IMPRESSIONS from a Cross-section

Manuj Terapanthi
Manuj Terapanthi
CEO & Founder

Transparent supply chain and fair trade will boost sustainable market


What is the current market size for sustainable linen bedding? What is India's share? Geographically, which countries do you see as most promising? What are the latest trends in linen bedding? How is the market for linen industry shaping up? What major challenges does the industry face? Tell us about eco-friendly packaging.

The current global market size for sustainable linen bedding is $16 billion. This includes both organic clothing and linen. The Indian market size has contributed globally in the B2B realm as the market in India and the subcontinent is still at a nascent stage. This does not really qualify in terms of home market needs. But the market has contributed largely to exports in the markets of the United States of America, the United Kingdom, Canada and Europe. 

United States of America, the United Kingdom and Europe are the most promising ones while Canada is picking up. The Indian sub-continent and some parts of Asia will take longer to become a potential power mainly because of lack of awareness and purchasing power. The most promising markets have the required knowledge that converts into quality products. This involves a transparent supply chain and fair trade plays a major role.

As far as designing is concerned, solids are classic. In prints, painted florals, the brushed look, geometrics, distressed motifs, even simple polka dots and oversized checks are entering the trends list again.

Surface technique elements like pintucks, ruffles with contrasting pompoms and tassels give an edge to the product. Even the shift in buying pattern is evident with the advent of online trade as it saves both time and effort and reaches the customer anywhere in the world. 

Rising awareness amongst certain sections of people about overall health and lifestyle nudge them to switch to organics not only for food but also clothing, linen and daily care. Therefore, there has been an increase in demand for organic designer linen. Most often, people coordinate their bedding and living rooms with similar print elements. 

The major challenge is price. Organic products are comparatively expensive compared to conventional ones. People prefer cheaper products with print varieties so they can update their rooms more frequently. Besides this, there has been a need to spread awareness about the use of organics for a healthier lifestyle to connect with consumers personally. 

The packaging used by Texaura is 100 per cent organic cotton chambray, the best reusable bag with an extended lifeline. It is non-allergenic, non-toxic and non-corrosive, making it safe for people and the environment. It does not leave carbon footprints behind. We use no plastic.

Published on: 28/03/2017

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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