The Indian home textiles market is growing by leaps and bounds encouraging textiles and apparel players to diversify into home textiles, and e-commerce giants are adding 'home' segments on their websites. The country is witnessing an emergence of luxury home stores/designer boutiques, and exports are flourishing. The market is poised for further growth, writes Manisha Almadi Midha.

 

The home textiles market in India is estimated to be Rs 17,000 crore and is growing at over 9 per cent annually. India is globally recognised for its variety and designs in home textiles and furnishing fabrics. The growth can be attributed to increase in the number of households and disposable incomes, and growth of the housing, office, hospitality and healthcare sectors.

 

"The growth of home textiles is inevitable in the Indian market as customers look out to have a unique showcase at their home and office, and do not hesitate to spend on the same," explains Amit Gupta, co-founder and director of the e-commerce website, Surpluss. Bed and bath linen are the most popular segments and contribute to two-thirds of the total home textiles market while kitchen linen, curtains, upholstery and carpets/rugs make up for the rest of the share.

 

The unorganised sector dominates this market. Less than 10 per cent of the market is organised; thus, there's a huge opportunity for organised players to grow. Raymond Home recently announced its foray into the organised Indian home textiles market with the launch of the A/W '15 Collection for retailers of Maharashtra at an event in Pune. "We would like our products to be more accessible to our customers by optimising our vast distribution network and look forward to introduce new distributors in Maharashtra," says SK Gupta, president, Raymond.

 

E-commerce portal Fashionara also entered the home fashion category a few months ago, and its reasons are the same as those of the brands. "With over 90 per cent of the home furnishing market still being unorganised, there is a huge opportunity for e-commerce companies to own a large market share in this space. Moreover, the home textiles segment is growing extremely fast, and we expect to continue to double our business every second quarter on the back of the new home fashion category," says Arun Sirdeshmukh, co-founder & CEO, Fashionara.

 

Organised players, online players

Welspun India, established in 1985 in Mumbai, is the largest manufacturer of home textiles in India and a major supplier to retailers across the globe. It owns Welspun USA, UK brand Christy, and two Indian brands - Spaces (2004) and Welhome (2006). Creative Portico (India), a Mumbai-based manufacturer and exporter of home textiles launched Portico New York in 2004.

 

Bombay Dyeing, launched in 1879, is another Mumbai-based manufacturer and retailer. Raymond also based in Mumbai, launched Raymond Home in 2013. Delhi-based manufacturer and exporter Maspar launched its soft home furnishings in 2002. Delhi-based La Kairos, established in 2011, is among the luxury brands to enter the home textiles market.

 

Luxury home stores like Atmosphere, Good Earth and Pure, and EBOs such as Fabindia cater to a niche audience. Large format retailers like Home Centre, HomeStop, Westside, Big Bazaar and Vishal Mega Mart reach out to the mid and

range of bed spreads, cushion covers, bath linen, placemats, table covers, kitchen accessories, furnishing fabrics, curtains, rugs, carpets and other home furnishing accessories to the world. These products create a rage in the international markets, for virtue of being handcrafted by artisans found in the remotest corners of India," says Narvekar. "The demand for home furnishing is on the upswing especially because consumers in the international market are giving importance to changing of home d�cor more frequently and are looking out for new and innovative products to deck up their homes and offices," adds Gupta.

 

"The market for home textiles, both domestic and international, has registered a steady growth since the post-quota regime of international textiles trade. Indian companies have made relentless efforts to benefit from the opportunity in the international market ever since many European companies closed their business. Interplay of forces from the supply and demand side has pushed forward the domestic demand substantially in recent years," says Narvekar.

 

"The Indian home textiles market is much smaller in comparison to the international market, considering the emphasis and significance they put on home textiles. In India there is a lack of consumerism especially when it comes to home furnishings. Consumers tend not to replenish their home textiles as often as they do with apparel," says Jain.

 

economy segments, and have home furnishing departments which contribute to organised sales in home textiles.

 

Flipkart.com, Snapdeal.com, Jabong.com, Paytm.com and Amazon.in are some of the leading websites e-tailing fashion, lifestyle and home decor products, electronics, et al. Fashionara.com and Fashionandyou.com are e-fashion malls that also offer home furnishings, while Fabfurnish.com, Bedbathmore.com and Zansaar.com are complete e-home stores.

 

Indianroots.in fills the vacuum for high-end ethnic wear demand in India and its people abroad. It added home furnishings to its portfolio this year. Surpluss.in is one-of-its-kind, e-commerce company that e-tails overstocked, unboxed, refurbished and surplus as well as new products across lifestyle, fashion and the recently launched home decor segments.

 

Sweetcouch.com is a new initiative in e-commerce. It serves as a mid-way for brands and e-commerce portals to showcase their products on the website. The customers can directly shop on the websites of brands such as Good Earth, Atmosphere, Fabindia and Shoppers Stop and on portals like Amazon, Flipkart and Jabong who showcase their collections on Sweet Couch.

 

E-commerce boom in home textiles

Online retail of home textiles is still a very young and new way of shopping which is now appealing to a lot of customers not only in metro cities but in smaller Tier-2 and Tier 3 cities too. "With the evolution of products like 'cut length' curtains and ready-to-use products across the category, product purchase has been made simple and hassle-free. Online home furnishing sales in India is growing month-on-month at a steady pace. Jabong has an increasing demand for high quality home furnishing products from around the world. From here, the only way to go is up and our growth story suggests something similar," says Praveen Sinha, co-founder & MD, Jabong.

 

https://static.fibre2fashion.com/articleresources/images/77/7630/2_files/image001.jpgJabong offers a complete range of home furnishing solutions to its customers with brands like Swayam, Portico New York, Bombay Dyeing, Raymond Home and Spaces along with in-house brands such as Truhome, Tangerine, Enfin Homes, Clarus, Hermoso, Mrigna, House This and Aapno Rajasthan, and designer collections. Indianroots e-tails Bombay Dyeing, Aapno Rajasthan and House this among other brands. "We have a line-up of quirky brands such as Rajrang that cater to a slightly younger population. We aim to include premium homeware labels like Portico, Welspun, Zynna, Zeba, The Charcoal Project (by Sussanne Khan), Good Earth, etc to our catalogue," says Rahul Narvekar, CEO, Indianroots.

 

Some of the brands that Fashionara has on board include Portico, Swayam, Tangerine, Stellar Home USA, Eurospa, Skipper, RBS, House This and Aapno Rajasthan. Inspired by the Santa Fe flea market in Mexico, London's Portobello Road market and our own Janpath in New Delhi and Commercial Street in Bangalore, Fashionara introduced F.lea Bazaar last year. It enables boutiques and niche sellers across the countries, who sell through stalls at flea markets, to retail their products

on the website. "By putting our F.lea home market products side by side with the brands, we merge contemporary with chic," says Sirdeshmukh. Meanwhile, Surpluss e-tails brands like Home Desire, Vardhman, Victor Craft & Texture and Primark.

 

Large format stores (LFS) like HomeStop retail brands such as Portico New York, Raymond Home, Bombay Dyeing, Maspar, Spaces, D'Decor and Esprit in addition to their in-house brands like Stop. Home Centre, Westside, Big Bazaar and Vishal Mega Mart retail only in-house brands. The LFS mostly retail on their websites.

 

Brands retail on online portals as they feel e-commerce plays a major role in 'selling' these days. Portico currently retails on Jabong, Flipkart, Amazon, Pepperfry to name a few, besides their own website. Along with their retail expansion plan, "Raymond Home would like to use the e-commerce platform to reach out to more customers across the length and breadth of the country," says Gupta. Raymond Home merchandise is currently available on Flipkart, Snapdeal, Jabong, Fabfurnish, Bedbathmore, Fashionara, Amazon, Paytm, etc.

