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Our Bureau

Kolkata , June 21

AS part of its strategy to meet the satisfaction of domestic consumers, textile division of Grasim Industries Ltd (GIL), an Aditya Birla Group outfit, plans to give more thrust to outsourcing special types of blended fabrics from China.

The company plans to do so because it does not have the technology to weave such blended fabrics.

The company is already outsourcing 10 per cent of its volume of sales (including exports) from China, Korea and Indonesia. It has now upgraded its China link by appointing an executive on permanent basis there who will look after the company's export and import business of textile fabrics.

Talking to newspersons after the company's retail dealers' meet here on Monday, Mr S. Krishnamoorthy, Chief Operating Officer (COO), said that GIL's textile division had set an annual 20 per cent growth target on its production, sales and turnover for the next five years. The company achieved a turnover of about Rs 250 crore, while 30 per cent of the turnover came from exports.

The company has the capacity to produce 15 lakh metres of synthetic blended fabrics per month, while it maintains an annual production to the level of 18 million metres.

Mr Krishnamoorthy said that the company has a strong presence in Tamil Nadu contributing about 20 per cent of its total sales, followed by West Bengal with about 15 per cent share of sales and Delhi gave about 14 per cent sales. Grasim is very bullish on the `ready to stitch' category of fabrics. Extensive work has been done in consultation with AC Nielsen and KSA Technopark, which revealed that ready to stitch category fabrics continued to be strong across all B&C class town.

In keeping with this emerging trend, Mr Krishnamoorthy said that Grasim had launched the first ever nation-wide mass consumer and retail activation programme called Project "STORM" which stood for "search for territories offering retail space and mind space".

This initiative would run over a period of more than a year, covering 14 States, 80 towns and 40,000 retailers and as many as consumers. Special teams would map out every State into potential clusters, feeder towns and hubs based on its potential and access for fabrics.

Next year, the company will launch a number of new initiatives in synthetic and worsted segments. Two new products will be launched in the next coming winter. "Each of these products will change the way we have experienced buying fabrics," he explained.

More Stories on : Announcements | Strategy | Textiles

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