problems and prospects of punja durrie craft-09!05!08 (1)

8/8/2019 Problems and Prospects of Punja Durrie Craft-09!05!08 (1)

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PROBLEMS & PROSPECTS

OF

PUNJA DURRIE CRAFT

Master of Fashion Management

Department of Fashion Management Studies

National Institute of Fashion Technology, New Delhi

Sukhdev Singh

(Batch 2006-08)


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Objective

To identify the problem and prospect of

Punja Durrie CraftofJhabua


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Sub Objective

To study the durrie market and the different types of

durries available in the market.

To identify the manufacturing process and the

costing of durries.

To identify the problems faced by the weavers of

punja durries and come out with recommendations.


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Research Design

Primary Data Collection

Secondary Data Collection


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Primary data collection

Retailers

Consumer Demand

ConsumerPreference

ConsumerPerception

Product Awareness Weavers

Manufacturing Process

Costing Supply Chain

Challenges


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Secondary data collection

Nature of Durrie Market

Trends

Status

Prospect


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Research Methodology

Market scan through Observation

Retailers Survey

In-depth Interviews of Weavers and Suppliers


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Research Tools

Structured and Undisguised Questionnaire

Personal Interviews


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Sampling Design

Population

Retailers of durries in Delhi and Indore

Weavers and Supplier ofPunja Durries in Jobat (Jhabua),

MP

Sampling Method

Non Probability Sampling

Sample Size

Retailers: 25

Weavers and Suppliers: 50


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Durrie Market

Age old Indian Craft

Production Centers

Punjab

Haryana (Panipat)

UP(Agra, Mirzapur, Bhadhohi

MP(Jobat)

Jaipur Bengaluru

Market Export (Major)

Domestic (Nascent Stage)


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Supply Chain

LOCAL AGENT

WEAVER

RAW MATERIAL

SUPPLIER

WHOLESELLER

DISTRIBUTOR

GOVT. DIST.

CENTER

TRADE FARE

EXHIBITION

HAATS ETC.

LOCAL

MARKET

CUSTOMER

DOMESTIC

RETAILER

FOREIGN

RETAILER

FUND

PRODUCT

INFORMATION


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Costing

Particulars Details Value (Rs.)

Raw material cost (cotton yarn) Including Transportation Cost 70 -80 Per Kg.

Raw material consumption

per. sq. ft

100 gm.

Raw material cost Per Sq.ft. 7

Wages Per Sq.ft. 5

Overheads Per Sq.ft. 5

Total cost Per Sq.ft. 17

Profit (40% Mark up) Per Sq.ft. 7

Selling price Per Sq.ft. 24


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FINDINGS

48% respondent said that the average walk-in weremore than 20

48% said that the average conversion rate was

between 41-60% 56% of respondent said that average ticket size was

above Rs. 3000

Repeat purchase is very rare amongst customers

Slow moving sizes were the larger size mostly 8 x

12 sq ft and 10 x 12 sq ft durries


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FINDINGS

Fast moving sizes were the smaller sizes mostly 3 x4 sq ft, 3 x 5 sq ft and 4 x 6 sq ft and also cushion

covers were fast moving items.

Most important parameter were the quality anddesign.

Only 20% of retailers kept punja durrie

Almost all the retailer said that less than 10% ofcustomers who walk in are aware of punja durrie.


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FINDINGS

The strength of punja durrie lies in its durability andquality.

The weakness of punja durrie is in its hardness and

the lack of design innovation.

40% of respondent said that they directly procure it

from weavers

44% said that they replenish the stock after two

months

Winters are the peak season for the sale of durries


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Challenges

Manual, Time Consuming & MonotonousManufacturing Process

Low Compensation

Lack of Infrastructure for Looms

No Direct Buyers (Middleman Intervention)

Portability Challenge (of the Goods) for Weavers

Lack of Market Awareness


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Recommendations

Product Modification & Innovation

WiderProduct Range

Sourcing of Advanced Raw Materials (Piled Yarn)

Semi-automation of Mfg. Process (Loom & CAD)


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Recommendations

Elimination of Inefficiency in Supply Chain

Creating Awareness ofPunja Durrie

Improving Infrastructure

Skill Upgradation through Training


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Thank You

Presented by

Sukhdev Singh

problems and prospects of punja durrie craft-09!05!08 (1)

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