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India’s GHCL Limited decodes home textile market metrics, strategies ready to drive growth

by Apparel Resources News-Desk

04-June-2018  |  2 mins read

The US and EU markets, undoubtedly, remained sluggish in the past couple of years which has impact the growth of apparel industry, which is also seeing a shift in market dynamics as internet selling takes over brick and mortar, resulting in lower volumes for the industry.

As a leader in the home textile industry GHCL Limited has upped its game and zeroed upon strategies that would help it address what the market wants. 

“We are thinking more about innovations to differentiate ourselves from the competition and to grow. Our basic strategies are around sustainability, innovation, giving back to the community and traceability,” Manu Kapur, President & CEO, Home Textile, GHCL Ltd. told exclusively to Apparel Resources.

The company is determined to be fully compliant while innovating their products as per the market’s needs. After launching REKOOP, a sustainable as well as traceable bedding in collaboration with RIL and USA’s Applied DNA Sciences, earlier this year, GHCL is now looking towards innovation in wellness.

“We are looking at beauty as a concept in home textiles and a separate brand will be launched in September 2018 for New York market,” Kapur apprised us.

Further, the company is also launching an online brand ‘Auraa’ in the US and are aiming at a sizeable business in the internet sphere with Amazon.

Explaining the focus on the US market the CEO stated that customers globally are really aware today about sustainable products, which has led to a demand of such products and for which they do not mind paying an extra cent.

Regrettably, the domestic market has not fully accepted the eco-friendly mind-set, yet. “In domestic home furnishing industry, things are still largely centred on price. I believe the customers are ready but unfortunately they are not presented with the choice yet,” he affirmed.