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“ I want to sell my factory’ s concept, not just products”
Zahir Sait, Director, International Trading Company, Tirupur
After a two-hour long meeting with Zahir Sait, a young, Director of International Trading Company( ITC), Tirupur and taking a round of his green factory, there were many reasons to be impressed, not just because of his minute planning, broad vision, and unique business strategy …, but also for his impressive initiatives to achieve the goals. He is very clear that he is not selling products but his factory concepts on which the same has been established. The company, doing a turnover of Rs. 32 crore, is investing Rs. 50 crore in a phased manner to achieve a business goal of Rs. 250 crore turnover from the same unit. The most important differentiator that sets the company apart from many others in the industry is Zahir’ s positive mindset that reflects in his actions.
Walking through the factory, among the many attractions, are the vertical garden, advance AC arrangement, busbar electrical system, use of industrial tiles, solar energy, adequate lighting on finishing floors … Similarly, when talking to Zahir, the interesting strategies that draw attention are use of Information Technology for marketing that bring in walk-in buyers and focus on premium quality sweaters with intricate designs.
Marketing strategy …
Buyers are coming to ITC and are happily choosing products from the ready stock. The credit for this goes to the aggressive use of Google as a marketing tool. Zahir claims that this year( in 2018) alone, the company has finalised orders with
8 such‘ walk-in export buyers’. One of them – an Israeli buyer – placed orders of 8,000 pieces, while few have picked huge quantities from ready stocks of the factory’ s own private label GOAT( Greatest of ALL Times). One of the most important customers Zahir has met this year also happens to be a walk-in buyer from Germany who works out of Nepal and who is associated with Hermes brand and makes cashmere sweaters. The first order for Hermes will be of 200 pieces and for that, the factory will be audited and approved.“ I do not push for orders, but sell the legacy of the factory, which automatically draws in the orders. In fact, we never talk about price or the quantities, we only tell customers what we are doing, our progress and the way we are building our future,” says Zahir.
Zahir Sait keeps himself away from negativity, and always strategises to stay ahead
36 Apparel Online India | JULY 1-15, 2018 | www. apparelresources. com