Innovation Meets Strategy in Tirupur’s Evolving Textile Ecosystem
SNQS Internationals, headquartered in Tirupur, has emerged as a leading force in global apparel sourcing with a reputation built on ethical practices, sustainability, and quality. Founded in 1990 by Mr. V. Elangovan, a textile engineer and industry visionary, the company has grown from humble beginnings into a multinational network with sourcing offices across India, Bangladesh, Dubai, and Egypt. Known for its long-standing partnerships with UK and US retailers—including Primark, Marks & Spencer, and the
Landmark Group—SNQS combines deep manufacturing expertise with a forward-looking sourcing strategy. Under the leadership of Mr. Elangovan and his sons, Jai Krishna and Mr. Sathesh Krishna, SNQS continues to evolve with the times. Its latest investment in cutting-edge digital printing technology, led by
Executive Director Mr. Sathesh Krishna, marks a new chapter in SNQS’ innovation journey.
SNQS Internationals is stepping boldly into the world of digital textile printing with its recent investment in the Kornit Atlas MAX Plus. The move signals a strategic shift by the company to enhance its sampling and short-run capabilities, particularly for international clients who demand speed, sustainability, and
precision.
In an exclusive interview, Mr. Krishna, Executive Director of SNQS International, shared insights into the company’s growth journey, operational strategies, and the rationale behind investing in this cutting-edge digital printing machine.
Mr. Krishna, an alumnus of Imperial College London in Electrical and Electronic Engineering, began his professional journey with Samsung in South Korea. Upon returning to India, he took the reins of the family business and chose to explore untapped opportunities, especially in the US market. After years of trial and error, Mr. Krishna has successfully cultivated a stable U.S. clientele, generating significant revenue.
Diverse Product Portfolio Aligned with Global Trends
SNQS offers a comprehensive range of products that cater to evolving global fashion demands. The company specializes in high-quality apparel, including knitted garments for men, women, and children across categories such as innerwear, loungewear, casualwear, and athleisure. In addition to its core strength in garments, SNQS has also emerged as a prominent player in the socks segment, offering a variety of styles including athletic, casual, and functional socks made with superior yarns and sustainable materials. By combining design, manufacturing, and sourcing expertise, SNQS delivers complete fashion solutions to some of the world’s leading retailers, ensuring speed to market, product innovation, and quality assurance at every stage.
Advancing Print Capabilities with Kornit Atlas MAX PLUS
The decision to invest in Kornit’s Atlas MAX Plus emerged from a need for efficient solutions for short-run, high-variation print orders, particularly from clients in sportswear and league merchandise like the NFL and NBA. SNQS has embraced cutting-edge digital printing solutions from Kornit Digital, a global leader in sustainable and on-demand fashion and textile production technologies. Headquartered in
Israel, Kornit delivers end-to-end solutions—from advanced printing systems and proprietary inks to smart software and global fulfillment services—serving customers in over 100 countries. At the heart of SNQS’s digital printing workflow is the Kornit Atlas MAX PLUS, a next-generation Direct-to-Garment (DTG) printer that offers unmatched production speed and quality. Capable of printing up to 150 garments per hour, the system incorporates advanced features such as Smart Curing, a Rapid Size Shifter for seamless design transitions, and autonomous calibration. These capabilities empower SNQS with enhanced production flexibility, consistent output, and superior print resolution—crucial for meeting the growing demand for personalized, high-quality apparel in a fast-paced global market.
Sustainable and Scalable Innovation
The Kornit machine offers not only speed but also sustainability. With no water used in the printing process and inks that are eco-friendly, the Atlas MAX Plus aligns with growing global demands
for responsible manufacturing.
“It’s an ideal solution for small runs and sampling. The machine offers exceptional color accuracy and allows printing even on dark, 100% cotton fabrics—something many digital printers struggle with,” said Mr. Krishna. He proudly noted that SNQS is the first company in India to acquire the Atlas MAX Plus model.
Challenges in India’s Manufacturing Ecosystem
Despite optimism, Mr. Krishna was candid about India’s challenges, particularly around labor. SNQS, like many in Tirupur, is heavily reliant on migrant labor—a dependency that’s becoming harder to sustain as other regions like Odisha, UP and Bihar emerge as textile hubs.
“Efficiency is the only way forward. Even though Chinese labor costs are 3–4 times higher, their output per worker is 10 times greater,” Mr. Krishna pointed out. Semi-automation and better workforce training are the keys to bridging this productivity gap.
India’s Growing Textile Opportunity
On the policy front, Mr. Krishna sees Free Trade Agreements (FTAs) with the UK and potential deals with the EU as promising. “More opportunities are coming to India. We just need to be prepared,” he said. While SNQS still views manufacturing primarily as a marketing tool, it remains open to expansion,
especially if clients embrace the premium pricing of digital prints. The Kornit investment also positions SNQS to enter new business categories, especially if large retailers like Primark opt for high-quality digital prints.
Looking Ahead
SNQS sees this as a long-term strategic play. “For us, it’s a tool to strengthen our offering to global clients,” Mr. Krishna affirmed. SNQS’s investment in Kornit’s Atlas MAX Plus reflects the company’s commitment to agility, innovation, and sustainable growth. As the textile landscape evolves, such forward-looking decisions could very well determine who leads the charge in India’s next wave of apparel manufacturing excellence.