Chennai

However, as often perceived it has never really been about money. From a small tailoring outlet in Aminjikarai to over 120 stores, the journey he started with his brother Suhail has had its fair share of ups and downs. He has made some mistakes but he says those decisions, good or bad, has made him what he is today. 

From 1984 to 1987, about three years, he worked in his uncle’s clothing store in Nungambakkam, while he was still in college. “After that my uncle gave me two machines and asked me to start something of my own. I was reluctant but he pushed me to go for it,” says Hanif, who calls it the toughest phase of his life. “Between 1987 and 1992, we started a store in Aminjikarai. By then I had learnt to cut the cloth for making trousers and stitch it. I’d stitched for my friends and Suhail, who was is Class 9 and would iron the clothes for me. I remember having only Rs 2 in my pocket. Even unwinding at the movies would cost Rs 10 and we hardly got to do that. It was tough phase but we managed to get through,” he says. 

The struggle, he adds, is all in the hindsight. All he was trying to do then was to keep his head above the water. “I come from an affluent family background and most of our relatives have been living a lavish lifestyle for decades. But for us, things were different. My father was not good at making money. He was a very good man; sincere and hardworking. But we were always in dearth of money. So I had only one way to go – forward. Thus, we were doing what we had to.” 

Things changed in 1992, when the sibling duo launched their own brand Genesis at a 400 sq feet shop in Prince Plaza. “There was no looking back from there. End of the first day I had Rs 5,000 in my kitty. I had never seen that kind of money. I was ecstatic. I guess, it was because we had the gift of the gab and we managed to create a strong customer base. We knew our customers by the name and the store soon became a hang-out of sorts for many of them. The store was an instant hit,” says Hanif. He adds that he is glad that he didn’t let money get into the head and constantly worked towards making the brand bigger. “It has never been about the money. I check my balance sheet once a year but I work on my product almost eight hours a day. It’s the passion for my work.” 

Now Basics Life has over 120 stores with sub-brands under it – Basics 029,  Genesis formal wear and ProBase. Of course, there were challenges but according to Hanif, it all happens for a reason. “In 2008, we put up an elaborate facility in Maduravoyal with a warehouse, manufacturing facility and an office. On July 7, 2008, there was massive fire in the premises and the manufacturing unit was charred. We called for an emergency meeting at 6 pm the next day and we actually discussed why should we even have a manufacturing unit which was causing a loss. The universe kept giving us signals previously but we ignored.” 

It is said that Hanif can tell you the design code by just looking at the shirt from his brand. He knows what his customers want. “We have set clear roles in the company. The creative part is taken care by me. My brother handles everything else. I am not a designer. I am a businessman. I understand commerce better and keeping the other nuances in mind, I curate the designs for every season. Each design is overseen by me personally,” says Hanif. 

When they started with Genesis, there wasn’t much competition but now things are different. They have stuck to men’s fashion and have no plan to venture into women’s wear as he calls it their limitation. Hanif is aware of the competition with advent of international brands. “I go home and tell myself every time that it is not easy to make money.” The struggle is to keep doing something new. “I want to be the best fashion brand in the country.” 

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