HF_Jul Sept 15

VOL. 14 No. 3 JULY-SEPT 2015BlindsEmergence of a new categoryHome TextilesImports Inevitable!Rugs & CarpetsMarkets, Strategies, IssuesKarur ReinventingDicitex launches bedlinen INDIATrident sets eyeson Indian market Trends 2015 -16Shital Group’svertical integrationTRENDS 2016/17



EditorialA vision is an unending pursuit, a journey to launch of HGH India in 2012. In its fourth edition, that realizes certain goals as it progresses. the trade show is all set to successfully galvanise These realizations testify the correctness all of these home product categories into a singleof the vision, whether one is treading the right path lifestyle category called home.or not. A lot of action is in store at the trade show.14 years back Home Fashion visualized Manufacturers, brands and retailers will be ableexponential, all round growth of India's home to converge at one place for 3 complete days,textiles & furnishing industry in manufacturing, explore the evolving home market in India, decideexports and its domestic market. Today, with the on innovative products that can be presentedformation of Home Textile Association, we feel to Indian consumers for the coming year. HGHvindicated. India has created a classic model of what all canHTA has come at the opportune time. Industry be considered as a complete HOME category atleaders finally agreed that home textiles is a the retail level.different category altogether and deserves a As product and market segments integrate,separate platform for interaction among members, competition is bound to heat up. To stand upfor resolving internal as well as external issues, firm against it, and to convert it into a majorand achieving the set objectives of the industry. opportunity instead of a threat in India's rapidlyWe need to celebrate this development. growing market, one will need to keep innovating,Integration and disintegration of product adding more product lines, more variety andcategories are necessary processes on the path to uniqueness in the offerings. HGH India is doing itsgrowth and prosperity. When we speak of bit for Indian home products value chain byintegration, we mean integration at the level of presenting annual Trends for 2015/16 which bringproduct categories, manufacturing processes, well-researched information on what designs,and trading & retail. The integration of home colours and patterns will Indian consumers seek inproducts like home textiles, houseware and home the year ahead. Industry should derive maximumdécor is already taking place at the retail level, benefit from this exercise.thanks to the visionary leadership at some of the The end goal of all industrious efforts is to benefitlarge format and departmental stores in India. the users. We hope that HGH India 2015 will openSimilar integration took place in the apparel sector several opportunities in India for our Indian andbetween, clothing, footwear, fashion, fashion international industry players across market andaccessories and personal products, some 12-15 product segments.years back.Integration is a process that entails application of abinding force, and some heat is bound togenerate. That is the heat many industry playersare feeling today. But this transitional phase isinevitable, necessary, and will ultimately provepleasant and beneficial to all.About five years back Home Fashion alsovisualized an integration of home categoriescomprising Home Décor, Home Textiles, Gifts andHouseware at retail level in India as the upwardlymobile, young and educated Indian consumersare clearly opting for better, lifestyle oriented,branded product experiences over the moreeconomical, traditional buying for home. This led 01 HOME FASHION - JULY - SEPT 2015

Contents Editorial 1Publisher & Editor Contents 2Arun Roongta News 4Project DirectorVeena Sood International News 10Executive Editor Happenings 14GD [email protected] Opinion 17Mob: +91 98 801 46774 Innovative Approach to Promotion of Handloom by S.K PandaInternational CorrespondentsDr. Geert Boettger (Dusseldorf) Report [email protected] Birth of Home Textile Association of IndiaYogi Agarwal (Mumbai)[email protected] Sector Note 23 Markets, Strategies, IssuesCorrespondent Rugs & CarpetsMukesh [email protected] E commerce 26 Fashionara.comReporter Innovative marketing by e-retailersNeha Sinha (Delhi)[email protected] Update 30Mob: +91 7761892816 Get set to findNiharikaa Sen (Mumbai) Complete home sourcing [email protected]: +91 8105015843 Indian Market 32 Bed linenDesign & Layouts Despite odds, growth assuredSayli Pathare Focus 36Photography Trident sets eyes onAziz Ajaney Indian marketShiraz Chand Profile 41Advertising Deco Window: Strategizing for successSnehalata Singh (Delhi)Mob. +91 9643209578 Market Watch 44Hiral Jhaveri (Mumbai) DctexMob. +91 9819041547 SPUN: Brand for a social [email protected] Brands Sanjeev kapoor 46Subscriptions SK forays into kitchen linenSonali ShelkeMob. +91 99 670 23700 Achievers 48Jasmine Ebjee Shital GroupMob. +91 9594882362 Vertical Integration at all [email protected] Trends 51Cover Photo HGH India TRENDS 2015Dctex Special Report 74Head Office Home textiles ImportsTexzone Information Services Pvt. Ltd. Inevitable and Necessary431, Kaliandas Udyog Bhavan,Century Bazaar Lane, Prabhadevi Market Trends 80Mumbai- 400 025 Blinds Emergence of a new categoryOff: +91-22- 2421 4111Fax: +91-22- 2421 4116 Interview 84E-mails: [email protected] “Warwick finds Indian market better than China”Delhi Office -Cameron WarwickUnit No. 1003, Vikrant Tower, Rajendra PlaceNew Delhi-110008 Spotlight 86Off: +91-11-2571 4111 Home Furnishings: a style statement?Fax: +91-11-2571 4116 International Trends (Mood) 89Edited & Published by Arun Roongtaon behalf of Texzone information Services Pvt. Ltd Home Decor 96& printed by him at Satyakamal Printers Pvt. Ltd. Trend is towards frequent updatingB-32, Royal Industrial Estate,Wadala, Mumbai - 400 031. View Point 98 “India and China have similar export potential”All contents of Home Fashion are -Huang Jin Quansole property of the Publishers.No part may be reproduced, Cluster Report 102in any form, including electronic and print, Karur: Re-inventing but Constrainedwithout prior writtenconsent of the publisher Interiors 110 Magnificent Living Spaces02 HOME FASHION - JULY - SEPT 2015 Insight 113 Integration of Home products in Retail Technology 116 Digital prints infuse fresh dynamics Review 119 Preview 126 Events Diary 132

Indian Market 32Bed linen, one of the more mature home textiles category in India hasbeen facing challenges in recent times. Home Fashion speaks toindustry leaders in this segment to assess the current market nerveand know their expert views to understand emerging trends inmanufacturing, retail, competition, products and changing consumerpreferences in India for this intimate product line. Interesting, contrary tothe popular perception, the category seems to be doing better thanbelieved by most.Trends 51Exclusive highlights from India's only comprehensive Trend forecast byHGH India 2015inhome textiles, home décor, gifts &housewarecategories, to be released at 4th edition of the event on 14 July 2015 atMumbai. Inspired by PANCHTATVA, the trends are divided in fivedistinct themes: Earth Wise, Extreme Clarity, Passion for Life, NewDawn and Infinity…Home Fashion team brings to you not only thesetrends but also examples of their actualisation.Special Report 74With rapidly increasing disposable incomes in hand, high aspiration ofyoung Indians to improve their lifestyle, India is today a globalmarketers' dream destination, ready to consume a variety ofinternational products. Home textiles, furnishings and home décorcategories are no exception. Imports are inevitable for healthycompetition. How are imports impacting the Indian market? A specialreport.Market Trends 80Blinds is a new category emerging so rapidly that even correctassessment of its market size in India is not possible at the stage.Estimates by leading industry players themselves vary from Rs.200crore to Rs,2000 crore per annum. But during interactions with HomeFashion, everybody agrees that market growth will be huge and rapid.Hardly 1% of the market potential has been tapped till date. If eachbrand manages even 1% of the pie, huge opportunity will lie ahead…Cluster Report 102Karur is reputed for the small and finer home textile made-ups thatconstitute kitchen and table linen. The centre has not attracted theattention that similar centres like Tirupur do. Karur industry has nearly300 production units, employs 2,50,000 people, combined annualturnover is nearly Rs.4,000 crore. Can Karur emerge a force to reckonwith in the global markets? Karur's industry hopes the government islistening! 03 HOME FASHION - JAN - MAR 2015

