Special Product Group

SPECIAL PRODUCT GROUP Assignment on the product group-

Home Furnishings Bath & Linen

Submitted by:

Ankita Dhandharia

Avantika Karnani

Sweta Choudhury

Tanya Jain

MFM III

Home

Furnishings

Industry

HOME FURNISHING

Home Furnishing, two words made of different letters but with a vast meaning. Home

furnishings include every single thing that a person would need to add a fresh leash of

life to the bland concrete interiors.

The home furnishing products can be broadly categorized into five categories, which

include - bedding, window dressings, bathroom textiles, cushions and covers, and table

linen. Household penetration levels are high, especially in the largest sectors bedding

and window dressings. While replacement due to wear and tear is not inevitably frequent,

an increased consumer interest in home interior products has stimulated buying in what is

now very much a fashion-led industry. The industry also benefits from the growing

number of households, a trend, which is expected to continue at an even faster rate.

Home Furnishings

Hard Furnishings

e.g. sofa set, centre table, chairs etc.

Soft Furnishings

e.g. cushion covers, table linens, bed

spreads, carpets etc.

PRODUCT CATEGORIES

The Soft Furnishings of a household can broadly be divided into the following

categories:

i. Upholstery and Slip covers

ii. Window and Wall Coverings

iii. Soft Floor Coverings- e.g.Carpets and Rugs

iv. Bedding

v. Bath Linen

vi. Kitchen and Tabletop Linen

1. UPHOLSTERY AND SLIP COVERS: Upholstery refers to those textiles that are

used to cushion and cover furniture. There can be fixed upholstery or loose covers. Fixed

upholstery is fastened or glued to the furniture. They are an integral part of the furniture.

The loose covers or the slip covers refer to the second layer of upholstery on top of the

fixed upholstery. They are mainly made up of economic materials and their purpose is to

mainly protect the fixed ones from sweat and dirt.

Areas of application:

Couches and sofas

Chairs

Pouffe

Soft Boards

Headboard and the footboard of the bed

Popular Fabrics:

Jacquard and dobby

Velvet

Silk

Cotton and Linen

Handloom materials with thick

fancy yarns

Polyester blends

Leather and Vinyl

Desired Properties:

Durable

Abrasion Resistance

Pilling Resistance

Color fastness especially rubbing fastness

Soil Resistance

2. WINDOW AND WALL COVERINGS: Window textiles may include curtains, drapes, blinds etc. This is probably the widest area of fabric development in home

textiles.

i. Drapes: It is a general word referring to cloths or

textiles used for decorative purpose around the

windows. It is a luxurious concept and are mostly

customized according to the window.

ii. Curtains: A curtain is a piece of cloth intended to block or obscure light or create a

division between two areas. They are of various types:-

Lined curtains

Tie-backs

Valance

Roman Shades

Tie-tops

Sheers

Box Pleats

Pencil Pleats

Blackout Panels

Stationery Panels

iii. Blinds: A typical window blind is made up of

several long horizontal or vertical slats of various types

of fabric, wood, plastic or metal which are held

together by cords that run through the blind slats.

Window blinds can be adjusted by rotating them from

an open position to a closed position with either a

manual or remote control which allows the slats to overlap and block out most of the

light.

3. SOFT FLOOR COVERINGS: They are the luxurious materials spread across the

hard floors to increase the aesthetic appeal and texture of the interior space. Its also plays

with the psyche of the humans by creating a feeling of warmth.

Types of Floor Coverings

Carpets

Rugs- Area rug, Indoor/Outdoor rug

Floor mats/Door mats

Desired Properties:

Anti pilling

Should not snag

Static Reduction

Noise resistance

Flame proof

Raw Materials:

Polyester

Acrylic or wool

Nylon

Olefins(polypropylene, polyethylene)

Recycled yarns

Backing:

Jute

Canvas

Rexin

i. Carpets: A carpet is a textile floor covering consisting of an upper layer of "pile"

attached to a backing. Carpets mostly stretch from wall to wall and is permanently fixed

in place often having finished ends.

Th ey are selected by length and with measurements available in 12, 14, 15 foot widths.

They are constructed using various techniques which are as

follows;

Tufting

Weaving

Needle-punched

Flocking

Knitting

Sculpturing

As they are used in yardages and made using laborious techniques they are very costly.

ii. Rugs: These are smaller versions of carpets often sold in pieces of different sizes and

shapes. Unlike carpets they are placed in localized areas and are easily movable. There

are various types of rugs available in the market:

Oriental Rugs ( e.g. kilems, dhurries)

Persian Rugs

Navajo Rugs

Rugs inspired by fine art

Braided Rugs

Shag

4. BEDDING: The Furniture and accessories which we require to sleep are collectively

known as bedding. It consists of following products:

1. Mattress

2. Bed Linen

Pillow Covers

Cushion Covers

Bolsters

Pillow Shams

Dec Pillows

Throw Pillows

Bed sheet

Bed Cover

Bed Runner

Quilt/Blanket

Comforter and Duvet cover

Throws

5. KITCHEN AND TABLE TOP LINEN: This category caters to two different product

areas within the home. As the name suggests one includes products used in the kitchen

and the other on the table top of the dining area. They have equally important decoration

and functional needs.

Table top textiles add a feeling of luxury and elegance to the meal.

Kitchen Table Top

Towels Table cloths

Dish cloths Place mats

Potholders Napkins and Napkin rings

Oven Mitts Doilies

Aprons Chair Pads

Toaster Covers Table Runners

Coasters

Hot Pads

PRODUCT KNOWLEDGE

1.0 Bathroom [SOFT FURNISHINGS FOR

BATHING]

Towels are designed to assist cleanup. They are

generally made up from absorbent materials. They are of

various types for different uses- bath towels, hand

towels, bath sheets, fingertip etc

Dimensions :

Bath towels vary in sizes ranging from 2442 to

3056. Luxury towels usually come in the upper

range size of 30 56

Hand towels: The sizes dont vary much. The

usual size if 1528 and 1632

Wash cloths or face cloths are either 1212 or

1313

Bath sheets usually lie somewhere in between

3460 to 40 70

Fingertip or guest towels: are of the dimension 11

18.

