With their footprint firmly established in the cultural city of Ahmedabad, the business leaders of the brand Asopalav decided to take it to another Gujarati trade center – Surat. It was in the year 1999, Asopalav formally established its grand presence in a busy, upmarket area of the diamond city of Surat.
Thanks to its booming textiles, financial and diamonds trade, and its proximity to other major financial hubs, especially Mumbai – the city of Surat is an excellent location for an apparels business. It is quite cosmopolitan in its tastes. So, Asopalav’s fine designs and offerings were lapped up rather quickly and excitedly by a population that’s modern in tastes but is still traditional at heart – and, on an average, has high per capita income.
The city’s association with sarees and fabrics is legendary, and thus, setting up business in such a hub was also a strategic decision. It helped the brand come closer to textiles manufacturers, weavers and artisans, as well as experience first-hand the entire textile manufacturing supply chain – which later became the backbone of the Asopalav brand.