The Tatas’ latest joint venture, Casa Décor, is poised to infuse India’s luxury interiors segment with distinctive Italian style. Casa Décor has recently started operations in India to bring a distinctive Italian design flavour into the Indian luxury interiors segment. Set up as a joint venture between the Tatas and the Poltrona Frau Group, a leader in the global high-end furniture market, Casa Décor is positioned as a full-service provider of premium interiors for a wide range of projects and retail clients.
Leveraging Poltrona Frau’s expertise in distinctive interior design and premium interior furnishings that epitomise luxury and a classy lifestyle, Casa Décor will offer a wide range of premium furniture, fit-outs and superlative design services for creating luxurious interiors in private residences, offices and the hospitality sector. Casa Décor offers the complete bouquet of iconic brands such as Poltrona Frau, Cassina, Cappellini, Alias, Gebruder-Thonet Vienna, Gufram and Nemo (lighting solutions).
Hafele India Opens Design Studio in Chennai
Hafele India opened its first Exclusive Design Studio in Chennai. It’s innovative concept of setting up Design Studios has provided an avenue for the company to showcase part of its entire range of products (over 1,50,000 in number). Located in the bustling retail hub of T Nagar, Chennai, the new studio is a visual testimony to Häfele’s quality, craftsmanship, diversity of designs and the finer objects of life.
The studio is set in a manner to help customers browse and buy in a leisurely manner with technical advice from Häfele trained experts. Häfele believes in providing its customers the widest choice of fittings, tailor-made design services, installation support, free training and a product Lifetime Warranty.
Housing Sector Gets A Boost From Government
The beginning of August showed positive
results for India’s realty sector. Incentives to the
building industry, extended tax breaks for realtors by
three years and offered home subsidies on the interest
on loans up to Rp.1 million per year provided the
purchase price of the home is not more than Rp.2
million. The government earmarked about Rp.10 billion
for these provisions, which are expected to offer
benefits to low and middle-income families.
The Ministry also proposed an amendment
to the Income Tax Act, whereby profits from housing
projects approved by a local authority between 1 April
2007 and 31 March 2008 would be tax free if completed by
31 March 2012. The measures announced by the government
have been well-received by the construction industry and
are expected to give a boost to woodworking industries
as well. Plywood alone accounts for 78% of the wood
panel market in India, with the rest being composed of
engineered panels such as MDF and particleboard. For the
housing interiors industry, the Indian market is still
dominated by plywood and blockboard.
India is a net importer of furniture.
Small quantities of furniture are being exported
representing not more than 0.25% of the global furniture
industry. At present, the furniture sector is
predominantly in the hands of unorganized small units.
Fortunately, large corporate houses have started taking
interest in production of modern furniture and prominent
names like Godrej and Wipro have entered the furniture
Corporate results for 2008-2009 have
shown positive growth for most companies, including
plywood and woodworking producers. The overwhelming
consumer needs from urban and rural areas have sustained
demand for tropical hardwoods like balau, merbau, and
keruing from Malaysia and Myanmar and also teak from
Myanmar, Tanzania, Nigeria, Ghana and Central American
and South American countries. However, the Sabah state
government in Malaysia has restricted log and sawn
exports to India. This will make prices of logs suitable
for the plywood industry more competitive. India
substantially depends on imported hardwoods like gurjan
and keruing for plywood faces. Other than face veneers
for core material, Indian factories are able to get
local hardwoods from agroforestry and plantations in the
India’s forest cover stands at 23.6% of
the total geographical area. Sustained efforts by the
government and the local community are improving the
forest cover. It is estimated that by the end of 2010
total forest cover could reach 25% and 30% by the end of
2012. The Indian government also has set a long-term
target of increasing the country’s forest cover to 33%.
Kurlon Looks To Up Growth Through Furniture
Kurlon Ltd, a Bangalore-based mattresses
firm is foraying into the Rs 13,000 crore home, kitchen
and office furniture segment. The company as part of its
diversification strategy has set up a 60:40 joint
venture with a family-owned little known Italian firm -
Cesare, to manufacture Italian designed sofas in India.
