HF_Jul Sept 15

Cluster ReportSudhakar. Government of India, seeking single window clearance, for proper codification of products andRR Group has come up with a new brand for the import duty reduction on trims and other inputs fordomestic market named 'Tuhil'. It is available in exporters. For the domestic market there is needChennai, Pondicherry, Delhi and Coimbatore and for simplification in labour laws, he adds.Bangalore launch is on the cards. They have 6showrooms and plan to open 4 new stores this P Gopalakrishnan says that due to governmentyear. Main product line is bedspread, curtains and apathy, only big players are able to survive in thetable linen. market. He supports the demand for processing and 0% discharge facilities. “This state law appliesMost industry leaders in Karur are banking on their only to Karur city and the investment for setting upnext generation to take over responsibility of such processing unit is so huge that only bigbranding and selling in the domestic market. players can afford such facilities. If the state government has supported such projects inPolicy constraints Tirupur, why not in Karur, he points out.Karur industry faces a stiff competition from Challenges need solutionsBangladesh because many buyers prefer toimport from Bangladesh as they save on 9% Lack of proper dyeing facility is a basic issueimport duty, which to pay on their import from affecting export business in Karur. EntrepreneursIndia. The industry also expects government are unanimous that government should put upintervention to keep check on fluctuating cotton centralised effluent treatment plants as it is notprices, which affect orders. possible for individual units to do this. Government support is also sought in stabilisingSudhakar makes out a case against very poor prices of cotton.processing facilities in India, where he feels thatprivate businesses cannot do much. He feels that It is also suggested that Karur ought to producePakistan, China and Bangladesh have three times more value-added items. The industry needs tobetter facilities. This is the reason he feels India's scale up and invest in skill development. There isshare in global home textiles market is reducing. shortage of labour, one of the reasons being thatBangladesh, which started exports a few years people are getting higher wages in less demandingback continues to increase its share while India jobs under government's social schemes.has been in business for about 100 years! He saysthat while several proposals have been sent to the “The issue of dyeing and processing units hasgovernment and associations, there is no solution become a very sensitive one with the givenin sight as yet. “Our policy on textile manufacturing pollution control norms,” says Sudhakar, “Thereand exports is simply not up to the mark. Today, are only two solutions- either the industry shutsChina is 100 times larger than us and 50 years down completely or the issue is sorted out inback we were at par with China. We lost out consultation with all stake holders. Since it is alsobecause of the misdirected or ill-conceived affecting employment and social setup, we needsupport from our government,” he insists. enormous government support, which is not forthcoming.”RA Rajendiran, Vice Chairman, Handloom ExportPromotion Council (HEPC), informs that a Report Only 20-30 dyeing and processing units havehas been submitted to Ministry of Textiles, survived in Karur today, out of 300 that were functional a decade back. Industry has to send 107 HOME FASHION - JULY - SEPT 2015

Cluster Report108 HOME FASHION - JULY - SEPT 2015



Interiors Magnificent Living Spaces By Geetanjali Anand & Umesh Anand, Andyy HomeYoung and trendy consumers now want elegant home interiors that are affordable . It's the job of brands and retailers to provide them with various aspects of living space which appeals to their interests…Bespoke Interiors - Huntsman Collection rich woods and sparkling with jewel-toned fabrics, scrolled arms of an antique Russian chair, circularFor those who know and appreciate the best gold-framed mirrors over a fire mantle, all result in in interior designs, it is best reflected in an amalgamation of easy elegance that stands the elegant surroundings that in turn are test of time.created by focusing on every detail from inceptionto the finishing touches – this is what makes a When looking for beauty, lap of luxury andgrand design, timeless. fineness for the living room, every element should be carefully considered. luxury and ornamentationThe romantic architecture of a home with eclectic can often generate clutter. Sculptural bronzefurnishings unified by pleasing shapes, softcolours and floral patterns, furniture grounded in110 HOME FASHION - JULY - SEPT 2015

