innovation in Activewear propelling its steady growth

MANUFACTURING
“Understanding the customer
psychology, we found that
underwear is more a fashion
garment now and different styles
of packaging are there as well, but
things are slightly different when it
is MBO, EBO, e-commerce for the
same brand etc.”
Akhilesh Anand
MD, Carnation Creations
now and also requires additional
infrastructure. So along with
focusing on designs, we have added
anti-microbial finishes or whatever
is required for comfort, at the same
time, we have invested in all the
state-of-the-art machines required
for innerwear technology, so we can
offer the best in innerwear.”
“By giving the experience of
super-premium brands at
affordable prices, we have
successfully filled the vacuum in
the market. Year-on-year, we have
achieved 3x growth, so we have a
plan to increase our capacity and
the overall team as well.”
Vasanth Sampath
Co-founder, Tailor and Circus
Working with many top international
and national brands in India, Akhilesh
also highlights that it is not easy for
any mid-sized manufacturer to make
the fashion innerwear range due
to different styles and large SKUs.
The process gets complex owing to
fashion elements and changes made
by the client. Different channels have
different styles of packaging as well,
and things are slightly different when
it is MBO, EBO, e-commerce for the
same brand etc.
“We provide design inputs to brands
and solve their complexities, be it
packaging and delivery management,”
says Akhilesh.
Faso, a brand launched in 2019, has
recently expanded in Western India
through a dealer network, and is
adding almost one state every month.
Its target is to cover India very soon.
Further, it has massive plans for direct
retailing by opening 100 EBOs.
T. Gokulakrishnan, VP, Faso says,
“Due to complete vertical operations,
we can ensure true organic products
compared to any other company as we
have a strong hold right from ginning
to despatch of the final product. It also
makes us very cost-competitive and
increases trust in customers for our
products.” The company has advanced
infrastructure across the value chain
and the brand started with the vision to
offer pure organic innerwear to Indian
consumers.
“With the growing market, our focus
is to have a strong loyal consumer base
across India so that we can have longterm
sustained growth,” he adds.
Start-ups and D2C brands have
Faso is continuously growing in the market as well as increasing its product basket
Having state-of-the-art manufacturing units, Carnation Creations is making variety of products
and it has the vision to become a one-stop solution for brands and retailers
38 AO India | November 2022