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DECLARATION
I hereby declare that the following documented Project Report titled To know the consumer
behavior about the Kara sanitizing wipes is an authentic work done by me.
The study was undertaken as a part of the course curriculum of PGDM-Full Time Program of G.
L. Bajaj Institute of Management and Research.
Saurabh Mishra
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ACKNOWLEDGEMENT
I owe my gratitude to many people who helped and supported me during the entire Summer
Training.
My sincere thanks to Asst. Prof.Abhishek Tyagi, the Guide of the project, for initiating and
guiding the project with attention and care. He has always been available for me to put me on
track from time to time to bring the project at its present form.
My deep sense of gratitude is due to Mr. Divyanker Goel, Regional Sales Manager, Grasim
Industry Ltd. for allowing me to carry out the Summer Internship and this Project at the
organization and to be constantly available to me for the period, for guidance. He also helped me
to see the subject of study in its proper perspective. Thanks and appreciation is also due to the
officials, employees and respondents ofGrasim Industry Ltd., for their support.
I also thank my Institution and my faculty members without whom this project would have been
a distant reality.
Signature
(Saurabh Mishra)
Place: Delhi/NCR
Date:
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TABLE OF CONTENTS
Declaration2
Acknowledgement...3
Table of contents.....4
Chapter 1: Executive summary.....5
Chapter 2: Research Methodology....8
Objective of study..9
Research design9
Sample size9
Scope ofstudy...10
Sampling technique10
Data collection.10
Limitation..11
Chapter 3: About Aditya Birla..12
Company profile13
Globally Aditya Birla is.14
In India, Aditya Birla is..14
Vision..14
Mission15
Values.15
Logo15
Businesses.16
Major companies17
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About Grasim Industries21
Viscous staple fibre21
About Birla Cellulose.23
Birla Cellulose is......25
The Characteristics.25
Vision and Values.29
Chapter 4: About the product31
Chapter 5: Data Collection...34
Chapter 6: Findings and their analysis..36
Chapter 7: Market activities54
Chapter 6: Findings of the study..56
Chapter 9: Recommandations..58
Chapter 10: Bibliography..61
Chapter 11: Annexer..63
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CHAPTER 1
EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY
In last few years, the growth and development story of India has seen different stages. From the
time of independence to 1991, the time of liberalization in India and then to the twenty first
century, the markets have shown tremendous changes. Today consumers have got the power and
the income to spend on products. Different firms entered in the market and lost but many
succeeded and make their mark. All the markets starts with nascent stage and later grow to its
maturity, same with the wipes market which is in its nascent stage in India now but the potential
is high if explored.
A project means a task assigned by the company. My project topic is To know the consumer
behavior about kara sanitizing wipes. in GRASIM INDUSTRIES & BIRLA CELLULOSE,
Aditya Birla Group.
The objective of my research was to identify that what customer wants and to know what we
provide to customer and how to maximize the sale. Also give recommendations for the same.
Chinese wipes have entered in the Indian market few years back but within a few years it has got
itself in a good position. We need to look at the various possible factors which lead to this
situation and to formulate a strategy for KARA to handle them conveniently.
I have tried to ask as much questions from the customers as possible and as personally as
possible. I have selected the customers for the questionnaires at random which also resulted into
generating the awareness of the brand.
I took Sarojini and Khan Market as sample area in my later stage of training; I was assigned tounderstand the operations of the company by visiting almost all markets in South Delhi. For the
purpose, I visited more than 100 shops and took orders from retailers of the company and was
also responsible in placing the product onto new stores by convincing the retailers to keep the
product.
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Without collection of statistical data and its analysis any project is incomplete, thus, I surveyed
312 respondents by way of questionnaire and collected some secondary data from internet to
understand and analyze the exact situation of the market. Analysis part has been done through
interviews and surveys with the people visiting the retail stores in both markets.
Result showed that the concept of using wet sanitizing wipe is new. Middle class and high class
people can be targeted and educated about this new concept through extensive promotional
activities. One of the finding was that people consider wet wipes as an extravagant article rather
than essential product which is positioned by the company and do not want to spend a lot on such
a product.
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CHAPTER 2
RESEARCH METHODOLOGY
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Objective of the study:
To study, the consumer behavior about the Kara Sanitizing wipes.
Research Design:
Research methodology is the arrangement of condition for collection and analysis of data in a
manner that aims to combine the relevance to the research purpose with economy in procedure.
Research is conceptual structure within which research is conducted. It is way to systematically
study and solve the research problems.
The research can be viewed from the following parameters:
a) The research is exploratory in nature. Explorative studies valuable means of finding out
what is happening to seek new insights to ask questions and to access phenomenon in a
new light. It also involves formulation of hypothesis.
The study involves finding out present data of demand for sanitizing wipes and
prospective buyers and consumers of the sanitizing wipes.
b) The research is also descriptive in nature. Descriptive study is an extension of
exploratory study. Research was done to find out Market feasibility of Kara sanitizing
wipes, so that we can make strategies to establish our products in the market in a better
way, providing more awareness and place the product properly as well as promote the
brand and emerge as a competition in the market.
Sample Size:
The data was collected through the questionnaires, getting them filled from the customers. The
sample size for the study taken is.
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Scope of study:
The data collected gives the clear picture of the product in the markets of South Delhi, under
study in this research, and gives the company an indication about whether it is feasible to move
on with the persisting movements and marketing strategies, and if no, then how to go about it
and make it worthwhile for the brand as well as the company. And conclude on what should be
the most favored deal.
