Indo Count with its Boutique Living range to enter domestic bed linen market

Indo Count Retail Ventures P. Ltd (ICRVL), a subsidiary of Mumbai based Indo Count Industries Limited (ICIL), a leading export oriented textile manufacturer and a supplier for some of the global retail, hospitality and fashion-brands has announced its entry into ₹13,000-crore domestic bed linen market with the launch of ‘Boutique Living’ range of Bed Linen products.

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

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, Dalal 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.

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.

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.

As a vertically integrated manufacturer, the company has committed ₹25 crore for strengthening its domestic sales, marketing networks and logistics.

Indo Count Industries Limited closed last year with revenues of over ₹ 2,200 crore and has all its manufacturing concentrated in Kolhapur. They 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.