Usage :

They are used for cleaning up the body after a bath

and for this purpose are made from absorbent

materials such as cotton and linen.

In kitchens are used for wiping the table top

They are also used in the hotels and hospitality

sectors for different uses

Materials used :

Cotton cotton polyester and for this purpose

special looms called dobby looms are used

Facts : Towels were invented in Busra, Turkey

There are different types available in

different dimensions for various uses

Cotton polyster towels is usually 86%

cotton, 14% polyester.

Bath Towels

1.1 Bathroom: Bath

Towel

Bathrobes are made to be worn after a

shower/bath and also used after

swimming. Are made of absorbent

material .

Dimensions :

Types of fabrics:

Cotton

Silk

Microfibre

Wool

Quality and Finishing :

Terry: is usually woven in cotton with uncut loops

on both sides. 100% terry cotton bathrobes are

considered to be the best due to their absorbency.

Flannel: soft woven fabric, usually in cotton

Velour: fabric with cut loops that is used to make

bathrobes gives them a luxurious look. However

terry is used on the inside because it is more

absorbent

Waffle: is usually used to make light weight

bathrobes and gives the bathrobe a grid like

appearance

Facts:

Bathrobes are available with

different collars.

The different types of textures in

bathrobes are window panes, zig

zag, ribbed and waves

1.2 Bathroom:

Bathrobe

Bathrobe

Shower curtains are curtains used in the

bathtubs with a shower or shower enclosures.

They are usually made from vinyl, cloth or

plastic.

Dimensions :

The most common shower curtains are sized to

fit across a standard 5-foot bathtub, although

they also come in longer and wider sizes

Standard shower curtains are approximately 72-

by-72 inches or 70-by-70 inches, depending on

the manufacturer

Usage :

Provides privacy

Prevents water from flooding or spraying

outside the shower area

Materials Used :

Different synthetic or natural materials

determine the different types of shower curtains

Polyester and vinyl shower curtains are

inexpensive and also waterproof, but may not

match luxurious dcor t types of shower

curtains.

Curtains made of cotton or linen look lush and

elegant, but they mildew if too damp

Many people prefer to combine a vinyl liner

with an outer fabric curtain to blend

attractiveness with utility

1.3 Bathroom: Shower

Curtains

Dining: Tablecloth

Shower Curtain

Facts :

If mildew stains appear, curtains can

usually be treated with detergent.

For stubborn stains, soak the curtain in

lemon juice or distilled vinegar until the

spots lighten.

Let them dry flat, but don't apply an

iron.

A bath mat is a device used on the floor of a

bathroom to provide a warm non-slip surface,

and to absorb small amounts of water, much like

a towel

Dimensions :

A small size perfect for in front of a pedestal sink,

or even to step out onto from the shower is 17 x 24

inches

A nice size to place outside your tub is 21 x 34

inches

Commonly referred to as a runner. Great for along

a double vanity is 24 x 60 inches

Mats used in large areas is 27 x 45 inches

Usage :

The two types of bath mats are the kind that is

placed inside the bathtub and the kind that is

placed just outside the bathtub.

The first type is used to prevent slipping in the tub

The second type absorbs water from the body

after the bath or shower and helps prevent slipping

as well as water damage to the floor.

1.4 Bathroom: Bath

Mats

Bath Mat

Facts :

Both types of bath mats are quite

inexpensive yet are invaluable for

safety reasons

Bath mats also add a great look to a

bathroom if you find a color, texture

and style that fit in with your

bathroom

2.0 Dining

[SOFT FURNISHING FOR

DINING]

A tablecloth is a cloth used to cover a table. Some are

mainly ornamental coverings, which may also help

protect the table from scratches and stains. Other

tablecloths are designed to be spread on a dining table

before laying out tableware and food.

History

In many European cultures a white, or mainly white,

tablecloth used to be the standard covering for a dinner

table. In the later medieval period spreading a high

quality white linen or cotton cloth was an important part

of preparing for a feast in a wealthy household.

Dimensions :

52x52 square fits table 28x28 upto 40x40

52x70 rectangular fits table 28x46 upto

40x58

60x84 rectangular & oval fits table size

36x60 upto 48x72

60x102 rectangular & oval fits table size

36x78 upto 48x90

60x120 rectangular fits table size 36x96 upto

48x108

60x144 rectangular fits 36x108 upto

48x132

60 round fits table size 36 to 48 diameter

70 round fits table size 44 to 58 diameter

Features :

Made of almost any material, including delicate

fabrics like embroidered silk

Typically made of cotton, a poly-cotton blend, or a

PVC-coated material that can be wiped clean

2.1 Dining: Tablecloth

A cotton printed Tablecloth

DOs : Sponge, soapy water & possible detergent

to be used for washing

To be wiped with damp cloth

To be dipped dry

To be dried in shade

DONTs : Not to be washed in machine

Not to be scrubbed

Not to be squeezed

Not to be ironed

A placemat or table mat is a covering and/or pad

designating an individual place setting, unlike the larger

table cloth that covers the entire surface.

Dimensions :

Round placemats are most appropriate for round

tables and are available in a standard 14-inch

diameter

Square placemats work best on square tables and

are available in a standard measurement of 13-inch

square

Rectangular placemats are the perfect choice for a

rectangular table and are available in dimensions

of 12x16 & 13x19

Oval shaped placemats are most suitable for oval

tables and are available in a standard size of

12x18

Usage :

Protects the dinner table from water marks, food

stains or heat damage, also serve as decoration

In restaurants, to advertise menu items, specials,

local businesses and/or games for children

Higher end placemats, made from vinyl or leather,

are used by hotels and organizations for meetings

as they provide a writing surface, and give an area

on which to lean comfortably and to place objects

on the table with minimal noise during meetings

2.2 Dining:

Tablemats/Placemats

A wooden quoted Placemat

Facts :

Placemats are recommended for a seated

meal of not more than 10 people

To provide elbow room, a minimum of 4

needs to be allowed between the

placemats

A doily (also doiley, doilie, doyly, or doyley) is an

ornamental mat, typically made of paper or fabric, and

variously used for protecting surfaces or binding

flowers, in food service presentation, or as a head

covering or clothing ornamentation.

