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CMAI to help emerging apparel brands scale up
Jul '11
The Clothing Manufacturers Association of India (CMAI) of India has started a unique initiative of helping its own brethren. It will help emerging and promising apparel brands and those with unlimited vision and ambition to grow.

Ivy League as it is called; is a separate group, drawn from CMAI members, who are manufacturers of repute and have some standing in the apparel trade. Ivy League will help them in brand promotional activities to make their domestic brands globally known.

“Currently, Ivy League which already has 15 members is chaired by Mr Jayesh Shah of M Square Clothing. The membership will be scaled up to 75 or 100 in the near future”, Mr Rahul Mehta, President – CMAI told fibre2fashion.

Informing further, Mr Mehta said, “Basically, Ivy League is a group created by the CMAI which basically consists of emerging brands who might today be regional in nature, but who might want to become large scale players in coming years.

“These include companies, which are probably being run by the first generation for several years and now the second generation is taking over, or which have been started by the young age group generation or those who might be small in size but are large-scale in their thinking.

“So, essentially this group will not have big brands like Levis or Pepe, Arrow or Louis Philippe. They are brands, which are doing extremely well in the MBO sector and who are now looking at ways and means to professionalize and organize themselves, to grow in size and scale.

“So we found out that, CMAI which covers a large spectrum of membership and which includes large as well as small players, this specific segment of players, is very often being neglected. They are the people who would be more open to ideas on how to professionalize.

“If you have a small member who is running a 25 machines factory, he will not be interested as to how to professionalize or how to introduce employee talk options or the nuances of advertising because they are not likely to be using any of these concepts in the near future.

“But we have these brands like M-Square, Pittsburg, Mufti, which are not necessarily the talk of the market today, but who are likely to bigger players in the coming years and likely to become much bigger like Callen's trouser or Tucked shirts.

“So, we found a niche group of young entrepreneurs who are forward thinking in their approach and who want to become more organized and play a much larger role in the industry in the coming years”, he concluded by saying.

Fibre2fashion News Desk - India

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