A 200,000 metre-capacity state-of-the-art warehouse in New Delhi is a long way from Warwick Fabrics’ beginnings as a small upholstery supply agency in Melbourne in 1966.
The family-owned Australian textile manufacturer has grown to a dozen staff in multiple offices across India. The company also recently launched an India-centric website in January 2025, offering the business opportunities to connect with new customers.
Its redesigned concept showroom in New Delhi offers those customers the same opportunity to experience the range of drapery and furnishing fabrics as they would in Melbourne or Sydney.
With infrastructure now established and with capacity to expand, Warwick Fabrics sees great opportunities in India.
‘We’re invoicing well, with strong growth in India now, but we’re really only at the tip of what’s possible,’ says Leighton Warwick, Joint Managing Director, Warwick Fabrics. ‘We should be able to double what we are achieving.’
Casting the net yields opportunities in India
Warwick Fabrics never planned to compete with Indian fabric manufacturers when it entered the market in 2007. At the time it was responding to local demand.
‘As a business we’ve tended to cast out a net in different directions and see how opportunities develop,’ says Warwick.
The response from Indian customers was strong, adds General Manager, Rachel Ferlazzo. ‘Customers were drawn to the Australian promise, Australian colours and design aesthetic. These offered a contrast to traditional Indian fabrics and styles,’ she explains.
Turning to Austrade for guidance
After operating through agents in India for some years, it became clear Warwick Fabrics needed to establish a presence on the ground.
Realising it would need local advice and support to set up in India, Warwick Fabrics turned to Austrade.
Austrade provided introductions to an Indian compliance and advisory firm, who helped Warwick Fabrics establish local operations.
‘Finding the right business partner is essential,’ says Warwick. ‘But from a distance that can be hard – which is where Austrade’s local knowledge and connections come in. They give you the security of knowing you’re connecting with people you can trust.’
Indian customers have the opportunity to experience Warwick Fabrics’ range of Australian-designed drapery and furnishing fabrics at a showroom in New Delhi.
Furnishing an Australian aesthetic
Warwick Fabrics offers its customers access to Western styles while providing a valuable point of difference from better-known European or US producers.
The in-house design team is skilled at interpreting current trends while understanding how markets vary. ‘For example, we need to factor in the way colours themselves behave differently in different environments,’ explains Ferlazzo.
That has built the brand a loyal following among trade customers. The company’s commercial customers include architects and designers, upholsterers, furniture makers and furnishing stores. There have also been some unexpected opportunities in India, including working with businesses that make gym equipment and temple furnishings.
Warwick Fabrics is also seeing growing direct engagement with end-consumers wanting to choose their own fabric for a commission or design project.
However, success will always depend on great relationships with trade customers. That means continuing to grow local teams across the company’s geographically dispersed markets. ‘We see that strong personal connection as essential,’ adds Warwick.
Sustainability now a common thread across markets
Warwick Fabrics’ focus on sustainable operations is increasingly being embraced by customers.
As part of its efforts to minimise its environmental footprint, the company needed to consider ways to manage surplus fabric.
‘We have partnered with fabric recyclers,’ explains Ferlazzo. ‘However, the scale of our operations makes us too big for many of them, so we need to find our own solutions.’
The resulting ‘Encore’ label, using at least 50% recycled yarn, is increasingly in demand in all markets. The label is most popular in the Indian market.
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