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Yash Jain & Sanjeev Jain
Head of International Marketing & Head of Designing and Creation respectively Divyam Export
People are hooked to the latest trends in fashion
Divyam Export, launched about 30 years ago, exports to 15 countries, particularly those in the Middle East. Yash Jain, head of international marketing, and Sanjeev Jain, head of designing and creation, speak about the company's growth.
Tell us briefly about your company.
We have a family-grown business and had started when my grandfather Bhagchand Jain came to Surat around 30 years ago to look for a better life for his family. It was very courageous of him to start with the textiles business even when he didn't know much about it. Later, the administration of our business was taken care of by my father Sanjeev Jain. As of now, we export to more than 15 countries.
How has the embroidered fabric industry in India evolved over the years?
Ten years ago, I would say, things were completely different. But now it has evolved in a surprisingly good way. People are hooked to the latest trends in fashion, which makes them want the latest designs ASAP. This is good for us as it keeps our team on their toes. It has become a highly competitive industry, and there are traders all around the city selling embroidery.
Where do your source fabrics and accessories from?
We source all fabrics and accessories locally.
Which colours and designs are trending nowadays in womenswear?
This is a very dynamic industry, and it is difficult to say if any one particular thing is trending. Colours and designs keep changing. People's choices differ from one design to another, and hence we are happy to provide a variety of more than 2,500 designs at a time in our showroom and export houses with all the latest concepts, designs and colour matchings.
Who are your competitors?
We get competition from China. They have goods to offer at a considerably lower price with a very short lead time due to fast production and hitech machinery.
Which are your major markets?
We have been exporting to the Middle East for 20 years.
Has Surat's textile industry recovered from the aftermath of GST and demonetisation?
I wouldn't say it has recovered completely. It had affected the local market a lot. It completely disturbed the buying pattern of the traders/ wholesalers/retailers, etc. Payments have also been deferred for a long time which causes inconvenience and blocks capital.
What are the challenges that this industry is facing?
After GST and demonetisation: deferred payments, decline in sales compared to past few years due to lack of support from the government. We expect a lot more support from the government in the form of subsidies, export promotions and schemes.
What is your production capacity?
The capacity is around 1,00,000 metres per month.
Which prints and colours are trending in womenswear?
Considering the prevalent trends, we would say simple and elegant designs are appreciated more than the compact and filled designs. This season, our company is going for more soothing colours and dusty colour combinations. (PA)
Published on: 30/07/2018
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