History

Doiley was a 17th-century London draper ,who made

popular "a woolen stuff, 'at once cheap and genteel,'

introduced for summer wear in the latter part of the 17th

c." At the time, it was used as an adjective, as in "doily

stuffs" or "doily suit." Later, usage shifted to refer to "a

small ornamental napkin used at dessert," known as a

"doily-napkin."

Usage :

Doilies figure prominently in the custom of finger

bowls, once common in formal, multi-course

dinners

The linen doily (never paper) separates the dessert

plate from the finger bowl

Disposable paper doilies "were designed as a

cheaper but respectable alternative to crocheted

linen doilies" and are commonly used to decorate

plates, placed under the food for ornamentation

Techniques :

They are crocheted and sometimes knitted out

of cotton or linen thread

The designs could be circular or oval starting from

the center and working outward, reminiscent of

the Polar coordinates system

2.3 Dining: Doily

A crocheted Doily

Facts :

The custom of finger bowl requires that

both doily and finger bowl are removed to

the upper left of the place setting before

briefly dipping fingertips into the water

and drying them on the napkin. Failing to

move both together is a faux pas

Table runners are also known as scarves. Table runners

have been used for centuries as a means to decorate a

table.

Dimensions :

Width

Approximately 1/3 the width of a dining table.

If the dining table is 48 inches wide, the table

runner should be approximately 16 inches wide.

If we keep it on the table while dining, make sure

there is plenty of room for a dinner plate without it

being partially on the table and partially on the

table runner.

Length

It should overhang the end of a table

approximately 6 to 10 inches on each end.

If the table is 72 inches long, it should be 84 to 92

inches long.

There can be tassels attached to the end

Usage :

Perfect for adding extra color and texture to table

settings and other types of furniture.

Look best when used under other decorative items

by helping to draw the eye toward the display and

serving as an anchor for multiple accents.

2.4 Dining: Runner

A cotton Table Runner

Facts :

Used to separate each setting

It should not look identical to the

tablecloth or be the same color; it

should stand out.

A napkin, serviette or face towel is a rectangle

of cloth used at the table for wiping the mouth and

fingers while eating. It is usually small and folded,

sometimes in intricate designs and shapes. The

word comes from Middle English, borrowing

the French nappe a cloth covering for a table

and adding -kin, the diminutive suffix.

History

Napkins were used in ancient Roman times. One of

the earliest references to table napkins in English

dates to 138485

Dimensions :

Formal, Multiple Course, Meals - large

napkins (22 - 26 inches square);

Buffet Service - medium to large napkins (18

to 24 inches square or 12 x 22 inches);

Informal Dinners - medium napkins (18 to 20

inches square);

Luncheons - smaller napkins (14 to 16 inches

square);

Tea - small napkins (12 inches square); and

Cocktails - very small napkins (9 inches

square, 4 x 6 inches, or 6 x 8 inches).

Unique Features :

The basic function of the napkin is to wipe

your fingers and blot your mouth.

Small napkins are used an informal meals.

They are completely unfolded.

Use the napkin to blot your lips as needed and

before taking a drink.

2.4 Dining: Napkin

A folded Napkin

Facts :

It is normally found to the left of the

place setting

Europeans generally place napkins to

the right of the spoon

The napkin ring, occasionally called a serviette ring, was

originally used to identify the napkins of a household

between weekly wash days. The standard napkin ring is

a simple ring made from skewers. The figural napkin

ring is an American specialty in which the simple napkin

ring is part of a small figure or sculpture that may take

any shape and show any motif

History

Napkin rings are an invention of the European

bourgeoisie, first appearing in France about 1800 and

soon spreading to all countries in the western world.

Most 19th century napkin rings were made of silver or

silver plate, but others were made in bone, wood, pearl

embroidery, porcelain, glass, and other materials. In the

20th century bakelite and other new materials were used.

Unique Features :

Helps to hold the napkins in place on the table

Can be of silver, glass, or any sort of hard material

Can be hand-made, made up of beads, sequin

threads, fabrics, decorative threads, etc

Usage :

Used to blot lips as needed and before taking a

drink

Used to wipe fingers after food

2.4 Dining: Napkin

Ring

Napkins with Napkin Rings

Facts :

In the English speaking countries,

numbered sets of 4, 6, 8, 10 or 12

napkin rings are found

A coaster, drink coaster, beverage coaster, or beermat, is

an article used to rest beverages upon. The main

purpose is to protect the surface of a table or any other

surface where the user might place their beverage.

History

In 1880, the first beermats made of cardboard were

introduced by the German printing company, Friedrich

Horn. In 1892, Robert Sputh of Dresden manufactured

the first beermat made of wood pulp.

Unique Features : They are often made from

high grammage paperboard, but may also be made

from several layers of tissue paper

They can also made up of various other hard and

soft materials like wood, metals, fabric, etc as per

the interest of the maker

Important parameters for beer mats are water

absorbency, wet rub and printability

Usage : Beermats are usually adorned with a customized

imageusually mentioning

or advertising a brand of beer, although they can

also be used to promote a drinking

establishment,sports franchise, businesses or

special events

common as a houseware and in restaurants

2.4 Dining: Coaster

Beverage Coaters of bone china

Facts :

Some coasters are collectible items.

