Mulberry Cashes in on Digital Printing Niche
September 20, 2006
BANGALORE, India – According to Sudhir Bothra, director, international sales for Mulberry Silks Limited, two years ago the company decided to begin offering its customers something that nobody else could.
"We wanted to be more resourceful for our customers," Bothra said of digital silk printing. He said they thought there was a niche available because there was no other company offering it, and they're still the only ones.
"It looks like a hand-painted fabric."
This $25 million a year company produces close to 8,000 yards of silk a month with its digital printing capabilities. They do offer flat-screen and hand-block printing as well, but with digital they can produce lower minimums for their customer. There is also "no cost of making the screen, so we absorb all the cost and it is not forwarded to the customer."
Both Sudhir and Manish Bothra (director), say the company's strengths lie in embroideries (which account for 40 percent of their turnover) and woven jacquards (also 40 percent). The final 20 percent accounts for all other woven products.
One hundred percent of their product goes into home furnishings and they only sell to editeurs and converter, never retailers or designers.
"We believe to follow the chain. We respect the chain, the way it works," said Manish Bothra. "I think this is one of the reasons we are so successful."
The company grows at 25 percent each year and is, "the only company in silks doing that," Manish said.
Mulberry does not exhibit at any trade fairs, but did exhibit in a suite at the Sheraton Brussels during Decosit Brussels in September. Manish said this is how the company remains specialized in how they do business and who they do business with.
"We wanted to be more resourceful for our customers," Bothra said of digital silk printing. He said they thought there was a niche available because there was no other company offering it, and they're still the only ones.
"It looks like a hand-painted fabric."
This $25 million a year company produces close to 8,000 yards of silk a month with its digital printing capabilities. They do offer flat-screen and hand-block printing as well, but with digital they can produce lower minimums for their customer. There is also "no cost of making the screen, so we absorb all the cost and it is not forwarded to the customer."
Both Sudhir and Manish Bothra (director), say the company's strengths lie in embroideries (which account for 40 percent of their turnover) and woven jacquards (also 40 percent). The final 20 percent accounts for all other woven products.
One hundred percent of their product goes into home furnishings and they only sell to editeurs and converter, never retailers or designers.
"We believe to follow the chain. We respect the chain, the way it works," said Manish Bothra. "I think this is one of the reasons we are so successful."
The company grows at 25 percent each year and is, "the only company in silks doing that," Manish said.
Mulberry does not exhibit at any trade fairs, but did exhibit in a suite at the Sheraton Brussels during Decosit Brussels in September. Manish said this is how the company remains specialized in how they do business and who they do business with.
