HF_Jul Sept 15

Achieversby focusing on three things: New offerings, performance, First, by focusing on design and not just on the challengesproduct, giving importance to quality and not just Confidence of the Group can be gauged from itsmanufacturing. Most of our raw materials are prominent display at international events likeimported from Europe. Innovative products and Domotex Frankfurt 2015 and also the response ithigh on design elements make our product range has been getting at HGH India show. “This year weexclusive. will be launching a range of educational play-mats for children and co-ordinated range of licensed Second, by focusing on customer service andacting on their feedback. Prabhakar Bind, Creative Head, Shital Group Third, by understanding the need for having a products like Barbie. Also, we have a range ofgood distribution network without which the best health benefit carpets and environment friendlyof products cannot reach the end user.” “Green Carpets' that we shall be showcasing at HGH India 2015,” informs Prabhakar.Distribution channels In the domestic market the company has seen a consistent growth of 15% year on year for the last 3The Shital Group sells directly to global retailers as years, he says and adds, “The consumer base haswell as to importers. They have their agents in the expanded and people have become increasinglyEuropean Countries. . aware of the benefits of using floor coverings. TheIn the domestic market there is a dual marketing ones who were already aware of the products havestrategy – one through the retail partners and gradually matured into fashion conscioussecond through the distributers. The company consumers who now purchase the premium rangeworks closely with retail veterans like Mr Hirubhai of products. We expect to see a better growth of upThakurdas of Home Town (Future Group), on to 20% in the coming years.”whose guidance they have come to occupy lot of “The biggest challenge is to captivate the attentionspace and recognition. of the customer,” says Shetesh Vij: “EveryToday they claim to be the biggest supplier in their time a customer walks in the store or visits ourcategory to all of their retail partners, the major products on websites they want somethingones being Future Group, Relaince Retail, new. This keeps us on our toes and our productEasyday and Shoppers' Stop, to name a few. They design, visual presentation and packagingalso claim to have a very strong support from design experts have to keep coming up withdealer and distribution network across the new strategies to maintain the freshness incountry, which continues to grow year after year. our product range and displays.”Last year brand 'Status' went on the e-commerceplatform as well and the company says there istremendous growth in the first year itself. “As ofnow we are the leading seller in floorings categoryon websites like Flipkart and Snapdeal, whichmeans that overall the growth trends are verypositive for the domestic market as there is a lot ofunexplored potential,” says Shetesh Vij, and adds“We still feel that the Large Format Stores are mostsuited to our products because customer in Indiawants to see and feel various options beforemaking a purchase.”50 HOME FASHION - JULY - SEPT 2015

INDIA TrendsTrends 2015 -16Home Fashion brings to you exclusive highlightsfrom India's only comprehensive annual Trendforecast in Home Textiles, Home Décor, Gifts &Houseware Home products by HGH India 2015. Tobe released at the 4th edition of HGH India on 14 July2015 at Mumbai, TRENDS 2015/16 forecasts homeproducts trends in the Indian domestic market torevolve around the concept of PANCHTATVA.Prominent exhibitors at HGH India 2015 have put inspecial efforts to contribute to this trend forecast byintroducing innovative products that reflect thesedesign, colour and style preferences of Indianconsumers during 2015/16.While fashion trends for home segment are regularlyforecasted in the international markets, HGH Indiahas taken the initiative to predict trends specificallyfor the Indian market, with the support of renowneddesigners and industry experts in these homeproduct segments.Presented under the overall concept ofPANCHTATVA, the trends are divided in five distinctthemes: Earth Wise, Extreme Clarity, Passion for Life,New Dawn and Infinity; each standing for a distinctideology and personality which is reflected in theliving spaces inhabited by the end user. 45 HOME FASHION - JAN - MAR 2015