News Policy policy, which aims at addressing concerns over lack of enough skilled workforce and Modi to launch labour reforms besides attracting investments'India Handloom' brand and providing a roadmap for the textile and clothing industry.Prime Minister Narendra Modi is likely tolaunch \"India Handloom\" brand on August The panel was constituted last year. The ministry7- the day Swadeshi Movement was launched has also sought Rs 12,000 crore for thein 1905- in order to promote genuine, global Technology Upgradation Fund (TUF) scheme forquality products in international markets. the ongoing 12th Plan (2012-17), he said.Committee of Secretaries has cleared theproposal and further steps are being taken for Exportformal notification on observing August 7 asNational Handloom Day. Union Textiles Minister MMF Exports toSantosh Gangwar wrote to the prime minister in Latin Americathis regard recently.In order to promote good quality genuine Indian Man-Made Fiber (MMF) textiles exportshandloom products in a campaign mode, \"India to the Latin American region, which comprisesHandloom\" brand has been prepared to provide 44 countries, have risen from $369.85 millionquality assurance to domestic as well as in 2009-10 to $711.51 million in 2013-14,international consumers. registering a growth of around 92.37 per centAt the proposed function, Sant Kabir awards over the past five years, says a report releasedand National awards will be presented to by the SRTEPC.distinguished handloom weavers for the years2012, 2013 and 2014. BBB is working to “understand the customer,An exhibition showcasing master creations of the the customer's life stages and life interests andawardees will also be organised. satisfy those with products, with services and with solutions.” New Textile Policytargets 35 million jobs Blanket coupons, a long time element of BBB's marketing, is not more as effective as\"The new National Textiles Policy aims at it used to be. Hence a new omni channelcreating 35 million new jobs by attracting integration, which is at very early stages, isforeign investments. The policy will be announced aimed at doing a better job in this direction andin July after the Cabinet approval,\" Textiles provide customers with more targeted offers.Secretary S K Panda told reporters after “Our intention is to really talk more directlyinaugurating the 61st National Garment Fair with a customer,” said a BBB spokesperson.in Mumbai.An expert panel had submitted the draft of the new African exports to be hit Removal of benefits on exports to African countries in the new foreign trade policy will affect shipments of value added products like cotton dyed and04 HOME FASHION - JULY - SEPT 2015



Newsprinted fabrics. Walmart, JC Penney and Macys. \"The stock market does not believe so much in textile\"The new Foreign Trade Policy 2015-20 has companies (anymore),\" says Mr. Goenka. \"Weremoved all benefits on exports to African want to change the perception among investors,\"countries. This has had a serious impact on he adds.exports of value added products like cottondyed and printed fabrics and made-ups Over the past year, share prices of Welspunto African countries,\" said R K Dalmia, India have more than trebled to Rs 577.50.Chairman, Cotton Textiles Export Promotion The Sensex increased 11% during the sameCouncil (TEXPROCIL). period while the textile index grew 42%.The newly introduced MEIS (Merchandise Kurl-on targetsExports from India Scheme) has allowed Rs. 1000 crorea duty credit scrips of 2 per cent, 3 per centand 5 per cent to exports of notified products Indian readymade mattress market is aboutto certain specified countries, which is lower Rs. 5000-6000 crore, of which one-third or aboutthan before. Rs. 1,700 to 2,000 crore is the organized market. Kurl-on the oldest and largest playerEarlier, in the Foreign Trade Policy 2009-14, claims that it has 45-50 % of that market.exports of cotton fabrics and made ups tomany African countries were granted duty \"Our new plant in Roorkee, Uttaranchal has seencredit scrips at 4 per cent of the FOB value of investment of about Rs. 40-50 crore. The plantexports in general and in some cases 7 per cent. will go on-stream in July and mainly produce foam mattresses. We will also explore the Corporate possibility of producing any other mattress that cannot be produced in Gwalior,\" said Kurl-onWelspun profits up 22% Ltd, Chairman and Managing Director, T Sudhakar Pai. The decision to set up theWelspun India, led by its dynamic and plant in Roorkee was taken because of theyoung chairman B.K. Goenka continues to tax benefits.grow and surprise stock markets. Headquarteredin Mumbai Welspun India witnessed its net “The South and East of India have beenprofit jump to Rs 540 crore (FY 2014-15) our key markets, but growth opportunitiesfrom Rs 419 crore (before adjustments) the in the Northern and Western states is veryprevious year. Revenues for 2014-15 grew high.” Kurl-on plans to produce close to 1.4 toby an impressive 22% to Rs 4,723 crore, under 1.5 million mattresses this fiscal year andglobal market conditions, which cannot be grow at 25-30 %. The company is also bettingdescribed as bullish. big on diversification as it plans to become a home decor brand. “We have entered intoWelspun India is now among the top three furniture, bolsters, cushions, curtains, upholstery,global home textile companies with over bed sheets, towels and mats in the last two95% of its revenues accruing from exports. It years and we would want to grow thesesupplies towels, bed sheets, bed sets, rugs businesses in future,” Mr. Pai informed.& floor coverings and other home textiles to14 of the top 30 global retailers including06 HOME FASHION - JULY - SEPT 2015

News BedBathMore.com to close the same within six months to a year's time. acquires Crude Area Till date, it has raised about $30 million in funding.BedBathMore.com, an online home furnishing Nextt, USA to enterportal, has bought Crude Area, an art based Indian market soonstartup, in an all-stock deal, marking its secondstrategic acquisition. US based home textile company Nextt which is as a key supplier to big retailers suchCrude Area, founded in 2012, has 120 artists from as Wal-Mart, Target, Kohl's, Dillard's etc. mayacross the world on its network from whom the soon introduce its popular brands in the Indiancompany licenses artwork and transfers prints onto market, according to its CEO Arun Agarwalwall art. It has about 1,000 artworks, an addressable who has been in India to explore what he sayscommunity of 8,000 buyers and sells 500 orders a \"Make in India\" possibilities.month on average. The $500-million company that manufactures home textiles, garments, apparel fabrics and\"Affordable wall art is a huge market it is a subtle and polyester yarns, sells popular brands sucha more economical way of refining your space,\" as Trina Turk, Kathy Ireland, Jessica McClintock,said Amit Dalmia, founder and MD of Bed- Raymond Waites etc.BathMore. \"That attracted me to Crude Area to \"We already have textile leadership in USA.begin with. We realised that adaptability of the As we have a tie-up with Alok Industries inconcept to curated furniture, cushions, etc. was India, we have decided to be a part of thewaiting to happen. I also loved the team.\" Indian government's Make in India initiaitve. By the end of this year, we should be able to FabFurnish introduce our popular brands to the Indian changes guard market,\" Agarwal said in a media interview. Currently, 80% of Nextt's products areCo-founders Vikram Chopra and Mehul Agrawal sourced from India and are sold mostly inhave both stepped down from running the day-to- USA and other western markets.day operations of online home furnishing ventureFabFurnish. They have been replaced by senior Retaildirectors Ashish Garg and Ankita Dabas, accordingto the company. Bombay Dyeing to target youthIn a press statement, the company said Garg andDabas, have taken over as its new co-founders. Bombay Dyeing has begun revamping its retailHowever, former co-founders, Chopra and Agrawal, operations for home textiles so as to increasinglywill continue their association with the brand as target the youth according to Ashok Kaul,advisors to the company. CEO (Retail), Bombay Dyeing. Increased marketing through modern-tradeFabFurnish.com plans to reposition itself to keep formats, launching exciting products in itspace with the evolving market trends and customer home textiles range and increased visibilitypreferences in the near future. through quantum leaps in its ad spends, were theEarlier this year, as reported in media, FabFurnish 07 HOME FASHION - JULY - SEPT 2015was looking to raise a fresh round of capital, itsfourth, estimated at over $50 million, and expected

