Indo Count launches domestic bed linen brand

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Indo Count Retail Ventures Private Limited (ICRVL), a subsidiary of Mumbai-based textile manufacturer and exporter Indo Count Industries(ICI), today announced its entry into domestic bed linen market with the launch of Boutique Living range of products.

“Along with growing exports, we thought it is right time to introduce our high quality affordable products for Indian consumers. The vertically integrated manufacturing facilities make our products for domestic market affordable,” Mohit Jain managing director of Indo Count Industries said here on Wednesday.

The company currently exports bedsheets, bed linen and quilts to over 54 countries and has a production capacity of 90 million meters, which would be expanded to 120 million at its Kolhapur plant by 2020, according to Jain.

The company plans to place its Boutique Living products in over 200 outlets in the first year, including 35-40 outlets in Andhra Pradesh and Telangana. Jain said the company aims to see Boutique Living a Rs 500 crore brand in the next five years. The product range starts from Rs 2,000 per bedsheet set and goes up to Rs 8,000 for a premium category and comes in 139 product designs and themes, according to Jain.