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‘European brands pay better price compared to US ones’

August 27, 2014 (India)

Mr. Manish Mandhana
Mr. Manish Mandhana
“In order to work with Europe, which is a much more premium and design centric market compared to USA, textile companies have to elevate their product offerings by adding more innovation and being more premium, as Europeans pay a better price compared to Americans”, the MD of Mumbai, India-based Mandhana Industries Ltd infers.

In a freewheeling chat with fibre2fashion, Manish Mandhana shares his opinion on whether Europe is a better option for Indian exporters, strengths and weaknesses of Mandhana Industries, on whether issues facing the Indian textile industry will now be resolved, since a new business friendly government is in place and other topics.

On whether the European market is a better option for Indian textile and apparel exporters, although Indian exports are concentrated towards USA, Mr Mandhana informs, “Yes, it's true that the majority of Indian apparel exports are to USA, since it is a bigger consumer market than Europe and it is more basic and core in nature.

“In order to work with Europe which is a much more premium and design centric market compared to USA, companies have to elevate their product offerings by adding more innovation and being more premium, as Europeans can pay a better price compared to Americans. However, the American market is reviving again which is a good sign.

“Somehow, over the last few years, we have developed good relationships and rapport with a lot of top European brands and retail chains, resulting in our business being mainly concentrated in Europe but we are open to work in any part of the world, provided we find good synergy with the partner.”

Mandhana Industries which reported a turnover of Rs 1,300 crore in the previous fiscal year also has the global licensee to design, market and distribute the ‘Being Human’ clothing brand, for celebrity Salman Khan and his charity 'Being Human - The Salman Khan Foundation'.

When quizzed if the Being Human brand has also reaped benefits for Mandhana Industries, he says, “Our recent foray into retail has certainly rewarded us in terms of recognition. Being Human brand is a relatively new edition in our current ongoing business. Fortunately, it's also turned out to be a huge success in a very short span of time and is definitely one of our fastest growing businesses.

“Being always at the backend of activities as manufacturers, Being Human has certainly got us into the fore front and the world has noticed the organization behind this brand. So, in a way it has got us the deserved recognition.”

Click here to read the whole interview.
 


Fibre2fashion News Desk - India
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