Tegestology is a term coined from

Latin (teges, -etis covering, mat)

defined as the practice of collecting

beermats or coasters, with

practitioners known as tegestologists

Industry Overview

HOME TEXTILE INDUSTRY IN INDIA

OVERVIEW:

The Textile Industry in India is one of the largest segments of the Indian economy

accounting for over one fifth of the country's industrial production.

The Home Furnishings Industry in India falls under the purview of the textile industry.

Indian home furnishings manufacturers and home furnishings exporters offers a

spectacular range of bedspreads, furnishing fabrics, curtains, rugs, durries, carpets,

placemats, cushion covers, table covers, linen, kitchen accessories, made-ups, bed

spreads, bath linen, and other home furnishings accessories to the world.

Indian market is still in a nascent stage where market is largely unstructured. Although

Indian home textile products have been famous for their colour, quality and durability

since ages, Indian industry has started becoming more organized and structured only in

the past few years.

PRODUCTION:

The home textile industry like other textile industry segment is located across the

country in various clusters.

Clusters have historic significance, and in modern times government of India has

promoted the art and culture of such clusters.

Each cluster has its special cultural impact on the type of products that are made.

Earlier majority of products are produced in the handloom sector. Power looms

have been introduced in recent years.

Large and medium scale players have a vertically integrated manufacturing

system and specialize in PVA, stain repellent, water repellent and silicon finish.

The organized sector is likely to grow at the cost of unorganized sector.

Major fabrics being used include cotton, organic- cotton, polyester, silk, poly-

cotton, poly silk, natural fibers like bamboos, viscose-silk

MAJOR IMPORTANT LOCATIONS FOR HOME TEXTILES:

Cluster Name/

Location

Description Important Players

Mumbai one of the major production

and export centres

Have abundant skilled labor,

technology and demand for

home textiles

Port location- Specially known

for bedspreads, pillows and

cushion covers, and bathroom

textiles

1. Alok Industries

2. Siyaram Silk Mills

Ltd.

3. Welspun

4. Bombay Dyeing

5. S Kumars Nationwide

Ltd. (SKNL)

Delhi production and export centres

Have abundant skilled

labour,technology and demand

for home textiles

1. Orient Craft

2. Modelama Exports

Ltd.

3. Vrindavan Overseas

4. Gujrat Heavy

Chemical Ltd. (GHCL)

5. Alps Industries Ltd.

6. Vanasthali Textile

Industries Ltd.

Panipat According to estimates, the home

textile industry of Panipat has

annual turnover of about Rs 30

billion

Panipat is world famous for its

durries( carpets/floor coverings)

Easy availability of raw material,

and economies of scale has made

Panipat as a major production

centre and export hub of home

textiles

1. Abhishek Industries Ltd.

(Trident Group)

2. Palliwal Exports /

Abhiasmi

International Pvt. Ltd.

3. SPJ Textiles Pvt. Ltd.

(Formerly called Flora

International)

4. Mahajan Overseas

5. LIberty

Jaipur an important centre for the

production of home textiles,

especially those using the

traditional techniques of tie-and-

dye, block printing and appliqu

an important export hub

1.GAD Fashions

2.Art India Ltd.

3.India Today Fashions

4.Poornima Handicraft

There are many other small

and medium scale players,

mainly in the unorganized

sector.

Karur Karur has a niche in five major

product groups bed linens,

kitchen linens, toilet linens,

tablelinens and wall hangings.

Overall Karur generates around

Rs.60 billion in foreign exchange

through direct and indirect exports.

Allied industries like ginning and

spinning mills, dyeing factories,

weaving etc employs around

300,000 people in and around

Karur.

More than 1000 exporters from

Karur exports their handloom

Only small and medium scale

players, mainly in the

unorganized sector.

KEY PLAYERS:

The organized sector, comprising of a few large and medium scale players, has evolved

as a separate entity in recent years. The following players from among the existing ones

may be reckoned as leading ones in terms of brand equity, market reach and turnover,

Bombay Dyeing Ltd.

Alok Industries Ltd.

Abhishek Industries Ltd.

Orient Craft

Welspun Ltd.

Kurlon Ltd.

S Kumars Nationwide Limited

Gujarat Fertilizers & Chemicals Ltd

SPC Industries Ltd.

Shital Fibres Ltd

IMPORT SCENARIO:

Imports of home textiles is quite low when compared to exports.

The key home textiles that are imported in India are not too different from what

India exports. The key import items are

Blankets It is as much as 90% of total imports. China is the almost exclusive

exporter of blankets to India.

The share of bed, kitchen, bath and table linen is just 5% of total. These items are

mainly imported for the super premium segment and cater to a small elite

consumer base.

Curtains(Including Drapes) & Interior Blinds; Curtain Or Bed Valances are also

imported for the super premium segment from China and USA.

Other Furnishing Articles like Mattress Supports; Articles Of Bedding & Similar

Furnishing Fitted with Spring Etc. Of Any Material/Of Cellular Rubber Etc. from

China, Vietnam and Bangladesh

Most of the home textiles in India are sourced from Asian countries. Asian countries just

like India have competitive edge over the other countries especially European and the

USA in terms of price and quality. The diagram below shows the relative imports of

home textile according to the source region.

China, in the recent years has emerged as the biggest source of imports of home textiles

in India. The imports from China in the said segments of home textiles stood at around

US$ 41 million which constitutes about 52% of the imports.

EXPORT SCENARIO

Exports of textiles and clothing products from India have increased steadily over the last

few years, particularly after 2004 when textiles exports quota were discontinued.

India is among the worlds top three suppliers of home textiles and made-ups. Exports

form a key component of the overall market for the home textiles manufactured in India.

Almost 15% of all textile and clothing exports from India are constituted by home

textiles and made-ups.

Other competitors of Indian exports are China , Turkey and Europe

Indian home textiles which find ready market in the western countries specially USA and

European countries are bed linen, table linen and towels. Other home textiles that also

participate in textile exports are drapery, cushion covers, and kitchen linen. Besides this,

carpets, cotton floor coverings and miscellaneous furnishing items like wall hangings etc

also form substantial share.

