VISUAL MERCHANDISING AND MARKETING FUNCTION – A STUDY

OF TATA INTERNATIONAL LTD.

(LEATHER GOODS MANUFACTURERS)

FASHION INDUSTRY GRADUATION PROJECT

Submitted by,

TANYA BHATT (MUM13MM17)

BATCH 2013-2015

MASTERS OF FASHION MANAGEMENT

DEPARTMENT OF FASHION MANAGEMENT STUDIES

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

MUMBAI

DECLARATION

I, TANYA BHATT hereby declare that the Project entitled “VISUAL MERCHANDISING

AND MARKETING FUNCTIONS - STUDY OF TATA INTERNATIONAL LTD.” is my

original work and no part has been copied from any other Project. However, any material taken

from any other published source has been suitably referred and acknowledged at various places.

Name: Tanya Bhatt

Masters of Fashion Management

Semester - IV (2013 – 2015)

Date: 15 May 2015

Place: Mumbai

CERTIFICATE REGARDING COMPLETION OF WORK

This is to certify that Ms. Tanya Bhatt has successfully completed internship from Tata

International, Dewas. During the internship period she has successfully completed project

entitled “VISUAL MERCHANDISING AND MARKETING FUNCTIONS – STUDY OF

TATA INTERNATIONAL LTD.”

Date: 21 April 2015

Place: Dewas

CERTIFICATE BY FACULTY MENTOR

This is to certify that the project entitled “VISUAL MERCHANDIDING AND MARKETING

FUNCTIONS - STUDY OF TATA INTERNATIONAL LTD.” is submitted towards the

Fashion Industry Graduation Project of the degree of Masters of Fashion Management by Tanya

Bhatt from 14 January 2015 to 20 April 2015 is her sincere work under my guidance and the

study based on the research done by her.

Mr. Sushil Raturi

Associate Professor

Department of FMS,

NIFT, Mumbai

Date: 15 May 2015

Place: Mumbai

EXECUTIVE SUMMARY

This project gives a detailed understanding of the marketing functions in the footwear

department of Tata International. Tata international is one the leading leather footwear, garments

and other articles (bags, wallets, travelling bags, belts) manufacturer of the country. They have

their units in Dewas and Chennai.

Along with understanding the marketing procedure of the company an assignment on visual

merchandising was also done.

The task of visual merchandising was performed in the initial first half of the internship period.

The garment division of the company has an in house showroom for the display of their

merchandise to the clients. The task of renovating the showroom and making it more presentable

was undertaken by me along with one more intern. Our task was to make use of the available

resources and give the showroom a new and fresh look with minimum cost involvement.

After completion of the visual merchandising task I was shifted to the footwear division of the

company to understand the marketing functions. There I was asked to handle the production of

wiser (naturalizer) sandals, in order to understand the complete cycle and various processes

involved in the production till dispatch of a consignment.

Hence, this project has enabled me to understand the workings of a manufacturing concern and

also gave me the opportunity to make some appreciable changes in the organization.

The project was carried out in the manufacturing unit of Tata International in Dewas. The

required data was collected in the form of pictures (for visual merchandising task) and

documents ( study of marketing functions) from the office.

ACKNOWLEDGEMENT

I am grateful to NIFT for providing me an opportunity to do project work on entitled “VISUAL

MERCHANDISING AND MARKETING FUNCTIONS – STUDY OF TATA

INTERNATIONAL LTD.”

I would like to express my whole hearted thanks to my guide Miss. Neha Bagga for her

encouragement and moral support in organizing my work and giving me valuable tips for making

it presentable.

I am indebted to, Mr. Sushil Raturi my Faculty mentor who has guided and supervised me

throughout this project. I have no words to express my gratitude to him.

I am thankful to other Executives, faculty members and library staff of NIFT, Mumbai for

motivating me in the successful completion of my Graduation Project.

Name: Tanya Bhatt

Masters of Fashion Management

Semester - IV (2013 – 2015)

TABLE OF CONTENT

CHAPTER TITLE PAGE NO.

