Superknit: Weaving a Universally Loved Brand with Quality & Variety

 Naval Saraf, CEOQuality, durability and variety are the vital components that are inextricably interwoven with the DNA of successful business, since they are always in demand, no matter what business it is. Working relentlessly on this philosophy is what has enabled Naval Saraf(CEO, Superknit)to propel his company from its modest beginning to being the leading socks manufacturer & exporter that is cozying up with the industry’s top brands. After dabbling in the t-shirt industry for a few years in 1980s, Naval noticed that the socks industry had very few companies who could produce quality products to fulfil the huge demand. Hence, he opened a factory for manufacturing socks to test the waters.

As the company’s products were in great demand soon, he launched Superknit Industries in 1999. While the beginning was small under the vision & direction of Naval the company never lost sight of the prime focus constant improvement of the product, design & distribution. Within a few years, Superknit began exporting to US, Europe and Middle East. Today, it is one of the largest exporters of socks in India, supplying to Europe, North America, South America and the Middle East to top brands (Fila, New Balance, Lulu, and many more) not to mention the prominent Indian brands (Raymond, Shoppers Stop and many Such Large Format stores). This understanding of the design sensibilities across demographics sets the company further apart from the competition.

Dizzying Array of Products
Superknit manufactures socks, handkerchiefs and boxers under the brands Supersox, Luxxio and Supergear respectively. Besides the very successful boxers, Supergear also accommodates a new line-up of Ultra Performance Socks for key sports (cricket, marathon, cycling, workout, yoga & more). Manufactured from combed & mercerized cotton, Supersox encompasses Royale Collections, Funky Times Sports socks, Kids socks with colorful prints, premium quality regular & winter tights, wrist bands, arm & leg warmers, and diabetes & blood pressure socks (made with Silver Frost technology to help promote foot health & fitness).

Supersox has forged a stellar reputation as a young brand with a vibrant personality. Its high spirit, lively and energetic character is manifest in the sheer variety of design & colors on offer. Having acquired license from Disney, Superknit boasts of a dizzying array of lovable character socks, including Marvel Avengers Socks, Spiderman Socks, Disney Princess Socks, Frozen, Star Wars and many
more. Being the only Indian brand with over 4000 patterns to choose from, Supersox is soon becoming an exemplar of the current ‘fast fashion’ trend that is challenging fashion lines introduced seasonally.

“The idea is to be the first to jump on a trend and ensure that the consumer is provided new and innovative designs at greater speed,” underscores Naval. Yet another striking feature of Supersox is its extremely popular seamless toe design, which prevents discomfort caused by bulging and creasing at the toes. The brand is recognized for its hand linking, antislip silicon for babies’socks and embroidered socks as well. As the icing on the cake, Superknit adds a human element to the brand by offering personalized & customized products where the focus is on the customer along with the product.

Superknit adds a human element to the brand by offering personalized & customized products, where the focus is on the customer along with the product

A Keen Eye on Quality & Innovation
Superknit adheres to all the relevant technical, legal & corporate requirements, regulations & practices, including SA 8000:2008 (for manufacture & export of socks) and Global Organic Textile 5.0 compliance certifications, besides making its products from STANDARD 100 by OEKO-TEX certified material. Keeping quality and customer satisfaction at the pinnacle, its manufacturing process, right from yarn to finished product, has stringent quality checks at focal points. The company employs latest technologies and fully automatic knitting machines(range from 96 needles up to 240 needles) & packing machinery and a mix of 300 Italian, Korean and Chinese single & double cylinder machines at its plant to manufacture a wide variety of superior socks.

Being proactive in employing latest technologies that facilitate it to innovate, save time and produce better more varied products, Superknit provides comprehensive training & mentoring to its people from the grassroot level upwards. The company guides its employees in their work and encourages a good work-life balance, since it strongly believes that growth & productivity are the by products of a people friendly work culture that sustains enthusiasm and happiness.

Superknit’s sales team comprises of smart & energetic go getters who create a lasting impact on its customers. “We have highly experienced professionals in our entire team be it production, marketing, sales or back office. Our company’s success is entirely the result of a 360 degree approach and a collaborative effort amongst all teams,” asserts a proud Naval. Superknit’s products are available PAN India across 15,000 retailers (with 300+ distributors) as well as on its own portal & across online marketplaces(Amazon, Flipkart, Myntra and Snapdeal).

At Superknit, innovation is an ongoing process innovation in creating better processes, products and ideas for improved performance. Even now the company is gearing up to impress the market this festive season with its new collection. Thanks to its focused, well-thought-out strategies the company, despite challenging market conditions, has been experiencing a consistent revenue growth and is excitedly looking forward to increase its presence countrywide and globally in the future.

Naval embarked on his entrepreneurial journey in 1984 after undergoing training in man-made fiber technology & knitting technology. Today, having garnered 40 years of entrepreneurial and business experience, Naval is spearheading the company towards greater heights with the same enthusiasm & innovative spirit.

Offices: Mumbai (Headquarter)and Daman(Factory)

Awards & Recognitions:
•International Gold Star for Quality at the Geneva Convention in 2007
•Fashion Accessories Award – 2019 at Label Awards
•Fashion Accessories Award - 2019 at 14th Star Retailers Awards
•Kids Fashion Brand of the Year – 2019 at Delhi Kids Fashion Week