CHAPTER I

INTRODUCTION

1
1.1 INTRODUCTION

The goal of each country, regardless of its economic system, is to increase

productivity, so as to fulfill all the wants and needs of its citizen and thus to improve standard
of living of its people. Towards this end, in every country, factories, offices and commercial
establishment are engaged in producing a variety of goods services that may be utilized in
Government offices, business concerns and private homes. Most of these goods and services
are produced before they have been ordered by specific customers or users. Marketing is the
economic function concerned with finding the customer for these products and handling with
distribution.

The word marketing refers to the process involved in the distribution and exchange of
goods and services. Marketing activities are those most directly concerned with the demand
stimulating and demand fulfilling efforts of a firm. Marketing may be defined as those
business functions which are most directly and primarily concerned with three activities the
recognition of the demand, the stimulation of the demand and the satisfaction of the demand.

Philip Kotler and Gary Armstrong defined marketing as “a social and managerial
process by which individuals and groups obtain what they need and want through creating
and exchanging products and value with others”. According to Modern concept consumer is
regarded as the king of the market. The primary task of business is to study the need and
wants or potential consumers and produce goods according to their needs. Peter Drucker
remarked that customer is the foundation of a business and keep its existence.

1.2 OBJECTIVES OF THE STUDY

The main objectives of the study can be outlined as follows:

l. To check marketing problems of khaki.

2. To check the attitude of the customer towards Khadi products.

3. To know the role of advertisement and publicity given by PKC.

4. To identify the weakness encountered by the PKC in enhancing their sales.

5. To make suggestions on the basis of the study.

2
1.3 SCOPE OF THE STUDY

The study helps to understand the marketing problems of khadi and village industries.
It also help to understand whether the Khadi entre manage its departmental work efficiency in
the present conditions of the company. The study provides humble suggestions to improve
the efficiency of each department and the emphasis is given to how the sales can be
increased.

1.4 RESEARCH METHODOLOGY

a. Primary

The study uses both kinds of data namely primary and secondary. To collect primary
data questionnaire technique is used. A questionnaire is a tentative schedule of information
to be sort from entrepreneurs and was prepared initatialy on the basis of objective of the
study. The questionnaire was filled up personally with the entire respondent

b. secondary

Secondary data was collected for the study from the books, news papers, official
records and internet.

1.5 LIMITATIONS OF THE STUDY

There are many limitations within which the study has been conducted:

1. A detail study could not be carried out owing time limit.

2. Unavailability of secondary data .i.e. PKC does not maintain any literary records related to
it, makes analysis difficult. .

3. A comparative study with other similar centers could not be conducted due to time
constraints.

3
 CHAPTER II

INDUSTRY PROFILE

4
2.1 INDUSTRY PROFILE

Village industry means any industry located in rural which produces any goods or
renders any service with or without use of power and in which the fixed and capital
investment (in plant and machinery, land and building) per head of an artisan does not exceed
Rs. 1,00,000/- All Khadi and Village industries except service industries can be started only
in Panchayath areas.

The board offers severally financials schemes that bestow ample employment
opportunities to the villagers. The schemes are intended to help the rural community’s setup
industrial units with minimal investment and yielding good returns. The board restricts its
assistance to only those products which are healthy and eco-friendly. Over the years the
board has assisted many village industrial units that provide innumerable employment
opportunities to the villagers. In order to provide employment in the village industrial sector,
the board established its own departmental units producing different kinds of products.
Besides, the board extended financial assistance to setup village industries units.

Accordingly the board had extended financial assistance to setup 18241 units to
generate 144941 employments through ‘pattern scheme’, 1572 units to generate 12473
employments opportunities through. ‘Consortium bank credit scheme’ and 1142 units to
generate 29734 employments opportunities ‘through interest subsidy scheme’. Presently the
board implemented a new for the purpose as Rural Employment Generation Program.

There are number of small scale units financed by the board are working in the state
and various products are produced in their units. The products are available in the open
market and in the scales outlets of the board. Green Valley Mineral Water, Win Dish
Washing Soap, then Nellikka, different kinds of arishtoms, Ceiling Fans, Curry Powder,
Pickles, Agarbathy, Handicrafts etc.are some prestigious products produced by the board.

2.2 VILLAGE INDUSTRIES

Village industries means any industry located in rural area which produce any goods
or render service with or without use of power and in which the fixed capital investment

5
(plant and machinery, land and building) per head doesn't exceed Rs.1,00,000/-. All Khadi
and village industries except service industries can be started only in Panjayath area.
The board offers several financial services that best employment opportunities to the
villages. The schemes are intended to help the rural communities set up industrial units with
minimum investment and yielding good returns. The board restricts its assistance to only
those products which healthy and eco-friendly. Over the years the board has assisted many
village industrial unit that provide an employment in the village industrial sector, the board
established its own departmental unit providing different kinds of products besides the board
extended financial assistance to set up village industries units.
There are a number of small scale units financed by the board are working in the state
and various products are producing in those units. The products are available in the open
market and in the sales outlet of the boards. Green valley mineral waters, vim dish washing
soap. Then the different kinds of ceiling fans, curry powder, pickles etc are prestigious
product by units financed by the board"
2.3 KHADI AND VILLAGE INDUSTRIES AND THEIR ROLE IN RURAL
DEVELOPMENT

The Kerala Gandhi Smark Nidhi, which is the state unit of the National Gandhi
Memorial Fund, New Delhi, has been functioning from 1951 through it was formally
registered under Travancore Cochin Charitable Societies Act in the Year 1962 only. It is a
matter of great satisfaction that Sri. K Janardhanan Pillai, who has been associated with this
great organization from ones, and who is the motive force, is with us and is able to participate
in the Golden Guile Celebration.

Kerala Gandhi Smark Nidhi is a unique organization, which has attempted from the
beginning, to concretize almost all the aspects of Gandhian constructive programmes, literly
all over this state, right from Parassala in south to Kasaragod in the North. It was emboldened
to attempt this duantings task, because of the form resolve of galaxy of leaders, social
activities and field workers whom the founding fathers could identify and bring its fold.
Legendary figures likes sarva sree K Kelappan, K P Madhavan Nair, K Radhakrishnan
Menon and host of other equally great personalities devoted a lot of time, and selfess service,

6
to bring up this nobble body. A second line of organizers, with considerable clout in their
respective areas, secured valuable land by multipurpose rural development centre. Gandhi
Smarak Seva Kendrams were organized utilizing local leadership in over a dozen localities a
senior worker of Nidhi, providing regular laison with the parent body – by the first half of
1980s 64 rural development centers were set up which extended a variety of service to rural
artisans, agriculturists, women and children.

2.4 CHRONOLOGY OF EVENT

1920 : Nagpur Session (1920) the Indian National Congress decided to encourage.

“Khadi”. The first Khadi production centre was established at Katiawad,

Gujarat Mahatma Gandhi used to refer to Khadi as “The Livery of Freedom”.

1923 : Development of all India Board under the Indian National Congress by Gandhi.

1925 : Setting up to all Indian Spinners Association (AISA)/Akhil Bharat Charkha

Sangh

1935 : All India Village Industries Association (AIVIA) was Formed.

1946 : Government of Madras sought the advice of Gandhi and set up a Department for
Khadi

1948 : Government of India recognized the role of rural cottage industrial policy
Resolution, 1948 constituent Assembly included cottage industries in rural area among the
directive principles of the constitution in Article 43. This plan, setting laid down the policy
frame work for setting up of broadly for Khadi and Village industries, central Government
also recommended for setting up of a Board.

1953 : In accordance with these recommendations, Government of India set up all India
Khadi and Village Industries Board in January 1953. (AIKVIB).

1995 : It was decided that a statutory body should replace the board.

1956 : Khadi and Village Industries Commission Act 1956 were passed.

1957 : Kerala Khadi and Village Industries Board Act.

7
2.5 OBJECTIVES OF KHADI

The Kerala Khadi and Village Industries board is a statutory body constituted by the
act of 1957, vested with the responsibility of organizing and promoting KHADI and Village
industries in the state. The board implements the programmes through co-operative,
registered institutions individual and departments units by imparting/availing assistance from
Govt. of Kerala, Khadi commission and nationalized banks.

 Promotion of Khadi and Village Industries

 Comprehensive range of support to KHADI and Village Industry entrepreneurs.

 Marketing support to the beneficiary units of the board.

 Co-ordination and monitoring to around 25000 units, which have, came up in

Kerala with the assistance of board.

 Providing training to potential entrepreneurs in various sectors including weaving

and, pottery be keeping and host of other activities.

 Formulation and implementation of focused programmes and scheme for the revival
of sick industries and units.

 Providing technical assistance to the coming units in order to materialize the

objectives, board has formulated various schemes and implemented them
successfully.

2.6 FUNCTIONS OF KHADI

Some of the major functions of Kerala Khadi Industry commission (KKVIC) are

1. The KKVIC is charged with planning promotion, organizing and implementation of

programme for the development of Khadi and other Village Industries in the rural
areas in Co-ordination with other agencies encaged in rural development where every
necessary.

8
 2. Its function also comprise building up of a reserve is row material and implements for
supply to producers creation of common service facilities for processing raw material
as finished goods and provision of facilities for marketing of Khadi Village Industries
product a par from training of artisans encaged in these industries and Co-operative
efforts amongst them. To promote the sale and marketing of Khadi and product of
Village Industries, the KKVIC may forge linkages with established marketing
agencies where even feasible & necessary.

3. The KKVIC is also charged with the responsibilities of encouraging and promoting
research and production techniques and equipment employees in the Khadi and
Village Industries section and provide factories for the study of the problem relating
to it, including the use of non conventional energy and electric with a view to
increasing productivity, eliminating drudgery and otherwise enhancing their
competitive capacity and arranging for dissemination of silent result obtained from
research.

The KKVIC is entrusted with task providing financial assistance to institution individuals for
development & operations of KHADI NAD VILLAGE Industries and guiding them through
supply of designs.

2.7 GOVERNMENT POLICIES

Khadi and Village industries commission is the Indian Government body which
promotes the usage of Khadi. Khadi production and selling comes under the small scale
industry sector. This Government body was created by an act which was passed by the
parliament. This gave a boost to the Khadi Gramodyog opened all over the country. These
shops sell stitched as well as unstitched Khadi fabrics. Every year starting from the date 3rd
October to January 29th all Khadi Gramodyog bhavans provide discount to the public on
various Khadi products. It comes under the category of Indian handloom. This sector also
generates employment for the rural population of India. Indian government conduct various
exhibitions trade fairs in India and abroad to promote this fabric. The small scale industries
encaged in manufacturing of Khadi gets economics redemption for the raw materials and

9
production costs by Indian government. According to a recent survey done it provides
employment to 14.97 lakhs of people, the total annual production of Khadi is 111.49 million
sq.mtrs. Khadi over the decades has moved from freedom fighters identity fabric to a fashion
garment. Today there is such an increasing demand for Khadi that despite of the thousands of
workers involved in spinning and producing Khadi fabric, the demand of the market does not
get fulfilled.

2.8 IMPORTANCE OF KHADI

Khadi is an Indian fabric. Khadi is also known by another name Khadden. It is made
by spinning the threads on an instrument known as Charkha. During pre independence era the
movement of Khadi manufacturing gained momentum under the guidance of father of nation
mahatma Gandhi. This Movement of Khadi manufacturing and weaving started as to
discourage the Indians from wearing of foreign clothes.

Khadi before independence was considered as the fabric for the political leaders the
rural people. But now it has found its way into the wardrobe of fashion conscious people. The
current situation is that the demand is more that the supply. Earlier the type of Khadi
available was Khadi cotton which has very course texture and feel. However many verities of
Khadi like Khadi silk. Khadi wool and Khadi cotton are available now, which makes it a
fashionable fabric and likable by the masses.

In concept was developed by Mahatma Gandhi. It was a symbol for Political

agendas during the fight for independence in India against the British rule. It was primarily a
means to provide employment to the unemployed rural population of India at that time. The
Indian flag has to be also made from Khadi material. Thus it holds national importance; we
could even call it the national fabric of India.

Previously Khadi was dyed in earthy color tones and was used to make traditional
garments but now designers are experimenting by dyeing Khadi with striking color like lime
green, violet, baby pink, turquoise blue, etc. Stylish garments like miniskirts, batter neck tops,
racer tops, tunies etc. are made from Khadi.

10
 Khadi is hand woven and spun fabric which takes time to be made. It is mainly
manufactured in rural area of India. In previous times it was considered as the fabric for the
poor rural workers and farmers. But wearing Khadi is no more for the poor, many high
profile personalities and economically sound people prefer to wear it. It is considered as one
of the most beautiful Indian fabric. The Khadi wearer gets a royal and distinguishable look
due to its fall and style. It symbolizes luxury and uniqueness.

2.9 FIRST MYTH ABOUT KHADI

It helps the poor according the Gandhi; the poor don’t really need your help. But for
an argument are, let’s say that the sity folks want to wear Khadi; they don’t have the time on
the inclination to spin it, but they want to busy it. So, Government step in say. “Ah, we can
do employment generation with Khadi”. Annually 600 crores (6 Billion) of Khadi are
purchased consumers, so perhaps that money can employ the 40% unemployment villagers of
India.

2.10 HOW CAN BE INCREASING THE PRODUCTION OF KHADI?

Unfortunately, people asking the question wasn’t thinking about self sustenance, but
rather of compeering with the textile Mills that help 99% of the market share. Since you can’t
motorize hand – spinning, experts in the field dedicated to innovative the “charka” (the
spinning wheel) that is used to create Khadi. Amben – chark is the name if the latest spinning
wheel that is still hand powered but 8 x 5 more efficient because of its 4 spindles.

Because the amber – charka wasn’t coupled with an 8 x increase in Khadi demand,
it simply killed 8 x 5 of the village’s jobs.And in fact, if not only killed the job, but also the
villages themselves. In cities like Nagpur and state like Andhra Pradesh, hundreds of spinners
committed suicides in the late 70’s.

Technology, innovation, efficiency is not to be described. But if these advanced are

created a profit making sites it annihilates the cultural fabric of an ecosystem and eventually,
runs the risk destroying the entire eco system itself.

11
 When most people think of cotton, they think white. No one is this generation will
even remember that cotton naturally gross in any other colors like brown and yellow.
Because of the heavy textiles demand for more over, the heavy cotton conception by the mils
created and imbalance in the natural ecology, as the result 80% of all pesticides used in
Indian farms white cotton, all farmers stated producing white cotton, are used on cotton
farms, to ‘efficiently’ transport cotton to cartelized mils it is compressed. Then at the farms,
lost of energy is spending in carding the cotton to make in fully again.

Most Khadi produce now use “new and improved” amber Charka in India. You
can’t blame the producers in a land were more that 350 million people live on less than dollar
a day; they are just trying to survive. But the confusion of the government policies,
technologies and pundits are creating there weird hybrid solution that as simply not Khadi not
only are amber Chaka machine parts hard to maintain, it also requires long stable cotton
silver that is used by textiles mills. The same long staple cotton that as increased the use
pesticides, destroyed cotton bio diversity, and created many suitable from of inefficiencies.
So this kind of Khadi movement is far away from Gandhijis’s vision of self reliance
Government provides rebates to subsidies the cost of hand spun Khadi, but greedy institutions
have now created hybrid Khadi Polyster that also qualities for the rebate. Consumers, as
result don’t have a clue as to why buy Khadi propaganda says that Khadi generates the
employments for the poor. And that it’s material that “breaths”. Surely, Khadi is thick tom
provide insulation in the winter and pours to provide ventilation in the summers and it feds
good to wear but when we look in to the various youth groups around the state of Gujarat we
can find the practical reason for not buying Khadi is because it’s expansive.

At presents Khadi is a bit more expansive today and that can change with the right
policy and batter marketing, still, just as an original painting will never be cheaper as a print,
hand spun Khadi and block printing won’t even be able to complete with a 80 Rs T-shirt
mode synthetic material. But is production i=of chemical dies used to color our T-shirt will
ruin the river, if the mass cotton production will ruin the land the lack of jobs will run in the
line of the common man, the question really is, it worth it? No, no one in their right minds
will think so.

12
 Roof of the problem, through is that “Khadi” itself is in a state of mass. Gandhians
have become idealist whose message is disregarded by consumerist main stream. Village
production is just trying to make their daily livelihood. Consumers are getting mixed signals
from government policies, propaganda and competition attempts against the textile industry,
to top it trying tom increase the jobs and provide rebate but the Khadi commission himself
admitted that “our biggest problem that we don’t know to get the help to the right person”.
That is to say there is no infrastructure to implement policies.

Khadi stood for decentralized sustenance. But with the amber Charka and lack of
accompanying increase in wages or jobs or Khadi demand (all of which can potentially be
blamed on the government policies), Khadi was left neither here nor there. Khadi pundits
came out and declared, “Khadi” will soon take over the textile market”. Instead of
remembering the principles of Khadi, they started creating extravagant shows, setting up
huge infrastructure and entering a centralized marketing system that were ill – equipped to
fight, that Khadi never stood for. Not only are they loosing the fight, but they are in the
wrong war.

Gandhi once said “live simply, so others can simple live”. His interest wasn’t in
selling Khadi and marketing consumerism. He wanted the common man to be self reliant, to
be free firm market forces think for him, to be alive in ways that are natural to them. Perhaps
Gandhi’s message is too revolutionary for over

2.11 OVER VIEW OF KHADI

Khadi is a versatile fabric. It has the unique property of keeping the wearer warm in
winter as well as cool in summer season. This fabric has course texture and gets easily
crumpled therefore in order to keep it firm and stiff, starch is to be added. This fabric on
washing is more enhanced thus the more you wash it, better the look. Khadi is not easily
worn out for years together, a least for 4-5 years. Very attractive and designer apparel are
made by doing handwork on them garments made from it. Khadi spinning is generally done
girls and women and weaving mostly by men. During spinning of Khadi the threads are
interwoven in such a manner that it provides passage of air circulation in the fabric. A pant

13
from this unique property, it also provides warmth in winter season which is quite surprising
factor.

Khadi cotton is required to be starched so that is does not get easily crumpled. It
comes it many colour and is not harmful to the skin as synthetic fabrics. This cotton is very
soothing in summer season as ample amount of air ventilation is there, it has the capacity to
absorb moisture therefore it easily soaks the sweat and keeps the wearer cool and dry. Khadi
cotton comes in plain as well as in printed fabrics. The most common outfit of made from
Khadi cotton is the Kurta. Many types of apparel are manufactured from Khadi cotton like
saris, salwan suits, fabric yarns, western tops, shirts, trousers, skirts, handkerchief etc. It is a
very durable fabric.

In Khadi silk, the ratio of Khadi and silk fabric is 50:50. This fabric requires dry
cleaning. It shrinks about 3% after the first wash. It is quite on expensive fabric. Khadi silk
provides royal and rich look. The various types apparels made from Khadi silk are Salwan
Kameez, Kurta Pajama, Saris, Dupattas, Shirts, Vest and Jackets. Apparels like
Kurtha,Jacket, Sari blouses requires lining to be given ensure its longetivity.

2.12 BOARD AID TO KHADI AND VILLAGE INDUSTRIES

Village industry means any industry located in rural areas which produces any
goods or renders any service with or without use of power and in which the fixed capital
investment. (in plant and machinery, land and building) per head of an artisan does not
exceed Rs. 100000/-. All Khadi and Village industries except service industries can be started
only in panchayath area.

