Hand Painted Kalamkari Case Analysis

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MARKETING STRATEGIES Mr. Srinivasulu Reddy has State Government Exhibitions as a platform to sell his goods. He follows a like minded strategy as designers to drop his card in the customers bags .As far as the local market is considered, he has his auto people to drop his customers directly to his house. The sheds also has a market to sell. He even contacts his customers via whatsapp, he has currently 50 members as his customers on whatsapp. As compared to other markets, exhibitions seem to be more profitable to him. Mr. Ramchandriah Gurupachetty, son of Jonalagada Laxmaya wanted to setup a commission in Srikalahasti as there were many favourable conditions which were suitable, like …show more content…

These stores can be divided into two categories. Ones that had in house production units and ones that sourced from individual artisans or other units. STORES VISITED OBSERVATIONS Fabindia Type of Production: Sourced from artisan units. Type of Designs: Traditional Type of Products: hand bags, clutches, stoles, dupattas, kurtas. Price Range: Rs. 1000 – Rs. 5000 Target Customers: women aged 20 and above Creative Bee Type of Production: In house production unit Type of designs: Experimental and off beat as well as traditional Type of Products: Indo western clothing, kurtas, dupattas, sarees, stoles, yardage Price Range: Rs. 1500 – Rs. 25,000 Target Customers: women aged 20 and above Dwaraka creations Type of Production: In house production unit Type of designs: Very Traditional Type of Products: Indo western clothing, kurtas, dupattas, sarees, stoles. Price Range: Rs. 250 – Rs. 15,000 Target Customers: women aged 20 and above 95 …show more content…

The contemporary women who love art, tradition and wish to showcase their aesthetic sense choose Kalamkari sarees. The Indian fashion designers have worked long and hard to revive this art and create an International demand. There are only 3-4 families that individually practice Kalamkari in the state of Andhra Pradesh. Designs now The motifs seen today are mostly related to nature, birds, animals and leaves interlacing through the width of the fabric. ‘Tree of Life’ and peacocks are most common. The most recent trend is that of wearing mythological figures on dupattas and sarees. Earlier it was considered disrespectful to make mythological figures on clothing. The colours used today are much brighter which indicates they may not necessarily be natural. This change is seen mostly in the mass produced kalamkaris and not those made Neeta Lulla dresses her brides in 'Kalamkari' A legend in the fashion world, a magician in bridal trousseau, designer Neeta Lullain her 20 years of design career has always kept the quotient of royalty high in her creations with strokes of simplicity and

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