Sampling Technique:
A closed end questionnaire was constructed for the survey. A set of questions was presented
to respondents for their answers.
Data Collection:
Primary Data:
The first hand information bearing on any research is the one which has been collected by the
researcher. The data here is collected through:
A structured questionnaire
Secondary Data:
The data which has already been collected, complied and presented earlier by any agency
may be used for purpose of investigation. The data collected through:
Various publications in form of annual reports, various papers and journals
published from time to time.
Through internet and Books
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Limitations of the study:
Research is based on the collection of data from both primary and secondary sources but
the secondary data is taken only for the purpose of Industry profile and Company
profile.
There may be a possibility of biasness on the part of some respondents, but care has been
taken to make this report unbiased.
Some respondents might not give the correct information due to their lack of interest and
shortage of time.
All the information, which is taken, is biased on primary and secondary data that has its
own limitations. Location constraint i.e. I have done this project while being at Sarojini Nagar Market,
Khan Market.
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CHAPTER 3
ABOUT ADITYA BIRLA
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Company Profile:
The Aditya Birla Group is an Indian multinational conglomerate headquartered in Mumbai,
Maharashtra, India. It operates in 33 countries with more than 133,000 employees worldwide.
The group interests in sectors such as viscose staple fibre, metals, cement (largest in India),
viscose filament yarn, branded apparel, carbon black, chemicals, fertilisers, insulators, financial
services, telecom (third largest in India), BPO and IT services.
The Aditya Birla group is a diversified conglomerate with a total revenue of approximately
US$40 billion in year 2012. The group was founded by Seth Shiv Narayan Birla. With a gross
revenue of USD 40 Billion (in 2012) it is the third largest Indian conglomerate behind Tata
Group with revenue of nearly USD 100 Billion and RIL with revenue of USD 67 Billion.
Over 60 per cent of its revenues flow from its operations across the world.The Group operates in
33 countries - India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland,
Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai,
Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea.
http://en.wikipedia.org/w/index.php?title=Seth_Shiv_Narayan_Birla&action=edit&redlink=1http://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Reliance_Industrieshttp://en.wikipedia.org/wiki/Reliance_Industrieshttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/w/index.php?title=Seth_Shiv_Narayan_Birla&action=edit&redlink=17/27/2019 kara sanitizing wipes
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MISSION
To deliver superior value to our customers, shareholders, employees and society at large. .
VALUES
Integrity
Commitment
Passion
Seamlessness
Speed
LOGO
The logo is the symbolic reflection of these traits. It is the cornerstone of our corporate identity.
It helps us leverage the unique Aditya Birla brand and endows us with a distinctive visual image.
Depicted in vibrant, earthy colures, it is very arresting and shows the sun rising over two circles.
An inner circle symbolizing the internal universe of the Aditya Birla Group, an outer circle
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symbolizing the external universe, and a dynamic meeting of rays converging and diverging
between the two.
Through its wide usage, we create a consistent, impact-oriented Group image. This undoubtedly
enhances our profile among our internal and external stakeholders.
Our corporate logo thus serves as an umbrella for our Group. It signals the common values and
beliefs that guide our behavior in all our entrepreneurial activities. It embeds a sense of pride,
unity and belonging in all of our 130,000 colleagues spanning 25 countries and 30 nationalities
across the globe. Our logo is our best calling card that opens the gateway to the world.
Businesses
Aditya Birla is organized into various subsidiaries that operate across different sectors. Among
these are viscose staple fibre, non-ferrous metals, cement, viscose filament yarn, branded
apparel, carbon black, chemicals, Modern retail(under the 'More.' brand of Supermarkets, and
also under the Trinethra, and Fabmall brands until recently), fertilizers, sponge iron, insulators,
financial services, telecom, BPO and IT services. The Group consists of four main companies,
which operate in various industry sectors through subsidiaries, joint ventures etc. These are
Hindalco, Grasim, Aditya Birla Nuvo, and UltraTech Cement.
Non Ferrous Metals
The groups non-ferrous metals are under Hindalco. It is a dominant player in aluminum and
copper. Its manufacturing locations are primarily in India, and it owns mines in Australia. On
February 11, 2007, the company entered into an agreement to acquire the Canadian company
Novelis for US$6 billion, making the combined entity the world's largest rolled-aluminium
producer. On May 15, 2007, the acquisition was completed with Novelis shareholders receiving
$44.93 per outstanding share of common stock.
