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Exploring Untapped Opportunities in Indian Textiles

18 May 2023, Mumbai

The time is now for change. Success & Change go hand in hand. As a result of recent leadership changes, India's appearance is changing.

The storied Indian textile industry has finally come to terms with the fact that change is unavoidable and moving in a new direction. 

What all you need to know

One of India's oldest businesses, Indian textiles have a rich history dating back to ancient times, with a diverse range of techniques and styles. The sector enjoys a clear-cut credible distinction of playing a considerable role in building India's economy and cultural identity.

Technical textiles in the sweet spot

Entrepreneurs are already turning away from traditional textiles and considering investing in technical textiles, which are the future textiles. Many technological textile projects have recently come to mind. Even though India is the world's second-largest textile economy behind China, our contribution to the rapidly expanding technical textile market is insignificant. 

Case of missed opportunity

This is a sobering reminder of how far behind the technical textile sector's curve is. The penetration of our roots into technical textile areas like pack tech (36%), clothtech, and hometech is another sobering reality about the Indian specialized textile market. <p>

Even though these categories produce highly technical textile items with significant growth, the final products' monetary value is relatively modest. On the other hand, Mobitech, a high-value product, dominates the global market for technical textiles with a 23% share, followed by Indutech and Sportech.<p>

Use case

Given the enormous expansion in the automobile industry, the vast potential of the Mobitech sector is clear to the layperson when it comes to demand-supply analysis. The demand for cars is rising daily due to a developing economy, increased disposable income, and a rising standard of living.  

While 36 lakh automobiles were created in India in 2016, approximately 7.2 crore cars were made worldwide. One of the biggest automobile industries in the world is in India. Its share of the nation's Gross Domestic Product (GDP) is 7.1%. 

During FY06–16, the commercial vehicle segment grew at a CAGR of 9.4%, and the passenger vehicle segment at a CAGR of 10.09%. 

Since cars are considered a status symbol in India, there is an ever-increasing demand for them. Recently, this demand has intensified due to the introduction of rental car services, as more people have access to them.

Sunrise sector

In addition to the enormous demand for automotive necessities like seat covers, car flooring, seat belts, etc. The need for airbags has recently increased along with people's awareness of their safety. Today, people place a high priority on security. 

Gone are the days when people insisted on buying cars without airbags to get them for a reasonable price. There are cars on the market right now that are only advertised based on how many airbags they have, protecting as many passengers as possible.

In India, the government recently mandated that all cars have airbags and three other safety features starting in October 2017 to protect the occupants from accidents. 

Due to the lack of airbags in most of today's cheap cars, like the Alto, Aeon, Santro, Nano, and the Datsun GO, this need will drastically boost the demand for airbags. 

A minimum requirement of 2 airbags per automobile in vehicles with the highest market dominance in India may ultimately result in a sizable market for airbag manufacturers.

Sunset or sunrise?

Context setting; All is not hunky dory here in India's textile space, once upon a time the sector which was construed to be a global leader is losing its sheen/colour owing to ever-increasing competition and lack of innovations required to keep its growth and help maintain its existing status.

Differentiability

PLI Scheme for textiles is designed to fuel & spur the sector's growth prospects augmenting India's Textile Sector producing capabilities and harnessing exports' heft with an allocated capital outlay of Rs 10,683 crore through the next five-year period we have to stress here that it has been the game changer in some of the sectors where PLI schemes have been introduced. 

Textile Industries Poised for Growth: PLI Scheme to Generate Jobs and Boost Turnover

India's textile industries are set to experience a significant upturn with the implementation of the Production Linked Incentive (PLI) Scheme. 

This strategic move by the government aims to reestablish India's dominance in the global textile trade while creating a favorable environment for Indian companies to emerge as global champions.

Potential limitless; One of the key benefits of the scheme is the generation of over 7.5 lakh jobs directly, with the potential to create several lakhs more employment opportunities in supporting activities. Notably, the scheme is designed to encourage the active participation of women, paving the way for their increased involvement in the industry.

The PLI Scheme comes with substantial incentives, amounting to Rs. 10,683 crores over a span of five years.

These incentives will act as a catalyst for fresh investments, projected to exceed Rs. 19,000 crores. Moreover, the scheme is expected to drive an additional production turnover of over Rs. 3 lakh crore in the span of five years, further boosting the textile sector's economic growth.

