Exclusive Interview by K. Gopalakrishnan, Pics by Manikandan
Surat, the textile capital of India, is home to some of the most innovative saree manufacturers in the world, and among them, Devshree Fabrics has carved a distinct identity for its commitment to quality, technology, and craftsmanship. Founded in 2010 and launching its brand in 2012, Devshree has consistently chosen European weaving technologies to differentiate its fabrics in a highly competitive market.
At the heart of this journey stands a deep and enduring partnership with ITEMA, a global leader in advanced weaving solutions. In an interview with The Textile Magazine, Mr. Paresh Kumar Jethani, Owner of Devshree Fabrics, shares how ITEMA technology has played a transformative role in shaping Devshree’s growth, quality standards, and product excellence.
A Vision Built on Technology Leadership
From inception, Devshree Fabrics focused on high-end weaving technology to deliver superior fabrics. Remarkably, Devshree was the first company in Surat to introduce the Rapier Jacquard, setting new benchmarks in design complexity and fabric finesse.
“From the beginning, we preferred European machines. Introducing the Rapier Jacquard to Surat was a turning point for us,” recalls Mr. Jethani.
This early adoption of advanced systems laid the foundation for a long-term technological advantage — one that continues to shape Devshree’s product quality today.
The Beginning of a Strong Partnership with ITEMA
The association between Devshree Fabrics and ITEMA began in 2013, when the company purchased its first brand-new ITEMA rapier weaving machine. That initial investment marked the beginning of a journey defined by reliability, innovation, and mutual growth.
Over time, Devshree steadily expanded its Itema machine portfolio. Today, the company operates 60 ITEMA looms in-house, making ITEMA an integral part of its production ecosystem.
“Most of our production is carried out on ITEMA machines. Their performance and technology are excellent,” Mr. Jethani affirms.
With almost the entire output woven on ITEMA technology, the partnership reflects both technological alignment and trust built over years of consistent performance.
Mastering Viscose and Silk Weaving on ITEMA Machines
Devshree Fabrics is known for its mastery in weaving viscose-based sarees — a segment that demands precision, delicacy, and strict quality consistency.
Approximately 95% of the company’s fabrics use viscose yarn, and ITEMA machines have proven exceptionally reliable for these complex materials.
More recently, Devshree has diversified into silk weaving, further expanding its premium fabric offerings.
“The richness and feel of the silk woven on ITEMA looms is exceptional,” notes Mr. Jethani, emphasizing the machine’s flexibility across fibres.
The R9500: Devshree’s Machine of Choice
At the core of Devshree’s operations is the ITEMA R9500 series, machines that Mr. Jethani describes without hesitation as “the best.”
The latest batch of R9500 machines was imported just two months ago, further strengthening Devshree’s high-performance weaving infrastructure.
Why the R9500 Stands Out for Devshree
- Superior speed and precision, ideal for high-volume manufacturing
- Exceptional fabric hand-feel and gradation, crucial for premium sarees
- Flawless handling of fancy yarns such as zari, high-denier chenille, and 2000 denier yarns
- Advanced 12-feeder setup that ensures high efficiency and perfect fabric settings
- Unmatched performance in heavy EPI sarees, viscose combinations, and warp-intensive constructions
“For heavy EPI sarees or viscose warp combinations, no other machine offers the smoothness and quality of the R9500,” says Mr. Jethani.
The R9500’s versatility allows Devshree to cater to traditional sarees, value-added garments, and export-oriented textiles through a single robust platform.
A Network of Trust: 500+ R9500 Machines Across the Group
What started as a single machine installation has now grown into a massive ecosystem. Across the broader Devshree Group, 500–600 ITEMA R9500 looms are running successfully.
This scale reflects not only the Group’s trust in ITEMA but also the machine’s durability, low maintenance requirements, and consistent fabric output.
A Clear Recommendation: Choose ITEMA
In an industry where buyers frequently debate between European and Chinese weaving machines, Mr. Jethani offers straightforward advice:
“Whenever someone asks which machine to buy, our answer is always the same — choose ITEMA R9500. It’s the best.”
The endorsement comes not from promotional intent, but from more than a decade of hands-on experience, production success, and product excellence achieved through ITEMA technology.
Devshree Fabrics’ rise as a premium saree manufacturer is a testament to its unwavering commitment to technology, quality, and innovation. Its long-standing partnership with ITEMA has helped the company master complex yarns, achieve exceptional fabric finesse, and scale operations with confidence.
The story of Devshree and ITEMA is not just about machines — it is about a shared philosophy of excellence. As both companies continue to innovate and push boundaries, the collaboration stands as a benchmark for weaving excellence in Surat’s thriving textile landscape.