A REPORT ON SUMMER TRAINING UNDERGONE AT CELEBRITY FASHIONS, CHENNAI Submitted by BERACAH PADMINI. A Reg. No. 53109631005 in partial fulfillment for the award of the degree of MASTERS IN BUSINESS ADMINISTRATION MICHAEL INSTITUTE OF MANAGEMENT, P & T NAGAR EXTN., MADURAI – 625017.
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A REPORT ON SUMMER TRAINING UNDERGONE AT
CELEBRITY FASHIONS, CHENNAI
Submitted by
BERACAH PADMINI. A Reg. No. 53109631005
in partial fulfillment for the award of the degree
of
MASTERS IN BUSINESS ADMINISTRATION
MICHAEL INSTITUTE OF MANAGEMENT, P & T NAGAR EXTN., MADURAI – 625017.
(AFFILIATED TO ANNA UNIVERSITY, TIRUNELVELI)
JULY 2010
BONAFIDE CERTIFICATE
This is to certify that this summer training report, is submitted in partial fulfillment of the award
of Masters in Business Administration, is a bonafide work carried out by A. Beracah Padmini i
under supervision and guidance in the Department of Management Studies, Michael Institute of
Management, Madurai.
Signature of the Director Signature of the
Training Co-ordinator
Signature of the Guide Signature of the
External Examiner
Place: Madurai
Date: .08.2010
ACKNOWLEDGEMENT
I thank Ln. Dr. Stalin Arockiaraj, Chairman, St. Micheal Groups of Institutions, for his
kind patronage in allowing me to carry out my training.
I express my sincere thanks to Dr. R. Bernard Shaw, Director, Michael Institute of
Management, Madurai for providing me this opportunity and encouraging me to finish this
training with grand success.
I am also thankful to my training co-ordinator Dr. P. Anbuoli, Lecturer, Michael Institute
of Management, Madurai for his sincere advices, valuable information and his constant guidance
right from the start of my training till the end.
I am very grateful to my guide Mrs. Rosary Kavitha, Lecturer, Department of
Management Studies, for her support, continuous encouragement, valuable guidance and care
throughout my project work.
I am much grateful to Mr. Andrew Pereira, Sr. Merchandiser, Celebrity Fashions,
MEPZ / Special Economic Zone, Tambaram, Chennai, for getting me permission to carry on my
training at Celebrity Fashions, for providing me necessary informations regarding the company
and all his help to complete my training successfully.
I extend my sincere thanks to Mr. Christopher, HR Manager, Celebrity Fashions, MEPZ /
Special Economic Zone, Tambaram, Chennai, Mr. S. Krishnamoorthi, HR Manager, Celebrity
Fashions, Thiruvanchery, Chennai and Ms. Chellamal, Welfare Officer, Celebrity Fashions,
Thiruvanchery, Chennai, for providing me the necessary information, allowing me to interact
with their employees and explaining about the various activities of the company too.
DECLARATION
I hereby declare that this training report work submitted to Michael Institute of Management, is a
record of an original work done by me under the guidance of Mrs. Rosary Kavitha, Lecturer,
Department of Management Studies, Michael Institute of Management, Madurai and this report
is submitted in the partial fulfillment of the requirements for the award of the degree of Master of
Business Administration.
BERACAH PADMINI.A
Reg. No. 53109631005
CONTENTS
INTRODUCTION
OBJECTIVE OF THE TRAINING
INDUSTRY PROFILE
COMPANY PROFILE
PRODUCT PROFILE
ORGANISATION STRUCTURE
DEPARTMENTS
ACHIEVEMENTS AND AWARDS
ANNEXURE
CONCLUSION
ABSTRACT:
This training provides me an opportunity to understand the company’s training development
strategies and the various training program launched by the company through an enriched
environment and experts faculty to help them to achieve maximum growth and development . It
analyze various methodologies and training procedure adopted by the company to identify the
training needs of its employees and thus based on these requirements, the training imparted to the
employees in order to correct deficiencies and to further strengthen their strong points.
INTRODUCTION TO TRAINING:
The term training refers to the acquisition of knowledge, skills, and competencies as a result of
the teaching of vocational or practical skills and knowledge that relate to specific useful
competencies.
It is a learning process that involves the acquisition of knowledge, sharpening of skills, concepts,
rules, or changing of attitudes and behaviours to enhance the performance of employees.
Training is activity leading to skilled behavior.
- It’s not what you want in life, but it’s knowing how to reach it.
- It’s not where you want to go, but it’s knowing how to get there.
- It’s not how high you want to rise, but it’s knowing how to take off
BENEFITS OF TRAINING:
As the business world is continuously changing, organisations will need to provide
their employees with training throughout their careers. If they choose not to provide
continuous training they will find it difficult to stay ahead of the competition.
The other benefit of training is that it will keep your employees motivated. New
skills and knowledge can help to reduce boredom. It also demonstrates to the
employee that they are valuable enough for the employer to invest in them and their
development.
Training can be used to create positive attitudes through clarifying the behaviours
and attitudes that are expected from the employee.
Training can be cost effective, as it is cheaper to train existing employees compared
to recruiting new employee with the skills you need.
