BUSINESS PLAN

Retail entrepreneurship
NIFT KOlKATA-
Aditi - Fashion Communication
Arkapriya- Knitwear Design
Tejaswini- Fashion Communication
Wonrem- Fashion Communication
1. EXECUTIVE
SUMMARY
Luxurious and exclusive customised bra
boutique, keeping in mind the demand for
customised products in the market.
Crafted from the finest and most delicate
materials.
With a passion for comfort, style, and
individuality.
Unique and personalized lingerie shopping
experience.
 THE BUSINESS MODEL CANVAS
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITIONS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS

Raw material suppliers; Offer a variety of Tailored Excellence Personalized Service Niche market
Thai Luxury Spa customization for the Problem solving Loyalty Programs Upper class
lingerie products Personalized Passion Exclusive Events High spending capacity
High-quality fabrics, Ethical & Targeted Marketing
trims, and materials to Sustainable Practices Campaigns
ensure the comfort and
aesthetics of the
products.

KEY RESOURCES CHANNELS

Raw materials like Boutique Showroom:

imported raschel lace Appointment booking
Skilled labours espert in Exclusive delivery
bra making

COST STRUCTURE REVENUE STREAMS

Ready-to-wear lingerie
Inventory Costs Branding and Marketing
Customised lingerie: premium design and quality tailor made to fit
Production Shipping and Logistics
and comfort
machineries Rent/Lease Costs
Store Setup Operating Expenses
Employee Expenses Legal and Regulatory Fees
2. BUSINESS
DESCRIPTION
2.A. General description of the business

Format - Limited liability partnership

Product- Intimate apparel
Location- Mumbai
Retail model with own manufacturing

Team Intimode
2.A1. FORMAT

Business name- Intimode LLP

1. The Parties-
1.1. Aditi Rajawat (hereinafter referred to as Party 1), residing at Delhi, India
1.2. Arkapriya Das (hereinafter referred to as Party 2), residing at West
Bengal, India
1.3. Tejaswini (hereinafter referred to as Party 3), residing at Karnataka,
India
1.4. Wonrem Ronrang (hereinafter referred to as Party 4), residing at
Arunachal Pradesh, India

2. Business Name and Nature-

2.1. The Parties hereby agreed to form a Limited Liability Partnership (LLP)
under the laws of jurisdiction and will operate under the name Intimode
LLP
2.2. The LLP will be engaged in the luxury customized bra business,
including design, manufacturing, marketing, and sales of custom bras.
2.A2. PRODUCT ASSORTMENT

The product mix offers a diverse range of styles, designs,

and SKUs to cater to various preferences and customer
needs.

The broad categorisation is as follows :

Bras
Panties
Sleepwear
Accessories
 PRODUCT CATEGORIES

Bras
Sleepwear
Push-up bras
Silk chemises
Balconette bras
Plunge bras
Panties Satin pajama sets Accessories
Lace-trimmed robes
Wireless bras Thongs Eye masks
Bralettes Hipsters Stockings/Pantyhose
Nursing bras High-waisted panties Silk lingerie bags
Low waist panties
Garter belt
Bikini bottom

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2.A3. LOCATION-

Mumbai, India

Advantages-
Fashion Capital
Diverse Customer Base
Networking Opportunities
Access to raw materials and skilled labour
High-End Shopping Districts
Bollywoood influence

Disadvantages-
High Operating Costs
High Competition
 2.A4. RETAIL MODEL

Follows a B2C business model

In-house manufacturing facility
Online presence through website and e-
commerce platforms
Partnerships with complementary
businesses (Salon, Spa etc)
 2.A5. ORGANISATIONAL STRUCTURE

Board of Directors

Production Partner Marketing Partner Creative Director CEO

Purchase manager QM Production Manager Pattern Maker

Audit Head Planning Head

Supervisor Supervisors Stitching workers Cutting Master

Head designer
GM
Junior designer(s)

Sampling Head

CAD Operator

Marketing manager IT Head

Finished Goods Transport Space Maintenance
Security
Sales Supervisor

Store manager

Sales assistant
 2.B. Industry Background

Growth Rate- The Indian lingerie market size reached US$ 4.4 Billion
in 2022. Looking forward, IMARC Group expects the market to reach
US$ 8.2 Billion by 2028, exhibiting a growth rate (CAGR) of 10.9% during
2023-2028.

Consumers increasingly seek products that align with their personal

style and preferences, and customized lingerie allows them to choose
materials, colors, and custom tailored fits.
 PERCEPTUAL MAPPING

ACCESSIBLE

BESPOKE GENERIC

PREMIUM
 2.C. Goals and potential of business

Initial years : Establishment and Growth

Building a Customer Base through products, customer service etc.

Gaining recognition in the local market by participating in local
events etc.
Aiming for sustainable revenue and working towards profitability.
Strengthening online presence through digital marketing.
2.C. Milestones of the business

Ten years down the line : Expansion and

Brand building

Expansion of Product Range.

