Wills Lifestyle Essay Example

mentioned. In addition to that, the marketing strategy and SWOT analysis are discussed. The reference and acknowledgement for this information is given along with the learning experience gained from the project reports by Debiprasad Chhualsingh.

ITC is a leading private sector company in India, having a market capitalization of over US $ 22 billion and a turnover of US $ 6 billion. It is recognized as one of the world's best big companies, included in Asia's 'Fab 50' list and considered one of the most reputable companies worldwide by Forbes magazine. It is also respected and valued in India, being ranked among the country's most respected and valuable companies by BusinessWorld and Business Today respectively. ITC is further acknowledged as one of India's 10 most valuable brands in a study conducted by Brand Finance and published by the Economic Times. It is also listed among Business Week's compilation of Asia's 50 best performing companies.

ITC is involved in multiple industries, including Cigarettes, Hotels, Paperboards, Specialty Papers, Packaging, Agri-Business, Packaged Foods, Confectionery, Information Technology (IT), Branded Apparel, Personal Care, Stationery, Safety Matches and other Fast-Moving Consumer Goods (FMCG) products. While ITC has a strong presence in its traditional sectors like Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports; it is also rapidly expanding its market share in newer sectors such as Packaged Foods , Confectionery , Branded Apparel , Personal Care and Stationery.

ITC, a well-known Indian corporation, is famous for its strong national focus. According to Chairman Y C Deveshwar, this commitment extends beyond the market as ITC aims to create long-lasting value for the country while enhancing shareholder value. The company achieves this by ensuring international competitiveness

in its various businesses and actively contributing to the competitiveness of the broader value chain it operates in. ITC's diverse portfolio reflects its corporate strategy which aims to create multiple growth drivers based on established core competencies such as extensive distribution reach, exceptional brand-building capabilities, efficient supply chain management, and renowned service skills in the hotel industry. Over time, the company's expansion into new sectors is expected to capture a significant share of India's rapidly growing markets. Furthermore, ITC's Agri-Business division stands out as one of India's largest exporters of agricultural products.

In the past decade, ITC has significantly contributed to the country's foreign exchange earnings by generating a total of over US $ 3.2 billion. Through its 'e-Choupal' initiative, ITC utilizes the power of the Internet to empower farmers in India and strengthen Indian agriculture's competitiveness. Harvard Business School has recognized this innovative approach and featured it as a case study, foreseeing that it will expand ITC's rural distribution network and greatly improve its marketing capabilities.

ITC's wholly owned Information Technology subsidiary, ITC Infotech India Ltd, offers IT services and solutions to global customers, addressing challenges through innovative IT solutions. ITC Infotech is recognized for its quality, productivity, safety, and environment management systems that have earned it numerous national and international awards. As a pioneer in India, ITC was the first company to voluntarily seek a corporate governance rating. With over 26,000 employees at more than 60 locations across India, ITC shines in both its production facilities and hotels.

The Company's goal is to enhance its capacity to create wealth in a worldwide setting, with the aim of constantly benefiting more than 358,000 shareholders,

meeting stakeholder expectations, and addressing societal needs. This vision is encapsulated in the company's corporate positioning statement: "Enduring Value. For the nation. For the Shareholder." ITC was founded on August 24, 1910 as the Imperial Tobacco Company of India Limited.

The Company's ownership became increasingly Indianized, resulting in several name changes. In 1970, the name was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited. Then, in 1974, it was changed again to I. T. C. Limited. In 2001, the full stops in the Company's name were removed to reflect its diverse portfolio of businesses, including Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery, and Personal Care. The Company's new name is 'ITC Limited'.

The Company started in a small office on Radha Bazar Lane, Kolkata. On August 24, 1926, the Company bought a plot of land for Rs 310,000 at 37, Chowringhee (now J. L. Nehru Road), Kolkata. This decision was significant for the Company as it marked the beginning of an exciting journey into India's future. Two years later, the iconic 'Virginia House' headquarters was built on that land and it soon became a revered landmark in Kolkata.

Despite focusing on the growth and consolidation of the Cigarettes and Leaf Tobacco businesses for the first six decades, the Company experienced a transformative period in the Seventies. In 1925, ITC established its Packaging & Printing Business as a strategic integration for its Cigarettes business. This division has now become India's most advanced packaging house. Additionally, in 1975, the Company entered the Hotels industry through the acquisition of a hotel in

Chennai, which was renamed as 'ITC-Welcomgroup Hotel Chola'.

