Final Report Aman

Brand
Visibility
of Dollar
Industries
Ltd.
A REPORT ON
“Brand Visibility of Dollar Industries Ltd.”
1 | Brand Visibility of Dollar Industries Ltd.

(ON BEHALF OF DOLLAR INDUSTRIES LTD.)
Dissertation Submitted to the ICFAI Business School Mumbai,

Maharashtra
In partial fulfilment of the requirement for the certificate of
Post-Graduation Program in Management
Submitted By:
AMAN CHHAWCHHARIA
Enrolment No: 19BSP067
Dr. Pallabi Ghosh Ms. Shashi Agarwal

(Faculty Guide) (Company Guide)
AUTHORISATION
(To whomsoever it may concern)

This is to certify that Mr. Aman Chhawchharia (Enrolment No.: 19BSP0267) a student of the
Post Graduate Program for Management (PGPM) of the IBS, Mumbai has undertaken his
Summer Internship Program (SIP) from Dollar Industries Ltd., Kolkata for project titled “Brand
Visibility of Dollar Industries Ltd.”

The project was successfully completed under my guidance and supervision from 18th February,
2020 to 22th May, 2020. We have derived immense benefit from the project and his contribution
to our organization is highly appreciated.
I hereby convey my best wishes to him for all his future endeavours.
Ms. Shashi Agarwal
DECLARATION
I, Aman Chhawchharia, student of PGPM of ICFAI Business School, Mumbai (Batch: 2019-
21) hereby declare that this project report entitled "Brand Visibility of Dollar Industries Ltd. "

is a record of independent work carried out by me as a part of Summer Internship Project (SIP)
for the period starting from 18th February, 2020 to 22th May 2020.
The above project was performed under the guidance of Dr. Pallabi Ghosh (Faculty Guide) and
Ms. Shashi Agarwal (Company Guide).
The report is submitted as partial fulfilment of requirement PGPM Programme of IBS Mumbai.
I declare that the information given in this project is true and original to the best of my
knowledge. I also declare that no part of this report has been submitted for any other degree or
recognition before.
Name: Aman Chhawchharia
Enrolment No.: 19BSP0267
Batch: 2019-2021
Date of Submission: May, 2020.
ACKNOWLEDGEMENT
I would like to take this opportunity to extend my heartfelt gratitude to Dollar Industries Ltd.
for offering me a powerful stage to earn experience and exposure in the field of Marketing. I

would also like to express my sincere emotions to all who have helped me in this course and will
continue to do so in the future for the project titled “Brand Visibility of Dollar Industries Ltd”.
I wish to extend my sincere and heartfelt gratitude to my company guide Ms. Shashi Agarwal
who guided, supported and encouraged me during the entire tenure of the project. I am able to
say with conviction that I have immensely benefited from auspicious and prestigious association
as a summer intern with Dollar Industries Ltd. I also thank Dr. Pallabi Ghosh, my faculty
guide, who inspired me by her discussions and showed me the right course to pursue.
I also wish to thank all people in the Office for their constant support and help in accomplishing
the objectives of the project. There are many who I may have left out in the acknowledgement,
but their co-operation no doubt went a long way in the project completion.
Aman Chhawchharia
19BSP0267
EXECUTIVE SUMMARY

Student Information: Executive summary in partial fulfilment of the requirement of PGPM
Programme of, IBS Mumbai.
Student Name: Aman Chhawchharia
Enrolment Number: 19BSP067
Organisation Name: Dollar Industries Ltd.
Title of the SIP report: Brand Visibility of Dollar Industries Ltd.
Objective of the SIP:
1. Primary Objective:
 To analyse working of marketing department.
 To study about fundamentally strong companies in the Textile sector to ascertain
profits.
2. Secondary Objective
 To convert prospects into customers.
 To deal with clients and getting them to trade with Dollar Industries Ltd.
 To study the procedure of a distribution channel.
Background:
The main objective of this study is to analyse the exposure that a company enjoys in marketing
channel, which are mainly E-Commerce platforms, LFS and MBO’s. A good strategy driven step
can increase the brand visibility as well as creating a demand for the product. Regular updates
were provided to the management committee so that they are aware of the kind of impact these
recommendations have at organizational level. By the means of Brand Visibility, we can know
which company is fundamentally solid and worth investing.
Methodology used:
 Gathering data from secondary sources and analysing them
 Empirical Research
 Qualitative analysis: Directors report and Financial Report
 Quantitative analysis: Basis of review
 Discussion with experts 6 | Brand Visibility of Dollar Industries Ltd.
 Reporting the progress of work henceforth developing it as per industrial
requirement.
Findings and conclusions:
 Consumer choice and preferences.

 Financial Statement Analysis.
 Hosiery manufacturing process.
 Glimpse of major competitors of the company.
Limitation:
 Vast market survey not possible in the specified time period.

 Restricted with linguistic barrier.
 Data considered only for past few months.

ABSTRACT
Brand visibility is one of the most important aspects to control consumer buying preference; it
displays the quality and manufacturing of the product. The report is an analysis on the consumer
preference considering the brand visibility of Dollar Industries Ltd. (DIL). The report is as per
the empirical research about the brand in the market. In the report I have analysed that its rural
holding is impeccable whereas it is still working on building an urban presence. The brand
continuously works on grasping the consumer since its entry into the hosiery market, its top-
notch backward integration capabilities and efficient distribution channels have ensured
qualitative consistency and seamless raw material supply across its facilities. The ground study
displays shows its commendable franchise selling. The company uses its revenue expenditure
efficiently by screening the employee recruitment pattern for higher quality and top notch
product in the market. A thought has been introduced in the presentation part, the reasonable
system to portray visibility of the brand.. The venture likewise shows the discoveries, investigate,
information examination, poll in regards to the brand. Distinctive graphical portrayals have
been attached with every survey, rendering bird eye view through tables, pie outlines, bar
graphs, and concluded exhibiting proposals. The company works on development of the brand
henceforth ponders its significance in the market. I have concluded my report by considering the
huddles and its development strategy to make the brand well known to the buyer according to my
research.

NEED OF THE STUDY
The need of undertaking this research study is to draw up a conclusion on the fact, the state of
power that a strong branded company enjoys over and its cause and effect relationship with the
profitablity of companies.
The key benefits derived from undertaking this study may be enumerated as follows:-
 Brand visibility is something that will take up the brand and your organization higher and get
a great deal of exposure to the item and to the organization.
 Brand visibility will support item and brand to go to the top and take the top situation in
promoting.
 Brand visibility will regularly go far in assisting with estimating the genuine quality of the
brand.
 It will likewise assist you with knowing how the client feels and judges the brand and it will
assist with setting that it won't be influenced by rivalry.
 It likewise considers industry's situation in the market over its rivals.
 The concentrate additionally causes the administration to get proposal with respect to item
improvement and administrations

LITERATURE REVIEW
Many studies have been conducted by researchers on Brand Visibility in the textile sector. The
researchers have made attempts to present a brief review of literature available, which are
published in the form of research articles and technical papers published in the journals,
magazines and websites in the related area. The review of the literature is used to formulate a
theorical analysis of increasing brand awarness is undertaken in the present study.
 “Building Brand Equity through Corporate Societal Marketing” by Hoeffler and Keller
(2002)1
Their paper distinguishes a portion of the persuasive work in the marking territory, for example,
brand situating, brand coordination, brand-value estimation, brand development, and brand the
board. The paper likewise diagrams few holes that exist in the examination of marking and brand
value and details a progression of related research questions.
 "An application of Keller's brand equity model in a B2B context" by Kuhn, Frank
Alpert, Nigel K. Ll. Pope, (2008)2
This paper intends to examine the appropriateness and constraints of Keller's customerbased
image value model and tests its pertinence in a B2B showcase. Discoveries recommend that
among hierarchical purchasers there is an a lot more prominent accentuation on the selling
association, including its corporate brand, validity and staff, than on singular brands and their
related measurements. The study examines genuine brands with genuine potential purchasers, so
there is a hazard that the outcomes may speak to industry-explicit variables that are not delegate
of all B2B markets.
 Sheek Meeran, Ranjitham (2016)3
The goals of this exploration are to find out the marked clothing are generally favored by
respondents and to look at customer‟s recognition towards retail pieces of clothing. The
examination uncovers that mostly the vast majority of the customers on marked clothing were
1
Assael Henry, (2001). Consumer Behaviour, 6thEdition, Thompson Learning, New York.
2
Bakewell, C. and Mitchell, V. W. (2006), Male versus female consumer decision making.
3
Journal of Business Research, 59, 12971300.

