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Godrej Interio

Godrej Interio is undoubtedly, India’s largest furniture brand. From being the manufacturers of the humble Storwel cupboard 80 years back to being a vibrant, innovative brand with a diverse portfolio, Godrej Interio has stood the test of time and emerged as the most trusted brand in the country. It is a business unit of Godrej & Boyce Mfg. Co. Ltd. – part of the Godrej Group, one of India’s largest engineering and consumer product groups.

Godrej Interio is well known for bringing alive the customer’s dream space by emphasizing comfort and aesthetics while delivering well designed, fun and functional furniture solutions. True to the Godrej mission to conserve the environment, the brand designs products, sets up processes and uses raw materials that are eco-friendly to do their bit to preserve natural resources. Today, it offers its customers, a plethora of options for home and office furniture, along with solutions for laboratories, hospitals and healthcare establishments, education and training institutes, shipyards and navy, auditoriums and stadiums. Nonetheless, Godrej Interio has marked its presence all across India through our 50 exclusive showrooms in 18 cities and through 800 dealer outlets.

Leading the Pack since its Inception

Godrej Interio boasts of a market share of 18% with 72 players in organized market along with an annual turnover at Rs 1766 Crore. Hence, without any doubt, Godrej Interio has been leading the pack since its inception as a brand, speaking of the stronghold it has managed to create in the furniture market. Within the brands category of furniture marketers (manufacturers and traders), it has the highest market-share of 18% and the next best is around 8%.

Tangibly, the brand is a market leader; being the only brand that is profitable for the last decade with the brand’s growth rate being higher than that of the industry. Godrej Interio, indeed, is the only manufacturer of sustainable products in India with the largest portfolio of 600 green products.

Transforming Lives

Godrej Interio has always put an unwavering focus on usage experience, product ecosystems with relatively non reproducible products and a sustainability in business. These brand values come actually from customer insights which leads to transformation of spaces and usage experience, hence enabling the brand to stay true to its brand platform, ‘Transform your Life’. The brand resorts to a continuous user insights coupled with high levels of engagement while moving from user focus to focused users. Sustainability has been maintained with a focus on cradle-to-grave lifecycle of products. Also, disruptive innovations in business models and experience model have helped in the distribution of high quality manufacturing.

Innovation & Connect

Furniture in India is seen as a very long term investment and is retained from 10 to 18 years before it is changed. On the other hand, another part of India has youngsters who look at linking their life stories with pieces of furniture which can be changed frequently. In order to achieve this two-fold challenge, Godrej Interio has ensured that it sustains the connect with the existing set of audience while attracting a newer set of audience which is much younger.

For understanding and connecting with their users in a better way, the brand has split them in three different categories: the simplistic users, the experimental users and the evolved users. While it focuses on the experimental users by creating awareness through TV, print and web, it also engages with its users by combining digital or virtual to real life experiences with engagement programmes like Upload and Transfer. Here, the users are asked to upload images of their homes and tell their stories about how they want their life spaces to be. With this, Godrej selects a few homes and transforms them realizing their briefs. Over and above the campaign, it keeps introducing a wide range of activities which create more personalized touch points for its users.

Godrej Interio has always been extremely proactive when it comes to innovation. It works with the Institute of Design (ID), IIT Chicago, to develop a strong culture of innovation within the company. Whether it is business process design, user experience design or product design, the brand applies the innovation frameworks of ID as a working process. The successes of these are measured as either a value creator or distributor principle. Each innovation goes through a prototype testing process and post implementation, the implemented piece becomes the prototype for the next level of innovation. This is a continuous and iterative process involving users and has played a large role in making Godrej Interio a trusted, preferred and loved manufacturer of furniture in every Indian household.

HIGHLIGHTS

  • Godrej Interio has been leading the pack since its inception with a market share of 18% with 72 players in organized market along with an annual turnover at iNR 1766 Crore.
  • The brand, indeed, is the only manufacturer of sustainable products in India with the largest portfolio of 600 green products.
  • Godrej Interio puts an unwavering focus on usage experience, product ecosystems with relatively non reproducible products and a sustainability in business while staying true to its brand platform, ‘Transform your Life’.

Written by denesof

ICICI Bank

Vikram Khanna