Players from across the country especially having expertise in floor coverings are expanding further into other product ranges of home furnishing too. The interesting thing to note here is that majority of these players are SMEs and their further growth segment is into products like cushion covers, towels, etc. They are not only adding capacities but also exploring new markets, and Australia is on top priority for them. Apparel Online got the chance to meet some such players and interact about their future plans and presents an overview about their future strategies.
Bhadohi Rugs House in Bhadohi is aiming to set up a garment manufacturing unit. Mohtashim Ansari, Owner of the company told that his wife who is a qualified fashion designer will head this initiative. Initially Rs.10 lakh will be invested in this project.
For some of these companies, expansion is mostly due to buyers’ push while others strongly believe that diversification is a tool to survive/to grow. There are still other companies for whom the reason of expansion is their reduced dependency on the existing core products. Currently offering rugs, all types of floor coverings along with poufs, cushions, Sai Overseas, Karnal/ Panipat, is a typical example of one such company which is planning to introduce terry towels next year. But why particularly only terry towels…? “It is a part of our business expansion strategy as we follow our existing buyers and they asked us for the same. We are aiming to invest around Rs. 25 crores on this project,” shares Siddharth Jaglan, MD of the company. Currently it has two manufacturing units in Panipat.
Having rugs as its core products and now expanding in to home textiles, Textico, based at Bhadohi, recently started doing cushions, pillows, poufs and desires to expand into the whole range of home furnishings in near future. Kafeel Ansari, Manager of the three-decade old company stated, “Diversification is very important nowadays as one can’t rely on just the core product or one dedicated product. We can’t survive in the market without a new segment or one that is allied to our product segment as it is getting dynamic day by day. One always needs to be on foot all the time.” He further added that the company is primarily into low-to-medium kinds of products but has enough variety in latest product categories too.
Companies working on a local platform with a niche in regular products are also on a diversification mode but their current focus is on existing product segments rather than new ones. J.I. International, a Kashmir based rugs manufacturer and exporter, dealing in high-end silk, woollen and polyester-based rugs, is aiming to expand its manufacturing capacity by setting up a new unit in Shahabad near Panipat. “We have the concept of always growing in terms of quality, efficiency and capacity. The new unit is also a part of our long-term vision of continuous expansion. As of now, we will focus only on rugs; in future we can add other products,” shared Imran Wani from J.I. International. It also has units in Kashmir, Panipat and Bhadohi. Imran who has been working with European market from day one is also now looking for Australia.
HFTW 2017 in Mumbai and Panipat
Tech Communiqué Multi Media (TCMM), in association with MSBC, is organising Home Fashion Technology Week (HFTW 2017) – in Mumbai on 18th April, and Panipat on 21st-22nd April. The event is an opportunity to meet dedicated home furnishing technology providers as well as to exchange the views with home furnishing giant companies.
So far known for leather products only, Agra is now witnessing more and more home furnishing as well as garment manufacturers. Home furnishing companies here are also on expansion mode. Bandejjia & Brothers is one of them. Mukul Gupta, Owner of the organization informed, “We want to create an entire range of floor coverings as well as home furnishings. It may take some time but definitely we will come out with maximum range so that we can get better opportunities on the market front. We are also looking at Australia as we have done some products for this country and have got appreciation from the buyers.”
Australia is on radar for most such manufacturers and even those companies which are not adding more capacities. It is their favourite market because of the good growth in that region. Kalista Exporter & Traders, Bikaner, catering to US and UK mainly, is also getting considerable response from Germany and Gulf nations. Now, the company is eyeing the Australian market for further expansion. “As per our research, the product range we are manufacturing have a good demand all over in Australia. Economy is also in good shape there,” said Meenu Kapoor, MD of the company. The company uses wool, viscose and silk in its products and has five manufacturing units in Bikaner. It is expecting 50 per cent growth next year.
