (ac$in". 2ut (o"tin"titution"

continu to +u& #ro( out"id du to (ontar& or ot$r ra"on" )$ic$ nd" to

+

rcti#id.

9..6 St* III @ S*innin! And a%in!

t" tak t$ ca" o# a "*innr )$o "tart" "*innin! at 9 a.(. a#tr a !ood


22/49

ni!$t


23/49

(otion on t$ #ra(='oo(5 )$ic$ incra"" t$ %nn"" and ,ua'it& o# c'ot$

tc.5 )ou'd a'"o + %r& $'*#u' in i(*ro%in! ,ua'it&.

9..8 St* I- @ Po"t Proc""in! O# T$ Fa+ric

T$i" "t* in%o'%" (akin! o# t$ #ini"$d=!ood"5 )$ic$ )i'' #ina''& + "o'd..

D"i!nin!5 d&in!5 "titc$in! and #ini"$in! o# t$ *roduct" i" i(*ortant +cau" t$

#ini"$d !ood i" )$at t$ cu"to(r "". Ho) (uc$ %r t$ ,ua'it& o# &arn and

c'ot$5 i# t$ co'our #ad" a)a& #a"tr #ro( t$ c'ot$ or i# t$ "titc$in! i" *oor5 t$n t$

*roduct i" not !oin! to + "o'd. So #ini"$in! ,ua'it& o# t$ *roduct i" a'"o %r&

i(*ortant5 ) #ound t$at *o"t= *roc""in! i" u"ua''& '#t to t$ in"titution"5 )$o

accordin! to t$ir undr"tandin! o# t$ (arkt dcid on )$at to *roduc and

accordin!'& *roc"" it. Mo"t 'ar! in"titution" $ad t$ir o)n d&in! unit"5 and t$o"

)$o did not5 )ou'd !i% it to crti#id in"titution". Furt$r5 In"titution" $ird t$ir

o)n tai'or" to (ak t$ #ini"$d rad&(ad !ar(nt". Ho)%r no !ood ,ua'it&

(arkt "ur%&" ar undrtakn to undr"tand t$ nd" o# t$ con"u(r".

It )a" #ound t$at (o"t o# t$ in"titution" )r not a)ar o# an& R D

acti%it&

undrtakn +& t$ K-IC indicatin! t$at t$r :i"t" in#or(ation di""(ination

+ott'nck +t)n K-IC and t$ in"titution". Man& in"titution" $a% n%r

introducd an& inno%ation in ,ua'it&5 d"i!n or *attrn5 a" t$r i" no *r""ur to

inno%at. So( in"titution" did introduc5 i(*ro%d d"i!nB*attrn a'on! )it$

o*nin! o# +$andar" and "a'" out't". 2ut t$r i" a 'ot o# ti( 'a! +t)n

inno%ation and actua' i(*'(ntation and t$at too (o"t'& irr!u'ar. T$r#or K-IC

nd" to + a #aci'itator in *ro%idin! i(*ro%d d"i!nB*attrn5 +ut it" ro' )i'' +


24/49

,ua'itati%'& n$ancd i# in"titution" a'"o tak u* "o( (or initiati% in t$i" *roc"".

K-IC a'"o nd" to ti u* )it$ :trna' a!nci" in%o'%d in t$i" ara 'ik NID tc.5

"o t$at t$r i" an :c$an! o# ida" and #'o) o# in#or(ation a+out c$an!in! (arkt

"cnario.

An 'a+orat di"cu""ion )it$ t$ NID :*rt"5 a""ociatd )it$ t$ K$adi

d"i!nin! )ork5 r%a'd t$at K$adi $a" an intrnationa' (arkt5 a" it i" t$ "o'

*roducr o# c'ot$ +'o) 4> count :i"tnc o# Ca*acit&/. E:*ort o# "uc$ c'ot$

cou'd

+ (ad *o""i+' )it$ *ro*r d"i!nin! and d&in! to "uit t$ intrnationa' "tandard".

T$& a'"o #' t$at t$ uni,un"" o# K$adi i" it" $and "*un and $and )o%n

41


25/49

c$aractri"tic". NID5 on r,u"t o# K-IC5 $a" *r*ard a**ro*riat d"i!n" and

d&in!

to c'ar t$ "tock #ro( *a"t 1> &ar". 2ut t$r "(" to + no uti'i"ation o# t$

)ork

undrtakn it$r du to 'ack o# #und" or co((it(nt #ro( +ot$ in"titution" and

t$K-IC.

T$ c'ot$ ,ua'it& c$ckin! and "tandardi7ation nor(" #o''o)d +& t$

K-IC

unit" ar ,uit rudi(ntar& and *oor. I# K-IC i" to "$i#t #ocu" to t$ ur+an and

nic$

(arkt" in India and a+road5 t$n ,ua'it& i" !oin! to + %r& i(*ortant to

t$(.