Collaborating with designers to create
unique collections.
Expansion in national and international
markets, tapping online and offline retail.
Focussing on maximization of profits.
Positioning the brand as an industry leader
in luxury, customization.
2.D. Uniqueness of
product/service
2.D1. CUSTOMISATION-

Tailored fit
Material selection
Monogramming and Embroidery
Custom Color and Trim
Luxurious personalised packaging
2.D2. SERVICES

Fitting Consultations post sales

Post sales Quality Guarantee
Membership loyalty Programs
Personal Stylists
3. MARKETING
MARKET ANALYSIS
The India lingerie market size reached 400 Crore in 2023. Looking
forward, IMARC Group expects the market to reach 800 Crore by
2028, exhibiting a growth rate (CAGR) of 10.9% during 2023-2028.
RESEARCH SURVEY
MARKET
TRENDS
Shifting Cultural Attitudes and Body Positivity
Presently, there has been a significant shift in societal
perceptions of beauty, with an increasing emphasis on
accepting diverse body shapes and sizes. This movement has
led to a greater demand for inclusive lingerie that caters to
women of all body types, challenging traditional beauty
standards. Lingerie brands are responding by expanding their
size ranges and offering more inclusive designs, which has
resulted in a broader customer base and boosted sales.
Moreover, lingerie companies are increasingly featuring diverse
models in their marketing campaigns, celebrating different
body types and empowering women to embrace their
uniqueness. This shift in cultural attitudes towards body
positivity has become a powerful market driver, encouraging
lingerie manufacturers to align their products with the
growing demand for self-assurance and confidence.
The trend of Bra Top

Women now have a brand-new bra category that can also be

worn as tops.
A shorter variant of a crop top and bra, called bralettes.
Trendy and comfortable.
According to the survey, bralettes are preferred by 50% of young
women above simple tees and crop tops because of their style
and accessibility.
They can be worn alone or even layered with coats, blazers, simple
shirts, etc. because they are very adaptable.
New Colored and Stylish Lingerie

According to the study, 90% of women prioritize coverage,

comfort, and style.
75% of women are eager to experiment with different bra and
panties styles, colors, and designs.
Beautiful lace bralettes in various hues and neon-colored
intimates are the trends in the lingerie market.
Customers want new, stylish, and comfortable lingerie for their
convenience, which fuels the global market for lingerie during the
forecast period.
According to Groversons Paris Beauty’s survey, 67.45% of
consumers will no longer be afraid to experiment with different
colors and types of lingerie and will instead favor those that are
high-quality and kind to their skin.
Adopting New Marketing Strategies

Physical + digital marketing strategies to attract consumers.

Virtual services that customers could order from the comfort of
their homes in addition to its physical crowd.
Celebrity endorsements to attract consumers and increase their
sales and revenue.
COMPETITOR
ANALYSIS
 BRAND La Lingerie Angiya Buttercups Aah! Intimates

Catering to customers
Diverse audience Cater to various body
Interested in traditional seeking seamless
looking for high-quality types. Fit well and
Target Audience lingerie with a focus on
craftsmanship & Indian
known for its inclusive
undergarments with
undergarments comfort and
luxury and comfort. approach.
functionality.

A variety of lingerie,
Wide range of lingerie, Narrower product range
including bras, panties, Focus more on seamless
Product Range including bras, panties, compared to other
shapewear, and other bras and shapewear.
nightwear, and more. brands
undergarments

Offer some level of Offers customization

Strong emphasis on Offers ready-to-wear
customization, its through its fitting
customization, like undergarments without
Customization primary focus is on
materials, colors,
rooms with expert
extensive customization
delivering high-quality, assistance to find the
individual measurements. options.
ready-to-wear lingerie. right fit and style.

Known for its practical

Established a significant A niche brand, targeting a Known for its growth in and functional
Growth and Market presence in the market, specific customer base India and its focus on undergarments,
Presence especially in the luxury interested in traditional inclusivity and appealing to customers
lingerie segment. Indian clothing. personalized fitting. seeking comfort in their
everyday wear.
 BRAND La Lingerie Angiya Buttercups Aah!

Focuses on the luxury Focuses on

and elegance of its Emphasizes the cultural personalization Use images and
products. It may use heritage and authenticity of fitting and language that convey
high-quality imagery and its products. inclusivity. the comfort and
sleek design to convey Marketing materials may Strong online practicality of its
this image. showcase traditional presence, with a products.
Strong brand reputation craftsmanship and cultural user-friendly Highlighting innovative
Marketing
for quality and significance. website and active features in its
Strategies craftsmanship as a Highlights its customization social media undergarments, such
marketing tool. options. marketing. as seamless designs
Collaborating with Targets a niche audience Emphasize their Appeal to a broad
fashion influencers and interested in traditional innovative fitting audience looking for
bloggers is a common Indian undergarments and rooms and the comfort in their daily
strategy to showcase its cultural traditions. expertise of their wear.
luxurious lingerie. staff.

Engage through its

Sharing the brand's Regular social
website, social media, Digital marketing,
heritage, the stories behind media updates and
and email marketing to including social media
each Angiya, and the blog posts.
showcase new promotions and email
customization process Personalized fitting
collections and newsletters.
Customer through online platforms services in fitting
promotions. Encourage customer
Engagement and in-store experiences. rooms contribute to
Customer reviews and feedback and reviews
Collaborations with cultural a unique and
testimonials can play a to improve its products
organizations and artisans engaging in-person
role in building trust and and services.
can enhance engagement. experience.
credibility.
 STRATEGIES TO REACH
MORE CUSTOMERS
01 02 03
Exclusive Events Collaborations Influencer Engagement
Hosting exclusive events or private Partnering with local fashion designers, Connecting with local fashion
shopping sessions for loyal customers, beauty salons, or luxury hotels for influencers and invite them to our
influencers, or local fashion bloggers. cross-promotions and co-hosted events. boutique to showcase our products.

