Nextt, US-based home textile company has decided to participate in the ‘Make in India’ initiative by launching its products in the country early next year. The company are in discussions with multiple levels of retail channels and hoping to launch their brands in India in the first quarter of 2016. Their manufacturing partnership with Alok Industries gives them an advantage.
The company is suppliers of home textiles, garments, apparel fabrics and polyester yarns to major retailers like Walmart, Kohl’s, Dillard’s, JCPenney and Target.
The company headed by an Indian, CEO Arun Agarwal said that the new government’s ‘Make in India’ initiative provides an opportunity to make India a key part of their strategy. Textile sector is an important employment generator in India after agriculture and will always remain crucial to Indian economy .
The focus market area of Nextt in India would be the millennial generation, which appreciates quality and brands, but still seeks value.
The USD 500 million company sells popular brands like Raymond Waites, Trina Turk, Kathy Ireland and Jessica McClintock, does 99 percent of its sourcing from India with only micro fibres procured from China.
Agarwal plans to innovate its home textiles range by marketing them as fashion products and not as commodities in India. A well designed product does not have to cost more. They will raise the bar for customer expectation in terms of design and quality of products.
The company has the advantage of knowing Indian consumer and bringing global brands and product to them and their marketing approach will definitely reflect it.
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