Digitally Printed Home Textiles - A India Perspective
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Digitally Printed Home Textiles - A India Perspective
- 1. Leading the industry towards Innovation in Inkjet Digitally Printed Home Textiles - A India perspective Aditya Chandavarkar Founder & CEO Inkjet Forum India 1
- 2. © Inkjet Forum India 2013 Presentation Structure Indian Textile Industry Home Textiles Snapshot Adoption of Digital Textile Printing in India. Case Study - DTP Home Textiles in India Challenges/Suggestions Conclusions About us 2
- 3. © Inkjet Forum India 2013 3 Indian Textile Industry
- 4. © Inkjet Forum India 2013 Domestic Export $ 89 bn 65% 35% 14% Industrial Production 12% Exports 27% Foreign Exchange Earning Contributes 3rd Largest Exporter $ 223 bn 11% CAGR = Projected 2021 Source: Technopak 4
- 5. © Inkjet Forum India 2013 Projected Growth Source: Technopak 5
- 6. © Inkjet Forum India 2013 Advantages Manufacturing Flexibility Multi-Fibre Raw Material Capability Product Development/Design Industry Competition – Promotes Innovation Favourable Government Policies 6
- 7. © Inkjet Forum India 2013 Integrated Textile Setup India is amongst the few countries in the world which have presence across the textile value chain. 7
- 8. © Inkjet Forum India 2013 Favourable Market Demand Source: ET Retail 8
- 9. © Inkjet Forum India 2013 Home Textile Snapshot 9
- 10. © Inkjet Forum India 2013 Geographic Location of Home Textiles 10
- 11. © Inkjet Forum India 2013 Snapshot – Home Textiles in India Bed Linen 48% Towels 18% Curtains 10% Blankets 8% Upholstery 7% Kitchen Linen 6% Rugs & Carpets 3% India Domestic Home Textile Industry (2013): $ 4.2 bn (E) US $ = Rs 62 INR 11
- 12. © Inkjet Forum India 2013Source: Technopak, Welspun 12
- 13. © Inkjet Forum India 2013 Leading Home Textile Companies $ 2 bn $ 130 mn $ 270 mn$ 271 mn $ 343 mn $ 350 mn$ 548 bn $ 594 mn$ 670 mn 13
- 14. © Inkjet Forum India 2013 Adoption of DTP in India 14
- 15. © Inkjet Forum India 2013 Current Scenario – Market Market size of textile printed digitally. * Ink Consumption Average: 10 – 12 gm/lm Annual Ink Consumption $ 150 - 200 mn 500 - 6000 lm/day 15
- 16. © Inkjet Forum India 2013 Current Scenario – Equipment 16
- 17. © Inkjet Forum India 2013 OEM’s in India 17
- 18. © Inkjet Forum India 2013 Current Scenario – Inks 18
- 19. © Inkjet Forum India 2013 Ink Pricing in India 19
- 20. © Inkjet Forum India 2013 DTP Home Textile in India 20
- 21. © Inkjet Forum India 2013 DTP Home Textile in India Digitally Printed Home Textiles make up 10 – 15 % of total digital textile landscape in India. 21
- 22. © Inkjet Forum India 2013 India’s focus on mass production means the economics of digital in home textiles don’t stack up ??? 22
- 23. © Inkjet Forum India 2013 Definition of Mass Production Changing ? Before Now 51 1 23
- 24. © Inkjet Forum India 2013 Interest in domestic markets for modern designs Perfect vehicle for small /mid sized companies. Lower product life cycle cost. Lower cost of fabric manufacturing and processing. Reduces impact on environment. Positives 24
- 25. © Inkjet Forum India 2013 Success Stories 25
- 26. © Inkjet Forum India 2013 First Home Textile manufacturer to have a fully functional digital printing setup in India. Digital Printed Output: 1.2 – 1.5 million lm/year Products Manufactured: Curtains, Bed Linen, Upholstery, Wallpaper Technology: 26
- 27. © Inkjet Forum India 2013 27
- 28. © Inkjet Forum India 2013 Technology Clients US $75 million and it exports to regions across the world like North America, Europe, Australia, Japan and East Asia. Digital Printed Output: 0.7 – 0.9 million lm/year Products Manufactured: Cushions, Curtains, Kitchen, Table Linen & Throws 28
- 29. © Inkjet Forum India 2013 Kabadi Shankarsa & Co. Digital Printed Output: 35% of Total Production Products Manufactured: Cushion Covers, Curtains, Kitchen, Table Linen & Scarfs. Technology Clients 29
- 30. © Inkjet Forum India 2013 Challenges/Suggestions 30
- 31. © Inkjet Forum India 2013 Challenges Understanding of DTP cost model Marketing Strategy Training & Knowledge of technology. Confidence in Technology Consistency in Pre/Post-Treatment of Fabrics. 31
- 32. © Inkjet Forum India 2013 Recommendations Skill upgradation/training for stakeholders Responsibility from Technology Supplier – Technical service & support. Change of Business Model/Mindset from PSPs Design Combinations – Traditional Indian Art + Digital Pigment ink based systems for Home Textile 32
- 33. © Inkjet Forum India 2013 Exploring E-commerce E-commerce in India will grow @ 75% CAGR over the next decade, and likely to reach US$ 60-75 Billion by 2020. Home textiles very suitable products for E-commerce channel - No challenge on size / fit - Less issues with “touch and feel” - Easy to pack and ship 33
