Trident which has over 300 MBOs in India, is one of the largest exporters of home textile products from India. Trident exports to over 100 countries across six continents with clients like Target, Ralph Lauren, JC Penney, IKEA, Wal-Mart, Macy’s, Kohl’s, Sears, Sam’s Club, Taj, Oberoi Hotels, Sheraton Hotels, ITC Hotels and DMart. In FY17, 55 per cent of the brands net revenue was contributed by exports. In the bath and bed linen segment, 89 per cent of net revenue was accounted for by exports, primarily to the US as the domestic market is led by unorganised players.
The brand held 13 per cent share (of India’s 40 per cent share in CY16) in international towel exports to the US, while its share in Indian towel exports to that country was 32 per cent. As bed linen capacity is speeded up, the company aims to gain share in the US bed linen market by leveraging its existing client base from the terry towels segment.
Trident is focussed at achieving Rs 1,000-crore sales from the home textiles business in the domestic market by 2020 and double the segment’s contribution by up to 20 per cent. The company is considering adding new products, including rugs and pillows as it aims to be a complete home textile brand, besides expanding the retail network here.
The brand is set to achieve these by adding new categories and enhancing brand presence. The company gets 70 per cent of its sales from the US market, 20 per cent from the rest of the world and 10 per cent from the domestic market in the bed and bath linen segment.
Gradually as they will increase market share in India the shift will then be 60-65 per cent from the US market, 20- 25 per cent from Europe and the rest of the world and around 15-20 per cent from the domestic market in the next 2-3 years.