Equality of Faith

Equality is a core tenet of the DAKS value system. In a business environment that is often plagued with prejudices surrounding gender and faith, we believe we can be a powerful platform for social change and that it is our responsibility to further equality for all. We believe that good ethics is good business and so we strive to drive positive social change that improves the lives of our workers. To do this we believe we must be able to address the root causes of social friction that affects the health of the overall community. 

To do so we ensure that all our employees are treated fairly and equally regardless of their belief system. We believe in religious freedom and the right of our employees to affirm their faith in the workplace while maintaining social justice and peace. In a country like India where villages and rural areas are, more often than not deeply afflicted with cultural and religious conflict, we believe we have a responsibility to provide a space that is free from prejudices and affirm this basic human right that is often looked over in India. 

To safeguard our employees’ faiths we maintain the All Faiths wall in our factories. The wall, adorned with religious photographs from each faith proudly displays our respect and belief in the equality of all religions. This wall is maintained in each of our factories. It’s a symbol of DAKS’ secularity and the harmony that exists within the DAKS family. We understand that everyone has a role to play in creating a space of belonging and driving equality in the workplace. We recognize the value of community in shaping culture and strive to ensure that the values of each member of our community are reflected. 

Our values aren’t just words on a page — we learn to live them every day, measure our success, and continuously evolve. Together, we’re on a mission to improve the state of the world. By creating a culture of equality we aren’t just doing the right thing, but also empowering our teams to build deeper connections, innovate and ultimately become a better company.

Celebrate Together

The DAKS Family is comprised of contributors and leaders who share a deep trust in one another and in the organization’s purpose. We have been incredibly intentional about our values, behaviours and the experiences that we deliver – even to our employees. We aim to positively impact the personal lives of our team by taking the time to support one another in both – moments of difficulty and of celebration. 

That’s why we empower our employees to focus on their families, friends, passions, and wellbeing. When our people are healthy and happy, they have the energy, creativity, and drive to do their very best work and continue to transform our industry. A happy family is key to a happy organisation. We take our work seriously, but try not to take ourselves too seriously – and always try to enjoy the ride. 

At DAKS we celebrate every major national holiday and festival in our offices. 

Diwali is celebrated by lighting diyas observing the traditional hawan in our offices. The festival gets its name from the row of clay lamps that are lit outside of homes and to symbolize the inner light that protects us from spiritual darkness. A Christmas party is thrown on Christmas Eve every year where one employee is chosen to dress up as Santa. 

We also celebrate Holi, the popular “festival of spring” or “festival of colours” at our Head Office where members of our team are invited to participate and play with colours. The vibrancy of colours brings a lot of positivity in our lives and is a day worth rejoicing. It is a famous festival celebrated all across India to symbolize the triumph of good over bad. 

We understand that In order to move fast and innovate, our team needs to be in good shape; mentally, physically and emotionally – which is why every year we celebrate all religious and national holidays together with our DAKS Family. 

It’s our sense of fun and family that makes our workplace engaging and employing. These family reunions and celebrations empower our teams to excel and succeed both, inside the workplace and outside of it.

Juco Today, for a Better Tomorrow

Technology has come a long way in simplifying the existence of human beings. But the aftermath of the world’s advances makes sustainability and replenishment of our natural resources the need of the hour. The fashion industry is constantly scouring for fresh ecological alternatives to replace their generic counterparts, and DAKS is amongst the few leading the race in innovation.

DAKS is always looking to diversify and evolve our operations to match peak efficiency, beyond luxury. To tackle the repercussions of our advancements, the global textile industry has recently invented a new form of material, that goes by the name of Juco.

