harra

STUDY OF A LOCAL BRAND

Presented By: TAMANNA M.F.TECH(2010-12)

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, GANDHINAGAR

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IndexAbout Harra Timeline Brands Mission Vision Values Collection Types of Ownerships Stores Under Study (Store Photographs & Vedios) Head Office Technology Used SCM Outbound Logistics of Harra Process of Logistics Promotional Schemes References

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About HarraK Maheshkumar Industries Ltd. (Hasejaa group of companies), manufacturer of HARRA brand of Ready to Stitch ladies dress materials.

Founded in 1988.

Mahendra Prabhudas Bajaj is the Director (Marketing and Business Development) for Hasejaa group of companies.

In 2009-10 group turnover is Rs 125 Crores3 /35

Timeline1988 - Founding of Hasejaa group of Companies. 1989 - Establishment of Brand Hasejaa. 2002 - Laid Foundation for infrastructure through K. Mahesh Kumar Capital Consultant Pvt. Ltd. 2005 - Establishing of Brand Harra. 2006 - Launch of First EBO at Gallops Mall, Ahmadabad. 2008 - Introduction of Hara KBC.4 /35

Brands

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MissionOur core philosophy is to contribute towards quality of life, aspiration and all lifestyle wants and needs of contemporary Global Consuners beyond geographical temtories

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VisionOffer information and Value.

Understanding Customers Requirements. Design & Manufacture a complete range of world class products & Deliver World Class Expenses. Align Business Opportunities with the objective of Nation Building.7 /35

ValuesResponsibility. Understanding Excellence Integrity

Caring

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Collection9 /35

Types of Ownerships

Company Owned Franchisees

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Stores Under StudyHarra Exclusive Outlet 1, Samir Complex, Opp. Choice Restaurant, Municipal Mkt., Nr. Swastik Cross Road, C.G.Road, Ahmedabad Gallops Mall 6,B/h. Iscon Temple, S.G.Road

Apanapan Near panjab national bank, Khushalbagh, Banswara (Raj.)

Payal 217, Dist Shopping Center, sec. 21,Gandhinagar (Guj.)11 /35

Harra Exclusive Outlet 1, Samir Complex Opp. Choice Restaurant, Municipal Mkt., Nr. Swastik Cross Road, C.G.Road, AhmedabadStarted on: 2nd Nov., 2009 Type of Ownership: Franchisee Store Location: Ground(For HARRA) First (For Harra KBC)

Area: Approx. 300 Sqmt SKU: Approx. 800 Sqmt Footfall: Approx. 15-20 per day Layout made by: Own No of Staffs: 1+2 persons Collections: Casual, Party, Designers Price Range: 475/- to 3500/-rs12

Continue..Inventory Style: Hanger, Shelf, Mannequins, Glass table Designers: In house Designers Promotional Scheme: SMS, Leaflets, Sponsorships, Sale promotion, kitty parties, Event Organizers, Fashion show, Exhibitions Replenishment Scheme: Every 3rd day New Arrival comes to the store Technology Used: Internet, Genesis SCM: In house designing, Production, Retailing etc Information Provider: Amit Pal Singh13 /35

Store Pictures

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Continue..

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Store Video

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Gallops Mall 6,B/h. Iscon Temple, S.G.RoadStarted on: 2006 Type of Ownership: Franchisee Store Location: Ground(For HARRA & KBC) Area: Approx. 600 Sqmt SKU: Approx. 1200 Sqmt Footfall: Approx. 8-9 per day (regular) Layout made by: Own No of Staffs: 1 person

Collections: Casual, Party, DesignersPrice Range: 399/- to 3099/-rs.17 /35

Continue..Inventory Style: Hanger, Shelf, Mannequins, Glass tableDesigners: In house Designers Promotional Scheme: SMS Replenishment Scheme: In 15 days New Arrival comes. Technology Used: Internet, Genesis

SCM: In house designing, Production, Retailing etcInformation Provider: Mr. RAJESH18 /35

Store Pictures

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Payal 217, Dist Shopping Center, sec. 21,Gandhinagar (Guj.)Started on: 1987 Type of Ownership: Franchisee Store Location:2nd Floor Area: Approx. 400 Sqmt

SKU: Approx. 300 SqmtFootfall: Approx. 9-10 per day Layout made by: Factory No of Staffs: 2 (for HARRA) & Total 35 Collections: Casual, Party, Designers Price Range: 500/- to 2000/-rs20 /35

Continue..Inventory Style: Hanger, Shelf, Mannequins, Glass table

Designers: In house DesignersReplenishment Scheme: In 15 days New Arrival comes. Technology Used: Internet SCM: Every Wednesday maintain by company Information Provider: Mr. YAGNEN21 /35

Store Pictures

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Continue..

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Store Video

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HEAD OFFICE

HASEJAA HOUSE Opp. Maskati Market, Sakar Bazar, Kalupur, Ahmedabad-380002. guj.

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Technology UsedBar Code RFID (In progress) Genesis26 /35

SCMAccording to the demand of store they uses their own transportation/private transportations. For monitoring the demand they using Genesis ERP software

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SCM Process

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SCM Process

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Outbound Logistics of HarraWarehouse

LocalOwn Transportation Chota hathi

Outsideprivate transportati on

Mehta transportati on Store30 /35

Store

Continue..Raw material from mills

Warehouse Craftsmen Store

Customer

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Process of Logistics

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Promotional SchemesSMS Leaflets

SponsorshipSale Promotion Activity

Kitty PartiesEvent Organizers

Fashion ShowsExhibitions33 /35

Referenceshttp://www.harra.in/

http://www.fibre2fashion.com//newsdetails.aspx

From Stores and Head office of HARRA

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