1 COMPANY PROFILE

1. 1 Overview

1. 2 Company mission

1. 3 CSR

1- 6

2 Leather Division

Organizational Structure

7 - 14

3 Work Flow 15 - 17

4 TASKS ACCOMPLISHED

Visual Merchandising

Study of marketing function

18 - 35

5 LEARNING OUTCOMES

4. 1 Benefit to Self

4. 2 Benefit to Company

36 - 38

SUGGESTIONS 39

CONCLUSION 40

ANNEXURES 41-45

Chapter - 1

Company Profile

1.1 Overview of the Company

Tata International Limited [TIL] is a global trading and distribution company with a network of

offices and subsidiaries spanning more than 39 countries in Africa, Asia, Europe and the

Americas.

As a member of the reputed business conglomerate the Tata Group, they pride themselves in

upholding the highest ethical standards in the way they conduct our businesses. Supported by a

10,000+ strong employee base, we are strongly driven by customer centricity, and have, over the

years, formed strategic alliances and partnerships with market leaders that have reinforced our

role as preferred partners in international trade and business.

Their revenues of US $1.7 billion in FY14 have set us firmly on a path of sustained growth even

as they continue to focus on value-added offerings for our customers, backed by strong

compliance of global norms within the sectors in which we operate. They leverage their

worldwide presence along with sourcing and marketing competencies to deliver what they

promise to customers across their five key business verticals.

Metals Trading

Supported by global sourcing, deep market knowledge and supply chain management of various

steel and related products, their metals trading business serves customers across 50 countries.

Recent investments in downstream activities in Africa have enabled them to widen their product

offering and increase customer retention.

Key products offered include steel, metallic’s and rolls, products for the aluminum industry

(customized engineering products) and module mounting systems (solar). The business also

supports a growing domestic (pan-India) business for bicycles under the brand Strider.

Distribution

They commenced automobile distribution in Africa way back in 1977 and have since evolved

into a leading distributor of Tata Motors vehicles in the continent with operations in more than

11 countries. Their business spread is marked by sophisticated showrooms, workshops with

trained personnel and responsive after-sales service. Recently, they have earned the distinction of

adding the prestigious Jaguar Land Rover dealership to our stable for select geographies.

Their current operations have expanded to include infrastructure and construction equipment as

well as farm machinery. They also have long-term representation agreements, marketing and

distribution tie-ups with reputable manufacturers like John Deere, ST Kinetics’ Trxbuild /

Leeboy, Aquarius, Escorts (FarmTrac), etc.

The distribution business has consistently exceeded customers’ and principals’ expectations, and

is now on course to replicate this success across other geographies like Southeast Asia.

In addition, they have a nascent but growing presence in chemicals and healthcare products for

select markets in Africa.

Leather and Leather Products

They are India’s leading exporter, manufacturer and supply chain integrator of leather and

leather products with exports to over 35 countries. Their diversified product basket comprises a

large range of footwear, finished leather and garments, all of which reflect contemporary trends

in design and colour palette.

They operate India’s only performance leather capability. Their quality and customer orientation

have helped us build enduring associations with major global brands like Diesel, Armani, Gabor,

Aerosoles, Zara, Mango and others.

Their state-of-the-art manufacturing facilities in India (Chennai and Dewas) and development

centres in China and Portugal, besides a design studio in Italy put us ahead of our peers in terms

of capabilities and the breadth of our offerings. They are also the largest exporter of children’s

shoes from India and have a major stake in Move-On Shoes, a leading Portuguese footwear

retailer.

Minerals Trading

They are primarily engaged in domestic coal imports into India. Their team has strong expertise

in global sourcing and they aspire to be one of the largest coal trading companies in India,

supported by additional volumes from China and Thailand.

Additionally, other key products handled by them are coal and coke; ores and fluxes; ferro-alloys

and base metals like nickel, tin, etc.

