ChenOne, a chain of fashion stores owned
by Chenab Group have been established in Lahore, Islamabad, Faisalabad and Rahimyar Khan.
The latest addition, to be inaugurated on July 17, will be in the posh locality of
Clifton, Karachi. The Minister of State and Chairman Export Promotion Bureau M. A. Wajid
Jawad will be the chief guest. These fashion stores cater to the superior quality needs of
upper and middle income classes who are accustomed to buying foreign products at higher
prices. ChenOne will be selling a variety of products which include garments for men,
women and children as well as complete range of home textiles (bed linen, curtains,
furniture and accessories).
Chenab Group, based in Faisalabad, is a
leading producer of textiles and clothing. Chenab has been producing items for a number of
international chains which are sold under their own brand names. Lately the group has also
been successful in selling its own brand label, ChenOne. ChenOne, has become preferred
brand name in the foreign markets as a result of its highest quality and competitive
Now ChenOne is available in various cities
of Pakistan i.e. Lahore, Islamabad, Faisalabad and Rahimyar Khan. The fashion store at
Park Tower in Clifton, Karachi, will be the latest addition. Similar fashion stores will
also be opened in Peshawar, Quetta, Multan, Sialkot and other main cities. Chenab also
plans to open ChenOne fashion stores in Dubai and whole Middle East, Singapore and Central
Asia initially. These stores will also be the display centres of Chenab Group products.
The design and interior decor of ChenOne
fashion stores is comparable with any world class chain of stores. However, the key
selling points are superior quality and competitive prices. Chenab Group has the advantage
of in-house production of quality fabrics. Therefore, the group is capable of offering
superior quality products at competitive prices. The fashion stores can be rightly termed
family stores as textiles and clothing products, furniture and accessories for the whole
family are available under one roof.
Chenab Group, is a story of motivation,
dedication and achievement. With a humble beginning in 1975 Chenab started export in
1985-86. Its exports were Rs. 13.5 million for the first year which exceeded Rs 2.8
billion in 1997-98. Chenab Fabrics and Processing Mills Limited despite working for three
shifts a day round the year with 8,000 workers finds it difficult to accept every order
pouring in. Mian Mohammed Latif, Chief Executive of the Company has the honour of being
the recipient of Special Merit Trophies from 1989 to 1995 and has been awarded Gold Medal
for Businessman of the year for 1998-99. Chenab Fabrics has been the recipient of Best
Export Trophy in textile exports for the last consecutive four years.
According to Mian Latif, the textile
industry alone has the potential to earn US$ 10 billion per annum provided the right
policies are followed. Pakistan is among the top five cotton producing countries but its
export of textiles and clothing are exceptionally low. He has always emphasized that
improvement in quality standards and highest value addition are the key factors to enhance
Pakistan's export of textiles and clothing. Many countries which were importing yarn and
grey fabrics from Pakistan in the past are no longer the customers for these products. The
country cannot continue to export yarn or grey fabrics. Now the buyers demand finished
Mian Sahib believes that Small and Medium
Enterprise Development Authority (SMEDA) can play an important role in the development of
value-addition sector particularly textile processing and garment manufacturing
units in the country. By virtue of their scale of operation, these units are small to
medium size and scattered throughout the country, provide employment to men and women.
These units are mostly owner-operated and self financed. Despite being small these units
have tremendous potential to earn huge foreign exchange for the country. These units are
labour intensive and can become efficient provided soft-term loans are available for the
purchase of textile processing and garment manufacturing machinery.
Mian Latif appreciated the efforts of
government to revive sick units. These units can run efficiently only if their production
can be utilized by the value-added manufacturing units.