Industrial Internship - Mulberry Home Decor_ Hyderabad

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INDUSTRIAL INTERNSHIP AT MULBERRY HOME DECOR

SUBMITTED IN PARTIAL FULFILLMENT OF THE INDUSTRIAL INTERNSHIP REQUIREMENT OF

BACHELOR OF DESIGN (TEXTILE DESIGN)

STUDENT : ADHIBAN N FACULTY GUIDE : Dr. VASANTHA MUTHIAN

BATCH 2013 - 2017

DEPARTMENT OF TEXTILE DESIGN NATIONAL INSTITUTE OF FASHION TECHNOLOGY CHENNAI

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JURY EVALUATION SHEET

This is to certify that Mr/Ms.……………………………………………………. has satisfactorily completed his/her Industry Internship document and fulfilling the requirements set by institute and jury members for the Partial fulfillment of the academic requirement.

Mentor Signature

Centre Coordinator

Jury Members Name

Company/ Department

Signature

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SIMPLE BUT SIGNIFICANT

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PREFACE

ABOUT THE INDUSTRIAL INTERNSHIP The Industrial Internship is the academic project for the student, marking the end of the semester VI academic career at National Institute Of Fashion Technology,Chennai.

It is an opportunity for the students to showcase their expertise as independent practitioners of design. It should reflect though the leadership manifested through creativity and innovation.

The project should lead to a new knowledge creation and should align with broader objectives of the Institute.

My Industrial Internship project, was done at Mulberry Home Decor which makes soft-furnishings, cushion covers ,window blinds, curtains and beddings.

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ACKNOWLEDGEMENT

I would like to thank National Institute of Fashion Technology for giving me this opportunity to work for a company as an intern and understand the real time scenario.

Even the duration of the internship was for a short span of 8 weeks, learning and the amount of knowledge gain was immense. I would like to thank Mulberry Home Decor for giving me this opportunity to do my internship.

I would like to thank the founders of The Mulberry Home Decor Mrs. Anuradha Asar and Mr.Vinay Asar who was also my mentors in the company during the span of my Internship for encouraging and guiding me through out my Internship.

I would also like to thank my Department Centre Coordinator Mr. V.R.Karthikeyarayan and my Mentor Dr..Vasantha Muthiyan for the guiding during my Internship.

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CONTENTS

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ABOUT N.I.F.T

------ 19

ABOUT TEXTILE DESIGN DEPT.

------ 21

ABOUT HYDERABAD

------ 23

MULBERRY HOME DECOR

------ 25

ABOUT THE FOUNDER

------ 27

BEHIND-THE-SCENES

------ 29

LOCATION AND CONTACT

------ 30

THE BRAND

------ 31

THE WEBSITE

------ 32

PRODUCT RANGE

------ 35

SOURCING

------ 37

ORGANIZATION STRUCTURE

------ 39

STORE LAYOUT

------ 41

PACKAGING

------ 43

FAIR PARTICIPATION

------ 45

MEDIA

------ 47

PRODUCTS

------ 50

BANANA FIBRES

------ 58

PRODUCT DETAILS

------ 61

TECHNIQUES

------ 63

COLLECTABLES

------ 66

S.W.O.T ANALYSIS

------ 73

COMPETITORS

------ 75

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DESIGN PROCESS COLLECTION 1

------ 80

-BRIEF -THEME BOARD -CLIENT -MARKET RESEARCH -INITIAL -APPROVED CONCEPTS -DIGITALIZATION COLLECTION 2

------ 94

-BRIEF -THEME BOARD -INITIAL CONCEPTS -APPROVED CONCEPTS VISUAL MERCHANDISING

------ 103

CONCLUSION

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BIBLIOGRAPHY

------ 107

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NATIONAL INSTITUTE OF FASHION TECHNOLOGY National Institute Of Fashion Technology was setup in 1986 under the aegis of the Ministry Of Textiles, Government of India. It has emerged as the premier Institute of Design, Management and Technology, developing professionals for taking up leadership positions in fashion business in the emerging global scenario. NIFT has been granted statutory status under the act of Parliament of India in 2006, empowering the Institute to award degrees and other academic distinctions. It has set and academic standards and excelled in thought leadership by providing a pool of creative genius and technically competent professionals. It offers 7 under graduate courses and 3 post graduate courses, spread over 15 campuses in 15 cities namely Bhopal, Bengaluru, Delhi, Chennai, Mumbai, Hyderabad, Gandhinagar,Kangra, Patna, Shillong, Kannur, Kolkata, Jodhpur, Bhubaneswar and Raebareli.

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TEXTILE DESIGN The Textile Design Programme at NIFT inculcates user-centric approach and processes. Responsibility and concern towards the social, physical and ecological environments is emphasized in the process of developing innovative ideas.

