Major textile conglomerates and export houses have started to cash in on the local market. Kamal Textiles launched themselves in the local market with So Kamal and Sadaqat Group emerged with their upscale linen and lifestyle store, Khas. These companies have not only been exporting and manufacturing their products for the international market for decades; they have also used their expertise to manufacture high quality goods for the local markets at competitive prices.
While these groups launched new brands, Lala Textiles, who have been manufacturing lawn and catering to the local market, seek to rebrand themselves and work on their social image. The company started out in 1947 as a trading house, and then progressed into textiles and lawn.
Just like Gul Ahmed and Al Karam have worked on their image to become lifestyle names, Lala Textiles realised about three years back that the way forward was to reinvent their image in the market.
In an effort to rebrand themselves, Lala textiles began to emerge at all major fashion weeks in the country. Not only did they start showcasing their work, they also started entering expo exhibition areas at PFDC Sunsilk Fashion Week, which allowed their products to get greater exposure. Nowadays, textile groups are recognised not just by the quality of their products, but also the designers they hire to come out with their lawn. Sapphire Group collaborated with Sania Maskatiya, Husain Textiles with Élan and Kamal Textiles with Zara Shahjahan.
