In an exclusive interview with Puspen Maity, CEO of Techno Sportswear, a company rooted in the rich manufacturing heritage of the Junjunwala family from Tirupur, has made significant strides in the Indian sportswear industry. With a strong focus on quality, innovation, and a deep understanding of the Indian market, Techno Sportswear has emerged as a leading brand, setting benchmarks and challenging global competitors.
The Genesis and Evolution
Q: Can you tell us about the beginnings of Techno Sportswear?
Puspen Maity: Techno Sportswear started over a decade ago. Initially, we were engaged in manufacturing various products, but seeing the growing trend and potential in the sportswear market, we pivoted towards branded sportswear. The last four to five years have been phenomenal in terms of growth, especially post-COVID, with a significant rise in health and fitness awareness and an increase in disposable incomes among the young demographic in India.
Market Dynamics and Infrastructure
Q: How has the fitness infrastructure in India impacted Techno Sportswear’s growth?
Puspen Maity: Traditionally, India’s fitness infrastructure lagged behind that of developed countries. However, the real estate boom over the past 10-15 years has brought significant changes. Modern residential complexes now include fitness amenities like gyms, jogging tracks, and swimming pools. This infrastructure has provided us with a robust platform to promote our high-quality, technologically advanced sportswear.
Technological Edge and Product Superiority
Q: What technological advancements set Techno Sportswear apart from its competitors?
Puspen Maity: Our vertically integrated manufacturing system is a key differentiator, ensuring superior quality control. We import advanced yarn technology from the same suppliers as global giants like Nike and Adidas. This gives our products exceptional features like moisture management, UV protection, and anti-microbial properties. Our commitment to durability and performance often results in products that outlast those of our international competitors.
Leadership and Strategic Direction
Q: Puspen, how has your leadership influenced Techno Sportswear’s direction?
Puspen Maity: Joining as CEO one and a half years ago, with over 22 years of industry experience from Tata International, Future Group, and Myntra, I’ve brought insights into the fashion and retail sectors. We’ve expanded our reach significantly, established a strong online presence, and built a comprehensive distribution network across India.
Digital Transformation and Market Reach
Q: How has Techno Sportswear’s digital strategy evolved?
Puspen Maity: Our digital journey began recently but has already shown remarkable success. In our first year, we sold 1 million garments online without heavy discounts, highlighting the organic demand for our products. Our digital strategy includes product-led campaigns, localized influencer marketing, and leveraging performance marketing to target specific demographics effectively.
Brand Philosophy and Marketing Strategy
Q: What is the core philosophy behind Techno Sportswear’s marketing strategy?
Puspen Maity: Our brand philosophy is that the product itself is the hero. We focus on highlighting the functional benefits of our products rather than relying on celebrity endorsements. This approach resonates well with our target audience, who value quality and performance.
Expansion Plans and Vision for the Future
Q: What are Techno Sportswear’s future plans?
Puspen Maity: We are focusing on both domestic and selective global expansion into regions like the GCC, South Africa, and soon the US via Amazon.com. Our vision is to build India’s largest activewear brand. With a robust top-line growth of 30-40% year on year and a target to reach a top line of 1000-1500 crore INR in the next three to four years, we are poised for significant expansion.
Manufacturing Excellence and Innovation
Q: Can you elaborate on Techno Sportswear’s commitment to ‘Make in India’?
Puspen Maity: By mastering advanced manufacturing technologies and maintaining high quality at competitive prices, we aim to challenge the dominance of imported sportswear. Our innovative products, like the Cotflex t-shirt that mimics the feel of cotton, exemplify our technological prowess and market foresight.
Customer-Centric Approach and Feedback Mechanisms
Q: How does Techno Sportswear incorporate customer feedback into its operations?
Puspen Maity: We place immense value on customer feedback. Through a combination of distribution channels and direct consumer engagement online, we continuously refine our product offerings. Our robust review systems and feedback loops ensure that our products meet the highest standards of consumer satisfaction.
Techno Sportswear’s journey is a testament to the power of innovation, strategic leadership, and a deep understanding of the local market. With a strong foundation and a clear vision for the future, Techno Sportswear is well on its way to becoming a household name in India and beyond. The brand’s focus on quality, technology, and customer satisfaction ensures that it will continue to thrive and lead in the dynamic world of sportswear.
https://www.technosport.in/
-This interview was scheduled by Yashika Kumari, Business & Community Manager at IST
