Manjula Gandhi: We encourage our designers to approach innovation thoughtfully

Numero Uno is one of the most admired jeanswear brand in the country. Now the brand also offers a truly wide and marvellous range of casual wear with its famous collection of jeanswear. NU is one of the most admired jeanswear brand in the country. Now the brand also offers a truly wide and marvellous range of casual wear with its famous collection of jeanswear. In fact, the new range is as wide as your imagination. There are cool and stylish shades, patterns and designs of shirts, tees, jackets, belts, shoes and bags. Manjula Gandhi, Chief Product Officer, Numero Uno, in this interview with Divya Shetty, shares how Indian denim brands are globally competitive.

How would you describe the current state of the denim industry in India and globally? What major shifts have you observed post-pandemic?

The Indian denim market has experienced tremendous growth in recent years, with an annual growth rate of 8- 9 per cent. Recent market studies and projections suggest the denim market is set to reach $9.15 billion by 2026, a rise of $3 billion from $6.15 billion recorded in FY2023. 

Indian denim industry has undergone significant transformations post pandemic and is poised for continued growth , driven by a combination of shifting consumer preferences towards comfort and versatility , innovation and technological advancements within denim industry and a growing concern for environment and planet by both brands and consumers . Other key factors include growth of mass and luxury segments, the sudden rise of D2C brands, & expansion of online retail channels.

Is Indian denim today at par with international quality standards in terms of performance, finish, and innovation? How does Numero Uno ensure global competitiveness?

Indian denim manufacturers have made significant strides in recent years by producing world class high-quality fabrics and garments that meet international standards. In the areas of performance and finishes manufacturers have made significant investments in R&D resulting in high performance fabrics that rival international brands. They are embracing innovation with a focus on sustainability and eco-friendliness, making it a popular choice for fashion brands worldwide.

Numero Uno has adopted eco-friendly practices such as using organic cotton n recycled polyester fabrics and water saving techniques. We have implemented sustainable manufacturing processes in our laundry ensuring minimal impact on environment. We have invested in state of the art manufacturing infrastructure, & aligned our product development with the changes in consumer lifestyle by including innovative products in our collections like lightweight stretchable denims – zero gravity denims for active lifestyle, knitted jog denims perfect for travel & all day comfort, extremely soft hand feel feather touch denims and superior viscose and Tencel blended fabrics for excellent hand feel and comfort. The brand has a dedicated Design & PD team constantly creating new and innovative products and wash finishes in line with global fashion trends. Further their focus on stringent quality, delivery and consistency in curating relevant product has given NU an edge over their competitors.

What are some of the latest trends you’re seeing in denim—be it in fabric finishes, blends, or consumer preferences?

Style trends dominating the urban denim fashion are oversize silhouettes, relaxed fits and utility styles. Denim layers like jackets, vests and outerwear are essential for creating statement looks. Further there’s also trend for genderless designs catering to all genders emphasising individuality and comfort.

Could you highlight some of Numero Uno’ recent innovations in denim that cater to evolving fashion or functional needs?

NU has a dedicated PD & Design team constantly creating new and innovative products and wash finishes in line with global fashion trends.

We have aligned our product development with the dynamically changing consumer lifestyles by including innovative utilitarian products in our collections like zero gravity denims – which are lightweight stretchable denims ideally suited for active lifestyle of today’s youth, knitted jog denims perfect for travel & all day comfort, extremely soft hand feel feather touch denims and superior viscose and Tencel blended fabrics for excellent hand feel and comfort.

NU Vintage Jeans are timeless pieces inspired from the old n retro fashion eras evoking nostalgia, and the streetwear inspired multiple pocket Cargo Denims in relaxed comfort fits appealing to the younger audience fashion sensibilities, are few highlights of our current denim collection. Every piece of NU denim whether modern or vintage, minimal or statement, emphasises individuality, self-expression and comfort.

Sustainability is now a key focus across the textile value chain. What sustainable practices or eco-friendly processes has Numero Uno adopted in denim manufacturing?

We are a responsible eco-conscious denim brand and prioritise sustainable processes and practices within our manufacturing by way of eco-friendly fabrics, fair practices and ethical production. Our washing processes employing latest technology that helps in reducing environmental impact, maintaining denim’s heritage while embracing necessary advancements.

We encourage our designers to approach innovation thoughtfully, ensuring that new techniques and sustainability efforts do not compromise the craftsmanship and authenticity that define quality denim.

What role do you see technology and automation playing in the future of denim production, and how is Numero Uno gearing up for that transformation?

Automation and technology are revolutionising the denim production process enhancing efficiency, reducing costs and improving quality. Automation in cutting, pattern making and grading thru CAD, and data driven manufacturing are being utilized widely to minimise wastage, expedite production, increasing precision and consistency and for ensuring max efficiency and strategic decision making.

Emerging trends point towards use of AI in design and production planning, 3D printing, laser finishing etc.

While we are already using the technology and automation for cutting and pattern making efficiency, cost reduction and consistency , we have also initiated use of AI in design, and we are gearing up to integrate it in production planning and quality control as well to further streamline denim production. We are also looking to add 3D printing and laser finishing to enable rapid prototyping, reduced wastage and enhanced customisation. These advancements will empower us to respond quickly to evolving consumer expectations while maintaining a competitive edge in the denim space. 

What are the company’s future plans in terms of capacity expansion, product diversification, or exploring new export markets?

Capacity expansion is a strategic decision & will be aligned with company’s future growth plans. While we do that and embrace the necessary advancements, we strive to remain focussed on maintaining denim’s heritage, to approach innovation thoughtfully, ensuring that new techniques and sustainability efforts do not compromise the craftsmanship and authenticity that define quality denim. By staying adaptable and mindful of both tradition and progress, we aim to continue to evolve in a meaningful and responsible way.