View
9
Download
1
Category
Preview:
Citation preview
1 | P a g e
T&A Consulting 1400 A, Devika Towers,
6 - Nehru Place,
New Delhi 110019, India
www.insideindiatrade.com
Furniture Sector in India
2 | P a g e
Political Map of India
India is a federal union comprising twenty-nine states and seven union territories. The states and
union territories are further subdivided into districts and further into smaller administrative divisions
3 | P a g e
List of Abbreviations
APAC Asia - Pacific
BMB Bamboo Material Boards
CAGR Compound Annual Growth Rate
CBEC Central Board of Excise and Customs
CHA Customs House Agents
EXIM Export-import
FBO Food Business Operator
FDI Foreign Direct Investment
FY Financial Year/ Fiscal Year is the period starting from 1st April 20xx to 31st March 20xx
GDP Gross Domestic Product
GMV Gross Merchandise Value
HDF High Density Fibre
HS CODE Harmonised System Code
IE Code Import Export Code
ITC Indian Trade Classification
MDF Medium Density Fibreboard
PU Polyurethane
SME Small and Medium sized Enterprise
UAE United Arab Emirates
UK United Kingdom
USA United States of America
USD United States Dollar
Currency Conversion Rate: 1 USD= 65 INR
4 | P a g e
Executive Summary
Indian Furniture Industry is the fifth largest market globally and is one of the top five markets
within APAC region with consumption levels of around USD 5 billion.
The sector makes a marginal contribution of 0.5 percent to the total GDP and is growing at an annual
growth rate of over 20 percent per annum.
In this opportunity assessment study for Brazilian companies in Indian Furniture sector, the following
aspects have been covered.
Indian market overview and market segmentation of Furniture on the basis of key raw material
used and end user segment
• Identification of 20 domestic players with the details of their brand portfolio
• Identification of 12 global players with the details of their mode of presence
• 10 imported brands of Furniture with the details of the importer/distributor arrangement
Analysis of export import trends
Regulatory Framework, HS codes, import tariffs and duties
Recommended market entry route for Brazilian companies
Mapping of 10 distributors who can be potential partners for Brazilian companies
Identification of 5 key regulatory bodies in Indian Furniture Industry
Mapping of 8 Industry events scheduled for the year 2017
85 percent of the Indian Furniture market is predominantly driven by unorganised segment, which
comprises independent retailers, local carpentry shops, SMEs and wholesalers. The market in under
penetrated in terms of per capita spending.
Wood, plastic, bamboo, metal, cane, rattan and osier are some of the key raw materials used in
Furniture manufacturing in India. Wood holds a share of nearly 65 percent of all Furniture made in
India.
India has always been famous for its woodwork and carved Furniture. Most of rural India still prefers
Furniture made of wood at a local carpenter shop. However, a transition from traditional
woodworking and Furniture manufacturing to contemporary, modular and ready-to-fit Furniture
has reduced dependency on the carpenter-led segment in urban India. There is a preference for
high-end, low maintenance, quickly installable and simple Furniture products over heavy and
complex traditional Furniture. Furniture made of eco-friendly and non-toxic materials is also gaining
popularity due to rising environmental concerns.
5 | P a g e
People residing in metropolitan, Tier I and Tier II cities (primarily upper-middle income class and
high income class) are major end user segments of branded Furniture. Young population falling in
age group of 25-35 years are the primary buyers of Furniture in India.
In terms of end user segment, Residential Furniture is the largest segment in the Indian Furniture
market followed by Office and Institutional Furniture segments respectively. Children’s Furniture is
an emerging segment in the Industry with beds and wardrobes being major product categories.
The key success factors for any brand in India are dependent on the type of target consumer
segment. Residential Furniture buyers consider design, quality, variety and price before making a
purchase decision, while in the commercial space, brand and reliability are key considerations.
In the terms of competitor analysis,
There are both domestic and international brands of Furniture operating in Indian market landscape.
Indian Furniture market is primarily dominated by unorganised sector. However, Godrej Interio,
Nilkamal, Featherlite and Durian are the leading companies in the branded Furniture segment.
International players are primarily present in India through following modes:
• Establishment through subsidiaries and exclusive showrooms
• Presence through tie ups with retailers
• Third party importer-distributor agreements
Around 60 percent of the Furniture imported into India is from Italy, Germany, Spain, China,
Korea, Malaysia, Indonesia, Philippines and Japan. Wooden Furniture category dominates the
total imports followed by cane and osier Furniture.
The report also covers import procedure and regulations pertaining to import of Furniture in India.
Furniture is freely imported into India.
An assessment table highlighting opportunities for Brazilian companies in India has also been
prepared. The Furniture segment presents significant opportunities to international brands seeking
entry in the Indian market.
A table representing areas which appear to have high potential in India is presented below.
Basis Potential Segment
End -User • The Office Furniture segment appears to have high potential as it is growing
6 | P a g e
rapidly and offers large volumes. It is estimated that the demand for Office
space in India will grow at a CAGR of 20 per cent over the next 3-5 years. Apart
from the demand for creation of new Office space, the demand for Office
Furniture is also driven by renovation of existing Offices. This segment is also
relatively less price sensitive and likely to go in for well-known brands
• Another potential segment is high-end home Furniture, catering to the upper
middle class and affluent urban households
The Indian Furniture market is more fragmented in terms of market structure and design taste in
comparison to international markets. Each region in India has a different design preference. Hence, a
focus on designs that cater to regional customer preferences are an important requirement for
success.
Online websites are becoming popular among consumers for purchase of Furniture due to less
delivery time and hassle free process. Around 4 percent of the total online retail market is occupied
by Furniture and furnishings category. The average ticket size of online purchase of Furniture
products was around USD 200 to USD 300 during FY 2015. Tier 1 cities dominated sales in online
Furniture market and held 85 percent share of gross merchandise value (GMV).
Further, a transformation in Indian retail segment with growing expansion of large organised
retailers will lead to consolidation in Furniture retailing in urban markets.
Apart from export of Furniture, Brazilian companies can also capitalize on opportunities in other
potential segments which include machinery (solid and panel wood processing, finishing lines, tools
and accessories, particle board, MDF manufacturing and laminates) and non-machinery (raw
materials, timber and lumber, materials for Furniture production, semi-finished products for
cabinets, Office and modular Furniture) segments.
