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Pioneer Embroideries relaunches brand
By Indrani Dutta
KOLKATA,
DEC. 21.
Bangalore is set to become the Southern hub for Pioneer Embroideries Ltd (PEL), which is now trying to relaunch the 50- year old Hakoba brand. The company bought the brand two years ago from its erstwhile owner Fancy Corporation.
Talking to The Hindu, Harsh Bassi, Executive Director of the Mumbai-based PEL, said that the Rs. 98-crore company saw a good market for its products in the WTO regime with the lifting of quota restrictions.
"We are the largest maker of embroidered fabrics, sarees and laces in Asia and are trying to introduce new products including fabrics for Indo-Western outfits,'' he said. Hakoba had already forayed into the ready-to-wear segment for men, he said.
On plans to make Bangalore a hub, Mr. Bassi said that the company already had a Hakoba fabric manufacturing unit in Coimbatore. PEL had now seven units all over the country with a total capacity of running 76 Swiss-made machines. The capacity would be augmented by 13 soon, he said.
As part of its innovation, Hakoba is now using ethnic fabrics such as Bandhni from Gujarat, Tussar from the South and Tant from Bengal for weaving its embroideries.
PEL has a market share of about 15 per cent in the wholesale embroidered fabric segment. It has a presence in markets such as the UAE, Brazil, the U.K., Nigeria and the U.S.
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