Textile firms smell a new line of business

Specialised fabrics are slowly making an entry in the Indian markets. Quite a few number of textile players have introduced branded perfumed clothes made with specialised fabrics for the Indian consumers.

The garments include aroma-emitting t-shirts, anti-bacterial underwears and perfumed lingeries. While some companies are sourcing them from abroad, other players are manufacturing them here with the help of foreign technology.

Microscopic capsules with special properties are included in the fabrics and these capsules release distinctive fragrances when one brushes against the fabric. And even if garments made of these special fabric might cost as much as 50 per cent more than the normal one, textile players are hopeful that they will find customers.

"It is a niche product with a good scope in the Indian markets," says Navin Kumar Tayal, chairman, Eskay K'n'IT. Eskay K'n'IT markets specialised t-shirts and underwears under its two brands, League and Assets.

It also supplies garments to retail chains of Shoppers Stop, Pantaloon and Westside. There are at least 25-30 different aromas that customers can choose from, including aromas of jasmine, mint and apple, said Tayal.

"Moreover, the garment one is wearing can even increase the vitamin levels. For instance, an aloe-vera t-shirt can increase nourishment level and so would a vitamin t-shirt," added Tayal.

Alok Industries too has in its portfolio niche products like water repellent fabrics, for the rainy seasons, and soil-free fabrics for those interested in gardening.

"However, these are not mass products and are mostly good for the gallery," Dilip Jiwrajka, managing director said.

Nevertheless, these products have managed to enter the home textile segment too. Portico has launched anti-microbial bed sheets and anti-mite and anti-bacteria pillows in the markets.

One of the latest to hit the markets is the glow-in-dark bedsheets. "The moon and star designs on the sheet will glow in the dark. It is popular among children," says Rajiv Merchant, CEO.

"These specialised products constitute about 10 per cent of our products. But with customers now used to different standards, the segment has the scope to become big one or two years down the line," Merchant added.