The Deesan textile production enterprise integrates numerous processes, from cottonseed acquisition to cultivation to ginning, spinning, knitting, weaving, dyeing, and garments.
Crafting affordable luxury since 1996, Deesan Group is a vertical textile company that has grown into Shirpur’s own global brand under the proficient leadership of Amrish Patel and Chintan Patel. What started as a revolutionary community initiative to develop the barren and obscure tribal region of Shirpur, located in Maharashtra, has now transformed into a booming textile manufacturing district that brings prosperity, education, and a promise of endless growth to its people. “With an operation that covers nearly 1,000 acres, Deesan Group boasts of textiles that exude luxurious comfort and richness in quality that makes them absolute favourites among its clients and customers across the globe,” says Chintan Patel, Managing Director.
The Deesan textile production enterprise integrates numerous processes, from cottonseed acquisition to cultivation to ginning, spinning, knitting, weaving, dyeing, and garments. With excellent craftsmanship incorporated, Deesan Group is responsible for manufacturing an exclusive array of textile products like shirting fabrics, bedsheets, knitted garments, and luxury towels ranging from ring-spun, zero twists, yarn-dyed, solid dyed, dobby, jacquard, cotton hand, bath, and baby towels.
Going into details regarding the company’s manufacturing infrastructure and capacity, Chintan Patel mentions: “We operate state-of-the-art fashion technologies. With high benchmarks set to ensure our textile products are always created from the best fabric, we use imported equipment to test yarn quality. To ensure fabric quality remains high throughout, we use world-class machines of Mayer and Cie. Our dyed fabrics are manufactured with German, Thies, and Bruckner machines. With our quality checking system operated online, we ensure that AQL is 2.5 at all stages.”
“Today, our manufacturing operation covers our spinning capacity at 1,50,000 spindles and our yarn is produced in-house. With our shirting fabric capacity at 10 million meters per month, our sheeting capacity at 3 million meters per month, our terry towel capacity at 600 metric tons per month, and an output of 3,00,000 pieces of garment per month, Deesan Group is an ingenious ménage of creative styles designed for men, women, and children, across sectors,” he adds.
Investments and Innovation
Throwing light on the company’s planned investments, he points out: “As we consistently aim to scale new heights of success in the textile industry, Deesan Group is currently in the process of constructing five factories along with 500 looms and a process house of bed sheeting fabric with a capacity of 1 lakh metres per day. In addition, we are also setting up a wider width weaving capacity to produce additional 10,00,000 metres per month.” When asked about the innovation and technology advantage offered by the group, Chintan Patel states that as necessity is the mother of innovation, Deesan Group has set a high standard of innovation for every stage of production.
“Our high-tech labs ensure consistent quality and only the best fabrics go into the products we make. We use imported equipment to test product quality. With over 25 years in textiles, Deesan Group is privileged to be one of the few textile units to be certified 100% organic. We are entirely capable of producing organic products to match the most demanding international standards. This is why our products wear the prestigious stamp of renowned national and international brands,” he adds.
Domestic and Export Business
Elaborating on the group’s share of domestic business and exports, Chintan Patel says: “With a 10% share in the terry towel business, a 20% share in the sheeting business, and a complete shirting business in India, Deesan Group’s philosophy lies in executing world-class organically certified fabrics demonstrating excellence at every weave. Our products wear the cachet of renowned national and international brands and have a strong presence in countries across North America, Europe, and Australia. With a history of associating ourselves with world-renowned brands like Lacoste, Nautica, Ralph Lauren, Calvin Klein, Macy’s, Woolworths, and Dillard’s, Deesan Group is rewriting the definition of successful, impactful family-run businesses.”
Competitive Edge
Speaking about the advantages the group offers over its competitors, he states: “At the Deesan Group, each and every product is crafted with care, and comfort and quality are never compromised. We don’t design towels – we design affordable luxury.” Under the sharp business acumen of Amrish Patel and Chintan Patel, Deesan Group has grown and expanded in leaps and bounds. “As ours is a story of perseverance, dedication, and social revolution, the past 25 years have transformed us into a successful and environmentally conscious textile company with a current turnover Rs 2,500 crore per annum,” Chintan Patel informs.
Sharing information about the group’s team, Chintan Patel observes: “Deesan Group is a people-centric business. To us, true growth means our employees growing along with our business. We see ourselves as responsible corporate citizens, committed to uplifting the lesser privileged members of society. We empower rural communities at Shirpur by providing opportunities for gainful employment. Today we have more than 15,000 people employed under our flourishing business. With a 40% employee rate, our garment section has a maximum of women workforce. Most of their needs, including their transport facilities, are taken care of.”
Sustainability Initiatives
A strong sustainability focus is another one of the group’s strengths. Listing down the sustainability initiatives, Chintan Patel shares: “At Deesan Group, we do business with a conscience. We take great efforts to conserve the environment. Our story is also a story of sustainability. These initiatives include:
* Neem Plantations: We treat the wastewater from factories and use it in the plantation. We have planted more than 500,000+ Neem saplings in Shirpur.
* Solar-Powered Operations: Most of our operations are powered by solar energy, thus enabling us to conserve resources and reduce our carbon footprint.
* Shirpur Pattern: Our Shirpur Pattern Project has been highly lauded for water conservation across the country. We constructed check dams on every stream to enable sustainable irrigation, increase cropping, and minimize soil erosion. With this project, we made the barren land fertile, thus giving livelihood to farmers.”
When queried on the company’s adoption of automation and Industry 4.0, Chintan Patel comments: “As Industry 4.0 is the future of textile manufacturing, Deesan Group has optimized logistics and supply chains that can adjust and accommodate when new information is presented. Through the use of the internet and cloud environment, it holds vast amounts of sensor data securely with redundancies already in place. From raw materials to product sales, digital tracking devices are connected according to standard protocols for data analysis, and self-configuring. The Industry 4.0 revolution will ultimately assist in increasing productivity, improving economics resulting in fostering growth and changing the competitiveness of organisations.”
Road Ahead
Finally, sharing the company’s future growth plans and vision for 2025 and beyond, he states: “We envision making Shirpur an economically advanced and highly-developed textile industrial centre. To meet this vision, we have lined up several mission projects.
- Setting up a dyeing unit with a capacity of 100,000 metres per day.
- Expanding our capacity to 200,000 spindles.
- Developing specialty products for our clients.
- Delivering specialty products in the knit and towel segments.
- Forging strategic alliances with global brands and retail chains.
- Building a fully-equipped design centre to service clients.