A matter of style

With a wave of urbanisation sweeping our cityscapes, there is a visible change in the lifestyles of the urban middle-class. Thanks to disposable incomes, they are looking at luxury and amenities that money can buy them.

After buying that coveted villa or apartment comes the task of furnishing it, and today, there are many choices to pick from.

Sensing a business opportunity in the $10 billion Indian furniture market, all the big names on the furniture front, home decor and kitchen biggies are making a beeline to get a share of the Indian market pie. With overseas travel becoming the order of the day, urban consumers are becoming more brand conscious and are looking for better quality products while furnishing their homes.

While catering to the demands of premier top-end customers, a large number of builders in the country have started realising that providing a ready-to-move-in apartment with a functional kitchen and bedroom means ease and convenience to occupants. They are now tying up with kitchen and bedroom makers who will provide the requisite service in terms of quality, volume, innovation, and timely delivery makes imminent business sense for builders.

With the proliferation of the new European style kitchens and bedrooms, there is a spurt in demand for customised kitchens and bedrooms in Indian cities.

Nolte Home Studio, Natuzzi Group, Poggenpohl etc are new brands that have made their way into the Indian market scene, to cater to the demand for such customised kitchens and bedrooms.

Nolte Home Studio, the second largest European brand with over 85 years of work, attracts Indian consumers with their class products.

Nolte, founded by George Nolte, is one of the world’s largest makers of bedrooms and kitchens, daily shipping 850 kitchens and 2500m of wardrobes to customers in over 51 countries.

In India, in partnership with SJR Group, a leading infrastructure and property developer in India, Nolte is focusing on the Indian market through exclusive concept stores called Nolte Home Studios to offer its latest range of furniture collections and ready to install kitchens, bedrooms.

The starting range of the products is from Rs three lakh to Rs 30 lakh and above depending on the dimension. Nolte is looking forward to include adopting franchisee business model.

Nolte’s expansion plans will include Ludhiana, Pune, Chennai and Jaipur early this year. The company has existing stores in Delhi, Hyderabad, Mumbai and Bangalore.

With the current capacity to manufacture 900 kitchens per day, the company can scale up to 1400 kitchens per day without production augmentation.

Indian market has great potential

Speaking to Deccan Herald, Nolte Home Studio, India, Director, Suchita Talwar says, “Indian customers today are well travelled and have discerning taste for good quality, design and value. And that is precisely what Nolte offers.”

Natuzzi Group, the largest Italian furniture company with annual turnover of €514.4 million, is all set to expand its pan India footprint.

As part of expansion strategy, the company will open up its second Bangalore showroom by April and other new showrooms in Hyderabad, Chennai and Kochi shortly.

Natuzzi CEO Pasqualae Natuzzi said the company plans to open at least 15 shops in 2011 in India.

“We are very optimistic about the market potential of the South India. With our world class design and best priced products, customers can opt for premium furniture and upholstery products at their door steps,” said Natuzzi.

On the question of certification issues on various furniture products, Pasqualae Natuzzi said, “We have to comply with various environmental and quality certifications, and they will definitely increase product quality,” said Pasqualae Natuzzi.

The company is all set to exhibit their Italsofa range with the price band varying from Rs 1.5 lakh to Rs six lakh.

Natuzzi group’s Indian country manager Nitin Bhal said the branding strategy is city model route where they will tie up with franchise partners.

“We are planning to open up sales points like flagship shops, monoshops and galleries. The Bangalore shop will be a monoshop,” said Bahl.

Poggenpohl, a German brand in the customised kitchen furniture, is also betting high on Indian market. Poggenpohl India business head George Chacko said their products are customised for international standards.

“We first look into the demands of customers and import each and every item to suffice their demands. So all items come with ready-to-fit features,” adds Chacko.  “Worldwide, the name is synonymous with the claim of exclusive, individual kitchens with the first-class quality in every detail.

“In India, our products are priced between Rs 10 lakh and Rs 60 lakh. Poggenpohl has an innovative drawer and pull-out design for its kitchen designs,” said Chacko.