04 05 06
Loyalty Programs High-Quality Branding Public Relations
Implementing a loyalty program that Investing in high-quality branding Connecting with local and national
rewards repeat customers with special materials, including packaging, shopping fashion magazines, bloggers, and
discounts, exclusive access, or bags, and tags, which enhance the journalists to feature our boutique and
personalized products. perceived value of our products. its unique offerings.
 STRATEGIES TO REACH
MORE CUSTOMERS
07 08 09
Networking Local Advertising Referral Program
Attending local fashion and trade events, Using traditional advertising methods like Implementing a referral program
connect with other boutique owners, and billboards, local newspapers, and where existing customers can refer
network with potential customers. magazines to reach the local audience. friends and family to your boutique
and receive rewards for doing so.
SOCIAL MEDIA PROMOTION

Instagram page
4. OPERATIONS
 4.A. LOCATION

4.A.1 Advantages
i. Mumbai is a major fashion and lifestyle hub in India, making it an ideal location for a lingerie boutique. The city has a
fashion-forward consumer base that appreciates unique and custom-designed clothing.
ii. The city's diverse population includes locals, expatriates, and tourists, offers a broad customer base with varying
preferences and tastes, providing opportunities for niche and specialized offerings.
iii. With the evolving fashion trends the demands of customers seeking unique, trendy, and personalized lingerie designs
is more.
iv. There's an awareness and acceptance of lingerie as a fashion statement and a form of self-expression. Consumers in
Mumbai often seek exclusive and personalized lingerie options.
v. Mumbai houses a significant population with high disposable incomes, willing to invest in premium and customized
products, which could be an advantage for a boutique offering specialized lingerie.
vi. Mumbai influnces the trends and fashion choices.
vii. The city houses a vibrant community of artisans and skilled craftsmen, offering opportunities for collaboration in
creating unique, handcrafted lingerie designs.
viii. Presence of the robust retail market and an increasing online consumer base.
4.A.2 Zoning SEZ
Bandra

Bandra is known for its trendy and fashion-forward vibe, making it an ideal location for a boutique. This setting aligns
well with the dynamic and evolving nature of the lingerie industry, attracting fashion-conscious customers.
It hosts an affluent and cosmopolitan demographic, which could attract a customer base interested in premium,
customized, and high-quality lingerie.
Bandra houses numerous designer stores, high-end boutiques, and multi-brand outlets, creating a hub for upscale
fashion. Positioning Intimode in this environment can complement the existing luxury shopping experiences.
4.A.3 Taxes applicable
1. Goods and Services Tax (GST): 12% GST is levied on knitted lingerie costing more than Rs. 1000. The exact GST rate will
be calculated on identifying the specific HSN code for the type of lingerie being customised.
2. Local Body Taxes: Municipal corporations in Mumbai levy property tax and other local body taxes on business
properties. These taxes vary based on the location and size of the property.
3. Income Tax: Income tax is applicable to the profits earned by the boutique. Businesses need to file income tax returns
and pay tax on their profits as per the prevailing rates.
4. Professional Tax: This tax is applicable to salaried individuals and establishments and is based on income or the salary
bracket. It is deducted from employees' salaries and paid to the government.
5. Excise Duty: 12% excise duty for manufacturing custom knitted lingerie to be paid to the govenment.
 4.B. PROXIMITY TO SUPPLIERS

Raw Materials Location Location Alternate Location Location

Fabric Tapi Export, Surat 283 Kms JK Clothing Tirupur 1310 Kms

Lace Premsons Fashion pvt. ltd, Mumbai 17 Kms Balaji Trading, Delhi 1438 Kms

Elastic straps Bindal Enterprises, Delhi 1438 Kms RD Group, Ludhiana 1716 km

Accessories Intecede BSD , Bhiwandi 44 Kms Asian Impex, Delhi 1438 Kms

Hang tags M R Labels, Delhi 1438 Kms C R Labels and Tags, Delhi 1438 Kms

Yarn Coats pvt. ltd.

Packaging
House of Pouch, Ghaziabad 1465 Kms Bliss Packaging, New Delhi 1438 Kms
Materials
5. MANAGEMENT
 5.A. MANAGEMENT TEAM

5.A.1 Qualifications

Partner Qualifications Experience

Graduate in B.Des. Fashion Experienced in leadership, retail management, and

Party 1
Communication. business strategy and development.

Graduate in B.Des. Knitwear

Party 2 Experienced in lingerie development and design.
design.

Graduate in B.Des. Fashion Experienced in supply chain management and

Party 3
Communication. logistics.

Graduate in B.Des. Fashion Experienced in marketing, social media, graphic

Party 4
Communication. design.
5.A.2 Role

Partner Role Key functions

Financial Oversight, Business Strategy, External

Party 1 CEO
Relations

Product Design, Material and Fabric Selection,

Party 2 Creative Director
Innovation

Supply Chain Management, Quality Assurance,

Party 3 Production Partner
Logistics and Inventory

Brand Promotion, Sales and Distribution, Customer

Party 4 Marketing and Sales Partner
Relations, Market Research
 5.B. LEGAL STRUCTURE

5.B.1 Type of Legal Structure

The four owners shall formally register the Limited Liability Partnership (LLP) with the Ministry of Corporate Affairs,
adhering to all statutory requirements under the name Intimode LLP.

5.B.2 Why LLP?

