The case ‘Raymond: Giving a New Spin to Khadi’ talks about the efforts of Indian textile major Raymond Ltd. (Raymond) in re-positioning India’s traditional fabric ‘Khadi’ as a new fashionable fabric, as part of its growth strategy. The case starts with a brief look at Raymond’s history and its textile innovations. It then gives a short history of Khadi and its importance in the Indian milieu. The case discusses in depth Raymond’s deal with the statutory government body Khadi Village and Industries Commission (KVIC) that branded and promoted Khadi. The deal allowed the company to offer ‘Khadi by Raymond’. The issues that Raymond faced in making Khadi market ready are also described. Raymond’s efforts at changing certain pre-conceived notions about Khadi through a new advertising campaign are discussed as well. The case ends with a brief look at the future prospects of Raymond in the Khadi space.
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The case is structured to achieve the following teaching objectives:
Scrutinize the re-positioning strategy of a traditional brand.
Appraise the nuances of a strategic alliance.
Evaluate the social impact of a public-private business partnership.
Examine the new marketing mix of a brand.
Analyze the marketing strategy undertaken by a company to alter customer perceptions.