Godrej Inferio to open 9 stores of India Circus

Godrej Interio, the furniture arm of Godrej & Boyce Mfg Co. Ltd, will open nine stores of India Circus, run by designer Krisnaa Mehta. The partnership between Krisna Mehta and Godrej Interio is at a matrix of 49:51. The brand will spend Rs 8-10 crore in setting up the stores in nine more cities in high street shopping areas. India Circus is looking ahead to open nine more EBOs store by the end of this financial year including in Bengaluru, Chennai, Delhi, Kolkatta and Pune

Krisna Mehta, design entrepreneur & visionary, India Circus said “We work on the strategy of fast fashion where we update our stocks in every three months and sometimes we introduce a new product every week. We have a very smart approach to our production and sales. We do not tend to over produce. We remain to be inspired by India as a country and will remain the USP of our brand. We are trying to increase our offline presence for a rapid growth. Our new stores are our destiny”.

Known for home decor design products, India Circus is targeting an 8X jump in its topline over the next three years with an aggressive offline and B2B expansion strategy.  Brand in short has decided to go Omni channel to increase footfalls, much like rival Chumbak.

Anil Mathur, COO of Godrej Interio said” We decided that pure online or pure offline won’t work for India Circus. For a brand like ours, an Omni channel strategy is the best. India Circus had been an online store till it joined hands with Godrej around two years ago. It is then that we sat down with the management and decided on whether they should concentrate only online or should they move forward into the B2B and B2C space as well. With the help of retail mapping, we figured we should be present in online space, with multi brand outlets, and large format stores. We are looking at airport space not just in India but also in Dubai and London. We are looking ahead to open nine more EBOs store by the end of this financial year including in Bengaluru, Chennai, Delhi, Kolkatta and Pune. We have also decided to venture into corporate gifting as well as render design capabilities to companies looking for something different. We have signed up for design licensing with Clay Craft, and have also signed up with Future Group. There are other partnerships in the pipeline as well. As of now, we generate around Rs 15 crore revenue. However, with this robust expansion plan, we hope to hit a figure of Rs 100 crore in the next three to four years”.

The brand opened its first physical outlet in Mumbai in April 2017 in Kala Ghoda. It has recently opened a second one in High Street Phoenix, Mumbai, which is around 1100 sq. ft.