FMS NIFT Patna - GP Class of 2013

Graduation Ceremony Brochure Master of Fashion Management 2011-2013

Patna

National Institute of Fashion Technology A Statutory Institute under the NIFT Act 2006

The Institute National Institute of Fashion Technology was set up 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.

The Institute is a pioneer in envisioning and evolving fashion business education in the country through a network of fifteen professionally managed domestic centres at Bangalore, Bhopal, Bhubaneswar, Chennai, Gandhinagar, Hyderabad, Jodhpur, Kangra, Kannur, Kolkata, Mumbai, New Delhi, Patna, Raebareli and Shillong.

NIFT has set academic standards and excelled in thought leadership by providing a pool of creative genius and technically competent professionals. The Institute provides a common platform for fashion education, research and training.

4th GRADUATION CEREMONY MASTER OF FASHION MANAGEMENT BATCH 2011-2013

CEREMONY DETAILS DATE: 22nd MAY, 2013 TIME: 7:00 pm onwards VENUE: Hotel Patliputra Ashok, Patna

Mentors’ Speak

The National Institute of Fashion Technology (NIFT), a premier Fashion Institute has established itself as a unique learning institution, spearheading fashion education and academic leadership. The institute has been playing a pivotal role in envisioning and evolving fashion education through a network of professionally managed Centres across the country.

The rapidly changing fashion business is throwing open a plethora of exciting avenues. Only through the understanding of their nuances emerges a complete professional. Aligning itself with these demographics is the National Institute of Fashion Technology. With academic inputs that are integrative and inter disciplinary, our young professionals are well equipped with two year Master Programme in 'Fashion Management' (erstwhile AMM) started in 1987, with the objective of developing managerial talents in the fields of marketing, merchandising and retailing best suited to the requirements of the garment export and fashion retail sectors.

During two years the students have been given rigorous training in various aspects of creative merchandising/marketing and innovative fashion management practices. Articulating this ideology, a new set of young professionals from the class of 2013 from the Department of Fashion Management Studies at NIFT, Patna are ready to take on the challenges ahead of them. They have worked very hard for the Graduation Show.

Their projects are a manifestation of their creativity and discipline coupled with their ability to think of imaginative business propositions in a competitive business environment. As they step into the industry, I hope that their future endeavors resonate with commitment to developing themselves further in every respect as a person and always remember that expanding the horizon of knowledge is an ongoing process.

My compliments goes to the Director, the faculty members and staff for their concerted efforts in providing the stimulus to the whole process.

I wish the passing out students a very bright, successful and glorious future.

Mr. Prem Kumar Gera Director General National Institute of Fashion Technology

As you all graduate from the corridors of this prestigious institution, I welcome you back as a member of NIFT's Alumni Association. Each of you must have a unique NIFT's experience and yet I believe you all will have the same one. Whether you have a memory of canteen or classroom conversations, presentations, club activities, you all share a professional NIFT experience that unites you all. Certainly, not every day was wonderful. Even so, and perhaps because of the challenges that you faced here, the campus has helped shape for the better.

It should be the aim of all of you to see that your experience does not end. If you continue to be engaged with activities of NIFT - directly or indirectly, you will find that your life will be vastly enriched. New horizons will appear and new friendships will form to match those that were a part of your life when you were at NIFT. You will feel the zest and excitement of your NIFT days again.

We should hear from you early and often about the contributions that you build to contribute to the 360 degree growth of your professional and personal frontiers.

My congratulations on successful completion of your programme; my congratulations to your parents and your family members who provided the support you needed to achieve this academic distinction. Make sure that through your words and deeds you uphold the honour of the Institute. I am sure you are also looking ahead with excitement about the future that awaits you. Ten, twenty or thirty years from now I am sure you would have no recollection of the specifics of this event.

Do return to the campus- of course the NEW ONE as often as you can. It would be a pleasure to receive you.

Be honest, be bold and believe in yourself and the world will be at your feet.

I wish you the very best as you start your journey as alumni of this great Institution.

I would like to congratulate the entire team of the Fashion Management Dept. Patna, who under the able guidance of Associate Professor Shri Toni Sharma is all set to scale new heights. All the best for giving us this day.

Love and Luck Prof. Sanjay Shrivastava Director National Institute of Fashion Technology Patna

The two years of specialized Masters Degree program in Fashion Management (MFM) uniquely blends the finer vision of management with the volatility of the fashion industry. Closely aligned with the needs of the industry the program prepares the students in the fields of retailing, international marketing, brand management and export merchandising.

To meet the ever rising demands and cater to the requirements of the fashion industry in this part of the country, NIFT introduced the program in Patna in the year 2008. Three batches have successfully completed the course and have been placed with leading companies.

I congratulate the fourth graduating batch of Fashion Managers who I am sure will distinguish themselves in the years to come and make their alma Mater proud.