profoundly impacted by the variables. The majority of the clients are anticipating discounted
cost.
 Nirbhan Singh, R.(2013)4
Dress is a significant piece of life and assumes a significant job in building the character and
status. Materials help to improve certainty and reinforce confidence.
 Yin, H.S. and Susan, S.(2012)5
This study examines the purchase preferences towards foreign and domestic branded apparels.It
was found that preferences towards foreign branded apparels are related to the level of
purchasing power and is not related to the demographics variables.
 Dr.Biradar et.al. (2008)6
In their article brought up that the composed retail division is enrolling gigantic development
fuelled by the released spending intensity of new age clients who have significant discretionary
cashflow and ability to have new shopping experience. The paper further notices that expanding
number of family units, working ladies, more noteworthy work pressure and expanded driving
time; accommodation has become a need for Indian purchasers. Every one of these angles offer
an fantastic business open door for sorted out retailers in the nation. Originators have recognized
that only they can't choose what their clients need and they are offering as a greater amount of
style to consumers.
 Fernandez, P.(2009)7
Focuses on the impact of branding on youth in choice of clothing as it that they are brand
conscious. He suggests that being brand conscious is the right choice of clothing, which helps
them create an image and identity for themselves. Peer influence plays a crucial role in their
4
Biplab, S. B. (1998).Hand Book of Marketing Management, Himalaya Publishing House,Bombay, 1st Edition.
5
Bauer, R. A. (1960). Consumer behavior as risk taking Dynamic marketing for a changing world,398
6
Belch. G.L. and Belch M.A. (2010).
Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw Hill/Irwin,New York,
7thedn, 56 -65.
7
Bloch, P.H.,Sherrell, D.L.and Ridgeway, N.M.(1989) Consumer search: an extended framework.Journal of
Consumer Research,13, 119-126

choice of brands as it aids in their socialization process. In addition, advertising is an important
variable in conferring brand values and establishing an image for the brand. Celebrity
endorsements have a huge impact on branded clothing too as they promote certain attributes like
image, quality and status. The researcher recommends that to retain loyalty of youth, brand
managers need to build an emotional attachment to make the brand special and bring lasting
competitive advantage. Additionally, advertising should be used to not only create visibility but
influence brand image and preference.
OUTCOME OF THE RESEARCH
 Understand consumer perception about hoisey brands.

 Understand brand visibility.
 Analyse the brand visibility of Dollar Industries Ltd.
 SWOT Analysis.
 Financial Analysis.
RESEARCH METHODOLOGY
The principle quality of the investigation relied upon the examination on the way toward
gathering, orchestrating and dissecting data, which had an orientation on the characterized issue.
In this task spellbinding examination strategies were use.The inquire about system covers the
accompanying:
 Primary Data : Primary data were generated in an investigation with help of questionnaires.
 Secondary Data : Secondary data collected from internet, articles, journals, websites and
magazines.
 Tools and Techniques : Graphs, Questionnaries, Tables, Bar Chart.
LIMITATIONS OF THE STUDY

 There is a possibility of sampling errors in the study.
 The responses of the consumers may not be genuine.
 The questions included in the questionnaire may not be comprehensive.
 Time and money are critical factors limiting this study.
 The results are based on the assumptions of the information provided by the respondent is
correct.
CHAPTER PLANNING
 Chapter 1: It includes the historical background of the study, details about brand
visibility, i.e. Conceptual Framework.
 Chapter 2: It contains in depth analysis about brand visibility of Dollar Industries Ltd.
with data, analysis, findings, and questionnaires.
 Chapter 3: Conclusions and recommendations..

TABLE OF CONTENTS
Sr.No. Chapter Particulars Page

no. number
1. 1 Introduction 09
1.1 Meaning of visibility 10
1.2 Importance of brand visibility and co branding 10
opportunities
1.3 Brand visibility followed by Dollar Industries Ltd. 09
1.4 Measuring brand visibility
1.5 Advantages and disadvantages of brand visibility 10
1.6 Brand recognition v. Brand awareness 12
1..7 The importance of brand visibility 13
1.8 How to make brand visible 13
13
2. 2. Data analysis and finding 13
2.1 About Dollar Industries Ltd. 17
2.2 Vision, mission and core value of the organization 18
2.3 4 P’s of marketing 21
2.4 Manufacturing process 21
2.5 SWOT Analysis 22
2.6 Porter’s five force model analysis 23
2.7 PESTLE analysis 24
2.8 Glimpse of major competitors
2.9 Financial statement analysis 25
2.10 Data, Analysis & Interpretation 27
2.11 Findings 29
30
3.1 Conclusion 32
3.2 Recommendations 32
3.3 Internship description 33
3.4 Additional learning’s 34
3.5 References
3.6 Survey questionnaire 36

CHAPTER 1
Brand visibility
Brands play a key role in enhancing the value of products and protecting the product from being
imitated by competitors. Brand Visibility is the single, most impressive message that a purchaser
can get. Also, the message says that, this item is acceptable and you can confide in this item.
This brand visibility, empowers and rouses the client to take a look at the item alongside the kept
brand. By the means of Brand Visibility, we can know which company is fundamentally solid
and worth investing.
Brand visibility is a key thought in shopper conduct, publicizing the executives, and brands the
board. The buyer's capacity to perceive or remember a brand is key to buying dynamic. Buying
can't continue, except if a buyer is first mindful of an item classification and a brand inside that
class. Visibility doesn't really imply that the buyer must have the option to review a particular
brand name, yet they should have the option to remember enough distinctive highlights for
buying to continue.
Brand Visibility is a wellspring of upper hand that offers an incentive to clients at various phases
of promoting and at various contact focuses. Brand Visibility is accomplished for changing the
brand picture of the organization with the goal that it involves the new spot and incentive in the
psyche of shoppers. The undertaking is on the brand Dollar Industries Ltd. Brand visibility is
talked about in the accompanying project. All realities and data identified with the brand Dollar
Industries Ltd. is indicated briefly. The venture incorporates writing survey, destinations,
impediments, methodology, need and significance.
1.1Meaning of Visiblity
From an exacting perspective the term Brand Visibility implies expanding the reputation of the
brand, rousing and urging the client to purchase the item alongside its image properties. It
alludes to attributing the brand so that it requests the eyes of the clients and they want to
purchase the item. Brand Visibility is the degree to which clients can remember or perceive a
brand under various conditions. Brand visibility is one of two measurements from brand
information, an affiliated system memory model. It is a key thought in shopper conduct,

promoting the board, and brand the board. The shopper's capacity to perceive a brand is integral
to buying dynamic. Buying can't continue except if a shopper is first mindful of an item
classification and a brand inside that classification.
In a literal sence, it doesn't really imply that the purchaser must have the option to remember a
particular brand name, yet they should have the option to review enough distinctive highlights
for buying to continue.
Things to be remembered while deciding the brand:
 Should be clear and inert to customers or clients.

 Brainstorm thoughts
 Avoid darken words
 Taking consideration while utilizing geographic names
 Avoid strict name
Brand Visibility of any organization or firm can be expanded by an after barely any methods:-
 By consistently telling the clients that we are still into business.

 Personal touch by sending salesmen.
 Trade shows/Street appears
 Newspaper commercial
 Business cards.
1.2The Importance of Brand Visibility & Co-Branding Opportunities
With innovative impact being a fundamental factor over all industry fronts, it turns out to be
progressively increasingly significant that organizations concentrate on their image visibility. So
as to get an overflow of inbound leads, you should showcase your organization such that builds
brand visibility and acknowledgment. Numerous organizations decide to build brand visibility by
co-marking with another organization. For instance, Citibank and MTV united to make a
platinum card that permitted the two organizations to get benefits.

Be that as it may, there are an assortment of dangers you face when you co-brand with another
organization. Truly, you get an expanded market nearness and offer the expenses of the
promoting methodology, yet what occurs if something turns out badly? The two organizations
endure. For instance, if MTV wound up getting awful exposure due to a VIP setback on one of
their shows, crowds would see Citibank and MTV in a similar negative light. Co-marking can be
an incredibly helpful instrument to use, as long as you do your examination and unite with a
respectable organization. As it were, free protection operators participate in co-marking, as they
regularly speak to a broad line of trustworthy protection bearers. Since the enormous protection
transporters' names are related with the autonomous protection organization, all advertising
procedures and endeavors legitimately influence the huge protection bearers. Consequently,
autonomous protection offices are expanding brand familiarity with the enormous protection
transporters that they speak to through this showcasing methodology.
1.3Dollar Industries Ltd. brand visibility
Brand visibility alludes to a degree to which a brand is visible or exposed its potential clients and
is accurately connected with an item or administration. For instance, when somebody says I need
innerwear, they are alluding to "Dollar Inner Wear". There are a lot of different brands making
inward wear, yet Dollar Businesses Ltd. have become the most attractive brand known Skillet
India. It is on the grounds that the more comfortable individuals are with something, the more
they trust it and incline toward it.
As it is, any brand is significant on the grounds, as it causes organizations to stand apart over
their opposition, manufacture a group of people all the more successfully, and produce more
leads. A more significant level of making a brand visible normally likens to higher deals and
furthermore fills in as a financial channel that keeps contenders from increasing more piece of
the overall industry.
1.4 Measuring brand visibility

