Tirupur, renowned for its legendary entrepreneurial spirit, has birthed yet another dynamic entrepreneur in the form of Sunil Jhunjhunwala, whose brainchild, the ‘Technosport’ brand, has swiftly carved a niche for itself in the thriving activewear domain. Its wide product range including T-shirts, polos, sweatshirts, tank tops, jackets, bottomwear, track pants, etc., to mention only a few, enjoy huge popularity.
In an engaging encounter at the bustling Techno Sportswear office in Tirupur, we had the privilege to hear first-hand from Sunil about the driving force behind the ‘Technosport’ brand’s success. During a candid interview, he delved into a myriad of topics, ranging from the 100% vertically integrated company’s humble beginnings to its robust manufacturing infrastructure, unwavering commitment to sustainability, progressive digitization initiatives, and ambitious plans for the future.
Changing tracks
Sunil’s transformative journey from a software engineer at a leading global IT firm to the visionary founder of Techno Sportswear captivates with its inspiring narrative. “My roots lie in Salem, Tamil Nadu, where my family had a long-standing textile business of over 60 years. As children, we would often sit in the office after school, as our home was right above our mosquito net and weaving setup on the ground floor. Despite this background, I was adamant about not following the family business path; instead, I sought a career in IT to explore something more invigorating,” he reminisced.
“However, life took an unexpected turn during my visits to my cousin’s textile factory in Peenya, Bengaluru, during weekends. There, I discovered a fascination for polo shirts made from imported fabric, known for their exceptional comfort. Observing the surplus of such shirts unsold due to certain biases against polyester material intrigued me. This sparked the idea that high-quality sportswear could revolutionize the Indian market beyond the narrow reach of international brands catering mainly to the privileged few. I decided to embark on a journey to bridge this gap by establishing my own brand – ‘Technosport’,” Sunil explained with an infectious enthusiasm.
Sunil forged a formidable partnership with his uncle, who already had a thriving textile trading business in Tirupur. With a small seed capital from his father, they decided to collaborate, with Sunil focusing on manufacturing while his uncle handled marketing. Setting up a modest factory, they embarked on their venture.
“We initially ventured into manufacturing fashion apparel, which garnered tremendous demand in the market. However, we were skeptical about the feasibility of activewear in India. While experimenting on the side, we bought fabric from mills in Ludhiana and West India, hoping to convert it into activewear. Unfortunately, the garments didn’t meet our comfort and quality standards, proving unsatisfactory. Imported products, on the other hand, stood out for their exceptional comfort and performance,” Sunil recalled.
Determined to elevate their product offerings, Sunil’s pursuit of excellence took him to Taiwan and China, where he sought out fabric suppliers for leading international brands. Impressed by their fabrics’ superior standards, which included UV protection and anti-microbial properties, he began importing these functional textiles to sell in the Indian market.
The impact was profound. “Customers noticed the difference in performance and started coming back for more. No amount of marketing can replace a product that truly works. Thus, we shifted our focus to using 100% imported fabric for our activewear. The market response was encouraging,” Sunil shared.
Strategic decision
However, their journey wasn’t without challenges. In 2012, India faced a Dollar crisis, resulting in import restrictions and increased fabric costs. Undeterred, Sunil and his team adapted by importing yarn and manufacturing the fabric in-house. This strategic decision led to their success, and they now produce all their fabric themselves. Collaborating with reliable processing partners, SCM, KM Knitwear from Tirupur, and Menaka Mill from Theni, they ensure high-quality garments. With significant investments in research and development (R&D), they continue to innovate, dedicating around 2% of their revenue to this crucial aspect.
Today, Techno Sportswear’s products boast an array of unique selling points (USPs), including stretchability, moisture management, UV protection, and anti-microbial features. “We prioritize understanding our customers’ needs and leveraging textile technology to address them effectively,” Sunil asserted with pride.
