Client Background: A Heritage of Handloom Excellence
A Chettinad weaver at work on a traditional loom, creating the region’s famed colorful sarees. Chettinad Handloom, based in Karaikudi, Tamil Nadu, is a 5th-generation family enterprise renowned for its handloom sarees. For over a century, the Meyyappan Chettiar family and their weavers have crafted vibrant Chettinad “Kandangi” sarees with traditional motifs and bold colors.
With more than 500 looms and 560 weavers carrying on this legacy, the company had grown into a successful exporter, supplying boutiques and customers abroad from India. However, despite a loyal global customer base, they had no on-the-ground presence outside India. Chettinad Handloom’s leadership saw an opportunity to bring their heritage directly to international markets – starting with Singapore, a fashion-forward hub with a large Indian diaspora and love for handmade textiles.
The Challenge: From Exporter to Local Brand
Expanding from an Indian exporter to establishing a local brand in Singapore was no small feat. The company faced several challenges that could unravel even the strongest weave of ambition:
- Logistical Hurdles: Shipping individual orders from India led to high costs, delays, and complex customs processes. Without a local warehouse or stock, customers in Singapore often waited weeks for their sarees, impacting satisfaction.
- Lack of Local Presence: Chettinad Handloom had little brand recognition in Singapore beyond niche circles. The absence of a local office or representatives meant they couldn’t participate in events, handle inquiries in real-time, or build trust with Singaporean customers.
- Market Insight & Competition: Being unfamiliar with Singapore’s market, they were unsure how to position their traditional products to appeal to modern urban shoppers. They also faced competition from established retailers of Indian ethnic wear and contemporary fusion brands in the city.
Chettinad Handloom needed a strategy that addressed these challenges head-on – one that would honor their heritage while adapting to a new market. That’s when RMG Consulting Services stepped in to help weave a solution.
The Strategy: Crafting a Market Entry Blueprint
RMG Consulting Services partnered with Chettinad Handloom to design a comprehensive Business Development & Market Entry plan to transition them from a distant supplier into a vibrant local brand in Singapore. The approach was data-driven and tailored to the client’s unique story:
- Market Research & Insights: RMG conducted in-depth research on Singapore’s fashion and ethnic wear landscape. This included identifying target customer segments (Indian diaspora, heritage textile enthusiasts, designers), analyzing competitors in the saree and handloom niche, and pinpointing key sales channels(boutiques, online marketplaces, and cultural festivals).
- 1-Year Strategic Framework: Based on the research, RMG developed a one-year roadmap for market entry. This strategic blueprint covered branding, marketing, operations, and financial projections. It detailed how to position Chettinad Handloom’s story – as a 5th-generation heritage brand – to resonate with Singaporean customers, and outlined seasonal promotions (for example, marketing pushes before festivals like Deepavali) and milestones for growth.
- Incorporation & Local Setup: A crucial early step was establishing a formal foothold in Singapore. RMG guided Chettinad Handloom through incorporating a local entity, Chettinad Handloom Pte. Ltd., in early 2025. This provided the legal structure to hire locally, open a small showroom or warehouse, and smooth out import logistics (bringing bulk saree inventory into Singapore for faster distribution).
- Operational Support & Logistics: RMG’s plan addressed the logistics head-on. They helped set up partnerships with a Singapore-based fulfillment center so that popular saree designs could be stocked locally and delivered to customers within days. RMG also provided guidance on supply chain management, ensuring that as orders grew, the flow of sarees from Karaikudi to Singapore remained efficient.
- Marketing & Trade Show Strategy: To build brand presence, RMG devised a marketing strategy that blended tradition with local flavor. This included creating a Singapore-specific social media campaign sharing the weavers’ stories and the heritage of the Kandangi sarees, and securing Chettinad Handloom’s participation in prominent local trade shows and cultural expos. The plan highlighted events like textile fairs and Indian cultural festivals in Singapore as key opportunities to let customers see and feel the sarees firsthand, and to network with boutique owners and influencers.
With this multifaceted strategy in place, Chettinad Handloom had a clear roadmap to enter Singapore not just as an exporter, but as a beloved local brand. Now it was time to put the plan into action.
Execution: From Karaikudi to Singapore’s Shores
Turning strategy into reality, Chettinad Handloom and RMG Consulting worked hand-in-hand to execute the market entry plan with a storytelling flair:
Establishing a Singapore Base: By January 2025, Chettinad Handloom’s Singapore entity was up and running. The company set up its registered office and mini-warehouse in the city, officially planting roots in Singapore’s retail landscape. This move immediatelysolved many logistical issues – a shipment of hundreds of sarees arrived and was stocked locally, ready for quick dispatch to Singapore customers. Customers who ordered through the new Singapore storefront (both a local e-commerce site and a small boutique partner) were delighted to receive their sarees within 2-3 days instead of 2-3 weeks.
