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Danish luxury carpet maker Ege has rolled out plans for the Indian market. It has forged an alliance with designer Rohit Bal to bring out an India-inspired series for the global market.
It is also looking at the front-end consumer to retail its products.
Sven Aage Faerch Nielsen, Managing Director and CEO, Ege, said that the collection under the Rohit Bal association would be sold in 65 international markets.
“The demand for luxury and exclusive products is growing in India. Also, India-inspired series are a rage globally. The Indian carpet collection by Rohit Bal will comprise two categories — wall-to wall and signature rugs,” Nielsen added.
The company, which has so far only been catering to B2B consumers, including hotels and high-end corporate offices, said its products would be available to consumers through Applause Design, which will be marketing the brand.
The rugs and runners will be priced at Rs 5,000 per sq m.
Family-owned Ege is one the largest carpet manufacturers in Europe. The 72-year-old brand said all its products will be imported out of its factory in Europe.
Designer Rohit Bal has been widening his canvas by tie-ups with jewellery firms to textile brands. His collaborations include, Hidesign, Oriflame and Windproof Zippo Lighter, among others.
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