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The Textile Magazine
August 2012
dress materials, garments and home
furnishings. Last year was chal-
lenging for us as our major market,
the African Continent, was facing a
downturn no different from the rest
of the world. We managed to tide
over it and posted sales of Rs. 161
crores, including exports worth Rs.
105 crores”.
He adds: “We were co-promoted
by Alok and an Austrian collabo-
rator as an independent company
called Grabal Alok Impex Ltd.,
but with the amalgamation of our
business with Alok during 2011-12,
we have become an integral part of
our parent company. We see a lot
of synergy in our business merg-
ing with Alok and hope to provide
an incisive edge to Alok’s already
formidable range of products. We
can rightfully classify as having the
largest embroidery capacity in the
country and amongst the largest in
the world too.
Alok believes in a simple phi-
losophy which has helped it grow
its business year on year. It believes
that “our customer’s shop is our
shop and our factory is the custom-
er’s factory, and complementing
each other we have grown because
of our customers, and our custom-
ers look up to our support in terms
of new designs and developments
to grow their business”.
The company caters to various
markets, domestic and overseas.
The marketing strategy is rather
unique in the sense that it adds two
or three markets every year. Also,
to maintain exclusivity of designs
and as a measure of comfort to the
existing clients, it avoids add-
ing new customers in the existing
markets.
As a strategic initiative for 2012-
13, the company proposes to pen-
etrate the South American market
to sell its products.
Apparel fabric
Alok is a leader in the woven ap-
parel fabric segment, and its range
is wide enough to capture almost
all requirements of the demanding
customers. It’s also a major rev-
enue segment for Alok, constituting
about 43.41 per cent of the total
revenue of the company. In
2011-12, total woven ap-
parel fabric sales achieved
a growth of 41 per cent
at Rs. 3,863 crores from
Rs. 2,731 crores in 2010-
11. Export sales recorded
higher growth of 108 per
cent at Rs. 568 crores from
Rs. 272 crores in 2010-11.
The average price realisa-
tion increased from Rs. 103
per metre to Rs. 107.
Mr. Rohit Seru, President
- Apparel Fabrics, says:
“Alok is looking forward
to a robust business plan in woven
apparel fabrics. We shall strive to
continue to hold a leadership posi-
tion in this segment. Our passion
is to continuously strive for high
standards of quality and delivery
and have a delighted the customer
always. Our focus in 2012-13
would be to achieve sales growth
by focusing on volume growth and
improvement in the overall average
rate per meter, change our product
mix in line with our focus on value
added products, such as yarn dyed
woven fabric business, printed
apparel and institutional business
and increase our presence in the
specialized WorkWear and techni-
cal textile business”.
The company is also planning to
develop business with major Work-
Wear brands in the US and Europe
and target international defence
business in the uniform and special-
ty business. With its fully integrated
business set-up, large-scale, modern
plants and infrastructure, Alok is
best equipped to derive maximum
advantage of the emerging opportu-
cover story