SNQS Internationals is a leading apparel sourcing company based in Tirupur. The company is also part of the SNQS Group, which includes SNQS Internationals Socks, one of the largest socks makers in the country. SNQS Internationals also has a garment manufacturing unit located in Tirupur.
In an exclusive interview, V. Elangovan, Managing Director of the company, provides a valuable glimpse into the history, operations, and future plans of SNQS Internationals. It is clear that the company is wellpositioned for continued success in the years to come. SNQS was founded in 1990 by Elangovan, a B.Tech in textile engineering. The company started out small, with Elangovan working from his bedroom. However, SNQS has grown over the years and now has a large and modern offices. The company is known for its work with retailers in the UK, and has been working with Primark for the past 33 years.
Elangovan’s journey to starting SNQS was inspired by his desire to come down to south India and work in the textile industry. He started out as a management trainee in Reliance Textiles, and then joined a sourcing company called C & A. In 1990, he decided to start his own firm, and SNQS was born. SNQS’ growth as a successful sourcing company is something that Elangovan is proud of. He says that it has been an “exciting journey indeed.”
Global Presence
“As mentioned earlier, sourcing is our primary business, and manufacturing is a secondary activity we engage in. Currently, we employ around 175 people at our sourcing office in Tirupur. Both my sons are actively involved in the business. Additionally, we operate sourcing offices in Chennai, Bangladesh, Dubai, and Egypt. Before the onset of the Covid-19 pandemic, we were successfully conducting approximately USD 200 million worth of sourcing from Tirupur and Chennai. However, the pandemic posed significant challenges, impacting our operations. Despite the obstacles, we are steadily making progress towards regaining our momentum and approaching that coveted USD 200 million milestone once again. With optimism, we are hopeful to achieve this goal by the end of the year,” he added.
The company ventured into manufacturing in 2005. “When a major textile group decided to sell their socks factory, I acquired the unit. The manufacturing facility served as a showcase for potential buyers, demonstrating how to operate a model factory. Today, we take immense pride in running what we believe is one of the most sustainable garment factories,” Elangovan stated.
The company’s product range encompasses everything from infant wear to adult wear, making it a diverse sourcing entity. Delving into further specifics, Elangovan elaborated, “In Chennai, our main focus is on sourcing woven fabric, and we collaborate with approximately 6 factories in the region. In Tirupur, we have established partnerships with around 100 factories.
My elder son Mr. Jai Krishna Elangovan oversees the Bangladesh and Egypt markets from our Dubai office, and we proudly serve as one of the largest suppliers to the esteemed Landmark group in Dubai.
Meanwhile, my younger son Mr. Satheesh Krishna Elangovan manages another vertical, ‘SNQS Fareast,’ headquartered in Singapore. This branch focuses on sourcing for American customers, while we primarily serve 6 major UK retailers from our Tirupur base. SNQS has also joined hands with a UK based design company – Brotek. We are shipping a million units per week to UK Market.”
“Our product range encompasses a variety of items, including polo shirts, sportswear, sleepwear, and underwear for men, women, and children. We work with various fabric types such as interlock, jacquard, fleece, and double fleece, utilizing materials like 100% cotton, cotton-polyester blends, cotton-viscose blends, and more. Notably, we take pride in our expertise in Primark Sustainable Cotton (PSCP), which allows us to offer organic products,” he explained.
Highlighting the key points of the garment factory, he emphasized, “Our garment factory is equipped with an impressive 500 machines, including an exclusive printing unit. We take pride in supplying products to prestigious brands like Harley Davidson from this facility. With a production capacity of approximately half a million T-shirts per month, we are capable of meeting high demands. Furthermore, our annual production of socks reaches an impressive 10 million pieces.”
Sourcing for top brands
“Both of our company’s factories are equipped with state-of-the-art manufacturing infrastructure. Our socks plantin particular, boasts an impressive 300 machines, making us one of the largest socks manufacturers in the country. We take pride in our partnerships with renowned global brands like Marks & Spencer and the Landmark Group in Dubai, for whom we manufacture quality products. On the domestic front, we collaborate with esteemed brands such as Max and Baby Shop,” he proudly stated.