DAKS has concluded that Juco is smart, reliable, versatile and ecological. Here’s how we’re rapidly integrating it into our manufacturing process

Juco is an extremely versatile and increasingly popular ecological alternative to generic fabric. It is a fine blend of Jute (75%) and cotton (25%), hence the name. By procuring the benefits of both materials, juco puts together the best of both worlds. It can be an excellent replacement for cotton or jute bags with a wider range of benefits. Juco brings together the tighter weave of a cotton bag and the durability of a jute bag, resulting in a smooth and soft yet strong and durable fabric, that can bear more detail and intricacy from a printing perspective.

Cotton is a Kharif crop, which requires 6 – 8 weeks to mature

Jute itself is still considered a niche bagging material, so it goes without saying that Juco bags are even less widely known. Many people are still entirely unaware of the fact that such a material exists. However, owing to its durability, affordability and sustainability, industry giants are racing to maximise the utility of Juco. Furthermore, Juco bags make ideal fashion and promotional bags, due to their increased scope for customization and detail.

Presently, DAKS India is developing products using Juco for our Bags and Backpacks division. Our Product Development teams are currently using Juco fabric to make a range of fashion and retails bags including shopping bags, tote bags and wine bags. These bags are an ecological answer to the problem of single-use carrier bags. Juco is sustainable in its cultivation as well as production while still offering higher design value. 

Our Juco is sourced from the fields of Kolkata, where the weather compliments the growing and farming of Jute and Cotton, to be processed into their ecological and more durable counterpart. DAKS lies within the materials processing industry. Hence as part of our worldwide trade & supply, our final products are available in stores across the planet, from soft furnishings, to bags and more. As a manufacturer, our product line extends beyond fashion fabrics. We ensure affordable and sustainable alternatives to generic fabrics are readily available for our clients, to extend our strive towards a cleaner tomorrow. 

The weave of Juco is tighter than that of generic Jute

For this very purpose, the DAKS new materials lab has been conducting intensive R&D since 2015, to explore alternate materials to reduce our carbon footprint while maintaining the luxury quality and standards we are widely known for. We’re constantly repurposing, recycling and exploring novel branches in textile that would not only surpass the limits of design and fashion, but also aid in the preservation of our future. 

By taking the most beneficial characteristics of cotton and jute, Juco extends their capabilities in terms of design, durability and intricacy. Not only does it open up fashion alternatives, but it also provides an actual ecological and sustainable material alternative to synthetics like polyester and nylon. Owing to its enhanced resilience, it has branched out new avenues in design. There now exists a variety of intricacies and modifications that are viable on Juco, and the market is loving it. 

With so much more to explore, Juco is open to vast capabilities, with a clear conscience knowing the environment has been protected every step of the way.

DAKS Diary

The beginning of every year is marked with annual traditions that celebrate the DAKS Family. One of the most significant markers of the start of the year is when each team member is given the DAKS Diary. 

The DAKS Diary is a yearly tradition that caricatures the DAKS team and recall moments that discerned the year. Each month is marked with stories from the year gone by. These are stories of strength, resilience and adaptability that the team showcased when challenges were thrown their way. 

These stories are interspersed with anecdotes and sketches that capture the spirit of our team and reminisce the calm amidst the chaos. It is an ode to our family and the milestones they achieved. 

Theme for 2019 – The DAKS Tantra 

Much like the famous tales of Panchtantra, we have our own storytelling style we call DAKS-Tantra.

Daks-Tantra : Think 

The first four months were when we applied ourselves to the challenges that were thrown our way. We were mindful and compelled to never settle for mediocrity because how we do anything is how we do everything. 

DAKS-Tantra : Evolve 

As thought processes are aligned, ideas evolve into concrete innovations. May through August we saw various members of the team, young and old, solve problems by way of intensive planning and quick execution. Members of our senior executive team, with the heart of a poet and integrity of a soldier 

DAKS-Tantra : Perform 

Come September, Orion itself guided our team to discover and live their full potential. October captured the determination and spirit of our younger team members who lead with a smile. November through December, we sat back, reflected and planned for the new decade. 

Our team is the heart and soul of DAKS. It is our proud privilege to call our community a family.

