Bangalore recently played host to a private show organized by EH Turel to exhibit some of the popular models of the companies it represents. On display were sewing machines, both basic and specialised, finishing machines, and workstations from Duerkopp Adler, VI.BE.MAC, Macpi, Bella, Typical, Maier and Supercrease. The event also marked the launch of a new company Duerkopp Adler – Turel Technology Pvt. Ltd., a joint venture between the two companies.
Aman Agrawal, Vice Chairman Bombay Rayon, while inaugurating the event, not only congratulated the duo for this venture, but also looked upbeat about the same. “Both are leaders in the Indian market, and I am looking forward to this partnership which is going to greatly benefit this industry.” Bombay Rayon, one of the fastest growing companies in the apparel industry today with a $ 120 mn turnover in 2007, is a regular buyer of Duerkopp machinery. Vikram Sona, Area Sales and Marketing Manager – South Asia for Duerkopp Adler, reacting to the launch said, “The new company has been launched to look after the exclusive interests in sales and service in the Indian market and to increase our market share. This is a division of Turel group of industries and this is the very first time we have allowed our local partner to use our name and logo.”
We have to make our customers realize that we are here for them. The presence of Duerkopp in the country is essential”
Dubbing the formation of the joint venture as a major growth projectile for the company, Viraf Turel further added, “Both companies have their own strengths and with mutual confidence from the long relationship that we share with each other, our objective is to consolidate the ties in order to service our customers better by projecting that we are one team and the trust and confidence of our clients is not misplaced.” Dietrich Eickhoff, Executive Manager Sales and Marketing, Duerkopp Adler Group, who had specially come in from Germany for the event expressed satisfaction at the development. “We have to make our customers realize that we are here for them. The presence of Duerkopp in the country is essential. Our staff will be fully trained to handle any queries related to Duerkopp and will be able to provide complete service,” he said.
The 2-day show got an overwhelming response from the industry based both locally and from the surrounding areas. Other than Bombay Rayon, some of the other big players that came were Reid & Taylor, Raymond, Banswara, Arviva (Harry’s Collection), Silver Spark, United Exim, Texport Industries, Ever Blue Apparels, and many more. Other than owners and production heads, it was interesting to see a large turnout of supervisors and operators, who had specially come in to familiarise themselves with the machines on display and to understand how to operate them. Seminars were also organized by EH Turel in partnership with Guetermann and Groz Beckert.
To celebrate the new partnership, Duerkopp took the opportunity to launch a new model, the direct drive 281 automatic single needle lock stitch machine which will offer many advantages such as power saving, ease in operation and eco-friendly working. Duerkopp has already developed a reputation of manufacturing only eco-friendly and energy-efficient machinery. This has in fact supported the growth of the company and during the time when most companies are seeing a slowdown in their sales. Duerkopp, on the other hand, has witnessed good business opportunities and the launch of 281 machine is an indication of the good business expected this year too.
One of the most apparent outcomes of the success of the event was the clear indication of a positive market movement in the country, particularly in the south, for technology. It would appear that after a dull period, the industry is finally thinking of investment. What is interesting is that the nature and direction of investment is changing.
In fact, the past year has seen a new trend emerging. Most technology suppliers have given indications of being offered product specific projects by companies, with a focus on corporate and formal wear, both men and women, and specifically for shirts and trousers. Natalie Stapleton, Business Development Director, Clantex Ltd., one of the participants at the show said, “The export industry is slowly moving away from its traditional products and venturing into new emerging product categories. In the last 2 years, India has got good orders for uniforms and corporate clothing, and this is where our technology, Supercrease is used. As a result, even though we are barely 3 years old in the market, we have seen our sales nearly double.”
BK Mohanty from Macpi, another participant at the show, further added, “There has definitely been a shift in the market towards such a product line, both domestically and in exports.
Specifically, formal trousers, shirts and ladies jackets are popular. This is a huge market, which many suppliers, including Macpi, are tapping into. Our company has machines, both for finishing/pressing and spreading/cutting, tailor-made for such a line. So we are doing very well.”
Another trend indicates that the retail market in India is getting stronger day by day and hence has created better market for technology suppliers compared to the export market. Said Viraf Turel, “We are primarily targeting the high-end market, specially the retail segment. There are some big players, particularly from the retail market who are either building capacities or simply upgrading their facilities to get better efficiency and productivity. In fact, these companies are exporting too and doing very well also. Today, we actually see some export houses doing local work for such companies.”
In retrospect, the show which is organized annually by EH Turel, was a big success. It marked a personal achievement for the company, which managed to attract all the big names and even generated good business for itself and its principals. New trends came to the forefront to guide the industry towards the direction of the market, very critical at a point when the manufacturer is looking for leads to survive. The success of the show has guaranteed its return next year too with the company hoping to continue getting excellent response.