I wish all of them a happy and prosperous future.

Mrs. Bharti Moitra Chairperson Department of Fashion Management Studies

National Institute of Fashion Technology, a premier Fashion Institute has established itself as a unique learning institute, spearheading fashion education and academic leadership since the last twenty six years. The institute has been playing a pivotal role in envisioning and evolving fashion education through a network of professionally managed centres across the country.

My words of advice for the graduating batch is to always uphold the values inculcated in them here at NIFT Patna, not to work for praise or pay but for good. Practice the free gift of leadership given to them at this early age by God. They are the torchbearers of this institute so they should work hard, have discipline, never give up and make their Alma Mater proud.

Lastly, I hope that their future endeavors resonate with commitment to developing themselves further in every respect as a person, to making the quality of lives of our people and of the world better. These are the worthy purposes for which they have been nurtured and prepared.

My love and best wishes for the graduating class.

Mr. Toni Sharma, Associate Professor Center Co-ordinator Department of Fashion Management Studies National Institute of Fashion Technology, Patna

About Department of Fashion Management Studies The objective of the two year Master Programme in Fashion Management (erstwhile AMM) that started in 1987 is to develop managerial skills in the field of fashion marketing, merchandising and retailing best suited to the requirements of the garment export and fashion retail sectors. Students are exposed to creative merchandising/marketing, innovative fashion management practices, fashion forecasting and trends and business practices through field visits and industry internships.

The programme inculcates in the students the right attitude to be part of the middle management of any growing organisation.

Content Year 1 In the first year the program introduces concepts and principles of marketing, merchandising and management with a focus on fashion business. Product related knowledge and marketing skills are the thrust areas. Other areas of study include Marketing Research & Consumer Behavior, Global Textiles & Apparel Product Market Characteristics, Retail Management and Advanced Export Merchandising, Quantitative Techniques & Operations Research and Management Accounting.

Towards the end of the year the students are exposed to the dynamics of an organization through an eight week fashion industry internship and training program, which enables them to integrate classroom learning with practical experience.

Year 2 In the second year, the emphasis is on application of knowledge and skills acquired in the first year.

Areas of study include Marketing Strategies & Brand Management, International Marketing, Fashion Forecasting & Product Development, Financial Management & International Finance, Human Resource Management, Supply Chain Management & E-Business, Customer Relationship Management and Visual Merchandising. As part of the curriculum, students also carry out sectoral studies and involve themselves in rural development projects. They also undertake company sponsored graduation research project to integrate the learning of previous semesters.

Careers The programme offers a solid platform for those wishing to pursue careers in International Marketing, Fashion Merchandising, Brand Management, Retail Buying and Global Sourcing, Product Development, Retail Management, Visual Merchandising, Export Merchandising, etc.

Star Employers Adidas Group, Aditya Birla Group, Alok Industries, American Pacific Enterprises, Arthur Anderson, Arvind Mills, Ashima Group, Benetton, Blackberrys, Busana Apparel Group, Calvin Klein, Carrefour, Color Plus, Francis Wacziarg Pvt. Ltd., GAP India, Givo, Indian Terrain Clothing Pvt. Ltd., ITC Wills, Koutons Retail India Ltd., Lacoste, Li & Fung, Lifestyle, Mast Lanka, Impulse, Nike, Raymond, Reebok, Reliance Retail, Shopper's Stop, Spencer's Retail, TCNS Ltd., Technopak, Tommy Hilfiger, Triburg, Trident Group, Tukatech Inc., Vanity Fair, Arvind Brands Ltd., Welspun Group, YKK Fastening Products Group, etc.

Department of Fashion Management Studies

Standing from Left to Right : Mr. Sachin Bhatnagar, Assistant Professor Mr. Toni Sharma, Associate Professor (CC-F.M.S) Mr. Kislay Kashyap, Assistant Professor (C.I.C.) Mr. Vikas Kumar, Assistant Professor (R.I.C, P.I.)

Acknowledgment is also due: Shri Shankar Jha, Jt.Director & COE Mr. Satyendra Mishra, Assistant Professor (CC-FD) Ms. Sweta Rajan Sharma, Assistant Professor (CC-FP & SDAC) Mr. Vinayak Yashraj, Assistant Professor (CI & DL) Mr. Kumar Vikas, Assistant Professor (CCC) Mr. Rajiv Ojha (J.A. FMS)

Academic Affairs Establishment & Administration Purchase & Accounts Resource Centre

Master of Fashion Management Class of 2013

Students’ Profiles

Student’s Name: Aashish Kumar Gupta Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Ms. Seema Kumar Internship Topic: To study the scope of Bridal Wear in different cities in Bihar and study customer preferences in terms of design, style, price range and service expectations.

