Which company has forayed into the mass market with its quik dry towels?
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Making towels in India
Dry run
The story of India’s biggest maker of towels, and their journey from cotton field to big-box store, offers lessons for other manufacturers
Print version | Business
Jul 9th 2015
IN THE main office building at Welspun’s factory in Anjar, in the west of India, there is a replica of the showroom in New York where, twice a year, its sales staff pitch marketing ideas to buyers from American retailing chains. The room is laid out as if it were the home-textiles department of a large store. One wall is covered floor-to-ceiling with shelves subdivided into squares and neatly stacked with bath-towels in a few basic colours. The pricier towels with fluffier pile, elaborate borders and exotic shades are arranged artfully on tables just in front.
The towels on display have many brand labels but all are made by Welspun. A big-box retailer or department store typically relies on a sole supplier for towels and bedding: that firm is said to “own the wall”. Welspun owns the wall at some of America’s best-known chains, including Walmart, Costco, Target and Macy’s. One in every seven towels sold in America is made either at Anjar or at Welspun’s smaller factory in Vapi, a few hours’ drive from Mumbai, India’s commercial capital. In Europe Welspun also supplies IKEA, as well as John Lewis, a posh British department-store chain.
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