Furniture and

Fixtures
Submitted to: Prof. Sudhakar
Nadkarni
 Furniture Industry in India

1950-60 (distinct difference in furniture used based on income

levels)
1960-70 (light weight due to frequent transfers and shifting)
1970-80 (foldable furniture + cloth based chairs)
1980-90 (Plastic/Iron/Aluminium used)
1990-2000 (Materials based on geography and environment)
2000 and onwards (modern day furniture evolving everyday)
Maharashtrian Culture

Subtle, sober designs are usually preferred.

Lot more emphasis given on feel good factor.
Rich appearance and quality of furniture is the decision
making aid.
Trend slowly shifting from high quality long term furniture
investments to min or low quality short duration
investments.
Family collectively involved in the buying process.
 Gujarati Culture
Treat the decision as important , as furniture can serve as as
expression of ones own identity and personality. Quoted as the
design of my furniture reflects my personality, it also agreed that
people express themselves with the future they buy. The emotional
nature of purchasing furniture is evident when consumers refer to their
homes as a place to share and make memories with friends and family
They want long lasting furniture
Polish the wood and it looks new for next 15 years
Gujratis also try and imitate others in the persuit of following the trend
They try to keep the furniture simple and elegant
Marwadi Culture

There is no particular pattern found in Marwadis furniture

buying but they want their furniture to look modern yet it
should be durable.
They choose modern furniture with elegant looks for living
rooms and stress more on durability for furniture in other
rooms. Old furniture can be often seen in their houses
Marwadis look for value for money while buying furniture,
tend to buy expensive one if they get heavy discounts.
Recently a shift in their buying behavior is being observed ,
they are more open to modern furniture instead of durable
ones, they are concentrating more on a theme based
selection of furniture that suits their status.
 One thing that hasnt chang
Ongoing interest in interior design and furniture.
People still want their homes and workplaces to
look great.
Designers and homeowners can pick the greatest
options from the last five decades and more
to create unique looks.
With social media and instant connectivity, trends
change more often as new looks get shared and
spark interest more easily.
 Threat of New
Entrants into Bargaining Power of
Industry is medium
as the sector is Porters 5 force model Buyers
is strong as the
highly unorganized competition is
and local players intense and
pose a threat but customers have a
local players are Rivalry among Existing
wide choice of
small in size as competitors
alternatives offered
significant amount of is intense in the global
by global furniture
financial as well as local market
retailers as well as
investments and and the major players
local furniture
expertise are in the industry include
producers.
required. IKEA, Walmart Stores
Inc etc (global) and
Bargaining Power of Godrej & Boyce Mfg,
Suppliers Durion Ind, Welspun The lower or
is moderate as there India etc (Local) negligible cost
are numerous however, Godrej & of these
factories around the Boyce is leader with alternatives, coupled
globe with the 4.2% with low switching
capabilities and costs for buyers, puts
resources to form the overall threat of
long term substitutes as
partnerships with moderate.
major players.
Competitor analysis
Journey Map
Stakehol
der Map
Secondar
y
Industry
Research
Analysis
(Sector +
Product)
Club
Together Primary
to form Research
major (Sector +
Pain- Product)
Points
Consum
er Need
Solutions:
Identify Product
Sector
Latent Offering Innovation to
Need address the
Gap pain-points
Primary and Secondary Stakeholders

Manuf
acturer

Kabaa Goods
diwala Carrier

Consum
er &
Dealer/V
endor
Carpen Raw
ter Materi
and al
Skilled Suppli
Labour er
Offices
/Cafes
etc.
 Primary Research

Light weight portable Dealers : Attractive things Consumers : different

furniture in small offices and
rented apartments
Local furniture market is very
unorganized
Smaller houses do not let
down aspirations
Local furniture outlets are
more of carpentry shops than
furniture retail shop
cost more in wood, in other
cases durability matters
more
Logistics : dealer doesnt
take even a little chipped
furniture, burden borne by us
; size of furniture decides
size of tempo (confusing)
Owner : Skilled and
technically sound carpenters
difficult to find, have to train
them ; cant keep stock for
long
demographics and SECs,
taste and preference for
attribute changes
Labour : dont know anything
apart from producing the
object
Retailers : generally keep
sufficient margins
considering bargain value
and provide different
services for the same
Centralized manufacturing of
objects and distribution to
certain areas at standard
 Segregated Pain points

