REDEFINING ARVIND LIMITED'S CAMPUS

STRATEGY TO ATTRACT, ENGAGE, AND

RETAIN TOP TALENT AMIDST EVOLVING
INDUSTRY DEMANDS AND STUDENT
EXPECTATIONS

A GLOBAL CITIZEN LEADER PROJECT BY

Malita Coutinho PG10
Jaladi Sai Sindhuri PG21
Kanika Kedia PG24 A
Krupa Pande PG34
Tanmay PawarPG36
Yash Lanjewar PG58
 TEAM MEMBERS AND TEAM SWOT

Malita Coutinho Jaladi Sai Sindhuri Kanika Kedia Krupa Pande Tanmay Pawar Yash Lanjewar
PG10 PG21 PG24 PG34 PG36 PG58

- Diverse skills and expertise. - Gaps in specialized knowledge. - Technology adoption. - Competitors' performance.
- Strong leadership and - Time management challenges. - Collaboration and - Resource constraints.
teamwork. - Dependence on key members. partnerships. - Potential
- Adaptability and problem- - Skill development and communication breakdowns
solving abilities. innovation
 VISION AND MISSION

Vision
To be the driving force behind innovative and impactful campus strategies
that position Arvind Limited as the employer of choice for aspiring graduate
and postgraduate talent, fostering a future-ready workforce that thrives in a
dynamic and competitive job market

Mission
Attract Talent: To develop engaging and inclusive campus
01
programs that resonate with the aspirations of high-potential
students and align with Arvind’s brand and industry leadership

Engage Talent: To create meaningful touchpoints with students and

02 institutions, leveraging creativity and proactive communication to build
long-term relationships.

Retain Talent: To design initiatives that nurture and integrate campus

03 recruits into Arvind’s culture, ensuring their growth and satisfaction within
the organization.
 CORE VALUES

Inclusivity Continuous Improvement Collaboration Creativity

Promote diversity and Identify weaknesses, Foster teamwork and Infuse innovation into
inclusion in all embrace feedback, and open communication to campus strategies to
engagement efforts, strive to overcome ensure all voices are differentiate Arvind as a
ensuring that challenges like heard and ideas are forward-thinking
opportunities are reticence and harnessed for the employer
accessible to talent presentation skills for collective success of
from varied ongoing personal and the project.
backgrounds. team growth.
 PROJECT SCOPING

Objective
To strengthen Arvind Limited’s campus strategy to attract, engage, and
retain high-potential talent for graduate and postgraduate roles by
addressing evolving industry demands, student expectations, and the
competitive job market.

Problem Definition

1.Assess the current campus engagement strategy of Arvind Limited.

2.Identify gaps and inefficiencies in the existing approach.
3.Understand industry benchmarks and evolving trends in talent
acquisition and student expectations.
 PROJECT SCOPING

Key Deliverables: Timelines:

A detailed report on the strengths and Week 1-2: Data collection and stakeholder interviews.
weaknesses of the current strategy. Week 3-4: Analysis and identification of gaps.
Recommendations for improving campus Week 5-6: Strategy formulation and validation.
engagement tactics. Week 7: Presentation of the final strategy
A roadmap to enhance Arvind Limited’s
brand positioning as an employer of
choice.

Constraints and Risks: Tools and Resources:

Limited availability of stakeholders for Surveys for data collection.
interviews. Case studies and industry reports for
Resistance to change within the benchmarking.
organization. Cross-functional team collaboration for
Budget constraints for implementing input and implementation
proposed strategies.
 BRAND JOURNEY
6

4
PRESENT
3 Focused on
2010s innovation,
2 Emphasized eco- sustainability, and
2000s friendly expanding in digital
1 Became a major manufacturing and retail channels
1990s supplier for global launched sustainable globally.
Launched brands like brands (e.g., Levi’s, products.
1970s-1980s Flying Machine, Tommy Hilfiger). Invested in R&D for
Entered the denim Wrangler, and Arrow Expanded advanced fabrics like
1931 business and became internationally in retail Coolmax and Lycra
Founded by Nanjibhai a leader in India. and fashion markets.
Kalidas Mehta in Introduced innovative
Ahmedabad. denim products.
Focused on producing
high-quality textiles for
domestic demand.
COMPANY PORTFOLIO
COMPANY PORTFOLIO
SWOT ANALYSIS
STAKEHOLDER MAPPING
 USER JOURNEY STUDENTS
Stage Touchpoints User Actions User Thoughts & Feelings

