Global Marketing

"MASTER OF FASHION MANAGEMENT (MFM)"

Batch – (2023-2025)

Submitted To:

Prof. Sachin Bhatnagar

By :

Aarushi Jain, Ashrita Hiwarkar, Dharmika Gollamandala

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology

Plot no. 15, Sector 4, Kharghar,

Navi Mumbai, Maharashtra-410210

Tel:022 2774 7100

Web: www.nift.ac.in
 Declaration

We, Aarushi Jain, Ashrita Hiwarkar, Dharmika Gollamandala hereby declare that the project
work on Global Marketing submitted by us to the National Institute of Fashion Technology
for the Masters in Fashion Management is an original and authentic piece of work carried out
by us under the guidance of our Professor Sachin Bhatnagar. All the information and data
presented in this project are based on our research, and we have duly acknowledged all the
sources of information in the bibliography.

We further declare that this project has not been submitted in part or full to any other
institution for any degree or diploma. Any similarities with other works are purely
coincidental and unintentional.

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 Acknowledgement

We want to express our sincere gratitude to Professor Sachin Bhatnagar of the Department of
Fashion Management at NIFT Mumbai for his invaluable guidance and support during the
completion of the project on Global Marketing. His expertise and insights have been
instrumental in shaping the direction of the work. We are grateful for the time,
encouragement, and knowledge he shared, which significantly contributed to the success of
this project.

Regards,

Aarushi Jain
Ashrita Hiwarkar
Dharmika Gollamandala

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 Table of Contents

Introduction 1
EPRG Framework 2
Ethnocentric Orientation 2
Polycentric Orientation 5
Regiocentric Orientation 8
Geocentric Orientation 11
Relevance of EPRG Framework in Modern Business 14
About the Brand 16
Mission and Vision 17
USP of our Brand 17
Brand Personality 17
International Marketing Strategy 18
Why is the UK the Perfect Market for Anvaya? 18
PESTEL Analysis 19
Market Analysis 21
Competitor Analysis 27
Marketing Plan 31
Segmentation 31
Targeting 31
Positioning 32
Marketing Mix 33
Product 33
Price 38
Place 40
Promotion 41
People 47
Process 48
Physical Evidence 49
Supply Chain 51
Barriers for Anvaya Entering the UK Market 55
Conclusion 57
References 59

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 Introduction

In an increasingly interconnected world, businesses face both opportunities and challenges

when expanding into global markets. The success of such endeavors often depends on how
effectively organizations tailor their strategies to align with the complexities of international
operations. The EPRG Framework—Ethnocentric, Polycentric, Regiocentric, and
Geocentric—offers a structured approach to understanding and categorizing the orientation of
businesses in international markets. This framework not only helps organizations assess their
global marketing strategies but also provides insights into the cultural, economic, and
operational adjustments required for success.

This report begins with an in-depth exploration of the EPRG framework, breaking down its
four orientations and their implications for international business. Each perspective is
analyzed with real-world examples, illustrating how global brands have utilized ethnocentric,
polycentric, regiocentric, or geocentric approaches to navigate diverse markets. Additionally,
the report examines the effects of these orientations on organizational culture, product
offerings, and market dynamics, offering a comprehensive, 360-degree understanding of the
framework's relevance and application.

In the second part, the report takes a practical turn by conceptualizing a hypothetical Indian
brand that specializes in ethnic wear and fusion decor—a niche that celebrates Indian
craftsmanship while appealing to contemporary global tastes. The focus is on the brand’s
entry into the UK market, a region renowned for its multicultural ethos, appreciation for
artisanal products, and growing demand for ethnic and fusion offerings.

This section provides a detailed marketing plan and strategies to establish the brand in the
UK. Key components include:

● Market Analysis: Understanding UK consumer preferences, the competitive

landscape, and opportunities for Indian-inspired fashion and decor.
● Positioning and Branding: Crafting a brand identity that bridges Indian heritage
with modernity, appealing to both South Asian diaspora and broader UK audiences.
● Marketing Strategies: Detailed promotional activities, including influencer
partnerships, social media campaigns, and festival-specific events.
● Distribution Channels: Identifying effective e-commerce platforms, retail
partnerships, and offline engagement through pop-up stores and exhibitions.

By combining theoretical insights with a practical application, this report not only elucidates
the EPRG framework’s importance but also demonstrates how its principles can guide a
brand’s expansion into international markets. Through a comprehensive marketing plan
tailored to the UK, the report aims to showcase actionable strategies for achieving success in
a highly competitive and culturally diverse environment.

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 EPRG Framework

The EPRG Framework, developed by Howard V. Perlmutter in 1969, is a widely recognized

strategic model used by companies to determine their orientation and approach toward
international market entry and operations. This framework provides insights into how firms
view and manage their international activities, helping them align their strategies with their
overall business goals and cultural orientations. The name "EPRG" is derived from the four
strategic orientations it describes: Ethnocentric, Polycentric, Regiocentric, and Geocentric.

These orientations are not only pivotal in shaping international business strategies but also
influence decisions related to marketing, production, staffing, and management practices.

Ethnocentric Orientation

The ethnocentric orientation in the EPRG framework views the home country as the central
hub of operations. Companies adopting this approach assume that strategies, practices, and
products that succeed in their domestic markets will automatically perform well in foreign
markets. The underlying philosophy is that the company’s home country expertise, systems,
and methods are universally applicable and superior.

This orientation is heavily focused on standardization, where minimal to no effort is made to

adapt products, services, or strategies to suit the cultural, economic, or social nuances of
foreign markets. Decisions are typically centralized, and foreign subsidiaries act as
extensions of the parent company rather than autonomous entities.

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Key Features of Ethnocentric Orientation

1. Centralized Decision-Making

Strategic decisions, including marketing, production, and distribution, are made at the
company’s headquarters. Subsidiaries have limited autonomy and are expected to
implement policies and practices decided by the home office.

2. Standardization of Products and Services

Ethnocentric companies often export the same products, marketing campaigns, and
operational processes used in their home market. There is little to no customization
for local markets, as the company assumes its domestic offerings will appeal
universally.

3. Home Country Personnel Dominance

Managers and executives from the home country are frequently placed in key
positions in foreign subsidiaries. This is because the company believes that
home-country nationals understand its culture and processes better.

4. Focus on Cost Efficiency

By standardizing products and operations, companies save on costs related to product

customization, marketing adjustments, and hiring local talent with specific expertise.

Benefits of Ethnocentric Orientation

1. Improved Coordination

Centralized decision-making ensures that all subsidiaries align with the company’s
overarching goals and strategies. This coordination results in a consistent brand image
and operational uniformity across markets.

2. Cost-Effectiveness

○ Standardized Offerings: By avoiding the costs of customizing products and

marketing strategies for each international market, companies save
significantly on production, distribution, and promotional expenses.
○ Economies of Scale: Producing a single product for multiple markets reduces
per-unit costs, especially in manufacturing and supply chain processes.

3. Ease of Entry for New Markets

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 Companies adopting an ethnocentric approach can quickly enter foreign markets by
replicating their existing business model. With control centralized in the home office,
establishing new subsidiaries is streamlined.

4. Strong Parent Company Oversight

For companies new to international operations, this approach provides an opportunity

for the parent company to monitor, control, and guide its subsidiaries closely, ensuring
alignment with the parent company’s standards and values.

Disadvantages of Ethnocentric Orientation

1. Cultural Insensitivity

Companies often overlook cultural, linguistic, and social differences between markets.
For example, marketing campaigns or product features that resonate with domestic
customers may alienate or offend foreign consumers. Lack of cultural understanding
can lead to missteps in customer engagement, such as inappropriate messaging, tone,
or imagery.

2. Missed Market Opportunities

The rigid assumption that one-size-fits-all prevents companies from capitalizing on

unique market trends or demands. For example, products that are successful in one
market may require modifications to meet regulatory requirements, climatic
conditions, or consumer preferences in another market.
Companies risk being outperformed by competitors who adopt a localized or
customer-centric approach.

3. High Risk of Failure

Businesses face increased chances of failure because they do not consider the
socio-economic, legal, or competitive landscape of the target market.
Products and services may be rejected outright if they do not meet local preferences or
solve local problems effectively.

4. Talent Utilization Challenges

The reliance on home-country managers limits the ability to leverage the expertise of
local talent, which often has better insights into regional markets. This may also
demotivate local employees who feel undervalued.

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Examples of Ethnocentric Orientation

1. McDonald’s Early International Expansion

In its early days of global expansion, McDonald’s adopted an ethnocentric approach.

The company exported its American-style menu, operational practices, and marketing
campaigns to international markets. While the strategy succeeded in some regions, it
faced challenges in countries with distinct dietary preferences, such as India, where
beef-based products were culturally inappropriate. Over time, McDonald’s recognized
the limitations of its ethnocentric model and adapted its offerings, such as introducing
the McAloo Tikki Burger in India, which catered to local vegetarian tastes.

2. IKEA’s Initial Approach

IKEA, the Swedish furniture giant, initially relied on an ethnocentric strategy when
entering international markets. The company exported its minimalist, functional
designs and flat-pack furniture without significant adaptations. While this approach
resonated in markets valuing simplicity, such as Europe and North America, it
struggled in markets like India, where traditional, ornate furniture designs were
preferred. Eventually, IKEA adjusted its product lines to include furniture tailored to
Indian homes, addressing space constraints and cultural preferences.

3. Coca-Cola’s Early Campaigns

Coca-Cola initially followed an ethnocentric approach, marketing its beverages with

slogans and imagery designed for American audiences. In some foreign markets,
these campaigns failed to resonate due to linguistic and cultural mismatches.
Coca-Cola later embraced more localized marketing efforts, such as creating
region-specific advertisements and flavors, leading to broader global success.

Polycentric Orientation

The polycentric orientation, part of Howard V. Perlmutter’s EPRG Framework, acknowledges

the uniqueness of each foreign market and emphasizes tailoring business strategies to meet
the specific needs, preferences, and cultural norms of the target market. Unlike the
ethnocentric approach, which standardizes offerings, the polycentric model focuses on local
responsiveness, enabling companies to better connect with consumers in diverse regions.

This approach involves creating localized products, marketing campaigns, and operational
processes to ensure relevance and alignment with the host market. Decision-making authority
is often decentralized, with significant autonomy granted to local subsidiaries.

Key Features of Polycentric Orientation

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 1. Localized Product and Service Design

Companies customize their products and services to suit the cultural, social, and
economic conditions of individual markets. This ensures that offerings are relevant
and appealing to local consumers.