The level of liability protection is a crucial consideration for the startup. It ensures the personal assets of shareholders or
partners are protected in case of financial distress or legal issues.
Formation and Compliance: Registering an LLP is simpler than a private limited company. It involves filing the
necessary documents with the Registrar of Companies (ROC) or relevant authorities. LLPs have fewer compliance
requirements, making them a preferred choice for Intimode with limited resources.
Ownership and Management: In an LLP, the partners actively manage the business and share equal responsibility for
decision-making. The partnership agreement outlines the partners’ roles, obligations, and profit-sharing arrangements.
LLPs are taxed as partnerships and are not subject to corporate tax. The profits of the LLP are passed through to the
partners, and they are individually taxed based on their share of income, avoiding double taxation.
An LLP member also obtains the cashflow benefit of a delayed payment of tax compared to an employee taxed under
PAYE. The flipside is that an LLP member has fewer protections in law if things go wrong.
5.B.3 Ownership
i. Ownership Percentages:
The partners agree that the ownership of the Limited Liability Partnership (LLP) shall be equally distributed among the
four partners, with each partner owning and maintaining a twenty-five percent (25%) share of the LLP.

ii. Capital Contributions:

Each partner shall make an initial capital contribution of Rs. 8,00,000/ into the LLP's capital account within [insert time
frame]. Any subsequent contributions will be agreed upon unanimously or as per the decision-making procedures
outlined in this agreement.

iii. Profit-Sharing:
Profits and losses of the LLP shall be distributed among the partners equally in accordance with their ownership
percentages. The partners shall share profits and losses equally, unless otherwise agreed upon unanimously.

iv. Decision-Making:
Major decisions affecting the business shall require unanimous consent from all partners:
Taking on debt in excess of Rs.50,000.
Selling or acquiring significant assets.
Making changes to the partnership agreement.
Routine business decisions shall be made by a majority vote, with each partner having an equal say.
v. Dispute Resolution:
In the event of disputes, the partners agree to resolve issues through mediation or arbitration before pursuing legal action.

vi. Amendments to the Agreement:

This Partnership Agreement may be amended, altered, or terminated only through written consent and agreement of all
the partners.

5.B.3 Registration Process

The LLP will be registered under the Ministry of Corporate Affairs.

i. Reserve name: To ascertain the availability and reservation of the name Intimode for a LLP business.
ii. Incorporate LLP: After reserving the name, new LLP will be proposed with the details and consent of the four partners.
iii. LLP Agreement: Execution of LLP Agreement is mandatory as per Section 23 of the Act. LLP Agreement is required to
be filed with the registrar in eForm 3 within 30 days of incorporation of LLP.
 5.C. ORGANISATIONAL STRUCTURE
Board of Directors

Production Partner Marketing Partner Creative Director CEO

Purchase manager QM Production Manager Pattern Maker

Audit Head Planning Head

Supervisor Supervisors Stitching workers Cutting Master

Head designer
GM
Junior designer(s)

Sampling Head

CAD Operator

Marketing manager IT Head

Finished Goods Transport Space Maintenance
Security
Sales Supervisor

Store manager

Sales assistant
6. FINANCIAL
 COSTING OF THE BUSINESS

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FINANCIAL SCHEME

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7. CRITICAL RISK
FACTORS
7.A. POTENTIAL PROBLEMS

Competition: The lingerie industry is highly competitive and saturated, with many established brands and
new entrants. Standing out and maintaining a unique identity can be challenging.

Changing Fashion Trends: Lingerie fashion trends evolve, and keeping up with these changes can be
demanding.A shift in consumer preferences or fashion trends can lead to excess inventory of designs that are
no longer in demand.

Economic Factors: Economic downturns or changes in consumer spending habits can impact luxury
businesses.

Supply Chain Disruptions: Dependence on global supply chains can lead to disruptions due to various factors
like political instability or natural disasters.

Data Security: Handling customer data and maintaining privacy comes with the risk of data breaches,
potentially damaging the brand’s reputation and legal consequences.
7.B. OBSTACLES & RISKS

Quality Control Issues: Maintaining the quality of delicate materials and craftsmanship is crucial. Any
compromise on quality can harm the brand’s reputation.

Marketing and Branding: Building and sustaining a luxury brand requires effective marketing and brand
positioning, which can be costly and challenging.

Consumer Feedback: Negative reviews or customer dissatisfaction can harm the brand’s reputation,
especially in the age of social media.

Sizing and Fit Issues: Ensuring accurate sizing and fit for each customer can be difficult. Mismatches can
result in returns and dissatisfied customers.

Supply Chain Disruptions: Relying on suppliers for delicate materials can lead to disruptions due to
various factors such as global events or shipping delays.

Fluctuating Costs: Prices for materials and labor can fluctuate, affecting production costs and
profitability.
7.C. ALTERNATIVE COURSE OF ACTION

For a business like Intimode, several alternative courses of action can be considered, depending on the specific
goals and circumstances. Here are a few options:

Online Expansion: Invest in a robust e-commerce platform to reach a wider audience beyond a physical
boutique. This can significantly increase reach and sales potential.

Niche Specialization: Focus on a unique niche within the lingerie market, such as sustainable materials or
plus-size customization, to differentiate the brand.

Franchise or Licensing: Consider franchising the boutique or licensing the brand to reach different markets
or locations.

Skilled Workforce: Invest in training and development programs to enhance the skills of your workforce so
that the quality of the products is always up to the mark.

Pop-Up Shops: Organize temporary pop-up shops in high-traffic areas to introduce the brand to new
customers without the commitment of a permanent physical location.

International Expansion: Consider entering international markets if there is demand for luxury customized
lingerie abroad.
8. HARVEST
STRATEGY
8.B. TRANSFER OF ASSETS

Step 1: Asset Assessment

Assess the assets within the business, which may include inventory, equipment, intellectual property, and real
estate. Identify which assets can be transferred or sold without compromising the core operations or brand
identity.