7 | P a g e
Table of Contents
1.0 Market Overview of Furniture Industry .......................................................................................... 12
1.1 Market Size and Growth Rate ..................................................................................................... 12
1.2 Market Segmentation and Market Share Analysis ..................................................................... 14
1.3 Key Drivers ...................................................................................................................................... 17
1.3.1 Rising Disposable Income ..................................................................................................... 17
1.3.2 Organized Retail ................................................................................................................... 18
1.3.3 Urbanization ......................................................................................................................... 19
1.3.4 Globalisation ........................................................................................................................ 19
1.3.5 Changing Consumer’s Lifestyle ............................................................................................ 20
1.3.6 Entry of International Brands ............................................................................................... 20
1.3.7 Multiple Channel Retailing ................................................................................................... 20
1.3.8 Growth in Hospitality Sector ................................................................................................ 21
1.4 Trends in the Industry ................................................................................................................. 22
2.0 Competitor Analysis ........................................................................................................................ 24
2.1 Major Indian and Foreign Players ............................................................................................... 24
2.2 Current status- Import Dependence ........................................................................................... 29
3.0 Regulatory Framework & Import Policy.......................................................................................... 32
3.1 Import Policy, Regulations and Legal Documentation ................................................................ 32
3.2 Import and Export Trends ........................................................................................................... 36
3.3 Share in India’s Total Foreign Trade ........................................................................................... 39
3.4 Import Duties & Tariffs ................................................................................................................ 40
4.0 Opportunities for Brazilian Products in India .................................................................................. 43
4.1 Opportunity Assessment Table ................................................................................................... 43
4.2 Go to Market Strategy ................................................................................................................ 46
5.0 Potential Distributor Mapping ........................................................................................................ 49
6.0 Key Influencers ................................................................................................................................ 51
7.0 Major Trade Events ......................................................................................................................... 53
8 | P a g e
60%20%
20%
Residential
Office
Institutional (schools, hospitals, hotels & restaurants)
T&A Understanding of Brazilian Furniture Industry
Furniture Industry is one of the key sectors in Brazil due to its abundant forest resources. Brazil
represents the second largest forested area in the world. Mouldings (softwood and hardwood),
plywood, Furniture, joinery, pulp and paper and sawn wood are primary products exported by the
country.
According to FAO (2015), Brazil has around 493.5 million hectares of forest land, which constitutes
to 59% of the total land area.
The wood obtained through planted forests in Southern Brazil is used in manufacturing of
Furniture, paper and pulp.
According to Brazilian Association of Furniture Manufacturers (ABIMOVEL), the market is segmented
(on the basis of end user) into three main categories:
The Brazilian Furniture market has
been growing rapidly at the rate
of 6.5 percent per annum over
past seven years.
The Residential or domestic (household) Furniture holds a major share in manufacturing Industry in
Brazil with Office and Institutional segments having equal market shares. There has been an
increased in export of household Furniture over the last ten-year period.
The Brazilian Furniture Industry is fragmented with the presence of small, medium-sized and large
manufacturers. Efficient design capabilities, easy accessibility to natural raw materials combined
with sophisticated production processes enables production of designer Furniture in Brazil. The
South-East region of Brazil is the major consumer segment of the total Furniture produced in the
country.
9 | P a g e
Furniture sector in Brazil has exports to the value of USD 548 million during January- November
2016. The ranking of Furniture export states of Brazil in 2016 are presented below.
Ranks States Percentage share in Exports
1st Santa Catarina 35%
2nd Rio Grande do Sul 30%
3rd Paraná 13.5%
4th São Paulo 13%
5th Minas Gerais 5%
Source: IEMI - Market Intelligence report based on data from the Ministry of Development, Industry and Foreign Trade
(MDIC)
The details of the export-import of Furniture (based on raw material used and end user segments)
during 2015 and 2016 is presented below.
(Figures in USD million)
Raw Material Wood
Trade
End User
Export Values Import Values
2015 2016 2015 2016
Office 7 7 2 1
Residential 277 274 3 2
Institutional (Medical & others) 126 124 16 11
Wood Furniture is the major exports category followed by metal Furniture. The Furniture
produced by using other raw materials (cane, osier or similar materials) is primarily imported.
(Figures in USD million)
Raw Material Metal
Trade
End User
Export Values Import Values
2015 2016 2015 2016
Office 0.4 0.5 2 1
Residential 16 15 53 27
Institutional (Medical & others) 13 9 45 25
10 | P a g e
(Figures in USD million)
Raw Material Other (cane, osier or similar materials)
Trade
End User
Export Values Import Values
2015 2016 2015 2016
Office
11 13 29 36 Residential
Institutional (Medical & others)
Source: Trademap
Key Importers of Brazilian Furniture during
2016
Key Exporters of Furniture to Brazil during
2016
• USA (23 percent) • China
• United Kingdom (13 percent) • USA
• Argentina (12 percent) • Austria
• Uruguay (7 percent) • Italy
• Peru (6 percent) • Germany
However, increasing costs due to inflation, labour taxes, logistics costs and lack of skilled labour are
main challenges for Furniture Industry in Brazil.
Brazilian Furniture Project is a Joint Initiative of Brazilian Association of Furniture Industries and
Brazilian Agency for Export and Investment Promotion to promote Brazilian Furniture exports to
America, parts of Africa, Europe and the Middle East. At present, the project has gained support
from around 51 producers
11 | P a g e
1.0 Overview of Indian Furniture Industry
12 | P a g e
15
85
Organised Unorganised
1.0 Market Overview of Furniture Industry
1.1 Market Size and Growth Rate
Indian Furniture Industry is one of the fast-growing markets and is ranked fifth largest market
globally. The sector makes a marginal contribution of 0.5 percent to the total GDP and is growing at
an annual growth rate of over 20 percent per annum (Source:
World Bank figures). The Furniture market in India is primarily
unorganised and occupies a share of around 85 percent while
remaining 15 percent share is held by the large organised
players.
Indian woodworking and Furniture manufacturing Industry is undergoing a transition with organised
sector employing more than 300,000 people. However, the market is under penetrated in the terms
of per capita spending.
Western and Southern region are the leading revenue generators due to presence of large number
of industrial hubs, upcoming infrastructure developments and expanding distribution network of
Furniture manufacturers in these
regions.
Uttar Pradesh, Kerala, Punjab, West
Bengal and Andhra Pradesh are the
key suppliers of wood, which is the
primary raw material used in
country’s Furniture market.
(illustrated in the map alongside)
Indian Furniture market was valued at around USD 10
billion during 2015-16 and is expected to grow at a CAGR
of around 25% between 2014-19 to reach USD 32 billion
by 2019
Source: T&A Research*
13 | P a g e
Indian states include Gujarat, Jammu & Kashmir, Punjab, Uttar Pradesh and Kerala are states well
known for woodwork and are famous for carving, inlaying, turning and lacquering.
The Furniture market has been predominantly driven by the unorganized segment, which comprises
independent retailers, local carpentry shops, SMEs and wholesalers. However, the structure of the
Industry is changing from being driven by atomistic units and semi-skilled carpenters, to larger-scale
and more mechanized formats.
