REPORT ON

SUBMITTED BY-
MAHAK GAUR &
SUTAPA
TEJASWINI

1.
 TABLE OF
CONTENT
FRONT PAGE
TABLE OF CONTENT
ABOUT THE BRAND
AIIM
OBJECTIVE
RESEARCH METHODOLOGY
VEDANT FASHION
TIMELINE
VISION MISSION
USP
SUSTANIBILITY
CSR
PRODUCT CLASSIFICATION
PRODUCT DESCRIPTION
PRODUCT PROCESS
PLACE
PRODUCT PLACEMENT
PRICING,PROMOTION
DIGITAL ANALYSIS
MARKET OVERVIEW
MAEKET STRATEGY
ELEMENT OF MOBILE APP
CONTROVERSIES
SOCIAL MEDIA ANALYSIS
DIGITAL REPORT
COMPITATIVE
PERPETUAL MAPPING
SWOT ANALYSIS
CUSTOMER ACQUSITION STRATEGY
PESTAL ANALYSIS
STORE ANALYSIS
DILO
PERSONAL INTERVIEW
FOCUS GROUP DSCUSSION
HR
REFERNCES
THANK YOU

2
 (parent company)

Manyavar Twamev
1999
2019
Mohey
2015
Mebaz
2017
(tie-up with manyavar)

The brand that we have chosen to study is MOHEY which is

a sub brand of Manyavar. The stores that we found of
Mohey were mostly had a banner of Manyavar Mohey.
Mohey is a women’s celebration wear brand that offers
wide variety of affordable ethnic wear under one roof. Even
the website of Mohey and Manyvar are the same and just
have a categroy difference as menswear and womenswear.

3
 AIM

TO STUDY AND GAIN INDEPTH

UNDERSTANDING OF THE BRAND MANYAVAR
MOHEY

4
 OBJECTIVES

TO STUDY THE ONLINE AND OFFLINE

MARKETING STRATEGIES IMPLEMENTED BY
THE BRAND.

TO STUDY THE FINANCIAL ASPECTS AND

UNDERSTAND THE ECONOMICAL
ENVIRONMENT OF THE BRAND.

TO UNDERSTAND THE HR OPERATIONS OF

THE BRAND.

5
RESEARCH METHODOLOGY

PRIMARY RESEARCH

Qualitative

Focus Group
Observation DILO
Discussion
Projective Expert
Technique Interviews

Word
Cloud

6
 At Vedant Fashion

The journey in the fashion industry has been marked by

a commitment to diversity in celebration and wedding
wear, combining tradition with innovation. It’s focus on
research, technology, and craftsmanship seems to have
played a key role in establishing a unique position in the
industry.

It's commendable that the brands aim to strengthen cultural

connections for numerous fashion enthusiasts. The
emphasis on driving a behavioral shift towards Indian
celebration wear suggests a strategic approach to both
enhancing stakeholder value and fostering long-term
business growth.
7
 WHY WE CHOSE THIS BRAND
The major reason for us to choose Mohey is to find how the
brand is surviving in the market with respect to its
competitiors.

Market Share
Ethnic wear
30%
As per the data, ethnic
wear industry has taken
up 40% of the market.

Western wear
70% 72%
womenswear

EBO STORES ARE

BRINGING 90% OF THE
BUSINESS

source-grand view research manyavar.com

& vedantfashions ltd 8
 Financials
14,000

12,000

10,000

8,000

6,000

4,000

2,000

0
FY'20 FY'21 FY'22 FY'23

We aim to find out how MOHEY, as a brand, has been able to

etch in the minds of the people in the affordable celebration
wear section in contrast to its competitors like House of Pataudi,
Utsav Fashion etc. which have not been able to garner such
limelight. We are determined to find out where the competitor
slack in their strategies, giving an upper hand to Mohey.

Mohey has indulged in a very aggressive way of promoting its

brand. Not just promoting Mohey alone but Manyavar Mohey
together as well. If it is their primary marketing approach, we
are interested in finding out why they have such high
involvement and investment in advertising techniques.

(Source- investing.com) 9
 ABOUT THE
BRAND
Ravi Modi founded Vedant
Fashion Limited in Kolkata as a
private limited company in 1999.
Under the umbrella of Vedant
Fashions Limited, Manyavar
transformed men’s ethnic fashion
wear into a signature statement.
Soon the brand opened a much
wider variety of men’s garments
and accessories which rendered it
as a one stop shop for celebration
wear. Thus, Manyavar completed
celebration!

Then the company launched Mohey in 2015, a women’s bridal

and non-bridal collection with a mission to cater women’s
ethnic wear at an affordable price range and wide variety.

10
TIMELINE

1999 ESTABLISHED 2008 FIRST EXECUTIVE

VEDANT FASHIONS BRAND OUTLET IN
PRIVATE LIMITED BHUBANESHWAR

2013 BECAME OFFICIAL 2011 FIRST

INDIANWEAR PARTNER INTERNATIONAL
OF 3 IPL TEAMS STORE IN DUBAI(UAE)

2015 LAUNCHES 2018 LAUNCHES

MOHEY (women’s MANTHAN(official
celebration wear) sponsor of 2 IPL teams)

2019 LAUNCHES 2018 LAUNCHES

TWAMEV(men’s MANTHAN(official
premium wear) sponsor of 2 IPL teams)

2020 LAUNCHES 2022 LISTED IN

MANYAVAR MOBILE STOCK EXCHANGE
APP IN INDIA

As per the timeline, Vedant Fashions pvt ltd launched sub

brands with a wide variety providing one stop solution for all
ethnic requirements under an affordable range to premuim
range
11
 VISION

Instill pride in
wearing Indian attire​

MISSION
To be a dominant player
in Indian Celebration
wear across price points
and gender​

(Source- Manyavar website)

12
 MOHEY
Established by Ravi
Modi, Mohey is a sub- 1999
brand under Manyavar
which was introduced in
2015. Mohey, a brand
that is known to
celebrate not just
weddings, but their
brides and individuality
2008
too that matches
Launched its
perfectly with Kiara who
first EBO
is an epitome of a
radiant, confident, self-
righteous and
independent modern
Indian bride.