Step 2: Real Estate Sale or Leaseback

If Intimode owns its physical boutique, consider selling the property and leasing it back. This can provide a
significant cash injection while allowing the business to continue operations in the same location.

Step 3: Cost Reduction

Review all operational costs and identify areas for cost reduction without compromising product quality or
customer service. This may involve renegotiating contracts with suppliers, optimizing staffing, or streamlining
processes.

Step 4: E-commerce Expansion

Enhance the online presence and e-commerce capabilities. Expanding the online store can significantly
increase revenue and reduce reliance on a physical boutique. Consider investing in digital marketing to attract
a wider audience.
Step 5: Seek Professional Advice
Engage with financial advisors, mergers and acquisitions experts, and legal professionals to guide the asset
transfer process, ensuring it is executed effectively and legally.

Step 6: Identify Potential Buyers or Investors

Identify potential buyers, investors, or merger partners who are interested in acquiring the assets of Intimode.
This could include competitors, private equity firms, or other businesses in the luxury fashion industry.

Step 7: Negotiate and Execute Transfer

Negotiate the terms of the asset transfer, taking into account valuation, terms of sale, and any conditions that
need to be met. Once an agreement is reached, execute the transfer of assets, ensuring all legal and regulatory
requirements are met.
9. MILESTONE
SCHEDULE
 YEAR 9-10

YEAR 6 - 8
YEAR 3 - 5:
YEAR 1 - 2

Global Reach and

Innovation
Luxury Market
Dominance
Expansion and brand Global Expansion
building Profit Maximization Couture Services
Establishment and Industry Leadership
Expanding Product Luxury Partnerships
Growth
Range Customization
Establishing the Collaborations Technology (3D
boutique Effective e- scanning, Virtual
Building a commerce strategy fitting etc.)
Customer Base National and
Local Recognition International
Revenue and Expansion
Profitability
BIBLIOGRAPHY
https://sleeknote.com/
https://centralbankofindia.co.in/
en/Women_Entrepreneur_Cell
https://www.startupindia.gov.in/
https://www.freepik.com/
cleartax.in
indiamart.in
99acres.com
Project Synopsis
 PRODUCT CATEGORIES

Bras
Sleepwear
Push-up bras
Silk chemises
Balconette bras
Plunge bras
Panties Satin pajama sets Accessories
Lace-trimmed robes
Wireless bras Thongs Eye masks
Bralettes Hipsters Stockings/Pantyhose
Nursing bras High-waisted panties Silk lingerie bags
Low waist panties
Garter belt
Bikini bottom
BRAS
Silhouttes:
Push-up bras
Balconette bras
Plunge bras
Wireless bras
Bralettes
Nursing bras

Sizes:
30-42 (A-E)
Any size can be customised

Fabrics
Silk, satin, velvet, lace overlay, mesh, organza,
embroidered tulle, brocade, modal, cotton elastane

Trims
Lace, embroidery, crystal embellishments,
scalloped edging, satin bows
PANTIES
Silhouttes:
Thongs
Hipsters
High-waisted panties
Low waisted panties
Garter belt
Bikini bottoms

Sizes:
S-XXL
Any size can be customised

Fabrics
Jersey, microfiber, cotton with embellishments,
velvet, mesh, satin, lace overlay

Trims
Lace, embroidery, mesh insets, scalloped edging,
satin bows, premium elastic
SLEEPWEAR
Silhouttes:
Silk chemises
Satin pajama sets
Lace-trimmed robes

Sizes:
S-XXL
Any size can be customised

Fabrics
Silk, satin, lace, modal, cashmere, velvet

Trims
Chantilly Lace, monogramming, pearl details,
embroidery, feather trims, applique
ACCESSORIES
Categories:
Eye masks
Stockings/Pantyhose
Silk lingerie bags

Sizes:
S-XXL
Any size can be customised

Fabrics
Silk, satin, leather, velvet, fishnet mesh. lace,
sheer silk

Trims
Chantilly Lace, pearl details, embroidery,
applique, monogramming
 TECHNOLOGY

01 02 03
Machinery CAD softwares Website Design and
Development Tools

04 05
Point of Sale Social Media and
(POS) System Marketing Tools
MACHINERIES
Sewing Machines: Industrial sewing machines are essential for creating
customized lingerie. Look for machines designed for delicate fabrics and
precise stitching. Some types of sewing machines include:
-Overlock machines for seam finishing and preventing fraying.
-Single & Double needle machines for straight stitching and detail work.
-Zigzag , Flatlock machines for elastic attaching and finishing edges.

Cutting Tables and Cutting Tools: Cutting tables with accurate

measurements and sharp cutting tools are necessary for cutting fabric
accurately before sewing. Rotary cutters, fabric scissors, and cutting mats
are commonly used tools.

Embroidery Machine: If you offer personalized embroidery on lingerie

items, an embroidery machine will be necessary. This machine can add
intricate designs, patterns, and text to lingerie pieces.