Less variety in
Value for money Less disposable income Space crunch
readymade furniture

Upper Middle Lower Middle

Class Class
customers customers

Forced to compromise Unavailability of multi-

on quality for better Poor after sales service Rented place purpose furniture
design

Unloading issue at Tie-ups with dealers for Unable to store enough

regular business Very competitive market variety
customers place

Transporters Retailers

Warehouse and dealer Payment cut for broken Very less margin provided
furniture (even if its a Association with
communication issues architects, a must now by manufacturers
paid by us packaging fault)
 Michael Porter Value
Chain
HRM Technology Procureme
Infrastruct
ure Certification Imported nt
required for automation Deep rooted
Separate
mfg unit and Unskilled, machinery; supply system,
have 3-4
warehouse/s non- faster
alternatives,
technical equipments
ales store quality system to
(German)
labour be developed yet

Inbound Operations Outbound Sales and Service

Logistics Logistics Marketing Branded
Automated
Imported raw machinery, Packaging very Unorganized sales showrooms
material costly skilled labour, important to leading to highly provide AMCs
because of mfg avoid on time variable costs but
taxes (revisit) operations at best quality Brands have unorganized
No standards delivery online presence retailers
site and
for procured Strong and showrooms charge on a
selling
quality of RM networks with for exhibiting per visit basis
through local
delivery interior decors
shops
logistics
 Product Design Review
Wooden chairs are prone to get damaged by moisture termites etc.
Plastic chairs get corroded and chip over a period of time.
Metal frames joints in not welded break.
Metal frames show scratches on surface easily. And corrode in
moisture.
The back rest may or may not be adjustable horizontally and
vertically.
Not enough support for the back.
Arm rest position may or may not be comfortable for all.
The material used for arm rest should be comfortable.
Seat cushion hardens after couple of months.
Fabric or back rest and seat tends to wear off.
Seats made of leather stretch a bit.
Sector & Product Pain Points

Produc
Sector
International Standards
t
Space Crunch

Inefficient Supply Chain Single Purpose

Management
Non - Portable
Lack of retail space Non - Durable
Complexity in Tax Delay in Delivery
Structure
Damaged Goods
Workforce Problems
No Fixed Price
Cultural Disparity Lack of Information
 Need Gap through primary
research
Consumer 1: I got this stool and now I only use it to
stack clothes

Consumer 2: I wish I could pack up and take my furniture

along without having to bother about it chipping

Consumer 3: I dont want to adapt to new furniture every

time I shift

Consumer 4: I dont feel like renting furniture, its

inconvenient while I leave
Product Innovations
MDF
Hydraulic Hinges
Aluminum Channel
and fixtures

Aluminium
framework
and fixtures

Resin for
cover
Sectoral Radical Innovations
EkoPly

The polymer sheet made in the technology of thermal bonding and

forming substances totally obtained from recycling (PE + PP) as unified
with distinctly isolated outer layers (skin) and the inner layer (core).
ANTI-SLIPsheet has more dense core structure.

The sheet covered on one side with antislip surface.Sheet's weight

with 2440 mm x 1220 mm dimensions and 19 mm thickness is about
33kg (approx).
Sectoral Incremental Innovations

Analogy
After analysing the technology used by Ferrari to
obtain maximum components out of a single piece
of leather and the products ok Kuka Robotics, we
came with a way to merge the two.
Sectoral Incremental Innovations
Arm of God

All we do is send it the pieces we need, the

quantities we need and give directions on how to
manage that production.
The system will perform tasks including sanding,
sawing, cutting and drilling.
It is estimated to do work of 15 men.
Cost Benefit Analysis
daddy
PLC and material used
Pooja
Marketing strategy
STPD (siddy)