Interiorscoffee tables, Swedish grandfather clocks, For dining rooms in particular, bring back the oldmahogany and satinwood tables add sculptural with the true definition of classical form touchedinterest to more intimate features like club chairs, with green and gold. Accents of caramel on rugsdamask-covered sofas, chenille armchairs and and window treatments, dramatic high ceilingsantique chairs, giving an easier look to the room. embellished in gold leaf, furnishings adorned withFlea markets are usually great places to source medallions, ribbons, rosettes and leaves and Real richness and royalty comes from the fabrics in a living space. Fabrics ought to appear as lush to the eye as they feel. Use velvet, chenille, suede to the maximum effect. Use these more rather than less.spontaneous treasures that are really important to Geetanjali Anand & Umesh Anand, Andyy Homeadd fineness to surroundings. Blending antiqueswith contemporary designs and carefully selecting rosewood border inlays contrasting with a light-art deco pieces can create distinctive personalities toned Brazilian teak floor, reflect designs inspiredthat cannot be achieved by matching all pieces of by the courts of France.furniture in a room. A feminine personality emerges within a bedroomReal richness and royalty comes from the when an imposing four-poster bed is gildedfabrics in a living space. Fabrics ought toappear as lush to the eye as they feel. Use velvet,A well-appointed bedroom Bespoke Living Room Interiorschenille, suede to the maximum effect. Use these in sections and hung with lacy curtains. Upholster inmore rather than less. grey to match duvets and lampshades. A host of shimmering cushions in gold and burgundy add toA grand table imported from Italy, surrounded by the sense of richness, while a couple of strategicallychairs with distressed wood frames and nail head placed chandeliers make the room come alive.trims and upholstered in deep burgundy and neutralsuede, heavily textured walls stencilled in patterns Team Andyy understands the importance ofcomplementing the detail in damask drapes give a maintaining the individuality and uniqueness ofrich, elegant feel while retaining a warm lived in look. each project. From one room to the other, we seek to be construct distinct atmospheresGrandeur must be serene; it must be a space in that result in different moods within a harmoniouswhich each piece can be admired, individually, and collaborative whole.without being overwhelming. 111 HOME FASHION - JULY - SEPT 2015



Insight Integration ofHome products in Retail Consumer expectations in home product categories is making it necessary for retailers, especially the specialised ones, to go for complete integration of coordinated products at the retail level – but there are constraints in its implementation, say experts.Home Stop let the integration of categories revolution in India Applied in case of home products, such an integration of product segments would spare aConsumer awareness in India with respect customer of the pain of say, buying a certain design to home products – home textiles, home of curtains at one shop, matching floor and wall décor and houseware – is fast evolving coverings at another, matching cutlery at another,to a level where awareness in clothing-fashion and so on. For brands and retailers, there can be noproducts was, some 10-15 years back. In case of better way of retaining their customer than bylatter, it is observed that differentiated items sold in offering all such coordinated products at one place.different retail shops have got clubbed together atthe retail level in a single lifestyle category called The integration of products usually gets initiated byhome, across formats. This is resulting in retailers and later on, after realising the businessconvenience for consumers and benefits for both potential from such action, brands start adding newretailers and brands. 113 HOME FASHION - JULY - SEPT 2015

