The Hindu Business Line : eYantra forays into corporate garments

EYANTRA Industries Ltd, a diversified group focusing on promotional marketing and corporate gifting solutions, has undertaken a backward integration project that involves the establishment of two facilities to churn out 1.8 million pieces of garments.

The company is now embarking on the launch of its garments and plans to roll out the Structur brand shortly.

Speaking to Business Line, Mr Phani N. Raj, Director of Operations, said: "From a diversified corporate gifting services provider, we have laid special thrust on garments, which has become a key aspect of corporate gifting culture in the country."

He added: "From being a purely marketing company outsourcing our requirements, we have embarked on the process to backward integrate our work by establishing two units - one each in Hyderabad and Tirupur - to manufacture high end two-ply mercerised garments."

The company has set up two exclusive garment units in the country for its requirements to support over 500 corporate clients.

"From these units we are now able to control the product line and are looking at the launch of the Structur brand shortly."

The brand is positioned strategically for niche buyers. "Apart from catering to the long list of corporate clients in the country, we would gradually foray into the retail segment."

Explaining the two-ply double mercerised advantage in which the existing brands do make garments but do not target corporate gifts, Mr Raj said: "With the growing number of MNCs, T-shirt as a garment has become a popular lifestyle statement communicating a corporate message and helping adding value to the brand. With Structur, you can sport a T-shirt that speaks a lot about the way you are."

More Stories on : Diversification | Readymade Garments

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