 

Bombay Dyeing products are available on Jabong, Snapdeal, Amazon, Fabfurnish, Flipkart, Paytm, Pepperfry, and on their own website. Maspar retails on Snapdeal, Flipkart, Amazon, Jabong, Fabfurnish, Zansaar, besides their own website. Welhome retails on Flipkart, Amazon, Jabong, Snapdeal and HomeShop 18; and Spaces sells on their website. La Kairos will shortly launch their table linen collection on www.conceptstore-y.com in collaboration with Concept Store Y, London.

 

The mass unorganised market

Home textiles is an extremely broad market, and the unorganised market is quite large but "in our segment the competition is mostly from boutique home furnishing stores who offer bespoke services to customers. Furthermore, we like competition as it makes us stand out in our deliverables and approach to our customers," maintains Shreya Jain, Founder, La Kairos.

 

"The Indian home textiles market is a fascinating landscape that is ever growing in terms of manufacturers and variety of products. Online portals are in a way proving to become a means, or yet another platform, for home textiles brands to procure visibility and consumer acceptance. It is headed towards the convergence of a symbiotic relationship, that doesn't pose a threat but works more like a well-oiled machine," says Rahul Narvekar, CEO, Indianroots.

 

Challenges of manufacturing in India

Brands face numerous challenges while manufacturing in today's marketplace. The four most significant ones being "dealing with intense global competition, finding and keeping skilled labour, handling cost pressures and adapting to different consumer needs," remarks Arun Bhawsingka, CEO, Creative Portico. "Irregular supply of quality raw materials, constant fluctuation of raw material prices and deficient supply of skilled workers" are some of the other problems, highlights Shreya Jain, Founder, La Kairos.

 

Current retail and e-tail presence

Home textiles brands are present though all mediums, mostly pan-India. Welspun has more than 200 exclusive stores, and is present in LFSs across 120 cities. It plans to open another 900 stores in over 235 cities and towns. Portico has spread to almost

all cities with its EBOs, and is present in MBOs and LFSs in malls. Raymond Home is present in 1,500 MBOs, 800 The Raymond Shops and LFSs like HomeStop, Big Bazaar, Evok and HyperCity.

 

"We have Raymond Home franchisee exclusive stores in Kolkata, Hyderabad, Bangalore, Cuttack and are planning to come up with more stores this year," says Pankaj Saxena, business head, Raymond Home. Maspar has eight exclusive stores in Delhi/NCR (Gurgaon and Noida), Mumbai, Bangalore, Ludhiana, Pune and retails through various home decor stores across 35 locations. La Kairos retails through House of Heirloom in New Delhi.

 

The e-commerce websites deliver pan-India and some like Indianroots ship overseas as well. Websites like Jabong are accessible to international customers who can shop on www.jabongworld.com. Most portals like Jabong, Fashionara, Surpluss have a convenient exchange and return policy. Some like Fashionara provide services such as Express/24-hour delivery, try at home, instant exchange and alterations.

 

"The rapid growth of e-tailers is 'actually' eating into the profits of retailers. E-commerce companies have become extremely aggressive by offering discounts throughout the year and conduction of shopping festivals repeatedly, which physical retailers cannot do because of added costs of lease rentals and higher inventory," says Narvekar. "It is a known fact that customers are becoming more open to online shopping for all their needs, and people have graduated from books to gadgets to fashion and now to home decor and linens," says Jayshree Nayak, co-founder, Sweet Couch. "E-commerce is a platform which offers customers a wide range of assortment with the convenience to shop from the comfort of their home," reasons Sinha.

 

https://static.fibre2fashion.com/articleresources/images/77/7630/4_files/image001.jpgJabong has an "experienced team to ensure their every product offers most value at best prices," says Sinha. The USP of Surpluss lies in "authentic branded products backed by a brand's quality and warranty, a smart way to buy your dream product at a reduced price with brand assurance, and a great user experience - fast checkout, fast delivery and fast response," says Gupta.