Fo''o)in! t$ ,ua'it& "tandard or nor(" "t +& ATIRA or an& ot$r a!nc& )ou'd

+

a !ood "t* #or)ard in t$i" r!ard. Mo"t o# t$ in"titution" *roduc

co((oditi"

accordin! to t$ir undr"tandin! o# t$ (arkt and :*ct it to + "o'd in t$ na(

o#

r+at or Gand$i3i. O%r t$ &ar" continu" *i'in!=u* o# "tock "*ak" %o'u("

a+outt$ *oor undr"tandin! o# t$ (arkt "ituation +& t$ in"titution". In #act t$

*o"t

*roc""in! "ta! nd" a tota' #ac='i#t i# K$adi $a" to d%'o* in #utur.

9. E(r!in! T:ti' Marktin! Strat!i" In T$ G'o+a'i"in! Era And It"

I(*'ication For K$adi Marktin!

Rcnt c$an!" in G'o+a' !o!ra*$ica' trnd" in t$ *roduction o# t:ti'" and

!ar(nt" "$o) a c'ar *attrn o# t$ continuin! r'ati% and5 in "o( ca""5

a+"o'ut/ dc'in o# d%'o*d countr& *roducr" and a !o!ra*$ica' "$i#t o#

*roduction to crtain to crtain d%'o*in! countri"5 nota+'& in Ea"t A"ia and5 to a

'""r :tnt5 in M:ico5 t$ Cari++an5 Ea"trn Euro* and "o( *art" o# t$

Mditrranan ri(. or'd t:ti'" :*ort" ar do(inatd +& A"ia *ri(ari'&

Ea"t A"ia/ and "trn Euro*. To!t$r t$" account #or (or t$an > *r cnt

o# t$ tota' and !ar(nt :*ort" around 0 *rcnt Dickn5 4>>6/.

9..1 C$an!in! Pattrn" O# D(and For T:ti' Product"


26/49

D(and i" a #unda(nta' in#'unc on t$ "i75 or!ani7ation and 'ocation o#

t$ t:ti'" and !ar(nt" indu"tri" in di##rnt *art" o# t$ )or'd. So( > *r cnt

o# a'' t:ti'" *roduction !o" to t$ !ar(nt" indu"tr&5 t$ (a3or in#'unc on t$

d(and #or t:ti'" i" t$ d(and #or !ar(nt". It i" t$ a##'unt *art" o# t$ )or'd

t$at 'ar!'& dtr(in t$ '%' and t$ natur o# t$ d(and #or !ar(nt".

T$!nra''& 'o) inco(" in d%'o*in! countri" c'ar'& r"trict t$ "i7 o# t$ir

do("tic !ar(nt" (arkt". T$ con%ntiona' cono(ic )i"do( "a&" t$at5 +&ond

t$ '%' o# +a"ic nc""iti"5 d(and #or !ar(nt" incra"" '"" ra*id'& t$an t$

44


27/49

!ro)t$ o# inco(". T$i" *o"" a (a3or *ro+'( #or !ar(nt" (anu#acturr" and

rtai'r"@ t$& nd to "ti(u'at d(and t$rou!$ #a"$ion c$an!. Enor(ou"

:*nditur $a" !on into *ro(otin! #a"$ion *roduct" and cratin! d"i!nr< 'a+'".

Suc$ a *ractic co%r" a %r& +road "*ctru( o# con"u(r inco( '%'" #ro(

t$

:c*tiona''& :*n"i% to t$ r'ati%'& c$a*. D"i!nr 'a+'in! i" +a"ica''&

a

d%ic to di##rntiat )$at ar o#tn r'ati%'& "i(i'ar *roduct" and to catr to =

and

to ncoura! = t$ "!(ntation o# (arkt d(and #or !ar(nt" Dickn5 4>>6/.

T$ T:ti' Indu"tr& in India $a" !on t$rou!$ "i!ni#icant c$an!" in

antici*ation o# incra"d intrnationa' co(*tition. T$ indu"tr& $a" +n #orcd to

tai'or *roduct" to +ot$ t$ do("tic and t$ intrnationa' (arkt )$ic$ $a%

traditiona''& +n ,uit di##rnt. T$ do("tic (arkt $a" $u! *otntia' +ut i"

a'"o

%r& *ric "n"iti% )$ra" t$ intrnationa' (arkt tnd" to #a%or (a""

*roduction

)$i' a'"o (*$a"i7in! ,ua'it& "r%ic and *ric o# *roduction. India $a" t$ a+i'it&

to

co(*t on t$ !'o+a' "ca' +ut it i" 'o"in! (arkt "$ar to A"ian countri" t$at $a%

c$a*r 'a+or5 +ttr in%"t(nt in (ac$inr& and ca*ita'5 and +ttr

ocan

tran"*ortation o*tion" #or :*ort to t$ U.S. $i' it" (arkt "$ar $a" crtain'&

incra"d o%r t$ 'a"t dcad5 India "ti'' 'a!" +$ind countri" 'ik C$ina t$at $a%

"n *$no(na' !ro)t$ in rcnt &ar". Ho)%r5 India n3o&" a "i(i'ar

co(*arati%

ad%anta! #or "r%in! d(and in t$ Euro*an Union Car%r 2rian5 H C$ri"t&5

Hi"tr Lona$5 4>>8/.