ITC's entry into the hotels business was driven by the goal of contributing to the nation's prosperity. The company saw the hotels business as a way to generate foreign exchange, develop tourism infrastructure, and create numerous job opportunities. Over time, ITC's Hotels business has become a leading player in the industry, managing over 100 properties throughout India. Additionally, in 1979, ITC ventured into the Paperboards business through the establishment of ITC Bhadrachalam Paperboards Limited, which now holds a dominant market position in India.

The Company merged with Bhadrachalam Paperboards on March 13, 2002, resulting in the creation of a division called Bhadrachalam Paperboards Division. In November 2002, this division combined with the Company's Tribeni Tissues Division to form the Paperboards ; Specialty Papers Division. ITC is dedicated to upholding world-class technology, productivity, quality, and manufacturing processes for its paperboards. Additionally, it has played a significant role in developing Sarapaka – an economically disadvantaged region in Andhra Pradesh.

ITC is involved in education, environmental conservation, and community development. In 2004, the company acquired BILT Industrial Packaging Co. Ltd (BIPCO)'s paperboard manufacturing facility in Tamil Nadu near Coimbatore. This purchase allowed ITC to improve customer service by reducing lead time and expanding their range of products. Furthermore, ITC established Surya Tobacco Co. in Nepal in 1985 through a joint venture with India, Nepal, and the UK. Since then, ITC has collectively owned shares in the company alongside British American Tobacco and independent shareholders from Nepal.

In August 2002, Surya Tobacco became a subsidiary of ITC Limited and was renamed as Surya Nepal Private Limited (Surya Nepal). In 1990, ITC

acquired Tribeni Tissues Limited, a company that specializes in manufacturing tissue paper for the cigarette industry. The two companies merged and formed the Tribeni Tissues Division (TTD). In November 2002, TTD merged with the Bhadrachalam Paperboards Division to create the Paperboards & Specialty Papers Division, aiming to utilize strategic and operational synergies.

In 1990, ITC established the Agri Business Division for exporting agri-commodities, leveraging its agri-sourcing expertise. This division has become one of India's largest exporters. In 2000, ITC launched the e-Choupal initiative in Madhya Pradesh with soya farmers, and it has since expanded to cover 10 states and more than 4 million farmers. ITC's first rural mall, named 'Choupal Saagar', was opened in Sehore in August 2004. Currently, there are 24 operational 'Choupal Saagars' in Madhya Pradesh, Maharashtra, and Uttar Pradesh, serving the rural retail market.

In 2000, ITC entered the market for greeting cards, gifts, and stationery products with the introduction of the Expressions range of greeting cards. Additionally, in 2002, they launched a premium line of notebooks called "Paperkraft". To expand their offerings and target a broader student demographic, they introduced the popular line of notebooks under the brand "Classmate" in 2003. Over time, "Classmate" has become India's leading notebook brand and has expanded its product range to encompass a larger portion of the school bag. Between 2007 and 2009, ITC added Children Books, Slam Books, Geometry Boxes, Pens, and Pencils to the "Classmate" brand.

In 2008, ITC renamed its business as the Education and Stationery Products Business and introduced India's first environmentally friendly premium business paper, known as "Paperkraft." This brand offers a wide range of high-quality stationery and office supplies.

In 2009, Paperkraft expanded its product line in the office consumables sector by introducing Textliners, Permanent Ink Markers, and White Board Markers. Additionally, ITC ventured into the Lifestyle Retailing business in the year 2000 with the launch of the Wills Sport collection, which offers men's and women's relaxed wear of international quality.

The range of exclusive stores under the Wills Lifestyle chain expanded to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). In 2002, ITC also entered the popular segment with its men's wear brand, John Players. The following year, in 2003, Wills Lifestyle became the title partner of the country's most premier fashion event - Wills Lifestyle India Fashion Week. This event is recognized as the single largest B-2-B platform for the Fashion Design industry by buyers and retailers. To commemorate this occasion, ITC launched a special 'Celebration Series' to reach out to consumers.