Newsthree tenets of the strategy that the company had president, market development at Snapdeal.formulated to increase its sales, Mr Kaul said. \"It is not difficult to get new sellers on board as of now as long as your brand propositionFrom its presence in 350 stores (mostly and promise is absolutely clear.\"franchisees), it has marked its footprint in 50 morestores, of which 10 are in multi-brand retail stores. Amazon, Flipkart, and Snapdeal are alsoBombay Dyeing is also toning up its e-commerce offering heavy promotional rates for commissionssite to improve the delivery. It also sells through per order and delivery charges they levyother e-commerce sites. on sellers, as well as temporarily waiving fees pertaining to subscription, packaging, and“Bombay Dyeing products are perceived as high inventory storage.value brands. We are now keen to connect with theyouth by launching signature lines in collaboration Flipkart and home retailwith two leading designers,” Mr. Kaul said adding majors tie upthat company had already expanded its range toinclude home-décor items such as rugs, blankets Flipkart is in advanced talks to raise US$ 600-800and mattresses. million which will value the online retailer at US$14-15 billion. This makes co-founders Sachin E-retail Bansal and Binny Bansal turn first two billionaires on Indian e-commerce sphere with a net worth E-retailers now of between US$ 1.05 to 1.12 billion each for their woo merchants equal 7.5% stakes.If e-retailers spent last year on showering E-commerce giant Flipkart announced a strategiclargesse on customers, 2015 is proving to be partnership with three of the country's largestthe year of sellers for online retail companies in home retail brands — Home Town (Future group),their rush to grow. Home Stop (Shoppers Stop) and @Home to introduce a whole new range of productsWith relative newcomers Paytm and Shopclues from these retail brands. This will add to Flipkart'sposing serious competition to the established existing portfolio of 1000 plus brands withorder of Flipkart, Amazon, and Snapdeal, the 7,00,000 home products.current ecommerce race is not only aboutacquiring customers, but also chasing sellers to The association brings together best-in-list on their platforms. class products to the end consumers from top home retailers backed by Flipkart's robustThe stated goals are ambitious. Flipkart and e-commerce capabilities, according to a FlipkartAmazon aim to more than double their release. From furnishing to DIY tools andmerchant numbers to 1 lakh sellers by the homecare to decor, customers can nowend of the year. Snapdeal is hungry to onboard access an exhaustive range of products from10 lakh sellers in three years, a target these top-notch brands and their private labels,Paytm's five-month-old marketplace aims to it said.reach in two years. \"The game is evolvingfrom just being about acquiring merchants to While these retailers have offline presence in keystaying relevant and meaningful continually for markets and a few online channels, the associationthese sellers,\" said Vishal Chadha, senior vice helps them tap into Flipkart's expanding consumer base across geographies, it said.08 HOME FASHION - JULY - SEPT 2015



International NewsChina's home textile Made in USAexports grow New American mantraChina's home textile exports during the Wal-Mart's executives & merchandisers will meet itsfirst two months of 2015 reached US$ 4.47 current and prospective suppliers at U.S.billion, jumping 21% y-o-y, as per reports by Manufacturing Summit and Open Call event on JulyChina Chamber of Commerce for Import and 7-8 to be hosted by it to pitch their products for theExport of Textile and Apparel (CCCT). Shipments opportunity to have them sold at Walmart stores, onof bedding product, blankets, towel, carpets walmart.com and in Sam's Club locations.and curtains were US$1.87 billion, US$ 520million, US$ 450 million, US$ 450 million These efforts have put Walmart “right on target” toand US$ 440 million, respectively. Exports to the achieve its purchasing goal in the next eight years,European Union were US$ 760 million, up 19.4% according to Kayla Whaling, a Walmartannually. Exports to the US market increased spokeswoman. Last year's Open Call eventslightly by 2.91%, to US$ 1.2 billion, but dropped attracted over 800 meetings between Walmart6.2% in the Japanese market, to US$ 380 million, staff about 500 manufacturers. About the samethe official release said. number of meetings and vendors are expected this year's event as well.China moves $300 billion textileindustry to Pakistan Getting vendors on board with this program is a back-and-forth process, Whaling said. “They'llAccording to a recent Pakistani delegation approach us or we'll approach them. Our buyersthat visited China to meet senior government are very much involved because they make theofficials and businessmen, China is seriously buying decisions, of course. To the Walmart buyers,working out a plan to shift part of its US $300 country of origin has become second in importancebillion textile industry possibly to Pakistan. in the purchase decision to price,” she added.A prominent Chinese banks has shown “Walmart...is making the biggest effort and splash,willingness to invest to establish an industrial but others are putting their money where theirzonein Pakistan. Chinese bank, Industrial and mouths are.”Commercial Bank of China Limited, ICBCand Pakistani Habib Bank have already carried Williams-Sonoma took an entirely different routeout pre-feasibility studies in Gwadar, Pind to boost American-made assortments by creatingDaden Khan and Bahawalpur areas, to identify its own furniture manufacturing division, Suttera suitable location to establish 5,000 acres Street produces upholstered furniture for all of theindustrial zone in Pakistan. China is so far Williams-Sonoma brands, including chairs, beds,showing keen interest in three sectors- steel, dining chairs and sofas. Its factories are located incement and textiles. Claremont, N.C., City of Industry, Calif., and Arlington, Texas.Chinese could either get into a joint venture ormake 100% own investment as there were no While other retailers have not made the depth ofrestrictions in Pakistan on FDI, like in India. commitment that Walmart, Williams-Sonoma and Gallery Furniture have toward U.S.-made products, vendors report that retailers are approaching them at an increasing rate about10 HOME FASHION - JULY - SEPT 2015

International Newspurchasing U.S.-made goods. “We've had a lot of stand out,” Capel said, adding that braids areconversations about Made in America,” said Mark hand signed by the sewer, and the companyBachner, Vice-president of manufacturing for received appreciation from consumers the same.basic-bedding producer Bedgear, which has aplant in Rock Hill, S.C. “They've approached us at Surya launched its hand tufted custom rugtrade shows when they see our designs. We also program last fall, marking beginning of itssee a lot about this trend in the media.” manufacturing within the U.S.Other channels besides big box retailers and “Every company has its own reason for producingspecialty stores are seeking made-in-the-USA in the USA. Our Made in the USA focus is onresources. “The most active promoters of USA- providing customization options with a very quickmade products are online retailers as well as turnaround time,” he said. While it doesn't makeindependents,” said Shimul Shah, National Sales sense to produce rugs in USA in general, there areManager for housewares manufacturer Epicurean. areas where it makes sense to produce“Many independent accounts are placing stickers domestically,” says a leading player.or creating USA-made sections becauseconsumers specifically ask for USA-made goods.” Late last year, Nourison acquired Hagaman Carpet, a U.S.-based carpet manufacturer,According to Hornick, retailers that are not marking both Nourison's first acquisition and itsbolstering U.S. manufacturing are making a first step into U.S. manufacturing. The acquisitionmistake—and not just because of the benefits to of Hagaman Carpet enhances Nourison'sthe domestic economy. “Retailers who are not machine tufting capability, and may include rugfocused on this will lose ground as they will be manufacturing in the future.unable to keep pace with the bottom line of abetter product at a better price,” he said. “This is Bed Bath & Beyond customernot just a trend. The economic benefits of focusAmerican manufacturing are here to stay.” Next spring, when Bed Bath & Beyond opensitsMore rugs made in America Sunset Park, Brooklyn store, it will provide “something more experiential” for customers, saidRug manufacturing in the U.S. is nothing new. its CEO, Steven Temares.Capel, Karastan and Natco, three leadingmanufacturers are about to complete 100 years. In over 100,000 square feet area, the new location will house Bed Bath & Beyond along with itsOriental Weavers which gets 30 to 35 percent of its buybuy Baby, Cost Plus World Market andtotal rug production from USA plant is planning to Harmon Discounts nameplates.increase production by 20 to 25 percent this year.It is also expanding its warehousing for BBB is working to “understand the customer, thedistribution center by nearly 200,000 square feet. customer's life stages and life interests and satisfy those with products, with services and with solutions.”“Our business is focused on U.S. retailers. Havingvertical operations in within USA enables us Blanket coupons, a long time element of BBB'srespond quickly to customers' needs, and work marketing, is not more as effective as it used to be.closely with them to develop new products as the Hence a new omnichannel integration, which is atmarket dictates,” Pat Moyer, Natco's executive very early stages, is aimed at doing a better job invice president, based in Georgia, added. this direction and provide customers with more targeted offers. “Our intention is to really talk more“Quality definitely makes our braids and wovens directly with a customer,” said a BBB spokesperson. 11 HOME FASHION - JULY - SEPT 2015