28/49

In toda&>8/. Furt$r t$r i" a ri" o# di"*o"a+' inco( a" t$ a%ra! GDP !ro)t$rat i" around "i: *rcnt and *o*' )it$ t$ $i!$r di"*o"a+' inco(" *r#r t$

!ood %arit& o# t$ c'ot$ and ar rad& to *a& #or t$ $i!$ *ricd *roduct" Mukund

4>>15 Na!ara3 199/.

9..4 Ri"in! I(*ortanc O# Cotton Product"@ Grn I" In

T$r $a" +n tr(ndou" !ro)t$ in ((+r"$i* o# !rn !rou*" in t$

)or'd "uc$ a" Grn *ac5 Frind" o# t$ Eart$ tc. T$" *o*' ar concrnd

a+out t$ n%iron(nt and ar )i''in! to *a& a *r(iu( #or !ood" and "r%ic" t$at

46


29/49

t$& +'i% $a% a rducd n%iron(nta' i(*act co(*ard to con%ntiona'

*roduct". Toda& in t$ cor*orat )or'd5 Tri*' 2otto( in i" u"d to d"cri+

co(*an& accounta+i'it& not on'& in #inancia' tr(" to "$ar$o'dr" and in%"tor"

+ut a'"o in "ocia' tr(" .!. acc*tanc +& t$ co((uniti" in )$ic$ t$ #ir(

o*rat"5 and in n%iron(nta' tr(" +& a""""in! t$ i(*act on t$ n%iron(nt o#

t$ #ir(? o# 45>>> con"u(r" "aid t$& :*ctd +u"in""" to tack' t$

i""u" o# #air 'a+our *ractic"5 +u"in"" t$ic" and n%iron(nta' d!radationin

addition to d'i%rin! *ro#it" and 3o+". O%r t$ 'a"t 1> &ar" t$ d%'o*(nt o#

%ariou" co='a+''in! "c$("5 d"i!nd to a""ur con"u(r" o# t$ "a#t&

and

n%iron(nta' acc*ta+i'it& o# a *articu'ar *roduct5 $a" rai"d t$ *ro#i' o#

n%iron(nta' i""u" )it$in t$ t:ti' c$ain. Rcnt'& t$r $a" +n a ra*id

u*tak

o# ISO18>>1 +& (anu#acturr" in A"ia a" a (an" o# a""urin! Euro*an and

N.A(rican *rocur(nt (ana!r" o# t$ n%iron(nta' *ro+it& o# t$ir o*ration"

Ea"ton5 R Lo$n.5 4>>8/.

I(*ortanc o# Cotton and d(and #or or!anic *roduct" i" on a ri" and India

+in! on o# t$ !'o+a' *'a&r" nd" to 'ook +&ond t$ $ori7on" and :*and t$

(arkt inrt5 4>>8/. T$ !'o+a' +u&r" )ou'd not *r#r to *ut t$ir "ourcin! #ro(

on 'ar! countr& 'ik C$ina. T$ !'o+a' +u&r" )ou'd a'"o +a'anc t$ir ri"k o#

"ourcin! #ro( on countr& on'&5 t$r#or d(and #or Indian t:ti'" )i'' not

di(ini"$ "o a" :*ctd in t$ *o"t 'i+ra'i7ation ra Lo"$i5 4>>8/. T$r#or

'ookin! at t$ currnt trnd" in t$ (arkt "cnario it i" ,uit %idnt t$at t$ K$adi

$a" a 'ot o# c$anc a" t$ #utur (arkt 'i" in t$ co #rind'& cotton *roduct".

Furt$r5 Cri'' Ro"(ar& 4>>4/ A "nior curator in=c$ar! o# t$ t:ti'" co''ction

in t$ Indian and Sout$=Ea"t A"ian D*art(nt "a&"@ Hand'oo(" can + r%i%d

and "u"taind in India +& t$ !o%rn(nt a!!r""i%'& cratin! (arkt" #or it

)it$in t$ countr& and *ro%idin! d"i!n in*ut" #or )a%r"


30/49

9..6 E(r!in! Tc$no'o!i" In Modrn T:ti' Product"

A" a!ain"t "&nt$tic" #i+r" )$ic$ cau" n%iron(nta' d!radation5 #i+r"

)it$ rn)a+' ra) (atria'" i" a #uturi"tic out'ook o# #i+r Indu"tr&. E:a(*'" o#

"uc$ c'ot$" ar a'rad& in %o!u 'ik t:ti' #i+r #ro( "u!arcan rind5 "o3a

*rotin

48


31/49

#i+r" o# C$ina5 (ai7 #i+r5 corn #i+r inc'udin! "i'k #ro( +a(+oo tc.