Bed linen is the single largest exported textile commodity in home furnishing section.

Cotton bed linens are especially of high demand in USA and Western Europe. According

to estimates, Indian bed-spreads alone make almost 3% of global trade share.

Indian handmade cotton carpets are also of great demand. This is part of Indian

handloom industry.

LEADING RETAIL OUTLETS FOR HOME TEXTILES

Retailer /

Brand

Number and

Location of Outlets

Description

Spaces-

Home & Beyond;

Welhome

215 Stores in 95

Cities

Established in 2003

Home furnishing chain of Welspun

Retail Ltd.

Indias first and only organized Retail

Chain in the home segment

Welhome caters to mass market,

whereas, Spaces caters to elite segment

of customers

Products are also sold through

franchisee stores andmulti brand outlets

FabIndia 105 stores across

India

Have international presence in Dubai,

Bahrain, Doha, and Rome

Fab India sources its products from over

15000 craft persons and artisans across

India

Carmichael house 40 exclusive stores,

600 multi-brand

outlets

Carmichael House is a brand of Total

Home Expressions (THE), a division of

SKNL (S. Kumars NationwideLtd.)

One of the largest textile and apparel

manufacturing group of India with

annual turnover close to Euro 0.27

billion.

Carmichael house is the mid premium

brand and company will launch economy

segment of home textiles soon.

The brand is now available via multi-

brand outlets, large format retail stores

and exclusive brand stores across the

country

Kids at Home 6 stores so far. Also

selling through

Housefull stores

Indias first furnishing chain of stores

exclusively for children

The furnishings are designed and

manufactured by At Home India Private

Ltd

Home Centre 12 home centre

stores across country

Home furnishing retail stores by

Lifestyle International (P) Ltd, part of

Landmark Group, Dubai.

One of the respected company in retail in

India.

Kurl on More than 20

stores across India

- Brand leader of branded mattresses in

India has forayed into home furnishing

retail business with its

Kurl-on Nest home furnishing outlets

Masper Have 9 exclusive

stores in major

cities across India

Established in 2002

Exports to some prestigious home

furnishing brands in Europe, USA, and

Canada

Home Stop Presently have

stores in Bangalore,

Delhi and Mumbai.

Complete home solutions provided by

ShoppersStop of Raheja Group

Brands present are Pradises, Germany;

Ivy; Fern; Masper; Portico; Bombay

Dyeing; and Welspun

KEY GROWTH DRIVERS

The market for home textiles, both domestic and export, has registered a steady growth

since the post quota regime of international textile trade. Inter-play of forces from the

supply and demand side; have pushed forward the domestic demand substantially in

recent years.

Supply Side

Leading home textile manufacturers like Welspun, are integrating their businesses

vertically and have strong competencies in spinning, weaving and finishing.

There has been a huge improvement in the infrastructure related to textile

machinery, transport and power which are further augmenting production.

Government of India along with state governments is actively supporting the

private initiatives through various fiscal and monetary incentives.

Welspun, Bombay Dyeing, Alok Industries, Abhishek Industries, GHCL etc. have

started acquiring the global home furnishing brands abroad in order to consolidate

their global positioning. In order to tap foreign market, wholly owned foreign

subsidiaries are also started by some players.

End of quota regime acting as a stimulus to further export growth.

Demand Side

Increasing affluence of the upper middle and high income strata.

Sustained growth of retail culture in the country. India is emerging as one of the largest

consumer markets. According to Central Statistical Organization, the retail market in

India was about Rs 13,500 billion, and will cross Rs 28,350 billion in 2015

India has among the highest proportion of youth population in the world. Indian

demographic median age is 24 years indicating an enormous demand for housing.

There is a change in the purchasing habits of people in the recent years. Availability of

cheap financing facilities by banks, and advent of credit cards have definitely

increased the tendencies of people to spend more.

Increasing working female-population have not only increased the income of

households, but also changed the outlook of women towards their home and its

interiors.

Increase in the nuclear families and shifting of families to urban areas has given women

more say in the home decoration and furnishing. There is a trend of going with the

seasonal taste

MARKET SEGMENTATION

MARKET SEGMENTATION BY SECTOR

Indian home textile products can be broadly categorized into organized and unorganized

sector. The present market size in terms of volume largely tilts towards the unorganized

sector. Within the organized segment, there exists a niche market for good quality household

furnishing.

The market share of the organized sector which was much lower in the 90s has significantly

escalated specially in the past 5 years. The organized sector at present, according to a cross-

section of industry experts, has increased to about 30% of the total home textile production in

India by value.

MARKET SEGMENTATION BY BRAND

The branded home textile products are manufactured mostly in the organized sector

and sold through home furnishing retail outlets.

The unbranded ones are made solely by the unorganized sector and sold through small

neighbourhood stores.

The unorganized industry, which manufactures un-branded products, caters to the lowest

strata of consumers which have low price elasticity. This segment is constituted by the

maximum number of manufacturers which are spread all over the country. The

manufacturers operating in these segments are beset with problems of smaller market,

limited capacities, inadequate logistics and strength and are often constrained by paucity

of funds. Essentially the manufacturers are regional players. This market is largely,

volume driven.

MARKET SEGMENTATION BY PRODUCTS

Bed linens, curtains and bath linen like terry towel cover the largest share of the home

textile in the domestic market. In the bed linen segment, cotton sheets and pillow covers

are the two key products in which India is among the world leaders. In the bath Linen,

India is among the major producers of terry towels in the world.

The other articles included in the total market size are textile made-ups like cushions,

wall hanging and other decorative home furnishing articles.

MARKET SEGMENTATION BY PRICE

The home textile furnishings market can be segmented into super premium, premium,

medium, economy and low-end segments based on the target customers and their

purchasing power.

