Since its inception more than half a decade ago, ‘HP Singh’ has not only successfully created a niche with garment exporters in Delhi-NCR, as a one-stop destination for fabric trends, but has also earned the reputation of evolving with the changing needs of the industry and bringing in new concepts in every area of its dynamic business… be it product, marketing tools or customer satisfaction. Apparel Online recently met Bashi Singh, Director, HP Singh, who with his foot firmly rooted to the ground and his vision trained to the future, is carrying forward the brand with dynamic intent.
Having recently been revamped, the flagship store in Nehru Place with clearly demarked sections for different fabric types is today the first contact point for product development at many export houses. “Our continuous effort is on bringing variety to the floor for which we are investing in R&D and outsourcing tie-ups to offer a very wide range of fabrics,” says Bashi. In keeping with the varied demands of different market segments, it is interesting to see how traditional prints and techniques co-exist with modern applications and interpretations. “There is equal demand for Jaipur block prints and bangru prints as digital prints and global ethnic folk designs,” shares Bashi.
The market for fabric is perhaps most dynamic today, with demand for Indian fabrics reaching a new height. “Earlier exporters preferred Chinese fabrics as they were considered better in quality and also more reliable in terms of delivery deadlines, but now the mindset is changing and while the mill sector has really improved service levels, even the R&D being done is more market-focused turning the attention of exporters to what India mills have to offer,” shares Bashi. Also interesting is the fact that the requirement of the domestic market is also upgrading, leading to a very versatile fabric market.
Today, demand in fabrics includes knits, cotton blends, man-made structures and natural/organic fabrics. The inspiration for the development of fabric is global with the Mecca of fabric PV being a major source of ideas. “With the market feeding a wide customer base, the scope for innovation has increased manifolds; and out of 10 concepts we create, 6 of them at an average are a hit with product development teams, but many are rejected as being too futuristic and even we are unable to convey the application of such developments. It is often found that after a few seasons, the same development, which has already found acceptance in the global arena, is in demand,” shares Bashi.
But one thing is for sure, the well-stocked up showroom of HP Singh is a popular fabric destination not only for exporters, but also for many domestic brands both in western and ethnic wear. “With Indian designers taking risks in fabric types and prints, even small manufacturers in two-and three-tier cities are looking for novelty, moving away from traditional concepts of what works in the market,” says Bashi. This fresh approach has resulted in a very fluid market, where it is becoming even more challenging to sell fabrics. While the standard fabrics will always find space on the shelves, it is the growing percentage of fresh concepts that make for a dynamic business environment.
The concepts which are working well for both the international markets and domestic markets are shimmer, subtle looks, soft hand-feel and hand-washed finish; modal blends and micro-fibres and silky looking fabrics as alternates to expensive silks. “Indian Government should encourage production of polyester yarns, as the demand for man-made fabrics is on the increase and though we are self-sufficient in cotton, our PD gets limited at times due to issues of non-availability of polyester fabrics,” avers Bashi. He adds that importing fabrics/yarns is still a very tedious process and has discouraged many exporters from exploring markets in product segments dependent on new age fabrics.
Sitting very close to the market for export garments, the team at HP Singh has a firm finger on the pulse of the market and based on his years of industry exposure, Bashi feels that India can expect bigger global business in the years to come, mostly from what he calls as the boutique segment. “Universally, the quantity of garments per order is decreasing; also the smaller orders are becoming more value-added, which is a good sign for India. No one can beat Indian exporters on value-added garments and now that the fabric base has also strengthened, the scope for larger market share is bigger,” argues Bashi. He feels it is foolish to expect India to be a mass player and is very vocal on the need to build on existing strengths rather than competing with other countries on volumes, which has never been India’s USP.
Very confident about the future, Bashi asserts that HP Singh as a brand will always endeavour to reinvest itself to keep pace with the fashion industry and in an effort to be more customer-friendly the website of the company is undergoing a revamp to make it more dynamic and interactive. “We will use the platform to showcase new developments and also invite developments from the industry, besides sharing of ideas and industry-focused information,” concludes Bashi on an upbeat note.
