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Cotton
blends displace other fibres in domestic consumption: Study
Reena
Mital - Mumbai
studies
on brand equity, imported textiles soon
 Cotton
is losing its hold as the preferred fibre in the country, even as
cotton blends are displacing other fibres. A recent study conducted
by the Textiles Committee, reveals that the share of cotton in household
purchases has taken a severe beating in the last decade, while consumption
of cotton blend textiles have picked up significantly.
As per the study, 100 per cent cotton textiles, which accounted
for 53.03 per cent of the total textile consumption in the country,
today enjoys a much lower share of 39.85 per cent. Similarly, the
share of non-cotton textiles (polyester, viscose, nylon, wool, silk)
during 1990 stood at 19.68 per cent, which has gone down to 12.65
per cent. And the decline in the shares of these two varieties of
fibres, has been taken over by cotton blends, the share of which
has gone up from 27.29 per cent during 1990, to as much as 47.50
per cent during 2000.
Speaking to Express Textile, Mr P Nayak, director, marketing, Textiles
Committee, said, “As is a known fact, cotton has not remained
affordable to a large number of consumers in the country, especially
in the rural areas. Moreover, fibres such as polyester and nylon
are cheaper and more durable. And the latest entrant is the cotton
blended textiles, which give almost the same comfort levels as 100
per cent cotton, with a higher durability than cotton, at a lower
price. Cotton blends are rapidly increasing their share, and this
is a global phenomenon.”
The study further reveals that blended textiles are preferred across
all age groups, over the other fibres, including cotton. While in
the urban areas, cotton and cotton blends rule almost neck-to-neck
across all age groups, the preference for blends is more pronounced
in the rural and semi-rural households.
In fact, cotton which once accounted for almost 85 per cent of fibre
consumption in khadi, is losing out there too. Share of cotton khadi
in total textile consumption, which was 0.63 per cent during the
’80s, went down to a negative 1.97 per cent during the ’90s.
The study reveals a shocking trend in khadi, where its share in
consumption has been coming down rapidly, from around 1.27 per cent
during 1990, to 0.77 per cent during 2000. Khadi’s share in
total textile production too has been falling from 1.84 per cent
during 1990, to 1.47 per cent during 2000.
“Consumption
of khadi during the ’80s was around 75 per cent of the total
khadi production. But today, consumption is down to 45-50 per cent
of the khadi production. The rate of rejection in khadi is much
higher than the reduction in production. If this trend continues,
it could well sound the death knell for this sector,” pointed
out Mr Nayak.
Share of handlooms in total textile consumption is also witnessing
a negative trend. “Handloom share in consumption went down
from 26.66 per cent during 1990, to 13.24 per cent during 2000.
However, production has remained almost stable at around 19 per
cent during the last decade, which could mean that even as domestic
consumption is down, handloom exports could be picking up,”
informed Mr Nayak.
The Textiles Committee has undertaken a number of market surveys
to estimate the size of the domestic market for various textile
products, the market potential, market trends and changes. “This
information, which was not available to the industry till now, is
of immense importance, with the post-2004 regime approaching rapidly.
The industry needs to strategise to be able to survive in both,
the domestic and global markets,” said Mr Nayak.
He further informed that the committee will, in March, begin detailed
surveys on branded textiles and imported textiles in the Indian
market. Giving details of the projects, Mr Nayak said, “Brands,
domestic or foreign, will play an important role within the next
few years, and we want to tell the industry the potential and advantages
of brand equity. Textile imports are on the rise, and no data is
available on the type of imports, the potential, the consumers,
etc, which could help the industry to prepare for competition. These
two surveys are of top priority at the Textiles Committee.”
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