India is known for producing finest value-added garments using various value-addition technologies. Schiffli embroidery is one such value addition that has kept its space secured amidst constantly changing fashion trends and manufacturing practices. Various companies have always stepped up their expertise in exquisite work on lace through Schiffli embroidery. Delhi-NCR is leading when it comes to this unique technique as this well-known hub of high value-added garments has more than 1,000 Schiffli embroidery machines and the number is now again growing due to the increasing demand for Schiffli. Manesar-based Schiffli Embroidery Manufacturers Association (SEMA), a leading association of Delhi-NCR, has also helped its members grow well. The association has almost 60 members who have around 250 machines and its biggest strength is its collective efforts towards the growth of Schiffli embroidery. In the recent period with the growing business, the trade body has become more effective and efficient. Collective initiatives taken by SEMA have increased the cooperation amongst association members which has helped them to ward off defaulters.
The association under the leadership of its President Sanjay Bansal has also taken steps to overcome challenges with yarn suppliers, be it quality and delivery of yarn. Even at the individual level, associations’ members take care of their professionals’ movement within units, so it should not have negative impact on any company’s work.
These collective efforts of Schiffli embroidery manufacturers have helped them to grow as Ashok Khanna, General Secretary of SEMA says, “Despite all ongoing economic headwinds, all these efforts have ensured the smooth functioning of various Schiffli Embroidery Manufacturers, resulting in good growth.”
Schiffli embroidery stands tall even as current market dynamics are changing rapidly…
Ashok Khanna, having four decades of experience in Schiffli embroidery and having his own unit of Schiffli at Lata Embroideries, Faridabad, commented that the overall growing apparel demand in the Western countries and the government support in terms of recent policy executions are two main reasons that buyers are trusting India for their sourcing needs and Schiffli is sharing a good chunk in this.
“Products like ladies’ dresses, tops, gauze blouses, midi skirts, maxi, lingerie and gents kurta see good use of Schiffli embroidery. And the demand for these products is coming from Middle East Countries, US, EU and Africa. Leading brands to stores, boutique buyers, all are importing Schiffli-based garments,” briefed Ashok Khanna, adding, “Not just exports, there is good demand for Schiffli-based ladies’ garments in the Indian domestic market also.”
Brands like M&S, H&M, Only, Vero Moda and a few of the boutique buyers are also placing reasonable orders for Schiffli-specific garments.
Ashok Khanna has all valid reasons behind his statement of good growth of Schiffli embroidery-based products from India. He says the Capital Subsidy Scheme has proved to be helpful for Schiffli job workers as these machines require heavy investment. “I have observed that since last few months, India’s import of Schiffli machines has increased in a good number,” he avers.
What’s noteworthy here is that Schiffli embroidery doesn’t face any negative impact of the recent trend of digital printing and, even in the future, digital printing or any other such value-added technology is expected to not impact Schiffli segment. “There are ‘loyal’ customers of Schiffli. In printing, there are few set options like floral, tie & dye, polka dots and geometric print, while in Schiffli, there are no such limits on designs. So I don’t see any major impact of any value-addition technique or technology,” informed Ashok Khanna.
Lata Embroideries is working with prestigious exporters like Shahi Exports, Richa & Co., Richa Global and many more. Ashok Khanna is of the strong opinion that to deliver the buyers’ design precisely, Schiffli embroidery requires the personal involvement of owners and years of experience. “I must say that despite all kinds of technology interventions, Schiffli embroidery is a mix of art and technology, so therefore it requires the hands of owners and it is also true for all other countries where Schiffli embroidery prevails,” he affirms.
