CW Interiors |
 
India Global | November 2013

Eye on India

India, with its large population and growing purchasing power, presents an alluring new opportunity for foreign product manufacturers, and international brands who are making bold, ambitious forays into the interior dTcor market. Some of them relate their experiences and outlook to CWI...

India has proven to be a good market for international brands. Whether it is by setting up their own shop, or through channel partners, or a combination of the two, every international player has found a convenient and profitable way to penetrate the Indian market. Growing by leaps and bounds, these recent entrants in the Indian market represent a new frontier to be explored and conquered. It is interesting to see how they understand the market and formulate an appropriate response. We speak to some of these international brands against the backdrop of their efforts to create a foothold in India...

Tapping India
Having launched its first store in India in 2012, Bravat has now branched into a pan-India network, introducing new segments such as sanitary ware, wellness products and bathroom furniture. Harsh Bhutani, Executive Director, Bravat India speaks on the company´s new range for the Indian market.

Have you ever launched products for India or inspired by India?
Bravat´s Indian range was conceptualised with the demands and requirements of Indian customers and designers in mind. New innovative technologies such as water saver, self cleaning aerator, high flow cartridge, 3-exit diverter bath mixer, PVDF finishing, nano coating and chromotherapy with Indian oriented colours, are what all the faucets in the Indian range offer. We offer the latest technology with cutting-edge design at reasonable prices.

How is it working in the Indian market? What is your understanding of the market?
Having launched four new Bravat concept showrooms, India forms a very important market for us. New international entrants have been appreciated and have transformed the face of the Indian bathroom industry.

What kind of products work well in the Indian market?
Chrome finish is the hot favourite; Indians also seem fascinated by silver and gold finishing. Swarovski and crystal-studded bath fittings, along with simple yet stylish faucets, have gained ground. They are drawn to designer fittings in different hues and styles.

Is it necessary to customise your products to suit Indian requirements?
The ranges have been developed specifically with Indian conditions, tastes and cultural practices in mind. We innovate and design as per the changing market and customer preferences with the help of our R&D, manufacturing and sales resources. Our most innovative faucet series are the Twist and slide series.

What upcoming products from your kitty can we expect to see in India in the near future?
We will soon introduce artistically designed shower enclosures and the wellness series bathtub here.

LED solutions
Taiwanese brand, GlacialLight, which specialises in LED lighting solutions, came to India in 2001. Nikhil Malhotra, Country Manager, GlacialTech India (the parent company), speaks on the company´s LED lighting solutions.

Tell us about your brand´s Indian connection.
Founded in 2008, GlacialLight attempts to provide low and high power LED lighting solutions for architectural, commercial, ceiling, residential, industrial, track lighting and dimming applications. The company participates in major lighting exhibitions held in Delhi, Mumbai and Chennai every year.

What is your understanding of the market?
Though the demand for lighting products is high in India, one of the major challenges faced by the LED industry is the price point. As the prices of LED lights are on the higher side, they are beyond the budget of an average buyer. Lack of awareness amongst the customers is another major challenge. There is a need to create awareness amongst the buyers and manufacturers by propagating the long-term benefits of the technology and quantifying its cost-effectiveness.

What kind of products work well in the Indian market?
We manufacture all kinds of LED Lighting products like high bay, panel light, down light, troffer light, flood lights, AR111, wall mounted light and LED Drivers. Amongst these, LED drivers are the most popular, along with products such as high bay, panel light, etc.

Is it required to customise your products to suit Indian requirements?
Though all our products have standard specifications and suit the requirement of the Indian market, we make changes as per the customers´ convenience. Sometimes, customers demand a change in the output current or output voltage in accordance to their LED Design. We are happy to oblige.

What new products from GlacialLight can we expect to see in India in the near future?
GlacialLight´s upcoming products include wall-mounted light LED luminaries for outdoor applications, flood light FL-180, two new wattage drivers for indoor LED lighting, and track light for showrooms and shopping malls.

India conceptualised
Denmark-based BoConcept has been designing and manufacturing furniture for almost 60 years. Shruti Mehta, BoConcept's India Representative shares some details on the company´s products.

Tell us about your brand´s history in India?
BoConcept entered India in December 2009 and has created a strong Danish impact. The franchisee is owned by The Spa Group from Delhi. We have two stores under this franchise in Mumbai and Ahmedabad.

How is it working in the Indian market? What is your understanding of the market?
With people loving our concept, we are doing decent business though our products are comparatively expensive.

Is it required to customise your products to suit Indian requirements?
Each brand has its unique design and selling perspective. We sell products that are designed and manufactured by the company, and find our own ways to fit in with the Indian modern lifestyle.

What upcoming products from your company can we expect to see in India soon? Every September, Boconcept launches new furniture designs. We have a few modern and contemporary sofas, living chairs, dining tables, dining chairs, etc. in the line-up.

