VTM Limited, a division of the prestigious Thiagarajar Group in Madurai, is revolutionizing the home textiles industry with its innovative approach to sustainable and luxury products. Under the leadership of Ms. Visalakshi “Sala” Kannan, Director of the Home Textiles Business, the company has carved a niche in the global market in just a few short years. In this interview, Ms. Kannan shares insights about VTM Limited journey into home textiles, the values driving their growth, and future aspirations.
A Strategic Foray into Home Textiles
VTM Limited venture into home textiles was born out of a desire to move up the value chain. Already renowned for its spinning and weaving capabilities, the company saw home textiles as a natural extension. “We identified a white space in the export market,” explains Ms. Kannan. “Home textiles allowed us to leverage our expertise in weaving while adding value to our gray fabrics.”
While apparel could have been an alternative, the leadership chose home textiles for its alignment with the company’s strengths and emerging trends. “The post-COVID shift towards healthier and eco-conscious living created a significant opportunity,” she adds.
Eco-Luxury: A Core Offering
At the heart of VTM Limited’s product range is eco-luxury—high-end, ethically produced home textiles crafted from organic and alternative fibers like organic cotton, Tencel, and bamboo. “Our customers seek well-made products free of Hazardous chemicals from ethical manufacturers. We cater to this demand with certified sustainable practices,” Ms. Kannan elaborates.
VTM Limited offers a variety of products, including luxury sheet sets, blankets, and spa textiles. The company’s focus on healthier, sustainable choices reflects a broader societal shift in consumer preferences post-pandemic.
Infrastructure and Market Reach
VTM Limited operates with a robust manufacturing infrastructure, sourcing woven gray fabric from its group Limited and processing it at partner facilities. The products are then stitched at the company’s made ups unit.
To meet growing demand, VTM Limited is constructing a 100,000-square-foot facility with sustainability at its core. The company is also exploring the Indian market, recognizing its potential to mirror global trends with localized adaptations.
Ms. Kannan emphasizes the importance of infrastructure in driving India’s textile growth. “If we address infrastructure challenges, the sky is the limit,” she states confidently.
Catering primarily to the US market, with additional customers in the UK and Australia, VTM Limited has rapidly scaled its operations. Although Ms. Kannan refrains from naming specific clients due to confidentiality agreements, she emphasizes the company’s strategic partnerships with large online retailers.
Sustainability at the Forefront
Sustainability is not just a buzzword for VTM Limited; it’s a commitment. The company integrates energy-efficient solar panels, water recycling, and eco-friendly processes across its operations. Even the packaging is compostable. “Circularity is the future,” asserts Ms. Kannan, highlighting efforts to recycle textiles and repurpose production waste into new products.
Traceability and transparency are key pillars of the company’s ESG strategy. Customers can scan QR codes to trace the environmental footprint of their products, thanks to a collaboration with Green Story, an innovative environmental data platform.
Expanding Horizons and Heimtextil Frankfurt
Heimtextil Frankfurt, the world’s leading trade fair for home textiles, has been a game-changer for VTM Limited. “The exposure and networking opportunities are unparalleled,” says Ms. Kannan. By participating regularly, the company has gained insights into global trends and showcased its technical expertise to solve customer challenges.
This year, VTM Limited plans to unveil a groundbreaking fabric developed entirely in-house. “It’s sensory-driven and crafted for tactile luxury,” hints Ms. Kannan.
Leader with a Global Perspective
Ms. Kannan brings a unique blend of global experience and family heritage to her role. With degrees in economics from Cambridge and years of experience in finance and business development, she has positioned VTM Limited as a trusted partner in the home textiles industry.
Reflecting on her journey, she notes, “This was an opportunity to make something my own while contributing to the family legacy. I wanted to bring all my learnings to create a business that is innovative and impactful.”
Vision for Sustainable Growth
In just a few years, VTM Limited has emerged as a name to reckon in sustainable home textiles, blending tradition with innovation. As the company continues to expand and embrace global opportunities, its commitment to ethical practices and customer-centric solutions sets it apart. With a focus on circularity, transparency, and luxury, VTM Limited is not just making in India—it’s making for the world.
