The Home Textile Exporters Welfare Association (HEWA), established in 2018, is a registered organization under Section 8 (1) of the Companies Act, 2013. HEWA has emerged as a pivotal entity representing the interests of the Indian home textile export community. This association draws its membership from a diverse range of exporters, including large corporations, small and medium enterprises (SMEs), and micro-exporters, all united in their commitment to promoting and enhancing the home textile sector in India.
Recently, the TVC Media Team had the opportunity to talk to Mr Vikas Singh Chauhan, Director of HEWA to gain insights into their operations and future plans.
Vikas Singh Chauhan, Director of HEWA
Mission and Vision
HEWA’s mission, as articulated by Mr Chauhan, is to advocate for Indian home textile exporters by ensuring their growth through favourable government policies, market access facilitation, and the promotion of sustainable practices. The association envisions India as the leading global hub for home textile exports, recognized for its quality, innovation, and sustainable manufacturing practices.
Supporting Exporters in Global Trade
Navigating global trade challenges is critical for exporters. HEWA provides essential support by offering information on compliance with trade regulations and various free trade agreements. Mr Chauhan highlighted that a significant challenge faced by Indian exporters has been the dramatic increase in logistics costs, which surged from $2,000 to $4,500 per container for shipments from India to the US during the COVID-19 pandemic—a staggering 125% increase. To mitigate these challenges, HEWA actively advocates for reduced logistics costs and facilitates participation in international trade events with support from the Government of India.
Promoting Sustainability
In response to growing environmental concerns, HEWA has initiated several programs aimed at promoting sustainable practices within the home textile industry. These initiatives include:
- Cluster Formation: Encouraging manufacturers to form clusters that reduce water wastage and enhance resource efficiency.
- Fair Trade Practices: Advocating for fair trade certifications and ethical practices throughout the industry.
- Waste-to-Wealth Workshops: Organizing workshops focused on converting manufacturing waste into value-added products.
Current Trends in the Global Market
The global home textile market is projected to grow at a compound annual growth rate (CAGR) of 4.5% from 2020 to 2025. Key trends influencing this market include:
- Towels: Increased demand for high-quality towels with eco-friendly certifications.
- Bedding: A growing market for luxury and organic bedding, particularly in North America and Europe.
- Rugs: A shift towards sustainability and unique designs in rugs.
Top Global Home Textile Importers (2023)
India is strategically positioned to capitalize on these trends due to its skilled craftsmanship and cost advantages. The higher import duties imposed by the US on Chinese products have further opened opportunities for Indian exporters; however, challenges such as high logistics costs and compliance expenses persist.
Addressing Challenges Faced by Exporters
Indian home textile exporters encounter several hurdles:
- High Logistics Costs: Shipping costs have increased significantly due to global disruptions.
- Access to Affordable Finance: Many exporters struggle to secure low-interest financing options from banks, often relying on non-banking financial companies (NBFCs) with higher rates.
Mr Chauhan emphasized that HEWA addresses these issues by advocating for cheaper financing options for MSMEs and engaging with government entities to streamline logistics processes. Additionally, workshops and webinars on financial planning and access to government schemes are organized to assist exporters.
Adapting to Global Disruptions
During the pandemic, HEWA played a crucial role in addressing exporters’ concerns with the government, resulting in the release of pending dues. The association also facilitated webinars that helped exporters transition to online platforms, allowing them to maintain connections with global buyers. Notably, some exporters adopted online inspection methods for their shipments during this period. This innovative approach enabled them to ensure quality control remotely while minimizing delays caused by travel restrictions.
Influencing Government Policies
HEWA actively influences government policies related to home textile exports by gathering feedback from its members and presenting their concerns to policymakers. Through seminars and summits that engage various stakeholders—including international buyers and designers—HEWA ensures that exporters are informed about beneficial government schemes like ODOP, PLI, IC SCHEME, RoDTEP, RoSCTL and also various free trade agreements where Indian exporters get duty benefits in International market for example the India-UAE CEPA etc.
