Kgu handicrafts

INTERNSHIP

KUMAUN GRAMEEN UDYOG

Prepared byShubham kabadwal

20/JUNE/2014

• Kilmora is a brand promoted by Kumaun Grameen Udyog (KGU).

• Kumaun Grameen Udyog is a company limited by shares not for profit under section 25 of the companies act 1956.

• Established by Central Himalayan Rural Action Group (Chirag) in 1996

• The kilmora products are mainly source to sustain and provide employment opportunities to the rural people.

Kumaun Grameen Udyog

INTRODUCTION

OBJECTIVES

• To promote rural development programme.

• To promote the social and economic welfare and upliftment of the people in rural area as to raise standard of living, awareness, abilities, skills and talents of people in the rural areas through programmes in the field of agriculture, farming, land and water resources development etc.

• To provide rural employment.


PRODUCT MIX

Kilmora has wide range of products that includes • hand woven and hand knitted

textiles; • apricot skin care products; • organically grown herbs, • cereals and spices; and • processed foods such as ghee,

spreads. Kumaun Grameen Udyog

DISTRIBUTION CHANNEL

• The brand Kilmora use a mix of different channels that includes:

• Direct sales – consisting of three retail stores located in three different places - Sitla Village (near Mukteshwar, Nainital district, Uttarakhand); Sargakhet, Nainital district, Uttarakhand and Kainchi, Nainital district, Uttarakhand


Secondly the brand make its products available with several local retailers in Uttarakhand:

• Himjoli: Almora-Kasar, Gagar, Kathgodam, Kausani, Mussoorie, Mehragaon, Nainital, Rishikesh

• Tara General Stores: Papparsali, Almora

• Kausani Gramodyog: Kausani• Kapil Store, Satkhol


Thirdly the brand has its products available at the following outlets across the country:

• Bangalore• Ambara (Ulsoor)• Basava Ambara• The ANT Store

• Chennai• Amethyst

• Delhi• Himjoli Shop• The Shop• Kamala – The Craft Shop• Utsav

• Mumbai• Contemporary Arts and Crafts

Goa• Barefoot

• Hyderabad• Daram

• Pune• Banjaras• Sanskriti Lifestyle


Fab India and Kilmora

Kilmora gets order from fabindia every year which is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes. Fabindia is famous all over for its handicraft and traditional products

Therefore when told to customers that fabindia take shawls from us to sell them further, they are highly impressed and they build a good image of our brand in their mind and this have affect on sales.

ORIENTATION

Introduction to the organisation

• How it operates ?• Main objective of the company• Where do raw materials come from?• Where do the profits go?• Product mix of the company• Different areas of work that includes

weaving, knitting, clipping, extracting oil from seeds that is done by rural people.

• Impact of KGU on life of different rural people.


Apricot Oil

• Seeds collected from different areas from different rural people.

• At price of ₹ 20-22 per kg • Seeds are smashed and inner part is

taken out that we also call almond.• These inner part are put into the

machine and finally oil comes out and remaining is crushed refined and packed as scrubKumaun Grameen Udyog

Apricot Oil Extracting Machine

Weaving

• Six months training • 17 weaving machines (including 4 shaft 6 shaft

and 8 shaft) , 1 warp machine, 1 sample check machine, 17 weavers

• 4 helpers, (trained by weavers.) • Single weaver has potential of producing 2

shawls in a day.• Wool price ₹ 1100 per kg.• Weavers get payment according to the piece of

shawl, stole or scarf he/she prepares• They get ₹ 50-60 per piece of cloth they produce.


Weaving Process


Weaving Process

My experience in KGU

• Interaction with different customers at two shops : Sitla and Sargakhet

• Observing them and comprehending what they are looking for; what they are most interested in; what products mesmerize them most; what they demand the most.

• Taking customers feedback• Also involved in selling products


• Examining staff person/salesman that how he/she is working?

• Whether his/her attitude is proper towards customers

• Whether he/she is able to answer all the customer’s question or not?

• Do they use different selling techniques or not.

• How they interact with customers?


