| Hakoba, the branded store chain well-known for embroidery wear opened its first outlet in Jaipur today.
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| The stores are being set up through Hakoba Lifestyle Ltd, a subsidiary of Rs 120-crore Pioneer Embroideries Ltd (PEL), which is one of Asia's largest embroidery manufacturers and among the world's largest crochet lace producers.
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| The Pioneer group, which acquired the Hakoba brand four years ago, has plans to set up over a hundred stores in the next couple of years, covering major cities in India and abroad, and the Jaipur outlet is the 38th one under the Hakoba brand.
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| Hakoba continues to expand its retail network chain aggressively in the north, and the Jaipur store is the 13th outlet to be opened in the region.
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| Hakoba has retail outlets in New Delhi, Ghaziabad, Amritsar, Chandigarh, Patiala, Ludhiana, Lucknow, Faridabad, Rudrapur, and Jalandhar. It has plans to set up another ten such stores in cities like Haldwani and Noida.
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| President Sharad Bhatia said, "Besides Jaipur, we are looking at Jodhpur, Udaipur, Ajmer and Bikaner as potential sites for showrooms in Rajasthan."
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| He said embroidered wear in north India was very popular and Hakoba was seen as a trustworthy, high quality and fashionable brand.
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| He said the company wanted to create a niche for itself in the overall branded garment segment, and was working towards innovative designs and fabric ranges to cater to the fashion tastes of the younger generation. Bhatia said all Hakoba-exclusive showrooms were divided into four sections.
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| The first section offered sarees ranging from basic everyday cottons to bridal wear, the second section stocked variety of Hakoba fabrics and designs, the third section offered ready-to-stitch salwar kameez and dupatta sets. The fourth section showcased Hakoba's recent foray into ready-to-wear segment for men and women and embroidered fashion accessories like laces.
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| The range will soon be expanded to include furnishing, gift articles and accessories leading into a lifestyle store eventually.
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| Embroidery as a concept maybe ancient but at Hakoba it is created on latest Swiss machinery with the help of computer-aided designing system thus ensuring customized, intricate and good quality product. Being an innovator Hakoba has added vibrant colours in a variety of fabrics as base material for embroidery. It moved away from using only cotton fabric as a base for embroidery. Now even manmade fabrics, nets, silk, blends, etc. are used. In fact Hakoba uses traditional fabrics from different regions like Bandhini from Gujarat, Shibore from Rajasthan, Tant from Bengal and Tussar from South as a base to create embroidered magic. Keeping in line with the current consumer preferences, Hakoba designs closely follow the colours of the season.
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| Bhatia said that Hakoba provides further value addition to its customers, and has in-store fashion designers in almost all outlets, who provide free advice on current fashion trends to customers buying ready-to-stitch products. Once a material is selected, the designer makes a sketch of how the garment will look after stitching, depending on the type of fabric, design and customer's profile.
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| Pioneer Embroideries Ltd., already has a dominant 14-15% market share in the wholesale EFL segment, and has attained this leadership position due to its ability to design, produce, stock and sell its products.
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| The wholesale segment is largely dominated by the unorganized players, who collectively account for about 60 per cent of the total market. Pioneer has a huge portfolio of 30,000 designs.
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| The company caters to the requirements of the leading garment exporters and also regularly exports to countries like UAE, Saudi Arabia, Indonesia, Sri Lanka, USA, Brazil, Chile, Mexico, Venezuela, Egypt, Turkey, Germany, UK, Greece, Hungary, Spain, etc.
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| "By end March we are setting up a stall in Lille (near Paris) in France which would show embroidered products on display for a year", Bhatia added. |
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