Fostering International Trade Relations
To strengthen trade relations with international markets, HEWA organizes participation in key international trade fairs like High Point Market and ASD Las Vegas. Additionally, summits such as the International Home Textile Summit held in Varanasi have attracted buyers from multiple countries, providing Indian exporters with invaluable exposure to global buyers while fostering new partnerships.
Future Prospects: Policy Changes and Trade Agreements
The Indian government is pursuing several initiatives that could benefit the home textile sector:
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- PM Mitra Textile Parks: Development of seven new textile parks aimed at strengthening the textile ecosystem.
- Bharat Tex 2025: A major textile fair is scheduled for February 2025 to promote Indian products globally.
- Free Trade Agreements (FTAs): Ongoing negotiations with regions such as the EU and UK aimed at reducing tariffs.
- Expansion of schemes like PLI (Production Linked Incentive) and the National Technical Textile Mission to promote man-made fibres (MMF) and technical textiles.
Embracing Sustainability
The adoption of sustainable practices is increasingly prevalent among Indian home textile manufacturers. This includes using organic cotton, recycled fibres, and eco-friendly dyes. The government is also promoting the formation of textile clusters to minimize water wastage in production processes. Mr Chauhan noted that HEWA supports these initiatives by encouraging members to pursue sustainability certifications like GOTS and OEKO-TEX.
Innovations Shaping the Future
Technological advancements such as digital printing, nanotechnology, and smart textiles are transforming the home textile industry. Exporters are also adopting traceability systems like QR codes to enhance transparency and promote fair trade practices in their supply chains.
Leveraging Sustainability as a Competitive Advantage
Exporters can differentiate themselves in international markets through sustainability by:
- Obtaining relevant certifications.(GOTS, OEKO-TEX, and Fair Trade)
- Highlighting eco-friendly practices.
- Leveraging India’s cultural respect for environmental sustainability without imposing premium prices on sustainable products.
Training Programs for Small Exporters
HEWA offers various training programs designed for small and medium-sized exporters focusing on international market opportunities, policy challenges, compliance issues, and certification benefits. These workshops help align members with global standards while educating them about the benefits of obtaining certifications, social audits, quality standards and government schemes like ZED certification from the MSME Ministry.
Success Stories: Empowering Entrepreneurs
Numerous success stories have emerged from HEWA’s initiatives. Many participants in the International fair and summit reported increased inquiries and orders following their involvement. Notably, women-led entrepreneurs have gained confidence through these events; one such entrepreneur specializing in eco-friendly carpets secured her first international order at a recent fair.
Strategies for New Exporters
All are making the same products, and pricing is also the same or sometimes lower, but even though the international market offers everyone a unique opportunity, New exporters should focus on their strengths. Focusing on their strengths will help them gain a comparative advantage over others.
For new entrants into the global market, establishing a strong brand identity while leveraging e-commerce platforms is crucial. Timely deliveries, high-quality products, customized offerings, and transparent communication like real-time updates, and quick responses are key strategies that can help new exporters thrive amidst competition.
Vision for the Future
Looking ahead, HEWA envisions India becoming a global leader in home textiles by focusing on sustainability and innovation while aiming to expand export market share to $30 billion by 2030. To stay ahead of global competition and maintain India’s leadership in this sector, HEWA plans to continuously advocate for policy reforms while embracing technology and innovation and promoting sustainable practices across the industry.
Conclusion: Commitment to Empowerment
The most rewarding aspect of working with HEWA is witnessing small exporters—especially women entrepreneurs—achieve success on international platforms. As Mr Chauhan stated, it’s inspiring to help them navigate challenges and realize their true potential within this dynamic industry. By empowering these individuals—including adapting innovative solutions like online inspections—HEWA plays an essential role in realizing their potential within the dynamic landscape of global trade. The association aims not only to increase India’s global market share but also to achieve 100% sustainability among its members while inspiring youth in tier 2-3 cities to become job providers through untapped opportunities in international markets.
