Devatha Fabrics introduces 100 percent pure silk kurtas

Known for their silk apparels, Devatha Fabrics has recently introduced a wide range of 100 percent pure silk kurtas. As P Narayan, Marketing Consultant, Devatha Fabrics explains, “Our competitive advantage is that we are a unique brand focused on products that can be used during auspicious and special

occasions. The reason we manufacture our apparel from pure silk is because silk has been associated with auspicious occasions for years. We want to bring back this traditional product with a contemporary touch.”

Promoting silk across India

Narayan says they plan to promote the brand across India through aggressive retail expansion. “We have an aggressive expansion plan for this financial year and are looking at entering newer markets such as Gujarat, West Bengal, Rajasthan and Punjab. We are also planning to enter e-commerce with our new range of ethnic wear,” reveals Narayan.

For Devatha Fabrics quality is the key to stay ahead. The company has dedicated suppliers who are picked only after their products pass stringent quality tests. This gives Devatha’s premium range an edge and the company earns better revenues from it. The states of Andhra Pradesh and Tamil Nadu are Devatha’s best buying zones.

At the moment, the company’s complete manufacturing is outsourced but it has quality control executives stationed at production points to check quality. Narayan feels these days consumers demand exclusive products to stand out in the crowd. Exclusivity has given a boost to bespoke business as it helps in catering to unique tastes. Narayan points out that there are two types of consumers. One set of consumers are price sensitive who want good products at a lesser price. The other set of consumers are wiling to spend a good sum of money on products that gives them exclusivity. “The demand for ethnic wear and occasion wear is on the rise. However, taxes play an important role, especially on imported raw materials. The cheaper the raw materials the easier it is to cater to the set of consumers who are price conscious.”

With a turnover of around Rs 15 crores, the company has aggressive growth plans and is targeting 25 percent growth per annum. “Government and trade associations should bring about a positive change with flexible policies and support R&D activities in silk,” opines Narayan. “In 2-3 years we would like to increase our market share in the southern states. We will be increasing our product portfolio and introducing new products made from unique fabrics. We also want to increase our presence in newer markets mainly north India. In the next 10 years we would like to touch Rs 100 crores turnover.”