MUMBAI, India — As Interworld Furnishings India Pvt., Ltd. gradually upgrades its products and price levels for its 100 dealers, owners, Mitul, 30 and Bhavin Shah, 32, manage to bring  a fresh perspective and energy to their dad’s company which started in 1998.

Their near term goal is to open a high end showroom in Mumbai in 2014 in order to showcase their collections in the $12-$25 price range for designers and contract specialists. “Traffic is a killer in Mumbai. To go just the 30 kilometer distance from one end of Mumbai to the other takes 90 minutes,” Mitul said. Once perfected, the pair plans to open other showrooms in key cities of India. Interworld’s Shah Brothers: Bhavin and Mitul

Their father, one of the first fabric importers in India, is now in the background, watching his boys rise to the challenge of being an Indian wholesaler in a dynamic economy, growing at a faster rate than the USA and Europe. The pair was recently selected by Mark Kresel to carry Rockland Mills Inc. black out drapery linings for the India residential and hospitality trade. Interworld has also just launched its first four all silk collections geared to Indian taste and made by the local mills. “We fill in the voids of our customers even though they might attend Heimtextil in Frankfurt every year,” Mitul said. Interworld works with 15-20 manufacturers from Turkey and Europe serving a network of 300 designers very focused on their own fabric designs.

Recently, the company’s first wall coverings were added and more are on the way, Mitul said. “We book each collection and we have 250 books on offer,” he added. Interworld now carries Ralph Lauren, Philip Jeffries and Mayer Romanoff wall coverings from the USA; Concertex and Flocart of Belgium and Vatos, Jenellopi and Volpi of Italy. “Wallcovering is well received in India by architects and interior designers,” Mitul explained. “Consumers highlight at least one of their walls in their homes and hotel rooms use wall covering on all four walls,” he said. Interworld fabricates most of what it sells in fabrics for hotels. It is now working for Shangrila on a 400 room  hotel and Marriott executive apartments, both projects in Mumbai.

“Turkey is a good place for us to shop. We bring in 1-2 pieces of our own designs from Turkey and deal with 15-20 Turkish suppliers,” Mitul, the more vocal of the two men. They focus on the m id to upper range and keep everything they sell in stock. Local retailers carry 70 percent Indian goods and 30 percent imports.

“I don’t see much coming from China into India. We make everything they make in China,” Mitul continued.