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Compared to foreign, Indian market has less acceptance for handmade furniture: Ashish Gupta

In an exclusive conversation with Ashish Gupta, Managing Director, INLIVING sheds light on the growth strategy of the brand.

Tags: handmade, furniture, INLIVING

BY Shipra Srivastava  |  December 13, 2017  |  comments ( 0 )  | 
Compared to foreign, Indian market has less acceptance for  handmade furniture: Ashish Gupta
Ashish Gupta

How do you see home furnishing market is growing in India? How do you differentiate India market to other markets where brand is operational?

Indian market is unable to accept handmade beauty on products which includes natural variation but comes in one piece. However, the foreign market is more inclined towards handmade furniture and they appreciate this art very well.

Also shed light on the journey of your brand INLIVING? What kind of distribution the brand has right now?  What are your strategies to scale-up the same?

Primarily the first company to have mail order catalog and initially we had our own stores too . We are working with Brand OEM, selling for projects. We are targeting India and not focusing on any particular state or city. The brand invests a lot on manufacturing and therefore, Inliving has a huge range of products catering to every section of the house.  To make a buyer's task easy, we invest in concept/styling shoots as soon as the new range arrives. Also, apart from online portal, we also have an experience centre in Noida for customers who still look for touch and feel options.

 What is your strategy on franchise distribution? Would you focus on franchise expansion or company owned outlets?

Since the brand is majorly focused on manufacturing, we can't open own outlets. However, the idea of franchise distribution is always open.

Kindly mention your starting and exiting price point. Kindly also shed light on your average bill size?-

Our range starts from Rs499 (for wall arts) and goes up to Rs30, 000.

 Presently, how many categories are retailed under INLIVING, and which is your best selling category? Also what are the plans for category expansion?

Name a category and you will find it in Inliving. We are known for working on all categories making wooden furniture. Currently, we are focused on generating variety in terms of design in such categories.

What are your strategies on online business? Do you also retailed via your exclusive web  store or leading market places? Furniture is usually a high priced item. Do you think online is a viable trade channel for furniture like category?-

Inliving has an exclusive web portal as well we are available on other portals too. For me, online has good distribution channel and India being a digitally growing country, brands become popular easily. I feel that it is a good way of selling the products.  You need to sure about the quality and pricing points of your products knowing the fact that we have many price conscious buyers too.

What is the USP of your brand? Also who do you see as your potential competition?

Our brand USP includes world class level of manufacturing, distribution over 30 countries and high level furniture done by designer of Europe.

 At last, mention the growth plans of the brand?

We are happy with the growth at the moment and want to continue to be on the same level.


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