ITC Infotech India Limited, a wholly owned subsidiary of ITC, was established in 2000 to actively seek opportunities in the information technology sector. Currently, ITC Infotech is experiencing rapid growth as a company within the IT and IT-enabled services industry in India. It has emerged as a significant player in offshore outsourcing by providing outsourced IT solutions and services to leading global clients across various industries such as Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation), and Media & Entertainment.

ITC's venture into the Foods industry exemplifies its successful integration of various internal competencies to drive business growth. Starting in August 2001, the company introduced 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC expanded

into the confectionery and staples markets by launching the brands mint-o and Candyman confectionery, as well as Aashirvaad atta (wheat flour). In 2003, ITC further diversified its portfolio with the introduction of Sunfeast biscuits.

ITC ventured into the booming branded snacks industry in 2007 by introducing Bingo!. Over the course of eight years, the Foods division has experienced significant growth, offering over 200 distinct products across six well-known brands. With an impressive distribution network, increasing market share, and a strong market presence, ITC has become a major player in this sector. In 2002, ITC extended its commitment to enhancing the competitiveness of the entire value chain through the Safety Matches initiative. ITC now markets several popular safety matches brands including iKno, Mangaldeep, Aim, Aim Mega, and Aim Metro.

In 2003, ITC entered the Agarbattis (incense sticks) market, forming a partnership with the cottage sector. ITC offers popular agarbattis brands such as Spriha and Mangaldeep, featuring a variety of fragrances including Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani, and Nagchampa. In July 2005, ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for both men and women. Within Essenza Di Wills, the signature range called Inizio provides a comprehensive grooming regimen specifically designed for men (Inizio Homme) and women (Inizio Femme).

The Company carried on its tradition of introducing top-notch products to Indian consumers by launching 'Fiama Di Wills' in September (shampoos), October (shower gels), and December (soaps) of 2007. Additionally, the 'Superia' range of soaps and shampoos were introduced in October 2007 for the mass-market segment in select markets. In February 2008, the Vivel De Wills line of

soaps was launched followed by the Vivel line of shampoos in June 2008. ITC Sub-brands remain dedicated to achieving world-class quality.

The LRBD's Testing facilities have been accredited after rigorous procedures that confirm their conformation to international standards in terms of quality and technical competence. Additionally, the Division has obtained ISO 9001:2000 certification in the area of Receipt, Storage & Distribution of Merchandise / Finished Goods from Det Norske Veritas, Netherlands. Furthermore, John Players has been awarded the NID Awards for Design Excellence for Best Packaging Design in the FMCG Category.

• Award for Customer and Brand Loyalty in Retail Sector category at the2nd Loyalty Summit.
• Wills Lifestyle rated amongst the top 5 Luxury brands in the country in a Global Luxury Survey conducted by TIME Magazine. Lifestyle retailing business division-profile

ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through its chain of exclusive specialty stores called Wills Lifestyle. At Wills Lifestyle, customers can find a variety of clothing options such as Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion accessories, and Essenza Di Wills – an exclusive range of fine fragrances and bath ; body care products. Additionally, Fiama Di Wills offers a range of premium shampoos and shower gels. To cater to the fashion needs of its customers, Wills Lifestyle has also introduced Wills Signature designer wear, created by leading designers in the country. ITC has also established John Players as a brand that offers a complete fashion wardrobe for the modern male youth. With its presence in various market segments, ITC aims to provide a comprehensive range of fashion

options at the premium end.

Wills Sport was awarded the title of 'the most admired brand launch of the year' at the Images Fashion Awards in 2002. This season, Wills Sport presents a collection that is specially designed to complement your vibrant lifestyle. With vibrant designs made from breezy fabrics, bold stripes, and enchanting details, the collection adds charm to the purest linen and cotton materials. In November 2002, Wills Classic workwear was introduced, offering a distinct product lineup and a unique brand positioning. The range features luxurious fabrics meticulously crafted with the most contemporary styles. Wills Classic workwear is positioned as the brand for new-age leaders who are redefining business and fostering a culture of innovation, teamwork, and enterprise.

Indulge in the epitome of modern luxury with Wills classic. Our collection includes the finest Italian-crafted shirts, alongside exquisite trousers and jackets made by European master craftsmen. Immerse yourself in a new language of charming sophistication this season.