“Measuring brand visibility divides marketing. It is viewed by some as a pointless exercise, an
accumulation of vanity metrics that bears no relation to marketing ROI”.
Some comman tactics used
 Surveys
Whether you conduct a survey by email, website or telephone, you can either ask existing
customers how they heard of you or ask a random selection of people if they are familiar with
your brand. The first approach will give you an understanding of how people hear about you, the
second will give you an insight into the number of people that can recall your brand.
 See site traffic
Estimating your site traffic after some time can uncover experiences into making a brand visible,
however it's significant you are glancing in the correct spots. The immediate divert in Google
Examination tracks the quantity of individuals who composed your URL into their location bar,
utilized a program bookmark, or clicked a connection in an unmanaged email or disconnected
archive. Checking this after some time will give you a sign of changes in brand visibility.
 Look at search volume data
Use Google Adwords Keyword Planner and Google Trends to check the volume of searches for
your brand name, and to track it over time to see if search volumes are increasing.
This can be a simple but useful tool, but the data will be too dirty to use if your brand name is a
generic term such as ‘Shell’ or ‘Seat’.
 Use social listening
Maybe the best strategy is to see where individuals are as of now talking – web based life and
different sites. Social listening permits you to tune in into on the web, natural discussions about
your image across online life and the web. Tuning in to these spontaneous assessments permits
you to hear purchaser's considerations as they are normally communicated. This likewise defeats

one of the issues with reviews, reaction inclination, where individuals may not offer normal
responses essentially on account of the configuration in which they are being inquired.
Nobody expects Manchester United fans

to rush out and buy a Chevrolet purely
because the brand appears on the players’
shirts, yet the car manufacturer pays $71.4
million a year for the privilege.
The advantage for Chevrolet is that when a

potential customer thinks about buying a
car, the Manchester United deal increases
the likelihood they can recall the brand
and therefore consider. purchasing one of
its vehicles.
1.5Advantages and Disadvantages of Brand Visiblity
A) Advantages
 Awareness
The harder an organization takes a shot at its marking and personality, as a rule, the more aware
it makes. For instance, Coca-Cola is known worldwide for its item. A shopper can see it in an
outside province, with marking in an unknown dialect and realize it is a Coca-Cola item. The red
shading and state of the jug is a prompt trigger in numerous personalities regarding the way that
the beverage is a Coca-Cola item. This is marking and personality at its best.
 Consistency in the Marketplace
The more regularly a client sees your image in the commercial center, the more frequently he
will think about it for procurement. If the brand and personality are genuinely kept steady, the
client is bound to feel that the quality is predictable and to turn into a reliable adherent of the

brand. In any case, this implies the item should keep up a consistency that mirrors the picture
also.
 Customer Loyalty
Top-notch marking makes client unwaveringness by strengthening the acquisition of product in

the purchaser's brain. For donning items, a battle concentrated on physical wellness and not on a
specific item builds up the brand as an innovator in the business for both past and future clients.
At the point when the item is related to a way of life, it keeps customers seeking after
comparable objectives returning.
B) Disadvantages
 Can Become Commonplace
Numerous brands endeavor to be No. 1 in the brains of purchasers. For instance, in numerous
pieces of the U.S., individuals demand a Coke when they go to an eatery, not meaning a Coca-
Cola item, however any pop. While it is the objective of marking to turn into the norm, it isn't the
objective to turn into the conventional term of a line of items.
 Negative Attributes
On the off chance that an item or administration encounters a negative occasion, that will get
appended to the brand. For instance, a gigantic review or unexpectedly hostile advertisement
battle can discolor an organization's image and picture, making the organization need to fabricate
a different brand and personality to recover its place in the market.
 Pigeonholes
Now and again set up a solid brand personality can blowback when an organization needs to
rotate in light of changing economic situations. A pastry shop known for sweet cakes may think
that its hard to rebrand as a purveyor of sans gluten products when its name brings to mind
pictures of baked goods, icing, and sprinkles.
1.6Brand Recognition vs Brand Awareness

Brand recognition is the degree to which a buyer can effectively recognize the brand dependent
on visual pointers, for example, logo and hues. For instance, if you see Akshay Kumar and
orange letters up ahead, before making out the words, you'd consequently remember it as Dollar
enterprises Ltd.
Brand Awareness makes brand acknowledgment a stride further. It includes reviewing the
business name, yet also the general sentiment of the business, data about its items and
administrations, and other experiential subtleties. At a point when a business has a degree of
brand awareness, their promoting and publicizing efforts mean something to their crowd. They
inspire sentiments and feelings in the shopper.
1.7The Importance of Building Brand Visibility
Brand visibility is all about what the mind state your ideal clients enter when they see or hear
your company’s name. It helps you to:
 Promote business.
 Successfully present new items or administrations.
 Building business notoriety.
 Differentiating from contenders.
 Finding and holding steadfast clients.
Watching where business remains according to the purchasing open, we can go far towards
turning into the brand of the decision of the clients. On the off chance that the business doesn't
have a solid brand attributes or brand voice, individuals won't appreciate the business, as they
don't have a lot to work with. It is critical to distinguish and reinforce business brand with the
goal that it can tackle for progress.
1.8How to make Brand Visible
So, now to make brand visible in this serious nearby markets, becomes the most vital assignment
ever. As it may, indeed, we can mortar business name on each board around, however most
entrepreneurs don't have the financial plan for costly promoting. Also, expanded presentation
doesn't really liken to expanded brand visibility. Some progressively important and viable
methods of building brand visibility are:

 Create a custom hashtag
 Participating in or supporting nearby occasions.
 Maintaining consistency over every social medium profiles and stages.
 Posting consistently to internet based life.
To adequately execute on your methodology, make certain to distinguish methods of estimating

your image visibility with the goal that you can make essential changes and upgrades en route.

CHAPTER 2
DATA ANALYSIS & FINDINGS
Organization profile
2.1. About the organization- Dollar Industries Ltd.
Dollar Industries Ltd., a world-renowned Hosiery brand established in the year 1972, as a family
run body wear company having more than four decades of experience. Over the years through its
premium range of clothing, focus on
product cost and quality, Dollar
Industries Ltd. has evolved into of
India’s best-known lifestyle innerwear
brand. It is India’s 1st innerwear co
with a fully backward integrated
manufacturing unit, equipped with
state of art of machinery. Dollar has an
extensive product portfolio for Men’s
wear, Women wear and kids wear in class, mass, and mass segment which includes innerwear,
casual wear, lounge wear, thermal wear and kids wear. The company expertise’s in its range of
premium products, helping on achieving global excellence in cost, quality and productivity. The
styles introduced by Dollar always stayed in tune with the latest fashion.
Dollar enjoys a pan India presence with 915+ distributors and 100000+ MBO’s with a market
share of above 15% and a good percentage in textile exports of the total production in the Indian
hosiery market. It has also made its presence visible on social media and e-commerce platforms.
Dollar has established its presence across 29 states across India. Not only that, their products
today have gone beyond the boundaries of the country but has emerged as the highest selling
Indian innerwear brand in the UAE and the Middle East marking its presence in places like
Oman, Basra, Jordan, Qatar, Kuwait, Bahrain, Yemen, Iraq, Uzbekistan, Myanmar, Nepal and
Africa. Having fused its position in Gulf countries the company is now assertively looking at the
rest of the world with collections that promise to delineate the string.

Dollar is managed and guided under the supervision of, Mr. Vinod Kumar Gupta, the Managing
Director, Binay Gupta, as the Joint Managing Director.
Dollar in the year 2017-18, entered into a joint venture with Pepe Jeans Europe to manufacture
and market premium range of fashion Innerwear, Loungewear, Gym wear, Sleepwear & Track
Suits for Adults & Kids, in India. Also, in that that particular year, on 21 st April, 2017 company’s
shares for the first time were listed at NSE and on 7 th June,2018 at BSE. In the year 2016-17 it
entered into the MRT and E- commerce platform, widening its Dollar Big Boss and Dollar Missy
range. In the year 2009-10 the company changed its brand ambassador from Salman Khan to
Akshay Kumar. By then it had already increased its presence to over 26 states in India and
expanding to over 80,000+ MBOs across India. The company currently operates with 1lakh+
MBO’s.
The various division where the production takes place are:
Spinning Division Vedasandur, Tamil Nadu

Inner wear Division Tirupur, Tamil Nadu
Socks Division New Delhi
Elastic Division Tirupur, Tamil Nadu
Thermal Division Ludhiana, Punjab
The company was awarded with The National Award for Excellence in men’s innerwear from
the Clothing Manufacturers Association of India (CMAI) in 2006, 2007, 2009. In the year 2006
and 2010 it was awarded as the best brand by CMAI. Also, the company received One Star
Export House Certification award by DGFT.
Apart from these other factors that has helped Dollar Industries to be a true market leader is that
it is India’s first innerwear and hosiery company integrated backwards i.e. starting from raw
cotton to final hosiery delivery. It has its manufacturing locations at various states across the
country.
The company towards the environment has invested in 5MW wind mill energy facility, invested
Rs.12 crore in effluent treatment plant. (Making plant zero liquid waste discharge)
Production operates fully on automated machinery equipped with latest technologies, having a
spinning capacity of 400 tonnes per month, knitting capacity at 300 tonnes per month, dyeing

and bleaching capacity of the plant at 400 tonnes per month, elastic production capacity at 10
lacs metre per month with a per day cutting capacity of 3 lacs pieces.
The main incentives that the company enjoys are:
 High labour productivity

 Minimal downtime
 Superior quality
 Inflation management
 Wider value chain.
The domestic and international presence of the company is:-
(Source: Corporate Presentation 2017-18)

Corporate social Activities of the Company:-
 Built water huts in different regions of Kolkata and Bhubaneswar.

