The company has reinvented itself to cater to the new consumers with the launch of Nesterra, a brand that combines natural forms with functionality
Over the last decade, consumer behaviour has seen a ground-breaking shift, resulting in a complete upheaval of market dynamics. This change in the market has been more than visible in the form of a staggering rise of new companies and a complete breakdown of the market leaders along with shattering of the traditional business metrics and the emergence of surprising new trends that no one could have foreseen. This ‘new consumer’ has radically different expectations of products and brands as compared to the traditional consumer concept served by 20th century companies.
The new consumers expect brands to embrace a purpose – they value experiences more than things, they prefer smart features packaged in great product designs, and most importantly, they are willing to pay more if a brand fulfils these expectations. But even while the shift in consumer behaviour is already making its impact felt, most consumer brands are still unable to service the needs of this new breed of consumers. That’s because ensuring a seamless supply of such products calls for a fundamental strategy shift in manufacturing operations. Especially so in traditional industries like home textiles, where it poses a big challenge as the core feature so far has always been aesthetics.
A pioneering approach
However, there are some companies that have accepted the challenge and moved on. Like Sutlej Textiles, for instance, that has set forth to chart its future strategy keeping the new consumer as the core focus of its business. The company aims to be the ‘go to’ supplier of the future with relevant products for brands worldwide. The culmination of this exercise is a complete transformation of the company and the launch of ‘Nesterra’, a brand that focuses on bringing the experience of nature indoors.
About Nesterra
Nesterra embraces the cause of environment protection with its sustainable fabric options and sustainable manufacturing practices. There is emphasis on going beyond just the aesthetics and incorporating functional attributes like inherent FR features, easy-care options and innovative fabric constructions. The nature-inspired design packages all such functionalities and purpose in elegant designs that promises to transform every home into its owner’s personal story. This new identity and product line is backed by solid fundamentals of Sutlej Textiles.
Experience matters
Driving it ahead is 57 years of expertise in yarn manufacturing, which has been its core business and expertise. The yarn business will support the new vision with innovations like sustainably produced melange chenille, which will be first of its kind in the industry. Major new investments are being made across its four manufacturing locations to introduce increasingly sustainable manufacturing practices. In fact, Sutlej Textiles is now moving towards building a sustainable business by creating a judicious balance of financial robustness and social responsibility.
Going green
The primary aim is to keep operations eco-friendly and reduce their carbon footprint through investment in green technology and overall sustainable practices. Huge funds are being earmarked and deployed for research and development, technology upgrades, sales and distribution, people capabilities and compliance to provide a strong platform for the business to flourish. “The organisation is committed and focused to offering a wide range of sustainably manufactured green products, which will be on display at the Heimtextil trade show in the ‘green’ category,” informs Updeep Singh, Deputy CEO, Sutlej Textiles.
“The company has invested heavily into development of new products and technologies and we have got new talent on board to add to our human resources. We are focusing on training, collaboration and compliance to achieve our milestones. In times to come, more and more organic ways of doing business will come handy and Nesterra is determined to explore innovative ways for growth,” he adds. This new strategic direction signifies a fundamental shift in Sutlej Textiles. “With Nesterra to be unveiled at Heimtextil 2020, we are confident that delegates will be pleasantly surprised to see the transformation that has happened at Sutlej Textiles,” Singh states. The company will be displaying at Hall 6.1.
“The organisation is committed and focused to offering a wide range of sustainably manufactured green products, which will be on display at the Heimtextil trade show in the ‘green’ category” – Updeep Singh, Deputy CEO, Sutlej Textiles
A leading textile solutions provider, Sutlej Textiles and Industries Ltd. produces a range of textile products that extends from yarns to home furnishing fabrics. Since its inception, the company has dedicated itself to making superior spun yarns that have set industry benchmarks for innovation. It processes one of the largest product portfolios of spun-dyed, cotton blended & cotton mélange yarns.