It all began in a 1000

square feet office space
with Rs.10,000 as capital.
Manyavar was
conceptualized in 1999, 2015
since then Manyavar has Launched
expanded its reach to Mohey
200+ cities in India,
U.A.E, U.S.A

(Source_Manyavar website 13
 BRAND USP
Mohey claims that their products are affordable for the middle
class. Furthermore, with their consistent delivery of quality
products they have been able to built a loyal clientele. They are
a one -stop-shop for women's ethnic, celebration wear
requirements as well as bridal wear under one roof. Mohey as a
brand does not offer end of season sale, claiming their price
range is quiet achievable. Their price range starts from
affordable and goes up to premium.

AFFORDABILITY CUSTOMER’S
TRUST

VARIETY AND NO END OF

AVAILABILTY SEASON SALE
UNDER ONE ROOF

14
 Sustainable Measures

Vedant fashions pvt. ltd. has

been ensuring environmental
sustainability, ecological
balance, protection of flora
and fauna, animal welfare,
agro-forestry, conservation
of natural resources and
maintaining quality of soil, air,
and water from time to time.

Protection of national
heritage, art and culture
including restoration of
buildings and sites of
historical importance and
works of art, setting up public
libraries. Promotion and
development of traditional
arts and handicrafts. Also
they are taking initiatives in
slum area development as
well.
15
CORPORATE SOCIAL RESPONSIBILITY

Millions of families across the world have

made us a part of their happiest moments.
We try to give back to the people without
whom Manyavar would not have been
possible.

16
 CSR VISION
We hope to help communities live with
Respect by actively contributing towards
healthcare, education and overall
development of people in need.

CSR PROJECT

Vedant Fashions Limited (formerly known as

Vedant Fashions Pvt. Ltd.). has been actively
contributing to various Foundations/Trusts that
conduct heart surgeries of underprivileged children.
It supports children vulnerable to exploitation,
victimization and trafficking, including orphans,
street children, abandoned children and extremely
impoverished children from tribal areas through the
following organizations:

17
 MANAS FOUNDATION

Manas Foundation is a non-profit, private charitable

organization trustee by Mr. Ravi Modi and Mrs. Shilpi Modi
and mentored by Mr. Manu Chatlani of Have a Heart
Foundation. It strives to help children with heart ailments,
conduct surgeries and treat children born with Congenital
Heart Disease.
Over time, Manas has sponsored 800+ surgeries worth Rs.
3.5 crores at Rabindranath Tagore International Institute of
Cardiac Sciences & The Mission Hospital.

FRIENDS OF TRIBAL SOCIETY

(FTS)
Manas Foundation is a non-profit, private charitable
organization trustee by Mr. Ravi Modi and Mrs. Shilpi
Modi and mentored by Mr. Manu Chatlani of Have a
Heart Foundation. It strives to help children with heart
ailments, conduct surgeries and treat children born
with Congenital Heart Disease.
Over time, Manas has sponsored 800+ surgeries worth
Rs. 3.5 crores at Rabindranath Tagore International
Institute of Cardiac Sciences & The Mission Hospital.

18
 PARIVAAR – WEST BENGAL’S LARGEST FREE
RESIDENTIAL INSTITUTION FOR CHILDREN

A humanitarian service organization, based in 24

Parganas in West Bengal, working for complete
care and overall development of orphans, girls who
are highly vulnerable to exploitation, victimization
and trafficking with its own formal school ‘Amar
Bharat Vidyapeeth’ for resident children.

RURAL HEALTH CARE FOUNDATION

(RHCF)

An organization striving to address the gap in the availability

of low cost primary health care in rural areas. Its goal is to
develop a chain of sustainable rural primary care clinics
across India targeting the poor populations unable to afford
quality health care. RHCF is currently a network of 10
clinics, spread across various districts of West Bengal and has
served over 10 lakh patients through its network, till date.
Vedant Fashions Limited (formerly known as Vedant
Fashions Pvt. Ltd.) has also assisted in establishing 100 Ekal
Vidyalayas - One Teacher Schools (OTS) in tribal areas
across the country.

19
PRODUCT CLASSIFICATION

Lehengas Gowns
Sarees

Suits Skirt-Top

20
Product classification plays
a crucial role in marketing,
helping businesses like
Mohey understand
consumer preferences and
tailor their advertising
strategies. Mohey product
range spans women”s
ethnic wear, encompassing
Indo-western, lehengas,
saree, salwar, and
accessories . This
classification aids in
determining market
demand, pricing strategies,
and identifying the
primary demographic for
targeted marketing efforts
across various product
categories.

21
Product Description

Product Name- Ivory Cream Rhinestone and

Sitara Embroidered Bridal Lehenga

RS 34,999/-

22
Product
detail

Product
close-up

23
PRODUCTION PROCESS
AND QUALITY CHECK

PRE-PRODUCTION STAGES
DESIGN

COSTING / PROTOTYPE

PURCHASE ORDER

SOURCING OF RAW MATERIALS

EMBROIDEREY
(QUALITY CHECK)

SAMPLING

APPROVAL

24
PRODUCTION STAGES
PATTERN MAKING

MARKER PLANNING

LAYERING

CUTTING

EMBROIDERY
STICHING
(QUALITY CHECK) ]

TRIMMING / SPOTTING FINISHING

STEAMING
(QUALITY
PACKING CHECK)

POST PRODUCTION STAGES

DISPATCH
TRUCK/TRAIN

WAREHOUSE

STORE

25
Place
Exclusive brand outlets (EBO”s)
Manage by store

Multi-brand outlet (MBO’s)

Managed by third party owned store

Large format stores(LFS)

Managed by third party

Online platform
App &website

26
 Raw
material
sourcing
Map
Gujrat:
cotton, Terry
cotton

Maharashtra:
Rayon,Terry Karnataka:
Rayon,Viscose,Viscose Silk, Silk
blend. Georgette

Kochi,
Kerela:
linen

27
 Product Placement

Kolkata
West Bengal

Mohey has strategically chosen Kolkata

for its manufacturing hub due to the
abundance of skilled artisans and the
presence of third-party manufacturers.
The concentration of manufacturing
units and warehouses in the South canal
area likely contributes to efficient
operations and logistics for the brand.

28
 Product Pricing
Mohey focus on providing a variety of high-quality
designs at an affordable price range, achieved through
bulk production, has positioned them as a manufacturer
of high-quality collections at competitive prices. The
brand's emphasis on ethnic and exclusive designs makes
finding an affordable wedding sherwani a unique offering
in the market.

