Must Read account of Surat based Triveni Ethnics which has totally transformed how Saree business is done in India.
All great things start with a move…as did Triveni Ethnics three decades ago when in 1985, Mr Giridhar Sarraf moved from one textile hub in the North (Read: Varanasi) to another textile hub in the West (Read: Surat) to setup Sakambari Silk Mills. Sakambari manufactured synthetic sarees under the brand name “Triveni Sarees”. Leaving their Suiting/ Shirting business behind, Sarraf started from the scratch with Triveni Ethnics – named after his mother.
It is predominantly a traditional family set – up where Senior Sarraf still comes to office daily, followed by Sons Shailesh Sarraf, who understands Surat’s textile industry like no other and has been driving home much of the product innovation, core sales and marketing revitalization; IITian & MITian Arvind Sarraf who brings in high level of efficiency, digitization, monitoring & innovation in the organization culture.
Indeed, the sons have taken Triveni Ethnics to new highs following their father’s vision. Today it is a well-known name in Sarees and ethnic wear. I would like to term it “Organically grown, Corporate”
Sarraf’s model Triveni on microcosmic India, a long lived traditional system, blended in with contemporary elements, bringing on cultural change. Being organically built from the scratch, they know how to be frugal, prudent in avoiding wastage, and quite frankly – even bearing with some inconveniences. It seems they believe in “No pains, no gains.”
Speaking to travel-knots, Shailesh Sarraf said, “Our biggest markets are UP and Bihar followed by Gujarat which are markets for classes as well as masses. Ours is a distributor driven business where we have distributors in almost all the states, who visit our office regularly to pick –up sarees according to their markets. ”
The office set – up is a blend of tradition and modernism. It has a cabin well – equipped for marketing and Digital presentations and outside you have traditional Gaadis for distributors to have a dekko at wide range of sarees. We too seated ourselves on Gaadis to catch the glimpse of Triveni Sarees. Shailesh adds, “To give a contemporary look and feel to the brand, we have added Salwar Suits, Lehenga Cholis, Lehenga Sarees, Kurtis, Jewellery, Cotton and Silk Sarees to our collection thus Triveni Sarees became Triveni Ethnics.”
The Digital Brain behind the brand, Arvind shared, “Though it is distributor led business but we track all our orders online which keep us updated about the movement of orders.”
Not only this, he added, “Our online platform – e-commerce is also very strong where we ship nearly thousand sarees a day to our customers not only in India but across the globe.” It is a very robust platform and shopping of sarees here is quite an experience. (I have experienced it myself).
As I mentioned earlier, it is run like a corporate – I will take you through all!
The Triveni team comprises of Designers from NIFT who churn out designs and designs to suit every palette. Shalini Raj who is chief designer, also a drape expert was quite a delight, she showed us her drawing book which had many interesting designs and explained us how design team works. Then we moved to digital design team and e-commerce team where Nupur Chaturvedi told us that how they align shipments, orders, designs and tacking of the products.
We were shown the raw material, laces, sequins, decorations in hordes which are used by the design team. For the first time we came to know that what a humongous effort it is to make one saree! From here we moved to the ware house, which was huge and looked like a sea of sarees but, but, it was most organized warehouse I had ever been to. Mr Vineet Agarwal who manages it all delightfully shared his management techniques.
Conscious of the fact, that Saree remains favourite with the younger lot like their mothers and grandmothers, group does lot of engagement programs with young and upwardly mobile ladies. Not only their range of sarees appeals to the young Indian women by virtue of their design, fabrics, styling, colour range and most importantly, online access, their campus outreach programs are something to talk home about. Speaking on the subject, Nupur Sharma told us, “We do number of outreach programs in Campus and Corporates like Live Projects and Contests, Campus Ambassador, U- Design Contest, Saree Draping workshops and Triveni Case Challenge.” Indeed a great initiative to keep our youngsters abreast with most prominent symbol of Indian culture – The Saree!
Besides, Group highly appreciates the role played by Bloggers in popularizing Triveni Sarees Sarees and ethnic wear, they run an exclusive outreach program where they ship sarees to Bloggers from all over the world. I must tell you that Triveni Sarees have graced some big red carpet events by Bloggers from Europe and the US. These bloggers flaunt these sarees on special occasions and post it on Triveni’s face book page / twitters handles whom Triveni terms as Triveni Brand Ambassadors – Priyanka Chopras of this world, take a walk…
Now plans are on the anvil, to take their brand Ship Kala forward which has beautiful collection of handicraft sarees and ethnic wear. Arvind feels that it is high time that artisans get their due, and he wants to take Ship Kala to foreign shores for his patrons.
Must admit had loads of fun amidst Sarrafs, Sarees & Surat!
If you are a saree buff, visit their website: http://www.triveniethnics.com and order some for the festive season, I must tell you, you would be turning your friends Green with just one click! Rest Triveni Saree will do!