“Our product is developed in such a way that it caters to the requirements of both the premium and mid segments of the market,” says Gaurav Gupta, Vice-President (Marketing & Sales), Mafatlal Industries, the company recently launched a new range of fabrics called ‘Mohinee.’ The fabric’s USP is that it is eco-friendly and has breathable properties. Mafatlal now plans to introduce the multi fiber concept that will offer new generation fibers like modal, viscose, Tencel, linen, flax, bamberg, etc.
Mohinee has lined up an array of products comprising dress and blouse materials. “These fabrics will be sold through conventional two tier distribution network across India as currently there is no over the counter fabric brand available across India for women’s wear,” adds Gupta. In fact, Mohinee is the umbrella brand for complete women’s wear solutions from Mafatlal and Shalini is a product under Mohinee.
Offering best quality certified fabrics
Makers of best quality apparel fabrics since 1905, Mafatlal Industries offers the widest range with certifications like OEKO-TEX Quality Certification, ISO 9001:2015, ISO 14001-2015 certifications, GOTS and OCS Certifications. “We leverage our core competencies to produce world class fabrics for the B2C business,” adds Gupta.
Mafatlal has an integrated mill in Gujarat, equipped the state-of-art technology. “This unit caters to the standards of our international customers such as Marks & Spencers, Next, Jack & Jones, Zara, Talbots, Ann Taylor, etc,” adds Gupta.
Ample opportunities in women’s wear
Elaborating on the current market scenario for women’s wear, Gupta says, “The segment offers ample opportunities to grow. The current market size is estimated at around Rs 11,000 crore in fabric form. Of this, almost 95 per cent is in unorganised segment.” Gupta says they are focusing on value added items which have a niche in market always. Mafatlal is working with its technical partner Liva an Aditya Birla brand which is working on liquid fabrics and “We are also partnering them to provide complete solutions for comfort properties in our fabrics,” he observes. “We aim to be the most preferred women’s wear brand at mid and premium price points and capture around 5 per cent of the market share,” Gupta states further.
Keeping these plans in mind, Mafatlal has set a growth target for brand Mohinee in the coming years. As Gupta reveals, “We hope to reach Rs 250 crore business in the next 5-7 years.”