Reel to Real Life
For Jagruti, what started as a childhood passion has today become a booming business. Losing money in the garments business during the Gulf war hasn't stopped her from exploring newer export markets.
Manisha Choudhari | March 2016 Issue | The Dollar Business
Jagruti Mehta Sanghavi, Proprietor, Viraj EnterprisesEven as a young teenager, Jagruti Sanghavi was very eager to work, precisely why she participated in her first ever exhibition at the age of fourteen. “I would watch movies featuring Parveen Babi, observe her clothes, and then design them,” she remembers. This childhood passion blossomed again, and today, Jagruti is the proud owner of a custom design clothing enterprise.
Talking about how the global slowdown hit her business, she says, “Its impact was felt heavily in Indian exports. The quantity of orders has reduced, and penalties have increased. Quality norms are very stringent, even in the handicrafts sector”. But she says that today it is much easier to do business in India. “Buyers trust us more now, and Indian products are seen as more reliable," she adds.
Ask Jagruti how important education is, and she quips, “Education is very important, but practical education is equally important. Even today, I am constantly learning”.
TDB: Please take us through your professional journey.
Jagruti Mehta Sanghavi (JMS): In 1988, I worked in a travel agency associated with Indian Airlines for about five years. In 1998, I took up garment designing, which I really enjoyed. I am also a big fan of Haldiram products, so when I collaborated with them in 2007-08, it was very exciting. I manufactured for them, and they exported the product. Currently, I have my own designing business, Grace & Gorgeous.
TDB: What has been your biggest test yet?
JMS: My biggest test was starting my business in 1998. I had a five-year-old daughter, and a nine-month old son, so working while tending to them was quite a challenge. Today however, my business is running smoothly. That fact that I was honoured with the Priyadarshini Award by FIWE in 2015 was encouraging.
TDB: You've been into export for the past 15 years now. What's the degree of success on that front?
JMS: Between 2000-2004, I used to export custom-made garments to Gulf countries like Dubai and Kuwait. When the war erupted in 2003, the payments stopped, and I lost a lot of money. However, I have already restarted exports to Australia, and have been getting a really good response from there.
TDB: What problems do you face as an exporter? 
JMS: Exports need to be tax-free, indeed. Policies related to foreign trade need to be clear and concise. Our FTP is not explained well to the public at large. There's too much complication. Plus, there's a poor remittance system for exporters. Above all, women entrepreneurs, especially those into exports, should get interest-free loans for three to ten years.
TDB: And the China challenge?
JMS: I've never faced the China challenge. But we can learn from their production strategies and marketing. They do it better.
to success.