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Table of Contents
VISION ......................................................................................................................................................... 2
INTRODUCTION AND PROJECT OBJECTIVES ................................................................................. 2
MARKET ANALYSIS ................................................................................................................................. 3
RETAIL IN INDIA.................................................................................................................................... 3
TEXTILE INDUSTRY IN INDIA ............................................................................................................ 5
COMPETITOR ANALYSIS ....................................................................................................................... 6
COMPETITORS TO VIRYA.................................................................................................................. 6
BUSINESS STRATEGY AND IMPLEMENTATION.............................................................................. 7
BUSINESS MODEL OF VIRYA ........................................................................................................... 7
SOURCING OF MATERIAL FOR RECYCLING ........................................................................... 8
PRODUCTS ........................................................................................................................................ 9
PAIN POINTS COVERED .............................................................................................................. 10
BENEFITS ......................................................................................................................................... 10
FACTS ............................................................................................................................................... 11
DEFINING TARGET GROUP ........................................................................................................ 11
BUSINESS RISKS ........................................................................................................................... 12
CONSUMER JOURNEY MAP ....................................................................................................... 13
LAWS AND REGULATIONS .................................................................................................................. 14
TEXTILES ORGANISATIONS .......................................................................................................... 14
REFORM MEASURES AND POLICY INITIATIVES....................................................................... 17
TAX INCENTIVES................................................................................................................................ 19
FINANCIAL GOALS ................................................................................................................................. 20
MARKET SIZE ...................................................................................................................................... 20
COST EXPENSES ............................................................................................................................... 21
RECYCLING STATISTICS AND ESTIMATED MATERIAL REQUIREMENTS ......................... 22
SALES FORECAST ............................................................................................................................. 23
MARKETING ............................................................................................................................................. 25
MARKETING FRAMEWORK ............................................................................................................. 25
MARKETING CAMPAIGN .................................................................................................................. 27
VIRYA BUSINESS CANVAS .................................................................................................................. 28
1

VISION
Our endeavour is to provide the customers with well hand crafted designs and products made by our artisans, along with making fullest use of the available cloth. Sustainability in our minds and rural employment as our focus we wish to minimise the cloth waste by recycling it to good use.

INTRODUCTION AND PROJECT OBJECTIVES
The practise of recycling waste is not new to India , it has been followed since the old times in form of kantha , a embroidery technique which is a process of recycling , using few layers of cotton. Over a period of time this has been more commercialised. Though the recycling process happens in a very unorganised way in India , yet the business of textile waste recycling is less known. Since there is a huge demand of clothing in India and even the requirement is huge. The process of recycling has a great demand and scope. We have thus come up with a sustainable model of recycling apparels under the umbrella brand ‘VIRYA’.
Key Objectives of the project are as follows:
1. Sustainability and eco-Fashion.
2. Employment to the rural artisans.
3. Commercialising the trend of recycling the cloth waste.
4. Encouraging the best out of cloth waste

2

MARKET ANALYSIS

RETAIL IN INDIA

The Indian retail industry has experienced high growth over the last decade with a noticeable shift towards organized retailing formats.

Share of organized retail in some major countries



The Indian industry is moving towards a modern concept of retailing.



The size of India's retail market was estimated at US$ 435 billion in 2010.



Of this, US$ 414 billion (95% of the market) was traditional retail and US$ 21 billion (5% of the market) was organized retail.



The size of India's retail market was estimated at US$ 500 billion in 2013.



India's retail market is expected to grow at 7% over the next 10 years, reaching a size of US$ 850 billion by 2020.



Traditional retail is expected to grow at 5% and reach a size of (76%), while organized retail is expected to grow at 25% BY 2020.



Retail industry contribution = 14-15 % of GDP.



The Indian retail industry has expanded by 10.6 per cent between 2010 and 2012 and is expected to increase to US$ 750-850 billion by 2015, according to a report by Deloitte.
3



Food and Grocery = 60% of total retail. 2nd largest is Apparels.

