Cost of 100% Pure Linen Shirt in 60 LEA in the Indian market is around Rs.3000.
Linen shirts priced at the range of Rs.2000 are not pure linen. They are either mixed ones or made of Ramie. They are mixed with cotton and percentage is never revealed to consumers.
Ramie the Produce of China gets harsher after every wash and itches to the skin, whereas linen fabrics gets softer after every wash and becomes very much soothing to skin.
We sell our Linen shirts in 100% Pure Linen in 60 LEA made from European flax, starting at price Rs.2599, yet we are perceived as Costly Shirt Brand.
Luxury/Wedding Shirts:These days, women are wearing Lehenga of Rs.30000 to 1-8 Lacs on wedding functions.
If we are selling wedding shirts for men at average price of Rs.3000, how on earth we are a costly brand.
If a builder is making a building with low-quality material, for example, he adds less cement and more sand in mortar against the prescribed ratio, this will result in a weak building.
Similarly, in construction of clothes, thread acts as cement and its ratio (number of stitches per inch) defines durability of clothes.
Higher the SPI, the higher strength, the higher the time, the higher the cost.
To save time and cost, and increase production, companies use less SPI.
No Cheap Labor.
Not all tailors are the same. Some tailors are paid Rs.6000 per month against the land of the law of minimum salary wage. We don't do the exploitation of our own people. Our tailors are paid above Rs.14000 per month.
We can also manufacture and sell Rs.800-1000 shirts, but we are not interested in that kind of business. Our vision is to be a Global Indian brand and we can never be a such brand, if we do a business of cheaply made shirts.