Godrej Interio eyes consumer connect with ‘Upload and Transform’ campaign

Shimla: Engaging consumers through an innovate ‘upload and transform’ campaign, Godrej is attempting to spread its footprint in the home furniture segment by proposing to furnish some sample house free of cost around the country.

The Godrej Interio segment which consists of home and office furniture has grown from an Rs 1000 crore business to Rs 1600 crore business in three years, said Bedraj Tripathy, a senior manager with the company, here at a conference call.

godrej interio

As international furniture companies plan Indian forays, Tripathy said that they were prepared to face competition. He claimed that Godrej Interio had increased its market share from 12 to 18 percent in the organized furniture market.

There is space for more branded players in readymade furniture business and it only occupies 15 percent of the market share in the country with the remaining being taken up by unbranded players, he added.

Talking about the ‘upload and transform’ campaign launched last year, the senior manager said that in a pilot project where house owners had uploaded photographs of living room, bedroom or kitchens onto the Godrej Facebook page, five such properties in different cities were selected and refurbished with Godrej Interio branded furniture free of cost.

The word of mouth business gain by this innovate campaign, on an average fetched new business worth Rs 2.5 crore in a short span of time, claimed Tripathy.

“This year we have launched the second phase of this campaign and plan to zero down on 25 to 50 home spaces by luck draw of lots in different cities of the country, which would be completely refurbished with our branded furniture,” he said.

Godrej Interio, a premium furniture brand in both home and institutional segments, has 78 pan India exclusive showrooms in 20 cities and operates through 800 dealers.

The furniture segment contributes 21 percent to the top line growth of engineering and consumer product Godrej group.

As Editor, Ravinder Makhaik has nurtured Hill Post for over a decade. A chequered path had him drift from managing family owned apple orchards, to turning a documentary filmmaker, to a journalist - with India’s leading television networks and newspapers, to boot strapping in founding Start-Ups. He lives in Shimla.

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