3/1/2018 Branding in Yarn Industry Does It Really Matters?

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Branding in Yarn Industry Does It Really Matters?
Gowtham Raj A,
Marketing Executive in GHCL Ltd (Yarn Division)
Email: a.gowthamraj@gmail.com

Establishing a brand in B2B (Business to Business) is different from B2C (Business to consumer) the
role and mechanism of B2B branding strategy has to be more focused than consumer markets (B2C).
Generally in B2B markets depending upon the industry & sector, customers will be fewer, larger the
values of goods per customer and most importantly it should maintain a closer and longer lasting
supplier customer relationship.

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Creating a strong Brand alone won’t drive business, being committed to the value as promised and
Properties of Fiber | Properties of Textile
continuous working on developing the brand and this will have a greater impact in B2B environment.
Fiber
Brand can’t be built overnight, Brand building process consist of Brand planning, Analysis, Strategy 1

formulation and Auditing. What is Denim | Different Types of Denim 2

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3/1/2018 Branding in Yarn Industry Does It Really Matters? - Textile Learner

ABY (Aditya Birla Yarn) - Transformation from Commodity to Aramid Fiber | Manufacturing Process of

Corporate Brand: Aramid | Properties of Aramid Fiber | Uses

of Aramid Fiber | History of Aramid Fiber
Aditya Birla Yarn, the overseas spinning business of the Aditya Birla Group, comprises three 3
manufacturing units in Indonesia and one each in Thailand and the Philippines. With 45 years of An Overview of Carding Cylinder 4
experience in the spinning industry, it accounts for about 13 percent of the global synthetic yarn market.
It has enhanced the perceived value of its product by adding value and creating branded yarn that has Determination of GSM (Gram per Square
transformed the product from a commodity to a much sought-after corporate brand. Meter) of Woven and Knitted Fabrics
5

Shrinkage Test of Fabric 6

The Business was facing much pressure like facing increasing competition from low cost producers and
unorganised producers (China, India & Vietnam) and increasing price and cost in terms of raw material Job Responsibilities of Merchandising
price, labour cost and power cost. Top Management realized the need for change & decided to create a Department in Apparel Industry
7
unique, differentiated value added products. They took a bold step – to brand a commodity & move it
towards value added products. There were many commodities are now branded (salt, Milk, Water, Tata Steps of Finishing Process in Apparel

steel etc.) taking cues from them the business explored the ways to enhance the perceived value of its Industry 8
products. A strategic Marketing Campaign has been launched in order to increase margins and create a
visibility of AByarn across value chain. Sponsored

Differentiation of offerings:
After the implementation of strategy, the organisation had to overcome a big challenge– changing the
organisational environment from a commodity orientation to being a manufacturer of branded yarn, So a
multi-pronged strategy was devised.

Product development for immediate market needs: They introduced existing market products
(bamboo, wool, linen blends viscose and modal), under the ABY (Aditya Birla Yarn) brand name.

Building value around the commodity: Developing differentiated products by adding value to its yarn.
These Aditya Birla Yarn products combined product consistency and quality and were branded
according to their characteristics.

Tie-ups with branded fibres: They have collaborated with other branded fibre manufacturers to create Labels
unique fabrics and brands
Accessories Acid Dye

New product development Advanced Dyeing

The organization adopted a three-step strategy in the creation of these value-added products: After Treatment Agro Textile Automation

Azoic Dye Bamboo Fiber Basic Dye

Exploring existing potential: Existing fibres from the market were identified for potential and taken
through the whole gamut of product development, testing, perfection and market seeding for Biotextile Bleaching Blend Dyeing
commercialisation. Blowroom Bra
Burn Out Printing Calculation Campus
Partnering with branded fibres: Potential branded fibres were identified and through collaboration
with the manufacturer, a joint know-how on seeding, development and commercialisation was achieved. Carbon Fiber Carding Career
Chemical Test
Differentiated product development: A systematic approach that involved ideation, incubation,
prototype creation and test marketing before the actual commercialization process. Circular Knitting Clothing Color

Color Fastness Combing

“From 2010-12, the ABY introduced 16 new products and has also signed agreements with branded
fabrics to use the Aditya Birla Yarn logos on the collateral, much like Intel Inside.”
Compression Garments Computer

Costing Cotton Count Cutting

Product branding strategy
Defects Denim
The company devised a branding strategy that combines the strengths of the company with the
products’ USP. The strategy aimed at beating competition by creating product differentiation and it was
Design Desizing Direct Dye
difficult to imitate, with a distinct identity.After a comprehensive internal marketing study, the team Disperse Dye Drafting Drawframe
decided to create sub-brands around the mother brand, which was the name of the company. ABY
Dye Dyeing
Flexo, ABY Softura, ABY Style, ABY Colorlast etc. are the sub brands. The product branding strategy
was to create each product with clear trade and consumer benefits. With consumer-friendly names, Dyeing Auxiliaries Dyeing Fault
simple and clear fonts and mnemonics, each product had its own unique colour representing its USP. Dyeing Lab
Thus ABY Flexo used blue to indicate denim, ABY Softura used pink to indicate softness, and so on.
Dyeing M/C Ebooks Ecotextile

Market strategy Embroidery

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3/1/2018 Branding in Yarn Industry Does It Really Matters? - Textile Learner
They have participated in trade fairs and customer meets to create awareness and created a one-of-a- Environmental Textile Enzyme ETP
kind marketing kit to connect with their customers. The marketing kit included fabric swatches, product
Fabric
bulletins, ABY branded products, test reports and customer stories – all designed to create awareness, Experiment
connect and enhance perceived value of the product. Today, they account for 1200 metric tonnes with
Fabric Manufacturing
revenues of $4.8 million. ABY has upgraded itself from a commodity seller to a thriving corporate brand.
Fabric Stracture and Design Fabric Test
Every company is an example of what to do—or what not to do. In the world of business, our
Factory Fashion
competition doesn’t just have to be something we strive to overcome. It can be our greatest teacher.
Lessons learned from observing what others do and don’t do well can be the saving grace of our Fashion and Design Fiber Finishing
business.
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Mazharul Islam Kiron is a textile consultant and researcher on online Printing and Finishing Production
business promotion. He is working with one European textile machinery
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company as a country agent. He is also a contributor of Wikipedia.
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