Rajesh Singh: Indian denim today stands shoulder to shoulder with global counterparts in quality
RSWM, the flagship company of LNJ Bhilwara Group, is one of the leading manufacturers and exporters of synthetic, cotton and blended spun yarns in India. Its 12 manufacturing plants with 6.25 lakh spindles, 172 looms, 95 circular and flat knitting machines produce high-quality cotton, melange, synthetic novelty yarns, denim & knitted fabrics. Rajesh Singh, Business Head – LNJ Denim, RSWM, in this interaction with Divya Shetty, elaborates on the company’ offerings and the new trends in denim industry.
How would you describe the current state of the denim industry in India and globally? What major shifts have you observed post-pandemic?
The denim industry, both in India and globally, has entered a phase of stability and resilience post-pandemic. Demand has largely stabilized, and while some global markets face temporary challenges like tariffs, manufacturers are adapting and finding new ways to stay competitive. In India, the market remains strong, with denim holding its place as a staple fabric. The industry is now more demand-driven, avoiding overproduction, and better equipped to handle uncertainties. One of the most significant shifts post-pandemic has been toward comfort-led, hybrid fashion. Consumers seek versatile apparel for multiple occasions, driving demand for relaxed fits, athleisure, and gender-neutral silhouettes. There’s less focus on strict categories and more on comfort and utility.
Sustainability is now essential across the value chain. With rising consumer awareness, brands are focusing on transparency and accountability, using organic cotton, recycled fibres like banana, hemp, and linen, and adopting water-efficient technologies. While waterless dyeing remains aspirational, innovations are steadily reducing freshwater usage. Zero-cotton concepts and eco-friendly washing techniques like laser finishes are gaining traction despite cost challenges. Technology has become integral—from 3D design and virtual sampling to digitalized manufacturing and customer interaction—making processes faster and more collaborative. There’s also a strategic move toward localized, resilient supply chains. Near-shoring and vertical integration are helping brands reduce dependencies and respond more swiftly to market needs.
Is Indian denim today at par with international quality standards in terms of performance, finish, and innovation? How does RSWM ensure global competitiveness?
Yes, absolutely. Indian denim today stands shoulder to shoulder with global counterparts in quality, finish, and innovation, and RSWM is a strong example of that progress. We’ve consistently invested in the right technologies, advanced machinery, and skill development to meet international benchmarks.
What truly drives our global competitiveness is purposeful innovation. Whether in fabric design, process efficiency, or customer service, we’re constantly evolving. Sustainability is a core value for us; we’re aggressively adopting solar energy, cutting down fossil fuel usage by shifting to agro-based alternatives for steam, and recycling cotton waste through garneting.
A significant differentiator lies in our commitment to responsible manufacturing. We produce exclusively against confirmed orders, thereby preventing overproduction and its long-term environmental impact. Our operations are grounded in ethical practices, with a deep emphasis on human values and fair labour throughout the supply chain. As previously noted, transparency is integral to our entire value chain, supported by global certifications and robust traceability standards. In terms of service, we are known for our reliability—consistently delivering with speed, precision, and a steadfast dedication to honouring our commitments.
What are some of the latest trends you’re seeing in denim—be it in fabric finishes, blends, or consumer preferences?
While core denim fabric remains consistent, innovation around it is evolving across four key dimensions: colour, design, blends, and functional finishes. On the fibre front, there’s a growing shift beyond traditional cotton, with increased use of sustainable alternatives like banana, hemp, linen, recycled polyester, and spandex or Lycra. This is driven by both cotton reduction goals and demand for performance fabrics.
Functional finishes are also gaining traction. Since cotton has long been the benchmark for comfort and breathability, new finishing techniques aim to replicate those qualities with alternative fibres, enhancing comfort, durability, wrinkle resistance, and soft hand-feel. In dyeing, classic indigo blues and blacks still dominate, but the focus is now on eco-friendlier processes. Similarly, denim washing is moving toward reduced water usage and sustainable technologies like laser finishing. These not only lower environmental impact but also offer greater design flexibility.
