Telephone brand is celebrated for its commitment to quality, reliability, and excellence
Founded in 1979, Neelam Thread Pvt. Ltd. is one of India’s oldest and largest manufacturers and distributors of viscose and polyester embroidery and sewing threads. Known for its flagship ‘Telephone’ brand, the company specialises in providing complete embroidery thread solutions to garment exporters, high-end fashion designers, home furnishers, and buying houses. Speaking to Fibre2Fashion, Managing Director Ankit Jain discusses the company’s legacy, innovative strategies, and commitment to sustainability in shaping its success and future growth.
What are the current trends shaping the embroidery thread industry, particularly in terms of materials and technology?
The embroidery thread industry is undergoing significant evolution, driven by advances in materials, technology, and shifting consumer preferences. The industry is evolving with a focus on sustainability, innovation, and functionality:
- Sustainable Materials: There is a growing shift towards eco-friendly options such as FSC-certified viscose rayon yarn, recycled polyester, and organic cotton.
- Ombre Effects: Threads with gradual colour transitions are increasingly popular for creating depth and dimension in embroidery.
- Matte Finishes: Spun polyester threads are gaining preference for their matte look, especially in the apparel and export markets.
- Specialty Threads: Unique finishes, including glow-in-the-dark, UV-reactive, and metallic threads, are becoming popular for creative applications.
- Customisation and Small-Batch Production: There is rising demand for tailored threads to meet the needs of high-end designers and corporate branding projects.
- Custom Colour Matching: Advanced dyeing techniques now allow brands to offer precise colour customisation, catering to designers’ specific requirements.
- Technology Integration: High-speed, computer-controlled embroidery machines and advanced dyeing methods enhance efficiency and precision, reducing production time and costs.
These trends underscore the industry’s move towards innovation and market-specific solutions.
How is the industry addressing the increasing demand for eco-friendly and sustainable threads in global markets?
The industry is addressing the demand for eco-friendly threads by developing FSC-certified viscose rayon and recycled polyester threads made from materials such as PET bottles and textile waste to reduce environmental impact. Brands are increasingly adopting eco-certifications like GOTS and OEKO-TEX to ensure compliance with global sustainability standards. Additionally, energy-efficient manufacturing processes, including gas-based boilers and water-saving dyeing technologies, are being implemented to minimise resource consumption.
What role does digitalisation play in the manufacturing and distribution processes of embroidery threads?
Digitalisation enhances manufacturing and distribution processes through automation and data-driven efficiency. Computerised embroidery machines improve precision, speed, and overall production quality. Advanced digital dye-matching systems ensure consistent and accurate colour reproduction. In distribution, cloud-based inventory management systems provide real-time tracking and help prevent overstocking or shortages, streamlining the supply chain.
How has the rise of fast fashion and customisation influenced the demand for high-quality embroidery threads?
The rise of fast fashion has increased the demand for high-quality embroidery threads to meet the needs of rapid production cycles. Simultaneously, customisation trends, driven by consumer preferences for unique and personalised apparel, have further boosted the need for durable, versatile threads available in diverse colours and finishes. Brands now prioritise threads that are sustainable and capable of ensuring precision, consistency, and adaptability for intricate patterns while maintaining quality under high-speed manufacturing conditions.
Consumers increasingly seek trims that add a distinctive touch to their products. Unique designs and features, such as eco-friendly options, recycled materials, and custom shapes, are growing in demand. To cater to this, brands incorporate intricate embroidery, 3D appliqués, and heavily embellished trims to create standout pieces.
In your opinion, what are the key challenges facing the embroidery thread industry today, and how can companies adapt to remain competitive?
The embroidery thread industry faces several challenges, including rising raw material costs, stringent environmental regulations, and the need to meet diverse customer demands. Companies can adapt and remain competitive by:
- Investing in Sustainable Materials and Processes: Developing eco-friendly threads and implementing sustainable production methods to meet regulatory and market expectations.
- Leveraging Automation and Digital Technologies: Using automation and advanced technologies to improve efficiency, reduce costs, and enhance production quality.
- Diversifying Product Offerings: Expanding into performance or smart threads to address evolving market demands.
- Building Strategic Partnerships: Collaborating with designers and brands to stay relevant and responsive in a competitive landscape.
Neelam Thread has a rich legacy since its inception in 1979. What are the core values that have driven the company’s growth and market leadership in embroidery threads?
Neelam Thread Pvt. Ltd.’s growth and market leadership over the past 45 years are rooted in its core values:
- Legacy and Trust: The company upholds the vision of its founder, Late Satender Kumar Jain, by maintaining integrity, transparency, and dependability in all business dealings.
- Quality and Innovation: A steadfast commitment to superior thread quality has fostered reliability and trust among both global and domestic clients. Continuous innovation in materials, designs, and processes ensures the brand remains at the forefront of industry trends.
