Texaura: The new face of organic bedding
Texaura is a GOTS certified 100 per cent organic cotton bedding range, which is luxurious and sustainable. Texaura is derived from two words – ‘Tex’ from Textiles and ‘Aura’, the combination of which is ‘Texaura’. The aura is the richness, comfort, durability and feel of the fabric which plays a crucial role in the making of a linen or bedsheet. This aura or feel of the textile and the colour of the fabric can make a defining change in your life. Texaura initiates the process of bringing out the goodness of nature through organic cotton linen range.
Using technology, Texaura shall reach out to the global consumers in 200 countries including India with free shipping for its complete range of products. Texaura, shall be the first organic textile brand from India targeting the global consumers with B2C model.
With an estimated market size of $15.76 billion in 2015 which is steadfastly growing at 16 per cent per annum, the organic textile market is poised for growth predominantly in regions like USA, Europe and Oceania. The people behind Texaura have been relentlessly working on promoting the organic cotton from India as it the only country producing 66.6 per cent of the total cotton grown in the world.
Texaura in true essence is a ‘Make In India’ campaign which is working towards giving a facelift to organic lifestyle with its bedding range, globally. Its exquisite bedding range is symbolic of grace and harmony with nature which excludes the use of any chemicals, toxic dyes in the manufacture of its product line. The bedding range uses percale weave of 250 thread counts and the colour is thoughtfully kept white which brings forth the minimalistic aesthetics of bedding while giving you the true essence of luxury bedding. It makes use of eco-friendly packaging material for its products which are then safely shipped to its customers.
Texaura is promoted by Manuj Terapanthi, who has an experience spanning over a decade in the organics industry. He realised that India being the largest producer of organic cotton the world over still did not have a dedicated organic brand serving globally. The ones that existed were mainly in B2B trade, this is where he saw a vast potential that could be tapped, paving a way for globally recognised brand. Texaura, is the first Indian organic cotton bedding brand with a global reach which understands the global market dynamics and seamlessly blends in the Indian grassroots sensibilities. Manuj states, “Consumers are increasingly choosing organics products in pursuit of a healthy lifestyle and are willing to pay more for products with quality assurance standards supporting the environment and social welfare. Texaura is here to give a face to organic textiles from India.â€Â
The modest beginning of Texaura began to take shape after seeing the miserable plight of the farmers in India who was constantly under debt, facing an economic backlash and was merely on a threshold of survival. An intervention in the form of Texaura shall help the farmers in future rise above this vicious circle of constant debt by removing the middlemen from the supply chain and also made their social upliftment a priority. Texaura has been a game changer enterprise not only for the farmers, weavers but also the environment as it has been actively promoting organic cotton farming which conserves resources and markets the produce under the brand name. Texaura has taken up a wholistic approach to market the organic products by reaching out to the global market with the help of its e-commerce portal (www.texaura.com) while simultaneously shouldering the social cause and keeping in mind the environmental concerns. Texaura makes use of sustainable business model for its outreach and growth strategy. The homegrown brand understands the local sensibilities and the global market paradigms which shall help it bridge the gap between the two.