Agri Trading

Having recently forayed into the trading of agricultural products, the vision for the business is to

tap into the ever-increasing global trade in agricultural commodities like cereals, pulses, oilseeds,

etc.

Their current focus is on creating efficient linkages between India, Africa and Myanmar for a

select presence across the value chain for pulses.

Subsidiaries and Joint Ventures

TIL’s largest subsidiary, Tata Africa Holdings has served as the flag bearer of the Tata Group in

the continent since 1977 and is headquartered in South Africa. It has facilitated several business

collaborations and has successfully created a niche for the Tata brand, its values and

commitment to the larger community.

Through subsidiaries and joint ventures worldwide, they also have business interests in luxury

hotels, bus body building, logistics, vehicle assembly and trailer manufacturing facilities.

Corporate Sustainability

At TIL, they are deeply committed to being a proactive and responsible member of the

community and the environment in which they are present. Stringent goals for the reduction of

carbon footprint and greenhouse gases in our leather plant and other facilities, coupled with

initiatives for empowering local communities in equal measure, drive their long-term

sustainability agenda. Winner of several prestigious national awards and international

certifications for environment and quality, TIL is also a signatory to the UN Global Compact.

COMPANY MISSION

Vision, Mission and Values

Vision

To be globally significant in each of our chosen businesses by 2025.

Mission

To be the most reliable global network for customers and suppliers, that delivers value through

products and services. To be a responsible value creator for all our stakeholders.

Values

Integrity

We conduct our business with honesty and transparency.

Understanding

We care, show respect, compassion and humanity for colleagues and customers and work for the

benefit of the communities we operate in.

Excellence

We strive to achieve the highest possible standards to deliver what we promise to customers and

suppliers.

Unity

We work cohesively, demonstrate teamwork and build strong sustainable relationships with

internal and external stakeholders.

Responsibility

We will be responsible and sensitive to the countries, communities and environments in which

we work. We will abide by the Tata Code of Conduct in all we do.

CORPORATE SOCIAL RESPONSIBILITY

Environmental Protection and Sustainability Tata International take pride in being a responsible member of the environment in which we

operate and have adopted global environmental norms in our businesses. Constant endeavour has

been to promote sustainable manufacturing processes, and in-house teams are engaged in

research and development towards ensuring reduced environmental impact. They are a signatory

to the UN Global Compact. Besides a Corporate Sustainability Report as per the Global

Reporting Initiative Guidelines of the UN, we also file an annual ‘Communication of Progress’. Our commitment is reinforced in the following major ways:

Pioneering environment protection, ecological conservation measures in and around our facilities.

Constant research and updating our application of sustainable manufacturing processes for reduced

environmental impact.

Heavy reforestation and creation of new water resources in the form of ponds and wells for the

surrounding communities.

One of India’s largest solar thermal water heating systems in our Dewas leather factory.

Affirmative Action Tata International supports the Tata group initiatives on Affirmative Action that are focused on

measures towards creating an inclusive society by addressing the need to mainstream a sizeable

disadvantaged section of the population in India. They continue to play a significant role in

putting in place new social initiatives focused on proactively creating economic and social

empowerment among disadvantaged communities, making a real impact on improving the

quality of life of the families of beneficiaries.

At Tata International [TIL], we recognize that diversity in the workplace positively impacts

business. We strive to ensure equal employment opportunities by providing training to develop

the socially disadvantaged.

Our initiative of Nav Chetna has made a measurable social impact while contributing to our

overall business objectives and we look forward to enhancing and deepening our engagement to

cover other potential groups and locations in India.

Nav Chetna This initiative, under the Utkarsh brand, has created employment and business opportunities for

people from scheduled caste (SC) / scheduled tribe (ST) communities through training and

employment of local skilled labour with up-skilling and employment programmes. Almost 34

per cent of our workforce in our footwear business in Dewas (Central India) belongs to SC / ST

communities, a significant proportion being women.