Size of Indian Retail

Another report by Booz & Co and RAI expects that the overall Indian retail sector would grow 9 per cent in 2012-16, with organised retail growing at 24 per cent or three times the pace of traditional retail (which is expected to expand at 8 per cent).

The distribution is given below,

Organized retail break-up
4

TEXTILE INDUSTRY IN INDIA
India has around 6% of global rotor capacity. The country has the highest loom capacity, including handlooms, and has a share of 61% in world loomage. The Apparel Industry is one of largest foreign revenue contributor and holds 12% of the country’s total export
Strengths of the Textile Industry:
The following are few strengths of the Indian Textile Industry:
· An Independent and self-reliant industry;
· Large and potential domestic and international market;
· Abundant Raw Material availability that helps industry to control costs and reduces the lead-time across the operation;
· Availability of low cost and skilled manpower provides competitive advantage to industry;
· Availability of large varieties of cotton fiber and has a fast growing synthetic fiber industry;
· Promising export potential.

Weaknesses of the Textile Industry:
The following are the few drawbacks of the textile industry, which it has to overcome. · The Industry is a highly fragmented Industry.
· It is highly dependent on Cotton.
· There is lower productivity in various segments.
· There is a declining in Mill Segment.
· Lack of Technological Development that affect the productivity and other activities in whole value chain.
· Infrastructural Bottlenecks and Efficiency such as, Transaction Time at
Ports and transportation Time.
· Unfavorable labor Laws.
· Lack of Trade Membership, which restrict to tap other potential market.
5

COMPETITOR ANALYSIS

COMPETITORS TO VIRYA
Sr.

Company Name

Strength

Weakness

Anokhee

1. Differentiated Products

1.Minimal Product Lines

2. Established Brand and

2.Handicrafts from Western

Market

Regions

1.Servicing High value

1.Only Located in Mumbai

customers

2.Highly Priced compared

No.
1.

2.

Bombay Stores

to our brand
3.

Gram Udhyog

1. Strong legacy attached to

1.Business is heavily

products

influenced by bureaucratic

2.Subsidised Manufacturing &

approach of employees

Costs

2. No significant product evolution. 4.

Garments

1. National Presence of outlets

Based

1. Diversity is very less

2. Agility for quick product

(Shoppers stop , development cycles
Global Desi ,
Pantaloons etc)
5.

3. Retailing expertise and competitive pricing

Unorganised

1. Reaching out to customer

1. Very fragmented

Sector like

with larger dispersion

business approach

Tailoring Outlets 2.Strong community based

2.Lack of retailing expertise

& NGO

and inability to minimise

operations

Handicrafts

costs

6

BUSINESS STRATEGY AND IMPLEMENTATION

Virya is an Indian retail chain retailing garments, furnishings, fabrics and ethnic products by craftspeople across rural India. The proposed business model is shown in the diagram in which the organization will help make the environment eco-friendly in a very creative way and increase rural employment.
By using the process of recycling waste, Virya plans to make new products from the apparel waste like home furnishing items, cotton paper, etc.

BUSINESS MODEL OF VIRYA

SOURCES
Virya Customers

Campaigns

VIRYA
STORE

Rag pickers

Apparel
Industry Waste

Unused Clothes

SUPPLIERS

Apparel Waste to manufacture
Products out of waste

DESIGNERS
7

RURAL
ARTISANS

Clothing at increasingly lower prices, prices so low that many consumers consider this clothing to be disposable.
Process of collecting Apparel waste will be done in the following ways:
1. Directly from customers who come to the Virya store.
The store could have section where people could drop off their old or used clothes or unwanted ones which can be sold at the rate of Rs.40/per kg.

2. Suppliers will collect directly from Rag pickers.

3. Virya will organize Social Campaigns where customers can bring the unused/discarded cotton clothes. Suppliers will be collecting it from there.

