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7. Weaving Success How a Textile Company Built Its Brand 'Thread by Thread'

Shambhu Kumar Kasliwal's journey from modest beginnings to pioneering the Indian textile industry is nothing short of inspirational. His vision transformed S. Kumars into a household name, revolutionising the market with affordable, durable polyester blends. The mantra, “Best Possible Quality at the Lowest Possible Price,” became synonymous with the brand, resonating with middle and lower-income groups across India. His transformative journey from a humble trader to the helm of S. Kumars - The Fabric of India, is a saga of resilience and pioneering spirit, etching indelible marks across the Indian textile landscape.

A Celebrated Launch: “Thread by Thread"

To document this extraordinary journey, close associates and family members gathered last year amidst an ambiance of reverence and nostalgia at The Palace Halls, NSCI, Mumbai. They commemorated the launch of "Thread by Thread," a poignant biography meticulously crafted by journalist and author Sathya Saran. The evening was graced by cricketing legend Kapil Dev, who fittingly unveiled the book cover. The book’s cover was initially revealed during a spectacular fashion show at Radisson Blu, Indore, on October 27th. Kapil Dev, a long-time brand ambassador for S. Kumars during the 80s and 2000s, perfectly embodied Shambhu Kumar’s humble beginnings and the heights he achieved, along with the principles he lived by in business and in life.

"Thread by Thread" offers a personal glimpse into Shambhu Kumar’s life, revealing the resilience and foresight that propelled him to success. Through interviews with family, friends, colleagues, and team members, the book captures the essence of leadership built on empathy and fellowship.

75 Years of S. Kumars: A Glorious Celebration

To celebrate its 75th anniversary, S.Kumars hosted a 3-day dealer meet in Indore, Madhya Pradesh on October 27th, 28th, and 29th. The highlight of this event was a fashion show featuring supermodels Anna Bredemeyer and Salim Fatehi as showstoppers, alongside current top models. It was a glamorous event filled with warmth and nostalgia, reminiscent of S. Kumar's pioneering fashion shows in India. With the help of foremost fashion show producer Shanti Chopra, S. Kumars set a high bar in the 70s and 80s with hundreds of All India Circuit shows, traversing the length and breadth of the country. Shambhu Kumar initially launched these fashion shows to underscore the link between sales and product quality, aiming to popularise synthetics as a viable alternative to more expensive cotton fabric and to expand distribution across India, reaching even small towns and villages.

A Legacy Passed On

Now, as S.Kumars celebrates its 75th anniversary, Shambhu Kumar has passed the baton to his granddaughters, Dhvani and Vidhi, marking a new chapter in the company’s storied history.

Reflecting on her grandfather's legacy, Dhvani Kaul, a businesswoman and custodian of the family tradition, emphasised the importance of their expansive dealer network. This network, painstakingly built by Shambhu Kumar, continues to foster growth and innovation, ensuring S.Kumars remains a leader in the textile sector.

Vidhi Kasliwal, a filmmaker and entrepreneur, highlighted Shambhu Kumar's marketing prowess, evident in strategic alliances such as sponsoring radio programmes and securing Kapil Dev as the brand ambassador. These initiatives not only boosted brand visibility but also cemented S.Kumars' reputation as a forward-thinking industry leader.

"Thread by Thread" stands as a fitting tribute to Shambhu Kumar Kasliwal's indomitable spirit and visionary leadership. His journey from a trader to a titan in the textile industry is a source of inspiration, not just for his family, but for the entire business community. As S.Kumars steps into the future under the stewardship of Dhvani and Vidhi, the legacy of innovation, integrity, and excellence that Shambhu Kumar established will undoubtedly continue to thrive.