The Indian Furniture market is more fragmented in the terms of market structure and design taste in
comparison to international markets. Each region in India has a different design preference,
compared to international markets where designs remain same across regions.
Asian countries have become the key manufacturers, exporters and consumers of Furniture globally
with the whole area currently accounting for 50 percent of the world’s Furniture production and 40
percent of world’s consumption. The top five markets within APAC region with the consumption
levels above USD 5 billion include China, India, Japan, South Korea and Australia.
Source: www.worldfurnitureonline.com
There has been a wider acceptance of modular and ready-to-fit Furniture leading to reduced
dependency on the carpenter-led segment in India.
Furniture market is primarily concentrated in the metropolitan, Tier I and Tier II cities, with major
end user segments being Residential, Office, commercial and Institutional.
Disclaimer:
T&A Research*: The data is gathered from multiple data sources including Indian Government data banks, sectoral
journals, National daily newspapers, industry association publications and international market research portals. In
addition, primary interview responses are also taken into consideration.
14 | P a g e
3565
Other Wood
50
20
30
Teak
Sal and Deodar
Mahogany, Cedar and other tree types
1.2 Market Segmentation and Market Share Analysis
Indian Furniture market is segmented on the basis of different parameters. These are presented as
follows.
Based on the Raw Material Used,
The key raw materials used in the production of Furniture include wood, metal, plastic, bamboo and
cane. Wood holds a share of nearly 65 percent of all Furniture made in India. This includes several
types of indigenous wood, as well as imported wood. Popular wood types used in India include
Walnut, Sandalwood, Teak, Sheesham, Deodar, Ebony, Redwood, Rosewood, Red Cedar, Sal and
rubber wood.
The country has sufficient availability of tropical wood; however, the supply of wood has reduced
due to growing concerns about environment and the need for conservation of forests.
India has abundant supply of rubber wood with southern state of Kerala producing 95 per cent of
the total supply of rubber wood in India. Bamboo Material Boards (BMB) are also used as a
replacement of plywood.
The shares of different type of wood used in the production of wooden Furniture in India is
presented below.
Indian Furniture Industry
Based on End User Segment Based on Raw Material Used
Residential
Office
Institutional
Wood
Metal
Other
15 | P a g e
70
20
10
Residential Office Institutional
Wood is primarily imported from South East Asian countries such as Indonesia, Malaysia and
Myanmar. India also imports MDF (Medium Density Fibreboard)
boards from Europe. Soft and hard wood are imported from Russia
and other South East Asian countries. Veneered panels are imported
from the European Union and USA.
Wooden Furniture is the dominant category of Furniture in India and
has been growing at a CAGR of around 30 percent. While wooden
Furniture is the largest segment within Furniture sector; modular Furniture and kitchen segments
are the fastest growing.
More than 75% of the modular solutions market in India is unorganised affecting the quality of
service, price points and design options.
Based on the end user segment,
Home Furniture is the largest segment in the Indian Furniture Industry followed by the Office
Furniture segment and the Institutional segment respectively. The shares of each of these segments
in the total Furniture market is presented through a graph below.
16 | P a g e
Residential Furniture
The Residential sector is valued at around USD 7 billion, of which, 6 percent is organised while
remaining 94 percent is catered by unorganised segment.
Bedroom Furniture occupies largest share within home Furniture market in India followed by living
room Furniture. This segment encompasses a wide range of coffee tables, sofas, centre tables,
corner tables, chairs, bookshelves, TV stands and others.
However, wardrobes and kitchens account for the highest ticket size purchases with people
spending as high as USD 7,000 to USD 10,000 on their kitchen Furniture.
Western and Southern India are key customer segments of home Furniture products in the
organised market. In the terms of age bracket, people falling in the age group of 25-35 years are the
primary buyers of Furniture in India.
Children’s Furniture: An emerging end user segment
Children’s Furniture is gaining share in the Indian Furniture
market. The upper-middle income and higher income group is the
key target group for branded children's Furniture s.
Beds and wardrobes have been the major products sold in the
India. Preferences towards minimalistic design and non-theme based Furniture, which provides
more flexibility in terms of usage is likely to generate higher demand.
Office Furniture
The Office Furniture segment caters to the commercial and Office space and is primarily dominated
by unorganised segment. However, the organised Office Furniture segment is also expected to grow
at a CAGR of 19 percent over 2014 to 2019.
Source: T&A Research
Institutional Furniture
The Institutional segment caters primarily to hotels, restaurants, hospitals and other institutions.
This segment has a minority share in the total Furniture market in India.
The organised Residential Furniture market is valued at around USD 400 million and is expected
to grow at a CAGR of 27 percent over a five-year period to reach USD 1.3 billion by 2020 which
would be around 9 percent of the USD 15 billion (expected) total Residential Furniture market
Source: T&A Research
17 | P a g e
5
20
30
35
60
80
40
Above USD 45,000
USD 15,000 - USD 45,000
USD 10,000 - USD 15,000
Between USD 7,500- USD 10,000
Between USD 5,000- USD 7,500
Between USD 2,500- USD 5,000
Below USD 2,500
1.3 Key Drivers
A rise in the demand for Furniture in the market is primarily due to steady growth of the Indian
economy, growing real estate and hospitality sector, rising disposable incomes, changing
demographics and lifestyles, wider product choice and availability and growth in online retail
segment.
1.3.1 Rising Disposable Income
During FY*1 2015, there were around 55 million Indian households*2 in the middle-class category
(households with annual incomes of USD 10,000/- and above) with a total population of around 275
million, of which, only 5 million Indian households have annual income levels above USD 45,000/-.
An income pyramid representing the shift of income distribution in India (in terms of number of
households) is presented below.
This number of households in the middle-class category is expected to reach 100 million by 2020.
Source: T&A Research
* 1 FY- Financial Year or Fiscal year is the period starting from 1st April 20xx to 31st March 20xx
*2 Indian Household- An average Indian household is assumed to have 5 people
• Incomes have risen at a brisk pace in India and will continue rising given the country’s strong
economic growth prospects. The per capita income (at current prices) during 2015-16 was
estimated at around USD 1,425/- with a growth rate of 7.4 percent on year-on-year basis
Source: T&A Research
Annual Income Levels
Millions of Households
18 | P a g e
1.3.2 Organized Retail
The retail sector in India is witnessing a significant change as traditional markets make way for next
formats such as departmental stores, hypermarkets, supermarkets and specialty stores which has
led to increase in consumption levels of all products.
Online Retailing: Gaining Foothold in Retail Sector
Source: T&A Research
The Indian online Furniture market is gaining popularity with several national and international
players entering the market landscape. Indian homeowners increasingly prefer to buy customised
kitchen or wardrobe online due to easy access and hassle free process.
