India is a well established player in cotton sheeting, with many of the big corporate houses specializing in the category, but 100% polyester sheeting is still a largely unexplored area with very few players having setups to offer the product. Anand Tex International, Panipat is among the few players which are doing 100% polyester warp knitted sheeting for the international market and is seeking good growth from the category. Rakesh Garg, Director – Marketing (International), in a freewheeling conversation with Apparel Online proudly shared that while China holds leadership position in this category, his company is producing products at par on quality and performance…
The international market does not perceive India as a polyester manufacturing country, whether it is in fabrics, garments or furnishing made-ups. “Today Reliance is one of the biggest polyester fibre producers in the world but no one knows; you talk to any buyer and they do not know about this fact,” muses Rakesh who is also licensee for Recron fibre brand. Making polyester sheet sets with fitted flats and shams, Anand Tex is also famous for its blankets which are 100% polyester and blend of polyester and cotton. “We are one of the few companies in India, which is promoting polyester products. We are actually competing with the Chinese as they are strong in polyester products and in the US market polyester based products have bigger demand, as most of the American retailers sell polyester products. The sheets are easier to maintain and are picked up in bulk while cotton sheets are for specific category of customers,” says Rakesh according to whom a lot of polyester is also being used in bed sheets these days for the domestic market; perhaps not 100% polyester but 50-50 or 40-60 blends with cotton.
The warp knitted bed sheets which Anand Tex is producing are apt for the countries with extreme weather conditions. The sheets are all performance-based and because it’s 100% polyester, so by default it has anti-microbial properties. For the American market the company has Sheex Performance Bedding which offers durability and comfort. “This product was actually inspired by the athletic performance wear fabrics. The sheet has temperature control by transferring body heat, and wicking properties that transport moisture. These features keep the body dry and comfortable and offer a cooler, deeper sleep,” avers Rakesh. The flexible micro fibres provide a four-way stretch for freedom of motion and optimum fit. The sheets made from 87% polyester,13% spandex have advanced fade, wrinkle and shrink resistance, and also good breathability properties.
All the performances are being given at finishing stage and not at fibre stage, as the cost of the sheet goes up if done at fibre stage. “We have our own processing unit and are using Clariant products to impart performance finishes. These finishes have long usable durations, lasting for about 30 washes for a bed sheet,” informs Rakesh.
[bleft]We’ll try to generate more and more volume. Of course in future, the goal is to try some products which are high and upscale but we would not like to get into it without any due diligence and burn our hands.[/bleft]
The other kind of performance sheets which the company offers are Micro Knit Flannel Sheet sets. The construction of these sheets is done in such a way that it gives a very soft and cozy feel. To provide softness to the sheet, double brushing is done with anti-pill technology. These sheets are easy care and dry fast along with no shrinkage. The company has also developed Micro Fleece Sheet sets with a new technology that makes these sheets softer and warmer than flannel. With this sheet one can turn down the thermostat and enjoy energy saving comfort. “Today we can do everything in India which China does; be it fleece fabric or micro fleece fabric. When we go for Comp-Shopping, we see at what price the product is selling and what is the quality, and when back, if we are able to achieve the same quality and price,” informs Rakesh.
[bleft]As far as Pakistan is concerned they are doing cotton and lower count threads like 200 thread counts; they call it CVC (cheap value cotton); they produce that and they are good in it. [/bleft]
Catering exclusively to the export market, 51% of the production share goes to the US, Canada and Mexico to buyers like Walmart, T.J. Maxx, Bed, Bath & Beyond, Brownstone to mention a few and 36% is going to Europe; the remaining is exported to Japan and Latin America. Recently, the company has started working with Kohl’s through Li & Fung. “Besides US, we are catering to the UK, Germany and Spain. In fact, we have an agent in Germany and Spain; from Germany we cover Poland and the East European market, while from Spain we cover the French and Portugal markets,” informs Rakesh.
With a total turnover of Rs. 200 crore, Anand Tex has more than eight manufacturing units located in and around Panipat. The factories are equipped with modern manufacturing facilities and now the company is going in for expansion of its production facilities. The new unit coming up on 20 acres of land on the road towards Rohtak with a total investment of around US $ 10 million, would have everything under one roof right from yarn to box-pack and make it vertically lined up in order to control the cost. The unit will be commissioned by the end of this year. “I think that with all the expansions in the pipeline, we should be growing by 50% next year,” concludes Rakesh.