http://en.wikipedia.org/wiki/Viscosehttp://en.wikipedia.org/wiki/Non-ferroushttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/w/index.php?title=Filament_yarn&action=edit&redlink=1http://en.wikipedia.org/wiki/Chemicalshttp://en.wikipedia.org/w/index.php?title=Modern_retail&action=edit&redlink=1http://en.wikipedia.org/wiki/Fertilizershttp://en.wikipedia.org/wiki/Sponge_ironhttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Financial_serviceshttp://en.wikipedia.org/wiki/Telecomhttp://en.wikipedia.org/wiki/BPOhttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Hindalcohttp://en.wikipedia.org/wiki/Grasimhttp://en.wikipedia.org/w/index.php?title=Aditya_Birla_Nuvo&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=UltraTech_Cement&action=edit&redlink=1http://en.wikipedia.org/wiki/February_11http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/Novelishttp://en.wikipedia.org/wiki/May_15http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/May_15http://en.wikipedia.org/wiki/Novelishttp://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/February_11http://en.wikipedia.org/w/index.php?title=UltraTech_Cement&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Aditya_Birla_Nuvo&action=edit&redlink=1http://en.wikipedia.org/wiki/Grasimhttp://en.wikipedia.org/wiki/Hindalcohttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/BPOhttp://en.wikipedia.org/wiki/Telecomhttp://en.wikipedia.org/wiki/Financial_serviceshttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Sponge_ironhttp://en.wikipedia.org/wiki/Fertilizershttp://en.wikipedia.org/w/index.php?title=Modern_retail&action=edit&redlink=1http://en.wikipedia.org/wiki/Chemicalshttp://en.wikipedia.org/w/index.php?title=Filament_yarn&action=edit&redlink=1http://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Non-ferroushttp://en.wikipedia.org/wiki/Viscose7/27/2019 kara sanitizing wipes
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subsidiary, Madura Garments, is a major producer of textile fabric as well as the brand licensee
of Louis Phillip, Van Heusen and Allen Solly in India. It operates company owned retail outlets
in several cities in India.and now planning to go to Pakistan as well.
Telecom Services
Aditya Birla Group holds a 98.3% stake in Idea Cellular, a leading telecom operator in India.
Idea Cellular started off as a joint venture with the group, AT&T and the Tata Group. However
the stakes of the remaining partners was eventually acquired by the group. After an Initial Public
Offering on the Indian Stock Markets, Idea Cellular now accounts for a third of the group's
market capitalization.
Other Businesses
Apart from the above businesses, the group is a major player in industry sectors like Insulators,
Fertilizers, IT (It owns PSI Data Systems Limited - http://www.psidata.com), ITeS (It owns
Tran works and recently acquired the Canadian BPO Firm Minacs), Chemicals, Mining, Sponge
Iron, Financial Services (A joint venture with Sunlife) and more recently, Retail.
Philanthropy
The Group actively involves itself in several community development initiatives -in particular
around its manufacturing locations . The group also supports development activities in areas like
healthcare, education, sustainable livelihood, infrastructure and social causes. It works in 3700
villages, reaching out to 7 million people annually through the Aditya Birla Centre for
Community Initiatives and Rural Development. It runs 45 Schools and 18 Hospitals.
http://en.wikipedia.org/w/index.php?title=Madura_Garments&action=edit&redlink=1http://en.wikipedia.org/wiki/Idea_Cellularhttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/Tatahttp://en.wikipedia.org/wiki/Initial_Public_Offeringhttp://en.wikipedia.org/wiki/Initial_Public_Offeringhttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Fertilizershttp://www.psidata.com/http://en.wikipedia.org/w/index.php?title=Transworks&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Minacs&action=edit&redlink=1http://en.wikipedia.org/wiki/Chemicalshttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/w/index.php?title=Sponge_Iron&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Sponge_Iron&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Sunlife&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Sunlife&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Sponge_Iron&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Sponge_Iron&action=edit&redlink=1http://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Chemicalshttp://en.wikipedia.org/w/index.php?title=Minacs&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Transworks&action=edit&redlink=1http://www.psidata.com/http://en.wikipedia.org/wiki/Fertilizershttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Initial_Public_Offeringhttp://en.wikipedia.org/wiki/Initial_Public_Offeringhttp://en.wikipedia.org/wiki/Tatahttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/Idea_Cellularhttp://en.wikipedia.org/w/index.php?title=Madura_Garments&action=edit&redlink=17/27/2019 kara sanitizing wipes
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MAJOR COMPANIES
The major companies of the Groupare among India's leading corporate. These include
Grasim--viscose staple fibre, rayon grade pulp, cement, chemicals, textiles
UltraTech Cement Ltd-- ordinary Portland cement, Portland blast furnace slag
cement, Portland pozzolana cement and grey Portland cement
Samruddhi Cementcement
Hindalco-- aluminum, copper
Aditya Birla Nuvo-- garments, viscose filament yarn, carbon black, textiles,
insulators
Idea Cellular Ltd.telecom
Birla Sun Life Insurance Co. Ltdlife insurance
Birla Sun Life Asset Management Company Ltd.--mutual fund
Aditya Birla Money Mart Limited-mutual fund distribution
Aditya Birla Capital Advisors Private Limited (ABCAP)-- private equity
advisory and investment management, for Indian and offshore investors
Aditya Birla Money Limited-- leading player in broking space