E-tailing offers business opportunities to medium and small players to increase their visibility over
the internet. It offers diversified range of products, exclusive styles, protected payment options,
customer-friendly return policies and warranties.
Around 4 percent of the total online retail market is occupied by Furniture and furnishings
category. The average ticket size of online purchase of Furniture products was around USD 200 to
USD 300 during FY 2015. Tier 1 cities dominated the sales in online Furniture market and a share of
85 percent of gross merchandise value (GMV).
• The Indian retail market, estimated at USD 600 billion during 2015, is expected to grow at a
compounded annual growth rate of 12 per cent to reach USD 1 trillion by 2020
• Modern retail with a penetration of only 8% is expected to grow at an annual rate of 20
percent whereas traditional trade is expected to grow at a rate of 10 percent per annum.
Source: T&A Research
Online retail business has high potential for
growth in the near future due to convenience
and lower overheads as retail space is at
premium in India. It is estimated to reach USD
14.5 billion by 2018 growing at the CAGR of 40-
45 percent during 2014-2018
Source: T&A Research
19 | P a g e
Urban population
growing at ~ 1.5
times the growth
of overall
population
• Rapid urbanization, rise in digital literacy and an increase in the number of smartphone users has
driven growth of this market
• People today prefer a more hassle-free and brief process and have become more open to getting
ready Furniture that is directly fitted into their houses
• Online presence is an added advantage for the brands as well. The online operation cost is lower
as compared to offline and it is much easier to reach out to the potential customers.
Pepperfry, FabFurnish, UrbanLadder, LivSpace and RoomStory are the leading Furniture e-tailers in
India.
According to a survey, about 36 per cent of people want to get a touch and feel experience before
buying a piece of Furniture, especially, in case of high order value purchases. A few players have
tried to overcome this by using virtual reality and 3D technology to show consumers how their
customized kitchens and wardrobes will look before placing their order.
Source: www.retail.franchiseindia.com
1.3.3 Urbanization
Currently 29% of Indian population resides in urban areas and is expected to
reach 32% by 2020. Urbanization and growing incomes are expected to have
an impact on lifestyles and spending patterns of consumers. Despite Furniture
market contributing less than 1 percent to country’s total GDP, the Industry
has been on growth trajectory. Further,
✓ Strong economic growth since the 1990s has led to–
• Rapid urbanization and a growing middle class
• Nuclear families and dual income households
✓ Young population and increasing media penetration, has led to a surge in
demand for stylish and designer Furniture
Source: T&A Research
1.3.4 Globalisation
There has been an increase in the demand for imported brands of Furniture. Easy availability of
foreign brands at modern, general and online retailers has provided customers with a diversified
portfolio of products to choose from. International brands like Fantoni, Loddenkemper, Sauder,
Divani and Leolux are popular among consumers in metro cities.
Urbanization to
reach 32% in 2020
from 28% in 2006
20 | P a g e
The availability of different brands for same product category has enabled a consumer to make a
more informed decision.
1.3.5 Changing Consumer’s Lifestyle
Increased awareness about availability of different range of Furniture products at varied price
brackets has led to a growth in Indian Furniture market.
Consumers can now make buying decisions based on their
purchasing power and brand preferences.
• Foreign Travel: The advent of lifestyle channels and
international magazines coupled with increasing
purchasing power and foreign travel in the last few decades has created an awareness about
premium brands of Furniture. Consumers are willing to experiment and have become more
demanding and quality conscious.
• Internet Access: With the beginning of e-Commerce era, consumers have gained knowledge
about the imported brands in India, which are otherwise not available due to unorganised
nature of the market.
• In India, an average age of home buyer has dropped from 40 to 27. The practice of owning the
same Furniture lifelong is fast changing, especially, among the younger generation who prefer to
change their Furniture once in every three years. They opt for modern and stylish Furniture
rather than traditional Furniture.
• Improving literacy rate and growing influence of western culture are motivating Indian
consumers to adopt modern lifestyle.
1.3.6 Entry of International Brands
There has been a shift from traditional Furniture towards contemporary Furniture due to increasing
brand consciousness among Indian consumers. Home Furniture market of India has evolved over the
past decade with a shift in customer perception to choose organized brands instead of developing
Furniture products from carpenters. The increase in knowledge about designs, wood materials and
pricing schemes has propelled the Indian customer to choose more branded products.
1.3.7 Multiple Channel Retailing
Furniture retailers are using multi-channel retailing and in-
store marketing solutions to enrich the shopping experience
21 | P a g e
and bridge the gap between offline and digital channels. The organised retail in Furniture market is
rapidly evolving and growing with increased household income, shifting consumer behaviour from
saving to spending, increasing brand consciousness amongst Indian consumers and influx of a large
number of global brands. Moreover, rapidly expanding distribution network of exclusive stores and
easy availability of standardized Furniture products is driving sales.
Destination stores are becoming popular among Indian customers as they act as ‘one-stop-shop’ for
Furniture products with an added advantage of ‘touch and feel’ availability.
1.3.8 Growth in Hospitality Sector
An increase in investments in healthcare, tourism (leading to increasing number of hotels) and
hospitality Industry by public as well as private entities is expected to create more demand for
Furniture in the country by 2022. Infrastructure and hospitality are the key sectors driving the
demand for commercial Furniture in India.
22 | P a g e
1.4 Trends in the Industry
Preference towards Eco-friendly Furniture
There has been a preference towards eco-friendly Furniture due to rising environmental concerns.
People are becoming conscious about the need to
avoid using products that have a negative impact
on the environment. Hence, the Furniture
manufacturers are offering options that are eco-
friendly and are made from materials that are
non-toxic and renewable. Eco-friendly Furniture
uses materials harvested from sustainable
resources or recycled goods in its products.
Materials such as high density fibreboard (HDF) and Polyurethane (PU)
coatings which are stronger and nature-friendly are increasing adopted by
the players in the market.
Also, the concept of extending and folding Furniture is becoming popular in
the Indian market.
23 | P a g e
2.0 Competitor Analysis
24 | P a g e
2.0 Competitor Analysis
2.1 Major Indian and Foreign Players
Indian Furniture market is primarily dominated by unorganised sector. However, Godrej Interio,
Nilkamal, Featherlite and Durian are the leading companies
in the organised Furniture market due to their diverse
product range, wide distribution network and exclusive
outlets. Domestic manufacturers are also entering into tie-
ups with foreign manufacturers in order to improve product
design and quality.
Several international players have also forayed into the market due to low entry barriers and are
primarily present through following modes:
• Establishment through subsidiaries and exclusive showrooms
• Presence through tie ups with retailers or via third party importer-distributor agreements
Key Domestic Players
Enlisted below is the list of key domestic players operating in the Furniture market.