2ruck(ann5

Ra'#.5 4>>8/. Furt$r )it$ tc$no'o!ica' ad%anc c'ot$" *r*ard to + anti=

!ra"5

)rink' #r5 U.-. *rotctd5 anti=+actria'5 "kin=carin! "u+"tanc" %ita(in" 'ik

E5C/ tc. ar !oin! to + in t$in!< in #utur.

9..8 I(*ortanc O# Fa"$ion D"i!nin!

Con"u(r" )ant c'ot$" t$at (i: and (atc$ and a"& to )ar #or %r&da&

)ork. Fa"$ion $a" "*rad to ra"ona+' nu(+r o# cu"to(r"5 co"t i" no (or a

con"traint. Indian d"i!nr" 'ik t$ countr*art" '")$r ar tr&in! to ada*t to

cu"to(r>8/.

9.. T$ Gro)in! Po)r O# T$ Rtai'in! C$ain"

it$in t$ !ar(nt" indu"tr&5 in *articu'ar5 d(and i" +co(in! incra"in!'&

do(inatd +& t$ *urc$a"in! *o'ici" o# t$ (a3or (u'ti*' rtai'in! c$ain". In

t$ Unitd Stat"5 +i! co(*ani" "uc$ a" a'=Mart5 Sar"5 L.C. Pnn&5 Da&ton

Hud"on and K. Mart5 account #or a %r& 'ar! *ro*ortion o# !ar(nt" "a'"5 a"

do Daii5 Mit"uko"$i5 Dai(aru and Ito akado in La*an5 in Gr(an&5 t$ 'adin!

!ar(nt" rtai'r" inc'ud Kar"tadt5 Kau#$o#5 Sc$ickndan7 2ad$5 4>>8/.

Product *ro'i#ration and "$ortr *roduct c&c'"5 r#'ctd in %r=c$an!in!

"t&'" and *roduct di##rntiation5 contri+ut to !nra' d(and uncrtaint& #or +ot$

rtai'r" and (anu#acturr"5 t$r+& (akin! d(and #orca"tin! and

*roduction *'annin! $ardr %r& da&. In a )or'd )$r (anu#acturr" (u"t

"u**'& an incra"in! nu(+r o# *roduct" )it$ #a"$ion '(nt"5 "*d and

#':i+i'it& ar crucia' ca*a+i'iti" #or #ir(" )r"t'in! )it$ *roduct *ro'i#ration5

)$t$r t$& ar rtai'r" tr&in! to o##r a )id ran! o# c$oic" to con"u(r" or

(anu#acturr" r"*ondin! to rtai' d(and" #or "$i*(nt". Furt$r5 #ro( t$ 'at

19>


32/49

4


33/49

9.. C$an!in! T:ti'" Scnario And I(*'ication" For K$adi

$at ar t$ I(*'ication" #or K$adi Indu"tr& in t$ c$an!in! t:ti'

"cnario Scou''r Lo$n 1999/ #'" t$at5 !ro)t$ o# a countr& in%o'%" i(*ro%in!

*roduction ##icinc&5 or!ani7ationa' ##cti%n""5 d%'o*in! i(*ro%d *roduct"5

#indin! n) (arkt"5 #indin! a n) "ourc o# "u**'&5 or a co(+ination o# t$"

t$in!".

Prnnia' Potntia' )a" t$ *$ra" u"d +& Martand "in!$5 a )''

kno)n "c$o'ar in%o'%d )it$ cra#t" and cu'tur in India5 t$" t)o *$ra"" a*t'&

d"cri+ t$ $andicra#t" d%'o*(nt in India5 and ca*tur t$ #ru"tration" o#

t$o" )$o )ork in t$ r'atd ara". T$ *otntia' i" a')a&" and $a" +n5

nor(ou". In t$ 199>"5 #or :a(*' $andicra#t" (r!d a" a (a3or :*orta+'

#ro( India. In i!$t &ar"5 1996=

4>>>5 t$ "ca' o# $andicra#t and $and'oo( :*ort" incra"d #ro( a+out R".6>

+i''ion to R".1>> +i''ion i+' and Tirt$ankar Ro&5 4>>6/. K$adi a'"o #ac" "i(i'ar

"ituation a" ot$r traditiona' indu"tri" t$ou!$ it do" not :*ort (uc$.