4. Suppliers will collect apparel waste directly from the Apparel Manufacturing
Industries. Waste includes cut pieces and chindi (the small leftover part of the cloth). Industry wastes are usually given to rag pickers at Rs.40/kg. The daily average waste is around 30kgs depending on the size of the company.
(Source: Visit to Pantaloons Supplier Manufacturing unit)

All collected waste will be given to the regional suppliers. Suppliers will get designers for designing new products and making few samples from this waste. This is a similar process that the existing business model follows. These new designs and product samples once approved by Virya, will then go to Rural artisans through Regional
Suppliers. The entire manufacturing will be done by Rural Artisans. Finished Products will be sent to all the Virya stores by Suppliers.

SOURCING OF MATERIAL FOR RECYCLING
1. Kishco Group:
8

Kishco is committed to providing all kinds of services in the field of textiles starting from procurement of raw materials right upto handling of wastes for the recycling industry.
They have been in the industry since long time , Moreover due to its global presence it could be a good supplier network for Virya.
2. Whitehouse and Schapiro Llc:
It’s an old-clothing business based in the US that dispatches clothes to India. The clothing makes everyone richer because it is affordable to lower-income people around the world.
3. Dharam Pal Wollen Industries:
Located in Panipat, Asia’s Biggest tectile recycling Hub. It gets the used cloth for recycling from all over the world, and manufacture new products out of it. Bathroom mats that use recycled cotton yarn is a Rs2,000 crore industry. The business of using recycled acrylic and woollen threads for blanket manufacturing has annual revenues of
Rs700-1,000 crore in Panipat alone. Since they operate at a wholesale level and not as a retailing outlet , they could be a great inline of sourcing for Virya.
4.US Clothing India Pvt. Ltd.
They collect the unwanted used clothes and out of which there could be a vintage piece of period value that special clothes stores in the West die for. Vintage clothes are sent back to the US and they fetch a good price. Nothing is wasted. They handle 75,000kg of old clothes a day.

PRODUCTS
These clothes can be recycled and following products can be made out of knitting out the threads:
1) Soft textile like pillow stuffing
2) Carpet paddings
3) Mobile phone covers
9

4) Laptop Sleeves
5) Furniture stuffing
6) Rags , bags , Mats
7) High quality paper from cotton

They could have an additional facility of picking up the waste or unwanted clothes from the public, through some collecting vans or so on some specific occasions, which could be determined well in advance so people could be aware about it. Then these could be segregated at the factory depending upon the type, size and the item (whether it’s a dress, top, jeans etc.).
The clothes could be brought from the customer on per kg basis again depending on the cloth condition, latest fashion and desirability.

PAIN POINTS COVERED
1. People don’t know where to dump the waste.
2. Municipal landfills.
3. Environmental and occupational hazard. Example: Polyester, the synthetic man made fabric which is made from petroleum, the demand of which has doubled in recent times requires large volumes of oil for its production.
4. Rise of pollution.
5. Opportunity for designers to be more creative and innovative in terms of re designing. BENEFITS
1. Helps reduce the environmental and occupational hazard.
2. Waste is put to good use.
3. Generating employment for the rural civilisation.

10

4. Improving the life cycle of clothing i.e. recycling would help reduce the wastage in turn lesser quantities and time for degradation.
5. Recycling makes it environmentally friendly, causing less pollution thus “ecofashion”.
6. Those newly made products could be even exported.
7. Can be re-designed and traded as vintage fashion.

FACTS
1. We had visited a textile manufacturing factory, where we found the approximate waste due to cut and sew operations was about 15%.
2. On an average daily waste due to this process would weigh 30kgs/day.
3. The waste was called as “Chindi” and was sold to the rag pickers at Rs 5/kg
4. The rag pickers inturn would sell it off to factories where it would be used for cleaning of machines at a cost of Rs 8/kg.

DEFINING TARGET GROUP
Who will be our customers?
Customers will be1) one who will be selling unused apparel
2) one who will be buying recycled products from the store.