Steam Press/Ironing Equipment: Steam presses or industrial irons are

essential for pressing and finishing lingerie items to ensure they look
polished and ready for sale.
 CAD SOFTWARES
CAD (Computer-Aided Design) software plays a crucial role in the
customization and design process -

CLO 3D: CLO 3D is a specialized software designed for fashion

design and pattern-making in 3D.
Adobe Illustrator: Adobe Illustrator is a versatile vector graphics
software that's commonly used for detailed sketches.
Optitex: Optitex is a CAD software tailored for fashion design and
manufacturing. It offers features like pattern making, grading
AutoCAD: AutoCAD is a general-purpose CAD software that can
be used for creating technical drawings and detailed designs.
WEBSITE DESIGN AND
DEVELOPMENT TOOLS
Use web design tools or hire a developer to create an appealing and user-
friendly website that showcases the customized lingerie offerings. This
might include product galleries, customization options, and easy
navigation.
POS SYSTEM
Payment Processing:
Payment Gateway Integration
EMV Compliance
Contactless Payment

Hardware:
Tablet or computers
Barcode scanner

Customisation and Branding :

Custom reciept with Boutique's name and
contact info, adding a professional touch
SOCIAL MEDIA
AND
MARKETING
TOOLS
Ad campaigns:
Using social media platforms to promote ads

Influencer marketing:
Paying influencers to promote the brand
SUPPLIERS &
VENDORS
Raw materials suppliers-

Fabric- Tapi Export, Surat ; JK Clothing Tirupur

Lace- Premsons Fashion pvt. ltd, Mumbai, Balaji Trading,
Delhi
Elastic straps- Bindal Enterprises, Delhi; RD Group,
Ludhiana
Accessories- Intecede BSD , Bhiwandi; Asian Impex, Delhi
Yarn- Coats pvt. ltd.
Hang tags- M R Labels, Delhi; C R Labels and Tags, Delhi
Packaging Materials-House of Pouch, Ghaziabad, Bliss
Packaging, New Delhi
PRICE
1. Premium Pricing
Intimode is positioned as a permium ligerie brand due to
its personalized nature and high-quality materials.
Premium pricing involves setting higher prices to reflect
the exclusivity, customisation options, craftmanship and
luxurious feel of the lingerie.

2. Dynamic Pricing
Intimode focuses on the unique value we provide to
customers, such as personalized fit, comfort, and
exclusivity. It involves setting prices based on the
perceived value of the customized lingerie to the
customer. Factors like customization options, fabric
quality, design intricacy, and the emotional connection
customers have with lingerie can influence the pricing.
3. Tiered Pricing
Intimode offers different tiers of customisation with
varying levels of detail, features, and materials. Each tier
can come with its own price point, allowing customers to
choose the level of customisation that matches their
preferences and budget.
PLACE
1. Store
Customized lingerie services might focus on the unique
value they provide to customers, such as personalized fit,
comfort, and exclusivity. It involves setting prices based
on the perceived value of the customized lingerie to the
customer. Factors like customization options, fabric
quality, design intricacy, and the emotional connection
customers have with lingerie can influence the pricing.

2. Specialised Delivery
Intimode is positioned as a permium ligerie brand due to
its personalized nature and high-quality materials.
Premium pricing involves setting higher prices to reflect
the exclusivity, customization options, craftmanship and
luxurious feel of the lingerie.

3. Digital touchpoints
a. Website
b. Social Media
 PROMOTIONS
Leverage a mix of digital and traditional marketing strategies to
create brand awareness and engage your target audience.
Following are some strategies that our brand can adopt.

1.
Create High-Quality Content and Unique Brand Identity:

Develop visually appealing content that showcases your

lingerie pieces in a tasteful and artistic manner that goes with
the luxury brand positioning while also creating a unique and
distinguished brand identity that sets us apart from the
competitors.
2.
Build a Strong Online Presence:

Using social media platforms (Instagram, Pinterest,

reels) to share images, stories, and behind-the-scenes
content to keep your audience engaged and informed.

3.
Influencer Collaborations:

Partner with influencers and bloggers whose

values align with your brand's ethos and can
help increase your brand's visibility.

4.
Engage in Storytelling:

Share the story of our brand, including the inspiration behind

your designs, the artisans involved, and your commitment to
sustainability. Highlighting customer stories and testimonials to
build trust and credibility.
5.
Social Media Advertising:

Utilize paid social media advertising to reach a broader

audience and target specific demographics.

6.
Email Marketing:

Collect email addresses from website visitors and customers

to build a mailing list. Send out regular newsletters with
updates, new product launches, and exclusive offers.

7.
Offline Marketing:

Design and distribute high-quality brochures or lookbooks

at events, trade shows, and pop-up shops. Partner with
boutiques or concept stores to feature your products in
physical retail spaces.
8.
Educational Content:

Create blog posts or videos, Consider hosting online

webinars, workshops, or panel discussions that educate your
audience about the benefits of slow fashion, choosing
sustainable materials, sustainable fashion and lingerie
styling.

9.
Limited Editions and Collections:

Release limited edition collections or special pieces to create

a sense of urgency and exclusivity. These releases generate
excitement and anticipation among your audience.

10.
Loyalty Programs and Discounts:

Implement a loyalty program that rewards repeat customers

with discounts, early access to new collections, or exclusive
offers.
 PLACE
Leverage a mix of digital and traditional marketing strategies to
create brand awareness and engage your target audience.
Following are some strategies that our brand can adopt.

1.
Create High-Quality Content and Unique Brand Identity:

Develop visually appealing content that showcases your

lingerie pieces in a tasteful and artistic manner that goes with
the luxury brand positioning while also creating a unique and
distinguished brand identity that sets us apart from the
competitors.
ENVIRONMENTAL
FACTORS
Advocacy and Policy: Become an advocate for sustainable
fashion policies, such as advocating for fair labor practices and
environmentally-friendly regulations within the fashion
industry.

