“A bird in hand is worth two in the Bush…” To the intelligent, the proverb says it all… Following the same philosophy, Suba, one of the Directors of Inovativ Dezines says, “Better to keep and nurture what you have rather than try to get something better.” Suba firmly believes that it is important to satisfy existing customers and develop business with them, both vertically and horizontally, rather than to explore newer markets. Heading the design & marketing division of the company, Suba talks to Apparel Online on what makes Inovativ Dezines such a rage internationally in just two years…
Emerging from the heart of Chennai, Inovativ Dezines is a manufacturer, retailer and exporter of diversified products in home textile. It was in 2012, when the team of three very creative industry experienced people: Suba, Riaz Razzack and Raafiya Razzack established a firm footing in manufacturing of home fashion business for the European buyers and since then there has been no looking back. “Eighty per cent of our business is still with European countries like France, Italy, Germany and Norway, while 20 per cent is going to the US market. And now going forward, we are planning to target the Scandinavian and African markets as well,” informs Suba. The company is concentrating on embellished and high-value products for the up-market buyers in various home products. “We are primarily manufacturing table & kitchen linen, curtains, cushion covers, throws, bed spreads, duvet sets, blankets and various garden products like mats, bolsters, runners and decorative items,” adds Suba.
As an amalgamation of professional individuals, in the industry for more than a decade with expertise in designing and production activities having varied knowledge of fabrics, products and finishes, care was taken to divide the responsibilities of the company according to core strengths. While, Suba takes care of design, marketing and client activities, Riaz Razzack is in charge of production, and Raafiya Razzack is looking after sourcing. “We believe in “team work” which concentrates on core management. That is why we have very strong and industry-informed people at departmental levels to form a coherent whole,” avers Suba.
Inovativ Dezines is proud of being a design-centric company and this aspect has definitely given them an edge over competitors. Amongst the few manufacturers in home textiles that exclusively focuses towards manufacturing products that are handcrafted and natural, they work with varied value-addition concepts like thread embroidery, bead work, button works, Swarovski work, patch work and different printing techniques. “Being the head of the design, I personally see to it that all the products are designed with unique concepts by adding certain value to the products so that we deliver something exceptional to our customers. But, it’s not only the design we take into consideration, every small detailing is given equal importance and this is one of the reasons our clients come back to us,” shares Suba.
We concentrate a lot on new products, colours and keep abreast with the latest market conditions in terms of fashion which helps a lot to be on par with international home brands.
For a wide product feel and touch, the company is working with a variety of fabrics like cottons, poly-silks, poly-acrylic, synthetic, tissue, suede, linen, flex, blended linen, viscose and blended weaves. “Designing is something that’s got no framework or set rules. We have a design team which works as per inspirations and mood boards they get from the buyers besides their own developments. We concentrate a lot on new products, colours and keep abreast with the latest market conditions in terms of fashion which helps a lot to be on par with international home brands. We also participate at the Heimtextil each year in Frankfurt – which keeps us akin of the market directions as well,” shares Suba.
R&D and design development is done under the watchful eye of Suba at their in-house captive weaving and stitching unit in Chennai and Karur. “My collaboration with Suba and her team is now for more than a decade and I’m very happy to work with her and the company because they have the right understanding of our developments and special care is given to small details. They are not only good in development but in production and respect of deadlines too, which is the most important aspect in this industry,” says one of her key clients who has upmarket chain of stores in France.
With only two years of existence, the growth for the company has been quiet phenomenal and the management is confident of further growth. “We currently have a turnover of around US $ 2 million and the anticipation is to grow at rapid pace. With the markets being a little volatile we will be concentrating more on the current clientele and keep them on hand happy and serve them in a better way and as far as business plans are concerned we will further expand on attaining certifications and infrastructural expansions,” concludes Suba with a positive outlook.
