SOCKS WITH A SUCCESS STORY

Talking to Retailer, Harsh Saraf, Business Head, Superknit Industries, elaborates about the challenges in building a new brand called Supersox from scratch in the socks category and have it stand next to big established brands

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Naval Saraf has been in the socks business since 1985. As an entrepreneur, however, his journey began with Superknit Industries that was launched in 1999, primarily as a socks manufacturing and export company. Having deep industry knowledge and technical know-how, Saraf soon became aware of serious gaps in the industry. Most importantly, there was a dearth of a good Indian brand that could satisfy the growing demands and sensibilities of the Indian consumer. The dynamic trio of Naval. Harsh and Vivek Saraf realised this opportunity and launched the Supersox brand in 2012. Excerpts from the interview: