Established by Shyam Gupta in 1978, Gargee Designer's (GD) offers bespoke menswear at a modern, upgraded menswear store in South Delhi. In a chat with Fibre2Fashion, Gupta discusses GD'S growth story in the last 3 years and how they managed to sail through the pandemic in spite of sales drop.
What has been the impact of Covid in terms of sales, staff cutdown, rentals, stocks etc?
Our sales did drop last year but the festive and wedding season helped. We supported our staff during the pandemic and ventured into manufacturing masks which helped us keeping our business afloat. There was no effect on rentals as we have our own shop.
How does your supply chain network work?
Our fabrics are sourced from manufacturers in Kolkata, Mumbai and Amritsar among other cities. Some raw materials are also sourced from Germany, China and Vietnam. But due to the pandemic and the announcement of 'Atmanirbhar', we decided to source our threads locally from local vendors and taking advantage of the rich resources India has to offer. For example, our silk fabrics are now sourced from Banaras, cotton from Maharashtra and Gujarat, linen from Kolkata and wool from Amritsar. So, we are focusing all our future collections on fabrics and materials we get from within India's rich natural resources and continue to remain a sustainable brand.
How is the supply chain expected to change with increasing digitisation, AI, VR etc? And how is this going to impact the business of sourcing?
In our industry, as far as stocking and billing is concerned digitisation becomes important. But things like fabric cannot be digitalised as feeling and seeing a fabric is the right way to get the best. We can certainly look at catalogues and details digitally but without actual contact with the materials, we do not source them.
What has been your growth story in the last three years (excluding 2020)?
In just seven years after the second generation joined in, GD clocked a turnover of around Rs 2 crore till January 2020. Providing personalised services have helped the brand meet customer demands and establish a loyal base.
What let to the founding of the brand?
With the passion to make fashionable clothing solutions for men, Gargee Designer's (GD) was started by Shyam Gupta in 1978. A one-man-army, he mastered the skills of the tailoring trade to grow a loyal customer base of more than 40,000. The founder's sons -- Ravi and Rohan Gupta have stepped in to carry forward the legacy of GD.
Where are your manufacturing facilities based at?
All pieces are made in-house (Delhi). Sometimes when we make juttis, for example, we get them made from experts of the craft.
What is the annual production capacity?
The annual capacity of anything we produce will depend on all the requests we get since we are a brand that makes custom dressing for men. On an average, when it comes to men's suits we make about 3,000 a year; and sherwanis about 4,000 a year. The sherwani till date is considered one of the most preferred and elegant menswear for all kinds of celebrations.
What is the USP of your products?
We make customised clothing for men. Our craftsmanship with unique designs brings customers to us. We offer embroidery and stylish options that suits men of all age groups and body shapes, making us a unique store that caters to a wide variety of customer base.
Who are your target audience?
Men of all age groups and body shapes
What kind of machinery does your manufacturing facility boast of?
Latest state-of-the-art machinery. We like to empower our artists with the best in business. It also reflects in the kind of work we ultimately produce for purchase. We mainly use sewing machines made by Brother. The machines are top of the line and have extraordinary ease of use and precision value.
How much is spent on machine upgradation and maintenance annually?
Rs 15-20 lakh.
Which category sells the most?
Sherwanis, tuxedoes and wedding collection.
What are the price points of your clothes?
The cost of a particular piece of fashion depends on the work that has gone into making it. Prices begin at ₹8,000 and above.
Sustainability and circularity are the buzz words today. How do you incorporate them into your product lines?
We recommend pure and natural cotton, linen and wool as they are sustainable options. They are bio-degradable and reusable fabrics across the spectrum. During summer we usually suggest and work with cotton and linen fabrics. For winter collections we mainly recommend wool and cotton as well. These fabrics are across our collections without exception.
What are your long-term sustainability goals?
We want to continue our work in natural fabrics. We are also adding linen and silk to our collections in recent times. We are not in favour of chemical based fabrics or those that have a blend and are not natural and bio-degradable. (PC)
What is your brand's online presence?
We sell through our own website and social media.
Which are your major markets in India and abroad?
We are fortunate to have clients from all major towns and cities. Our international orders have slowed down but with the tourism industry picking up we are certain our international clients will also come back.
What is your market positioning like?
We are a bespoke fashion house that lends a stylish edge to all our customers.
What are the brand building strategies you undertake?
Our brand is laced with legacy. We are taking the brand to stylish personalities across the country and intimate celebrations where our clothes become an heirloom piece.
Which other product categories do you plan to move into future?
We are mainly a clothing brand. The latest trend becomes our category of the future. A variety of formal jackets is a segment that is growing now. Stylish cuts of kurtas are also gaining popularity. A hint of royalty in clothing is making a comeback so royalty will be a big theme.
What are the top 3 qualities you look for beyond the givens of quality, lead time, compliances etc?
The top 3 qualities we look for beyond quality of products and time is interest in the craft, understanding of trends and offer uniqueness in products that will elevate the game for all involved.
This article was first published in the February 2021 edition of the print magazine.
Published on: 01/04/2021
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
