Natural selection

ENTERPRISE

Portico, a linen brand, launches a trousseau collection and cotton spreads. Bombay Dyeing is, doubtless, watching.

"Today the belief is that the simplest way to change the way your room looks is to change the bedspread," laughs Rajiv Merchant, CEO, Portico.

And he is all set to make the most of this belief as one of the few players in the Indian market for premium bed and bath linen (it entered two years ago).

This spring, Portico's emphasis is on natural spreads. For the sophisticate, the brand is all set with an all-silk trousseau collection of bedspreads and covers. For the first-timer, the brand is offering a point-of-entry collection of cotton.

"We are a premium brand and intend on staying that way," says Merchant, convinced of the early mover's advantage in a market that's still on a development incline.

Bombay Dyeing has been working at raising consumer involvement levels for many years, but in just two years, Portico has managed to get itself just the space it needs at the upper end through a combination of design savviness and product quality.

By the nature of the products, retail ambience makes a big difference to sales, and the expansion of Shoppers' Stop and Lifestyle "" where the brand claims an 80 per cent share "" has not just given the brand access to 40 cities, it has also taken the average linen purchase price up from Rs 600 two years ago to Rs 2,500 now.

The wider opportunity is vast, with branded linen in command of only10 per cent of the market, and as fancy-format retail penetration deepens, the proportion could shoot up.

Consumer sensitivities are already evolving fast towards linen as a conscious choice. "Our main aim is to offer either technological or fashion superiority to the consumer, ideally both," says Merchant.

The brand's offer basket includes an eco-pillow that is custom shaped to suit your body and sleeping style. "If apparel can be customisable for different body sizes, why not pillows?" asks Merchant.

Overall, the business is still modest, at just over Rs 100 crore. But as Bombay Dyeing sits up and takes notice, might Portico have to spend money on brand promotion?

Well, not necessarily. Attractive advertising helps sell the idea and reinforce the belief in linen's value. At the retail level, it's the product's actual look-n-feel appeal that acts as the clincher.