Hidesign: Marketing Leather Products
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Case Details:
Case Code : MKTG146
Case Length : 16 Pages
Period : 1980-2006
Organization : Hidesign
Pub Date : 2006
Teaching Note :Not Available
Countries : Worldwide
Industry : Leather
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Background Note
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Hidesign was set up by Kapur in 1978 as a 'one-man artisan workshop' which he operated from his house. Initially, the venture was just an extension of a special interest in leather craft that Kapur had developed while he was studying in the US. "It started more as a hobby than anything else,"5 reflected Kapur.
Kapur had graduated in International affairs from Princeton University, New Jersey, USA. After that, he had enrolled for a doctoral degree at the School of International Studies at Denver, USA. While pursuing his doctoral degree, Kapur had worked part-time at Poor Richards, a leather house.6 It was there that he learnt the art of working with leather.
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After Kapur finished his doctoral course, he chose to return to Auroville, Pondichery, India, the place where he had spent his growing years. "It was a personal choice. Auroville was a cosmopolitan place, and had an international community that a thoroughly Americanized person like me could belong to,"7 Kapur explained.
However, Kapur was practically without work at Auroville. Thus, he spent his time working with a local artisan to make a leather bag. Soon, six more bags in different designs were made.
Kapur won an order for 1,400 bags (200 bags of each model) from a German leather house, soon after his bags featured in a European catalog.
The business grew quickly and in 1990, Kapur set up his first leather factory in Pondicherry. As of June 2006, Hidesign had 35 exclusive retail outlets in India and 11 abroad. Some of the stores were wholly owned by the company while others were franchisee owned.
Moreover, well known leather and fashion companies such as Armani, Marlboro, Rock' N Blue, Mauritius, Replay, and Redskin, sourced some of their leather products from Hidesign.
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