Home improvement!!

Sajjan Dokania (SD): Durian Industries Limited was established in 1992 although plywood business started in 1981.

 

GP: What are the segments that your company caters to?

 

SD: Durian is a one – stop s- shop for the interior servicing industry as well as home owners.The one of its kind range in Office Furniture section is also popular amongst those who look for exclusivity as well as value.

 

Veneers and plywood have been Durian’s old workhorses and so they continue to be,

 

Durian’s efforts towards product development and stringent quality control measures have been instrumental in making most of its product categories such as plywood and block boards the best in their class. No wonder Durian plywood has been the number one preference in the industry for years. Durian now specialises in providing turnkey furnishing solutions to corporate and residential projects all over India.

 

GP: How many brands are operated under this company?

 

SD: Durian Plywood, Durian Doors, Durian Veneers, Durian Laminates, Durain Imported Furniture, Durian Home and Office furniture and Durian Turnkey Projects come under the Durian umbrella.

 

GP: What is the approximate minimum area for an outlet/ selling point?

 

SD: It depends on the city and its strength in terms of consumers. Our stores vary in sizes between 3000 sq ft to 40000 sq ft.

 

GP: Who is your Ideal target audience?

 

SD: We are targeting the age group between 25- 60 years. These will be decision makers, housewives, managers, traders and franchises, builders and architects.

 

GP: Could you elaborate on your store presence?

 

SD: We have total of 44 stores in tier I and tier II cities of India. We are also planning to add seven new stores in metro cities.

 

GP: What are the company's future expansion plans?

SD: After successfully running the Imported Furniture Business all over India, Durian is now gearing up to open  world class manufacturing units all over India, to design ergonomic home and office products.  The manufacturing units of Veneer and Laminates will also see an increase of 100 per cent in production and technology boost.