 Organized awareness programs on the environment, health and sanitation for underprivileged
children.
 Supported local schools in organizing events such as cricket, football tournaments, wrestling,
rock climbing and various other sports festivals.
 In association with SEED, Dollar organized an awareness program with the children of
Lodha Community in Sagar Island.
 Established Gurukul for free education to children.
 Built a Gaushala to give protection to more than 800 cows.
 Sponsored ‘Kolkata Marathon’, Cyclothon.
 Supplied bags and writing materials to underprivileged children at NGOs

Yearly Success at a Glance
1972-73  Started as Bhawani Textiles under the leadership of Shri. Dindayal Gupta
1994-95  Dollar began exports.

2005-06  Roped in Salman Khan as the Brand Ambassador of Dollar Club.
 Received the National Award in the ‘Best Brand’ and ‘Excellence in Men’s
Innerwear’ categories by Clothing Manufacturing Association of India
(CMAI)
2007-08  Rebranded as Dollar Industries Limited.
 Bestowed the National Award in the ‘Excellence in Men’s Innerwear’
category by Clothing Manufacturing Association of India (CMAI)
2008-09  Bestowed the National Award in the ‘Excellence in Men’s Innerwear’ and
‘Best Brand’ categories by Clothing Manufacturing Association of India
(CMAI)
2009-10  Roped in Akshay Kumar as the brand ambassador of Dollar Bigboss.
2014-15  Widened its presence across 26 Indian States.
2015-16  Established >75,000 MBOs across India.
 Emerged as the highest-selling Indian innerwear brand in Middle East.
 Carved out a15% share of the branded innerwear market.
 Brands Force NXT and Missy were introduced.
2016-17  Entered the MRT and e-commerce segments.
 Secured 2% of overall revenues from Force NXT within a year of its launch.
 Widened its Missy and BigBoss Dollar range.
2017-18  Shares listed at NSE on 21 April 2017.

 PEPE Jeans and Dollar Joint Venture in August 2017.
2018-19  India presence with 915+ distributors and 100000+ MBO’s with a market
share of above 15%

The Dollar Management Team
Name of the Designatio Qualification Current Position

Director n
Mr. Vinod Managing Member of the He has about three decades of

Kumar Gupta Director Institute of Chartered experience in the field of finance,
Accountants of India marketing and administration.
and the Institute of Presently he is looking after overall
Company Secretaries management of the Company.
of India
Mr. Binay Joint Bachelor of He has more than two decades of

Kumar Gupta Managing Commerce experience and looks after
Director procurement of raw materials,
production aspects, marketing and
export of the products of the
Company.
Mr. Krishan Whole-time Bachelor of Science He has more than two decades of
Kumar Gupta Director (B.Sc) experience in the manufacturing
activities. Presently he looks after
production, quality management and
development of newer products of the
Company.
Mr. Bajrang Whole-time Bachelor of He has about two decades of

Kumar Gupta Director Technology (IIT- experience in his field and presently
BHU) he looks after the technical aspect of
production, quality control, purchase
management, etc.

2.2. Vision, Mission and Core Values of the organization
A. Vision
The Company has a strong vision to be “Dollar in everyone’s Lives” with a main focus to
provide personalised services to its customers with optimum use of its technology. The Medium-
term vision of the company is to metamorphize the organization into an optimistic innerwear
organization by offering premium and too premium items. Whereas the Long-term vision is to
develop as a total brand and dispersion organization present over various classifications of style
wear – from pieces of clothing to innerwear.
B. Mission
The mission of the company is :-
 To emerge as India’s best-loved innerwear brand.

 To make fashionable yet affordable outerwear and innerwear.
 To graduate customers to a higher apparel standard.
 To reach customers conveniently (modern trade and e-commerce).
 To invest in highly productive manufacturing facilities.
 To outperform industry standards in terms of profitability.
 To improve the lives of people centered around Dollar.
 To achieve high governance standards.
C. Core Values
The core values of the company is Success through Customer Satisfaction. The Company
delights its customers through a wide range of products that not only deliver comfort but are
constantly upgraded to keep in with the changing trends. They follow a strong code of business
intigrity and transparancy in all its dealings and ensures adherence to the highest standards of
business ethics, trying to value and exploit precious time and thereby drive faster and better
decisions.

2.3. 4P’s of Marketing Followed:
A. Product portfolio: -
Dollar is a retailer, distributor and manufacturer of sleepwear and underwear for children,
women, and men. It is very popular for it’s BigBoss. The brand has an independent sales-
division Comfort Specialist Consultants that is engaged in selling items for women. Portfolio
width drives dealer effectiveness, visibility and off-take. It uses Strategic presence in
emerging product categories. Its product portfolio of outerwear, accessories, activewear,
thermals, and sportswear include: -
Under this segment the various products are Vests,

Breifs, Trunks and T-shirts. Their main target
audience are Men of 20-40 years of age. The
company Aspires people with high and comfortable
disposable income.
This segment is the most popular product which

covers segments of all mass. The products are Vest,
Breifs and Trunks. The main target audience are
Men of 30-40 years. The product targets Targets
urban population with a considerable income &
value for money products.
This sub brand is exclusively designed for Women

and Girls. The target audience are females of age
groups 18-45 years. The products covered are
Camisoles, panties, leggings and lounge wear. Targets
average income trend followers.
The brand is demanded in winters. The various

products are V-neck with trousers, long and short
camisoles. The target audience are Men, Women and
children. Considerable income group and value for
money.

As the name and brand logo suggests the brand is
exclusively designed for Kids. The products are T-
shirts, Bermudas, and trousers. The target clients are
kids.
The brand mainly targets Men who are who trend

followers and yet a generation of growing economy. The
various products are T-shirts (round neck and collared),
vests (innerwear and sports vests), briefs, boxers,
bermudas, capris and track-pants.
B. Price
Consumers have stopped buying functional products to a great extent. They are being diverted
towards, luxury, comfort, style and beauty. Innerwear is no longer a serviceable product but
depicts a thought of being sexy and beautiful. Dollar has revolutionised the concept of innerwear
with its quality products. It has been able to create a market of its own. It has adopted mid-
premium pricing strategy for its premium product to keep its price rates affordable and
reasonable. People are no longer unwilling to shed a few bucks more if they feel that the product
is worthy and this is why the company has been successful in implementing its pricing policy.
The pocket pinch for the products range from Rs. 50/- to 1000/-.
Margins are influenced by product pricing. The company follows defined pricing strategy for
each segment. Price differentiation not only in quality but also on brand positioning.
C. Place
Dollar is a well-known and recognised trademark that is popular in PAN India and even in some
countries around the globe. Dollar has a strong distribution network that has made it possible for
reaching of products to most places in the world. Its products are available in various MBO and
in various retail outlets. Company is now taking initiatives for online retail channels. Also a well

planned marketing and distribution channel strategy has help the company to grow and set an
example.
D. Promotion
The growing competition has undoubtedly increased the marketing and promotional costs of the
company. Dollar maximizes the promotion of its products through Television advertisement. The
company has positioned itself across media for enhanced visibility. The company, through its
brand communication strategy has served as an icon to its target group with high brand recall.

2.4. Process of Manufracturing Hosiery
A. Spinning
The Company manufactures 100% cotton combed quality yarn in different count ranges
 Raw material is sourced from India and abroad.
 The raw material used is fine quality fibre with lowest possible contamination.
 Spinning machines: Blow and carding machine equipped with vital (foreign material
detector) attachment - from Trutzschler and Trumac.
 Ne 20s to 40s single yarn is produced with an average monthly output of 400 tonnes.
B. Knitting
 Dollar’s knitted fabric
range includes a wide
variety of fabrics such as
single jersey, pique and
fleece
 Knitting machines from
mayer and cie, terrort,
smart and unitex.
 In-built monthly capacity
of 300 tonnes and sourcing
of 300 tonnes.

C. Sewing
All products come out like

finished tubes. The great
advantage of this is that
the finished garments
have a minimum number
of seams, which allows
for better comfort, and
eliminates excessive
rubbing from bulky
seams. After inspecting,
turns individual pieces inside out and do linking and seaming processes.
D. Dyeing and Bleaching

 The Company’s processing division is complete with latest automation and lab equipment.
 Dyeing and Bleaching using eco-friendly dyes and chemicals is a part of processing.
 Processing machines: Machines from Sclavos, MCS, Bianco, Strahm, Corino and Fongs.
 Installed capacity of monthly 400 tonnes
E. Wash and drying
 They are washed and dried to

shrink and stabilize them.
 This wash is done with water only;
no detergents are used.

F. Logo Embroidery
 Brand mark and logo embroidery patte
rn are stitched with computer software
and automated embroidery machine.
 Integration of science and technology,
advanced and detail embroidery is
possible.
G. Boarding
 are shaped with the help of heat and

steam, on metal foot stretch frame. This
gives them the proper shape and smooth
appearance.
H. Inspection
 Quality inspection takes placed in every

step of the production process and the
most thorough product quality
inspection takes placed right before
packaging in order to guarantee that
none are defective or contaminated.
I. Packaging
 After the inner wears have passed an extensive quality control process they are ready to be
packed following client specifications. Packaging is as important as the sock itself and all

aspects are specified and confirmed. Band rolls, header cards, stickers, hooks, clips, hangers,
poly bags, pallets, cartons, etc
J. Shipping and Delivery
 After manufacturing and

packaging the finish product
goes to an safe warehouse for
storage until they are loaded
for transport. We only work
with reliable freight
forwarders that delivered all
cargo on the agreed time and
date.