Sl.
No.
Name of
Company
Brand
name Display(logo) Website
1 Godrej
Interio
Godrej
Interio www.godrejinterio.com
2 USHA Lexus
Furniture Lexus
www.ushafurniture.com
3 Zuari
Furniture
Zuari
Furniture
www.zuari-furniture.com
4 Durian Durian
www.durian.in
5
Dynasty
Modular
Furniture
Pvt. Ltd.
Dynasty
www.dynastyfurnitures.com
25 | P a g e
6 Featherlite Featherlite
www.featherlitefurniture.com
7 Quetzel Q, Q Kids
www.quetzel.com
8 AFC Systems AFC www.afcindia.in
9 Damro
Furniture Damro www.damroindia.com
10 Style Spa Style Spa
www.stylespafurniture.com
11 Nilkamal Nilkamal
www.nilkamal.com
12 Omax Office
Equipments Omax
www.omaxindia.com
13 Wipro
Furniture
Startline
Pause
Embassy
Transit
www.wiprofurniturebusiness.com
14
Hindware
Home Retail
Private Ltd
EVOK
www.hindwarehomes.com
15 Monarch
Group
Monarch
Merryfair
Resol
www.monarchergo.com
16 Forzza
Furniture Forzza
www.forzzafurniture.in
17 Furniture
Walla
Furniture
Walla www.furniturewalla.com
18
N R Jasani
Modular
Furniture
Pvt. Ltd.
N R Jasani
Urban
Homez
www.nrjasani.com
19 V3 Engineers V3
www.v3-india.com
26 | P a g e
20 EPL Modular
Furniture
EPL
Modular
www.eplmodular.com
Key Foreign Players
Enlisted below are the international players who are present in the Industry either through wholly
owned subsidiaries or licensing agreement/s with retailers for distribution or exclusive showrooms.
Sl.
No.
Name of
Company
Mode of
Presence Brand/Logo Headquarters Website
1 IKEA Wholly owned
Subsidiary Sweden www.ikea.in
2
Ashley
Furniture
Home
Store
Licensing
arrangement
for distribution
USA www.ashleyfurniture.co
m
3 Herman
Miller
Wholly owned
Subsidiary USA www.hermanmiller.in
4 Gautier
Tie up with
Ebony retail of
DSC Group
France gautier.myechoprojects
.com
5 Stanley
Furniture
Exclusive
showroom USA
www.stanleyfurniture.c
om
6
The
Poltrona
Frau Group
Operated
through Casa
Décor (India)- a
joint venture
between TATA
group and
Poltrona Frau
Group (Italy)
Italy www.poltronafrauindia.
in
27 | P a g e
7
Bene
Office
Furniture
Wholly owned
Subsidiary Austria bene.com
8
Hülsta-
Werke Hüls
GmbH &
Co. KG
Operating
through
retailers
Germany hulsta.com
9
Karlsson
Luxury
Seating
Exclusive
showroom London www.karlssonleather.in
10 Roche
Bobois
Exclusive
showrooms France www.roche-bobois.com
11 Haworth
Wholly owned
subsidiary and
showrooms in
Bangalore,
Delhi and
Chennai
USA www.haworth.com
12 HNI- BP
Ergo
Wholly owned
subsidiary
USA www.hni-india.com
Further, a list of imported brands of Furniture along with importer’s details is also presented below.
S.No. Brand Name Display Headquarters Importer Name
1 Fantoni
Italy
• StudioCreo
• Spacebiz Solutions Pvt.
Ltd.
• Nestlinks
2 ArteM
Germany • Millennium Lifestyle
3 Loddenkemper
Germany • Millennium Lifestyle
• Trisha
28 | P a g e
• Interiors Extraordinaire
4 Sauder
USA • Millennium Lifestyle
5 Divani
Italy • Millennium Lifestyle
6 La.-Z-Boy
USA • Millennium Lifestyle
7 MisuraEmme
Italy • Nestlinks
• Zolijns Design Ltd.
8 Kartell Museo
Italy • Nestlinks
9 Eclisse
Italy • Nestlinks
10 Leolux
Netherland • Simply Sofas
Some of the other imported brands of Furniture are Kosta (USA), Dema (Italy), Fiam (Italy), Foscarini
(USA and Italy) and Fendi (Italy).
29 | P a g e
2.2 Current status- Import Dependence
The major countries of import are illustrated on a map below.
Source: T&A Research
During 2015-16, India imported 36,400 tonnes of Furniture with a value of around USD 460 million.
Wooden Furniture category dominates the total imports followed by cane and osier Furniture.
Metal Furniture is also imported into India.
The details of the import of Furniture during 2015-16 is presented below.
Raw Material - Wood
HS Codes End User
Segment
Quantity
(in tonnes)
Value of Import
(in USD million) Major Import Destinations
940330 Office 8,815 60 China, Malaysia, Singapore and
USA
Around 60 percent of the Furniture that is
imported into the country is from Italy,
Germany, Spain, China, Korea, Malaysia,
Indonesia, Philippines and Japan Around 10,500
importers shipped
Furniture to India
during 2015-16
China
Philippines
Japan
Indonesia
Malaysia
Spain
Germany Italy
30 | P a g e
94034000
940350 Residential 2,060 78
China, Malaysia, Italy and
Germany
*94036000 - 6,190 130 China, Malaysia, Italy and Sri
Lanka
Total - 17,065 268 -
Source: Ministry of Commerce
*94036000- The data presented under this relates to wooden Furniture imported under the “Others” category and does not
specify the specific end user segment.
Raw Material - Metal
HS Codes End User Segment Quantity
(in tonnes)
Value of Import
(in USD million) Major Import Destinations
940310 Office 3,060 26 China and Malaysia
*940320 - 8,760 47 China, Malaysia, Italy and
Germany
940210
94029010
Institutional
(Medical & others) 115 19 China
Total - 11,935 92 -
*940320- The data presented under this relates to metal Furniture imported under the “Others” category and does not
specify the specific end user segment.
Raw Material – Others (Bamboo, Rattan, Plastics, cane, osier or other similar materials)
HS Codes Quantity
(in tonnes)
Value of Import
(in USD million) Major Import Destinations
94038100
94037000
94038900
7,410 100 China, Italy, Malaysia and
Singapore
Source: Ministry of Commerce
The detailed description of each of the HS Codes are provided in section 3.4 Import Duties & Tariffs.
31 | P a g e
3.0 Regulatory Framework and Import
Policy
32 | P a g e
3.0 Regulatory Framework & Import Policy
3.1 Import Policy, Regulations and Legal Documentation
India’s import and export system is governed by the Foreign Trade (Development & Regulation) Act
of 1992 and India’s Export Import (EXIM) Policy.
