Indigenous to the core with ‘Made in India’ product line of washing and finishing equipment for the last two decades, Xcel Stiro, has achieved another milestone with a strategic marketing tie-up with IIGM, one of the most respected technology providers of the Indian apparel industry. With this togetherness, both organizations are enthusiastic about penetrating deeper into the market segment in washing and finishing segment. This partnership also matters, as it is the first time in the history of three decades of IIGM that it has joined hand with an Indian machinery manufacturer. The apparel industry is also set to be benefited with more effective service and wider reach of the brand under the IIGM umbrella. Having more than 4,200 content users of its products mostly in north India, where the company is based, Xcel Stiro is now geared up for bigger market share with the help of IIGM. Deepak Chawla, Director of Xcel Stiro is very upbeat about this tie-up and claims that it will be a support to the industry, which is looking for solutions and services that are impeccable. “The trend is to de-centralize the business today and let the specialist do the needful. Needless to say, that IIGM being the undisputed leader of our industry will do more than justice in promoting our products on Pan-India basis. Moreover, IIGM is a highly respected company for their fair business practices, while XCEL is known for the products quality and support services. So, this venture will definitely result in great response from the customers,” he says. He further viewed that IIGM will have the sole rights for marketing, promoting and servicing of complete product range in the southern, eastern and western regions of the country, along with the joint selling in the northern region. Mr. Chawla also added that together they would be able to give even better service to their client, which is prime focus for him as well as IIGM. IIGM is also equally excited on this strategic alliance. “XCEL has a strong R&D and manufacturing base for laundry, dry cleaning and finishing equipment. Their product enjoys a good reputation with their customer base mainly in North India. IIGM’s marketing network, which is spread across Pan-India, hopes to leverage our customer base to distribute these high-quality products. This is a natural synergy between two companies who are strong, at what they do,” opines Pavan Kapoor, MD, IIGM. Gearing up for the additional business, XCEL has already enhanced production facilities and increased support staff in all the departments. As far as IIGM’s strategy to market XCEL’s products in India is concerned, IIGM is confident that its own strong base along with XCEL’s product quality will prove a winning combination. “IIGM is a well-known brand offering technology and services to our more than 10,000 customers all over India. We aim to provide a far better quality of services and availability for XCEL products across various segments of the market. The strong partnership of IIGM and XCEL hopes to provide exceptional customer experience of a high-quality product which is available at competitive prices across the Indian sub-continent,” concludes Pavan Kapoor.