Creating a sustainable & slow fashion business that does not

support overproduction.

Upcycling and Recycled Materials: Incorporate upcycled and

recycled materials into your designs. This reduces waste and
promotes the use of existing resources, aligning with the
principles of slow fashion.

Circular Fashion Initiatives: Implement take-back programs

where customers can return old lingerie for recycling,
repurposing, or upcycling, reducing the environmental impact
of discarded clothing.
SOCIAL FACTORS
Ethical and Sustainable Production:
Ensure that your lingerie is made using sustainable
materials and ethical manufacturing processes.
Highlight the stories of your artisans and workers,
promoting transparency and fair wages.

Empowerment of Woman Artisans:

Partner with local artisans, especially women, to
create the lingerie pieces. Provide training, fair wages,
and a platform for them to showcase their skills and
creativity.

Body Positivity and Inclusivity:

Promote body positivity by showcasing diverse
models of all shapes, sizes, ages, and ethnicities.
Encourage a healthy self-image and self-confidence.

Donation Initiatives:
Implement a buy-one-give-one model where for every
piece of lingerie sold, another is donated to women in
need, such as survivors of domestic violence or women
in shelters.
SEGMENTATION, TARGETING &
POSITIONING
SEGMENTATION
Age: Intimode's target audience could include women across a wide range of ages mostly 18+, from teenagers
to middle-aged and older women.

Gender: Intimode caters specifically to women.

Income: Intimode attract women from upper class, offering premium options for women with high spending.

Occupation: Working professionals, students, and women from various occupations could be part of their target
audience.

GEOGRAPHIC FACTORS

Intimode serves customers across India. By tailoring products, marketing campaigns, and messaging to
different regions, the brand can effectively connect with its diverse customer base and create a more
personalized experience.
SEGMENTATION
BEHAVIORAL FACTORS

Offline Shopping Behavior: Intimode exclusive provides customized products , so their customers would likely
have a strong inclination toward offline shopping and comfortable making time to go shopping.

Purchase Frequency:
1. High-Frequency Shoppers: Customers who make frequent purchases of custom innerwear, indicating a strong
interest in the Intimode's products and offerings.
2. Occasional Shoppers: Those who make purchases occasionally, perhaps for special occasions or when there are
new product releases.
3. One-Time Buyers: Customers who have made only one purchase so far.

Product Usage: We have customers Everyday Wearers, Special Occasion Buyers, Athletic and Sports Enthusiasts
too , who seek custom innerwear with specific features for sports and physical activities.
SEGMENTATION
PSYCHOGRAHIC FACTORS

Comfort-Seeking Individuals: Prioritize comfort and functionality in their innerwear choices. Value soft fabrics,
seamless designs, and breathable materials.

Fashion-Conscious Trendsetters: Have a keen interest in fashion and staying up-to-date with the latest trends.
Seek innerwear that combines style and comfort. May be interested in unique designs, colors, and patterns.

Luxury and Premium Seekers: Value high-quality products and are willing to invest in premium options.
Interested in luxurious fabrics, intricate designs, and attention to detail.

Individualists and Customization Lovers: Embrace individuality and appreciate personalized products. Drawn
to brands that offer customization options to tailor innerwear to their preferences.
TARGETING
Women of All Ages: Intimode caters to a wide range of age groups, from young adults to older women. Our
product offerings often include items for various age demographics, from youthful styles to more classic and
sophisticated designs.

Young Adults and Millennials: Intimode has a strong appeal to young adults and millennials who are interested
in trendy and fashionable lingerie.

Fashion Enthusiasts: Women who follow fashion trends and are interested in stylish and trendy lingerie
options. Intimode often releases collections that align with current fashion trends.

Regular Shoppers and Brand Loyalty: Intimode has a substantial customer base of repeat shoppers. We focus
on building brand loyalty through reward programs, exclusive member benefits, and credit card offerings.

Special Occasion Buyers: Women who purchase lingerie for special occasions such as weddings, anniversaries,
or other romantic events. We often offer specific lines for bridal and special occasion wear.

International Market: Intimode has a global presence and targets women in various countries and cultures. We
adapt their marketing strategies to appeal to different cultural norms and preferences.
POSITIONING
Premium Quality and Craftsmanship: Premium fabrics, lace, and exquisite detailing.

Customization and Personalization: Our brand tailor each piece to the unique preferences and measurements
of your customers, offering a personalized and exclusive experience.

Exclusivity and Limited Editions: Our customers are part of an elite group with access to unique collections.
We offer limited-edition designs or one-of-a-kind pieces that can't be easily found elsewhere.

Luxury and Elegance: We use elegant packaging and branding to reinforce sophistication, luxury, and elegance
in our brand.

Ethical and Sustainable Practices: Committed to environmental and social causes, we prioritize sustainability
and ethical sourcing. We use eco-friendly materials, ethical manufacturing processes.

Inclusivity and Body Positivity: We promote inclusivity by offering a wide range of sizes and styles to cater to
diverse body types.