The Textile Design specialization offered by the Department of Textile Design equips students with a broad spectrum of education in textiles while developing creativity, originality and design application in apparel and home fashion industries.

As a part of the curriculum, every student has to undergo a Internship with an Industry or studio for a period of 8 weeks. I had the opportunity to work with a Home Decor company called Mulberry Home Decor in Banjara Hills, Hyderabad.

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HYDERABAD Hyderabad is known as the City of Pearls. It is the fifth largest metropolitan city in India and the capital of the Indian state of Andhra Pradesh. Hyderabad has a population of over 4 million. The city has been considered as an A-1 city in India, due to its size, population and impact. The 400-year old city with a resplendent history blends the best of various cultural influences. Today, the old world charm rubs shoulders with technological innovation that is slowly becoming the city’s forte. Hyderabad has developed into a major hub for the information technology industry in India. The city is home to the world’s largest film studio, the Ramoji Film City as well as the Telugu Film Industry, the second-largest in India, known popularly as Tollywood. Hyderabad is an historic city noted for its many monuments, temples, churches, masjids, and bazaars.

A multitude of influences has shaped the character of the city in the last 400 years.

Residents of Hyderabad are called Hyderabadis. The city is regarded as a blend of traditionality with modernity.

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MULBERRY HOME DECOR

Fresh, soft, warm, and classy are words that are synonyms with Mulberry.

A beautiful home décor and accessories store tucked in the quaint lane of Banjara Hills in Hyderabad curated and run by Anuradha Asar and Vinay Asar.

Mulberry Home Decor was initially started as 'Aaraesh' by Anu Asar, a known name for soft furnishings in Hyderabad With a diverse collection - the blinds and curtains are custom made with value addition on fabrics with foil printing, khadi work,embroidery, hand painted kalamkari and Banana fibres. .

In 2006, 'Aaraesh' which dealt exclusively with Roman blinds, curtains and cushion covers, evolved into a full fledged home accessories brand known as Mulberry Home Decor.

Situated in Banjara Hills, Hyderabad, Mulberry Home Decor brings together nationally acclaimed product and soft furnishing designers along with a collection of hand picked furniture, artifacts and lighting from across India and South East Asia.

Early 2009, Mulberry Home Decor opened its doors to the people of Bangalore, maintaining the personal touch and focus on design it has gained a reputation for.

Lovely sophisticated furnishings, one-of-a-kind accent pieces, handpicked outdoor and indoor furniture, and lights and lamps that will make you crave for more – that’s the mantra of Mulberry.

The store sources most of its products from all over India and South East Asia. With their flagship store in the posh locales of Banjara Hills, Hyderabad,

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MRS. ANURADHA ASAR

Anuradha Asar, a Graduate of Fine Arts from JNTU Hyderabad has always had a passion for design - Her initiation into this field was with a line of children’s clothes under the label Jigsaw.

With a lack of Home Decor stores in Hyderabad she started Mulberry Home Decor where she used her interest in textiles and her designing background to develop a range of Roman Blinds and Soft Furnishings.

From here the next step was to enter the field of Furniture and other Home Decor products. Mulberry is one of the sought after Home Decor destinations in Hyderabad.

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THE MULBERRY HOME DECOR (BEHIND-THE -SCENES)

Mulberry is a little family-run company based in Hyderabad , India that dreams of bringing together nationally acclaimed product and soft furnishing designers along with a collection of hand picked furniture, artifacts and lighting from across India and South East Asia.

Mulberry’s forte lies in styling and coordinating the customized soft furnishings, window dressing and accessorizing interiors of homes, hotels, etc. Along with products made in-house, the mother-daughter duo travel extensively to meet manufacturers and designers, thoughtfully sourcing and putting together a well-curated range of products for their stores.

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LOCATION AND CONTACT

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HYDERABAD

BANGALORE

# 458 Park View Rd. No. 10, Banjara Hills, Hyderabad -500034

# 140, Gangadhara Chetty Road, Ulsoor, Bangalore -560042

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BRAND STICKER

PRODUCT STAMP

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THE WEBSITE

HOME PAGE

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CATEGORY BLINDS, CURTAINS, CUSHIONS AND THROWS

OUTDOOR FURNITURE

INDOOR FURNITURE

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PRODUCT RANGE

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MULBERRY HOME DECOR

TEXTILE PRODUCTS

COLLECTABLES

CUSHION COVERS

LIGHTINGS

BLINDS

PAINTINGS

CURTAINS

FURNISHERS

BEDDINGS

ACCESSORIES

SOFT FURNISHINGS

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SOURCING

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The sourcing of fabrics for cushions covers, window blinds, curtains,beddings and soft furnishings are sourced from various top brands like D’Decor, Skipper furnishings,Translate Hand woven IKAT, atmosphere and local markets in and around Hyderabad.