Category low to high

Saree 7999-56999
Lehenga 1199-21999
Gowns 4999-34999
Suits
3499-15000

source-manyavar website
29
 PROMOTION

Mohey success in choosing brand ambassadors who embody

the essence of a mark of respect' has contributed to its
widespread appeal. The brand strategically leverages the
influence of these celebrities, understanding the significance
they hold in shaping consumer perceptions. By closely
studying Indian consumer behavior, Mohey capitalizes on
opportunities to create strong brand recall and resonate with
the preferences of its target audience.

30
 Creating connections
through emotions
The marketing initiatives focus on digital and traditional
channels as well as social media to connect with a larger
audience base. The sales and marketing strategies
are designed to raise brand awareness, attract new
customers, advertise new concepts, improve customer
traffic throughout our retail channels, and reinforce and
strengthen our brand image.
The brand building activities also include sponsorship
initiatives at prominent events in the Indian media and
entertainment industry. We have also worked with a
number of famous brand ambassadors to promote our
Company.

360

Digital Traditional
Social media Billboard
Email Multiplex
Cinema
Television

Brand
In-store
building
In-store
visual
Brand
Store ambassador
Facade Event
Store Sponsorship
Shutter
31
 Conveys importance of wearing indian
attires during weddings

Celebrating great
hindu festival, diwali,
in ethenic wear.

Embracing one”s roots and emphasising that the ocasions are

incomplete without celebration wear

Conveys that wedding is best

celebrated with family

32
DIGITAL MEDIA
ANALYSIS

33
WEBSITE ANALYSIS

Manyavar.com traffic
analysis
Total visit sep 2023- nov 2023
(worldwide)- 1.9 M
53.53% from last month

Engagement overview
Total visit 1.9M
Bounce rate 49.59%
53.53% increase Page per visit 6.59
Average visit duration 03:13

Device Distribution

88.47% 11.53% 34
(Source-Similar web )
 MARKETING CHANNEL
DISTRIBUTION

Direct 15.22%

Email 0.11%

Referral 0.4%

Social 11.42%

Organic 42.58%

Paid Search 30.16%

0% 10% 20% 30% 40% 50%

According to the data given, Manyavar's organic search

is more than paid search. This indicates that visitors are
genuinely interested in the brand.

(Source-Similar web ) 35
SOCIAL MEDIA TRAFFIC
50%

40%

30%

20%

10%

0%
m
p

s
t
e
ok

es

er
ap
ub

ra
bo

er

th
ts
ut

ag
nt

O
ha
ce

Yo

st
Pi
Fa

In

Facebook has the highest percentage of traffic as compared to

other social media platforms.

(Source-Similar web )36

 Display ad network

97.7%

Google display 97.73%

Unidentified network 2.27%

Top Publishers
Youtube.com 94.12%
mail.google.com 5.88%

(Source-Similar web ) 37
 Top referring website
Vedantfashion.com 54.51%
Coleandkanika.com 12.29%
Brittanyanddankeet.com 12.29%
Google.com 8.91%
myblissandbone.com 7.27%

Top referring industries

Investing 54.51%
search engines 8.91%
Wedding 7.27%

38
(Source-Similar web )
 Outgoing Traffic

Accounts.google.com - 41.37%
Public.releases.justpay.in -24.98%
Manyavar.scene7.com - 23.07%
Trackcourier.io - 5.38%
api.whatsapp.com - 4.13%

Outing Ads

api.keikoogroup.net -98.68%
gyftr -1.32%

(Source-Similar web )39

 Sum of all visit on
desktop and mobile
from the last month.

Total visit

1.2M
Avg. percentage of visitors
who view only one page
before leaving the website

Bounce rate

51.11%
Average pages
per visit

Pg. per visit

8.83
Avg. duration of time
spent on the site.

Avg. visit duration

00:03:48

40
 MARKET OVERVIEW
32%

ETHNIC APPERAL

WESTERN APPAREL
68%

43%
CASUAL ETHNIC
Distribution of apperal sector INDIAN WEAR
WEDDING &
57%
CELEBRATION
WEAR

Distribution of ethenic apperal sector

As of FY23, ethnic wear constitutes approximately 32%

of the overall apparel retail market in India. This
category includes casual ethnic wear, suitable for daily
wear, and Indian wedding and celebration attire,
reserved for special occasions such as marriages,
festivals, and family gatherings. The Indian wedding
and celebration clothing segment holds a significant
share within the broader ethnic wear market as of
FY23.

41
 BRANDED 46%

10%
54%

UNBRANDED
MEN 9%

KIDS

WOMEN

81%

In the ethnic-wear retail market, the branded category

holds a significant share at 45–55%, surpassing the
unbranded segment. This growth is attributed to
factors like enhanced customer experience, a well-
curated merchandising mix, standardized pricing,
brand strength, and expanding presence beyond Tier-
II cities. Women's ethnic wear dominates the market,
constituting the majority due to its acceptance in both
casual and business settings. Men's ethnic apparel,
including sherwanis, kurta jacket sets, kurta pyjamas,
and Indo-western clothing, represents the second-
largest segment, contributing around 10% to the total
ethnic market.

42
WEBSITE TRAFFIC BY
COUNTRIES

80%

60%

40%

20%

0%
m

s
es

a
a

er
ad
di

A
do
at

th
In

an
st

ng

O
C
d

ki
te
ni

d
te
U

ni
U

(Source-Similar web )43

 Marketing Strategy
Alexander Osterwalder’s Business Model
Canvas. This strategic tool provides a visual
representation of the key activities, resources,
and relationships that define a company’s
business model. The canvas consists of nine
components: Key Partners, Key Activities, Key
Resources, Value Propositions, Customer
Relationships, Channels, Customer Segments,
Cost Structure, and Revenue Streams.

Although the majority buyes are males (60.3%) but

after the launch of Mohey female buyers were also
added (39.97%). Since Manyavar specializes in
festive/weddingwear, the age group is limited to
25-34 years

Mohey has 22% of net profit to ₹ 109cr ($13.3m) for

the 4th quarter in the end of march , and 15%
reaching ₹ 342cr to the previous fiscal year. The
full financial year 2022-23, Mohey earned a
revenue of ₹1355cr & net profit ₹ 429cr.

