Adgully Exclusive | Indian textile market is not well-organized: Shingora's Amit Jain

Mriduala Jain's dream led to the formation of Shingora -- the biggest brand today for shawls and scarves.

Shingora is a manufacturer brand that mixes Indian design and color sensibility with the advent grade fashions of the west. The product line includes shawls, scarves, throws and fabrics. Based out of northwest India's premium industrial city Ludhiana, Shingora specializes in premium to luxury end of the fashion business.

At Shingora the endeavor is to be creative, enthusiastic and committed and this vision is ably supported by a highly motivated team of industry professionals that ensures this forms the core of all Shingora's products and services.

Not many know that Shingora was the first company in this domain to put their products on MRP. Adgully caught up with Amit Jain, who after his education and subsequent work experience abroad, joined as product development head at Shingora and is currently the Director & President of Shingora Textiles.

"We enjoyed every moment of our journey so far. We started with the business focusing handlooms only but today we are the largest manufacturers of scarves in India, says Amit Jain.

Speaking about how robust is the textile market Jain says, "This market has been there since long but currently we are experiencing a little down turn. It is true that in short term we face lot uncertainties but as far as medium term is concerned I am pretty bullish about the market."

"The textile market has evolved and there is a maturity in the market. More importantly the customers have also evolved with the market," he adds.

Although Shingora has mainly dealt with shawls, they are soon planning to enter the summer collections as well. "We have an excellent range of light weight, cotton and linen products which are very soft and cool products. We work with foreign ideas but with traditional touch. We have tweaked the colors, fabrics etc.," he explains.

Sharing the business plan for the year, he reveals, "Currently we are in about 400 odd doors and want to be in 800 doors this year. We already have Shoppers Stop, Globus, and lifestyle in our kitty. We organize retail and the idea is to become a scarf solution for all stores as well. You want a scarf solution come to Shingora."

The scarf market is an uncharted territory as it is not an organized sector and probably Shingora is the only organized company in this sector. He says, "Initially the market is concentrated in the north India only because the mentally and the mind set is that scarves would be successful only where there is winters."

The growth plan seems to be clear that Shingora wants to be in 800 doors and also want to be in every major store in every city. "We want to mark our presence everywhere and we have an amazing marketing and business model for that. We also have amazing production technology for our products," he says.

However, Jain feels Indian textile market is not well-organized. As far as India is concerned, there are no structured season collections and also the "Sale' system is very poorly organized. The West has a better market for these as they are better organized.

"Faster the brands realize what they want to sell and when and where they need to sell the textile market will grow at a rapid speed," Jain concludes.