Heimtextil Blog der Messe Frankfurt
From Khadi to home textiles – Indian fabrics in the world

The multicultural society and tradition of India contributed significantly to the development of the regional textiles scene. This is clearly shown in the history of Khadi, clothing fabric made from handspun threads. What started at the beginning of the 20th century as a feeling of freedom, with Mahatma Gandhi’s strike against English textiles, has developed over the last century into a self-management concept, which is the foundation of a strong economy today.

If one could call the Indian market unstructured before, the situation has changed since the early nineties, and India has established itself globally as one of the leading markets. Indian hand weaving, which was once considered to be a means to mass employment, has given the country access to the textiles market and to global competition.

With the opening up of the global market, it is no longer enough to concentrate on textiles for clothing. This is the experience of brothers Sanjay und Ajay Arora, owners of D’Decor: “Our family has been active in the textiles sector for three generations. Originally, we specialised in clothing manufacture, but we came to realise that the demand for clothing textiles was becoming smaller and smaller. As employers of approx. 6,000 workers, we cannot afford to concentrate on only one branch of the textiles market, so in 1994 we decided to get into the production of home textiles.” D’Decor, exhibitors at Heimtextil India and also at Heimtextil in Frankfurt, are now one of the largest producers of furnishing fabrics and home textiles in the world.

In India itself, D’Decor are focused on the end consumer. The brand has its home there and can be found in more than 1,500 specialist stores, including 20 of its own shops. The Indian textiles manufacturer also wants to continue concentrating on the domestic market, whilst taking the opportunities afforded by a global market as well. “With our finished products, there is no reason to think of our worldwide online trade and our trade in India as separate entities. The only challenge will be delivering them on time. We only maintain one warehouse outside India, so we have to think about how we keep our products in stock and how we can adjust supply to demand” says Sanjay Arora. D’Decor are only represented on the global stationary market with their so-called ‘White Label’ products, i.e. fabrics and ready-made textiles are produced and processed in India by D’Decor, but sold under the name of a distribution partner. The collections which D’Decor sell under their own name, however, are in no way different in quality and workmanship from the ‘White Label’ products that are sold across the world. Sanjay Arora knows from experience that the two markets are very similar to each other, as far as demands on their stylistic direction and design are concerned. So, it is not uncommon for their international distribution partners to show interest in goods produced for the Indian market, and vice versa.
Essentially, what once began as a boycott of textiles products from abroad has now found its way into a globalised world.

D’Decor will be showcasing the new collection at Heimtextil in Frankfurt, from 9 to 12 January 2018, in Hall 10.2, stand C21 and Hall 6.1, stands D19 and C10.

Stefan Jakob

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