http://www.adityabirla.com/our_companies/indian_companies/grasim_overview.htmhttp://www.adityabirla.com/our_companies/indian_companies/grasim_overview.htmhttp://www.adityabirla.com/our_companies/indian_companies/ultratech_cement.htmhttp://www.adityabirla.com/our_companies/indian_companies/ultratech_cement.htmhttp://www.adityabirla.com/SamruddhiCement.htmhttp://www.adityabirla.com/our_companies/indian_companies/hindalco_overview.htmhttp://www.adityabirla.com/our_companies/indian_companies/hindalco_overview.htmhttp://www.adityabirla.com/our_companies/indian_companies/nuvo_overview.htmhttp://www.adityabirla.com/our_companies/indian_companies/nuvo_overview.htmhttp://www.adityabirla.com/our_companies/indian_companies/idea.htmhttp://www.adityabirla.com/our_companies/indian_companies/idea.htmhttp://www.adityabirla.com/our_companies/joint_ventures/birlasunlife_insurance.htmhttp://www.adityabirla.com/our_companies/joint_ventures/birlasunlife_management.htmhttp://www.adityabirla.com/our_companies/joint_ventures/birlasunlife_management.htmhttp://www.adityabirla.com/our_companies/indian_companies/capital_advisors.htmhttp://www.adityabirla.com/our_companies/indian_companies/capital_advisors.htmhttp://www.adityabirla.com/our_companies/indian_companies/aditya_birla_money.htmhttp://www.adityabirla.com/our_companies/indian_companies/aditya_birla_money.htmhttp://www.adityabirla.com/our_companies/indian_companies/capital_advisors.htmhttp://www.adityabirla.com/our_companies/joint_ventures/birlasunlife_management.htmhttp://www.adityabirla.com/our_companies/joint_ventures/birlasunlife_insurance.htmhttp://www.adityabirla.com/our_companies/indian_companies/idea.htmhttp://www.adityabirla.com/our_companies/indian_companies/nuvo_overview.htmhttp://www.adityabirla.com/our_companies/indian_companies/hindalco_overview.htmhttp://www.adityabirla.com/SamruddhiCement.htmhttp://www.adityabirla.com/our_companies/indian_companies/ultratech_cement.htmhttp://www.adityabirla.com/our_companies/indian_companies/grasim_overview.htm7/27/2019 kara sanitizing wipes
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Aditya Birla Minacs IT Services Ltd application development, maintenance
and enhancement solutions
Aditya Birla Minacs Worldwide Limited- customer relations management(CRM), integrated marketing services, knowledge process outsourcing
Aditya Birla Finance Limited-- asset-based finance, corporate finance and
investment banking, capital market and treasury
Birla Insurance Advisory & Broking Services Ltd-- non-life insurance
advisory and broking services
non-life insurance advisory and broking servicesapparel retail
Peter England Fashions and Retail Ltd-- apparel retail
Madura Garments Exports Limitedapparel export
Aditya Birla Retail Limited-- multi-format stores
Tanfac Industries Ltd.fluorine chemicals
Essel Mining & Industries Ltd-- iron and manganese ore mining, noble ferro
alloys
http://www.adityabirla.com/our_companies/indian_companies/adityabirla_minacs_it_services.htmhttp://www.adityabirla.com/our_companies/indian_companies/birla_insurance_advisory_service.htmhttp://www.adityabirla.com/our_companies/indian_companies/birla_insurance_advisory_service.htmhttp://www.adityabirla.com/our_companies/indian_companies/peter_england.htmhttp://www.adityabirla.com/our_companies/indian_companies/madura_garments_exports.htmhttp://www.adityabirla.com/our_companies/indian_companies/retail.htmhttp://www.adityabirla.com/our_companies/indian_companies/retail.htmhttp://www.adityabirla.com/our_companies/joint_ventures/tanfac_industries.htmhttp://www.adityabirla.com/our_companies/indian_companies/essel_mining.htmhttp://www.adityabirla.com/our_companies/indian_companies/essel_mining.htmhttp://www.adityabirla.com/our_companies/indian_companies/essel_mining.htmhttp://www.adityabirla.com/our_companies/joint_ventures/tanfac_industries.htmhttp://www.adityabirla.com/our_companies/indian_companies/retail.htmhttp://www.adityabirla.com/our_companies/indian_companies/madura_garments_exports.htmhttp://www.adityabirla.com/our_companies/indian_companies/peter_england.htmhttp://www.adityabirla.com/our_companies/indian_companies/birla_insurance_advisory_service.htmhttp://www.adityabirla.com/our_companies/indian_companies/adityabirla_minacs_it_services.htm7/27/2019 kara sanitizing wipes
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ABOUT GRASIM INDUSTRIES
Grasim Industries Limited:
Grasim Industries Limited is an Indian building materials manufacturing company based
in Mumbai, Maharashtra. It was started in 1948 as a textile manufacturer. Since then Grasim has
diversified into Viscose Staple Fibre (VSF), cement, sponge iron and chemicals
The company is a subsidiary of Aditya Birla Group, which operates over 40 companies in 12
countries on 4 continents. Grasim is the worlds second largest producer ofviscose rayon fibre
with about 21% market share.Textile and related products contributes to 15% of the group
turnover.
Viscose staple fibre
Grasim is India's pioneer in Viscose Staple Fibre (VSF), a man-made, biodegradable fibre with
characteristics akin to cotton. As an extremely versatile and easily blendable fibre, VSF is widely
used in apparels, home textiles, dress material, knitted wear and non-woven applications.
Grasim's VSF plants are located at Nagda in Madhya Pradesh, Kharach in Gujarat and Harihar in
Karnataka, with an aggregate capacity of 333,975 tpa.
Nagda
Nagda is its largest unit producing a wide range of VSF to suit customer requirements in terms of
length, denier and colour and also second and third generation fibres like Modal, Excel and
Solvent Spun fibres, respectively. Nagda is also the largest producer of spun-dyed specialty fibre
in the world.
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Harihar
The Harihar unit houses facility for manufacture of both VSF and rayon grade pulp, the basic
raw material for VSF. The company's Rayon Grade plant was the first in India to use totally
indigenous wood resources with in-house technology for producing rayon pulp with an
innovative oxygen bleaching
process to reduce the use of chlorine.
