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  • July 2012 (Revised July 2015)
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Nalli Silk Sarees (A)

By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram
  • Format:Print
  • | Language:English
  • | Pages:12
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Abstract

Nalli Silk Sarees Private Limited was a family owned and operated business that retailed Indian ethnic wear. This 83-year-old company had enjoyed impressive growth with a $95 million turnover, a 22-store retail footprint, and had outdone its competitors by being the only player in its segment to have a national presence. Headquartered in Chennai, India, the company built its unique national brand by emphasizing innovation, customer-centric practices, quality, and honesty across the store's retail operations. In 2011, with changing dynamics in the Indian apparel market, the company started to face intense competition from small and large Indian and foreign retailers. The company's chairman, Dr. Nalli Kuppusamy Chetty, announced a $25 million expansion plan and proposed the opening of 12 new stores over a period of two years. This case focuses on the company's pricing strategy, merchandising process, and product assortments to support its own competitiveness and overall customer experience.

Keywords

Price; Strategy; Apparel and Accessories Industry; India

Citation

Narayanan, V.G., Namrata Arora, and Vidhya Muthuram. "Nalli Silk Sarees (A)." Harvard Business School Case 113-004, July 2012. (Revised July 2015.)
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About The Author

V.G. Narayanan

Accounting and Management
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Related Work

    • December 2012 (Revised July 2015)
    • Faculty Research

    Nalli Silk Sarees (B)

    By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram
    • June 2013
    • Faculty Research

    Nalli Silk Sarees

    By: V.G. Narayanan and Namrata Arora
    • January 2016
    • Faculty Research

    Nalli Silk Sarees (A) & (B)

    By: V.G. Narayanan
    • July 2012 (Revised July 2015)
    • Faculty Research

    Nalli Silk Sarees (A)

    By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram
Related Work
  • Nalli Silk Sarees (B) By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram
  • Nalli Silk Sarees By: V.G. Narayanan and Namrata Arora
  • Nalli Silk Sarees (A) & (B) By: V.G. Narayanan
  • Nalli Silk Sarees (A) By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram
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