The Club Story

In May 2003, Wills Lifestyle introduced Wills Club Life, expanding its collection in the evening wear category and enhancing its premium offerings. The brand caters to the luxurious lifestyle of high-end consumers and is designed to enhance their glamorous night-time experiences. Wills Club Life's evening wear collection is influenced by the allure and mystery of sensual fabrics and seductive patterns, adding to the overall enchanting appeal.

Wills Signature

In the last quarter of 2006, Wills Lifestyle introduced its 'Signature line' to address the issue of inaccessible pricing and limited distribution in designer-wear. This initiative aims to bring fashionable and wearable designs at affordable prices to consumers nationwide. It is the largest effort

in the Indian fashion industry to make designer-wear accessible. The Wills Lifestyle Signature line has been well-received by people all over the country.

Wills Lifestyle collaborates with top designers in India to produce the final collection for the Wills Lifestyle India Fashion Week, which is then released at their stores nationwide. Continuing the trend, in Autumn Winter 2010, Wills Lifestyle brings high fashion from the runway to their racks, allowing customers to make a fashion statement with trendy designs by renowned domestic designers.

• Rohit Bal
• Ranna Gill
• Rohit Gandhi Rahul Khanna
• Satya Paul
• Rajesh Pratap Singh
• J J Valaya
• Suneet Varma Supply Chain

Wills is divided into two primary categories, namely apparel and accessories. Apparel constitutes approximately 95% of the overall product, while accessories (such as sunglasses, footwear, and perfumes) account for only 5%. The apparel category is further subdivided into four sections.

• Premium Range
• Wills Classics
• Wills Sport
• Wills Club Life

The main sources of research include referencing the WGSN-trends forecasting website, periodicals, and international fairs such as premier vision and bread and butter.

Range Architecture defines the cost set by the merchant for a specific style and the cost constraint that the designer must work within when creating the design and selecting the fabric base. It also specifies the quantity of pieces that need to be manufactured for each style.

Based on the mentioned style forecasting and range architecture, the designers create a concept board that encompasses various aspects such

as information, influences, and directions.

The process begins with the development of free hand sketches and preparation of an illustration board. Simultaneously, textile designers create prints and fabric weaves using TEX CAD software based on the provided guidelines. These CADs are then sent to domestic vendors and textile mills for prototype production. ITC collaborates with textile mills such as Arvind mills, Morajee, and Raymond’s in India, as well as Monti and Zambaiti in Italy. The best CADs among those offered by the vendors are selected and consolidated to create a range of selections for desk looming. For internal jury selection, at least the desk looms need to be presented to the panel.

Fabric Base Development: The mills showcased various fabric bases during the mill week. The bases that required further development were returned to the mills, along with specific instructions provided by the company. The merchant provides desk looms and hangers for this purpose. Once the necessary modifications are made, the mill returns the final developed base to the merchant. After selecting the final fabrics and prints, bulk orders are placed with different mills and yardages are ordered. The designers receive the yardages for their design collection.
Salesman Sample: For displaying to buyers/retailers, four pieces of the garment are created as salesman samples.

Typically, the fabric for this is usually sent from Ho, but alternate trims are also acceptable. Normally, two pieces are made for the photoshoot sample, using the yardages received before the bulk fabric. Both the fabric quality and color match those of the final sample. The garment factory, merchant, and retailers all assume responsibility for this process.

Production Sample and Size set: The

base pattern sent from head office (HO) comes in one size only - 28 for women and 34 for men (Bottom). Using fabric from the bulk rolls and actual trims, the sampling department creates samples in the remaining sizes. Two of these samples are sent as PP samples to the head offices for approval. Once approved, bulk production can begin. Additionally, samples are sent for GPT testing, and two are kept within the factory. One sample each is also sent to the garment engineer and the merchant for approval before starting bulk production.

Our global sourcing base for fabrics and yarns includes strong domestic partnerships in textiles, encompassing millmade as well as traditional Indian power loom and auto loom fabrics.

2. We have partnered with the "marubeni/itochu groups" to acquire a diverse selection of fabrics, including cottons, linens, silks, cotton poly blends, polyesters, polyester viscose, nylon, stretch fabrics, and other blends in woven and knits.

We have established direct partnerships and collaborations with specific mills in China, Taiwan, and Turkey to source yarn and fabric.

Currently, they have sourcing tie ups in the knits sector with manufacturers in China and Bangladesh that are currently being utilized for their own retail groups.

5. The finest fabrics from around the world are brought to garment manufacture facilities in Nepal and Bangalore, where they undergo the sampling process. The sampling department is responsible for making, cutting, and stitching patterns.

On the sampling floor, there are a total of 65 machines. Specifically, there are 19 sewing machines for domestic use and 28 for exports. In addition, there are 2 buttoning and riveting machines, 1 button hole machine, 1 keyhole

machine, and 1 eyelet machine for snap buttons. The sampling floor also has 4 ironing tables with steam irons.

The CAD/CAM room is equipped with a Lectra pattern cutting machine, a Magpie fusing machine, and a Lectra pattern plotter. Other machines in the room include overlock machines, a chain stitch machine, and 2 embroidery machines. There is also a computerized embroidery machine that is capable of producing various intricate embroideries.

Furthermore, there is a separate hand embroidery and sequin department where two kaarigars apply sequins and embroidery to garments manually. The pattern cutting machine uses a monopoly cutter, enabling the cutting of fabrics in single layers. The cutting capacity for single plies is 30-40 garments per day, but for double ply cutting, the capacity increases to 40-45 garments.

Additionally, there is a washing department that handles all denim washes. This includes fabric softening, washing, bleaching, dyeing, abrasion, and tearing processes.

The department is comprised of 14 machines that serve various purposes such as spraying, drying, spinning, bleaching, and washing for fabric storage activities in the warehouse. The following steps provide an overview of how the domestic raw material warehouse operates.

When a purchase order is placed with the fabric supplier, the specified amount is mentioned and upon arrival of the fabric, it is unloaded accordingly.

The supplier provides an invoice when transferring the fabric.

The fabric quantity on the delivery challan is used to create the goods receipt note.

The inspection machine is used for manually inspecting the fabric roll.

Tests including Centre to Side Variation, shade, and shrinkage are conducted.

An inspection report is generated from the conducted inspections and tests and is accessible to the general

public.

8. Usually, two swatches are taken from the fabric for record keeping: one is kept in the warehouse and the other in merchandising Fabrics and Vendors.

The text below lists various types of fabrics and vendors. The and their contents have been preserved.

FABRICS

• Pure cotton
• Cotton dobby
• Linen
• Poplin
• Cotton poplin
• Cotton twill
• Denim
• Wool blend
• Flat knits
• Vevlet
• Sateen
• Silk
• Corduroy
• 70s voile
• 50s cotton
• Circular knits
• Cotton knits
• Viscose knits
• Polyester blend knits
• Chambery
• Silk chiffon
• Georgette
• Cotton lace
• Nylon lace
• Lycra Schiffili

VENDORS

li>Arvind mills Aashima Morarjee Nahar international Jayshree Raymonds J. s fashions Jit voil Hammerley Vardhaman Adya Grace international Isko for denims

The process of cutting in Cosmat-grading involves the following steps.

1. The marker undergoes a check to ensure that it meets all sewing requirements.

The process of Lay Spreading involves placing a fabric roll on a stand and pulling the fabric towards the other end until the desired length is achieved.

Operators now use the end cutter to cut the spread length and then proceed to spread the next lay.

4. The panels are now cut along the outer edge of the buffer using a knife cutter.

5. The act of pinning is performed to verify and align checks and stripes.

6. The buffer is cut out by performing precise cutting along the edges.

7. The inspection of panels involves assessing whether they are faulty or damaged and if so, a new panel is created and cut accordingly.

The panels are numbered in order to prevent any confusion during the stitching process.

Fusing is carried out on the panels that need stiffness.

10. Bundling involves stacking the panels in a sequenced manner to prepare them for loading. In the finishing department, various types of finishes such as washing and other options are available.

1. A finish that adds softness to a product.

2. Softener for enzymes.

The third step is de-sizing.

The bleaching agent used determines the darkness of the bleach, which is determined by the

amount of hypo chloride.

Scraping is the fifth step.

6. display a crackle effect

7. Pigment spray is required to be fixed with a binder after it is sprayed onto the surface, in order to secure the pigment.

Before washing, it is necessary to tack the fabric.

The needle/grinding effect refers to the process of scraping denim with either sandstone paper or a grinder. This action cuts off the warps of the fabric, leaving only the wefts behind.

The 10th item on the list is whiskering.

The process of dyeing a garment after it has been produced is known as over-dyeing.