SUPERKNIT INDUSTRIES: Changing The Course Of Fashion
Superknit Industries is an Indian manufacturer and exporter of socks, sought for its fabulous collection and design across the country. Mr. Naval Saraf, the CEO, has been in the socks business since 1985 when he began with a small factory to test the waters. Soon, with his vast knowledge of the market and the high quality of products he offered, Superknit Industries was officially launched in May 1999. The company manufactures and markets socks, handkerchiefs, and boxers under the three brands – Supersox, Luxxio, and Supergear respectively. The flagship offering is socks under the brand Supersox, made from combed cotton and mercerized cotton. With headquarters in Mumbai, a large manufacturing unit in Daman, and a team of 400 employees, the company has achieved accolades within a short span of time.
SUPERSOX BOASTS OF A WIDE COLLECTION-
- Royale collection for men
- Funky Times for men and women
- Sports socks for men, women and kids
- Window socks for women
- Health socks for diabetes and blood pressure(Made with Silver frost technology)
- Premium quality winter tights
- Wrist bands and arms and leg warmers
- Premium boxers as well as Ultra Performance Socks for key sports such as cricket, marathon, cycling, workout, football, and yoga. These high-performance socks have been customized to the requirements of the particular sport or activity, making it the most apt gear to maximize performance.
Over the last decade, the socks market has witnessed an enormous shift in perception. Rising consumerism, rise in disposable incomes, entry of international brands, and expansion of the retail industry has increased consumer awareness. People are conscious of fashion trends, particularly the millennials, who form the largest working population of India. There is increased readiness to spend more, not just on apparel but on socks as well, making.
it a sought-after fashion accessory. Supersox believes in constant innovation with designs, fabrics, and technology to meet the demands of a well-read, the well-travelled consumer. The production house at Daman has all the latest machines and their design team is well cued into global trends to come up with the most fabulous collections through the year. This has helped the company stay on top of the game. With 300 state-of-the-art knitting machines and the capacity to manufacture 11,000,000 socks annually, Superknit Industries is the most prominent manufacturers and exporters of socks in India.
The company’s expertise as an exporter and manufacturer for global brands gives it an edge over competitors with regard to understanding the design sensibilities across demographics. With the fast fashion trend taking over seasonal collections, Superknit industries innovates fresh collection at a swift speed to be the first to hit the market with our high quality, fashionable collections. Supersox is the only brand in India with over 4000 patterns to choose from. With a nationwide distributor network of 200+ distributors, the brand is available across 15,000 plus retail stores across India and the list is growing at a brisk speed. Their products can also be bought on their online storefront www.supersox.in as well as online on Amazon, Flipkart, Snapdeal, Myntra, Jabong, and Paytmmall. TH ecompany is also one of the largest exporters of socks in India – supplying to Europe, North America, South America and the Middle East to top brands such as Fila, New Balance, Lulu. In addition, they manufacture for prominent brands in India such as Raymond, Shoppers Stop, and many more.
Super knit’s well trained, talented team is cued in completely with the motto – Quality is non-negotiable. It enforces this zero-tolerance, quality compliance policy effectively. Adequate quality checks right from raw material stage to the end packaged product are done, in keeping with the motto, helping them deliver products that are unparalleled in quality, every single day.
- The product of the company is made from material certified according to STANDARD 100 by OEKO-TEX®.
- The company also has the Global Organic Textile (GOTS) 5.0 compliance certification which is the worldwide textile processing standard for organic fibers.
- The company also has the knitting machines which have the range from 96 needles to 240 needles as well as a mix of 300 Italian, Korean and Chinese single- and double-cylinder machines
Superknit Industries is proactive in employing latest technologies that can help them innovate, save time and produce better, more varied products. Comprehensive training and mentoring is provided from the grassroot level upwards.
Certainly, a great team of employees who engage and keep customers satisfied are ultimately form the backbone of a company. The success of Superknit is entirely the result of a wholistic 360 approach and a collaborative effort amongst all teams. Their work culture rests on three aspects- positivity, learning attitude, and collaboration. Employing cutting-edge technology has enabled the company to redefine and reinvent the business processes, allowing automated, optimized, streamlined, and flawless workflow execution, which in turn, has helped and had led to operational excellence and financial gains.
The company’s quality compliance motto has gained them worldwide recognition in the form of:
Super Knit Industries was awarded the International Gold Star For Quality at the Geneva Convention, 2007. This award identifies the company’s unwavering commitment to quality, excellent customer service and product innovation capability. It has also won the Licensee of the Year – Fashion Accessories Award at Label Awards 2019. Kids Fashion Brand of the Year 2019 – Accessories at the Delhi Kids Fashion Week 2019.
Super Knit has been audited and has the SA8000 certification for labour standards. We constantly encourage our organization to develop and maintain socially acceptable practices in the workplace. This provides a more sustainable environment for our employees.
After 2 Years of discussions and evaluation, Disney found us to be a good fit to take on the licensee of their franchise. SKI has recently ventured into a new range of products by tying up with Disney. This includes Avengers, Spiderman, Star Wars and Frozen. They manufacture these products for men and women across all age categories.
The company reiterates its faith in the Research & Development function which innovates plans much ahead, helping a business stay ahead of its competitors. Superknit Industries regards outflow on R&D not as an expense but as an investment. Understanding the needs of the customer, and investing in constant innovations and technology to build better products ‘first’, is a result of sustained R&D. Diabetes socks is the successful outcome of intense R&D effort. With regard to growth plans, Superknit Industries aims to spread across multi-brand outlets not just in Tier I but also in Tier II and III cities and increase presence across the country as well as in global markets in the forthcoming years. Fast fashion or innovations in designs at a pace fast enough to meet the growing and insatiable consumer demand, focus on superior customer service and creating a value that would be hard for consumers to ignore are the main areas of focus in the years ahead