How did your collaboration with Switcher come about?
Switcher has always been a well-known name in my home town of Tirupur.
Its own schools and new approaches to sustainable production with its Indian partner, Prem Durai, have always been a role model for the entire location. After we learned about the bankruptcy and that there were people who wanted to revive the brand, we (Sulochana) came into contact with the brand. After intensive discussions with the managing team and also with the Swiss team around our current CEO Marc Joss, we stepped in as investors to keep the brand and its special values alive.
I come from a city where every other company has something to do with the export of knitwear. As my family has been in the textile business for generations and my great-grandfather started in the cotton trade and ginning at the bottom of the supply chain, it was always my dream to one day reach the end customer directly and so this opportunity came in the form of Switcher.
Why Switcher and not another clothing company?
Switcher seemed like the right connection for Sulochana 😊 because Switcher was already talking about sustainability in the 1990s before other brands started thinking in that direction, and if you dive into Sulochana's business model and principles, you'll find that everything revolves around sustainability, whether it's energy sources or the use of recycled PET, just to name a few points.
In what capacity are you involved in the day-to-day running of Switcher?
I play a leading role as Chairman of the Board of Directors, so to speak, with my most important task being to make decisions, especially with regard to finances, and to ensure that the company's basic ethical principles are adhered to. The operational business is otherwise in good hands with our CEO in Switzerland, Marc Joss.
In your opinion, what are the biggest challenges that Switcher is currently facing?
Switzerland is a great country. I've been living in Switzerland for two years now and it's the center of my life. As for any company, there are many opportunities and a target audience with high purchasing power in Switzerland, but the costs are correspondingly higher than in other European countries. Over the last three years, we have invested primarily in our organization, processes and logistics. Since the relaunch, however, our biggest challenge has been to gain the trust of our customers and convey the message that we are back with Switcher to stay.
Now we need to ensure that we can continue to grow sustainably and find talented new employees to accompany us on this journey.
What would you like to see from the Switcher team?
I would like all our employees in Switzerland but also in India to be proud to work for this unique brand. I would like the members of the Switcher team to have a natural passion for the core values of the brand and to support every success and failure of the brand. Ideally, they will grow with the brand.
What are your goals for Switcher?
To create a sustainable business model with new ideas in which we combine and bring out the best in technology and textiles.
What are your personal goals?
I have always been passionate about animal welfare and sustainability. In short, I want to give back to society more than we take out of it.
What growth do you hope to see in the next five years?
I would like to see Switcher win back its B2B customers to pre-bankruptcy levels, with a strong message that we are here to stay and that we are reliable.
On the B2B front, I would like to see Switcher's online business contribute the most to the business, with a focus on slow fashion, circular economy and an active lifestyle.
What are your favorite Switcher garments?
The Damon T-shirt, Theo pants and many new pieces that I was able to help develop!
What does a typical day in your life look like?
I start with my Vipassana meditation and usually spend 2 hours moving between yoga and bodyweight exercises. I work between 6 and 7 hours at my job and the rest of the time I spend on creative architectural or landscaping projects!!!
What kind of music do you like to listen to?
I listen to minimal house and reggae 😊.
Burger or salad?
I'm not a big fan of salads or burgers! I am a vegan. I love Asian food and fruit!
What's your favorite way to spend a day off?
I like to plan my days off with adventures, whether it's watching wildlife, collecting antiques or learning a life hack or skill! Most importantly, spending time with my animals!!!