The Indian Trade Classification (ITC)-Harmonized System (HS)
classifies goods into three categories:
1. Restricted
2. Canalized
3. Prohibited
Any good not specified in the above categories can be freely
imported, if the importer has obtained a valid IEC.
The value of goods imported is determined based on the Customs Valuation (Determination of Value
of Imported Goods) Rules, 2007. The Tariff Value on such imported goods are fixed by the Central
Board of Excise & Customs (CBEC) for the different class of goods imported.
In India, Furniture is freely imported. There are no specific regulations pertaining to import of
Furniture in India and these can be imported by following the general rules and regulations of
import.
Every importer in India must follow a procedure as prescribed by the regulatory bodies.
The import procedure to be followed for importing Furniture is presented below:
Restricted Items
Can be imported only after
obtaining Import License.
They must also be disposed in
the manner specified by the
Licensing Authority.
An import license is valid for
24 months for capital goods
and 18 months for all other
goods.
Prohibited Items
These goods are strictly
prohibited from being
imported to India.
Some examples of such items
include: wild animals,
unprocessed ivory, etc.
Canalized Items
The items which can only be
imported using specific
methods or procedures of
transport.
These goods can be imported
only through canalizing
agencies.
33 | P a g e
1) Import-Export Code Number
Registration with a regional licensing authority is a precondition for the import of goods so as to
obtain Import Export Code (IEC) number without which customs officials will not permit clearance of
the goods. IEC is issued by Directorate General of Foreign trade. However, no Special Import license
is required for the import of Furniture as these are freely importable. This process to become an
importer is a one-time process but renewal might be required of the same depending on the by-laws
laid down by the regional licensing authority.
2) Authority Letter
The Importer submits an Authority Letter in favour of a Customs Handling Agent (CHA) to the
Authorised Officer, if he chooses to handle his imports through a CHA.
On Arrival of
Consignment
Scrutiny of
Documents
Clearance
Procedure
✓ Obtain Import Export
code number
✓ Issue Authority Letter in
favour of Customs
handling agent
✓ File an application for clearance
✓ Arrange for specific documents
including certificate of origin, bill
of lading, commercial invoice
issued by exporting country and
other mentioned
✓ Verification of documents by
authorised Officer
Pre-requisites for
Imports
✓ After inspection of goods
34 | P a g e
Application for Clearance
On arrival of consignment, the Importer/ CHA should file an application for clearance of consignment
with the Department of Customs. As per the rules laid down by the Central Board of Excise and
Customs, there are a criterion of basic documentation which must be submitted at the time of
import into the country. The documents needed at the time of import in all cases are:
IE Code issued by the DGFT
Bill of Entry
This is a key document for all custom clearances. It must be filed within 30
days of arrival of goods at a customs location. All clearances, assessment
and examination of goods are carried out after such bill of entry is filed.
Commercial Invoice
This document is the prime source for computing the value of the goods
imported as per the relevant laws. The assessable value based on which the
custom duty is charged is finalized based on such commercial invoice.
Bill of Lading/
Airway Bill
• The bill of lading under sea shipment or airway bill under air shipment is a
mandatory document for customs clearances. This document provides the
details of cargo being carried with the terms of delivery.
Insurance
Certificate
• This is a supporting document against importer’s declaration on terms of
delivery. This document allows the custom Officers to verify whether
insurance is included in the selling price of the good and accordingly find an
assessable value.
Purchase Order/
Letter of Credit
• The terms and conditions of sale contract are detailed in the purchase
order/letter of credit. The customs officials confirm the value of the
assessable goods based on the conditions mentioned in these documents.
• The importer and supplier mutually agree on terms and conditions about
import sale prior to actual shipment of imports. Pricing, quality
specifications, terms of payment, terms delivery and mode of transport and
other terms and conditions are agreed and mentioned in purchase order
Dock Challan • It is a form to be filled, making the payment for dock charges. These charges
are paid once all the other customs formalities are completed.
Certificate of Origin
The source of origin of imported Furniture is required to be submitted along
with the application for clearance. A certificate of origin issued by necessary
approved authorities at exporting country is required to import Furniture.
Certificate of origin helps to determine origin of imported goods to avail
exemption on import duties and taxes
35 | P a g e
Nowadays, necessary information is filed online and required documents can be produced at the
time of inspection, assessment or delivery of import of goods at destination customs location. The
international partners of countries share quality measures with each other and are exempt from
multiple inspection on same products both for export and import.
Scrutiny of Documents and Clearance
The Authorised Officer verifies the documents filed by the importer and may seek clarification, if
required. If the documents are found to be in order, the Authorised Officer shall ask the importer to
deposit the dock challan for clearance.
36 | P a g e
3.2 Import and Export Trends
Export Trends
During 2015-16, India exported 50,700 tonnes of Furniture with a value of around USD 550 million.
Wooden Furniture category dominated the total exports followed by metal Furniture. USA and UK
were the major export destinations.
The details of segment-wise exports during 2015-16 is presented below.
Raw Material - Wood
HS Codes End User
Segment
Quantity
(in tonnes)
Value of Export
(in USD million) Major Export Destinations
940330 Office 5,460 18 USA
94034000
940350 Residential
203 10 USA
*94036000 - 7,690 390 USA, Germany and UK
Total - 13,353 418 -
Source: Ministry of Commerce
*94036000- The data presented under this relates to wooden Furniture exported under the “Others” category and does not
specify the specific end user segment.
Raw Material - Metal
HS Codes End User Segment Quantity
(in tonnes)
Value of Export
(in USD million) Major Export Destinations
940310 Office 4,010 15 USA
*940320 - 29,240 87 USA, France and Italy
940210
94029010
Institutional
(Medical & others) 30 5 Ethiopia and UAE
Total - 33,280 107 -
*940320- The data presented under this relates to metal Furniture exported under the “Others” category and does not
specify the specific end user segment.
Raw Material – Others (Bamboo, Rattan, Plastics, cane, osier or other similar materials)
HS Codes Quantity
(in tonnes)
Value of Export
(in USD million) Major Export Destinations
37 | P a g e
390
69
15
384
89
21
418
108
24
0
50
100
150
200
250
300
350
400
450
Wood Metal Other
2013-2014 2014-2015 2015-2016
94038100
94037000
94038900
4,095 25 USA and Panama Republic
Source: Ministry of Commerce
The detailed description of each of the HS Codes are provided in section 3.4 Import Duties & Tariffs
A graph representing the export trend of Furniture in India over the last three-year period is
prepared below.
