Interview with Pranal Modani

Pranal Modani
Pranal Modani
Chief of business development & Director
Sangam Lifestyle Ventures Ltd
Sangam Lifestyle Ventures Ltd

What does C9 stand (in the name of your brand C9) for?

The group's most recent offering for women is C9. C9 symbolises the multiple facets of a woman's life; the spaces she navigates every day and the forms in which she expresses herself. It encompasses the essence of what it means to be a woman through a myriad of roles, which she performs in her everyday life. C9 caters to the needs of the urban woman from 9 to 9 with C standing for classy, comfort, and casual clothing. C9 has recently launched the Airwear range - the ultimate next-gen apparel for women. Designed to sculpt the body and lend firmness to form, it takes the shape of the body's curves, feeling like second skin. The concept has been incorporated in all of C9's leisurewear, activewear and innerwear garments. Contemporary and stylish, C9 aspires to establish a new outlook for the woman of today, who is fuss-free and always on the move.

How many different products do you have in leisure, inner and active wear?

Leisurewear: Fashion tops, fashion leggings, fashion capris and fashion t-shirts.
Activewear: Sports bra, active t-shirt, active tank top, active capri, active leggings, cycling shorts.
Intimatewear: Bra, panties, camisole, shapewear 

Why did it take so long to start the B2C arm since the parent company Sangam Group started in 1984 and C9 in 2015?

The group's textile venture had set the pace for our foray into the B2C space, though all operations were being managed by specific distributors.

What is the breakup of the 100,000 per day garments production of yours?

The production breakup of the garments is approximately: leisurewear: 30,000 pieces; activewear: 25,000 pieces; and innerwear: 45,000 pieces.

What is the composition of the breathable fabric used, and how different is it from fabrics used by other brands?

The seamless garments are a fine blend of polyamide, spandex and viscose. Polyamide is used as a base fabric, which is light and comfortable for day-to-day activities. It also has performance features like odour resistance and moisture management. Indian consumers today want more than just need-based clothing. In addition to old parameters like basic functionality, comfort and price, better look, perfect fit, and trendiness have also become key purchase parameters. We at C9 are constantly making innovations in our products with regard to design, colour selection options, and fibre mix.

Is the fabric made by the company or sourced from abroad?

Fabric-weaving is an in-house activity.

Which product-line out of the three categories does well?

Our focus has been on leisurewear, followed by active and subsequently innerwear.

Who designs the garments?

We have highly skilled and creative in-house designers who design the entire range of C9.

How many collections are made in a year?

C9 works in two major seasons and two short seasons-namely Spring-Summer and AutumnWinter, and pre-monsoon and pre-winter. The C9 range of garments boasts of its design, style, comfort, durability, support, and fit, and every season has a unique theme-based collection inspired by international style and fashion.

How many styles are there in each collection?

Every single collection is unique with approximately 80-100 styles.

How do you plan to compete in the three categories since there are foreign and Indian competitors who are very strong?

The prices of products have been deliberately given a competitive edge to make it available to anyone who aspires for it-may be collegians or working women, or upper bracket young women.

Did you do a survey before opting for these three womenswear categories? What did the research tell you before the launch of the brand?

Yes. We carried out a survey before entering the market. According to sources, the Indian retail market looks very promising and is estimated to be $600 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people.
Published on: 01/03/2017

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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