Home Ettu to expand soon

Honey Jolly, Design Head of Home Ettu, a start-up brand in home decor segment feels there is tremendous growth potential in Indian market. She also feels that Indian brands have attained that stature where they should not feel threaten with foreign entry.

What is your assessment about current home décor market?

Well, the current home decor market is definitely on a rise as people are getting more conscious of their houses' look. Where luxury was earlier confined to the cosmopolitan cities, now it’s gradually disseminating all over India. The inclusion of home decor in online retail has provided options for enthusiastic buyers as they no more have to rely on local retailers. As per the estimates, the market which stood at $ 13 billion in 2010 will touch $ 20 billion by 2015. 

Many international brands are planning to foray Indian market (like IKEA). Do you think Indian market is prepared? Do you see such brands as potential threat to you in luxury class?

I think the intervention of international brands in Indian market should be taken in a positive way as this would compel the Indian brands to match their standards and quality. This is any day going to be an improvement altogether. As far as preparation is concerned, I think the Indian brands have attained that stature where they need not fear but "welcome" the foreign brands.

 What is current buying pattern in home decor segment?

See, there is always a "constant" change in the consumer's behaviour. If you talk about home decor, people nowadays look for both, 'luxury' and 'comfort'. This buying behaviour is expected to change further in the coming years. Due to the fast growth of the service sector, there is a boom in the decor market too and this leads to a change in the taste and preference. The youth now is willing to spend more for better facilities and good ambience. 

What is the USP of your brand?

The USP of our brand is obviously our unique designs in furniture and furnishings as well as the quality. Our products are designed after a thorough analysis of the trend as well as the taste of the consumer. ‘luxury’ and "comfort" are the two factors which we always consider. A home designed by Home Ettu is always 'in style'.

Tell something about your distribution network?

Our brand is Delhi-based indeed where we have our store at the Gallery on MG mall on MG road. We are planning to extend our footprint to other major cities in India soon. In fact, we have recently opened our new store in Pune at the Seasons Mall, Magarpatta city.

Who is your target audience?

 As we deal with high-end furniture and furnishings, our target audience is the luxury class that includes hotels, resorts, bureaucrats' and celebrities' homes, etc.
 
What are your strategies to increase brand loyalty?

There are two things that we strictly abide by, that is, "commitment" and "deliverance". We always deliver what we promise. Our motive is to please as well as satisfy the customer with our quality. We have accomplished in maintaining a rapport with them.

What are your growth plans for the next two years?
 

We are planning to extend Home Ettu to other metropolitan cities in order to extend its service as well as popularity. In the next two years you will see us in many more cities and probably more branches in Delhi itself.

Any plan to venture into e-commerce?

As of now we have no such plans. Will see into it in the near future