Enabling the industry to establish a robust activewear category in India
Positex, a unit of Pashupati Overseas LLP, is the market leader in activewear & outerwear fabrics in India since 2005. With a focus on high quality functional fabrics and timely delivery, the company serves both domestic and international brands, and has manufacturing capabilities that cover the entire fabric production process. In an interview with Fibre2Fashion, Positex Director Chetan Agarwal talks about functional fabrics, sportswear category, and future directions of the company.
With a strong focus on quality and over 12,000 tons of knitted fabrics supplied, how do you maintain and ensure the high standards of the products?
Our guiding motto is that Quality is achieved by Choice, Not by Chance. Therefore, at every stage of sourcing, development, and production, we pay meticulous attention to the specific requirements of our clients. Each brand has unique testing criteria, inspection standards, and sensitivities towards colour and texture, which we follow in our products.
Additionally, we specialise in functional fabrics that often come into direct contact with the human body, and offer features like wicking, anti-static, and anti-microbial, UPF sun protection etc. As a result, performance characteristics are extremely important to us. To ensure the highest quality, we perform 18 to 19 tests on each lot of fabric at our inhouse state-of-the-art facility and also at third party labs. Every roll of fabric we produce and ship is also 100 per cent inspected, following the American four-point system, to ensure that we remain within acceptable tolerance levels.
By consistently maintaining high-quality standards, we have built strong relationships with our clients and are expanding rapidly.
How are sustainability and ethical sourcing shaping the sportswear and fabric industry, and what initiatives are being taken by leading companies?
Sustainability and ethical sourcing are increasingly significant in the sportswear and fabric industry. At our company, Positex, we are committed to sustainability and have achieved GRS certification. Internationally, major brands like Nike, Adidas, ASICS, and Reebok are making strides by creating their entire range from recycled polyester yarn. The conversion of PET bottles into yarn and subsequently into fabric has gained strong momentum in the activewear sector.
In terms of our own initiatives, we are focusing on two main avenues for sustainability. The first is reusing PET bottles, and the second is utilising biodegradable polyester yarn. Both of these options have found strong acceptance among our customers.
When it comes to ethical sourcing, this often pertains more to cotton because it involves the rights and well-being of farmers. In the realm of polyester, ethical concerns are somewhat different. We ensure that the polyester yarn we use is sourced from ethical suppliers, although the complexities involved are not the same as those in the cotton industry.
Can you tell us about any new product launches or innovative projects that Positex is currently working on?
Positex has consistently been an industry leader, offering a vast array of fabrics. As of now, we have more than 4,000 different SKUs across various categories such as Core, Rising Star, Introduction, and Launchpad. Recognising the unique needs of the Indian market, we maintain ready inventory of over 500 products to cater to buyers who have smaller MOQ requirements and shorter lead times. In total, we keep more than 450 tonnes of knitted fabric and almost 2 million metres of woven fabric in stock, all focused on the activewear and outerwear sectors. Our industry appreciated SIM (Speed Inventory Model) has helped buyers reduce almost 43 per cent of their inventory, and has reduced their lead time to an average 21 days.
In terms of new product development, our Launchpad and Introduction categories are particularly dynamic. We introduce around 4 to 5 new fabrics each month, providing samples and catalogues to our customers.
Technology is also playing an increasingly vital role in our operations. We have significantly invested in digital platforms to transform how we engage with the industry, and offer a unique feature to do Real Time Tracking of orders, among many features offered through our dynamic website and ERP which will be another game-changer in terms of technology.
How do you see the integration of wearable technology affecting the future of sportswear, and what challenges or opportunities does this present?
Wearable technology undoubtedly has a promising future. I have even dedicated a chapter to this subject in my book, which was among the first to focus on sportswear in India. The aim is to increase awareness in the industry. Wearable technology is largely about using sensor-based systems to capture real-time data on our physiological changes, allowing for immediate tracking. A prime example that has become ubiquitous is the smartwatch.
The next frontier is to integrate this technology into our garments to capture even more accurate and comprehensive data. This includes monitoring variables like heart rate, blood pressure, and other vital statistics, particularly during physical activities. The technology could potentially save lives by alerting individuals to dangerous physiological changes in real-time.
However, challenges remain. While the technology is gaining traction in the US and Canada, its adoption in India has been slower, primarily due to the high costs involved. But I believe that within the next two to five years, as the technology becomes more affordable and awareness grows, wearable tech will become increasingly popular in India as well.
Where do you see Positex heading in the next 5 to 10 years, and what are the major milestones you hope to achieve in that time frame?
Our vision is very clear and serves as a guiding principle for our current activities and future plans. We adhere to a strategy we describe as ‘One inch wide, One Feet deep.’ By this, we mean that among the plethora of categories available in textiles and apparel, we have chosen to focus solely on Activewear. Within this niche, we aim to offer comprehensive support to our customers, providing all fabric and garment solutions under one roof.
Looking ahead to the next 5 to 10 years, we have ambitious goals. We aim to support as many brands as possible and establish India as a globally recognised sourcing base for activewear. Considering that the US and Europe are massive markets for this category, and India currently holds just 0.69 per cent of the global market share, we aim to make India a 20 to 30 per cent contributor in global sourcing. This will not only be for the Indian market but will also cater to global needs.
Positex is already a leading player in the industry, and we intend to maintain this position by continually breaking our own barriers and setting new standards.
How is the rise of e-commerce and online platforms affecting the way sportswear is marketed and sold?
The advent of e-commerce has been a significant boon for the sportswear industry, particularly in India where the culture of specialised sports shops is not as developed as in other countries. In the past, sportswear was often sold in small, local shops, and the concept of exclusive brand outlets (EBOs) for sportswear was prohibitively expensive for most Indian brands.
However, e-commerce platforms have changed the game entirely, allowing for a new generation of sportswear brands like HRX, Cult, Dida and Blissclub to emerge and thrive. These platforms have made it easier for startups to enter the market and gain visibility without the constraints of traditional retail structures.
At Positex, we are committed to supporting these emerging brands. We keep a ready stock of fabrics, alleviating issues related to MOQ and lead times. Even brands that wish to start with small quantities can easily work with us. Six months ago, to further assist our customers, we also invested in a garment factory in Manesar (NCR-Delhi) specialising in Activewear. This move allows us to offer a complete solution, from fabric to finished garment, to brands facing challenges in finding the right production facilities.
In summary, e-commerce has levelled the playing field, enabling smaller brands to compete effectively. We are keen to use our expertise to support these brands and help them grow, both in India and globally.
What are the challenges and opportunities for new entrants in the sportswear industry, and what advice would you give to startups?
New entrants in the sportswear industry should recognise that they are entering a highly competitive but also promising field. Many Indian brands have previously operated as peripheral players, often compromising on fabric quality and neglecting essential testing and functionality requirements. This approach leaves a gap in the market for brands that prioritise quality and functionality.
My advice to startups is to focus on creating functional garments that offer real advantages to the consumer. Consider how your product can improve the wearer’s performance, rather than just being an aesthetic choice. By aligning your brand with quality and functionality, you will not only meet but also exceed customer expectations.
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