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'Increase in demand for organic designer linen'
Mar '17
There has been an increase in the demand for organic designer linen. This shows a shift in the buying pattern of consumers which can be further improved with awareness on sustainability. However, the major challenge faced by the textile industry is on the price front. The organic materials are expensive in comparison to the conventional ones.

"Organic products are on the expensive side in comparison to conventional ones. People prefer cheaper products with print varieties by which they can update their room décor more frequently. Besides, there is a need to spread awareness about organics and their use for a healthier lifestyle so that we can connect with the consumers," said Manuj Terapanthi, Founder-CEO of Texaura, a GOTS certified 100 per cent organic cotton bedding range.

The current global market size for sustainable linen bedding is US$16 billion. The Indian market size has contributed globally in the B2B realm as the market here and in 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.

"Aiming to bridge the gap between the demand and the supply of organic bedding linen, we work towards empowering farmers, protecting the environment and setting out a sustainable organic way of living," Terapanthi told Fibre2Fashion. "The shift in buying patterns is clearly evident with the advent of online product purchasing as it saves both time and effort and reaches out to the customer anywhere across the world." 

Texaura envisions bringing to the fore a global brand with Indian organic roots and world-class standards of quality. (RR)

Click here to read the complete interview.

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