One of the largest manufacturer and retailer, Bangalore and Hubli-based Prateek Apparels will soon increase its hold in the export business by enhancing its export share from the current 20% to 50% of the total sales. The company, targeting for Rs. 100 crore in next FY, is currently manufacturing around 6,00,000 pieces per month and catering to brands primarily based in Europe and USA. “We are not doing low value high volume driven business which is the current mainstay of the export industry in India and are focusing on a differentiated offering,” says Sanjay Dalmia, President, Prateek Apparels in an exclusive interaction with Team StitchWorld.
Prateek Apparels manufactures four categories of bottom wear namely, fashion-casual shorts, dress trousers (formal trousers), casual trousers (classic and stylized) and jeans. “Our business model is driven by design, manufacturing efficiencies and the ability to handle smaller order quantities. The strategy is to extend this design to delivery concept on a global scale by servicing niche fashion brands that typically do not work with most manufacturers in Asia or Africa owing to smaller volumes and higher standards of design and quality,” says Sanjay. Currently the company has 5 manufacturing facilities for manufacturing formal shirts, casual shirts, jeans, women’s ethnic wear and trousers. In 2011, Prateek Apparels also established Bilteek Fashions (in Bangalore) in a joint venture with the Turkey-based fashion manufacturer and retailer Bilsar, for producing high-end men and women shirts. Bilteek Fashions is currently producing 2,60,000 shirts per month.
With the focus of the company on product development and manufacturing skills to offer high-value fashion to discerning clientele, its biggest advantage is the ability to handle smaller volumes per style/option in production. “We can manufacture as low as 1000 pieces per style which enables us to target differentiated fashion brands across the world. We are looking to tie-up with international manufacturers who can bring in latest technology and marketing support to further build on this,” adds Sanjay.
Based on latest international trends, market surveys and research, the company’s efficient design team develops over 300 styles a month which are offered to their customers for selection and the orders are driven by the same. Most of the top brand names across the country such as Levi’s, VF Corp, Arvind Brands, Pantaloons to name a few are a part of their client list.
