Home Textiles

Home Textiles: The Next Big Opportunity FOR PROF. Sibichand Mathew

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Contents Abstract

Research Design and Methodology

a. Object Objective ive of Resear Research ch b. Su Sub b Obje Objecti ctive ve c. Rese Resear arch ch metho methodo dolo logy gy Limitations of research

Indian textile industry-an introduction

World home textile industry

a. India b. China c . UK d. U S e. France Future projections



















Bibliography

ABSTRACT The Textile industry is one of the most important industries in world trade. Indi India a occu occupie pies s the the thir third d posit position ion in term terms s of text textile ile trad trade e in the the worl world d signifying the importance of this industry for India. The Home furnishing Textile industry, after apparels is being seen as the next being opportunity for trade. The impetus to this industry is mainly provided by changing consumer lifestyle trends. This report provides an overview of the world textile industry with key focus on India. It provides a detailed analysis of the following:•

• • • • •

Size Size and and Grow Growth th of the the Indi Indian an text textil ile e indu indust stry ry and and its its prod produc uctt components Home furnishing market divisions A consumer survey to determine the trend in this industry The key brands in the market and their retail formats International market: scenario Projections for the future



















OBJECTIVE To study scenario of home furnishing industry and identify trends and prospects of the same.

RESEARCH METHODOLOGY •

Literature research (secondary research) Journals and Magazines Internet Search Other Published data

Limitation of research •

Only secondary research has been carried out.

•

Category wise analysis is not available.

•

Data Spans the post MFA period from 2005 onwards.



















INDIAN TEXTILE INDUSTRY-AN INTRODUCTION In the post-quota regime, the Indian textile industry is poised to become a major player in the US $395 billion global textile and clot clothi hing ng mark market et.. With With the the glob global al reta retail ilin ing g indu indust stry ry expl explor orin ing g opportunities for outsourcing, Indian exports are expected to surge from the current levels of $14 billion to $50 billion by 2010 and its share of the global textile trade is expected to double from 3.5 per cent currently over the next five years. The dismantling of the quota regime has brought the entire market at an interesting stage with players like China and India beginning to make their pres presen ence ce felt felt.. On 1 Jauna Jaunary ry 20 2005 05,, the the WTO WTO Ag Agre reem emen entt on Text Textile iles s and and Clot Clothi hing ng (A (ATC TC)) came came into into oper operat atio ion n repl replac acin ing g the the earl earlie ierr Mult Multii-Fi Fibr bre e Agreement (MFA). The phasing out of the MFA is triggering off exponential growth.(In the first quarter of 2005, India's textile exports to the US has risen by an estimated 22 per cent.) The textile sector contributes about 14% to industrial production, 4% to

GDP and around 17% to total export earning. Textile Sector in the Post-MFA Regime 2 0 04

2010 (estimated)

Global Textile Trade

$395 billion

$600 billion

China's Exports

$97 billion

$220 billion

India's exports

$14 billion

$50 billion



















The key advantages of the Indian textile industry are: •

•

•

•

India is the third largest producer of cotton with the largest area under cotton cultivation in the world. It has an edge in low cost cotton sourcing compared to other countries.

A key driver of global textile trade is also low cost sourcing of textiles and clothing.

Average wage rates in India are 50-60 per cent lower than that in developed countries, thus enabling India to benefit from global outsourcing trends in labour intensive businesses such as garments and home textiles.

Design and fashion capabilities are key strengths that will enable Indian players to strengthen their relationships with global retailers and score over their Chinese competitors.

•

Production facilities are available across the textile value chain, from spinning to garments manufacturing. The industry is investing in technology and increasing its capacities which should prove a major asset in the years to come.

•

Large Large Indian Indian player playerss such such as Ar Arvin vind d Mills Mills,, Wels Welspun pun Indi India, a, Alok Alok





















•

India India has has gathered gathered experience experience in term terms s of work workin ing g with with glob global al brands and this should benefit Indian vendors.

