Bringing a bit of Chhattisgarh's classy creations made from handlooms to Bangalore way back in 1986, Swati Silks has now evolved over the years while also gathering a loyal following of customers from entire southern India. Having strengthened their foothold in the wholesale business under the brand name, Swati Silks, two years back, they create Chhattisgarh Emporium, their retail wing which offers Tasar silks along with others under the brand name, Elegance. Mukut Dewangan, the owner of the retail and wholesale wing speaks to Vyas Sivanand about their specialities and future plans.
According to you, what is unique about your products?
When my father started the business in 1986, it was the first of its kind silk that was being offered in Bangalore. The silk was Tasar and since its launch in the city, its prominence has spread wide. It is a special kind of yarn which is manufactured in Chhattisgarh, more specifically, near Champa and Raigarh.
Can you tell us more about the speciality of Tasar silk?
Tasar silk is a truly wild tropical silk indigenous to India. We were the only one manufacturing it but over the years, it has become more common. But the initial style made by us has been successful and that formed the strong foundation towards our reputation and customer base.
Tasar is a natural silk and its silkworms are reared outdoors on live trees of Aasan, Arjun & Sal as they do not feed on plucked leaves. It is a forest based activity and its exposure to nature results in its truly multi-tonal look which cannot be duplicated by man-made fabric. This makes it a truly wild silk much sought after by connoisseurs.
When did you think of a sub-division for your wholesale business? What are the products on offer?
We opened Chhattisgarh Emporium two years back. Here we also offer products of Ministry of Textiles, Central Silk Board, under the brand name Vanya. They specialise in wild silks, especially Eri and Muga. Eri Silk is a staple fiber unlike other silks which are continuous filament. The texture of the fabric is like coarse, fine and dense. It is very strong, durable and has elasticity. Muga silk is known for its glossy fine texture and durability. This silk can be hand-washed with its lustre increasing after every wash. Very often the silk outlives its owner.
Why did you think of going retail?
When we took part in several exhibitions and fairs over the years, we realised that there was a huge demand for our products, which translated into a good potential in the retail space. Further to this, we decided to go retail.
Where all in the country do you operate?
Our main location is in Chhattisgarh. We also have presence in Delhi other than Bangalore. We design the product in Bangalore, while manufacturing happens in Chhattisgarh.
How is your clientele distributed geographically? What channels do you use to distribute?
We get about 70 per cent of our clients from South India while the rest are from North. People come to us because of our designs and texture.
Our volumes in wholesale business is much more. The major demand is from Kerala, Andhra Pradesh, Karnataka and Tamil Nadu and in that order.
The demand is high in Kerala because of the huge NRI presence and they have been appreciating our designs a lot. The business is ten times more in Kerala.
We have tied-up with several retailers, wholesalers and distributors in the south. We also have sales representatives who go to these states for direct selling.
How do you balance price and quality?
People come to us expecting quality while also looking at an affordable price.
Our target is that if we get an opportunity to meet their expectations, then we try our best to also meet their requirements in terms of pricing. Our range is between `1900 to Rs12,500.
How have you been able to benefit the tribal population of Chhattisgarh?
When we started our business, we had ensured that there was social bonding with the society.
So we have maintained the handloom value which has been fast disappearing every day. In Chhattisgarh, we have been able to benefit about 15,000 families.
What are your plans of expansion?
We intend to have two more stores in Bangalore. We are looking at Malleswaram and M G Road.
After that we will be looking at Kerala, Andhra Pradesh and Tamil Nadu.