Under Nav Chetna, they have trained and provided employment to 1,024 Dalit women to make

footwear for our Dewas unit over the last five years. This achievement is an inspiring example of

what can be achieved through collective, committed efforts, and this is a model that is set to be

replicated elsewhere.

Nav Chetna has helped skill women from agrarian families while helping them battle social

taboos against working in factories. The initiative has been appreciated by the communities

around the factory, and also by various government agencies and other stakeholders.

Nav Chetna has won the hearts of the poorest people, who have been a part of the TIL family as

the programme helped them create sustainable livelihoods by building sustainable businesses.

Nav Chetna has created livelihoods and crafted lives – and their journey has just begun.

We have also initiated programmes rewarding good academic performance to encourage students

from weaker sections by distributing bicycles and recognition awards.

Chapter - 2

2.1 Leather Division:

Tata International is a pioneer in the Indian leather industry and a leading exporter of finished

leather and leather products. They are a significant global player in goat leather and are the only

tannery in India producing cow patent leather.

Servicing the complete leather and leather product needs of select clients, they have built

enduring associations with major global brands such as Marks & Spencer, Gabor, Aerosoles,

Zara, Wolverine, Mango, and many others. Providing specialized leather solutions, our forte is

consistent quality and individualized service, honed to suit specific clients and end products.

We are an industry leader in environmentally conscious leather production, from both Indian and

global perspectives. Through the activities of their extensive in-house R&D and the use of

emerging technologies, they have created and incorporated eco-friendly processes into our

leather manufacturing processes. Our facilities have received a number of awards in recognition

of the work done in setting quality and sustainability standards, including ISO accreditation and

LWG Gold Rating. All of their facilities are regularly audited to ensure that they maintain the

highest standards of corporate responsibility and social compliance, as they go above and beyond

basic requirements.

HISTORY

Tata International started leather production, in 1975, as an effort to promote organized

international leather trade in India, focusing on production of leather for the fashion industry.

Keeping in mind the Tata group’s commitment to developing rural areas, the tannery was set up

in Dewas, Central India. The business and the region have grown symbiotically ever since.

Having overcome the remoteness of its location and initial lack of infrastructure in the

surrounding area, their tannery in Dewas is now the largest tannery in India and a hub for world-

class footwear and fashion leather production.

By 1979, they expanded our original product portfolio, adding value to products and services.

The fashion leather division started its brand associations in 1981, initially supplying Bally, to be

followed quickly by others including Gabor and Salamander. The turn of the millennium saw a

further strengthening of our alignment with the needs of the global fashion footwear markets.

Manufacturing of shoes and garments gained momentum with the acquisition of Graziella and

Da-Vinci, which were later regrouped under Tapti Leathers and Bachi Shoes India, Euro Shoe

Components and Salco Shoes in 2010. International growth was fuelled by the acquisition of

Move-On and the JV with Wolverine Worldwide.

July 2010 saw the completion of their new tannery and the start of production of a range of

performance leathers designed for use in the automotive, furniture and sports / lifestyle footwear

markets. Our consistent superior quality in this niche area has been endorsed by associations

with major international brands.

GARMENTS:

Tata International manufactures a range of leather garments including men’s and ladies’ jackets,

trench coats, trousers and shorts, ladies’ skirts, blousons and cocktail dresses in a variety of

finishes. Our seasonal and bold colours are regularly selected for Modeurop.

Their key strengths are our trend forecast, design and development capabilities, stringent quality

control standards and ability to deliver on time that is underwritten by agile manufacturing and

global logistics support. Their facilities are ISO 9001:2008, 14001:2004 and SA 8000 compliant.

We manufacture an extensive range of leather products for premium lifestyle brands worldwide

such as Calvin Klein Jeans and Diesel, located in the United States and Italy respectively. Their

reputed international clientele include All Saints, Kenneth Cole, Country Road, Witchery,

Marlboro Classics, FCUK, Emporio Armani – to name a few.

FOOTWEAR:

Tata International is one of India’s earliest and most prominent footwear manufacturers. They

export footwear to global brands and leading retailers around the world including Marks &

Spencer, Gabor, Aerosoles, Zara, Wolverine, Mango, and many others.