2. Decentralized Decision-Making

Local subsidiaries have substantial decision-making autonomy. These subsidiaries are

empowered to manage their operations, marketing, and personnel independently, as
they are closer to the target audience and better understand local market dynamics.

3. Employment of Local Talent

Companies often prioritize hiring local employees to lead operations in foreign

markets. This not only reduces costs associated with expatriates but also enhances
cultural alignment and local market expertise.

4. Emphasis on Cultural Sensitivity

The polycentric orientation respects and incorporates cultural differences, making it

particularly suitable for operating in markets with strong cultural identities.

Benefits of Polycentric Orientation

1. Lower Manpower Costs

○ By employing local talent, companies save on the high costs associated with
relocating expatriate employees, such as housing, travel, and benefits.
○ Local managers are typically more familiar with the cultural and operational
landscape, reducing the need for extensive training.

2. Increased Market Acceptance and Sales

○ Localization ensures that products and services resonate with the local
audience, increasing their appeal and adoption.
○ For example, McDonald’s tailors its menu to suit regional tastes, such as
offering the McSpicy Paneer in India and the Teriyaki Burger in Japan,
resulting in higher consumer satisfaction and loyalty.

3. Motivated and Engaged Workforce

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 ○ A local workforce that feels valued and empowered is more likely to remain
loyal to the company and contribute positively.
○ Employees often appreciate companies that respect their culture and provide
opportunities for career growth within their home country.

4. Adaptability to Local Challenges

○ By granting autonomy to local subsidiaries, companies can respond more

swiftly to changes in consumer behavior, regulatory environments, and market
conditions.

Disadvantages of Polycentric Orientation

1. Reduced Central Control

○ With decision-making delegated to local subsidiaries, the parent company has

less direct oversight over operations in foreign markets.
○ This can lead to inconsistencies in brand image, strategy, or quality across
different markets, potentially confusing global consumers.

2. Higher Operating Costs

○ Customizing products, marketing strategies, and operations for each market

requires substantial investment.
○ Maintaining localized supply chains, production facilities, and marketing
campaigns increases overall expenses compared to standardized approaches.

3. Risk of Brand Dilution

○ Excessive localization can create variations in brand perception across

markets. If not carefully managed, this may dilute the global brand identity,
making it harder to communicate a unified brand message.

4. Complexity in Coordination

○ Operating multiple localized strategies across diverse markets increases

organizational complexity.
○ Companies must invest in robust communication and management systems to
ensure alignment between subsidiaries and the parent company.

Examples of Polycentric Orientation

1. Unilever

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 Unilever exemplifies the polycentric approach by adapting its product offerings and
marketing strategies to suit local markets.
○ In India, Unilever markets Fair & Lovely, a fairness cream that aligns with
local beauty standards.
○ In Western markets, the same company promotes Dove, emphasizing body
positivity and natural beauty. This localized strategy allows Unilever to
resonate with diverse consumer segments across over 190 countries.

2. McDonald’s

McDonald’s customizes its menu to cater to local tastes.

○ In India, it offers vegetarian options like the McAloo Tikki and avoids
beef-based products due to cultural sensitivities.
○ In Japan, it serves dishes such as Ebi (Shrimp) Burgers, appealing to regional
culinary preferences.

3. Procter & Gamble (P&G)

P&G tailors its product offerings to meet the specific needs of various markets.
○ In China, P&G offers Whisper Blue, a feminine hygiene product specifically
designed to align with local preferences for discreet packaging and odor
control.
○ In Western markets, the same brand emphasizes eco-friendly and sustainable
products, addressing consumer demand for environmentally conscious
solutions.

Regiocentric Orientation

The regiocentric orientation, part of the EPRG Framework, adopts a regional focus by
grouping countries into clusters based on shared characteristics such as culture, economy,
geography, or language. Instead of creating strategies tailored to individual countries (as in
the polycentric approach) or applying a global standard (as in the ethnocentric approach),
regiocentric companies design strategies that address the similarities within a region while
acknowledging and respecting minor local differences.

This approach is particularly suitable for companies expanding into culturally or

economically homogeneous regions, as it allows for a balance between global efficiency and
local relevance.

Key Features of Regiocentric Orientation

1. Regional Strategy Development

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 ○ Companies create strategies and operations that cater to a specific region
rather than individual countries or the global market.
○ Products, marketing campaigns, and operational processes are tailored to align
with the preferences and needs of the region.

2. Regional Clustering of Markets

○ Markets with similar consumer behaviors, cultural traits, or economic

conditions are grouped together for strategic purposes.
○ Examples of regions include Southeast Asia, the European Union, and North
America.

3. Centralized Regional Management

○ A regional headquarters often oversees operations within the cluster, ensuring

consistency and effective coordination across markets within the region.

4. Balance Between Global and Local Perspectives

○ While addressing regional similarities, minor adaptations are made to respect

specific local differences, achieving a balance between standardization and
customization.

Benefits of Regiocentric Orientation

1. Improved Efficiency

○ Grouping similar countries into regions allows companies to streamline

operations, reduce duplication of efforts, and achieve economies of scale.
○ Centralized decision-making at the regional level ensures faster responses to
market dynamics and minimizes resource wastage.

2. Cultural Sensitivity

○ Recruiting and employing talent from within the region fosters a deeper
understanding of cultural nuances, enabling companies to resonate better with
regional consumers.
○ This approach bridges the gap between local preferences and broader business
strategies.

3. Cost-Effectiveness

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 ○ The regiocentric model optimizes marketing, supply chain, and production
costs by addressing regional commonalities, avoiding the expenses associated
with hyper-localization.

4. Streamlined Communication

○ Communication becomes more efficient, as regional headquarters act as

intermediaries between global headquarters and individual markets within the
cluster.
○ This clarity reduces conflicts and enhances collaboration across teams.

Disadvantages of Regiocentric Orientation

1. Potential for Regional-Global Conflict

○ Regional objectives may sometimes clash with the broader global strategy of
the company.
○ For instance, a regional campaign that emphasizes local cultural values might
contradict the brand's global identity or messaging.

2. Limited Market-Specific Customization

○ While the regiocentric approach allows for regional adaptations, it may

overlook specific needs or preferences of individual countries within the
region.
○ This lack of hyper-localization can result in missed opportunities in distinct
markets.

3. Operational Complexity

○ Managing multiple regional strategies adds a layer of complexity to global

operations.
○ Companies must establish effective coordination mechanisms between
regional and global headquarters to avoid inefficiencies.

Examples of Regiocentric Orientation

1. Zara

○ Zara exemplifies the regiocentric approach by clustering its operations into

distinct regions such as Europe, Asia, and the Americas.
○ In Europe, Zara emphasizes fast fashion trends, leveraging its proximity to
its design and production facilities in Spain. The company aligns its

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 collections with European consumer preferences, ensuring quick turnaround
times.
○ Across Asia, Zara adapts its offerings to cater to more conservative tastes
while maintaining its core brand identity of stylish, affordable fashion.

2. Coca-Cola

○ Coca-Cola employs a regiocentric model across Southeast Asia, targeting

markets like India, Pakistan, and Bangladesh.
○ The company runs regional campaigns that resonate with shared cultural
values, such as family gatherings and festivals, while making minor
adjustments to address country-specific traditions and preferences.

3. Goodyear International

○ Goodyear, the tire manufacturing giant, adopts a regiocentric strategy by

grouping countries with similar regulatory policies and economic conditions.
○ For example, Goodyear’s operations in South America are coordinated under a
single regional strategy, allowing it to align its products with regional
transportation needs while maintaining cost efficiencies.

4. Nestlé

○ Nestlé develops regional strategies for products like instant noodles, dairy
products, and beverages.
○ In South Asia, Nestlé markets Maggi noodles with flavors tailored to regional
tastes, such as masala flavors in India and spicier options in Sri Lanka, while
maintaining a unified brand message of quick and easy cooking solutions.

Geocentric Orientation

The geocentric orientation represents the most globalized approach within the EPRG
Framework. Companies with a geocentric strategy view the entire world as a single market,
seeking to integrate global efficiencies with local responsiveness. Instead of favoring a
home-country or host-country perspective, geocentric firms adopt a universal outlook,
prioritizing the best practices and resources from any part of the world to achieve optimal
results.

This approach emphasizes global standardization while allowing for selective customization
when necessary to align with local market demands. Companies operating under geocentric
orientation aim to create a unified global identity while accommodating regional or cultural
variations where critical.

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Key Features of Geocentric Orientation

1. Global Vision with Local Adaptation

○ Companies develop strategies that balance the need for global efficiency with
localized adjustments.
○ Products, branding, and marketing campaigns aim for consistency across
markets but incorporate local elements to address unique cultural or regulatory
needs.

2. Worldwide Integration

○ Operations, resources, and talent are sourced and utilized globally.

○ Decision-making involves collaboration across global and regional offices to
ensure both efficiency and relevance.

3. Focus on Universal Needs

○ Geocentric companies prioritize addressing universal consumer needs with

minimal but effective adaptations for specific regions or markets.

4. Diverse and Inclusive Workforce

○ Talent acquisition and leadership development emphasize a global pool, with

employees from diverse backgrounds contributing to decision-making and
innovation.

Benefits of Geocentric Orientation

1. Unified Global Brand Identity

○ Companies maintain a consistent brand image worldwide, which strengthens

consumer trust and recognition.
○ A unified approach helps position the company as a truly global entity.

2. Optimal Resource Utilization

○ By leveraging resources, expertise, and talent from across the globe,

geocentric firms achieve higher efficiency and innovation.
○ Companies can adapt to global economic shifts by reallocating resources to
the most advantageous regions.

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 3. Enhanced Competitiveness

○ A geocentric strategy positions companies to compete effectively with both

local and international players by combining global scale with local relevance.

4. Global Learning and Innovation

○ Insights and innovations from one market can be adapted and applied to other
markets, fostering continuous improvement and global competitiveness.

Disadvantages of Geocentric Orientation

1. High Operational Complexity

○ Managing a global strategy requires sophisticated systems and processes for

coordination across regions and markets.
○ The need for extensive communication and integration between global,
regional, and local teams can increase operational burdens.

2. Significant Investment Costs

○ Implementing a geocentric strategy demands substantial investments in global

supply chains, infrastructure, and workforce development.
○ Marketing campaigns, product designs, and technologies must balance
universal appeal with localized relevance, which can be resource-intensive.