Marktin! "trat!i" ado*td +& In"titution" ar ,uit na;%. T$ *oor

cu"to(r turn o%r in t$ K$adi +$andar" durin! non=r+at *riod c'ar'& "$o)" t$at

K$adi i" ,uit *oor'& (arktd. it$ !ro)in! d(and #or Grn Product"5 #a"$ion

d"i!nin! and ri" in i(*ortanc #or cotton5 K$adi nd" to 'ook at t$"

*o"iti% "i!na'" and tak nc""ar& "t*" to ada*t to t$ c$an!in! (arkt

"ituation". In t$i" r!ard "t*" to)ard" 2rand +ui'din! and cratin! nic$

(arkt" #or "*cia'i"d*roduct" o# K$adi ar co(*onnt"5 )$ic$ cannot +

'#t out. Anot$r "t* i" to *ro(ot K$adi t$rou!$ rtai' c$ain". It $a" t)o

ad%anta!" #ir"t it "a%" t$ +urdn and co"t o# in"titution" in (arktin! K$adi.

Scond'& in"titution" can no) #ocu" on t$ *roduction o# (arkta+' *roduct".

A" t$r i" no *r""ur on In"titution" to inno%at and c$an! t$ *roduct

d"i!n. T$r#or K-IC nd" to + a #aci'itator in *ro%idin! i(*ro%d

d"i!nB*attrn. Furt$r5 K-IC ro' )i'' + n$ancd i# 'ar! in"titution" a'"o

undrtak initiati%" in t$i" *roduct and *roc"" inno%ation". K-IC a'"o nd" to ti

u* )it$ :trna' a!nci" in%o'%d in t$i" ara 'ik NID tc.5 "o t$at t$r i"

an

:c$an! o# ida" and #'o) o# in#or(ation a+out c$an!in! (arkt "cnario.

9.0 Su((ar& And Conc'u"ion"


34/49

Marktin! "trat!i" ado*td +& In"titution" ar ,uit na;%. T$ a(ount

a''ocatd to (arkt t$ *roduct in co"t=c$art i" a'"o (a!r co(*ard to

ot$r

4


35/49

$and'oo( t:ti'". Co"t=c$art nd" to + (ad (or #':i+' #or t$ in"titution"

to $a% t$ #rdo( to !o +&ond t$ :i"tin! 'i(itation" to i(*ro% t$ ,ua'it&

and t$ "a'a+i'it& o# K$adi. T$ on'& co(*onnt t$at r,uir" to + rtaind i"

t$ )a! co(*onnt to *ro%id dcnt )a!" to t$ arti"an". T$r#or t$r i" a

!ratr nd #or takin! u* (arktin! "trat!i" ,uit "riou"'& and

co''a+oration a(on! in"titution"5 K-IC Marktin! d*art(nt and "tat K-I2"i" a (u"t #or "ur%i%in! t$ on"'au!$t o# co(*tition.

Cu"to(r "ur%& data r%a'd t$at r+at )a" 'a"t i(*ortant #or a

r!u'ar

+u&r o# K$adi. $at i" r,uird i" t$ i(*ro%in! ,ua'it& and d"i!n *attrn to

"uit

t$ c$an!in! cu"to(r nd". T$ "a'" *r"on" in Marktin! 2$andar" nd to

+

traind (or *ro#""iona''& to +oo"t t$ "a' o# K$adi. Furt$r5 r!u'ar in=

d*t$

"ur%&" o# cu"to(r" to u*!rad t$ "a' o# K$adi i" t$ nd o# t$ $our.

Marktin! 'inka!" ar #ound to + *oor a(on! t$ arti"an"5 in"titution"

and K-IC a" t$ in#or(ation #'o) r!ardin! c$an!in! con"u(r ta"t"5

d"i!n" and co(*tition i" a'(o"t a+"nt. T$i" a"*ct nd" #urt$r "trn!t$nin!. It

i" i(*rati% #or K$adi to rationa'i7 it" *roduct ran! #ro( >>> to a (ana!a+'

nu(+r "o t$at t$ o+3cti% o# K$adi i.. *roduction o# "a'a+' *roduct"< i"

ac$i%d.

T$ c'ot$ ,ua'it& c$ckin! and "tandardi7ation nor(" #o''o)d +& t$ K-IC

unit" ar ,uit rudi(ntar& and *oor. I# K-IC i" to "$i#t #ocu" to t$ ur+an and nic$

(arkt" in India and a+road5 t$n ,ua'it& i" !oin! to + %r& i(*ortant to

t$(.

Fo''o)in! t$ ,ua'it& "tandard or nor(" "t +& ATIRA or an& ot$r a!nc& )ou'd +

a !ood "t* #or)ard in t$i" r!ard. Introduction o# *o)r can "o'% t$ *ro+'(" o#

%nn"" o# c'ot$ in t$ "*innin! "ta!. Furt$r5 inno%ation and i(*ro%(nt in t$

i(*'(nt" o# )a%in! 'ik *uttin! a 3ack=u*=(otion on t$ #ra(='oo(5 )$ic$


36/49

incra"" t$ %nn"" and ,ua'it& o# c'ot$ tc.5 )ou'd a'"o + %r& $'*#u'

in

i(*ro%in! ,ua'it&.