Kharach
The VSF plant at Kharach, set up in 1996, employs the most modern technology giving it a
competitive edge in the export market.
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ABOUT BIRLA CELLULOSE
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Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic fibres. It
comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla Modal, and Birla Excel.
These brands offer a wide range of functional benefits such as soft feel, high moisture
absorbency, bio degradability and comfort to the wearer. These fibres have multiple applications
including apparel, home textiles, dress material, knitwear, non-woven etc.
Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla
Cellulose is a world leader in Viscose Staple Fibre (VSF). Its production is spread across six
countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group independently
fulfills India's entire VSF requirements.
With a strong focus on Research and Development (R&D), the Group's R&D initiatives span the
entire value chain.
Grasim Forest Research Institutepulp to plantation research
Birla Research Institute for Applied Sciencespulp to fibre research
Textile Research & Application Development Centre (TRADC) value chain from
fibre to garments / made
"Nature is the genesis of all that surrounds us, therefore, what other than nature could be the
origin of Birla Cellulose." Nature is the source of Birla Cellulose and herein lies the inspiration
of their logo.
'Fibres from Nature' is the theme and the message:
Leaves fall and grow all over again, they are a renewable resource of nature. Birla Cellulose is
much like these leaves and is made from the same trees. The floating leaves symbolize the key
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characteristics of Birla Cellulose which are "comfort and lightness". The vibrant green indicates
that Birla Cellulose can take on vibrant colors. The circle signifies the cycle of nature and
sustainability.
Nature remains the underlying theme for all the brands:
Viscose is symbolized by the fresh green of summer
Modal is symbolized by the burnt orange of autumn
Excel is symbolized by the deep pink of spring
Birla Cellulose is:
Natural - Soothing, comforting and elevating, Birla cellulose exhibits all qualities of its
sourcenature.
Stylish - The drape and fall of Birla Cellulose with its natural inheritance is a fashion
statement.
Timeless - Just like nature, Birla Cellulose, is timeless and shall always remain in vogue.
A fashion catalyst - A hint of Birla Cellulose in your wardrobe brings in the glamour
that differentiates between mundane and fashionable
Versatile - Birla Cellulose combines the best properties of all fibres. It is extremely
blendable hence enhancing the realms of possibilities in clothing.
The characteristics:
Viscose is a 100 per cent natural fibre sourced from wood pulp, a natural and renewable
resource. Over the years it is being widely recognized as a 'Fibre of choice' by fabric producers.
Birla Cellulose - Fibres from Nature : Contributing to a green world
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Preserving our environment has always been the inspiration behind Birla Cellulose. It has
successfully achieved this goal through the following initiatives:
Nurturing and building the green cover
Over a million plantlets are being produced from identified superior clones for development of
clonal orchards and plantations.
Land conservation
Efforts are on to encourage tree-farming practice on marginal, sub - marginal and fallow lands to
the best advantage of the country. The yield of Viscose is seven times that of cotton for the same
land area. Thus significantly contributing to conservation of land, and reaping maximum results
from this limited resource.
Water conservation
Birla Cellulose Viscose is highly environment friendly. Every kilogram of viscose produced
saves 200 buckets of water when compared to cotton. Thus it preserves one of the most valuable
natural resources.
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Zinc free product
Results in, manifold benefits through the value chain due to the unique cross section.
Process friendliness
The process being followed for production is environment friendly and green due to the
following advantages:
Non toxic effluent as a result of replacement of zinc by alum
Less solid waste generation due to reduced lime consumption
Reduced risk of fouling biological microorganism in reactor
SpunShades
This variant is environment friendly and results in conservation of water throughout the value
chain. It is Okeo Tex certified, i.e. it meets the ecological requirements set for baby articles.
Birla Cellulose - The Fibre of Choice benefits
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Heavy metal free Viscose Plus:
Despite its known toxicity, zinc has remained an indispensable input
to VSF
Birla Cellulose is the only heavy metal / zinc free viscose with the following green properties:
Reduced effluent load
Improved fibre properties
Reduced production cost
Technological adaptability
Birla Cellulose: The perfect blend
Birla Cellulose fibres are the perfect blend with all types of fibres. The benefits of using Birla
Cellulose as a blend are as below:
Birla Cellulose blends Benefits of blending with Birla Cellulose
Birla Cellulose-cotton Makes cotton soft and supple
Improves fabric uniformity
Imparts sheen and color brilliance
Birla Cellulose-wool Improves wear properties
Imparts softness
Enhances skin friendliness
Adds shine and luster
Birla Cellulose-silk Maintains sheen of silk
Improves comfort
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Economical and fashionable
Birla Cellulose-synthetics Improves comfort, breathability, lustre and skin
friendliness
Birla Cellulose- elastane Offers excellent sheen, comfort and stretch
Vision and values:
To be the world leader in man-made cellulosic fibre.
The company believes in value-creation for all its stakeholders, through innovative research and
development initiatives which in-turn develop the market for man-made cellulosic fibres.
Companies and units:
An integrated outlook
Birla Cellulose is growing by leaps and bounds through both organic and inorganic route. The
efforts towards integration and self sufficiency are as follows:
Backward integration into pulp and plantation
Captive power plant at all locations
In house manufacturing of all major chemicals and auxiliaries used in VSF
manufacturing.