44
 Categories Homepage

Collection Menu
Elements of the Mobile-App

45
 “Nayi shuruwat,
unhi purani
yaadon ka sath!”

Campaign focused on a
fresh beginning cradled
in the warmth of
cherished memories.

“Taiyar hokar aaiya

Campaign explains the

siginificance of wearing
indian clothes when
attening a wedding

“Dulhan wali
feeling”
A marketing campiagn
showcasing the
contemporary bride with
roots in indian culture and
traditions
46
CONTROVERSIES

47
 The ad film features actor Alia Bhatt, who speaks up against the
traditional Indian ritual of the 'Kanyadaan', in which parents give
away their daughter to the groom, as some sort of a commodity. The
tagline of the film reads, “Tradition wahi, soch nayi” (same tradition,
different thinking).

As the film opens, Bhatt is shown sitting in a mandap and reminiscing

about what each of her family members thought of her and her big
day. In her monologue, she questions why she is often referred to as
the temporary member of the family, who is deemed to leave and go
someday. She asks why she alone is made to feel like a commodity
that is being donated.

The Mohey ad tweaks the thought behind the tradition, showcasing

how just like the groom, the bride too asks for the gift of the groom as
an addition to the Hindu wedding rituals. The parents are then seen
offering their children to the opposite families, suggesting an equal
exchange for both, the daughter as well as the son's family.

Highlighting thoughts against this tradition showcased by the brand

has angered netizens, who took to social media to express their
disappointment.

48
 1.50%
Engagement Ratio

1.34k
Avg. Likes

3
Avg. Comments

Mohey’s strategy for customer retention is unique. From

aggressive marketing campaigns to influencer marketing
and to sponsorships and collaboration with the Indian
Premier League, the brand is omnipresent.Mohey is trying
to create a brand image which is synonymous with
celebration wear.

(Source- Instrack)) 49
SOCIAL MEDIA
ANALYSIS

50
INSTAGRAM

51
 FACEBOOK

Mohey has a following of 614K and

approximately 25K likes on
FACEBOOK Platform.
Mohey brand page on Facebook is
doesn’t updated regularly .
During the period of a month
between October to November ,
less posts were made on average.
In their photo gallery, all the
collections and campaigns were
updated and were more cohesive in
nature.
There were things that weren’t
uploaded on other social media
platforms.

52
 PINTEREST

The Pinterest page of

Mohey consists of all
the old campaign and
collection photos
old designer lehengas
and sarees.
It hasn’t been
updated as of recent.

YOUTUBE

The brand’s Youtube Channel “Nalli

Silks” has over 6K
subscribers and 390 videos and
20,087,968 views on the
Platform in Total.
Nalli uses the platform to put through
promotions for new
collections, advertisements and
Promotions of new stores
etc.,.
Nalli’s youtube shorts gain an average
traction of 213 views,
in the month of october.

53
 DIGITAL STATISTICS
REPORTTOTAL VISIT
OCT 2023-DEC 2023
WORLDWIDE

Manyavar-Mohey host
visitor on their website
4.384M
who visit their website
multiple times either daily,
monthly or yearly. These
visitors are recorded as
unique visitors of the
website.

Manyavar-Mohey has hosted

over 4.5 Million
visitors on its website with
traffic going up by 96.35% in
the month of October.
Festivals like Diwali, Dusshera
and Durga Puja in 2023, fell in
the month of October.
Therefore there is a significant
rise in the no. of total visits.

54
 1. Average Likes and Comments: The average likes of 500 and average comments of 12
per post
indicate a moderate level of engagement. While likes reflect appreciation for content,
comments often
signify deeper interaction and interest from the audience. Encouragingly, there seems
to be consistent
interaction, though there might be room to foster more engagement.
2. Total New Followers Gain: Gaining 92K new followers within a month is a
considerable achievement.
It signifies a strong appeal or resonance of Manyavar Mohey
content and brand among Instagram users during that
period, contributing significantly to the account'
s growth.
3. Engagement Rate: With an engagement rate of 49.15%, Manyavar Mohey
performance in terms of engagement
might be considered relatively low compared to some benchmarks. This metric
measures the
proportion of followers interacting with the content. While it'
crucial, other factors like reach,
impressions, and the quality of engagement are equally significant.
4. Total New Posts Made: Posting 11 new pieces of content within a month displays a
commitment to
a consistent and active presence on the platform. Regular posting can aid in
maintaining visibility and
keeping the audience engaged.
Overall, Manyavar Mohey'
performance on Instagram in January 2024 reflects positive aspects such as a
substantial increase in the follower base and consistent content creation. However, there
might be
opportunities to enhance engagement metrics by refining content strategies,
encouraging more
conversation, and exploring ways to deepen connections with the audience to create a
more engaged and active community on the platform.

500 + 92k 12
AVG LIKES AVG FOLLOWERS AVG COMMENT

55
 Comparision
GLOBAL RANK

Mohey # 32,488

# 62,480 Fabindia
GLOBAL RANK

56
TRAFFIC AND ENGAGEMENT

MOHEY FABINDIA

TOTAL VISIT 1.2M 912.1K

LAST MONTH
CHANGE 36.45% 12.02%
AVG.VISIT
DURATION 00:03:48 00:02:32

PAGE
PER.VISITS 8.83 3.71
BOUNCE
RATE
51.11% 57.86%

Mohey .com had more total visits in

compared to Fabindia.com in
december 2023

57
 TRAFFIC SHARE BY COMPANY

MOHEY FABINDIA

INDIA 34.97% 65.03%

UNITED STATES 41.44% 58.56%

UNITED KINGDOM 64.63% 34.37%

CANADA 45.41% 54.59%

AUSTRALIA 52.77% 47.23%

GENDER DEMOGRAPHICS
60%

50%

40%

30%

20%

10%

0%
MALE FEMALE
58
 GLOBAL RANK

MOHEY # 32,844

# 47,341 KALKI
GLOBAL RANK

59
TRAFFIC AND ENGAGEMENT
MOHEY KALKI

TOTAL VISIT 1.461M 1.126M

LAST MONTH
CHANGE 860,213 661,900
AVG.VISIT
DURATION 00:03:27 00:03:40

PAGE
PER.VISIT
6.85 4.61

BOUNCE 49.15% 51.36%

RATE

Mohey .com had more total visits in

compared to KALKI .com in
december 2023

60
 TRAFFIC SHARE BY COMPANY

INDIA 61.2% 38.8%

UNITED
STATES 33.9% 66.1%
UNITED
KINGDOM 38.2% 61.1%

CANADA 50.2% 49.8%

ARGENTINA 100% 0

50%

40%

30%

20%

10%

0%
DIRECT EMAIL REFERRALS SOCIAL ORGANIC PAID DISPLAY ADS

61
 Perceptual Mapping
High average price

Low quality High quality

Low average price

Mohey has successfully positioned itself as an

affordable option in the ethnic wear market,
making celebration wear more accessible to a
broader audience. Their focus on high-quality
and timeless designs has played a key role in
reshaping the perception of celebration wear
as exclusive to the affluent.
62
 SEGMENTATION , TARGETING &
POSITIONING
SEGMENTATION