THE WORLD HOME TEXTILE INDUSTRY •

•

•

• •

China holds a commanding lead in exports of bed linen to Japan, with a 95% share on both a value and volume basis. Other exporters of bed linen to Japan include the United States, India, and Spain. The global home textiles market, estimated at US $ 70 billion offers tremendous opportunities for Indian players. The US and EU imports nearly $30 billion worth of home textiles. The US market is growing at 5 per cent per year while the EU market



















•

•

•

•

The Indian market for embroidery is valued at Rs 7.5 billion and is growing at 18 per cent per year. This is a highly fragmented market with the organized sector constituting 40 per cent of the industry. Demand for embroidery is on the rise and export to countries like the US, UK, Africa, Middle East offers a huge market for embroidery products. Export of carpets is a segment in which India has excelled. Exports of carpets have increased from USD 654.32 Million in 2004-05 to USD 930.69 million in 2006-07 showing a growth rate of 42.23% during April to October 2007, carpet exports totalled USD 404.74 million. This makes India the world leader in exports with 30% global market share.



















• • • • • • • • • • •

Geo textiles Home textiles Agro textiles Industrial textiles Medical textiles Mobile textiles Packing textiles Sports textiles Protective textiles Building textiles Smart or interactive textiles

Home textile is a rather important part of technical textiles. Home textile is that hat part part of techn echnic ical al text textil ile es that that he help lp a pers person on in addi adding ng his his own own personalized touch to his home; in other words, they convert a house into a home. They refer to the textiles that are used in a home, including curtains, shower curtains, bedspreads and pillow covers, upholstery, aprons as well as wall papers.

The Indian textile industry -- garment and home furnishing -- is one of the larges lar gestt and most imp import ortant ant sectors sectors in the economy economy in ter terms ms of out output put,, foreign exchange earnings and employment in India. Rapid growth is projected for this industry at the rate of 14% with the market size increasing from Rs. 530 Crores (2007) to Rs 1000 Crores. Home textile exports are projected to increase by more than 400% by 2010.



















The robust fascination for household textiles still continues to grow in these time imes, refl reflec ecti ting ng the the wide ide atte attent ntio ion n by sho shoppe ppers to the heir ir dome domest stic ic environment and a renewed desire to make homes more welcoming. Crea Creati tive ve appli applica cati tion on of text textil iles es appe appear ars s to be a ne new w area area in the the home home furnishing front but it is actually a tradition that goes back through time and may, in fact, be the earliest art form. Before the arrival of spinning machines, power looms and synthetic dyes, textil textiles es were were ver very y expens expensive ive to produc produce. e. The fact that that they they were were highly highly valued, preserved and collected is shown by their inclusion in household invent inventori ories. es. Particu Particular larly, ly, highly highly prized prized were were fabric fabrics s brough broughtt from from distant distant places and they were regarded as heritage of the future. Textil Textile e indust industry ry has rere-inv invent ented ed itself itself recent recently ly in the househ household old fabric fabrics s market. Despite a general fall in worldwide textile exports, household textile products such as linen and furnishing offerings are holding up well and record recording ing increa increased sed consum consumpti ption on patter patterns ns over over its previou previous s years. years. Home Home Textiles industry has become rich both in terms of size and the product varieties. The roots of Indian home furnishings industry lie deep in age old traditions. Especially known for their ethnic, intricate carvings, weaves, pattern themes, motifs motifs,, color color scheme schemes s and workman workmanshi ship, p, Indian Indian home home furnis furnishin hings gs have have become popular the world across. Handcrafted ethnic home furnishings are one of the most fascinating art forms in India and lend an unmistakable grandeur to the decor.

The Categories



















•

The home furnishing products can be broadly categorized into five categories, which include – o o o o o o o o

•

Bedding or bed linen and spreads, window dressings, bathroom textiles, kitchen linen Table linen cushions and covers, carpets and floor covering and table linen.

House Househo hold ld pene penetr trat atio ion n leve levels ls are are high high,, espe especi ciall ally y in the the largest

sectors — bedding and window dressings.

