Driving Digital Transformation for Rathi Group's Textile Business

 Sooraj Rathi Group’s Digital Transition

Background:
Rathi Group, a well-established textile business based in Jaipur, has been using traditional manufacturing methods for over 50 years. While the company had a loyal customer base, the younger generation wanted to modernize the business by integrating digital technologies. However, the senior members of the family were reluctant to abandon their tried-and-true methods, fearing that modernization could erode the business's traditional values.

Challenge:
The key challenge was overcoming resistance to digital transformation. The younger generation was keen on adopting e-commerce, social media marketing, and digital tools for data analytics, but the older family members were hesitant to shift from established practices.

Solution:
FBTM facilitated discussions between the generations, highlighting the benefits of modernization while ensuring that the company’s heritage and traditions were preserved. We introduced e-commerce platforms, digital marketing strategies, and data-driven decision-making tools. Additionally, we ensured that the senior family members were involved in the process, addressing their concerns and ensuring they understood how the changes could complement the business’s legacy.

Results:
The digital transformation led to a 40% increase in online sales within the first year. Rathi Group’s online presence expanded significantly, allowing them to reach a broader customer base, while the business maintained its traditional strengths. The family’s trust in the modernization process grew, and the business became more competitive, successfully integrating both new technologies and time-honoured practices.