Kurlon is looking to enter kitchen and office segment
during next year.
The company has set up a manufacturing
plant at an investment of around Rs 12 crore near
Bangalore with an installed capacity of 120,000 sofa
sets per annum. The product range will be first
introduced in India and will be exported back to Italy
later this year. Kurlon claimed that it is looking at
sales of Rs 240 crore in two years time by being present
at modern retail outlets in addition to its showrooms.
The company, which reported a growth of
15 per cent in its turnover at Rs 385 crore in 2008-09,
is looking at a growth of 30 per cent in 2009-10 with
Kurlon is embarking on a multi-pronged
strategy to expand its market. The company, which
currently sells through a network of 5,000 retail shops,
aims to double the network size in the next two to three
It plans to tie up with shops in Tier-III
and Tier-IV cities and towns. Secondly, it aims to
launch mattresses for as low as Rs 600 and as high as Rs
Endeavor To Convert Nagpur Into A Modular Furniture Hub
Vidarbha Industries Association (VIA) has
chalked out plans to make the city a modular furniture
hub. The city has surpassed Bangalore to become the
biggest producer of modular furniture in India.
VIA president Pravin Tapadia said that at
present there were twelve units producing modular
furniture in and around the city. However, all of them
were small scale units. Modular furniture was becoming
popular day by day and the Orange city was best suited
to capitalize on this boom. Currently, huge consignments
of modular furniture are being imported from China and
Malaysia as local supply was deficient as compared to
Secondly, many items like wooden floors, aluminum false
ceiling and machine made sofa sets were just not
manufactured in India even though there was a huge
demand for it.
Global Designers To Style Wipro’s Furniture Range
The premium furniture market in India,
dominated by global brands like Herman Miller, Steelcase
and Haworth, is set to see an Indian company, in the
form of Wipro, aggressively trying to find a
space in this segment by roping in international
During the last couple of months, the
company roped in international designers including Eric
Chan and Tim Wallace to cater to the Indian customers
who want international range of products. While the
company has already launched the Startline range of
products designed by London-based Tim Wallace, the
company is planning to launch premium chairs designed by
Eric Chan, a New York-based designer, in the next couple
The modular furniture market in India,
estimated to be about Rs 600 crore, is dominated by
bigger players like Godrej and BP (earlier Blow Plast).
The market size of the international range of premium
furniture is estimated to be worth about Rs 70 crore,
and is primarily catered to by foreign players.
Presently, the company’s range of office
furniture is being designed by designers from the
National Institute of Design. Vineet Agrawal, president
of Wipro Consumer Care and Lighting, said though the
look and feel of the premium ranges would be the same as
any international brands, the customers could get a cost
advantage up to 30 per cent over the international
products, based on the configuration.
Wipro entered the furniture segment
almost four years ago. The furniture and lighting
segment combined contribute close to 18 per cent of the
revenues of Wipro Consumer Care and Lighting. Wipro
Consumer Care and Lighting business grew 7 per cent to
Rs 546 crore in the quarter ended June 30, 2009.
Agrawal said, the company was importing
the central beam required for its Startline furniture
range from an Austrian firm. Presently, the company
manufactures the premium range of furniture designed by
international designers at its Aurangabad plant. The
chairs are being manufactured at its plant in Chennai.
Consumer Care and Lighting business
accounted for about 9 per cent of Wipro’s overall
revenue of Rs 6,274 crore during the quarter.
Ebony Gautier to invest Rs 120 cr to set up 20 stores
Ebony Homes, the home furniture retail
arm of the $3 billion DS Constructions, has plans to
invest Rs 120 crore to set up a chain of 20-25 furniture
stores styled Ebony Gautier across the country by March
"In the first phase, we plan to expand
operations in the north and the south, setting up around
10-12 stores in the next one year. We will hit the west
and the east the following year with another 8-10
stores," said Ebony Homes CEO, K.A Parameswaran.