Their shoe making capability is exhibited in the ‘Sewn on Wood’ constructions, where highly

skilled craftsmen execute perfectly spaced stitches in the ‘shoe upper on the last’ position,

creating the creaseless elegant shoe. Their product lines are manufactured at our specialised

facilities at Dewas and Chennai in India. Their facilities are ISO 9001:2008, 14001:2004 and SA

8000 compliant.

FASHION AND LIFESTYLE LEATHER:

Their fashion and lifestyle leather tannery supplies a wide range of finished leathers to some of

the world’s leading manufacturers of footwear, apparel, handbags and accessories. Collaboration

with design studios in Italy, Spain and France ensure that our leathers and general collections are

aligned with the latest fashion trends, textures and colours. In addition, they offer a bespoke

leather development service that allows their customers to work directly with them on the

creation of unique and exclusive leathers and leather articles.

In addition to our ISO 9001:2008 and ISO 14001:2004 accreditations, our tannery has an LWG

Gold Rating, ensuring that all leathers supplied by Tata International’s Dewas plant are

manufactured in an environmentally responsible manner. Tata International therefore represents

an environmentally conscious option providing peace of mind for sourcing to our clients.

Aniline

Lightly finished with a selection of waxes and oils that preserve and enhance the natural

character of the leather surface, our aniline leathers cover all your leather needs from casual

through to high fashion. Created on all leather types – sheep, goat and bovine – our aniline

leathers are used in footwear, leather goods and apparel, offering exceptional quality and value.

Semi Aniline

Lightly finished to create leather with great colour palettes and feel, these leathers are both

durable and aesthetically pleasing.

Patent

An essential part of any fashion portfolio, this high-gloss leather is as technically difficult to

produce as it is beautiful. Tata International is one of the world’s leading suppliers of patent

leather. We offer a range of sophisticated patent leathers including traditional smooth patent,

crinkled patent, metallic patent and super soft patent for use in leather goods and handbags.

We manufacture both bovine and goat patent leathers.

Suede

Soft and supple, suede leather offers a sensual and beautiful surface character. Specialising in

goat suede, Tata International’s fine napped suede represents the perfect canvas upon which to

paint your brand’s colour story. Our suede is suitable for fashion and street casual footwear,

leather goods and apparel.

Nubuck

The velvety buffed grain surface of nubuck leather offers a base upon which a diverse range of

durable and trend-aligned fashion and casual lifestyle leathers can be built.

PERFORMANCE LEATHER:

Their performance leather division offers fully integrated leather and component manufacturing

capabilities to their customers. Utilizing the latest technology, their tannery produces a range of

world-class upholstery leathers designed to meet the rigorous standards required in today’s

furniture and automotive industries. Their performance leather unit in Dewas is ISO 9001:2008,

ISO 14001:2004 and ISO/TS 16949: 2009 certified.

For customers looking to add further value to their sourcing model, they offer additional services

including component cutting, sewing and application of unique embosses and perforations as

required.

2.2 CLIENTS (Garments)

7

CLIENTS (Footwear)

7

Organizational Structure:

Global Business Head

Head-Operations

Planning & Purchase Head

Technical Head Marketing Head Production Head

Bottoming PurchaseManager

Grinderies Purchase Manager

PPC Manager

Merchandiser

Logistic Manager

Documentation Executive

Closing Manager

Cutting Manager

Lasting Manager

Product

Development

Head

Sampling Head

CHAPTER - 3

WORK FLOW

3.1 Exposure to the workings of the Company

During the first 3 weeks of the internship , tasks involved getting oriented with the various

departments like Planning Department , Administration Department , Accounts Department , IT

Department , CAD/Sampling Department , Merchandising Department and so on.

Planning Department

This department ensures that the forecasting for the next season will be based on the last season's

outcome. They have co-ordinate with the Merchandising Department in order to collect

information regarding the various styles prepared and manufactured and supplied to buyers and

in how much quantity were the produced. This information helps in making a precise forecast for

the upcoming season.

