Home industry Going Earthy and Floral This Season
One of the main reasons why international buyers prefer Indian handicraft products is because Indian weavers give them something unique and traditional.
India is home to many techniques and fabrics, and this uniqueness makes it a preferred sourcing destination for buyers looking at home furnishings. Unlike garments, where sewing and fit issues can be a challenge for manufacturers, in home industry it is all about freshness in regular product categories, like cushions, curtains and bed linen, the core products of the segment. And it is here that fabric and technique play a crucial role. No wonder then that even a company like Warehouse which sources maximum of its garments from Bangladesh, looks at India to fulfil its requirements in the home segment.
This coming season is marked by the presence of several kinds of prints and patterns set in muted colour stories. The variety of aesthetics, right from earthy, forest tones with leafy prints to vibrant folklore block prints that are being offered by various manufacturers and exporters, are synonymous with the versatility in demand for the home decor and furnishing industry. The colour pallet that most home exporters are offering in line with global demands are muted tones with soft colour schemes and shades, as also earthy tones keeping in line with the organic lifestyle everyone is aiming to achieve, especially colours like beige, nudes or browns. Another popular shade currently is blue, set in greyish undertones as they flaunt the trends of minimalism with a tinge of colour. Pastels, especially green, pink and in embellished and heavily embroidered decorative soft furnishing goods, are also very much in-demand.
Also, of significance is the handwork/handmade segment which has always been India’s forte. Manish Saksena, Lead Consultant at Aadyam, a CSR enterprise of the Aditya Birla Group that works for the welfare of the weavers, shared that they are trying to make this sector more sustainable for the weavers and help them in the marketing of their products. “We have mainly tried to provide them the international buyers by participating in fairs in different countries and have managed to bring small orders from very large and well-known boutiques for Indian weavers,” said Manish. The collection created by the weavers consisting of unique fabrics and techniques includes cushion covers, table runners, upholstery fabrics perfect for hospitality, residential and luxury purposes. Even the Indian Government is promoting homemade goods in the international market by providing incentives and offering the weavers opportunity to attend global fairs and showcase their talent to expand their business. One of the main reasons why international buyers prefer Indian handicraft products is that the western market is currently dominated by digital textile printing, and Indian weavers give them something unique and traditional. However, just offering regular products even in the handwoven segment is no longer a pull, and manufacturers are experimenting with new concepts. At a recent home exhibition, home furnishing company Padmaraj Keshri had shown a unique collection of home products made from the fibre of coconut coverings, which attracted a lot of attention.
Besides traditional weaving techniques, hand embroidery too is a big draw in the international market. Sachin Gupta, Owner, House
Attire which deals in cushions, sofa covers and other home decor items, is enjoying huge demand for hand-embroidery cushion covers and sofa covers. “We manufacture our products both at our units and also in some nearby villages around our manufacturing hub,” said Sachin. He added that being ‘unique’ helps him get business as machine value addition can easily be copied. However, the Indian companies face a tough competition when it comes to the luxury market in home decor sector. Bhavna
Gupta, Owner, Vinaayak Homes, a company that offers bed covers, cushion covers, curtains and other home decor products, affirmed that both domestic and international buyers like the products they offer but they are a bit hesitant to purchase those because of the price range the company has set. “We have a varied range of Banarasi brocade and other high-end fabrics, and since we deal in luxury products, it is difficult for us to cut the cost for them. We are just a 10-year-old company and we are working on it, but buyers need to understand that if they want exclusivity for their stores, there is a cost involved,” said Bhavna.
INDIAN HOME MARKET ON A ROLL…
While market analysts at Technavio forecast the global home furnishings market to grow at a CAGR of 5.98% during the period 2017-2021, the domestic home fashion market is also getting bigger, mostly driven by the significant increase in number of homeowners in the recent years and rising number of women workers in the country, thereby spurring a growing interest, among the newly added segments, for home products.
India’s home furnishing market is touted to surpass US $ 5 billion in revenues by the end of current year. According to the India Home Furnishing Market Forecast & Opportunities 2018 report, India’s home furnishing is expected to attain a CAGR of about 8 per cent, higher than the global growth rate.
Sachin Gupta, Owner, House Attire
Home products made from fibre of coconut coverings
Aadyam Handmade Products
Manish Saksena, Lead Consultant, Aadyam
Bhavna Gupta, Owner, Vinaayak Homes