DAKS Smiley

The DAKS Smiley is a symbol of our commitment to work-life integration. It reflects our belief in the health and wellbeing of our family. At DAKS we put our family first. Our family’s wellbeing runs parallel to the wellbeing of our factories as well. It is a reminder to all of our staff, spread across our various factory locations and offices, that it is important to look up and smile. 

Having grown from a simple reminder to be happy to now becoming an identity for the DAKS Family, the Smiley pin has truly been a consistent symbol for DAKS for almost two decades. It can be seen across the floors of our factories as well as on our staff. A Smiley pin can be found adorned on every member of our team right from the factory floor to our head offices. Different colours of the Smiley pin indicate different divisions within the factory. Green smileys are adorned by our workers in the cutting room whereas those in the stitching division can be seen wearing blue Smiley pins. 

Our oldest employees, those that have been a part of our family for more than a decade can be recognised with a silver Smiley. The silver Smiley pin is for those that have weathered storms and achieved milestones since the early days of the company. These are some of the most experienced and informed individuals currently working in India’s textile industry. These are the individuals that are heralding the new generation of human resource and technology into one of the most significant industries of India. 

The Smiley has been a key tenet of the DAKS visual identity. It has been the north star guiding our culture especially during times of global crisis, where the health and safety of all our employees was paramount and it was important for each member to continue to maintain trust with each other and the organisation’s larger purpose. It is symbolic of our commitment to our employees’ happiness and security and is a constant reminder to all our teams across divisions and locations, that we are all part of a singular family that’s working towards a better and sustainable future. 

DAKS New Materials Lab

With the effects of global warming looming large, it is important for the sake of our children’s future that we look at sustainability and renewability as a responsibility and not just a choice anymore. Reuse, Reduce and Recycle are no longer marketing jargon but the absolute need of the hour. It is the responsibility of manufacturers across the board to have one foot in the now and the other in the future exploring alternative materials, processes and systems that can strengthen the quality of life for generations to come.

It is a commitment to go beyond minimizing the negative impact of our production activities to the environment. It is a consistent throughline in all our production activities right from the material used to the packaging of the final product.

Since 2015 our in-house Research and Development teams have been exploring the use of alternative material to reduce our carbon footprint while maintaining the durability and quality of the product.

Recycled PET Bags

In our bid to contribute positively to the environment, we use recycled PET fabrics to create and promote the use of a range of eco friendly products. By recycling used plastic to make PET fabrics we lengthen the life cycle of the plastic we use. This cycle is continued by melting RPET fabric and extruding fabrics to spin yarn for new RPET fabrics. As production of RPET is less energy consuming, recycled PET has a lower carbon footprint than virgin PET. Moreover, this yarn is composed of long and regular RPET fibres that allow the resulting fabric to have the same physical properties as virgin polyester. 

We use RPET to create a range of products, from totes, pouches and backpacks. Like its other plastic counterparts RPET fabrics offer high resistance to abrasion, durability and a fair waterproofness. However, unlike regular PET fabrics, RPET fabrics contribute to reducing carbon emissions and spare fossil fuels. Using RPET allows us to create a strong, durable product that is 100% recyclable. 

By giving plastic bottles a new life in our backpacks division, we are committing to a more conscious world. In the future RPET will replace millions of totes around the world. Tasks such as going to the supermarket and vegetable shopping will become far more sustainable activities that will all add up to a much more secure future. 

Juco Bags

Juco is a smart and increasingly versatile eco friendly fabric that is a blend of the fine properties of both jute and cotton. It is 75% jute and 25% cotton and can be used to replace either while offering a wider range of benefits. Jute is a vegetable fibre found abundantly in India and considered to be the second most versatile fabric after cotton. Jute fibre is sturdy and biodegradable making it the ideal raw material for production of bags, packaging and home furnishings such as cushions, curtains and rugs.