Inclusive growth

With a focus on inclusivity, the scheme prioritizes investment in Aspirational Districts and Tier 3/4 towns, ensuring that the benefits reach regions beyond major cities. States such as Gujarat, Uttar Pradesh, Maharashtra, Tamil Nadu, Punjab, Andhra Pradesh, Telangana, Odisha, and others are expected to experience significant positive impacts from the scheme, revitalizing their textile industries.

Through leveraging economies of scale and providing a supportive ecosystem, the PLI Scheme sets the stage for a thriving textile sector in India. 

With increased investments, job creation, and enhanced turnover, India is poised to regain its position as a global leader in the textile trade, benefiting both the industry and the economy as a whole.

COVID-19's Impact on Indian Textiles

The COVID-19 pandemic has caused widespread disruption and challenges across various sectors, including the textile industry in India. 

This study aims to examine the implications of the pandemic on the demand and supply sides of the textile sector, highlighting major issues and challenges faced. 

By analyzing secondary data from reputable sources, the study emphasizes the need for innovative approaches to navigating this crisis. 

Incentives galore

Suggestions include providing tax compliance relaxation for small-scale segments and implementing comprehensive financial relief packages tailored to the export- and labor-intensive nature of the industry.

Future research is encouraged to further explore the long-term effects of the pandemic and develop effective strategies. This study serves as a foundation for future investigations and supports policymakers in preparing for unforeseen crises in the textile industry.

Global tailwinds

Can India pull it off as the 'China Plus One Global Strategy' is putting India on an Upward Growth trajectory provided all the hands are on deck?

With increasing demand from sectors such as healthcare, automotive, and construction, the industry is projected to generate exports worth $40 billion by 2025.

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Cotton Revolution: Better Cotton Initiative Unveiled

17 May 2023, Mumbai

Better Cotton, one of the world's leading cotton sustainability initiatives, has taken a significant step forward by signing a Memorandum of Understanding (MoU) with Tajikistan, making it the first Central Asian country to join forces and promote the production of sustainable cotton. 

What all you need to know

Momentous

The MoU was formalized during the Tajikistan Investment and Development Forum held in London, aiming to bolster sustainable cotton production in Tajikistan while prioritizing environmental and social outcomes as well as overall agricultural sustainability.

Both Better Cotton and Tajikistan will collaborate on developing a strategic roadmap for sustainable cotton production in the country, aligning with the Better Cotton Standard System and global market requirements. 

This partnership marks an important milestone, as Tajikistan becomes the inaugural Central Asian nation to engage with the Better Cotton Initiative. 

With 1,057 licensed farmers already on board and producing 14,000 tons of better cotton across 14,000 hectares of land, Tajikistan's cotton farming sector is primed for further growth and support.

Nuts & bolts

As part of its commitment to sustainability, Better Cotton has also provided input to the United States Federal Trade Commission (FTC) regarding its Guides for the Use of Environmental Marketing Claims (Green Guides). 

The FTC, a bipartisan federal agency dedicated to consumer protection, established the Green Guides in 1992 to ensure that companies' claims about product sustainability are accurate and backed by evidence. 

Periodically updated to align with contemporary standards, the Green Guides offer comprehensive guidelines for environmental marketing claims, including methods for substantiating claims and ways to prevent consumer deception.

Better Cotton Initiative's Input to FTC Guidelines

Better Cotton actively participated in the ongoing review process, striving to ensure that the FTC's guidelines acknowledge the agricultural aspect of cotton production and recognize progress at the field level. 

The organization's Claims Framework, a key component of the Better Cotton Standard System (BCSS), assists eligible members in transparently and credibly communicating their commitment to Better Cotton.

Recos

While supporting the FTC's initiative to establish a common framework for credible and accurate sustainability communication by US companies, Better Cotton recommends enhancing the existing guidance. 

Rather than mandating a single standardized methodology, such as lifecycle analysis (LCA) or product environmental footprints (PEF), for substantiating claims, Better Cotton suggests including examples of substantiation using various methods. 

It argues that no one-size-fits-all methodology can adequately cover all relevant impact categories for every product type.