2.5. SWOT Analysis
SWOT examination is a vital arranging method used to support an individual or association

recognize qualities, shortcomings, openings, and dangers identified with business rivalry or
venture arranging. It is intended for use in the starter phases of dynamic procedures and can be
utilized as an instrument for assessment of the key situation of a city or association. It is expected
to indicate the destinations of the undertaking or extend and recognize the inward and outside
components that are ideal and negative to accomplishing those goals. Clients of a SWOT
investigation frequently ask and answer inquiries to create significant data for every class to
make the apparatus helpful and recognize their upper hand. SWOT has been depicted as the
reliable instrument of key examination.
Well established brand equity

Pocket friendly products
More dependence on cotton
Vide range of products
High volatility in Raw Material prices.
from spinning
Fully backward integrated production starting Low labour productivity
Aggressive marketing technique Labour intensive, especially at Stitching
level
Rich Heritage
High dependency on Labour
Limited sales from E commerce platforms
SWOT
ANALYSIS
Growing company Competition
Integration of Information technology High dependence on supply chain
Shift in presence towards branded Trade Blocks and Labor Union
readymade garments
Cheaper substitutes from Unorganized market
E- commerce demand
High productivity manufacturing facilities
A. Strengths:

 Quality promise: Dollar Industries Ltd is committed to its quality endurance by providing
its customers high quality readymade garments as per its customers choice and
preference. it aims for continuous improvement by monitoring quality reviewing
management systems.
 Growth in Quarterly Net Profit with increasing Profit Margin (YoY): net sales at 243.25
crore in September 2019 up 0.19% from 242.78 crore in September 2018. This depicts
about the increasing sales trend of the company and also a yearly growth in net profit.
(source money control.com)
 Fully backward integrated production starting from spinning: Dollar, was the first
company to have a fully backward integrated production starting from spinning.
 Aggressive Marketing technique: the Managing Director of the company Mr. Vinod
kumar Gupta follows Aggressive Marketing techniques to boost its sales. The aim of the
company now is to enter in the club of ₹1000 crore sales.
 Vide and pocket friendly product range: Today, they have a wide product catalogue
ranging from ₹ 50 to ₹ 1000 and are present in economy, premium, and super-premium
segments. The products cater to the entire family, not just men.
 Fully backward integrated production starting from spinning: first company in India to
have a Fully backward integrated production starting from spinning.
B. Weaknesses

 More dependence on cotton: as the production of cotton in India is limited to an certain
extent therefore industries have to be dependent on cotton.
 Decline in Quarterly Net Profit (YoY): the quarterly net profit of the company was
₹13.66 crores in September 2019 down 30.07% from ₹19.53 crores in September 2018.
(source money control.com)
 Volatile raw material prices: the main problem faced by the company is fluctuations in
the prices of the raw materials. These fluctuations in result lead to a loss in the revenue of
the company.
 Low labor productivity: is a major setback that the company is facing currently. It leads
to delay in the entire production process.
 Limited sales on E commerce platforms: a major setback faced by the company is that the
E- commerce platforms contribute only, around 3% in the total sales.
C. Opportunities
 High growth rate of domestic textile industry: there is a high demand for textile goods in
both Indian and foreign markets. This serves as an opportunity to dollar to increase its
market presence and there by operate on PAN India basis.
 Shift in presence towards branded readymade garments : as known that Dollar has a
Brand reputation in the market and also in the current market situation there is a demand
for branded products. Dollar industries being a reputed brand tries to graduate customers
to a higher appeal lifestyle.

 E- commerce demand: The company uses online selling platform extensively to reach out
to its target customers, believing in providing the best quality products. High online
demand has been an opportunity to the company as it adds additional sales and the
customers get the product at their doorstep.
 High productivity manufacturing facilities: The processing division of the company is in

Sipcot, near Tripur. It is equipped with latest processing technology and top-most
finishing range to produce finished raw material dyed.
D. Threats
1. Competitors’: the competitive strategies from its rival companies like Lux, Rupa, Jockey
is a main threat to the company. As the market is an Oligopolistic competitive market
where there are a few sellers dominating the market each selling similar or identical
products differentiated on the basis of shape, colour, odour, etc.
2. Dependence on Supply chain: DIL faces a distribution problem which serves as a threat
to the company, if the distribution is not done on a timely basis the consumers and
retailers shift to other brands available.
3. Labor shortage: the skilled or semi-skilled shortage of labours have served as a major
setback to the company. And as a result, production does not take place smoothly.
4. Cheaper substitutes from Unorganized market: i.e. the market operating at local levels,
they have are comparatively cheaper as compared to the products offered by DIL.
2.6. Porter’s 5 forces model

Porter Five Forces is a holistic strategy
framework that took strategic decision
away from just analysing the present
competition. Porter Five Forces focuses
on - how Food for skin can build a
sustainable competitive advantage in
beauty and personal care industry.
Porter Five Forces helps to develop a
strategic position within Beauty and
personal care industry but also can
explore profitable opportunities in this
sector.
A. The Bargaining Power of Suppliers: Medium
All most all the companies in the hosiery industry buy their raw material from numerous
suppliers. Suppliers in dominant position can decrease the margin and can help earn in the
market. Powerful suppliers in the sector use their negotiating power to extract higher prices from
the firms. The overall impact of higher supplier bargaining power is that it lowers the overall
profitability of business.
By building efficient supply chain with multiple suppliers can help Dollar reduce cost and time
constrains.
By experimenting with product designs using different materials so that if the prices go up of one
raw material then company can shift to another.
B. The Bargaining Power of Buyers: High
Buyers are often a demanding lot. They want to buy the best offerings available by paying the
minimum price as possible. This puts pressure on the company’s profitability in the long run.
The smaller and more powerful the customer base is the higher the bargaining power of the
customers and higher their ability to seek increasing discounts and offers.

By building a large base of customers. This will be helpful in two ways. It will reduce the
bargaining power of the buyers plus it will provide an opportunity to streamline sales and
production process.
By rapidly innovating new products. Customers often seek discounts and offerings on new
products so that it creates a motivation to buy and keep on coming up with new products then it
can limit the bargaining power of buyers.
C. The Threat of Substitute: Medium
When a new product or service meets a similar customer needs in different ways, industry
profitability suffers. The threat of a substitute product or service is high if it offers a value
proposition that is uniquely different from present offerings of the industry.
Solution:-
By being service oriented rather than just product oriented.
By understanding the core need of the customer rather than what the customer is buying.
By increasing the switching cost for the customers.
D. The Threat of New Entrants to the Industry: High
New entrants in this industry brings innovation, new ways of doing things and put pressure on
existing businesses through lower pricing strategy, reducing costs, and providing new value
propositions to the customers. Dollar Industries Ltd must manage all these challenges and build
effective barriers to safeguard its competitive edge.
By innovating new products and services. New products not only bring new customers to the
fold but also give old customer a reason to buy our products.
By building economies of scale so that the fixed cost per unit van be reduced.
E. Competitive Rivalry in the Industry: Low

Competition within the industry is the strongest of Porter's five forces for DIL. The company
faces intense competition domestically from the other three major companies (Lux Cozi, Amul,
Rupa) and globally from other large multinational firms, such as Jockey, Under- Armour, Van
Huesen.
DIL deals with the industry rivalry by distinguishing itself in the industry primarily on the basis
of the safety infrastructure and the awards and accolades that the company has won which will
instils confidence in the minds of the prospective DIL customers.
2.7. PESTLE Analysis
A PESTLE investigation is a
structure to break down the key
components (Political, Monetary,
Sociological, Innovative,
Legitimate and Ecological)
impacting an association all
things considered. Using
PESTLE analysis helps a
business to understand the
various above-mentioned factors
they need to take into
consideration when determining
the growth or downfall of the
industry.
A. Political (Legal) Factors: Strict guidelines
Play a vital role towards development of any industry. Hosiery was an unorganised sector. The
government took necessary steps to provide benefits and incentives to uplift the industry. It has
asked the government to announce a special corona relief package for the textile industry
including entire value chain of the manmade fibre textile segment to tide over the prevailing

coronavirus crisis. These incorporate extraordinary fare impetus of 3% on fibre and yarn, 4% on
texture, 5% on made-ups for in any event a half year or till the effect of coronavirus dies down
and worldwide markets balance out, a different bundle for artificial fibre materials industry as
this fragment has been reeling under the transformed obligation structure under GST.
B. Economic Factors: A recession-resistant industry

Unlike other industries, the hosiery industry is quite resistant to economic recessions. It even
survived the Great Recession of 2008. Customers did become more price conscious, deciding to
buy only what they need for survival, but, inner wear products have now become a necessity like
eating or having a roof over their head.
C. Social Factors: brand loyalty
hosiery industry is mainly affected by the social factors and their attitudes towards the product.
The cultural and attitude of the people towards a brand affects the workings of the industry. The
cost depends upon the society that influences the sale of the company. Many laws such as Anti
Child Labour laws have influenced the working of the industry. In addition regular fashion
changes have severely affected the industry.
D. Technological Factors: 24-hour access
With regular advancements in the state of technology the costs have increased significantly, and
for this reason not every companies can afford those automated machinery. The sector is
fragmented and less technologically updated as there are inadequate training facilities in the
sector. Also, the industry faces weakness in weaving and processing.
The internet revolutionizing the hosiery industry. One can buy almost any product and get it
delivered to your home in a day or two.
Any new beauty brand can sell their products through Amazon. Many sells directly through their
site (e-commerce) with no plans to ever put their products in stores (it’s both expensive and
extremely difficult to get shelf room in retails stores).

