Three start-up units in apparel export arena; niche products their success route

In a time when established Indian apparel exporters are finding it difficult to survive because of the near recessionary market, few young companies are not only entering into apparel export market, but are growing too. All these companies have a niche focus, participate at international sourcing fairs and are also exploring new customers from across the world for further growth.

Meet Tushar Sharma, an IIT Delhi pass-out… Rather than exploring engineering, he forayed into designer fitness apparels and value-added yoga wear. Tushar, the CEO of Yogue Activewear (Noida), initiated this company two years ago… “We tried to add fashion elements to a normal ‘boring’ sports clothing. My enthusiasm for fitness brought me into apparel sector and interest in manufacturing and pushed me to start my own factory,” he said. Apart from having its own brand and manufacturing for overseas labels, the company is also exporting 30 per cent of its production to the US and European markets. “Things are more and more clear to us now and repeat orders are boosting our confidence,” says Tushar who is using in-house cutting, stitching, sublimation facilities to produce 20,000 pieces per month. Average FOB of the company’s product is around US $ 6.

Mehjabeen Ansari, who has designated herself as a Creative Director of Mehjabeen, Noida and rightly so because her strength is designing, started garment manufacturing, three years ago. Although Mehjabeen and Mohammad Imran, Head – Sales & Marketing of the company have extensive experience of the fabric industry, it is their passion for fashion which brought them into garmenting. The focus is primarily on Bohemian fashion, a product in great demand in South America and some parts of Europe. Even though the markets are not responding too positively, how they continued to grow, is a strategy. “We produce selective designs and that is why we are never out of business. Our designs are very rare in the market, so buyers have to come to us for that,” said Imran, who started with one buyer and now has 10 buyers. Mehjabeen, who creates her own mood-boards and handles PD, is planning to expand team in future. Despite all odds, the company expects to see 25 per cent growth this year and also in the future, from exports.

Not only in Delhi-NCR, this ‘tide of budding apparel entrepreneurs’ can be seen in Kolkata as well… Just a year old into apparel export business, Tanushree and Pradipta Basu, Founders/Designers and Directors of Shorshe Clothing feel proud in being called – the limited-edition brand. All the products of this company are handwoven/khadi (sourced from Bihar and West Bengal) but are very modern in design. “With focus on sustainability, we use vegetable dyes…, and when it comes to fashion, our silhouettes are very western,” mentioned Tanushree, who prefers small orders from buyers. As top brands are coming up with sustainable clothing lines, both are enthusiastic about future opportunities in the segment. The FOB prices of the company start from US $ 10 and goes up to US $ 100. The firm that has shipped orders to the US recently, also participated for the first time in the just concluded IIGF in the Capital.