Highlighting the growing strength of Indian domestic market in home furnishing, Heimtextil India fair, organized by Messe Frankfurt recently in Delhi, witnessed as usual many top- and medium-level Indian home furnishing companies. Beside popular brands, some of the established as well as emerging exporters also participated in the fair as they wished to tap the domestic market. Some of them were also participating for the first time, but their presentation and product development were indeed laudable and unique. The companies offering fabric for the home textile industry was one of the show’s main attraction, apart from digital printing being predominant at most of the booths. Apparel Online met all kinds of exhibitors and discussed with them about this booming business as well as their own organization’s stand on the same. Despite many challenges, most of the participants were positive about the export and domestic stand of this industry.
Focusing mainly on home furnishing, Shri Lakshmi Cotsyn Ltd., Kanpur, highlighted its printed terry towel and bedsheets. The company focused on a variety of prints, solids and textures. It did a lot of innovations at the yarn stage within cotton modal, cotton bamboo, linen etc. Alok Agarwal, ED (Operation) of the company is happy with the current market scenario and shared, “As far as terry towel business is concerned, market is good and even margins are satisfactory, especially compared to the garment business. We are a volume-based company and work with top brands and retailers, which is one of the big reasons for our survival and growth.” Having capacity of 1000 metric tonnes per month in terry towel segment, the company is currently using 90 per cent of its capacity. With a client base like Walmart, Target, Macy’s, BBB, Sears, Shri Lakshmi Cotsyn Ltd. has observed strong growth in printed towel export. Its total home furnishing business is more than US $ 175 million, out of which terry towel constitutes 60 per cent, while the remaining 40 per cent belongs to bedsheets. “Buyers don’t quit for rates as their major focus is on quality and timely delivery. We do have hard competition from Pakistan in printed towel segment, but in last 4 years, we have not failed in any kind of quality test, and none of our shipment was late, so we are maintaining our stability in business,” added Alok. The company now plans to add its flatbed printing capacity.
Some of the companies even highlighted on the sustainable/green aspect at the fair and it was heartening to know that awareness and demand for these kinds of products are increasing in the domestic market too. Karur-based Skanthaguru Exports, offering a wide range of home furnishing products, is known for its eco-friendly textiles. “We are kind of exclusive in eco-friendly products right from grassroot level to every other stage involved. Our products are well appreciated in our overseas markets, Europe and Australia, so now we are planning to do the same for US market,” shared KR Karuppanchetty, ED of the company. He further added that a normal cotton product takes six months to one year for degradable/recycling, while his company’s products take only 3 to 4 months.
Highlighting mainly on white colour-based product range, export giant Zen Linen International/Classic Linens International, Chennai, proved its specialization in the Indian domestic market. Ankan Chakraborty, Merchandiser and K. Muthukamatchi, Assistant Manager – Merchandising of the company informed, “We can bifurcate into other products but our core USP is white products. We are into volumes, so our competition is with China.” Both the units of the company are in Chennai and Andhra Pradesh and are well-equipped to handle comforters, pillows, quilted pillows, decorative cushions, laminated products etc. It now plans to expand significantly in comforters with specific stress on speed-up delivery.
Some of the booths in the event were focusing on one particular product, one particular value addition technique only and they too attracted good visitation. Booth of Roshan Creations, Noida was totally dedicated to embroidered cushion. The company, majorly working as an embroidery jobworker, entered into domestic home furnishing market two years ago with its own brand and is enjoying decent growth since then. Saurabh Jain, Proprietor of the company shared, “We have specialization in computerized aari and dori embroidery and also possess the required infrastructure for the same with 140 heads. We have hardly seen less demand for embroidery in any season ever because we offer similar embroidery works like hand embroidery. We also have a very big clientele base.”
Top Indian brand, D’Decor, Mumbai, also launched its new collections at the event which covered digital prints, jacquards, velvets with digital print, foil printed fabrics, embroidered fabrics etc. “Our focus is on new cutting age fabrics covering multifarious variety but in line with the festive season requirements,” shared Sandeep Bagade, VP – Business Development of the company. Also exporting to nearly 100 countries, the company is receiving positive response in digital print from the overseas markets.
Home Décor Studio, Mumbai, also had a variety of fabric on display with an exceptional focus on PD. “Our concept is to tell a story be it design or colour. So, every story has six to seven types of different designs and variety of prints. Digital printing is what we are targeting for,” told Yogesh Thakkar, Founder and Hanisha Dhameja, Marketing Head of the company. Water colour effect and woven effect were some of the rare attributes seen in its fabrics. Keen on exports, the company is outsourcing grey fabric and develops/processes them according to its own PD approach.