Home / Knowledge / News / Apparel/Garments / 'Start selling brands, rather than commodities'
'Start selling brands, rather than commodities'
May '17
Courtesy: OCM
Courtesy: OCM
India has to start selling brands, rather than commodities to make its presence felt in the global markets, reiterates Vikram Mahaldar, VP & Global Sales Head, OCM.

Indian players should also consider exploring markets like Iran, the Middle East, Malaysia and Indonesia before expanding to regions where product, brand and price synergies may not work for India.

Commodity suppliers from India who primarily supply to the United States of America and Europe can consider expanding to new markets like South Africa and Australia.

"To up the overall growth, product extensions, channel expansions, consistent innovation and service enhancement are the key. It is a foolproof way to build customer equity and sustain growth in the domestic market," Mahaldar told Fibre2Fashion in an exclusive interview.

"Rather than falling prey to putting all energy in competing in the same space to take the maximum share, market leaders need to focus on product categories and market segments that are not catered to by organised players. These distinct segments have seen vast growth in the last few years," he added.

Talking about India's retail sector, Mahaldar said that it is a booming market and entry of foreign players is inevitable. The advent of foreign retailers like Marks & Spencer, Guess and Next has upped product innovation and distribution strategies for domestic players.

"In terms of quality, technology, performance and efficacy, both Indian and global (retail) entrants are on par. It is the perceived value of the product co-factored with changing consumer lifestyles that is making the difference. However, this proliferation is limited to a niche audience – they may not be able to cater to local needs of diverse geographies," he summed up. (KD)

Click here to read the complete interview

Fibre2Fashion News Desk – India

Must ReadView All

Pic: Shutterstock

Apparel/Garments | On 25th Nov 2020

Bangladesh reduces REX fee for RMG export to EU

Bangladesh's Export Promotion Bureau recently reduced the service...

Pic: Shutterstock

Textiles | On 25th Nov 2020

EACHAM-LOBA MoU to improve logistics between Cambodia, PRC

Cambodia's Logistics Business Association (LOBA) and the European...

Pic: Shutterstock

Apparel/Garments | On 25th Nov 2020

JETRO, Bangladesh's CCCI sign MoU to foster trade ties

The Japan External Trade Organisation (JETRO) and Chittagong Chamber...

Interviews View All

Sanjay Desai & Ashish Mulani, True Colors

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Top executives, Textile industry

Top executives
Textile industry

GST has levelled the playing field to an extent

Evelyne Cholet, UCMTF

Evelyne Cholet

‘France had a reputation of being big in new ideas, but poor in marketing...

Iacopo Pardini,

Iacopo Pardini

Founded in 1953, Italian engineering company Arioli Spa started...

Rushiraj Mulani,

Rushiraj Mulani

The Shradhdha Group of companies was established in 2010 and is based out...

Rikesh Mistry,

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Sanjay Raut, Garware Technical Fibres Ltd

Sanjay Raut
Garware Technical Fibres Ltd

Garware Technical Fibres Ltd (formerly Garware-Wall Ropes Ltd) is a...

Giulio Cesareo, Directa Plus SpA

Giulio Cesareo
Directa Plus SpA

Established in 2005, Direct Plus SpA, is one of the largest producers and...

Giorgio Mantovani, Corman S.p.A

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Pranav Mishra, Huemn

Pranav Mishra

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Aprajita Toor, Aprajita Toor

Aprajita Toor
Aprajita Toor

The creations by Aprajita Toor were born out of a deep desire to create...

Sidharth Sinha, Sidharth Sinha

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

November 2020

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search