Major textile manufacturers in Pakistan are not only exporting and manufacturing their products for the international market for decades; they have also used their expertise to manufacture high quality goods at competitive prices and have started to cash in on the local market.

Just like Gul Ahmed and Al Karam have worked on their image to become lifestyle names, Kamal Textiles launched themselves in the local market with So Kamal and Sadaqat Group emerged with their upscale linen and lifestyle store, Khas.

Lala Textiles, who have been manufacturing lawn and catering to the local market, seek to rebrand themselves and work on their social image. The company started out in 1947 as a trading house, and then progressed into textiles and lawn. Lala Textiles started rebranding about three years back having realized that the way forward was to reinvent their image in the market.

They reentered the market with the same name and product, but with a brand new image and vision. Times truly have changed, and a textile group that was once only found on the bottom right corner of a yarn, is now progressing into creating a brand out of a product it has been manufacturing for decades.

There was a time when lawn was just a fabric that one bought at retail outlets. There would be a small strip on the side of the cloth branding the textile company that manufactured it. Ever since the advent of designer lawn entered the market, the lawn market has severely changed, said Parvez Lala, CEO Lala Textiles.

People have become more brand conscious, and the dynamics within the local market has changed. Designer lawn not only introduced a more innovative design aesthetic, it also brought in international colour ways for the season, and introduced those into the local market.

Earlier, lawn were manufactured as the most comfortable fabric for the summer season, and all of a sudden it became imperative to keep up with the trends and produce merchandise that not only catered to the masses but also appeal to upper class.

Fashion always comes from the elite class and trickles down into the masses and now, lawn has become a value added commodity.

Lala textiles to rebrand themselves have begun to emerge at all major fashion weeks in the country. They not only started showcasing their work, but entered expo exhibition areas at PFDC Sunsilk Fashion Week, which allowed their products to get greater exposure. Nowadays, textile groups are recognised not just by the quality of their products, but also the designers they hire to come out with their lawn.

Sapphire Group collaborated with Sania Maskatiya, Husain Textiles with Élan and Kamal Textiles with Zara Shahjahan. While these groups on their own have been churning out products both in the local and international markets, they hit the limelight with designer names attached to them.

The world is changing, and it is important to walk with the times. Now, both quality and image are important and, hence, manufacturers put in efforts to make people aware regarding their brand.