SEPTEMBER, 202419house mercerization capabilities, ensuring that its raw material is affordably produced, thereby bringing the cost of end-products lower. Keeping Style In MindIn an industry where style is everything, Crazy Penguin adopts a multi-pronged approach to stay abreast of latest and emerging styles and fashion trends to ensure its products align with exactly what the market wants. The first prong is the in-house analytics team that utilizes specific research procedures to explore what is currently hot and trending, and what is expected to trend in the next 6 months to one year. This team dives deep to research the kinds of prints, patterns, cuts, styles, colors and other fashion and design aspects that can define the success of a clothing line. An in-house e-commerce and social media team further expands its search radius to explore what leading global brands are doing and drawing inspiration to craft its own designs that will hold mass appeal for kids and parents alike. Lastly, a dedicated field team collects feedback from retailers and distributors that sell Crazy Penguin clothing to identify what the end consumers want, allowing the firm to modify its products to suit the market needs. This groundwork gives the team an insight into the actual consumers' demands, providing an edge over competitors. "We have a dedicated ecosystem established to ensure that our designs and products are manufactured to align with what the customers are looking for. Fashion and style are a very important aspect of what we dive into. But we are equally concerned about quality aspects, which is the insight we typically gain from our distributors and retailers", shares Abhishek Singh, Founder.Child-friendly Clothing In manufacturing its wide range of kidswear, Crazy Penguin considers quality (which is often considered a cliche) as a key point of focus. The firm undertakes a comprehensive approach which starts with choosing the right kind of yarn and ends only with a final check of the produced garment. "Our products stand out from the rest thanks to our cutting-edge high IQ dyeing process, which is applied to the finest cotton modal and mercerized fabrics. The dyeing part of the manufacturing process helps in balancing the softness, rigidity, and elasticity of the fabrics. It can define the breathability, moisture retention, and durability aspects of the fabric, and in turn the garment", shares Abhishek.This comprehensive manufacturing procedure starts with procuring red label yarn, the finest quality in the market. This raw material is then sent for knitting, 80 percent of which is done in-house, and the rest by knitting vendors who are periodically inspected and supervised by a firm-appointed quality manager. This process is critical to ascertain the quality of the products and defining the GSM strength of the fabric. During this process, the team assesses if there are any defects such as holes in the fabric. Every fabric roll is checked for needle drops and spandex drops to ensure that the fabric is as per requirement and is defect free.After passing the checks, a sample fabric roll is sent for dyeing, however, first, a dyeing procedure is conducted in three categories for light colors, medium colors, and dark colors. In this process, the firm uses the best quality dyes to ensure the clothes retain their sheen and hue even after repeated washing. During this procedure, the firm includes a biowash and antimicrobial process before moving on to printing, ensuring that the prints do not start chipping after a few wears. Finally, the stitching process follows using top-of-the-line sewing machines, to ensure the final products perfectly match the sample. Future Journey "At the start of our journey, we spent a lot of time and resources establishing our manufacturing setup by finding a permanent place, buying expensive machines, and finding labor. A lot of investment and time was spent on this process to ensure that everything was up to our requirements. Even though it took us time to establish all this, it gave us a stage where we became more stable in the following years and could focus on expanding our business completely", lastly adds Abhishek.Overcoming a myriad of challenges Crazy Penguin experienced a significant growth in business over the years. Today, the firm has grown its offline presence across multiple states and has built a robust presence across prominent e-commerce platforms along with its own website that users can buy products from. Taking this further, the brand is currently gearing up to launch itself on leading platforms like Myntra, Ajio, and FIRSTCRY in the coming months. Additionally, it is looking into penetrating tier 2 and tier 3 markets to expand its visibility and attract more business. Taking a systemic approach, Crazy Penguin is poised to become the leading kidswear brand across the country.
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