3. Risk of Diluted Focus

○ Attempting to address both global and local needs may lead to inconsistencies
in strategies or decision-making, potentially diluting the company's focus.

Examples of Geocentric Orientation

1. Apple Inc.

○ Apple exemplifies geocentric orientation with its globally consistent product

design and branding.
○ The iPhone, for instance, is marketed with the same sleek design, cutting-edge
features, and premium image worldwide. However, Apple adapts pricing,
language settings, and local app store offerings to meet specific market needs.

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 ○ Its manufacturing and supply chain integrate resources and expertise from
across the globe, with components sourced from multiple countries and
assembly in China.

2. Coca-Cola

○ While Coca-Cola employs a regiocentric strategy in some regions, its

overarching approach is geocentric.
○ The core product—Coca-Cola’s signature soft drink—remains consistent
globally, emphasizing its universal appeal.
○ However, localized campaigns like "Share a Coke" (where popular local
names were printed on bottles) demonstrate its ability to adapt marketing
strategies to resonate with regional audiences.

3. Toyota

○ Toyota operates under a geocentric orientation by designing cars that meet

global standards of safety and quality while tailoring features for local
markets.
○ For example, Toyota produces hybrid vehicles like the Prius for
environmentally conscious consumers worldwide while offering rugged SUVs
in regions with challenging terrains.
○ Its manufacturing facilities are strategically located across continents to
optimize production costs and supply chain efficiency.

4. Google

○ Google applies a geocentric strategy in its products and services, offering

universally consistent platforms like Google Search, YouTube, and Google
Maps.
○ At the same time, it adapts to local needs by supporting languages,
customizing algorithms for local content, and adhering to regional regulations
(e.g., GDPR compliance in Europe).

Relevance of EPRG Framework in Modern Business

The EPRG Framework remains a cornerstone for companies planning international

expansions. Each orientation offers distinct advantages and challenges, and the choice
depends on factors like market diversity, product complexity, and company resources. While
ethnocentrism emphasizes simplicity and cost-effectiveness, polycentrism and regiocentrism
focus on adaptation and regional coherence. Geocentrism, though complex, represents the
pinnacle of global strategy integration.

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For example, Starbucks’ entry into China illustrates the importance of selecting the right
orientation. Initially, Starbucks adopted a polycentric approach by introducing tea-based
beverages and localized store designs, recognizing the dominance of tea culture in China.
Over time, as the brand established itself, it transitioned toward a geocentric model, blending
its global coffeehouse identity with continued local adaptations. This strategic evolution
underscores the adaptability of the EPRG Framework to different stages of market entry and
growth.

In the context of launching an Indian apparel brand in a foreign market like the UK, the
EPRG Framework provides a structured way to evaluate and implement strategies. The
ethnocentric model could ensure consistency in brand identity, while a polycentric approach
might help cater to the UK’s multicultural demographic. A regiocentric or geocentric
orientation could further balance global efficiencies with local relevance, depending on the
brand’s long-term vision.

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 About the Brand

Welcome to Anvaya—an apparel and lifestyle brand where heritage meets modernity, and
craftsmanship finds expression in global fashion and decor. At Anvaya, we are dedicated to
bringing the richness of Indian artistry and cultural motifs to a worldwide audience, creating
pieces that transcend trends and become timeless staples. With a deep respect for heritage and
a forward-thinking approach to design, we strive to blend traditional elegance with
contemporary style.

Logo

Anvaya—a word that signifies the logical connection and relationship between words to
convey meaningful ideas—beautifully aligns with our brand’s essence.

Our brand Anvaya, embodies this concept by creating a harmonious connection between
India’s rich heritage and modern global trends, weaving them together into designs that tell a
significant story. Just as words in a sentence come together to express a profound idea, your
brand unites traditional Indian motifs, contemporary aesthetics, and timeless craftsmanship to
create a unified narrative of style and culture.

Tagline: “Tradition Styled Fresh” captures the idea that while the brand honors the beauty
and legacy of Indian craftsmanship, it also reimagines it in fresh, fashionable, and accessible
ways. It speaks to the fusion of old and new, appealing to those who appreciate cultural depth
but want designs that fit seamlessly into modern lifestyles.

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Mission and Vision

Our mission is to present Indian craftsmanship in all its richness, celebrating intricate
embroidery, traditional printing, and artisanal techniques that have been passed down for
generations. We believe in making Indian-inspired designs a celebrated element in wardrobes
and homes around the world, appreciated for their versatility, elegance, and storytelling
quality.

At the heart of Anvaya are the core values of Heritage, Innovation, Sustainability, and
Inclusivity. Every creation tells a story—of tradition reimagined for the modern world, of
artistic techniques that uphold sustainability, and of inclusivity that connects cultures and
people.

USP of our Brand

Anvaya stands out as a one-of-a-kind brand that seamlessly blends traditional Indian patterns
with modern designs, creating a collection that is both culturally rooted and fashion-forward.
Unlike the majority of ethnic wear brands in the UK that focus primarily on bridal wear,
Anvaya addresses a significant market gap by offering an extensive range of daily wear and
fusion wear.

Our thoughtfully curated collection includes western silhouettes infused with Indian motifs,
versatile ethnic ensembles, and stylish home decor inspired by Indian craftsmanship. Each
piece reflects a perfect balance of heritage and contemporary appeal, designed to cater to the
growing demand for culturally inspired yet functional and stylish clothing and decor.

With Anvaya, consumers in the UK gain access to a premium and versatile brand that
celebrates the artistry of India while aligning with modern lifestyles. We deliver not just
products but stories of tradition, innovation, and individuality, redefining how ethnic wear
and decor are perceived and integrated into daily life.

Brand Personality

Anvaya’s tone is elegant, friendly, and aspirational, with a warm and welcoming approach
that appeals to modern sensibilities. We position ourselves as a premium yet accessible brand
that celebrates cultural artistry in a global context, making our designs approachable for
everyone who values authenticity and style.

Anvaya is more than just fashion; it’s a celebration of the meaningful connections between
tradition and modernity. We invite you to join us in wearing and living stories of culture,
innovation, and timeless artistry.

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 International Marketing Strategy

After establishing a strong presence in India, Anvaya is set to expand internationally, with the
UK as our ideal target market. The UK offers a unique opportunity for Anvaya due to several
key factors:

1. Presence of South Asian and Indian Communities:

The UK is home to a significant South Asian diaspora, particularly of Indian descent.
This demographic not only appreciates Indian culture but actively seeks products that
reflect their heritage. Anvaya’s fusion of traditional Indian motifs with modern
designs appeals to this community, providing them with daily wear that connects them
to their roots while fitting into their contemporary lifestyles.

2. Gap in the UK Market for Daily Fusion and Ethnic Wear:

While the UK ethnic wear market is growing, most existing brands primarily focus on
bridal wear and occasion-specific attire. There is a distinct lack of brands offering
versatile, fusion, and daily ethnic wear that can be worn in day-to-day life. Anvaya
fills this gap by providing a wide range of ethnic and fusion clothing suitable for both
casual and semi-formal occasions. Our designs cater to individuals looking for stylish
yet culturally rich clothing that they can wear regularly, not just for special events.

3. Growing Demand for Ethnic Wear:

The UK’s fashion landscape is experiencing a rise in demand for ethnic wear, driven
by a more inclusive and multicultural society. As diverse consumers seek more
options that celebrate their heritage, Anvaya is uniquely positioned to offer authentic,
handcrafted pieces with a contemporary twist that meets this growing demand.

Why is the UK the Perfect Market for Anvaya?

The UK offers an ideal environment for Anvaya's market entry due to its stable political and
regulatory climate, growing demand for ethnic and craft-based products, and strategic
position as a gateway to the broader European market.

The UK is renowned for its political stability and transparency, with a low level of corruption
as rated by Transparency International. This transparent governance creates a trustworthy and
secure environment for businesses, ensuring that companies like Anvaya can operate with
confidence and long-term planning. The UK’s stable regulatory environment, characterized
by a consultative approach to regulation, provides clarity and fairness in business practices,
making it easier for new and international brands to navigate.

Additionally, the UK serves as a strategic gateway to the European market, which includes 27
member states and a population of approximately 500 million people. This offers Anvaya
significant access to a broader market, enabling us to leverage the UK's position to expand

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further into Europe. With the UK ethnic wear market growing rapidly, there is a clear
opportunity for Anvaya to establish itself as a leader in the expanding ethnic fashion sector,
while also positioning the brand to serve a much larger European consumer base.

The UK also has a vibrant and growing craft market, with 37.7 million people estimated to
buy craft objects, indicating a strong appreciation for artisanal and culturally rich products.
This aligns perfectly with Anvaya’s ethos of offering unique, culturally inspired ethnic wear
that blends traditional craftsmanship with contemporary fashion.

The social-cultural environment in the UK continues to evolve, with an increasing demand

for diverse fashion choices. The UK’s multicultural society fosters an inclusive market that
celebrates different cultures, making it a perfect fit for Anvaya’s diverse range of ethnic wear,
designed to cater to the growing population that seeks culturally rich, stylish, and versatile
clothing.

The UK's stable political and regulatory environment, combined with its growing craft
market, position it as an ideal location for Anvaya’s entry. Its strategic gateway to Europe and
thriving ethnic wear demand create an optimal setting for the brand to expand and thrive in a
diverse, dynamic, and welcoming market.

PESTEL Analysis

1. Political Factors

● Trade Regulations and Brexit Impact: Since the UK left the European Union, new
trade regulations and customs procedures have been put in place. Tariffs and import
duties on goods from India may affect Anvaya's cost structure, making their products
more expensive for UK consumers. Changes in trade agreements or government
policies can also impact ease of market entry.

● Political Stability: The UK is politically stable, which provides a favorable

environment for foreign businesses like Anvaya to operate. However, political shifts
(such as a change in government) could lead to policy changes regarding international
trade, taxes, and business regulations that may influence market conditions.

● Sustainability Policies: The UK government has strong commitments to

sustainability, which might require Anvaya to adjust its production processes to
comply with environmental regulations, especially in packaging and textile waste
management.

2. Economic Factors

● Economic Climate: The UK economy is highly developed but may face uncertainties
due to post-Brexit economic transitions, inflation rates, and potential recessions.
Economic fluctuations could affect consumer spending, particularly for premium
brands like Anvaya that sell high-quality home decor and apparel.