International NewsIkea's 41st USA store million worthof home textiles were exported to USA.Ikea has set 30th September as the opening day Zara Home in Australiafor its new 380,000-square-foot store in Missouri.It will be Ikea's 41st store in USA. Leading home fashion global chain Zara has launched its first homewares store in Australia, atKnown for its extensive giveaways and festivities at the Highpoint Shopping Centre in suburbangrand openings, the retailer said customers can Melbourne. The Spanish company has alsostart lining up 48 hours in advance of the opening. announced that a flagship store in Sydney will soon follow. The Highpoint store will showcase allIn a release, Store Manager John Achillea the collections of the home decor brand, includinginformed through a press release that Ikea was Zara Home Kids.satisfied with the construction progress. 300employees are being for this store, which is being Zara lifestyle fashion stores have been operationalbuilt on a 21-acre land parcel along Interstate 64 at in Australia since 2011, the first one being a threeVandeventer Avenue. storey store in the Westfield Sydney, followed by another three storied one at Bourke Street Mall inOn top of the new building will be Missouri's Melbourne. They now have eleven stores acrosslargest rooftop solar array, “consistent with the the country. Zara Home has more than 430 storesIkea renewable energy presence at 90% of its U.S. in 60 countries.locations,” Ikea sources said. Furniture Design Awards'16 Tetsiad makes opens entries export efforts The 22nd edition of Singapore's Furniture DesignAssociation of Turkish home textile industrialists Awards (FDA) is now open for entriesand businessmen, Tetsiad is making all efforts to submission, which can be done online atkeep Turkish exports high. It plans to offer www.furnituredesignawards.sg up to 10 Augustincentives to Turkish exporters to USA, Canada, 2015. First launched in 1993, the event aims toJapan and Korea for their production and research discover new international talents form the bestactivities. creative minds. The winning entries will be showcased at SingaPlural 2016 held together withIn order to overcome sluggishness in exports, of the IFFS/AFS 2016, the Decor Show andTurkish home textile products, Tetsiad is re- Hospitality 360, as per release from the Singaporeorganizing its activities and providing new Furniture Industries Council (SFIC).incentives to its members in international arena.Called Ur-Ge, development in international Designers can now exercise their creativity withoutcompetition, the project aims to increase the share restrictions on a “free style” approach. Unlikeof Turkish companies in markets like USA, previous years, the awards are now open to all,Canada, Japan and South Korea. from students to professionals, and the prize money has been doubled to S$20,000. MarkWith a group of 17 leading Turkish companies Yong, VP-SFIC said, “By eliminating restriction onin home textile segment, Ur-Ge team plans to age and background we wish to encouragefocus on some markets. Turkish home textileexports to USA increased by 10% in 2014.With increased number of products, USD 27012 HOME FASHION - JULY - SEPT 2015

International Newsparticipation from the younger generation so as to owned businesses, the Bentonville, Ark.-basedprovide them better career opportunities in retailer backed the initiatives by WBENC andfurniture design.” WEConnect International, in partnership with graphics agency Rouge24 in the creation of theThe entries will be judged on four main criteria – \"Women Owned\" logo to help customers easilydegree of innovation, marketability and spot such products.environmental awareness. Chief juror of FDA2016, Patrick Chia, said “A well-designed furniture All WBENC and/or WEConnect-certified companiespiece is more than just a form or shape; the are eligible to include the logo on their productwinning combination is something that balances packaging. Walmart is placing six items bearing theenvironmental and business sustainability with new logo on feature in its stores nationwide.how users aspire to live.” Nourison acquires PurThread - Hagaman Carpet, USA Beacon JV foranti-microbial bed sheets Family owned and operated area rug and accessories house Nourison has acquired carpetPurThread Technologies Inc. has joined hands manufacturer Hagaman Carpet Industries.with Beacon Linens, to provide antimicrobial andanti-odour protection to targeted clients engaged The Ft. Oglethorpe, Ga-based Company, whichin manufacture of simple-Fit woven sheets for specializes in high-quality wool floor coverings,healthcare and home. The foundation of the represents Nourison's first manufacturing base inpartnership is purThread's silver-embedded yarn, the U.S. and is poised to augment its machinewhich was recently shown in a study by the tufting capability and breadth of product offering.University of Arizona to kill 99.9 per cent of MRSA,CRE, VRE, P. acnes, and other harmful bacteria “Hagaman's specialized tufting equipment is welland fungi on its surface within two hours of suited for making luxury wool carpet,” explainedcontact. The safe, non-nano iconic silver salt, is Alex Peykar, Nourison principal. “It will allow us toEPA registered, and will provide Beacon Linens create products and programs to complementproducts made with PurThread with highly Nourison's existing lines as well as expand andeffective and durable antimicrobial and anti-odor enhance the well-respected Hagaman brand inprotection. PurThread embeds silver into the fiber the upscale carpet market.”itself before it is spun into yarn and woven intofabrics. The novel technology yields intrinsic Nourison will continue to manufacture productsantimicrobial benefits that don't wash off or wear under Hagaman Carpet, adding this brand to itsaway for the life of the fabric and they also do not existing broadloom product portfolio, whichalter the physical characteristics of the fabric. currently includes Nourison Carpet, Nourtex Carpet and Nourison Hospitality. Hagaman Carpet will Wal-Mart Introduces operate as a division and a wholly owned'Women Owned' Logo subsidiary of Nourison, with its own dedicated sales force reporting to Don Karlin, director ofWal-Mart has debuted a logo for retail packaging broadloom sales. Gerard O'Keefe, Nourison VP ofof products from women-owned businesses, sales, will oversee the Hagaman division.available both in-store and online with a view tohighlight the “Women's History Month”. As part of “We have long been fully vertical and innovativeits commitment to source more from women- overseas and we look forward to the opportunity to produce and develop high quality products right here in North Georgia,” noted Andrew Peykar, Nourison coo. 13 HOME FASHION - JULY - SEPT 2015





