Luxus

From 1990 onwards, over 25 years our family business company KRAFTWERK delivered turnkey interior projects for corporates and high end residences. The interiors market in India has been ever growing at a rapid pace. However 80% of the work is still executed at site with carpenters and interior contractors. Even as an experienced player we were finding it very difficult to deal with the unorganized contractors and carpenters. We wondered how a busy person could manage to get their home interiors done with carpenters, while doing his regular job or business.

In the home segment we can see that customers are increasingly uncomfortable dealing with disorganized contractors and onsite work.  Also the growing demand is being catered to by furniture imported from East Asia. But most of this does not offer scope for customization. We felt that there was a big gap in the market for customized high quality furniture with professional hassle free service suppor

The Indian home furniture market can be divided into 3 segments on the basis of price and quality.

• The very Low price/ very Low quality segment is largely catered to by the furniture imported from East Asia (China & Malaysia). This is a growing segment that signifies that in general even low income group customers also prefer ready to use furniture.
• The very High price/ very High quality segment is largely catered to by the furniture imported from Western Europe (Italy, Germany & Spain). Only the very affluent customers can afford this. It is a very small market. This offers very limited customization options. Customers usually prefer this segment for “loose” furniture like sofas, beds, coffee tables etc. For “fixed” products like wardrobes and kitchens they find it a difficult to import as there are many issues related to the site dimensions and specific Indian requirements.
• More than 75% of the customers fall into the middle segment. They typically do not want the low quality “Chinese imported” furniture and also cannot afford the very high price “European imported” furniture. Hence for “fixed” furniture like wardrobes and kitchens they choose to find a local vendor that