Shaw Contract looks to expand its penetration into tier 2 Indian cities with its impressive new collections.
Shaw Contract’s Asian launch of its new carpet collection in India was a milestone event for the global floor covering brand. It was the first such event in the country and hence, a historic one. Shaw Contract, a business unit of Shaw Industries Group Inc.,
a wholly owned subsidiary of Berkshire Hathaway, made this move in a bid to expand its growth in a country which has switched gears to adopt macroeconomic measures. And the stride the company has put forward shows its interest in the Indian market.
Emphasizing on the importance of India on Shaw’s business map in Asia, Mr Rakesh Lakra, Regional VP, India explains, “India is a very important market for Shaw. This launch marks an important phase in Shaw’s history, bringing more products to the Indian market for our clients. We hope to grow further in India over the next few years with increased sales and an expanding market share.”
Shaw’s carpet designs have won ‘Best of Neocon’ awards for the past 14 years on a trot. Neocon is North America’s most important design exposition and conference for commercial interiors. Banking on the grandeur of their historic launch, growth opportunities and popularity of their products, the company launched four exclusive collections – Modern Edit, Extraordinary, and Configure and Places in the Asian market.
The collection is a breath of fresh air as all four collections offer something new. While ‘Modern Edit Broadloom’ (won the “Best of NeoCon 2016” Silver Award) reframes the concept of heritage with carpets depicting opulence, the ‘Extraordinary Collection’ brings back the sense of touch with tactile expressions and contrasting visuals.
The ‘Configure Collection’, introduced after the success of 2013’s Hexagon collection, takes forward the same patterns but adds 14 new colours to the range. The ‘Places Collection’, as the tern suggests, is inspired by places, nature, landscapes and cityscapes and global travel. Soft, vibrant colours coupled with natural patterns capture the entire essence of this collection.
In an attempt to take this collection forward, Shaw Contract also eyes a foothold into India’s tier 2 cities that include Pune, Chandigarh and Ahmedabad. Having their operational base in Bangalore already, it is quite clear they are also focusing on Delhi’s NCR region in an attempt to widen their influence in the northern part of India. Shaw will also launch a 4000 sq. ft. showroom to display their new collections in Bangalore, which will also act as a seed, tracking their business ambitions down south.
With an optimistic outlook on Shaw’s decision to commit so much in India, Mr Phil Decker, Divisional Vice President, Asia Pacific Sales states, “India is one of the top three markets for Shaw in Asia. India has an unmatched projected GDP growth rate, making it one of the fastest growing major economies in the world. Shaw in India has been growing at a rate of about 15% in the past few years and we believe there is much more potential for growth here.”
Shaw Contract’s ambitions in Asia, specifically in India, have risen because of a vibrant market that can muster for them an annual growth of 18-20% in the next 5 years.