- 34. © Inkjet Forum India 2013 Conclusions 34
- 35. © Inkjet Forum India 2013 India has potential to utilise inherent strengths in textile industry to become a leader in digital textile printing Training and Technical/Application Support will be major catalysts for growth Business’s need to re-think marketing and branding strategies. 35
Notes de l'éditeur
- Digital textile printing industry is currently at a tipping point Companies with Entry Level printers are investing in Production Level Printers. Composite mills budgeting for DTP in next F.Y
- (Around 30 machines – Reggiani, MS JP5 Evo, MS JP6, MS JP7, VEGA Kyocera)
- Top Installed – Mimaki, MS, La Meccanica, Atexco Rest – KM, Regianni, DGI, Kornit, Ichinose, Zimmer, Durst New Entrants: ITE, Durst, Konica Minolta Nassenger Series
- Pricing will depend on policies by companies New companies entering India – Solunaris, Dystar Local Dye/pigment manufacturers in various stages of developments for inks. We feel that ink prices will be stable in this year owing to increase is cost of raw materials & labour. Additionally continuous development of the printing machines leads to ink companies investing in R & D to manufacture inks which are compatible with the printing speeds. All these factors However we will always see a range of ink products depending on the budget of the end user as we see in all technologies across industries. We at Inkjet Forum India feel that the price of inks should not be the real motivator for growth of the Digital Textile Printing Industry.
- Companies taking first steps. Marketing structure and mindset needs to be correct Smaller scale companies more enterprising in digital due to speed to market and less fixed costs The top 5 companies in India have not moved into digital yet. Companies in India are targeting niche lines with designers and retailers e.g Walmart, Ikea, etc
- With the recent evolution of retail and the needs of new designs faster. Diverse designs are required for the same amount of run lengths as before. The lead times from manufacturer to retail have also reduced. For above the scenario the screen cost will make it quite un-attractive and digital will be a very lucrative opportunity. The marketing and design teams in a digital textile printing based companies have to work harder compared to companies doing conventional printing as there is a need to cater to a larger customer base as you have to work with shorter run lengths. The conventional 80 – 20 business model will not work in this case. Recently the consumers and brands are demanding for Mass customised products and with the advent of e-retail a completely new revenue streams can be developed by companies. The business strategies have to be tailor made for the digital business and cannot be adapted from old business models. - Ink cost needs to reach a viable pricing with good ink quality. - 5 – 10 times growth potential - Cache 22 for the ink cost Support is an issue and lack of local OEMs and inks
- Tier II & III cities in India are showing interest in modern designs and purchasing power has increased with favourable demographics. Perfect vehicle for small /mid sized companies to capitalise on flexibility and adopt speed of change. Overall product cost is still lower compared to USA or Europe in India (Production + Stitching + Packaging).
- 3rd Largest Curtain and upholstery manufacturer in the world Fully Robotized Warehousing: Comprises everything from stocking to packaging to dispatch. It is the first of its kind in the textile industry in India. Wider Width Capability, Own brand, strong marketing strategy which is digital specific, Brand recall
- This marketing strategy as made Ddecor a household name in India with great brand recall. Their B2C approach compared to the B2B approach by their competitors has kept their profitability considerably higher. The brand roped in tinsel town’s most talked about couple, Shah Rukh Khan and Gauri, as its brand endorsers. Further, the focus of the communication is on the woman of the house, whose decision reigns supreme when it comes to decorating her house, even if the husband is a superstar like Khan. From an insignificant presence in the Indian home décor space to a strong brand name, upholstery fabrics and curtains manufacturer, D Décor has come a long way.
- The company is vertically integrated, having a factory area, inclusive of storage of raw material, dyeing and manufacturing facilities, packaging and material handling space, of more than 1.6 million sq.ft.