The Novelty Group had its beginnings at Cherpu, a small village in Trichur district of Kerala where the grandfather the company's present Managing Director Mr. E.P. George, put up a small textile shop. In 1987 Mr. Pavoo the father of Mr. E.P. George took the business to Ernakulam, the commercial capital of Kerala, starting a small textile shop with a staff of four. Novelty Textiles was the name of the new unit. Stocking the latest fancy wear from reputed manufacturers across the country, Novelty Textiles soon became the supplier of choice for hundreds of retailers across the state. Commitment to quality, adherence to delivery schedules, and practical pricing were the factors that led to the phenomenal growth that the firm was able to achieve.
By forging strong relationships with textile mills and garment manufacturers and by adhering strictly to payment schedules, Novelty Textiles was able to procure quality products at reasonable terms. By passing on the benefits to retailers, Novelty was able to build a large and loyal clientele among small and medium sized textile retailers in towns and villages throughout the state. And by maintaining a large inventory of items in stock and ready to ship, the company reduced the time required for order fulfillment, thus adding to customer satisfaction. Novelty Clothing Pvt. Ltd. today is indisputably the No: 1 textile wholesaler in Kerala.