GRP Topic: Corporate Marketing Strategy for RST Creative Knits E-mail : aashs000@gmail.com

Student’s Name: Abdul Navi Khan Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Mr. Gurpreet Singh Internship Topic: Merchandising Processes GRP Topic: Marketing and Positioning strategies of Central (Gurgaon) against its competitors.

E-mail:abdulnavi@gmail.com

Student’s Name: Abhishek Anand Project Guide: Asst. Prof. Kislay Kashyap Industry Mentor: Mr. Praveen Kumar Internship Topic: To Identify and Develop the marketing Strategy for Gurgaon Central GRP Topic: Men's Inner Wear Range Plan For Under Colors & Competition benchmarking on the basis of Price for Men's wear, Under Colors Pvt Ltd E-mail: abhianand.nift@gmail.com

Student’s Name: Ajeet Kumar Project Guide: Associate Prof. Toni Sharma Industry Mentor: Prof. A.K.Khare & Prof.B.Banerjee Internship Topic: A Study of Marketing Mix Offered by Central (Gurgaon) and Customer`s Behavior GRP Topic: Diagnostic Study of Varanasi Handloom cluster and strategy for Sustainable Development E-mail: emailprfas.007@gmail.com

Student’s Name: Akanksha Project Guide: Asst. Prof. Kislay Kashyap Industry Mentor: Mrs. Sindhura Setty Internship Topic: Identifying the scope of improvement of retail store operations through 'mystery visits' GRP Topic: Creating Brand Awareness and Recall by increasing Splash's

Online Brand presence with focus on Social Media E-mail:akanksha1art@gmail.com

Student’s Name: Arvind Kumar Project Guide: Asst. Prof. Kislay Kashyap Industry Mentor: Mr. Iqbal Ali Internship Topic: Marketing strategies of Ed Hardy GRP Topic: Situation Analysis and strategy formulation to reverse the trends of slow sales of in house brands of decathlon E-mail: aevindkumar@gmail.com

Student’s Name: Avnish Emmanuel Briscoe Project Guide: Assoc. Prof. Toni Sharma Industry Mentor: Mr.Navin Rao Internship Topic: Internal business process & Organizational strategy for Brand Analysis & Change Management GRP Topic: Alternate Materials a better future for the many people E-mail: briscoe_emmanuel@live.com

Student’s Name: Bandana Shekhar Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Mr. Kamlesh Samaliya Internship Topic: Designing booklet for training sales-staff of ethnicity and setting SOP of visual merchandising for ethnicity stores GRP Topic: Conceptualization, planning and marketing the virtual interface of an e-retail firm – DizzibuD.com E-mail: vandanamfm@gmail.com

Student’s Name: David Phillipowsky Project Guide: Asst. Prof. Kislay Kashyap Industry Mentor: Mrs. Sindhura Setty Internship Topic: An overview of FashionandYou.com with additional focus on the Kids and home categories GRP Topic: Creating Brand Awareness and Recall by increasing Splash's Brand presence with focus on On-ground promotions and brand tie-ups E-mail: powsky@gmail.com

Student’s Name: Divya Kumari Project Guide: Asst. Prof Kislay Kashyap Industry Mentor: A.K.Khare & Prof.B.Banerjee Internship Topic: (1)Designing training modules & booklets for sales executives (2)Private labels VS National labels brands GRP Topic: Diagnostic study of Varanasi handloom cluster & strategies for sustainable development E-mail: divya198721@gmail.com

Student’s Name: Gayatri Tomar Project Guide: Assoc. Prof Toni Sharma Industry Mentor: Mr. Vinay Bellaney ,Mr. Koshal Bajaj Internship Topic: Buying &Merchandising In Contempo Ltd GRP Topic: Vendor Evaluation & Optimization of Nordstrom for Triburg Sportswear Ltd E-mail: gayatritomar2010@gmail.com

Student’s Name: Ishita Ghosh Project Guide: Assoc. Prof Toni Sharma Industry Mentor: Mr. Achutha Kumar Internship Topic: Significance of Time & Action plan in an Export House GRP Topic: Vendor management E-mail: ishscorpio@gmail.com

Student's Name: Kumari Swati Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Grish Taneja Internship Topic: Productivity improvement by kaizen. principal GRP Topic: Left over fabric management E-mail: kumariswati119@gmail.com

Student's Name: Neha Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Shailendra Kumar, Sanjeev Kapoor Internship Topic: Retail Performance Parameters GRP Topic: Warehouse and Supply Chain Management E-mail: nsneha39@gmail.com

Student's Name: Pallavi Arun Kumar Ganguly Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Gautam Kotamraju Internship Topic: Celebrity marketing for Myntra GRP Topic: Marketing & Branding for the private labels of Myntra E-mail: palgang91@gmail.com

Student's Name: Puja Kumari Project Guide: Assoc. Prof. Toni Sharma Industry Mentor: Mr. Sorab Sachar Internship Topic: Organizational Study Of SHAHI Export.