2.8. Glimpse on Major Competitor’s
A few compeititors of the company operating at a PAN India level are:-
 Lux Industries Limited

 Jockey India Limited
 VIP Clothing Limited
 Rupa and company Limited
As per the official reports 2020,Jockey currently operates on a market size of 15,870 crore. It is
one of the major competitors of the company as it also targets Men, Women and Children of all
age groups, offering the same products like Under wear, Active wear,and Sleep wear. The
company has a vide market coverage with a fun and youthfull way of thinking and approaching
people. It is currently operating with a man power of 5400+ employees from around the globe,
with an annual global revenue of 3586 crores.
The head quarters of Jockey is in Kenosha, Wisconsin, United States.
It currently has 370 exclusive stores, and 50,000+ retail outlets in 1400 towns and cities. The
company doesn’t have any Indian as its brand assambasador as it uses comman people as its
ambassador. But on a global level, Amanda Dlamini is the brand ambassador.

As per the official reports 2020,Lux Industries Ltd., currently operates on a market size of 4,700
crore. It is a major competitor of the company as it specifically targets Men and Urban boys from
middle class. It serves genders and people of all age groups, offering the same products like
vests, briefs, boxers, winter wear. The company has a vide market coverage. It is currently
operating with a man power of 907 employees from around the globe, with an annual global
revenue of 1,134 crores.
The head quarters of Lux is in Kolkata,West Bengal, India.
It currently has 5,00,000+ retail outlets on a global level. The company’s Brand Assambasador is
a popular Indian Bollywood actor Varun Dhawan.

As per the official reports 2020,VIP Clothing Ltd. currently operates on a market size of 3,246
crore. . It is a major competitor of the company as it also specifically targets Men and Urban
boys from middle class. The company is mainly segmented into Men’s innerwear. It serves
money premium products having aspiration value. The company has a vide market coverage. It is
currently operating with a Human Resource of 1,645. With an annual revenue of 1,736 crores.
The head quarters of VIP is in Mumbai, Maharastra, IndiaThe various products offered are
innerwear, lounge wear, thermal wear, socks and handkerchief.Rupa and Company Limited have
a current market size of 10,148 crores. Unlike other compeititors Rupa is also mainly segmented
into Mens inner wear, main targets being boys and Men of Middle class. The company is mainly
known for its quality and duarbility. They offer Innerwear , Sleep wear, Lounge wear and
Thermal wear for the mens section , innerwear and thermal wear for womens section and lounge
wear for kids section. It had an annual revenue of 1,298 crores, currently operating with 227+
employes.
It is a kolkata based company, head quatered in Kolkata, West Bengal, India.

The company’s Brand Assambasador is a popular Indian Bollywood actor Ranbir Singh.

2.9. Financials for the Year ending December 2019
Table 1 (Quaterly Results)

Dollar Industries
Standalone Quarterly Results in Rs. Cr.
Mar'19 Dec'18 Mar'18
Net Sales/Income from operations 297.80 244.53 297.63
Other Operating Income -- -- --
Total Income from Operations 297.80 244.53 297.63
EXPENDITURE
Consumption of Raw Materials 112.16 112.11 130.45
Purchase of Traded Goods -- -- --
Increase/Decrease in Stocks 28.07 -14.64 -14.73
Power & Fuel -- -- --
Employees Cost 9.18 8.52 7.93
Depreciation 2.68 3.09 3.08
Excise Duty -- -- --
Admin. And Selling Expenses -- -- --
R & D Expenses -- -- --
Provisions and Contingencies -- -- --
Exp. Capitalised -- -- --
Other Expenses 113.99 101.73 141.74
P/L Before Other Inc., Int., Except. Items &
31.73 33.72 29.15
Tax
Other Income 0.70 1.10 0.76
P/L Before Int., Except. Items & Tax 32.43 34.82 29.91
Interest 4.89 3.89 3.53
P/L Before Exceptional Items & Tax 27.54 30.92 26.39
Exceptional Items -- -- --
P/L Before Tax 27.54 30.92 26.39
Tax 4.98 11.56 7.74
P/L After Tax from Ordinary Activities 22.56 19.36 18.64
Prior Year Adjustments -- -- --
Extra Ordinary Items -- -- --
Net Profit/(Loss) For the Period 22.56 19.36 18.64
Equity Share Capital 11.34 11.34 11.34
Reserves Excluding Revaluation Reserves -- -- --
Equity Dividend Rate (%) -- -- --
EPS Before Extra-Ordinary
Basic EPS 3.98 3.41 3.38
Diluted EPS 3.98 3.41 3.38
EPS After Extra Ordinary

Basic EPS 3.98 3.41 3.38
Diluted EPS 3.98 3.41 3.38
(Source: MoneyControl.com)
Interpretation
 Net Sales at Rs 297.80 crore in March 2019 up 0.06% from Rs. 297.63 crore in March 2018.
Rs. 297.80 Cr. Rs. 297.63 Cr.
 Quarterly Net Profit at Rs. 22.56 crore in March 2019 up 21.02% from Rs. 18.64 crore in
March 2018.
Rs. 22.56 Cr.

Rs. 18.64 Cr.

 EBITDA stands at Rs. 35.11 crore in March 2019 up 6.43% from Rs. 32.99 crore in March
2018.
Rs. 35.11 Cr.

Rs. 32.99 Cr.
 Dollar Ind EPS has increased to Rs. 3.98 in March 2019 from Rs. 3.38 in March 2018.
Rs. 3.98
Rs. 3.38
 Dollar Ind shares closed at 293.80 on February 11, 2019 (NSE) and has given -4.98% returns
over the last 6 months and -28.23% over the last 12 months.

2.10 . DATA, ANALYSIS & INTERPRETATION
 DEMOGRAPHIC FEATURES OF RESPONDENTS
1. Sex ratio of respondents
SL.NO. PARTICULARS RESPONSES PERCENTAGE

A MALE 90 60%
B FEMALE 60 40%
Gender
100
90
80
70
60
50
40
30
20
10
0
MALE FEMALE
(Source: Questionare Responses)
INTERPRETATION: The graphical representation of table shows that out 150 responses
90 were Male and 60 were Female.
2. Age group of respondents
S.NO PARTICULARS RESPONSES PERCENTAGE
A Less than 25 67 44.7%
B 25-35 50 33.3%

C Above 40 33 22%
Age
80
70 67
60
50
50
40
33
30
20
10
INTERPRETATION: The graphical representation of the table shows that out of total 150
responses:
2.3 67 respondents were aged Less than 25,

2.4 50 were among 25-35,
2.5 and rest were above 40.
3. Occupation of the respondents
A Business 40 26.7
B Service 37 24.6

C Student 54 36
D Home-maker 19 12.7
Occupati on
60
54
50
40
40 37
30
20 19
10
INTERPRETATION: The graphical representation of the table displays that out of total
150 responses:
a. 40 responses were Business Class,

b. 37 responses were Service Class,
c. 54 responses were Students,
d. 19 responses were Home-makers.

2.11 FINDINGS
PRIMARY RESEARCH
In this research questionnaire data is included.
1. Which brand of inner wear do you prefer?
A Dollar 27 18
B Amul 3 2
C Jockey 75 50
D Lux 8 5.33
E VIP Frenchie 9 6
F Body Care 23 15.33
G Other 5 3.34

Brand prefered
80
75
70
60
50
40
30
27
23
20
10 8 9
5
3
responses:
a. 50% of the respondents use Jockey,

b. 18% use Dollar,
c. 15% use Body care,
d. 17% use brands such as Lux, Amul, Calvin Klein, etc.
The figure displays the gradual growth of Dollar company, being a new player in the
market its market share is comparatively higher to the old contendor success rate.

2. Mode of purchase preferred?

A Online 23 15.3
B Offline 127 84.7
Mode of purchase
140
120 127
100
80
60
40
20 23

INTERPRETATION: The graphical and Pie representation of table shows that out 150
respondents 23 prefer Online while 127 prefer Offline.
This displays the trust of consumers on e-marketing for inner-wears. It is still an old school
purchase method preferred by the customers. It can be interpreted that investing resources such
as capital for the development of online platform is a burden to company, whereas the company
could yield better off than its competitor by developing its offline brick and motor. We would
reckon that the company Dollar Industries Ltd. only generates 3% of its total net income from
online sale. The famous quote by Mahamata Gandhi Customer is the king of business, he is
doing a favour by giving us the opportunity to serve him, Dollar Industries abide by the motto to
be success in the market by making the product available offline throughout by understanding
the need of customer for a brick and motor stores.
3. How did you come to know about the brand?
A Advertisement 41 27.3
B Newspaper 10 6.7
C Friends and Family 81 54
D Others 18 12

90
80
81
70
60
50
40
41
30
20
18
10
10
0
responses:
a. 54% of the respondents buy listening to their Friends and Family ,

b. 12% from other sources,
c. 27.3% of the respondents use advertisement,
d. and 6.7% were influenced by newspaper in their buying decision.

Mouth to mouth marketing is the new promotional giant of the industry, it brings more trust on
the eyes of the potential buyer as it is believed to be a more genuine review. The influence of the
marketing is free of cost or can be said to be developing a better goodwill of the company. This
influence displays the brand visibility of the company in the market.
4. Factors that influence your buying decision?
A Brand 77 51.3
B price 60 40
C Quality 121 80.7
D Discount 17 11.3
E Easy exchange 16 10.7

policy
F Others 5 3.3

Factors Infl uencing Buying decision

140
121
120
100
80 77
60
60
40
20 17 16
5
0
responses:
a. 77 respondents are influenced by Brand,

b. 60 respondents by Price,
c. 121 respondents by Quality,
d. 17 respondents by discount,
e. 16 by Easy exchange policy,
f. 5 by some other factors.

The empirical research of 150 responses throw light that the consumers are influenced by the
quality of the product as laced nor the other factors such as discount. The quality attracts the
buying decision hence build the brand visibility in the market, it has created such a monopolistic
competition that the name the organisation is enough for a consumer to purchase the product.
5. Are you aware of some other companies?

A Yes 111 74
B No 39 26
responses 111 know some of the other companies while rest of the others are unaware.
The data collected gives us an overview that a high percentage of people are well informed about
the other brands selling hosiery product, the satisfaction meter displays the notional utility
derived from the brand that keeps the consumer intact of their buying choice and not changing it
for mere discount or other advertisement. This brand loyalty highlights the brand visibility of the
product in the eyes of consumer in the market.
6. Would you shift to another brand?

A Yes 93 62
B No 57 38
Changing Brand
100 93
90
80
70
60 57
50
40
30
20
10
0

respondents 93 respondents may shift to other companies while the rest are unassured of it.
The information gathered gives us a diagram that a high level of individuals are all around
educated about different brands selling hosiery item, the fulfilment meter shows the notional
utility got from the brand that keeps the customer unblemished of their purchasing decision and
not transforming it for unimportant markdown or other commercial. This brand reliability
features the brand visibility of the item according to shopper in the market.
7. According to you which co. provides the best customer service?
A Dollar 25 16.7
B Amul 6 4
C Jockey 90 60
D Lux 3 2
E VIP Frenchie 8 5.3
F Body Care 18 12

Best Customer Service
100 90
90
80
70
60
50
40
30 25
18
20
6 8
10 3
0
INTERPRETATION: The graphical and Pie representation of the table shows that out of
total 150 responses:
a. 60% of the respondents believe it to be Jockey,

b. 16.7% think Dollar,
c. 12% use Body care,
d. Rest repondents think of brands such as Lux, Amul, etc.
The data collected portrait that jockey provides the best customer service, while dollar has been
second in the rank. There are numerous factors to become a market leader, the age old player of
the completion has set its roots in every city, the consumer friendly service attracts the buyer
decision, dollar industries ltd. is taking a steady hike to reach the goal managing its product,
price, place, promotion mix in the market. There are numerous brands to the rat race of barging
the consumer decision but has not been able to meet the competitive policy.

8. Please select the brand that you use under Dollar Umbrella?
A Big boss 48 33.8
B Missy 28 19.7
C Lehar 6 4.2
D Comfort 34 23.9
E Force NXT 13 9.2
F RKG 1 0.7
G None 12 8.5

INTERPRETATION: The Pie representation of the table shows that out of total 142
responses:
33.8% of the respondent use Dollar big boss, followed by Comfort, Missy, Force NXT. Also,
from the data it is easily understood that a few respondents don’t use any products of
dollar.
This statistical data displays the demand of dollar big boss over its other products offered, it is
the base of the company branding, the major income derivative. The image created in the market
connotes the perception of brand product in the market, consumer preference pattern makes them

a rational buyer of the other product offered. The entry in the market and growth in the other
related sectors display the brand loyalty hence reputation of company in the market.
( Source: Corporate Presentation 2017-18)
The chart attached above portrays that dollar bigboss being the major income source for the
company, it is attaching its go to products with the massive hault because of brand perception in
the mind of buyers. This empirical research showcase a advancement of dollar in every sector
whereas its root being dollar bigboss.
9. If you think some other brand is better, then which of the following attribute of
dollar should be improved?
A Brand Presence 40 26.7
B Quality 71 47.3
C Price 6 4
D Offers and 21 14
incentives
E Easy Availability 12 8

Att ributes of Dollar to be improved
80 71
70
60
50
40
40
30 21
20 12
10 6
0
a. 40 respondents think Brand presence should be focused,

b. 71 respondents focus on quality,
c. 21 respondents emphasized on offers and incentives ,
d. 12 respondents on Easy availability of products.
The responses suggest that the major factor to develop a consumer preference to purchase a
product is its quality, the consumer seeks to maximise its utility, the buyer believes that
qualitative goods attract them than any other factor, dollars industries being a pioneer in quality,
believe is intact to surf the experience to get the best in market.

10. What are the most attractive attributes of the Company?
A Brand Presence 37 24.7
B Quality 53 35.3
C Price 33 22
D Offers and 6 4
incentives
E Easy Availability 21 14
Attractive atributes of Dollar

60
53
50
40 37
33
30
21
20
10 6

a. 37 respondents think Brand presence is the most important attribute,

b. 53 respondents focused on quality,
c. 33 respondents emphasized on price,
d. 21 respondents on Easy availability of products.
The research of 150 reactions, displays that the buyers are not affected by the nature of the item
as bound nor different factors, for example, easy exchange. The quality draws in the purchasing
choice consequently manufacture the brand deceivability in the market, it has made such a
monopolistic rivalry, that the name the association is sufficient for a shopper to buy the item.
11. Are you aware of the social foot prints of Dollar (presence on social media
platforms)?

A Yes 62 41.3
B No 88 58.7
Social Media Presence

100
90 88
80
70
62
60
50
40
30
20
10
0

respondents 62 respondents are aware of the social media Foot print companies while the
rest are unaware of it.
Dollar has been prioritising its consumer service than expanding its horizon, they have been
retaining customer and goals for sustainable development in the market. The graphical
representation displays progressive nature of the company to reach out their social platform.
12. Does Dollar offer a wide range product?

A Yes 59 39.3
B No 11 7.3
C May be 80 53.3
Wide range of products

90
80
80
70
59
60
50
40
30
20
11
10
0
respondents 59 respondents think that company offers wide range of products, while 80
respondents are unsure of it.
Dollar deals in wide range of products to name- Dollar big boss, Comfort, Missy, Force NXT,
this statistical data displays the demand of dollar big boss over its other products offered, it is the
base of the company branding, the major income derivative. The image created in the market
connotes the perception of brand product in the market, consumer preference pattern makes them
a rational buyer of the other product offered. The entry in the market and growth in the other

related sectors display the brand loyalty hence reputation of company in the market. It has been
working to make the presence of its other product by its brand visibility.
13. Your overall experience with Dollar products?

A Highly Satisfied 19 12.7
B Satisfied 55 36.7
C Neither Satisfied nor 70 46.7
dis satisfied
D Dissatisfied 3 2
E Completely 3 2
dissatisfied
Overall Sati sfacti on

80
70
70
60
50 55
40
30
20
19
10
0 3 3
INTERPRETATION: The graphical representation of table shows that out 150

respondents 19 respondents are Highly satisfied, 55 respondents are Satisfied, 70
respondents are neither satisfied nor dissatisfied, 3 respondents being dissatisfied.
The rational buyer choice, they consider multiple factor to please the different wants. The
quantitative data collected above helps us to analyse that they have a better hand on matching
with the buyer expectations to turn their buying decision than any other seller in the competitive
market. The neither satisfied nor dissatisfied consumers prefer the hand on products till they can
find a better alternative. The graph also displays that they have convinced major of the hulk of
buyers demand whereas the notional dissenting loss of dissatisfactory is in decibel.

CHAPTER 4
CONCLUSION AND RECOMMENDATIONS
4.1 Conclusion
This report sheds light on the potential factors that may play a substantial role in supporting the
advancement of Hosiery Sector in India. The outcomes of this study may help the market players
understand their potential customers, needs and current concerns. According to the report, there
is huge potential for hosiery sector companies in India, looking at the growing demand and
increasing population. However, this will not be without its share of challenges, be it operational,
supervisory, technical, completion, or demand. How a company prepares itself to overcome these
challenges will decide whether it succeeds or not.
Survival of companies mainly depends on the satisfaction of their stakeholders (investors) and
consumers. Companies with favorable financials need to develop efficiency in their approach
and companies who are average and below average need to improve their efforts and discover
new ways for optimum utilization of their available resources.
Brand Visibility helps companies to get to the core of any business, hence it can be concluded
that brand visibility is always an appropriate method of analyzing a company’s sale or share in
the industry and arriving at the results. If a company spends on strong advertising policies, it will
benefit the company, as the same would attract customers, which in turn would help to get
handsome returns in the long run.
Working with such a company has given a new experience and a great learning of the
corporate culture and the way to handle clients along with the strategic planning of various
interrelated activities related to the products of Dollar Industries Ltd.