They prepare a Decision Making Plan as provided by the buyer. They also connect with the

commercial team to adjudge how many containers have been dispatched. Daily Production

Reports are prepared and wherever non-performance is identified, a meeting is held to calculate a

solution.

Administration Department

This department handles the issues of the workers and their grievances. They also have the right

to set up rules and policies that needs to be followed by the employees of the organization. All

the employees report their issue in the Administration, which will then address the same in front

of the management in order to come up with a solution.

Accounts Department

This department looks into the daily costs of the company be it for leather, miscellaneous

expenses, transport expenditure etc. They have a financial record of all the money that is spent in

the name of the company which is then tallied with the receipts and bills and other financial

documents at the end of the financial working year. It is extensive job as there are a lot of

workers and machinery being used. It is imperative for the accounts team to maintain

communication and report any discrepancies, if any.

IT Department

This department makes sure that the employees are well - versed with the latest software in the

Industry. They also keep in tabs of the working and functioning of all the systems and its

requirements. In case , there is a need to upgrade , the department will look into matter and find

the best way to do so.

CAD / Sampling Department

Upon receiving the Techpack from the buyer , the same is sent to the Sampling Department by

the Merchandiser in order to prepare the Development Sample or the Fit Sample. Various

samples are prepared like Fit Sample , PP Sample , Lab Test Sample(RTL). If there are any

changes in the Techpack like size issues or fabric quality, the same should be conveyed to the

buyer. CAD markers are then prepared to get the correct positioning of the waistband , pockets

and so on. There is quality control at each stage. All the garments are produced at the factory

itself , with necessary adjustments made accordingly. Leather is sourced in house from the

tannery and swatches are prepared internally by the merchandising department.

Merchandising/Marketing Department

This department is the most important department as they deal directly deal with the buyer's

needs and requirements. They also have to deal with the progress of the garments prepared and

ensure that the final garments are sent out to the buyers on time failing which the relationship

with the buyer can be at risk. The Merchandising Department should also that the required trims

and accessories are available for the styles that need to be produced and manufactured. They

should also be in touch with the buyers over mail in order to converse about the progress of the

style samples or if any problem has occurred in the production. Either way , the buyer has to be

informed about the good and bad things. The Merchandising team also has to show their care for

the environment , which means all the employees makes sure to use recycled files and papers for

in-house distribution. Left-over fabric is also kept aside in order to use it for other garments that

make use of similar fabrics.

Objective

The main objective of this task was to familiarize with the processes and departments and

understand in-depth how the manufacturing unit is run by its core team of employees. It also

helped in understanding nuances of the detailed work involved in the process of receiving orders

and then allocating the required resources and completing the job on time.

CHAPTER - 4

TASKS ACCOMPLISHED

During the internship period, a couple of tasks were handed over to be completed by me. This

helped me as well as my mentor gauge how much of the merchandising work I understood

during my tenure there. It also helped me in getting a first-hand experience of the works involved

in the industry.

4.1 Visual Merchandising

Visual Merchandising attempts to make optimum use of the site in terms of both exterior and

interior potential.

Visual Merchandising is the art of implementing effective design ideas to increase store traffic

and volume of sales. It is the art and science of displaying merchandise to create an effective

impression in the mind of the customer.

Visual Merchandising is a tool to:

• Educate the customers about the product/service in an effective and creative way.

• Establish a creative medium to present merchandise.

• Enable long lasting impact and recall value.

• Set the company apart in an exclusive position.

Objective

The main purpose of this task was to make an effective and appealing display of the

merchandise. The garment division has an in house showroom for displaying their merchandise

to the clients/customers. My task was to renovate the place in a manner that it provides a good

impression in front of the clients without making any major change.

1. Effective utilization of empty space by creating a complete look. As this part of the

showroom is at the entrance gate it creates a good impression on the customer as they

walk in.

