The furniture industry in India is worth Euro 5 billion, with wooden furniture accounting for Euro 750 million. Home furniture makes up 65% of both the global and Indian furniture markets. The organized furniture industry in India is expected to grow 20% annually. Major opportunities exist in furniture manufacturing, interior design, and supplying furniture to the growing domestic market. The use of new technologies like augmented reality and IoT could help advance the industry.

1. Group- 10
Shashank Joshi
Apurva Kumar
Prachi Sawant
Ayushi Garg
Prateek Parimal

2. • The global furniture market can be broadly categorised into four
categories - domestic furniture, office/corporate furniture, hotel
furniture and furniture parts.
• Globally, domestic furniture accounts for 65 per cent of the
production value, whilst corporate/office furniture represents 15
per cent, hotel furniture 15 per cent and furniture parts 5 per cent.
• According to a World Bank study, the organised furniture industry
is expected to grow by 20 per cent every year.
• A large part of this growth is expected to come from the rapidly
growing consumer markets of Asia, implying significant potential
for growth in the Indian furniture sector.

3. • As with the global market, home furniture is the largest segment in
the Indian furniture market, accounting for about 65 per cent of
furniture sales.
• This is followed by, the office furniture segment with a 20 per cent
share and the contract segment, accounting for the remaining 15 per
cent. n Household n Office n Contract Consumer Segments 15%
• Following are the types of furniture market:-

4. • Home furniture in India is available in a wide range, to cater to different
customer needs. A typical middle class urban Indian home has five
rooms (including kitchen and bathroom).
• The rich and upper middle class is typically very attentive to design and
quality, so price is rarely a determining factor. In general, European
style furniture is only found in homes of the urban upper class.
• Demand for furniture of international standards is limited to the larger
cities. It is also estimated that the wealthier classes do not change
furniture very frequently; the average life of a piece of furniture is about
20 years and some craftsmen’s pieces are used for as long as 50-70 years.

5. • The office furniture segment caters to the commercial and office
space. This segment has witnessed rapid growth in recent years, in
line with the growth in the Indian economy and subsequent demand
for office space.
• The thrust on real estate and office construction is expected to
sustain in the near future, indicating continued growth for the
furniture industry.

6. Gujarat
Besides carved chests and almirahs, Gujarat is synonymous with the
wooden swing. The different varieties of swings are made using a range of
wood from unvarnished hewn wood to rich lacquer. Sankheda village, in
Gujarat, has a unique tradition of engraving indigenously developed silver,
gold and bronze colours on wood. Surat, has a tradition of parquetry-work,
which is locally called Sadeli.
Kashmir
In Kashmir, extensive wood-work has been used for structures since
ancient times. Houses are lined with wood ceilings worked in geometrical
patterns and windows in lattice work. The Kashmiri houseboat, made
entirely of a specially seasoned wood that does not warp in water, is a
visual delight.

7. Hoshiarpur (Punjab)
 Wood workers here specialise in inlaying ivory, now more or less
replaced by plastic due to its low cost. Intricate designs have
received royal patronage some generations ago. Wooden
furniture, trays and mirror frames repeat certain basic motifs
and ornamentation derived from nature.
Saharanpur (Uttar Pradesh)
 This is the most flourishing commercial centre for woodcarving.
Sheesham and Teak are used for the smallscale manufacturing of
traditional, as well as modern products, such as, screens,
cigarette boxes, tables, trivets, bookends, etc. Saharanpur now
also concentrates on wood seasoning or the preparation of wood
before it is crafted, by mellowing it and making it proof resistant
against cracking and splitting.

8.  Damro
 Durian
 Evok
 Godrej
 Hulsta
 Ikea
 Nilkamal Ltd
 Usha Lexus
 Wipro Furniture

9. Brand’s Established
Godrej Interio 1937
Skipper Furnishing 1986
Durian 1985
Damro 1986

10.  One of India’s largest furniture brand.
 Godrej Interio is the only company in India to have BIFMA certification for both
manufacturing process as well as products.
 The product categories include, home furniture and interior solutions, bedroom
solutions, living room solutions, dining room solutions, storage solutions, kids
furniture solutions, study furniture solutions, kitchen solutions, accessories,
mattresses, customized hardwood furniture and interior solutions, and institutional
furniture and interior solutions, desking solutions, seating solutions, storage
solutions, modular office solutions, healthcare furniture solutions, laboratory
furniture solutions, marine furniture solutions and 360 degree turnkey solutions.
 Recently, the brand was honoured as Asia’s Most Promising Brand 2016, World’s
Greatest Brands 2015 Asia, Home and Lifestyle Retailer of the Year.

