Innovative technology yields high design products
“A dream doesn’t become a reality through magic; it takes sweat, determination and dedicated team effort. I am happy to share that our performance reflects the inherent fundamental strengths of our business. We achieved encouraging numbers during 2016-17. The consolidated revenues moved up to Rs. 2,258 crores in 2016-17 from Rs. 2,111 crores in the previous year. Net profit for FY 2016-17 stood at Rs. 232 crores” – – Mr. Anil Kumar Jain, Executive Chairman, Indo Count.
Incorporated in 1988, Indo Count is a focused player in bedding, a niche segment of the home textile market. It is the second largest manufacturer and exporter of bed linen from India. It is among the top three bed sheet suppliers in the US and the 11th largest global home textiles supplier to the US. The company exports to more than 54 countries with major revenues derived from the US, its largest market. The other markets comprise the UK, Canada, Europe, Australia, etc. Its international clients include Wal-Mart, JC Penney, Target, Bed Bath and Beyond, Macy’s, John Lewis, etc.
Innovation and Branding counts
In 2016, Indo Count introduced three lifestyle brands – ‘Boutique Living’, ‘Revival’ and ‘The Pure Collection’ in the US market. The ‘Boutique Living’ showcases four innovative design categories. Besides, three new licensed brands – ‘Harlequin’, ‘Sanderson’, and ‘Scion’ – were introduced in North America.
Indo Count Retail Ventures Pvt. Ltd., its subsidiary, commenced domestic operations in October 2016. It launched ‘Boutique Living’ in the domestic Indian market with the objective of bringing premium quality products to Indian consumers. It is currently being sold through Multi Brand Outlets (MBO) and Large Format Stores (LFS) and through the e-commerce platform. With wider acceptability, all the products have reached more than 57 cities, sold through more than 234 stores in India.
Apart from showrooms in the UK, the US and Australia, opened during the year under review, Indo Count set up a 9,200 sq.ft. showroom in New York with a capacity to display 32 beds at a time. Further, in order to reach out to different customers, it has been showcasing its collections at various international exhibitions and trade fairs.
Since customers are at the heart of its innovation philosophy, Indo Count has evolved into a total bedding resource focused on delivering “Complete Comfort” by providing continuous innovative bedding solutions. It commenced with 36 million meters capacity in 2007 and, with growing customer acceptance, it expanded the capacity to reach 90 million meters.
Capacity expansion
The company’s expansion is divided into two phases. Phase I of expansion, which was completed with an expenditure of around Rs. 175 crores, covered increase in its capacity from 68 million metres to 90 million meters, setting up of a state-of-the-art reverse osmosis (RO) and water effluent treatment plant, automation of cut-and-sew operations and warehousing.
The company has also lined up a capital expenditure of around Rs. 300 crores for Phase II. It will be invested in additional weaving capacity (with specialised looms), advanced equipment for the delivery of fashion and utility bedding and modernisation of the existing spinning facilities.
Technology absorption
Indo Count’s continuous research and development provides insights on the key parameters of sheet buying decisions for consumers. The feel of the sheet is the most important factor for consumers, and the company achieves a perfect feel with its innovative weaving and processing technology.
The manufacturer has worked on the four collections to give complete comfort to its clients – Fiber Technology, Sleep Sensation, Fashion Vintage and Wellness Collection.
Fiber Technology
Splendor Touch: The cellulosic sheet with a combination of Natural Protein-Made of an unique composition of cotton and silk in warp which imparts the much desired cotton look and feel to the fabric and exceptionally soft handle and sheen of silk. It imparts ultimate comfort, luxurious sheen and superior handle to the sheets.
Linensoft: This sheet is a balanced blend of cotton and linen, cool and absorbent with a vintage slub texture look. Linen is a cellulosic textile fiber and is collected from the stem of a slender flax plant. It is soft to touch cool and light fiber providing comfort during sleep. This blend lends a very soft hand feel. The sheet gives a cool and comfort feel to end-consumers because both natural fibres, cotton and linen, have good moisture absorbency.
