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Pune May 30 Setting up of a new factory, revenue turnover of Rs 250 crore, target of 100 stores by March 2008. This is the roadmap that has been chalked out by the Carmichael House. Carmichael House is a brand of Total Home Expressions, the home textile division of S Kumars Nationwide Ltd.

Talking to Presspersons, Mr Aloke Bannerjee, Chief Executive Officer of Total Home Expressions, said it is setting up a new plant at Jhagadia in Gujarat. The construction of the plant has commenced and is expected to be completed by next year. An investment of Rs 450 crore is being utilised for the setting up of this plant and would manufacture about 80,000 metres of home textiles per day and about 50,000 metres of high value cotton.

The company has three factories, Dewas and Chamunda, both in Madhya Pradesh and the third in Mysore. These factories cater to the requirements of processing and finishing of textile materials required for its brands, Reid and Taylor and Belmonte.

Exports

Mr Bannerjee said the high value cotton would be mainly for exports. The company in the home textiles segment is already catering to the export markets of the US and Europe. Mr Bannerjee said the company has also launched the Soul Earth, a new collection from Carmichael House in the bedsheets and furnishing segment.

The products available in this segment include bedsheets, curtains, cushions, bathrobes, a/c quilts and other accessories such as candles. The Soul Earth collection is available from Rs 1,445 to Rs 1,995 for a double bedsheet set and Rs 495 onwards for full bathrobes. Looking at the industry, he pointed out that the domestic market is pegged at Rs 2,400 crore, which included both branded and unbranded segment.

Soul Earth

Of this, about three per cent is the contribution from the branded segment. He said two more collections in the Soul Earth category would be launched soon. The first collection would hit the market in July this year while the second would be in August. He noted that looking at the festive season coming ahead, it would be launching its third collection in the months of September-October this year.

Looking at financials, Mr Bannerjee said it had completed the last fiscal with a turnover of Rs 200 crore with its major contribution coming in from the export markets of the US and Europe. This year, the target has been set for Rs 250 crore and added that it was looking at more domestic sales this year while thrust would again favour the export market once the new facility was set up.

More Stories on : New Projects | Brands | Interiors & Homes | Maharashtra

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