![(L to R) Suba, Riaz and Raafiya Razzack - Team Inovativ Dezines](https://www.apparelresources.com/wp-content/uploads/2014/07/DSC01561r-copy-copy.jpg)
“The total evolution of the company rests on the shoulders of creativity and conversion of that creativity to saleable products pitched to the right markets at the right price,” asserts Suba, one of the Directors of Inovativ Dezines who handles Marketing, Client Coordination and Design Direction. Conceptualized in 2012, Inovativ Dezines brought together a team of three industry experts – Suba, Raafiya Razzack and Riaz, who within two years of inception has created a niche in the market as manufacturer, retailer and exporter of Home Textiles. In conversation with Apparel Online, the successful trio talk about the latest Heimtextil fair and how different departments can collaborate to create a successful business module while overcoming the hurdles through thoughtful solutions.
Banking on creativity as the mainstay of the company, Inovativ Dezines attracted a lot of attention at the recently held Heimtextil in Frankfurt where the company displayed various theme based product categories such as cushions and curtains with different surface applications such as embroidery, pleats, appliqué work with exquisite detailing. Enthusiasm ran high as more than 30 designs from the Inovativ team were selected this year for the trend forum presentation garnering appreciation from various designer teams at Messe Frankfurt 2014. “This gives us great confidence on our design direction and understanding of the changing market trends which is constantly reflected in our designs as well,” maintains Suba.
Amongst the few manufacturers in home textiles that have a separate division exclusively focussed towards manufacturing products that are eco-friendly, the company also showcased bio, organic and eco products for gifts and promotions and theme based table products such as placemat runners and tablecloths with table toppers and napkin sets with print embroidery, patchwork, woven and handwork techniques at the show. “In today’s home textiles market which is continuously evolving, new and varied value addition is essential as the clients are constantly looking for new things,” reasons Raafiya, another Director at Inovativ Dezines who is in-charge of accessory sourcing and R&D.
![Design-centric home textile products offered by Inovativ Dezines](https://www.apparelresources.com/wp-content/uploads/2014/07/0copy-copy-e1500630517273.jpg)
The creative team at Inovativ Dezines works with varied value-additions such as lace, buttons, tape, wooden and metal beads, stones, show pieces as hangings, chains, medalians, etc. to give new looks to a wide product range comprising of table linen, bed linen, decoration, garden products, kitchen linen, curtains and fancy specialized products. Working in such a wide range supports the company’s expertise in bringing together coordinated themes suitable for lifestyle setting of indoor and outdoor home textiles product categories, incorporating design elements according to preferences of different markets they cater to.
The core team firmly believes that being design-centric may provide an edge over competition, but it is the constant upgradation in design while maintaining the quality of the product that brings in the business. “Business only thrives if we are getting continuous orders which in turn is only possible if we look out for market trends and have a spirit to be proactive and ahead of our times to stay at par. In today’s world of extensive exposure it is always important to ‘hit the nail’!” says Suba. Recognising the need to be creative and different while maintaining the feasibility of production in mass volumes, the company thrives on ‘team work’ amongst the core management, while updating themselves as global players in the textile market. “Many times ideas/innovations are already in the market and our job is to make something similar or probably the same at an economical price to satisfy our clients. So we keep a close eye on ideas from around the world and custom make it to meet the market demand,” informs Raafiya. Currently 80 per cent of the company’s business is with European countries like France, Italy, Germany and Norway while 20 per cent is with the US market.
With a good current turnover, the company anticipates future growth but with challenges of its own. “While margins are on a decline, inflation is hitting through the roof and the drawbacks given by the Government take their own sweet time in coming, so to sustain is a big challenge. In the meanwhile, the cost of the raw materials are on the constant rise even as production suffers with a number of operators leaving the industry due to reduced earnings because of inflation and shortage of power,” bemoans Riaz, third Director of the company who besides handling production also looks after administration and finance. In this scenario, managing finances and providing quality product has become the key to success. “Keeping the limited resources in mind and motivating the production team to deliver according to the quality expectation of the global market, is the primary goal of the any management,” adds Riaz.
Supporting the three directors is a core group of professionals who have been in the industry for more than 18 years with expertise in designing and production activities having varied and extensive knowledge of fabrics, products and finishes. The key roles in the organization have been divided according to the core strengths of these individuals, which has given the company the success it has seen in such a short time. “We at Inovativ Dezines, both the management and the core team, are a well knit family who have a common goal to achieve a quality product through providing solutions for various hurdles, while increasing the turnover of the company and also the profitability to keep the company moving upward even in the turbulent global market,” concludes Riaz.