Eucolin: This is an intimate combination of two superior fibres at the yarn stage, and the resultant sheet has attributes such as natural moisture wicking, cool touch and absorbent and exceptionally soft hand.
Sleep Sensation:
Besides sleep comfort, there are the following offerings here:
Platinum Soft: Enzymatic treatment is done to create platinum soft sheet which helps remove weak cotton tendrils. This process results in a lusterous, ultra-soft handle. The fabric softness is not simply surface-deep, but goes right down to its core – the cotton/yarn itself. It gives wonderful light weight, soft handle and silky sheen.
Fashion Vintage:
From its research and development Indo Count has found that the market is trending towards fashion-oriented products which mix and match with other beddings, enabling it to create a category of Fashion vintage.
Melange: This sheet is made out of fiber dyed mélange yarn produced out of a combination of at least two or more fibers. Dyed conventionally the term melange is used for such yarns. Mixing takes place during spinning to get the desired heathered look. It’s the one level up from the yarn dyed chambray sheet which gives unique aesthetics to the room and comfort during sleep.
Heirloom: The heirloom sheet made with the specialized process of “Enzymatic” and “Stone” washing on the stitched bedding, has many advantages, it improves the softness of the sheet, and also there is no possibility of shrinkage. The slight fading enhances the look of the sheet and is very aesthetically pleasing.
It is made available through two washing processes – neutral enzyme and stone washing. Neutral enzyme is a laundering process which uses biological catalyst neutral enzymes to soften the fabric. The use of enzymes offers a lot benefits, both economically and environmentally. The sheet is treated with neutral enzyme to make it soft. In the case of stone washing, pumica stones are applied in the washing cycle to create a faded look in the latest installed washing set-up. This process is derived from denim washing.
Wellness collection:
Pure color sheet: It is a 100% organic cotton sheet dyed with natural colors extracted from plant roots, beeds, seeds, leaves, stems and skin of fruits, flowers, etc. These colors of natural dyeing look like nature with earthy color tones. Nature’s attractive colors add further elegance to the product.
Following are the dye stuff source – Natural, Indigo, Pomegranate, Lac, Gallnut, Catechu, Rubrub, Madder, Myrobalan and Marigold. The dyeing materials are mostly from vegetable matters and are available from subtropical regions. The parts used for dyeing are stems, roots, leaves and skins of fruits.
Outcomes of Innovation
Color Sense – Color affects us both psychologically and physiologically. As the name suggests, this brand is all about gorgeous colors.
True Grip – Bordered by elastic on the edges of the bed sheets to provide the best fit.
Micro Touch sheet is a revolutionary new sheet, which not only look and feel as comfortable as cotton but is also easy to maintain and wrinkle free like micro yarn.
Ecolite Ecological sheet which needs less resources to develop and earn the name Eco lite, light weight cotton sheet.
Touch Sense – Consumers expect a lot of from their bed sheets, but their desires are simple and clear.
Smartcel Sensitive – The first antibacterial natural fiber with the essential trace element zinc. Protects and cares for the skin.
The Complete Sheet – 100% Long staple cotton Wrinkle free, Fade, Pill and Shrink Resistant sheet set.
Dura Shine – The luster is so “internalized” that it lasts wash after wash, hence earning itself the name Dura Shine.
Infinity Cotton – Blend of a few finest cotton varieties in the world, resulting in superior yarn.
Thermal Balance – Products balance temperature between body and bed to deliver superior sleep characteristics.
Premium Blend – Premium blend sheets made of proprietary blend yarn, which imparts the much desired ‘’cotton look and feel’’ to the fabric. Naturally Wrinkle Free wash after wash without any chemical treatment.
Dermalux – This is a therapeutic sheet based on the natural anti-aging effects by Vitamin E, Aloe Vera, Jojoba Oil. Aloe Vera has long been known to be beneficial for the skin due to its ability to help the skin retain moisture preventing it from drying and cracking.