Source: Ministry of Commerce
Import Trend
India is also an importer of Furniture. Wooden Furniture is the highest imported category followed
by Furniture manufactured using materials like bamboo, rattan, osier and others.
The import data for each segment within Furniture market in India during 2015-16 is presented in
the section 2.2 Current status- Import Dependence.
A graph representing the import trend of Furniture in India over the three-year period is presented
below.
(Figures in USD million)
38 | P a g e
275
102.482.42
274
100 99
266
92103
0
50
100
150
200
250
300
Wood Metal Other
2013-2014 2014-2015 2015-2016
Source: Ministry of Commerce
(Figures in USD million)
39 | P a g e
3.3 Share in India’s Total Foreign Trade
The export and import share of Furniture Industry in India’s total foreign trade are at reasonably low
levels. The data pertaining to same during 2015-16 is presented below.
Export of Furniture Total Exports Share in India’s Total Foreign
Trade
USD 550 million USD 262,290 million 0.21%
Import of Furniture Total Imports Share in India’s Total Foreign
Trade
USD 460 million USD 381,007 million 0.12%
Category-wise share in total trade:
Wooden Furniture- 0.16%
Metal Furniture- 0.04%
Furniture manufactured using “other” materials- 0.009%
Category-wise share in total trade:
Wooden Furniture- 0.07%
Metal Furniture- 0.02%
Furniture manufactured using “other” materials- 0.03%
40 | P a g e
3.4 Import Duties & Tariffs
Customs Duty is a type of indirect tax levied on goods imported into India as well as on goods
exported from India. Import duties are generally of the following types:
✓ Basic Duty
✓ Additional Custom Duty
✓ CVD – Countervailing Duty
✓ Anti-dumping Duty (specific applicability)
✓ SAD – Special Additional Duty
✓ Education Cess
Furniture in India is categorized under Chapter 94 of the HS Code system under the Customs Act.
The sub-HS Codes under the Chapter 94 relating to Furniture made of wood, metal or other
materials have a consistent rate of customs duty. A ‘Landing Charge’ of 1% is added to the Cost,
Insurance and Freight (CIF) value to determine the assessable value for customs duty purposes.
The below mentioned HS codes have been considered for import of Furniture in India
HS Codes Description
940210
Medical, Surgical, Dental or Veterinary Furniture (For example, operating
tables, examination tables, hospital beds with mechanical fittings, dentists’
chairs); Barber’s chairs and similar chairs, having rotating as well as both
reclining and elevating movements; parts of the foregoing articles: Dentist’s,
Barber’s or similar chairs and parts thereof
94029010
Medical, Surgical, Dental or Veterinary Furniture (For example, operating
tables, examination tables, hospital beds with mechanical fittings, dentists’
chairs); Barber’s chairs and similar chairs, having rotating as well as both
reclining and elevating movements; parts of the foregoing articles: Hospital
beds with mechanical fittings
940310 Other Furniture and parts thereof: Metal Furniture of a kind used in Offices
940320 Other Furniture and parts thereof: other metal Furniture
940330 Other Furniture and parts thereof: wooden Furniture of a kind used in Offices
94034000 Other Furniture and parts thereof: wooden Furniture of a kind used in kitchens
940350 Other Furniture and parts thereof: wooden Furniture of a kind used in bedroom
94036000 Other Furniture and parts thereof: other wooden Furniture
41 | P a g e
94037000 Other Furniture and parts thereof: Furniture of plastics
94038100 Other Furniture and parts thereof: Furniture of other materials, including cane,
osier, bamboo or similar materials: Of bamboo or rattan
94038900 Other Furniture and parts thereof: Furniture of other materials, including cane,
osier, bamboo or similar materials: Other
The customs duty applicable on the HS Codes under sub heads- 9402 and 9403 is provided below.
Customs Duty Description Rate of Duty (Tariff in %)
Basic Duty 10 %
Countervailing Duty 12.5 %
Educational Cess 2%
Secondary and Higher Education Cess 1%
Additional Countervailing Duty 4%
Total Effective Customs Duty 29.44%
42 | P a g e
4.0 Opportunities for Brazilian Furniture
in India
43 | P a g e
4.0 Opportunities for Brazilian Products in India
4.1 Opportunity Assessment Table
Based on T&A research, an opportunity assessment table presenting an overview of Indian Furniture
sector is prepared below.
Export Potential
or Value Segment High Medium Low
Wooden Furniture
Metal Furniture
Furniture made using Bamboo, Rattan, Cane, Osier or
other similar materials
Potential for Setting up a Subsidiary or entering a JV
Entry Barriers
Target Customer Segments
• The Indian Furniture market is fragmented in the terms of market structure and design
taste in comparison to international markets. Each region in India has a different design
preference
• Western and Southern India are key geographical segments for home Furniture. In terms of
age bracket, people falling in the age group of 25-35 years are primary buyers of Furniture
• The upper-middle income and higher income class are key customers of branded Furniture
• Price and quality remain key considerations affecting a customer’s buying decision and
success of any International brand in the country
Market Insights
• Indian Furniture Industry is the fifth largest market globally and is one of the top five
markets within APAC region with consumption levels of above USD 5 billion. It is primarily
unorganised with a share of around 85 percent while remaining 15 percent share is held by
large organised players
• The market is under penetrated in terms of per capita spending
• There is a transition from traditional woodworking and Furniture manufacturing to modular
and ready-to-fit Furniture leading to reduced dependency on the carpenter-led segment.
More than 75% of the modular solutions market in India is unorganised affecting the
quality of service, price points and design options
• The key raw materials used in the production of Furniture include wood, metal, plastic,
44 | P a g e
bamboo and cane among others. Wood holds a share of nearly 65 percent of all Furniture
made in India
• Furniture market is primarily concentrated in the metropolitan, Tier I and Tier II cities with
major end user segments being Residential, Office, commercial and Institutional.
Residential Furniture is the largest segment followed by Office and Institutional. Children’s
Furniture is an emerging segment with beds and wardrobes being the major product
categories
• Within Residential Furniture sector, only 6 percent is organised while remaining 94 percent
is catered by unorganised segment. Bedroom Furniture occupies largest share followed by
living room Furniture
• Steady growth of the Indian economy, growing real estate and hospitality sector, rising
disposable incomes, changing demographics and lifestyles, wider product choice and
growth in online retail segment are key growth drivers
• Any international brand of Furniture will take a longer time to penetrate in the market due
to unorganised nature of the Industry. However, a transition from traditional Furniture
towards contemporary Furniture where the customer prefers to buy ready-made Furniture
over a carpenter- developed Furniture will drive the market for branded Furniture in India.
Also, an increase in knowledge about designs, wood materials and pricing schemes has
propelled the Indian customer to choose more branded products.
