Century Denim: pushes up production for a bigger share

Focusing on new developments and innovative products, Century Denim, an established manufacturer of fine denim fabrics in India, is looking at capturing 30 per cent of its production for the export market in the near future. As Rajendra

Kumar Dalmia, Sr. President, Century Textiles and Industries explains, “We have invested in modern technology and equipment, across all areas of its operations. Our manufacturing technology is at par with global standards and offers us speed, versatility and quality.”

At present, Century Denim has state-of-the-art machinery and consumes 14 million kg of cotton annually and is capable of producing 21 million meters of denim fabric per annum with a market share of 3 per cent. “In the financial year 2011-12, we produced 16.22 million meters denim and sold 0.36 million meters in the export market,” Dalmia informs.

The company has air jet looms and Gammax Rapier looms from Belgium in its weaving unit, woven processing machinery from Germany and India and inspection and packing equipment from Germany. Commenting on the product range, Dalmia says, “We use liquid indigo from Dystar to achieve the perfect shade of blue.”

Century Denim’s global-sized capacity and integrated operations across the textile value chain makes it versatile and flexible to produce denim in various counts and constructions. “This has enabled us to offer a wide range of products within tight timelines while maintaining and exceeding customer expectations on quality,” states Dalmia. The company supplies to Aramarks, American Eagle, Flying Machine, Wrangler, Being Human, Moustache, Killer, Pantaloon, Lifestyle, Tommy Hilfiger and Numer Uno among many others. Dalmia adds, “We are exporting to the US, Canada, UK, UAE, Dubai, Germany, Israel, Egypt, Africa, Shri Lanka, Bangladesh and Nepal.”

And with growing costs of cotton, Century Denims is expanding its stretch jeans range, which usually comprises a high proportion of low-cost fabrics such as polyester, improved product mix and better capacity utilizations. “We are trying to pass on the increased cost to buyers and have started negotiations in this regard,” sums up Dalmia.