Ambadi Enterprises, a part of the renowned Murugappa Group and one of India's largest exporters of home linen and floor coverings, announced the launch of their brand of European rugs, created in collaboration with McThree Carpets of Belgium.

For decades Ambadi has been on the forefront of the home decor industry, by merging their traditional skills and modern designs, which are sought after by leading European and US retail brands. Now with this new brand of international floor coverings, Ambadi is all set to storm the Indian market with an intention to make every Indian home fashionable.

Announcing the launch, Mr. Sridhar Ganesh, Director, Murugappa Corporate Board said, "Murugappa Group is delighted to bring to discerning Indian consumers world quality rugs in association with McThree, Belgium. Our Group companies have made a success of bringing a different experience to the consumers at the retail level.

“For instance TI Cycles were pioneers in bringing world class cycle buying experience through its country wide network. Coromandel has scripted success in rural agri products and services retail in Andhra Pradesh and Karnataka. We believe Ambadi would also succeed in this venture with its differentiated designs."

Speaking on the occasion Vishy Shenoy, Vice President& Business Head, Ambadi said, "Ambadi exports to over 22 countries across the globe. After making our mark globally in countries like USA, Germany, UK, Italy etc, we intend to create our presence in the Indian market. With a big jump in Indians traveling overseas and experiencing international brands, it is our intention to offer them the same style and comfort through Ambadi's rugs.

‘The Rugs we are offering in India are the same rugs that are available with fashion-forward retailers on the high streets of Europe. With young aspiring Indians buying into Spanish type villas and Italian furniture, the gap in the accent market of rugs is what we are looking to fulfill. Our intention is to upgrade the Indian living room with our world-class rugs."

Research conducted by Ambadi reveals that with the dusty conditions in India and the usage/cleaning patterns, the Indian consumer is looking for a low maintenance product. Ambadi's rugs come with unique features like water repellent, easy-to-clean, anti static and anti bacterial. The rugs also come with a 1 year warranty.

Vishy Shenoy added, "Ambadi's association with McThree, one of the leading brands in the global rug business gives us the advantage of the design capabilities and inputs from the western markets, which will help us to keep offering fashion forward designs in the Indian market to keep them abreast with the rest of the world."