Generally, the soft, light, handmade silk products are costlier than the machine made

products. Cotton products again are costlier than the poly-cotton or synthetic fibre

products.

The low range of products are produced by mainly household, small and medium scale

players, mainly in the unorganized sector.

The medium range of products, also termed as economy range though primarily

volume driven, caters to diverse section of Indian consumers across all regions, Its

quality is by and large acceptable to all sections. Majority of manufacturers, large and

medium, have products on offer for these categories of consumers.

Large Indian players and the foreign companies operate in the premium and super-

premium product categories. Exclusivity in product features such as selection of high

quality raw materials, embellishments, design developments and above all branding of

products for years make the products very special. Elitist categories of consumers pay for

the products on demand.

Some Indian players like Bombay Dyeing, Welspun, S Kumars Nationwide, etc produce

both medium and premium segment products. Some of the manufacturers which have

started their own retail outlets have two different brand names for the premium and

medium segment of products. (Ex: Welspuns Welhome and Spaces, Spaces being the

premium home products store targeting the upper segment of customers.

Other than these there is also a niche market created by the designers.

REGIONAL CHARACTERISTICS OF THE MARKET

In India, different states are famous for their specific style of home furnishings.

For example J&K is the leading state for embroidered bed covers whereas

Rajasthan (Jaipur) is famous for block printed, tie & dye bed covers, with mirror

work, appliqus, and bright colours.

North India and West India have distinct climatic seasons in a year, the variety

of the home textiles depend on the seasons. In the bed linen segment, the sale of

quilts and blankets are more in North India rather than South India and East India.

The market for home textile also depends upon the production and raw materials.

Cotton home textiles are more concentrated in Maharashtra, Gujarat and Punjab

as they are major centres for cotton production.

Tamil Nadu, Karnataka are two states which have more production of silk and

silk textiles. The consumption of silk and silk blended home textiles is more in

south India.

The north-eastern Indias market mainly consists of handlooms and handicrafts.

This region has one of the densest concentrations of small scale handloom

industry based on silk.

One other important point about the Indian home furnishing is that the Indian

industry is still greatly influenced by the traditional regional motifs, with the

materials of satin mix, tapestry for drapes and even cotton mixes with synthetics

for the traditional look. Leather and other fabric mixes are used for a more

modern and contemporary look. These have become popular in the apartment

style homes that have become the definition of modern living.

Natural fibres have also gained a new popularity due to the renewed interest in

the eco-friendly look. The home textile market has seen an increase in the use of

organic fabrics, and the furnishing market is now dominated the world over by

textures and weaves that focus on the in-built beauty of natural fibres.

The sales for the home furnishing increases in the festival seasons in India. All

over India, the time of Diwali (one of the most important festivals in India

during October/November) is the time to renovate the homes. According to

various studies, the sales of the home furnishing increases by 40 50 percent at

this time. Further, those who do change their furniture often tend to purchase only

soft furnishing..

Regional characteristic of the market is also affected by the government policies

and programmes

There are distinct cloth and textile manufacturing centres identified by the

government which are further promoted by the means of infrastructure

development and fiscal incentives. Some state governments like Gujarat,

Maharashtra, Punjab, Tamil Nadu etc. have also promoted their respective textile

industries.

The government also provides special emphasis on the handloom sector where

large companies are not allowed to enter. This is especially true for carpet and

floor covering industry.

CONSUMER BEHAVIOUR

CHARACTERISTICS OF INDIAN CONSUMER

The Indian consumers are noted for the high degree of value orientation.

Specially in the unorganised sector. Such orientation to value has labelled Indians

as one of the most discerning consumers in the world. Even, luxury brands have

to design a unique pricing strategy in order to get a foothold in the Indian market.

Indian consumers are also family oriented. This orientation in fact, extends to the

extended family and friends as well. Brands with identities that support family

values tend to be popular and are accepted easily in the Indian market.

Products, which communicate feelings and emotions gel with the Indian consumers.

Role of history and tradition influence in shaping the Indian consumer behaviour

which is quite unique.

The craze to replicate the stunning homes in magazines has been brought closer to

reality with the advent of international products in the country. The spending

power in the Indian cities is increasing, with the people leaning toward the lavish

lives.

DIFFERENT SEGMENTS OF INDIAN CONSUMERS

Socialites: Socialites belong to the upper class. They prefer to shop in specialty

stores, go to clubs on weekends, and spend a good amount on luxury goods. They

are always looking for something different. They go for high value, exclusive

products. Socialites are also very brand conscious and would go only for the best

known in the market.

The Conservatives: The Conservatives belong to the middle class. The

conservative segment is the reflection of the true Indian culture. They are

traditional in their outlook, cautious in their approach towards purchases; spend

more time with family than in partying and focus more on savings than spending.

Slow in decision making, they seek a lot of information before making any

purchase. They look for durability and functionality but at the same time is also

image conscious. They prefer high value consumer products, but often have to

settle for the more affordable one.

The Working Women: The working womens segment is the one, which has

seen a tremendous growth in the late nineties. This segment as opened the

floodgates for the Indian retailers. The Indian women have grown out of their

long-standing image of being homemakers. Working women have their own mind

in decision to purchase the products that appeal to them.

The Rich: India has over 1 million rich households. These people are upwardly

mobile. Some of them in this category are Double Income No Kids (DINK)

households. They spend more on leisure and entertainment-activities than on

future looking investments. They pick what they like.

FACTORS THAT INFLUENCE THE CHOICES OF CONSUMERS

Purpose or Functional

Aesthetic factors ( e.g. color, fabric etc.)

Design and size

Season or Festival

Cost and economic consideration

Quality and Performance

Environment and Ecological factors

Particular shop/brand/product

Celebrity Endorsements

Features in Magazines

Advertisements on TV/ Electronic Media.