It )a" #ound t$at (o"t o# t$ in"titution" )r not a)ar o# an& R D

acti%it&

undrtakn +& t$ K-IC indicatin! t$at t$r :i"t" in#or(ation di""(ination

+ott'nck +t)n K-IC and t$ in"titution". Man& in"titution" $a% n%r

introducd an& inno%ation in ,ua'it&5 d"i!n or *attrn5 a" t$r i" no *r""ur to

inno%at. 2ut t$r i" a 'ot o# ti( 'a! +t)n inno%ation and actua'

i(*'(ntation

and t$at too (o"t'& irr!u'ar. T$r#or K-IC nd" to + a #aci'itator in *ro%idin!

i(*ro%d d"i!nB*attrn. Furt$r5 K-IC ro' )i'' + n$ancd i# 'ar! in"titution"

40


37/49

a'"o undrtak initiati%" in *roduct and *roc"" inno%ation". K-IC a'"o nd" to

ti u* )it$ :trna' a!nci" in%o'%d in t$i" ara 'ik NID tc.5 "o t$at t$r

i" an :c$an! o# ida" and #'o) o# in#or(ation a+out c$an!in! (arkt "cnario.

it$ !ro)in! i(*ortanc o# Grn Product"5 #a"$ion d"i!nin! and ri" in

i(*ortanc #or cotton5 K$adi nd" to 'ook at t$" *o"iti% "i!na'" and tak

nc""ar& "t*" to +oo"t it" ,ua'it& and "a'a+i'it& o# t$ *roduct. In t$i" r!ard

"t*" to)ard" 2rand +ui'din!< and cratin! nic$ (arkt" #or "*cia'i"d

*roduct" o# K$adi ar co(*onnt"5 )$ic$ cannot + '#t out. Anot$r "t* i" to

*ro(ot K$adi t$rou!$ rtai' c$ain"


38/49

Ann:ur 9 = Marktin!

Ann:ur 9.1@ Education )i" Di"tri+ution o# Cu"to(r".

Sr.Education %' Prcnt

No.

1. Pri(ar& 8>

4. Midd' .0

6. Scondar& 16.6

8. H.S.C. 1.>

. Graduat 6.0

. Po"t Graduat 10.6

0. An& ot$r 8.>

Tota' 1>>.>

Sourc@ For t$ #o''o)in! Ta+'" i" Cu"to(r


39/49

6. >>1=1>>>> 66.

8. 1>>>1=1>>> 16.4

. 1>>1=4>>>> .9

. 4>>>1 a+o% 4>.

0. No r*'& 1.

Tota' 1>>.>

Ann:ur 9.8@ Ad%anta!" o# arin! K$adi.

Sr.Ra"on" E:*r""d Prcnt

No.

1. Co(#ortBt:tur 44.0

4. ook" uni,uB"tatu" .0

6. Soak" ")at 4.6

8. Ea"& )a"$in! 1.6

. Gand$i *rinci*'" .6

. No r*'& .6

0. For co(#ort and "tatu" 1>.0

. ook" uni,u and dura+' 4.0

9. For co(#ort and a"& )a"$in! 4.0

1>. Dura+' and !i%in! 3u"tic to arti"an" art 1.6

11. Soak" ")at and #or $'*in! arti"an" 1.6

14. Good to )ar and "oak" ")at 4.0

16. ook" uni,u and Hand(ad 4.0

Good to )ar5 'ook" uni,u and18. 1.6

$and(ad

1. For co(#ort5 "oak" ")at and dura+' 1.6

1. Co(#orta+' and dura+' 4.0

10. Good to )ar and $and(ad 1.6

1. Si'k ,ua'it& 1.6

19. Si'k ,ua'it& i" !ood5 it" a%ai'a+' on 1.6

49>


40/49

crdit

Tota' 1>>.>

Ann:ur 9.@ Di"ad%anta!" in arin! K$adi.

Sr.

Ra"on" :*r""d PrcntNo.

1. Not$in! 4.>

4. 2adBrou!$ #ini"$ .6

6. Nd (aintnanc 18.0

8. No ran!B*attrn" .0

. Not dura+' 1>.0

. E:*n"i% 9.6

0. No r*'& .>

No %arit& in co'our and no !ood ,ua'it& o#. 4.0

(atria'

9. Co"t'& (aintnanc and non dura+' 4.0

1>. Un%n c'ot$5 )ak "tructur 1.6

11. Un%n c'ot$ and not !ood co'our" 4.0

14. Not a"& acc""i+' 4.0

16. So(ti(" d#cti% and :*n"i% 1.6

18. Nd" (aintnanc and :*n"i% 1.6

1. E:*n"i% and (atria' ,ua'it& not !ood 1.6

No %ariation in *attrnBd"i!n and1. 1.6

:*n"i%

Tota' 1>>.>

491


41/49

Ann:ur 9.@ i'' t$ Cu"to(r" -i"it t$ 2$andar" i# it i" ocatd Con%nint'&

Sr.Ra"on" Prcnt

No.

