Weaving A Jacquard Legacy: Dharshini Dhanaraj Leads Dharshini Impex Towards A Glorious Future

In a sector long dominated by male leadership, Dharshini Dhanaraj stands out, not just as a woman entrepreneur, but as a forward-thinking business leader in India’s evolving textile landscape. As the Director of Dharshini Impex (P) Ltd., she is seamlessly blending heritage and innovation to position her family-owned company as a leader in customized Jacquard fabrics.

“My father founded Dharshini Impex in 1995, and we’ve been weaving since 2004,” she shares. “We started with plain fabrics, but in the last five years, we’ve specialized in Jacquard fabrics mainly for apparel.” Today, the company operates 34 Jacquard looms with a monthly output of over 2 lakh metres, along with a few plain looms that are gradually being phased out.

Dharshini was always encouraged by her father to take the reins of the business. “That’s why I chose to be here,” she says. “Our core strength lies in customized Jacquard griege fabrics, an area with limited players. Our entire production is design-led and tailored to meet client specifications. We also do some yarn-dyed and overdyed fabrics, but that’s minimal.”

With in-house designers constantly working on fresh patterns, 85% of Dharshini Impex’s production is from Jacquard, while plain fabric production contributes around 30,000–40,000 metres monthly.

The company operates Vamatex Rapiers, Sulzer Projectiles and has recently invested in Toyota looms to expand production. “We’re aiming to scale from 2 lakh to 5 lakh metres per month in the near future,” she adds.

Their fabrics are primarily used in men’s and women’s apparel, catering to both export and domestic markets. They are now focusing on expansion plans in Jaipur’s cotton and printing market. “Jaipur is known for its printing expertise and we see an opportunity to diversify our reach,” she explains.

Dharshini Impex follows a bi-seasonal production calendar. “During peak season time, festival seasons, our delivery timelines stretch up to 75–90 days, even for griege fabrics. Off-season lead times reduce to 30–35 days.”

Given the unpredictability of last-minute buyers, especially during peak season, the company maintains a ready inventory alongside order-based manufacturing to ensure responsiveness.

Dharshini Impex is certified under BCI, GOTS and OCS and upholds ethical practices across the board. “While the demand for sustainable fabric is still low due to high costs, we ensure that when we do get orders, we source only from certified suppliers,” she says. Internally, the company focuses on safe working conditions, dust control measures, waste reduction and responsible disposal.

“Yarn wastage is around 1% of purchase, and we sell it to recyclers, ensuring zero landfill waste,” she proudly notes.

One of the biggest challenges lies in the off-season sales slump, when capacity utilization dips to under 50%.

To mitigate this further, Dharshini Impex is exploring synthetic Jacquard fabrics, which have potential demand outside the traditional seasonal cycles.

The company primarily uses 60s and 40s yarn counts, with price fluctuations typically within Rs 10–15. “Even during peak demand, yarn prices don’t spike significantly. If a supplier tries to exploit the situation, we simply switch – there are multiple options available.”

While Dharshini Impex already supplies to leading names like Reliance, Siyarams, Mafatlal and Arvind, the company hopes to forge direct relationships with retail brands like Zudio and Westside, moving beyond agent-based models. The company is also exploring backward integration through sizing, enhancing quality control and streamlining supply.

With casualwear gaining ground and consumers increasingly drawn to design-rich, affordable fashion, Dharshini believes Jacquard is well-positioned for growth. “Brands like Zudio and Westside are embracing fast fashion. Their product lines already include a lot of Jacquard fabrics. This trend will only grow.