GRP Topic: Analysis of Ergonomic chair in apparel manufacturing industry E-mail: puja305@gmail.com

Student's Name: Rahul Kumar Project Guide: Assoc. Prof. Toni Sharma Industry Mentor: Mr. Vinod Kumar Internship Topic: Designing training module and booklet for sales executive.

GRP Topic: Evaluation of customer feedback & store operating procedure at Motherearth.

E-mail: rraahhuuaall@gmail.com

Student's Name: Ravi Kumar Project Guide: Asst. Prof. Kislay Kashyap Industry Mentor: Mr. Kamlesh Samaliya & Mr.Deepanker Sharan Internship Topic: Socio Economic and Caste Censucs(2011) GRP Topic: Conceptualization, planning and marketing the virtual interface of an e-retail firm – DizzibuD.com E-mail: ravi0921@yahoo.in

Student's Name: S.Ramkumar Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Mr.Arush Mahajan Internship Topic: Analysis on Business Process, ERP & E-retailing in House of pearl.

GRP Topic: Strategic Assortment Planning & E-commerce Marketing Strategies for UCB E-mail: sramflash@gmail.com

Student's Name: Samarjeet Singh Project Guide: Assoc. Prof. Toni Sharma Industry Mentor: Mr Gurpreet singh

Internship Topic: Identify And Develop Marketing Strategy For B 2 B In Gurgaon Central.

GRP Topic: Development of catalytic marketing & Positioning strategy to Expend Footprint in to Apparel Cetegory.

E-mail: samarsam11@gmail.com

Student's Name: Samoneh Dashti Project Guide: Assoc. Prof. Toni Sharma Industry Mentor:Mrs. Priya Moorjani Internship Topic: Identifying the scope of improvement of retail store operations through 'mystery visits' GRP Topic: (1)Sell Thru Analysis & Visual Tracker for SS 13 for Key Categories (2) Sales Mix Analysis for SS 13 (3)3.E-Com Buyers & Distributors Meet- Process Documentation E-mail: samonehdashti@gmail.com

Student's Name: Shravani Shree Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Mr. Manoj Kumar Singh Internship Topic:Consumer Survey (Strategies to increase kids wear sales) Implementation of Visual Merchandising for the EOSS 2012 in Reliance Trends Store GRP Topic: How to increase the ATS(average ticket size) and conversion rate of the store.

E-mail: shravani_shree@yahoo.com

Student's Name: Shweta R Iyer Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Mrs. Poonam Suresh Internship Topic: Competition mapping( Qualitative, In terms of MRP, Options, Packing, New Products, Merchandise, & Display) GRP Topic: Vendor analysis & management, & suggesting effective order management process.

E-mail: shwetariyer@gmail.com

Student's Name: Sneha Sen Project Guide: Asst. Prof. Vikas Kumar Industry Mentor: Ashish Dhir, Neha Jain Internship Topic: Micro Targeting Marketing GRP Topic: Business Alchemy- Sustainable Growth through Strategic Innovation E-mail: 21sensneha@gmail.com

Student’s Name: Sudipta Chanda Burman Project Guide: Assoc. Prof. Toni Sharma Industry Mentor: Mr. Prasanta jana (VM :Pantaloons Retail India Limited) Internship Topic: Change in look of Fashion at Big Bazaar GRP Topic: SS 13 launch and post installations E-mail: sudipta89ch.burman@gmail.com

Student’s Name: Swati Singh Project Guide: Asst. Prof. Kislay Kashyap Industry Mentor: Mr. Dalbir Singh/Manmeet Kalra Internship Topic: Marketing mix and Consumer response at Central mall GRP Topic: Customer Experience in the category of Health & Fitness E-mail: swatisingh864@gmail.com

Student’s Name: Sweta kumari Project Guide: Asst. Prof.Vikas Kumar Industry Mentor: Mr. Shahib Bindra Internship Topic: How to increase the Sale of women's department at Nike store in CP. GRP Topic: To study the marketing strategies and operations of Indian designers and foreign designers E-mail: swetash1704@gmail.com

Student’s Name: Venkatesh N Project Guide: Asst. Prof. Kislay Kashyap Industry Mentor: Mrs. Kumud Munjal Internship Topic: Understanding the Merchandising and Quality Assurance Process of Li & Fung GRP Topic: Buying Agency Strategies & Approaches while selecting a New Buyer and to maintain the Existing Buyers E-mail: avinvenki@gmail.com

Best of Graduation Research Projects - Synopsis Creating Brand Recognition and Recall by increasing Splash's Brand Presence with focus on Social Media, On Ground Promotions and Brand Tie-Ups The report gives a brief idea of overall marketing practices of Splash Fashions India Pvt. Ltd. During the project the 4 marketing approaches: ATL, BTL, Brand Building and Loyalty were explored and executed. This helped in developing marketing best practices for Splash Fashions India.

