Interview with Asim Dalal

Asim Dalal
Asim Dalal
Indo Count Retail Ventures Pvt Ltd
Indo Count Retail Ventures Pvt Ltd

Tell us about the retail presence of Boutique Living. Where do you plan to expand?

Today we are available in over 400 multi-brand outlets (MBOs) and we also have an online store, www.boutiquelivingindia.com. Our brand recall has grown exponentially over the last year. Considering we are still a young brand, it will be a while before we open our own retail stores. Today we are driven to provide good quality products at competitive prices to our customers. We are looking at increasing our presence in MBOs and large format stores as we are currently witnessing a strong demand.

Which POS are working well for the brand - in-store, exclusive online store, or selling through e-commerce marketplaces?

Our main idea is to be present in MBOs. Our focus is to expand our presence in more MBOs as we see that will continue to contribute to a major part of our sales. The focus will be to look at more presence in large format stores and concentrate on building our business on our online store.

How many collections do you come up with every year? Is the in-store collection different from the online one?

Last year we showcased four collections. We aim at having at least three collections every year. We focus on our customers' feedback and develop products and designs depending on the trends and market demands. Currently we have the same products sold in retail and online front, but we propose to introduce exclusive designs and products for our online customers.

What are the challenges hampering the growth of this industry? What would you propose to overcome them?

There are a handful of established Indian brands in the market. There is a huge customer base that travels abroad and picks up bed sheets and comforters, which in all probability is made in India. We would look at building the brand on good quality and interesting designs.  There is a huge import of Chinese bed linen products to India. We are now seeing the trend where customers prefer our made-in-India cotton bed sheets. Keeping our government's thrust on indigenous products, we would like to focus on building the share of our products in the Indian market.

There is a huge unbranded unorganised sector, the challenge and the opportunity would be to convert them to the organised market. There are a few home-focused stores in our country. We need more home-focused large format stores in our country. This will create more shelf space for our products and choice for the customers.

Lack of awareness on quality and a better sleep experience are our main focus. These need to be experienced more than talked about. The scope for growth is tremendous, as the scope for educating a consumer is high and so is the possibility of introducing new ideas and products. An improved aesthetic sense will make us stand out and get noticed. The brand reflects aspirational living, which inherits its qualities for its parent company. 

Is your company taking certain initiatives for sustainability?

Yes. We understand the importance of managing our resources well. We have an effluent treatment plant where 90 per cent of the water is recycled.  Our plant at Kolhapur has installed solar panels too and the endeavour is to continue to take steps on green initiatives.

What are the future plans for Boutique Living?

We are a customer driven company. Our focus will be on developing and offering best quality bed linen, comforters and other top-of-bed products at competitive prices. Setting trends through innovation and designs will be our goal. Indo Count has more than 30 functional patents for special finishes on bed linen, which will be introduced in the domestic market periodically. We will also focus on our other range of products that varies from bath linen to table linen. We aspire to make Boutique Living a one-stop destination for all home linen requirements. (HO)
Published on: 26/12/2017

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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