Indo Count forays into domestic textile market with Boutique Living range

V Rishi Kumar Hyderabad | Updated on January 17, 2018 Published on August 24, 2016

Indo Count Retail Ventures P. Ltd (ICRVL), a subsidiary of Indo Count Industries Limited (ICIL), has announced its entry into ₹13,000-crore domestic bed linen market with the launch of ‘Boutique Living’ range of Bed Linen products.

The Mumbai-based Indo Count Industries has been a leading export oriented textile manufacturer and a supplier for some of the global retail, hospitality and fashion-brands. As a vertically integrated manufacturer, the company has committed ₹25 crore for strengthening its domestic sales, marketing networks and logistics.

“We are targeting a business of over ₹ 500 crore over the next five years from the domestic bed linen market,” Asim Dalal, Managing Director, ICRVL, said announcing the company foray into the retail business in the domestic market here.

“Indo Count Industries Limited closed last year with revenues of over ₹ 2,200 crore and has all its manufacturing concentrated in Kolhapur. We are in the process of expanding manufacturing from 68 million metres per annum to 90 million metres in the phase I and again to 120 MT from 90 MT by 2018,” Dalal said to highlight the company has created enough capacity.

It is among the top three bed sheet suppliers for big brands globally including to the likes of Debenhams, Bed Bath & Beyond, Sam’s Club, Laura Ashley, JC Penny, John Lewis, Walmart, Target, Macy’s among others.

“Boutique Living is an aspirational brand launched to showcase its refined quality bed linen offerings. With R&D, technical know-how and in-house production capability, the brand will offer the Indian consumer superior quality products ranging from 300 TC (thread count) to 1000 TC”, he said.

The Boutique Living Innovative product range includes Rejuve and Fahrenheit Sheets along with products for skin care, temperature control and other therapeutic effects.

“The product range starts from ₹ 2000 per bedsheet set and goes up to ₹8000 for a premium category. Indo Count is offering 139 product-designs and themes to cater to different tastes,” Dalal said.

The collection comprises of four ranges with various sub-ranges that are crafted with innovation and technology. These include temperature controlled sheets and therapeutic range Rejuve (300 TC), with the benefits of Vitamin E, Aloe Vera and Jojoba oil.

Shares of Indo Count Industries closed at ₹ 849.15, up 6.93 per cent at BSE.

Published on August 24, 2016

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