The board offers several financial schemes that ample employment opportunities to
the Village. The schemes are intended to help the rural communities set up industrial units
with minimal investment and yielding good return. The board restricts its assistance to only
those products which are healthy and eco friendly. Over the years the Board has assisted
many village industrial units that provide innumerable employment opportunities to the
villages. In order to provide employment in the village industries sector, the Board

14
established its own departmental units producing different kind of products besides the board
extended financial assistance to setup village industries units.

Accordingly the board had extended financial assistance to setup 18241 units to
generate 144941 employment through pattern scheme, 1572 units to generate 12473
employment opportunities through ‘consortium Bank credit scheme’ and 1142 units to
generate 29734 employment opportunities through interest subsidy scheme presently. The
board implemented a new scheme for this purpose as ‘Rural employment generation
program.

There are a number of small scale units financed by the Board are working in the
state and various products are produced in these units. The products are available in the open
market and in the sales outlet of the Board. Green valley minerals water, win dish washing
Soap. Then nellikka different kinds of arishtoms, ceiling fans, curry powder, pickle,
agarbathy, handicraft etc are some prestigious products produced by units financed by the
board.

2.13 INDIAN KHADI INDUSTRY (IKI)

The Government of India assumed responsibility for initiating assisting and

financing Khadi under the auspices of the Government of India. All India Khadi and village
industries board was established in 1953. It was late converted into a statutory body called
Khadi and Village Industries Commission in the year 1957.In the statement of textile policy
announced by the Government in March 1981. It was started that “Government is committed
to encourage production of textile products intact Khadi sector considering its large
employment potential, it would be the endeavor of the Govt. to make the products of this
sector more compensative and of better quality. Khadi and Village industries play a
significant role in the development of the Indian Economy. It contributes significantly to the
national income and provides employment opportunities to a large number of the rural
economy. However the main basis of Khadi program was its economic value which is not
divorced from human value.

15
 Khadi and village industries committed established under the Khadi and village
industries commission Act, 1956, (61 of 1956), is a statutory organization encaged in
promoting and developing Khadi and village industries for providing employment
opportunities in the rural areas, there by strengthening the rural economy of the country. It
took over the activities from the erstwhile. All India Khadi and village industries Board
w.e.f.01 April 1957. KVIC has been identified as one of the major organizations in the
decentralized sector for generating non-farm employment opportunities in rural areas at low
per capita investment. It undertakes activities like skill improvement, transfer of technology
research and development, marketing etc, in the process of generating employment/self -
employment opportunities in rural areas.

FIGURE 2.1

STRUCTURE OF KHADI AND VILLAGE INDUSTRIES

KVIC AT THE TOP – NATIONAL LEVEL

KVIB IN THE MIDDLE – STATE LEVEL

DISTRICT AND VILLAGE INDUSTRIAL OFFICER AT THE

VILLAGE LEVEL

16
 FIGURE 2.2

ORGANIZATIONAL CHART

KHADI BOARD MINISTER (CHARIMAN)

VICE CHERMAN & BOARD MEMBERS

SECRETARY

DIRECTORS FINANCE ADVISOR

ACCOUNTS OFFICER

CO- MARKETING KHADI

OPERATIVE

DEPUTY DEPUTY DEPUTY

DIRECTOR DIRECTOR DIRECTOR

PROJECT OFFICER

VILLAGE INDUSTRIES OFFICER

ASSISTANT REGISTRAR

JUNIOR SUPERINTENDENT

CLERKS

OFFICE ATTENDANT

17
2.14 PRODUCTION UNITS DETAIL OF KHADI

Board promotes Khadi industry departmentally and institutionally. The board is

engaged in spinning and weaving activities for cotton, Muslim Polyvastra. In case of silk
weaving only is undertaken various verities of yarn viz. 33s, 50s under cotton, 100s, 150s and
twisted and Muslim 50s, 70s under Polyvastra are produced through these spinning unit,
dothies such as Kora, Kuppadom, Towels, Shirting, Bed Sheet, Window Curtain, Cotton and
Silk sari etc. are produced in the weaving centre.

2.14.1 SPINNING

Usually roving, the basic raw material from spinning, are obtained by the repeated
processing of cotton in Mills. But ravings for Khadi yarn are produced through Charkas using
manpower to get hand spun yarn. Various verities of Charkas now in use are 6 spindles, 7
spindles, 8 spindles. There is a cotton processing unit at Ettukudukka in Kannur district,
where in the raw material for 33s yarns is processed. The raw material for Muslim and
Polyvastra are made available from the central silver project of Khadi commission, Kuttoor at
Thrissur District.

2.14.2 WEAVING

Handspun Yarn is winded for warp and weft. Weaving in handloom is done using
this processed yarn. Frame looms and semi automatic looms are generally used in this
process. Board introduces innovative designs according to the modern trends.

The board has 4456 Charkas and 2198 looms which are installed in various
department units and being used in Khadi production. 12000 artisans are now working in the
field of Khadi production.

18
 TABLE NO 2.1

NO. OF SPINNING AND WEAVING CENTERES IN KERALA

PROJECT SPINNING WEAVING

CENTRES CENTRES
Thiruvananthapuram 22 15

Kollam 15 5
Pathanamthitta 9 5

Alappuzha 10 5

Idukki 13 4
Ernakulam - 2
Thrissur 15 5
Palakkad 20 13

Malappuram 9 5

Kozhikode 39 25
Wayanad 3 25

Payyanur Khadi Center 66 44

(Kannur & Kasargod dist)

Prestigious Products

1. Silks Sarees (Payyanurpatta and Chithaatisilks)

2. Cotton Sarees
3. Kuppadam Dothies
4. Bed sheet
5. Towels

19
 CHAPTER III
COMPANY PROFILE

20
3.1 COMPANY PROFILE

Payyanur has won the reputation of being called second ban dole by its activity
particular in national movement. As a matter of fact Khadi work has been initiated in and
around during early 1922 as part of national movement.

Payyanur has one among the 7 centers selected for the intensive Khadi work by
the Govt. of Madras in the year 1947. It has run by all India spinners association All Indian
Khadi and industries board. In the period after selecting this for the intensive Khadi work, the
center was run by the rural development department and subsequently by the Khadi
department of Madras. On reorganization of state in 1956 the centers was transformed to
control of director of industries and commerce Govt. of Kerala.

When the Khadi and Village industries board constituted for the implementation
of Kerala Khadi industries board of state, the Govt. of Kerala decided to hand over the
centers to the board for its efficient and smooth functioning according by the center was
transformed to the control of KKVIB on 1959. Since it is run as a production / marketing unit
of KKVIB in Kannur/Kasaragod district are carried under the control of the PKC. It one of
the major of Khadi.

Unithiri of karivellur and Vaidyar VP Sreekanda Poduval also did a lot for the
Payyanur was a major center of promotionn of Khadi and still retain this tradition. Even
today we can see a lot of people wearing Khadi in Payyanur which is not commonly seen in
other parts of Kerala. This Khadi movement was started in Payyanur by the great freedom
fighter of Payyanur, CH Govindan Nambiar. Unna man promotion and propagation of Khadi.
The patriotic poems of Mahakavi Kutamath Kelu Nair also helped Khadi movement. The
Khadi movement was a part of the Independence struggle. In order to boycott the foreign
cloths, Gandhi called upon the people to make their clothes by themselves. Khaddan or Khadi
is the cloth made of hand-spurn thread using the simple instruments like “Charka”. The
“Charka” was also selected as the emblem in the national flag during the freedom struggle.
The

21
Organization called Charkha sangha was formed in 1925 with Head Office at Wardah and
Gandhi was the president of the society until his death. The motive of this society was to
promote and circulate Khadi among the people. In 1930, NP Raghava Poduval of Shornur
(popularly known as Raghavi) came to Payyanur for the formation and operation of Charka
Sang. In 1934 Payyanur was selected as the Head Office Charkha Singh’s Kerala unit and
C.K.Kartha (Ernakulam) was the first secretary of the H.O after this Charka became popular
in Payyanur and the surrounding places. The thin and soft cloth made in Payyanur Khadi sang
gained nationwide attraction and it got the brand name as “Payyanur Special”. When Gandhi
visited Payyanur in 1934, the Khadi activities of Payyanur was specially congratulated by
him. During 1937-39 when Rajaji become the Chief Minister of Madras State (Payyanur was
a part of Madras State) a Charka making unit was started in Payyanur with the Government
financing. In 1941 the Head Office of Kerala Charka sang was shifted from Payyanur to
Kozhikode Gandhi Asramam but the production and selling units remained here. In 1946, the
then Chief Minister of Madras, T.Prakasan, after consulting with Gandhi, took a decision to
take over five Khadi centers and Payyanur center was one among them. Gradually the Charka
sang faded out of the picture and the center fully came under the government control. The
Payyanur Khadi Centre was started in 1958. VP Narayana Poduval, E.Narayanan Nair and
NP Raghava Shenoy were the promoter of this new centre. Later this centre came under the
control of Kerala Khadi and Village industries board.

22
3.2 IMPORTANCE OF PAYYANUR KHADI CENTRE

The Khadi and Village Industries have a very prominent role in the Indian
economy. In this aspect, Payyanur, Khadi centre also enhances some importance. The
importance of PKC as the following:-
a. In an economy like India, characterized by unemployment and under employment,
PKC assume special significance because of its high employment potential.
b. Another important advantage is their ability to provide employment in the off
season. To a large number of people, agriculture provides only seasonal
employment. PKC provides employment opportunity during the off season and
help many households to mitigate their problem during off season.
c. PKC helps in achieving wide spatial dispersal of industrial activities and thereby
reducing the regional economic imbalance.
d. PKC promote economizing of resources utilization of locally available raw
materials by introducing easily adoptable techniques. In some cases, non
conventional raw materials are used there by converting waste in to health.
e. It provide a vast scope for helping special categories of people like women, old
aged, physically, handicapped and weaker section of the society.
f. PKC helps to increase the place of rural development.
g. It has acquired make attention due to the reduced ecological problems they create,
compared to the other large industries.
h. It do not use or use only very little electric power, thus reducing the energy crisis.
i. PKC helps in production of large variety of goods like readymade garments, bed,
bed sheets and pillow etc..... through labor intensive method.
j. It ensures regular supply of goods and services through the use of local skills and
resources.

23
3.3 VISION, MISSION AND QUALITY POLICY
3.3.1 VISION:
KKVIB Payyanur is committed to customer delight through total quality management
with the Co-operation and Co-ordination of all the employees.

3.3.2 MISSION:
To built up the reputation of Kerala Khadi and Village Industries board, Payyanur by
satisfying is customers and to keep up the ancient Indian tradition and culture.

3.3.3 QUALITY POLICY

Quality Policy of KKVIB, Payyanur is to manufacture products as per national and
International standard and make them available as per the customer’s requirement. A well
defined quality management system has been implemented. This system is continually
reviewed to enhance its effect evenness and updated to make changing needs.
TABLE 3.1
LIST OF NUMBER OF UNITS WORKING UNDER PKC
Department Number of Units
Spinning units 68

Weaving Units 55

Khadi Grama Soubhagyas 3

KS Soubhagyas 31

Grama Soubhagyas 14

Garment making centre 1

Bed Manufacture unit 1
Honey process Unit 1

Yarn Process unit 1

Yarn drying unit 1

Cotton processing 1

Oil unit Nil

Total 177

24
*Table showing number of labor in different units

PAYYANUR KHADI CENTRE, PAYYANUR

Details of Production Centre

Sl. No. Name of the Units Number of
labours
Spinning Unit

Kannur District

1 Alakkad 14
2 Chapparappadavu 14

3 Cheruthazham 9

4 Eruvassi 13
5 Ettukudukka 8

6 Ezhom 25

7 Kadannappalli 35
8 Kakkara 16

9 Kannapuram 24

10 Karivellur 10
11 Koluvalli 8

12 Kookkanam 7
13 Koorara 7

14 Kottiyodi 33

15 Kovvappuram 11
16 Koyyam 19

17 Kunhimangalam 16

18 Kuttur 15
19 Malappattam 18

25
20 Maloon 25

21 Manantheri 20
22 Mathil 15

23 Mavilayi 25

24 Meloor 33
25 Nelloonni 27

26 Pappinissery 6

27 Kelakam 8
28 Paradu 4

29 Pariyaram 25

30 Pilathara 15
31 Bishop House, Thalassery 16

32 Pattuvam 22

33 Pazhayangadi 20
34 Peringom 10

35 Pinarayi 26

36 Pullupara 19
37 Punchakkadu 19

38 Thaliparamba 11

39 Thekkumbad 23
40 Vimalassery 14

41 Peralassery 8
42 Vellur 23

43 Papparatta 40

44 Punnachery 4
45 Panthakkappara 21

46 Payam 10

47 Vellodu 9
48 Peravoor 7

26
49 Peravoor 10

50 Mathamangalam 29

KASARAGOD DIST
51 Bheemanadi 17

52 Elerithattu 13
53 Kadumeni 10

54 Kallyottu 13

55 Kayyor 23
56 Kodakkadu 23

57 Korayichal 7

58 Madikkai 20
59 Thrikkaripur 10

60 Nileshwar 20

61 Parappa 1
62 Poyinachi 8

63 Ramnagar 7

64 Valiyapoyyil 16
65 Cheruvathur 21

66 Karimoola 41

67 Munnadu 15
68 Thannoda 20

Total 1131
Weaving Unit For other related
activities
Kannur District
1. Anchampeedika 34 36

2. Cherukunnu 10 5

3. Eruvassi 8 4
4. Ettukudukka 6 3

27
5. Kakkara 11 6

6. Kannavamkolani 16 1
7. Kookkanam 15 6

8. Kunchimangalam 16 4

9. Kuttyattur 16 8
10. Kunnaru 24 2

11. Kannadiparamba 52 27

12. Malappattam 16 1
13. Maloor 11 6

14. ` Mananthery 17 7

15. Muthathy 21 7
16. Naduvil 11 5

17. Nelloonni 36 14

18. Papparatta 15 10
19. Nettoor 10 7

20. Parassinikkadavu 9 6

21. Pariyaram 5 5
22. Peralassery 3 2

23. Peravoor 25 3

24. Pullupara 10 8
25. Ramanthali 3 4

26. Thimri 8 7
27. Karivellur 8 6

28. Kandoth 14 3

29. Aryakandippara 11 9
30. Chelerimukku 9 9

31. Kappatta poyil 3

32. Kolangada Vayal 12 10

33. Kanjirod 12 1

28
34. Kannapuram 21 13

35. Kuttoor 12 1
36. Myladathodam 13 8

37. Meloor 17 3

38. Meenkunnu road 8 6

39. Shankara nellur 10 8

40. Kelakam 1 1

KASARAGOD DISTRICT
41. Munnad 10 5

42. Cheruvathur 14 8

43. Kayyoor 16 3
44. Korayichal 3 1

45. Parappa 11 8

46. Periyanganam 20 6
47. Ramnagar 5 5

48. Valiyapoyyil 10 6

49. Thrikkaripur 3 6
50. Elambachi 14 1

KHADI SUB CENTRES

1. Karivellur 17
2. Vellur 37

3. Kunhimangalam 18
4. Pazhayangadi 14

5. M.C.P.S.Payyanur 8

Total 665 317

29
LIST OF EMPLOYEES

Sl.No. Designation Male Female Total

1 Director 1 - 1

2 Project Officer 1 - 1

3 Village Industries Officer 1 - 1

4 Junior accounts officer 1 - 1

5 Junior Superintendent 2 - 2

6 Co-operative Inspector 2 1 3
7 UD/LD Clerk 2 - 2

8 1st Grade /2nd Grade Assistant 5 3 8

9 Beekeeping field man 2 - 2

10 Bag Assistant 1 - 1

11 Spinning / Weaving instructor 41 54 95

12 Auditor 3 2 5

13 Driver 2 - 2

14 Sales Assistant 5 - 5
15 Computer Assistant - 1 1

16 Artisans – i.e. piece rate workers 2680

under spinning and weaving unit

30
3.4 PRODUCT PROFILE

Generally product profile consists of the various products and various offered by as
company to its customers. The following are the various garments products offered by Khadi
to its customers.

1. DOTHIES: Dothies are one of the important types of garment product of Khadi.
Khadi manufactured dothies offered in cotton, Muslim, Polyster Clothes. There are
more than 5 verities it dothies offered by Khadi to its customers.

2. SAREES: Another important type of Khadi garment is sarees. There is good market
for Khadi sarees in the market. Khadi produces sarees in skill, polywasthra, cotton and
Muslim clothes. It is mainly focused on women customers.

3. BED SHEET & PILLOW COVER: Now a day’s Khadi offering a variety of home
linen products to its customers. Bed sheet and pillow covers are the one it the
important part of home linen product of Khadi. There is a good market for Khadi
garments in Indian and foreign market.

4. READY-MADES: As a part of diversification Khadi consist of shirt and churidars.

5. SHIRTING: The important item of Khadi products which is popular in the market is
the shirting item of Khadi. Khadi shirting includes of cotton, polywasthra, non-iron
clothes, Muslim clothes etc.

6. OTHER ITEMS: Other items of Khadi products consist of mosquito net, operation
gown, towels customers, bed etc some of these are seasonal products.

These are the various garment items offered by Khadi to its customers.

3.5 VILLAGE INDUSTRIES CENTRE AND ANCILLARY UNIT UNDER THE

CONTROL OF PAYYANUR KHADI CENTRE

1. BED MANUFACTURING UNIT

This unit produces superior silk cotton beds which are marketed throughout the state
it uses silk cotton for bed manufacturer, which is purchased on quotation from
“thiruvallur silk and cotton industries” at Bodhinay Kannur. About 19 workers are
engaged in the manufacturing by beds.

31
 2. HONEY PROCESSING UNIT
Honey processing unit has operation in the year 1996 at Kunhimangalam in Kannur
district. Honey processed at this centre is certified with the prestigious AGMARK
which enables the units to security position this throughout the country
3. READYMADE PROCESSING UNIT
This unit has been operating since 1980 in the PKC. It manufactures readymade
shirts, saleable through “Bhavans” and other items necessary for Government
hospitals. The unit has undertaken to manufacture of ‘summer cool’ shirts which were
introduced by the Board. At present there are 22 workers and I supervisor employed.
4. COTTON PROCESSING CENTRE AT ETTUKUDUKKA
This centre was established in 1992 with an investment of 2.5 crores for the
manufacture of roving for the production of Khadi Yarn. This project was introduced
with a view to provide efficiency in cotton processing.

ORGANIZATIONAL STRUCTURE OF PKC

The PKC is headed by a director who is assisted by the deputy Director and Project
Officer and other supporting staff. The Director holds a key position and is responsible for
the overall supervision and administration of the centre. All the employees of PKC are
government employees and their recruitment is made through PSC test.

32
3.6 FUNCTIONAL DEPARTMENTS

3.6.1 PRODUCTION DEPARTMENT

A production department is a group of functions within a business that is

responsible for the manufacture of goods. This can include just a few specialized
functions with all other work outsourced, or a fully functioning department that
converts raw materials, assembles components into finished goods, and packages them.
The production department can be the largest organization within a business. It may
employee mechanics, machine setup specialists, maintenance personnel, and machine
operators.

PRODUCTION CENTRES OF KHADHI

1-CENTRAL SLIVER PLANT, TRICHUR

The KKVIB has set up a Central Sliver Plant (Muslin Project) atKuttur, near Trichur
for ensuring supply of sliver and roving to theinstitutions in the State. The center caters to the
need of sliver and rovingto the institutions of some other States also. The production carried
out by the CSP in the year 2010-2011 as 439.89 lakhs (3,95,098 kgs) and sales effected is to
the tune of 484.74 lakhs ( 4,34,973 kgs).

2-RAW MATERIAL PRODUCTION CENTRE

The State has two raw material production centers for Khadi (rowing) one at Trichur,
which is directly run by KVIC, and the other atEttukuduka, which is a direct unit of KKVIB.

PRODUCTION PROCESS OF COTTON CLOATHINGS

BLOW ROOM PROCESS

 COTTON PROCESSING

Cotton which are obtained from the cotton planet having some imparities like sand,
stone etc, are taken for processing. During the drying and the loading processing to many
impurities are get into the cotton. To remove these impurities there are some process which

33
are called Blow Room process should be done is closed warm room because in most
condition the cotton will absorb moisture and it will not suitable for making the thread.

 APRON PROCESS

There is long machine containing a long belt to feed the cotton. This is used to
remove the impurities for the cotton by the sliding of the cotton through the belt. Some
of the impurities will fell down through the belt.

 DEDESTER
This machine is used to remove the particles from the cotton. When we feed
excess amount of cotton to this machine, the machine will struck. This problem may be
overcome by pull out some of the cotton from the machine manually with long steel
pipes.
 ERM (TUFF SEPARATION)
This machine is also used to remove the impurities from the cotton. This is
done for separating the fibers from cotton. This makes the removal of impurities from
cotton.
 SKETCHER
This machine is used to make Laps. When certain amount of cotton is wound
on the lap, it will automatically drop down. The part of the sketcher which does the
rolling and finishing of laps is called finishing sketcher. The laps are almost pure still.
There are some impurities on it.
 CARDING
The laps are then feed into carding machine. The laps containing a little
impurity are removed by the carding machine. The laps are made to carding laps in the
carding Laps are like thick thread.
 DRAWING FRAME
The drawing frame consists of machines which are drawing breaker and
drawing finisher. These 2 machines are used to make carding Lap thinner. This is
called Drawing lap
 SIMPLEXER OR RP WINGS
This machine is used for making thin thread and wound on the fiber pipe. This
roll of cotton thread is called silver. When the supply of drawing Laps is topped the
simplexes machine will stops, the thread will join manually the start the machine.

34
  CHARKA
This is the oldest spinning machine. It issued to spin the thread from cotton.
Now in Khadi industry the modern from of Charka is used. Using this type of Charkas
at right silvers can spurn into find 33 count threads. These threads are made into 1000
meters separate bundles.
II DYEING
Dying of cloths is done for coloring and gives strengths to the cloths.
 DYES
Some natural dyes exist, but most used today are synthetic. These are organic chemical
such as benzene. The dyes can be applied to the fabric or fabric using either a direct or
indirect process. Some of the dyes used in Khadi are:
 Brown R
 Red RB
 Black BB
 Blue RS
 Jade Green

 DIRECT DYING
In most industrial process today dyes can enter the fiber and colors. It is one step
without the need of mordent. The dye is dissolved in hot water strained, and added to
the Fabric. Sometimes the dye is mixed with salt to help fix the color
 INDIRECT DYING
In some dying process a number of steps are needed to dye the fiber. In one process a
chemical called a mordent in first added to fiber, which is then dyed. The mordent
molecules fix the dyes to the fabric

III DYING PROCESS

 BOILING OF THREAD
The thread bundles are first kept to the tank for boiled with soap, oil and caustic soda.
It is boiled at temperature of 800C-1000C. The time required is 13-36 hours after
boiling the thread is taken from the boiling tank and put into Squeezing Machine for
squeezing it.

35
  DYING
 Take 40 degree hot water in a tank
 Add Caustic Soda and Soap oil to the tank (these are used to increase solubility of
water)
 Add the colour required and mix the colour well in water
 Mix the required cotton the tank. Mix well by turning the ends by hands
 After 20 minutes take the thread from the tank and wash with Soap and water and
squeeze.
 After squeezing allow the thread to dry in shady place
IV WEAVING

One of the most common means of marketing clothes is weaving. This is an ancient
craft. Most weaving is carried out on a frame called Loom. These can be either Machine
powered factory loom on handloom. In Khadi industry handlooms are used.
 LOOM
A set a parallel thread called WARP ARE stretched length wise on the loom. The
threads which are run width wise are called WEFT is carried over and under the
WARP by a device called SHUTTLE. This process interlaces the WRAP and WEFT to
make fabric.
 STITCHING
Once the wearing in finished the fabric taken for stitching
 PATTERN
Once the design has decided, it is translated into pieces, made from a paper or card.
These are used as guide for cutting out of the Fabric.
 SEWING
The cut pieces are carried on the persons who job is to match them up for the sewing
machine. Each machinist concentrates on a particular part of the garment. Such as
SLEEVES, COLLARS etc.
 PRESSING
Once the clothes are sewn together, they are laid on large flat table to be pressed. Then
a final inspection is held to check the quality of the finished garments.
 PACKING AND FOLDING
The last process is packing and folding the garments. These set of garments are now
beings sold to be the customers.

36
 FIGURE 4.1

PROCESS IN KHADHI GARMENTS PRODUCTION

BLOW ROOM APRON CARDING

STITCHING WEAVING DYING

OTHER KHADHI PRODUCTS

1- KHADI CLEANSING LOTION NATURAL ALMOND

None foaming, deep cleansing lotion, deep cleans to remove surface dirt without
disturbing the natural balance. Ideal for all skin types.

2-KHADI CLEANSING GEL MANGO

Deep pore cleanser with the goodness of mangoes gives a fresh feel.

3-KHADI PUDINA CLEANSER

Ayurvedic antiseptic pore cleanser which can remove all kind of makeup including water-
proof makeup’s suitable for all skin types .

37
4-KHADI SCRUB LOTION FRUIT RUB (WITH ALOE VERA & GULAB)

A gentle scrub with walnut and fruit extracts, removes dead cells and deep seated dirt
& impurities, while the lotion base retains moisture of skin when scrubbing.

5-KHADI SOAPS

There are at least 15-20 varieties of soaps like natural saffron, neem-tulsi, haldi-
chandan, mint, rose, aloe vera, mauri strawberry, mauri lemon, mogra, jasmine, rose-honey
and many more with very natural n pleasant smell.

6-KHADI MAURI HERBAL ORANGE FACE WASH

The difference in Khadi orange face wash and this face wash is that, this is in lotion
form and Orange gel face wash is in Gel form, in addition, this also has goodness of Mauri,
so choose according to your favorites

7-KHADI FAIRNESS CREAM SKIN-A-FAIR

it has a unique blend of fairness herbs like turmeric, aloevera and sandal which helps
to improve the complexion and even out skin tone.

8-KHADI HERBAL HAIR CLEANSER KESHVARDHAK

An ayurvedic hair cleanser with extracts of Bhirangraj, shikakai, bhrami, aristhak,

tulsi and amla, which is specially formulated to counteract hair fall problem.

9-KHADI GOLD MASSAGE CREAM

Khadi Gold Face Massage Cream will cleanse and massage your skin. Infused with
the richness of gold, the ions present in gold help in stimulating the cells, nerves and veins in
your body that leads to improved blood circulation.

38
10-KHADI MAURI ROSE-SANDAL POWDER

Khadi Natural Sandal & Rose Face Pack is an ayurvedic product, which gives clean &
polished look to the skin and improves the complexion.

11- KHADHI MATS

Two by two dariis produced on a loom that is very similar to wovencloth, there are
many different colored yarns being used and the entireprocess is capable of producing very
intricate patterns from designs that arepre-determined. Normally, woven is the highest quality
of carpet on themarket. Product Specification Color - Mixed colour and all colours
available.Selam Dari from being a luxury to a necessity have come a long way. Now, the
comfort of Dari will extend beyond the living room and place that youcan think of. Living
Room ,Bed Room, Dinning Room,Home Theater, Kids Room ,Dressing Room and ,Study
Room *.

12-KHADI INDIA HONEY HANDMADE SOAP:

Herbal mixed fruit soap is uesd for general cleanness of skin providing thesmoothness
due to essential oils. Also available in: soap base, honey glycrine, lemon, tulsi and turmeric.

3.6.2 SALES& MARKETING DEPARTMENT IN KHADHI

The village industries products average sales by departmental sales outlets which
were only Rs 13.67 crore during 2004-14, jumped to Rs 31.2 crore .375 new Khadi
institutions were established after 2015 in some two-odd years, whereas the number of new
Khadi institutions established in 10 years' period between 2004 and 2014 was only
110Incredibly, the total average Khadi sale, which was Rs 914.07 crore during the years 2004
to 2014, jumped to Rs 1,828.3 crore in three years after that, i.e. between 2015 to 2018, with
over 100 per cent increase, Moreover, it said with the average Khadi sale of Rs 120.09 crore
by departmental sales outlets (DSOs) in the 2015-18 period, a growth of 168.24 per cent has
been recorded as compared to Rs 44.77 crore in the 2004-14 dec

MARKETING MANAGER

Marketing manager is an individual or an employee in an organization who carries out

marketing activities like branding, product promotion, new product development, market

39
study, customer relationship etc. The basic duties of a marketing manager are to get new
customers, improve product, deliver proper communication and increase brand awareness,
thereby increasing business.

A firm may have multiple marketing managers catering to the different needs of a
product. A marketing manager has to ensure that the product is catering to the needs of the
consumers, that proper distribution channels are set in place, that the price of the product is in
line with the firm expectations and the consumer expectations and suitable promotion
strategies are in place.

DUTIES OF MARKETING MANAGER

A marketing manager is the hub of sales administrative. He occupies a place of

pivotal importance. He is that person who embraces all those functions—POSDCORB, so far
as sales organisation is concerned. The duties of a marketing manager vary widely from
company to company, depending upon the size and nature of business.

1. PLANNING FOR FUTURE

A marketing manager has to plan for the long range sales activities. It involves
decisions regarding the area of marketing, nature and number of products to be distributed
and the sales policy to be adopted. Sales budgeting help in providing information of expected
sales, revenues & expenses.

2. ADVISING THE TOP MANAGEMENT

Actual office operations are to be brought to the notice of top management, as to what
exactly is going on in his department. He is to give ideas about expansion programmes and
his contributions as to how to make the programme a success. He is to enlighten the men at
the helm of the affairs about the past, present and future prospects of his department.

3. SELECTION AND PLACEMENT OF SALESMEN

“Right men for the right jobs” are the watchwords for a dynamic manager. Scientific
selection is negative process involving weeding out unsuitable candidates followed by
placement of candidates. Marketing manager is to consult his assistants as to the number of
posts, job specification etc., to undertake scientific selection.

40
4. TRAINING THE SALES FORCE
Marketing manager, along with training departmental heads, is to plan for training
new employees and continuing training in the form of refresher courses for the existing
employees for providing information about operation of business viz., house policies, house
customers, employee’s plan of pay and benefits, mechanics of making sales, credit and
collection procedures, etc.

5. COMPENSATING THE SALES PERSONNEL:

The marketing manager is to decide the compensation policy that is attractive and
workable. Promotions, transfers from the part of this compensation programme. Thus, cordial
employer—employee relations act as the basis for the success of sales organisation.

6. DIRECTION AND CO-ORDINATION:

A marketing manager has to select band of sales executives, assistants, salesmen,
clerical staff, who may not be doing well in absence of direction and co-ordination.

Coordination promoted by the marketing manager helps in minimising conflict and

bringing about unity in diversity.

7. DESIGNING VIABLE SALES POLICY

Formulation of sales policy calls for the divergent factors that decide the exact nature
of it. It is the foundation for the marketing of goods. A sales policy should take into account
discount, price, terms of payment, way of distribution & extent of publicity, type of products,
etc. as they are responsible for its effective implementation. Much depends on the efficiency
of marketing manager to make it so.

9. TO MEET CHALLENGING TASKS OF PUBLICITY & DISPLAY

Marketing manager should devaluate the existing publicity approaches as to media, so
that scientific selection is made to avoid or minimise the waste, getting publicity budget
prepared, reviewing and approving it in the light the light of company situations. Again, it
calls for display both internal and external and the other aspects such as services to dealers,
sales correspondence, giving incentives to dealers and consumers etc.

41
 FIGURE NO: 3.1

STRUCTURE OF MARKETING DEPARTMENT

SENIOR MARKETING MANAGER

JUNIOR MARKETING MANAGER

MARKETING ASSISTANTS

42
MARKETING STRATEGIES ADOPTED BY KHADHI
Marketing strategies adopted recently by KVIC: Marketing strategy includes all basic,
short-term, and longterm activities in the field of marketing that deal with the analysis of the
strategic initial situation of a company and the formulation, evaluation and selection of
market-oriented strategies and therefore contribute to the goals of the company and its
marketing objectives. The Marketing initiatives taken by Khadi to increase sales are as
below:

1- INCREASE IN NUMBER OF SALE OUTLETS

Most of the sale happens from the Khadi outlets or franchise shops. Khadhi has 7051
own stores and 2230 NGOs referred to as Khadi Institutions (KIs) across the country through
which it sells its products. It also sells through the franchise stores. The franchise stores can
be partly owned by KVIC at times and some are completely independent. One of the new
options which has recently been introduced is to have small counters in a shop which has
Khadi products.

2- EXHIBITIONS
As a part of the marketing and promotional activities the government sanction funds
for conducting exhibition activities either through KVIC or its allied sister concerns. Since
1990 the government has put various exhibitions at district level, zonal, state and national
level. This helps in selling products and also spreading awareness about genuine Khadi
products. These exhibitions also help the artisan to display their products thus resulting in
employment and also liquidating the products of Khadi.

3- BULK SALES
KVIC‟s one more innovating way isto make Bulk Sales to companies who can use
the products for CSR activities. 3) Promoting Khadi brand in government offices: The
government has taken initiatives to increase the sale of Khadi by enforcing government
employees in certain ministries to compulsory wear Khadi clothes. The government is
thinking to make Khadi compulsory to wear on Friday in government offices. The present
government in its campaign of Make in India is making a lot of attempt to make Khadi the
brand of India. In its new endeavor KVIC is also promoting Khadi clothes in schools and
colleges.

43
4- UP GRADATION OF EXPORTS PERFORMANCE
To promote KVIC products globally the government encourages artisans and KVIC
personal to visit abroad for participating in international trade fairs/exhibitions and sales cum-
study tour etc.
5- INCREASE OF CREDIT FLOW
The Union Government through the Ministry of Micro, Small and Medium
Enterprises, provides funds to KVIC for undertaking its various activities under Plan and
Non-Plan heads. These funds are provided primarily by way of grants and loans, which the
Commission in turn re-allocates them to its implementing agencies, namely the State KVIBs,
institutions registered under the Societies Registration Act, 1860 and cooperative societies
registered under the Cooperative Acts of the State Governments, implementing banks, etc

6-MODERNIZATION OF STORES AND UPKEEP OF STOCK

In a globalized world it where technology and modernity are the key for success,
it is important that KVIC also improve its stores. In the new millennium the government is
renovating the stores and is giving them the look of a modern showroom. Stock is what pulls
the customer to the store so the journey from the artisan to the store has been improvised and
is faster.

7- FASHION TRENDS AND BRANDING

Few years ago, KVIC has engaged ace fashion designers from the industry to give
a new avatar to its product, which has bought about a huge difference in the sales of Khadi
items In order to improve the quality of handcrafted Khadi, KVIC has tied up with the
National Institute of Design (NID), Ahmedabad; „Dastakar‟, Andhra Pradesh; IIT, Delhi; and
Textiles Committee, Mumbai

8- LOGO AND TRADEMARK

In the month of November of 2014 the MSME moved to register the logo of Khadi
and Village Industries Commission (KVIC) 'Khadi' as a 'word mark'. It has also sought legal
opinion to seek geographical indication. The logo speaks of the brand and its identity and it
also forms a direct link with the customer. The trust that people have on Khadi product
strengths once the Logo and trademark are there on the products.
9- TIE UP WITH LOCAL BRANDS

44
 Khadi being the National cloth has decided to integrate and tie up with the local
Indian market key notch players in Textile, craft and hand made products. The main players
in the market being FABINDA and RAYMOND’s .They have already agreed to devote a
section to Khaki outfits in about 600 of their outlets. These designs would have a Khadi mark
on them and sold under a new label name, like for example, Fabindia will be selling these
products as Khadi marketed by Fabindia.
10) TECHNOLOGICAL INTERVENTION:
The failure of an organization also depends on its inability to maintain the inventory /
stock, raw material, production and sales statistics. The government has recently taken out a
tender to invite technology companies for the Design, Development, Installation,
Implementation and Support for Integrated Financial Management System (IFMS). Delay in
approvals and process in the government department has led to the digitalized of all the
process from stock inventory to payment. It will also help in connecting all the outlets,
production house across the country through one payment process.

SALES OUTLETS
The marketing wing of the Khadi and Village industries functions directly under the
Board with a Director in charge of the marketing as the chief. In order to assist artisans in
marketing the Board has its own Office cum shopping complex in Kollam Pathanamthitta,
Alappuzha, Ernakulam, Thrissur, Palakkad, Kozikode and Kannur Districts and at the sub
office at Payyannur Khadi Centre. The Board also runs salesoutlets in all districts
departmentally and on agency basis. The salesoutlet under the Board are known as
“Soubhagya”. The Direct Soubhagyas run by the Board are called ‘Khadi Grama
Soubhagyas’ and the outlets run by agencies are called ‘Khadi Soubhagyas’ and outlets
attached to the production centers are called ‘Grama Soubhagyas’. At present there are 30
Khadi Grama Soubhagyas, 53 Grama Soubhagyasand 76 Khadi Soubhagyas and one mobile
sales van operated for the saleof KVI products in Kerala.
The Board gives financial assistance to units to set up their own salesoutlets, for
renovation or expansion of existing sales outlets, purchase ofmobile vans and organizing
exhibitions to create awareness about Khadiand village industries products. The Board has
been participating in Indian Trade Promotion Organization (ITPO). .

45
HONEY MARKETING DEPOT, TRIPUNITHURA
A Honey Marketing & Processing Depot has been set up at Tripunithura, near
Ernakulam. The unit procures raw honey from the individual bee keeper sat the floor rate
prescribed by the cost chart committee. This step is intended to free bee keepers from the
exploitation of middlemen.

3.6.3 FINANCE DEPARTMENT

The finance department has great importance in the success of any business and it is
the backbone of organization’s process and operations. No business can run without finance
and effective management of available finance is the key of success. The role of this
department is very vast and includes recording of operating transactions, preparation of
financial statements and then analyze them. It also ensures that policies and internal
mechanisms comply with industry practices, human resource policies and regulatory
standards.

The role of financial department hierarchy includes tax planning, investment analysis,
financial analysis and accounting. It has to assess operating performance of the organization
for profits and non-profits. The financial department hierarchy helps an organization’s
management to understand developments in economic activities as well as to enable them to
take adequate strategic decisions. The department is responsible for sufficient cash flow to
meet day-to-day activities of the company.

FINANCIAL MANAGEMENT

Financial Management means planning, organizing, directing and controlling the

financial activities such as procurement and utilization of funds of the enterprise. It means
applying general management principles to financial resources of the enterprise.

SCOPE OF FINANCIAL MANAGEMENT

1. Investment decisions includes investment in fixed assets (called as capital budgeting).

Investment in current assets is also a part of investment decisions called as working
capital decisions.

46
 2. Financial decisions - They relate to the raising of finance from various resources
which will depend upon decision on type of source, period of financing, cost of
financing and the returns thereby.
3. Dividend decision - The finance manager has to take decision with regards to the net
profit distribution. Net profits are generally divided into two:

OBJECTIVES OF FINANCIAL MANAGEMENT

The financial management is generally concerned with procurement, allocation and control of
financial resources of a concern. The objectives can be-

1. To ensure regular and adequate supply of funds to the concern.

2. To ensure adequate returns to the shareholders which will depend upon the earning
capacity, market price of the share, expectations of the shareholders.
3. To ensure optimum funds utilization. Once the funds are procured, they should be
utilized in maximum possible way at least cost.
4. To ensure safety on investment, i.e., funds should be invested in safe ventures so that
adequate rate of return can be achieved.
5. To plan a sound capital structure-There should be sound and fair composition of
capital so that a balance is maintained between debt and equity capital.

FUNCTIONS OF FINANCIAL MANAGEMENT

1-Estimation of capital requirements:

A finance manager has to make estimation with regards to capital requirements of the
company. This will depend upon expected costs and profits and future programmes and
policies of a concern. Estimations have to be made in an adequate manner which increases
earning capacity of enterprise.

2-Determination of capital composition:

Once the estimation has been made, the capital structure have to be decided. This
involves short- term and long- term debt equity analysis. This will depend upon the
proportion of equity capital a company is possessing and additional funds which have to be
raised from outside parties.

47
3-Choice of sources of funds:

For additional funds to be procured, a company has many choices like-

a. Issue of shares and debentures

b. Loans to be taken from banks and financial institutions
c. Public deposits to be drawn like in form of bonds.

Choice of factor will depend on relative merits and demerits of each source and period
of financing.

4-Investment of funds:

The finance manager has to decide to allocate funds into profitable ventures so that
there is safety on investment and regular returns is possible.

5-Disposal of surplus:

The net profits decision has to be made by the finance manager. This can be done in
two ways:

A- Dividend declaration - It includes identifying the rate of dividends and other

benefits like bonus.
B- Retained profits - The volume has to be decided which will depend upon
expansion, innovational, diversification plans of the company.

6-Management of cash:

Finance manager has to make decisions with regards to cash management. Cash is
required for many purposes like payment of wages and salaries, payment of electricity and
water bills, payment to creditors, meeting current liabilities, maintenance of enough stock,
purchase of raw materials, etc.

48
7-Financial controls:

The finance manager has not only to plan, procure and utilize the funds but he also
has to exercise control over finances. This can be done through many techniques like ratio
analysis, financial forecasting, cost and profit control, etc.

FIGURE NO: 3.2

STRUCTURE OF FINANCE DEPARTMENT

FINANCIAL DIRECTOR

CHARTERED ACCOUNTANT

INTERNAL AUDITOR

FINANCIAL MANAGER FOR ACCOUNTS

ACCOUNTANT

FINANCE ASSISTANCE FOR SALE

FINANCE ASSISTANCE FOR PURCHASE

49
1-FINANCIAL DIRECTOR

He is responsible for overall control of organizations accounting function. He has to

formulate financial targets as well as budgets according to strategic plans determined by
board of directors. He has to manage policies of the company regarding taxation, capital
requirements, debt, acquisitions and equity.

2-CHARTERED ACCOUNTANT

Has to prepare tax return statements of all taxes. He has to establish an efficient
accounting system. He has to make careful analysis of accounts as well as review of pervious
accounting records. He has to prepare annual accounts and have to manage taxation process
of the company. He has to also deal with budget control and investment projects.

3-INTERNAL AUDITOR

Internal auditor is responsible for officially examining the accounts of the company an
auditor may be a chartered accountant or a tax consultant.

4-FINANCIAL MANAGER FOR ACCOUNTS

He is responsible for interpreting and providing financial information. He has to make

monthly salary statement of all employees. He also monitors cash flows as well as predicts
future trends. He has to make research on factors influencing on business performance. He
has to analyze market and competitors trends. He has to work for cost effective financial
management to increase the profit of the company

5-ACCOUNTANT

Performs many functions such as collection and recording of data. He has to

analyze organization’s financial operations. He also reviews and analyzes expenditure
and budgets of the financial company. He has to review and monitor accounting reports
for completeness and accuracy.

50
6-FINANCE ASSISTANCE FOR SALE

He is responsible to prepare yearly budget plan for promotion of the company. He

has to keep record of expenditure required for sale transactions such as salary of sale staff
and advertisement expenditure for promotion of sale.

7-FINANCE ASSISTANCE FOR PURCHASE

He is responsible to keep record of all purchased items required for business

affairs. He is responsible to negotiate prices, to find out best services or goods and choose
suppliers.

51
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

52
4.1 INTRODCUTION

The chapter deals with analysis of the study on the basis of data collected through
questionnaire

4.2 ANALYSIS OF THE STUDY

Table 4.2.1

AGE OF KHADI CUSTOMER

Age Number of respondents Percentage

Less than 30 4 14
30-40 9 30
40-50 10 33
50-60 7 23
Total 30 100
Source: Primary data

Chart no .4.2.1

AGE OF KHADI CUSTOMER

35

30

25

20

15 Percentage

10

0
Less than 30 30-40 40-50 50-60

Interpretation

The above table shows that most of the Khadi customers range between the age of 40 and 50

53
 Table 4.2 2

TYPE OF PRODCUT

Type of products Number of respondents Percentage

Readymade garments 8 27
Beds 5 17
Khadi clothes 14 46
Others 3 10
Total 30 100
Soruce : Primary data

Chart no .4.2.2

TYPE OF PRODCUT

Percentage

50

40

30
Percentage
20

10

0
Readymade Beds Khadi Others
garments clothes

Interpretation

The table 4.2.2 shows most of the khadi customers use the products of khadi clothes
and 27% of the customes use readymade garmetns of Khadi

54
 Table 4.2.3

TYPE OF KHADI CUSTOMERS

Type of customer Number of respondents Percentage

Regular 14 47
Occasional 12 40
Rare 4 13
Total 30 100
Soruce : Primary data

Chart no .4.2.3

TYPE OF KHADI CUSTOMERS

Percentage

Regular
Occassional
Rare

Interpretation

Table 4.2.3 Shows majority of the respondents are regular customers of Khadi
products and only 13 % of them are rare customers .

55
 Table 4.2.4

REASON FOR USE

Reason Number of respondents Percentage

Part of freedom movement 4 13
Political back ground 8 27
Employment 6 20
Others 12 40
Total 30 100
Soruce : Primary data

Chart no 4.2.4

REASON FOR USE

40
35
30
25
20
15
10
5 Percentage
0

Interpretation

Table 4.2.4 shows that the respondents are using the Khadi products due to
reason other than part of freedom movement , political back ground and employment

56
 Table 4.2.5

PERIOD OF USAGE

Period of usage Number of respondents Percentage

More than 10 years 13 43
5-10 years 7 23
Less than 5 years 10 34
Total 30 100
Soruce : Primary data

Chart no. 4.2.5

PERIOD OF USAGE

50
45
40
35
30
25
Percentage
20
15
10
5
0
More than 10 years 5-10 years Less than 5 years

Interpretation

The table 4.2.5 shows about 43% of the customers are using Khadi products for more than
10 years . Some (34%) are using less than 5 years

57
 Table 4.2.6

DIFFERENTIALITY OF KHADI PRODCUTS WITH OTHERS

Difference Number respondents Percentage

Quality 12 40
Colour 3 10
Sustainability in any 13 43
climate
Price 2 7
Total 30 100
Soruce : Primary data

Chart No 4.2.6

DIFFERENTIALITY OF KHADI PRODCUTS WITH OTHERS

Percentage
50
45
40
35
30
25
20 Percentage
15
10
5
0
Quality Colour Sustainability Price
in any climate

Interpretation

From the above table it is clear that most of the respondents agree with the fact that
Khadi products are suitable in any climate and in this respect Khadi products differ
from other products 43% of the respondents agree with the quality of the product and
only very few agree that they are different on the basis of price and colour

58
 Table 4.2.7

PROBLEMS OF KHADI PRODUCTS

Problems Number of respondents Percentage

High price 2 7
N o preference to youth and 13 43
children
Lack of advertisement 10 33
Others 5 17
Total 30 100
Soruce : Primary data

Chart 4.2.7

PROBLEMS OF KHADI PRODUCTS

Percentage

45
40
35
30
25
20
15
10
5 Percentage
0

Interpretation

From the table 4.2.7, it is clear that the major problem faced by Khadi products in
the market is that they are not preferred by youth and children. Some are reported that the
problem is high price , lack of advertisement etc

59
 Table 4.2.8

DEGREE OF PUBLICITY

Response Number of respondents Percentage

Always 7 23
Often 3 10
Rarely 8 27
Not at all 12 40
Total 30 100
Soruce : Primary data

Chart no. 4.2.8

DEGREE OF PUBLICITY

Percentage
45
40
35
30
25
20 Percentage
15
10
5
0
Always Often Rarely Not at all

Interpretation

Most of the respondents are of the opinion that the publicity given for the Khadi products are
not at all sufficient

60
 Table 4.2.9

MEDIA OF ADVERTISEMENT

Media Number of respondents Percentage

Hoardings and banners 1 3
Newspapers and magazines 14 47
T V /Radio 9 30
Word of mouth 5 17
OTHERS 1 3
Total 30 100
Soruce : Primary data

Chart no 4.2.9

MEDIA OF ADVERTISEMENT

Percentage
50
45
40
35
30
25
20
Percentage
15
10
5
0
Hoardings Newspapers T V /Radio Word of OTHERS
and banners and mouth
magazines

Interpretation

From the table 4.2.9 we can understand that most of the customers know Khadi products
through newspapers and magazines . TV/ Radio, hoardings and banners are the least popular
way of advertisement

61
 Table 4.2.10

PROMOTION ON THE PART OF CUSTOMERS

Response Number of respondents Percentage

Recommend Others to buy 15 50
Became a regular customer 10 33
Nothing 5 17
Total 30 100
Soruce : Primary data

Chart no 4.2.10

PROMOTION ON THE PART OF CUSTOMERS

Percentage

50

40

30

20 Percentage

10

0
Recommend Became a Nothing
Others to buy regular
customer

Interpretation

50% of the respondents reports that they will recommend others to by the product ,
33% reports that they will become a regular customer and 17% are of the opinion that they
will do nothing for the promotion of the Khadi product .

62
 Table 4.2.11

POPULARITY OF KHADI PRODCUTS

Response Number of respondents Percentage

Eco friendly 7 23
User friendly 13 44
Easy availability 10 33
Total 30 100
Soruce : Primary data

Chart no 4.2.11

POPULARITY OF KHADI PRODCUTS

Percentage
50
45
40
35
30
25
Percentage
20
15
10
5
0
Eco friendly User friendly Easy availability

Interpretation

From the above table it is clear that the popularity of Khadi product is due to its user
friendly nature and only 23% says that it is because of its easy availability

63
 Table 4.2.12

SEASON FOR BUYING

Season of buying Number of respondents Percentage

Festival season 15 50
School opening time 5 17
Other time 10 33
Total 30 100
Soruce : Primary data

Chart 4.2.12

SEASON FOR BUYING

Percentage
60

50

40

30
Percentage
20

10

0
Festival season School opening Other time
time

Interpretation

The table 4.2.13 reveals that about 50% of the respondents buy their products during
festival seasons and only 17% of the customers buy during school opening time

64
 Table 4.2.13

PLACE OF PURCHASE

Place of purchase Number o f respondents Percentage

Khadi Grama Soubhagya 14 47
Khadi Soubhagya 6 20
Grama Shiplap
Other outlets 10 33
Total 30 100
Soruce : Primary data

Chart no 4.2.13

PLACE OF PURCHASE

Percentage
50
45
40
35
30
25
20 Percentage
15
10
5
0
Khadi Grama Khadi Grama shilpa Other outlets
soubhagya soubhagya

Interpretation

From the table ,it is clear that most of the respondents purchase their products
from Khadi Grama Soubhagya and no one from the respondents purchase their Khadi
products from Grama Shiplap .

65
 Table 4.2.14

ATTRACTIVENESS IN PACKING

Response Number of respondents Percentage

Yes 8 27
No 22 73
Total 30 100
Soruce : Primary data

Chart 4.2.14

TTRACTIVENESS IN PACKING

Pertcentage

1
2

Interpretation

About 73% of the respondents does not agree that Khadi products are not all attractive .Only
27% respondents agree that that packing is very attractive

66
 Table 4.2.15

GENERAL OPINION ABOUT KHADI PRODUCTS

Opinion Number of respondents Percentage

Good 16 53
Average 9 30
Bad
No opinion 5 17
Total 30 100
Soruce : Primary data

Chart no 4.2.15

GENERAL OPINION ABOUT KHADI PRODUCTS

Percentage

60

50

40

30 Percentage

20

10

0
Good A verage Bad No opinion

Interpretation

Table 4.2.24 shows that 53% of the respondents have good opinion towards Khadi
products .17% have no opinion about Khadi products From this it is clear that general
opinion about Khadi products is fare ,

67
 CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSION

68
5.1 FINDINGS OF THE STUDY

The following are the findings of the study.

 It is found that customers below the age of 30 have less preference towards Khadi
products as compared to other customers.
 Most of the customers use Khadi clothes, readymade garments etc .The other products
of Khadi have less preference among the people.
 Out of 30 selected respondents most of the customers (43%) are using Khadi products
for more than 10 years.
 Most of the customers (47%) are of the opinion that in rare cases, the price of Khadi
product is very high.
 40% are of the opinion that the publicity given for Khadi products is not at all
sufficient. The advertisement given through T V or other media is very low.
 Out of 30 selected customers, 50% of the customers purchase Khadi products during
festival season. In other season there is less sales for Khadi products.
 Customers are more comfortable with Khadi products. But they have an opinion that
Khadi products are not much long lasing.
 The customers support ‘Special Melas’ conducted due to the availability of products
at a reduced rate .Also they can purchase variety of products through malas.
 About 73% of the opinion that packing of Khadi products is not attractive.
 While concerning the general opinion about Khadi products, most of them have a
good opinion.

69
5.2 SUGGESTIONS OF THE STUDY

 It should reduce the price of the products so that everyone can buy Khadi products at
a lower price.
 The problem of unavailability of product can be reduced by taking necessary steps to
open more sales outlets.
 It should take necessary steps to satisfy the needs of youth & children.
 Khadi should adopt good sales strategies to increase the sales of their products other
than Khadi cloths & readymade garments.
 Conduct more ‘Melas’ in addition to the ‘Melas’ conducted in festival seasons.
 In order to avoid the duplicate sales by other firms, a separate ‘trade emblem’ must be
given to products produced under Payyannur Khadi Center.
 It should adopt advanced technologies to ensure that their products are long-lasting.
 It should concentrate more on customer satisfaction.
 To enhance the sales of PKC, the Government should place more orders for Khadi
products.
 It can give more advertisement & publicity for Khadi products. Advertisement
through T V& News paper can increase the sales to a certain extend.

70
5.3 CONCLUSION

Through the decade of its existence, Payyannur Khadi Centre brought many glories,
held high its dignity and reputation, in spite of many adversities it had to face from its
environment. The major drawback is due to its high cost, however with unimproved quality.
In order to overcome this problem by providing greater and better employment opportunities,
it is necessary to provide offer products in accordance with consumer preferences.

71
BIBLIOGRAPHY

Principles and practice of marketing in India Dr. C.B. Mamoria

R.I. Joshi

Principles of marketing Dr. N.I Mulla

Philip Kotler

WEBSITE

www.google.com

www.kvic.org

www.kvib.org

www.payyanur.com/khadi.htm

72
 QUESTIONNAIRE

1. Name :
2. Sex : Male /Female
3. Age :

(a)Less than 30 (b) 30-40 (c) 40-50 (d) 50-60

4. Which type of Khadi products do you use?

(a)Readymade garments (b) Beds

(c) Khadi clothes (d) others 1;

5. Which type of Khadi customer you are?

(a)Regu1ar (b) Occasional (c) Rare

6. What is the reason behind using Khadi Product?

(a) Part of freedom movement (b) Political background

(c) Employment (d) Others

7. How long have you been using Khadi products?

(a) More than 10 years (b) 5-10 years (c) Less than 5 years E

8. In which aspect Khadi products differ from others?

(a) Quality (b) Colour

(c) Sustainability in any climate (d) Price

9. The price of khadi products is higher than other products. Do you agree?

(a) Always (b) Often (c) Rarely (d) Not at all

10. Have you been ever cheated in buying Khadi products?

(a) Yes (b) No

73
11. How have you been cheated?

(a) By purchasing non Khadi products (b) By paying high price

12. According to you what are the problems faced by Khadi products in themarket?

(a) High price (b) No preference to youth and children 2

(c) Lack of advertisement (d) Others

13. Do you think that the publicity given is sufficient?

(a) Always b) often (c) Rarely d) Net at all

14. Through which media did you know about Khadi products?

(a) Hoardings and banners (b) Newspapers and magazines

c) TV/Radio d) word of mouth (e) Others

15. How satisfied are you with purchase made?

(a) More satisfied (b) Less satisfied (c) Not satisfied

15. What would you do to promote Khadi Products?

(a) Recommend others to buy (b) Became a regular customer

(c) Nothing

17. According to you, in what respect Khadi is popular?

(a) Eco friendly (b) User friendly (c) Easy availability

18. When do you buy Khadi products?

(a) Festival season (b) School opening time c) Other time

19.What are the benefits from Special Melas conducted by Khadi and village industries on
Festival Season?

(a) Reduction in price (b) Variety of products

(c) Knowledge about new products

74
20. Do you force your family members to use Khadi products?

(a) Always (b) Often (c) Rarely (d) Not at all

21. In your opinion what quality does a Khadi product have?

(a) Long lasting (b) More comfortable

(c) Easy accessibility (d) others

22. From where do you buy Khadi Products?

(a) Khadi Grama Soubhagya (b) Khadi Soubhagya II

(c) Grama Shiplap (d) other outlets

23. How likely are you to buy Khadi again?

(a) Much likely (b) Likely (c) Not likely

24. Would you choose Khadi even airier an increase in price?

(a) Always (b) Often (c) Rarely (d) Not at all

25. Do you find Khadi products packing attractive?

(a) Yes (b) No

26. What is the opinion regarding Government Policy to use Khadi Products once in a Week?

(a) Good (b) Average (c) Bad (d) No opinion

27. What comments or suggestion can you express to the makers of Khadi products?

(a) Make it innovative (b) Reduce price

(c) Open more sales outlet (d) Increase exports

28. Will you use Khadi products even after you go outside the country?

(a) Yes (b) No

75