Being the first company to invest in the field of spandex filament manufacturing business in India through its new green field project at Baddi, Himachal Pradesh, Indorama Industries is taking the consumer experience to the next level by introducing a mobile app. Designed with an extremely easy interface, the Inviya app delivers an excellent customer experience that was sought after working with the leading biometric market research companies to gain deeper customer insights equipping the app with all the essential features.
“We wanted to do something innovative and create a buzz in the market. This new app can be considered as a spandex guidebook wherein the consumers can go through different guidelines as to how to use Inviya,” reveals Shalendra Vasudeva, CMO, Indorama Industries Limited. The app consists of a textile calculator, currency converter and tools wherein a customer can track their order, which till date was being done through mechanical calling in India.
In the digital age, transitioning to an app was a successful initiative taken by Indorama that has been received well by the industry, and in addition gives the company an edge over competition. “Spandex is mostly used by staff on the shop floor who are not well-educated about the product. By downloading the app you know what to do. It’s just like having your personal consultant with you all the time with the process parameters that we recommend. It’s an extension of our services in a virtual manner. We are also looking at tying up with fashion institutes and clothing colleges in the next few months,” adds Shalendra.
The company that started its operations four years ago has been able to make its mark in the Indian market through a quality product that has great stretch and seamless logistics catering not just to the domestic market but also the subcontinent by continuously expanding its customer base. Its main target, spandex in India is growing due to an increasing demand for leggings and denims that has pushed growth for both the knitting and woven sector..
Key Features of Inviya app:
Guidelines for using Inviya spandexGlobal textile event calendar
Inviya spandex applications and end usage
Textile calculator
Currency convertor
Handy fashion tips
Moving ahead, the company is looking forward to its growth in the sportswear segment in the next 2-3 years as the Indian market matures, but nonetheless faces challenges in terms of catering to specialized yarns and its acceptance in the domestic market. “The biggest challenge is the mindset of the people. They are used to a certain kind of product that they are not willing to change. But we have been able to counter these challenges by offering intangible benefits such as easy accessibility to our products, no need to have inventory, the app and absence of foreign exchange fluctuations affecting the product. These are the commercial things that we have built around which give our products an edge in the international market,” claims Shalendra.
The company offers similar pricing to international products with probably a variation of 1 or 2 per cent which works in their favour as they are the domestic producers. By being locally placed, the company has enabled consumers to reduce their inventory cost by delivering the product within 4-5 days through its warehouse facility in Tirupur. Through its pilot plant, which is a small polymerization plant that produces one tonne per day, the company is also looking at developing more products. Till date the company is testing a few products which have different polymeric properties and within 5-6 months will be introducing a few variants. “Right now we are consolidating, and becoming more competent. Our new products that we have started and developed, and which is still not commercialized; is also chlorine-resistant that can be used for knitting and warp knits. The company is also making spandex cards which we will reveal in another 3-4 months,” tells Shalendra.
