90-year-old Co-optex gets a Gen Z makeover

Co-optex, a 90-year-old cooperative handloom brand from Tamil Nadu, is undergoing a transformation to capture the attention of younger consumers. The cooperative, a household name for generations in the region, is expanding its product range to include men's clothing, introducing newer items, and embracing the fast fashion trend.

T.N. Venkatesh, Principal Secretary of the Department of Handlooms, Handicrafts, Textiles, and Khadi, stated that Co-optex aims to appeal to the young crowd by incorporating elements deeply rooted in Tamil Nadu's culture, such as the Thanjavur Thalayatti Bommai and Kurinji flower motifs, along with intricate Karuppur Kalamkari designs.

Managing Director J. Innocent Divya explained that the cooperative is transitioning towards fast fashion to cater to the diverse needs of consumers today. Co-optex has launched 'Vetri Thari,' a new retail concept specifically designed to attract younger consumers. The first store of this concept was recently inaugurated by Chief Minister C. Joseph Vijay.

The cooperative plans to set up six such stores annually over the next five years. Apart from expanding its product offerings, Co-optex is also focusing on the home textiles segment and exploring digital platforms like Amazon, Flipkart, Instamart, and Blinkit to reach a wider audience.