The company has an exclusive distribution
agreement with French furniture major, Gautier, in India
and the Saarc countries. In three years time, it will
look at exploring these markets too, he added. It
currently operates two stores in the NCR, one each at
Noida and Gurgaon.
This is Gautier’s second innings in
India, the first being its tie-up with the KK Birla
group. The license to use the Gautier brand name ended
in 2003 and the Birla entity renamed itself Style Spa.
In its earlier avtaar, furniture was manufactured in
India and the French company had lent its Gautier brand.
In its current agreement with Ebony, the entire product
range is manufactured in France and exported to India.
The total home furniture market in India
is estimated at Rs 20,000 crore, of which around 15% is
in the organized segment. A number of retail majors have
their presence in this segment, including Home Town and
Home Bazaar of the Future Group, @ Home by Nilkamal, KK
Birla Group’s Style Spa, Godrej’s Lifespace and Home
Stop from Shopper’s Stop.
Most of these players are in the home
solutions segment, offering a range of products for the
house — from furniture and furnishings to kitchen units
and home appliances. Ebony Gautier plans to limit itself
to the furniture segment along with some furnishings to
complement its products.
While work has begun for its Chennai and
Bangalore stores and would be operational by mid-August,
it is close to finalizing the location at Hyderabad. The
store size would average around 15,000 sq ft. Two more
stores in Delhi are on the anvil and the company is
scouting for properties at Lucknow, Jaipur, Kochi,
Coimbatore and Visakhapatnam, Mr Parameswaran said.
It is also in the process of setting up a
20,000 sq ft warehousing facility in Chennai. "Chennai
would be our southern hub. Being a port city, we can
directly import our furniture from this port, instead of
routing it through Mumbai," Mr Parameswaran said. For
the north, it already has a warehouse of similar size in
Ikea Drops its $1bn Investment Plan
The iconic $31-billion Scandinavian home
products giant, IKEA, has put on hold its plans to set
up 25 showrooms across the country for an investment of
around $ 1 billion. In an internal communication this
week, IKEA told its stakeholders that Indian investment
rules do not encourage it to go ahead with its
investment plans — at least not in the near future.
The country’s norms on foreign
investments in retail stipulate that the foreign company
can hold no more than a 51% stake and must have an
Indian partner. As IKEA’s distinctive showrooms are like
sprawling malls, with flat pack furniture, accessories,
bathroom and kitchen items, they require high
investment. And IKEA has so far been unable to find an
Indian partner with not just deep pockets but readiness
to invest a matching amount in a joint venture.
It’s learnt that IKEA was hopeful of the
rules being relaxed by the new government, but was
jolted by Pratibha Patil’s silence on the issue in her
presidential address that outlined the UPA government’s
agenda. It may have lost heart completely when commerce
minister Anand Sharma said that FDI norms are not likely
to be changed in the near future, and decided to opt out
However, the officials believe that India
as a market can’t be ignored by IKEA indefinitely. “In a
few years we are bound to reconsider our decision,” they
IKEA had planned its first showroom near
Dwarka, at a location that’s between Delhi and Gurgaon.
It had also hired 25-30 people for this venture. IKEA
has been sourcing many materials from India and employs
around 11,000 in this operation, while it claims to be
indirectly employing another 60,000. This outsourcing
business is estimated at around Rs 1,900 crore.
India’s retail market is estimated at
over $350 billion, with organized retail accounting for
5% of it. An Indian economic think-tank optimistically
projected early last year that the market size could
grow to $590 billion by 2012 and organized retail could
be a meatier 16% of that market. The economic downturn
might have since dampened these projections.
Hindware Joins Hands
with HDFC and ICICI Bank for Evok Chain
Home Retail stated that it has joined hands with HDFC
Bank and ICICI Bank so that clients do not need to pay
interest on credit card usage at its home fashion retail
range, Evok stores.
proposal has been initiated to mark the 1st anniversary
of the retail chain’s commencement and clients could
utilize it on the company’s series of modular kitchens,
home furniture and bath goods.
According to the proposal, consumers using credit cards
for buying at Evok stores would now no longer need to
pay interest on the credit.
