Bed­sheet: Good de­mand across home fur­nish­ing prod­uct range

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Bed­sheet is one such prod­uct cat­e­gory in home fur­nish­ing which is ob­serv­ing good de­mand. In-fact bed­sheets are be­com­ing the new lux­ury ne­ces­sity of the con­sumers world­wide, and have helped in the re­vival of the In­dian ex­porters cater­ing ma­jorly to in­ter­na­tional mar­kets such as the US and Europe...

Bed­sheet is one such prod­uct cat­e­gory in home fur­nish­ing which is ob­serv­ing good de­mand. In-fact bed­sheets are be­com­ing the new lux­ury ne­ces­sity of the con­sumers world­wide, and have helped in the re­vival of the In­dian ex­porters cater­ing ma­jorly to in­ter­na­tional mar­kets such as the US and Europe. With the in­creas­ing cot­ton and yarn prices emerg­ing as ma­jor con­cern for these play­ers, resur­gence in the ba­sic bed­sheet seg­ment pro­vides a new ray of hope to them. Over­all, In­dian man­u­fac­tur­ers are sat­is­fied with this ris­ing de­mand.

The de­mand was and is al­ways higher for ba­sic and plain prod­ucts in the over­seas mar­ket, like cot­ton is a lead­ing key fab­ric for bed­sheets be­cause of its dura­bil­ity, com­fort and breatha­bil­ity qual­i­ties. In­dia, China and Pak­istan are the prin­ci­pal play­ers in the global bed li­nen in­dus­try. These na­tions con­trib­ute around 60 per cent of the to­tal bed li­nen ex­ports. Coun­tries like Turkey and Por­tu­gal are also oc­cu­py­ing a de­cent amount of the mar­ket share due to their ge­o­graph­i­cal po­si­tion­ing and are giv­ing tough com­pe­ti­tion to In­dian ex­porters in high-end bed sec­tion.

“Ba­sic is the new trend in the US mar­ket, with lit­tle bit of stripes and eth­nic prints going with the flow of our buy­ers’ needs who pur­chase a de­cent amount of our to­tal pro­duc­tion,” shared Ab­hin­nav, Di­rec­tor, By Adab, Delhi. He fur­ther added that they are pro­duc­ing and ex­port­ing 100 per cent Egyp­tian cot­ton, joint-less stitch­ing, which keep the bed li­nen run­ning for a longer pe­riod of time. For bet­ter con­trol over qual­ity of fi­nal prod­ucts, they en­sure that even the yarn qual­ity is the best. The com­pany’s to­tal pro­duc­tion of bed­sheets goes up to 60 per cent, and it caters to US, Europe, UK and do­mes­tic mar­kets as well. It also of­fers bed sheets with self-clean­ing tech­nol­ogy which do not re­quire any kind of de­ter­gent wash­ing un­til the bed­sheet has any kind of tough stain for which mild de­ter­gent wash might be re­quired. Its Eu­ca­cel bed­sheets are rich in mul­ti­vi­ta­min ben­e­fits which will be help­ful to keep hu­man bod­ies healthy. These bed­sheets are made from the finest fab­ric with high thread count ranges. In Ab­hin­nav’s words, “We give fab­ric the best of eco-friendly process as per the in­ter­na­tional stan­dards.”

Of­fer­ing a va­ri­ety of bed­sheets like wider width, fit­ted, an­timi­cro­bial finish, Shree Lak­shmi Cot­syn, Kan­pur, has bed­sheets com­pris­ing nearly 40 per cent of its to­tal home fur­nish­ing pro­duc­tion. Work­ing with all top brands, re­tail­ers across the globe, Alok Ag­gar­wal, ED of the com­pany agrees that de­mand is still more for the ba­sic seg­ment. He shared, “We are get­ting quite good re­sponse for ba­sic as well as CVC cot­ton-based bed­sheets. As far as de­mand of spe­cial finish is con­cerned, there is as such no en­thu­si­asm on the de­mand side. No mat­ter how good is the finish, it has lim­ited life max­i­mum up to 10 washes. So, re­quire­ment and vol­ume busi­ness is for 500 thread count, 1000 – 2000 thread count and we fo­cus on the same.” He fur­ther added that bed­sheet busi­ness has good growth.

Some of the ex­porters feel that there is im­pact on bed­sheet busi­ness too but it is less than other prod­uct cat­e­gories like cush­ions, pil­low cov­ers etc. Deal­ing with com­plete range of home fur­nish­ing prod­ucts, Amit Bhan­dari, Di­rec­tor,

PAS Home Tex­tiles, Jaipur shared, “There is some neg­a­tive im­pact on de­mand, de­spite bed­sheets be­ing the least af­fected prod­ucts in our en­tire prod­uct range.” The com­pany is ex­port­ing its prod­ucts to South America, Aus­tralia, New Zealand etc.