Navigating Environmental Claims

Furthermore, implementing a single methodology like LCA poses challenges when applied to an agricultural context. If the revised Guides adopt this approach, it would hinder trusted sustainability schemes and their labels from providing environmental marketing claims for their members. 

Better Cotton advocates for flexibility in substantiation methods to accommodate diverse products and impact categories, ensuring a fair competitive environment for businesses while empowering them to communicate ambitious sustainability goals to an increasingly eco-conscious consumer base.

Better Cotton Initiative (BCI): SDGs are central to the 2030 Agenda for Sustainable Development

BCI benchmarks Greek certification as equivalent to its own standards; Through the Better Cotton Standard System, the sector aims to embed social, environmental, and economic sustainability into cotton production around the globe. 

Better Cotton embraces the SDGs holistically and is inspired to be part of a global community working to make the world a better place.

Vision:

Better Cotton Initiative (BCI) aspires to achieve global sustainability in cotton production, ensuring that all cotton is cultivated using sustainable practices.

Mission

BCI's mission is to enhance worldwide cotton production for the benefit of farmers, the environment, and the industry's future. 

BCI fosters collaboration among stakeholders across the cotton supply chain, driving measurable and ongoing improvements in environmental impact, the well-being of farming communities, and the economic growth of cotton-producing regions.

Insights

Recognizing the interconnected nature of the cotton industry and its stakeholders, BCI emphasizes cooperation and shared responsibility. 

By instigating positive and lasting changes, BCI addresses environmental and social challenges associated with cotton production.

Technical Analysis

BCI employs sustainable practices encompassing pesticide reduction, water conservation, biodiversity protection, and improved livelihoods for cotton farmers. Through its comprehensive framework, BCI facilitates the adoption of these practices and encourages continuous improvement. 

This approach aligns with BCI's mission to transform the cotton industry into a more sustainable and equitable sector.

Scope of BCI

The Better Cotton Initiative (BCI) has recently conducted a comprehensive study in India, in collaboration with Wageningen University and Research from 2019 to 2022, to assess the impact of their program on cotton farming. 

The study, titled 'Towards more sustainable cotton farming in India,' highlights the remarkable benefits experienced by Better Cotton farmers in the region. 

By implementing BCI's recommended agricultural practices, these farmers have achieved notable improvements in profitability, reduced reliance on synthetic inputs, and overall sustainability in their farming methods.

Construct

The findings of the study provide compelling evidence of the positive outcomes resulting from the adoption of Better Cotton's sustainable practices. 

Notably, the implementation of these practices has led to enhanced financial viability for cotton farmers, contributing to their long-term economic stability. 

By embracing environmentally friendly techniques, farmers have been able to decrease their dependence on synthetic inputs, thereby minimizing their environmental impact and promoting ecological balance.

Helicopter view

Furthermore, the study emphasizes the holistic approach of the Better Cotton program, which prioritizes not only economic gains but also ecological preservation and social well-being. 

By following the recommended practices, Better Cotton farmers actively contribute to the preservation of natural resources, the reduction of negative impacts on ecosystems, and the promotion of biodiversity.

The research conducted by Wageningen University and Research serves as a significant milestone in validating the effectiveness and value of the Better Cotton program in India. 

Providing valuable insights

It offers valuable insights for policymakers, stakeholders, and the agricultural community, providing a roadmap for promoting sustainable farming practices and ensuring the long-term resilience of the cotton industry.

The study's findings not only highlight the benefits for Better Cotton farmers but also underscore the potential for broader adoption of sustainable practices within the cotton industry. 

By embracing the principles and guidelines set by Better Cotton, the entire sector can strive towards a more sustainable and environmentally conscious approach to cotton farming, benefiting farmers, consumers, and the planet.

Sustainable Synergy

As the Better Cotton program continues to grow and make an impact, studies like these serve as a reminder of the transformative power of sustainable farming practices. 

By supporting and empowering farmers to adopt sustainable approaches, initiatives such as Better Cotton play a crucial role in reshaping the cotton industry and paving the way for a greener and socially responsible future.

Better Cotton, the largest cotton sustainability initiative in the world, has updated its Principles & Criteria (P&C) to ensure continuous improvement and sustainability impact at the field-level.