Operating with four manufacturing units spread across Tirupur and an office in Bengaluru, the company has outsourced sewing to accommodate its impressive daily production of 70,000 units. Last year alone, they manufactured 1.2 crore units, and this year, they anticipate surpassing this figure. With a dedicated team of more than 450 employees, Technosport continues to thrive as a trailblazer in the Indian activewear industry.
Circular sustainability
Techno Sportswear has always been known for its unwavering focus on sustainability. This commitment is evident in every aspect of its business, ranging from the materials they utilize to the manufacturing processes they employ. The company consistently seeks ways to minimize its environmental impact.
Sunil emphasized, “For us, sustainability is not merely a marketing tool; it is ingrained in our way of life.” He further explained, “Our garments are crafted to be at least 40% lighter than those made from cotton, resulting in reduced resource consumption. Throughout processing and finishing, we use minimal chemicals, yet the durability of our garments is twice that of conventional alternatives. This means we achieve the same quality while using half the resources, leading to a significant reduction in carbon emissions per use of our garments. A cotton garment may last for around 40 washes, but our garments can withstand approximately 100 washes.
Additionally, during the manufacturing process, our carbon footprint remains lower due to our reliance on ZLD (Zero Liquid Discharge) facilities, solar, and wind power in all our plants. Our products contribute to a lower per-wash carbon footprint, demonstrating our dedication to sustainability.”
Sunil also expressed their vision for circular sustainability, stating, “We have already undertaken some trials. Our ultimate goal is to create the same quality garment by recycling an existing one at the end of its lifecycle.” Techno Sportwear’s commitment to sustainability extends beyond mere words, and they actively strive to achieve a closed-loop system, minimizing waste and ensuring a greener future.
Digitization initiatives
Techno Sportswear has embraced automation and digitization extensively within its manufacturing units. “We pride ourselves on being a data-driven organization, utilizing a wide range of data, both quantitative and qualitative, which we integrate into a cohesive database,” explained Sunil. The company has also implemented numerous Internet of Things (IoT) devices in its knitting factory. A dedicated team monitors real-time data, enabling quick decision-making.
“We are currently establishing a cutting-edge factory in SIPCOT, Perundurai, which will fully embody Industry 4.0 principles,” stated Sunil. The factory will feature an Intelligent Data Control Center, enabling real-time data monitoring and swift action-taking. The company is heavily investing in these advanced technologies, and construction is already underway. The factory is projected to be operational within the next six months.
Future plans
The company holds ambitious growth plans for the global expansion of the Technosport brand. “It’s essential to remember that we belong to a country with a population of 1.4 billion people. Our focus is on creating products for individuals with active lifestyles, such as farmers, fishermen, milkmen, and others who engage in physically demanding work. Our technology can significantly improve their lives,” explained Sunil enthusiastically.
“For instance, among 100 fishermen, approximately 50 of them already wear Technosport products, primarily due to their constant exposure to harsh sunlight. Our product offerings provide essential UV protection, possess anti-microbial properties, dry quickly, and ensure the fishermen stay cool and comfortable,” he added. Similarly, the company believes that if every farmer in our country wears Technosport, their productivity would increase manifold. This level of impact is what drives the company’s mission to establish Technosport as a leading brand throughout India and proudly take it to the international stage. Signing off, Sunil passionately stated, “We have grown accustomed to purchasing international brands, but now is the time for us to build brands for the world.”
“One of the challenges we face is that many people prioritize cost over other factors. For instance, if someone wants to venture into synthetic materials, they shouldn’t do it solely because it’s cheap. Proper research is essential to determine whether it genuinely addresses a consumer’s needs. They must consider the amount they are willing to invest in research and development (R&D) to find meaningful solutions for customers. Our commitment to R&D is substantial, as our marketing budget is less than a quarter of what we allocate for research. This allows us to achieve remarkable feats and innovations. I also encourage the industry to follow suit and invest more in R&D, which will undoubtedly lead to a surge in groundbreaking ideas. Together, let’s revive India’s former glory in the textiles sector,” he concluded emphatically, signing off.