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 ● Currency Exchange Rates: Fluctuations in the Indian Rupee and British Pound
exchange rate could impact the cost of goods and affect Anvaya’s profitability. If the
Indian Rupee depreciates against the British Pound, Anvaya's imports could become
more expensive.

● Consumer Purchasing Power: The UK has a relatively high purchasing power,

which is beneficial for premium brands like Anvaya. However, the brand must still
cater to different income groups. Economic disparities could require different pricing
strategies for various segments of the market.

3. Social Factors

● Cultural Preferences: British consumers are typically attracted to diverse, inclusive,

and unique brands, but they also value local fashion trends and home decor styles.
Anvaya’s Indian aesthetic might need to be tailored to appeal to British consumers,
blending both traditional and modern elements to make the brand relatable.

● Demographics and Lifestyle: The UK has a growing interest in diverse cultures and
an increasing trend towards sustainability. Anvaya can tap into the demand for
ethically produced, unique, and sustainable products, especially targeting younger
consumers who value diversity and social responsibility.

4. Technological Factors

● E-Commerce and Online Shopping: The UK has a strong e-commerce market, with
consumers increasingly shopping online for both home decor and apparel. Anvaya
must invest in a robust e-commerce platform and digital marketing strategies,
including social media advertising, influencer collaborations, and user-generated
content, to capture the attention of online shoppers.

● Technological Advancements in Manufacturing: Innovations in textile

manufacturing, such as automation or 3D printing, could allow Anvaya to reduce
costs and improve production efficiency. The brand can also leverage digital tools like
virtual try-ons for apparel or augmented reality (AR) for home decor to enhance the
customer experience.

● Supply Chain Technology: Advancements in supply chain management and logistics

can help Anvaya streamline operations, reduce delays, and lower costs when
importing goods from India. Technologies like real-time inventory tracking, AI-based
demand forecasting, and efficient warehousing systems will be essential for smooth
operations.

5. Environmental Factors

● Eco-Friendly Practices: The UK is a global leader in eco-friendly practices, with

consumers showing strong preferences for brands that align with environmental

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 concerns. Anvaya must prioritize using materials, reducing carbon emissions in
production, and offering eco-friendly packaging. Brands that don’t address these
concerns risk losing credibility and customers in the UK.

● Waste Management and Circular Economy: The UK is increasingly adopting the

circular economy model, encouraging brands to focus on product longevity, recycling,
and reducing waste. Anvaya could explore upcycling, using recyclable materials, and
offering product repair or recycling services to align with this trend.

6. Legal Factors

● Regulations on Product Safety and Labeling: Anvaya must comply with UK

regulations on product safety for both apparel and home decor. For example, apparel
must adhere to the UK Textile Labelling Act, and home decor products must comply
with safety standards such as fire regulations for furniture.

● Intellectual Property Laws: In order to protect its unique designs and creations,
Anvaya must ensure it adheres to UK intellectual property laws. This may include
registering trademarks, copyrights, and patents to safeguard its brand and products
from imitation or infringement.

Market Analysis

The UK ethnic wear market is projected to grow significantly in the coming years. In 2023,
the market generated revenue of USD 1,481.8 million and is forecasted to reach USD 2,266.4
million by 2030, with a compound annual growth rate (CAGR) of 6.3%. This growth is
primarily driven by the increasing demand for ethnic clothing from a diverse population, the
rising influence of multiculturalism, and the popularity of ethnic wear during cultural events
and festivals.

Offline retail channels continue to dominate the market, but online sales are growing rapidly,
driven by the increasing use of e-commerce platforms and digital marketing strategies.
Online retail is expected to be the fastest-growing segment in the ethnic wear market in the
UK during the forecast period from 2024 to 2030. The convenience of online shopping,
combined with the rise of influencer-driven fashion trends and the growing adoption of
mobile shopping, are contributing factors to this growth.

The ethnic wear market in the UK is also shaped by global trends. The country accounts for
1.6% of the global ethnic wear market in 2023, with India being the leading player globally.
However, the UK ethnic wear market is one of the fastest-growing in Europe and is expected
to maintain this momentum, contributing significantly to the European market's growth.
Germany is projected to lead the European ethnic wear market in terms of revenue by 2030,
but the UK is anticipated to experience the most rapid growth.

Several prominent brands and players are contributing to the expansion of the ethnic wear
market in the UK. These include established names like Vedant Fashions, and Global Desi

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Store. Companies like Afrikrea and Lemlem are also gaining attention with their unique
offerings. The increasing participation of ethnic wear brands in the global market is not only
expanding the range of products available but also influencing fashion trends in the UK,
encouraging more diverse and inclusive approaches to fashion. With a rich variety of ethnic
styles from different cultures, the market in the UK is becoming more inclusive and reflective
of the growing diversity within the country.

The forecast for the UK ethnic wear market indicates that while offline channels will
continue to play an important role, online platforms will become increasingly central to the
retail landscape. As online retail grows, ethnic wear brands are likely to enhance their digital
presence by offering innovative shopping experiences, from augmented reality (AR) features
to virtual try-ons, making the purchase process more engaging and personalized for
consumers. The increasing use of social media to promote ethnic fashion, especially on
platforms like Instagram and TikTok, is also boosting awareness and sales of ethnic wear in
the UK.

The rapid growth of ethnic wear in the UK is not limited to traditional and ceremonial
garments. There is an increasing shift towards modern ethnic wear that can be worn for
everyday use, blending traditional designs with contemporary fashion. This trend is
particularly strong among younger consumers, who are seeking ethnic clothing that reflects
both their cultural heritage and modern style sensibilities. The appeal of ethnic wear, whether
in the form of kurtas, sarees, or other traditional garments, is being redefined as it becomes
integrated into everyday fashion, making it more versatile and accessible to a broader range
of consumers.

Moreover, the sustainability aspect of the ethnic wear market is gaining traction. With
growing concerns over environmental impact and ethical sourcing, many ethnic wear brands
are focusing on sustainable practices. These include using eco-friendly fabrics, promoting fair
trade, and ensuring ethical production processes. Such initiatives are not only appealing to
environmentally conscious consumers but also help to position these brands as leaders in a
rapidly evolving market that values both cultural heritage and sustainable practices.

The key market drivers include the UK's growing multicultural population, increased
disposable income, and the rising number of ethnic festivals and cultural celebrations. These
factors contribute to a strong and sustained demand for ethnic clothing. Additionally, the
trend of cultural fusion in fashion, where ethnic elements are combined with Western styles,
further enhances the appeal of ethnic wear in the UK.

Overall, the ethnic wear market in the UK is on a clear upward trajectory, with e-commerce
and online retail being the key factors driving growth. The increasing demand for ethnic
wear, fueled by cultural diversity, digitalization, and changing consumer preferences, makes
it an attractive and dynamic market for both domestic and international brands. With
projections indicating significant growth over the next few years, the UK ethnic wear market
is poised to become one of the most prominent markets in Europe.

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 Graph: UK ethnic wear market, 2018-2030 (US$M)

The UK ethnic market, with a spending power of £12 billion annually, is rapidly growing,
particularly in cities like London, Birmingham, and Manchester. Two-thirds of Asians have
disposable incomes over £30,000, contributing significantly to the middle class and new
millionaires. The 15-24 age group drives trends in fashion and entertainment. The market
also sees high asset ownership and technological engagement. Ethnic communities are
well-educated and younger than the UK average, making them key players in shaping UK
consumer culture.

Luxury Indian Ethnic Wear Boutiques in London

London hosts a range of luxury ethnic wear boutiques catering to the growing demand for
Indian fashion. Notable stores include Pernia’s Pop-Up Studio, Estie Couture, Aashni + Co,
Nikaza Asian Couture, and BIBI London Couture, offering high-end Indian designs by
renowned labels. These boutiques provide personalized services and showcase pieces for
various occasions, from weddings to festive celebrations, featuring designers like Sabyasachi,
Manish Malhotra, and Anita Dongre. These stores are a go-to for the South Asian diaspora,
ensuring access to exclusive and culturally rooted fashion.

23
Images: Indian Wear High-end Boutiques

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Mainstreaming Indian Ethnic Wear: Asda's Groundbreaking Move in the UK Market
Asda’s launch of Indian ethnic wear through its George clothing line in 2009 signals a
growing mainstream acceptance of Indian fashion in the UK. This marks a milestone as the
first instance of traditional Indian clothing being offered by a leading supermarket chain,
highlighting the appeal of ethnic wear beyond the South Asian community. With affordable
pricing, starting at £7 for individual pieces and £26 for complete suits, the collection caters to
a broad socio-economic demographic. Designed in collaboration with Indian designers and
featuring authentic Indian fabrics, it combines cultural authenticity with accessibility. Asda
anticipates its collection will appeal to Western shoppers as well, reflecting the increasing
fusion of traditional Indian aesthetics with contemporary Western fashion. This development
underscores the growing scope for Indian ethnic and fusion wear in the UK market,
presenting significant opportunities for established and emerging brands alike to cater to this
expanding demand.

Fabindia’s Investment in EAST

Fabindia Overseas, a prominent Indian retail platform, has expanded its stake in EAST, a
UK-based mainstream women's wear retailer, to 62.5%, making it the majority shareholder.
This marks a strategic step following its initial acquisition of a 25.1% stake in January 2009.
Fabindia plans to acquire the remaining stake in EAST within a year, indicating its
confidence in the venture despite economic challenges in Europe.

EAST, founded in 1986 and rebranded in 1994, operates 99 outlets, including 65 standalone
stores and 35 concessions across the UK. The brand specializes in high-street fashion with
Eastern influences, drawing from regions like India, and offers sub-brands such as EAST
Artisan and EAST Boutique.

This acquisition strengthens Fabindia’s global footprint, adding value to its extensive retail
network of 144 stores across 60 cities in India and six international locations. The partnership
positions EAST for further growth, leveraging Fabindia's expertise in artisanal and
Eastern-inspired fashion. For Fabindia, EAST represents an opportunity to penetrate the UK
market while enhancing its portfolio with a brand that aligns with its ethos of blending
tradition with modernity.

Fabindia's success in blending Indian aesthetics with Western preferences, even during
economic slowdowns, highlights the demand for ethnic-inspired designs. EAST's 99-store
network, including sub-brands like Artisan and Boutique, illustrates the importance of
diversification and strategic retail expansion. This also emphasizes the value of local
partnerships, adaptability, and maintaining cultural authenticity to attract both South Asian
and Western customers in a competitive market.