Local consumers in each region are also guided by:

Window POS Displays

Roadside Hoardings

Gift Vouchers

Fresh arrivals

Event Sponsorships

Discount Offers

Pre and post sales services, parking

CONTEMPORARY CONSUMER EXPECTATIONS

The influence of the west in design, drawn from various cultures and movements,

with a contemporary touch added to all. The trends are not only about the interior

spaces, but are actually about how the living spaces are increasingly reflecting our

lifestyle choices.

e.g. Comforters, whether suitable or not suitable for the climate, have replaced the

Indian dohars excessively by the upper class due to western influence.

Consumers are also getting concept oriented. People nowadays relate their

interior spaces with mood, look, style etc. and want a whole package for that area

instead of buying different un-coordinated items.Therefore the trend of getting the

soft furnishings done with the interiors is gaining popularity.

Consumers are getting allured to the big brands and designers. Popular designers

tie-up with leading brands for a collection (e.g .recently Neeta Lula did a

traditional print based collection for Portico.) and people get attracted that

particular collection since it has a designers name attached to the portico brand.

With so many options around one wants to do up their place having a reflection of

their own personality by personalizing the space in various ways-

Instead of buying the traditional pair of bed sheets and matching pillow covers,

consumers tend to opt for 'coordinated bedding' , whereby they have bed sheets ,

pillow covers and duvet covers that follow a coordinated colour scheme. Giving it a

very aesthetic appeal and one that can transform a simple bedroom into a classy one.

Youngsters are appreciating the economic and Upbeat range of digital printed items

where they have catchy slogans, photographs of popular personalities or themselves etc.

printed which give a contemporary to the space. This technique has only gained

popularity in the last 2 years.

Diy or Do It Yourself , is another economic way in which people are doing up their

spaces with recycled and cheap available materials to show their creativity. This concept

it based on it is just about an idea. Another advantage of this is it can be changed as

and when required.

e.g. Paper cut outs of birds on a colored wall.

BRANDS FOR COMPARISON

SPACES

Spaces Home & Beyond is often associated with unbeatable quality, ahead-of-its-times trends,

and bold directions. However, the word that best describes all that Spaces is about, is Home.

Home after all is not just a structure made of brick and mortar. Your home is a space to enjoy on

your own and with others; a space to entertain, to share, to relax, to re-charge or to simply retreat

in. Spaces understands these intrinsic requirements and offers its customers a complete

experience. A part of the Welspun Group, one of India's largest and fastest growing

conglomerates, Spaces is a globetrotting brand. Since its inception in 2004, Spaces has come to

be known as the bed & bath brand that is constantly pushing the boundaries of style and fashion.

Through its innovative designs across a wide range of products, Spaces offers home dcor

solutions that help its customers stay ahead of the curve and set trends for others to follow.

In the short span of less than a decade, Spaces has grown to become one of the largest brands in

the Home Textile industry not just in India, but the world over as well.

The aim of the brand is to come up with products and designs that inspire and influence the

everyday living by being an integral part of it. The desire to always reinvent the design wheel

leads to a new collection being unveiled every season. Spaces products are a unique

representation of the customers' sensibilities, sensitivities, and aspirations. Spaces offers trendy

designs through well-crafted and coordinated home furnishing products with innovations for the

evolved customer.

Segmentation: Spaces provides its products or exports its products across 32 countries. It caters

to a large consumer group offering various collections for the needs of different consumers. Their

Hotel Towel collection is a grand collection of towels, which come in pure and immaculate

white. These pieces are perfectly suited for the hotel business and will also make the guests feel

welcome when they visit your home. These plain white beauties are made from 100% cotton.

While the hotel collection is a luxury collection for the upper class they also have a Wimbledon

Collection in bath linen for all the sport enthusiasts out there. The consumers can show their love

and enthusiasm for sports, through the latest collection of the Wimbledon championship towels.

These have been made from 100% woven cotton and come in vibrant, contrasting colours. They

are highly absorbent, have authentic Wimbledon designs and come with ready-to-gift packaging.

It also segments the market on the basis of benefits sought, by offering them different range of

products such as exotica collection, soft collection, swift collection and superdry collection .

Targeting: Spaces caters to elite segment of customers. They offer high range and good quality

products which can be afforded by the elite and the rich segment. They offer a wide variety of

towels ranging from the soft collection to the hotel collection of superior quality bath linen.

Positioning : Spaces has potioned itself as a high quality , high Priced brand which offers a wide

range of products which caters to all the needs of the rich and the affluent.

USP: The USP of the brand is its high quality products and innovative designs.

Portico

Creative Group

With over 3.5 decades of experience in the home styling industry, The Creative Group has earned

a reputation for creativity and innovation. Equipped with world-class, ISO 9002 certified

manufacturing infrastructure, we create bed, bath and top of bed solutions that keep pace with the

changing trends of global fashion. Innovation is their prime focus and it is at the heart of

everything we do across all verticals of their business. They are one of the fastest growing home

styling solutions company in the Indian market today.

Portico New York

Launched in 2004, Creative Portico Pvt Ltd, a wholly owned subsidiary of Creative Portico Pvt.

Ltd., is the companys flagship home styling solutions brand. In less than a decade of its

existence, Portico New York has carved a niche for itself with trend setting bed, bath and top of

bed solutions. It has captured a leadership position in the market with an impressive 30%+

growth year-over-year for last 4 years. Portico New York retails through an ever-expanding

network of shop-in-shops at leading lifestyle and exclusive home furnishing stores across India.

The companys strength hinges on a 3-pillar foundation: consumer insight, innovation and quality

- leading to complete home linen solutions that are fresh and appealing.

Products & Collections

Portico New York markets a wide array of products including those from Portico New York, the

Therapeia range of health soft furnishings, Utopia range of bed and bath linen for the youth and

products under licensed kids merchandise which includes Mattel, Nickelodeon and Warner

Brothers. The range of merchandise includes bed sheets, bed spreads, duvets, duvet covers,

blankets, towels, towel gift sets, shower curtains, soya bean fiber quilts, anti-mite & anti-bacterial

pillows, eco-pillows, micro-bead pillows, bath mats, bathroom sets and more.