Home Retail had begun the Evok range last year with a
couple of years 30,000 square feet mega-stores in Delhi
NCR. The firm had also declared strategies to devote
Rs.250 crore to start a sum of 50 such stores all over
India by 2012-13.
Rockworth Furniture Sets Up Manufacturing Facility near
Rockworth Systems Furniture (India) Pvt.
Ltd., a joint venture between Dubai-based Al Reyami
Group and Thailand-based Rockworth Public Company
Limited, will set up its first manufacturing facility in
India at Sri City SEZ, a multi-product special economic
Rockworth Systems has already initialled
a memorandum of understanding with Sri City SEZ in this
Rockworth Systems is expected to invest
close to Rs. 80 crore in the proposed Indian facility
and will employ over 300 people in the first phase. This
number is expected to double in the next two years. "We
expect to commence production from April 2010," said
Sheikh Al Reyami, Chairman, Rockworth Systems Furniture
(India) Pvt. Ltd.
Urban Decor Launches India’s First Online Furniture
Urban Decor launches India's first online
furniture store. The enterprise features the most
contemporary innovative designs of modern furniture,
contemporary lighting, accessories, art, & eco-friendly
products for the home and office.
Speaking at its launch, the founder and
CEO Mr. Srikanth Bandla said that - " Urban Decor aims
at bringing in cutting edge, modern designer furniture
for home and office from across the globe direct from
the factories to your doorstep across India, at prices
almost 30-40% less than retail. We bring you near
wholesale prices by eliminating unnecessary costs that
retail stores must compensate for by charging higher
prices. Retailers pay Rs 100 to Rs 500 per square foot a
month depending on their location which translates into
400% - 600% markups. Our warehouses cost a fraction &
since we will be open to the public by appointment,
utilities are low too. With expenses at a fraction of
retailers', we manage to deliver better value. The price
you pay is for the actual items, not extravagant
displays and expenses. The designs will also be
available shortly through a network of resellers in all
major cities across the country."
The online store has an assortment of
furniture including designer beds, solidwood handcrafted
beds & exotic wicker furniture from Southeast Asia,
modern sofa beds by Innovation, Denmark, timeless modern
classics by European designers, eye-catching clocks by
Nextime, Award winning handy multi-tools by Leatherman,
USA and some quirky, funny unique designer gifts by UK
designers, J-Me & SUCK UK.
Kartarpur Furniture Industry Slowing Down
Import of Chinese goods and growing
popularity of wrought iron furniture has influenced
immensely the age old furniture industry in Kartarpur.
People engaged in this business now
witnessing losses and mass unemployment. Even those with
generations of experience in this business are talking
increasingly about "other options".
Most of the carvers who
had enriched this traditional craft hail from the Uttar
Pradesh's Saharanpur district and after the partition
they conferred it in the hands of Sikhs as a souvenir to
keep the tradition alive.
The furniture has Mehrab,
jail and grapevine motifs. Be it a chair, a bed, a sofa
or a dining table, the furniture is made of pure
sheesham, teakwood or Sagwan. Kartarpur furniture's
unique selling point is its durability.
present 60 per cent of this region's population is
employed in various branches of wood furniture
Pragati Maidan is going to be the witness of another instance of the progressive economy of India while the organizers of Indiawood - Asia’s Largest Sourcing Ground for Woodworking Machinery, Tools, Accessories, Raw Materials and Products will be organizing the Delhiwood 2009 between 12th to 15th February, 2009
Keeping in pace with the
booming timber industry, Delhiwood is designed in a way
so that the manufacturers, saw millers, decorators,
architects and builders and craftsmen get maximum
benefit out of it. The fair will showcase CNC machines,
accessories and tools from all over the world and this
will help the Indian Timber Industry from North to
South, and East to West. Growing interest in the
business results in the active participation of several
organizations and institutions both Indian and
Indian research organizations such as Institute
of Wood Science and Technology, Cane and Bamboo Technology Center,
Indian Plywood Industries Research and Training Institute are taking
part in the fair heralding the possible upsurge in the technical study
concerning the wood and panel in India.
