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Special series : INDIA/Bangalore-Chennai
Aiming at "Becoming Global No. 1 Apparel Enterprise"
2-Needle Double Stitch Machine used for shirt shoukder MS-1190M
Textile plant also witnessing spirit to continue approx 2 times growth each year
Auto machine giving uniform finish operator completely absorbed in her work.
Cutting Machine moves on the rail paved on the floor
Fully operational with Less Manpower Well organized and lined up Air Jet Machine Chamber in clean factory environment
years Secret of Success - Customer Satisfaction
"Indian Economy has been affected by recession in America or increasing prices of crude oil. Its impact has been received by Apparel World too and is not passing through a good phase. However Bombay Rayon has no impact of this and is growing steady. Reason to this is that our main clients are from European Countries and also we have enhanced the level of Customer Satisfaction by reducing the lead time to a great extent" said Mr. Aman Agrawal- Vice Chairman of Bombay Rayon Fashion Ltd.
The company was established in year 1986. It started with manufacturing of Rayon. Weaving was introduced in year 1992 and further to this Garment manufacturing started in year 2003. Since then its growth has been remarkable. Compared to its turnover of just Rs. 80 crore in 2003 fiscal, it multiplied by 17.5 times to 1400 crore in year 2008 in a span of just 5 years. Double, four times, eight times, sixteen times-it showed marvelous growth, almost doubling its turnover each year compared to the previous year.
There is global recession; India also is receiving its impact. On asking how come your company continues tremendous growth? "Secret to this is Customer Satisfaction" was the prompt reply of Mr. Aman. On probing further, we found indeed CS for him includes various elements.
Lead Time Reduction to Half in 3 Years
Source is Vertical Integration of Textile and Garment
"So far we have not faced any difficulty in selling our products. We have orders. However, this can be said because customers must be satisfied with working of Bombay Rayon Fashion Ltd. One can not get orders unless customers are satisfied. E.g. Reduction in the lead time; So far minimum lead time from receiving orders till dispatch used to be 60 to 120 days. Recent trend is that dispatches for almost all the products are ready within 60 days. With this, from customers point of view, orders can be delayed and risk can be minimized.
Bombay Rayon has been able to reduce lead time because of its integrated facilities. Textile, garment, supplementary material like button...etc are all made in-house. Besides a few years back they opened up a design center to enhance designing capabilities. Now they are able to give proposal designs also to their clients. From design to raw material, garment making, accessories--- all can be procured in-house, thus offering speed to match customers, demand. This is the secret of maintaining continuous growth rate at Bombay Rayon Fashion Ltd" said Mr. Aman.
Even if garment orders are there and one is not able to procure the material in time, lead time gets extended. According to Mr. Aman "If one is not able to control lead time, it's not good on part of the management and also one can not answer to the requirements of the client. Therefore everything has to be controlled in-house. Bombay Rayon Fashion Ltd started making textile, garment, buttons etc in-house with the sole objective of customer satisfaction which ultimately helped in gaining the trust of the customers.
Working of India's Largest Textile Factory
Bombay Rayon Fashion Ltd makes all kinds of textile but Spinning. Raw material mainly used is cotton and a portion of synthetic fiber like polyester, tencel etc are also used. Cotton used is 80% whereas tencel usage is about 20%,data based on the ordered quantity from the customers.
"On specific demand, production material also changes" said Mr. Aman. Thus flexibility also is a key factor helping in steady growth.
Presently, raw material being produced by the company is mainly for self consumption. By November 2008, India's largest textile factory shall be able to produce 600,000 meters/day of textile out of which 40 to 50% will be for commercial sale. However, in-house production of fabric can be used for self consumption if the sale of the garment enhances further.
Total sales turnover of Bombay Rayon Fashion Ltd includes 40% from textiles, 60% from garment out of which 80% of the garment sales comes from export. Garments are being exported to mainly USA and Europe; domestic consumption is as little as 20%.
Company produces 150,000 pieces per day and is already positioned as No.1 Export House in India. However, Mr. Aman is not satisfied with being No.1 in India.
No Interest in the Competitors.
Aim to Become Garment Global No. 1
Further to this, Mr. Aman said "I am not interested in becoming India's No.1. We would like to do what we want to do. We are least bothered about the competitors. I do not bother who our competitors are or what they do-----" After becoming public in year 2005, fund raising was easier and investment in plant and machinery eyeing at future became feasible. Thus company became a trendsetter and leads the market.
In an unidentified company recruitment was difficult. Right now experts want their services to be utilized by the company... and come knocking the doors. This 34 years youth full of energy is the driving force behind the company vitalizing the growth in the factory too.
"On comparing India and China, technically there is no difference, cost wise also work will come to India as India has advantage of English also making communication easier. Considering all this, India has vast potential in future. How about entering into Overseas Market? Still there are lots of things to be done in India." A young leader talking passionately about India's future prospective perhaps has already visualized the future World No.1 Position.