•

•

While replacement due to wear and tear is not inevitably frequent, an increased consumer interest in home interior products has stimulated buying in what is now very much a fashion-led industry.

The industry also benefits from the growing number of households, a trend, which is expected to continue at an even faster rate.







































CHOOSING THE RIGHT EXPORT PRODUCT



















Production Centres Though Though the product production ion of cotton cotton,ho ,home me furnis furnishin hing g is spread spread all over over the country,its concentration is in the following areas:

Andhara Pradesh: it is famous for block printed and made ups,bed spreads and house hold textiles

Assam: it produces 90% of country’s Eri silk and 100% of Muga silk Bihar: It produces Tasar and finer cotton Muslin Bhavani: Carpets,bedsheets,and furnishings Gujarat: It is popular for its block printed fabrics and made up, Tinsel printing fabrics, Tie n dye materials, Mashru fabric and embroidered fabrics

Haryana: It is famous famous for cotton cotton furnish furnishings ings,, waste waste cotton cotton furnish furnishing ings, s, bedspread, durries, towels and woolen items.



















Orrissa: It produces fine cotton textiles, Tassar silk items and Batik printed fabrics

Jaipur: Manufacturing Centers Bikaner

Chitagarh Sanganer Jaisalmer Kota Udaipur

Products Blen Blende ded d fabr fabriics,b cs,bla lan nkets kets and and durries Blended fabrics Prints in indegeneous colours Blended fabrics Kota fabrics,muslin fabrics Tie n dye,

Punjab: It has highest highest number of woolen woolen mills and produces woollen woollen items and phulkari embroidery

Pondicherry: good quality woven fabrics Rajasthan: Kota and block printed fabrics



















APPAREL VIS-À-VIS HOME TEXTILES The product profile of domestic textile players needs to be understood in relati relative ve terms terms with with that that of player players s in the lead lead compet competing ing nation nations. s. What What differ different entiate iates s the Indian Indian textil textile e indust industry ry from from its low cost cost peers peers (namel (namely y China, Pakistan Pakistan and Bangladesh) Bangladesh) in the highly competitive competitive post quota era is the relatively de-risked business models. While players in the apparel business have upgraded their product mix to meet customised demand of apparel exporters and developed made ups from from fabrics, fabrics, the the home home text textile ile play player erss enjo enjoy y a disti distinc nctt adva advant ntag age e

against their peers in the neighbouring countries in terms of being ‘first-movers’.





















HOME TEXTILES EXPORT: AN OVERVIEW India, Indi a, a le lead adin ing g gl glob obal al pl play ayer er in th the e ho home me te text xtil ile e sp spac ace, e, is po pois ised ed to strengthen its position with an over three fold jump expected in exports by 2010, global financial services major Citigroup said.

Country's home textile exports are forecasted to rise to $10 billion by 2010 from $3 billion in 2005 , on the back of selfself-suffici sufficiency ency in cotton and rec recent ent acqu acquisit isition ions s and tie tie-ups -ups wit with h glob global al bra brands nds,, Cit Citigr igroup oup Glo Global bal Market India said in its equity research report.





















The home textile sector is set to grow due to the high growth drivers like focus on value addition through • • •

innovative designing, strategic partnerships with global brands and better supply chain management

Key trends in the post-quota regime have helped the Asian trio to increase their share as global retailers stepped up outsourcing to cut costs.





















Geared with expanded capacities... Indian home-textile companies have expanded rapidly across the value chain to take advantage of the emerging growth opportunities. The bulk of the capacity expansion has been commissioned over the past three fiscals with the help of low cost funding through the TUF (textile upgradation fund) route. The expanded capacities capacities have not only enabled the players in this segment to meet bulk orders but also customise their products as per the demand.





















bed-sets. This This approa approach ch has yielde yielded d them them higher higher realisa realisation tionss and

better profit margins compared to that of regional peers.

