Godrej & Boyce, the flagship company of the Godrej Group, has announced that its brand Script now delivers via its e-commerce platform to 20 cities across India. Customers from across these mini-metros will now be able to order from Script’s urban furniture and accessories line-up in the comfort of their homes.
The brand is also set to launch 13 new channel stores in Tier-II cities in the next 3 months with an investment of Rs 4 crore. With a strong brick-and-mortar foothold currently in the key metro cities of Mumbai, Pune, Bengaluru, Delhi, and Kolkata, Script is now looking to connect with a larger universe of non-metro audience in Chandigarh, Cochin, Hyderabad, Chennai, Guwahati, Patna, Jammu, Lucknow, Madurai, Varanasi, Bhubaneshwar, Dehradun, and Surat.
As online shopping takes precedence over offline channels, Script, a Godrej & Boyce Venture that creates furniture and accessories celebrating a fluid and evolutionary way of living, continues to offer a catalog of over 200 home furnishing products through its active online and social commerce channels such as WhatsApp virtual stores. With Tier-II cities contributing to 30 percent of sales, majorly from increased demand for soft furnishings and ecosystems, consumers are increasingly willing to experiment with a hybrid home set-up. Script plans to leverage its vast network of warehouse locations, service stations to deliver in 20 destinations within 3-4 days of placing the order and offer extensive after-sales benefits to its customers.
Inspired by the concept of ‘Freedom of Living’, Script offers a top-class in-store shopping experience at its retail outlets where consumers can interact with a variety of access points and enjoy a contactless shopping experience. While expanding its online footprint, Script is set to strengthen its retail network across the country through local channel stores in 13 cities. The functioning of these stores in the current situation will be in compliance with precautionary guidelines laid by the government from time to time.
Rajat Mathur, Business Head, Script a Godrej & Boyce venture, said, "Through the pandemic, we have seen an uptick in demand for home decor and furniture in Tier-2 cities as part of our omnichannel expansion strategy. We’re thrilled to expand our reach to markets beyond the metro cities both offline and online to introduce consumers to our incredible concept of contemporary living. With our upcoming retail outlets, customers can expect a stellar in-store experience where they can see the multiplicity of Script’s offerings first-hand. With our WhatsApp stores and seamless online shopping experience, consumers can continue to get Script products delivered to their homes and assembled in any of the 20 cities we deliver to. Going forward we are expecting 25-30% of the revenues to come from these key tier-two markets."
"At Script, we believe in presenting products that are both design-forward and aesthetically appealing. Our business localization strategy is in line with the brand’s commitment to serving every customer who is looking for a fluid living experience through products that understand their needs," he added.
Script is available online in the following cities, including Ahmedabad, Bengaluru, Bhubaneshwar, Bhopal, Chennai, Chandigarh, Delhi-NCR, Guwahati, Hyderabad, Jaipur, Kolkata, Kochi, Lucknow, Mumbai, Mohali, Pune, Patna, Panchkula, Raipur, and Ranchi.