Flipkart to launch Pure Wood brand

With furniture market growing at a faster pace, Flipkart is all set to launch Pure Wood, a new range of Solid Wood furniture under the in-house Home & Furniture brand, Perfect Homes, launched a year ago.

This is a range defined by fine craftsmanship, rooted in history while being defined by modern day spaces. Influenced by the art and architecture of Rajasthan the five categories of Pure Wood are named as Mehrangarh, Taragarh, Amber, Jaisalmer and Jaigarh. Moreover, also being inspired by the craftsmanship in Rajasthan, the manufacturing of the products is done in Jaipur and Jodhpur.

"We are aspiring to become number one in the country. This whole new range is to cater for those who believe in touch and feel of pure wood. The products vary from Rs 5,000 to Rs 75,000 depending on the size of product. All of the products are lab tested. It has the ability to add real warmth to any home, whether contemporary or traditional, while offering durability, longevity and classic style," Shivani Suri, Senior Director Marketing at Flipkart said.

At present, around 30% of products at Flipkart revolve around furniture. The brand has a play in all Home Furniture from beds to dining sets, shoe racks to study tables across 17 unique category segments/verticals. Additionally, larger ranges such sofa sets, mattresses range have been added in the recent few months.

In one of its manufacturing units named as Timber Taste in Jaipur's Sitapura, right from the sourcing of fresh wood to packaging, everything is done under one roof. The unit has around 50 labourers including both skilled and unskilled. "We source the fresh wood from UP , Punjab, Gandhiram and Rajasthan. Only Sheesham wood is used. The machiney set up includes Picso for cutting and tanon for drilling holes and joining of two wood strap to save the manual labour," Anil Bansal, the owner of the manufacturing plant told DH. With 14 years of experience in the wood industry, Anil claims to improve his annual turnover by Rs 3 crore.

With the launch of Purewood, a range of exceptionally crafted solid wood furniture by Perfect Homes, Flipkart is trying to make an aspirational and timeless product range available to consumers at an affordable price.