Textile majors turn to e-commerce with bespoke service

E-commerce fever has now caught on with leading textile companies. Eyeing

opportunity to generate revenues through this medium, these companies are roping in neighbourhood tailors to boost identity of their fabric brand. Textile majors such as Grasim, Raymond and Siyaram have taken the initiative of training and upgrading the skills of local tailors in cities across the country.

Aditya Birla Group’s textile brand Grasim plans to introduce a neighbourhood tailor program to improve the skills of about 50 tailors across localities in Delhi, followed by listing their services on the company’s website. The service is being launched around the time when it’s aiming to boost sales of its viscose polyester fabric around the festive season. The effort would allow them reach out to their target audience faster and in turn, the customers would get their shirts and trousers made from branded fabrics. In the first phase, the company plans to train and upgrade skills of 50 tailors across Delhi before venturing into other cities.

Siyaram Silk Mills too is initiating a similar program of training neighbourhood tailors but their business is restricted to a few of its multi-brand and exclusive outlets. Since it’s not possible to build a fabric brand online, partnering with local tailors after training them can help in achieving the aim. Siyaram would be training tailors who will then be made to expand capacity and appoint franchises. Raymond is eyeing an opportunity of monetizing on the ecommerce opportunity. Its personalised ‘made to measure’ business will be a part of the venture.