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Can you provide an insight to the Saree industry currently, and future of ethnic wear segment?
The Saree market is huge, unorganized and growing
at an incredible rate. The 5000 year old apparel has seen rise and fall of
regimes and has dominated the apparel market not even in toughest of economic
downturns (recession) but has also been growing strongly ever since. ICRA
research of 2006 quotes the Saree market size at Rs. 53000 crore, though a more
recent one on Ethnic wear by Technopak quotes the Sarees market in 2009 at Rs.
24000 Crore. While the research figures widely divulge from one another, both
agree an over 10% compounded annual growth for Sarees in the future, outdoing
all other apparel segments.
The Saree as a category is a rather generic term.
Over five millennia of existence has resulted evolution spread in bits and
pieces across the Subcontinent. The consequence? An intricate mélange of
regional and cultural influences over fabrics, draping styles (100 draping
styles documented), materials and motifs together with numerous manufacturing
techniques have made Sarees ‘VIVIDHA’ or diverse in truest sense. Each part of
the Subcontinent has a unique ‘Saree’ story to tell!
Until the turn of the millennium, Saree business
was primarily a family business, more aptly the ‘mom & pop’ type. Though
corporate identity is slowly being adopted, one cannot worry thinking of the
sheer bulk of the unorganized part which makes up most, or rather all, of the
multi-billion dollar strong industry. ‘My Grandma brought from the same shop’
is the type of commitment and loyalty that the unorganized industry commands.
Sarees which were primarily sold in cluster of stores- saree markets (like the
jewellery store clusters), are now being sold in malls creating a new customer
outlook- but are they looking for same set of customers? Whether they garner
the same type of customer loyalty through generations- is an interesting
thought. The purported ‘India’s retail
growth story’ ushered in rental boom which is still to dampen in prospective
locations. Market knowledge for corporate entrant is the primary barrier into
the Industry. Local customer preferences vary sharply among the regions,
confusing the retailer- to carry on with ‘niche varieties’ or sell regional
flavors or be a ‘one-stop destination’ of ‘for-all your Saree needs’. Another
hurdle is the ‘I design, I produce, I sell’ perspective. Given the complexity
of the market, unless you are a ‘niche’ brand, it becomes extremely is
challenging to maintain your ‘own’ portfolio of designs across various Saree
types. Identifying short term fad and proper exit timing is the key to be the
master of the trade whether as a producer or retailer. Sourcing and training
staff for know-how of product is yet another challenge especially when you are
on-shoulders with local showrooms run by families and individuals with decades
of rich experience.
The Ethnic wear market is a fast growing one- and
why it shouldn’t be- considering it is a symbol of richness and diversity,
closely intertwined with our traditions. Sure, for organised player, the market
is huge & untapped. Stakes are usually high when there is too much space to
explore and learn as you are at liberty to set your own standards. As this
organised space fills up- which it surely will, it is your inherent
capabilities (resources) and acquired knowledge of the product, customers and
industry that shall count.
At VISAGAR POLYTEX LIMITED, our aim is to build up knowledge, capital and human resources to specialize in designing, manufacturing hand/machine work Sarees & Lehengas (bridal wear) facilitating constant revival of products in innovative ways that will enable guaranteed success for our ‘VIVIDHA’ brand.
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Published on: 17/08/2011
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.