Quality is ingrained in our offerings
Oodaii is a sustainable home textiles brand born from the legacy of Amaravathi Textiles, focusing on innovation, ethics, and environmental responsibility. The brand crafts meticulously designed products inspired by natural elements and moods, with a commitment to eco-friendly manufacturing practices. Founder Vidhya Prem speaks to Fibre2Fashion on trends and sustainable practices in home textiles sector.
How is technology playing a role in shaping the future of home textiles, especially in terms of manufacturing and design innovations?
Technology is a driving force in the evolution of home textiles. Advanced manufacturing techniques and digital design tools allow for innovative creations that merge aesthetics and functionality seamlessly, while sustainable practices are integrated to meet consumer expectations.
How has the rise of e-commerce and online retail platforms impacted the way home textiles are marketed and sold?
The rise of e-commerce has revolutionised the home textiles market, offering consumers a convenient way to explore and purchase products. This shift has also brought greater transparency, enabling consumers to make informed choices based on product details and values.
Can you share your thoughts on the current trends in home textiles?
The current trends in home textiles highlight the growing demand for sustainable and eco-friendly products. The use of hypoallergenic dyes that are both skin-friendly and environmentally safe is crucial for consumers seeking eco-conscious options. Additionally, natural textiles are gaining popularity in home settings. Consumers are more inclined towards products that align with their values, while elevating their living spaces with a blend of style and functionality.
Can you tell us about the inspiration behind founding Oodaii and how it connects with the legacy of Amaravathi Textiles?
Oodaii draws its inspiration from the legacy of Amaravathi Textiles, an esteemed name in the industry since 1970. Amaravathi’s reputation in the home textiles industry is synonymous with international standards in consistent quality and design. Harnessing this strong foundation, Oodaii envisioned introducing the same calibre of quality and design to the Indian market. Recognising the immense potential and rising interest among customers for sustainable products, we sought to tap into this growing market. Our goal is to continue Amaravathi’s legacy by crafting meticulously designed products that showcase ethical values, exceptional quality, and distinctive design.
What are the core values that guide Oodaii, and how do they reflect in the products you create?
Oodaii’s foundation rests on core values of innovation, ethics, and sustainability. These principles are interwoven into every aspect of our products. Our designs are a testament to our commitment to ethical and sustainable practices, ensuring that each product embodies comfort, style and consciousness.
How do you go about capturing the essence of complex sensations like the calm of the sea in your textile designs?
Our creative process is deeply connected to the moods, textures, colours, and messages of life. To capture the essence of sensations like the calm of the sea, we use colours and designs that are symbolic to the ocean, drawing inspiration from nature itself. This connection with the elements allows us to infuse our designs with the same tranquillity and beauty that the sea exudes.
Can you share any specific examples of products that have been particularly successful in embodying Oodaii’s unique design philosophy, and what makes them stand out?
Our Ease Collection has been exceptionally successful in embodying our design philosophy. The Adult Body Wrap, Hair Wrap, and Children’s Poncho offer both functionality and elegance. The thoughtfully designed Bath Wrap, for instance, doubles as a hands-free bath wrap, showcasing our commitment to convenience without compromising on aesthetics.
An equally noteworthy product is our bamboo waffle towel, intentionally woven for superior water absorption. This towel boasts not only a gentle texture but also exceptional absorbency, precisely fulfilling its intended purpose.
How has your company worked to maintain the balance between innovative design and sustainability?
Maintaining the balance between innovative design and sustainability is at the core of our approach. We focus on utilising eco-friendly materials and manufacturing processes. Our products are a fusion of contemporary design that caters to modern needs while staying true to sustainable practices.
Could you elaborate on the technology used in your dyeing plant?
Our dyeing plant employs advanced technology, including reverse osmosis with a multi-effect evaporator. By adopting this innovative approach, our dyeing plant operates as a zero-discharge unit. Through this technology, we effectively treat effluents, reduce waste, and achieve minimal environmental impact. This enables our dyeing plant to recycle an impressive 96 per cent of effluent discharge safely, with the treated water being used to irrigate the surrounding areas.
How do you engage with the local community in Tamil Nadu, and what impact has Oodaii had on the region?
Oodaii takes pride in being a responsible member of the community. We actively engage with the community by providing jobs to support local communities and we also support local initiatives such as afforestation that promote sustainability. Our efforts contribute to the region’s overall awareness of responsible consumption, leaving a positive impact.
Can you talk about the journey of Oodaii so far and the key milestones achieved?
Since its inception in June 2022, Oodaii has experienced remarkable growth, with the number of SKUs doubling within a year. This growth reflects the growing consumer awareness of conscious fashion choices, sustainability, and the demand for our exceptional quality and design. These milestones reflect our dedication to crafting products that resonate with our values and customer demands.
Looking ahead, what are Oodai’s future goals and aspirations? Are there any upcoming projects or initiatives that you are particularly excited about?
Oodaii’s future goals include expanding our product offerings in the Indian market and gradually venturing into other categories of home textiles. We are excited about our upcoming projects that aim to introduce innovative and sustainable designs, further enriching our customers’ lives.
How do you see the balance between aesthetic appeal, quality, and sustainability playing out in the market?
The equilibrium between aesthetic appeal, quality, and sustainability holds immense significance in the market. Modern consumers are not only drawn to visually pleasing products but also prioritise longevity and eco-friendliness.
Quality is ingrained in our offerings due to the Amaravathi legacy, while aesthetic appeal is thoughtfully cultivated by selecting vibrant colours and distinctive prints. For instance, the combination of cobalt and aqua, in one of our products, was chosen after meticulous colour exploration, including sampling multiple shades of aqua. Every colour is selected with care, ensuring harmonious combinations throughout the collection. Custom shades, like the crayon colour designed to resonate with both children and adults, further exemplify our dedication to aesthetics.
Addressing sustainability goes beyond the product to include packaging. Rather than standardising box sizes, we opted for four distinct sizes to accommodate each product compactly. The packaging employs recycled cardboard, matching our export standards to guarantee quality. The burlap rope used for tying adds a deliberate touch for a polished finish. This multi-faceted approach underscores our commitment to striking a balance among aesthetic appeal, quality, and sustainability in all aspects of our products.
Looking to the future, what innovations or shifts do you anticipate in the home textiles industry over the next five to ten years?
In the coming years, we anticipate a stronger focus on sustainable practices and materials, with innovative technologies shaping manufacturing processes. Customisation and personalisation are likely to gain prominence, allowing consumers to tailor products to their preferences.
What advice would you give to other businesses that are looking to adopt more sustainable practices?
For businesses seeking to embrace sustainable practices, my advice is rooted in commitment and ongoing improvement. Begin by evaluating your supply chain, materials, and processes to pinpoint areas where enhancements can be made. Collaborate with like-minded partners to foster positive change within your industry. It is important to recognise that every small step contributes significantly to the path towards a more sustainable future.
Recognise that achieving sustainability involves a financial commitment, including increased costs associated with manufacturing, distribution, and packaging. Embrace these implications as part of the journey, aligning with your values of eco-friendliness and sustainability while contributing your part to the betterment of our planet.
