Arvind is without doubt the trailblazer in the denim domain in India. Producing approximately 130 million metres of denims annually in the value-added and premium segments of the market, the company considers foremost companies situated in Italy, Turkey and China as their competitors. Leading from the front Aamir Akhtar, CEO, Denim Fabrics, Arvind Limited, is very upbeat on the growth prospects of the company, riding high on innovation and sustainability. “Arvind with its belief in design, innovation and sustainability has been offering a differentiated, premium denim fabric to brands in the International and Indian market. We will focus more on the product innovation aligned with the international trends to increase our market share,” says Akhtar.
Internationally, Arvind works with denim brands, specialty retailers and private labels of large retailers, while in India they are associated with international brands, home-grown national brands and regional brands.
“We have observed from our past experience that Arvind’s denim innovations have helped us in driving our brand differentiation in a phenomenal manner. Our various innovative concepts like Boomerang, Azurite, Blue Natives, Neo, etc. have received a great response from various brands that we work with,” says Akhtar.
He adds that they differentiate denims based on design, innovation and sustainability. “All our denim products have one or more of the aforementioned components,” he adds.
The strategic tie-up with Invista has been a great supporter of PD efforts at Arvind. Recently the company unveiled its denim collections for 2017 – DECODE. DECODE, highlights the multifaceted nature of denim fabrics and includes an innovative line of Flip denims (reversible denims), Azurite (Arvind’s patented technology of premium saturated indigo fabrics), 360 degree MUTANTS™ (multi-directional stretch knit denims) and XL MUTANTS™ (wider width knits for better production efficiencies) to name a few. It showcases a collection of DENIM EXPRESS™ which is a speed to market solution of versatile fabrics that are always in vogue – a much needed requirement of the industry. The collection further extends to popular Arvind categories of BLUE NATIVES™, NEOBUBBLE™, BOOMERANG™ along with the bestsellers across the market.
At the fashion show, also on display was a Khadi denim collection. Arvind has recently received much appreciation globally for this phenomenal sustainable fabric. Arvind won the prestigious Global Denim Award for best fabric in October 2016 in Amsterdam. The participants for the award included the top mills of the world like Candiani and Prosperity. “Arvind strives to stay ahead of its competition through its brilliant and futuristic mix of design and innovation,” says Akhtar, defining their strength as a denim fabric manufacturer is innovation and creativity, as the USP. Product Development at Arvind is led by the unique ‘Arvind Denim Lab’, which has the best of technical and fashion design talent working together to create innovative denim products.