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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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INTRODUCTION

In June 2019, leading Indian textile company Raymond Ltd. (Raymond) announced that during FY 2018-19, the company had been able to create over three million work hours for artisans who made the traditional Indian fabric – Khadi – and had given them wages that were 30% higher than the norm. The company further claimed that it had significantly developed the tailoring ecosystem in India. Gautam Hari Singhania (Singhania), Chairman and Managing Director (CMD), said, “In a bid to encourage inclusive growth, Raymond continues to enrich the tailoring ecosystem, providing a platform for skill development in the textiles and apparel manufacturing industry by rapidly adding tailoring hubs across the country.”..

 

 
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