Living with Elan!

A part of the prestigious USD 3.8 billion Landmark Group (Dubai ), Lifestyle International Pvt. Ltd opened its first store in 1999. In a little over a decade, it catapulted $ I billion empire. Then it forayed into  specialized stand alone home improvement store called Home Centre that deals in home bound products, and since then about 12 are thriving at best Indian locales. Apart from those 12 specialized stores, their products can also be traced in other Lifestyle stores, albeit in small supply whilst increasing the number to 25. Recently, Mr. Rajkumar Pennisetti, President Lifestyle group was in Delhi to launch another Home Centre in famous Ambience Mall in Vasant Kunj. Seema Seth caught up with him in the wintry chill of Delhi and on the sidelines of the show to know about the store and the company's future plans…

Seema Seth (SS): Tell us about Home Centre.

P. Rajkumar(PR): Well, spread across 28,000sq ft of space , this particular Home Centre features a host of globally sourced products including furniture, home decorative, and soft furnishing, offering consumers a choice of customized and categorized shopping. The shop diaspora include home décor, furniture for the bedroom, dining room, living room, kids’ bedroom, small office home, garden furniture, soft furnishings, crockery, cutlery and kitchen utensils, gadgets, to bath products, wicker products, storage and space saving solutions etc and much more and all in an affordable price range that start from Rs. 1000.

SS: What is the store’s USP?

PR: It provides a touch and feel experience to shoppers who want to see how our products can lend a sense of character and uniqueness to their homes. With a store size ranging from 20,000 to 40,000sq ft , the shop’s a one stop destination for furniture, home décor and soft furnishing that truly represent style, comfort and individuality. What’s more, the stores use unique concept rooms as the display model to give consumers a practical idea of how each piece of furniture would look in a particular room.

SS: How do you deal with competition?

PR: Well, I believe that the best way to tackle competition is to give the consumers what others are not giving. Ideally, the idea is to plug in that gap. So, we are giving products that are truly international in appeal yet modestly priced as we aim to become a leading choice for all home improvement related needs. Therefore, we pay emphasis to value innovation as we want to drive high value to consumers in low price. We have innovative products like modular wardrobe for that extra storage options available in bedrooms.

Also, we are the first in India to launch high gloss furniture which has high consumer acceptance. Our price is also very accessible and this makes us the consumer’s first choice.

SS: What are your expansion plans?

PR: Typically, as per our plan, we would in phase I have planned our presence in major metros, in phase II, in existing stores and tier II cities and in next three years, double the store presence and more than double the domain.

SS: What is the store model?

PR: We are a purely company owned store model and have no franchise plans as of yet. We are looking at 20,000 sq ft in small cities, 30,000-40,000 sq feet store size in larger metros with lot more products and categories.

SS: What is your marketing and branding strategy?

PR: We aim at market placement so that the consumer sentiment is lifted. In Communication basics, we intend 360 degree engagement through mass communication and television. Catchment acqusitions and direct marketing via catalogues. The idea is to leave no stones unturned with the intention is to roll it right and take the comprehensive position.

SS: Are you getting into catalogue retailing by any chance?

PR: In India, it doesn’t work, so, whilst, there is no such plan we would continue operating from lifestyle store catalogues. Indians are drawn to touch feel experience and seeing the products that are laid out here so we would stick to that unless there is a revolution.

SS: What according to you Indian consumers prefer in furniture?

PR: India will continue to remain very very high in solid wood and close to heels is designer ones.

Additionally, durability is the most sought factor apart from design. So, for Indians value for money means style cum durability. And if you have had the chance to move your eyeballs around the shop you would see that we have more range in solid wood.

SS: Tell us about your designers.

PR: We have a team of designers with international exposure. They may not put their signature on the products but the quality of work that they do speaks for itself.

SS: Any message to the end users?

PR: This is one concept with more furniture and furnishing in each category and fantastic array of offerings.  Moreover, we also stock, apart from our pvt label, Portico, Bombay Dyeing, Spaces, Maspar  etc. So, if you are looking to choose from a wide variety, choicest of products, Home Centre is the place to be.