We have created 3 sample personas that will define the target group for our business model. 1) Mrs. Anita Sharma
Age: 35 years
Place: Resides at Colaba
11

Occupation: Works at FutureGroup.
She is Fashion Conscious and at the same time loves ethnic and traditional wear.
She is Socialist and an active member of an NGO.

2) Mrs. Poonam Shah
Age: 45 years
Place: Resides at Ghatkopar
Occupation: Housewife (belongs to a middle class family).
She has two children – 10 years old and 15 years old.
She loves Cooking and Shopping frequently for herself and her family.
Often she ends up with a lot of unused and unwanted clothes.

3) Ms. Karishma Rao
Age: 24 years
Place: Vashi
Occupation: MBA Student at WeSchool
She is an emotional person and very sensitive in nature.
She likes to help people.

BUSINESS RISKS
Different Suppliers will have different rural artisans. It will be a challenge to maintain the standardization of the products.
12

These are the risks that it can face:


Quality Risk



Consistency Risk



Supply Chain

CONSUMER JOURNEY MAP

Donate items create:
-New Products
-New users for existing items Consumers purchase clothing and textiles that are new to them

Consumers wear/use items

Items are worn out and/or not wanted

Items are sorted:
-Resale
-Giveaway
-Rag dealers

Donate to charity processing center

13

Recommended consumer disposal option LAWS AND REGULATIONS
TEXTILES ORGANISATIONS
The following are some governmental, semi-governmental, private bodies and associations, which are working for the smooth running of the commerce of textile in India.

The Ministry of Textiles:
A Secretary who is assisted in the discharge of his duties by four Joint
Secretaries and the Development Commissioners for Handlooms and
Handicrafts, Textile Commissioner and Jute Commissioner heads this. The following are the principal functional areas of the Ministry:
· Textile Policy & Coordination
· Man-made Fiber/ Filament Yarn Industry
· Cotton Textile Industry
· Jute Industry
· Silk and Silk Textile Industry
· Wool & Woollen Industry
· Decentralised Powerloom Sector
· Export Promotion
· Planning & Economic Analysis
· Integrated Finance Matters
· Information Technology

Advisory Bodies:
· All India Handlooms Board
· All India Handicrafts Board
· All India Power looms Board
· Advisory Committee under Handlooms Reservation of Articles for
Production
· Co-ordination Council of Textiles Research Association
14

· Cotton Advisory Board
· Jute Advisory Board
· Development Council for Textiles Industry

Export Promotion Councils:
· Apparel Export Promotion Council, New Delhi
· Carpet Export Promotion Council, New Delhi
· Cotton Textiles Export Promotion Council, Mumbai
· Export Promotion Council for Handicrafts, New Delhi
· Handloom Export Promotion Council, Chennai
· Indian Silk Export Promotion Council, Mumbai
· Power loom Development & Export Promotion Council, Mumbai
· Synthetic & Rayon Textiles Export Promotion Council, Mumbai
· Wool & Woolen Export Promotion Council, New Delhi

Autonomous Bodies:
· Central Wool Development Board, Jodhpur
· National Institute of Fashion Technology, New Delhi
· National Centre for Jute Diversification
Statutory Bodies:
· Central Silk Board, Bangalore
· Jute Manufactures Development Council, Kolkata
· Textiles Committee, Mumbai

Textiles Research Associations:
· Ahmedabad Textiles Industry’s Research Association
· Bombay Textiles Research Association, Mumbai
· Indian Jute Industries Research association, Kolkata
· Man-made Textiles Research Association, Surat
· Synthetic and art silk –Mills Research Association, Mumbai
15

· Wool Research Association, Thane
· Northern India Textiles Research Association, Ghaziabad
· South India Textiles Research Association, Coimbatore

Public Sector Undertakings:
National Textile Corporation Ltd. (NTC): This is the single largest Textile
Central Public Sector Enterprise under Ministry of Textile managing 52 textile mills through its 9 subsidiary companies spread all over India. The
Headquarters of the holding company is at New Delhi.

· British India Corporation Ltd. (BIC): It has 2 woolen mills, one in Kanpur
(U.P) and the other in Dhariwal (Punjab).

