Encouraged by the results of a country-wide survey, Co-optex is all set to pay more attention to showcasing its products and showrooms as trendy and modern. Among the areas of focus will be new designs, the addition of more colours to its range of saris and traditional motifs.

The survey had indicated that at least half the total number of respondents — both customers and non-customers — associated the brand name with quality handloom. The Tamilnadu Handloom Weavers' Co-operative Society, popularly known as Co-optex, has 203 outlets across the country including 173 in Tamil Nadu.

The survey that was conducted to understand the brand value of Co-optex covered cities such as Delhi, Bengaluru, Hyderabad, and Thiruvananthapuram in addition to Chennai.

While in Delhi, half the respondents said they sought Co-optex products for its quality, in Mumbai, nearly 59 per cent had a similar view.

Customers gave a rating of 8 out of 10 on quality, product satisfaction and logo awareness.

Regular customers wanted the society to introduce new designs and colours and sought better customer service and reception at showrooms.

U. Sagayam, managing director of Co-optex, said the results pointed to the need for improving the ambience of showrooms. Customers had said flooring, ceiling and lighting were important in showrooms.

“We have selected 10 showrooms where we will focus on these aspects. The government has sanctioned Rs. 15 lakh for improvement. We are allotting Rs. 224 lakh for modernisation of showrooms in the State,” he added.

Co-optex has proposed some far-reaching changes to its products and a scientific method of improvement will be carried out in the coming years, Mr. Sagayam said. The survey was done by Right Folio, a Hyderabad-based organisation.

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