Abstract

The caselet focuses on the company’s success story in the polyester/viscose (P/V) dyed yarn market in India. It highlights the various growth strategies adopted by the company that led to economies of scale, increase in market share and profitability. The caselet also focuses on the measures adopted by the company to manage the changes in the economic and legal environment and become a leader in the textile industry in India

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Developing a marketing strategy for a long run competitive advantage. Backward integration strategy to control costs and gain economies of scale. Growth through phased capacity expansion and introduction of higher value products. Importance of selecting a
• Systematic financing for the company’s growth
• and The Polyester/Viscose dyed yarn market in India

Keywords

Sangam (India) Limited, Grasim Industries, Siyaram's, Raymond, Reid & Taylor, Strategic decision, Polyester/viscose (P/V) dyed yarn, Textile industry, Economies of scale, Installed capacity, Value chain, Operational efficiency, Brand, WTO, Technology Up gradation Fund Scheme, High value cotton yarn, Innovative strategies, Stock Exchange, quota regime, Integrating backwards, Yarn, Bulk purchaser, Labor, ISO 9002, Spindles, Weaving