Insightcoordinated product lines to their portfolio. they seek. Retailers, being the product and brand interface with customers, are the first to realise thisIn India, this process has started happening in home and the smart ones immediately implement it. This intextile, home décor and houseware products. turn further influences the consumer buyingVikram Chitnis, Business Head, Home Stop, says behaviour and subsequently other retailers and“Home textiles and décor is getting integrated to a brands follow suit. In present times, e-commerce islarge extent but in terms of thematic matching or a major catalyst in this entire process.colour this is yet confined to few elements.” He thenexplains how for mugs to dinner sets almost all Speciality stores like Home Stop, Good Earth, Homepeople will want to have the same design but when it Centre are promoting this concept aggressively.comes to coordinating the same with kitchen linen Brands like Bombay Store or India Circus have alsoand furnishing, only some customers have started started integrating their product lines. “Not allseeking that. companies can get coordinated products under one roof or can manage all the products linesEvolving consumer awareness successfully,” says Vikram and adds, “Buying and visual merchandising are two key functions which“Indian consumer today is evolved, he is enjoying are catalysts in this process -- many of the retailersshopping, has a lifestyle which portrays his style or have done this even small retailers are trying topersonality,” says Vikram: “So he has store or brand emulate this now.”proximity, attachment. He is much moreknowledgeable in terms of product, styling and Integration at retail & brand leveltrends, he can compare things through internet orstore websites and he or she is looking for change Hyderabad based Darpan Furnishings is one casemuch faster than customers used to seek a decade of a specialist Home product retailer doingor so earlier.” complete integration at the store level. “The new thing we have done is that in our fourth store atSome 5 years back coordination or styling was Banjara Hills, we have tried to give the customer thenascent and people were not having so much of complete home decor solution which includeschoices in e-commerce, number of stores were less. doing hand to hand customised designing andWhen brands, retailers and product variations are styling as well; we try to give them a completeless, there can be no coordination or integration of concept with several options to choose from,” saysproduct lines. Also, house décor concept was very Suleman Hirani.different 5-10 years back in India, is was not aboutcoordination of the interiors, it was primarily about His store gives customers options that willsturdy products at affordable cost. completely change the look of the house interiors just by doing the soft furnishing. “So it is a sort ofWhat's driving the change? renovation of the house. Even if you are fed up of your old furniture, we give it a new look. Like for example,Global lifestyle is the first and foremost influencer of we suggest coordinated wallpapers, curtains, curtainthis change, besides awareness and availability of rods, bed sheets, rugs and then we also try towide range of choices within each product. This coordinate it with new cutlery, crockery and so on. Weleads consumers to seek coordinated products and will definitely be on the lookout for new products to bethey will hop from one shop to another to get what114 HOME FASHION - JULY - SEPT 2015



















ReviewFrance. A total of 38 visitors (39%) were from the popular Kashmiri shawl known for its fineness,emerging market of which Japan had highest warmth, softness and elegance. There wasrepresentation. A total of 18 visitors (19%) came also live demonstration of “Kalamkari” andfrom other markets in which the Australia “Block Printing”, and “Multi treadle weaving”contingent was largest. that were organised to showcase the versatilityThis year there was 76% first time buyers at of Indian hand craft techniques to the visitingIIHFand 33% Repeat Exhibitors. buyers. Mr Koji Sugiyama, Acting Consul General, Consulate-General of Japan atLive demonstration & fashion Chennai was present at the trend demo and fashion show.shows The concluding session of the event had a show depicting the cultural traditions of IndianLive demo and fashion shows breathed more life Handwoven textiles.in to the event. The HEPC organised livedemonstration of “Pashmina Weaving”, of the124 HOME FASHION - JULY - SEPT 2015

Review IHGF Spring 2015One-stop shop forgifts & handicraftsThe spring edition of the Indian Handicrafts & Gifts Fair 2015 concluded successfully third visit and the best thing about the show is that at the world-class India Expo Centre & there is little bit of everything and has a wideMart (IEML), Greater Noida, India. The 5-day event variety of many products. Everybody can find what(20 - 23 February 2015) is one of Asia's biggest they need. I had no specific product line in mindgifts and handicrafts trade fair, organized by the and when we came here we saw lot manyExport Promotion Council for Handicrafts (EPCH). inspirations and innovations in different products,Four days of heavy business activity at this 38th so it's really interesting. India is becoming a majoredition of the fair was spread across a total area of sourcing destination with interesting producers and creative ideas.”150,000 sq. meters. The show had 2,400 A visitor from UK, Jill Brian says, “The show isexporters participating from India and 5,000 wonderful with lots of interesting items to see. Ivisitors from across the world came to the event. have been a regular visitor/buyer in the show andThis makes the show a significant sourcing have seen growth of this show in tremendousplatform in Asia for importers, wholesalers, volumes. The show has improved many folds. Fewdistributors, retailers, fashion designers, potential products are really eye catching and India as afranchises, mail order companies to choose from trade destination is climbing up the charts.”an unparalleled variety of handicrafts, gifts & NitziniChitradivat, Central Department Store fromlifestyle products, from a cross section of Thailand finds the show attractive. She affirms, “Ihandmade manufacturers from India. love this show very much. I find the handmadeEPCH is one of India's premier export promotion products here in the show which you don't findorganization, engaged in trade promotion of anywhere in the world. The creativity of the Indianhandicraft exports from India, having 7200 people is what attracts me to the show. I have beenmember exporters. Since its inception in a regular visitor of the show since 10 years and I1994, IHGF Spring Fair 2015 has been the buy anything that attracts me. But the onlyhallmark for growth of the Indian handicrafts problem with the show is that the venue is far fromsector for over 20 years. town. So travelling and traffic takes up majorWhat visitors reviews: chunk of the time.” A first-timer at the show, Abdul Rashid from UAEHome Fashion India spoke to several buyers, had positive reviews for the show, “The overall feelmostly the overseas guests about their experience of the show is good. It's my first visit and I like theof the show. They mostly seemed satisfied. show. The products are good and quality isVasiHeiches, Advance Solutions, Bulgaria states maintained by most of the exhibitors. I believe Iabout his experience, “It is a very nice show. It's my have a big window of business here.” 125 HOME FASHION - JULY - SEPT 2015