INDIATrends 2015 -16 Panchtatva PANCHTATVA, derived by the five (panch) elements (tatva) of Nature and Cosmos, which creates a deep impact on people and living spaces by balancing between man and material. Each communicates the distinct flavour of the specific element and gives a creative direction about the look and design of products that best resemble it. Trends defines the way we choose to create and beautify our home environment influenced by the ever changing technologies, the market swings, socio cultural changes and artistic movements. Our personality is highly influenced by and reflective of the space around us - it clearly indicates our emotions and our lifestyles, the patterns we choose, the designs we prefer, the colours that appeal to our senses and the textures that make us feel comfortable. Our personality and our individual living space are part of the Universe and the Universe is a sum total of the five elements, the PANCHTATVA. The interiors of living spaces can be controlled by a particular element in a particular room and balanced and imbalanced states of the elements can cause positive and negative effects -- one can create an inviting and productive space with the help of these five elements, the PANCHTATVA. 46 HOME FASHION - JAN - MAR 2015

EARTH WISEExtreme ClarityPassion
for
LifeNEW DAWN 47 HOME FASHION - JAN - MAR 2015

INDIATrends 2015 -16 EARTH WISE The trend based on the element “EARTH WISE” is all about Stability, Solidity, Rigidity, Nature, Maturity and so on. These attributes reflect the characteristics of a common family life, inter personal relations and Intrapersonal bonds to bring balance into their living spaces. The colour palette used for this trend depicts the essence of nature as seriousness, warmth, earthiness and natural reliability. Colours like Olive and Moss on a primary level, Brown to give warmth, beige and navy to give a classic contrast supported by rust and terra, Coral being the colour of the year with Ivory and Ochre for making good accents in graphic prints and solid surfaces. Key to this trend is a natural touch, soft plush surfaces and graphical prints. 48 HOME FASHION - JAN - MAR 2015

47 HOME FASHION - JAN - MAR 2015

INDIATrends 2015 -16 12 34 5 6 46 HOME FASHION - JAN - MAR 2015

78910 11 12 1. Fennel 2. Maspar Industries Pvt. Ltd. 3. Sarom Fab Pvt. Ltd. 4. Studio HF 5. Le Fabco Pvt. Ltd. 6. Murarka Creations 7. Atco Interiors Pvt. Ltd. 8. Jaydurga Décor Pvt. Ltd. 9. Panchanan Interiors Pvt. Ltd. 10. Radiance International 11. Jayanita Exports Pvt. Ltd. 12. Kazage Lifestyles 47 HOME FASHION - JAN - MAR 2015

INDIATrends 2015 -16 EXTREME CLARITY As WATER depicts continuity and creation, in the same way “EXTREME CLARITY” depicts New Ideas, Flow, Transparency, Reflection and Freshness. In this trend, Aqua is the colour which creates an environment of relaxation; use it to dream, to meditate and calm your surroundings – can use it in combination with Duck egg blue and Sky blue. Aqua green is the colour for fresh starts and growth, Greek blue encourages efficiency. Motifs are inspired from white pottery, white metal, white stone, glass, mirrors etc. Enhanced textures like water ripples, watercolour works, and distressed painted effects on photo frames, etc. makes a statement, which closely follows this theme. 46 HOME FASHION - JAN - MAR 2015

47 HOME FASHION - JAN - MAR 2015

INDIA 1Trends 2015 -16 2 3 45 6 7 46 HOME FASHION - JAN - MAR 2015

8 910 11 13 1. Maspar Industries Pvt. Ltd. 12 2. Bharat Loomtex Pvt. Ltd. 3. Indian Home Variations 4. Jaydurga Décor Pvt. Ltd. 5. Gupta Fabtex Pvt. Ltd. 6. Apsara Silks 7. Marshalls Enterprise India Pvt. Ltd. 8. Devnow International 9. Primacy Global Enterprises Pvt. Ltd. 10. Primacy Global Enterprises Pvt. Ltd. 11. Swaas Enterprises Pvt. Ltd. 12. Murarka Creations 13. M2M Tradelinks 47 HOME FASHION - JAN - MAR 2015











