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Is India The Best Place To Produce Fashion?

Esteban Julian

Interview with the founder of Indian fashion brand, ERODE.




Esteban: To get the conversation started, Mayank, could you please give us a brief background about yourself and ERODE Clothing? Tell us how it all began and give us a bit of an introduction.


Mayank: Sure, Esteban. I was born in Rajasthan, in the north of India, but I grew up in Erode, Tamil Nadu, which is in the southern part of the country. Erode is known for its textiles and turmeric. When I moved there about 20 years ago, I was surrounded by the sounds of looms. Initially, the noise kept me awake, but over time, it became a melody to me. My childhood was filled with these sounds, and they hold a special place in my heart.


After COVID hit in 2020, I returned to Erode and found that many looms were shut down due to market conditions and the hardships faced by weavers. It felt like a part of my childhood was missing. I wanted to do something for the weavers, and that's how the idea for ERODE Clothing was born. The name ERODE represents both the erosion of cultures and my hometown, where I plan to revitalize and showcase our rich textile heritage.


Our brand works with a variety of weavers in Erode, producing high-quality fabrics and garments. Erode still contributes 35-40% of India’s cotton production, and we aim to act as a bridge between Tamil Nadu and the world, highlighting our capabilities and the potential of our fabrics.



Esteban: When you were starting, what was the big motivator for you? Was it a passion for fashion, or did you see a specific opportunity?


Mayank: The main motivation was my love for culture and my desire to create something that represents the diverse cultures of India. Growing up surrounded by textiles, it made sense for me to start a textile brand. It allowed me to showcase my skills and represent my city. I also saw an opportunity in the Western market for indigenous textiles, which are highly valued there. However, I always wanted to create a brand that could express my creativity and explore my capabilities.



Esteban: So, was your focus on the international market from the beginning, or were you also thinking about the Indian market?


Mayank: My focus has primarily been on the international market. While India has great textiles, the Western world tends to associate Indian textiles with a limited range of crafts like jari, block prints, or bandhej. However, the southern part of India, especially Tamil Nadu, has a lot to offer that hasn't been explored by international or even Indian brands. My goal is to showcase the Dravidian culture and the rich textile heritage of Tamil Nadu to the world.



Esteban: Interesting. So, what are the strategic advantages of starting a brand in your region? Is it access to raw materials or something else?


Mayank: One of the biggest advantages is the access to raw materials. I can produce small quantities, like 50 to 100 meters, which is rare for any brand. My father has been in the textile industry, so I have valuable guidance from him. Starting with small quantities gives me the flexibility to explore and create unique products. The cost is also manageable because of this advantage.



Esteban: How do you ensure the quality of your products relative to the cost?


Mayank: We have a wide range of looms and skilled craftsmen in Erode and the surrounding areas. We can produce various fabrics, from handlooms to air jet and waterjet looms, in different textures and weights. This allows us to maintain high quality at a reasonable cost.


Esteban: It sounds like you have a strong production infrastructure. How do you tackle the challenges of distribution and reaching international markets?


Mayank: Distribution has been our biggest challenge. We have a great production infrastructure, but figuring out how to get our products to international markets is tough. We’ve been focusing on trade shows and connecting with PR agencies and showrooms to expand our reach. Additionally, we manufacture for other brands, allowing them to experience and use our textiles, which helps spread the word about ERODE.



Esteban: Given your unique situation, what specific advice would you give to someone starting out, based on your personal challenges and experiences?


Mayank: Firstly, you don’t need a formal design background to start a brand. Just have a clear vision and collaborate with people who can help you bring it to life. Secondly, setting up your own small production unit is crucial. It provides flexibility and control over your designs and allows you to make changes without relying on external vendors. Lastly, always test your products thoroughly before launching. Wear them, wash them, and use them to ensure they meet your quality standards.


Esteban: Launching at the right time and starting with a small collection is also essential, right?


Mayank: Absolutely. Timing is crucial. Launching a collection on time, even if it’s a small one, ensures that you meet market demands and keep your costs in check. Delaying launches can add unnecessary expenses.



Esteban: Thank you for sharing your journey and insights, Mayank. It’s been a pleasure talking to you, and I’m sure our audience will find your story incredibly valuable.


Mayank: Thank you, Esteban. It’s been great sharing my story. I hope it inspires others on their entrepreneurial journeys.




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