Indian Institute of Management, Sambalpur

Batch: 2023 – 25

Submitted to

Prof. Prasanna Kumar

By
Section B – Group 07

S. No. Name Roll No.

1. Mudit Shukla 2023MBA117
2. Abhijeet Mohan 2023MBA081
3. Abhishek Sanghoi 2023MBA083
4. Mayur Aware 2023MBA090
5. Naunidh Rao 2023MBA119
6. Divya Dohare 2023MBA097
7. Aarchee Jain 2023MBA080
Problem Statement
The tailoring and stitching sector in India is characterized by its highly unorganized nature,
with a limited number of established players dominating the market. One of the key
challenges faced by businesses operating in this sector is the difficulty in finding skilled
tailors, as well as the complexities involved in managing orders efficiently. Despite these
challenges, the sector presents a vast opportunity for employment, particularly for individuals
with tailoring skills. With the growing demand for customized clothing and traditional attire,
there is a significant untapped market waiting to be explored. To capitalize on this
opportunity, businesses in this sector need to focus on streamlining their operations,
improving the quality of their services, and leveraging technology to enhance their
reach and efficiency.
Research Objectives:
 To assess the current landscape of the tailoring and stitching sector in India, including
the level of organization, key players, and market dynamics.
 To examine strategies for streamlining operations and improving the quality of
services in the tailoring and stitching sector.
 To investigate the role of technology in enhancing the reach and efficiency of
businesses in this sector.
 To recommend practical solutions and best practices for businesses in the tailoring
and stitching sector to capitalize on the opportunities available and address the
challenges faced.

Interviews Conducted

Persona 1: Busy Professional (30s, Female)

 Name: Komal Gupta

 Work Status: Full-time Marketing Manager
 Family Income Level: Above Average
 Location: Mumbai
 Key Takeaways:
o Sarah values convenience and time-saving solutions.
o Struggles to find reliable tailors in new cities due to frequent travel.
o Relies on online searches and recommendations but finds the process
unreliable.
o Would be very satisfied with a platform offering a centralized network of
tailors.
o Online booking, order tracking, and reliable service are crucial for her.

Persona 2: Budget-Conscious Fashionista (20s, Female)

 Name: Shweta Singh

 Work Status: Part-time Retail Associate
 Family Income Level: Average
 Location: Gujarat
 Key Takeaways:
 o Emily enjoys looking stylish but is on a tight budget.
o May not need frequent tailoring but seeks affordable options.
o Uses online reviews and social media to find tailors.
o Dissatisfied with current order fulfillment process, lacking transparency.
o A platform offering a variety of price points and clear communication would
be attractive.
o Online booking and order tracking would be helpful features, but price
remains a priority.

Persona 3: Senior Citizen (60s, Male)

 Name: Dravid Agrawal

 Work Status: Retired
 Family Income Level: Comfortable
 Location: Noida
 Key Takeaways:
o Dravid prefers in-person interaction but is open to convenient online options.
o May need tailoring for specific needs or alterations to existing garments.
o Relies on word-of-mouth recommendations from friends and family.
o Dissatisfied with impersonal online interactions but could be drawn to a
platform with clear communication channels and the option to contact tailors
directly if needed.
o While online booking and tracking are helpful, may require phone support for
further assistance.

Persona 4: Eco-Conscious Minimalist (40s, Non-Binary)

 Name: Anish Jain

 Work Status: Self-employed Graphic Designer
 Family Income Level: Above Average
 Location: Indore
 Key Takeaways:
o Anish prioritizes sustainable and ethically sourced clothing.
o Focuses on high-quality pieces requiring occasional tailoring for longevity.
o Researches tailors with a focus on eco-friendly practices and fair labor.
o Uses online resources and marketplaces with detailed information on tailor
practices.
o A platform highlighting tailors with a focus on sustainability would be
appealing.
o Online features like booking, tracking, and communication are important, but
ethical practices are a top priority.

Key Takeaways from Interviews

 Users value convenience and time-saving solutions like online booking and order
tracking.
 Finding reliable tailors, especially in new locations, is a common pain point.
 User satisfaction varies based on budget, frequency of need, and overall tailoring
experience.
  A platform needs to cater to diverse user needs with features like price transparency,
clear communication options, and potentially ethical considerations.

Research Methods Used

1. Primary Research
The data collection process has been specifically designed to acquire a comprehensive
comprehension of customer preferences about premade apparel as opposed to bespoke
clothing. The study utilizes a dual methodology that incorporates both qualitative and
quantitative techniques.
 Interviews (Qualitative Approach)
Interviews provide participants the chance to articulate their preferences in a more
comprehensive manner, facilitating a more profound examination of the underlying rationales
driving their choices. This methodology enables the detection of dissatisfactions pertaining to
the appropriate size of pre-made garments or the emotional connection to customized attire.
Interviews offer a more comprehensive dataset in comparison to questionnaires, as they
capture non-verbal indicators such as hesitancy or excitement, thereby providing a more
profound understanding of client mood.

 Questionnaire (Quantitative Approach)

Questionnaires offer a structured framework that generates quantifiable data, enabling
comparisons to be made among various demographic cohorts, including age and income. This
enhances the ability to identify broad trends in customer behavior.
Questionnaires have been found to be a viable and cost-effective method for obtaining a
significant sample size. This approach demonstrates significant value in gathering essential
data regarding brand recognition or preferred pricing levels for personalized garment
services.

