Upstream Focus is Sourcing Journal’s series of conversations with suppliers, associations and sourcing professionals to get their insights on the state of sourcing, innovations in manufacturing and how to improve operations. In this Q&A, Keyur Parekh, CEO and whole time director of global business at Welspun Living Limited, discusses how the India-based home textiles manufacturer is growing its global footprint—including in the United States—and how companies can respond to ever-changing consumer demands.
Name: Keyur Parekh
Title: CEO and whole time director of global business
Company: Welspun Living Limited
Related Stories
What’s the number one question you get from your clients now that was never really a consideration before?
The number one question the industry gets from clients now is about our sustainability practices and how we are integrating eco-friendly processes into our operations. This was not a major consideration a few years ago, but with the increasing awareness and demand for sustainable products, it has become a critical aspect of our industry discussions. Sustainability is now a core business imperative.
Welspun is best positioned, being a thought leader defining the ESG [environmental, social and governance] benchmarks for the industry. We have recently achieved a remarkable milestone in our sustainability initiatives by securing a total ESG score of 83 in the 2024 S&P Global Corporate Sustainability Assessment (CSA). This recognition places Welspun Living among the top four companies globally in the textile, apparel and luxury goods category, alongside renowned names such as Moncler, Hugo Boss and the Kering Group.
What is the main thing brands and retailers could do (or stop doing) right now that would immediately improve product development?
Over the years, brands and retailers have been collaborating closely with their strategic partners, sharing market insights and working together to tap into the latent needs of consumers with relevant innovations. This collaboration must continue in the future to ensure success. Our research has shown that consumers are often inundated with excessive information, which can be distracting. By focusing on design, tactile appeal and value-driven performance, brands could aim to make products speak for themselves, thereby delivering a delightful shopping experience for consumers. Emphasizing sustainability and ensuring compliance with relevant standards will further streamline a transparent supply chain and thereby improve business metrics and governance requirements.
How are you adapting your operations to support quick-turn, small run orders?
Welspun has substantially grown in fast fashion with big box retailers, warehouse clubs, department stores and off-price channels alike, which require quick turnarounds and small-run orders. We have adapted our operations to support these needs by leveraging our supply chain agility and investing in flexible manufacturing systems. This includes implementing advanced planning accuracy, demand forecasting models and scheduling systems, as well as maintaining a close relationship with our suppliers to ensure quick response times. Our capability building onshore manufacturing operations with sleep and comfort products, combined with our focus on reaching consumers with relevant innovations and relatable brands, positions us as a leader in this category.
Which technology or digital solution has made the most difference in your operations this past year?
The implementation of advanced analytics and artificial intelligence-driven insights. Welspun’s The White Space Lab has proved to be the most desirable solution for retail and hotel chain partners driving innovation. [It is] an AI-powered research and analytics tool that provides deep insights into consumer preferences. By integrating data from online and offline shopping behaviors, White Space Lab enables Welspun to tailor its offerings to evolving market needs with engaging storytelling, design, innovation and a deep understanding of consumer needs.
What keeps you up at night?
Anticipating and meeting evolving latent consumer needs is our constant focus. The retail landscape is constantly evolving—supplemented with a diversified sourcing paradigm shift—and staying relevant to the ever-growing and evolving consumer is a continuous challenge globally. Ensuring that we can anticipate and chase demand-led markets globally across relevant categories, while maintaining high standards of quality and sustainability, is crucial.
Our presence in more than 50 countries across the globe allows us to navigate geopolitical shifts more effectively. This extensive global footprint enhances our ability to adapt swiftly to changing preferences, strengthening our commitment to delivering high-quality and sustainable products. Our dedicated teams across the regions ensure that we remain at the forefront of innovation and satisfaction.
What makes you most optimistic?
Welspun’s preparedness and its positioning in global markets built over [the] past few years keeps me positive during tough times. Our supply chain network agility and capability to handle global logistics, complemented with robust retail insight-driven data analytics, has time and again proven its strength during supply chain disruptions like Covid-19, the Red Sea and tariff situations. Consumers increasingly sought comfort and reliability in uncertain times, and Welspun’s commitment to quality and relevant innovations resonated deeply with global consumer values, ensuring our products became a trusted choice with retailers and hotel partners worldwide.
What’s in store for Welspun for 2025?
Welspun Living’s 2025 strategy focuses on relevant innovation, sustainability and regional growth, globally expanding our footprints. We are committed to achieving key milestones this year.
Welspun Living has made significant strides in the sleep solutions segment over the past year, particularly in revolutionizing the pillows category. Our fully automated pillow manufacturing facility on the East Coast of the USA is now commercially operating since September 2024. For 2025, we aim to build on this success by setting up an additional facility on the West Coast of the U.S., further strengthening our position in the U.S. domestic market with coast-to-coast distribution capability to service our retail partners and hotel chains.
Understanding consumer preferences and behavior is at the heart of our strategy. By leveraging consumer insights, we tailor our products to meet the evolving needs, ensuring that we exceed their expectations. This consumer-first approach guides our strategic partnerships with major retail and hotel chains worldwide, strengthening our position as a leader in the global textiles industry.
Our future is shaped by our commitment to relevant innovations, relatable licensed brand offerings and customer excellence.
