Emerald stitches history!

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd., is one of India’s fastest growing premium branded apparel companies servicing the Indian and global retail sector tied hands with the Sri Lankan shirt maestro Emerald International through Itochu India (Pvt) Ltd., an authorised sourcing agent for Madura..

Aditya Birla Nuvo is a US$3.5 billion, diversified conglomerate and the platform that has launched many new businesses for India’s premier business house, the Aditya Birla Group.

The commonalities we find in both brands is that these brands symbolizes elegance, class and status, while addressing the needs of the style conscious power-seeker.

Following are excerpts of an interview with Murad Rahimdeen, GM of Emerald International:

Q: How did Emerald manage to contact and produce shirts for one of India’s largest apparel conglomerates?

A: At Emerald we did not have to do anything different in achieving this, rather just continue and improve on what we do best, day in day out. Emerald is renowned the world over for being a master shirt maker and our infrastructure and intellectual capital is aligned in achieving sustainable development in shirt making. When you get your act right you don’t have to go looking for success; success comes after you!

Q: Does Emerald have an export arm and why is this not highlighted?

A: We have two state-of-the-art export driven factories in the Panadura Industrial Zone, both of which are BOI approved. Both factories specialise in producing shirts, shirts and more shirts.

Colman’s Garment Industries being the bigger of the two employs over 600 personnel and is situated on a two-acre property. This shows our seriousness, professionalism and investment in shirt making.

Answering your second question, as a professionally and responsibly run organisation, we believe we have to be authentic with our claims and should not be insulting the intelligence of our valued customers and consumers!

Q: Gods & Kings is an ultra premium range in the Louise Philippe range. What sort of new machinery or infrastructure had to be obtained to meet the highest quality standards set by this world renowned brand?

A: We have an exceptional repute in producing shirts for some the world leading brands in our manufacturing units.  Even our own ultra premium brands like the Emerald RI collection and Emerald Leonardo are produced using similar technology, therefore the requirement for immediate upgrading did not occur.

However, as an evolving organisation and a shirt specialist, it is important that we continuously upgrade our product. This calls for regular assessment and enhancement of infrastructure and intellectual capital and is adapted within the organisation.

Q: Does this mean there is a fair probability that Louise Philippe shirts imported and sold in Sri Lanka could be shirts produced in your factories?

A: Yes, there is a strong possibility.

Q: Have you already started shipping the products?

A: Yes. Our first shipment was way back in July last year.