By taking the most beneficial characteristics of cotton and jute, Juco offers an ecological alternative to a range of materials including jute, cotton and canvas. The fabric draws on the strength and reusability of jute, which when coupled with cotton gives the fabric a finer weave allowing for detailed prints that are not possible on jute.

Presently we are developing products using Juco for our Bags and Backpacks division. These bags are sustainable in both production and use. Our Product Development teams are currently using Juco fabric to make a range of fashion and retails bags including shopping bags, tote bags and wine bags. These bags are an ecological answer to the problem of single-use carrier bags. Juco is sustainable in its cultivation as well as production while still offering higher design value. 

Non-Tearable and Paptic Paper

For the past 2 years our R&D team has been testing and developing products with Non Tearable paper. This paper has been developed using wood pulp and polyester fibre thereby making it recyclable and reusable. Moreover, the paper is also washable, giving it a longer and more durable life.

We also work with Paptic, a patented bio-based material. Paptic is a new recyclable, reusable and biodegradable packaging material. All Paptic materials are environmentally friendly and safe to use in everyday operations. Moreover, Paptic is a resource efficient material, it is developed using existing paper converting lines and its light and thin nature allow for easy shipping and handling. 

Assessing the sustainability of a product in its complete life cycle is key in our commitment to the environment. We measure the impact of a raw material right from its harvest to the carbon emissions generated during the production phase. By working with stakeholders across our value chain we ensure that sustainability is embedded into each process that’s transforming our raw materials into the finished product. 

Non- tearable paper changes the concept of paper as we know it – in both design and nature. The washable quality makes it durable in rain and the strength of nylon allows you to carry it as you would a normal bag. 


Assessing the sustainability of a product in its complete life cycle is key in our commitment to the environment. We measure the impact of a raw material right from its harvest to the carbon emissions generated during the production phase. 

By working with stakeholders across our value chain we ensure that sustainability is embedded into each process that’s transforming our raw materials into the finished product.

DAKS welfare for workers

At DAKS, we believe that it is people who make a difference. We strive to ensure that the wellbeing, safety and scope for professional excellence is guaranteed at both, our factory floors as well as offices. 

DAKS Evolution Centre

The preservation and growth of our human capital is the core tenet of DAKS’ culture. To that effect we established the DAKS Evolution Centre in 2001 to provide customized training for our personnel. These in-house development programs consistently enrich our employees. 

The DAKS Evolution Centre provides customized training covering :

  • Quality Control and Assurance 
    – To understand the fundamentals for achieving maximum customer satisfaction, this course covers the fundamentals of quality management, benchmarking methods and monitoring processes for consistent quality assurance. 
  • Merchandising 
    – To understand how to provide value to retailers via their product mix and keeping in mind the brand identity, business functions and constraints. 
  • Production Management 
    – Includes on-the-job training to gain a comprehensive understanding on planning, organizing, directing and controlling the production process. 
  • Sustainability in 2020
    – A fundamental course on understanding the importance and execution of sustainable innovation in the textile industry. The course covers an understanding of sustainability as a dynamic concept that can be introduced across each aspect of the production process. 

DAKS Suggestion Boxes

In order to make our workers feel more comfortable about their voice being heard, over 20 suggestion boxes are placed across each factory including washrooms. The suggestion boxes are a means for workers to anonymously communicate about improvements they would want to see in their workplace. Moreover the keys to these boxes are only held by our CEO to make sure that all messages are sent through to him.

Incentive for Workers’ Children

Initiated in 2009, the Incentive Program is a way of recognising and supporting our workers’ children who perform well in their education. The students who perform well are given recognition in our annual day ceremony as well as scholarships to help their education along.


Everyday From 3:50-4:00pm, all DAKS factories and offices power down and centre themselves with a mid-day meditation. This practice has proved extremely successful in boosting morale as well as productivity. 


Our working mothers asked for a place in the factory for their young ones to spend the day. That led to the building of a nursery- a definite favourite amongst our special projects!