GEOGRAPHIC
Region: globally TARGETING
Area: urban TARGET MARKET
Culture: Indian ATTRIBUTES
centric AGE:25-50
DEMOGRAPHIC Gender: Female& Male
Gender:Female Income class: Middle & Hni
Age group: 25-50
Target customer: Individuals seeking
premium and authentic designer
attire POSITIONING
Income class : Middleclass & upper Positions itself as a premium
middle class destination
for exquisite Indian traditional
MARTIAL STATUS clothing,
Wedding wear: particularly renowned for its
highquality designer
Bachelors lehangas and other ethnic wear.

Festive wear:
Both married and
unmarried
PSYCHOGRAPHIC
Personality: Budget
BEHAVIORAL

Occasion:Daily
wear & festive

63
SWOT ANALYSIS
DIGITAL MEDIA ASPECT

MORE
THAN 600
STORE
GLOBALLY
STRENGTHS

BRAND
KNOWLEDG
E THROUGH
CAMPAIGNS

EFFECTIVE
DIGITAL
MARKETING
CAMPAIGNS
64
 LIMITED
INTERNATINAL
EXPOSURE
WEAKNESS

NO UPDATED
VARIETY ON
THE WEBSITE

NO CHAT BOT
SYSTEM
AVAILABLE ON
THE WEBSITE

65
 INCREASED
USE OF
ETHENIC
OPPORTUNITIES

WEAR

EASY TO
LAUNCH NEW
LINE BECAUSE
OF BRAND
NAME

INTRODUCING
CHAT BOTS

66
 THE BRAND IS NOT
DOING GOOD
THREATS

INTERNATIONALLY

WEBSITE OF
COMPETITORS
ARE BETTER

67
 Customer Acquisition
Strategy
Mohay employs a distinctive strategy for customer
retention, utilizing aggressive marketing campaigns,
influencer marketing, and strategic sponsorships like
collaborations with the Indian Premier League. The
brand aims to establish a brand image synonymous with
celebration wear, ensuring omnipresence in the market.
By offering a diverse range of collections, from
traditional dark maroon and red hues to trendy pastels
and warm tones, Mohey caters to the preferences of a
wide array of potential customers, enhancing its appeal
and retaining a diverse customer base.

The effective customer acquisition strategy includes:

Influencer marketing
News Letter Subscription
Heavy advertisements campaigns
Sponsorships

68
 In order to analyse the financial health of Mohey, we will do
the Ratio Analysis.

What is Ratio Analysis?

It is a method by which the relationship of items or groups of

items in the
financial statements are computed, and
presented. It is considered to be an important tool of
Financial Analysis.
1.LIQUIDITY RATIOS
These ratios analyse the short-term financial position of a firm.
Current Ratio Quick Ratio

Quick ratio = Quick assets

Current ratio = Current assets Quick liabilities
Current liabilities

Year Current Ratio Quick Ratio

2020 4.01:1 3.4:1

2021 3.7:1 3.3:1

2022 3.01:1 2.5:1

2023 3.3:1 2.9:1

691
5:

4:

3:

2:

1:

0:
2020 2021 2022 2023

Quick Ratio

Current Ratio

70
 PROFITABILITY RATIOS
(in relation to sales)

These ratios measure the operating efficiency of the firm and

its ability to ensure adequate returns to its shareholders

Gross Profit Ratio = Gross Profit 100

Sales

Net Profit Ratio = Net Profit 100

Sales

Operating Profit Ratio = Operating Profit 100

Sales

Gross Profit Net Profit Operating

Year
Ratio Ratio Profit Ratio

2020 73% 26% 33%

2021 74% 23% 26%

2022 74% 30% 38%

2023 74% 31% 42%

71
source- investing.com
 GROSS PROFIT OPERATING PROFIT

NET PROFIT

80%

60%

40%

20%

0%
2020 2021 2022 2023

Gross profit is the profit that is generated after

deducting the cost of goods sold from the revenue.
Usually the higher the gross profit, the better.As per the
data, gross profit is 74% for the past 3 years and there,s
been a 1% increase since 2020. This is not actually a
problem for the company as it,s already earning 74% of
it.

72
 Operating profit provides insight into a
company's ability to manage its
operational costs and generate profit
from its core activities. A positive
operating profit indicates that the
company's core operations are profitable.
Vedant Fashions has seen a positive gross
profit in the past four years which
indicates the efficiency of company’s
operations in generating profit.

Net profit, also referred to as net income

or net earnings, is a key financial metric
that represents the total profit a company
has earned after deducting all expenses,
taxes, and interest from its total revenue.
Net profit is a critical metric for investors,
analysts, and stakeholders as it provides a
comprehensive view of a company's
profitability. Vedant Fashions has been
earning a positive net profit which
indicates that the company is making
money.

73
 PROFITABLITY RATIO
(in relation to investment)

RETURN ON CAPITAL EMPLOYED(ROCE)

ROCE = Net Profit + Interest 100
Equity + Debt

RETURN ON SHAREHOLDER’S EQUITY(ROE)

ROE = Net Profit
100
Equity

EARNING PER SHARE (EPS)

EPS = Net Profit
Shares

Year ROCE ROE EPS

2020 NA 22% 8

2021 7.30% 12% 6

2022 26.05% 29% 13

2023 NA 30% 18

7416
 30%

25%

20%

15%

10%

5%

0%
2020 2021 2022 2023

20
EPS

15 ROE

ROCE
10

0 75
2020 2021 2022 2023
 ROCE is a financial metric that measures the
efficiency and profitability of a company in
generating returns from its capital
investments. ROCE is a key indicator of how
well a company utilizes its capital to generate
profits. Vedant Fashions did not earn ROCE
in the year 2020 and 2023, whereas for 2021
it is only 7.30% and 26.05% in the year 2022.

