Page Industries Scales Apparel Order Volume by 6X with Vinculum Retail Solution on AWS


India has long been a sourcing hub for textiles, but the domestic apparel market has also been picking up in recent years. A rising number of clothing manufacturers have set up shop in the country to sell international fashion brands to local consumers.
Page Industries is a value-driven manufacturing, marketing, and distribution company operating in India for 25 years. It’s the franchisee of the Jockey and Speedo brands in India and six neighboring countries, including Sri Lanka and the United Arab Emirates. Capitalizing on India’s growing demand for high-quality apparel, Page Industries has set an internal goal of $1 billion in revenue in the next 5 years. It’s currently halfway to achieving this aim.

Seeking an Automated Aggregator Platform

Until 2020, the lion’s share of Page Industries’ Jockey sales were through brick-and-mortar retail outlets. Online sales through marketplaces such as Amazon and Flipkart were managed via custom application programming interface (API) integrations.

As online sales increased, the manual effort required to manage code changes for each marketplace was becoming a bottleneck for Page Industries’ IT team. Even the smallest code update required at least an hour of work, and when bugs occurred, it could take Page Industries 6–8 hours to debug and determine the root cause. When online sales jumped about 500 percent in 2020, implementing an automated aggregator solution became a top priority.

Page Industries approached Amazon Web Services (AWS) Partner Vinculum Group, a software company enabling omnichannel retailing, to provide an aggregator platform that would simplify and automate marketplace integrations. Karn Singh, head of ecommerce operations at Page Industries, says, “Vinculum’s solutions are pre-integrated to work with multiple marketplaces across the different countries in which we operate. This opens the door to building our business in India and abroad.”

Page industries
The number of days we’re able to operate on the marketplaces is drastically higher, and … our seller rating in terms of processing time per order has also decreased significantly.”

Karn Singh
Head of eCommerce Operations, Page Industries

Reducing Cancelation Rates and Order Processing Time

Vinculum Group consulted with Page Industries before implementing its eRetail Suite software as a service (SaaS), which provides scalable, automated marketplace integrations. eRetail Suite was built using Amazon Relational Database Service (Amazon RDS), Amazon ElastiCache, Amazon Elastic Container Service (Amazon ECS), and AWS Security Hub, among other AWS services.

In the run-up to selecting and implementing the Vinculum solution, Page Industries often had to pause selling on marketplaces until issues were fixed to avoid too many orders being cancelled. Most marketplaces where Page Industries sells its products maintain service-level agreements (SLA) stipulating vendors must stay below a certain cancelation rate. Thus, halting sales periodically to fix bugs was preferable to canceling orders outright, but the opportunity cost of lost orders was high, even for minor technical glitches.

Since implementing eRetail Suite, Page Industries has seen improvement on several fronts. “The number of days we’re able to operate on the marketplaces is drastically higher, and the cancelation rate has dropped by nearly 95 percent,” says Singh. “Our seller rating in terms of processing time per order has also decreased significantly. This has helped maintain our brand equity.”

Scalable Solution Facilitates Higher Order Volumes

In addition to stability, the scalability of the Vinculum solution has made it possible for Page Industries to serve more customers. Previously, Page Industries was selling its 15,000 Jockey SKUs on 4 to 5 marketplaces, whereas now the company is selling on 10 major marketplace sites. Orders tend to spike over the weekend, from 1,000–10,000 per second, all of which require processing simultaneously. On average, the business is now successfully handling six times’ higher order volumes per month compared to business levels pre-pandemic.
“With robust systems in place, Page Industries can focus on fulfillment rather than managing the technical aspect of order processing,” adds Raju Dedhia, enterprise solution expert at Vinculum. Time-to-market has decreased for adding product SKUs on different marketplaces, and Page Industries reports higher customer satisfaction across channels.

Adopting the Full Suite of Cloud-Based Solutions

After its initial success with eRetail Suite, Page Industries recently moved its entire order processing backend onto Vinculum’s suite of solutions. Visibility and accuracy are the leading benefits of this transition.

Previously, Page Industries was tracking products through Excel spreadsheets and a mix of manual and automated means. Now, the company has a fully automated, scan-based order tracking system. By scanning the QR code of any product, employees can see its complete lifecycle. Reports can be generated to check product status at any time, and if a parcel isn’t delivered, the system sends an automatic notification.

“We’re able to see who’s doing what and identify when and where mistakes are made. We’ve shifted to a more proactive approach to order management rather than waiting for customers to report a problem, enhancing the customer experience.” Page Industries is also experiencing faster time to market for new features and order fulfillment. Teams can follow up directly with couriers now that they know which product is sent by which company. 

Expanding SaaS to Other Countries

The growth Page Industries has experienced since implementing Vinculum solutions isn’t expected to slow down anytime soon. The company is already in talks with Vinculum to determine how best to deploy more cloud-based SaaS in its international offices. It’s also exploring Vinculum’s omnichannel offering in India.

Singh says, “Our business continues to grow multi-fold. Volumes are increasing, as is system utilization and data. Only with a proper cloud-based solution will we achieve the scalability required. Sales may double or even triple in the next five years, and we look forward to new business possibilities with Vinculum and AWS.” 

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About Page Industries

Page Industries is a fully integrated manufacturing, marketing, distribution, and retail company based in India, with operations in six surrounding countries. It is the franchisee of the Jockey and Speedo brands in the markets in which it operates.


  • Increases order volume by 600%
  • Reduces cancelation rate by 95%
  • Expands number of marketplaces from 4–5 to 10
  • Scales to process 10,000 simultaneous orders
  • Enhances customer experience and satisfaction
  • Improves visibility and accuracy of order tracking

AWS Services Used

Amazon Relational Database Service

Amazon Relational Database Service (Amazon RDS) makes it easy to set up, operate, and scale a relational database in the cloud.

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Amazon ElastiCache

Amazon ElastiCache is a fully managed, in-memory caching service supporting flexible, real-time use cases.

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Amazon Elastic Container Service

Amazon ECS is a fully managed container orchestration service that makes it easy for you to deploy, manage, and scale containerized applications.

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AWS Security Hub

AWS Security Hub is a cloud security posture management service that performs security best practice checks, aggregates alerts, and enables automated remediation.

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