Medical Rooms

In our on-site clinic, a doctor is always available to always help with any immediate problems or provide general consultations to our workers. 

Faith Wall

The All Faiths wall in our factory proudly displays our respect for and belief in the equality of all religions.

At DAKS, we believe that we have an equal responsibility over the product that is going out of the organisation as to the people working inside the organisation. We showcase our commitment to excellence by fuelling investments in our people as much as our product. 

COVID-19 Measures

The coronavirus pandemic has upended our lives irreversibly. At DAKS we understand that systems across the value chain have been impacted in previously inconceivable ways. 

To help our clients, personnel and other stakeholders across the value chain navigate this crisis, we have undertaken a series of measures that will enable us to act responsibly and efficiently in our current pace of “returning to normal”. 

Social Distancing and Sanitization

Every morning our personnel begins to line up in front of the gate with the requisite 6 ft distance to get their check-up. Each personnel is required to use a motion sensing sanitizer dispenser before their temperatures are checked with touchless infrared thermometers. All personnel is then required to walk through a sanitization tunnel that uses sodium hypochlorite to disinfect them. 

Social Distancing is also followed at each handwash station which is marked with indicators to maintain 2 meters of distance between any two individuals. 

Alarm System 

We use an alarm system to alert employees in 45 minute intervals to sanitize their hands. WHO approved alcohol-based liquid sanitizers with 70% alcohol content are used across all factories and offices. Foot operated sanitizer dispensers are placed across factory floors and offices for touchless hand sanitization. 

Lunch Area

Each table in our lunch area is marked with indicators to follow a Sit-1-Skip-1 seating arrangement which allows only two individuals to sit on a six seater table to maintain physical distancing. 

Factory Sanitization Processes

We use cold fogging at 8:30 am before starting factory operations for the day. The process uses and invisible disinfectant particle via fogging which is efficient in controlling and sanitizing surfaces. 

We use a special disinfectant sanitization process every two hours for sanitization and personal hygiene purposes. 

We also use sodium hypochlorite sprays thrice a day and thermal fogging at 5:30 pm after shutting down operations for the day. 

Government Approved Equipment and Processes 

We use government approved PPE kits for sanitization and clear the workforce from the area before beginning the sanitization process. We have also introduced multiple tea breaks for the same. A proper disposal process is followed when disposing of PPE kits. 

Our contactless production floor set up takes into account physical distancing of at least 2 meters between any two individuals and using alternate workstations to that effect. Masks are mandatory at all times for everyone. 

COVID-19 Taskforce 

COVID-19 help desks have been set up in all DAKS’ factories for information and on-the-spot query resolution related to COVID-19.

COVID-19 Specialist Doctors

We have doctors on site to conduct check up sessions with our workers. We also conduct weekly sessions on informational updates and policy changes as precautionary steps against Covid -19. Masks have been distributed to all workers and their families. We also conduct psychological health care activities to boost the morale of our employees. 

COVID-19 Relief Program 

Due to the scarcity of basic requirements, we initiated a Covid 19 relief program where packaged food and snacks were distributed to workers and their families. 

After months of taking these measures and upholding these protocols we are proud to say that no cases have emerged thus far from the DAKS factory floors as well as our offices. This is a true testament to the efforts of our team that has ensured that DAKS is a positive and safe work environment.

DAKS outlook on packaging in the new normal

Packaging in the New Normal 

Throughout the pandemic, the packaging industry has displayed fairly resilient behaviour. However, as the global economy recovers from the initial economic and humanitarian shocks of the pandemic, it is becoming increasingly clear that the disturbances to the supply chain, the consumer experience and increase in nearshoring are going to have a long-term impact on the industry. The industry at large is typically in line with the GDP, as the major sectors it feeds -food, beverages and pharmaceuticals – provide for essential needs. However, the non-essential areas of packaging, such as luxury, fashion and apparel are experiencing a major reformation in almost all areas of activity. 

