Customer Experience at the Core of Textile Innovation: A Conversation with Sammir Dattani of Sanathan Textiles
In an industry traditionally driven by scale and standardization, Sanathan Textiles is breaking new ground. By placing customer experience (CX) at the heart of its operations. We sat down with Sammir Dattani, Executive President – Raw Materials & Fully Drawn Yarns. To explore how the company is evolving with advanced automation, customer-centric innovation, and a deep commitment to sustainability. With over 7,000 clients, a rapidly expanding product portfolio, and a major investment into a new high-tech facility. Sammir shares how Sanathan Textiles is not only scaling but also reshaping the way yarn manufacturers engage with their customers.
Customer Experience in Textile Industry
Q1. Let’s begin with CX. How does Sanathan Textiles define “customer experience” in the context of the textile industry?
SD: At Sanathan Textiles, customer experience is built on three pillars. Trust, consistency, and innovation. As a B2B company serving clients domestic and overseas, we see customer experience not just as a set of interactions, but as a long-term partnership rooted in reliability and shared value creation. Many of our customers have been with us for over a decade- a testament to the seamless, dependable and responsive service we aim to deliver.
With over 50,000 SKUs across Polyester Filament yarn, Cotton yarn, and Yarns for Technical Textiles, Sanathan Textiles is one of the diversified and integrated yarn manufacturer. But more than just variety and divisions, it’s our ability to understand the trend, collaborate closely with clients and the brands, through our in-house product innovation and development. Each solution is tailored to meet specific performance and sustainability needs. Which is backed by state-of-the-art facility in Silvassa, a robust global supply chain and a distributor network spanning 29+ countries.
Customer Experience is about ensurisng transparency through real time tracking, delivering speed and scale without compromising on quality, and embedding sustainability into everything we do.
Ultimately we define CX as creating value at every touchpoint, whether through proactive support, seamless interactions, or consistently exceeding expectations. Our philosophy, “One Yarn Many Things” reflects our belief that our yarns don’t just become fabric they become part of lives, businesses and innovation worldwide.
Diverse Customer Base
Q2. With such a diverse customer base, how do you ensure personalized experiences across sectors like fashion, home furnishing, and automotive?
SD: At Sanathan Textiles, our journey toward personalization begins with a deep understanding of the distinct performance requirements of each industry we serve. We recognize that every sector—from apparel to automotive, furnishings to technical textiles—has its own functional priorities, durability expectations, and aesthetic benchmarks. This customer-centric philosophy drives our approach: we engage in meaningful conversations with our clients, listen closely to their evolving needs, and translate those insights into bespoke yarn solutions. It is through these collaborative partnerships that we are able to co-create value-added yarns that are engineered with precision, tailored to exhibit the exact physical, chemical, and performance characteristics needed at the end-use stage.
Major Expansion
Q3. Your new facility in Punjab marks a major expansion. How does this help improve customer-centric logistics and delivery timelines?
SD: Our upcoming facility in Wazirabad, Punjab is North India’s first fully integrated Polyester Filament Yarn facility. It marks a significant step in enhancing customer centric operations. Strategically located near textile hubs like New Delhi, Ludhiana and Panipat, which contributes nearly 25% of our turnover. The facility positions us closer to high demand markets. North India consumes over a quarter of the country’s polyester filament yarn. And this expansion allows us to meet that demand locally, reducing delivery timelines and boosting service responsiveness. By complementing our Silvassa operations, Punjab unit strengthens our logistics reach. Enabling faster, more efficient dispatches and just in time deliveries. It also enhances local market engagement and helps us respond to regional needs with greater agility. This facility is supported by automated systems and real time tracking. It reinforces our commitment to delivering speed, reliability and value putting customer experience at the forefront.
Operational Excellence
Q4. You’ve mentioned operational excellence. What CX lessons can other manufacturers learn from Sanathan’s 100% capacity utilization at Silvassa?
SD: The Production Efficiency of our Silvassa facility is the result of a deep alignment between operational efficiency and customer centric thinking. For us, operational excellence isn’t just about through put- it’s about delivering consistent quality and responsiveness at scale.
By leveraging advanced automation, real time data tracking, and robust production planning, we ensure on time delivery with minimal disruption. Our ability to co-develop high performance yarns with clients – across fashion, home and industrial sectors- keeps demand predictable and process efficient.
The key CX lesson: Operational efficiency and discipline must directly translate into customer value. Manufactures should see every efficiency gain as an opportunity to improve customer experience – whether through reduced lead times, dependable quality or faster innovation cycles.