HappeningsTowards Sustainable Fashion 2020Young designers, innovators and faculty from Union Minister Mrs. Maneka Sanjay Gandhi at Sustainable Fashion 2020Institute of Apparel Management (IAM), Gurgaonorganised the “India towards Sustainable Fashion Union Minister Mrs. Maneka Sanjay Gandhi in discussion with an artisan2020” event to promote environmental awarenessin the textile and related fashion industry. The the textile value chain must reduce damage andideology of reconciling the need of textile industry stress to the environment.with the imminent demand to satisfy consumers,without compromising on our environment andresources, was the theme for the event.Discussions noted that artisans and craftsmen inIndia's remote areas were not properly integratedwith the requirement and tastes of today'sconsumer, which was slowly leading to the attritionof the craft. Large scale migration of skilledlabourers to wage sector due to higher pay inschemes like MNREGA was also depleting thetextile industry ecosystem.Chief Guest of the show, Union Minister Mrs.Maneka Sanjay Gandhi exhorted experts anddesigners not to contribute in creating more waste;instead, they must invest in creating solutions totackle problems of waste management. Speakerswere of the view that sustainable development of Felicitations at12th International Textile ConferenceChief Guest Shri Nitin Gadkari, Minister, Transport & Shipping, Government of Haresh B Parekh, General Secretary, The Textile Association (India) wasIndia presenting Service Memento to AV Mantri, Secretary, The Textile conferred Service Gold Medal in recognition of his contribution and services toAssociation (India), Mumbai. the textile industry16 HOME FASHION - JULY - SEPT 2015

OpinionAn Innovative Approachto Promotion of Handloom1After food, clothing is the most basic need of thread and/or the weave, handloom weaver human beings. In older days, natural fibres produces a range of fabrics, each piece different from plants and animals were woven on from the other. Further the very fact that it is made byhand-operated looms to meet this need. Following hand, makes handloom fabrics unique as a “niche”Industrial revolution, technology up gradation, product in the national and international market.evolution of fashion and other factors have a In this background, it has become necessary to re-significant impact on the nature and variety strategize the approach to promotion ofof fabrics. Yet, handloom fabrics, which form handloom. The best way for handloom industry tointegral part of India's rich cultural heritage, retain its competitiveness is to produce quality,continue to retain its importance worldwide for defect- free, high value cloth with contemporarytheir rich colours, exquisite textures and unique designs preferred by high-end customers withdesign combination. high paying capacity, which needs to be madeWith the advent of the power looms, handloom the major plank for revival and promotion offabrics faced stiff competition as power looms handloom. Handloom fabrics with plain designwoven cloth was cheaper. In 21st century, India's has a place for domestic consumption andmodern textile industry has emerged as a major local sale but once it goes out to market andplayer in the global textile market. Indian textile face the power loom product, it will becomeproducts like fabrics, apparel and fashion difficult to compete.accessories, whether made in mills, on power It is necessary to form groups of 100 or morelooms or handlooms have created a place for weavers for interacting with the market in aitself world over. meaningful manner. Production of fabrics has toSince independence, the government has been be consistent keeping in view price, quality andproactively supporting the handloom weavers time schedule, for making this sector market-with assistance and support under various oriented. Such groups may be made in to aplans and programmes through the Development cluster in each block, where hand-weaving isCommissioner (Handloom) under Ministry of either prevalent or is possible.Textiles with support of the state governments.Certain products have been reserved for Common Facility Centre (CFC)production only by handloom. Further, productionof part of yarn in hank form for has been made Keeping this in view, Ministry of Textiles, inobligatory for the spinning mills to ensure supply consultation with State Governments, has initiatedto handloom weavers. In spite of such efforts, action for setting up CFCs for supportingmajor part of the plain fabrics woven in handloom handloom weavers in each block. Each CFC willmarket has gone to machine made segments. be provided with basic infrastructure covering theToday handloom industry has to appreciate the followingreality that they have to co-exist with power loomand mill made fabrics and the decision to buy a A go down for storage of raw material andparticular fabric ultimately lie with consumers, who finished productswill make their choice based on quality and price.Major strengths of handloom lie in its diversity, An office with internet connectivity for providingexclusiveness and ability to change design swiftly IT based interventions including the benefits ofand with ease. Simply by changing colour of the financial inclusion under “Prime Minister's Jan Dhan Yojana” to the handloom weavers. This will provide other Information Technology based services like travel bookings, issue of PAN and1 Written by Dr S K Panda, IAS, Secretary, Ministry of Textiles, Government of India 17 HOME FASHION - JULY - SEPT 2015

OpinionAadhaar Cards, Passport, payment of Bills etc. Handloom training courses are being modified Facilities for training, designing, dyeing, effluent with inclusion of Fashion, Information Technology, Accounting, and Business Management to meettreatment and bulk processing. emerging needs. Details for promotion of A rest room for temporary stay of designer/bulk handloom and handicrafts alongside tourism have been worked out in consultation with the Ministrybuyer from urban area of Tourism and are being pursued.A CFC will be set up by strengthening existing Effective marketing of handloom products is theinfrastructure in the Primary Weavers' Cooperative key to the entire efforts towards developmentSociety (PWCS) in profit in the block. Alternatively, of handloom in an integrated manner. This willthe facility may be developed on land to be require availability of reliable data and ITprovided by the gram panchayat or state connectivity. Available information in the 3rdGovernment or any donor. Areas, where such Handloom Census (2010) is being updatedcooperative are not functioning, it may be covering details on weavers' family profile,managed either by weavers self-help group or by economic profile and production profile. Thisweaver entrepreneur. About Rs.50 lakh will be information will enable the bulk buyers, exporters,earmarked for providing such facilities in each wholesalers and retailers to directly connect withCFC at block level. the weaver producers.The CFC will be managed by registered self-help A number of private enterprises and high-endgroup or any handloom weavers' organization niche brands like Good Earth, BIBA, Tulsi, Southactive in the area. Its management will be led Handlooms, Sundari Silks and Angadi Silks etc.by a handloom diploma holder. Government are dealing with ethnic hand woven fabrics andofficials having handloom expertise will provide been successfully engaging with weavers in thetechnical support. recent past. They will be actively associated forTraditionally, master weavers have been running promotion of handloom.commercial enterprises providing marketing E-Commerce initiative has been launched tosupport for handloom products. There are reports support marketing of handloom fabrics. An MOUof the master weavers exploiting poor handloom was signed with Flipkart for enabling handloomweavers. For tackling this situation, educated weavers to directly market their products to theyouth form weavers family will be encouraged to end-consumers. This initiative is required to betake up production and sale of handloom cloth on developed further.commercial manner for which bank loan up to Rs Branding is necessary for hi-end products. To10 lakhs will be provided. Enterprising graduate build up trust of the quality-conscious customer inand post-graduate youths from weavers' family the niche segment, a special brand “Indiacan take up production and sale of handloom Handloom” is being developed. This brand willfabrics as weaver entrepreneur. ensure quality and purity of the product andThe second component will involve provision of assure consumers of best value for money.assistance to the weavers for loom and Production with “zero defect and zero effect (onaccessories on line. environment)”, ensuring proper effluent treatmentThe third component will include design and social compliance would form part of thisdevelopment and training. The training will be branding process. “Make in India” initiativeprovided in the CFC near the house of the weaver launched by Hon'ble Primer Minister provides yetwhich will provide flexibility and will be useful to the another opportunity for promotion of handloom.women in particular. It is expected that these efforts would increase inThe other major component will be marketing of the earning of weavers substantially, lead afabrics, for which cafeteria approach will be comfortable life with dignity and in turn make themadopted. feel proud of their occupation and contribution toAs per the advice of Hon'ble Prime Minister, efforts the society. This, in turn, will enable the rich Indianare being made for linking handloom with fashion heritage handlooms to retain its place of pride inand tourism. Students and faculty of 15 NIFT the World of Textiles.campuses are being encouraged for assistingthe weavers on new, market-driven designs.18 HOME FASHION - JULY - SEPT 2015