Also, while the lifting of the quotas lowered price realisations across most countries in the South East Asian region, the impact on Indian companies was subdued, thanks to their customised product offerings. In fact, India is one one of the the few few dest destin inat atio ions ns wher where e prod produc uctt pric prices es were were impa impacte cted d only only marginally in the post quota regime.





















neig neighb hbou ouri ring ng coun countr trie iess such such as Paki Pakist stan an and and Bang Bangla lade desh sh are are catching up faster. To put things into perspective, the export of pillowcases to the US from Pakistan grew 4 times faster than India in the last 3 years (see adjacent table). This is also because Pakistan enjoyed a preferential entry into the US and EU markets during the quota regime and has the advantage of bein being g one one of the the large largest st cott cotton on prod produce ucers rs in the the worl world. d. Furt Furthe her, r, the the Pakistan government is encouraging the industry with a 6% R&D subsidy. Countries like Turkey and Bangladesh are also giving India a tough fight in the lower value home textile segment.























1998503.5814 503. 581414 14.7 .76 6 19 1918 18.3 .34456 4456 99 1999488. 48 8.4814 481491 91.5 .57 7 19 1980 80.0 .05447 5447 00























Export Performance of Carpets and Year Other Floor Coverings 19981783.33 136.45 94.16 2013.94 99





































































Retailers like Maspar, Bombay Dyeing, Welspun, Atmosphere etc. are slowly organizing the home textiles retail business especially in the metro and mini metro cities.

























































































































































































































































































































































































































































































































































o

Over Overal all, l, the the grow growth th of US impo import rts s of Tabl Table e Line Linens ns prod produc uctt categories has achieved double-digit figures

Window treatments The US import values of window treatments are generally larger than the imports of table linens, with window treatments made from synthetic fibres and from cotton dominating US imports by both value and growth •

Import value trends The largest import value in this product group was $200 million for the window treatments made from synthetic fibres The next largest import category was for window treatments made from from cotton cotton,, which which accoun accounted ted for approx approximat imately ely $13 $138 8 million The The US was was the the worl world’ d’s s larg larges estt impo import rter er of both both prod produc uctt categories o

o

o

•

Import growth trends Additionally, Additionally, both product product categories categories experience experienced d high growth growth for the period period betwe between en 199 1997-20 7-2001. 01. Window Window treatm treatment ents s made from synthetic fibres grew by 24% and those made from cotton grew by 33% Window treatments made from textile materials other than those made from synthetic fibres or cotton, grew in excess of 50% in 2001 o

o

NB: In term terms s of offe offeri ring ng expo export rt oppo opport rtun unit itie ies s for for So Sout uth h Afri African can suppliers, the high growth in window treatments made from synthetic fibre indicates great potential for crafters.

Who are the major competitors in the t he US market Mid to low end Produ Products cts from from Chin China a domi domina nate te the the low-e low-end nd segme segment nt.. The The Sout South h Asia Asian n countries, such as India dominate the ‘low to mid’ segment of the market.



















to the high costs of shipping, combined with SA’s production costs. This makes it difficult for suppliers to be competitive in pricing.



















High-end Italy, France and Portugal dominate the high-end segment of the market. Bran Brandi ding ng has has been been the the main main sour source ce of compe competi titi tive vene ness ss for for thes these e thre three e coun countr trie ies s as it is an inte integr gral al part part of the the high high-e -end nd prod produc uct. t. Bran Brandi ding ng (assoc (associat iated ed with with a ‘tradi ‘traditio tion’ n’ of handcr handcraft afting ing excell excellenc ence) e) is essent essential ial to transacting in the high-end market segment that is aimed at promoting exclusivity. Othe Otherr smal smalle lerr compe competi tito tors rs inclu include de Guat Guatem emal ala, a, Egyp Egypt, t, Me Mexi xico co and and the the Philippines.

Which consumer types do you want to target? South African crafters need to target niche markets in order to succeed or compet compete e against against the major major craft craft produci producing ng countr countries ies.. ‘Niche ‘Niche market marketing’ ing’ describes describes the practise of targeting targeting specific populations populations of people with goods designed to appeal to their specific taste and need.