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South Asian Diaspora in Glassgow

The study on South Asian fashion retail in Glasgow highlights the significant role of fashion
in shaping identities and fostering a sense of community within the South Asian diaspora.
Fashion serves as a medium for both personal expression and collective resilience, with
retailers and consumers using it to negotiate cultural belonging. This is particularly evident in
how South Asian women engage with fashion, creating spaces of solidarity and
entrepreneurship. The study also explores the intersection of transnationalism, migration, and
cultural citizenship, showing how fashion consumption in the diaspora contributes to broader
social processes. However, it also raises concerns about the dominance of fast fashion in the
South Asian retail scene and emphasizes the need for a more sustainable, ethical approach.
The article argues for a decolonial perspective on fashion that addresses power imbalances in
production and consumption while promoting awareness about environmental and ethical
considerations. The absence of male shoppers in these spaces highlights gender dynamics,
with women predominantly taking on the role of decision-makers for family purchases. This
research underscores the importance of culturally aware and sustainable practices in the
South Asian fashion industry, challenging the industry to embrace diversity and inclusivity.

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 Images: Indian Retail stores in Glassgow

Competitor Analysis

The UK ethnic wear market for Indian fashion is dynamic and diverse, catering to the cultural
and celebratory needs of the South Asian diaspora. With an increasing demand for traditional
yet contemporary styles, several boutiques have emerged, offering varied price ranges, target
audiences, and unique selling propositions. This competitive analysis evaluates four notable
brands—Raishma, Studio by TCS, Stop and Buy, and Variety Silk House—by examining
their price ranges, target customers, product offerings, pricing strategies, USPs, and online
presence. Understanding these aspects provides insights into their positioning and strategies
in the competitive ethnic wear segment.

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Boutique Price Range Target Product USP Online
Audience Range Presence

Raishma £50–£1,000+ Fashion-for Bridal wear, Personalized Strong online

ward South party wear, styling in a store; also
Asians and Indo-Wester luxurious available via
Non-Asians n fusion, and setting; access stockists like
ready-to-wea to exclusive John Lewis
r designer pieces and Next

Studio £200–£5,000+ High-end Bridal wear, Long-establish Multi-designer

by TCS clientele for lehengas, ed boutique boutique;
occasions anarkalis, with over 30 curates
and sarees, and Indian collections
weddings fusion styles designers; from top South
expertise in Asian
both bridal and designers
festive
collections

Stop and £20–£200 Budget-cons Everyday Offers a Focuses on

Buy cious ethnic wear, curated affordable
shoppers sarees, selection of ethnic wear
salwar suits, clothing, with a wide
and kurtas accessories, variety for
and jewelry in daily use
one location

Variety £50–£2,000 Traditional Sarees, Known for Limited online

Silk South Asian salwar suits, high-quality activity;
House families bridal silk sarees and focuses on
lehengas, traditional walk-in
and Indian wedding customers
accessories attire

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 Img: Raishma Store

Img; Studio by TCS saree collection

Img: Stop n Buy Saree collection

29
 Img: Variety Silk House Lehenga

Observation

The competitive analysis reveals distinct strategies and positioning among the four boutiques
in the UK ethnic wear market. These brands cater to a wide range of price points, from
budget-friendly options at Stop and Buy to luxury pieces at Studio by TCS. Each brand targets
a specific demographic, with Raishma appealing to a diverse clientele through its
Indo-Western fusion styles and Variety Silk House focusing on traditional South Asian
families seeking premium silk sarees and bridal attire. The product offerings are equally
diverse, with Studio by TCS excelling in multi-designer collections and Stop and Buy
prioritizing affordable, everyday ethnic wear. While Raishma and Studio by TCS leverage
their strong online presence to expand their reach, Stop and Buy and Variety Silk House rely
on physical stores to connect with walk-in customers. The unique selling propositions,
ranging from affordability to exclusivity and craftsmanship, underline each brand's market
position, showcasing the diverse opportunities in the UK ethnic wear market. These insights
provide a foundation for potential entrants to strategically position themselves by addressing
gaps, such as affordable luxury or enhanced digital engagement.

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 Marketing Plan

The STP (Segmentation, Targeting, Positioning) strategy for Anvaya focuses on identifying
and catering to the unique needs of the UK market by leveraging the brand’s fusion of
traditional Indian craftsmanship with modern designs. Through effective segmentation,
Anvaya targets consumers who value both cultural heritage and contemporary fashion. By
positioning itself as a premium yet accessible brand, Anvaya appeals to a diverse audience,
including South Asian communities and fashion-conscious individuals seeking everyday
ethnic wear. This strategic approach ensures that Anvaya resonates with its core audience
while also expanding its appeal to the broader UK market.

Segmentation

1. Demographic Segmentation:

● Age: 25–45 years (young professionals, fashion-forward individuals, and

homemakers).
● Income: Middle-upper class and affluent individuals with disposable income.
● Occupation: Working professionals, entrepreneurs, NRIs (Non-Resident Indians),
and creatives.

2. Psychographic Segmentation:

● Lifestyle: People who value cultural heritage and artistic expression while embracing
modern living.
● Values: Authenticity, and individuality in their fashion and home decor choices.
● Interests: Global fashion trends, artisanal crafts, and unique cultural products.

3. Geographic Segmentation:

● Region: Major metropolitan cities in the UK (e.g., London, Manchester,

Birmingham), as well as areas with significant South Asian communities.

4. Behavioral Segmentation:

● Buying Behavior: Individuals willing to invest in premium, sustainable, and

exclusive items.
● Usage: Special occasions (weddings, festive events), everyday wear (western motifs),
and gifting (home decor and accessories).

Targeting

Primary Target Audience:

● Affluent, culturally aware individuals in the UK who appreciate the intersection of

heritage and contemporary style.

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 ● NRIs and South Asians in the UK seeking modernized Indian designs that cater to
their cultural roots and modern lifestyles.
● Non-Indians with a taste for unique, globally inspired designs and artisanal
craftsmanship.

Secondary Target Audience:

● UK residents interested in artisan-made products, focusing on those who value ethical

production and exclusive designs.
● Boutiques and online retailers in Europe looking to stock niche, Indian-inspired
premium products.

Positioning

Positioning Statement:
"Anvaya is a premium lifestyle brand that celebrates the richness of Indian craftsmanship and
cultural artistry, blending it with modern sensibilities to create timeless, versatile designs for
global fashion and home decor enthusiasts."

Key Differentiators:

1. Fusion of Tradition and Modernity: Products that combine Indian heritage with
contemporary design.
2. Craftsmanship: Ethically sourced materials and handcrafted techniques.
3. Versatility: Products designed for diverse occasions—be it weddings, casual wear, or
decor.
4. Cultural Storytelling: Each product is a narrative of India’s rich artistic heritage
reimagined for a global audience.

Positioning Keywords:

● Elegant
● Artisanal
● Premium
● Modern Heritage

Visual and Emotional Positioning

1. Visual Identity:
○ A sleek, sophisticated logo with subtle Indian elements (e.g., motifs inspired
by mandalas or traditional patterns).
○ Warm and vibrant color palettes inspired by Indian art (e.g., mustard yellow,
deep maroon, indigo, and ivory).
2. Emotional Connect:
○ Appeals to pride in cultural heritage for NRIs and South Asians.

32
 ○ Taps into the desire for authenticity and meaningful connections through
products for non-Indian audiences.

Marketing Mix

The 7 Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical

Evidence—serve as a comprehensive framework for developing and implementing a
successful marketing strategy. For Anvaya, these elements are carefully crafted to reflect the
brand’s unique blend of Indian heritage and modern design, ensuring that every aspect of the
brand resonates with both South Asian communities and the broader UK market. By focusing
on offering culturally rich, stylish, and accessible ethnic and fusion wear, Anvaya’s marketing
strategy leverages the 7 Ps to effectively connect with its target audience, build brand loyalty,
and drive long-term growth in the competitive UK market.

Product

Product Range

Western Wear with Indian Motifs: Anvaya’s western wear collection is designed for
individuals who want to combine the best of global fashion with the richness of Indian
artistry. Our carefully curated line includes:

● Block-Printed T-shirts:
○ Featuring intricate traditional block prints, these t-shirts bring a modern,
casual touch to classic Indian motifs.
○ Perfect for everyday wear, offering a stylish and easy way to embrace Indian
culture in daily fashion.
● Embroidered Dresses:
○ Dresses adorned with fine embroidery (such as ikat or kantha) that adds a
unique, cultural flair to contemporary styles.
○ Suitable for both casual outings and more formal settings, making it easy to
incorporate Indian elements into modern wardrobes.
● Co-ord Sets with Kalamkari Prints:
○ Coordinated sets featuring minimalist Kalamkari prints, blending Indian
hand-painting techniques with sleek, modern designs.
○ Ideal for a polished, put-together look that still celebrates traditional Indian
artistry.
● Mirror-Work Bomber Jackets:
○ A fusion of Rajasthani mirror-work and the classic bomber jacket silhouette,
adding texture and vibrancy to your wardrobe.
○ A statement piece that brings a bold, cultural touch to everyday outerwear.

Each piece is thoughtfully crafted to bring a touch of Indian tradition into everyday style,
offering a unique fusion of contemporary global fashion with cultural richness and timeless
artistry.

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Indian Wear: For those seeking authentic yet modern Indian fashion, Anvaya’s collection
offers:

● Lightweight Hand-Painted Lehengas:

○ Intricate, vibrant motifs that reflect traditional Indian artistry.
○ Comfortable and easy-to-wear, making them ideal for weddings, festive
occasions, and cultural celebrations.
● Fusion Sarees with Contemporary Blouses:
○ A modern twist on the classic saree with pre-stitched pleats and stylish,
contemporary blouses.
○ Offers versatility and effortless style, perfect for women who appreciate
heritage and modern fashion.

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 ● Muted Kurta Sets with Chikankari or Zardozi Embroidery:
○ Delicate, hand-embroidered chikankari or zardozi work, adding a sophisticated
touch.
○ Suitable for both casual and semi-formal occasions, offering an understated
yet elegant look.

Each piece blends authentic Indian craftsmanship with modern design sensibilities, providing
stylish, versatile options for weddings, festive occasions, or daily wear.

