Colorplus
In an age when good-looking models push products as diverse as pens, bikes and soaps, there is one garment maker who has thought differently.
At ColorPlus Fashions, which produces an exotic collection of shirts, trousers, knits, checks, twills, shorts, vests, suits and an array of accessories including ties, belts, caps, hats, socks and even briefcases, they have not found it necessary to use pretty faces to sell their products.
Add to it a collection of cotton underwear and a winter collection of cardigans and pullovers of Superfine Merino wool, the range becomes truly stunning.

Based in Chennai, Colorplus, which began operations in 1993, has grown into a major player in the regional garment industry with over 180 outlets in South and West Asia. ColorPlus reached a milestone last year after the Rs 1,000-crore textile major Raymond Limited acquired a 74 per cent stake in Colorplus to strengthen its position in the premium branded apparel market. With a product portfolio that includes brands like 'Raymond,' 'Park Avenue,' and 'Parx,' Raymond's branded apparel business reportedly stands at Rs 180 crore.
Raymond is the third largest player in the domestic apparel market behind leaders Madura Garments and Arvind Brands. Raymond has a strong distribution network with about 275 flagship Raymond stores. The process of integrating Colorplus is being done in phases. In an interview to Sify.com, ColorPlus MD Rajendra Mudaliar spoke about the uniqueness of his fabrics and plans for the future

Excerpts from the interview:

Your ads seem to be unique. Could you explain this?
Our ads are unique. While everyone else takes the brand ambassadors and lifestyle route, our ads focus exclusively on our product. We stick to the print medium with eye-catching product photographs, informative copy and tongue-in-cheek tag lines. The many awards our ad campaigns have received speak volumes for our strategy.

What do you attribute your success to?
ColorPlus owes its success to innovation, meticulous attention to detail and an uncompromising commitment to quality. Colorplus was launched as a personal challenge to create a global brand in India, after two decades of experience in manufacturing garments for major labels abroad.

Who is your target customer?
Our target customer has always been the Global Indian, whose expectations are honed by an easy familiarity with international products.

Why did the company want to specialize in cotton?
In choosing to work primarily with cotton, we had set ourselves a tough task. We overcame the weakness inherent in cotton by our wrinkle free techniques and specialized garment washes. In the process, we introduced the concept of Smart Casual garments in the market. Our customers wanted a sharper, crisper wardrobe at the workplace. At that time, very few international brands were able to offer this option; no other Indian brand did.
At ColorPlus there is no compromise with quality. It has internationally recognized quality inspection systems and advanced testing equipment in the centralized warehousing facility and adopts a stringent policy in procurement with suppliers required submit test reports from internationally accredited laboratories prior to raw material despatch to the company. The company is proud of the fact that it uses the best available fabrics and jointly develops new ones with the mills.

Could you tell us something about your E-tech fabric?
Our E-tech fabric is a case in point. Industry greats, Dupont and 3M chose to launch their Wrinkle Free and Stain Free finishes through us in the region. Joint development with Coats PLC gave us Koban Plus, the preferred thread for our garments. Our finishing processes, such as, Golf Ball and Enzyme washes impart that special look and feel to our apparel.
The company makes it a point to stay tuned to international fashion and technologies to bring new styles, processes, and colours, never before offered in this country. At Colorplus, product enhancement is a byword. Carded cotton led to Combed Cotton, which graduated to the Super Combed variety. ColorPlus is one among the licensees of the Supima brand of cotton in the world.

Why did ColorPlus chose to break away from tradition and started selling directly to dealers, eliminating the middleman?
This ensures a short chain to our customers, with whom we always remain in touch.

How do you feel the pulse of customers and assess market needs?
We anticipate our customers' expectations. We are always bringing out newer products and processes. Customers' demands for "more" led to the Smarter Smart Casual, Purple Club range. These fitted garments, in finer count cottons, Irish Linen and Giza cotton are the finest we have on offer.

P C Vinoj Kumar