TANA BANA Series: Strategies For Textile Industry Marketing And Branding
Following the successful inauguration of the TANA BANA Mega Textile Series, the second session of the series was held at the Institution of Engineers, Mahida Bhawan, Icchanath, Surat on Saturday, 25th May at 5.30 PM. The event was focused on “Marketing and Branding Strategies for the Textile and Garment Industry.” Kotak Mahindra Bank partnered as the Banking Partner for this event.
The session commenced with a traditional lamp lighting ceremony. Dr. Shiwanand Suryavanshi, Chairman of IEI, extended a warm welcome to the audience. This was followed by an introduction to the series by Murtaza Channiwala, Assistant Director of MANTRA. Professor Pavan Panwala, a committee member, conducted the proceedings, while the vote of thanks was delivered by Nitin Oza, President of SMA.
Meherzaad Turel, Senior VP of Working Capital at Kotak Mahindra Bank, was the first keynote speaker. He delivered a comprehensive presentation on various financial schemes and options available for manufacturers, traders, and service providers. Turel highlighted the innovative approach of Kotak Mahindra Bank, which has propelled it to become the fourth-largest private bank in the country.
The second speaker, Chetan Bharucha, Head of SASCMA Fashion Design and Apparel Training Center, shared his experiences with Asopalav Creations Pvt. Ltd., a venture into garment manufacturing led by Shri Vikas Dhaniwal. Bharucha discussed the initial challenges faced by the company and the determination that led to its success.
Keynote speaker Harshil Dhaniwal, Marketing Director of Asopalav Creations Pvt. Ltd., discussed the journey of Surat’s first successful menswear private label brand, Baaamboos. Dhaniwal divided their journey into two phases, sharing valuable insights from each period. From 2006-2016, his key takeaways included strengthening internal support, employing guerrilla marketing, creating a niche, maintaining patience internally while being aggressive externally, and upholding strong morals. From 2016-2024, his lessons emphasized loving customers more than products, seeking new growth strategies, creating a competitive moat, adapting to customer changes, and believing in the next generation.
The final keynote speaker, Sandeep Dangi, a seasoned marketing and branding consultant, discussed marketing strategies for the digital age in the textile and garment industry. With over 30 years of experience, Dangi provided an overview of the Indian and global textile industries and outlined steps to establish a brand, including market analysis using Marketing 4 Ps and SWOT. He elaborated on online and offline distribution strategies and the importance of social media marketing.
The TANA BANA Mega Textile Series, an initiative by the Institution of Engineers and MANTRA, aims to enhance productivity and profitability in the textile industry. Supported by various organizations, including Garden Silk Mills, SMA, TAI, STTA, Textile Insights, and Textile Value Chain Magazine, the series provides a platform for textile entrepreneurs to engage in techno-commercial discussions and network with industry leaders.
The event concluded with fruitful discussions and networking, leaving participants with actionable insights and strategies to implement in their businesses.c