Ethical business
Shedding light on the key strengths that distinguish the company from others, Elangovan highlighted, “First and foremost, when we established the company in the 90s, there were very few sourcing companies in south India, and we were the pioneers. Our commitment to ethical business practices is what I consider our most significant USP. Transparency and adherence to principles have been the foundation of our growth. During that time, there were numerous fly-by-night operators, but our unwavering ethics set us apart from the crowd and allowed us to thrive.”
“Our commitment to quality is yet another critical USP. With nearly a million units shipped to retailers in the UK market, maintaining high standards is of utmost importance to us. Our 174-strong office includes a dedicated compliance team, ensuring that all factories operate in strict compliance with the standards set by the buyers. To bolster our quality efforts, we’ve established a state-of-the-art, fully digitized quality department. This department is equipped with specialized software for Quality Control (QC), meticulously recording all quality-related details. As a result, we guarantee that not a single piece leaves our company without undergoing thorough inspection and meeting our stringent quality criteria.”
IGBC certification
A robust sustainability focus is another core strength of the company. Elangovan proudly stated, “In 2010, our socks factory achieved the prestigious IGBC Green Building certification, making it the first in Tirupur to receive this honor. Our dedication to sustainability goes beyond infrastructure; we actively produce green energy with 1 MW each of wind and solar power installations Moreover, we have efficiently implemented rainwater harvesting facilities, complemented by a Sewage Treatment Plant (STP) to recycle water for irrigation purposes. The commitment extends to our canteen, where we utilize homegrown vegetables, and we are currently working on implementing biogas production from food waste.”
“Our emphasis on sustainability is further exemplified through our product choices. We prioritize using one of the most sustainable materials available, the Primark Sustainable Cotton Product (PSCP), ensuring that every product leaving our factory is eco-friendly. Furthermore, our dyeing process adheres to a Zero Liquid Discharge (ZLD) facility. With these measures, our ultimate goal is to become one of the most sustainable factories not only in Tirupur but also in India,” he concluded.
Exuding optimism
The company has lined up ambitious growth plans for the future. According to Elangovan, it is planning to achieve the billion-dollar mark in revenues in the next five years. Elangovan, who is also the Vice President of the Tiruppur Exporters’ Association (TEA) as well as part of many other industry-associations, exudes optimism regarding the sustained growth of India’s textile industry. He firmly believes in the immense potential of the Indian textile sector, emphasizing that the country is highly self-sufficient in both raw materials and finished products. To propel the industry to even greater heights, he suggests that minor policy adjustments, can be instrumental in achieving remarkable success. He commends the government’s proactive measures, particularly in relation to Free Trade Agreements (FTAs), which are opening up new opportunities and avenues for growth within the industry. With these positive developments, Elangovan remains confident in the industry’s bright prospects, making India a significant player on the global textile stage.
“As someone actively involved with industry associations, I have been consistently stressing a crucial aspect in various platforms – our increasing dependence on cotton. Unfortunately, cotton is not a stable raw material when it comes to both pricing and availability. Therefore, I firmly believe that it’s time for us to embrace Man-Made Fiber (MMF) products. The introduction of the Production-Linked Incentive (PLI) scheme has already led to the emergence of numerous MMF projects. I am confident that within the next five years, India will become a leading MMF apparel manufacturing country. We have already taken significant steps towards this goal, having reduced our reliance on raw material imports from countries like China. I foresee a future where we will achieve selfsufficiency in MMF production within the next three years, making imported raw materials a thing of the past. This transformation will undoubtedly bolster the resilience and growth of India’s textile industry,” Elangovan shared..
Knit Fair 2023
The popular ‘Knit Fair’ exhibition held in Tirupur will be held in October 2023 this year. The exhibition will be celebrating its Golden Jubilee this year. As the Vice-President of Tirupur Exporters’ Association (TEA), Elangovan is looking forward to the event. “Being a key member of IKF (International Knit Fair), I am proud to share that this year, the exhibition will celebrate its Golden Jubilee. The main focus of the event will be on sustainability and the promotion of MMF products. As a representative of TEA, I am eagerly looking forward to welcoming visitors from all around the world to this prestigious event. It will be an excellent opportunity for industry professionals, stakeholders, and enthusiasts to come together, share knowledge, and explore the latest innovations in sustainable practices and MMF technologies. The ‘Knit Fair’ promises to be an inspiring platform that fosters meaningful interactions, paving the way for a more sustainable and prosperous future in the textile industry,” he said on a parting note.