It is clear that shifting consumer lifestyles will be dictating key shifts within the global supply chain. The consumer journey has been greatly upended within the larger physical retail experience as social distancing and conscious hygiene practices are becoming the norm.  As consumer touchpoints are being reimagined across the board, brands are amplifying their presence on their digital addresses. 

In such times, the tactile becomes important. The scarcity of tactile touchpoints is inversely proportional to their significance and impact on the consumer.  As packaging remains one of the last (and often the only) tactile consumer experiences, it is increasingly important for brands and manufacturers to consider the need for a confluence of technology, innovation and creativity across the value chain. 

The DAKS Assurance 

At DAKS, it is our strategic imperative to help our stakeholders navigate these increasingly complex times. As the second-order effects of the Covid 19 crisis roll in and acceleration towards e-commerce increases we offer the collective synergies of our multiple production units to address the shifting needs of our clients. 

Over the course of the pandemic we placed a sharp focus on the health, safety and wellbeing of our workers, especially the ones on the factory floor. Our offices and factories haven’t reported even a single case, the result of strict measures enforced to prevent a Covid -19 outbreak. Moreover, our focus on technological acceleration has continued even in the midst of this global crisis. We have consistently been introducing technology to support our efforts to minimize exposure as well as the impact of the virus on our production. Our commitment to speed and the agility of our teams are equipped to deliver – even in the midst of a pandemic.


Collaborating with a big box store based out of the UK, we were working on producing 10,000 piece runs of pleated cushions at £1.6. A few months into our relationship, we were informed by one of our local partners that a million piece bid was opening online and the winning price was indicated to be £0.80, at half our current price. We were determined to secure the bid but were aware that we would have to study the process and optimize our systems accordingly. Here, we knew that production based on small runs was key. 

Our production process needed to optimize on automated pleating machines. Typically these machines would come in 4 needle, 8 needle or 16 needle variants. To truly optimize on small runs, we ordered customized machines from Italy in a 64 needle variant. This machine could complete the production of a cushion with just one run. 

A pleating machine that would typically cost 300USD, would now cost us 17000USD, with a total investment of 400,000USD for all the machines. We designed and developed a separate section for these machines in our factory and won the bid.

Impressed by the mechanizations that were being done and the speed being achieved, the following year they granted us the same program without a bid. The speed we were achieving was a true testament to the quality of the investment we made. It was a project that continued for 3 years and showcased the proactivity of our teams and the agility of our investment and infrastructure changes to bring our clients value.

When first approached by Steve Madden in 2018, we were asked if we would be willing to adapt to their systems and integrate the equipment they use for their production in our factories. Always open to learning and improving efficiencies, we agreed and underwent a training process for our production and operations teams in Cambodia, with their other high producing partner factory.

Post training, upon returning back to India we began the process of implementation. We restructured the factory floor to begin finishing on the line itself, improved upon details such as initiating a trolley based movement of goods and began importing equipment from Italy that was far superior in quality compared to the equipment used in Cambodia. In fact we brought in German machines as opposed to the Chinese equipment that was used in the Far East factories, which would deliver us an even higher efficiency than the factory in Cambodia.

These systems we introduced enabled us to make quick strides and develop a state-of-the-art infrastructure and highly trained teams, delivering productivity of upto 550-600 pcs per line a day. This process of learning that was initiated in the Backpack division with Steve Madden has now been improved upon even further, increasing output to 650-750 pcs a day per line. We are still working towards increasing to even higher efficiency standards, keeping in mind the high quality that is a hallmark of DAKS and was the reason for Steve Madden working with us in the first place, 


Line efficiency

Before taking on Steve Madden as a client our wastage levels were at 3-3.5%. They have now reduced to under 1%.

Reach Us

Address: F-33/5, Okhla Phase – 2,
 New Delhi, India – 110020

Phone: (+91)11 4981-81-81

Email: daks@daksindia.com

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