- University career fairs

- Online job boards (LinkedIn, - Browsing job listings
Indeed) - Researching company values - Excitement about job prospects
Awareness
- Arvind's website & social media - Attending presentations - Concern about competition
- University placement cell - Reaching out to employees
- Peer recommendations

- Application process
- Preparing resumes, portfolios
- Pre-placement talks - Nervousness about competition
- Researching interview FAQs
Consideration - Mock interviews - Eagerness to understand the role
- Networking with employees
- Company workshops - Assessing cultural fit
- Evaluating Arvind
- Interaction with employees

- Completing and submitting

- Online application portal - Anxiety about standing out
applications
Application - Assessment platforms - Hopefulness for a positive outcome
- Participating in assessments
- Communication with HR - Frustration with delays
- Sending follow-up emails

- Interviews (phone, video, in-person) - Nervousness about performance

- Preparing for interview questions
- Case studies - Eagerness to make a good
Interview & Selection - Practicing case studies
- Group discussions impression
- Researching interviewers
- Interaction with hiring managers - Seeking reassurance from mentors

- Job offer letter

- Reviewing and accepting offer - Excitement about starting a new role
- Salary negotiation
- Negotiating salary - Nervousness about adaptation
Offer & Onboarding - Onboarding process
- Submitting documents - Eagerness to contribute and build
- Orientation program
- Attending orientation relationships
- Interaction with colleagues
PAIN POINT 1
"MISMATCH BETWEEN INDUSTRY REQUIREMENTS
AND CANDIDATE SKILLS"

Arvind Mills Ltd. struggles to find

candidates with industry-specific
skills and knowledge.

Talented students lack industry-

relevant training and experience,
hindering job opportunities.

Recruitment inefficiencies and

unemployment/underemployment for
capable candidates.
 SOLUTION

1. Training Program
01 1-year program focused on developing
industry-relevant skills
6. Retention
mandatory 4-year work contract 2. Industry-Specific Curriculum
ensures long-term retention of trained
06 02 Content tailored to the textile and
talent apparel industry, covering technical and
managerial aspects

5. Recruitment
Candidates are recruited post-training to 05 03 3. Certification/Degree
meet company standards. Postgraduate or equivalent
degree upon completion

4. Institutional Partnerships 04
Collaborations with reputed institutes
enhance program credibility
 EXPECTED OUTCOME

For Arvind Textiles Ltd.:

1 Revenue Generation 2 Quality Talent 3 Retention

Acquisition

Fees collected from Ensures a pool of skilled Long-term contracts reduce

trainees contribute to and company-aligned frequent hiring and training
additional income professionals costs

For Candidates:

1 Increased Opportunity 2 Job Guarentee 3 Strong Headstart

A career pathway for

Opportunity to gain Assured job placement in a
talented individuals facing
industry-relevant training reputed organization
challenges in campus
and a recognized
placements due to a tight
certification/degree.
job market
 Pain Point 2
Employee Retention Issues

1 2 3

Arvind Limited faces High attrition rates are driven These challenges directly
challenges in retaining its by dissatisfaction with pay, impact the company’s
skilled workforce, particularly limited career growth, and operational efficiency and
in its manufacturing units and poor employee engagement. increase recruitment and
retail business divisions. training costs.
 SOLUTIONS
Improve Non- Remuneration
Packages
IIntroduce perks like health insurance,
subsidized meals, transportation, or
childcare facilities. Dani Martinez
Enhance Career Growth
Opportunities
Implement technical and leadership training to
help employees grow professionally.

Strengthen Employee Engagement

Drew Feig
Organize events, celebrations, and
recreational activities to build a sense of
belonging.

