Oswal Denims is planning its expansion. This includes introducing a couple of new technology related products in around three to four months in the market. “We are doing different kinds of experiments on dyeing and creating different kind of shades.We are trying to launch new trends that are unique. They are working abroad and available in Europe or Japan,” elaboratesAnamikaSengupta, BusinessDevelopment Manager, Oswal Denim from Nahar. The companyis targeting 60 million metres, itis already doing 40 and is comfortable with another 20 million metres now. “Our yarn and fabricsare all in-house and all the processing is also in-house,” Sengupta adds.
As far as trends are concerned, a lot of overdyedand value added trends are coming in.As Senguptaexplains, “In basics, stretch is in trend even among the top brand segment. People are asking for dark shades with overdyed coating in different colours.” Lots of prints are also coming up in denims.“If we consider the fashion trend which will be reflected in the brand store maybe in the coming years, it will be all about dark shades, overdyed denims, different coatings, different prints will be seen in bottoms as well. That will be a leading factor in the coming time. In the coming season colour will not be there very much in demandas seen in the last season,” said Sengupta.
In light weight, there is a demand for prints, coatings. And these trends haveentered the domestic market as well. “We have a printing division which caters to the denim and non denim division,” adds Sengupta.The company has the best machinery for incorporating value addition in denims. Apart from the regular manufacturing facility,it has machinery for dyeing, finishing, coating and overdyeing et al.
The company has two plants one in Bhopal and the other in Chandigarh and both are separate profit centres.The Bhopal plant is based on the latest technology. Rope dyeing capacity is the huge one in both the plants. “We do peaching also which only one or two players in India are doing in denim. Peaching is normally done at the non denim bottom fabric but we are able to do in denim as well.” explains Sengupta.
The company exports one third of its production and the rest is consumed in the domestic market. “In the domestic market, we cater to all big brands like Levi’s, Lee, Wrangler, Jack &Jones, Benetton etc.And also supply to brands in the US, Europe, SAARC countries. In Europe and across America, stretch is in demand.We are supplying a lot of light weight and shirt weight to other countries. In America and Israel, we are supplying lot of shirting fabric,” Sengupta informs.
Super stretch does not do well in the export market and good brands are looking for mainly moderate stretch products. “Nearly 90 per cent of our products are stretch with good stretchability and right shrinkage fulfilling all requests desired by different brands,” says Sengupta.