Beyond business
A value-based, caring corporate citizen, the Aditya Birla Group inherently believes in the
trusteeship concept of management. Part of the Group's profits are ploughed back into
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meaningful welfare-driven initiatives that make a qualitative difference to the lives of
marginalized people. These activities are carried out under the aegis of the Aditya Birla Centre
for Community Initiatives and Rural Development, which is spearheaded by Mrs. Rajashree
Birla.
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CHAPTER 4
ABOUT THE PRODUCT
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Product profile:
Grasim Industries has started its Consumer Product Division with various FMCG products which
includes personal care & home care dry & wet wipes products. Our concern for the research is
Kara Sanitizing wipes.
In India, the market for wet wipes was gradually picking up with changing lifestyles and the fast
pace of life among the young and upwardly mobile population with higher disposable income.
''Kara skincare wipes fill up the lacuna in this segment as there is lack of availability of quality
products at appropriate price in the Indian market.''
And Kara sanitizing wipe is another product of Kara in wet wipe segment which gives Clean,
Germ Free hands at all times with Triclosan & Aloe Vera. Sanitizes, Hydrates, Nourishes,
Deodorizes. Ensure 99% germs kill and effective cleansing of hands, enriched with aloevera
extract, 100% natural and alcohol free biodegradable wipes.
Kara sanitizing wipe is a new product to hit the Indian market. The brand is now running heavy
print campaign announcing the launch. Kara sanitizing wipe can be called as India's first branded
sanitizing wipe product. Sanitizing wipes are popular in the west but in India the category is a
new one. Although Indian consumers are familiar with the products which are imported, its the
first time that an Indian company enter this segment Kara means care. The brand also marks
Aditya Birla Group's foray into the Indian FMCG market.
The brand aims to create a new category of wipes in India. Hence the challenge is to educate the
TG about the usefulness of this product. This task is cut out for Kara since the TG is already
exposed to such products. The only task is to inculcate the habit of buying and using the wipes.
The product is relevant in the Indian market for two reasons.
One is the climate which necessitates such a product and
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Second is the growing number of lady professionals.
The brand has the tagline At your best. Always this clearly communicates the core brand
positioning. The brand is being promoted as the anytime solution to look good.
Raw Material Used for KARA
Kara is made of 100% Viscose. Viscose is Purer & Softer and more absorptive than Cotton. VSF
is 100% Natural and 100% Biodegradable. Most other wet wipes in the market today are made
from Polyester-Viscose blended non-woven fabric or paper. Polyester is not skin-friendly and its
repeated use on the skin is not advisable. Paper tissues tear off when rubbed over skin and leavelint on face in a way that can often embarrass the user.
Manufacturing Facility of KARA
Kara wipes are manufactured at the companys plant at Kharach, Gujarat. The plant layout is
approved by FDA and manufacturing activity takes place under stringent conditions that ensure
user safety and hygiene.
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CHAPTER 5
DATA COLLECTION
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The data which is collected in this project is primary and the report is based more on primary
data collected by:
Questionnaire
Field work
Data Collection:
Primary Data:
The first hand information bearing on any research is the one, which has been collected by
the researcher. The data here is collected through:
A structured questionnaire
Secondary Data:
The data which has already been collected, complied and presented earlier by any agency
may be used for purpose of investigation. The data collected through:
Various publications in form of annual reports, various papers and journals
published from time to time.
Through internet
Books
Secondary data is taken only for the purpose of Industry profile. Rest of the data collected is
primary and exclusively of the beholder of this project.
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CHAPTER 6
FINDINGS AND THEIR ANALYSIS
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SWOT Analysis
STRENGTHS
Brand power
Natural & hygienic
product
Innovative Concept
Blue ocean market
Alcohol free product
WEAKNESS
High Price as compared to
other competitors
Retailers margin is less
Lack of awareness at the
ground level
Irregular visiting by thesalesman
OPPORTUNITY
Growing market hygienic
products in India
People are adopting new
concept
Huge untapped market.
There are no other big
players in the market
THREATS
Chinese wipes
High level of competition
from main rivals like
Himalaya and Chinese
product
High pricing strategies
Lower margin for retailers
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Question1:
Do you use sanitizing liquid?
As per the analysis there are maximum 57.23% of respondents said that No they do not use
liquid sanitizer and only 42.77% of respondents said that they use liqide sanizer this reflects that
there are not much liking in the use of sanitizer liquid.
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Question2:
Do you use sanitizing wipes?
There are minimum 36.01% of respondents said that Yes they use sanitizing wipes and
maximum 63.99% of respondents said that they use sanitizing wipes. This vaiation beween the
percentag of users reflects that there is much awareness among the people that what are wipes
and its usage. And to increase awareness I give theme information about this product to cover the
rest 36% of the sample. And to increase awareness company should do promotional activities.
This trend of wipes is generally not acceptable by the people because Indian people believes to
wash their hands by water.
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Question3:
Have you heard about Kara sanitizing wipes?
As per the analysis out of 100% , maximium 69.55% of respondents said that YES they have
heard about wipes and only 30.45% of respondents said that they haven`t heard about wipes this
reflects that there is much awareness.
But compairing with other data and my observation I can say that most of the respondents aware
about Kara Skincare Wipes not about Kara Sanitizing Wipes.
So there are need to make awareness about Kara Sanitizing Wipes like Skin Care Wipes.