Preview Intertextile Shanghai 2015 Big opportunityfor premium home productsIntertextile Shanghai Home Textiles has grown to trends in the Chinese market also indicate160,000 square meters of display area, a change. Wendy Wen, Senior General Manager-necessitating a relocation of the event to the Messe Frankfurt says, “Chinese consumersNational Exhibition and Convention Centre, are increasingly placing more emphasis on theShanghai, the world's largest fairground. The quality and design of home decorations, so theshow will be held on 26-28 August 2015. furniture and interior design market has grown rapidly in recent years.” She adds, “As a gradualHome textile imports in China has reached the change buyers are attaching more importanceUSD 2.5 billion mark for period January to October to quality, style and trends, and less to cost.2014, as reported by the China Home Textile This can greatly benefit suppliers in the mid-rangeAssociation (CHTA). A large proportion of these and high-end sectors.”imports comprise of premium bedding productsand upholstery fabrics for the high-end market. Intertextile Shanghai Home Textiles now goesTextile products account for around 25% of the beyond fabrics and bedding, encompassing thetotal cost of home renovation projects in China, entire spectrum of home textile products,says CHTA report. This is an open indication that including design services. Some of the industry'sChina is in short supply of these specific home leading editors showcased premium globalproducts and it is an opportunity for overseas brands last year, seeking to take advantage of themanufacturers to chip in with their offerings. increasing interest in high-end design products in China. Editors such as JAB, Designers Guild andIt is not only the economic data that shows the LaCan Touch have already confirmed theiropportunity for overseas suppliers, consumption participation in the 2015 fair, said the organisers. Intertextile Shanghai Home Textiles – Autumn Edition is organized by Messe Frankfurt (HK) Ltd; the Sub-Council of Textile Industry (CCPIT) and the China Home Textile Association (CHTA). The rugs and carpets product category is also increasing its prominence at the fair. Handmade carpet manufacturers from Pakistan and India reported strong enquiries from buyers in 2014 as this sector gains interest from consumers in China. Another growing feature of the fair that matches market demand is the Intertextile Design Boutique which features original artwork and design resources from overseas and domestic studios.126 HOME FASHION - JULY - SEPT 2015

Preview 25th Interior Lifestyle TokyoThe home + lifestyle showInterior Lifestyle Tokyo combines the charact- trend-setting highlights and events to createeristics of the two renowned Frankfurt fairs – new business opportunities. The organisers planHeimtextil and Ambiente – it promotes home to have a wide range of inspiring products ontextiles and contract textiles and also home décor display at the popular Atrium, which will includeand lifestyle consumer products. The show is all Japanese artisan skills with a modern touch inset to celebrate its 25th edition on 10-12 June the 'Japan Style' section, the latest designs in2015, at the Tokyo Big Sight West Hall. The show the 'Movement' area, as well as work from up-attracts interior design experts from around the coming young designers in the 'Talents' andworld, and also addresses trends and new lifestyle 'Next' zones, and finally innovative dining items inideas. The show is held alongside the IFFT, the the 'Kitchen Life' area.Interior Lifestyle Living fairs and is a great platformfor manufacturers seeking a foothold in the Furthermore, for stylish and functional products,overseas markets. visitors can count on areas such as 'Home', 'Accent' and 'Everyday'. Fresh designs fromThe 2014 edition of the fair earned participation emerging countries will be at the 'Global' section,from 819 exhibitors of whom 212 were overseas while popular Scandinavian brands can be foundcompanies from 27 countries, showcasing a wide at the 'Nordic Lifestyle' area, the organisersvariety of home and lifestyle products. The show informed.attracted 27,543 visitors of whom 582 wereoverseas buyers from 33 countries. This The Atrium will also highlight the 'Curation store',establishes the fair as a valuable platform for which will present themed exhibits. This year'sbuyers and sellers involved in home, contract and theme supports the development of storeslifestyle goods. designed on the aesthetic, cultural and intellectual perspectives of 'curators' who sell merchandise inIn this silver jubilee edition the show is planning attractive museum shops. 127 HOME FASHION - JULY - SEPT 2015

