Welspun India Ltd. (WIL), part of the $3 billion Welspun Group, is one of the world’s largest fully integrated one-stop shops for home textiles. Its product portfolio comprises towels, bath robes, bath rugs/mats, area rugs, carpets, bed sheets, utility and fashion bedding. The company has world-class manufacturing facilities at Anjar and Vapi in Gujarat. Centered on excellence and transparency, WIL has been a trusted partner to 17 of the top 30 global retailers such as Wal-Mart, Costco, Bed Bath and Beyond, Macy’s, Carrefour, etc.
“Our presence across categories helps in cross-selling and provides us with the competitive edge as a complete home solution provider to our clients. Major global markets for us are the US, the UK and Europe. Welspun India actively engages with emerging markets like India, the Middle East and China and new markets like Australia, Latin America and the Far East”, says Mr. BK Goenka, Chairman, Welspun Group.
Welspun has a unique range of Hygrocotton products where the fabric is made through a patented fabric manufacturing process leading to hollow core yarns. This is a path-breaking process that helps regulate the temperature of the fabric, keeping it cool in summers and warm in winters while the towels get loftier and absorbent after every wash. The Hygrocotton product range includes bedsheets, towels, rugs and comforters.
The company has also worked on branding and marketing its innovation. It undertook a highly successful nation-wide media campaign in the US for its patent Hygrocotton which is also now an ingredient brand. This was well received by consumers, resulting in HygroCotton crossing the $100 million milestone in sales and accounting for over 10 per cent of the company’s overall revenues. In India, the company has focused on building its brands like Spaces Home, Beyond & Welhome in the domestic market which grew by 47 per cent.
Welspun is also the proud supplier of towels to sports tournaments such as the Wimbledon Championship, 2015 Rugby World Cup and ICC World Twenty20 India 2016. For the record, every 5th towel sold in the US is manufactured by Welspun India. Every year Welspun produces over 100,000 towels for the Wimbledon Championship, the majority of which are sold during the tournament fortnight. Christy, a Welspun brand, has been a proud licensee of the towels for 29 years now.
The company owns brands such as Christy, Spaces and Welhome which constitute around 13 per cent of its sales. It has a strong and consistent emphasis on innovation. This is evident in the number of patents (26 global patents, including pending patents) and trademarks, which it holds or awaits approval. Around 34 per cent of WIL’s total revenues come from the innovative products developed by it.
Besides, the company has also sharpened its focus on new channels (e-commerce and hospitality). It is developing various products to cater to the hospitality segment (hotels, spas, resorts, cruise lines, and so on). The hospitality business doubled during 2015-16.
In the e-commerce segment, Welspun has launched its online portal “www.shopwelspun.in” in India and “www.shopwelspun.com” in the US. It has also launched Christy products in the US through its e-commerce partners. These initiatives have resulted in attractive sales through new channels, touching five per cent of overall sales.
Innovation and technology has become an integral part of Welspun’s DNA. From being a commodity manufacturer to a creator of unique products and experience, Welspun has evolved as a technology company and filed for 26 global patents. The company recently launched SpinTales, a new line of product, with patented augmented reality storytelling technology, for kids. By scanning the specified markers on the rug or duvet, using a tablet or smartphone, children can view characters in augmented reality.
Compiled by Rajeswari Prasad