subject: Kolkata Apparel Units Getting Back On Track [print this page] Buoyed by the resurgent demand in the market and improving business sentiment, the small-scale apparel manufacturers and exporters in Kolkata have once again started making full capacity utilisation and spending on promotional activities.
Consistent order inflow from the global buyers has not only made the SME apparel units in Kolkata cheerful, but has also prompted them to implement their business strategies designed to help them recapture the market size that they had lost due to the adverse economic conditions during the last 1 year.
Revival of focus on capacity expansion and brand visibility
Most of the small apparel makers are resuming their capacity expansion plans, which they were compelled to put on hold due to the global economic recession. Some of the SME units in the sector have also resumed their investment plans in retail expansion.
Revival in consumer spending and availability of liquidity back into the financial system have encouraged SME apparel manufacturers in Kolkata to introduce new apparel brands and build on value retailing concepts to take on organised players in the market, said Prakash Bhatia, proprietor of JainCO Mills, a small-sized supplier of fibres in Kolkata.
Some small apparel manufacturers are also investing heavily in advertising and marketing their products, which they were unable to do during the global economic downturn.
We are resuming our promotional plans to increase the visibility of our brands and capture a sizeable share of the market. Spending on smart and innovative advertisement campaigns will be the mantra for us during the coming quarters, said Rishi Jhanwar, proprietor of Pehnawa, a small-sized apparel retail store in Kolkata.
SME apparel manufacturers in Kolkata have also started re-working on their pricing strategies, while a few are also considering ways to expand not only their capacities, but also their retail presence.
by: David Parks
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