1. " 88.>

4. No 4>.>

6. No r*'& 16.6

8. NA 44.0

Tota' 1>>.>

Ann:ur 9.0@ Ar t$ Cu"to(r" Sati"#id )it$ Pric o# K$adi

Sr.Prcnt

No.Pric i" -r& $i!$BS$ou'd +

1. 0.6'"" *ricd

4. No r*'& 9.8

6. "BOk 66.6

Tota' 1>>.>

Ann:ur 9.@ Ar t$ Cu"to(r" Sati"#id )it$ ua'it& o# K$adi

Sr.Ra"on" :*r""d Prcnt

No.

1. PoorBcan + i(*ro%d 6.0

4. Maintnanc o# c'ot$ $i!$ 1.6

1J4 ua'it& can + i(*ro%d and6. 1.6

(aintainanc not a##orda+'/

8. No r*'& .0

. "BOk 4.>

Tota' 1>>.>

494


42/49

Ann:ur 9.9@ Su!!"tion" #or Makin! K$adi Po*u'ar

Sr.Ra"on" E:*r""d Prcnt

No.

1. Ad%rti"(nt .0

4. Rduc *ric 9.6

6. Marktin! 4.0

8. Mor ran!B%arit& 4>.>

. Mi: tricot 1.6

. A co(+ination o# a'' t$ a+o% #i% .0

0. Mor r+at 1.6

Tota' 1>>.>

Ann:ur 9.1>@ Prcnta! Di"tri+ution o# K$adi U"r" #ro( Di##rnt ar".

Sr. $n did &ou "tart )arin! K$adi inPrcnta!

No. ar"/

1. 1= 18.9

4. =1> 44.8

6. 11=1 16.8

8. 1=4> .>

. 41=4 8.

. 4=> 6.>

0. So(ti(" a!o 6.>

. Man& &ar" a!o 9.>

9. Sinc c$i'd$ood 4>.9

1>. Actua' no. o# cu"to(r" 9.>

11. Prcnta! 1>>?

496


43/49

Ann:ur 9.11@ Fr,unc& o# -i"it" to K$adi 2$andar" A(on! Di##rnt

Inco( Grou*" o# Cu"to(r". *rcnta!/

Ho) o#tn do Mont$'& Inco( o# Cu"to(r" in Ru*"

&ou %i"it

K$adi2$andar

Onc in a &ar

T)ic in a

&ar

T$ric in a

&ar

Four a+o%

$n I %i"it

India #ori!n

cu"to(r"/

Actua' no. o#

cu"to(r"

Prcnta!

)it$in

Q4>>

>

==

.0

=

6.0

=

4

4.9/

4>>> 1>5>>1

>>1=1= =1>5>>>

>>> 15>>>

18.6 80. 18.6

4>.> 66.6 .0

= >.> >.>

60.> 44.4 0.8

= = =

1 46

46.4/ 66.6/ 11./

4>5>>1= Actua' no. o#

1>>1= cu"to(r"4>5>>>

a+o% and ? )it$in

4118.6 9.

6>.8/

1= 4.0

41.0/

4= =

4.9/

400.8 44.4

69.1>/

4= 1>>

4.9/

18 9

0.4/ 4>.6/ 1>>?/

498


44/49

Ann:ur 9.14@ Fr,unc& o# K$adi U" A(on! di##rnt Inco( Grou*" o#

Cu"to(r".

*rcnta!/

Mont$'& Inco( o# Cu"to(r" in Ru*"Ho) o#tn do

&ou )ar 4>>> 1>5>>1 4>5>>1= Actua' no. o# Q4>> >>1= 1>>1=

K$adi1= = cu"to(r" and

> 1>5>>> 4>5>>>>>> 15>>> a+o% ? )it$in

64Occa"iona''& = 1. 68.8 14. 9.8 4.>

8.8>/

R!u'ar'& 1.0 66.6 1.0 1.0 = 1.0

.0/

1O#tn . 88.8 11.1 . . 40.

4.1/

So(ti(" = = >.> 4>.> 4>.> =0.4/

Gi#tin! to 1= = = 1>> = =

So(on 1.8/

For #ir"t ti( 1= 1>> = = = =

)arin! K$adi 1.8/

On'& in 4= = 1>> = = =

Su((r 4.9/

Actua' no. o#4 1 46 18 9/

cu"to(r"

Tota'4.9 46.4 66.6 11. 0.4 4>.6 1>>?

*rcnta!

49


45/49

Ann:ur 9.16@ Inco( )i" Di"tri+ution o# Cu"to(r" 2u&in! K$adi Durin!

R+at Priod. #i!ur" in *rcnta!/

Mont$'& Inco( o# Cu"to(r" in Ru*"

$n do &ou

+u& K$adi Q4>>

>

R+at *riod 6.6

Non=R+at=

*riod

A'' ti("B144.

