factorsthe first step in creating a new brand or improvising on an existing one is to define those benefits these should be the very essence of your organisation the foundation of every marketing effort and advertising campaign defining those benefits is the conceptual side of branding but i want to focus on the other side the visual side which means understanding and anticipating the customers needs and wants and devising products that can successfully fulfil the need or bridge the gap besides one must ensure the availability of the right product at the right place and at the right time consistency in core values of the brand is indispensable interesting communication and advertising for brand building is essential toowhat kind of people do you require in your establishment can you throw light on your recruitment policieswe require personnel from various backgrounds including management graduates chartered accountants textile engineers production engineers and fashion designersrecruitment is done keeping in mind the job requirements postgraduation in related functional area is preferred we mainly recruit experienced personnel we employ personnel through placement agencies and by advertising in newspaperswhat are your views on the indian garment industrydespite cutthroat competition the industry offers immense scope for growth to companies and entrepreneurs both in domestic and international markets this is true for those who possess a clear vision and the ability to execute along with a marketoriented approach we anticipate good growth in the bottomwear clothing and accessorywear segment