The bed and bath furnishing products have shed their traditional image to sport trendy looks, thanks to the Western lifestyle and influence of television serials most of which have impeccably decorated homes.
"Towels and bedsheets are no longer perceived as 'commodities', they are now viewed as fashion products", says CEO, Domestic Division, Creative Portico, Rajiv Merchant.
The company which is into bed and bath soft furnishing aims to make a business out of the changing lifestyle of the consumers and targets urban women in the 25-40 age group.
"Out of the current estimated Rs 6,000 crore market, Rs 400 crore is the organised one, with still a large chunk being unorganised, but slowly moving to the organised sector," says Merchant. "Nowadays brands are everything. A consumer wants a brand in every segment of his life", he adds. "Some years ago a family used one towel for an year and a bed-sheet for half the year as well. But now that is changing", says Naina from Welspun, leading home furnishing firm.
The shift in branded products is apparent in metros but tier-two and three cities are catching up as well. "The consumer, who is influenced by soap operas, wants to replicate those bedrooms and bathrooms and is now looking for branded stuff even in tier-two and three cities", adds Naina.