Ahmed­abad, which is known for its strength of cot­ton fab­ric and pro­cess­ing, has some com­pa­nies do­ing re­ally well in bed­sheets and they are op­ti­mistic about fur­ther growth in this prod­uct cat­e­gory. One of them is six decades old CA Pa­tel Tex­tiles. One of the well-known com­pany of Ahmed­abad, CA Pa­tel Tex­tiles is pro­duc­ing bed­sheets from last many decades and is one of the best ven­dors for Sleep­well brand. It also has its own

Some of the ex­porters feel that South

Africa and

Latin America are emer­gent mar­kets for In­dian ex­porters. High pur­chas­ing power, on-time pay­ments, in­creas­ing de­mand for In­dian bed linens, are some of the sig­nif­i­cant fac­tors which are at­tract­ing more ex­porters to these mar­kets, whereas In­dia’s ex­ist­ing mar­kets are as usual the UK and US.

brand of bed­sheets by the name of ‘CAPS’ and is en­gaged in ex­ports too. Swapnil Pa­tel, Di­rec­tor of the com­pany briefed, “Our strong re­la­tion with Sleep­well, In­dia’s most fa­mous brand of mat­tresses shows how ded­i­cated we are about timely de­liv­ery and qual­ity. We ex­port bed­sheets to var­i­ous coun­tries and the main de­mand is for cot­ton-based bed­sheets. Hav­ing ex­per­tise in fab­ric gives us ex­per­tise in bed­sheets. We are able to man­age any or­der of bed­sheets no mat­ter how big or dif­fi­cult it is.” He fur­ther added that the com­pany is hav­ing po­ten­tial to of­fer bed­sheets rang­ing from Rs. 300 to Rs. 3,000 which in­clude var­i­ous thread count of pure cot­ton, cot­ton­polyester, CVC, jacquard etc.

The com­pany has three de­sign­ers for fab­ric as well as bed­sheet de­signs and also takes ser­vices of free­lancers. Hav­ing turnover of al­most Rs. 300 crore, the com­pany has 70 per cent share in the bed­sheet busi­ness. De­spite be­ing de­pen­dent on out­sourc­ing for grey fab­ric to process, the com­pany claims that it is cost-ef­fec­tive com­pared to ver­ti­cal set-ups/ mills and has bet­ter con­trol over qual­ity. It has 200 stitch­ing ma­chines for bed­sheets and a few other ma­chines for other range of home prod­ucts.

The trend­ing hues

Neu­tral and dark shades are cur­rently rul­ing the bed­sheet mar­ket like beige, grey, off white, lighter shades of blues and dark colours like navy blue and wine colour. Amit feels that there is no as such ded­i­cated colour or trend hav­ing fixed de­mand and mix is be­ing liked by buy­ers. Vaishali Thapa, Di­rec­tor, Sharda Bimla Devi Has­tak­shar Foun­da­tion Trust, Gur­gaon, ob­serves that there is huge de­mand for colours like in­digo, neu­tral colours fol­lowed by black, brown, grey, teal, turmeric, ma­roon and red. Vaishali also has ex­pe­ri­ence of work­ing with Crate and Bar­rel In­ter­na­tional Sourc­ing In­dia, Fab Fur­nish. She started her own busi­ness 4 years ago and is still do­ing rea­son­able busi­ness.

Or­ganic: The grow­ing vogue

Or­ganic is a grow­ing trend in bed­sheet busi­ness and start-ups are ven­tur­ing into the same. “‘It’s time to give back’ is the new vogue which is at­tract­ing more buy­ers to­wards us,” said Navya Khanna of Sadyaska, a Delhi-based or­ganic bed­ding manufacturer. Tex­u­ara, Jaipur is also a GOTS cer­ti­fied com­pany which is deal­ing in 100 per cent or­ganic bed­ding prod­ucts. The com­pany pro­duces 1,000 pieces monthly and is now eyeing the do­mes­tic mar­ket. Manuj Ther­a­panti, Di­rec­tor, Tex­aura, says, “We have seen good de­mand of or­ganic cot­ton­based bed­sheets and it will con­tinue to re­main so in over­seas as well as do­mes­tic mar­kets.”

Beau­ti­fully dis­played bed li­nen by D’Decor, Mum­bai. Though most of the de­mand in over­seas mar­ket is for ba­sic bed­sheets, some of the com­pa­nies are do­ing well in value ad­di­tion also

Over­all, do­mes­tic mar­ket is do­ing good and de­mand for bed­sheets is also grow­ing. CA Pa­tel Tex­tiles, Ahmed­abad, is one of the best bed­sheet ven­dors for Sleep­well brand

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