Report Birth ofHome Textile Association of India(L to R) Raj Manek, Nimish Arora, Jagdish Khandelwal, Santosh Kumar Gangwar, Rajan Sehgal, Gurvunder SinghFormation of the Home Textile Association of in India's overall textile production and exports and India is a landmark development for India's in his speech, assured the home textile industry home textiles industry engaged in representatives of all support from themanufacturing, trade, retailing and export of Government of India in its endeavour to grow thisfurnishing fabrics, bed and bath linen, kitchen- one of the most promising segments of Indiantable linen, carpets, rugs and textile floor & wall textile industry and markets.coverings, and other home textile products. Thenewly born association held its first general body While welcoming HTA members and invitedmeeting in Delhi recently. In this enthusiastically dignitaries and guests HTA's founder Presidentattended function by over 400 HTA members from Jagdish Khandelwal listed out broad objectives ofall over the country. Home Textile Association. He said HTA will strive to be an effective platform for stimulating, sharingSantosh Kumar Gangwar, Union Minister of State and dissemination of knowledge related to all(Independent charge) for Textiles, Government of aspects of the business in home textiles andIndia was the Chief Guest on the occasion. The furnishing fabrics. “HTA will facilitate thisMinister admired the contribution of home textiles industry's promotion and support all schemes and 19 HOME FASHION - JULY - SEPT 2015





Reportprograms for general welfare of its members. The Chauhan, Mahender Gupta, Anil Batla, Mahenderassociation will also identify issues affecting the Khandelwal, Anurag Kapoor, Nakul Khandelwal,sector and pursue them at appropriate levels for Sumit Narang, Ram Wadhwa, Pramod Goyal,early resolution,” said Mr. Khandelwal. Gulshan Bhatia, Rohit Khemka, Abhishek Poddar, Kamlesh Agarwal, Vinod Goenka, Jigar Shah,Jagdish Khandelwal President Home Textile Association felicitating Surendra Pal Singh and Narendra Gupta, theUnion Textile Minister Santosh Kumar Gangwar founder office bearers, besides others.Speaking on the occasion, Nimesh Arora, In the Indian business media, Home FashionManaging Director of Dicitex Furnishing appealed magazine has been the strong advocate for theto Textile Minister for considering reduction in VAT cause of home textile sector for the past 14 years.on home textile products so as to provide a level The magazine has stayed focussed on thisplaying field for Indian products vis-a-vis those segment with the firm belief that Indianfrom neighbouring countries like China, entrepreneurs have the vision and wherewithal toBangladesh and Sri Lanka where the respective excel in home textiles world trade. Arun Roongta,governments seeks lower taxes so as to facilitate Publisher & Editor of the magazine, said on theindustry growth and exports. Santosh Kumar occasion that it is a matter of great pride that afterGangwar appreciated various concerns raised by so many years home textiles has finally gainedsenior members of the Association and recognition as a distinct product categories inemphasized upon his government's commitment India, and this has been possible due to theto supporting all manufacturing activities in the sincere efforts of Mr Jagdish Khandelwal and hiscountry under Prime Minister Narendra Modi's Team. “India has just a 4% to world trade in overall'Make in India' mission. He assured members that textile products, but when it comes to homehe will take up the issue with other concerned textiles, our share is 8% -- which demonstrates thatministries like Finance and Commerce. home textiles is a more competitive segment ofThe Association was constituted on first day of Indian textiles in the international markets asApril 2015, all credit to the foresight of industry compared to other products,” he said.stalwarts like Jagdish Khandelwal, Ramavtar In less than 3 months HTA enlisted more than 200 of the country's leading retailers, wholesalers and manufacturers of home textile products as its members. It is hopeful of enrolling many more through various marketing and promotional efforts over the next few months. HTA has extended its official support to HGH India 2015 will also undertake its promotional drive and member benefit activities through this trade show.Impressive attendance by home textile fraternity at the first general body meeting of HTA.22 HOME FASHION - JULY - SEPT 2015

Sector Notes Rugs & carpetsStrategizing for success India's handmade Carpet & Rugs industry commands the largest, an impressive 37% share in the world market. Today, over 75% of the country's production is exported. This is a remarkable feat by any standards and much credit for the same goes to the Carpet Export Promotion Council (CEPC). In an exclusive talk, Kuldeep R Wattal, Chairman, CEPC shared with Home Fashion magazine the current market scenario, strategies and key issues that India's handmade carpet industry faces and strategies it is following to stay ahead in competitive markets. This article is based on these inputs.Indian hand-made carpets adapting contemporary designs. Table 1: India: Exports of Handmade Carpets and other Floor Coverings: Year Targe in Achievement in 2010-11 US $ Million US $ Million 650.00 905.07 2011-12 800.00 955.68 2012-13 960.00 1080.90 2013-14 1146.00 1175.24 2014-15 (Prov.) 1260.00 1287.48 23 HOME FASHION - JULY - SEPT 2015

Sector NotesKuldeep WattalChairman, CEPC24 HOME FASHION - JULY - SEPT 2015

Sector NotesRugs of India pavilion at Domotex 2015, Germany Innovative designs of carpets and rugs 25 HOME FASHION - JULY - SEPT 2015

E-commerce Fashionara.comInnovative marketing by e-retailersOnline retailer Fashionara.com has introduced home furnishings as its major segment,thereby bringing fashion, lifestyle & home furnishings at one place. Its apt segmentation and visualization of products, unique sales & servicing features makes it an unique initiation. A candid interview with Home Fashion India, Co-founder & CEO Mr. Arun Sirdeshmukh reveals the details about his venture.Former CEO of Reliance Trends Arun “Flea” home décor products as a separate Sirdeshmukh and e-commerce expert category. F.Lea Bazaar enables selected sellers Darpan Munjal are co-founders of this from flea markets across cities, to retail theirinitiative. Over 36 home fashion brands with 7,500 products on its portal. To start with, it has 125new products were introduced at the home unique sellers on the site providing productsfurnishings segment of Fashionara.com. which can be seen in any other famousMeSleep, Swayam, Portico New York, Bombay shopping areas across country, it is anDyeing, Tangerine, Stellar Home USA, Corelle, interesting way to showcase an eclectic rangeSkipper Furnishings, being the popular and of products. The sellers are from acrosseminent ones. The Home Fashion collection is the country, they can also be brands likecategorised into different segments like bed n Bombay Dyeing or Portico. “This fleabath, living, kitchen & dining, décor and study. sale is getting over 3 million unique visitors perAccessories and ancillaries come under a month and it is up to us to decide, whetherseparate 'miscellaneous' category. the brands be from India or overseas,” says Arun Sirdeshmukh.From his last month sales experience Arunsays the top sellers in home fashion categorywere table lamps, bed spread, and small giftingitems. As a next step, Fashionara plans to launchits private label and brand, which shouldcome in the next 6 months, he reveals.F.lea BazaarThe project has got interesting and innovativefeatures embed in it, as it offers a collection of26 HOME FASHION - JULY - SEPT 2015













