Home in­dus­try Go­ing Earthy and Flo­ral This Sea­son

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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.


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

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