Asia’s Most Promising Brands 2017- Godrej Interio, India
Godrej Interio a business unit of Godrej & Boyce Mfg. Co. Ltd. – part of the Godrej Group, is one of India’s largest engineering and consumer product groups that offers state of art competitive designs in office and home spaces. The vision of the organization is to be ‘the choice for home and work space solutions’. The mission is ‘Enriching life by transforming home and work spaces’.
Started as a manufacturing unit of cupboards in 1897, Godrej Interio has come a long way over the years to be a leading player in the interior solution space that is not limited to the home and office spaces but has solutions for laboratories, hospitals, healthcare establishments, education and training institutes, shipyards and navy, auditoriums and stadiums. Godrej is known for its cutting edge and globally competitive designs for the Indian users that transform spaces and the lives of the users. The 12000 strong team of Godrej Interio Group drive the ethos of this group “Transforming the lives of our consumers by offering them furniture to enhance their spaces”
The group, designs furniture to suit the lifestyle and usage patterns making the product to suit the hard and soft requirement of the consumers. They have the widest reach across India that gives them continuous insight into consumer behavior that has led them to adapt to the tastes of different audiences ranging from the simplistic, the evolved to the experimental audiences. The group targets each type of audience with different marketing strategies from TV awareness to web based applications. Their program like “Upload and Transfer” engages consumers by combining virtual to real life experiences. This virtual to real life experience allows consumers to upload the pictures of their homes and share their expectations of life space. Godrej helps them to transform their life spaces with these inputs.
Market penetration helps them to treat different segments of audience differently. While they give virtual experiences to the home consumer, the B2B segment offers direct and personalized promotions by industry verticals. The company’s focus has shifted from “user focus” to “focused users”.
Godrej is credited for developing the first disruptive innovation business model to organize the unorganized market of Furniture Industry in India.
Godrej are the market disrupters in the furniture segment and there is no player to benchmark, but the in-depth analysis of the Indian Market has guided them to segment consumer “psychographically” rather than “demographically”. This segmentation allows the brand to target consumer aspirations and design products and experiences to transform their wishes into reality.
Godrej Interio encourages enterprising spirit of its team, and aims to build entrepreneurs. This retains the best talent, drives business growth, besides distributed decision making. The enterprising nature of the organization helped them to identify customer needs in different segments, and experimenting with products and designs much ahead of its time making them the benchmark for their competitors. Godrej has truly been the disrupters in Furniture segment who have successfully changed the aesthetics sense of Indian consumers. Their disruptive innovations in business and experience model, highly organized distribution network, high quality manufacturing and sustainability continue to “Transform Your Life”.
Market Share of 18% with 72 players in organized market
In last 3 years 31 national and international awards for brand channel and design
Only Indian Furniture Company to undertake sustainability reporting including GRI