Preview Heimtextil Russia 2015Abuzz with business & design trendsHeimtextil Russia, a renowned international and International participants”.trade fair for Home Textiles, Floor Coverings and The 2014 edition of Heimtextil Russia hadInterior Furnishings is scheduled for 23 - 25 49% exhibitors from Russia, while the restSeptember 2015 at the IEC Crocus Expo, 51% were from countries across the world. TheMoscow. Participants of Heimtextil Russia are show had 319 exhibitors from 23 countries,manufacturers, wholesale and retail tradersas well as designers, architects and with national pavilions of China, Germany,representatives of contract business. The Pakistan, Portugal, Taiwan, and Turkey. The 19,520show is developing its creative component sq. metre area of the show recorded 15,873to be positioned as a trendsetter in textile industry. visitors from around 44 countries. Last yearThe Fringe program with workshops of some exhibitors from Austria, France, Germany, Greece,of the famous European and Russian designers India, Italy, Korea, the Netherlands, Saudi Arabia,and creative cooperation with professional and Spain participated in the trade fair. Thedesigners make Heimtextil Russia the show featured Design Contests named asmain event in the concerned field for the 'Illusion Inside' and 'Textile in Interior'.CIS block. At the Heimtextile 2014 exhibition the exhibitor'sEugen Alles, General Director of Messe profile was interesting with about 50% ofFrankfurt RUS, says, “Heimtextil Russia is trading companies, 43% manufacturers whereasdistinguished by the extensive Fringe 7% were other associations of the industry.programmes, which comprises workshops According to the report the products whichand lectures of the famous Russian and were most popular amongst the visitors were about 60% of interior textile, 55% ofEuropean designers, as well as professional window decoration products, about 50% ofdesign contests. The trade fair develops new bedroom textile and 42% of kitchen textiles.product groups and is a separate world altogether, Other popular products were wallpapers andreflecting the latest trends and opening new wall coverings, textile flooring and carpets andprospects for business development of Russian leather products.128 HOME FASHION - JULY - SEPT 2015

Preview Variety and value HOMI introduces stylefor the home and the individualHOMI, the lifestyles exhibition that relates the question of form, but also of substance, since theideas of design and beauty for the home and World's Fair represents an opportunity for allindividual, is closing-in on a new edition that will be professionals visiting the Fiera Milano who want toheld at fieramilano from 12 to 15 September 2015, meet international buyers through the Expoconcurrent with Expo 2015. Business Matching, a web platform for businessNow in its fourth year, the show has evolved to meet meetings developed by Fiera Milano, with Expo,the demands of its highly qualified, varied PWC and Promos, to encourage and facilitate theprofessional audience, building on the legacy of two internationalisation of companies during the sixintensive years which have gathered the interest of a months of Expo.platform of international buyers and companies. Among the many aspects of HOMI , the themeBut HOMI is ready to evolve further, with its sections of Creazioni and HOMI Sperimenta,representation by exhibitors from the world of dedicated to research and experimentation withtableware, an expanded home decor fabrics area, projects and proposals of young designers andrepresentation by international companies from a artists where they can discover innovative ideasnumber of key countries, and expansion of several and interesting revivals.segments such as Kids and Outdoor. Space Creative avant-garde is set forth as a referencewill also be given to the “new classics” with point of the Creazioni designer, dedicated toHOMICLASS, an area that is in a mock-up of a young designers and emerging talents that HOMIhistoric building – will propose the companies' wants to introduce to the great companies andquality and products in settings and atmospheres professionals to propose an alternative andthat have written, handed down and reinterpreted unique way of conceiving the design object.a perennial style, recognised around the world. HOMISPHERE confirms the concept of HOMIAll this, without neglecting individual style, which is structured into new lifestyles in thewith numerous events designed to bring expressions of wine and food, hospitality, andtogether different dimensions of products and contract which comes back to the fore fordesign concepts. the third time. Selecting as an audience a marketEvents will transform the satellites of HOMI - Living segment in search of taste, comfort, design andHabits, Home Wellness, Fragrances & Personale exclusivity, HOMISPHERE is designed with newCare, Fashion & Jewels, Gifts & Events, Garden & formats to offer the visitor the style and eleganceOutdoor, kid Style, Home Textiles, and Hobby & of Italian production.Work - in dimensions of style waiting to be The strength of HOMI in the national panoramadiscovered, when the discovery of shapes, is also described through the partnership withcultures and languages is experienced in Milan the segment associations in the referencefrom the world through Expo 2015, which will still industries (Art, Anima, Sistema Moda Italia), whilebe underway, as it has expanded its potential and the contacts with the major design organisationswill find in the Lifestyles (schools, associations), synergies are allExhibition a new interpretation of its values, but the very important to develop new content andproximity of HOMI and EXPO will not only be a new initiatives. 129 HOME FASHION - JULY - SEPT 2015

