CELC 65th ANNUAL CONGRESS
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1 CELC 65th ANNUAL CONGRESS 1
2 Linen Club Live The Linen Life 2
3 Elements The Aditya Birla Group Indian Textile & Apparel Market The Linen Story In India ABG s Linen business the only integrated player Linen club Linen Club Best in the Business Linen Club Exclusive Brand outlets Linen Club Apparels Taking into new orbit Expectation From CELC 3
4 A global conglomerate: Operating in 40 countries with 1,20,000 employees representing 42 nationalities A US $40 billion corporation, in the League of Fortune 500 Ranked 4 th in the world & 1 st in Asia Pacific in the 'Top Companies for Leaders', Fortune Magazine and RBL in
5 Presence in textile & apparel business World's largest player in the Viscose Staple Fibre Acrylic fibre businesses in Egypt and Thailand Viscose filament yarn businesses and spinning mills at India and South East Asia The largest fashion (premium branded apparels) & lifestyle player in India The largest player of Linen in India 5
6 Elements The Aditya Birla Group Indian Textile & Apparel Market 6
7 Indian Textile & apparel market USD 91 bn Domestic Textile + Apparels India Total textile + Apparel market Exports USD 59 bn 2014 Apparel USD 40 bn Home Textile USD 4 bn Institutional USD15 bn USD 32 bn USD 111 bn CAGR 9% 2021 Apparel USD 77 bn Home Textile USD 7 bn Institutional USD 27 bn 7
8 Elements About Aditya Birla Group Indian Textile Market The Linen Story In India 8
9 Indian Linen Market The linen market in India has witnessed strong growth across all parts of value chain and is expected to grow faster than the overall textile industry Yarn (In MT) Fabric(in million meter) 30, % 17% 19% 11, % 29 4, E 2014 E E E 9
10 Elements The Aditya Birla Group Indian Textile Market The Linen Story In India ABG s Linen business the only integrated player 10
11 ABG Linen Business Volumes ABG Linen Business has grown faster than market creating a strong leadership position. Yarn (In MT) Fabric(in million meter) 20, % 18% 12% 9 20% 7, , E E E 2020 E 11
12 ABG strong in both Yarn and Fabric manufacturing Largest capacity in India State of the art technology Wide product range Yarn FY14 22,500 Spindles, 3400 MT / annum FY 16 42,500 spindles, 6500 MT / annum Preparatory Mackies, Golden eagle Ring Frames Techmash, Russian Auto Winding Savio, Schlafhorst Wide range of counts 5 Lea to 100 Lea Fabric Fabric Capacity : 10.1 Mn Metre Weaving Sulzer Rapier & Picanol Optimax looms, etc. Processing Ramisch, Compact Italy, Osthoff Singeing etc. High Design Oriented, 25 Designs/ Day Wide range of counts for apparel Shirting's: Lea Suiting's: Lea Furnishing : 5 25 Lea ~65% ~50% Market share The business overall has achieved USD 102 mn of top-line in FY14 12
13 Key Growth Drivers Product Superiority Marketing Superiority Operational Efficiencies High quality Flax only from Europe. Wide product portfolio in Linen yarn and Linen fabric Product innovation, design and development capabilities for fabric Premium positioning for Linen Club brand through strong advertisement & promotions. Wide distribution channel EBOs, MBOs, Dealers, RMGs Ability to offer product at affordable prices. High capacity utilization Efficient working capital management Continuous Improvements in cost and quality parameters These has led to strong customer satisfaction, ability to command premium & sustainable bottom-line performance (1) EBO - Exclusive Brand Outlet (2) MBO- Multi Brand Outlet (3) RMG Ready Made Garments 13
14 Elements The Aditya Birla Group Indian Textile Market The Linen Story In India ABG s Linen business the only integrated player Linen Club - The Brand 14
15 Linen Club Pre Launched Linen Club brand Created multiple distribution channels Created a new category of Linen In India Consolidation of brand Linen Club Entry into women s wear Improved availability through network of 4500 Multi-Brand retail outlets, 107 Exclusive stores, 20 distributors across India 15
16 Investing into branding & promotion CELC logo Print Campaign CELC has become an integrated partner in all our communication internal as well as external. E.g. ad campaigns in leading newspapers, magazines, TV campaigns, etc We are really proud of this association and have spent millions of dollars to establish this across media. 16
17 Investing into branding & promotion Advertisement Spend (USD in Mn) FY2011 FY2012 FY2013 FY2014 FY2015 We will keep on investing in the brand building 17
18 Current Linen Club Facebook fan base is 537,
19 Brand engagement through 19
20 Investing into branding & promotion TVC - 20
21 YARN Investing into branding & promotion Promoting linen yarn in women ethnic wear Lakme fashion Show 21
22 Elements The Aditya Birla Group Indian Textile Market The Linen Story In India ABG s Linen business the only integrated player Linen Club - The Brand Linen Club Exclusive Brand outlets 22
23 Linen Club The exclusive Brand outlet 23
24 Exclusive Brand outlet -Interiors 24
25 New Retail Identity being developed by leading American design agency JGA 25
26 Elements The Aditya Birla Group Indian Textile Market The Linen Story In India ABG s Linen business the only integrated player Linen Club - The Brand Linen Club Exclusive Brand outlets Expectation from CELC 26
27 The way ahead Vision 2020 Expanding distribution Expanding retail footprint - Opening several new EBOs. Creating a unique retail identity for Linen Club retail. Strengthening Linen Club brand in domestic market Continuous investment in branding & promotion Creating new applications Entering into Linen blends -Planning to venture into Linen blends. Introduce Women s Range -To create a separate range targeted exclusively for women. Entering into RMG Enter into Home Textiles -Planning to venture into Home Textiles. Alternate distribution Entering into e- tailing -Planning to venture into E tailing. Continue to create strong presence on the social media 27
28 Expectation From CELC Technology up gradation in spinning Scientific assessment of Fibre Quality Standardization of quality grades of Fibre R&D to improve fibre to yarn yield Stability in Fiber pricing especially as Brands and retailers would dominate the apparel distribution in times to come. Joint promotion of Linen in India Thank you! 28
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