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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