Vigneshwara Exports Ltd.
BOMBAY, India—One of India’s top three home textiles producers, Vigneshwara Exports Ltd., has ambitious goals for global expansion, targeting the United States for substantial growth.
Established in 1985 by the Poddar family, Vigneshwara Exports is the flagship division of the privately owned and operated Vigneshwara Group. The company produces a wide variety of home textiles, including sheet sets; duvet covers; comforters and comforter sets; embellished, hand-quilted and machine-quilted coverlets; curtains; shower curtains; decorative pillows and accessories.
The export trade accounts for nearly 95 percent of Vigneshwara’s annual sales of US $41 million, with the European market representing about 80 percent of the company’s business. The U.S. and Canada are a relatively new and rapidly growing market for Vigneshwara, which expects its North American business to grow to US $25 million by March 2009.
Vigneshwara is well known for offering “affordable luxury” to the international market, presenting a combination of exquisite designs, impeccable quality and competitive prices. Vigneshwara’s products are distributed through a wide range of channels, including better mass merchant lines and upscale branded programs.
The company has received numerous national awards for export excellence from various industry associations in India, and also has been recognized by the Indian government. The company’s manufacturing facilities have received both ISO 9001 and Oeko-Tex 100 certification.
Vigneshwara operates a vertically integrated mill covering 50,000 square meters on 34 acres of land with more than 650 employees handling weaving, dyeing, printing, finishing and cut-and-sew operations under one roof. The company is currently investing more than US $45 million in new European machinery and equipment for the mill, including Picanol airjet weaving equipment, German Goller continuous bleaching machinery, Bruckener continuous dyeing machinery and Reggiani rotary and panel printers. This investment will increase Vigneshwara’s manufacturing capacity to 3.6 million meters of fabric monthly, and 450,000 sheet sets, duvets and comforters monthly.
Supply chain management and perceived value are critical to Vigneshwara’s success. The company prides itself on its flexibility and speed, offering its customers the options of large, bulk runs of competitively priced products from its India factory, and also smaller production runs through its partnership with a manufacturer in Italy.
Vigneshwara maintains two design studios to serve the international market. The company has one design studio with four designers in the U.K., and a separate product development team and design studio with seven designers in India. Vigneshwara works closely with its customers to tailor designs and colorations to their needs. The company has achieved great success in Europe through its partnership approach to the business, and is using this pattern as a model for approaching the American marketplace.
For Your Information:
Key contact: Mahendra Poddar, executive director
Web site: www.vigneshwara.com