· Cotton Corporation of India Ltd. (CCI): This profit-making Public Sector
Undertaking under the Ministry of Textiles, situated in Mumbai is engaged in commercial trading of cotton.

· Jute Corporation of India Ltd. (JCI): The JCI functions as the official agency in implementing Govt. policy of providing minimum support to the jute growers and to serve as a stabilizing agency in the raw jute sector. It has a large number of procurement centres in the following major jute growing states of the country: West Bengal, Bihar, Assam, Meghalaya,
Tripura, Orissa, and Andhra Pradesh.

· National Jute Manufacturers Corporation (NJMC): This is the apex body for the management of all nationalised jute mills. It is situated in Kolkata and is a wholly owned undertaking of the Government. The NJMC is involved in the activities of modernization and renovation of jute mills under it.

16

· Birds Jute Exports Ltd. (BJEL): This is the only subsidiary Corporation of the National Jute Manufactures Corporation (NJMC) Ltd. And it is a pioneer in processing for Jute, Jute Cotton / Viscose blended fabrics used as decoratives and furnishing.

· Handicrafts and Handlooms Export Corporation (HHEC): This is a government company under the administrative control of Ministry of
Textiles. It has its registered office at New Delhi. The HHEC has been set up with the objectives of export promotion and trade development of handicrafts and handloom products. The corporation is also presently engaged in the development and introduction of jute products for home use in international markets. Major crafts products of Corporation are garments, jewellery, jute and leather products.
Central Cottage Industries Corporation (CCIC): The Corporation operates through its 5 showrooms situated in Delhi, Kolkata, Mumbai, Bangalore, and Chennai and has franchisee outlets at Jaipur and Gurgaon.

· National Handloom Development Corporation (NHDC): The main objective of the corporation are to ensure easy availability of raw materials and inputs used in handloom sector like yarn, dyes and chemicals and other inputs and to encourage production and marketing of handlooms by opening of marketing outlets. The NHDC has set up marketing complexes at Jaipur, Kochi, Calcutta, Quilon, Hyderabad, Ahmedabad and Kanpur where variety of handloom products of different state / regions are made available under one roof.

REFORM MEASURES AND POLICY INITIATIVES
The Textile Industry came out of Quota Regime of Import Restrictions under the
Multi Fiber Arrangement (MFA). This development came on 1st January 2005 under the World Trade Organization (WTO) Agreement on Textiles & Clothing.
17

In an effort to increase India's share in the world textile market, the Government has introduced a number of progressive steps.
· 100 per cent FDI allowed through the automatic route.
· De-reservation of readymade garments, hosiery and knitwear from the SSI sector. · Technology Mission on Cotton has been launched to make available quality raw material at competitive prices.
· Technology Up gradation Fund Scheme (TUFS) has been launched to facilitate the modernization and up gradation of the textiles industry.
· Scheme for Integrated Textile Park (SITP) has been started to provide world-class infrastructure facilities for setting up their textile units through the Public Private Partnership model.
· The Indian Textile Plaza is being built, in the city of Ahmedabad to encourage exports to overseas markets.
50 textile parks are being established to enhance manufacturing capacity and increase the industry's cost competitiveness.
· A cluster approach for the development of the handloom sector has been adopted from the year 2005-06 onwards.
· Measures have been initiated for protection of handloom items like
Banarasi brocades, Jamdani of Bengal etc., under the Geographical
Indications of Goods (Registration and Protection) Act, 1999. So far sanction to register 20 items have been issued under the Act.
· For the handicraft sector, some of the new initiatives include the facility center for exporters and entrepreneurs in the Public Private Partnership
(PPP) mode on build, own and operate model with the government meeting 40% of the total cost of setting up the centre with maximum investment of Rs. 24 lakhs.
· In the Wool Sector, a project in public private partnership mode was approved for setting up processing and finishing facilities for shawl manufacturers at Ludhiana in Punjab.
· In the Jute Sector, the Jute Technology Mission was started during the
18

year 2006-07 with Mini Missions being implemented by the Ministry. The focus of the mission is on improvement of the yield and quality of Jute
Fibre, establishing market infrastructure, storage godowns, developing prototypes of machinery with private sector involvement, development of human resources for the jute industry etc.

