In an effort to capture the dynamic market in the Indian sub-continent, Morgan Tecnica Spa, Italy recently opened its office in India headed by Anandakumar as Executive Director and Asia Operations Manager. StitchWorld talks to the four key players in the venture, Federica and Fabrizio Giachetti, Marco Canali of Canali Spa and Anandakumar on their defined roles and future strategy.
Established in February 2008, Morgan Tecnica Spa, Italy started with the objective of introducing new technology and solutions in the fast evolving area of CAD/ CAM. Morgan Dynamics Srl, a technical arm of the company, is entrusted with the responsibility of looking after its software division. The company is the brainchild of Federica, President and Fabrizio Giachetti, CEO, Morgan Tecnica Spa and in financial partnership with Canali Spa, a leading classic men’swear manufacturer in Italy.
Both Federica, with 19 years of experience at IMA, and Fabrizio, ex marketing director of IMA have had a long and fruitful association with IMA as their father was one of the founding partners. It was here that the foundation of their professional career was laid. However, the desire to create an independent identity and to put into motion their fresh ideas and innovative management beliefs in the fast growing market for CAD/CAM encouraged the two to move ahead. Backed by Canali, Morgan is fully geared to address the evolving needs of the apparel industry with both hardware and software solutions.
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[tab title=”Fabrizio Giachetti”]CEO Morgan Tecnica Spa with a vast sales network developed over the years, is quite confident of opening new fundamental markets in Asia such as India for Morgan.
Fabrizio : India is a familiar market for me and I have great confidence in its potential for us. Anandakumar, Executive Director of India Operations, has built a young and efficient team which will handle sales and service assistance, not only in India, but also in the subcontinent. The Morgan office in Bangalore will serve as the headquarters for this region.
What services can your customers expect?
Fabrizio : I believe that currently Morgan offers one of the best services in price and quality. The fact that the customers can now select from a range of products and services offered by a new player is definitely something positive for them. In addition, customers can turn to Morgan for a range of new generation products and services as well as for the traditional IMA products.[/tab]
[tab title=”Federica Giachetti”]President Morgan Tecnica Spa, is a lady with many qualities, however, her core strength is technological communications and training of the team.
Federica : The setting up of Morgan has been the start of a new adventure that will finally test our ideas and, above all, revive our enthusiasm for the industry. After analysing our business plan, Canali decided to get into a partnership with us, which brings two critical advantages to Morgan- financial solidity that allows us to reach our targets in a much shorter time and an incredibly high image return.
What is the strategy for market penetration?
Federica : We did a very careful study of the market and decided to proceed with a three-year business plan that looks at three main areas, research and development, creation of a dedicated sales/service network and image & communication. We want to make products of high quality for the cutting room in terms of technological solutions and innovations.
For this, Morgan has all the required expertise to offer both customisation and complete solutions, with excellent pre and post-sales services through a team of young, but highly skilled professionals. We are a new, modern and dynamic company.[/tab]
[tab title=”Anandakumar D”]Executive Director Asia Operation for Morgan has a wide experience of the garment industry where he worked with reputed names like Gokaldas Images and Silver Spark Apparel (Raymond) as the Production Manager of Automated Cutting Room. He later moved to IMA as the Asia Operation Manager and is quite confident of what his experience will offer to Morgan.
Anandakumar : Morgan India has a multi-skilled team in terms of sales, service, training and consultancy; our team members are well experienced in the CAD/CAM field for the past 8 to 10 years.
What is your strategy for India?
Anandakumar : Our target is to be the number one solution provider for designing and cutting room requirements. We are confident of our technology. At present our focus is more on the South Indian market. However, we will eventually expand to cover the entire country as well
as neighbouring manufacturing bases.
What is your analysis of the Indian Apparel Industry?
Anandakumar : The Industry needs to train and hire more qualified and experienced personnel in the designing and cutting rooms so as to meet the increasing international demands. Another area that requires attention is layout and machinery selection; the industry is not in the practice of studying the garment, their production capacity and the order ratio before deciding the dimension of the cutting room. Before choosing any brand of machinery, a manufacturer needs to do a thorough study on configuration, options, compatibility, warranty, yearly maintenance and local service support/ customisation.
What will Morgan offer in India and how do you think Morgan will fare?
Anandakumar : Morgan is a one-point solution for complete designing and cutting room requirements; we provide consultancy, software, machinery, training and customisation as required. Morgan offers products that are one of the best in the industry with affordable pricing; this and the fact that Morgan products require less maintenance cost and provide direct service network will ensure its acceptance in the competitive market. [/tab]
[tab title=”Marco Canali”]45, Board Director of Morgan Tecnica Spa is experienced in the management of Production, Logistics and Purchasing, which is an added advantage for the newly established company.
Marco Canali : Canali is an Italian company that manufactures and sells men’s formal clothing and accessories worldwide. The company was started about 75 years ago in Brianza, Italy where it still maintains its headquarters. The company manufactures suits, jackets, coats and pants in its various facilities located throughout Italy and with our suppliers and third party services (shirts, ties, sweaters, shoes, belts, and sportswear), also located in Italy, we have set a great example of a 100% made in Italy success. On the other hand, only four out of our five clients are outside of Italy.
In 2004 we introduced our products in India, one of the fastest growing markets, by opening a boutique in the Taj Mahal Hotel in Mumbai.
What type of developments does the company foresee in the Indian market?
Marco Canali : In 2007, the second boutique was opened in Hyderabad. According to our expansion plans, three new boutiques are scheduled for 2008: two in New Delhi, one at the Maurya Sheraton Hotel (mid-April) and the other in June at the Emporio shopping mall; the third will open in Bangalore by the end of the year. But we’re not stopping here; we also have projects for 2009 when two more boutiques will be opened.
Why has Canali decided to invest in Morgan?
Marco Canali : Canali has had a long collaboration with IMA of more than 20 years. Initially our relationship was limited to receiving machinery from IMA for fabric spreading. However, in the last few years, this has extended from consulting services to collaboration with us in design and creation of new innovative machinery. Today IMA is one of Canali’s strategic partners.
Another element to consider is the mutual esteem that has developed and been re-inforced between the people that work in these two companies. This asset is intangible but precious for us; it is as important as the technical know-how.
As for Morgan, when Fabrizio and Federica Giachetti expressed their intention in giving life to a new company, we decided to take advantage of two opportunities: to maintain and perpetuate the esteemed rapport and to reinforce the collaboration with a partner of strategic importance.
Canali’s interest in Morgan is twofold: firstly, it guarantees itself as a source of problem solving related to spreading; secondly, watching from a vantage point of view all the innovation related to the cutting department and its complexity. We are confident that the company will be successful as it has all the pre-requisites : competence, technology, enthusiasm and quality people.[/tab]