How a manufacturer transitioned into a successful online brand: Anand Sarees

Under the guidance of Mr. Kamal Vijay Tulsian, a brand by J.R. Dyeing was incorporated, with the name Anand Sarees, which was also concerned with selling sarees in a traditional way

J.R. Dyeing and Printing Mills is one of the oldest saree manufacturing company in the city of Surat, Gujarat, incorporated in the year 1973. Since then, the main focus of the company was concerned with backward and forward integration of manufacturing saree as the superior quality of the product was their main motto.

Surat being the hub of textile, every businessman did the sales in the traditional way which included middle-men, agents, semi-wholesaler or setting up physical shops in the main market. Under the guidance of Mr. Kamal Vijay Tulsian, a brand by J.R. Dyeing was incorporated, with the name Anand Sarees, which was also concerned with selling sarees in a traditional way. 

Just the way a year experiences various seasons, over 48 years the saree industry too experienced various trends and everytime the trend changed Anand Sarees adapted it successfully. As the world moved towards the e-marketplace, the third generation of the family, Mr. Amit Tulsian and Mr. Ankur Tulsian, who was in the business for a long time, saw it as an opportunity and planned to take the physical setup online in the year 2015, being one of the first textile manufacturing units to start with online selling. Thus, it created a complete new environment for the textile industry. Till then nobody imagined that the saree could also be sold via e-commerce platforms such as Flipkart, Amazon and many more.

When asked about the journey so far in the business, they added that, “ The shift from physical setup to online didn’t happen overnight, neither it was easy for us to adapt to these changes and leave our well-settled traditional method of selling. But as we sensed the future, we were determined to overcome each hurdle in the path and make it a big success.” To this they also added that, “In the start, we faced problems with everything, whether it was packaging of the product or the technology used for collecting online orders or logistics or warehousing at different locations but with the help of an expert team we solved one problem at a time.” 

In the year 2021, Anand Sarees became the leaders of online saree sales, developing an online trading ecosystem for other manufacturers.

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