Madurai: VTM Limited, a prominent Indian home-textile manufacturer with a substantial export footprint in the United States, today announced a comprehensive set of proactive measures aimed at ensuring supply continuity, mitigating the impact of newly imposed U.S. tariffs on Indian imports, and sustaining medium- to long-term growth.
Strategic Measures to Minimize Business Impact
- Customer Continuity
VTM remains committed to fulfilling all confirmed U.S. orders in a timely manner. The company is actively collaborating with key accounts to implement shared-burden pricing strategies and adjust product assortments to maintain competitiveness. - Market Diversification
Leveraging the newly ratified India–UK trade agreement, VTM is scaling up its presence in the United Kingdom. Concurrently, the company is deepening its reach across the European Union, Gulf Cooperation Council (GCC) countries, Australia–New Zealand (ANZ), Japan, and the Indian domestic market to rebalance its revenue portfolio. - Portfolio Premiumization
VTM is accelerating its transition toward performance-driven and premium bed and bath product lines. Additionally, the company is piloting direct-to-consumer initiatives in select international markets to enhance brand engagement and margin realization. - Financial Discipline
To counteract inflationary pressures on input costs and logistics, VTM is reinforcing its cost-control and productivity enhancement programs. These efforts are designed to preserve operating margins and ensure financial resilience during periods of volatility.
Hari Thiagarajan, Chairman & Managing Director of VTM Limited, stated: “The U.S. market continues to represent a significant share of our overall sales. We have developed a clear roadmap to navigate the challenges posed by the recent tariff changes. While some short-term volatility is anticipated, we are well-positioned to deliver on our medium- and long-term strategic objectives. Our immediate focus is on maintaining business continuity in the U.S., engaging proactively with our customers, and exploring viable solutions to sustain our relevance in that market.”
“We are also exploring product diversification strategies, including increased use of U.S.-origin cotton, which may qualify for tariff exemptions. Simultaneously, we are accelerating our expansion into emerging geographies and value-added product categories. VTM has consistently weathered tariff and demand cycles over the decades, and with our diversified approach, premium product offerings, strengthened domestic channels, and robust capital structure, we remain confident in our ability to sustain growth and build momentum. We anticipate a relief package for textile exporters, which could enhance price realization for our export products. Based on prevailing market sentiment, such support may include interest subvention schemes, increased export incentives under RODTEP, ROSCTL, and Duty Drawback programs. Additionally, the removal of the 11% import duty on cotton could significantly reduce raw material costs. We are hopeful that a bilateral trade agreement between India and the United States will be concluded by year-end, helping to rebalance trade dynamics and secure the future of Indian textile exports”: Thiagarajan further expressed optimism regarding potential policy support from the Government of India.