Digital Media, On Ground Promotions and Brand Tie-Ups were the highlights of the project. Four online contests, two store launches, two promotional events and two tie ups were the major parts of the project.

As a result of digital plan 16,000 ‘new fans’ were added on the Facebook page and an average of 2.29% ‘talking about this’ was achieved. An overall marketing plan was successfully executed for the Chennai and Chandigarh store launch resulting in awareness, great footfall and increased sale.

The tie-up with ICICI and CCD is in progress which will help us boost our sales by Rs. 45,00,000 to Rs. 3,37,50,000. Splash Fashion Fever Promotion is currently running giving away 4 Vespa Scooters and 400 Guess watches. The customers purchasing merchandise worth Rs.1000 get a scratch card and enter for the lucky draw. Other than this they get Rs.500 GV on purchase of Rs.2500.

At the end of the project the key learnings are how to prepare and execute a 360 degree marketing plan; dealing with external media agencies, vendors, etc. Analyzing store footfall conversion rates, sales and making the adequate marketing decisions - Catchment Activation, Store Activation, etc.

Akanksha & David Phillipowsky

Diagnostic Study of Varanasi Handloom Cluster and Strategy for Sustainable Development The handloom sector occupies a distinct and unique place in the Indian economy while being the largest generator of non-farm rural employment . There is a wide scope in the handloom sector as well as plenty of room for exponential growth. to achieve the desired level of success, the requirements of the stakeholders need to be looked into and the requisites supplemented.

The initiatives taken up in the past were hampered due to inadequate ground level data. The generation of such information is a critical factor today, since program formulations for handloom weavers must be based on regional environment and specific conditions of weaving.

The focus of the report “Diagnostic Study of Varanasi Handloom Cluster and Strategy for Sustainable Development” is on the Varanasi Handloom Industry, which has been declared as Mega Handloom cluster. The survival of these clusters in a wide range of economic conditions also needs to be understood in the relevant perspective, in order to gauge the viability of these initiatives.

The objective of this study was : · To understand and study the income structure prevalent at various levels of these handloom organizations · To understand and study migration patterns of artisans from handloom sector to power loom sector as well as to manual labour. · To study the changing trends in the usage of fibers and in the products manufactured by handloom · To make an assessment of the facilities available and future requirements of the cluster.

Various studies have highlighted importance and exclusivity of Varanasi handloom products and “Banarasi Sari”. The studies have also raised concerns over the increasing migratory behavior of Handloom weavers. This study is unique in its approach as it is qualitative in nature and its objective is to study the pattern of migration and income structure of different stakeholders of Handloom Industry.

An objective appraisal of the Varanasi Handloom Industry, therefore, is the need of the hour. The paucity of reliable information about this sector has been strongly felt. The challenge lies in engaging with these and other perspectives critically, in order to create a context for re-defining the Varanasi Handloom Industry in terms of stakeholders, their role and interdependency amongst clusters and sub-clusters. This report gives an in-depth analysis of migration patterns, income structures and market dynamics. This report can further be used in diagnostic studies and can form the basis for government intervention.

Ajeet Kumar & Divya Kumari

Alternate Materials : towards a better future As we know, trees are one of the most important resources of the world. They maintain and control the balance of nature and provide us with the fresh air that we breathe. But, as the population grows so does the need for resources. This in turn becomes critical given the limited amount of resources available on earth. To overcome this problem and save what we have, it is very important that we use the resources economically and help in conserving the limited resource. The need of the hour is to come up with alternatives and substitutes which can take care of our needs and reduce the pressure on the natural resources.

The study on Alternate Materials was a greenfield project. IKEA has been trying to discover such agro-based materials which when processed could prove to be a replacement for wood. IKEA is working in this direction keeping in mind the Sustainability and Health concerns, providing people with ‘value for money’ by giving them Sustainable product at a cost which can be afforded by many.

The project on Alternate Materials is one such project which underlines its scope of saving the environment and exploring alternatives which can prove to be a good substitute for one of the important resource of the world, Wood.

The study involved desk research as well as analysis of Government data to understand the duty structure applicable to these boards and exemptions, if any. In addition to the above, Factory visits were conducted, wood and handicraft fairs were visited, meetings with the Furniture Manufacturers like IFPL, Greenply, etc. were convened.

Avnish Emmanuel Briscoe

Conceptualization, Planning & Marketing of the virtual interface of an e-retail firmDizzibuD.com The business-to-consumer aspect of e-commerce is the most used business model in the virtual space. The primary goal of an e-commerce site is to sell goods and services online. This project comprises of redesigning and development of the e-commerce website for the online gifting portal www.DizzibuD.com Objective and scope: - To develop and redesign the complete website to re-launch DizzibuD.com - To design DizzibuD.com as most innovative and creative online gifting portal, having gifts for everyone, having personalized and customized gifts for every occasion and all budgets by putting e-retailing marketing ideas and concepts.

