VTM Ltd Unveils Strategy To Counter New U.S. Tariffs
Home-textile maker VTM Ltd has announced a set of proactive measures to cushion the impact of newly imposed U.S. tariffs on Indian imports, while accelerating diversification into new markets and product categories.
The company said it will honour all confirmed U.S. orders and work with key customers on pricing and assortment adjustments. To rebalance its revenue mix, VTM plans to expand sales in the UK under the India–UK trade pact and strengthen its presence across the EU, GCC, Australia, New Zealand, Japan and India’s domestic market.
The strategy also includes a sharper focus on premium and performance-oriented bed and bath products, pilot direct-to-consumer initiatives, and tighter cost-control measures to protect margins amid inflationary pressures.
Chairman and Managing Director Hari Thiagarajan said the U.S. remains a significant market, but VTM is prepared for near-term volatility. “We are diversifying our mix with higher U.S.-origin cotton, which provides tariff exemptions, and accelerating growth in newer geographies and value-added categories,” he stated.
Thiagarajan added that the company expects relief measures from the Indian government, including interest subvention, higher export incentives under RoDTEP and RoSCTL, duty drawback benefits and removal of the 11% cotton import duty to reduce raw material costs. He also expressed optimism that a bilateral India–U.S. trade deal could be concluded by year-end to ease disruptions.