 

"With some of the biggest names from the Indian fashion fraternity on board combined with our attempt to mobilise the artisans of our country, our promise to deliver the reservoir of Indian traditional crafts to our consumers is what makes Indianroots stand apart," says Narvekar. The strong point of Fashionara is they are "selective while listing the products and do not deviate from the main objective of providing fashionable products," remarks Sirdeshmukh. Sweet Couch considers the niche products showcased on their website as their highlight.

 

Justifying price gap, identifying target

Manufacturers have a standard process of manufacturing and quality control, at the end of which products are distributed to markets through various channels, including physical and online retail. "There is no difference in product quality across channels. What consumers fail to realise is that prices are more affordable through online channels because they are marked up further to defray the costs of physical

stores. This advantage will continue in online channels for the foreseeable future," feels Narvekar.

 

https://static.fibre2fashion.com/articleresources/images/77/7630/4_files/image002.jpg"Fewer overhead costs give Jabong the price advantage which is passed on to our customers," explains Sinha. "I am unaware if a brand would manufacture different qualities of products for the online space as compared to retail, but it is likely that it may seem so due to the high amount of attention e-tailers give to the price factor to attract consumers' attention," says Nayak. "The quality is the same as a brand cannot afford to lose their brand value," adds Sirdeshmukh.

Brands feel "these days consumers love online shopping and going to a mall to shop has become occasional. But again, there is a segment of consumers who do not trust online items and prefer going to a store. Therefore, the profit margin remains the same in both cases. The merchandise available online maybe more affordable depending on discounts given by websites. However, we assure you the same quality of our bed linen, be it in LFS, MBOs or our EBOs," says Arun Bhawsingka, CEO, Creative Portico.

 

"As an entrepreneur I welcome revenue from all streams of business and we are open for associations in any luxury format of online and offline retail. La Kairos products are niche in the market and such products available in any format i.e. online and offline are equal in price and quality," asserts Shreya Jain, founder, La Kairos.

 

"Anybody who wishes to furnish their home with smart home interiors can look up to us. The majority of Jabong's customer base falls in the 18-40 year bracket," says Sinha. "Home fashion is a perfect fit for Fashionara as most of our customers are 25-40 years, with many in the process of setting up their first independent home," says Sirdeshmukh. The target audience of Sweet Couch is 70 per cent women, in the age group of 25-45 years. The clientele of Indianroots primarily belongs to the majority of shoppers who are women, ideally in the age-group of 18-55 years.

 

The range on offer

Leading player Portico New York has just launched the new 'MTV for Portico' collection. "Inspired by the pop culture of MTV, the collection is for the core target audience of 16-25 years. We have always connected with today's generation, and the MTV audience loves experimenting. MTV had conducted a youth survey among more than 11,000 youngsters in 40-plus cities and based on their insights, the three things that came up which matter the most to them are - music, travel and technology. We have incorporated these aspects in the collection. The range includes drawsheets, comforters, cushions, bath products and sleeping bags in the first phase of launch. Bedsheets are priced at Rs 2,699 and comforters are for Rs 5,000," informs Bhawsingka.

 

Other than this, Portico New York retails Mattel, Nickelodeon and Warner Bros bed linen for children; healthcare soft furnishings; a collection for weddings; and a designer range by Wendell Rodricks, Manish Arora, Neeta Lulla and Nishka Lulla. Its bed and bath range can be further classified into: bed spreads, duvets, duvet covers, blankets, soybean fibre quilts, anti-mite and anti-bacterial pillows, eco-pillows, micro-bed pillows, dohars, towels, shower curtains, bath mats and more. The bed

linen is priced Rs 1,400-7,500 and the bath category starts from Rs 300 and goes up to Rs 1,200.

