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Madeira looking to increase its share of domestic business

Madeira is a producer of top quality embroidery threads. The company has completed 10 years in India. It started by catering mainly to export companies, but then realized the need to tap domestic brands. Currently 80 per cent of the company’s business is from exporters while 20 per cent is from domestic brands. The target is to increase the local market share.

Progressing from introducing standard specialty products on a small scale to building the industry’s confidence in the product assortment, the company now is looking at ways of collaborating with machine makers so that both can benefit through the synergy of technology and innovative threads.

In future, Madeira is looking at technical applications like conductive threads. The company has seen consistent growth through innovation by looking to improve through knowledge sharing and introduction of new products. Madeira is looking not only to invent new threads but also suggest unique ways to use the threads in combination for different looks and effects. It tries to educate customers and make them understand the products and the different ways in which they can be used.

The company provides samples on what can be achieved with threads for its customers rather than giving shade cards. It participates in fashion exhibitions of Europe.