Dicitex Furnishings Grabs Made-Ups, Embroidery and Contract Fabric Market Share
November 26, 2003
MUMBAI, India - Dipping into the strong current of textile buyers streaming to China, Indian manufacturer Dicitex Furnishings Pvt. Ltd. is capturing customers worldwide. Rajnish Arora, who co-owns the 47-year-old family business with his brother, Nimish, said he expects to double his company's $25 million annual sales within five years thanks to its growing customer base in the U.S., Dubai, Kuwait and Saudi Arabia.
''Our customer is comparing Indian suppliers to the Chinese supplier, [but] we don't feel the Chinese competition,'' Arora said. ''We maintain colors, get repeat orders, and have a design concept. Dicitex piece goods sell for $4.50 to $6.00 C.I.F. Americans who go to China to save a few cents per yard end up coming back to us. Indians are creative and can compete with anyone.''
Arora attributes Dicitex's burgeoning popularity to the strong appeal of its made-ups, embroidered curtains and contract fabrics. ''We received our first order for made-ups from an American converter during Deco-Contract,'' said Arora, who is pursuing made-ups business in England. ''For starters, this business will account for 5 to 10 percent of our sales, and by 2005 it will be up to 25 percent of our sales.''
Dicitex outsources stitching work to a factory in Panipat - about one hour from Delhi - customizes packaging according to customer needs, and services both private labels and local Indian markets.
The company currently has 154 two-year-old looms with Staubli heads, and has ordered 24 new Alpha models from Somet. Dicitex also owns a Motex finishing unit for 130-inch wide widths that will be used extensively to produce bedspreads, throws and cushion made-ups.
Dicitex will launch its made-ups collections at Heimtexil 2004 and will show the collections at the Dicitex showroom at 286 Fifth Avenue in New York.
China isn't Dicitex's only target market. The company is producing a line of embroidered 3-meter-width curtains to compete with Turkish suppliers. ''We're using fancy apparel yarns in the embroidered fabric for curtains,'' Arora said.
The company is also penetrating the hospitality industry, supplying chenilles and flatwoven jacquards to large hotel chains in India-the Ambassador group, owners of 300-room hotels in Chennai, Mumbai and Aurangabad; J.W. Marriott's 380-room hotel in Mumbai; Carlton's 120-room hotel in Bangalore; and both Ramada and Retreat 140-room hotels in Mumbai.
To accommodate growth, six months ago Dicitex opened Tresorie, a 10,000-square-foot store in Mumbai that sells piece goods and made-ups. In addition, the company plans to open a 4,000-square-foot store just north of Mumbai.
''Our customer is comparing Indian suppliers to the Chinese supplier, [but] we don't feel the Chinese competition,'' Arora said. ''We maintain colors, get repeat orders, and have a design concept. Dicitex piece goods sell for $4.50 to $6.00 C.I.F. Americans who go to China to save a few cents per yard end up coming back to us. Indians are creative and can compete with anyone.''
Arora attributes Dicitex's burgeoning popularity to the strong appeal of its made-ups, embroidered curtains and contract fabrics. ''We received our first order for made-ups from an American converter during Deco-Contract,'' said Arora, who is pursuing made-ups business in England. ''For starters, this business will account for 5 to 10 percent of our sales, and by 2005 it will be up to 25 percent of our sales.''
Dicitex outsources stitching work to a factory in Panipat - about one hour from Delhi - customizes packaging according to customer needs, and services both private labels and local Indian markets.
The company currently has 154 two-year-old looms with Staubli heads, and has ordered 24 new Alpha models from Somet. Dicitex also owns a Motex finishing unit for 130-inch wide widths that will be used extensively to produce bedspreads, throws and cushion made-ups.
Dicitex will launch its made-ups collections at Heimtexil 2004 and will show the collections at the Dicitex showroom at 286 Fifth Avenue in New York.
China isn't Dicitex's only target market. The company is producing a line of embroidered 3-meter-width curtains to compete with Turkish suppliers. ''We're using fancy apparel yarns in the embroidered fabric for curtains,'' Arora said.
The company is also penetrating the hospitality industry, supplying chenilles and flatwoven jacquards to large hotel chains in India-the Ambassador group, owners of 300-room hotels in Chennai, Mumbai and Aurangabad; J.W. Marriott's 380-room hotel in Mumbai; Carlton's 120-room hotel in Bangalore; and both Ramada and Retreat 140-room hotels in Mumbai.
To accommodate growth, six months ago Dicitex opened Tresorie, a 10,000-square-foot store in Mumbai that sells piece goods and made-ups. In addition, the company plans to open a 4,000-square-foot store just north of Mumbai.
