Its All About Home (IAAH) aims to expand offline!
Its All About Home (IAAH) aims to expand offline!

Tell us about It’s All About Home. How did the brand started and journey so far?

IAAH, It’s All About Home, is an online and offline retail store, fulfilling the needs of every Indian Home. We have a wide variety, from hardwood furniture to soft furnishings and home decor.

The brand started with an aim of bridging the gap between the high end customized furniture and the basic quality furniture available in the market. We majorly target a medium range of furniture that is a subtle mix or quality and design. The brand, IAAH, is carrying forward the 60 years legacy of CLG Exports Pvt Ltd, in the form of more personalized home solutions. It’s been 4 years, and we are able to reach out to the right audience.

Kindly present your views on current furniture and home decor market in India. Kindly state few numbers to quantify the same.

Online furniture market is growing slowly and it is going to be seamless in future e for bigger products. Currently, the furniture and home décor market in India is with limited scattered options whereas we believe in providing complete room solutions under one roof. Online channels are, moreover, creating a demand modern and compact furniture which is impacting the growth of market online as well as offline. It is expected to have an annual growth rate from 10% to 51% by 2020. If we look at the revenue being generated in a year which is 640 crores, there is surely a lot of keeping in mind the growth percentage for online furniture and home décor retail.

Kindly shed light on your current distribution in the online as well as offline space. Going forward what are the plans to scale up the distribution?

The reach currently is within 37 major cities in India. Apart from the metros like Delhi NCR, Mumbai, Bangaluru, we also cater to tier 2 and tier 3 cities like Agra, Kanpur and Bareilly, etc. We are planning to increase our delivery channels to PAN India in near future. We also have one experience center& retail outlet in Noida.3 outlets are scheduled to be launched in Delhi, Lucknow and Dehradun by the end of 2019. 

Kindly shed light on your best-selling categories and price points? Going forward, what are the plans to expand category range? Also, mention your starting and exiting price points? 

Out of the wide range that we offer across all categories, our living room furniture and home décor articles are currently the two best-selling categories with prices starting from INR 3900 &INR 645 respectively for both. We will be adding more of entertainment and functional accessories and are also experimenting with new styles and materials in the furniture category.

Our furnishing and home décor ranges between INR 645 - 28,995 while the furniture category ranges between INR 3900–2,30,000. 

According to you, what are the major challenges as far as home retailing is concerned? 

In India, furniture is considered to be a part of families which is not intended to change very frequently. So it is tough to crack and meet the individual needs as per the latest trends. Also, online presence is itself a challenge when it comes to retailing bigger products like sofas and beds, where touch and feel factor is an important factor.

We are overcoming these challenges by increasing offline presence, providing complimentary design services and adding swatches for delivery. 

Who do you see as your biggest competition? 

Since IAAH is just 4 years old in the industry of e-retail, every other brand is a competition. We are always in the process of evolving our designs based on the latest trends and experimenting with different ideas to keep up with the current market andthe customer’s mindset. 

At last, kindly shed light on your growth strategies? 

We strive to bring in international trends, increase the satisfaction level among our buyers with more and more experience centers PAN India. We are also planning to be physically present in cities like Mumbai, Chennai, and Hyderabad in the coming future. 



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