Exports are a key focus

Bonita is expanding its retail network to modern trade and overseas markets.
Exports are a key focus

The home improvement segment is characterised by intense competition from organised players. However, Bonita has carved its niche via a range of world-class products. In a conversation with Shipra Srivastava, Umang Srivastava, Joint Managing Director, Bonita India highlighted their growth strategy.  

The home improvement segment has seen rapid growth over the past few years. Kindly highlight your growth?

Our brand Bonita was launched nearly five years ago, and we offer a range of laundry care and storage solutions including ironing boards, clothes dryers and allied accessories. No doubt, there are several unorganised players in these product segments, but we have differentiated ourselves with our world-class product range.

Who is your target audience?

Homemakers in metro cities who are from middle class and higher income brackets, and need to complete several tasks in their home.

 What are the emerging trends in these product segments? 

Consumers are increasingly purchasing products with a range of functionality as well as that offer value for money.

Organised retail is becoming a key distribution channel for purchasing various household products. Please throw light on your retail network?  

 Our products are available at more than 1,000 mom-and-pop stores across the country as well as at leading e-retailers. In addition, we will be shortly expanding our presence to well known retail chains as well as exporting our products.

Would you be leveraging the franchising model for your expansion?

 Yes, we are looking for franchise partners and they need to have a store size of 400 – 700 sq ft.

Umang Srivastava