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India is ready to embrace a textile quota-less world with lavish riches. British retail major Selfridges is at the Lakme Indian Fashion Week with an eye to presenting Indian fashions and fabrics to the world. And the jewel-like colours of Pochampally silk are set to travel to the US.
They will shimmer at the universally acknowledged seat of world power, the White House, which has placed an order to buy dupion - the best quality silk - from weavers from this dusty town.
Selfridges has said it is in contact with some of the Indian designers for a prospective alliance.
Speaking on the sidelines of the LIFW, Elizabeth Pederson, Designer and Women's Wear buyer, Selfridges, said, "We are very impressed by the performance of the Indian fashion industry in the last couple of years and we have come with an open mind to see what is on offer. We are looking for something inspirational and very Indian. The Indian influence is very important for us."
At the other end of the rainbow, the Andhra Pradesh State Handloom Weavers Cooperative Society Limited is holding the proverbial pot of gold.
Apco's exports to the US touched close to Rs 50 lakh (Rs 5 million) in 2004-05 and it is aiming at exports worth Rs 10 crore (Rs 100 million) this financial year. A prized new client is the state department, which will buy furnishing fabric from Pochampally, marketed aggressively by APCO as part of its strategy of going global.
Speaking to Business Standard, Gaddam Jagannadham, chairman of Apco, said: "Many private players purchase material from us and to give them a designer look, embellish them with embroidery and sell them at exorbitant prices. To add value to our products, upgrading of technology is essential. We are dispensing with the traditional treatment of cotton fabrics and changing our marketing strategies. As part of the strategy, we have already expanded our presence to metropolitan cities by opening our sales outlets in Mumbai, Chennai and Delhi, and in 32 cities across the country."
In the financial year ended March 31, 2005, Apco recorded a revenue of Rs 100 crore (Rs 1 billion). It is aiming at Rs 130 crore (Rs 1.3 billion) revenue in the current financial year.
Sunil Sethi, CEO, Alliance Merchandising Ltd, which acts as the agent for Selfridges in India, however, warned against hype. The West was looking to India and the onus was on the designers to deliver, he said.
"A few designers have done a good job and we are in contact with them, but it will be too premature to speak on this. We can hire two or even fifteen designers if they are really talented. On the other hand, we may not hire anyone at all," he said.
Spinning a success story