Streamline Recruitment and

Onboarding
Focus on recruiting talent from nearby
areas to reduce relocation issues and
increase loyalty
 EXPECTED OUTCOMES

01 02
Lower Attrition Stable Workforce
Rates
The attrition rate in the Employees will feel more
manufacturing division is valued and invested in the
expected to decrease from organization, reducing the
over 20% to align closer with need to replace experienced
the industry average of 10- staff frequently.
12%. ARVIND
MILLS

03 04 05
Increased Job Reduced HR Costs Enhanced Operational
Satisfaction Efficiency
Structured career paths and With a stable workforce, the Lower turnover reduces
internal promotions will need for frequent onboarding disruptions caused by the need
motivate employees, leading and training programs for to hire and train replacements,
to higher job satisfaction and replacements will decrease. ensuring smoother operations
better morale. and consistent output.
 Pain Point 3:
Brand Recognition Challenges
Arvind Limited, despite its rich history and
legacy as one of India’s leading textile
manufacturers, suffers from low brand
recognition among students and younger
audiences.

Students often recognize the brands

marketed by Arvind (Arrow, Tommy Hilfiger,
Flying Machine, Calvin Klein), but fail to
associate these with the parent company.

A lack of consistent, youth-focused

marketing strategies contributes to this
disconnect, limiting the company’s
influence over future customers and
prospective employees.
 EVIDENCE

Brand Awareness Gap:

- Surveys indicate that less than 40% of
surveyed students could identify Arvind as
the parent company of prominent brands
like Flying Machine and Calvin Klein.

Social Media Presence:

- Compared to its competitors, Arvind’s
engagement with youth-centric platforms
such as Instagram and YouTube remains
suboptimal.

Disconnect in Branding:-
Limited visibility of Arvind branding at
stores like Unlimited and Megamart, which
impacts its recognition.
 Campus Outreach Programs

Student Ambassador College Fests and

Program Sponsorships:
Offer incentives like free branded
Collaborate with fashion students
merchandise and mentorship
to showcase Arvind’s fabrics in
opportunities
student-run fashion shows

Workshops and Aims Design and

Guest Lectures: Innovation Contests

Conduct sessions on “The Organize “Create Your Own

Evolution of Fashion and Collection” contests where students
Sustainability” or “Innovation in design clothes using Arvind fabrics
Textiles

Collaboration with Fashion

Institutes
Partner with premier fashion colleges like design
institutes for co-branded certificate courses or
workshops focusing on sustainable fashion and textile
innovation.
 BRAND VISIBILITY IMPROVEMENT PLAN

Increase awareness about Arvind Limited among students and position it as a legacy brand behind popular international and
domestic names like Arrow, Flying Machine, and Calvin Klein.

Social Media Campus Influencer Augmented Reality

Challenges: Partnerships (AR) Experience
Booths

Create a hashtag Provide influencers Set up AR booths in

campaign like with free products to colleges where students
#PoweredByArvind or showcase Arvind’s can explore Arvind’s history,
#ArvindOnCampus to quality and appeal. innovations, and product
encourage user- lines in an interactive and
generated content engaging manner.
 IN-STORE AND ON-CAMPUS BRANDING

Pop-Up Stores Collaborative Highlight Arvind in

in Colleges Merchandise Stores

Set up temporary pop-up Co-brand college Create visual branding

stores in high-footfall merchandise (e.g., elements like banners,
areas of universities, hoodies, backpacks, water posters, and digital kiosks
featuring Arvind’s popular bottles) with Arvind’s logo at Unlimited and Megamart
brands and interactive and the college name. stores near colleges.
exhibits about its legacy. - Use this as an - Showcase Arvind’s
- Offer special discounts opportunity to subtly pioneering achievements
exclusively for students. introduce the Arvind name (e.g., first denim
to students. manufacturer in India).
 EXPECTED OUTCOMES

Increased Brand Recall and Recognition:

Among students, enhancing Arvind's visibility as
the parent company of popular brands.

Enhanced Visibility: Of Arvind’s contributions

to the textile and apparel industry.

Greater Student Engagement: Through

interactive and memorable touchpoints.
RESEARCH PLAN
RESEARCH METHODOLOGY
PRIMARY DATA ANALYSIS THOUGH SURVEYS

Quantitative Insights:

Preferred Companies:

Majority prefer large multinational corporations (MNCs) over start-ups and mid-sized firms.
Top companies mentioned: JP Morgan, HUL, Deloitte, Nestlé, and Google.