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Quetion4:
Which brand would you like to use?
As per the analysis, there are 43.91% respondent said that they would like to purchase Kara,
20.91% respondent said that they would like to purchase Chinese wipes 19.23% respondent said
that they would like to purchase Himalaya and other respondent like to purchase other brands. So
according to analysis Chinese and Himalaya Wipes are giving us tough competition in this
segment.
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Question5:
How often you use sanitizing wipes?
As per the analysis there are 19.23% respondents who are using wipes in regular basis, 34.94%
respondents are using sometimes only and 45.83% respondents are not using this type of wipes.
So according to me we should give maximum focus on those people who are never using this
types of wipes because these people are not loyal with any other brands so we can attract theme
easily and make theme loyal.
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Question6:
How much would you pay for this type of wipes? (Price Per wipe)
Tare maximum numbers of people (37.2%) like to pay only 2 rupees for this type of product and
29.8% people like to pay 3 and more rupees per wipes.
So as per the analysis to reduce the price with 1 rupee company can increase their
customer/consumer.
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Quetion7:
What is the main reason for using Kara sanitizing wipes? Its...
Out of 100%, there are maximum numbers of people (52.2%) people knows the real use of
sanitizing wipes its hygiene and cleansing factor.
So as per the analysis I can say that there are much awareness about sanitizing wipes.
So I want to suggest that people know about the X-factor of sanitizing wipes, should have work
upon the promotion of Kara Sanitizing wipes not to inform about its use.
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Quetion8:
Have you faced any problem to use Kara sanitizing wipes?
As per the analysis maximum numbers of users (94.55%) have never faced any problem after
using Kara Sanitizing Wipes.
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Here I am comparing the number of sanitizing wipes users of Sarojini Market and
Khan Market visitors.
H0: There is no significance difference between numbers of sanitizing wipe users in
Sarojini markets and Khan Markets visitors.
H1: There is a significance difference between numbers of sanitizing wipe users in
Sarojini markets and Khan Markets visitors.
Paired Samples Correlations
N Correlation Sig.
Pair 1 Sample area & Q2. Do you
use sanitizing wipes?
312 -.029 .608
Paired Samples Test
Paired Differences
t df
Sig. (2-
tailed)Mean
Std.
Deviation
Std. Error
Mean
95% Confidence Interval of
the Difference
Lower Upper
Pair1
Sample area - Q2. Do you usesanitizing wipes?
-.141 .704 .040 -.220 -.063 -3.543
311 .000
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 Sample area 1.50 312 .501 .028
Q2. Do you use sanitizing
wipes?1.64 312 .481 .027
Confidence level = 95%
Level of significance () = 5% = 0.05
Critical value (P) = 0.608
P>
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Critical value is greater than level of significance so assumption (H0) is accepted.
As per the analysis the analysis it is concluded that there is a no significance difference between
numbers of sanitizing wipe users in Sarojini markets and Khan Markets visitors.
Here I am comparing awareness of Kara sanitizing wipes of Sarojini Markets and
Khan Markets visitors.
H0: There is no significance difference between awareness of sanitizing wipe of Sarojini
markets and Khan Markets visitors.
H1: There is a significance difference between awareness of sanitizing wipe of Sarojini
markets and Khan Markets visitors.
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 Sample area 1.50 312 .501 .028
Q3. Have you heard about Kara sanitizing wipes? 1.30 312 .461 .026
Paired Samples Correlations
N Correlation Sig.
Pair 1 Sample area & Q3. Have you
heard about Kara sanitizing
wipes?
312 -.021 .713
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Paired Samples Test
Paired Differences
t dfSig. (2-tailed)Mean
Std.Deviation
Std. ErrorMean
95% Confidence Interval
of the Difference
Lower Upper
Pair
1
Sample area - Q3. Have you
heard about Kara sanitizing
wipes?
.196 .688 .039 .119 .272 5.022 311 .000
Confidence level = 95%
Level of significance () = 5% = 0.05
Critical value (P) = 0.713P>
Critical value is greater than level of significance so assumption (H0) is accepted.
As per the analysis the analysis it is concluded that there is a no significance difference between
awareness of sanitizing wipe of Sarojini markets and Khan Markets visitors.
Here I am comparing likeness to purchasing brand of Sarojini Markets and Khan
Markets visitors.
H0: There is no significance difference between likeness to purchasing brand of Sarojini
markets and Khan Markets visitors.
H1: There is a significance difference between likeness to purchasing brand of Sarojini
markets and Khan Markets visitors.
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Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 Sample area 1.50 312 .501 .028
Q4. Which brand would you like to
use?2.43 312 1.938 .110
Paired Samples Correlations
N Correlation Sig.
Pair 1 Sample area & Q4. Which
brand would you like to use?312 .136 .016
Paired Samples Test
Paired Differences
t df
Sig. (2-
tailed)Mean
Std.
Deviation
Std. Error
Mean
95% Confidence Interval
of the Difference
Lower Upper
Pair 1 Sample area - Q4.
Which brand would
you like to use?
-.929 1.935 .110 -1.145 -.714 -8.485 311 .000
Confidence level = 95%
Level of significance () = 5% = 0.05
Critical value (P) = 0.016
P
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Likeness of purchasing brand in Sarojini Markets visitor:
Q4. Which brand would you like to use?