 

In the bed and bath category, Raymond Home offers: bedsheets at Rs 1,299-5,999; blankets at Rs 799-74,999; comforters/quilts at Rs 2,999 onwards; bed in a bag set at Rs 6,499-39,999; pillows at Rs 529-5,999; dohars at Rs 1,199-1,899; and towels at Rs 449-1,099. Bombay Dyeing offers bedsheets, blankets, quilts, comforters, pillows, cushions, towels, bathrobes, bath mats and bath sets. It has a Disney bed collection for kids, and designer bedsheets by Wendell Rodricks and Anita Dongre. Maspar offers bedsheets, bed covers, duvet covers, quilts, blankets, cushion covers, bolster covers, dohars, towels, bath mats, bathrobe and designer collections. Their latest Cotsmere Collection of bed sheets is priced at Rs 4,995 and duvet covers cost around Rs 6,995-7,999.

 

Being the pioneer in towels, Welspun offers a range of wash cloths, face towels, hand towels, bath towels, bath sheets and beach towels. It forayed into bedsheets in 2004-05. Also on offer are comforters, pillows, bathrobes, bath mats and bath rugs. Spaces sell bed sheets, comforters, quilts, duvet covers, towels, bathrobes and bath rugs. Customised boutique products can be priced more steeply. La Kairos offer five categories of bed linen including for weddings and couture. They are priced at Rs 45,000-1,50,000. Limited edition floor cushions are priced at Rs 11,000; cushions and pillows are Rs 2,100 upwards, informs Jain.

 

LFS, like HomeStop, have a complete range: bedsheets at Rs 565-29,999; bed covers at Rs 720-5,399; duvet covers at Rs 1,417-6,800; duvets, quilts and comforters at Rs 840-77,000; pillow covers at Rs 154-1,250; cushion covers at Rs 51-2,199; towels at Rs 49-1,600; and bath robes at Rs 747-1,795. Home Centre retails bed linen, pillows, cushions, towels, etc. Westside has a range of home linen, cushion covers, table linen and towels.

 

The bed and bath range at e-commerce websites such as Jabong ranges from bedsheets, bed covers, blankets, quilts, pillow covers, diwan sets and bolsters, cushion covers, duvet covers, towels and bath mats to many more. In home linen, Indianroots has exclusive categories for bedsheets, bed covers, quilts, bolster covers, diwan sets and table linen. The price points are: bed linen at Rs 999-10,500; blankets and comforters at Rs 1,100-9,000; cushion covers at Rs 399-4,500; and table runners at Rs 200-8,500.

 

Sweet Couch has a wide range of categories including bed linen, quilts, comforters, cushion covers and towels. The price range starts from Rs 75 for hand towels and goes up to Rs 12,000 for quilts. Surpluss offers bedsheets and bed covers at Rs 750-2,100; cushion covers at Rs 600-1,200; beach towels at Rs 900. Fashionara e-tails bed sheets, bed covers, blankets, quilts, comforters, duvet covers, pillow covers, cushion covers, bolsters, diwan sets, towels, bathrobes, bath mats, etc, priced between Rs 299 and Rs 13,000.

 

Manufacturing units

The manufacturing plants of most Mumbai-based brands are located within their respective vicinities. Welspun has two eco-friendly, zero discharge manufacturing facilities in Anjar (Gujarat) and Vapi. Welspun recycles water and practices rainwater harvesting. They use the sludge from the recycling process to produce biogas. They

have rotor and digital printing facilities for home textiles. Welspun has a manufacturing plant each in the US and Saudi Arabia.

 

Portico is also a leader in eco-friendly and green practices. "We appoint vendors for fabric sourcing and printing. Our stitching unit is located at Daman (near Vapi). Our entire production takes place in there, right from quilting to stitching," informs Bhawsingka.

 

The manufacturing facilities specialise in yarn dyeing, weaving, knitting, fabric dyeing, garment printing, finishing, machine and hand embroidery, garmenting and made-ups. Delhi brand La Kairos has one manufacturing unit located in Okhla Industrial Area in Delhi.

