With an altogether new set of consumers, mainly comprising of millennial youth, fashion is changing. Character merchandising or licensing has evolved as a new business, and apparel segment has specially leveraged this to its benefit. Even though character merchandising and licensing has been in India for years, it still has a long way to go in terms of leveraging full potential. “There has been a growth in the number of brands and manufacturers expressing their interest and launching various character merchandise categories,” say the category industry experts, speaking to Team AOI.
Meanwhile, surviving in this unprecedented time is the biggest challenge for any company; especially the one producing high-value adds garments – specialised in beaded eveningwear gowns, tops, cocktail dresses, beaded jackets and kaftans. But just 2-year-old Noida-based Mercury India Exports is doing so, projecting 20-25% Y-o-Y growth.
For sustainable production, green factory is one of the best options, and it is good to see that after apparel and home furnishing units, now purely a bag manufacturing company has also officially launched green-certified units. Exporting its bags to around 60 countries, Kolkata-based 25-year-old Earthbags Export recently received Green Building Standards certification for its green factory from The Indian Green Building Council (IGBC). “To ensure a sustainable future at every step, solar power plants, Effluent Treatment Plant (ETP), energy-saving machines, rainwater harvesting system, LED lights and less water consuming plants and trees have been incorporated within our facility,” revealed company’s MD.