Observations and Suggestions

• More you interact, more sales you make.• Without interacting customers remain unaware

about products, it’s benefits and services.• Our duty is to aware them about each and

every products and services we are offering • We should use different sales technique that

has a lot of advantage here as the products and services that company offers are very distinct/unique and people easily gets spellbound watching the alluring handmade products at first look.


• Customers always insist for samples of apricot oil, scrub and spreads, they want to see and touch the oil and taste the spreads before they buy it. Apart from it if we keep samples , it can benefit us, people will buy more if they will taste our yummy spreads. But because of no samples they usually take one piece , they say that first we will try then we will think of buying more.Kumaun Grameen Udyog

Questions mostly asked by customers about company and products

• What is Kilmora?• Who started or who runs the

company?• Under which section the company is

registered• Where else the company products are

available.• Why the prices are high and why there

is no discountKumaun Grameen Udyog

• Where the shawls stoles and scarfs are made?

• Are the herbs produced locally?• They ask usage and benefits of

different products such as what apricot oil is used for,

how different herbs are used and what are their benefits


Suggestions

• Salesperson should have good knowledge about the company and products that he/she is selling so they are confident and are answerable to every questions asked by different customers. For this, they can be provided special company specific training; that includes details about products and services. Many customers are interested in knowing about the company and its work so sales person should have all the knowledge about it.


• Apart from company specific-training, sales person should be told the mechanics of sales; how to go about selling in general sense; with an emphasis perhaps on the sales techniques.

• Sales person has to be more interactive with customers. He/she should perform his/her best in presenting and promoting products. Presentation plays very important role and it all depends on salesperson. Therefore salesperson should improve his/her presentation and should change customer perceptions.

• Salesperson should be taught to establish a good image of the company. He has to tell customers how his company is different from others. He doesn’t have to sell products but also company’s vision, goals, objectives, policies and strategies.


• I think there should be more communication with customers.

• We can make better sales, customers are already pleased and attracted by the products we offer, they are unique so if we make some extra efforts we can do very well. Many time happens good products have failed because of bad presentation and promotion but sometime even average products succeeds very well with a promotional efforts.

• I have noticed that if we make extra efforts by appreciating our products; customers definitely buys it.


• Salesman is a person who meets the customers and comes to know what customer needs so he/she should be told to keep researching, observing and collect detailed, frank information of customer needs, and expectations of a product or a service and then discuss it .This will help in improving the organisation.

• We should keep meetings frequently that include taking feedback from salesperson and providing them with different ideas, methods, and tricks. Attending the meeting will result in updating salesperson’s knowledge making fit and fine to handle with confidence any situation he comes across in his/her field of sales.



Strength• Unique Beautiful artistic alluring wide

range of products that attracts customers at first look.

• The objective and the uniqueness in working of the company that impress most of the customer.

• The presentation and the way of displaying distinct products.

• Sustainable employment opportunities to the skilled poor artisans in rural development.

SWOT ANALYSIS

Weakness• Drawback in providing services such

as card payment. • No price tag in woven and hand

knitted products• Company requires more planning

and more efficiency in management. Should work more systematically by predicting, forecasting and keeping in mind all the risk before taking any action.

• Requires more feasibility study in terms of market and sales.


Opportunities

• Opening new retail stores in prime location.

• Making products available online over the internet.

• Awareness generation of benefits of different products.

• Improving presentation and changing consumer perceptions.

• Producing more textiles for gents. • Export- Making our products

available outside India.


Threats

• Local players can be a serious threat to the brand

• Development of co-operatives in the same segment can be serious competition such as Panchachuli


Conclusion

• At last I want to conclude that Kilmora has lot of scope in market and can earn better profits with its wide range of beauteous and unique products and services. Customer gets very impressed by the products and the way the KGU works for rural development.

• It has a great impact on life of different people living in rural areas. It provides number of employment to poor skilled people in different areas.


• Other than providing employment it teaches and creates rural people’s life better. It provide different opportunities to different people in rural areas including women to come up with their talent and helps in making them more skilled and increase their confidence level. It raises their standard by creating an environment where everyone works, interacts with each other and learns lot of different things from one another. It also gives opportunities to rural people to participate in different activities and also sends them for training which makes them more skilled that benefits them a lot.

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Kgu handicrafts