Apparel Online India Magazine May 1st Issue 2018 | Page 28

H2F
Exporters undertake
initiatives to survive and
grow in difficult scenario
Overall, the global home furnishing market
has not been very upbeat over the past few
years; even in India, many internal issues are
hurting the growth of exporters. Though
the situation is difficult, some exporters
are taking a very pro-active stance and are
constantly taking initiatives not only to survive
but also grow. Their efforts include adding
new products in their product baskets,
bringing down the cost by changing or
mixing value addition techniques, increasing
focus on recycled materials, exploring new
markets and adding more compliance/
certifications… Team Apparel Online
observed such initiatives of various exporters
at the recently concluded Home Expo India
2018 (organized by EPCH) in Greater Noida.
The fair-witnessed participation of 695
exporters offering soft as well as hard goods.
T
he positive initiatives being
undertaken by various
exporters in the home segment are
helping them to get more buyers and
also to serve the existing clients
better. The 25-year-old Jaipur-
based company Artasia boasts of
its expertise in hand embroidery for
high-end products, but it is today
offering mix of hand embroidery
with machine embroidery to fit
the product into the buyer’s price
bracket. “We have to keep the prices
competitive to survive the market
and this is one option for the same.
Earlier we were not focusing much
on printing but now it is also our
strength,” says Sushma Laddha,
Owner of the company. To offer
most of the product range under one
roof, the company recently started
upholstery, rugs and is trying to
create a package of furniture and
textile for their buyers. Working
with wholesalers across the world,
the company has also started
Sushma Laddha (L), Owner of Artasia, with Jai Singh, Senior Merchant
28 Apparel Online India | MAY 1-15, 2018 | www.apparelresources.com
working with buying offices to get
more orders, and recently shipped
an order through a local buying
office. The 100 per cent EOU,
Artasia offers cushions, quilts,
curtains and allied products. Its
capacity is nearly 25,000 pieces
per month.
Adding new markets and new
buyers from existing markets is one
of the most common tool for many
companies and same continues as
they are getting success through
this route. Naveen Kapur has been
in this business for 40 years and
his four-year-old venture in Noida,
Good Earth India, recently added
new clients from Spain, Italy and
Germany who placed orders for
embroidered cushions and now the
company further plans to open an
office in the UK so that they can
cover entire America and EU in a
better way. Naveen informed the
AO team, “I sometimes ask myself,
does growth ever stop? Many of our
Rishika Saini (R), Merchant, Cheer Sagar with her colleague Mamta Dixit