Exclusive design
Italian brand, Arflex, was launched in India in 2010. Available at Zolijns Designs, a furniture store in Delhi and Kolkata, the brand's India head, Elisabetta Bartesaghi gives an insight of the furniture market in India.

Have you ever launched products for India or inspired by India?
Our products, crafted by maestros like Marco Zunoso, Cini Boeri, Carlo Colombo and so on, have seen a large following across all countries; India is no different. The Indian market looks for very rich upholstery on the products. We have a peacock feather design fabric inspired by India. We soon plan to work with India-based designers to create products especially for India.

How is it working in the Indian market? What is your understanding of the market?
Indian consumers have started appreciating contemporary and straight-line designs. Indians like the wide range of colours which we provide in our fabric options. The foaming technology by Arflex makes the products durable and long-lasting. In the past, we saw greater demand for products for the living room. Now, people have started looking for high comfort solutions for the other areas of the house as well.

Is it required to customise your products to suit Indian requirements?
Arflex allows customisation to ensure that the final look and feel is relevant to the tastes of the India market. We also provide fabric options to the consumers.

What upcoming products from your kitty can we expect to see in India in the near future?
Our new collection for the Indian market includes a hug armchair, Madame sofa and Marechiaro XIII.

Luxury guaranteed
Newform, incepted in Italy in 1981, has now become one of Europe´s most prestigious brands. Jason Russell, Director, Newform India elaborates on the current trends and requirements of the India bath fitting industry.

Tell us about your brand´s history in India...
Observing the good demand for high-end sanitary and bath fittings products in India, Newform was formally launched here in 2012. With 12 famous designer series in the CP bath fitting segment, the brand mainly caters to the premium market. Having served a number of hotels and residential projects in India, it has so far been a good learning experience.

How is it working in the Indian market? What is your understanding of the market?
The response to international bath products was initially slow, but we believe that it will take time for any new organisation to establish a base in a new country like India. The country has a promising open market, and a large population with good disposable incomes.

What kind of products work well in the Indian market? What are the customer preferences?
The largest market segment comprises of medium level customers. However, customers are experimenting and evolving to become design and quality conscious. Their spending pattern is changing visibly and they no longer refrain from buying expensive products.

Do you need to customise your products to suit Indian requirements?
Gold-plated CP bath fittings seem to be our most preferred product here. This is one area where we are customising our product to local taste. We have also added another PVD finish on top of gold plated products to extend the life of the gold finish and make it more alluring.

What upcoming products from your kitty can we expect to see in India in the near future?
We are launching an eco-friendly bath fitting series called LINFA, which is available in fluorescent green, yellow, orange, etc. This product with good design value and a superior fluorescent finish is optimised with a flow rate of five litres per minute. This perfectly fits the country´s water saving needs.

Spice it up
In a short span of six years, Alno has numerous projects in various cities in India to their credit. Kasturi Sawhney, Exceutive Director, Alno Kitchens offers her take on the country´s kitchen requirements.

Tell us about your brand´s history in India?
Alno entered the Indian market in June 2007. Our corporate office is in Bengaluru and we have showrooms in Bengaluru, Chennai, Delhi, Hyderabad, Kolkata, Madurai, Mumbai and Tirunelveli. We have worked on a number of high- end kitchens for individual clients in different cities.

Alno German kitchens are apt for the country´s market as they are technically superior and very durable. Alno uses state-of-the art German technology with high-end German hardware. Our current market share in this segment is around 30 per cent.

Have you ever launched products for India or inspired by India?
Yes we have! The 'Edition Fly' concept is ideal for India since it offers floating cabinets installed above the floor, which ensures easy cleaning. With time, we hope to have more innovations inspired by India.

What kind of products work well in the Indian market? What are the customer preferences?
German Kitchens are well accepted in the Indian market due to their efficiency and technology. Customers prefer contemporary styles, finishes and designs.

Have you felt the need to customise your products to suit Indian requirements?
German kitchens meet the Indian market´s demand for sturdy and durable kitchens. Due to ample design in storage units, Alno is able to fulfill requirements of Indian customers. Particular customisation can be done within certain parameters.

What upcoming products from your kitty can we expect to see in India in the near future?
Alno plans to introduce a number of colours and special finishes in lacquer for the Indian market in 2014, with new options in glass and wood. The Alno Mesa is a new style of kitchen which will be introduced in the coming year. The focus will be on providing a larger table a kitchen island with the same look and feel.

Contact
Bravat India
Gurgaon, Haryana
Tel: 0124-494 5050
E-mail:info@bravatindia.com
Website:www.bravatindia.com
GlacialLight
Website:www.glaciallight.com
BoConcept India
Mumbai
Tel. 022-4080 2394/5/6/7
Website:www.boconcept.com
Zolijns Designs
New Delhi
Tel: 011-4145 8383
Website: www.zolijns.com
Newform India
Delhi
Tel:0124-494 5060
Website: www.newformindia.com
Alno
Hyderabad
Tel: 040-3242 6001, 2354 5638
E-mail: hyderabad@alno.in
Website: www.alno.in

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