• Online Furniture market is gaining popularity with several national and international
players entering the market landscape. Indian home owners increasingly prefer to buy
customised kitchen or wardrobe online due to easy access and hassle free process
• The concept of using eco-friendly materials that are non-toxic and renewable for Furniture
manufacturing is an emerging trend
Competitor Analysis
• Indian Furniture market is primarily dominated by unorganised sector. Godrej Interio,
Nilkamal, Featherlite and Durian are leading companies in the organised Furniture market
• The domestic manufacturers are also entering into tie-ups with foreign manufacturers in
order to improve product design and quality
• International players are primarily present through following modes:
• Establishment through subsidiaries and exclusive showrooms
• Presence through tie ups with retailers
• Third party importer-distributor agreements
45 | P a g e
Import- Export Trends
• Around 60 percent of the total Furniture imported into the country is from Italy, Germany,
Spain, China, Korea, Malaysia, Indonesia, Philippines and Japan
• Wooden Furniture category dominates total imports followed by cane and osier Furniture.
• In the terms of exports, wooden Furniture is the highest exports category followed by
metal Furniture. USA and UK are the major export destinations
FDI Policy:
100 percent FDI is allowed under automatic route in the single brand retail.
Other Opportunities:
Apart from export of Furniture, Brazilian companies can also capitalise on opportunities in other
potential segments.
Machinery Segment
Within the segment, growth is expected in the product groups like solid and
panel wood processing, finishing lines, tools and accessories, particle board,
MDF manufacturing and laminates.
Non-Machinery Segment
The non-machinery segment has prospects to attract more international
companies from product segments like fittings, hardware and structural parts, function and
components, lighting systems, lights, electrical fittings for Furniture production timber and lumber,
materials for Furniture production, semi-finished products for cabinets, Office and modular
Furniture.
46 | P a g e
4.2 Go to Market Strategy
The Furniture can be distributed either directly by the manufacturer or importer or indirectly
through distributors and retailers. The distribution model of Furniture in India has been illustrated
using a flowchart below:
Direct Distribution
Under direct distribution, the manufacturer or importer can sell the products directly to the
consumers. There is absence of intermediary in this channel of distribution.
Some of the methods of direct distribution involve
• The manufacturers/importers can have their own signature showrooms where all the
products are available under one roof
• Alternatively, the importers or manufacturers can sell the products through their own online
websites where they can engage and interact with the visitors to the site.
Historically, distribution through exclusive showrooms is the most popular mode of
distribution for sale of high end home Furniture
Modes of Distribution
Direct Indirect
Distributor
Wholesaler
Retailer
E- Retailer
Exporter Importer
Direct
Indirect
47 | P a g e
Indirect Distribution
Under indirect channel of distribution, the importer or manufacturer of Furniture can appoint a
distributor or a wholesaler. They sell products to dealers or retailers, who in turn, make the products
available to the end consumer.
There are a large number of Furniture retailers and franchises spread across the country. While
majority of retailers are small, large retailers including one-stop shopping chains for home building
and specialty Furniture chains usually operate in urban markets.
Online retailing of Furniture is gaining popularity with several national and international players
entering the market landscape. Indian home owners increasingly prefer to buy customised kitchen
or wardrobe online due to easy access and hassle free process.
Around 4 percent of the total online retail market is occupied by Furniture and furnishings category.
Some of the big international Furniture brands are present in India through licensing or retail
agreement.
Partner Selection:
The partner selection would be most critical as the distributor channel in India remains fragmented
and there are very few companies who have a presence across India. Increasingly the well-known
distributors/importers/retail chains are also selective with principals with whom they seek to
collaborate. Importers/Distributors/Retail chains seek support including co-investment in marketing
activities from the Foreign Principal towards building brand awareness in India.
It should be noted that at least for the first 3-5 years, primary market in India is likely be to be the
top 8-10 urban centres (mainly, metro and tier 1 cities). Thus, a potential partner should have a
strong distribution presence geographically in these urban centres, a reach to modern retailers and a
strong online retail presence.
Pricing:
While the Indian consumer is willing to pay a premium for an imported product, price point still
remains a critical factor in a purchasing decision and size of the addressable market.
48 | P a g e
5.0 Potential Distributor Mapping
49 | P a g e
5.0 Potential Distributor Mapping
T&A has identified 10 importers and distributors of Furniture in India, which are presented below.
S. No. Name of the Company Location Website
1 V R Enterprises Maharashtra www.vrenterprises.in
2 Nestlinks Karnataka www.nestlnks.com
3 Truzo New Delhi www.truwoodply.com
4 Parin Furniture Pvt. Ltd. Gujarat www.parinfFurniture.com
5 Millenium Lifestyle Bangalore www.millenniumlifestyle.in
6 Spacio Kolkata www.spaciocollections.com
7 Aura Global Furniture Mumbai www.auraglobalfFurniture.com
8 Maple Furniture Pvt Ltd Odhisha www.maplelimited.com
9 KGF India Kolkata www.kgfindia.co.in
10 Saffrino Punjab www.saffrino.com
50 | P a g e
6.0 Key Influencers
51 | P a g e
6.0 Key Influencers
Enlisted below are some of the key influencers in the Indian Furniture Industry.
S. No. Influencers Website
1 Association of Furniture Manufacturers & Traders
(India) www.afmt.in
2 Ministry of Furniture www.ministryoffurniture.com
3 Furniture & Fittings Skill Council www.ffsc.in
4 Institute of Indian Interior Designers www.iiid.net.in
5 Business and Institutional Furniture Manufacturers
Association www.bifma.org
52 | P a g e
7.0 Major Trade Events
53 | P a g e
7.0 Major Trade Events
Some of the major Industry events in the Furniture Industry in India is provided below.
S.No. Event Date City Website Frequency
1 Home Expo
India 2017
18 – 20 April,
2017
Greater
Noida www.epch.in
Annually
(April)
2 Furniture
Fair
17 - 20 March,
2017 Ludhiana
NA NA 31 March – 03
April,
2017
Hyderabad
3
Furniture &
Furnishing
Show
07-10 April,
2017 Hyderabad NA NA
4
Index
Furniture
2017
08-11 June,
2017 Mumbai www.ubmindexfairs.com
Annually
(June and
October/November)
5 Wood Tech
India 2017
04 – 05 August,
2017 Chennai www.woodtechindia.in
Annually
(August)
6 Office Expo
2017
22- 23 July,
2017 New Delhi www.theofficeexpo.com
Annually
(July)
7 Mumbai
Wood
12 -14
October, 2017 Mumbai
www.mumbai-
wood.com
Once in two years
(October)
8 India Wood 08 – 12 March,
2018 Bangalore www.indiawood.com
Once in two years
(February or March)
Recommended