With its expertise and understanding of the industry, Indo Count has become a leading export-oriented textile manufacturer and a preferred partner for some of the best-known global retail, hospitality and fashion brands. It is the second largest manufacturer and exporter of bed sheets, bed linen and quilts from India and is among the top three bed sheet suppliers to the US. Vertically integrated manufacturing already in place, the company has committed Rs. 25 crores for stabilising its domestic sales & marketing network and logistics.
“With growing exports, we thought it is the right time to introduce our high quality affordable products for the Indian consumers. The vertically integrated manufacturing facilities make our products for the domestic market affordable, and we are all set to meet the growing domestic demand as well,” said Mr. Mohit Jain, Managing Director of Indo Count Industries Ltd. (ICIL).
Indo Count Retail Ventures P. Ltd. (ICRVL), a subsidiary of Indo Count Industries, announced its entry into the Rs. 13,000-crore domestic bed linen market in October 2016 with the launch of the ‘Boutique Living’ range of products now available across the country. Presently Boutique Living is sold across 57 cities and 234 stores in India through multi-brand outlets (MBOs), Large Format Stores (LFS) and E-Commerce.
“We are targeting a 25% share of the bed linen market in the next 5 years”, Mr. Asim Dalal, ICRVL Managing Director, said.
In order to meet the rapidly growing demand for high quality bed linen in India, Indo Count has developed a detailed strategy for launch of its customised products to meet the requirements of discerning consumers. With the successful on-streaming of the augmented capacity, the company has put into action a two-phase expansion plan to cater to the expected strong demand for home textile products.
Indo Count has already completed phase I capex of Rs. 175 crores and has increased capacity from 68 million meters to 90 million meters at its Kagal plant. The enhanced capacity is expected to be utilized in the next three years. As part of the phase 1 capex the company has set up a state-of-the-art RO and water effluent treatment plant. It has also set up a facility for automation of cut-and-sew and a state-of-the-art warehousing.
The company has planned phase 2 capex of Rs. 300 crores which is currently under progress. As part of the phase 2 expansion, it plans to invest in additional weaving capacity (with specialized looms). It is also planning to add value-added equipment for the delivery of fashion and utility bedding and to modernise its existing spinning facilities.
Indo Count has launched innovative products, including Infinity Cotton, which is a blend of a few finest cotton varieties in the world, resulting in superior yarn and thermal balance, which balances the temperature between the body and the bed to deliver superior sleep characteristics. It has also focused on some of the world’s finest fashion, institutional and utility sheets and bedding and has built its significant presence across the globe. Over the years, the company has successfully carved out a niche for itself and has become a total bedding resource.
The US continues to be the largest market for Indo Count and contributes nearly 65 per cent of its turnover. The other major markets for the company are the developed countries of Europe, the UK and Australia. It sells products through top-of-the-line retailers like Wal-Mart, JC Penney, Target, etc. It also sells products online through e-tailers such as Amazon under the brand ‘Color Sense’.
