Raymond has transitioned to more advanced digital value chain

The textile and apparel industry was impacted as a result of lockdowns in several states with supply chain and business getting affected.

New Delhi: Raymond has transitioned to a more advanced digital value chain based on demand side economy and adoption with agility, says its Chairman and Managing Director Gautam Hari Singhania.

The textile and apparel industry was impacted as a result of lockdowns in several states with supply chain and business getting affected. For retailers, closure of malls and customers not stepping out due to the fear of the pandemic is the biggest challenge. The restricted movement of delivery agents, for online platforms are also highly affected as currently only essential goods and services are allowed to be delivered. Overall, with the spike in cases in Mumbai, Delhi, Bengaluru, the consumer sentiments are subdued and once again the weddings are being postponed, he said.

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“For consumers who are hesitant to step out of their homes but yet were keen on buying products from us, we showcased them the products through video calls and this service received a traction with during the wedding season,” he said adding that manufacturing plants are shut in some places.

“Given the nature of the fashion business, brick and mortar retail spaces will always be relevant as experience of touch and feel holds the prominence in this sector. For a textile player, it is difficult to completely move to digital platforms as compared to other industries. Being one of the largest employment generators, the opening up of the economy is critical for the sector to thrive,” he said.