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Case Code: MKTG404
Case Length: 11 Pages 
Period: 1925-2019   
Pub Date: 2019
Teaching Note: Available
Price:Rs.500
Organization : Raymond Ltd.
Industry :Textiles & Apparel
Countries : India
Themes: Branding Strategy/Consumer Behavior/Diversification Strategy/Strategic Alliances
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
Technology
Operations
Economics
Leadership & Entrepreneurship

Raymond: Giving a New Spin to Khadi

 
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RAYMOND’S JOURNEY

In 1925, much before India’s independence, a small woolen mill was established in Thane, Maharashtra, called Raymond Woollen Mill. The mill mostly produced low-priced woolen fabric and coarse woolen blankets. In 1944, the mill was acquired by prominent businessman Lala Kailashpat Singhania (Kailashpat), who owned the J.K. Group of companies which dealt in various chemicals. The acquisition of the mill was in line with the company’s business expansion strategy.

Throughout the 1950s, Kailashpat worked to grow and diversify the company’s production capability in wool. He invested in technology and the company undertook R&D to produce new wool grades and fabrics. In 1958, the company produced a new type of wool called ‘Terool’ – wool blended with polyester. The fabric went on to become a success and it served as a frontrunner in the series of superfine fabrics which the company launched in later years. ...

 
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