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ORGANIZATION STRUCTURE

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FOUNDER

MARKET

CLIENT

DESIGN

SOURCE

MANUFACTURE

SALES

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STORE LAYOUT- HYDERABAD

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Lawn & Display STORE

Packaging & Logistics Furniture Workplace Wash room

Storage

Stock Room

Sewing unit Wash room

Storage

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PACKAGING

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Packaging is done at the office with bubble-wrap and cardboard boxes varying from 3 ply to 9 ply boxes, with additional foam between the products to ensure that they reach the customer in safe condition.

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FAIRS PARTICIPATION

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One of the major way for advertisment and sales of Mulberry Home Decor is its active participation in trade fairs and exhibitions all around Hyderabad.

According to Mulberry taking part in fairs and exhibitions makes it easier for the brand to interact with the customers and the society to spread the business about conscious living.

MULBERRY HOME DECOR Recent;y attended a fair “AB Salut Style” show and showcased their products at Taj Banjara,Hyderabad.

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MEDIA

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MAGAZINES

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ON INSTAGRAM

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PRODUCTS

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CUSHION COVERS

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BLINDS AND CURTAINS

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TABLE RUNNERS AND TABLE MATS

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BEDDINGS

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FURNITURE

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BANANA FIBRES

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The Banana fibres are used in window blinds, Table- runners,Table-Mats. There are various types of banana fibres > Embroidered Banana fibre

> Block Printed Banana fibre

> Dyed Banana fibre

> Manipulated Banana fibre

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PRODUCT DETAILS

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CUSHION COVERS SIZES

MATERIAL

: 12 X 20 inches : 16 x 16 inches : 18 x 18 inches

PRICE RANGE 450 - 1500 INR

: COTTON : SILK : COTTON SILK : RAW SILK : LINEN : POLYESTER

BLINDS AND CURTAINS MATERIAL

: COTTON : SILK : COTTON SILK : RAW SILK : BANANA FIBRE

PRICE RANGE 350-900/sq feet BANANA FIBRE 475/sq feet

BEDDINGS MATERIAL

: COTTON : COTTON SILK : LINEN

PRICE RANGE Starts at 12000 INR

SOFT FURNISHING MATERIAL

: COTTON : COTTON SILK : LINEN

PRICE RANGE 900/ meter

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TECHNIQUES

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CUSHION COVERS

DIGITAL PRINTING

FABRIC MANIPULATION

BLOCK PRINTING

SCREEN PRINTING

EMBROIDERY

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BLINDS AND CURTAINS

BANANA FIBRES (BLOCK PRINTED AND EMBROIDERY )

FABRIC MANIPULATION

BLOCK PRINTING

SCREEN PRINTING

EMBROIDERY

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BEDDINGS

FABRIC MANIPULATION

BLOCK PRINTING

SCREEN PRINTING

EMBROIDERY

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COLLECTABLES

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LAMPS

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HOME DECOR

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Mulberry Home decor collect various home decor products like vases, kettles,Trays, Bowls, Mirrors, Flowers, Tissue boxes, Candle stand,Wooden decor products from around India and South East Asian countries like Thailand,Burma,Bangkok and Indonesia.

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S.W.O.T ANALYSIS

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STRENGTH Brand focuses on ethnic and contemporary traditional Indian textile products.

WEAKNESS Lack of huge production capacity and need more reach among people.

OPPORTUNITY Can expand into foreign market as per the need of contemporary Indian accessories.

THREAT Design language and themes being replicated/ adapted and sold at much cheaper rates.

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COMPETITORS

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BRANDS

INHABIT

COLORS

More of Shades of Pink, and bright colors.

DESIGN

More Filmy designs,Pop and Contemporary folk.

MATERIALS

More of IKATS and silk.

TECHNIQUES

Printing, Embroidery, Block Printed,Quilting, Ruffeles,Layering and Patchwork.

PRODUCT

KEY-WORD

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Beddings, Quilts, Kitchen, Home decor and Home ware.

Bold, colorful, Abstract, Florals,Geometric and All over Prints

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ADDRESS HOME

GOOD EARTH

Tint shades of Blues and Browns.

Vibrant colors and earthy colors

Floral and Abstract designs

Florals, Geometric paisley and Striped designs

Cotton, Polyester and Satin fabrics.

Cotton, IKAT, Organic cotton and Silk.

Fabric Manipulated cushions and Embroidery

Printing, Embroidery, Block Printed,Quilting, Ruffeles,Patchwork and Jacquards.

Cushions, Table runners,Kitchen and Home Decor

Beddings, Cushions, Kitchen,Throws, Pillows and Curtains

Muted, Pastel,Blended and Abstract

Mix and Match,neutral,nature oriented.

