ATM has the distinction of being the first company to manufacture Cotton Jacquard Tapes and Indian Battenburg laces, a product category which was imported earlier. “If you can compete on prices, then the product can easily find acceptance in the market,” says Tanuj Goel, Director, ATM Exports Pvt. Ltd. adding, “With our manufacturing setup, we are price-competitive to what China is giving and that is why we are able to promote these products.” Currently the company can manufacture flexible quantities and large quantities, such as laser cutting 100 to 1,00,000 pieces, laces 100 metres to 5,00,000 metres, crochet fabric 100 metres to 20,000 metres, in jacquards around 5,000 to 50,000 metres, embroideries 2,000 to 50,000 pieces, neck laces 20 pieces to 50,000 pieces depending on booking and lead time.
The company is mostly working with bigger exporters as they prefer bulk orders; however, some exceptions are made. “We work only with those small players who are serious and are looking for quality, as we find that most of the smaller factories are not very serious and the moment they get a rupee less they just shift without keeping any business ethics,” reasons Tanuj.
Taking inspiration from international trends in the market, the company keeps updating its product categories to meet new and evolving international buyers’ demands. The determination to be among the most innovative has led to many firsts for the company, including yarn dyed neck piece laces and crochet fabrics, which the company started around five years back. Not compromising on quality, the dyed yarn for manufacturing the laces is being sourced from industry leaders like Vardhman, Oswal, etc.
Quality, timely delivery and competitive prices distinguish ATM Exports, a manufacturer of crochet fabrics (40”), cotton jacquard tapes, fine laces, embroideries (regular, dori, sequin work), laser cuts, neck patches and other trims from other similarly positioned companies. ATM Exports works closely with leading garment manufacturers and buying houses and invests consistently on R&D to bring new innovative products into the market. It has state-of-the-art production facilities to fulfil client needs.
Being completely attuned to what the international buyer is looking for; ATM adheres to global quality parameters. Today the company is H&M compliant and the USP is its stringent quality policy and the mission to provide the best possible quality at the most competitive prices. “Our quality procedure starts from procuring raw material and includes in-production and post-production quality inspections. We are very quality-conscious we never buy any inferior quality yarns or products, whatever the price may be. Even if we don’t get an order after development, we won’t compromise on our quality as there is a risk to lose our bigger buyers if we downgrade the quality of our products for the general market,” argues Tanuj.
Upbeat of the response that both the exporter and the buyer are giving to the company, Tanuj is going forward with company plans to invest in high technology machines keeping innovation as a focus area. “We are currently planning to come out with a new product which will be in market soon. We shall start production by October/November of this year,” states Tanuj. He also emphasises that to survive in the fluctuating market, a company should be well-organised in providing timely delivery and effective communication to its buyers. For the past three years, quality and price have been the major focus areas for the company, but in the future the company is looking towards being organised and providing a wide array of integrated designs to its customers. “With the market situation improving and getting more competitive, we are looking for strong growth in the future and also gearing up to meet new demands,” concludes Tanuj.
