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

From a legacy handloom brand to a Gen Z wardrobe contender, Co-optex, a household name for generations in Tamil Nadu, is giving itself a makeover.

The 90-year-old cooperative is revamping its designs to appeal to younger consumers, introducing newer products, and foraying into the men’s segment, which it believes is a growth market.

“There is a perception that Co-optex is primarily for women. We are now looking to change that by introducing a wider range of products for men, including silk ties, designer dhothis, linen shirts, and kurtas,” said T.N. Venkatesh, Principal Secretary, Department of Handlooms, Handicrafts, Textiles, and Khadi.

“We are coming out with products for the young crowd. We also want to weave elements that are deeply associated with Tamil Nadu into our fabrics such as the iconic Thanjavur Thalayatti Bommai and the Kurinji flower to the intricate motifs of Karuppur Kalamkari,” he added.

“In 1935, this was the largest federation and the leading handloom society in South India. It is a brand with a rich legacy, and we have continued to uphold that legacy. Unlike in the past, people today want clothes for different occasions, which is why we are now moving towards fast fashion. We have to evolve with the changing times, and that is why we introduced ‘Vetri Thari’,” said J. Innocent Divya, Managing Director of Co-optex.

Co-optex’s ‘Vetri Thari’ is a new retail concept aimed at younger consumers. The outlet was recently launched by Chief Minister C. Joseph Vijay. The department plans to open six stores a year over the next five years. “Home textiles are another segment that Co-optex is betting on. We currently export these products, but we now want to bring them to the Indian market as well,” Ms. Divya said.

Co-optex is widening its digital footprint. While it already has its presence on Amazon and Flipkart, the cooperative is now exploring platforms such as Instamart and Blinkit, with plans to use consumer demand and sales trends to decide which products to take forward.