MUMBAI, India — Readymade curtains are still second-rate to custom-made goods in India & Southeast Asia, but signs are showing a slow shift as window sizes become more standardized in the housing market and retail chain stores see an influx in the region.  

One issue with readymades in this region is that they don’t necessarily fit standard window sizes simply because there is no such standard size by which most windows are built throughout much of this area of the world. However, with the rising number of affordable housing options, sizing is becoming more standardized and thus paving the way for an up-tick in readymade sales. 

Currently, very few retail outlets invest and expand because real estate costs are still high. The majority of retail shops are small and cannot properly display merchandise; the expansion of global chain store outlets, however, is likely to discipline the markets to become better positioned for more effective store management. Moreover, the middle and upper class are still finding limitations in the merchandise but will feel encouraged by the diversity of product that will arrive when such large stores open up.

“Draping windows in the Philippines is largely custom-made and as of now I see a very limited future for readymade curtains,” said Herbert Ong from the furnishing retailer, Larry’s Curtain & Upholstery Supply Inc. 

Geometric prints, jacquards and plains are in vogue at the moment with leading suppliers from Europe, India and Turkey.

“The drapery business is good and is steady but what bothers us is the frequent drapery price increases from suppliers.”    

In developed countries readymade curtains are popular, but in Indonesia, where labor is cheap, there are no standard window sizes and therefore custom-made is also still preferred.  

“We provide styling and stitching facilities and fabrics are chosen by customers and we make them into curtains and deliver within a week,” said Amardeep Nanwani of Jakarta-based Amardeep Collections. 

According to Nanwani, polyester with a cotton look and outdoor fabric in solution-dyed acrylic are new trends while basic and minimal designs with a jacquard weave are regular favorites. Retail draperies in India are largely in jacquards, silk looks and contemporary embroideries among others. 

“With a near 40% price increase in draperies, customers were slow to purchase despite an increase of footprints in our showroom, said Beni Gopal Chowdhary of Bangalore-based Radha Fashions. “Drapery fabrics constitute 70% of our sales turn-over and we don’t stock readymade”, he said.

According to Chowdhary, silk fabrics have almost vanished from retail counters in the past three years. Natural silk fabrics are luxurious but still look like polyester blends, which are cheaper to maintain.   F&FI