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Minor Project

Minor Project

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Published by Dhruv Beniwal

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Published by: Dhruv Beniwal on Nov 19, 2012
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CERTIFICATE This is to certify that the project entitled “Scope of Home Furnishings in India: Present scenario andfuture – special focus on tier 2 cites”

submittedtowards the partial fulfillment of the program Master of Fashion Management by Shilpa Raj in her originalwork done under my guidance and the results are based on the research done by her. Name of mentor: Mr. Toni SharmaAstt.Proffesor Department of MFM

AKNOWLEDGEMENT I, Shilpa Raj, a student of Semester I f r o m “ N a t i o n a l Institute of Fashion Technology, Patna” pursuing my “Master inF a s h i o n M a n a g e m e n t ” t a k e g r e a t p l e a s u r e i n p r e s e n t i n g m y efforts of developing a complete project in a very satisfactoryand appreciable manner.My efforts have been a success due to the Cooperationo f a n e n t i r e d e p a r t m e n t w i t h o u t w h i c h a p r o j e c t o f t h i s magn itude, given restriction of time, could n o t h a v e b e e n possible.I o w e t h i s p r o j e c t to my mentor Asst. Professor T o n i Sharma whose constant help, expert guidance and invaluableco-operation as a faculty supervisor guided me throughout ther e s e a r c h p h a s e . T h i s r e s e a r c h w o u l d h a v e s u f f e r e d i n t h e absence of her

input.I am greatly indebted to my family members and friendsfor their unconditional support and encouragement throughoutthe research. They have contributed in significant ways in thecompletion of this work. Thank You.Shilpa Raj,Masters in Fashion Management (2010-2012), National Institute Of Fashion Technolog



INTRODUCTION A fast emerging economy in the world of home textiles, India produces a widerange of products, including home furnishings, household linen, curtain tapestryand yardage made with several textures and varying thickness.The home

furnishing industry mainly exports fabrics, bed linen, table linen, toiletand kitchen linen, towels, cushions, curtains, pads, tapestries and upholstery's,carpets and floor coverings, etc. The industry has adopted several measures andtechniques to offer premium quality and ecofriendly products to the globalindustry.The home furnishing products can be broadly categorized into five categories,which include - bedding, window dressings, bathroom textiles, cushions andcovers, and table linen. Household penetration levels are high, especially in thelargest sectors — bedding and window dressings.While replacement due to wear and tear is not inevitably frequent, an increasedconsumer interest in home interior products has stimulated buying in what is nowvery much a fashion-led industry. The industry also benefits from the growingnumber of households, a trend, which is expected to continue at an even faster rate.Home textiles are among the most dynamic export segments in India’s textileindustry. By focusing on the US market, India has become the USA’s leadingforeign supplier of towelsIndia, a leading global player in the home textile space, is poised to strengthen its position with an over three fold jump expected in exports by 2010.Country's home textile exports are forecasted to rise to $10 billion by 2010 from $3 billion in 2005,on the back of

self-sufficiency in cotton and recent acquisitions and tie-ups withglobal brands.Despite prospects of excess capacity and cost pressures amidst cutthroatcompetition, bed linen exports to the US by three Asian countries - China, Indiaand Pakistan -continue to dominate with a 76 per cent share of the total. WithChina cornering 38 per cent share, it is the largest exporter of home furnishings tothe US; Pakistan comes next with 22 per cent while India accounts for 16 per centshare.The rest 24 per cent exports to the US are shared by Turkey, Brazil, Mexico,Portugal, Italy and other numerous countries. The Indian textile industry --garment and home furnishing -- is one of the largest and most important sectors inthe economy in terms of output, foreign exchangeEarnings and employment in India. It contributes 20 per cent of industrial production, 9 per cent of excise collections, and 18 per cent of employment in theindustrial sector, nearly 20 per cent to the country's total export earnings and 4 per cent to the GDP.The country commands a natural competitive advantage in terms of a strong andlarge multi-fiber base, abundant cheap skilled labor and presence across the entirevalue chain of the industry ranging from spinning, weaving and made-ups tomanufacturers of garments.During 2006-07, production of fabrics touched a peak of 45,378 million squaremeters. In the year 2007-08 up to November, production of fabrics registered afurther

growth of 9 per cent against the corresponding period last year. Textileexports during AprilNovember 2007 were at $9,309.81 million, up 8.21 per centfrom $8,603.33 million during the corresponding period last year

HISTORY OF HOME FURNISHINGS The roots of Indian home furnishings industry lie deep in age old traditions.Especially known for their ethnic, intricate carvings, weaves, pattern themes,motifs, color schemes and workmanship, Indian home furnishings have become popular the world across. Handcrafted ethnic home furnishings are one of the mostfascinating art forms in India and lend an unmistakable grandeur to the decor.In the world of hand looms, there are Madras checks from Tamil Nadu, tie and dyefrom Gujarat and

Rajasthan, ikats from Andhra and Orissa, brocades fromVaranasi, Daccai from West Bengal, and phulkari from Punjab. The Surat tanchoi based on a method of satin weaving with the extra weft floats, which are absorbedin the fabric itself has been reproduced in Varanasi. In the domain of Woolentextiles, woolen weaves are no less subtle. The Kashmiri weavers are known theworld across for their Pashmina and Shahtoosh shawls. The states of Kashmir andKarnataka are famous for their mulberry silk. India is the only nation in the world producing all four commercially known silks - mulberry, eri, tasser (tussore) andmuga. Assam produces eri and muga silk, which are gaining immense popularityin the U.S.A. and Europe. The ikat technique in India is usually known as bandhain Orissa, patola in Gujarat, pagdu bandhu, buddavasi and chitki in AndhraPradesh.

OBJECTIVES To study the home furnishings market in India. • Different types of home furnishings. • Different brands of home furnishings.

• To study the consumers buying behavior, past and future scenario. • Scenario and future scope of home furnishings in India • Scope of home furnishing market in tier 2 cities(patna)

RESEARCH METHODOLOGY Secondary research through publishedmaterial sources. • Primary research through interview withconsumers and industry personnel

Cushion cover - A fabric cover used to cover the cu shion. ✔ Tepoy mats - Small rugs used to place tepoy. ✔ Table linen - Fabric used to cover table.

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