TAX INCENTIVES
· General Central Value Added Tax (CENVAT) rate on all goods reduced from 16% to 14%.
· Central Excise provides full exemption from Central Excise duty to goods manufactured by small-scale units i.e. units whose aggregate value of clearances did not exceed Rs.4 crore in the preceding financial year. The exemption is available for clearances up to Rs.1.5 crore in a financial year subject if the prescribed conditions are fulfilled.Coir Boards income has also been exempted from income tax.
· National calamity contingent duty (NCCD) of 1% removed on Polyester
Filament Yarn

19

FINANCIAL GOALS

MARKET SIZE
Determining the total market size of the population that we think can be our customers.
Total Market size
Total Population of
India (July 2013)
Students age 15-24
Working Men 60% of total population

1,220,800,359
222,000,000

36,060,000,000

Working Women 29% of total female

11,223,000,000

population
Housewives

27,477,000,000

Total Market size

74,982,000,000

Exclusively Urban
Market (32% of total)
Actual Total Market

23,994,240,000
23994240000 i.e.
~24 billion people

Customer Spending power for our products in the Indian Market.
Market(Customer Spending Power ) Rs
How much a person spends on Clothing per

2200

month

20

Per day Spent on
Clothing
Per Year

79

26400

COST EXPENSES

One time cost + First Year
Variable Cost in Rs

39.88

Crores

Capital Requirements (Rs in Crores)

Own Funds

18

Banks

10

Shareholders

11.88

total

39.88

Provisions for tax, interest, Depreciation &
Amoritization

Percentage (%)

Interest paid to bank

14

Interest paid to

15

shareholders
Tax provision

30

21

Depreciation and
Amoritization

20

One time Cost (Rs)
Furniture

4,000,000

Licenses

10000000

Rent Deposits

2,000,000

Machinery

200000000

Total (Rs)

216,000,000

Total (Rs in crores)

21.60

RECYCLING STATISTICS AND ESTIMATED MATERIAL REQUIREMENTS

Recycling statisitics
20 Tonnes waste give of usable material (Tonnes)

1

1 piece of finished clothing gives length of material (metres)

3

3m of cloth weight (gms)

Material Requirements

10

Year 1

Year 2

Year 3

Total production of finished clothes required (units)

2399424
22

4798848

7198272

Total usable material required
(metres)

799808

1599616

2399424

239942.4

479884.8

719827.2

0.2399424 0.4798848

0.7198272

Weight of usage material required (gm)
Waste material required in
Tonnes
Total Waste material required for conversion (Tonnes)

5

10

14

4

4

4

19195.392 38390.784

57586.176

Buying Price per kg of waste
Material (Rs)
Cost of buying required waste material SALES FORECAST
Sales Projections

Year 1

Year 2

Year 3

0.0001

0.0002

0.0003

2399424

4798848

7198272

500

500

500

119.9712

239.9424

359.9136

Percentage of people from total users who would buy my product Total Expected Sales in units
Average Selling Price per item
Rs
Total Expected Revenue per year (Rs Crores) SALES

All figures in Rs (Crores)

Year 1

Year 2

Year 3

80.09

225.25

345.36

Gross Margin (EBITDA) = Sales
- Variable Costs -OneTim
Cost(only in Year 1)

23

Total Interest Provision

23.23

65.32

100.15

4.08

4.90

5.88

Total Provision for Taxes

16.02

45.05

69.07

NPAT, Net Profit

36.76

109.98

170.25

Depreciation and Amoritization on Assets

Variable Costs (Rs)

