IMPRESSIONS from a Cross-section


What percentage of your products is made of cotton fibres? Do you foresee a change in this percentage over the next three years? Why so?


The major amount—90 per cent of the product line—is cotton-based. We believe that cotton is a staple fabric and wearable round the year; so we would like to keep the production ratio same for next few years at least. The efforts and interest that the ministry of textiles has shown in promoting the cotton industry at the Textiles India fair at the grasssroots as well as industrial levels is commendable. India already ranks at the top among the countries producing cotton and the #CottonisCool campaign by textiles minister Smriti Irani indicates that cotton consumption will keep growing in the coming few years in the Indian fashion industry.

We believe cotton is the most accepted and comfortable fabric to wear for every season of the year and 80 per cent of our products are made of cotton fibres. Cotton fibres are the most preferred material when it comes to indutvas or ethnicwear. We as an indutva brand see a lot of people choosing cotton over any other material. With an increase in preferences, we see a change close to 100 per cent in the next three years.

Fashion trends have seen a major shift towards comfortable clothing range. Parents prefer fabrics that are comfortable, breezy and non-irritable to the skin. Children love to move around hence, mobility in clothing is important. Keeping this in mind, 90 per cent of our summer collection is cotton-based. Our apparel is made of 100 per cent cotton. Since we are a dedicated kidswear brand, cotton will continue to be our core fabric for most of the range. However, the fashion trends for girls are moving towards high-fashion synthetic fabrics like georgette and chiffons. The proportion of these fabrics will be higher in the future as the final finish of the fabric available today is much more skin-friendly than earlier.

About 45 per cent of our fashion designs are made of cotton fibres, and we foresee a change in this percentage. With so much mechanisation in the world and increased use of machinery, people are feeling the need to connect back to their routes. Natural and sustainable fabrics will be a primary raw material in all offerings across the board. We are currently working at taking this percentage to 75 in our next collection.

Depending on the season and theme of the collection, we alter the use of cotton fibres from 40–70 per cent of the collection. In my spring/summer collection, 80 per cent is cotton-based. With the government initiating Make in India programmes to facilitate growth in the cotton industry, the use of cotton is sure to go up by a huge margin.

We have a specific line called SS Homme SSentric where we use cotton fibres throughout the collection and develop signature prints once a year. Approximately 30 per cent of the other lines are made out of cotton fibres. SSentric was developed to move towards an entirely cotton-based line. But it will take more than three years to do so, depending on market demand.


Published on: 20/04/2017

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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