With households forming 65% of the $7,922 million Indian furniture market, how are entrepreneurs leveraging the potential in this niche segment of business?
Gone are the days when kids’ rooms consisted only of teddy bears and hues of pink and blue. From cozy little baby cribs, playful beds and bean bag furniture to room accessories like colorful drapes, thematic wallpapers and bed linen—there are special furnishings available for every toddler’s taste.
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The rising number of single-child-double-income families deeply inclined to spend on lifestyle products, coupled with an exposure to international standards, is luring many urban and middle class parents to invest in high quality furniture and furnishings for their kids’ rooms.
Says Veena Deepak, CEO of Vividha, a kids’ chain that sells children’s furnishings and theme-based décor, “It is an innate tendency for every living being to mark their territory and aspire to have their personal space. Like adults, children also require a dedicated area where they can play, learn and grow. Parents are now realizing this need for their little ones to explore their creative selves.” Children are also becoming demanding and are major catalysts in their parents’ decision to deck up their rooms.
But is this demand being met? According to a report by India Brand Equity Foundation (IBEF), the Indian Furniture market is worth US $7,922 million, with about 15% in the organized sector catering to households, offices and the hospitality sector. A whopping 65%, households form the biggest consumer segment. Most of the furniture, however, is for adults and doesn’t cater adequately to the requirements of the kids, especially in terms of size and design.
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| Most of my clients are from outside Chennai and I keep in touch with each of them through the phone or e-mail. I ask them every minute detail, from the sex and age group of the child to how much time and money they can put into maintaining the room. If required, I even ask them to send me images of the room Garima Agarwal |
When it comes to creating a space for children, there is still a gap, with many furniture companies either being international or having a limited range of children’s items. Only a few players are catering exclusively to children’s furniture and room décor, making it an opportunity waiting to be grabbed by aspiring entrepreneurs.
Glimpse at existing players
Interestingly, many women entrepreneurs got the idea of starting this venture when they were expecting their babies and had very limited options available in the country for their baby’s room. Says Garima Agarwal, owner of Peek-A-Boo Patterns, a store that offers customized home furnishings for children, “When I was expecting my daughter, I searched all over India to find accessories for her room. Keeping the scarcity of such products, as well as my fashion designing background in mind, I decided to tap this market.” Although Garima considers window dressing her forte, the store has a host of other things to offer including curtains, cushions, bed linen, knobs and handles, white boards and even storage boxes. Along with the ready merchandize, products can also be customized to suit the tastes of the customer.
Similarly, Rani Advani had been an interior designer for 18 years before she finally decided to launch Bumblebee, a one-stop-kiddies’ shop, as she likes to call it, which offers infant and kids’ bedding and accessories. “I had to rely on my trips abroad for my baby’s bedding and coordinated accessories, since there was no place to source it locally. That is when I conceptualized Bumblebee,” says Rani. She imports children’s beds, bedding, strollers, baby shower gift sets and nursery furnishings from the UK and US and soon also plans to venture into baby bathroom sets, clothing, as well as accessories for feeding. Being an interior designer, Rani also provides consultancy and takes up turnkey projects like designing nurseries with custom made furniture and furnishings. What is the price tag attached with these products and services? “The cost of the readymade products ranges from Rs 800 (drawer and door knobs) to Rs 8500 (double bed sets). Designing entire nurseries with flooring, cupboards and furniture and coordinated accessories can cost up to Rs 7 lacs for 200 square feet. However, if the customer just wants to furnish the room with lamps, rugs, wallpapers, etc it costs less than Rs 20,000,” says Rani.
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written by Payal2, December 25, 2010
for furniture range visit www.kidskouch.com
written by Home renovation , November 25, 2010
written by Teak Patio Furniture, November 25, 2010
written by m v ramakrishnan, July 27, 2010
Apart from appointing the effective franchisees for you, our other services (listed below) can be utilised by you.:
a. strategic planning and marketing consultancy
b. man power assistance
c. training for dealers and sales personnel on soft skills
d. event management
e. creating sales materials incl. website and catalogues
f. identifying and appointing dealers and franchisees
g. back office for all your sales needs.
We have a team of professionals from various walks of life, who are ready to study your need and work out the strategies.
If you are interested, you may kindly contact us for personal discussion and when you do that, you will notice that it will help you in rediscovering the purpose of your business and taking stock of the situation.
Pl contact us if you are ready for the big take off.
Regds and best wishes,
M V RAMAKRISHNAN
Project Coordinator,
Right Brain Power,
16/1, First floor, Karthik Niwas,
West Avenue Road, Kodambakkam,
Chennai-600 024
phone : 044-45576641
mobile : 0-9025258755
e-mail : creative.rightbrain@gmail.com
written by ella, June 24, 2010
stated and shown above. if ever i wanted to purchase some of those, can we avail discounts? :)
written by surabhi, May 20, 2010
written by Gift Idea for Men, May 17, 2010
written by Garima Rohatgi, March 07, 2010
My name is Garima .I am a freelance textile designer as well as have my workshop by the name TATVAKALA Design Studio.I design homefurnishing items and specifically interested in designing kids range.At present I am retaling my item to most of the elite furnishing stores in delhi.I have great concepts .if interested do get in touch.
9818881002
written by nilesh rahate, February 06, 2010
I am Nilesh Rahate architect & product designer. Having three & half year experience in the field kids furniture ,Seating design ,Interior design, Consumer products, lighting products ,Appliances, with MNC's in Mumbai. Anybody wants any design support for their growing business.
Contact me on my cell no 9987074865
Nilesh Rahate(M.Arch)
Architect & Product Designer
+91-9987074865
nileshrahate@gmail.com
written by Furniture, January 08, 2010
My site is about http://mydeco.com/c/furniture/258/
written by o6k, November 04, 2009
what d helll
written by rakesh gupra, September 10, 2009
written by Modern Furniture India. , September 10, 2009
written by p.v.v.rao, May 03, 2009
DEAR MADAM/SIR,
GOOD EVENING!WE ARE THE MANUFACTURERS AND EXPORTERS OF HAND MADE CROCHET ITEMS.IN BOTH THIN AND THICK YARN.SUCH AS HOME FURNISHINGS IN ALL TYPES.
AND WE HOPE THAT WE ARE WAITING FOR YOUR FAVOURABLE RESPONSE.
THX AND REGDS,
RAMU
SURYA LAKSHMI LACE INDUSTRIES
SEETHARAMAPURAM-534 280,
NARSAPURAM MANDAL,
WEST GODAVARI DISTRICT,
ANDHRA PRADESH.
INDIA.
CONTACT DETAILS:0091-8814-240763
0091-9866 326463
written by Hema, April 27, 2009
www.vanillachildrenplace.com
enjoy!
written by Indochine Decor LP, April 10, 2009
Our markets include the Asean, Hongkong, Australia, USA, Canada, Japan, UK and the EU. Get used to quality.
written by Used Baby Furniture, March 07, 2009
Thanks
Tanya
written by Rashmi, November 10, 2008
Rashmi
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They do personalized kids furnishings and a lot more........