Rajendra Agarwal, MD, Donear Industries
Creating significant impact in the suiting, trouser and shirting fabrics industry, since the last three decades, Donear Industries, has shown steady growth providing high quality woven apparel fabrics with natural fibres, synthetic fibres and variety of other blends.
Moving ahead from its standardized products, Donear is now presenting a wide range of fabrics with an array of functional and technical finishes, firmly believing in transforming and innovating according to the demand and need of the day. Inquisitive about the growth-led innovations, Apparel Online talks to Rajendra Agarwal, MD of the company about their strategies, new ventures and future growth drivers…
Catering primarily to the middle and the premium segments of apparel manufacturing with its core strength of polyester/viscose, the company was always known for new developments, concepts, ideas and innovations not only in product, but also in marketing and presentations. Moving ahead from their conventional product line, 5 years back a strategic decision was taken to venture into the cotton business. “Today we feel that we have diversified into cotton at the right time. But we are also making sure that our polyester viscose business is growing at a reasonable rate too,” says Agarwal.
The company earlier known for creating admirable blends of polyester/viscose, polyester/cotton and poly/wool has also ventured into producing superior compositions like 100% wool, linen and 100% cotton yarn dyed shirting fabrics. More recently the company has ventured into cotton linen and has received a very good response from most of the brands, traders & exporters of the apparel. Their liquid ammonia range for cotton shirting has been a big hit with the buyers. The whiteness of yarn dyed shirting fabrics has been achieved at par with any international company. As on date the company has become among the first five preferred suppliers of 100% cotton yarn dyed shirting fabrics. This has been possible due to state-of-the-art plant at Surat for manufacturing cotton fabric with a dedicated team of professionals.
Concentrating on deliveries and consumer satisfaction along with fabric quality, the company believes that taking care of small things makes a huge difference in business. “We have distinct divisions for every product category, with every fabric segment handled by different set of people to ensure proper growth and service. Right from giving directions to the spinners to deciding on the finish, everything is handled by different divisions. We never use the same machinery to manufacture two different fabrics. For example, when we entered the field of cotton, we invested in the latest machinery including the latest liquid ammonia treatment plant,” informs Agarwal. The company is also producing and servicing 100% cotton 2-ply yarn dyed shirting and suiting fabrics, even in smaller quantities to reputed apparel brands of India.
Agarwal’s vision of the textile business is of a fashion business and he believes that everybody in the team, starting from the promoter, to the executor and even the smallest team member, should be passionate about the product, only then the company can hope for a steady growth rate. Finding wide acceptance in the market, not only on home ground but also in exports, the company is exploring new markets as the next growth driver.“At present nearly 15% of the total production is for direct export and this per cent will increase to almost 30% with the underlying opportunities in the upcoming times,” concludes Agarwal.