- Customer-Centricity: Neelam Thread focuses on building strong relationships with employees and clients, adapting to their evolving needs, and delivering tailored solutions.
- Sustainability: The company is dedicated to eco-friendly practices, such as developing recycled threads and minimising its environmental impact.
These core values have established Neelam Thread as a trusted partner for international apparel brands and Indian fashion designers, cementing its legacy in the embroidery thread industry.
Can you elaborate on how the introduction of high-tech dyeing plants in 2013 revolutionised your production process and product quality?
The introduction of high-tech dyeing plants in 2013 marked a transformative phase for Neelam Thread Pvt. Ltd., significantly enhancing production processes and product quality:
- Precision and Consistency: Advanced dyeing technology enabled accurate colour matching and uniform dyeing across batches, ensuring reliable quality for customers.
- Increased Efficiency: Automation reduced production times while maintaining superior output, allowing the company to meet growing client demands without compromising standards.
- Sustainability: The high-tech plants optimised water and energy usage, aligning with the company’s commitment to eco-friendly practices.
- Expanded Offerings: The ability to produce a wider range of shades and finishes enabled the company to cater to diverse markets, including high-end fashion and export segments.
- Enhanced Reputation: By adopting state-of-the-art technology, Neelam Thread reinforced its position as an industry leader, meeting global standards and earning the trust of premium brands.
This innovation exemplified the company’s dedication to excellence, sustainability, and customer satisfaction.
Your company is known for its eco-friendly and OEKO-TEX-certified products. Could you share insights into your sustainability initiatives and how they impact your operations?
We have held OEKO-TEX STANDARD 100 PRODUCT CLASS 1 (Baby Articles) certification for our products since 2009, demonstrating our commitment to safety and sustainability.
Our sustainability initiatives focus on:
- Energy-Efficient Processes: Our dyeing plant operates on a gas-based boiler and is equipped with an Effluent Treatment Plant (ETP) and a Radio Frequency Dryer, reducing resource consumption and environmental impact.
- Water Conservation: All four factories are equipped with rainwater harvesting systems, ensuring sustainable water management.
- Solar-Powered Operations: Our corporate office in Delhi runs entirely on solar energy and uses 100 per cent LED lighting, minimising our carbon footprint.
- Sustainable Products: We have innovated eco-friendly alternatives, including FSC-certified viscose rayon threads and GRS-certified recycled polyester threads for embroidery, meeting growing consumer demand for sustainable materials.
- Technological Upgradation: The installation of an advanced machine from a Swiss manufacturer has significantly increased production efficiency, marking a first in the embroidery thread industry.
By integrating sustainability into every aspect of our operations, we not only enhance our market appeal but also actively contribute to environmental preservation and responsible manufacturing.
With a production capacity of 700 tonnes per year, how do you ensure consistent quality across such large volumes, especially with your knotless threads?
With an annual production capacity of 700 tonnes of yarn or thread, equivalent to approximately 60 million metres, we ensure consistent quality through stringent quality control measures across all production stages, including TFO (Two-For-One Twisting), dyeing, winding, and packaging.
- Automated Systems: Thread tension, colour consistency, and knotless thread integrity are monitored using advanced automated systems.
- Regular Inspections and Testing: Quality checks are conducted during manufacturing and post-production to uphold high standards.
- Advanced Machinery: State-of-the-art equipment ensures uniformity and precision in the production process.
- Skilled Personnel: Experienced professionals oversee each stage to ensure adherence to quality benchmarks.
These practices guarantee the reliability and consistency of our products, even at high production volumes.
What role does innovation play in expanding your product portfolio, especially in areas like Trilobal polyester and industrial threads?
Innovation is vital in expanding our product portfolio, whether in viscose rayon filament threads, Trilobal polyester, or spun polyester industrial threads.
- Enhanced Product Features: By developing advanced yarns, we improve the durability, sheen, and performance of embroidery threads, making them suitable for high-end fashion and technical applications.
- Research and Development: Ongoing R&D keeps us at the forefront of industry trends, enabling us to offer specialised, high-quality products.
- Technology Integration: Advanced machinery and dyeing techniques ensure precision, and the production of high-performance threads tailored to diverse customer needs.
- Market Adaptation: Innovation allows us to address specific industry demands, such as introducing matte finish embroidery threads for apparel brands.
- Sustainability Focus: By incorporating FSC-certified and recycled materials along with eco-friendly processes, we expand our portfolio while adhering to sustainable practices.
In fact, innovation drives Neelam Thread’s ability to diversify and adapt to evolving markets while maintaining its legacy of quality, trust, and sustainability.
Your threads are used by major buying houses, exporters, and garment manufacturers. How do you maintain long-standing relationships with such clients?
Our brand, Telephone, is renowned as a trusted name among buying houses and exporters, celebrated for its unwavering commitment to quality, reliability, and excellence. Our colour shade catalogue, often referred to as the ‘Indian Pantone’ in the global market, is a testament to this reputation.