 

Trends for the season

As customers get more and more discerning and exposed to new global trends, brands endeavour to bring them the latest of design and style. All brands have internal design teams. The design team of Welspun in New York has a pulse of the market and forecasts trends and develops designs. Their design studio in Mumbai provides support and services. The Anjar team translates designs into products, and the Vapi and Anjar teams together innovate according to customer feedback.

 

"We do refer to international trends for inspiration. The designs and patterns for the 'MTV for Portico' collection have been selected keeping in mind fashion forecasts for colour trends, fabric quality and production processes like sequin prints which makes the fabric soft to touch while giving it a glamorous party feel. At the same time, the collection understands the youth's need to customise the look for their room and thus allows for a mix and match of different pillows with bed sheets and cover-ups," informs Saugato Bhowmik, senior VP, Consumer Products, Viacom18 (MTV is a part of Viacom18).

 

The A/W '15 collection of Raymond Home combines various patterns and distinct colours to customise and mix and match. Portico bed linen is available in plains, prints, checks, jacquards and embroideries. Welspun bedsheets come in solid colours, damask stripes, intricate jacquards and woven dobby patterns. Comforters are available in solid and stripes to coordinate with the sheets. Towels come in simple solid colours to intricate yarn-dyed jacquards.

 

As far as the premium luxury home textiles market is concerned within India and internationally, the current trends are "overlaying wovens/jacquards with vintage prints; amalgamation of classic forms with usage of new techniques and materials; and revival of old techniques/stitches through new technology while combining it with modern urban imagery. As the art of hand thread work is rapidly fading, La Kairos aims to revive it so that it can successfully co-exist in the commercial world," says Jain, whose influences span the globe.

 

Seeking government reforms

"The last government policy that came out in 2000 was of major significance. Although having said that, we look forward to the government making improvements in the system to make the current fragmented Indian home textiles market into a more organised segment. The government should also encourage new ventures and entrepreneurs," suggests Shreya Jain, founder, La Kairos.

 

'Soft pastels' are prevailing this season. "Hues and tints of pastels can be seen on the ramp. We ourselves have implemented this in the 'MTV for Portico' home linen collection called 'Bubblegum'," says Bhawsingka. Meanwhile, pastel shades of chinchilla, nurture brown, white and marble grey dominate Maspar's latest Cotsmere Collection of bedsheets and duvet covers.

 

Online hot-selling trends

Home textiles have proven to be a strong sales category. "Over the course of the past few months, we have seen a shift in the type of textiles customers are buying. There is a greater focus on value and price. That's why the company has been selling items that are better suited for purchases like bedsheets, towels and cushion covers. Trends keep on changing in home textiles and these days the company is witnessing an increased demand for digital 3D printing," says Gupta.

 

As far as designs are concerned, "comic prints, florals, 3D prints and ethnic prints are doing well on Fashionara. Since florals are 'in' this season many people opt for the design in pastel shades. Cotton and polycotton products continue to be the bestsellers," says Sirdeshmukh.

 

"Towels and cushion covers are the hot-selling items on Sweet Couch. We see people are picking bold colours and patterns," says Nayak. "Everything that is bright, young and bold is hot-selling online," adds Sinha. "The silk soft furnishings, be it cushions or bed spreads, are extremely popular with the consumers of Indianroots. People have become lifestyle conscious over the years; as a result, fine fabrics like brocade, silk and velvet continue to be the popular fabrics of choice for those who imbibe luxury," says Narvekar.

 

Preferred fabrics of choice

Beyond the regular range of cotton and linen fabrics, Indianroots e-tails home linen crafted in luxurious fabrics like chanderi silk, brocade, felt, leather, tussar, velvet, etc. The bedsheets at Surpluss are 100 per cent cotton and polycotton; cushion covers are in dauphin embroidery, d�cor furnish, tissue dauphin and dauphin silk; and towels are in cotton. Sweet Couch uses linen, organic cotton and synthetics. Jabong offers high quality cotton bed sheets and linen cushion covers. Fashionara has cotton and polycotton bedsheets, terry towels, micro-cotton towels, etc.