Online and Offline Presence: Strong, attractive and user-friendly e-commerce website. For physical locations,
we a welcoming and luxurious in-store experience that reflects our brand positioning.
 Intimode
KEY ACTIVITIES
Designing a range of lingerie styles, including bras, panties. That can be
personalized, considering factors like fabric, style, color, size, and
embellishments.
Offer a variety of customization options, such as fabric choices, color
combinations, sizes, embroidery, monograms, and more.
Collaborate with designers and pattern makers to create unique and
customizable lingerie designs.
Source high-quality fabrics, trims, and materials to ensure the comfort and
aesthetics of the products.
Implement a user-friendly interface to facilitate the customization process.
 Brand Values
VALUE PROPOSITION
TAILORED PROBLEM PERSONALIZED ETHICAL &
EXCELLENCE SOLVING PASSION SUSTAINABLE PRACTICES

Our atelier is dedicated to Women find a lot of problem Your journey with Intemode We prioritize ethical sourcing
the art of customization. in getting bras of their own begins with a personal of materials and sustainable
With a team of skilled size. Our bras are more than consultation. We listen to your production practices,
artisans, we meticulously just garments; they are desires, understand your appealing to environmentally-
measure, design, and confidence boosters. A well- preferences, and collaborate to conscious consumers.
create bras that are a fitted bra can transform your design a bra that aligns with Moreover our business is a step
flawless extension of your posture, your demeanor, and your unique style and body. Your in slow and circular fashion.
body. your outlook. vision, our expertise.
CONSUMER
SEGMENT
Focussing on a niche market, at our customised
luxury bra boutique, where tailored fits meet delicate
materials, we cater to a sophisticated and discerning
consumer segment that values both style and
comfort.
Our exclusive offerings are designed to resonate
with individuals who appreciate the artistry of
bespoke lingerie and seek an unparalleled level of
refinement.
 CUSTOMER
RELATIONSHIP
01 02 03
Personalized Appointment-Based Loyalty Programs
Service Services

04 05
Exclusive Events Targeted Marketing
Campaigns
Distribution
CHANNEL
Boutique Showroom:
The boutique's physical showroom serves as a central
hub where customers can experience the brand's
offerings firsthand.

Appointment Booking:
Customers can book appointments through the
website or by contacting the boutique directly for in-
person consultations or fittings.

Exclusive Delivery:
For an added touch of luxury, the boutique may offer
exclusive delivery services, ensuring that the product
reaches the customer in pristine condition.
 COST STRUCTURE
1. INVENTORY COSTS
Cost of purchasing fabrics, trims, padding, threads and other raw materials
from suppliers or manufacturers.

2. PRODUCTION
3. MACHINERIES
4. STORE SETUP
Costs for physical store location (rent, lease, or purchase).
Store design and interior decoration, including fixtures, displays, and
signage.
Online store development, including website design, e-commerce
platform fees, and hosting.
 COST STRUCTURE
Raw Fabric Costs
Machinery & Equipments for Production

Store Setup
Testing / Quality Check Equipments
Equipments for Packaging & Forwarding
Electrifications & Installation Charges
Cost of Tools, Jigs & Fixtures
Cost of Office Equipments & Furnitures
Cost of Furnitures, Equipments & Interior Designing
of Retail Space
Total Salaries & Wages for Staff & Labour
 COST STRUCTURE
5. EMPLOYEE EXPENSES
Salaries and wages for store staff, including sales associates and customer
service representatives.
Employee benefits and paid time off.

6. OPERATING EXPENSES
7. RENT/LEASE COSTS
8. LEGAL AND REGULATORY FEES
9. SHIPPING AND LOGISTICS
10. BRANDING AND MARKETING
 KEY RESOURCES

EXQUISITE FABRICS AND SKILLED ARTISANS PHYSICAL BOUTIQUE SPACE

MATERIALS
A well-designed physical
Access to a variety of high- Highly skilled artisans and
boutique provides an
quality and delicate materials, designers are essential for
immersive environment where
such as luxurious lace, fine silk, creating bespoke and intricately
customers can see, touch, and
satin, and other premium designed bras. They bring
experience the luxurious fabrics
fabrics, is crucial for crafting expertise in pattern making,
and designs firsthand. It also
bras that offer comfort, sewing, embellishment, and
serves as a hub for private
sensuality, and elegance customization, ensuring that
consultations and fittings.
each piece meets the boutique's
standards of quality and luxury.
1. Store Setup:
Costs for physical store location (rent, lease, or purchase).
Store design and interior decoration, including fixtures, displays, and signage.
Online store development, including website design, e-commerce platform fees, and hosting.
2. Branding and Marketing:
Branding and logo design costs.
Marketing and advertising expenses, including social media ads, influencer partnerships, and promotional materials.
Photography and visual content creation for product images and marketing materials.
3. Employee Expenses:
Salaries and wages for store staff, including sales associates and customer service representatives.
Employee benefits, such as health insurance, retirement plans, and paid time off.
4. Operating Expenses:
Utilities and bills for both physical and online stores (electricity, internet, etc.).
Packaging materials, including boxes, bags, and wrapping paper.
Cleaning and maintenance costs for the store (if physical) or website maintenance (if online).
5. Rent/Lease Costs:
If you have a physical store, include rent or lease payments in your costs.
6. Legal and Regulatory Fees:
Business registration and licensing fees.
Legal consultation fees for contracts, agreements, and intellectual property protection.
7. Technology and Software:
Point-of-sale (POS) system for physical stores.
E-commerce platform fees.
Accounting software for financial management.
8. Shipping and Logistics:
Shipping costs for delivering products to customers.
Packaging and labeling costs for shipments.
 REFERENCES
https://app.croneri.co.uk/feature-articles/crafting-llp-agreements
https://www.mca.gov.in/MinistryV2/llpefiling.html#:~:text=How%20can%20I%20apply%20for,proposing%20to%20incorp
orate%20a%20LLP
https://www.sec.gov/Archives/edgar/data/1061505/000119312510223193/dex354.htm