- Providing complete gifting solution site having unique and distinct gifts and services.

- Categorize product mix to match individual gifting approach an easy and hassle free.

Gift giving is an art. Everyone's gifting instinct doesn't work. The tradition of gifting is an age old custom and it keeps resurfacing in different forms. Gifts take on different avatars based on ideas and desires of people. In the current scenario, the concept of gifting has become all the more relevant due to the fact that in today’s life there is a serious lack of time in which the commitments have to be upheld. When the commitments can’t be met, gifts can, to an extent compensate for the same if thoughts and meaning are put into the process of selecting of gifts. The decision should be governed more by quality rather than quantity, and for some function and practicality may take precedence to mere aesthetics.

Among the gamut of services, there are five interesting services offered on homepage of DizzibuD.com: Zodiac Gift guide- “what's your Rashi?”, Reminder services, corporate gifting“gift- to- choose”, Win free gifts- “Gifting Invitation” and Theme events along with Multiple address shipping, one page checkout and Fame wall which provide people with better gifting solutions.

Ravi Kumar & Bandana Shekhar

Marketing and Branding for the Private Labels of Myntra E-Commerce is a huge domain on conducting business over internet and e-retailing is part of it.

When we discuss on digitally / Internet enabled commercial transactions between organizations and individuals using latest web technologies as per the policies of the organization it takes the form of e-business. Nowadays, 'E' is gaining momentum and most of the things, if not everything, are getting digitally enabled. Thus, it becomes very important to clearly understand different types of commerce or business commonly called as E-Commerce.

This project has been divided into two parts: Branding and Marketing.The branding of the private labels included creation of “Brand Guideline Books” for two of the private brands of Myntra; ‘Roadster’ and ‘Mast & Harbour’. These Brand Guides have been developed by MYNTRA for all its partners. The purpose of this document is to give their exclusive partners an overview of the Roadster brand, and familiarize them with the expectations and requirements of the Brand. Their partners will find information within this Brand Guide that covers the following topics: Brand Essence Marketing and Advertising Implementing the Brand Identity Technical Packaging These brand guides would serve as a “Bible” for the brands for reference.

The marketing of the private labels included social media marketing of the private brands in which Facebook page marketing was the prime concern. The Facebook marketing calendar for each of the brands were created to keep a track of the important events during a 4 month period. A dummy Facebook page was created and submitted with the company to continue working on in the future.

These pages would help create awareness about the brand among the existing customers as well as potential customers. Also, social media works as an inexpensive mode of marketing which gives a lot of flexibility to the brand and an opportunity to gain a vast customer base.

Thus, the two projects would help to initiate the branding and marketing roles for the private brands of Myntra which are at a very nascent stage of brand awareness at present.

Pallavi Ganguly

Vendor analysis & management, & suggesting effective order management process The report gives a brief idea about the merchandising process happening in a buying agency. The functions of the various departments of the buying agency have been studied in detail. This helps in the understanding of how the different departments work together to help meet the customer's requirements.

The functions of the Merchandising division have been studied in detail, with a focus on the product development stage. The entire merchandising process has been depicted through a flow chart. This gives a clear understanding of how designs and ideas are converted to the final desired product.

The project is divided into two topics, where the first topic of - A study on the functions of the buying agency and in depth study on the order conversion process and suggesting ways to improve it are being discussed.

The second part of the project deals with vendor assessment and management where the existing vendors are being analysed based on various parameters like quality,costing and lead time.

Different perspectives where taken from the vendor side, quality assurance personnel side and buying agency merchandiser's side. Based on these the vendors are analysed and conclusions were derived. Suggestions were given based on the feedback form the quality assurance team and merchant team.

Shweta R Iyer

Business Alchemy- Sustainable Growth through Strategic Innovation It has often been said that we are moving toward a global economy. As the business landscape continues to change, you may find yourself thinking about how your business can take advantage of this trend and place itself in a strong position for future growth.

Growth happens differently in every business and you should prepare well before entering into a significant growth phase by considering the impacts that growth can have. Keeping this in mind the projects were undertaken that enable clients to grow & expand their current business. This project “Business Alchemy- Sustainable Growth through Strategic Innovation�, represents how each business needs to adapt the changing landscape in different ways.

The project has been divided into 3 chapters as follows: Chapter 1: Market Vision Luxury Following the in-depth secondary research, a live project had been undertaken which was: Being Human Project (Mandhana Industries) Interim Presentation on Retail entry strategy Chapter 2: Business Programs This chapter again consists of an in-depth study of the Indian Apparel and Textile Industry.

In this chapter there are 2 live projects which were undertaken and both projects were on behalf of a Private Equity Funding Firm called GBF, they are as follows: Mother Earth Project R&B Enterprise

Sneha Sen

Prof. Sanjay Shrivastava, Director NIFT Patna, signing Memorandum of Understanding with Mr. Irfan Alam, Chairman of Young India (YI) Patna Chapter - the youth wing of Confederation of Indian Industries (CII).