ROE provides insight into how effectively a

company utilizes shareholders' equity to
generate profits. An ideal ROE is supposed to
be in double digits and as per the data the
company Vedant Fashions has earned ROE
in double digits for the last 4 years.

EPS is a key indicator of a company's

profitability and is widely used by investors and
analysts to assess a company's financial
performance on a per-share basis. EPS is an
important metric for investors, but it should be
considered alongside other financial ratios. The
company’s ROE has increased over the years as
per the data.
76
CAPITAL STRUCTURE/
LEVERAGE RATIO
It is a measurement of how much capital comes in the
form of debt (loans) or assesses the ability of a company
to meet its financial obligations.

Debt Equity Ratio

DER = DEBT
EQUITY

Interest Coverage Ratio

ICR = EBIT/ Operating Income
INTEREST

Year DER Year ICR

2020 0.31:1 2020 NA

2021 0.25:1 2021 20%

2022 0.35:1 2022 14%

2023 0.27:1 2023 NA

77
 DEBT EQUITY RATIO

0.35:

0.3: The appropriate DER is between 0-

0.25: 0.5.
As per the data of past 4 years, the
0.2: DER for Vedant Fashions has been
0.15: between 0-0.5 which suggests a
balanced financial structure.
0.1:
The debt equity ratio of 2023
0.05: suggests that for every RS 1
invested by the owner, there is 0.31
0:
2020 2021 2022 2023 of debt.

INTEREST COVERAGE RATIO

The appropriate Interest
Coverage Ratio should be
minimum of 5%. 20%
As per the data of past four
years, the company did not
receive any ICR in the year 15%
2020 and 2023.
In 2021 and 2022, the company
10%
received more 20% and 14%
respectively.
5%

0%
2020 2021 2022 2023
78
SALES OVER THE YEARS

The data below shows the sales of past 4 years. We

compare the sales to analyse the growth in sales
over the years.

Year SALES

2020 9155

2021 5648

2022 10408

2023 13549

in millions of INR

79
 14,000

12,000

10,000

8,000

6,000

4,000

2,000

0
2020 2021 2022 2023

As per the data given, the sales have gone down in by 38% in
2021 because of covid. In the next year, sales of Vedant Fashions
increased by 46%.
The company has seen an increase in sales since then because
during covid period, a lot of weddings were postponed which
led to increase in sales in the next years.

80
 CURRENT ASSETS AND
CURRENT LIABILITIES

Current assets are the short-term, highly liquid assets

that a company expects to convert into cash or consume
within one year or one operating cycle.
Current liabilities are the company's short-term
financial obligations and debts that are expected to be
settled within one year or one operating cycle, whichever
is longer.

Year CA CL

2020 9314 2318

2021 9751 2597

2022 10339 3432

2023 13377 3966

81
 14,000

12,000

10,000

8,000

6,000

4,000

2,000

0
2020 2021 2022 2023

The Current Assets should always be more than

Current Liabilities. In the given data, current
assets are more than current liabilities which
indicates a balanced financial health.

82
 PESTLE Analysis

Political Economical
Taxes, Tariffs, Trade Exchange Rates,
Barriers, Government Interest Rates,
Policies, Labour Laws, Inflation, Disposable
International Politics Income, Recession

Social
Consumer Behaviour,
Technogical
Research
Working Conditions, Development,
Demographic Technological
considerations, Advancement,
Lifestyle Trends Internet Facility

Legal Environmental
Industry Regulation, Natural Calamities,
Consumer Rights and Carbon Footprint, Fast
Laws, License and Fashion Trends
Trade Permits, Labour
Laws

83
 Corporate tax is levied on
the income earned by
companies at a rate varying
between 20-40%, depending
on the companies'
particulars. A company,
whether Indian or foreign, is
liable to pay CIT under the
country's Income Tax Act,
POLITICAL
1961.

The four new labour laws are

the Code on Wages, Code on
Social Security, Industrial
Relations Code and the
Occupational Safety, Health Fabric imports are subject
and Working Conditions to high duty rates and
Code (OSHWC) other domestic taxes that
increase the cost of
imported fabrics.
India does not have free
trade agreements (FTAs)
with its key apparel import
markets such as the EU,
the US, and the UAE.

84
Presently, India has managed a
floating exchange rate system
wherein, currency exchange
rate is determined by the
market forces of supply and
demand, however, during high
levels of volatility RBI will
intervene to buy / sell ₹ or $ to
stabilize the exchange rate
system.
ECONOMICAL

The current Repo Rate as

fixed by the RBI is 6.50%.
It is a rate at which RBI
lends money to
commercial banks. If the Amid the optimism of
RBI lowers the Repo Rate, RBI on GDP growth, the
it increases money supply government has flagged
in the market. that recession risks may
reappear in 2024.
India's retail inflation,
which is measured by the
consumer price index
(CPI), surged to 5.69% in
December 2023
85
Higher population of people in
the age group of 18-40 years,
higher customer base. There
has been higher number of
middle class family. The
wedding styles has also
changed. there has been multi
day and multi event wedding
celebrations.
SOCIAL

Consumers are expected

to keep buying more of
local brands in 2024. As
inflation goes down and
input prices weaker in
2024, the rise of local
and regional brands is Customers now expect
likely to continue. personalised products and
services tailored to their
specific needs. Companies that
offer customisation options
through websites and digital
platforms gain a competitive
edge, attracting both
established and new
customers.
86
 Artificial Intelligence (AI) is
revolutionising the way
businesses interact with
customers. Chatbots,
powered by increasingly
sophisticated language
understanding capabilities,
are becoming the go-to
solution for customer queries
and engagement.

TECHNOLOGICAL

According to HubSpot's
research, 47% of
consumers are open to
making a purchase from
a chatbot. Companies The e-commerce market
need to prepare and in India is growing
equip their departments rapidly, with a projected
with the tools they need CAGR of 20% to reach $99
to provide a consistently billion by 2024. This
high-quality experience presents a significant
that exceeds their opportunity for Indian
customers' expectations fashion brands to reach.

