In the last ten years or so the textile industry at large has taken note of the emerging possibilities in technical textiles but the high capital cost of setting up a manufacturing unit and the extended incubation period for development requires that players have a long-term vision and commitment. Regrettably, the dearth of such vision and commitment has been one of the principal deterrents for the industry to really take off.
Heading the Mumbai-based Supreme Nonwoven, the pioneer among the nonwovens industries in India, Amit Kavrie, Executive Director of the company, committed to growth through investments in technology and quality services says, “Newer regulations, greater awareness and increased disposable incomes are now positively impacting the industry.”
Supreme has facilities for all the staple fibre based nonwoven technologies for diverse applications and industries – key among them are Automotive, Filtration, Apparel Interlinings and hundreds of customized products for varied technical uses. With a top line exceeding Rs. 500 crores (US$ 100 mn), the company is poised for major growth. One of the keys for this growth is a new centralized Research, Development and Testing Centre on a 15-acre green field site near Vapi.
[bleft]With a topline exceeding Rs. 500 cr (US$ 100 mn) our USP is the ability to understand client specific needs and use our strong material and technology expertise to tailor a solution that satisfies them. Our growth has come from niche products where efforts have been persistent and strategy long-term…, while this sounds simple it is really difficult to emulate. Our single-minded focus has set us apart from the other players in the Indian sub-continent.” Amit Kavrie, Executive Director, Supreme Nonwoven Industries [/bleft]
The filtration, auto interior trims and acoustic components business have seen high growth and Supreme has clearly outshined the industry and competition. The components manufactured by Supreme are that used practically in every vehicle model on the road today. With 11 manufacturing sites in India, and a joint venture in Thailand, Supreme has begun the course for expanding its dominance from the Indian market to other emerging markets in Asia. Today, the company has a range of more than 7000 products running concurrently and a majority of these products are for niche applications.
Preparation for future growth also includes expanding products and markets. A prime area of focus is apparel interlinings. “We are already leaders with more than 50 per cent share in our core areas; now we want to further consolidate our position in the apparel interlining and shoe trims businesses. With this emphasis and to complement our Eswegee brand of interlinings, we have recently introduced a new brand – Terca – specifically for the apparel and shoe trim business categories,” avers Amit.
Today the company is approved/nominated by majority of EU and US buyers. We are working very closely with all the leading exporters as well as the domestic brands in India. Products under the Terca brand will also be offered to customers in Bangladesh and Sri Lanka.
Amit also re-iterated that products under the Eswegee Brand produced since 2006 in partnership with Textilgruppe HOF, Germany will co-exist along with products under the Terca brand. “With Terca, we can reaffirm our commitment by identifying more closely with the specific requirements of this market and to leverage our unique strengths in the Asian context. Customers have responded positively,” says Amit.
Recently the company hosted a team from Gokaldas Exports to their manufacturing facilities to demonstrate their operational excellence and systems. With a vertical setup, experienced team, and a company on the move, the vision is simple – to be the preferred global partner for customized non-woven solutions.
“The target is to become market leaders in interlinings and provide products unique in terms of innovation, quality and delivery,” says Mohan Kavrie, Amit’s father and CMD of the company.