Timbor focuses on penetration

Indian women are now strongly looking at having the best of homes especially their kitchens. The current challenge is the pricing and whether or not the international designs would fit in the Indian needs and space. Timbor Home Ltd, a home grown kitchen and home furniture player, brings in best of solutions for Indian homes which fits their pockets. Anant Maloo, CMD, Timbor Home Ltd shares his journey so far.

Gunjan Piplani(GP): Share with our readers about Timbor.

Anant Maloo (AM): Timbor was established in 2000 and today we are a company of 150-200 people. Our focus is on kitchens, cookware and furniture. We are a manufacturer-retailer of solid wood furniture, modular kitchens, door & door frames. We also manufacture our own range of cookware and run a skill development institute.

GP: Who is your ideal target audience?

AM: At Timbor we do not like to constrict ourselves to a particular demographic. Our vision of ‘Ghar Ghar Me Timbor’ emphasizes that sentiment. Working couples between the age groups of 25-55 constitute most of our customer-base.

GP: Which all brands is Timbor operating currently?

AM: We have a target of offering the best of home solutions, we have ‘Timbor Home’ for home furniture, ‘Timbor Cucine’ for Modular Kitchens, ‘IKI Kitchens’ for high-end kitchen solutions, ‘Timbor Doors’ for doors & door frames, ‘Timbor Cook Care’ for cookware, ‘Timbor Skillvarsity’ is a skill development institute aimed at bridging the gap in the furniture industry.

GP: What is the current retail presence of Timbor?
AM: Timbor has a network of over 130 stores, including 9 company owned showrooms across 20 states and 80 cities.

GP: Talking about retail stores, what is the approximate minimum area for an outlet/selling point for each home segment?

AM:  We look at a minimum area of 2500 sq ft for a Timbor Home store while for a Timbor Cucine store the size is approx 350 sq ft.

GP: Which is the largest product segment in your portfolio? What is the percentage contribution made by the same to your business?

AM: The largest product category in our portfolio is modular kitchens. They constitute 80 per cent of our sales.

GP: What are the future expansion plans?

AM: Currently, we are focusing on streamlining our manufacturing processes and plan to increase out footprints in tier- II and tier III cities.