H2F
TO ADVERTISE
Contact Rani Mahendru + 91-11-47390000 ( 512 ) rani @ apparelresources . com
GOING TO A GOOD EVENT ?
Send your industry gossip , photos and news to isaxena @ apparelresources . com
Indian home brands still have a long way to go in global market
Though the exporters of home textiles have seen growth over the last decade , the pace of growth has been slow and the full potential of the industry remains unrealised . Stakeholders of the industry , including the buying agents , feel that more concentration should be on the design front as also on the use of technology for better quality .
Today , when the apparel manufacturing industry has been hit by many roadblocks , some of the buying agents dealing in soft and hard goods for the home section in India , are taking this as an opportunity to grow their business . Yet , many agents share that though the home offerings for the domestic market are interesting , the same is not true for the products that are being offered to the buyers . Interestingly , the brands manufactured in India most of the time remain limited to the
The general perception is that the manufacturers lack incentive to up their game in the international market by investing in R & D and raising the quality of their products .
Ruma Malik of Something Else expressing her opinion at a recent forum of buying agent and other industy stakeholders
domestic market and very rarely do we see that a product made in India ( in terms of apparel or home furnishing ) tastes the same amount of success overseas also as it does within the country .
The general perception is that the manufacturers lack incentive to up their game for the international market by investing in R & D , raising the quality of their products and immensely improving their work culture . Vikas Gupta , Owner , 360 Buying House elucidated on the same saying : “ We must make finished goods keeping in mind the global standards and demands , so that the products made in our country do not just stay limited to the domestic audience but they can also fit into any international market and do equally well over there .” For this it is important for the shareholders of the industry to continuously communicate within the supply chain from raw materials to finished goods , as lack of communication within the industry is what is causing the Indian goods to be uncompetitive in the global market .
Indian handicrafts and handloom products do well in the international market , because of their uniqueness . They bring something different in the market , as most of the Western market is primarily dominated by digital textile printing and Indian handicrafts which provide hand weaving also known as embroidery that is very famous among global buyers .
One of the main reasons that India ’ s home industry players have not grown as much as they could have , is that they are reluctant to change and adapt their manufacturing process , keeping in mind the global standards to make their products excel at the world stage .
Interestingly , the access to latest technology available has made it
28 Apparel Online India | AUGUST 16-31 , 2018 | www . apparelresources . com