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Indian apparel exporter Superhouse believes innovation drives success


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“To have a mindset for innovation is what keeps you always ahead of others,” believes Mohd. Faiz, Owner of Superhouse Limited, a US $ 200 million group. With the competition getting tough each day, the only attribute that gives any company an edge over its competitors is its ability to think differently feels Faiz.

Also, the company believes in using new technology in order to save costs on garments. “Saving costs on garments is also on our agenda to stay ahead of others. We recently invested on advanced machines like the trouser pressing machine and few others, which helps us to enhance the quality of the garment. Technological upgradation will help us to save costs,” further adds Faiz.

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Based in Noida, Superhouse Limited is one of the leading manufacturers and exporters of garments with a workforce of over 5,000 and a presence in more than 35 countries. The company produces a vast range of products for men, women and children, which includes T-shirts, tops, skirts, trousers, jackets, etc.

Superhouse Limited manufacturer around 900,000 fashion garments, 720,000 riding garments and 600,000 workwear per annum. Some of the major international labels that the company manufactures for are Esprit, DKNY, Ralph Lauren, Liz, Paul Smith, Karen Millen, etc. Expertise in manufacturing innovative designs and having excellent quality control have helped the company produce affordable and fashionable products.

The apparel exporter also has ISO 9002 certification. Being equipped with requisite infrastructure and strict adherence to high standards of quality, the company has been able to successfully meet CSA, ANZ & and SABS standards.

With an annual turnover of Rs. 100 crore (in garment business), the Superhouse Group has three garment factories in Noida and has in total 1,500 machines.

After capturing the markets of Europe, in particular the UK, Superhouse is now striving to make its presence felt in the US and the Middle East markets. “UK and some other European countries are our core market and soon we are planning to expand to America and the Middle East. Our experience with some other countries like Russia have not been good in the past especially with regard to payment. We are, therefore, eyeing for evolving markets like American and Middle East markets,” says a confident Faiz.


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