The Indian fashion retail sector is experiencing a significant surge in demand for knit products, with the knitwear market projected to grow at a promising rate of 9 percent and reach US $ 23.56 million from a current size of US $ 10.04 million. Ludhiana-based Octave Clothing recognized this shift toward knitted garments for modern Indian youth as early as 1991, entering the segment with smart, trendy casual wear. The company, one of India’s popular brands, operates on the principle of including newness in every product to inspire people to wear casual styles without sacrificing comfort.
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Manufacturing And Design Strategy
The firm prospers on a vertically integrated environment where t-shirts and sweatshirts are manufactured in their own Ludhiana production facility, which houses over 700 machines, an embroidery set-up, and a knitting set-up. Instead of outsourcing fabric, the company procures grey yarn in bulk from China and Korea, knitting and dyeing it in‑house. Only denimwear and sweaters are outsourced from vendors in Delhi and Bengaluru. This control over the supply chain allows the brand to maintain a consistent product development system that manages vendors and delivers quality products to the end consumer.
What keeps Octave Clothing edgy and distinct is its design team, which constantly picks up international trends and transforms them into Octave‑wear. Yuvraj Arora, Partner at the company, explains that because India works six months behind the international market, the team travels to Europe, the USA, and Turkey regularly to study trends. They then adapt these trends by modifying prints or graphics to suit local preferences, ensuring the designs are fresh and relevant for the Indian market.
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Striking the right balance between fashion and comfort, Octave Clothing caters to diverse consumer segments by providing an extensive range of product categories including t‑shirts, sweatshirts, jackets, sweaters, and bottomwear. The brand has expanded into womenswear and kidswear as well. Menswear accounts for 40 percent of the total knitwear market, followed by womenswear at 34 percent, with boys and girls sections holding 18 and 8 percent respectively.
Statistics show that menswear accounts for 40 per cent of the total knitwear market followed by womenswear that accounts for 34 per cent. Boys and girls sections command a market share of 18 and 8 per cent respectively.
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The company has achieved a turnover of more than Rs. 250 crore for the fiscal year 2018‑19, growing at a 25 percent compound annual growth rate (CAGR). Today, the brand retails through 160 exclusive outlets and more than 600 multi‑brand outlets such as Shoppers Stop across India. It has also established itself in foreign lands including Dubai (UAE), New Zealand, and Kenya, with some company‑owned and other franchisee‑owned stores.
