“After calculating time, perseverance and tireless efforts of 10 years, it seems as if success has been achieved overnight”, it is believed that the founder of ‘Jade Blue’ Jitendra Chauhan. Together with his brother Vipin Chauhan, Jeetendra has made a distinct identity in the field of male apparel. Prime Minister Shri Narendra Modi’s pinstripe suit on which his name was written in small letters, was painted with Jade Blue. The suit got a bid of 4 crores 31 lakhs and ‘Jade Blue’ got recognition in the world. Although this journey to success overnight is not as easy as it seems.
The family used to do tailoring for six generations in Limbdi, 100 km from Ahmedabad. Jitendra’s father Chimanlal Chauhan also ran a sewing shop in Limbdi, Mumbai, Kolkata. But he could not stay anywhere. Jeetendra’s father used to take off his own shirt and give it to the needy, full of religious attitude and compassion. Jitendra was just 5 years old when his father suddenly decided to take retirement and went to the hills of Junagadh. After the father left, all the responsibility fell on the mother’s shoulder. Jitendra’s father used to have a sewing shop ‘Chauhan Tailors’ near Sabarmati Ashram. He was the only source of income.
After a year, the whole family moved to Ratanpol, Ahmedabad where Jeetendra used to live. Jeetendra started working at his maternal uncle’s shop. His maternal uncle’s shop was named ‘Makwana Brothers’. At that time Jeetendra was 13 years old. Despite this, he used to go to school regularly. While working at ‘Makwana Brothers’, Jitendra learned the skills of sewing and also operated the button-making machine.
Later, in 1975, Jeetendra’s elder brother Dinesh opened his own sewing shop and named it ‘Dinesh Tailors’. Jitendra was studying college at that time. He used to spend a lot of time in his brother’s shop and thus he learned all the nuances of sewing. He used to seal 10-12 shirts daily. In the meantime, he also completed a bachelor’s degree in psychology.
In 1981, Jeetendra started his own Bispoke Tailoring and Fabric Store. With the help of a bank loan, Jitendra alone saw all the work ranging from measuring, cutting, styling, sewing to salesmen in this venture started in the name of ‘Suprimo Clothing and Mensware’ in a space of 250 scar feet for 1.5 lakhs. Used to do In 1986, he made his first move to retailing and made clothes for a Mumbai company. Unfortunately, the entire consignment was returned. But with this, Jeetendra opened his own readymade shop and named it ‘The Peak Point’ where shirts made were available. After a year, Jitendra also started making patlun. Jeetendra kept moving forward, doing better in his business. Jeetendra says that behind all this is fashionable design, customer friendly service and verbal medium.
In 1995, Jeetendra established ‘Jade Blue’ in an area of 2800 square feet. Focused on Bispoke Tailoring, Fabricus and Private Label. In 1999, it expanded to an area of 5500 square feet, changing the design framework to a multi-brand outlet, where 12 national premium brand menus were placed. Through this, he attempted to keep all the parts of male costumes under one cover. In the next two years, jeans and distinctive cultural clothing were also made available in ‘Jade Blue’ stores. In 2003, in view of customer demand, he set up a ‘GreenFiber’ store here to offer a new product range at a moderate price level. At present, GreenFiber has 30 outlets, out of which 8 are in the franchise.
Available in 18 cities with its 22 stores, ‘Jade Blue’ has registered its availability nationally. There are plans for 4 new stores soon. One of them is in Jamnagar and Bhopal and two in Indore. Jitendra says that although the lifestyle in urban India is changing rapidly, the knowledge of small town and rural India surprised him. He said that high-level fashion in these cities is growing very fast, compared to many metro cities. Recognizing this trend, we have opened our stores in Udaipur, Raipur, Vapi, Bhavnagar, Jamnagar, Anand, Valsad.
Today the Chauhan brothers personally provide tailoring services to well-known politicians such as Narendra Modi, Ahmed Patel and industrialists Gautam Adani, Karshan Bhai Patel. Not only this, ‘Jade Blue’ family group with 225 crore turnover employs 1200 employees across the country.
Jeetendra Apna Management Mantra Business Khabar Shared with are confident that it will be helpful to aspiring entrepreneurs:
- Keep up with your core strengths: Find out who you are better at. God has given everyone a gift of skill. In some, that part is more, but it is necessary to say that what one is doing is better than doing any other work.
- Maximum participation: streamlining the management system and smooth its implementation by participation. No one can do your duty better than you.
- Build your team.
- Take calculated risks: When you walk on the treadmill, you have the option to just walk and walk fast. Assessment of time is most important in taking risks.
- Quick decision making: If you don’t do it today, someone else will do it tomorrow.
- Listening: You do not know when you get amazing suggestions.
- Continually nurture your brand: take the eye away, take the mind away.
Jitendra Chauhan continued to develop his skills despite adverse circumstances. His skill has resulted in every form of success today. Wealth and fame are with him today as his shadow. This is a lesson for those young people who doubt their ability and skills. Constant effort is the only key to success. One should always strive with dedication and zeal in his efforts.