The collection of N C John & Sons, displayed at the India International Garment Fair, revealed a clear evolution from their earlier focus theme of 100 per cent organic garments to more non-organic offerings. In the evolution, the company has brought about a score of changes in their production process.
“Over time, organic has gone from being a niche segment to a mass segment, so the niche appeal is gone and the customers too have become more aware about organic products. Now the wow factor is no longer a catch to get a premium price. For a company of my size, we need to have that additional 15 per cent more, while initially customers were willing, but today they are not. So for me, it doesn’t make much commercial sense to work exclusively on organic,” reasoned N C John & Sons, CEO John Mathai, on why expansions
The post N C John & Sons expands its non-organic offerings, as organic loses its wow factor appeared first on Apparel Resources