The director of RANKS is now celebrating 20 years in the manufacturing and distribution business at the head of a company that's continually evolved.

Since he set up the firm at the end of the 80s, he's seen it develop far beyond its original goal of selling purely t-shirts to a small client-base.

Today, the company now offers a broad range of products encompassing everything from childrenswear and workwear to practical fleeces and hoodies.

"I have no regrets about setting up my own firm, working for myself is the best thing I ever did. I feel proud that every penny I've ever earnt has been by the book," explains the 46-year old businessman.

Indeed, he's had plenty of success to reflect upon in an industry that by his own admission has seen many competitors fall by the wayside.

Being competitive and responding to market conditions has clearly been at the core of his trading philosophy. Despite the present downturn in the economy, RANKS has recently expanded its Harrow headquarters to incorporate an adjoining storage facility.

This has made a significant impact on its operations and the firm now employs a total of 12 people across its administrative and warehouse departments.

In such challenging market conditions, having a strong work ethic is only halfway towards making progress in the right direction.

What does Atul believe that has been the unique selling point in his company's success?

"I don't think anyone really has a unique selling point these days. It's customer loyalty, product lines and the service you offer which are important."

Maintaining a good relationship with his suppliers and customers has been something that underpins the company's identity.

In such a competitive marketplace this has remained of central importance.

"All my suppliers have been very supportive and most of them have stuck with me since the beginning."

While some customers occasionally venture to sample products at the company's headquarters, many are not within easy travelling distance. Such circumstances dictate that the quality of products is maintained.

Understandably, some of the most challenging issues that RANKS has faced have been on a logistical level. In addition to the company's main site, there is also a distribution depot in Felixstowe that enables rapid distribution of goods produced overseas across the UK.

Ensuring this element of his business runs smoothly is something that Atul considers highly important. He has displayed a hands-on mentality, making frequent site inspections and business generating trips.

"I have enjoyed travelling the world with my work, it's something I do every month. On my last trip I was away in Dubai, Karachi, Bangladesh, Manila, Korea, back to Dubai before flying home to London. I was quite shattered," he explains of recent globe-trotting.

One of his career highlights has been supplying t-shirts for the Republic of Ireland's World Cup Campaign back in 1994. No-one had anticipated the level of hype surrounding the team which made the quarter final against Holland.

"Every time they got further in the competition I kept getting calls saying we need more shirts! but I just couldn't get them out fast enough as it takes months to arrange new orders."

Such day-to-day frustrations working within practical production limits are inevitable part of being in the industry. But throughout the wealth of changes in technology, the company has continued to trade profitably.

Ever keen to enhance its product range, the firm has expanded into brand creation. It has been commissioned by a number of leisure and tourism companies to supply clothing with ready-made embroidery patterns that are forged directly at the point of production.

This has considerable cost-saving implications and represents a growing area of business. It's a far cry from Atul's first taste of business trading on his own.

His family had originally moved to England from Kenya in 1977 and it was not long before the ambitious young salesman wanted to strike out on his own in business.

"I can remember when we were back in Kenya, my dad owned a small family business there and I would help out in the shop.

When I went on to start my own company it was working from home- my bedroom was my office. I was on the road every day and I had one of those huge Nokia brick phones!"

The company's first real base was set up in 1992 and specialised in neutrally-branded basic t-shirts as the bulk of its business.

While he concedes that the early 90s recession proved a difficult period to be trading in, it taught him that the key to survival was diversity.

Within a few short years, Atul's customer base began to expand rapidly to the point where RANKS products were regularly appearing in many London t-shirt tourism spots and exclusive department stores such as his former company, Harrods.

In 1997, his clothing company became stockists and distributors for Fruit of the Loom which was one of the first specialist firms to realise the full potential of the industry.

It has also been among the front-runners complying with increasingly stringent ethical production standards. In response to these trading standards, RANKS has ensured that its products have been certified as ethically sourced.

Another major area of change Atul has witnessed has been in the design stakes. Long gone are the days when only a sparse number and weight of garments are available. Advances in equipment and technology have enabled a far greater variety of goods to be manufactured.

"The business has changed a lot, especially in terms of the range and quality of clothing that is now produced. There are so many fabrics and colours out there which is due to the technology which has seen developments in fleeces, polo sweatshirts and also with t-shirts."

As with any industry, he acknowledges that networking has also been of importance to his career. Having attended nearly all the Printwear and Promotion Exhibitions since his business began, he won't be missing the chance to celebrate 20 years in the industry along with P and P at our annual exhibition

"I go back a long way with the magazine and think it's a good time to be marking 20 years in business. The exhibition has always been a good way of doing some pr and meeting customers new and old."

* The RANKS 2009 catalogue is now available. It features a wide range of corporate, leisure,work and schoolwear in a range of contemporary styles. Tthe company offers a samples service on request and buyers are welcome to visit its headquarters to view a selection of its range.

For more information see www.ranksent.com or phone 0208 8639993.

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