With a major thrust on bottom line growth, BSL Ltd. is betting big on expansion plans across all its business verticals

KOLKATA, 12 DECEMBER, 2019 (GPN): BSL Ltd, a home-grown big player in the domain of textiles and suitings, has established a three-pronged corporate strategy to provide a fillip to all its existing business verticals in the next three years. This includes revamping of the BSL brand, professionalizing its management and scaling up its presence nationally. The major focus area is to bolster its bottom line growth to complement the robust top line growth.

Formed in 1971 at Bhilwara in Rajasthan, BSL Ltd. today has Pan-India presence besides exporting to 60 countries across the globe. It currently produces over 18 million meters of fabric with a turnover of Rs 450 crores in 2018-19. It continues to be the only vendor in India that deals in every possible fibre, whether natural or artificial. This new strategy adopted by the company includes revamping of all the three business verticals: suitings for domestic and export markets, as well as the furnishing arm.

The company’s marketing structure is also witnessing a complete overhaul to corner a larger pie in the domestic suitings market. The dealer base is being rapidly expanded and the focus is on expanding the retailer base from the current 1,500 MBOs to 6,000 MBOs in the next two years.

The export division has been performing well with the company currently exporting its suitings and furnishing fabrics to more than 60 countries. As part of the new business strategy, this segment too is on the cusp of higher growth with new markets in Africa, Australia, Europe, USA, Canada and other Latin American countries being explored.

The furnishing arm of the company has been the fastest growing segment over the last few years. The company has plans to double its sales over the next couple of years. This arm of the business continues to thrive on its long-standing association with Swedish home furnishing giant IKEA. The company will continue to make niche furnishing fabric and explore the immense growth opportunity to increase the sales volume in the coming years.

Highlighting about the new growth strategies, Mr. Nivedan Churiwal, Joint Managing Director, BSL, says: “Presently, the domestic suitings market contribute 20% of the total turnover, while the export suitings and export furnishings contribute 35% and 25% respectively. In the coming years, all three verticals are expected to go northward.The top line is expected to grow in the range of 10-15% minimum year-on-year but it is the bottom line where we are looking at clocking exponential growth in this FY and year-on-year.”

This level of growth is certainly warranted in the company driven by heritage, a wide array of diversified products and an unflinching desire to be the leader in the industry.

Revamp on the cards (can be used as a box-item)

• Realignment in the organization structure.
• Focus & thrust on bottom line growth.
• Specific plans for different profit centres.
• 15% (+) growth in turnover year on year.
• Revamped product range.
• Implementing aggressive marketing strategy with support of new marketing partner.
• To reach 6,000 MBO’s in next two years.
• End objective is to make BSL a household name. ENDS

CORPORATE PROFILE
BSL Ltd.
BSL Ltd. needs no introduction in the domain of textilemanufacturing.Having excelled for more than a quarter of a
century in the industry; it is currently credited with producing over 18 million meters of fabric annually. Steered by the company CMD Mr. A.K. Churiwal along with his team of competent Directors, BSL today is a market leader and a household name, boasting of an annual turnover to the tune of INR 450 crores.
THE GROWTH STORY
The inception of BSL was in 1971 at the small town of Bhilwara in Rajasthan, where it is currently headquartered. In
those days, the manufacturing of poly-viscose suiting was still a unique concept in India.
The journey so far has been nothing less than prolific. Riding on the exemplary leadership skills, futuristic vision and the belief of the top brass that there are no shortcuts to excellence, the company has moved from strength to strength and
currently serving 1,500 MBOs. By dint of its exponential growth, it has spread its wings to being present pan-India as
well asin 60 countries across the world now.
VISION
BSL, with constant innovation vis-a-visits products, training, new technology and reducing wastage of natural resources,follows the acronym “GRIP” as part of its corporate ethos. GRIP denotes Giving back to society, Respect for individual, Integrity and Passion. All the members of the Group adhere to uphold these core values in all respects of their work.
The company strives to continuously invest in technology, research and development with a single objective of being the best in productmanufacturing and service. This is followed with one core mantra: ‘People before profits’ and ‘product innovation before prejudice’.
PRODUCT PORTFOLIO
The extensive product range covers wool, wool-blended premium lightweight fabrics to wool modal, Trevira wool and
other specialized fabrics blended with Lycra, Silk, Linen, Tencel, etc. The strong in-house quality assurance team ensures all these top-of-the-line products are manufactured under the ambit of the necessary accreditations – it is a ISO 9001: 2015 certified company for quality regulations, OHSAS 18001: 2007 for health and safety compliance and ISO 45001 for environmental safety.
The target group for the expansive range of suitings is mainly men, aged between 25-55 years, across all states. This includes the rural areas of the country where the Group has a strong presence. Besides this, it also boasts of a wide variety of products at affordable pricing as well as a premium range for the niche segment.
The furnishing arm of BSL has earned a feather in its cap through its long-standing association with Swedish home furnishing giant IKEA – it is one of the few distinguished companies in the world to manufacture and sell furnishing fabrics to IKEA and notably the only company in South-East Asia to enjoy this high-profile business deal.
The exhibition of the Group products on the digital platform as #lifeisnotreadymade has also met with stupendous response from the market.

THE WAY FORWARD
The dynamic BSL is continuously striving for business development based on heritage, ethics and an unflinching passion to be a leader in the industry. To maintain its growth saga, the company has robust plans to capture a growth of 25% on the top line and 20% on the bottom line in the near future. Plans are afoot to amp up the product supply to 6000 MBOs
in the next two years.
Consolidation in the states where it has a significant presence as well as focusingits attention to newer domains like east UP, Bihar, Jharkhand and West Bengal is also on the cards. The major impetus for garnering wider outreach is expected to be concentratedthrough key activities like product innovation, new product launches, brand building and other promotional activities.ENDS