Fair Trade purchasers /ethical trade purchasers These purchasers have some concerns about the labour and environmental standards under which products are produced, and the degree of benefits that go to producer groups. They are also interested in cultural authenticity. They form a far smaller potential market than the mainstream consumer, but are expected to grow.

Homeware buyers and gift purchasers The items classified under “homeware and gifts” are wide ranging. They can be made from of a wide variety of raw materials, ranging from paper to meta me tal, l, and and they they can can rang range e from from pure purely ly deco decora rati tive ve to util utilit ity y prod produc ucts ts.. Theref Therefore ore,, there there is a clear clear overla overlap p with with product products s fallin falling g under under differ different ent catego categorie ries s such such as househ household old article articles, s, home home decora decoratio tions ns (includ (including ing small small furniture), toys, fancy jewellery, arts and antiques and garden articles. The criterion for buying by the consumer is whether it will fit into his/her particular fashionable style, or whether it represents a certain image that may be useful as a gift. A remarkable common characteristic in all these



















Homeware purchases are viewed as becoming an increasingly important segment in the gift market, as many US residents increasingly see their homes as a “retreat” where they can feel secure and pampered. Gifts may be purchased in major mass retailers, specialist chains and department stores, but may also be done in the thousands of small, independent gift stores across America.\

Which retail outlets do you want to focus on? South African crafters wanting to succeed in US markets need, in addition to a good good,, wellp wellpac acka kage ged d and and wellwell-pr pric iced ed prod produc uct, t, effic efficie ient nt and and effe effect ctiv ive e business systems.

Recommended retail stores are listed below: Most Most of these these retail retailers ers have have online online produc productt catalo catalogue gues, s, which which may give you an idea of their product style and pricing.

• • • • •

• •

ABC Carpets and Home (http://www.abchome.com) Pottery Barn (http://www.potterybarn.com/) Crate & Barrel ( http://www.crateandbarrel.com/) Pier 1 Imports (http://www.pier1.com/) Gracious Homes, New (http://www.gracioushome.com/products.htm) Lowe’s (http://www.lowes.com/) May Department Stores (http://www.mayco.com/)

York

High-end department fashion retailers (Dominated by specialist departmental stores that will be differentiated by focusing on addressing a particular price segment (i.e. high-end product mercha mer chandi ndising sing). ). Highly Highly label label and brand brand conscio conscious. us. Store Store number numbers s range range from around 5 - 100. Aim to promote an imag e of exclusivity by targeting the high end of the market. Dillard’s (http://www.dillards.com/) Coldwater Creek (http://www.coldwater-creek.com/) Neiman Marcus Group (http://www.neimanmarcus.com/) Saks Department Stores (http://www.saksincorporated.com/) • • • •



















There are altogether 40 000 independent gift stores in the US. Founded in 1952 19 52,, the the Gift Gift Assoc ssocia iati tion on of Am Amer eric ica a is the the olde oldest st and and larg larges estt trad trade e association comprised of retail stores and wholesalers in the gift industry. It has around 600 retail members, as well as over 50 wholesale members. These consist of gift stores, boutiques.

Fair Trade Organisations Member Memb ers s of the the Fair Fair Trade Trade Fede Federa rati tion on have have comm commit itte ted d them themse selve lves s to prin princi ciple ples s of fair fair wage wages, s, coop cooper erat ativ ive e work workpl place aces, s, cons consum umer er educ educat ation ion,, enviro env ironme nmenta ntall sustai sustainab nabilit ility, y, financ financial ial and technic technical al suppor support, t, respec respectt for cultural identity and public accountability.

