MUMBAI, India — Dicitex Furnishings Pvt. Has launched what the president calls its biggest product program in its 11 year history with the introduction of 35 new oversized fabric books under the name ‘For Real.’

According to Rajjnish Aroraa, Dicitex’s last program, ‘Dream Collection’ was only 23 books. Two hundred copies of each book are available in the ‘For Real’ program. he said. The cost for the 35 books is $2,100 and the retailer pays 50% for the books with the order, he said. “Once the customer pays for the books, he is inclined to give us an order,” he added.

The new program includes 1600 sku’s including a plain velvet selection of 28 colors. The program was actually launched in August of 2011. It features fabrics made of polyester and viscose for domestic sales in India and export to Dubai, Malaysia, Singapore, Kuwait and South Africa. Rajjnish Aroraa, vice chairman of Dicitex Furnishings Pvt., Ltd., Mumbai with Joe Kenney, export manager of Swavelle Fabrics, New York

“Now, we are targeting USA and UK for this collection. The price of the products in roll quantity is $6-$15 per yard and $7-$18 per yard for cut order. “Indian retailers want cuts while rolls are geared for export,” Aroraa said.

In addition to the oversized book program, Aroraa is offering a coffee table book to attract the consumer/designer to the program.      F&FI