Frequency Percent Valid Percent Cumulative Percent
Valid Kara 71 45.5 45.5 45.5
Chinese 40 25.6 25.6 71.2
Himalaya 27 17.3 17.3 88.5
Clea 4 2.6 2.6 91.0
L'oreal 6 3.8 3.8 94.9
Ginni 1 .6 .6 95.5
Johnson & johnson 2 1.3 1.3 96.8
Other 5 3.2 3.2 100.0
Total 156 100.0 100.0
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As per the analysis in Sarojin market there are 156 respondents and maximum 45.51%
respondent said that they would like to purchase Kara and 25.64% respondent said that they
would like to purchase Chinese wipes and 17.31% respondent said that they would like to
purchase Himalaya wipes and rest respondents would like to purchase other brand.
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Likeness of purchasing brand in Khan Markets visitor:
Q4. Which brand would you like to use?
Frequency Percent Valid Percent Cumulative Percent
Valid Kara 66 42.3 42.3 42.3
Chinese 25 16.0 16.0 58.3
Himalaya 33 21.2 21.2 79.5
Clea 6 3.8 3.8 83.3
L'oreal 8 5.1 5.1 88.5
Ginni 1 .6 .6 89.1
Johnson & johnson 1 .6 .6 89.7
Other 16 10.3 10.3 100.0
Total 156 100.0 100.0
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As per the analysis in Khan market there are 156 respondents and maximum 42.31% respondent
said that they would like to purchase Kara and 16.03% respondent said that they would like to
purchase Chinese wipes and 21.15% respondent said that they would like to purchase Himalaya
wipes and rest respondents would like to purchase other brand.
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CHAPTER 7
MARKET ACTIVITIES
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Marketing activity is the medium by which the company generates awareness of its product in
the market via different source of advertisement. The main objective of these activities is to
create awareness in the market, as the customers dont know much about the Kara. By giving
advertisement on newspaper, hoardings and magazines attract many customers due to their
presentation and color scheme.
Suggested Activities:
FM Radio Campaign
Advertisement in Television
Monthly Magazine Campaign
Extensive Retail Presence
Mall Activations
These activities help the company to capture market share and to compete with the competitors
in the market. As there is many Chinese wipes are available which are very cheap as compared to
the Kara so there is a need to educate the customers. The activities like float activity and road
shows giving the free demo to the customers.
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CHAPTER 8
FINDINGS OF THE STUDY
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FINDINGS:
As per the marketing research its been concluded the following observation:
Most of the people aware about the Kara wet wipes unaware about Kara Sanitizing wipes
High competition from Chinese wipes because they provide low price product
Retailer are not much interested in Kara as they get very low margin as compared to other
Chinese wipes
Poor availability of the product in the market
People wanting it in low price
One piece packaging is in demand by the tourist agencies
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CHAPTER 9
RECOMMENDATIONS
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RECOMMENDATIONS:
As per the survey and the interviews which I have undertaken, personally I would like to give
following recommendations:
New concept and new market and Indian customers want to be modern and they are
following western culture so we should continue with better strategies with aggressive
advertising.
Prices are relatively high than competitors product, so try to provide in lower price.
We can install suggestion box out of the retail shops to get the suggestion by consumers
and retailers also.
Indian people are little conscious to try new product so need to give them free samples
for trying handy wipes.
Make availability in retailers shops from where customer can get product easily form
any shop.
There are lacks of awareness of Sanitizing wipes so we need to aggressive advertising,
campaigns, free samples, penetration policies of pricing.
We should increase our distributor to make a good supply chain
Actively contact retailers directly
Better to introduce wipes according to its hygienic and cleansing quality
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Retailers getting very high margin from the Chinese wipes so company should also take
care its retailers expectations
Some schemes on time basis should be get introduced soon in order to attract the
customer and to tell them about the quality of the product
Getting the product into an eye catching and handy package for various purposes, so that it
attracts both the consumers and retailers.
Activities and promotions at hyper markets and malls to attract more and more customers, mostly
during Saturdays and Sundays like in mothers day, fathers day or other occasions
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CHAPTER 10
BIBLOGRAPHY
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BIBLIOGRAPHY
Book of Marketing management by Philip Kotler, Kevin Lane Keller, and AbrahamKoshay.
Research methodology
WEB SITES
www.adityabirla.com
www.google.com
www.wikipedia.com
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CHAPTER 11
ANNEXURE
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Q1. Do you use sanitizing liquid?
Yes
No
Q2. Do you use sanitizing wipes?
Yes
No
Q3. Have you heard about Kara sanitizing wipes?
Yes
No
Q4. Which brand would you like to use?
Kara
Chinese
Other
Q5. How often you use sanitizing wipes?
Regularly
Sometimes
Never
Q6. How much would you pay for this type of wipes? (Price Per wipe)
>1rs
1-1.99rs
2-2.99rs
3-3.99rs
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4-4.99rs
5rs or
above
Q7. What is the main reason for using Kara sanitizing wipes? Its...
Cleaning
Hands
Hygiene
Hands
Cleaning &
Hygiene
Hands
Easy to
carry
Disposable
Q8. Have you faced any problem to use Kara sanitizing wipes?
Yes
No
If yes, problem-
1. 6.
2. 7.
3. 8.
4. 9.
5. 10.
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Q9. Which feature you want in Kara sanitizing wipe?
1. 6.
2. 7.
3. 8.
4. 9.
5. 10.