How sleep quality becomes better with sustainable organic cotton

 

Mr. Rajiv Merchant, President Retail at Indo Count Industries Ltd

Rajiv Merchant is considered as one of the few pioneers of the Indian bed and bath category. Over the past three decades, Mr. Merchant has introduced to Indian customers memorable bed and bath brands, winning retail concepts, innovative product lines, and contemporary Indian and western home textile designs.

In the early 2000s, Mr. Merchant took charge as the founding CEO of Portico New York, after multiple successful stints in the textile industry (Trigger Jeans, Ashima group). In the next decade, he differentiated Portico as a design innovator in a category dominated by floral motifs and limited branded play. He along with a few peers reimagined modern retail formats for the bed and bath category. His deep understanding of the Indian consumer, especially home-makers, has helped him execute winning concepts like color – coordinated bed linen stories along with accessories, luxurious dohars, and so on. Mr. Merchant also developed a market for licensed play in the bed and bath category with partners like Mattel (Hot wheels, Barbie), Disney, and Tommy Hilfiger.

Post Portico, Mr. Merchant launched his own brand Tangerine, which was later licensed to Bombay Dyeing. Mr. Merchant is also the brain behind Indian Home Variations which Tangerine is a part of,  which is a marketing and distribution company that offers internationally acclaimed, premium fashion-centric home décor solutions in India. Later last year, he joined Indocount Industries as President for Domestic Retail business and Marketer to their in house luxury bedding brand Boutique Living.

In the past three decades, Mr. Rajiv has won more than 14 awards - from DuPont, USA in packaging innovation, Best Home-ware brand by Shoppers Stop, ‘Most Promising Brand’ for Tangerine by ET and The Most Talented Retail Professional of India IHV’ by CMO Asia in 2015 to name a few.

Mr. Merchant’s ability to curate latest global design trends for domestic consumer-oriented solutions as per Indian taste has made him one of the most sought-after leaders for top fashion and design houses in Asia which seek his guidance for new design introductions in this segment.

-         By Rajiv Merchant, President - Domestic Retail, Indo Count

We all know just how important a good night’s sleep can be in our daily routines. Though many of us spend the wee hours of the night just tossing and turning unable to catch those 8 hours of zzz.

We’ve all heard of all the tricks for getting a better night’s rest before: Keep your cell phone out of your bedroom. Use blackout curtains or white noise machines. But did you ever wonder how much your bed sheets might affect your quality of sleep?

Organic and natural products are increasingly becoming one of the biggest trends in home decor, and for plenty of good reasons. Not only are organic products helpful for the planet, they support a more responsible ecosystem and sustainable environment, and they’re also good for consumers themselves. But it all comes down to one simple fact: better sheets mean better sleep.

1.       Temperature control
Irrespective of whether you live in a hot, cool, or seasonal climate, you want bed sheets that will keep your body temperature comfortably within that frame, no matter the weather outside. Linen is one of the most thermally versatile fabrics there is, given that it has a heat conductivity rating five times that of wool.

2.      Naturally sourced
Linen is made from linseed, also known as flaxseed, a natural fibre that grows in many temperate climates throughout the globe. In fact, linen is one of the oldest known textiles in history, known to have been made and used as a sleeping fabric for over 1000 years. 

3.      Durable
Unlike many synthetic bed sheets, linen actually becomes stronger the more you wash it. The strength of linen is said to increase by about 20% when wet, so you can machine wash your bed sheets in warm water as often as you like or need. This strength and durability mean that you will get a longer, more useful life from your bedding when you invest in high-quality organic linens.

4.      Gentle on the skin
Given that we will spend almost one-third of our lives sleeping in bed, the fabrics we use can no doubt have a crucial impact on the health of our skin. Using organic linens to wrap the outside of your body has almost the same benefits as eating organic foods to nourish the inside of your body: they’re free of potentially harmful chemicals. Many of the chemical additives commonly used to produce and treat non-organic fibres, for instance, can cause skin irritation or even allergic reactions, especially in children.

The purest luxury comes from knowing that your sheets aren't just cloud-soft but also skin-friendly. With the exquisite Pure Earth Collection, experience the breathable beauty of 300-thread-count organic cotton colored by Nature. Using traceable natural sources such as almond shells, palmetto leaves and fruits, these earth-conscious sheets offer a sleep that is gentle on the skin and the planet.

Diligently purchasing organic products is crucial for supporting a sustainable ecosystem. Sustainable bedding linen can help you sleep better by keeping you comfortable, clean, and well-protected throughout the night to recharge you for your days. You can rest easy knowing that your sheets are good for the planet and good for your health. Make the switch to organic linen sheet sets and notice the difference, every night.

Boutique Living was brought to India by Indo Count Industries Ltd., one of the leading end-to-end bedding solution providers of India. Over the past 25 years, Indo Count has woven together all the threads necessary to create a strong corporate culture with the expertise to create quality products delivered with the service and speed customers expect.

 Boutique Living was launched in July 2016 and is available in 87 cities in 20 states spread across 350+ Multi Brand Outlets and Large Format Stores currently. The Brand also caters to some of the leading Hotels and offers in bulk to leading corporates and institutions in India as well. 

Boutique Living brings its expertise in refined quality bed linen, currently experienced by global home linen brands, now being introduced for the Indian consumer.

With their robust R&D, technical know-how and in-house production, we offer superior products ranging from 300 thread count to 1000 thread count. Boutique living offers a wide range of bed linen in bold designs as well as plains and solids. The product range also includes comforters, dohars, draw sheets, coverlets, quilts, duvets, pillows, fitted sheets and a range of towels. With the highest quality in design  led by technology, their range of products promise a sleeping experience like never before.

They believe in providing comfort with style and offer quality as per global standards. The brand doesn’t sell products but dreams that make Indian homes look and feel beautiful.

Boutique Living is known for their great fabric quality as it uses the most advanced technologies of weaving, processing and printing combined with quality inspection and standards. They are also extremely agile with their sustainable practices at all manufacturing stages. They are one of the very few brands providing their customers with fitted bed sheets and their smart bedding for smart homes, caters to the customer’s urge of owning beautiful aspiring homes.

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