Among the international participants of the fair there will be
Manufacturers of Machines and Accessories Association of Austria,
Chez Republic, Denmark, Finland, Germany, Great Britain, Italy, Poland,
Portugal, Slovak Republic, Spain, Switzerland and Taiwan. This will be
helpful to expand the business for the smaller units in India. The fair
is anticipated to enrich the researchers in the field. Government officials
and Forestry officials will also take interest in participating in the mega event.
Mumbai will pay high this Diwali for furniture
Price hike in the Indian plywood industry has resulted the 20-30 %. rise in furniture price.
The plywood that cost Rs.94per square feet during the June-July season is selling at a
price of Rs 118-120 these days.
The shrink in the supply of wood is the primary reason behind the price hike. The supply
of rubber wood and silver oak originated from southern India has declined by 40 per cent.
Mumbai imports wood from Myanmar and African nations worth Rs.70-100 crore per year. Rupee
depreciation and dollar appreciation has made the import costlier, which adds to the reasons
of the furniture price hike.
Diwali is the peak time for doing the interiors and furniture buying for many families;
this abrupt price hike will damage the business to a great extent.
Medilite offers hi-tech furniture for Indian hospitals
Medilite, the renowned hospital furniture manufacturer, has designed a
new range of hi-tech furniture that is unique in it. This advanced system will attach all the
furniture with doctor’s laptop and thus he/she can control the furniture of the patients.
The company has used wireless technology for the new system. According to the company they
have been working long for this project so that they can make it technically perfect.
Greenply-setting examples for low emission products
One of the biggest names in India’s timber industry- Greenply has bagged the
Greenguard Environmental Institute’s Greenguard certificate and greenguard
children and school certificate. This prestigious award has made the company
extremely proud as no company so far have had ever been able to win the award
outside U.S. This award has enabled the company to get enlisted with the elite
group consisting the names Arborite (Canada), Formica Corporation (US),
Lamin-Art (US), Nevamar (US), Panolam Industries International Inc (US) and
Wilsonart Industries (US). The JMD, Greenply Industries ltd, Mr. Saurabh Mittal,
expressed gratitude on receiving the award and said that the company is extremely
proud and pleased as it has put India on the International map for non-emitting
production. Professionals as well as homeowners will be pleased to know that the
product they are buying from Greenply is free from harmful pollutants. Being one
of the leading companies in India Greenply will certainly be the example for other
manufacturers and companies to follow.
Kurl-on to enter the furniture industry
The master in mattress making, the kurl-on group, has now planned to step into
the domain of retailing and home furnishing. They will be promoting the retail
venture under the flagship ’kurl-on Nest’. According to the company they want to
move from ‘sleep comfort to home comfort’ business. They are expected to hit the
bazaar either by this year or early next year.
To take the retail concept further, kurl-on has tied up with all the major retailing
centers in India including Reliance, Shopper’s Stop and Neelkamal.
For the furniture retailing, the company, besides contract manufacturing, will
concentrate on sourcing furniture.
Kurl-on is about to launch a new premium range also for its mattress business.
The range will include a spine-care range and will be priced from Rs 5,000 to Rs 60,000.
However, the company is worried about its cheap imitations, which is a major concern for
its business and looking forward to do away with it.
Cucine Lube to remodel the Indian kitchen
Italy’s leading kitchen manufacturers Cucine Lube is about
to enter the Indian ‘rasoi’. With three studios in Delhi and Punjab, Lube has decided
to infiltrate the north-Indian market.
Though in India, the term ‘kitchen aesthetics’ is not yet prevalent, with Cucine Lube,
however, the scenario is estimated to change. Cucine Lube studio offers a comprehensive
choice of materials, styles, designs, accessories, and combinations; and they are offering
the modular kitchen at 5lakhs onwards.
Lube India is planning to open 9 more stores in other metros and mini metros across the country.
This UNI EN ISO 9001:1994 certified company has the capacity for constructing over 60,000
standard compositions a year, using the latest and best technology and certified ecological panels.