Bangladesh’s emergence as a denim jeans hub, only second to China with around 240 million pieces exported to US and EU, has inspired many to set up denim mills. Today there are 15 mills catering to around 60 per cent of the denim fabric demand and the balance is met from all the denim producing nations. India-based Anubha Industries Private Limited (a sister concern of Pratibha Group with diverse business interests including textiles, chemicals, power and plastics, is one such company to have come up with a denim mill to serve Bangladesh, which it considers its principal market.
“Denim for us was more of completing the spectrum of fabrics that we as a group manufacture,” underlines the Managing Director of Anubha Industries, Aditya Goyal , who produces fashion fabrics in cotton, linen, tencel, modal, viscose and polyester blends. Denim was also chosen as a new category to fill the gap since it has lot of scope for innovation. “Some of the established players in the denim segment have become very process-driven, not allowing creativity to come in,” Goyal says, banking strongly on his R&D and the group’s vast experience in textile production to offer new developments. Also being a relatively new player has its advantages feels Goyal. “… Not carrying any bias or preconceived notion would allow us to explore fresh and new possibilities that we would like to exploit,” says the company’s MD, according to whom success in denim is not only about being price-competitive, it also has a lot to do with innovation and interesting product offerings.
Based out of Surat, Gujarat (India) with production capacity of 20 million metres per annum and equipped with world-class machines for ball warping, rope dyeing, sizing, weaving, singeing and finishing, Anubha’s denim manufacturing setup is aimed more towards catering to global demands. “We planned our unit slightly differently as we started with 100 per cent wider width capability for better fabric utilization ratio.
We know the trends well and we are very much focused, and have an experienced and strong team for product development.” According to Goyal, the company’s mantra is constant evolvement and offering products that are in tune with the fashion trends. “The scope with denim is immense. Apart from the aesthetics one can also play with the functional aspects these days with various kinds of categories opening up for denim, which until now were the preserves of activewear and synthetics only,” concludes Goyal, saying that his goal now is to be counted amongst the best of the denim mills in the region and have a good recall value with all the brands and customers that Anubha deals with and caters to.
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