There is nothing very new, absorbingly interesting or totally different with the exporters who bagged top positions at the recent EPCH annual award function, but what does set them apart is the approach to business at the execution level. Difference is also in their unique strength which is a little rare to find in others. AO talked to various award winners (soft goods manufacturers) of the 20th Handicrafts Export Awards and discussed their USP, strength and way they execute their orders. While many of the factors discussed are common to others, but it is the determination to carry on with effective strategies that contributes to their success.
Sustainability should be a part of your daily routine and must touch the maximum possible number of processes of the business; this has been proved by Jaipur-based Malani Impex Inc. and that too through the uniqueness of their products. The company is using patches made by used saris and offering part-time employment to more than 10,000 women of Barmer and Kutch, who are experts in handwork. Many companies are using old saris in different ways in Jaipur and nearby Pushkar, but handwork with these patches is rare and that is an edge that the company enjoys.
Babulal Dosi, partner of the company who won Top Export Award 2012-13 for textile-based handicrafts (other than India item) informed, “It makes us cost-effective as well as different from others, as we do a lot of hard work on the wash and dyeing of used saris. Then there are some traditional skills like Gudri which keeps us one step ahead of others.” The company, exporting complete range of home products to US, South America, Germany, Japan and many other countries, saw 20 per cent growth last year but is not very enthusiastic about the current fiscal. The group doing US $ 17 million (Rs. 100 crore) per year does export of soft goods worth US $ 5.3 million (Rs. 35 crore) annually.
Cost-effectiveness is also a big reason behind the success of Agra-based Balaji Overseas which is known for textile-based handicrafts and was honoured by Certificate of Merit for Excellence in Export Growth 2012-13, Textile-based handicrafts (other than India items). The company is known among its buyers for highly customized products and achieving the given costing by buyers. “Few of our products start from 50 cents like small mats and we offer cushion covers for US $ 2. As buyers too are under price pressure since the starting of recession, we tried to help them in all the ways we can,” claims Ashish Agarwal, Director, Balaji Overseas. When it comes to actually achieving these low price points, Ashish says that being in Agra, less overheads and comparatively less wages of labour are the biggest reasons for the same. Producing 2,500 pieces of various products every day, the company is planning to start jacquard products very soon. Last year the company achieved growth of 30 per cent while this year is difficult, as Europe is the main market for Balaji Overseas.
Prashant and Pulkit, third generation of the family are ably supporting KG Maheshwari, Partner of the more than four decades old Krishna Beads Industries, Mumbai which is working with bulk buyers like C&A, Newlook, Walmart, JCPenney and Target along with fashion-oriented brands like Zara. “The critical 3Ps – Price, Product and Profit – are the things which a buyer always looks for and we have to accept this challenge always. Whatever the challenge is, we have always strived to be perfect on these three parameters.
“Whatever we are doing in handmade shawls as ‘artware’, including scarves and stoles, are very difficult to duplicate. But there are plenty of people spoiling the market by trying to copy. We do two collections in a year, and buyers appreciate how much we are updated on international trends and the convergence of these trends into our products.” – Iqbal Mir, Director, Mir Handicrafts, Delhi (Winner of Certificate of Merit 2012-13 in shawls as artware category)
For example, nowadays there is 15 per cent extra pressure due to the current situation of euro and pound and though a few buyers have increased the price, but we are equally happy working with those that have not increased the price. We are managing the situation by shrinking the profits,” shares KG Maheshwari. The company has a 50 per cent share of bags and scarves in the total production profile. Now the company is planning to add production of leather bags. Having staff strength of 800 persons, the company expects 20 per cent growth this year. It won the Top Export Award 2012-13 in the fashion jewellery category.
Complete buyers’ satisfaction is a reason of growth for Mani Fashions & Accessories, Noida that won Certificate of Merit 2012-13. According to Anupam Mani Sadh, Proprietor of the company, buyer’s satisfaction does not always mean saying ‘yes’ to all his demands. “Making a commitment is always easy, but I only make a commitment based on realistic things, I never yes if it is not possible or may have a chance of not being executed properly. Our buyers appreciate us for this,” says Anupam.
Like most of the other award winning companies, Mani Fashions too claims that designing is its strongest point. “We have collaboration with foreign designers, apart from our 5 permanent designers and we focus a lot on international trends,” added Anupam who is also working to minimize the rejection and production cost. The company offers variety in made-ups, scarves and stoles along with handicraft items.