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Home Decor: Anvaya extends its artistry beyond fashion, transforming your living spaces
with a unique blend of traditional Indian craftsmanship and contemporary design. Our home
decor collection includes:

● Cushion Covers with Traditional Indian Prints:

○ Adorned with iconic Indian art forms, such as Madhubani, Warli, or Block
Prints, these cushion covers add a cultural touch to your living room or
bedroom.
○ Crafted with high-quality fabrics, they offer both aesthetic appeal and comfort.
● Phulkari Throw Blankets:
○ Featuring vibrant Phulkari embroidery, these blankets bring a rich, handcrafted
charm to your home.
○ Perfect for draping over your sofa or bed, adding warmth and a burst of color
to your living space.
● Pattachitra Wall Hangings:
○ Intricately hand-painted with the Pattachitra style of Odisha, these wall
hangings showcase detailed traditional narratives and vibrant designs.
○ A timeless and elegant way to bring Indian cultural heritage into your home’s
decor.
● Indian-Inspired Tableware:
○ Designed with Indian motifs and engraved patterns, our tableware collection
combines beauty with functionality.
○ Whether it's serving dinner or adding a touch of elegance to your table setting,
these pieces bring cultural richness to everyday dining.

Each decor piece is thoughtfully designed to reflect the essence of Indian culture while
offering comfort, warmth, and style. Anvaya's home collection transforms your living spaces
into a reflection of culture and comfort, blending artistic heritage with modern aesthetics.

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Accessories: Anvaya beautifully blends Indian craftsmanship with modern styles, creating
accessories that serve as stylish tributes to India’s rich and diverse artistic heritage. Our
collection includes:

● Bandhani Scarves:
○ Crafted using the traditional Bandhani tie-dye technique, these scarves add a
burst of color and texture to any outfit.
○ Lightweight and versatile, they effortlessly complement both casual and
formal looks, making them a perfect accessory for everyday wear.
● Meenakari Jewelry:
○ Designed with intricate Meenakari enamel work, this jewelry collection
incorporates vibrant colors and delicate patterns, adding an elegant and
modern twist to traditional Indian designs.
○ From statement earrings to delicate necklaces, our pieces offer a blend of
timeless artistry and contemporary fashion.
● Kantha-Embroidered Handbags:
○ Made with hand-stitched Kantha embroidery, these handbags are both
functional and beautifully crafted.
○ The intricate stitching and vibrant patterns reflect Indian craftsmanship, while
the modern designs make them ideal for daily use or evening outings.

These accessories serve as a stylish nod to India’s diverse artistic heritage, offering a perfect
balance of tradition and contemporary style.

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Price

Western Wear with Indian Motifs

1. T-shirts with block-printed motifs:

○ Price Range: £40–£60
○ Justification: High-quality organic cotton with artisanal block-printing makes
them unique.

2. Dresses with embroidered necklines or hem detailing:

○ Price Range: £80–£120
○ Justification: Intricate detailing like ikat or kantha embroidery adds value and
positions it as a versatile day-to-evening piece.

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 3. Co-ord sets with minimalist kalamkari or madhubani prints:
○ Price Range: £100–£200
○ Justification: Handcrafted prints and the complete outfit set make these ideal
for premium casual wear.

4. Bomber jackets with embroidered Rajasthani mirror work:

○ Price Range: £180–£250
○ Justification: The craftsmanship involved in mirror embroidery paired with the
trendy bomber silhouette appeals to fashion-forward consumers.
Indian Wear

1. Lehengas with lightweight hand-painted fabrics:

○ Price Range: £200–£500
○ Justification: Perfect for weddings or special events, the hand-painted fabrics
and attention to detail make these luxurious.

2. Fusion sarees with pre-stitched pleats and contemporary blouses:

○ Price Range: £250–£400
○ Justification: A fusion of tradition and convenience, ideal for global buyers
seeking modernized ethnic wear.

3. Kurta sets with chikankari or zardozi work:

○ Price Range: £150–£300
○ Justification: The intricate embroidery combined with high-quality fabrics
makes these pieces wardrobe staples.
Home Decor

1. Cushion covers with digital prints of Indian art forms:

○ Price Range: £40–£70 (per cover)
○ Justification: Exclusive prints inspired by traditional Indian art elevate
everyday living spaces.

2. Throw blankets featuring phulkari embroidery:

○ Price Range: £120–£200
○ Justification: Premium fabrics and hand-stitched embroidery make these both
decorative and functional.

3. Wall hangings inspired by pattachitra and warli art:

○ Price Range: £100–£150
○ Justification: These are art pieces that double as home decor, offering cultural
storytelling.

4. Candles and tableware with Indian-inspired engravings or patterns:

39
 ○ Candles: £30–£50 each
○ Tableware: £50–£100 per piece
○ Justification: Intricate designs and artisanal craftsmanship enhance the
perceived value.
Accessories

1. Scarves with tassels and bandhani prints:

○ Price Range: £50–£100
○ Justification: High-quality fabrics like silk or modal paired with traditional
techniques make these premium yet versatile.

2. Jewelry combining traditional meenakari with modern aesthetics:

○ Price Range: £100–£300
○ Justification: Handcrafted detailing and a mix of traditional and contemporary
design make these pieces statement-worthy.

3. Handbags with Kantha embroidery:

○ Price Range: £100–£200
○ Justification: Artisan embroidery on premium fabrics ensures these bags stand
out as luxury items.

Place

Distribution Channels
1. E-commerce

● UK-Specific Website

○ Creating a dedicated UK website with a seamless shopping experience,

offering GBP pricing and user-friendly navigation.

○ Providing secure payment options, including Apple Pay and Klarna, to cater to
diverse customer preferences and increase conversion rates.
○ Utilizing storytelling in product descriptions, highlighting the craftsmanship
and cultural significancebehind each piece to engage customers emotionally
and educate them about the brand’s values.

● Integration with Platforms

○ Amazon UK: Tap into Amazon’s broad reach by listing bestsellers such as
scarves, cushion covers, and jewelry, which are ideal for online shopping due
to their compact nature and demand for ethnic-inspired accessories.
○ ASOS Marketplace: Position western wear items like co-ord sets and bomber
jackets on this platform, catering to fashion-forward buyers who seek trendy,
fusion-style clothing.

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2. Brick-and-Mortar Stores

● Pop-Up Stores:

○ Set up pop-up stores in cosmopolitan cities like London, Birmingham, and

Manchester, particularly in areas with high South Asian and cultural footfall
(e.g., near Indian communities, fashion districts, or shopping hubs).

○ Design the pop-up stores to reflect Anvaya’s brand identity—incorporating

warm tones, Indian motifs, and showcasing live craftsmanship demonstrations
to provide a unique in-store experience.
○ Offer exclusive in-store discounts and complimentary consultations on styling
traditional and fusion outfits to attract customers and create a more
personalized shopping experience.

3. Wholesale Partnerships

● Collaborations with Boutique Stores:

○ Partner with boutique stores that specialize in unique, artisan-made goods or

contemporary fashion to promote Anvaya’s fusion wear and ethnic pieces.
These stores cater to customers who value craftsmanship and exclusive,
limited-edition products.

● Premium Department Stores:

○ Approach high-end retailers like Selfridges or Harrods for initial

collaborations, starting with small capsule collections of Anvaya’s signature
pieces. This partnership will help gauge the demand for the brand among
upscale UK consumers, while positioning Anvaya as a premium, exclusive
brand in the market.

Promotion

Digital Marketing

Website Optimization

Visual Appeal:

● The website will be designed with high-quality images that capture the beauty and
intricacy of Anvaya’s products, ensuring each piece is showcased in its full glory.
● The theme will be vibrant yet elegant, reflecting the brand's fusion of Indian
craftsmanship with modern designs.
● Videos will be integrated to provide a behind-the-scenes look at the craftsmanship
process, showcasing artisans at work and giving customers a deeper connection to the
products.

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Mobile-Friendly:

● Mobile optimization will be a key priority, ensuring that the site offers a seamless
shopping experience across all devices.
● Since over 70% of online shoppers in the UK browse via smartphones, the site will be
designed with easy navigation, fast loading times, and mobile-optimized checkout to
encourage conversions on mobile platforms.

SEO:

● The website will be SEO-optimized by targeting relevant keywords such as

“Indian-inspired fashion UK”, “premium ethnic wear UK”, and “Indian artisan
products”.
● Creating keyword-rich product descriptions, blog content, and meta tags will help
improve the website’s visibility on search engines and attract organic traffic from
users searching for culturally-inspired fashion in the UK.

Localized Content:

● The website will feature localized content that resonates with the UK audience,
including references to Indian festivals like Diwali and Eid, and highlighting the role
of these celebrations in fashion and decor.
● The blog section could feature styling tips for these festivals, as well as stories about
Indian traditions, making the brand feel relevant and connected to UK-based
customers who celebrate these events.

Social Media Strategy

Platforms:

● Instagram: Main platform for showcasing brand visuals, storytelling, and engaging
with users.
● TikTok: For younger audiences, we will be focusing on fun, quick videos showcasing
outfit transformations and styling tips.
● Pinterest: Curating mood boards for home decor ideas, Indian wedding themes, and
wardrobe inspirations.
● Facebook: Community engagement, particularly with older audiences, and event
promotion.

Content Types:

1. Reels:
○ Show “Day to Night” transformations with western and Indian wear.

42
 ○ Highlight the fusion concept—wearing lehengas for UK weddings or sarees
styled as skirts.
2. Stories:
○ Include customer testimonials and behind-the-scenes footage of artisans
working on pieces.
○ Polls, Q&A sessions, and countdowns for product launches or festival
promotions.
3. Posts:
○ Educating audiences on Indian art forms like kalamkari, chikankari, and
warli, tying them to specific products.
○ Celebrate UK-specific festivals (e.g., Diwali, Eid) by showcasing festive
collections styled for modern celebrations.

Influencer Collaborations

South Asian Influencers:

● Partner with micro-influencers and fashion bloggers within the UK’s South Asian
community to maintain cultural authenticity and directly connect with the target
audience. These influencers often have strong engagement with niche audiences who
value the cultural richness behind fashion choices.
● These collaborations can include styled posts, outfit-of-the-day (OOTD) features, and
lifestyle content that showcases Anvaya’s fusion wear and ethnic-inspired products in
relatable, everyday contexts.

Non-Asian Influencers:

● Work with lifestyle and fashion influencers outside the South Asian community who
appreciate globally-inspired designs and culturally significant fashion.
● These influencers can broaden the brand’s appeal by introducing Anvaya’s fusion
wear to a broader UK audience, promoting it as a stylish yet meaningful option for
those seeking something unique in the fashion market.

