Furniture - IBEF
FurnitureMARKET & OPPORTUNITIES
FurnitureMARKET & OPPORTUNITIESCONTENTSIntroduction2Indian Furniture Industry3AppendixA report by KPMG for IBEF11
MARKET & OPPORTUNITIESIntroductionThe global furniture market can be broadly categorisedinto four categories - domestic furniture, office/corporatefurniture, hotel furniture and furniture parts. Globally,domestic furniture accounts for 65 per cent of theproduction value, whilst corporate/office furniturerepresents 15 per cent, hotel furniture 15 per cent andfurniture parts 5 per cent.According to a World Bank study, the organisedfurniture industry is expected to grow by 20 per cent everyyear. A large part of this growth is expected to come fromthe rapidly growing consumer markets of Asia, implyingsignificant potential for growth in the Indian furnituresector.Global Furniture Market5%15%15%65%n Domesticn OfficeSource: KPMG Analysis for IBEFn Hoteln Parts
FURNITUREIndian Furniture IndustryAs of 2006, the Indian furniture market is estimated to beworth US 7,922 million. Of this, wooden furniture accountsfor US 1,358 million. About 11 per cent (US 152 million)of this (wooden furniture) is imported and imports aregrowing at 50 to 60 per cent every year. India was thelargest furniture importer in the world in 2004-05, with a 17per cent share in the furniture imports worldwide. A total of10, 476 importers shipped furniture to India during thisperiod, mainly from Italy, Germany, Spain, China, Korea,Malaysia, Indonesia, Philippines and Japan.Share of Organised and Unorganised Sectors(US Billion, Percentage Share)Furniture Concepts, Furniturewala, Zuari, Truzo, N R Jasani &Company, V3 Engineers, PSL Modular Furniture, etc.The range of indigenous furniture available in India,includes both residential and contract system furniture.Manufacturers in India usually use a three-tier sellingand distribution structure, comprising of the distributor,wholesaler and retailer. The market is mainly concentratedin A, B and C category cities (the top 589 cities). A and B typecities together constitute 33 per cent of the total market.With a healthy economy and increased household andinstitutional spending, the market is growing steadily.Furniture Industry Composition1.2, 15%As with the global market, home furniture is the largestsegment in the Indian furniture market, accountingfor about 65 per cent of furniture sales. This is followedby, the office furniture segment with a 20 per cent shareand the contract segment, accounting for the remaining15 per cent.Consumer Segments6.8, 85%n Unorganised15%n OrganisedSource: KPMG AnalysisThe furniture sector in India makes a marginalcontribution to the Gross Domestic Product (GDP),representing about 0.5 per cent of the total GDP. The majorpart of this industry, approximately 85 per cent is in theunorganised sector. The remaining 15 per cent comprises oflarge manufacturers, such as, Godrej & Boyce ManufacturingCo. Ltd., BP Ergo, Featherlite, Haworth, Style Spa, Yantra,Renaissance, Millennium Lifestyles, Durian, Kian, Tangent,20%65%n Householdn Officen Contract
MARKET & OPPORTUNITIESHome furnitureOffice FurnitureHome furniture in India is available in a wide range, tocater to different customer needs. A typical middle classurban Indian home has five rooms (including kitchen andbathroom). About 25 per cent of the urban populationlive in homes with five rooms or more, while 45 per centlive in houses with three rooms or less. About 16 percent is estimated to live in single-room homes. The typeof furniture used depends on the customer’s affluenceand taste.The rich and upper middle class is typically very attentiveto design and quality, so price is rarely a determining factor.In general, European style furniture is only found in homes ofthe urban upper class. Demand for furniture of internationalstandards is limited to the larger cities. It is also estimatedthat the wealthier classes do not change furniture veryfrequently; the average life of a piece of furniture is about20 years and some craftsmen’s pieces are used for as long as50-70 years. Colonial furniture is still very common in India,but the trend seems to be declining slowly.The office furniture segment caters to the commercial andoffice space. This segment has witnessed rapid growth inrecent years, in line with the growth in the Indian economyand subsequent demand for office space. The thrust on realestate and office construction is expected to sustain in thenear future, indicating continued growth for the furnitureindustry.Contract segmentThe contract segment caters primarily to hotels and itsgrowth is consequently linked to growth in tourism anddevelopment of new hotels.There are around 1,200 hotels in India in the organisedsector. More than 10 per cent of these are in the 5-star andabove categories (please refer to table below for details).Category - wise Availablity of Hotel RoomsNo. of HotelsNo. of Rooms5 - Star DeluxeStar Category9721,3145 - