Case Study Summary : Amit_kumar_4195093

Dr. Nalli Kuppusamy Chetty was awaiting his granddaughter at the

airport. But all the while he was brainstorming on the fate of his
venture - Nalli sarees (1928). Nalli sarees had been a renowned
brand
of kanchipuram silk sarees till date and had further evolved into a
global brand with more verticals on offer such as the banarasi silk
sarees, embroidery sarees, cotton sarees, ready to stitch sets and
dhotis were on offer at present. The aching point on the line was
exposed now in 2011 as Nalli sarees had been fighting tooth and nail
with market competition for survival. Other contemporaries had
resorted

to

humangous

advertising,

special

offers,

seasonal

discounts, locationwise competitive pricing, etcetera and also

compromising on quality to lure customers at lower prices whereas
Nalli sarees had always advertised its brand through word of mouth,
retained its quality by employing traditional weavers

( who were

now switching to other occupancies), honest silkmoth harvesters

( who provided for genuine silk), and common blanket pricing
irrespective of locations always keeping customer service and
satisfaction as the first priority. Nalli sarees also provided refunds
on articles ( embroidery sarees, cotton sarees, ready to stitch sets)
which were not refunded by weavers and provided for huge space
for customers in posh cities even when estate prices skyrocketed.
As per data collected embroidery sarees and cotton sarees brought
in minimal profits whereas ready to stitch sets, materials and and
dhotis even incurred losses but these were made by the huge profits
from

kanchipuram

profitability

of

silk

Nalli

sarees.

sarees

These

and

Dr.

factors
Nalli

were

was

affecting

awaiting

his

granddaughter- an ISB alumni to discuss over for a solution.