MUMBAI, India — Dicitex Furnishings, PVT, has launched its direct distribution channel in the expanding Indian home furnishings retail market. The launch was highlighted by Bollywood actress Bipasha Basu who was featured in the ramp show as well. 

“Bipasha Basu has been a loyal custodian of our collections,” said Nimish Arora, managing director of Dicitex Furnishings, India. “As our brand ambassador, she will define the class and style of our affordably priced Indian home decorations.”

The company has begun direct distribution and has not incurred certain expenses because it has done away with the use of the middleman. This cost cutting initiative will expand its market share in a short amount of time and make retail prices much more competitive. The new direct distribution system will grow the retail outlets from 70 to 200 during the next 18 months and is expected to generate an additional $40 million in sales year over year.  Arora attributes much of the popularity of the Dicitex brand to kiosks, retail outlet displays, and advertisements from the press and other media outlets.

Dicitex Furnishings, a 10-year-old weaving and marketing company, is a vertically integrated mill that exports to over 40 countries and has an installation capacity to manufacture 20 million meters per year. 

“The melt down of Western markets has not affected us because we have reached new markets in Russia, Eastern Europe, and Asia, and rising sales in India have maintained the overall business,” said Rajjnish Aroraa, vice chairman of Dicitex Furnishings.  “In fact, we have grown five to six percent despite the downfall of global markets.” Dicitex Furnishings is making additional investments of $21 million in order to reach its target of $100 million in sales by 2012.