With consumers preferring comfort over style, stretch denim is taking over the conventional denim fabric,” says Ravi Taparia, Sr Vice President, Sangam India. The brand recently launched a light weight fancy denim fabric by using exotic fibers. “The inputs for our products are based on market demand and the future trends predicted by the designers in business. A complete input on any product includes the information on the blends and color hues required for its development,” he adds.
Multiple usage and trendy looks attract consumers to denim
Sangam India develops a new product every three weeks. The brand manufactures around 3 million meters of denim fabrics every month. Nearly 60 per cent of its products are consumed within the country. “This happens mainly due to expansion of denim fabric usage in traditional garments as well,” notes Taparia. “The increase in casual wear has been a major driving factor for denim fabric usage in India. While kidswear has more or less shifted to denim, the women’s bottom wear section has also uplifted the consumption of denim in India, “he adds. Its benefits of multiple time usage and conventional yet never out of trend looks are the major factors that attract consumers to denim.
Increase in purchasing power and festive season fuels demand
The denim fabrics manufactured by Sangam India is exported to well-known international brands though its vendors in India and buyers in Bangladesh. According to Taparia, currently there are no triggers for its demand in the domestic market. “The distribution and purchasing power of people has increased. Besides, the ongoing festive season in India also fuels the demand for these fabrics in India. Consumption of denim is likely to increase in future as well as the fabric is becoming a part of regular daily wear for majority of our consumers,” sums up Taparia.