The P&C establishes the requirements farmers must comply with to obtain a license and sell their cotton as “Better Cotton.” More than two million farmers worldwide hold a license under this initiative.

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Social Platforms: Shaping Apparel Sector Prospects with Influence

18 May 2023, Mumbai

Social media has become a powerful tool for apparel companies to extend their selling promotional campaigns and boost sales.

By leveraging various social media platforms, retailers can create personalized customer journeys based on age groups and socioeconomic levels, allowing them to develop effective strategies for selling their products.

What all you need to know

It's crucial for apparel retailers not to rely solely on a single social platform but instead understand what works best where, when, and how.
Tailwinds
Leading the social media bandwagon are platforms like Facebook, Instagram, and TikTok. Analysts predict that social media-driven orders in the US alone could reach $130 billion by 2026, with even higher figures anticipated in Asian countries.
Mark Zuckerberg's announcement of Facebook's foray into e-commerce in 2019, followed by the launch of features like Checkout and Shops, provided retail companies with the opportunity to engage directly with customers at various stages of the customer lifecycle, enabling global sales of apparel and accessories.
The pandemic was a catalyst
The pandemic further accelerated the growth of social commerce, as shopping shifted predominantly online. Even in the post-pandemic era, apparel brands are learning to integrate social commerce intelligently without cannibalizing their own website sales.
The global retail market recognizes the power and reach of influencer marketing, with analysts projecting a 25% annual growth of the Indian retail market, making it a Rs 2,000 crore industry by 2025.
Retailers worldwide are collaborating with macro and micro-influencers to generate buzz around products, drive sales, and create customized promo codes and discounts.
TikTok generation
In Asia, platforms like TikTok, Pinterest, and Poshmark are particularly popular among younger generations, and they continue to enhance their commercial features.

Instagram, in particular, has become a valuable platform for apparel retailers, facilitating social selling through impulse buying and peer pressure.
Markets in Asia, with their large populations of aspirational youth, have witnessed successful integration of social media and e-commerce, while sales in the West have seen slower growth.
Brands such as Perelel, Modern Picnic, and Rhone have leveraged Instagram and other live-selling platforms to advertise products and launch new collections, tapping into the power of social media influencers.
Transitional idea
Social media has significantly transformed communication patterns, especially among technologically inclined millennials. This articlr delves into the impact of social media on business communications, specifically focusing on the fashion apparel and accessories industries.
Employing a social constructivist perspective and an inductive and embedded case study strategy, the study explores how the evolution of social media platforms has influenced brand perceptions.
Shaping the future
Drawing upon social identity theory, the paper emphasizes the role of fashion brands' online presence in shaping customers' social identities through brand associations.

It reveals that customers develop perceptions of brands based on the functional and symbolic benefits promised by these brands on social media platforms. This underscores the importance of social media in fostering brand-customer relationships and enriching social identities.
Observations
While the study concentrates on specialized marketing activity in the UK, conducting a broader international study would enhance the generalizability of the findings. The practical implications of the paper lie in comprehending the roles of social media and identity in designing effective marketing communication programs.
Multinational corporations have embraced social media platforms to contribute content to their followers, reflecting the influence of social media on contemporary business practices.
The research methodology involved reaching out to potential participants through social networking sites, emails, and telephone. A total of 22 participants, with an average age of 26, agreed to take part and provided valuable insights through open-ended questionnaires and in-depth interviews.
The study highlights the evolving marketing landscape shaped by social media interactions among consumers.

Businesses actively engage with social media platforms to gauge consumer responses, as these interactions and discussions shape brand image and influence purchase intentions.
The study uncovers that firm-created content affects the functional brand image, while user-generated content impacts brand awareness and hedonic brand image. Ultimately, brand attitude and purchase intention are influenced by brand awareness and hedonic brand image.
Youthful & divergent demographics
Asia has witnessed the fusion of social media and e-commerce, with sales through social platforms surpassing $400 billion in China compared to $53 billion in the US in 2022, according to Coresight Research.
Live shopping, where brands sell products through live streams and engage with audiences in real-time, accounted for $190 billion in online sales in China last year, whereas it was only $20 billion in the US.

Analysts suggest that embracing live shopping in the US could increase brand popularity and strengthen connections with both new and returning customers.
Maximizing Brand Impact in Evolving Social Media
Brands now recognize the growing influence of social platforms in boosting online sales.

