Presents ‘best in class’ fashion fabrics that stand for the contemporary Design, Quality and Affordability

Launched way back in 2012, Absoluto offers high quality fashion fabric for Suitings, Ethnic wear and Jacketing, sourced from across the world. With its excellent quality of imported fabric and strong customer base, the fabric brand has already created a niche of its own. Kamal Seksaria, CEO, KBS International, the parent company of Absoluto, speaks to Team DFU about latest market trends, consumer behavior and his brand’s future plans.

Tell us briefly about how did you start Absoluto and what all does Absoluto stand for?

The brand was launched in 2012. I have been into textiles for 41 years and the family is into exports since the last 45 years. And now our next generation, Harsh Seksaria is taking the command gradually. We are both into export and import. In Absoluto, we primarily deal in Semi Luxury and Luxury products with affordable high fashion fabrics for men’s wear. Our USP is offering best designs presented in the best manner. Our target consumer group is Youth ( 20 Years and above), an HNI and also celebrities/

Can you give us detailed understanding of your business, Absoluto? How is it different?

We are fortunately from the first few entrants who understood the importance of changing market requirements two decades ago and wholeheartedly ventured in to TR suitings. Since then, we have been quite experimental towards quality enhancement, design and new texture developments, playing with colours going beyond even the range of Holi.

• Absoluto was launched in 2012, launched a new brand ‘Alacarte’ only for European fabrics

• Deals in high fashion Semi Luxury, Luxury affordable fabrics for men’s wear

• Deal in men’s western wear, designer wear and ethnic wear only

• Woven, knitted suiting, jacquards, embroidered fabrics in T/R, P/W, Pure Wool, Wool Silk and other Luxury blends

• Sourcing from the top notch factories of the world, best in the class!

• Target consumer group is Youth ( 20 Years and above),HNIs and celebrities

• Sells through wholesalers and 3000 retailers, 2 LFR stores and own boutiques in Delhi

• Wants to spread out more in international market

What matters most in fabric business?

This business depends on the long standing relationships. If we do not think of the well being of customers then how can the product sell? Earlier, people were not aware of fashion but because of media, television and internet they have become aware of fashion, feel of fabric, style, look and fall of fabric and have become concerned about it. That is the trend now.

Do you perceive any change in spending pattern?

Today people are ready to spend. At times cost does not matter if the quality is good and at times it does matter. If manufacturers take the initiative to increase quality by a small margin it will be beneficial for consumer as they get better quality and eventually sale goes up.

What is the brand’s distinctive advantage?

If you take any of our collection each product goes through six to seven odd manufacturing processes while others have to sell good quantity. They have market pressures, shareholder’s pressure and have to show turnover. We don’t have all these issues. We don’t have issue of production and shareholders and we don’t have targets,

Kamal Saksaria, CEO, KBS International

so we don’t have to hire anyone. Our business is small and we can take care of ourselves. Big players have a different way of handling their business and small players have their own way. We don’t want to reach high volume but want to concentrate on our product not our figures. The figures will follow the product.

Please tell us about your portfolio?

We have an option of nearly thousands of fabric designs readily available. The range constitutes of woven and knitted suiting, jacquards, embroidered fabrics etc. from T/R to P/W, Pure Wool, Wool Silk, Wool Cashmere and other Luxury blends, as we basically deal in men’s western wear, designer wear and ethnic wear only.

Do you see any changes in market perception?

The market is not changing, trends is changing. Previously the common man wore tailored clothes and rich wore readymade but today there is a 360 degree change. This is the reason for rise in readymade market. We are focusing on men’s section from the age group of 20 to 40 years for their requirement of readymade garment, such as office and casual wear. We want to give our customers complete comfortable fabric so they get complete comfort in their clothes.

What has been the company’s growth rate so far?

We have been doing quite well in our own respect, in last 8 years our sales turnover has grown from ₹140 Million to ₹ 856 Million, which we think is satisfactory for a small company like us.

What should be the strategy to succeed in this segment?

There is a huge awareness about quality products. People prefer to pay a little more if they get better quality. This prevails in between brand preferences also. I don’t see any challenge. If one can maintain product quality one need not worry about challenges.

What is your retail strategy?

We do all kinds of innovations with the fabric colour, texture, the feel of the fabric. We design the product and manufacture it with the best in class producers. Regarding distributors we have wholesalers and direct retailers and our own marketing network, own boutiques in Delhi and present in over 3000 MBO fabric retailers across the country. Retail is the best mode of business as it is over the counter sale. The best business comes from designer wear as it is customer oriented. We supply to major quality conscious garment manufacturers.

We would like to spread all over the world with our product so we are making our strategy plan.

What is your strategy to stay ahead?

Recently we have launched a new brand Alacarte in which we are marketing only European fabrics. This is to cater sheer Luxury to the crème de la crème of the country. We are working on few still more luxury fabrics for India clients. Which is rarely been offered in true sense by Indian vendors.

What has changed in fabric business and fabric buyers in India over the years? How has consumer changed?

There are few customers who still have an old approach of being brand conscious instead of quality conscious, but more of them are in rural area. Today, an urban client is very fashion and quality conscious. They are well accepting the new brands who understand the international quality and fashion trends.

In the top reality show KBC season 13 &14 and also in many more shows, Absoluto fabrics had been selected effortlessly on their merits. First time some fabric collection had passed all parameters in one go. That is the truthfulness of the product and sincere efforts that takes us to success.

Please share details about the impact of Covid on fabric business? Has it changed the business forever? What is the new normal?

IN 2020-21 business was to the tune of about 60% from previous year but in 202122 it picked up and we have comfortably crossed the pre-Covid sale . The last year was much better.

How have consumer trends changed?

In recent years consumers are more inclined towards Indian ethnic wear, mainly inspired by TV shows . It’s a good sign.

“Why should menswear always have just conventional colours?” is the question this young generation is replying by breaking conventional norms. Now menswear is becoming very vibrant, and that is good sign for lifestyle.

Tell us about the difference between Indian fabric manufacturers and international manufacturers?

In my eyes, with due respect, Indian manufacturers are not very disciplined or quality conscious. We source our goods from the top notch factories of the world, best in the class, so we always get good services and best quality.

What is bringing in change in retailing of fabrics over the counter, what seems to be the future?

Let me explain, earlier there was 1 host and 1 guest, whereas now in last 20-25 years the times have changed, there are 3 hosts for each guest .So each buyer there are many number of suppliers keen to supply, there is always excess supply in the market . This is good situation for people who have an eye for perfection and quest to deliver nothing but ONLY THE BEST. And we claim that ABSOLUTO THE BEST! Fortunately we sense the opportunity faster and earlier than average supplier, that gives us a big advantage.

What is your vision about the readymade garment business in India?

We trust readymade garment business will have more share in future and everyone have to be in that value chain to grow. There is going to be great market for high quality products at affordable prices.