Different Activities undertaken by FMS, NIFT Patna Students.

Carrom competition organised for the security guards of NIFT Patna & BIADA

Program on “Health & Hygiene” for students of Balchandra, a wing of NOTRE DAME for underprivileged students.

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Plantation Program at FUNTASIA ISLAND Water Park), Sampat Chak, Patna

Prof.Sanjay Shrivastava, Director, NIFT Patna interacting with Shri Irfan Alam (Samman), Shri S.P. Sinha (Advisor, Hotel Maurya) and Shri D. Thulasiraj (National Head, Young Indians)

Spectrum 2013 - Ms. Neha Marda Agarwal, Actor Shri Navin Verma, IAS, Principal Secretary, Department of Industry, Govt. of Bihar, Prof. Sanjay Shrivastava, Director, NIFT Patna

Spectrum 2013 - Fashion Show organised

by NIFT Patna Students

Outbound Program at FUNTASIA ISLAND, Patna

Industrial Visit - Paragon Apparels, Hosiery Complex, NOIDA

Cluster Visit to Varanasi Silk Cluster

Highlights of NIFT Patna Placements The average salary has been steadily increasing from 3.10 LPA in 2010 to 4.37 LPA in the current year 2013. The highest salary offered to NIFT Patna student stands at 6.7 LPA. NIFT Doctoral Program NIFT Patna has created a unique platform for research and development in the realm of Fashion Design, Management & Technology. Currently Mr.Vikas Kumar, Assistant Professor with the Department of Fashion Management is pursuing his Ph.D. from NIFT. Consultancy Projects Faculty experts at NIFT articulate a sense of expertise and dynamism inspiring the students to realize their full potential. The faculty members build critically engaged teaching practices while testing its relevance through a wide range of projects.  NIFT Patna has finished a project “Training of Tailors” for Raymond's, worth 3 Lakhs with Raymond.  Adharshila - NIFT Patna organized a fashion show at Sirifort Stadium in Delhi to celebrate Bihar Diwas in association with the Department of Industries, Government of Bihar. In this project Fashion Design Students of sixth semester at NIFT Patna, designed garments with fabric procured from the talented weavers located in the remote clusters of Bihar.  NIFT Patna has been entrusted with the project of designing T-Shirts for Bihar Rajya Pul Nirman Nigam Limited to commemorate their foundation day. The project is being executed

by Assistant Professor Kislay Kashyap and Assistant Professor Kumar Vikas.

Logo Launch There was a landmark achieved by Clusters of Bihar in the form of an identification and branding of products by a logo especially designed for the purpose by Prof. Sanjay Srivastava, Director, NIFT Patna and Shri Vikas Kumar, Asst.Professor, Department of FMS, NIFT Patna. The logo was unveiled

by Dr. Renu Kushwaha, Minister for Industries, Government of Bihar on the eve of Bihar Diwas at New Delhi.

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Clusters Of Bihar

Contextual Marketing: A Prime Resource for Building Competitive Advantage in Fashion Retailing Marketing is inherently contextual. It always was and will be, just that we hadn't invented such technologies that could help us detect the context in which the customer is involved in and thereby target the customer with the right advertisement. There's always a context to your marketing, just like there's a context to every action. David Jacobs, consumer protection counsel for the Electronic Privacy Information Centre, a watchdog group, says he believes contextual marketing refers to advertising that's designed to align with the media property in which it appears. For example, if you're browsing Auto Trend then you'll see ads for cars and motor oil.

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media. The advertisements themselves are selected and served by automated systems based on the content displayed to the user. Contextual advertising has made a major impact on earnings of many websites. Because the advertisements are more targeted, they are more likely to be clicked, thus generating revenue for the owner of the website (and the server of the advertisement). A large part of Google's earnings is from its share of the contextual advertisements.

Contextual Advertising obviates the need for media planning. The smart algorithm determines the placement of advertisement across hundreds of websites which is way faster and more accurate than humans.

Internet contextual advertising has been there for a while now and it has continually evolved, becoming more specific by the minute. Meanwhile, a new type of contextual marketing is being developed around mobile devices, as more and more people carry such technology with them everywhere they go. Such devices can use your geographic location to provide the context for ads, showing only local businesses and promotions.

Meanwhile a near-future development in contextual marketing does involve billboard advertising.

Some companies are making plans to embed cameras in certain well-populated billboard locations (such as bus terminals or malls) that will track how many people are in front of the advertisement, and how long they're looking at it, triggering different ads. Additionally, software that recognizes the gender of the viewer can be used, so men and women are presented with different targeted ads.

