Ruia Home Opens Office in New York

New York — Ruia Home, an India-based vertical manufacturer of floor coverings and kitchen/tabletop, has opened a U.S. office and showroom in Suite 619 at the 295 building on 5th Avenue here.

Ruia has been supplying product to the U.S. market for close to 15 years, the company said. Key product categories include bath rugs, area rugs (including scatter/accent), kitchen textiles, and table linens.

There is a clear paradigm shift in the marketplace which dictates that retailers buy direct from manufacturers overseas, the company. Ruia's strategy is to provide retailers with factory-direct pricing while offering product that is designed in the U.S.A. for the North American marketplace, in line with the latest color and design trends for the region.

"A sales office located in Toronto, Canada provides a 'human presence' which we feel is very important to conducting business with an overseas company," said Ajay Ruia, principal of the Ruia Exports Ltd. division.

The company's manufacturing facilities in India are approved by major retailers in terms of social compliance and systems to ensure efficient operations, Ruia added, noting the new showroom will be staffed with executives prepared to help customers develop competitive, tailored merchandise programs.