Indian Marketthe long term prospects of their business and innovative features. Portico New York isand are preparing for next level of marketing offering solutions in all these directions.in the competitive environment of India'sgrowing market. Over the past couple of years the retail price of bed linen products have gone up a little but there is notHome Fashion spoke to some key players to find much scope for further appreciation in the givenout their current outlook and their opinion on market scenario. Market is expected to grow atprospects for their brand and bed linen sector in least 25-30%.general. Bombay Dyeing, still the market leader inbed sheets, continues to command the best brand Dipali Goenka,recall with Indian consumers, has not beenaccessible for their views and comments despite Managing Director, Welspun Globalrepeated efforts by Home Fashion. Other leaders Brands Ltdshared their opinion. Here are the excerpts: Estimated value of IndianVijay Agarwal, home Linen market is Rs.1,400 crore in theChairman, Creative Portico organized sector and Rs.12,600 crore in the Bed Linen market in India unorganized. The has a fantastic future. At category has grown at the moment, branded around 8% annually over products comprise just the past 3 years and growth projections for the about 2% of the market. next 3 years are also similar. Since the new age Indian consumers increasingly Estimated growth of Spaces was between 24% aspire for high quality and and 30% over past 3 years and it is projected to bebranded products across all categories, bed linen between 30% and 38% for next 3 years. Currently,will be no exception. Good brands will become Spaces is among the top three home brands invery popular in coming years. India and aspires to be the leader in branded home segment.Creative Portico is growing at almost 30-40%every year and the brand is also doing very well. In Apart from Towels, bed sheets, comforters andview of the ever rising e-commerce phenomenon, rugs, we have recently launched Areas Rugswe feel it is necessary to gain maximum market across India and plan to launch Basicpenetration through that space as quickly as Bedding (pillow fillers, mattress protectors) inpossible. So we are exploring e-commerce option the coming months.as part of our sales strategy. The Indian Home category is dominated by fewThe market needs more options and we are major players and Spaces is one of them.planning to add more sophisticated, Innovation, Quality and Product performance areperformance-enhancing and value-added items the pillars for us to stand out among competitors.for better health, more comfort and superior Marketing and branding activities in the properlifestyle. Earlier, the reality of Indian market was channels is important for success in Indianthat it is all about printed bed sheets. Today the domestic market. We are positioning our brandconsumers seek more variety, more functions, accordingly and have increased the marketingluxurious feel, better health, eco-friendly products spends significantly. There is a lot of potential in branded segment across channels, namely Sales 33 HOME FASHION - JULY - SEPT 2015

Indian Market Picture Courtesy: Swayam Linen Demand for niche products is growing in India34 HOME FASHION - JULY - SEPT 2015

Indian Market Picture Courtesy: Spread HomeInternational designs are gaining popularity 35 HOME FASHION - JULY - SEPT 2015

Focus Trident sets eyes on Indian market Trident Group, a USD 1 billion Indian business conglomerate and global player, was incorporated in1990 at Ludhiana. The Company has grown exponentially under the dynamic leadership of its ChairmanMr Rajinder Gupta, who is a first generation entrepreneur. Its journey began with 17,280 spindles of yarn and subsequently the Paper segment was added. With state-of-the-art machinery and continuous expansion and modernization of its processes, Trident has steadily risen to become world's largest manufacturer of terry towels and wheat straw based paper. Also exports span across six continents.Home Fashion spoke to the Chairman of Trident Group and other senior functionaries about the currentmarket scenario and India's global competitiveness in home textiles. Topics like advantages of branding and future prospects of the industry were also discussed.India's textile and apparel market is growing at Rajinder Gupta “Once you experience around 9% CAGR and is projected to touch Rs. Chairman, Trident Group the luxury of our 6,64,000 crore by 2021. The good news is that towels, manufactureddomestic consumption of home textile is also using Air Rich andcatching up and the market is projected to be in Zero Twist Technology,excess of Rs. 40,800 crore by 2021. “These you would want it tofavourable trends are a reflection of changing become a lifelonglifestyle of the average Indian customer and affair. Same goes foralso of the diversification of retail platforms our bed linen done inand their percolation beyond Tier-I and Tier-II rich design andcities,” is how Mr Rajinder Gupta views the texture.”emerging market scenario. textiles shopping.Another important development in India is theincreased employment avenues for ladies, Trident expects revenue from bed linen andespecially in services sector, as it gives higher towel segments to increase by 100% in comingspending power to their hands. There is also years. “Trident is all set to ride this wave.the growing preference for matching home interiors Our terry towel plant in Budhni, MP is fullyas per the occasion and purpose. Both these operational and now we are about to commissionfactors, according to Mr Gupta, greatly increase an integrated bed sheeting project with 500the role of women in decisions related to home Air Jet Looms and 1.85 lakh yarn spindles that will give us a capacity of producing 120,000 metres of bed linen fabric per day,” he discloses.36 HOME FASHION - JULY - SEPT 2015

FocusCapacity & market reach continues to be the major market for Indian towel manufacturers.“Recent expansion and modernization of our plants “The advantage is that India is a cotton growingmakes us the largest Terry Towel manufacturer in the country with strong manufacturing base and ifworld with our installed capacity at 688 looms, demand from the new markets picks up, the countrycapable of producing 360 million pieces of towels could soon become the world's terry towel sourcingand 1 million pieces of bathrobes annually,” asserts hub,” explains Abhishek. He is candid to admit thatMr Abhishek Gupta, the young CEO of Trident during the economic slowdown his buyers had beenGroup. “We are also the leading spinners of yarn in cautious of making changes at store level and inIndia with capacities of 3.66 lakh spindles;5500 programmes – this is changing now and it is a goodrotors are already operational and another 1.85 lakh sign of growth. Retailers too are now open tospindles will be operational in MP by second half ofFY16,” he adds. All these establish Trident Group Trident everyday bath setamongst the world's largest integrated home textilemanufacturers. Trident terry towels promise a fleecy bath experienceThe Company exports to a mix of specialty look at new towel programme options and feelhome stores, departmental stores and mass emboldened to offer changes to the end consumer.merchandisers with the stocks being available with “On the export front competition from countries likethe top 10 retailers in USA, 6 leading retailers in Pakistan and Bangladesh has increased, mainlyEurope & UK and 5 out of 7 major retailers in due to the preferential duty structures favouringAustralia & New Zealand. Export turnover these countries in markets like EU and Australia, butaccounted for about 50% of total sales of the since India is the only country that is totally self-company during FY14, which was an increase of sufficient in high quality raw materials and has26% over previous year. The top three export regions abundant labour, it can still sustain theirduring FY14 - USA, Hong Kong and Europe - competition,” Abhishek Gupta asserts.accounted for nearly 77% of the company's totalexport earnings. USA remained the top exportdestination with 42% share in overall exports duringFY14. Top three products exported today are cottonterry towels, cotton yarn and paper.India in global tradeTrident entered in textiles by setting up world classspinning units in 1990. Once they establishedproficiency in spinning yarns, they planned todevelop and deliver a world class product with yarnas a raw material – that put the company's focus ontowels. The decision was so accurate that todayIndia is seen emerging as a major producer of terrytowel in the world. In recent years the country hasbeen able to establish its credentials in markets likeUK, Germany, France, Netherlands, Sweden,Japan, Australia and New Zealand. USA however 37 HOME FASHION - JULY - SEPT 2015