We maintain long-standing relationships with major buying houses, exporters, and garment manufacturers through:
- Commitment to Quality: Ensuring consistent product quality that meets the high standards of our clients.
- Personalised Service: Offering tailored solutions and flexibility to address the unique needs of each client.
- Timely Deliveries: Adhering to strict delivery schedules to maintain reliability and trust.
- Regular Communication: Building open channels of communication to better understand and respond to client requirements.
- Innovation and Trends: Staying ahead of industry trends and introducing cutting-edge products to meet evolving demands.
These practices foster trust, loyalty, and long-term partnerships, solidifying our position as a preferred partner in the embroidery thread industry.
The ‘Telephone’ and ‘Maruti’ brands have become benchmarks in the industry. How do you differentiate your products in a highly competitive market?
Neelam Thread Pvt. Ltd. differentiates its brands—Telephone, Maruti, Worldwide, and Angel—by focusing on superior product quality, sustainability, and meeting the specific needs of diverse market segments.
- Telephone: As one of our oldest brands in viscose rayon embroidery thread, Telephone is renowned for its exceptional quality and has been a trusted name among high-end fashion and international apparel brands for over 40 years.
- Maruti: Historically popular among domestic manufacturers in tier 2 and tier 3 cities, Maruti is being relaunched in 2025 to cater to the growing demand in regional domestic markets.
- Worldwide: Launched in 2016, this spun polyester industrial thread was specifically designed to address the evolving demands of the apparel export market. With a growing trend towards matte-finish embroidery, Worldwide threads offer a perfect combination of exceptional quality and a contemporary aesthetic.
- Telephone Shyne: Introduced in 2015, this brand expanded our portfolio with metallic zari embroidery threads, catering to clients seeking luxurious and decorative options.
Thus, by consistently innovating and tailoring our products to market demands, we ensure our brands remain benchmarks in the embroidery thread industry.
Could you explain how your state-of-the-art infrastructure and advanced technology contribute to the superior performance of your embroidery threads?
Neelam Thread’s state-of-the-art infrastructure and advanced technology play a crucial role in ensuring the superior performance of its embroidery threads.
1. Automated Systems: Advanced automated systems in production ensure consistent thread quality, minimising variations and defects.
2. High-Tech Dyeing Plants: Modern dyeing machines provide precise colour matching and uniformity across batches, enhancing the visual appeal and reliability of the threads.
3. Advanced Machinery: Equipment such as computer-controlled dyeing machines, spectrometers, and radiofrequency dryers improves thread strength, smoothness, and overall performance.
4. Innovative Packaging and Labelling: Automatic thread packaging and labelling machines streamline operations and ensure accurate shade number coding.
5. Sustainability-Focused Technology: Recent investments in eco-friendly technology include:
- An automatic tubing/reeling machine installed in 2022 from a Swiss company, a first in embroidery thread manufacturing, which has significantly increased efficiency and product quality.
- ERP solutions to enhance operational efficiency and sustainability practices.
Through continuous R&D and a focus on energy-efficient and sustainable practices, Neelam Thread ensures its products not only meet but exceed industry standards, offering durability and high performance across diverse applications.
What challenges have you faced in expanding your global footprint, and what strategies have you employed to overcome them?
Expanding Neelam Thread’s global footprint has posed challenges such as navigating international regulations, managing supply chain complexities, and adapting to diverse market demands.
To address these challenges, the company has:
- Built Strong Client Relationships: Establishing trust and long-term partnerships with international clients.
- Ensured Compliance: Adhering to global standards like OEKO-TEX to meet international regulatory requirements.
- Tailored Products for Diverse Markets: Customising products to cater to the specific needs and preferences of different regions.
- Maintained Competitiveness: Focusing on quality, customisation, and sustainability to stand out in the global market.
These strategies have enabled Neelam Thread to successfully overcome barriers and strengthen its presence worldwide.
Looking ahead, what are your strategic goals for the next five years in terms of product innovation, market expansion, and sustainability?
Over the next five years, Neelam Thread’s strategic goals include driving product innovation, expanding global markets, and enhancing sustainability:
1. Product Innovation:
- Develop high-performance threads, including smart and eco-friendly options.
- Explore new materials and finishes to cater to a wider range of applications.
2. Market Expansion:
- Strengthen presence in emerging markets, particularly in Asia and Europe.
- Forge strategic partnerships and implement targeted marketing efforts to penetrate new regions.
3. Sustainability:
- Increase the use of recycled materials in production.
- Further reduce environmental impact through energy-efficient processes and water-saving technologies.
- Aim for a carbon-neutral footprint by adopting sustainable practices across all operations.
These initiatives will ensure that Neelam Thread remains competitive, innovative, and aligned with evolving market demands.