Year 1

Year 2

Year 3

27000000

27000000

27000000

700000

700000

800000

19,195

38390.78

57586.176

2000000

2000000

2500000

30,000,000

40000000

45000000

100,000,000

50000000

40000000

Electricity

15,000,000

17000000

18000000

Stationaries

100,000

150000

200000

Water

8000000

10000000

12000000

Total (Rs)

182,819,195

1.47E+08

145557586.2

Total (Crores Rs)

18.28

14.69

14.56

Salaries (artisans and accountants) Training Costs for artisans
Raw Materials Purchase (Waste
Material)
Rent
Dyes and ancillary materials
(provisioned with back inventory)
Advertisements & Sales
Promotion

24

MARKETING

MARKETING FRAMEWORK
A. DEFINING MARKETING GOALS
Our Vision is to increase social impact of our organisation by means of recycling apparel and by creating gainful employment and alternative sources of income for the largely young population of this country of which 20 per cent is at present facing unemployment. Our marketing channel is to attract visibility quickly and we intend to accomplish this by leveraging a multi-pronged approach that involves social media, online & offline marketing strategies. As we gain attraction in the market, word of mouth will lift our business significantly.
Our marketing objective is to achieve the top position in the textile market and to raise a moot among other retailers that will help in creating buzz around it.
The idea is to communicate the reusability of the apparel to promote eco-friendliness by means of increasing rural employment and also giving opportunities to young designers by coming up with the unique designs that will induce curiosity among the people. Also due amount of consideration is for designing content for advertising that are creative and eye catching.

B. MARKETING STRATEGIES
Strategies to be utilized for our business plan:
1) Bringing down all major stakeholders together to create a strategy of ulilizing the impact of each for strengthening the communication of the idea. The major

25

stakeholders are-Students, Tourists, Corporates, Working Men, Working Women,
Housewives, Shoppers.

C. LISTING MARKETING CHANNELS

The channels that can be utilized for marketing are as follows:

1) Digital Marketing:
This will include delivery channels like emails that will focus on getting people on the store to give away their old clothes and help the environment.
Text advertisements is an ideal way to reach younger target.
Other channels in this could be m-commerce, texting(sms), web.

2) Online Marketing:
Online stores, social media websites, etc.

3) Offline Marketing:
Awareness Campaigns in Schools/Colleges, Promotional Campaigns.

4) Other channels: Print media can be used initially with newspapers and magazine also we can use outdoor ads and promotional events.

26

MARKETING CAMPAIGN
Till Launch

Launch
1 week pre-launch

2 week pre-launch

Objective : To familiarise target audience about the concept of business.

Channels : Local train advertisement
Objective : To raise inside (Posters & curiosity among the stickers)/Panel target audience. advertising outside
Channels: Local Radio the BEST bus/Web(RadioMirchi,Radiocity social media
)/Railway
Methods : Placing announcements/ local web ads on tv channels (Best shopping websites ( tv,platform LCDs) like Methods: Releasing flipkart,ebay)/Desig Teasers and short ning contests, advertisiement on
Brodcasting demo above videos of helping channels/Teasers environment,bloggi will be like(Giving ng,Posting on employment to rural Facebook & twitter people from home, pages Get the benefit of
Places and waste!!) Frequency:
Places & Frequency :
Home, Railway platforms, Best buses,
Public places /Radio announcements ( 1015 times/hr morn. 811 & eve. 6-9) /Best tv Ads ( 5-10 times
/hr)

Awareness
Campaigns in schools and colleges/Atleast one -two post every hour on the social media websites. 27

Objective : To create a high impulse and urge to make more customers. Channels : Best
Bus back sheet, outside panel
/Local
newspaper/local tv channels (Best tv,platfor mLCDs/Standies,P osters,Kiosks/Social media/Web/Email
& SMS
Methods :
Distributing
brochures and
Designing
contests,
Brodcasting demo videos of how recycling is helping the environment and developing rural civilisation.
Places &
Frequency:
Distribution of phamphlet/broc hure ( 4 times/daymorni.-eve) near schools/colleges, major platforms.

VIRYA BUSINESS CANVAS

28

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