Mont$"R+at J Non=

=r+at *riod

Actua' no. o#4

cu"to(r"

Prcnta!4.9

)it$in

4>>> 1>5>>1

>>1=1= =1>5>>>

>>> 15>>>

6>.> 86.6 1>.>

= = =

19.8 40. .6

= = 1>>

1 46

46.4 66.6 11.

4>5>>1= Actua' no. o#

1>>1= cu"to(r" and4>5>>>

a+o% ? )it$in

6>6.6 .0

86./

= 1>> 118/

611.1 6>.

4.4/

1= =

1.8/

18 9

0.4 4>.6 1>>

49


46/49

Ann:ur 9.18@ T&* o# C'ot$" Cu"to(r" Pr#r to ar. Prcnt/

T&* o# c'ot$" Ma' F(a'

Lan"BT="$irt" 18.6 ==

For(a' 61.> 6.>

Sar" 8. 6.8

Sa')ar ka(7 == 66.6

Kurta *ai3a(a 4.8 ==

Traditiona' 11.9 ==

Sar and "a')ar ka(7 = 1.4

For(a' and kurta *ai3a(a 9. ==

Lan" and "a')ar ka(7 == .1

For(a'5 "a')ar ka(75 "ar" == 6.>

Lan"5 For(a' 8. ==

For(a'5 Traditiona' 9. ==

Kurta5 Traditiona' 4.8 ==

Lan"5 Kurta5 Traditiona' 4.8 ==

For(a'5 S$ort" 8. ==

Sar"5 Traditiona' == 1>.>

Ann:ur 9.1@ O*inion A+out $& K$adi Cannot Su+"titut Nor(a' C'ot$.

Prcnt/

Ra"on" Ma' F(a'

No ran!5 %arit& in K$adi 19.> 14.1

-r& :*n"i% 8. 1.4

Not dura+'B*oor ,ua'it& 8. ==

No ran!B*oor ,ua'it& == 6.>

Nd" (aintnanc 8. 1.4

No ran!5 nd" (aintnanc 4.8 ==

No r"*on"BNot a**'ica+' 8.4 1.

490


47/49

Ann:ur 9.1@ O*inion A+out $& K$adi Can Su+"titut Nor(a' C'ot$".

Prcnt/

Ra"on" Ma' F(a'

Co(#ortB!ood t:tur 9. 14.1

Soak" ")at 8. 6.>

Dura+'5 ,ua'it& 4.8 9.1

Co(#ort and dura+' 4.8 6.>

Good co'our == .1

Gand$ian *$i'o"o*$& +$ind K$adi 8. ==

Co(#ort5 !ood co'our == 6.>

Co(#ort and "oak" ")at == 6.>

No r"*on"BNot a**'ica+' 0.4 >.

Ann:ur 9.10@ Cu"to(r


48/49

Cotton and *o'&%a"tra 9. ==

oo' and cotton 4.8 ==

oo'5 cotton and "i'k == 6.

Ann:ur 9.19@ Di##rnc 2t)n K$adi and Ot$r Fa+ric a" Prci%d +&

Cu"to(r". Prcnt/

Particu'ar" Ma' F(a'

Ot$r #a+ric c$a* 4.8 1.4

No ran! 8. .1

Co"t'&5 (or %arit& in ot$r #a+ric 8. .1

K$adi not dura+' 8. 6.>

K$adi i" (or co(#orta+' 46. 14.1

Hand(ad5 !ood !"tur 4.4 40.6

K$adi not dura+' and :*n"i% 19.> 40.6

K$adi "i'k !ood 4.8 ==

K$adi $a" !rat #' 8. ==

Cannot co(*ar 4.8 ==

Ann:ur 9.4>@ Ra"on" Mntiond +& Cu"to(r" #or arin! K$adi. Prcnt/Ra"on" Ma' F(a'

A" a #a"$ion 1.0 46.

Gand$ian ido'o!& 1.0 ==

ik K$adi 8.4 19.>

Mor co(#orta+' 14. 18.6

Dura+' 8.4 ==

ook" uni,u and dura+' 8.4 ==

To $'* arti"an" .6 ==

Durin! *o'itica' %nt" 8.4 9.

Good to )ar5 'ook" uni,u == 8.

Ea"& )a"$in! .6 ==

499


49/49

Traditiona' 8.4 ==

Ot$r ra"on" 1. 4.

Tota' 1>>.> 1>>.>

Ann:ur 9.41@ Cu"to(r" Tndnc& o# -i"itin! K$adi 2$andar". Prcnt/

Ti( Ma' F(a'

Onc in a &ar 4. 66.6

T)ic in a &ar 18.6 6>.6

T$ric in a &ar 8. ==

Four ti(" in a &ar 8.4 6>.6

$n%r %i"it India 8. 6.>

Rar'& 4.8 6.>

marketing of khadi

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