Collaborative Content:

● Styling Videos: Collaborate with influencers to create styling videos that show how
to wear fusion sarees, embroidered dresses, and block-printed t-shirts for various
occasions. This content will demonstrate Anvaya’s versatility and educate consumers
on how to incorporate traditional elements into their modern wardrobes.

● Tutorials on Draping Fusion Sarees: Offer tutorials or short-form content that

guides viewers on how to drape a fusion saree or style Indian motifs in a modern,

43
 fashionable way. These tutorials will make cultural garments feel more accessible to a
Western audience.

● Unboxing Experiences: Collaborate with influencers to film unboxing experiences,

where they showcase the unique packaging that reflects Anvaya’s
ethos—emphasizing the artisanal quality and cultural significance of the products.
These videos not only highlight the physical products but also create an emotional
connection with the brand’s story and values.

List of Influencers

● Kaushal: She is a UK-based beauty and lifestyle influencer known for her vibrant
and elegant content that celebrates South Asian culture while appealing to a global
audience. Kaushal’s content resonates with our brand, Anvaya, because she
effortlessly blends traditional South Asian aesthetics with modern trends—an ethos at
the heart of our collections.

● Anchal Seda: With a growing presence on Instagram and YouTube, she

connects deeply with the South Asian diaspora and fashion-forward audiences
globally. Anchal's content is a seamless blend of glam aesthetics, cultural
pride, and authentic storytelling, making her an influential voice in beauty and
lifestyle.

44
 ● CocoBeautea (Hannah Desai) : Known for her minimalist yet luxurious
aesthetic and engaging content that merges high-end style with cultural
undertones. With a strong presence on Instagram and YouTube, she has
cultivated an audience that values elegance, sophistication, and authenticity.
Coco Beautea's polished content focuses on fashion inspiration, lifestyle tips,
and beauty tutorials, appealing to style-conscious individuals worldwide.

Content Marketing

Blogs and Videos:

● Styling Guides: Anvaya will create blog posts and videos on topics like "How to
Style Indian-Inspired Wear for Global Events" and "The Art of Kalamkari and Its
Modern Revival". These pieces will offer practical advice and styling tips, showing
how to incorporate Indian motifs and artisanal craftsmanship into contemporary
wardrobes for different occasions, such as weddings, cultural events, or casual
outings.

45
 ● Artisan Stories: In addition to styling guides, videos showcasing artisans' work will
be created to highlight the sustainability and craftsmanship behind Anvaya’s products.
By focusing on the hands-on process of creating intricate designs like kalamkari,
kantha embroidery, or block printing, Anvaya will build a deeper connection between
the customer and the heritage of each piece.

● Cultural Stories: Creating content that explores the rich cultural history of the
various Indian art forms featured in Anvaya’s collection. Blog posts on Indian
festivals and how to wear ethnic and fusion wear for these events will connect
Anvaya’s designs to the celebratory and cultural contexts they stem from, offering
readers a more immersive experience.

Workshops/Webinars:

● Styling Sarees 101 for Beginners: Anvaya will host online workshops or webinars
on topics like "Styling Sarees 101" for beginners, where experts teach customers how
to drape and style a fusion saree. This can also include tips on blending modern
blouses with traditional saree designs, helping customers feel confident in wearing
ethnic wear.

● Decorating with Indian-Inspired Home Accents: Anvaya will organize webinars on

how to decorate homes using Indian-inspired decor. These can focus on incorporating
items like pattachitra wall hangings, phulkari throw blankets, and Indian-patterned
cushion covers into modern interiors. By showcasing how cultural pieces can be
woven into stylish, contemporary spaces, Anvaya will highlight the versatility of its
product range.

Offline Marketing

Events and Exhibitions:

● Fashion Exhibitions: Anvaya will participate in major fashion exhibitions such as

London Fashion Week and multicultural fashion fairs. These events provide an
excellent platform to showcase Anvaya’s unique fusion of Indian craft and modern
fashion to a global, fashion-forward audience. Through runway shows or exhibition
booths, the brand can introduce its western wear with Indian motifs, fusion sarees, and
home decor to the UK fashion scene.

● Cultural Festivals: Anvaya will set up booths at popular cultural festivals like the
Diwali Mela, Eid Bazaars, and the Notting Hill Carnival, which attract large
audiences from South Asian and multicultural communities in the UK. These events
offer a prime opportunity to engage with customers who appreciate cultural heritage
and are likely to resonate with Anvaya’s fusion designs. In these settings, the brand
can host live demonstrations, offer exclusive product samples, and highlight the
craftsmanship behind each piece.

46
Collaborations:

● Partnerships with Cultural Organizations: Anvaya will partner with UK-based

Indian cultural organizations to co-host events that blend fashion with culture, such as
fashion panels or festival-themed styling sessions. These collaborations allow Anvaya
to connect directly with communities who have a deep appreciation for Indian
heritage and are looking for stylish, contemporary ways to celebrate it. By working
with local cultural organizations, Anvaya can also enhance its credibility and trust
within these communities.

● Festival-Themed Styling Sessions: Collaborating with cultural centers and event

organizers to host styling sessions during key festivals like Diwali or Eid allows
Anvaya to showcase how to incorporate ethnic wear and fusion decor into modern
lives. These interactive sessions will give customers styling tips and help them
envision how Anvaya’s collection can be part of their daily or festive wardrobes.

PR Strategy:

● Magazine Features: Anvaya will aim to feature in top fashion magazines such as
Vogue UK, Elle, and multicultural platforms like Asian Woman Magazine. These
publications have significant readerships that include fashion-conscious individuals as
well as those with a cultural interest, making them ideal platforms for Anvaya’s ethnic
wear and fusion designs.

● Storytelling Focus: The PR strategy will focus on telling Anvaya’s unique story,
highlighting the artisans behind the products, the sustainability of the production
process, and the global inspiration that informs the designs. These narratives will
resonate with customers who value authenticity, artisanal craftsmanship, and ethical
fashion.

● Collaborations with Influencers: In addition to media features, Anvaya can work

with UK-based influencers to generate buzz around product launches or new
collections. These collaborations will extend the brand’s visibility and allow it to tap
into influencer audiences who align with Anvaya’s values of sustainability, cultural
diversity, and modern style.

People

The people involved in Anvaya reflect the brand's ethos of blending tradition with modernity
while delivering exceptional customer experiences.

a. Internal Team:

● Artisans and Craftsmen:

47
 ○ At the heart of Anvaya’s story, artisans play a pivotal role in creating authentic
and intricate designs. Each piece reflects their skill in traditional techniques
like kalamkari, chikankari, and mirror embroidery.

○ The brand fosters fair wages, skill development, and ethical working
conditions, ensuring the artisans’ livelihoods are sustainable.

● Designers:
○ A dynamic mix of Indian and global designers collaborates to create products
that resonate with both cultural authenticity and modern trends.

○ Designers focus on bridging Indian motifs with functionality, ensuring the

products suit global tastes.

● Customer Experience Team:

○ A dedicated team trained to handle premium clientele with warmth and
professionalism.

○ Services include personal styling advice, quick response to queries, and

support for custom orders.

b. Collaborators:

● Influencers and Ambassadors:

○ South Asian and UK-based influencers who embody Anvaya’s values of
sustainability, culture, and elegance.

○ Cultural ambassadors representing the brand at community events and cultural

festivals.

c. Customers:

Anvaya views its customers as partners in celebrating tradition and modernity. Their
feedback directly shapes product innovations and offerings.

Process

Anvaya’s processes ensure seamless operations, from product creation to customer

satisfaction:

a. Design & Development:

● Research-Based Approach: Designers delve into Indian heritage art forms, adapting
them to align with modern trends.

48
 ● Sustainability Focus: Use of eco-friendly dyes, organic fabrics, and recycled
materials where possible.
● Prototyping & Testing: Every product undergoes quality checks to ensure durability
and comfort without compromising on aesthetics.

b. Production:

● Collaborative Craftsmanship: Artisans work closely with designers to ensure the

preservation of traditional techniques while meeting contemporary standards.
● Fair Trade Practices: Anvaya ensures transparency in its supply chain, adhering to
ethical production standards.

c. Distribution:

● Products are shipped in premium, eco-friendly packaging that reflects Anvaya’s

commitment to sustainability and elegance.
● An efficient logistics network ensures timely delivery within the UK, offering
expedited options for special occasions.

d. Customer Engagement:

● Customization: Services like monogramming or bespoke designs for lehengas and

home decor items.
● Feedback Loop: Continuous engagement through surveys, reviews, and personalized
follow-ups to improve offerings and customer satisfaction.

Physical Evidence

Physical evidence plays a vital role in showcasing Anvaya’s premium and culturally rich
brand identity:

a. Packaging:

● Elegant, eco-friendly packaging inspired by Indian motifs.

● Every product is accompanied by a story card, detailing the heritage behind the design
and the artisan’s contribution.
● For gifting, customers can opt for customized packaging, including reusable boxes
and traditional ribbon detailing.

49
 Mock Up of the Packaging

b. Pop-Up Stores and Events:

● Pop-ups and store designs reflect Anvaya’s ethos through:

○ Earthy tones, wooden accents, and handcrafted decor inspired by Indian
motifs.
○ Live demonstrations by artisans, showcasing embroidery or block printing.
○ Interactive sections for customers to learn about Indian crafts and heritage.

c. Product Presentation:

● Western wear and accessories are styled on mannequins with elements of Indian decor
to convey the fusion theme.
● Indian wear is displayed with options to mix and match contemporary accessories,
highlighting versatility.
● Home decor items are staged in cozy, artistic setups to inspire customers on how to
style them in their own homes.

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 Supply Chain

To ensure Anvaya’s success in delivering premium ethnic wear and fusion decor products to
the UK market, its supply chain will be meticulously planned and efficiently executed.

1. Sourcing and Procurement

Raw Materials Procurement

● Fabrics:
○ Cotton: Primarily sourced from sustainable farms in India, ensuring organic
certification. High-quality cotton will be used for products like lehengas,
sarees, and co-ord sets.
○ Silk: Sourced from traditional silk producers in India, ensuring the
preservation of local weaving techniques while maintaining premium quality
for fusion wear.
○ Linen and Other Eco-Friendly Materials: Linen and bamboo, will be used
to cater to the environmentally conscious consumer, a growing trend in global
fashion.

● Dyes and Embellishments:

○ Natural Dyes: Non-toxic dyes to create vibrant, eco-friendly color palettes.
○ Embroidery Threads & Beads: High-quality, ethically sourced
embellishments will be used in intricate traditional crafts like Chikankari,
Zardozi, and Kalamkari.
○ Packaging Materials: Work with eco-friendly packaging suppliers in India
and the UK. Materials include recyclable, biodegradable boxes, and custom
wrapping options such as cloth bags or traditional Indian fabric, in line with
the brand's ethos.