47 HOME FASHION - JAN - MAR 2015

INDIA 1Trends 2015 -16 2 3 4 5 46 HOME FASHION - JAN - MAR 2015

8 6 79 10 1. Rapid Export 12 2. Vaneli 3. The cloth Merchant 4. Atco Interiors Pvt. Ltd. 5. Globe Distributors 6. Atco Interiors Pvt. Ltd. 7. Natures Mania 8. YSR Industries Pvt. Ltd. 9. AMI Distributor 10. Vaneli 11. Shades Furnishings11 12. Atco Interiors Pvt. Ltd. 47 HOME FASHION - JAN - MAR 2015

INDIATrends 2015 -16 INFINITY “SPACE” or “INFINITY” has no limits. In home decoration, Space offers a medium of Connectivity with a sense of Expansion, Enhancement, Extension, Spread, Communication and creative thought processes. Colours like Sky blue gives a sense of Extension while White creates a sense of Expansion. Silver adds to the touch of Enhancement and Navy, Purple, Light grey communicate the thought process. Bold tones in Metallic textures, Silverware Matte surfaces or lustrous high gloss finishes in Crystals and Glasses as well as Neon accents will create energetic surfaces. Candle stands, hanging lights, lights in bottles, fabric drapes, all create connectivity and communicate the thought process flawlessly. 46 HOME FASHION - JAN - MAR 2015

47 HOME FASHION - JAN - MAR 2015

INDIA 1Trends 2015 -16 2 4 3 5 6 46 HOME FASHION - JAN - MAR 2015

7 9 8 10 1112 1. Solanki Fabrics (P) Ltd. 2. Brass Line 3. IFI Designs and Colors SA 4. Devaa Textiles 5. Chinar forge Ltd. 6. Sharda Exports 7. Elementto Lifestyles Pvt. Ltd. 8. Sharda Exports 9. M2M Tradelinks 10. Bhartiya Fabrics 11. Envogue Furnishings (India) Pvt. Ltd. 13 12. IFI Designs and Colors SA 13. YSR Industries Pvt. Ltd. 47 HOME FASHION - JAN - MAR 2015

Market Trends Blinds Emergence of a new categoryBlinds is a new and emerging category, so much so that even correct assessment of its market size inIndia is not possible at the stage – estimates vary from Rs.200 crore to Rs,2000 crore when hardly 1% of the market potential has been tapped till date. Huge opportunity lies ahead…NBT brings in international design concept in blinds introduced about 40 years back by brands like Vista and Mac. It was the usual Venetian blinds, which areBlinds is a concept that is relatively new to now out of fashion. India and going by the potential and recent growth graphs for this sector, the players The horizontal blinds were made of aluminiumare few. While some industry experts see window initially. Vertical blinds, which are joined from justblinds as a substitute for curtains or window films, one cord and are economical, came 30 years back.other feel it is an addition, a new category in window In earlier days, blinds were made of wood and glass.dressing that is trendy, and becoming fashionable Wood and aluminium still continue, but glass is noby the day. The first window blinds in India were80 HOME FASHION - JULY - SEPT 2015