With the majority of social media users being millennials who are comfortable with online shopping, brands must understand that they are already operating within the realm where consumers spend their time.
The key lies in intelligently converting that time into actions that lead to sales and ensure the success of their business.

By harnessing the potential of social media, apparel retailers can tap into this consumer base and keep their cash registers ringing.

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Indian Apparel Industry Shows Signs of Recovery from COVID-19 Impact

17 May 2023, Mumbai

The Indian textile and apparel industry's sales and EBIDTA drastically decreased in the first half of FY 21. However, there have been indications of a remarkable rebound as of Q2 FY21. The covid-19 pandemic hurt the textile industry's sales and profitability.
Historical view
Due to the pandemic, the Wazir Textile Index (WTI) had a sharp decline in revenues and EBIDTA in H1 FY21. Compared to H1 FY20, overall sales in H1 FY21 decreased by 36%. Compared to H1 FY20, the overall EBITDA fell by 58% in the first half of FY21. Costs associated with labor and raw materials (RM) fell by 36% and 23%, respectively, over the same period.
About the market performance of the Indian textiles industry, the most recent edition of the WTI, which includes the highlights of the cumulative financial performance of the top Indian textile businesses, has recently been released for H1 FY21.
Snapshot
The WTI reports that the combined sales of the top 10 companies were $12,934 crore in the first quarter of FY21 as opposed to $20,235 crore in the same period last year, a decrease of 36%.

For the top corporations chosen, the average EBITDA margin fell by 4.5 percentage points in H1 FY21 compared to H1 FY20. Compared to the same time in the prior fiscal year, the average personnel cost climbed by 2.3 percentage points in H1 FY21, while the average RM cost declined by 0.3 percentage points.
India's GDP shrank by a record 15.8% in the first half of FY21, falling from $71.3 lakh crore same as last year to $60 lakh crore.
Titbits
Comparing H1 FY21 to H1 FY20, the average Index of Industrial Production (IIP) for garments declined by 47%, while that for textiles experienced a significant decline of 44%. Compared to H1 FY20, the Wholesale Price Index (WPI) for textiles fell by 4% in H1 FY21, while the WPI for garments fell by 0.4%.
The exports of textiles and apparel (T&A) fell by 29% from H1 FY20 to $11.9 billion in H1 FY21. The most significant drops, at 49% and 39%, were seen in the exports of filament and clothing, respectively. With a combined share of 57%, the US, EU-28, and UAE continue to be India's leading export markets for T&A products.
Due to an increase in cotton exports in response to the US embargo on acquiring cotton goods from China, fiber exports in Q2 FY21 showed a considerable recovery of 78% yearly. Exports of home textiles experienced a steady recovery in Q2, driven by solid hygiene and wellness demand in the US and EU.
The current crisis has caused the clothing industry to undergo a "refresh" period. The stakeholders never anticipated the pandemic's duration or effects. As change is necessary for every industry, it is time to deal with the crisis using several managerial methods to help it recover.
This section offers a series of recommendations especially suited for the Indian context while considering the industry's size. An extensive value chain may be seen in the Indian market.

The economy sustains everything, from the primary component to the ultimate consumer.
Big box shops significantly increased their market share in the past ten years because they were better at designing fashion products and had higher social standing.
The winner takes it all
Major markets in major cities were taken over by foreign brands, forcing domestic brands to relocate to smaller towns to stay in business. Through its Make in India (2014) efforts, the Indian government has consistently emphasized domestic goods.
These programs were developed to support Indian entrepreneurs and fight against imports and foreign brands. A present shift in the market serves as a good illustration; due to the pandemic, Indian firms have completely stopped importing goods from China.
Spar over borders
Due to political unrest, 118 Chinese apps, including TikTok and Shareit, were also blocked. Consumer attitude toward local brands has been sparked across industries by this movement.

Still, for businesses to capture market share, they must create fashionable goods that are both trendy and unique.
With a population of over a billion, the Indian consumer market is pretty sizable. The industry may experience typical growth in the desired amount of time if provided with the correct goods.
The entire value chain will begin to recover from the crisis and stop depending on imports once local fashion products become popular in the market.

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