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Talking Point | November 2014

Suditi makes giant leap

Suditi Industries´ corporate journey began with export. Promoters, before starting the company, were involved in exports of fabrics especially to France and other European countries. Thus began the saga of Suditi Industries, which was founded in 1991 as a processing plant. ´Over the years, we have grown in both size and scale with a set up that includes knitting, dyeing, printing, finishing and garmenting departments. This growth allows us to control all the processes in the value chain, increasing our ability to provide standardised good-quality products,´ says Rajagopal Chinraj, President of Suditi Industries, who has been with the company since its inception, while speaking to The Indian Textile Journal.

´After we started producing fabrics, we began supplying quality products to exporters,´ says Chinraj. From knitting, then Suditi strengthened its dyeing, processing and printing departments in the last 10 years. Ultimately, it took to garmenting, competing the circle. ´We have been supplying to many brands inside India,´ adds Chinraj.

´The culmination of all our efforts is the entry into our own brand - Riot,´ says Chinraj, adding that ´Riot is a venture started by us a few years ago with the aim of providing the youth of India fashionable garments of good quality at reasonable prices. It was our set up that inspired such a decision because we had the chance to eliminate the trade-off between quality and cost by managing both in-house.´

Now Suditi Industries has added a new feather to its cap. Riot that recently generated a revenue of Rs 15 crore post bagging the official merchandise deal of the FIFA World Cup 2014 has created yet another landmark deal in the sports space. Suditi Industries has bagged the official apparel licensing right for Real Madrid CF club in India for a period of three years. Through this deal, the company continues to strengthen its commitment in the sport apparel space.

Real Madrid, which is arguably the most recognisable club in the world of football with the valuation of $3,440 million, has given the right to Suditi Industries to manufacture and sell fan-based merchandises thus targeting the youth across the cities in India. As part of the deal, Riot will introduce a wide range of products across categories like t-shirts, sweatshirts, shorts, boxers, polos and track pants, which will be available in trendy colours for both men and women. The designs will be inspired by the Real Madrid name, legal logotype, tiago BernabTu Stadium and player´s images and the designs of the official numbers of the players, which can will be seen on the products.

Pawan Agarwal, Chairman and Managing Director, Suditi Industries Ltd, states, ´The Real Madrid club license will help to open doors for future strategic partnerships and will create a strong identity for the company in the sport licensing sector.´

Animesh Maheshwari, Retail Head at Suditi Industries Ltd, comments, ´We are proud to associate and bag the apparel and merchandising right for one of the most popular football club Real Madrid in India. Post the FIFA merchandise deal, this will be our next big step to further strengthen the brand´s space in the sports segment and expect the company´s revenue to go up by 15-20 per cent this year.´

Also, Jiggy George, Founder & CEO, Dream Theatre Pvt Ltd, comments, ´We are very upbeat about extending the successful partnership that we had on FIFA 2014 merchandise to Real Madrid football club. Suditi is passionate about football and the company has great ability of creating quality product and designs. They have well entrenched retail relationship that allows their products to reach the fans across India. We could not ask for a better partner to roll out our licensor Real Madrid´s products in In

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