FocusIndia, Pakistan and China are among the leading the country and there is an innovative range ofcountries in terms of installed machinery capacity sports/gym towels branded as Trident PLAY to caterfor spinning and weaving. Textile is a more to this segment. “We felt that this segment neededtraditional area where India's strengths are well towels with very high absorbency and at the sameknown. The country is a net exporter of raw cotton, it time it should not be very heavy, should be easy tohas a manufacturing base for rayon and synthetic carry in sports kit,” says Rajneesh .For the kids' therefibres, and technology and human skills are handy. is the Bath Buddy range of super soft towels and the Cuddlies range for the infants. The Bounce andGiven the background, India's textile market is Indulgence collection is a patented Air Richexpected to grow to USD 223 billion by 2021. The technology that gives extra loft and bounce to thecountry's share of global textiles increased by 23% towels, thereby enriching the bathing experience.in 2014 and the Indian government committed USD50 billion in the last decade to the textile sector and Challenges in the domestic marketwill continue to invest in textiles. Hence there are “The segment is witnessing fierce competition at “The segment is home with influx of new entrants and expansion in witnessing fierce capacities of existing players,” explains Mr Abhishek competition at Gupta:“There has been infusion of new technology home with influx in the Indian terry towel industry leading to a growth of new entrants in productivity levels and efficiency. All of this and expansion in ultimately benefits the customer. Sales trends in this capacities of category indicate that 80% Indian consumers prefer existing players” plain towels. Medium and dark shades in India have higher demand compared to light shades.” Abhishek Gupta, CEO, Trident Group Trident reinvents prints for contemporary consumersfavourable government policies in place to preservecost competitiveness. “But the scenario is different when it comes to outlets that sell premium and luxury towels,” heBuilding loyalty through innovation quickly adds: “They cater to customers who have taste for novelty products like Jacquard towels with“Don't be surprised if we say that there is little or no unique designs and colour combinations. Changebrand loyalty in Terry Towels segment which is in lifestyle, exposure to international trends, rise inlargely an unorganized segment in our country,” disposable income and easy access to brandssays Mr Rajneesh Bhatia, the CMO at Trident, “In through e-commerce and large format retail storesmost of the cases, customers go by the advice of the are driving this change.”retail sales person while making the purchase.Building brand loyalty, understanding thecustomers' needs and delivering products to servethe same is the need of the times. We are doing ourpart by creating the emotional and functionalconnects with the consumer.”Trident has launched consumer specific products,in its Organic collection the towels are made offibres like organic cotton, bamboo, jute etc. whichhave anti-bacterial properties and are very soft andplush. Health and fitness awareness is increasing in38 HOME FASHION - JULY - SEPT 2015

Focus “Don't be surprised if we say that there is little or no brand loyalty in Terry Towels segment which is largely an unorganized segment in our Rajneesh Bhatia country,” Vice President, Trident GroupTerry towel range extends into bath mats, bath robes and accessoriesTrident introduces luxurious satin linen in high thread counts 39 HOME FASHION - JULY - SEPT 2015

FocusThe Affair to remember – new bed & bath collectionTridentGroup has just introduced a new collection the home textile category is now being looked atof bed and bath linen with contemporary designs, with a new interest, they are no longer bought justinnovative constructions and luxurious fibres. The for their functional roles. Towels, bath robes andcompany has signed actress Kriti Shanon to bed sheets have become high involvementlaunch it with a multimedia campaign themed 'The products that complement lifestyles and brandsaffair to remember'. Pleased to be associated with have emerged to cater to the changed mindset ofthe brand, she says, ''I had great fun shooting with the consumers. Elaborating on the campaignTrident products. We concentrated on capturing theme Mr Rajinder Gupta, Chairman, Tridentcasual everyday moments because of the very Group says, “Once you experience the luxury ofintimate relationship we all share with such our towels, manufactured using Air Rich and Zeroproducts.” Twist Technology, you would want it to become a lifelong affair. Same goes for our bed linen done inWith rising incomes, evolving lifestyles and rich design and texture.”growing awareness among Indian consumers,40 HOME FASHION - JULY - SEPT 2015

Profile Deco WindowStrategizing for successBeginning as exporter of handicrafts, moving onto supplying curtain rods and curtains to world's largest retailers, Jayanita Group is all set to make another start as a domestic brand with an ambitious plan.Jayanita Group is positioned as a 'total Beauty in rods window solutions' company comprising of two major units. The first, Jayanitais in to domestic turf with an order from Home Town,”curtains and cushions and the second, Jayanita Vaibhav recalls.Till then curtain and rods were soldExports,is in to curtain rods. One can easily recall separately in India and nobody was willing to tryseveral brands in the former vertical but will not the coordinated approach.”easily find any other than Deco Window in themetal curtain rods category. This brand is the “In 2002 we decided on the brand name - DECOpopular identity of Jayanita group today. WINDOW. Home Town was again our first customer for the branded product,” Vaibhav saysPost partition, part of the family settled in the US. In and adds: “In the first year at Home Town we1970 they identified some popular Indian did business worth Rs.25 lakh. Next year wehandicraft items, which the Indian part of the family were selling to Home Centre Dubai, and theyhad to get made for exports. In 1974 they started recommended our brand for the entire Homedesigning the products and this continued till Centre chain in India. By end of 2003-041984. “That very year the first turning point came we were present at Hindware, Evoke andwhen a new factory was set up in Sahibabad for Shoppers Stop chains as well.There was 300%Curtain Rods, and one customer from US showed growth in 2004 and we are growing 100% everyinterest in buying from us,” says Vaibhav Jain, the year thereafter.”young CEO of Deco Window.Over the next ten years up to 1994-95, the CurtainRods business kept increasing. “Target was ourfirst major customer in the US. In 1997,” saysVaibhav and adds:“Thereafter we graduallyexpanded our business from US to Europe,Australia, Japan, South America, Middle East andthen several other countries.This was also the timewhen we started projecting ourselves as a 'totalwindow solutions' company.”Decision on brandingMeanwhile the Jayanita group had commissioneda University of Michigan studyto ascertain aspectof branding for the domestic market.The studyassessed the entire window market in India atabout US$ 560 million and concluded thatprospects for Indian manufacturers is much betterin domestic sales even if growth in exports is ashigh as 15 to 25% in home products.“In 2002 we got the first opportunity to explore the 41 HOME FASHION - JULY - SEPT 2015

ProfileWorking to a strategy Deco Window for the higher end that would beIn year 2004 the company drew up a 15-year vision in premium stores,andplan for the brand. They wanted to have uniform third is Deco Home, whichpricing across India and would increase market we will seriously take uppenetration in a planned manner. The entire 15 by end of phase-IV,”years was divided into 5 phases: says Vaibhav. Phase-I: 2004-06 the brand was to get into every Some of the major brandsorganized store, especially the LFS, as that would in these products in Vaibhav Jaingive maximum exposure to the brand. India include DDécor CEO, Deco Window and FNF. Some of the Phase-II: 2007-09 structuring the company for global companies offering complete windowthe growth push. solution are Newell Rubber Made (US), Levlor (US), Umbra (US with headquarter in Canada) and Phase-III: 2010-12 entering the un-organised so on. Only few speciality stores like Smith &retail space and also e-commerce. Noble, Pottery Barn and Destination Hardware sell complete window solutions. Phase-IV: 2013-17 targeting architects, interiordecorators and lateral sales, for this online Introducing window solutionsplatform would be utilised and customisedtailoring of0 hi-end fabrics would be initiated. Deco Window is unveiling at HGH India 2015 its new customised solutions program. The products will Phase-V: 2018 onwards,to open brandexperience stores, 10 all-India, which would alsopermanently showcase latest happenings inwindow industry across the worldCurrently it is the start of phase-IV and annualdomestic sales in 2014-15 stood at Rs.11 crore. Byend of this phase sales should be Rs.80 to 100crores and in phase-V it should go beyond Rs.350Creating brand across decorative accessories Exquisite range of cushion coverscrores, when 100% business should be in branded also include Roman blinds and wooden curtainsales, the strategy outlines. rods. There is a tie up with leading furnishing fabrics brands. Customers have to feed in a computer their“We have 3 brands, one is Deco Essential for the requirement in terms of fabric, size, and colour thenlower end that would be in hyper stores, second is they will get custom-made window solutions that will be door delivered within one week. According to Vaibhav E-commerce platform will be utilised for supply chain in the company. “Décor window will also launch 200 kiosks all over India, 50 of which are already operational, which will have the computerised facility for customers to place orders,” Vaibhav discloses: “Now we are setting up the facility to produce 2000 customised windows every day, which we will formally announce at HGH India.”42 HOME FASHION - JULY - SEPT 2015