VOL-11 No. 3 JUL - SEPT 2012Changing Structure ofRetail and Distribution-Ajay Arora, Managing Director, D DécorIndian Market:Need for Manufacturers, Brands,Distributors & Retailers toact as partnersSharp Focus, High Business:HGH India 2012Redefines Indian Home MarketInspiration 2013/14:Growing Imports:Obsession Experience Review: Proposte n Evteks n Hotel Show n HOME TEX Preview: Tex-Trends n Mood n House & Gift Fair n INDEX n Intertextile ShanghaiSubscribe to India's onlyInternational Trade MagazineFor home textiles andfurnishing fabricsHome Fashion Magazine is focussed on Meet Home Fashion at:home textiles and furnishing value chain Jan – Mar 2016 12-15 Jan from manufacturer to retail. 16-19 Jan Heimtextil Frankfurt, Germany 18-24 Jan Updates you on markets, products and Domotex Hannover, Germany 22-26 Jan industry trends from India and IMM Cologne, Germany worldwide. Maison & Objet April 2016 23-26 May Provides information, reviews and April – June 2016 17-21 May analysis by industry experts and Proposte, Italy 05-07 July professionals. Index Dubai, UAE 08-10 Sep Evteks, Istanbul, Turkey Sept 2016Foretells the upcoming fashion trends in home textiles and furnishing fabrics. July – Sept 2016Connect retailers, brands and importers HGH India to Indian and global product sources. MOOD, Brussels Heimtextil Rossija, RussiaWe invite you to meet us at the above eventsConnecting Indian Home Textiles - Worldwide www.homefshionindia.net

Stay connected with international ` ` `and Indian home textile businessand retail scenario. Know more `about industry's leading players,opinions of industry experts,product innovations and markettrends. Get regular updates ontrade shows and importantindustry events from the worldover every quarter. Renew yourHome Fashion magazinesubscription now.For over 13 years Home Fashionhas been trusted by internationalbuyers, manufacturers, exporters,brands, designers, retailers andprofessionals- theworld over.Home Fashion is a focussedinformation tool for home textileindustry. Bring strategicinformation for your business atyour doorsteps. Renew Your Subscription Today!Send your Subscriptions to: PLEASE Bed LinenTexzone Information Services Pvt. Ltd. TICK Bath LinenCorporate Office: 431, Kaliandas Udyog TowelsBhavan, Century Bazaar Lane, Impor ter FurnishingPrabhadevi, Mumbai- 400 025. Wholesaler UpholsteryTel: +91-22- 2421 4111, Retailer Made-upsFax: +91-22- 2421 4116 Brand Cur tainsDelhi Office: Unit No. 1003, Manufacturer Flr. CoveringsVikrant Tower, Rajendra Place, Expor ter AccessoriesNew Delhi-110 008 . Buying Office HandicraftsTel: +91-11- 2571 4111, Designer Others*Fax: +91-11- 2571 4116 Association/CouncilE-mail: [email protected] Others*Website: www.homefshionindia.net