11.  The brand prides in taking the ‘Make in India’
initiative forward and also in promoting the
same among the fellow countrymen.
 Durian has a total of 31 stores in India.
 The brand retails through its own E-
commerce portal www.durian.in and
is available at some of the leading online
websites like Pepperfry, Flipkart, Amazon, etc.
 Durian’s product basket comprises of home
furniture including living room furniture,
dining room furniture, bedroom furniture and
bedroom sets, storage utilities and also a wide
range of office furniture. Other offerings
include laminates, veneers, doors and
plywoods.
Source: Amanora Town Center Mall, West Block, 3rd Floor, Hadapsar, Pune, Maharashtra 411028

12. Brand’s Established
Chumbak 2010
Pepper-Fry 2011
Peachtree 2005
Story@home 2011
Urban ladder 2012
Bianca 2008
Fab-Furnish 2012

13. Source: http://www.business-standard.com

14. The furniture industry in India is estimated to be worth Euro 5 Billion. Within this, the
wooden furniture accounts for Euro 750 million. Of this the imported furniture market is
currently worth Euro 75 million and is growing at 50 - 60% each year. The furniture sector
in India only makes a marginal contribution to the GDP, representing about 0.5% of the
total GDP. The major part of this industry is in the informal sector that is, about 85%. The
remaining 15% is in the formal sector and is made up of manufactures and importers
catering to the various segment of the industry.
Some of the major segments in furniture industry are Residential, Office, Contract and
Institutional. There are other segments also based on the application (Kitchen, Bathroom,
Bedroom, etc.) or on the raw material (wooden, plastic, metal, bamboo, etc.).

15. Market
Structure
Organized
Sector
Unorganized
Sector

16. Top Furniture Brands in India
1. Damro
2. Durain
3. Evok
4. Godrej Interio
5. Hulsta
6. IKEA
7. Nilkamal Ltd
8. Usha Lexus Furniture
9. Wipro Furniture
1. Henredon
2. Restoration Hardware
3. Edra
4. Poliform
5. Boca Do Lobo
6. Kartell
7. Fendi Casa
8. Henkel Harris
9. Christopher Guy
10. French Heritage
Top Furniture Brands in the World

19. • We have visited Natural Living furniture store which is in Amanora Mall, Pune.
• 5 years old Shop
• Only Wooden Furniture- Use Sheesham Wood
• Most selling Products – Wooden Bed and Dinning
• 15% price hike After GST
• 28% GST on Furniture sector
• Best Qualilty- Customer Satisfied
• Custom Delievery Available within 15 Days
• Import From Jodhpur
• All mode of Payments.
• Weekdays – Customer Visits store
• Weekends – Purchase and Delievery

20. Industry Problem Constrains-
 Substitutes Like Plastic, Steel
Furniture.
 Substitutes are of lower price.
 No direct Competitors
 Less Customers
 Storage Problem
Regional Bottlenecks And
Hindering Efficiency –

21. Capacity Utilization -
 Less Capacity
 Catalogue Based Products –
More Made to Order
 Pricing Starts from 13000 to 2
Lakh.
 No Offers provided.
 No Seasonal Sale
 Price Decided by Head Office.
 Style and Quality of wood used
Pricing Techniques –

22. Most Important Cost Item –
 Raw Material i.e. Wood  In world Ikea
 In India Godrej , Neelkamal ,
Durian
Industry Leader –

23.  There are numerous opportunities in India for business of furniture as its
usage has been increased.
 There are opportunities like start-up, or work as a interior decorator of
furniture or the supplier of furniture to local market from national
market.
 One can move also move into the area of designing of furniture or in
manufacturing process of furniture.

24. Import Policy
 Importers in India require no
license or prior permission to
import furniture.
 This is leading to excessive
competition in the industry
 Import of furniture have to pass
the procedure of custom clearance
when they cross the Indian
Borders.
 The importers need to present
Originals of Commercial invoice,
packing List, Certificate of Origin,
and Bill of Lading.
Custom Clearance

25. Duty
 Basic Custom Duty (15 per cent) +
(2 per cent Education Cess)
 Packages should comply with Import Policy
provisions as laid down in The Policy circular
44 (RE 2000)/1997-2002 DT24th November,
2000.
 Each unit package should carry the
following details:
 (a) Name and address of the importer;
 (b) Common name of the commodity
packed;
 (c) Net quantity in terms of standard unit of
weights and measures
 (d) Month and year of packing in which the
commodity is manufactured or packed or
imported.
Packaging

26.  While a large amount of manufacturing activity takes place in
unorganized sector, market is slowly moving towards technology
advancement with growing number of organized players stepping-in.
 Various features like Augmented reality, The Internet of Things (IoT)
can be used for various manufacturing process.