Emerald International: The strong drive in establishing men's fashion
A success story in the tradition of shirt manufacture, Emerald has played a significant role in promoting men's fashion in Sri Lanka. With some very strong brands in their portfolio, the capabilities in producing world-class garments & its longstanding presence in the industry are the principal factors of their strong drive into the market.
We caught up with Murad Rahimdeen, Group General Manager of Emerald in discussing the strengths of the organization, its strategic intent & direction and their future plans in the local and international markets.
The brand which goes back to 1952 is strongly built on values, traditions and a strong philosophy instigated by the founders in providing a high quality garment and to be honest in all their dealings and this is practiced to-date.
This has helped the organization grow and expand its brand portfolio over the years.
Emerald , Focuss, Crocodile , Venfield are a few high end superior brands marketed under the Emerald Holdings today.
Even though a good 90-95% of our top line is contributed by the sale of shirts this Mr Rahimdeen says is due to the market dynamics resources & constraints to be world class in many area's in short period. But now that they have achieved same in the field of shirts they are now looking at diversifying.
It's Murad's strong belief that differentiation in not limited to just a brand promise that is screamed about but have to be able to walk the talk. The differentiation strategy should be sustainable and experience and expressed by the entire organization.
We Trust in R&D and our volumes facilitate the ability to invest in same. When we talk of differentiation it is important to keep abreast of times and be able to sustain and develop your differentiator which will otherwise be obsolete.
I would boldly say that in the Sri Lankan market there is no Shirt supplier/manufacturer who has invested or passionate about their shirts as much as we are.
How they managed to produce shirts for one of India's largest apparel con- glomerates, Madura Fashion & Lifestyle was not doing anything different. Rather they just continued and improved on what they do best in producing world class shirts, day in day out. Emerald is renowned the world over for being a master shirt maker and their infrastructure and intellectual capital is aligned in achieving sustainable development in shirt making.
When you get your act right you don't have to go looking for success rather success comes after you said Mr Murad Rahimdeen.
Their affiliation with national sports have gone beyond Cricket now. "Focuss" "The official Casual Wear Provider To Sri Lanka Rugby" & Crocodile is strongly affiliated with motor racing. The glamour, style and precision that is needed for the adrenalin pumping sexy sport is portrayed in every Crocodile product. Hence the brand affiliation with Ezy racing Sri Lanka's No 1 professional motor racing team.
When asked if they have any plans of listing in the near future Mr Rahimdeen Had this to say "Well! on this we will have to take a wait and see approach. Of course with the business potential increasing it will be good to have access to some capital infusion by way of public funds. Insha Allah!