 Synergetic Approach
The goal-driven amalgamation of interviews and questionnaires efficiently capitalizes on the
individual merits of each approach.
The initial data collection procedure entails the utilization of questionnaires to collect
essential information pertaining to purchasing patterns and preferences from a significant
sample size, thereby establishing a foundational understanding of the market.
The identification of primary consumer segments for conducting in-depth interviews is
derived from the results obtained from the questionnaire. This approach enables the gathering
of more extensive qualitative data pertaining to motives and decision-making processes.
The current fully integrated technique offers a holistic viewpoint on client behavior in the
prefabricated garment sector in comparison to bespoke clothing. Interviews provide
qualitative insights that offer contextual information and depth, while questionnaires serve as
a means of gathering quantitative data that facilitates the examination of broader trends. This
all-encompassing approach will offer direction for forthcoming corporate judgments and
proficiently enlighten marketing endeavours.
Questionnaire

We received the following demographic information from the questionnaire about our
respondents:

Gender: The chart shows a nearly even split between male (51.9%) and female (46.3%)
respondents, with a small percentage (1.8%) preferring not to say.

Age Group: The majority of respondents (50%) fall under the "Adults (25-64 years)"
category. There is a smaller representation of "Youth (15-24 years)" (around 22.2%) and
"Seniors (65 years and over)" (around 18.5%). Notably, there are no respondents from the
"Children (0-14 years)" category.

Work Status: The data shows a significant portion of respondents are "Employed" (64.8%).
Students comprise roughly 11.1% of the sample, while the remaining categories
(Unemployed, Retired, Self-Employed) are all below 10%.

Family Income Level: The largest segment (20.4%) falls under the "Below Poverty Line
(BPL) Less than ₹15,000 per year" category. The data suggests a relatively even spread
across the remaining income groups, with no single category dominating.

Q.1 Which type of clothing do you prefer?

 Readymade: The majority of respondents (85.2%) prefer readymade clothing.

 Tailoring: Only 14.8% of respondents prefer tailored clothing.
 The chart suggests a strong preference for readymade clothing among the survey
respondents.

Q.2 If tailoring, then how frequent?

Dominant Monthly Usage: The vast majority (79.6%) of respondents who use tailoring
services reported using them once a month. This indicates that for those who utilize tailoring,
monthly service is the most common pattern.
Less Frequent Usage: A smaller segment (13%) reported using tailoring services twice a
month, and an even smaller group (7.4%) uses them thrice a month. This suggests that for
some tailoring users, the need arises a few times a month, but it's not as prevalent as monthly
usage.

Q.3 Do you face issues locating tailors in cities?

Finding a Tailor Can Be Challenging: A significant portion of respondents (54.2%) reported

facing issues locating tailors in their cities. This indicates that for more than half of the people
surveyed, finding a tailor isn't straightforward.
Some Find It Easy or Are Unsure: The remaining 45.8% of respondents either reported
having no difficulty finding tailors (No) or were unsure (Maybe). This suggests that for
nearly half the people surveyed, finding a tailor is either easy or they haven't necessarily
needed to look for one recently.
This data highlights a potential gap between customer demand and accessibility of tailoring
services. There seems to be a need for tailors, but people might be having trouble finding
them.
Q.4 How do you search tailors in the city?

The chart shows that the vast majority of people (87%) search for tailors in the city offline.
Q.5 How satisfied are you with the current order fulfilment process?

The survey results show that a slight majority of respondents (16.7%) are very dissatisfied
with the current order fulfilment process. There is a smaller group (35.2%) who are
somewhat satisfied, and an even smaller group (11.1%) who are very satisfied. The remaining
respondents (37%) are neutral or somewhat dissatisfied.

Q.6 How satisfied will you be if a single platform having tailors onboarded is accessible
for all customers?
Based on the survey results, a significant portion of the respondents (42.6%) would be very
satisfied if a single platform having tailors onboarded was accessible for all customers. There
is also a decent chunk of respondents (31.5%) who are somewhat satisfied with this idea.
This suggests that a single platform for tailors could be well received.
However, a small number of respondents (7.4%) indicated dissatisfaction with the idea. It
would be beneficial to understand the reasons behind their dissatisfaction to improve the
platform.

Q.7 How satisfied will you be if you can book your preferred time slot with your tailor
online?

Based on the survey results, a significant portion of the respondents (42.6%) would be very
satisfied if they could book their preferred time slot with their tailor online. There is also a
decent chunk of respondents (31.5%) who are somewhat satisfied with this idea. This
suggests that online appointment scheduling could be a valuable feature for tailors to offer.

Q.8 How satisfied will you be if you can track your order delivery online?
High Demand for Order Tracking: The vast majority of respondents, 46.3% (25 out of 54),
indicated that they would be very satisfied if they could track their order delivery online. This
suggests that online order tracking is a desired feature for a significant portion of customers.
Some Preference for Other Methods: A combined 22.2% (12 out of 54) of respondents said
they would be somewhat satisfied (18.5%) or neutral (3.7%) about online order tracking. This
means that while online tracking is the preferred method for many, there is a niche of
customers who may be content with other tracking methods or no tracking at all.
Minority Dissatisfied: A small minority, 7.4% (4 out of 54) of respondents said they would
be somewhat dissatisfied with online order tracking. It would be interesting to understand
why this group feels this way.
In conclusion, the graph shows that online order tracking is a feature that is desired by most
customers.