11 months ago
Interio by Godrej Revamps Brand, Targeting Younger Consumers
Imagine a furniture store called Interio that's been around a long time.
They're changing things up!
They're changing their name and logo to Interio by Godrej.
They want to be seen as stylish, not just practical.
They are adding cool new designs and ways to see how furniture looks in your home.
They're also planning to expand and make it easier to shop online.
This is all to attract younger people who care more about how furniture looks and want to update their homes often.
Interio by Godrej is the largest player in the organized furniture market.
The brand is investing in a new marketing campaign and expansion.
The company aims to double its revenue by 2029.
The strategy focuses on design, customer experience, and digital tools.
The brand plans to increase its retail footprint to 1,500 stores.
- Who
- Interio by Godrej, a furniture brand.
- What
- Is revamping its brand with a new name, logo, and strategy.
- Where
- In India.
- When
- Over the next year.
- Why
- To move away from being a functional brand and become a design-led lifestyle brand, targeting younger consumers.
Key facts
- Parent Company
- Godrej
- New Name
- Interio by Godrej
- Market Share
- Largest player among organized furniture makers with over 15%
- Stores
- 1,000 stores currently
- Revenue Goal by FY29
- ₹10,000 crore
- Investment in Expansion & Technology
- ₹300 crore
- Targeted Revenue from E-commerce by 2029
- 20-22%
Quotes
Reshu Saraf
Head of marketing communications at Interio by Godrej
“We’re using digital tools for store walkthroughs and visualisers to help visualise our products in the home. Our product portfolio, which is deeply personalised and tailored for Indian sensibilities, is a major differentiator that few other brands offer.”
financialexpress.com
“We want to move away from being viewed as a functional brand to more of a design-led lifestyle one. We have a wider range of offerings that are more modular and aesthetic.”
financialexpress.com
Puneet Pandey
Strategy head and managing partner, OPEN Strategy & Design
“By moving from ‘solid and sturdy’ to ‘stylish and aesthetic,’ the brand earns the right to play at higher price points as well. Design-led positioning will also unlock repeat purchase since people no longer wait a decade to change their furniture based on utility; they want constant upgrades to refresh their living spaces as their tastes evolve.”
financialexpress.com
“Interio needs to make the marketing leap from “catalogue to culture.””
financialexpress.com
Nisha Sampath
Managing partner at Bright Angles Consulting
“The Godrej brand stands for many values prized in interiors such as quality, trust, reliability and durability with a ‘made in India’ tag. However, the brand has not been so successful in building an image of cutting-edge design and innovation. These are new values that can make the brand more contemporary.”
financialexpress.com
