A humble beginning with 5 machines in a 200 sq.ft area, the company grew rapidly with a 10% growth every year on an average. A remarkable presence in the market and brand positioning is a result of consistent efforts to maintain the quality and keeping abreast with the latest technology, machineries and various designs and fabrics.
Priya Ajwani has been a partner of her family business, Weltex since 2007. The way the company runs always fascinated her and she wanted to be a part of that excitement and growth, because of which she opted for commerce.
In conversation with Priya Manish Ajwani- partner, Weltex, Narishobha products to learn about her journey and brand.
“Lingerie is becoming the most progressive side of the fashion industry.”- Priya Ajwani partner, Weltex,
LnL: Tell us a little bit about your background? What were you doing before and now what do you do for the company?
Priya Manish Ajwani: My father Mr. Jeevanlal Khatri worked very hard. I think it soaked into my DNA watching his work ethics. Because of this I opted to study commerce so that I could refine my business skills. Unlike employees who only need to focus on specific skills, entrepreneurs must be ready to assume a variety of roles when running a business. ‘Ah’, the many hats I have worn. I managed production as well, as delivery of the finished products. I also overlook sales and marketing, accounts and quality control. If you cannot handle numerous responsibilities and multitask, then entrepreneurship might not be for you.
LnL : Tell us about your company who started the company?
Established in 1975, Narishobha created a revolution in Women’s Lingerie. Weltex is a lingerie manufacturing business started by my father Mr. Jeevanlal Khatri. It features more than 300+ designs considering the women of all age groups in the society. It is a completely family owned business. Ever since it’s inception, it has been our endeavour to continually bring in new designs with perfect fits, intricate cuts and comfortable, elegant and attractive designs.
Ranging from sports bra to nursing bra’s, under wires, strapless, lycra, and padded bras. Bra-panty sets, hosiery and cotton laces are all available in assorted colours. Despite a humble beginning our brand -‘Weltex’ has become one of the market leaders. Comfortable, vivid colors and beauty makes us one of the most sought after brands. Our varied range of products enhances the feminine shape of a woman. Suiting each woman’s need to look beautiful from within, we constantly upgrade our designs and cuts. Our fabrics are very soft and breathable ensuring high levels of comfort.
LnL. Tell us about your average day?
P.A: During a typical work day, my biggest task is to see that the production goal for the day gets completed. I make sure I have completed all necessary communication for the day via email and in person and make a list of priorities for the next day.
LnL : How many hours do you work a day on average?
P.A: Work- life balance is important to me, so I work for 8-9 hours during the week and focus on my family on the weekends. Occasionally, I work on weekends if required. I pitch in extra hours during peak or festive season when product demand is higher than normal.
LnL : What is your greatest achievement?
P.A: I feel that my greatest is yet to come. I always put in my best efforts and try and achieve what I set my mind on.
LnL: What do you consider your biggest failure?
P.A: Fortunately I have not encountered any major failures. The few setbacks have never deterred my determination.
LnL : Who is your target consumer?
P.A: We cater for women of all age groups. For e.g. the padded bras and Tshirt bras often attracts younger, college going teens. The bright colors appeal to them.
LnL : What are your hobbies? What motivates you? How do you generate new ideas?
P.A: Work and family commitments take up most of my time, but on weekends I volunteer for a cal animal rescue centre. I am also a member of PETA and PFA and a few other non profitable charities.
My husband Manish Ajwani, is my biggest motivation, he keeps me focused. It’s very encouraging when your better half truly supports you. I have come this far only because of his constant support and motivation.
For me, Idea generation is not a one time activity. It is a constant process of thinking out of the box which eventually leads to simple, feasible and effective ideas.
LnL: If you could turn the time, what would you love to do in regards to your business?
P.A: I don’t think I would like to change anything as we have moved in the right direction at the right pace. Despite the tough competition in this sector we have done very well and maintained our reputation regarding quality, which I will continue to do so.
LnL: What hurdles did you encounter in claiming such a refined and clear position for your brand?
P:A: Like I said, It is very competitive but we have never compromised on the quality. Our products are attractive and comfortable.
sustainability and growth are the key to success.
LnL. How many employees?
P:A: At present we have about 25 employees.
LnL: How do you advertise your product/service?
Digital media is a highly effective channel for us. We have our own website to showcase our brand. Apart from the retailers, our collaboration with online stores has given multifaceted exposure to our brand.
LnL : Entering the intimate world what kind of support did you anticipate to gather?
P.A: There was definitely a lot of support from family and friends. My entry into this business was extremely planned as to which section I would be overseeing to begin with and then slowly and steadily I started handling most of the aspects of this business. This was possible only because of continuous encouragement and support form my loved ones.
LnL: Have you got plans to seek funding for your brand?
P.A: As of now we are expanding and growing at the right pace without the requirement of external funding.
LnL: How closely are you involved with the design of your products?
P.A: Designing is the most important aspect as it determines the sales. It is done by my dad and me. A lot of refinement is required before the final product is launched.
LnL: Where is your office located? What made you choose your current location?
P.A: My office is in Bhavani Peth in the heart of Pune City, we chose this location because it is just 2 minutes away from all the main shopping areas M.G Road and Laxmi Road. All my retailers get quick service.
LnL: How would you define true entrepreneurship? What has made you so successful as an entrepreneur?
P.A: Entrepreneurship is a game of attribution. Its about having the determination, the discipline and the cash to see it through. The vision to see what others don’t, the passion to motivate yourself and your employees and the guts to make good decisions that what has made us successful.
LnL: What advice would you give to women who want to start a business?
P.A: Advice is short and sweet- Just keep at it! Everyone hopes and wishes for instant success, but things take time and having patience to be there for the long haul is critical. You have to ensure that you have “rainy days” money set aside as expense typically come in above and beyond your estimate.
LnL: What sets your business apart from the rest and how have you nurtured that point of difference?
P.A. : We have discovered opportunity in unlikely places, we always look out for opportunities, rather than competing in highly saturated markets. We are always prepared for the crisis and change that may surface around us.
LnL: What about the future? New product lines?
P.A: Lingerie is fashion and fashion is always moving ahead with time. Online sales may be the key to unlocking the full potential of the lingerie market in India.
Lingerie has to come a long way, new fabrics, new trims, even the shape of the bra has changed from pointing straight forward to naturally rounded. My Growth plan is to go international for women.
