We aim to be seen as a complete floor covering company
Sapana Carpet-Mats is a leading manufacturer dedicated to sustainability and quality, seamlessly merging environmentally friendly practices with innovative designs. Committed to producing high-quality, green products, the company has been recognised as a top mat exporter and plays an active role in societal development through its CSR initiatives. Speaking to Fibre2Fashion, Director Nishith Gupta discusses the approach to quality and sustainability in manufacturing, the impact of e-commerce on the carpet industry, and much more.
How has the carpet industry evolved over the past decade, and what key trends have emerged in terms of materials, designs, and manufacturing techniques?
Carpets are ever-evolving, much like textiles or fashion. Trends shift every couple of years. Since we are in this business, we continuously adapt to these trends. Our collaborations with some of the best manufacturers in the industry help us understand market dynamics. It is an ongoing process rather than reaching specific milestones.
In the context of increasing global competition, how do carpet manufacturers maintain a balance between offering affordable products and ensuring high-quality standards?
For me, the challenge is not so much about pricing but expanding the market in India, where carpets are still under-penetrated. People often view carpets as aspirational and consider purchasing them only if the budget allows at the end of a home decor project. We aim to change this perception. Around 15 or 20 years ago, most carpets were handmade and, consequently, expensive, limiting distribution. Now, machine-made carpets can replicate handcrafted quality at a fraction of the cost, but the distribution ecosystem has not yet adapted. In that sense, our focus is not so much on price but breaking the mindset that carpets are expensive and ensuring they are widely available at affordable rates.
The rise of e-commerce has transformed the retail landscape. How has the carpet industry embraced digital platforms to reach customers and enhance the overall buying experience?
E-commerce, particularly in India, is still in its early stages, especially for high-value personal care or home decor items like carpets. People may order standardised products like mobile phones online, but for something like a ₹20,000 saree, they usually prefer to go to a store to see and feel the fabric. The same logic applies to carpets and furniture. E-commerce platforms might serve as a place to discover and familiarise oneself with a product, leading to an offline purchase. However, e-commerce is slowly helping manufacturers and sellers understand consumer preferences, colours, and price points, which informs the development of new products. It is a gradual process. Just as ordering a mobile phone online was rare ten years ago, the acceptance of online shopping for high-value items will grow, although it is not at that point yet.
Can you tell us about the founding story of Sapana Carpets and what inspired you to focus on the carpet industry?
I am the second generation in this business; the company was founded by my father in 1984. His background was that of a professor, and he came to Bombay to set up a new business. His vision was to bring affordable and good quality products to households, so he identified plastic matting as a fashionable and affordable product for the market. At that time, he went to Japan to acquire the technology needed to manufacture this product. He wanted to bring a good product to Indian consumers and brand it, and that is how the company came into being.
What makes Sapana Carpets unique in the market, and how do you differentiate your carpet offerings from competitors?
We are actually present in a number of categories in floor covering; we are not really just a carpet company. The largest portion of our business is still the plastic mat, our original product. We have consistently brought innovations to the market in terms of packaging, product functionality, and aesthetics. Consumers recognise us as a leading brand when it comes to plastic mats. Our extensive distribution, quality, and branding also set us apart. We are the only known brand in this particular segment. This mix of attributes puts us in a different place compared to the competition. We have also introduced many more products in the floor covering category, like bathmats and store mats, sourced affordably from different countries. Positioned as affordable, easy to maintain, and fashionable, we aim to be seen as a complete floor covering company.
Could you elaborate on the various types of carpets offered by your company and the materials they are made from?
When we diversified into carpets, we kept in mind that we did not want to be a niche player; we wanted to bring carpets to the masses, in line with my father’s original philosophy. Thus, we focused on machine-made carpets, which offer economies of scale in production. These are mainly made from man-made fibres, such as polypropylene, polyamide, and microfiber, rather than natural fibres. We address different constructions, ways, themes, and price points in our designs. With technology evolving and handmade carpets becoming more expensive, we aimed to make our products affordable and accessible to the maximum number of households. We have about 14 or 15 different qualities that we are continuously expanding. The main differentiation in these qualities is construction, material, design theme, and, of course, price point.
How do you ensure the quality of your products?
I would say we are very committed to quality; we always say we are responsible for whatever we sell. Most of our products come with an unconditional guarantee, allowing customers to return any product within a month if unsatisfied for any reason. We take quality seriously, considering factors like affordability, maintenance cost, and longevity. We do not want to offer a 5000-rupee carpet that breaks apart in six months or a year; it should last a good amount of time, at least until the customer literally wants to get rid of it. That’s our general approach to quality.
Sustainability has become a critical concern for many consumers. How do you address environmental considerations in your manufacturing and sourcing practices?
We have always been a very environmentally aware company. We have been a zero polluting company, recycling all waste produced. In the last three or four years, we have taken additional measures to reduce our carbon footprint, with 30 per cent of our power coming from solar energy. Our goal is to increase this to at least 60-65 per cent. We are exploring ways to add recycled plastic to our packaging and using FSC certified suppliers for paper packaging with recycled content. Our factories that supply to major retailers are continuously audited by customers and third parties for working conditions, and we place significant emphasis on this.
How do you convey special care instructions or maintenance tips that customers should follow to prolong the lifespan of their carpets?
Our products are designed in such a way that if customers follow the care instructions, they will get bored with them before needing to replace them. Each quality has specific care instructions provided with the product. We have received feedback from customers saying they have been using our mats for 15 years, and the shop they bought them from is no longer in existence. Though we are not as old in the carpet market, we hope to enable consumers to use our products for a long time, ensuring they offer value for money.
Looking ahead, what are the future plans and aspirations for Sapana Carpets in terms of product development, expansion, and growth within the carpet industry?
We do not manufacture at present, but on the manufacturing side, we are present in several major countries in Europe and the US. We see much room for growth, as there are many potential markets where we are not yet present. In the last three years, post-COVID, we have set up new manufacturing facilities to cater to higher demand. We foresee substantial growth on the manufacturing side over the next five or six years, and we are also exploring new markets, such as working with relief organisations like the UN and the Red Cross. Our long-term goal for carpets is to establish manufacturing within India, catering to the Indian market and exporting worldwide. As these are significant projects requiring substantial capital, we are taking a cautious approach. We aim to set up our first manufacturing facility for machine-made carpets in the next 2.5 to 3 years.
Are there any expectations from the government that you are looking forward to?
The government has made significant strides in facilitating business, particularly with the introduction of the GST. This tax reform has been instrumental in integrating India as a single market, replacing the previous situation where it felt like 28 different countries trying to do business with each other. While there’s always more that can be done, such as easing legislation around manufacturing and improving the ease of doing business, the government appears to be making efforts in the right direction. I am pleased with how the country has integrated as a single market after GST, and I have no specific additional requests at this time.
Interviewer: Shilpi Panjabi
Published on: 25/08/2023
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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