Ten Thousand Villages (http://www.tenthousandvillages.com/ (http://www.tenthousandvillages.com/)) Other retailers Catalogues and TV home shopping The The cata catalo logu gue e and and home home shop shoppi ping ng trad trade e is well well esta establ blish ished ed in the the US market. The companies below have a primary focus on catalogues and home shopping. • • • •

Cornerstone Brands (http://www.cornerstonebrands.com/ ) Hanover Direct (http://www.hanoverdirect.com/) “Domestications” (http://www.domestications.com/) Lillian Vernon (catalogue & store) ( http://www.lillianvernon.com/)

Main Mainstr strea eam m depa departm rtmen entt and and chai chain n reta retail il store storess selli selling ng multi multipl ple e product ranges • • • •

JCPenney department stores (http://www.jcpenney.net/) Federated Department Stores (http://www.federated-fds.com/) Bloomingdales (http://www.bloomingdales.com/) Bon Marche (http://thebon.dailyshopper.com/)





















Direct exporting The direct selling selling of product products s from from manufac manufactur tures es to buyers buyers withou withoutt the involvement of the middleman. This can be illustrated as follows:

Figure 7 : Direct distribution options Indirect exporting Involves an intermediary that acts as a link between the manufacturer and the buyer. The intermediary does everything on behalf of the manufacturer, from marketing the product to selling the product to the buyer. This is illustrated below:



















Trade Shows of high Importance: • • • • •

New York International Gift Fair San Francisco Gift Fair Atlanta Gift Fair GLM Show New York Home Textiles Show (fall and spring)

INDIA RACES TO COMPETE IN THE QUOTA FREE WORLD-A PROJECTION FOR THE FUTURE India is on a fierce race to become a more dominant player in the U.S. home textiles industry, but some experts say it may need to do more to get there. Experts said the industry is expanding rapidly, with investments in home textiles in the next two years expected to reach $1 billion. Exports in this segment are also counted on to grow at the rate of 25 percent per year. However, experts believe that issues on capacity increases, state-of-the-art facilities, and backward and forward integration need to be addressed to help India realize its export growth potential. Rapid growth is projected for this industry at the rate of 14% with the market size increasing from Rs. 530 Crores (2007) to Rs 1000 Crores. Home textile exports are projected to increase by more than 400% by 2010. Investments in Home Textiles is projected to increase to USD $ 7 Bn by



















KSA Techno Technopak pak expect expects s India' India's s home home textil textile e export exports s to grow grow from from $1.2 billion now to $5 billion by 2010. With manufacturing facilities closing down in the West, international retailers are stepping up their sourcing of home textiles from countries such as China, India and Pakistan. McKinsey estimates that the global trade in home textiles will grow from $8.6 billion to $23 billion in 2010. India's presence in the US home textile market is growing. India is the largest supplier of terry towels, bed linen and seco second nd larg larges estt ve vend ndor or of cotto cotton n made made-up -ups s to the the US mark market ets. s. Chin China, a, Pakistan, Bangladesh and Vietnam are major competitors for India in this segment.

In the post-quota regime, India's share of US imports has grown (between January and August 2004) for sheets (20%) terry towels (21%), pillowcases (19%) and total made-ups (11%). While China is slated to be the biggest beneficiary in terms of market share in US appa appare rell impo import rts, s, India ndia and and Paki Pakist stan an are are expe xpecte cted to bene benefi fitt substantially as well. As India occupies a competitive position when compared with equally lowcost producing countries, particularly Pakistan and China it can easily bank upon the huge opportunity in terms of outsourcing of home textiles

to the world's biggest markets like the US and EU, which account for 60 per cent of the $70 billion global home textile market. India's exports to these markets are also growing at a scorching pace -

terry towel exports to the US grew at 26 per cent and bed sheets at 35-40 per cent in calendar year 2006. These acquisitions will help the companies create a foothold in the brand



















•

•

•

•

Production facilities are available across the textile value chain, from spin spinnin ning g to garm garmen ents ts manu manufa fact ctur urin ing. g. The The indu indust stry ry is inve invest stin ing g in technology and increasing its capacities. Large Large Indian Indian playe players rs such such as, Welsp Welspun un India India,, Alok Alok Indus Industr trie ies s and and Raymonds have established themselves as 'quality producers' in the global market. India has gathered experience in terms of working with global brands and this should benefit Indian vendors. Indian suppliers have shown specialisation in case of fine-count madeup items