Modern CX
Q5. Technology plays a critical role in modern CX. How are robotics, ERP, and automation driving better outcomes for your clients?
SD: At Sanathan Textiles, we view technology as a key driver of customer centric growth. Through the strategic use of robotics, ERP systems, and automation we deliver precision, speed and reliability across our operations. Robotics streamline processes like material handling and doffing, minimizing manual errors and maintaining consistent quality standards.
Our ERP platform offers real time insights into inventory levels, production schedules, and order tracking- from raw materials to finished goods. Automated warehousing and intelligent dispatch systems enhance turnaround times and improve service reliability. This tech led approach enables quicker deliveries, dependable service, and smoother coordination- all of which contribute to a superior customer experience and deeper, long term client relationship.
Q6. How do you make Sanathan Reviro range from recycled materials? How environmentally-conscious buyers and global brands receive it?
SD: At Sanathan Textiles, sustainability is into our innovation strategy. With growing pressure on the textile industry to reduce its environmental footprint, Sanathan Reviro, our value added yarn offers a responsible yet high performance solution that aligns with evolving environmentally conscious brands and end-use customers. Sanathan Reviro is a recycled polyester yarn that we derive from PET bottle waste. The characteristic of this yarn includes durability and versatility thereby meeting both functional and environmental benchmarks. Currently, we see that a lot of brands prefer more of environmental conscious yarns and we see this preference to grow in the coming future. Sanathan Reviro is more than just a product line- it represents our ambition to close the loop in green textile manufacturing and build long term value for our people, product, and planet.
IPO
Q7. Post your recent IPO, how are you planning to strategically invest in technologies that improve both product quality and customer satisfaction?
SD: Following our recent IPO, Sanathan Textiles is strategically channelling investments into advanced technologies that enhance both product quality and customer experience. As the textile industry evolves our focus is on integrating cutting edge manufacturing systems, real time quality monitoring and smart data analytics to ensure consistency, traceability and faster turnaround time.
We are also investing in automation and AI driven tools to streamline production, reduce variability and respond more quickly to dynamic customer needs. This helps us not only maintain high quality standards but also deliver customisations at scale- an increasingly important factor in today’s experience driven market.
On the customer front, we’re enhancing our digital interfaces and feedback systems to strengthen engagement with our domestic and global partners. This enables greater transparency, more responsive service and the ability to co-create solutions with our clients.
Our technology roadmap is designed to be customer-first and future ready. Building long term value by combining operational excellence with deeper, more meaningful relationships across the value chain.
Punjab Facility
Q8. With 2,500–3,000 new jobs expected from the Punjab facility, how are you planning to train employees in customer-centric processes?
SD: The average age of our employees at the Punjab facility is below 30, reflecting a youthful workforce with an agile and solution-oriented mindset. This dynamic approach is expected to play a pivotal role. Especially, in driving our expansion in the right direction. To complement this, we have instituted a robust framework wherein our Corporate Support Function Team delivers structured learning and development interventions at regular intervals, ensuring our teams remain equipped with the skills and knowledge required for sustained growth and innovation.
Q9. What role does real-time customer feedback play in your R&D and product development?
SD: Real time customer feedback is central to our R&D and product development at Sanathan Textiles. In a fast evolving textile ecosystem, staying attuned to customer expectations allows us to innovate with speed, precision and purpose. Our approach begins with understanding the customers intended application identifying their unique challenges, and co-developing solutions that are technically robust and commercially viable.
This continuous feedback loop helps us refine not just product performance, but also aesthesis and usability.
Future of CX
Q10. Finally, where do you see the future of CX in textiles headed? And how will Sanathan continue to lead that evolution?
SD: The future of CX in textiles is moving beyond just product delivery. It about creating meaningful, responsive, and sustainable partnerships. Customers demand more traceability, transparency and personalization. CX will be defined by how well companies anticipate needs and deliver value across the entire product lifecycle.
At Sanathan Textiles, we see this shift as an opportunity to lead through innovation, agility, and customer collaboration.
Ultimately, our goal is to become a trusted innovation partner, not just a supplier. By embedding a customer first mindset into every function from R&D to delivery.
Closing
As the textile sector adapts to new customer expectations, Sanathan Textiles is setting a gold standard. By integrating advanced tech, deep-rooted legacy, and environmental responsibility. Sammir Dattani’s leadership proves that CX isn’t limited to retail or B2C. In fact, it’s a critical driver of success in B2B and manufacturing too. From faster turnarounds to eco-conscious innovation, Sanathan’s story is a testament. To how operational excellence can go hand-in-hand with exceptional customer experience.