- Local Market Adaptation: RMG helped hire a local coordinator for Chettinad Handloom – a Singapore-based business development manager who could liaise with customers and retailers in real time. Together, they fine-tuned the marketing messages: the heritage of Karaikudi weaving was emphasized, but with a modern twist for city shoppers (for instance, showcasing how these handwoven sarees could be styled for work or casual wear, not just traditional occasions). Pricing and promotions were adjusted based on local buying patterns identified in the market research.
- Trade Show Debut: A highlight of the execution phase was Chettinad Handloom’s debut at a major textile trade show in Singapore in March 2025. With RMG’s support, the team set up an eye-catching booth draped in their signature colorful cotton and silk-cotton sarees. The backdrop told the story of the 5-generation weaving legacy, and master weavers from Karaikudi were featured in video clips, virtually “meeting” visitors. The response was overwhelming – the booth attracted a constant stream of visitors, from members of the Indian community excited to see authentic Chettinad sarees in Singapore, to curious locals and expats drawn by the rich colors and story. By the end of the expo, Chettinad Handloom had not only made direct sales, but also secured leads with boutique owners interested in stocking their sarees.
- Community Engagement: Beyond formal trade shows, Chettinad Handloom, with RMG’s guidance, engaged in community events. They sponsored a fashion segment in Singapore’s Tamil New Year celebrations, and hosted a “Weave Heritage” pop-up in Little India where passersby could watch videos of the weaving process and touch the raw cotton yarn and finished sarees. These storytelling-driven events helped cement a genuine connection with the audience, showing that Chettinad Handloom wasn’t just selling sarees – it was sharing a piece of living heritage.
Each step of the execution was carefully aligned with the strategic framework. Progress was monitored closely by RMG and the Chettinad team, allowing them to make quick adjustments (such as restocking a bestseller design that sold out at the expo, or tweaking the messaging of an ad campaign). The groundwork was laid; now the results began to unfold.
Results: Weaving Success in Singapore
Within six months of establishing its Singapore presence, Chettinad Handloom saw a remarkable transformation in its overseas business. The expansion initiative turned out to be as vibrant and strong as the threads in a Kandangi saree:
- Doubling of Cash Flow: Sales in Singapore surged rapidly. By mid-2025, the company’s Singapore operations had doubled their cash flow compared to the initial launch period, far exceeding projections. This was driven by a combination of brisk retail sales and new wholesale orders. The ability to fulfill orders quickly from local stock meant faster revenue cycles and improved cash management.
- Enhanced Brand Visibility: What was once an unknown name in Singapore became a talked-about brand in ethnic fashion circles. Chettinad Handloom’s story was featured in a local lifestyle blog and garnered attention on social media after the trade show. The authentic narrative of a family business from a small Indian town competing on a global stage resonated deeply with customers, adding to brand loyalty.
- Expanded Customer Base: The move from exporter to local seller opened doors to new customer segments. Beyond the Indian diaspora, Chettinad Handloom found patronage among Singaporeans and other expat communities who appreciate artisan products and unique fashion. Many were excited to discover the comfort of the pure cotton sarees in the tropical climate, and some even started experimenting with the fabric for home décor and fusion outfits – an insight that came from the market research and was encouraged in marketing materials.
- Strategic Partnerships: Thanks to the networking at events, Chettinad Handloom entered into partnerships with two boutique shops in Singapore that now carry their sarees. They also began discussions with an e-commerce platform specializing in handmade goods to feature their products. These partnerships further solidify their market presence and create additional revenue streams beyond direct sales.
Importantly, the success in Singapore became a template for global expansion. The leadership now had confidence and a playbook to replicate this success in other markets. In fact, energized by the outcome, Chettinad Handloom started exploring possibilities in Malaysia and the Middle East for late 2025, with RMG Consulting ready to assist in those new ventures.
Weave Your Own Success Story – A Call to Action
Chettinad Handloom’s journey from the looms of Karaikudi to the boutiques of Singapore illustrates how a strategic approach to business development and market entry can transform challenges into opportunities. Their 5th-generation legacy not only survived the leap to a new country – it thrived, doubling revenue and winning hearts in half a year.
Is your business ready to expand its horizons? At RMG Consulting Services, we specialize in crafting tailored strategies that bridge heritage and innovation, local rootsand global markets. Whether you’re a traditional enterprise seeking new markets or a growing company aiming for international success, our team is here to guide you every step of the way. Contact us today to discover how we can help you weave your own success story with our strategic consulting and market entry support. Let’s embark on a journey to turn your ambitions into a thriving reality – one market at a time.