This concept of contextual marketing is largely beneficial in the fashion retail sector. Empirical testing shows that customers' perceived contextual marketing and customer-oriented strategies are associated with satisfaction and loyalty. Overall, the contextual marketing approach of providing personalized, real-time information to customers at the point of need will obtain competitive advantage in e-commerce as well. Thus, enhancing the entire customer experience resulting in customer retention.

Moreover, the use of Contextual Marketing will allow businesses to accompany their customers 24 hours a day, but not every business will be invited along for the ride. Mastering the contextual possibilities would require significant commitment of corporate resources, but the payoff would be just as significant. It will be neither cheap nor easy, but it will be far better than pouring billions in unfruitful marketing activities.

Source: Harvard Business Review (2011), www.marketing-schools.org, PC Magazine Encyclopedia: http://www.pcmag.com/encyclopedia/term/56351/contextual-marketing

Associate Professor Toni Sharma Department of Fashion Management Studies National Institute of Fashion Technology, Patna

Artisan based tiny and small scale industrial units: Prospects for rural upliftment The state of Bihar with a total area of 94 thousand square kilometres ample highlights the poverty in riches paradox. With the around 81% population engaged in agriculture, the contribution of this sector in the state gross domestic product stands at a paltry 45% (including forestry and fishery).

The reasons: dependence of agriculture on seasonal vagaries, inequitable distribution of land ownership and low crop yield. On the other hand, very small industrial units based on artisanal skill is as high as 99% among all the small scale industrial units in Bihar. To add further, the employment generation form this sector is very high( 5.5 lakh mandays) even though the productivity remains low.

In the wake of this reality, it is highly imperative to make this sector a focus area for scripting and inclusive growth story of this century old state with a glorious past. The new industrial incentive policy of Bihar 2011 has many encouraging provisions in it for the upliftment of the artisan based small scale industry. Some of the remarkable schemes include, creation of land bank, , exemption on stamp duty and registration fee, subsidy on erection of industrial shed for small units, financial assistance for technical knowhow, capital subsidy, incentive for obtaining quality certification etc.

The renewed focus in this sector has created scope for NIFT graduates to work as rural entrepreneurs and be the agent of change.

There are some more concerns which can be taken up for consideration so as to provide further impetus to the fledgling growth of this sector in order to unleash the huge potential of employment generation and poverty alleviation. The artisan based very small industries are located in every district of the state , there can be district level dedicated cell to take care of the promotion of this sector specifically. At the state level, there can be a dedicated body to look exclusively into the export possibilities for handicraft and related items. The credit deposit ratio in the state is around 35% which is much below the national average. Per person loan in Bihar is only around 1575, much below the other states like Maharastra and Madhya Pradesh. The banks are largely reluctant in lending to the artisans due to poor loan recovery. The local cooperative bodies can help resolve this standoff.Establishment of dedicated handloom parks and revival of Jute mills in many parts of the state.Increase in the plan outlay from the state budget for small scale industry sector and greater utilization of funds. At present the plan outlay is mere 35.31 cr out of which only 116lac has been spent.(inputs drawn from: Planning commission website, Industries department Govt. Of Bihar, Bihar industrial promotion Policy 2011, Economic Survey of Bihar 2006-07, PTI.) Asst. Prof. Kislay Kashyap Department of Masters of Fashion Management National Institute of Fashion Technology, Patna

About NIFT Patna NIFT Patna started its humble beginning from June, 2008, from its transit campus situated in the prestigious Udyog Bhavan, Gandhi Maidan, Patna. NIFT as a Institute is a pioneer in envisioning and evolving fashion business education in the country, and this endeavor saw opening of four New Centers in 2008. Patna being one of them. NIFT now has a network of twelve professionally managed domestic centres at New Delhi, Bangalore, Chennai, Gandhinagar, Hyderabad, Kolkata, Mumbai, Raebareli, Bhopal, Kannur, Patna and Shillong.

The courses being offered in the institute at present include specialization in two disciplines of Bachelor of Design at the under graduate level and Masters in Fashion Management at the post graduate level. Due to the advantage of being one of the pioneer institutions coming in the state, the institute is now very well networked to satisfy the academic requirements of NIFT at Patna.

The institute portrays itself as a leader in fashion education in the state. NIFT Patna has committed itself in exploring growth paradigms and to act like a catalyst in formulating the structural roadmap for the apparel and allied industry. NIFT Patna is looking forward to contribute towards upliftment of the craftsmen through workshops and design intervention.

National Institute of Fashion Technology, (Ministry of Textiles, Government of India) NIFT Campus, 2nd Floor, Udyog Bhavan, Gandhi Maidan East, Patna 800 004 Bihar

NIFT Patna Rendering of upcoming campus at Mithapur, Patna

Concept Designed & Developed by

Fashion Pollen

Design Team : Toni Sharma, Sachin Bhatnagar, Vikas Kumar, Kislay Kashyap Akanksha, Sonali, David, Rishab, Sushobhan