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DESIGN PROCESS

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BRIEF To Design a range of cushion covers, blinds and table runners keeping in mind the brand’ s core principle of SIMPLE AND SIGNIFICANT as well the customer requirements.

The products developed should be associated with the Theme “ THROUGH THE WINDOW “

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THROUGH THE WINDOW

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CLIENT BOARD

TARGET CUSTOMERS AGE GROUP INCOME RANGE PRODUCTS 84

: : : :

ELITE GROUP 35 and above.

1,50,000 INR/Per month Cushion covers. Window Blinds, and Table-runners.

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MARKET RESEARCH

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INITIAL CONCEPTS

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Design 1 ( Top stitches )

Design 2 ( Top stitches )

Design 3 ( Screen printing )

Design 4 ( Top stitches and Beads )

Design 5 ( Digital printing )

Design 6 ( Top stitches )

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Design 7 ( Screen printing )

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Design 8 ( Embroidery )

Design 9 ( Embroidery )

Design 10 ( Embroidery )

Design 11 ( Embroidery )

Design 12 ( Patchwork )

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Design 13 ( Embroidery )

Design 14 ( Screen Printing )

Design 15 ( Top stitch )

Design 16 ( Top stitch )

Design 17 ( Embroidery )

Design 18 ( Top stitch )

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APPROVED CONCEPTS

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DESIGN 1 DIGITALIZED SPECIFICATIONS: PRODUCT

:

SIZE

: 18 X 18 inches 12 X 20 inches : RAW SILK

MATERIAL

CUSHION COVER

TECHNIQUE : MACHINE EMBROIDERY

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DESIGN 2 DIGITALIZED SPECIFICATIONS: PRODUCT

:

CUSHION COVER TABLE- RUNNER SIZE : 18 X 18 inches 60 x 20 inches MATERIAL : COTTON (BASE) COTTON ( FUSED) TECHNIQUE : APPLIQUE

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DESIGN 3 DIGITALIZED SPECIFICATIONS: PRODUCT

CUSHION COVER BLIND SIZE : 18 X 18 inches 32 x 40 inches MATERIAL : COTTON BANANA FIBRE TECHNIQUE : EMBROIDERY

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DESIGN 4 DIGITALIZED SPECIFICATIONS: PRODUCT

:

SIZE

: 16 X 16 inches 18 x 18 inches : COTTON

MATERIAL

CUSHION COVER

TECHNIQUE : DIGITAL PRINTING

COLOR WAYS:

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BRIEF To Design a range of cushion covers with a Banjara Embroidery technique used

by The Banjara Tribe people at Hyderabad.

The products developed should be a likely the contemporized designs with Traditional Embroidery Technique.

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THE PROJECT BANJARA

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INITIAL CONCEPTS

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Design 1 ( Embroidery and Mirror work )

Design 2 ( Embroidery and Mirror work )

Design 3 ( Embroidery and Mirror work )

Design 4 ( Embroidery and Applique )

Design 5 ( Embroidery and Mirror work ) 100

Design 6 ( Applique )

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Design 7 ( Applique )

Design 8 ( Embroidery and Mirror work )

Design 9 ( Embroidery and Mirror work )

Design 10 ( Embroidery )

Design 11 ( Embroidery and Mirror work )

Design 12 ( Applique and Mirror work )

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APPROVED CONCEPTS

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Design 1 ( Embroidery and Mirror work )

Design 11 ( Embroidery and Mirror work )

Design 9 ( Embroidery and Mirror work )

Design 5 ( Embroidery and Mirror work )

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VISUAL MERCHANDISING

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The Visual Merchandicing display was showcased at “AB salute Style” show,Taj Banjara- Hyderabad for a Home decor collection with consist of Furniture.etc.

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CONCLUSION

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This internship of 8 weeks at the company called Mulberry Home Decor has opened many avenues by providing practical knowledge of how a company runs in real time.

The project given to me at my company was culmination of all my learning throughout the last two years at NIFT. This project also helped me to stand as a designer for a domestic brand, with the technical and design skills acquired during the course. My overall experience has been extremely insightful and eye opening in the direction of commercial aspects the knowledge gathered in the course of this project is sure to prove valuable in future.

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BIBLIOGRAPHY

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- www.mulberryhomedecor.com - http://neetakumar.com/ - www.facebook.com/ragalahariwebsite?fref=tsWW - www.addresshome.com - www.traciecheng.com/filter/rhmoderncollection - www.facebook.com/eazelly/photos/?tab=album&album_d=1541596199459580 - www.instagram.com/mulberry_home_decor/ - google images - www.pintrest.com - www.jaypore.com - www.fabfurnish.com - www.polkacafe.in -

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