The domest domestic ic market market looks looks appeal appealing ing too. too. Accord According ing to Mr Akh Akhil il Jindal, Jindal, Preside President, nt, Welspun Welspun India, India, "Deman "Demand d for housing housing has increa increased sed the home home text textil ile e mark market et four fourfo fold ld.. With With hygie hygiene ne,, fashi fashion on and and coor coordin dinat atio ion n on the the upswing, the requirement of home textiles will concurrently increase". i ncrease".



















RESEARCH TOPICS: 

TECHNOLOGY AND HOME TEXTILES

With the advent of technology no part of human life remains untouched by it. Technology is constantly being evolved to give humans a safer and a more comfortable life.

OBJECTIVE: The The obje object ctiv ive e of the the rese resear arch ch is to dete determ rmin ine e the the incr increa easi sing ng use use of tech techno nolo logy gy in home home furn furnis ishi hing ngs, s, cons consum umer ers s resp respon onse ses s to it and and also also implications for the retailers and manufacturers ( in terms of generating larger sales volume & along with the adding costs). -Manufacturers have successfully adapted performance apparel technologies for use in home textile products. -Bed sheets are being made from Coolmax and Thermolite fabrics. Coolmax fabric incorporates a moisture management technology and has traditionally been used in active performance wear. -Thermolite is a lightweight insulation material which was originally designed for outdoor performance apparel. Home Home text textil iles es are are also also being being made made from from variou various s func functi tion onal al mate materi rial als, s, including Lycra stretch fabric, thermally adaptive bedding, environmentallyfriendly friendly textiles, textiles, anti-microbi anti-microbial al fabrics, fabrics, stain protective protective treatment treatments, s, flame retardant materials and fragrance encapsulating technologies.





















HOW does one create brand consciousness in consumers' minds for home furnishings, a category which is highly commoditised and where brands don't matter much to the consumer? This is the biggest challenge facing all the major Home Furnishings companies. “We want to become the number one home textile company by the end of this year, but apart from this, we have a larger mission on hand — and that is to get the category to evolve,”. says Anshuman Singh, Chief Executive Officer, Welspun India As the segment is largely commoditised, the primary focus of the company, would be to get the category to constantly evolve, which can only be done through customer education. It is also trying to create excitement in the segment bringing fashion into home textiles creating fashion consciousness in India about home furnishings Also lso this his segm segmen entt face faces s inte intens nse e comp compe etiti tition on from from the the trad tradit itio iona nall lly y unorganised sector which caters to about 90% of the RS.15000 corer market of the industry. The following questions would be delved into: Ad

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d di

dvant dvant

of bein bein

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ed

br

d in th



















With With the the dispo disposa sable ble inco income me incr increa easin sing g the the capa capacit city y of the the cons consume umerr to exerci exe rcise se choice choice in eve every ry sphere sphere is increa increasing sing.. Consume Consumers rs now use their their houseses as a palette for their expressions.

GLOSSARY Home furnishing A field dealing with products for interior design and decoration, such as upholstery, rugs and carpets, or bedding,furniture,lighting and other decorative items

Home textile A field dealing with soft furnishing furnishing but doesn’t include furniture furniture ,lighting and decorative decorative items

Home décor home decoration or decor is the art of decorating a home so that it is attractive, easy to use, and functions well with the existing architecture. The goal of home decoration is to provide a certain "feel" for the room; it encompasses encompasses applying applying wallpaper, painting wall walls s and and othe otherr surf surfac aces es,, choosing furniture and and fitt fittin ings gs such such as ligh lightt fixt fixture uress floorp floorplan lans s and



















Bibliobraphy www.india home furnishing exporter.com www.india-export.com www.google.co.in www.china.org.cn

www.ksa-technopak.com apparel online-journal CITI reports Textile view

Home Textiles

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