Market Trendslonger used. Worldwide, blinds were introduced 60- Douglas alone of which India contributes very little70 years back. yet, according to market watchers. “Earlier there were only three type of blinds Roller,Fabric blinds came to India 20 years back. Vertical and Venetian, which was generally (wooden.Mac was the dominant player then. Hunter They were easy to make. Share of business of theseDouglas, the famous European brand enteredIndian market with similar products 5 years later. The Aric blinds by Marvelsecond generation blinds came in India 10-12 yearsback – the Roller and Roman blinds – following large 3 blinds currently is about 60-70% but it is reducingscale demand from IT companies who were day by day,” explains Ashok Paun, whose brandenvironment conscious and wanted to save on Marvel has been constantly innovating in thisenergy with blinds. These could regulate sunlight as category. Now there are 12 types of blinds, these areper the requirement. technically sophisticated so can't be as easily replicated. The new variations include Shutters,Market size Panel Blinds, Roman Blinds, Sheer Horizon Blinds, Duplex Blinds, and so on.It is estimated that about 3 years back the Indian “Even now in India there is little awareness of blinds.market for blinds was worth over Rs.200-300 crore One reason is, companies that initially introducedand conservatively speaking, the growth in this product in India's residential sector fixedresidential has been 20-25% per annum while in prohibitive prices due to which the product gotcommercial the pace of growth was 10%. The total completely neglected in the residential market,”blind market as of 2015 is therefore estimated at says Hemant Bhide.about Rs.500 crore. And the market will certainlygrow rapidly from here. Market share & positioningViewed against the potential, it is estimated that While some industry experts place the share ofblinds have reached less than 1% of the windows in branded and unbranded at 50% - 50% each,India,. “But I am sure it will grow very fast because in Hemant prefers to divide the market betweenUSA too, it was a similar situation 10 years back. national branded players, global branded playersToday 50% of the windows have curtain and and pan India unbranded suppliers. “I think aboutremaining 50% have the blinds. So, after 8-10 years, 31% of the market is with national brands, aboutin India too it should be 50-50,” says Ashok Paun,Managing Director of Accumax Interiors (Marvel).Seen I this context, “the Indian market for blindsshould be around Rs.5000 crore over the next 5years and if the growth is 25% this year it will be 30%next year, 35% thereafter, and so on,” according toHemant Bhide of Louverline.Share of international brands like Forest and HunterDouglas put together is said to be less than 10% ofthe Indian market. The global market share of thesebrands is reported to be Rs.6,000 crore for Hunter 81 HOME FASHION - JULY - SEPT 2015

Market Trends17% with international brands and remaining 52- going into the contract or hotel business,”53% is catered to by unbranded market,” he adds. says Hans van Aken of Forest. “We are notAsked about market share of his brand Marvel, selling on price but on quality and experience.Ashok says “Marvel is a market leader in India with The Indian market is huge and has enormous40% share in the branded segment. In the South we potential in both residential and contract market.are No.1 and in west we are at No. 2, the reason The designers and architects are better aware of thebeing that Marvel is very innovative. We innovate needed quality. We doubled our turnover in Indiaand update regularly,” he asserts. nearly every 2 years. At the moment we areSimilarly, speaking of TOSO, the famous Japanese producing from Europe.”Market leaders are now inventing segment wise designs. Blinds for Kids room Usage & comparisonby marvel Growth in the demand for blinds in India wasbrand of blinds which he represents solely in India, triggered primarily by the IT Companies some 10-15Adarsh Todi, Managing Director, NBT Exports Pvt. years back. They required huge complexes andLtd. says “International quality in blinds is far needed to save on energy usage by regulating thesuperior to their Indian counterparts at this stage. flow of sunlight in a most optimum way. Blinds wereFor example you can even lift a Toso blind with 2 the best and most effective option. Majorityfingers whereas in normal blinds you have to use application in IT companies is of Roller blindsmore strength to lift. Toso requires no maintenance because it is very easy system to restore.for years, no tilting or anything like that. Quality of thematerial is superior too. It uses original American In the institutional or commercial sector the twofabric, not look-alike Chinese. In India the year-on- popular applications are the Vertical blind and theyear growth for us is around 20%.” Roller blinds. Residential sector has started pickingForest, another leading international player from up hardly 3-4 years back.Netherland player, entered the Indian market 10years ago together in collaboration with AtoZ It is difficult to say if blinds are proving a substitute toLifestyle. “About 70% of our worldwide export is curtains or to films on window glasses or it is a new category altogether. “To a certain extent they are competing with curtains, but only in the residential sector,” says Adarsh Todi: “They are definitely displacing window Films from both institutional and residential sectors, because the films are proving unhygienic and undesirable. In fact we are trying to increase public awareness against usage of films.” “Curtains can be replaced with better and sophisticated curtains,” says Hemant Bhide: “It is only the shear category of curtains that will be replaced by blinds.” Ashok Paun says in some varieties blinds are cheaper then curtain. “Latest innovation in blinds look much like curtain but function like blinds. The82 HOME FASHION - JULY - SEPT 2015