 

These days brands are emphasising on using pure, eco-friendly fabrics. Welspun produces eco-friendly products. They use carded/combed cotton, ringspun, zero twist, low twist and the newly patented, Hygro Cotton yarns which make towels super absorbent and helps regulate temperature of sheets, keeping them cool in summers and warm in winters. Welspun manufactures bedsheets in blended yarn/fabric as well. Maspar products use 100 per cent mercerised cotton tops. The towels have cotton solid herringbone border. Raymond Home offers products in various fabrics and blends such as 100 per cent cotton, modal and tencel, cotton viscose, pure wool, and wool blends.

 

Portico uses cotton percale, cotton satin (reactive as well as pigment) depending upon the price point. "Since we work mostly with vendors, we source fabrics from the vendors based in Mumbai, Surat, et al. We also import from Germany," says Bhawsingka. Designer brands like La Kairos use "habutai silk, taffeta silk, Egyptian

cotton, linens, Indian cotton, silk and cotton velvets, cotton voile, Indian and Chinese dupion silk and organza. We source all of our fabrics from within India except for Chinese habutai silk and dupion silk. We buy these imported fabrics in India," says Jain.

 

Coming up with new collections

Most brands come up with two major collections in a year i.e. Spring/Summer and autumn/winter. "For the 'MTV for Portico' range we intend to come up with two collections per year to update the trends and provide variety to our consumers. Apart from that, we also try to come up with fresh concepts for our End of Season Sales," informs Bhawsingka.

 

Raymond Home launches two collections in a year. Welspun offers new products every six months. La Kairos which almost handcrafts each of the collections comes up with "30-40 new sets of bed linen in a year and creates bespoke bedding collections. We come up with at least 12 new sets of decorative cushions and pillows in a year," says Jain.

 

E-commerce websites like Jabong come up with two major collections every year. "Apart from this we keep getting smaller ranges from all corners of the country every month," says Sinha. "Fashionara will keep on adding on the existing collections plus most of the brands update their collections every three months," says Sirdeshmukh.

 

India's growing exports

All major players export.

 

Welspun is the world's third largest home textiles company, and exports 97 per cent of its merchandise. It is present in 50 countries and has a distribution network in 32 countries including the US, Canada, UK, Australia and other countries in Europe and the Middle East. It supplies home textiles to 14 of the 30 global retail giants such as Carrefour, IKEA, Wal-Mart, JC Penney, Macy's, Tesco, Kohl's, Sam's Club, Costco, Kmart, and Target. Welspun is the leading supplier of bath towels in the US and was the official manufacturer of this year's Wimbledon's towels.

 

Maspar was launched in 2011 in France and their products retail at 'Maspar Shops' in furniture and specialty home stores in France. Maspar entered Canada in 2013 and retails merchandise at The Bay, Home Outfitters and Loblaws. Collections are available at Dillard's, Williams- Sonoma Group, Restoration Hardware and Cracker Barrel in the US; and at Marks & Spencer, Harrods and House of Fraser in UK.

 

Meanwhile, Creative Portico exports to Nautica, Dockers, fashion designer Liz Claiborne, HSN, QVC and many others in the US and Europe. Raymond Home retails in The Raymond Shops situated in the Middle East and Bangladesh. La Kairos retails through Concept Store Y in London and will start exporting to the US from September-October this year onwards. Luxury home stores like Sarita Handa export to Pottery Barn, Macy's, Ethan Allen and Bloomingdale's in the US.

 

"The textiles industry in India is one of the largest segments of the Indian economy accounting for people who have helped produce one of the biggest varieties of yarn, fabric, home textiles, home furnishing and other textile products in the world. Indian home furnishing manufacturers and home furnishing exporters offer a spectacular