KVIC's Branding and Product Quality Initiatives



Case Code : CLMM016
Publication date : 2005
Subject : Marketing Management
Industry : Fast Moving Consumer Durables (FMCG)
Length : 04 Pages
Price : Rs. 100

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Key words:

Khadi and Village Industries Commission (KVIC), Khadi, Village Industries, Marketing Strategy, Market Survey, Sarvodaya, Quality Norms, Sarvodaya Quality Circle (SQC), Agmark, FPO Standards, Competitive Pricing Strategy, KVIC Network, Retail Outlets


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Khadi and Village Industries Commission (KVIC) is a statutory body that was set up to promote khadi and village industries. However it faced problems in expanding its market and improving sales during late 1990's. The caselet highlights KVIC's efforts to revamp its marketing strategy in order to expand its market and improve its sales. It examines the market survey conducted by KVIC to ascertain the perceptions of customers and channel members about KVIC products and its outcomes. Finally, the caselet discusses the changes that KVIC made to its marketing strategy based on the survey results.


   Branding of products
   Product quality and its importance in marketing strategy
   Distribution strategies of product companies


The Khadi and Village Industries Commission (KVIC) was set up as a statutory body under a parliamentary act in 1957 to promote khadi and other village industries.

During the year 2002-2003, KVIC logged sales to the tune of Rs. 100 bn and earned a profit of Rs 33.98bn . It is one of the largest consumer goods marketers with 487 products under its product portfolio sold through 7,000 outlets.

KVIC's product portfolio includes soaps, shampoos, processed foods, leather, hand-made paper, handloom and khadi products...

Questions for Discussion:

1. How do you think branding can help KVIC to sell its village industry products?

2. Analyze the steps taken by KVIC to change customer perceptions and to improve the acceptability of its products?

3. What other steps can KVIC take to make its Sarvodaya brand successful?