Apparel Online India Magazine July 1st Issue 2018 | Page 37

INDIA CANVAS
Moving forward, the company has
plans to go for a window space for
B2B customers in Dubai or such
other places, so that while travelling
buyers can see and get the feel
of ITC products. “There is a very
captive audience available in Dubai
where the product can be marketed.
It will enhance our presence and
will connect us with more buyers,”
he adds. Further, Zahir is engaging
an American consultant, as this
US-based consultant will be more
apt at spreading positive buzz about
the company in his sustainable
network and will ultimately benefit
the business.
Products’ focus…
Sweaters are the core product for
the company, sold to 22 regular (mix
batch) buyers with a major market
share in Europe and US. Tees were
started recently for which ITC has
two customers who have booked
total capacities of tees. Now the
focus is on buyers who can add
value. The company has also started
streamlining product cost to fit into
the high-end. At one point of time,
the company was doing a product
with cost ranging between US $ 5-6,
which has gone up to US $ 9 but the
target is to create garments which
can be sold at US $ 60 or 60 Euros.
Once the factory’s infrastructure
gets complete, Zahir intends to
approach high-end customers like
Hugo Boss, Ralph Lauren, Ted
Baker, etc. as they understand
the value of such infrastructure.
“Many of the exporters may be
doing luxury apparels, but some
are working in sweaters also. We
want to cater to the luxury market,
which has no season and is also
recession-free. We need to do a
product which has high margin, high
value and is prepared in high-tech
infrastructure,” avers Zahir.
Zahir is of the strong opinion that
every buyer wants to associate with
a factory that requires minimum
time and resources to groom.
“My past experience of working
in Europe makes it easy for me
to work with a brand like Hermes
The company is in the process to build a vertical garden, avoiding direct heat from the sun and reducing temperature by at least 4 to 8 degrees; besides the
company is also investing on air-conditioners
The company is
also focusing on
training its workers
as well as mid-level
professionals, which
includes exchanging
training programs
with other companies.
In association
with Aditya Birla
Fashion and Retail
Ltd. (ABFRL), Ace
Education is one
such program that
it has started. “My
job is also to train all
the teams right from
design, sourcing,
cost management,
marketing, etc.,” says
Zahir. Further, the
company is also in
process to be a part
of Skill Development
Program.
because I know the end customer.
Today, the brands need to link
the end customer with the source
(factory), and the source needs to
have a value proposition. Such high-
end customers would not like to pay
1,200 Euros for a sweater made in
Bangladesh. They will prefer to buy a
product made in Mongolia or China.
India has a gap, as there is not even
a single factory doing this business.
So my thrust is to fill this gap first,”
says Zahir.
The company’s private label GOAT
offers products with comfort and
durability, at an affordable price.
Currently, these are available online
and growing through distributor
channels. “We are looking to
reassign distributor segment as
many people don’t understand
legacy in the market. They always
associate business with money but
we believe that once a customer buys
our product, he will come again to
buy. Distributors have to understand
that end customer is aware and
needs value for money,” adds Zahir.
Moving forward, ITC wants to create
a direct link with the end customers,
eliminating all middlemen, by setting
up kiosks (small shop) and vending
machines to sell basic tees. The
quick delivery concept is another
The factory has 100% LED lights on the entire floor, which ensures appropriate lighting at every corner. There is also a
water harvesting tank available in the factory
www.apparelresources.com | JULY 1-15, 2018 | Apparel Online India
37