Before After

2. Enhancing the aesthetic appeal of the showroom by displaying garments in a properly

organized manner and adding colorful and attractive pictures of leather garments and

accessories.

Before After

3. Display of limited to avoid clutter and good merchandise (jackets, shirts, skirts, trousers,

shorts) in the shelves and also highlighting them with the help of focus lights.

Before After

4. Use of waterfall hangers and mannequin for the display to make it more appealing and

also to break the monotony.

5. Utilization of empty shelves to display the articles like bags, suitcases and wallets which

were not part of the showroom earlier.

Before After

6. Use of empty space to create a rugged look with slightly baggy leather pants and heavy

men’s leather jacket and travelling and backpacks.

7. Display of belts on the other side.

Creation of an attractive window

display to put emphasis on one of

the best merchandise i.e. dark tan

washed diesel jacket

Another utilization of the idle space by displaying various variety of printed and finished leather

skins produced by the company. This included printed, perforated, cutwork, embossed, foiled,

woven, foam finished, cotton and lycra blended skins, etc.

Display of a swatch board and trims board by renovation one of the empty shelf. The swatch

board was used to display various techniques applied on different leather skins. Various trims

used for the manufacture of the garments and other articles were also displayed.

PROJECT UNDERTAKEN

Project Assignment – Understanding of marketing function.

As an in-charge , it was my duty to look into the details and ensure that the steps are followed

correctly in order to produce the required samples on time. It was very important to maintain co-

ordination between the sampling department, purchase department, production line, packaging

department and the buyers.

Objective

The purpose of assigning this task was to help me as an intern, gain experience in the

merchandising, first hand. This tested my capabilities in decision - making and working under

pressure in order to deliver the consignment in the said time assigned.

The objective was to understand the entire procedure of merchandising of footwear in detail. To

know about various steps involved in the process and how the work is done.

Merchandising Process :

Initial Enquiry

Sampling

Sample Approval

Purchase Order

Production

Quality Inspection

Packaging & Labeling

Initial Enquiry – The initial enquiry about the product was received through a mail,

which was sent by the customer i.e. Brown shoes. This was a reorder of the shoes so

therefore a specification sheet or any details about the product were not provided by the

customer. Only the number of pairs desired was mentioned.

Sampling – The sampling for this consignment was not done as it was done for the

earlier similar consignment. The sample was already approved and this was a repeat

order.

Purchase Order – The purchase order was sent by the customer in which all the

details regarding the order date, dispatch date, leather, color, sizes, number of pairs,

boxes etc are mentioned.

Production – After the generation of the purchase and its entry in SAP the production

begins. The various stages of production are depicted in the images below.

Costing

Dispatch

Sandals sewn by hand

Lasting Process

Scrouching

Hot & Cold Setting

Polishing

And

Finishing

Packaging and Labeling – The packaging and labeling of the sandals were done as

per the guidelines and specifications provided by the customer.

Costing

The costing of the consignment is then done by the marketing/merchandising department

on the basis of the material and price details provided by the purchase and technical

department. A bill of material is generated by the sampling department in which all the

material which is used in the production is mentioned and the prices if the materials is

given by the purchase department. With the help of this information the costing is done.

The wiser (sandal) costing is given b

Dispatch

The final step in the process is the dispatch of the consignment from the factory. The

consignment is then sent to the head office in Mumbai from Dewas. It is then finally sent

to the location of the buyer from the head office after the completion of all the formalities

related to the dispatch of the consignment.

CHAPTER - 5

LEARNING OUTCOMES

Learning outcomes are statements that specify what learners will know or be able to do as a result of

a learning activity. Outcomes are usually expressed as knowledge, skills, or attitudes.

In this industry internship, learning outcome can be accessed from 2 points of views :-

I. Benefit to Self

II. Benefit to Company

6.1 Benefit to Self

Opportunity to work

The opportunity to work in a reputed manufacturing organization enabled me to learn about

the deep processes involving in the manufacture and supply of garments in a large scale. Also

made me understand the work ethics required when dealing with a mix variety of clients.

