Upgrading Indian living rooms
New Delhi, Delhi, October 30, 2012: “It is fascinating to see how every home can change the way it looks and feels with just a small makeover – with art that adorns its floors…Rugs! In fact this is one of the smallest ever investment to make in one’s home to give it a welcoming and attractive feel. This is what drives Ambadi’s mission of upgrading Indian homes and making every Indian home beautiful,”Vishy Shenoy, Vice President & Business Head, Ambadi.
Ambadi Enterprises, a part of the renowned Murugappa Group and one of India’s largest exporters of home linen and floor coverings, today announced the launch of their brand of European rugs, created in collaboration with McThree Carpets of Belgium. For decades Ambadi has been on the forefront of the home decor industry, by merging their traditional skills and modern designs, which are sought after by leading European and US retail brands. Now with this new brand of international floor coverings, Ambadi is all set to storm the Indian market with an intention to make every Indian home fashionable.
Announcing the launch, Mr. Sridhar Ganesh, Director, Murugappa Corporate Board said, “Murugappa Group is delighted to bring to discerning Indian consumers world quality rugs in association with McThree, Belgium. Our Group companies have made a success of bringing a different experience to the consumers at the retail level. For instance TI Cycles were pioneers in bringing world class cycle buying experience through its country wide network. Coromandel has scripted success in rural agri products and services retail in Andhra Pradesh and Karnataka. We believe Ambadi would also succeed in this venture with its differentiated designs.”
Speaking on the occasion Vishy Shenoy, Vice President& Business Head, Ambadi said, “Ambadi exports to over 22 countries across the globe. After making our mark globally in countries like USA, Germany, UK, Italy etc, we intend to create our presence in the Indian market. With a big jump in Indians traveling overseas and experiencing international brands, it is our intention to offer them the same style and comfort through Ambadi’s rugs. The Rugs we are offering in India are the same rugs that are available with fashion-forward retailers on the high streets of Europe. With young aspiring Indians buying into Spanish type villas and Italian furniture, the gap in the accent market of rugs is what we are looking to fulfill. Our intention is to upgrade the Indian living room with our world-class rugs.”
Research conducted by Ambadi reveals that with the dusty conditions in India and the usage/cleaning patterns, the Indian consumer is looking for a low maintenance product. Ambadi’s rugs come with unique features like water repellent, easy-to-clean, anti static and anti bacterial. The rugs also come with a 1 year warranty.
Keeping the price sensitive Indian consumer in mind, the rugs are priced starting from Rs. 2,500 (120×170 cms), making it affordable for all segments of households.
Vishy Shenoy added, “Ambadi’s association with McThree, one of the leading brands in the global rug business gives us the advantage of the design capabilities and inputs from the western markets, which will help us to keep offering fashion forward designs in the Indian market to keep them abreast with the rest of the world.”
Starting this festive season, Ambadi rolls out the European rugs range in over 30 retails outlets in Delhi NCR. The company plans to roll out into the other markets to reach a pan India footprint in about 12-18 months.
Stefaan Duchi, Managing Director of the McThree Group on the occasion of the launch said, “McThree group is among the top 3 brands in the global rug business and have manufacturing facilities in Beligum, USA and in Turkey. As part of our growth plan we want to enter the emerging markets in Asia starting with India. With Murugappa, we have a strong partner who understands the market, has tremendous credibility in the country with high standards of ethical and social accountability. In our assessment, India in the long-term could be another hub of production for our rugs which can feed the Indian and the Asian market. The Free Trade agreement with most countries in South East Asia and the favourable freights to these countries from India makes it attractive to explore the possibility of a manufacturing base. The responses from the consumer and the market should strengthen our belief in this direction. We work with a large clientele of international retailers, and with FDI opening up in India, we would like to leverage those relationships to service the retailers when they open their stores here.”
Ambadi will soon reach out to consumers across the country through the e-commerce route, with the added facility of free delivery at the consumer’s door-step.
Established in 1978, Ambadi is part of the renowned Murugappa group. They have been premier providers of hand-made floor covering for major retail giants across the world.
Ambadi was the first in the industry to be awarded the ISO- 9001:2000 certification by U.L., USA and the SA 8000 certification. Apart from this, they also have the ‘Oeko-Tex’ certification for the polyester range of rugs. Accredited to ‘Woolmark’ and ‘Rugmark’ standards, over the years the company has won the admiration of various award panels in India and abroad. Ambadi produces Hand Loomed, Hand Tufted, Table Tufted and Hand woven rugs in Wool, Cotton, Polyester and Viscose from its certified factories in Panipat and Bhadohi and exports to the world’s leading retailers.
About Murugappa Group
Founded in 1900, the Rs. 22314 Crores (USD 4.4 billion) Murugappa Group is one of India’s leading business conglomerates. The Group has 28 businesses including eight listed Companies actively traded in NSE & BSE. Headquartered in Chennai, the major Companies of the Group include Carborundum Universal Ltd., Cholamandalam Investment and Finance Company Ltd., Cholamandalam MS General Insurance Company Ltd., Coromandel International Ltd., Coromandel Engineering Company Ltd., E.I.D. Parry (India) Ltd., Parry Agro Industries Ltd., Tube Investments of India Ltd., and Wendt (India) Ltd.
Market leaders in served segments including Abrasives, Auto Components, Cycles, Sugar, Farm Inputs, Fertilizers, Plantations, Bio-products and Nutraceuticals, the Group has forged strong alliances with leading international companies like Groupe Chimique Tunisien, Foskor, Cargill, Mitsui Sumitomo, Morgan Crucible and Sociedad Química y Minera de Chile (SQM). The Group has a wide geographical presence spanning 13 states in India and 5 continents. Renowned brands like BSA, Hercules, Ballmaster, Ajax, Parry’s, Chola, Gromor and Paramfos are from the Murugappa stable. The organization fosters an environment of professionalism and has a workforce of over 32,000 employees.
A leading group in the textile floor-covering industry, McThree is a well known name in rugs across the world. With a turnover of over USD 142 Million, the group has a vast customer base in diverse market segments like home improvement stores, department stores, specialized floor covering chains, mail order/catalogue businesses, furniture and decoration stores, supermarket chains or club stores. Their products are available extensively across North America, Europe and the world. In addition to the manufacturing facility in Waregem, Belgium Mcthree owns Orian carpets, the leading brand of Rugs in the US market with manufacturing facilities in Anderson, SC and Sofiteks in Bursa, Turkey.