Portico New Yorks products are extremely design-centric, created out of the highest quality

materials and exude luxury and glamour. The company is a pioneer in developing cutting edge

merchandise in new categories that has earned if a monopoly status. Portico New York is also a

leader in eco-friendly and green practices. The company won the DuPont Award for Packaging

Innovation in 2009 for its eco-friendly packaging.

Segmentation: Portico caters to a large segment of the market. Its Therapeia range of health soft

furnishings caters to the middle aged as well as the older segments. The Utopia range caters to

the youth and the Disney, mattel, nickelodeon and Warner Brother range caters to the children.

They have collections for special occasions like marriage. They also have a luxury range for the

affluent class .

Targeting: Portico is a premium brand. It caters to the upper class and upper middle class of the

society. It caters to all age groups. It offers innovative design centric products, offering different

varieties for different consumers.

Positioning: Portico has been positioned as a design centric brand which produces glamourous

products. It has positioned itself as a pioneer in developing cutting edge merchandise in new

categories that has earned if a monopoly status. It is known for its creativity and innovation.

USP: The USP of the brand is its creativity, designs and innovation.

Bombay Dyeing

Established by Nowrosjee Wadia in 1879 as a small operation of Indian spun cotton yarn dip

dyed by hand, Bombay Dyeing has now grown to be one of the most respected and trusted brands

in the country.

Since the first store in 1879 and the only store manager, the growth has not only been in their

presence, but also in of how much they offer today. Stylish linens, towels, home furnishings,

leisure clothing, kids wear and a whole blissful range of other products are now available across

350+ exclusive Bombay Dyeing Retail or 2000+ Multi-brand Stores.

All their products come with their hallmark finish, great textures, detailed design to match the

latest trends and fine quality which has been synonymous with Bombay Dyeing for over a

century. Delivering the best designer products at an outstanding value for money has always been

their motto and forte.

From a small cotton yarn operating unit established by Nowrosjee Wadia in 1879, Bombay

Dyeing has now grown to be one of the most powerful brands in the country. With a legacy of

over a hundred years, time today stands testimony to the companys consistent growth and

stability. With their state of the art manufacturing facilities producing high quality linens,

Bombay Dyeing has woven their way into the hearts of millions of Indians, be it in the form of

bed linens, bath linens, suitings, shirtings, uniforms or fashion fabrics. So much so that the very

mention of Bombay Dyeing evokes values like trust, quality, consistency and value for money.

Segmentation: It provides goods for adults as well as specially designed goods for children

(Disney classic collection).They have a varied product range which attracts upper class, upper

middle class as well as middle class customers. Bombay Dyeing segments its market on the basis

of usage (bath towels, Hand towels, medium towels)

Targeting: Bombay Dyeing is a semi premium brand. It targets customers belonging to different

income groups by offering a varied range of products. It offers products have an outstanding

value for money.

Positioning: Bombay Dyeing has positioned itself as a value for money brand. Its caters to the

needs of various income group. It is known for its hallmark finish, fine quality and great textures.

USP: The USP of Bombay Dyeing is value for money, consistency and quality.

COMPARITIVE ANALYSIS BETWEEN SPACES, PORTICO AND

BOMBAY DYEING

SPACES PORTICO BOMBAY

DYEING Parent company Welspun Creative group Wadia group

Category Home Furnishings Home Furnishings Home Furnishings

Sector Textile Textile Textile

Tagline/ slogan

Home and beyond Design your

dreams

Inspiring stylish

homes

Usp

high quality

products and

innovative designs.

creativity, designs

and innovation

value for money,

consistency and

quality.

STP

Segment

Luxury Collection:

Rich And Affluent

Wimbledon

Collection: Sports

Lovers

Children: Disney

Range, Mattel

Range,

Nickelodeon Range

Youth: Ethiopia

Range

Aged: Therapeia

Range

Varied Range of

products for all the

classes of the

society

Target group

Spaces caters to

elite segment of

customers

Portico is a

premium brand. It

caters to the upper

class and upper

middle class of the

society

Bombay Dyeing is

a semi premium

brand. It targets

customers

belonging to

different income

groups by offering

a varied range of

products

Positioning

Spaces has

positioned itself as

a high quality, high

priced brand

Portico has been

positioned as a

design centric

brand which

produces

glamourous

products

Bombay Dyeing

has positioned itself

as a value for

money brand

Price Range

Rs. 799 - 17,999

Rs 599 12,999

Rs 500- 9000

Endorsers

Parineeti Chopra

No celebrity

Endorser

John Abraham

Objectives

1. To understand what is Home Furnishings

2. To have an in-depth knowledge about the various soft furnishings available in the dining and bath

segment

3. To have a understanding of the Indian Textile industry- imports, exports, different producers and key

challenges and drivers

4. To know about the trends in this segment

5. To study 3 brands in the segment

3.0 Bibliography

http://en.wikipedia.org/wiki/Napkin_ring

http://en.wikipedia.org/wiki/Tablecloth

http://en.wikipedia.org/wiki/Placemat

http://en.wikipedia.org/wiki/Beverage_coaster

http://en.wikipedia.org/wiki/Bathrobe

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AA&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FBathrobe&ei=plt3VMzFBJeSuASD

sICIDQ&usg=AFQjCNG2kda6Us6zPCAz5Q4N212wgDJJmQ&sig2=VwnDXpd9erAlJSweTqn

AMQ&bvm=bv.80642063,d.c2E

http://astonsoflondon.co.uk/media/email-images/size_chart_thumb.jpg

http://www.cbi.eu/system/files/marketintel_documents/2013_pfs_bath_robes_in_fran

ce_-_home_textiles.pdf

http://international.frette.com/#

http://www.jerseytowelsupply.com/fact_about_towels.html

http://worldinfoplus.blogspot.in/2013/06/top-10-facts-about-towels.html