4.2 Recommendations
Allthough the organisation is performing at peak of its capacity with efficient systems. But, as an
intern, following are a few sugesstions offerd to improve the effective management of such a
prestigious organization.
 Focus on niche market,viz. the working class.

 Spread awareness about availability of Dollar products in higher segments of the society as
most of the consumers feel that Dollar brand is synonymous with premium inner wears.
 The company has a strong reach in rural market, it should now tap the urban market with
some strong, innovative and trending marketing ideas.
 As company is observing low sales trend on E-commerce paltforms, it can pay more
attention to it.
 Product segment of Kid’s and Thermal wear can be improved.
 The recent pandamic has noted a lower sale percentage of buyer, the company can use this
period to develop products that is used in daily lives.
 Concluding, the main focus area for improvement is Supeirior Logistical support as the
products do not reach timely to the channel partners and clients.
4.3 Description of work done
Being a part of the marketing team, which begins much before production and does an End -to
-End (E2E) review of all the various products that the company offers to its Business Associates
and finding the various alternative methods and various ways to increase the overall sales with
profitability of the company, keeping in mind about the robustness of the products and the
various growth strategies that the company can adopt to operate in a larger scale of operations, in
such a competitive market.
 The workings of the industry: - being a part of full-fledged market research which
helped me to have an in-depth knowledge and understanding on how and what of the
industry. How a particular action or an announcement by the Managing Director and
Board of Directors, affects the decision making of the company and thus the Industry.

 In-depth market study: -market mapping, assigned to me after a few days helped me to
have an in-depth knowledge as I got an opportunity to directly interact with our potential
buyers and at the same time, study and understand their main grievances and also at the
same time tried to serve as a direct link with the Head office.
 In-depth knowledge of Rural Marketing: - to have a further more understanding I was

sent to explore the rural markets of Kolkata with the company’s Area Sales
Manager(ASM), where I learnt about the buying behaviour of our clients as well as the
various other things such as Demand of the product, Reaction towards payment by the
Business Associates, competitive advantage that the company enjoys over its
competitor’s, etc.
 Brand Research: - means the frequency at which people see a particular brand on
various social media and E-commerce platforms, forecasting sales and thereby exploring
the various scenarios with an unbiased decision of stock production recommendation.
 Converting potential customers to Clients: - being involved in sales, tried converting

the potential clients who kept the merchandise of the competitors, thereby adding value to
the company and increasing sales.
4.4 Additional learning’s
As management trainees of the organisation we were not only trained about our main project but
also about various significant activities. The internship has been a full-fledged learning
experience for us. Learning’s apart from the main projects have been quite revealing and eye
opening for us as it was a totally new experience for us. Some of the additional learning’s were-

 Relationship Building- Some of the tasks given to me, included a big chunk of
relationship building at workplace as well as outside of it. To see, how corporates work
and communicate, has been nourishment to brain.
 Increased knowledge of the field- While practically working at it, I realised and
learned a lot about the real time working of the markets, industry and the organisation.
Q&A sessions and doubt solving sessions were abundantly useful for as young souls in
the Marketing field.
 Skill Development- Through the activities conducted at work, such as Quick

presentations, Timeshare B-plan making, there has been a massive improvement in
understanding of the concepts and how to present them in lesser words effectively.
 Other Learning’s- As a wholesome experience, the internship has taught a lot about
internal and external factors of corporate jobs. These include- “How to take
constructive criticism well”, a better understanding of future goals, optimum utilization
of resources available etc.
4.5 REFERANCES
 About the SIP Company: https://www.dollarglobal.in/about-us
 Management details: https://www.dollarglobal.in/board-directors
 Brand Visibility: https://en.wikipedia.org/wiki/Brand_awareness
 Advantages and Disadvantages of brand visibility:
https://smallbusiness.chron.com/advantages-disadvantages-branding-identity-23586.html
 How to build Brand Awareness: https://thrivehive.com/introduction-brand-awareness/
 CSR - https://www.dollarglobal.in/csr
 Porter’s Five Forces Analysis: Marketing Course Book (IBS)
 SWOT Analysis: Marketing Course Book (IBS)
 PESTLE Analysis: Marketing Course Book (IBS)
 Market Overview, Growth, Strategies, Policies, Initiatives:
https://www.dollarglobal.in/assets/upload/presentation/investors02.pdf
 Financial Statement Analysis:
https://www.moneycontrol.com/financials/dollarindustries/cash-flowVI/DI29#DI29
 Competitors Data: Rupa-http://rupa.co.in/
LUX hosiery- https://www.luxinnerwear.com/aboutus
Jockey- https://www.jockey.c
VIP Clothing Ltd-https://www.vipclothing.in/

4.6 QUESTIONNAIRE
 Name :-
 Your gender
1. Male
2. Female
 Your age
1. Less than 25
2. 25-35
3. More than 40
 Occupation
1. Business
2. Service
3. Student
4. Home maker
 Which brand of inner wear do u prefer?
1. Dollar
2. Amul
3. Jockey
4. Lux
5. VIP Frenchie
6. Body Care
 Which mode of purchase do u prefer?
 Online
 Off line
 How did u come to know about the brand?
1. Advertisement
2. News paper
3. Friends & family
4. others
 What are the Factors that would influence your buying decision?
1. Brand image
2. Price
3. Quality
4. Discount
5. Easy exchange policy
6. Others

 Are u aware of the some other companies?
1. Yes
2. No
 If yes then, what r those companies?
 would u shift to other brand?
1. Yes
2. No
 If yes then why?
 According to u which co. provides the best customer service.
1. Dollar
2. Amul
3. Jockey
4. Lux
5. VIP Frenchie
6. Body Care
The following questions are related to Dollar Brand only.
 Please select the brands do u use under Dollar Umbrella?
1. Big boss
2. Missy
3. Lehar
4. Comfort
5. Force NXT
6. RKG
 If u think some other brand is better, then which of the following attribute of dollar
should be improved?
1. Brand presence
2. Quality
3. Price
4. Offers and incentives
5. Easy availability
 What are the most attractive attributes of the brand?

1. Strong brand presence
2. Quality
3. Price
4. Offers and incentives

5. Easy availability
 Are you aware of the social foot prints of Dollar (presence on social media platforms)?
1. Yes
2. No
 Does Dollar offer a wide range product?

1. Strongly agree
2. agree
3. Neutral
4. Strongly disagree
5. Disagree
 your overall experience with Dollar products?

1. Highly satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Completely dissatisfied

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Brand

1 | Brand Visibility of Dollar Industries Ltd.

Dissertation Submitted to the ICFAI Business School Mumbai,

In partial fulfilment of the requirement for the certificate of

Post-Graduation Program in Management

Dr. Pallabi Ghosh Ms. Shashi Agarwal

2 | Brand Visibility of Dollar Industries Ltd.

Ms. Shashi Agarwal

3 | Brand Visibility of Dollar Industries Ltd.

Name: Aman Chhawchharia

Enrolment No.: 19BSP0267

Date of Submission: May, 2020.

4 | Brand Visibility of Dollar Industries Ltd.

5 | Brand Visibility of Dollar Industries Ltd.

Student Name: Aman Chhawchharia

Enrolment Number: 19BSP067

Organisation Name: Dollar Industries Ltd.

Title of the SIP report: Brand Visibility of Dollar Industries Ltd.

Objective of the SIP:

 Consumer choice and preferences.

 Vast market survey not possible in the specified time period.

7 | Brand Visibility of Dollar Industries Ltd.

8 | Brand Visibility of Dollar Industries Ltd.

9 | Brand Visibility of Dollar Industries Ltd.

 Sheek Meeran, Ranjitham (2016)3

10 | Brand Visibility of Dollar Industries Ltd.

 Nirbhan Singh, R.(2013)4

 Yin, H.S. and Susan, S.(2012)5

 Dr.Biradar et.al. (2008)6

11 | Brand Visibility of Dollar Industries Ltd.

OUTCOME OF THE RESEARCH

 Understand consumer perception about hoisey brands.

LIMITATIONS OF THE STUDY

12 | Brand Visibility of Dollar Industries Ltd.

13 | Brand Visibility of Dollar Industries Ltd.

Sr.No. Chapter Particulars Page

14 | Brand Visibility of Dollar Industries Ltd.

15 | Brand Visibility of Dollar Industries Ltd.

Things to be remembered while deciding the brand:

 Should be clear and inert to customers or clients.

 By consistently telling the clients that we are still into business.

1.2The Importance of Brand Visibility & Co-Branding Opportunities

16 | Brand Visibility of Dollar Industries Ltd.

1.3Dollar Industries Ltd. brand visibility

1.4 Measuring brand visibility

17 | Brand Visibility of Dollar Industries Ltd.

Some comman tactics used

 See site traffic

 Look at search volume data

 Use social listening

18 | Brand Visibility of Dollar Industries Ltd.

Nobody expects Manchester United fans

The advantage for Chevrolet is that when a

1.5Advantages and Disadvantages of Brand Visiblity

 Consistency in the Marketplace

19 | Brand Visibility of Dollar Industries Ltd.

Top-notch marking makes client unwaveringness by strengthening the acquisition of product in

 Can Become Commonplace

1.6Brand Recognition vs Brand Awareness