The success of a company is often determined by the passion with which it is managed, and the same is quite evident when talking to the couple, Harsimar Chawla, Director and Ramnik Chawla, Executive Vice-President, working together as the heart and brain of their organization, Fashionite. While the world is reeling under recessionary pressure, Fashionite is busy exploring new options and catering to clients that have been the backbone of the company with innovative products.
Established in 1985 by Ramnik’s father, Pritpal Singh Chawla to export fashion accessories in bulk quantities, Fashionite today is working with the luxury segment with a product range that includes evening wear, embellished garments, stoles, scarves and other high-end accessories including fashion jewellery.
The major shift from mass products to high-end offerings came in 2002, when Harsimar, joined the business after marriage. Originally from a travel background, marriage pushed Harsimar to explore the designer within her and the company stepped into the manufacturing of fashion garments along with the existing product portfolio. “I have been in the business for 11 years now, and my role in the company has been providing design input and also coordinating with designers to cater to our clients all over the world. This has been a beautiful journey for me and I can’t imagine myself anywhere else now,” says a delighted Harsimar.
According to Ramnik, recession has really changed the way business is done, from where the products are made to whom they are delivered too, giving an opportunity to grow and expand. “People are scared to invest in new creations during these uncertain times, but those like us who bank upon innovations, the results have been fruitful,” shares Ramnik. Catering to buyers all over the world now, the company initially started with Europe as their forte. “With recession hitting Europe in a big way, we started looking at various other markets, obviously it’s not easy as each country has its own requirements and preferences as per spending power of its people, design sensibilities, climatic conditions, body size and shapes, etc., but we constantly work towards understanding and satisfying our clients as per their individual requirements,” avers Harsimar.
In the process, a major share of the company’s business has now been shifted to Japan and South America. “The buyers in Europe are still buying, but the problem is that they are now buying on credit and we do not work on credit bases. To secure our payments, we are now working with only advance payments, which acts as a limitation for working with European buyers these days,” reasons Ramnik.
The company, known for its quality products, time commitment and responsive service, gives a huge share of its success to its buyers. “We have always been extremely fortunate with our buyers, and as they are keen to work with us, they have helped us understand and know the new requirements of their markets, providing us with a better understanding of what will work and where to take our design direction,” shares Harsimar. Adding to the same, an elated Ramnik says, “Their trust in us has supported our journey from mass producers to niche manufacturers for the luxury market. Sometimes, when the product is very high priced, I work with only complete payment in advance and they are fine about it, because they have seen our product and services.” Working with the luxury market, order sizes for the company varies anywhere from 100 to 2000 pieces per style, with FOBs ranging from US $ 20 to US $ 200. All raw materials are locally procured to monitor quality, except silk, which is sourced from China.
With a positive outlook for the year ahead, Fashionite is looking at expanding its business in the American market. Specializing in the niche market, the step will help the company bring in volume business for their products. “Though it would be too soon to name the buyers, but we have received extremely good response for our collection in the US, and with a little reworking to suit the market, we are ready to make an entry into the US this year,” concludes Harsimar.
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