Market TrendsRoller blinds are a more contemporary concept 83 HOME FASHION - JULY - SEPT 2015













DISRUPTIVE LUXURY In this theme, Luxury has been claimed as divided into many perceptions with differences and similarities with the focus is on the customer experience. The real luxury is reflected in soft, round shapes and warm harmonious colors. Nobody can deny the luxury provided to us by modern day science. These new forms of artificial creations often serve as a basis for experiments. Technology should be used in such a way where it can be most helpful such as to create new materials and shapes, to translate artistic creations to a modern age and particularly to enhance the customer experience. The level of refinement is the standard for luxury. Preciousness can be in anything actually, even in service, in the packaging and in the communication with the customer.90 HOME FASHION - JULY - SEPT 2015

TRENDS 2016/1791 HOME FASHION - JULY - SEPT 2015

ANCIENT HISTORY In this theme, Luxury has been claimed as divided into many perceptions with differences and similarities with the focus is on the customer experience. The real luxury is reflected in soft, round shapes and warm harmonious colors. Nobody can deny the luxury provided to us by modern day science. These new forms of artificial creations often serve as a basis for experiments. Technology should be used in such a way where it can be most helpful such as to create new materials and shapes, to translate artistic creations to a modern age and particularly to enhance the customer experience. The level of refinement is the standard for luxury. Preciousness can be in anything actually, even in service, in the packaging and in the communication with the customer.92 HOME FASHION - JULY - SEPT 2015

TRENDS 2016/1793 HOME FASHION - JULY - SEPT 2015

HACK THE COLOR Color maintains the aura of emotion and pure aesthetics and therefore remains out of reach for many. 'Hack the Color' is an attempt to approach color as a source of inspiration like the beauty of a painting, photo or a work of art, is more often than not defined by the color pallet. Colours are engaging with other colours. They form harmony or disruptive incentives. Colour combinations should guide the eyes, influence emotions and evoke an atmosphere of dissonance. The new trend colours steer clear of the sweet pastel colours like blue and especially cobalt blue is the colour that calls down dreamers from their clouds, but still carries a halo of mysticism and elevation. The optimism in yellow is deflected towards sweet corn yellow, which tends more towards vanilla. The newcomers are often neutral, cream coloured, soft gray, deep or rust brown or olive or petrol green.94 HOME FASHION - JULY - SEPT 2015

TRENDS 2016/1795 HOME FASHION - JULY - SEPT 2015

Home Décor Trend is frequent updating ofHome DecorFresh Mediterranean elegant master bedroom. Clothes alone do not follow seasonal trends, as may be popularly believed in India. In today's markets, home décor and furnishing sectors too have to perennially remain in vogue, by closely following changing consumer lifestyle and preferences on an ongoing basis. Just like what is inside the consumers' wardrobe changes seasonally, so does the look of their homes. After all, following the global trends, decorating smarter is the new mantra for contemporary consumers in India.It is said that furniture should be designed to premium end-to-end home design service group last. However, frequent updates with new look who are also in to experiential e-commerce, is of accessories can bring a distinct change to the the view that that bespoke services andlook and feel of the space housing such furniture personalisation in the home segment is a notablewith little investment in time and money. Classic macro trend. The width of choice in homebig-ticket furniture pieces when combined with a accessories and henceforth the possiblebolder genre of furnishings, upholstery and permutations and combinations allow everyaccessories, make up the new ethos of individual to have a home as unique as them.contemporary home design. The Livspace team derives its ideas andShagufta Anurag, the co-founder at Livspace, a inspirations on international design aesthetic96 HOME FASHION - JULY - SEPT 2015

