In today’s fiercely competitive business landscape, the driving force is undeniably innovation. Within this realm, Morpho Knitwear, based in Tirupur, has emerged as a notable player with its distinctive line of ‘Vintage’ apparel.
Our conversation led us to P. Prabhu, the Managing Director of Morpho Knitwear, where we delved into the company’s origins, its evolution, the uniqueness of its ‘Vintage’ offerings, its commitment to sustainability, its Unique Selling Propositions (USPs), and its future aspirations.
The eventful journey of Morpho began in 2010. “I hail from a first-generation background. My family’s roots lie in the rice milling industry. However, my fascination for fashion and its manufacturing compelled me to establish Morpho in 2010, alongside my cousin, Balu. After completing my M.Sc. in International Marketing from the University of East London, I sought to venture into the realm of my passion. My cousin, too, possessed a background in management. Thus, true to our slogan our journey is that of ‘Spreading the fragrance of fashion’,” says Prabhu.
Commencing with a modest set of 15 second-hand machines, Morpho steadily expanded its horizons, culminating in the present-day establishment of a 300-machine factory. A pivotal milestone occurred two years ago, with the inauguration of a sprawling 50,000 sq. ft. facility.
‘Vintage’ products
The hallmark of Morpho’s distinction lies in its ‘Vintage’ product line, characterized by a captivating blend of distinct washes that evoke a retro aesthetic. Prabhu, discussing the company’s focal point, elaborates, “Our expertise lies in the use of various wash techniques that confer a vintage allure to our products. Our primary audience comprises men and children.”
Morpho operates through two manufacturing units, the second of which was established post-Covid.
Diving into the details of the company’s manufacturing framework, Prabhu explains, “Our production system is built on the principles of line production, where a dedicated workforce of 400 drives our operations.” Notably, 90% of the employees are women, and the company extends a hostel facility to its staff.
An exceptional facet of Morpho’s operations is their collaboration with the Jharkhand government, engaging in recruitment and training initiatives. “We have forged a partnership with the Jharkhand government, sourcing and training individuals from the region for a comprehensive period of 60 days. This approach ensures a skilled workforce that meets our exacting standards,” Prabhu elucidates.
While a significant portion of Morpho’s product line caters to international markets, with exports accounting for 60%, the company maintains a robust 40% share within the Indian market. “Our export destinations span Russia, the Middle East, and select European clientele. We proudly serve esteemed brands. Concurrently, the remaining 40% caters to the domestic market,” adds Prabhu.
Investment plans
Investment remains a pivotal strategy for Morpho’s advancement. Reflecting on recent investments, Prabhu highlights the acquisition of cutting-edge machinery and infrastructure three years ago. Additionally, the company has its sights set on entering the sportswear segment, earmarking the installation of 200 new machines in the near future.
In a bid to embrace technology, Morpho has embraced Industry 4.0 and the Internet of Things (IoT) within its production processes. Prabhu elaborates, “Our adoption of a prominent IoT system empowers us to track every stage of production via RFID technology, from the initial garment cut to the final inspection.”
Sustainability moves
In a pursuit of sustainability, Morpho is poised to collaborate with a leading sustainability firm. Prabhu elaborates, “Our commitment extends to a collaboration wherein our cotton waste undergoes meticulous sorting by color before being dispatched to spinners. This circular approach entails our team purchasing the very waste we generate. Furthermore, we’re making substantial strides in adopting solar energy, a move that is anticipated to power 80% of our factory.”
A pivotal strength for Morpho is its in-house design team, renowned for its innovation. Prabhu explains, “Our designers traverse the globe, gleaning inspiration from diverse locales. This enables us to create designs that resonate globally. Our fabric innovation team collaborates closely with our knitting division, pioneering novel fabric structures. Unlike the conventional approach, we offer our customers an array of innovative products, a distinct value-add.”
Sportswear plans
Looking forward, Morpho’s trajectory involves the foray into active wear manufacturing. Prabhu shares, “We are fortifying and expanding our machinery capabilities to stand tall among international counterparts, while also emerging as a prominent sportswear manufacturer. We anticipate the commencement of operations at our new active wear facility by 2024, currently undergoing rigorous testing.”
As the conversation concludes, Prabhu’s vision for Morpho echoes its imminent pursuits. “Our aspiration is unequivocal: to become an eminent sportswear powerhouse in Tirupur,” he concludes, painting a vivid picture of Morpho Knitwear’s dynamic journey ahead.