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| Above: Vijay Agarwal (l) with Rahul Mehta (r) |
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Creative Casualwear completes 25 years. Vijay Agarwal, Chairman of the Creative Group ,and Rahul Mehta, The Managing Director of the Company, Look back at the long road to success. |
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Fate Brought them together, at a Time when Rahul Mehta was a young professional, discontented with corporate politics and open to change. Vijay Agarwal on the other hand, keen to enter domestic marget, was looking out for right person to head the business. Their acquaintance led to friendship, which later culminated in a partnership, with the ultitmated establishment of creative casualwear in 1982. Today, Mehta very much a part the Agarwal household. "Rahul has played a significant role in bright professionalism to our group, and has introduce several modern management practice," says the chairman fondly. |
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LOOKING BACK |
| In 1982 Creative Casualwear Launched UFO jeans and trousers. They were the first to launch casual cotton wear in 1987. Beside this the company boasts of being the first to introduce designer jeans in the markets, instead of common five pockets one ,over-dyed jeans, and even baggy trousers, |
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| It was difficult for Creative Casualwear to sustain itself in the unorganised retail market. The problem was not that of competing with branded labels, but rather, in dealing with a large number of retailer, most of whom ran family businesses. It was a major task to collect payments and prevent designs from being produced by other companies. Besides, the Indian market was not mature enough at the time. Mehta recalls that once in pune, after seeing samples of jeans and trousers, a shopkeeper asked him ,"Where are trouser "When Mehta pointed them out, he was disappointed and said,"Oh,these are just pants." |
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| The company started withdrawing from from domestic market in 1992. By 1995-96,they had completely turned their focus to the middle east, and went on to become major exporters there. After that, they targeted non-quota markets such as Singapore, Malaysia and Fiji till 2005, when the quota system was abolished. At present, in the Middle east, they are moving away from wholesale and small stand -alone retail stores, and are now concentrating on large format stores. |
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| FAMILY TIES |
| Rahul Mehta's son, Aditya Mehta joined the company in 2002. He is largely responsible for the entry of the company into the European retail market in 2005. Now, the Dynamic young man, as the presidents of Creative Casualwear, practically runs the show, and to Agarwal and Rahul Mehta when needed. This give the former time to attend to his other businesses and later to indulge in the activities of organisations like CMAI. Rahul bhai, as he is popularly known in the industry, was invited to be on the managing committee of the CMAI in the early 80's, when he was a comparative new comer to the field. "My only qualification was that i could speak well in English."he laughs in his inimitable style. He was the president from 1994-96. He is currently running his second term as president. |
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| LOCAL LEAP |
| In 2005 Creative Casualwear re-entered the domestic market through private label manufacturing. Rahul Mehta gives credit where it is due, by saying,"I thank B.S.Nagesh, Managing Director of Shoppers' stop for persuading us to go into private label manufacturing." He added,"This will be one of our thrust areas in future." |
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| "Creative Casualwear's Customers range from Hypercity in the Hypermarket category, all the way up to the top of the line high fashion Designing houses, such as vestebene and kapalua, among others." |
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| Agarwal, happy to enter the domestic market again, say, "Concentration in the exports segment did not allow us build ours first brand, UFO. The presence of Creative Casualwear in the domestic marget has made the entry for portico and 109of much smoother. "Mehta further adds, "Creative Casualwear is on the path to launch a domestic brand following the success of portico and 109* F". |
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| The company has had its share of ups and downs. The worst setbacks were major fires that gutted almost the entire factory, once in 1987, and again in 2000. But timely decisions. like resorting, to outsourcing, not only helped the company to get back on its feet, but also gave it time to build its brand, UFO. When the market trends changed, Mehta realised that the required quality control was not possible with outsourcing. As a result, in 2006, they started manufacturing once again, at a new factory in Bhiwandi. |
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| EVER FORWARD |
| In 25 years, the company has come a long way. Rahul Mehta feels that human resource has been their strongest asset. Many senior managers like Harry Coutinho, Laxman Malaye, and Rajesh Sharma have spent over 20 years with the company, having started off at the bottom of the ladder. "The Creative group has been a virtual university for several well known entities in the industry, such as Ajay and Sharmila Nadkarni, Bomi Elavia, Santosh Nalwala, Rakesh Desai and Viren Bhansali, all of whom have at one time or another, gained experience working with the company, and are well established now."says Mehta with pride. |
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| The company began by manufacturing jeans and trousers. Now, it not only makes designer shirts but also offers an entire range in menswear, womenswear and kidswear. Products marketed in Europe include value-added garments with hand embroidery, computer embroidery, and printing. Heavy and latest techniques of washing are the hallmark of the line. Aditya Mehta says,"The turnover has increased nearly 300% since I joined and I am further expecting a growth of 80%.'' In fact, from initially just supplying to small retail shops, the company today supplies to pantaloon, Lifestyle, Shopper's Stop, Hypercity and Big Bazaar on its buyer list. Their customers range from Hypercity in the hypermarket category, all the way up to the line high fashion designing houses, such as Vestebene and Kapalua, among others. |
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| Creative Casualwear has thus come a long way since UFO. With 25 years of experience and goodwill, the company is now poised to set trends in the industry. |
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