Practical Knowledge

Certain terms and processes were only understood by students theoretically. But when gets a

chance to work in an actual organization, that theoretical knowledge can be put to practical

use by applying the things learned earlier.

Team building skills

Working in a team helps to maintain the work rhythm and makes work happen faster. The

work is delegated accordingly, which helps in making the running of the organization smooth

and without hassles.

Leadership Skills

Leadership skills plays a major role in the learning outcome as that is one of the few

opportunities where you can adjudge your true capabilities to get a work done. Also, it will

help build confidence and make working in a formal atmosphere all the more interesting.

Organizational Skills

Understanding the workings and formats of an organization is very important. Different

organizations have different work rules, so following only one type of format won't help.

While actually working with a company, one can absorb the ways of moving about in the

organization in the right way.

Work Process Familiarization

Having to work in an organization, it is easier to understand how the company works to

accomplish their targets. The in-depth knowledge is required when working anywhere.

6.2 Benefit to Company

Visual Merchandising

The changes made in the in house showroom of the garment division helped in a better

and effective display of the merchandise. Earlier all the sample garments were kept

randomly in the showroom without any care and proper display technique and therefore

looked unorganized and dirty.

The renovated showroom looked appealing and the effort made by us was appreciated by

the people in the organization as well as the clients who came for visit. We not only

showcased the merchandise but also the variety of leather skins available, techniques

used on leather which depicted the capacity and competitive edge of the company.

Assisted in developing catalogue for the garment division of the company.

Developed swatch files and different types of swatch presentation techniques for leather

skin swatches, sleeve swatches, vest swatches, etc.

SUGGESTIONS

Tata International is a large company employing more than 2000 workers in their manufacturing

unit. They have the largest tannery in Asia and manufacturers a wide variety of leather and

leather products. They have a huge customer base and export to a lot of major brands in Europe

and USA. Tata is also the only leather garment manufacturer in India which deals with a

prestigious Italian brand Armani.

The one area where they are lacking is the designing work. They don’t have a design team or any

design related activity going on in their unit in dewas. Tata produces the products be it a garment

or footwear as per the requirements and specifications provided by their customers. Although

they have a design studio in Tuscany (Italy) from where they take care of the design related

needs of their international clients. They hired a designer (Patricia) from Italy in November

2014.

Due to the lack of a designer or design team in dewas instructions given by Patricia are not

interpreted in the manner they should and therefore error occurs in the sampling. This is one of

the major reason the unit needs a designer so that these errors can be minimized and time can be

saved.

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CONCLUSION

Tata International Limited [TIL] is a global trading and distribution company. The key reasons

of their success are producing high quality leather garments, footwear, articles (bags, suitcases,

wallets and belts), ability to fulfill buyer expectations, adopting strategies in terms of product,

development, building and maintaining long term customer relationship etc.

When we look at the company on its own, it has managed to engage top clients as buyers which

in itself is a record. In order to maintain the same clientele as well as attract other buyers , the

company works hard to manage to finish the orders on time and have them shipped accordingly

to their respective destinations with all the required documents in tow. The company owns the

largest tannery in India and is the pioneer of the leather goods manufacturer and exporter.

Through the activities of their extensive in-house R&D and the use of emerging technologies,

they have created and incorporated eco-friendly processes into our leather manufacturing

processes.

It is important to focus on all the parameters considering manufacturing, developing and

improving designs to survive in this competitive market. This will help the company to garner

more deals and orders and work towards producing quality garments and at a faster rate.

The aim of the project was to understand the workings and process of the marketing function in a

manufacturing unit. Although work pressures are extensive and employees are at times

overworked, the atmosphere in the company enables employees to provide their best. The

company has a policy of taking care of the environment, people and its communities. All these

qualities have helped them to remain on top of the Indian leather industry and they strive to

accomplish more and become the global leader.

ANNEXURES:

Bill of Material

Wiser costing sheet