In recent history, major textile conglomerates and export houses have started to cash in on the local market. Kamal Textiles launched themselves in the local market with So Kamal and Sadaqat Group emerged with their upscale linen and lifestyle store, Khas. These companies have not only been exporting and manufacturing their products for the international market for decades; they have also used their expertise to manufacture high quality goods for the local markets at competitive prices.
While these groups launched new brands, Lala Textiles, who have been manufacturing lawn and catering to the local market, seek to rebrand themselves and work on their social image. The company started out in 1947 as a trading house, and then progressed into textiles and lawn.
Just like Gul Ahmed and Al Karam have worked on their image to become lifestyle names, Lala Textiles realised about three years back that the way forward was to reinvent their image in the market. There was a time when lawn was just a fabric that one bought at retail outlets. There would be a small strip on the side of the cloth branding the textile company that manufactured it, and other than that, there was no snob value attached to it. “Ever since the advent of designer lawn entered the market, the lawn market has severely changed,” says Parvez Lala, CEO Lala Textiles. “People have become more brand conscious, and the dynamics within the local market has changed.”
Designer lawn not only introduced a more innovative design aesthetic, it also brought in international colour ways for the season, and introduced those into the local market. “Before, we were industrialists manufacturing the most comfortable fabric for the summer season, and all of a sudden it became imperative to keep up with the trends and produce merchandise that not only catered to the masses but also had an appeal to your upper class,” continues Lala.
Furthermore, Lala also says, “Fashion always comes from the elite class and trickles down into the masses and now, lawn has become a value added commodity.”
In an effort to rebrand themselves, Lala textiles began to emerge at all major fashion weeks in the country. Not only did they start showcasing their work, they also started entering expo exhibition areas at PFDC Sunsilk Fashion Week, which allowed their products to get greater exposure. Nowadays, textile groups are recognised not just by the quality of their products, but also the designers they hire to come out with their lawn. Sapphire Group collaborated with Sania Maskatiya, Husain Textiles with Élan and Kamal Textiles with Zara Shahjahan. While these groups on their own have been churning out products both in the local and international markets, they hit the limelight with designer names attached to them.
“The world has changed, and it is important to walk with the times,” continues Lala. “Our forefathers would have never thought of reinventing our image because at the time, it was not necessary. Now, both quality and image are important and, hence, we are making people aware regarding our brand.”
Entrepreneurs watch out for numbers but when numbers start getting attached to a brand image, it becomes necessary to start working on creating an image. “We are focusing our energies in creating an image not only in Pakistan but also across India,” says Parvez Lala. “We are not only participating at Fashion Week in Pakistan but we are also the only Pakistani group showcasing at the Asiana Bridals expo in India.”
The rebranding for Lala Textiles started three years ago as they reentered the market with the same name and product, but with a brand new image and vision. Times truly have changed, and a textile group that was once only found on the bottom right corner of a yarn, is now progressing into creating a brand out of a product it has been manufacturing for decades.
Published in The Express Tribune, July 7th, 2014.
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