Artisan and Craft Collaboration

● Fair Trade Practices: Collaborate with artisans from rural India, ensuring fair wages
and ethical working conditions.
● Skill Development: Partnering with organizations focused on improving artisans'
skills through workshops and training to ensure craftsmanship quality and the
preservation of traditional techniques.
● Local Sourcing: Materials like block prints, beads, and embroidery threads will be
sourced locally from artisan clusters in India. This provides consistent and
high-quality raw materials while supporting local craftsmanship.

2. Design and Development

Product Design

51
 ● Creative Team: A team of Indian and UK-based designers will create seasonal
collections based on market trends and consumer preferences. Their work will blend
Indian heritage with modern, functional designs.
● Design Process:
○ Designs will be created through sketches, 3D modeling, and fabric sampling.
○ Prototype pieces will undergo thorough testing for quality, fit, and durability.
○ Incorporate feedback from customer surveys to make design adjustments.

3. Manufacturing and Production

Production Locations

● Artisan Workshops (India):

○ Small-scale production workshops will be established in regions known for
their expertise in traditional textile arts (e.g., Lucknow for Chikankari,
Rajasthan for Block Printing).
○ Local artisans will handle intricate tasks like hand-stitching, embroidery, and
printing, ensuring each product is made with craftsmanship that reflects the
heritage behind it.
● In-House Manufacturing:
○ Some standard pieces, such as simple tunics or co-ord sets, will be produced in
an in-house facility in India, ensuring consistency in quality and quantity.

Quality Control

● Production Supervision: A dedicated team will oversee the production process at

each workshop, conducting regular checks to ensure quality standards are maintained.
● Prototype Testing: Before scaling up production, prototypes will undergo tests for
fabric durability, fit, and ease of care.

4. Warehousing and Inventory Management

Warehouses

● India Warehouse:
○ This will serve as the initial storage point where raw materials, semi-finished
goods, and bulk products are stored. Finished goods will undergo final quality
checks before shipping to the UK.
○ The warehouse will house materials that need to be shipped internationally,
such as fabric rolls and components for products like home decor items.
● UK Warehouse:
○ A central warehouse based in the UK (near London or Manchester) will house
finished products before they are shipped to customers.
○ The warehouse will have dedicated sections for home decor, ethnic wear,
fusion wear, and accessories, ensuring easy sorting and quick fulfillment.

52
Stock Control

● We will implement a Just-in-Time (JIT) inventory system, ensuring products are

shipped in minimal quantities and on demand to prevent unsold stock.
● Regular stock audits will be conducted to ensure inventory accuracy.

5. Distribution and Delivery

E-Commerce Fulfillment

● Online Store: Orders placed through the website will be processed directly from the
UK warehouse, ensuring quicker delivery times to UK customers.
● Logistics Providers: Anvaya will partner with major logistics providers like DHL,
Royal Mail, and Hermes for last-mile delivery. These providers will offer customers
the choice of standard or express shipping.

International Fulfillment:

● For orders outside the UK, a partnership with international couriers will ensure
smooth cross-border delivery, especially to key markets like Europe.
● Tracking and Transparency: Anvaya will offer real-time tracking for all orders to
ensure customers are kept informed about the delivery status.

6. Customer Engagement and After-Sales Service

Personalized Customer Support

● A dedicated customer service team trained in providing personalized service for

premium customers will be available through live chat, email, and phone support.
● Styling Consultations: Online consultations for customers to discuss custom orders,
styling advice, and product recommendations.

Returns and Exchanges

● Easy Return Process: Anvaya will offer a no-hassle return policy with free returns
within a 30-day period.
● Exchange Options: Customers can easily exchange products for different sizes or
colors through an easy-to-navigate returns portal on the website.

Customer Feedback

● Post-purchase surveys and reviews will be used to gather feedback, which will be
analyzed to improve future product offerings and customer experience.
● A dedicated section on the website will encourage customers to share styling photos
of their Anvaya products for a sense of community and engagement.

7. Technology Integration

53
Supply Chain Management Software

● ERP Systems: Integration of Enterprise Resource Planning (ERP) systems like SAP
to ensure seamless communication between all departments: sourcing, manufacturing,
warehousing, and customer service.
● Data Analytics: Use of data analytics tools to predict demand, track consumer
preferences, and adjust inventory accordingly.

Customer Relationship Management (CRM)

● A CRM system will track customer interactions and preferences, providing

personalized marketing, promotions, and offers.

54
 Barriers for Anvaya Entering the UK Market

Cultural and Design Preferences

Anvaya, with its unique blend of Indian heritage and contemporary design, may face cultural
barriers in terms of consumer preferences. The UK market tends to have a strong inclination
towards minimalist and modern European designs, particularly in home decor and apparel.
Anvaya’s focus on Indian aesthetics—whether through vibrant colors, intricate patterns, or
culturally inspired designs—might not immediately resonate with mainstream British
consumers. Additionally, the sizing, fit, and style preferences for apparel may differ, as
British consumers often prioritize different cuts, fits, and fabrics.

Strategy to Solve:

Anvaya can employ a polycentric approach, adapting its offerings to align more closely
with local trends and preferences without completely compromising its brand identity. For
apparel, this could involve creating a UK-specific line that combines Anvaya’s traditional
Indian designs with European cuts and fits. For home decor, Anvaya could curate a collection
that blends Indian craftsmanship with modern British styles, offering a mix of traditional and
minimalist pieces to cater to diverse consumer tastes. Collaborating with local influencers or
designers could also help position the brand as unique and culturally relevant.

Regulatory Compliance and Standards

The UK has strict regulations governing product safety, consumer rights, and environmental
standards. Apparel brands, for instance, must meet the UK Textile Labelling Act, while home
decor items need to comply with fire safety regulations and other product standards.
Anvaya’s products would need to adhere to these regulations to avoid delays, fines, or
rejection of their goods in the UK market.

Strategy to Solve:

Anvaya must invest in understanding the UK’s regulatory environment for both apparel and
home decor. This includes ensuring that textiles are labeled according to UK regulations,
materials used in home decor products are compliant with fire safety standards, and all
products meet general product safety laws. Partnering with a local compliance consultant or
legal expert could help navigate the complexities of regulations. Additionally, obtaining
certifications such as the Global Organic Textile Standard (GOTS) or the Fair Trade
Certification for products could further boost Anvaya's reputation as an ethically responsible
brand.

Logistics and Supply Chain Management

55
Anvaya will face challenges related to importing products from India to the UK. High
shipping costs, potential delays at customs, and the complexity of handling returns and
exchanges for both apparel and home decor could lead to inefficiencies and customer
dissatisfaction. The simplified rate of customs duty for clothing is 12% for both adult and
children's clothing.Conclusion

Strategy to Solve:

Anvaya can mitigate logistics challenges by working with experienced local distributors or
third-party logistics (3PL) providers who specialize in UK imports and distribution. Setting
up a warehouse or local fulfillment center in the UK could help streamline operations and
reduce shipping times and costs. Additionally, implementing a local returns management
system for both apparel and home decor will help improve customer satisfaction. For home
decor, offering in-store returns through partnerships with local retailers could enhance
consumer trust and convenience.

56
 Conclusion

This report provides a comprehensive analysis of the EPRG Framework, explores Anvaya’s
brand development, and outlines a detailed marketing strategy for entering the UK market.
The EPRG Framework (Ethnocentric, Polycentric, Regiocentric, and Geocentric) offers a
lens for understanding how businesses adapt their marketing approach when entering
international markets. The Ethnocentric strategy assumes that home-market superiority leads
to using the same marketing approach globally. The Polycentric strategy tailors the approach
to each market’s cultural specifics, while the Regiocentric strategy focuses on regional
adaptations, and the Geocentric strategy combines elements of all, targeting globally relevant
solutions.

Anvaya is a brand dedicated to offering authentic, culturally rich Indian fashion that merges
traditional Indian artistry with modern, wearable designs. The product range spans ethnic
wear, fusion wear, home decor, and accessories, focusing on craftsmanship, sustainability,
and cultural authenticity. The brand stands out for its unique ability to seamlessly blend
Indian elements like block prints, chikankari, and kalamkari with contemporary styles,
offering ethnic wear suitable for everyday occasions. The UK market is experiencing growth
in the ethnic wear sector, with estimates suggesting it will reach £6.2 billion by 2025. This
growth is driven by the increasing South Asian population and a rising demand for culturally
diverse fashion choices. The multicultural nature of the UK and its growing interest in fusion
fashion provides a perfect opportunity for Anvaya’s product offerings.

The UK was chosen as an ideal market due to its large South Asian community
(approximately 2.5 million people) and growing interest in fusion and ethnic fashion.
Anvaya’s offering fills a gap in the market, where most ethnic wear brands focus primarily on
bridal and special occasion wear, leaving a demand for affordable daily ethnic wear and
fusion options. However, entering the UK market presents several challenges, such as
understanding cultural sensitivities, managing competition from established brands, and
balancing pricing for premium yet accessible positioning. Supply chain and Brexit-related
logistics also present potential barriers that Anvaya must navigate.

Anvaya’s detailed marketing plan focuses on a targeted approach using the STP
(Segmentation, Targeting, and Positioning) framework and the 7Ps of Marketing. The
Segmentation will target both South Asian communities and the broader UK market
interested in sustainable and culturally rich fashion. Targeting will focus on young
professionals, fashion-forward millennials, and those seeking premium yet accessible fusion
wear. Anvaya will position itself as a premium yet accessible brand offering Indian artistry
with global appeal. The 7Ps of marketing will guide Anvaya’s strategy, focusing on product
offerings, pricing, distribution through e-commerce and pop-up stores, promotions through
digital marketing and influencer collaborations, personalized customer service, streamlined
processes, and a premium brand experience.

57
In conclusion, Anvaya’s unique blend of Indian craftsmanship with modern, wearable designs
positions it as a strong contender in the UK market. With a tailored EPRG strategy, in-depth
market research, and a well-crafted marketing plan, Anvaya can successfully establish itself
as a premium yet accessible brand offering fusion wear and ethnic fashion in the UK. By
embracing cultural diversity and consumer demand for authentic, stylish products, Anvaya is
set to thrive in a dynamic and evolving market.

58
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