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Eri is a short-stapled fibre that possesses an excellent soft feel and warmness to the wearer. Investigation of thermal comfort and moisture properties of Eri silk fabric provides the enhanced commercial scope for Eri silk-based clothing.

To examine the impact of process factors on thermal and moisture properties, three different single knit Eri silk structures were made, each with a different loop length and yarn count. Three different linear densities of Eri silk spun yarn (15, 20 and 25 tex) were selected. Three distinct knitted constructions, including plain jersey, popcorn and cellular blister, were created, along with two different loop lengths.

The novel cellular blister structure has shown appreciable thermal comfort properties than the other two structures. Yarn fineness and loop length were significant with most of the thermal comfort properties.

In recent times the Eri silk production is completely domesticated, so the new demand can easily be met by the producers. This research will create a new scope for Eri silk fibres in sportswear and leisure wear.

This study was conducted to explore the influence of knit structure, loop length and yarn count on the thermal comfort properties of the clothing.

This paper investigates how stockist brand equity is created in the unorganized pharma retail sector in emerging markets despite the absence of any proactive brand-building efforts by distribution firms (stockists). In addition, this study also aims to unravel the sources of stockist brand equity.

Drawing from grounded theory, a qualitative research design using semi-structured interviews was conducted, and a theoretical saturation approach was used for this purpose. The retailer–stockist (business-to-business [B2B]) relationship in the Indian pharmaceutical market context was used as the study context.

The findings show that in the absence of any brand-building activities, stockists’ sales representatives play an important role in creating stockist brand awareness. In addition, word of mouth from other retailers also plays a minor role. Rational and emotional brand associations which are strong, favorable and unique are created 1) directly by the services provided by stockists, which includes product availability, deliverability, accuracy in billing and batch numbers, credit facilities and discounts, handling issues such as product expiry, and 2) indirectly by the services provided by stockists’ sales representatives which includes their frequency of visits, proactive customer orientation rather than sales orientation, fulfilling commitments and relationship with retailers. The strength of the retailer–stockist (B2B) relationship also depends on retailer-driven factors and other external factors discussed in this study.

Strong stockist brand equity helps build trust and loyalty with pharmacies, ensuring a consistent and timely supply of medicinal products, which will benefit their end consumers or society.

This study identifies the antecedents determining the strength of the retailer–stockist (B2B) relationship, a precursor for establishing retailer-based stockist brand equity in the unorganized sector. This study also highlights the consequences of establishing strong retailer-based stockist brand equity.