By Prabhakar and Mohanraj
SNQS Internationals is a leading apparel sourcing company based in Tiruppur. The company is part of the SNQS group, which includes SNQS Internationals Socks, one of the largest socks makers in the country. SNQS Internationals also has a garment manufacturing unit located in Tiruppur.
In an exclusive interview, V. Elangovan, Managing Director of the company, provides a valuable glimpse into the history, operations, and future plans of SNQS Internationals. Founded in 1990 by Elangovan, a B.Tech in textile engineering, the company had humble beginnings. However, SNQS has grown over the years and now has a large and modern offices. The company is known for its work with retailers in the UK, and has been working with Primark for the past 35 years.
Elangovan’s journey to starting SNQS was inspired by his desire to come down to south India and work in the textile industry. After successful stints with a leading textile company and subsequently with a sourcing firm, in 1990, he decided to start his own firm, and SNQS was born. SNQS’ growth as a successful sourcing company is something that Elangovan is proud of. He says that it has been an “exciting journey indeed.”
Global presence
“As mentioned earlier, sourcing is our primary business, and manufacturing is a secondary activity we engage in. Currently, we employ around 175 people at our sourcing office in Tiruppur. Both my sons, Jai Krishna and Sathesh Krishna, are actively involved in the business. Additionally, we operate sourcing offices in Chennai, Bangladesh, Dubai, and Egypt. Enthused by the good response that we have got we have been also increasing our focusing on the US market.”
“Before the onset of the Covid-19 pandemic, we were successfully conducting approximately USD 200 million worth of sourcing from Tiruppur and Chennai. However, the pandemic posed significant challenges, impacting our operations. Despite the obstacles, we steadily made progress towards regaining our momentum and have achieved the USD 250 million milestone,” he added.
The company ventured into manufacturing in 2005. “When a major textile group decided to sell their socks factory, I acquired the unit. The manufacturing facility served as a showcase for potential buyers, demonstrating how to operate a model factory. Today, we take immense pride in running what we believe is one of the most sustainable garment factories,” Elangovan stated.
The company’s product range encompasses everything from infant wear to adult wear, making it a diverse sourcing entity. Delving into further specifics, Elangovan elaborated, “In Chennai, our main focus is on sourcing woven fabric, and we collaborate with approximately 6 factories in the region. In Tiruppur, we have established partnerships with around 100 factories. My elder son, Jai Krishna oversees the Bangladesh and Egypt markets from our Dubai office, and we proudly serve as one of the largest suppliers to the esteemed Landmark group in Dubai. Meanwhile, my second son, Sathesh Krishna, manages another vertical, ‘SNQS Fareast,’ headquartered in Singapore. This branch focuses on sourcing for American customers, while we primarily serve 6 major UK retailers from our Tiruppur base.”
“SNQS has also joined hands with a UK based design company – Brotek. We are shipping a million units per week to the UK market. As mentioned earlier, we have increased our focus on the US market, where we have made good inroads. Also in the pipeline is the establishment of a design studio in Barcelona.”
“Our product range encompasses a variety of items, including polo shirts, sportswear, sleepwear, and underwear for men, women, and children. We work with various fabric types such as interlock, jacquard, fleece, and double fleece, utilizing materials like 100% cotton, cotton-polyester blends, cotton-viscose blends, and more. Notably, we take pride in our expertise in Primark Sustainable Cotton (PSCP), which allows us to offer organic products,” he explained.
Sourcing for top brands
“Both of our company’s factories are equipped with state-of-the-art manufacturing infrastructure. Our socks plant, in particular, boasts an impressive 300 machines, making us one of the largest socks manufacturers in the country. We take pride in our partnerships with renowned global brands like Marks & Spencer and the Landmark Group in Dubai, for whom we manufacture quality products. On the domestic front, we collaborate with esteemed brands such as Max and Baby Shop,” he proudly stated.
Highlighting the key points of the garment factory, he emphasized, “Our garment factory is equipped with an impressive 500 machines, including an exclusive printing unit. We take pride in supplying products to prestigious brands like Harley Davidson from this facility. With a production capacity of approximately half a million T-shirts per month, we are capable of meeting high demands. Furthermore, our annual production of socks reaches an impressive 10 million pieces.”
Competitive edge
Shedding light on the key strengths that distinguish the company from others, Elangovan highlighted, “First and foremost, when we established the company in the 90s, there were very few sourcing companies in south India, and we were the pioneers. Our commitment to ethical business practices is what I consider our most significant USP. Transparency and adherence to principles have been the foundation of our growth. During that time, there were numerous fly-by-night operators, but our unwavering ethics set us apart from the crowd and allowed us to thrive.”
“Our commitment to quality is yet another critical USP. With nearly a million units shipped to retailers in the UK market, maintaining high standards is of utmost importance to us. Our 174-strong office includes a dedicated compliance team, ensuring that all factories operate in strict compliance with the standards set by the buyers. To bolster our quality efforts, we’ve established a state-of-the-art, fully digitized quality department. This department is equipped with specialized software for Quality Control (QC), meticulously recording all quality-related details. The state-of-the-art laboratory in our sourcing office is accredited by NABL. Not a single piece leaves our company without undergoing thorough inspection and meeting our stringent quality criteria.”
IGBC certification
A robust sustainability focus is another core strength of the company. Elangovan proudly stated, “In 2010, our garment factory received the prestigious IGBC Green Building certification, making it the first in Tiruppur to receive this honor. Our dedication to sustainability goes beyond infrastructure; we actively produce green energy with 1 MW each of wind and solar power installations. Moreover, we have efficiently implemented rainwater harvesting facilities, complemented by a Sewage Treatment Plant (STP) to recycle water for irrigation purposes. The commitment extends to our canteen, where we utilize homegrown vegetables, and we are currently working on implementing biogas production from food waste.”
“Our emphasis on sustainability is further exemplified through our product choices. We prioritize using one of the most sustainable materials available, the Primark Sustainable Cotton Product (PSCP), ensuring that every product leaving our factory is eco-friendly. Furthermore, our dyeing process adheres to a Zero Liquid Discharge (ZLD) facility,” he concluded.
Aiming high
The company has lined up ambitious growth plans for the future. According to Elangovan, it is planning to achieve the billion-dollar mark by 2030. Elangovan, who is also the Vice President of the Tiruppur Exporters’ Association (TEA) as well as part of many other industry-associations, exuded optimism regarding the sustained growth of India’s textile industry. He commends the government’s proactive measures, particularly in relation to Free Trade Agreements (FTAs), which are opening up new opportunities and avenues for growth within the industry. With these positive developments, Elangovan remains confident in the industry’s bright prospects, making India a significant player on the global textile stage.
