Point Blank: A sought after brand in the Jeans market

Veteran Kannada humorist and writer Beechi, despite being a resident of Ballari in Karnataka used to make fun of the city. He used to describe that Ballari boasts of only two seasons, one of summer and the other of hot summer! Interestingly, apart from the unusual climate, Ballari has made it big on the international map, thanks to Mining and Jeans.

A century into the Garments industry: Ballari, predominantly a Telugu speaking region has been in the garments industry for a century. Thanks to the British regime, the readymade garments hub came into being as the uniforms for the British troops used to be stitched here. Thus, the stitched uniforms were sent to Hyderabad and Chennai, which had a large consignment of British troops.

Accidentally into, but now a big brand: Point Blank a small venture with a meagre investment of Rs 50,000/- during 1993, over a period of time has evolved into a sought after brand “Point Blank” in the Jeans industry. Bhanu and Bharani, brothers are the pillars behind the success story of their firm B.B.Bros and thereby “Point Blank” brand officially launched in 1995. Bharani recalls: “Readymade garments was nothing new to Ballari as it has a century-old background. However, our plunge into the same was only accidentally. Although there were some generic brands I and my brother Bhanu ventured into the business in a small way”

N Bharani

N Bhanuprasad

No compromise in quality: Bharani proudly reminiscences: “In fact, we didn’t have much exposure about the industry at all. But with a small beginning and ensuring no compromise in the purchase of raw materials and end products, within a short period of time we went on growing”.

Awards make a beeline: As a normal corollary following such steadfast developments “Point Blank” went on climbing the ladder of success. “Point Blank”, within one year of taking off not only became a hit among Jeans lovers but also started receiving industry recognition. It received the Best Manufacturer award. The same year, Sarada Fashions belonging to the Videocon group presented the Best Manufacturer unit of Ballari. While in 1997, Denim Eye magazine honoured with one of the top 10 Manufacturers’ awards in Karnataka. During 1999 FIE Foundation, Pune bestowed the national award in the small scale industries category, tells Bharani. Speaking about the vast reach and popularity of the “Point Blank” variety of Jean's products portfolio, Bharani informs: “We are involved in manufacturing and supplying a wide assortment of varied types of garments for ladies, men and kids.

. . These are a perfect combination of tradition along with modernity while these outfits are manufactured using superior quality material to ensure durability even in adverse conditions. Manufacturing of Uniforms for industries and corporates are done.

Gone are the days of only teenage boys and girls adoring Jeans. These days says Bharani: “We are into basic Jeans to multiple products catering to women and kids. We have been supplying uniforms to factories and custom tailor-made to the requirements of corporate companies and IT professionals”.

Cash and Carry led to victory: Bharani and Bhanu brothers are not just entrepreneurs turned successful businessmen. Apart from being rigid professionals when it comes to maintaining high-quality standards, they are also astute about money matters. Says Bharani: “We have adopted a policy of no credit since the beginning and deal with clients in the cash and carry principle. Perhaps, only people with such strong foundation can grow strong”.

From 300 to 5,000 Jean pants per month: Looking back, “Point Blank” manufacturing capacity has gone to unbelievable proportions. Bharani appears like a contented man as he traces the tremendous growth: “Initially we were manufacturing 300-400 Jean pants per month. Gradually this demand surged to 5,000 per month and achieving the goal was felt as something unimaginable at that time. But along with meeting such demands, we have also been doing job work for internationally renowned brands as well”.

No effect of the pandemic: Covid-19 pandemic may have paralyzed the countries and world’s economy to a large extent but Bharani categorically asserts: “Corona hasn’t much affected the Jeans segment although the retail sector has been badly hit. There is a big market in the country and has the biggest scope for exports. In comparison to us, Bangladesh and China’s business volume is much bigger. In this direction, India has a long way to go”.

Massive investment, up-gradation and quality: He also stresses the need of the hour in this direction: “In order to rise to the lopsided predicament there needs to be a long drawn strategy for massive investment, technological up-gradation and religious adherence in maintaining quality products…

…Now price is no constraint: These days price is no constraint for the buyers. In 1994 the price for basic Jeans used to be Rs 300/- and has now marginally gone up from Rs 425 to 495. Bengaluru and Tiruppur have developed as export hubs for readymade garments…

…Cheap labourers continue: Due to the prevalence of cheap labourers in abundance the salary of most of them hasn’t increased significantly. Thanks to the stiff competition even the Jeans merchants are not rich. There are multiple loopholes in the entrepreneurship, demand and supply position demanding an overall sea change for fostering industrial growth in the Jeans segment”.

Eradication of bottlenecks: “The Jeans sector is engulfed with serious worries related to production-related incentives, transportation-related issues, proper power supply problems and setting up of effluent treatment plants. Usage of organically grown cotton is also of utmost importance. The continuous overuse of pesticides, chemicals and fertilizers to grow agricultural crops has led the country to evolve into a BP capital, Diabetic capital and Heart Attack capital of the world. Unless we make amends to reverse this trend and ensure more growth of organic cotton as India is a big hub of growing cotton, there is no real escape from the present crisis”, warns Bharani.

-Manohar Yadavatti