87
 The textile industry which is
known to be doing wonders is
not proving to be a boon for
the environment. It is ranked
as one of the highest polluting
industries. It is indeed very
essential for every brand
socially responsible and abide
by the government policies or
maintain strong sustainable
grounds.
LEGAL

Make in India is an initiative

by the Government of India
to promote and encourage
the national, as well as
multinational companies to
manufacture their products Moreover, labour laws are
in India. Undoubtedly, this another critical legal
program was an inspiration factor. Manufacturers and
to reduce the risk factor of retailers must ensure that
investing in the country by they comply with labour
foreign companies and laws regulating
enhance the manufacturing employees’ wages, hours,
output to 25% to the and working conditions
country’s GDP by 2025 and
the creation of millions of
jobs.
88
 Environmental Factors such
as climate change, water
scarcity, and waste
management have become
increasingly important. As a
result, they are now major
considerations for businesses
operating in every industry.

ENVIRONMENTAL

Businesses must reduce

their carbon footprint by
adopting sustainable
practices, for example, using
renewable energy and
reducing waste. Waste
management is another
significant environmental
factor that impacts the
clothing industry. Although some industries
have started recycling but
this effort is operating at a
very low level. Every
industry and every
country should take this
step into cleaning up the
environment.

89
 SWOT ANALYSIS

S W
Less than 3% of wastage
Global presence it has spread
out across USA, UAE and
Canada with 12 exclusive brand Manyavar Mohey’s website
T outlet.
E does not have chatbot facility.

R
Tremendous Advertising on A There emotional messages
sometimes provoke unlike
various platforms like social

E media, movies and K mind audiences.

advertisements. There’s no variety on website

N Creates an emotional N which is the key factor that

lacks in there website.
G
connection with the customers
through their ad campaigns.
E There international stores are

T
An affordable collection of S not
celebration wear They do not have any

H Manyavar Mohey provides one S silhouette customisation

stop solution for the entire
S ethnic wear for men and
E
women under one roof. S

O
p Womenswear and Menswear
T
under one roof with wide
H Since the pandemic, a lot of
people prefer to buy more
p variety. R online. As the website is not
o Manyavar Mohey has made its
brand identity and reputation E
updated with all the styles, it
may limit their customer base.
r through its advertisements
A They do not have any
and marketing campaigns recycling garment option.
t Manyavar Mohey has created
T People now-a-days prefer
customer loyalty through their
u quality which gives them S
more of western styles and
Manyavar Mohey mostly has
n access to introduce new ethnic wear/Indianwear.
product line as well. Their international stores are
i not doing well as compar

t
i
e
s 90
Store & Sale Analysis
Manyavar Mohey south extension
store

AREA OF THE STORE=

Walk-ins per hour= 20 people

Conversions(who actually bought something)= 6
people
Conversion Rate= 30%
Average Bill Size= 26,000(INR)
Working Hours of the store= 10.5 hours(10:30AM-
9:00PM)
Sales per day= 2,73,000(INR)
Sales per Month= 81,90,000(INR)
Sales per Year= 9,828,000(INR)
91
 Income Statement

Revenue = 9,82,80,000
-COGS
(Cost Of Goods Sold)26% = (7,27,27,200)

Gross Margin(74%) = 2,55,52,800

Fixed Cost = 56,00,000

BEP = FC
GM% Fixed Cost
Rent= 28,00,000
= 56,00,000 Utility Bills= 10,00,000
74% Salaries= 18,00,000

75,67,567

92
DILO
A DAY IN THE LIFE OF
MOHEY CUSTOMERS

93
 DISHA MUDGIL
Age- 31 Years
Gender- Female
Marital Status- Married

Location- Dwarka
Profession- Disha Mudgil is
an IT professional and
works in MNC.

Disha Mudgil loves to

explore new cafes and
restaurants and loves to
travel. Her favourite cuisine
is North Indian and she
keeps on trying new places.

In her free time Disha

Mudgil loves to watch series
and movies. She also loves
cooking so she keeps on
trying new recipes.

94
 NAMITA TRIVEDI
Age- 29 Years
Gender- Female
Marital Status- Unmarried

Location- Rajouri
Garden
Profession- Namita Trivedi
is a teacher and teaches 3-5
classes.

Namita Trivedi is very fond

of italian food like pizza and
pasta and has a sweet tooth.
She loves the food at big
chill cafe and diggin. She
loves to try cafes with her
friends and families.

In her free time, Namita

Trivedi loves to spend time
at home and read books.
She loves home decor
shopping as well.
95
Disha Mudgil has been shopping from Mohey since
she got her wedding attire from them. She loves the
affordability and variety aspect of the brand. She
usually goes to Mohey for festive wear as well. She
loves that she gets all her requirements in one place.
She’s been following the brand for past 4 years and
never went back. First time she randomly walked in
the store while hunting her bridal outfit. She rates
the brand 8 out of 10 as she feels the website does
not have wide options as the store does.

Namita Trivedi has been shopping from Mohey since

it got opened. She got to know about the brand
through Manyavar only, because she has been a loyal
customer to Manyavar. Now she is a loyal customer
to Mohey as well and for every occasion she visits
Mohey store only. She gets variety and intricacy of
work under budget. She’s very happy with their
services as well. She always gets on time trails of her
outfits and recommends it to her knowns as well. Not
just the lehengas, she gets a wide variety of suits and
sarees as well.

96
 PERSONAL
INTERVIEWS
HAVE YOU
HOW
HEARD
NAME- Mansi OFTEN DO
ABOUT THE
Age- 45 years YOU BUY
BRAND
Occupation- housewife FROM
MOHEY?
MOHEY?

Yes, I've seen their

advertisements with Anushka I usually go up there if there's a
Sharma and Alia Bhatt. From wedding I've to attend. They
there I've heard about the have pretty huge variety for
brand. every occasion.

IF THE PRICES
DO YOU
INCREASE,
PREFER TO
WOULD YOU
BUY FROM
STILL PREFER
MOHEY
TO BUT FROM
ONLINE OR
MOHEY?
OFFLINE?

I will still prefer to buy from

them only because I know I
I always prefer to buy offline.
will never have to
It is because I get to try the
compromise on the quality.
outfits at store which helps
Plus I get outfit from simple
me make the right choice.
to heavy under one roof

97
 HAVE YOU HOW
HEARD OFTEN DO
ABOUT THE YOU BUY
BRAND FROM
NAME- Seema Sharma
MOHEY? MOHEY?
Age- 38
Occupation- Bank Accountant
Yes, my family has been a Well, firstly for every
loyal customer to Manyavar festival, whether its Diwali or
and as soon as they Rakhi. And if there's a
launched womenswear, I wedding around the corner,
immediately switched to I definitely go up there only.
Mohey. It's very affordable too and
convenient for me to go
there.
IF THE PRICES
INCREASE,
WOULD YOU DO YOU
STILL PREFER PREFER TO
TO BUT FROM BUY FROM
MOHEY? MOHEY
ONLINE OR
Well, that totally depends OFFLINE?
on how much the price
increases. If its minimal
then I would definitely go I prefer offline only
up there only and if it is because buying outfits for
more than that then I might ocassions better be bought
not shop from them this offline only.
frequently.

98
 NAME- Devika Shukla
AGE- 32
Occupation- Professor HOW
HAVE YOU OFTEN DO
HEARD YOU BUY
ABOUT THE FROM
BRAND MOHEY?
MOHEY?
It's usually the occasions.
And not everytime I buy
Of course, that Manyavar
from Mohey, I like to buy
Mohey brand.
from different different
brands.

IF THE PRICES DO YOU

INCREASE, PREFER TO
WOULD YOU BUY FROM
STILL PREFER MOHEY
TO BUT FROM ONLINE OR
MOHEY? OFFLINE?

I always check the website

I would then switch to other before going to the store to
brands as well because we all see the updated collection.
know Mohey is basically But they don't have much
known for its affordability. variety on the website so I go
to the store only.
 NAME- Shruti Kapoor
Age- 29
Occupation- Graphic Designer

HAVE YOU
HEARD
ABOUT THE
BRAND HOW
MOHEY? OFTEN DO
YOU BUY
Yes, I've heard of it, my FROM
sister got her bridal attire MOHEY?
from them only.
I have just bought once or
twice from them that too
IF THE PRICES for my sister's wedding
INCREASE, ceremony.
WOULD YOU
STILL PREFER
TO BUT FROM
DO YOU
MOHEY?
PREFER TO
BUY FROM
Since I buy very occassionally, MOHEY
it will totally depend on the ONLINE OR
outfit I choose. If I feel it is OFFLINE?
worth the price, I will
definitely shop from them.
I prefer ethnic shopping
offline over online.

100
FOCUS GROUP DISCUSSION

Word Cloud- What comes to customer’s mind

when they think about Mohey?

KIARA ADVANI WEDDING ETHNIC

VARIETY LEHENGA
SO MANY OPTIONS
CONVINIENCE
WOMENSWEAR
MANYAVAR
EMBROIDERED

SAREES
AFFORDABLE
BRIDAL INDIANWEAR

101
 HR operations
Expert interview
Store manager of south extension store

1. Who are your regular customers?

Basically, wedding season brings a lot of customers from middle
class to upper middle class.
2. What are the store sales?
Store sales are usually high in wedding season and festive
season.

3. How frequent does the customer comes back again?

We do have customers who comes back for another purchase
and some customers who follows by word of mouth.

4 What according to you, brings the customers back again?

The price affordability plays a major role in that and they don't
have to compromise on quality.

5. What are your daily activities after opening the store?

Assigning the work to others, keeping records of paymen and
maintaining account

6. What is the hiring process?

For stores its just education from a known institute and we do
have a probation period before we hire permanent.

102
7. How long have you been working with the brand?
I've been working for last 3 years in this brand.

8. Are you happy with the employee welfare?

Yes

9. Do you have incentive policy?

Yes, there's a certain amount of sales we have to achieve in a
month and then the incentive gets divided among every
employee.

10. How did you got to know about the brand?

My father used to always buy from Manyavar and since then I
have been following them.

103
 REFERENCES
https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overvie
w/website-performance/*/999/3m?
webSource=Total&key=manyavar.com

https://www.grandviewresearch.com/industry-analysis/ethnic-wear-
market-
report#:~:text=In%20terms%20of%20value%2C%20the,of%20around%207
3.0%25%20in%202020.

https://www.bseindia.com/xml-
data/corpfiling/AttachHis/0b769df1-8106-4db9-adad-
8abd059e9660.pdf

https://orderwise.co.uk/en/blog/buying-behaviour-trends-2024

https://www.financialexpress.com/business/industry-retailers-
ramp-up-ethnic-wear-bet-to-cash-in-on-rs-1-84-trillion-pie-
3085317/#:~:text=Ethnic%20wear%20is%20the%20largest,Birla%20
Fashion's%20MD%20Ashish%20Dikshit.

https://www.manyavar.com/en-in/home?
utm_source=google_emc&utm_medium=paid_search&utm_campaign=ind-
all_many_search_webtraffic_all_alwayson_sb_08062023&utm_term=manyav
ar&utm_content=top_tcpa_all_exactmatch&utm_device=c&utm_set=
{set}&utm_creative=ind-
all_many_search_webtraffic_all_alwayson_sb_08062023&gad_source=1&gcli
d=CjwKCAiA1fqrBhA1EiwAMU5m_6mNBeMMPpuvtuLjAPiSHcH_5e9nfxlWD
-AATubs9yA6-2yEFdFydBoCfNoQAvD_BwE

https://www.ideasforindia.in/topics/trade/trade-agreements-
and-their-impact-on-india-s-apparel-exports.html

104
https://fashionlawjournal.com/legal-issues-in-fashion-industry/

https://www.forbes.com/advisor/in/personal-finance/inflation-rate-
in-
india/#:~:text=Average%20Inflation%20Rate%20in%20India,Of%20Sta
tistics%20and%20Programme%20Implementation.

https://www.globallinker.com/bizforum/article/fashion-industry-in-india-laws-and-
legislations/60843#:~:text=Industrial%20design%20protection%20in%20the,are%20unique%
20in%20their%20appearance.

https://worktheater.com/decoding-the-manyavar-
business-model/

https://pwonlyias.com/upsc-notes/exchange-rate-
system/#:~:text=Presently%2C%20India%20has%20managed%20a,stab
ilize%20the%20exchange%20rate%20system.

105
THANK YOU

106