Grasim Industries Ltd and VSF - Expanding a Commodity Market through Branding and CRM |
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"There is no such thing as decline. When markets are not moving, there are two things that you can do - take on competition and see that your offering is better in all ways, and the other way is to grow your market." 1 - Shailendra K. Jain, President of Grasim Industries Ltd., in 2004. "Viscose has been underutilized because of a lack of awareness among fashion designers and end-users. Internationally viscose blended fabrics are extensively used in apparels. This not the case in India." 2 - M P Joseph, Secretary General, Association of Man-made Fiber Industry of India (AMFII),3 in October 2005. IntroductionIn March 2006, Grasim Industries Ltd. (Grasim) announced plans to establish an integrated plantation cum pulp plant in Laos to source raw material for its Viscose Staple Fiber (VSF) production units in India, Thailand and Indonesia as well as for future production facilities.
By the 1990s, a combination of increasing raw material costs and low polyester and cotton prices made VSF the costliest fiber. As a result, demand for VSF declined rapidly.
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1] "Test of Fiber", www.grasim.com, 2004.
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