Training can save the organisation money if the training helps the employee to
become more efficient.
IMPORTANCE OF TRAINING:
The significance and value of training has long been recognized. Consider the popular and often
repeated quotation, “Give a person a fish and you feed him for a day. Teach a person to fish and
you feed him for a lifetime.” This simple but profound saying is attributed to the wisdom of
Confusius who lived in the 5th century BC. Given today’s business climate and the exponential
growth in technology with its effect on the economy and society at large, the need for training is
more pronounced than ever.
INDUSTRY PROFILE:
The industrial revolution changed the nature of work and society. Opinion varies as to the exact
date when it took place but place the First Industrial Revolution between 1750 and 1850, and the
second phase or Second Industrial Revolution between 1860 and 1900. The three key drivers in
these changes were textile manufacturing, iron founding and steam power. The geographical
focus of Textile manufacture during the Industrial Revolution was Greater Manchester and the
small towns of the Pennines and southern Lancashire. Prior to the 17th century, the manufacture
of goods was performed on a limited scale by individual workers. This was usually on their own
premises (such as weavers' cottages) – and goods were transported around the country by horse,
or by river. Rivers navigations has been constructed, and some contour following canals, and, in
the early 1700s, artisans were inventing ways to become more productive. Silk, Wool, Fustian,
were being eclipsed by Cotton which was becoming the most important textile. This set the
foundations for the changes. Historians agree that the Industrial Revolution was one of the most
important events in history.
COMPANY PROFILE
Celebrity Fashions was incorporated on April 28, 1988 as Celebrity Fashions Private Limited as
a small 50 machine factory and with 72 people, in Chennai. The company became a public
limited company on September 12, 2005 and subsequently its name got changed to Celebrity
Fashions Limited. The company is engaged in the business of designing, manufacturing and
selling of men’s garments. It caters to the demand of leading international brands and also to the
domestic market through its own brand ‘Indian Terrain’.
INDIAN TERRAIN
Indian Terrain includes a wide range of smart casual cotton work wear, linens, T-shirts,
and rugged out door casuals.
Successful launch of the brand “Indian Terrain” reserving the market demands for the
past 6 years, creating a distinct image in the “I-inspired work wear segment” and now
becoming the “league of global Indians”
Availability of the brand in 75 own outlets and 250 outlets within a short span of 3 years
and leading at mega stores of Shoppers Stop, Lifestyle, Globus, Pantaloons and Ebony.
Celebrity Fashions today is one of India’s consummate garment exporters with the capability to
manufacturing the largest number of trousers in the country. The company also has its own
national premier menswear brand, Indian Terrain.
The company is engaged in manufacturing and selling of garments. Its production divisions are
backed by top technical and merchandising skills. Its design studios support the divisions and
make them world class sourcing partners. Needless to say the state of the art manufacturing
facility is used for manufacturing.
The geographical segments of the company are India and rest of the world. The company
operates the domestic division through two brands, Indian Terrain and Spirit. Indian Terrain is a
leading men’s wear brand in the premium segment. It quickly climbed up to the leader spot
across MBO’s like Lifestyle and Hi-fashion stores.
Its clients include companies like Timberland, Gap, Armani jeans, Dockers, Nautica, Vans, etc.
Celebrity has been acknowledged by Timberland for its corporate social responsibility initiatives
with an award for the same. Its facility has a 6 bed medical in-house facility with a full time
medical team and an active crèche.
Celebrity Fashions continuously upgrades its facilities to set new benchmarks in the garment
manufacturing industry by always keeping to its quality and time commitments. The
infrastructure facility feed the Gerber cutters with an output of 50,000+ trousers per day. As in
October 2007 Celebrity Fashions had about 5000 sewing machines in operation including 14
etonised lines for the bottoms division and at that time have a capacity of 750,000 trousers &
500,000 tops per month.
It has a washing capacity of 35,000 pieces per day. Types of wash include: Softener wash,
Silicon softener wash, Enzyme wash, Biowash, Stone wash, Bio stone wash, Rubber ball wash,
Golf ball wash, Acid wash, Crackle wash, Caustic wash, Dark wash and Light wash (Denim)
Stiffener wash. Garments are manufactured with a variety of performance finishes like wrinkle
free and stain free, sand blasting, spraying, grinding and viscouring.
CELEBRITY PRODUCT DEVELOPMENT CENTRE
The Celebrity Product Development Centre aims to provide a full & comprehensive service to all
internal and external customers. With a highly skilled Technical Team that has the capabilities of
developing concepts through to final product; customers can have total confidence that their
specific and individual requirements will be met. Close liaison with all suppliers of the company
ensures that the latest technology and specialist technical knowledge is integrated to ensure as
partners to achieve the final results its customers require.
It provides its clients with various design support – such as CADD – for plaids & prints, Trend
analysis and Life style presentation.
THE CELEBRITY STUDIO
The best fashion forecasting and inherent characteristics of the “Celebrity Studio” headed
by 2 managers and assisted by 4 designers. Viewing its design area as a business process,
Celebrity with its studio strikes the necessary balance between clothing design and garment