Home Décorthrough frequent interactions with designers from transform your room. The major colours can beover the world (especially Milan) and also with branched into two distinct groups. When it comes toexceptional home grown talent. Tommasso bold colours, mediterranean blue, teal, turquoise,Bistachchi, the Deovesign Lead, says the major forest green, sunshine yellow, deep lavender andtrends this season are as diverse as ethnic lime green rule the roost. In contrast the subtle paletteinspirations from the East to the bold colours and consists of sunset-inspired hues, pastels and greys.geometric patterns derived from an electric mood.Whether an individual's preference is eclectic and For the prints, ethnic inspired motifs, ikats and geometrics from stripes to triangles take the frontDifferent themes for living. Picture Courtesy livspace . seat. Oak and mahogany furniture, with clean lines or classical undertones, form the perfect backdropbold or refined and subtle, the multifarious trends for this new love for accessories. Same goes forallow your home to be both - an extension of neutral rooms, as they can be enlivened instantlyyourself and at par with the latest trends. by updating furnishings and accessories.You can update your curtains, blinds, rugs, throwcushions or simply add upholstered wall panels to 97 HOME FASHION - JULY - SEPT 2015

View Point“India and China have similar export potential” -Huang Jin Quan Huang Jin Quan, President, China Guangdong Home Textile Association and President, Hometex Committee of China Textile Chamber of Commerce, one of the most well-known personalities inChinese home textiles and home décor business, In an exclusive interaction with Arun Roongta, Editor, Home Fashion, shared important information on Chinese industry and market. He also expressed his views on several issues connected with Chinese industryOn Chinese market Huang Jin QuanWith a GDP growth of 7.4% for FY 2014-15, provide larger variety and better quality products.Chinese economy is still showing robust growth. China can produce both high as well as low qualityTherefore, China continues to be an attractive products, depending on customers' demand.market for European and American brands as wellas other international suppliers. Chinese Industry's comparisonFor 20 years, Chinese market has shown healthy Most Chinese producers use a blend of 70%growth. In the last two years, home textiles polyester and around 30% natural fibres in case ofconsumption has been growing at about 15% per products like curtains. But in other home textileannum. Around 95% of the domestic demand in product categories, fibre contents vary dependingChina is fulfilled by products made in Mainland on the final finished product and the purpose andChina itself, while the remaining 5% is met through market for which it is being made.imports from all over the world. Demand forimported products primarily comes from the upper Chinese home textile is competitive in terms ofsegment of consumers. Lower and middle class price, but is not very high on creativity in the area offamilies still by and large buy locally produced furnishing fabrics and curtains. Yet it commands amerchandise in home category. great influence in world markets in comparison to say, countries like Turkey.On Indo-China business potential Turkish textile industry is very different from China“India and China are both big producers of home and therefore cannot be directly compared with itstextiles and furnishing fabrics. India's design and Chinese counterpart in terms of product mix,production skills in curtain segment in particular quality and prices. Materials used by both theare better than China's and today meet the best countries are also very different.international standards. But China too is known forhigh volume of production can surely beat Indian Turkey is primarily influenced by European cultureproduction scale. and offers high quality products. But size of an average Chinese company is much bigger inIndia and China have almost similar export comparison and it provides more volumes. China'spotential. While labour costs are cheaper in China home textile exports are 10% more than Turkey.as compared to India, the latter has potential toprovide both medium and high-end products. Atthe same time Chinese products are regularlyimported by various European and Americancompanies, as they find quality consistent andprices competitive.It is a wrong perception at times that China cannot98 HOME FASHION - JULY - SEPT 2015