Could you highlight some of RSWM’s recent innovations in denim that cater to evolving fashion or functional needs?
We at RSWM are continuously pushing the envelope when it comes to innovation in denim. One of our key strengths lies in our integrated value chain, from fibre to yarn to fabric, which allows us to experiment quickly and deliver efficiently. Whether it’s tweaking the fibre composition, optimizing fabric construction, or enhancing finishes, we ensure that our products not only meet the performance expectations but also align with target price points. We’re often able to strike that balance within the customer benchmarks. Our recent innovations in denim include the development of biodegradable polyester denim, denim made with sustainable fibres, denim treated with eco-friendly functional finishes, and denim designed for enhanced wearable comfort.
We’re also broadening our product mix and moving towards being a complete textile and apparel solutions provider. This involves closely studying evolving fashion demands and functional preferences, and then delivering those through faster innovation cycles and better speed-to-market. What sets us apart is our agility. The backend strength we have, be it in fibre, yarn, or denim processing, gives us the flexibility to respond to any challenge a customer brings to the table, and do so with precision and speed. Our efforts over the last quarter, be it in pricing, quality, or supply chain execution, have yielded strong results and reinforced our position as a trusted, future-ready denim partner.
Sustainability is now a key focus across the textile value chain. What sustainable practices or eco-friendly processes has RSWM adopted in denim manufacturing?
At RSWM, sustainability is integral to how we operate. We are actively reducing our dependence on fossil fuels by investing in solar power and adopting agro-waste boilers for steam generation, minimizing our carbon footprint while improving energy efficiency across our manufacturing units. Through advancements in dyeing and finishing technologies, we’ve significantly brought down water consumption per meter of fabric. Our processes consume substantially less water than industry standards, placing us in line with global benchmarks.
We’re also committed to zero liquid discharge in our effluent treatment. Additionally, we’re actively incorporating recycled fibres, organic cotton, and alternative materials such as banana fibre and hemp into our blends. Our on-demand production model guides our production only against confirmed orders. We consciously avoid overproduction, which helps efficient management of resources and minimizes textile waste. Transparency and traceability are equally important. We adhere to strict ethical labour practices, and ensure clear certifications across the supply chain, so our partners and customers know exactly what they’re getting and how it’s made.
What role do you see technology and automation playing in the future of denim production, and how is RSWM gearing up for that transformation?
Technology is already reshaping the denim industry. At RSWM, we see digitalization and automation as essential enablers of quality, consistency, and sustainability. The growing use of virtual 3D rendering and design simulation allows us to present collections digitally. On the shop floor, digital manufacturing and automation are helping us monitor and control everything in real-time. Most of our new machinery is digitally enabled, giving us tighter control over speed, quality, and output.
We’ve also integrated advanced ERP systems, which means our entire production, from planning to dispatch, is seamlessly connected and traceable. For example, technologies like digital shade analysis give us better reliability and precision, especially when it comes to maintaining quality standards across batches. Of course, technology comes at a cost, and we align our investments based on industry readiness and customer expectations. But we believe that staying ahead of the curve with the right tech stack is crucial to delivering value—not just in terms of performance and cost, but also in sustainability and service.
What are the company’s future plans in terms of capacity expansion, product diversification, or exploring new export markets?
We are steadily evolving to meet future demands through calibrated capacity expansion and tighter process control. Our approach remains agile—we scale up in line with market requirements while ensuring sustainable growth. Vertical integration opportunities that complement our denim business are also under active consideration to enhance value and control.
On the product side, we continue to diversify with innovations in blends, finishes, and sustainable materials. We’re also investing in recycling initiatives and optimizing raw material usage to stay cost-efficient and environmentally responsible. Our vertically integrated setup enables just-in-time manufacturing, helping reduce inventory and waste while improving responsiveness.
We’re also exploring new export markets aligned with our strengths in quality, consistency, and speed-to-market. As we move forward, our strategy will continue to focus on innovation, sustainability, and resilience—ensuring RSWM remains a trusted global partner in denim solutions across evolving fashion and functional needs.