Factors Influencing Choice (Ranked 1–5):

Salary and perks and work-life balance are consistently ranked as top priorities.
Career growth opportunities and job roles are also key determinants.
Diverse workforce and brand legacy ranked lower in priority.

Industry Interests:

FMCG/Retail, Finance, and IT/Technology sectors are most preferred.

Lesser interest in government/public sector or niche fields.

Company Research Platforms:

LinkedIn is the most frequently used platform.

Others include Glassdoor, company websites, and career fairs.
PRIMARY DATA ANALYSIS THOUGH SURVEYS

Qualitative Insights:

Student Expectations:

Emphasis on positive work culture and leadership opportunities.

High demand for innovation-driven roles and global presence.
Recognition of a company’s prestige and legacy is significant.

Pain Points Identified:

Lack of clarity around long-term career progression.

Concerns over rigid or limited work-life balance policies.
Perceived disconnect between company branding and actual employee experiences.

Unique Preferences:

Many students value corporate social responsibility (CSR) initiatives.

Networking opportunities with top professionals is a key attraction.

Observations on Diversity:

Diversity is appreciated but often not seen as a top priority when choosing employers.
 SECONDARY DATA ANALYSIS THOUGH RESEARCH PAPERS

L’Oréal
Aspect Walt Disney HDFC Bank Deloitte HUL

Detailed job descriptions Tailored to individual Detailed job descriptions Combines traditional
Roles defined with clarity
Role Analysis and Job aligned with Disney’s strengths with frequently updated to design with predictive
and efficiency to meet
Design mission to create professional development ensure operational analytics for future needs.
strategic goals.
happiness. opportunities. continuity.

Comprehensive
Multi-step process with Uses ATS for filtering Combines aptitude tests AI tools and gamified
interviews leveraging
focus on cultural fit, soft applications efficiently and interviews to manage assessments to evaluate
Screening Process feedback to evaluate
skills, and life with human review for expectations and evaluate creativity and cultural fit.
cultural and professional
experiences. alignment. suitability.
fit.

Gamified recruitment
Technology and social Mentorship and access to Realistic onboarding and
Interactive programs like tools like “Reveal”
media ensure Deloitte University orientation ensure job
Candidate Engagement Disney College identify encourage candidate
transparency and enhance engagement and satisfaction and reduce
passionate candidates. participation creatively.
engaging hiring. career progression. mismatches.

Partners with leading Extensive global campus

Collaborates with Structured programs like
Regular campus drives institutions for outreach with case
universities globally, Unilever Future Leaders’
Campus Recruitment with advanced tools for recruitment, workshops, competitions and
offering hands-on training Program offer
streamlined hiring. and networking mentorship opportunities.
via Disney College. international exposure.
opportunities.
 SECONDARY DATA ANALYSIS THOUGH RESEARCH PAPERS
L’Oréal
Aspect Walt Disney HDFC Bank Deloitte HUL

Campaigns highlight
Provides equal
Programs like Emphasizes inclusivity inclusivity values;
Actively targets diverse opportunities for fresh
International Exchange with programs intrapreneurship
Diversity and Inclusion talent pools to promote graduates and
foster diverse cultural representing diverse initiatives promote
inclusivity. experienced
representation. demographics. equality.
professionals.

Limited use of tech, Dominated by AI tools

Combines tech for AI and digital tools
Heavy reliance on ATS focusing more on like chatbots,
reviews and tracking streamline
and data analytics for human-driven predictive analytics,
Technology Integration with human communication,
efficiency and decision- strategies for and automated
engagement during feedback, and
making. transparency and screening.
interviews. reporting processes.
effectiveness.

Global internship Global campaigns with

Programs like Disney Primarily regional Leadership roles
programs emphasize localized recruitment to
International offer year- recruitment with global provide rural and urban
Global Recruitment knowledge exchange ensure cultural
long cultural exchanges standards and exposure for holistic
and professional relevance.
worldwide. efficiency. development.
growth.

AI tools monitor
Early engagement
Evaluates passion and Mentorship and training Realistic previews and engagement and
programs align
Retention During intrinsic motivation, programs ensure clear expectations ensure smooth
candidates with
Recruitment reducing early attrition commitment during foster retention from onboarding to reduce
company goals for
risks. onboarding. the recruitment stage. mismatched
long-term retention.
expectations.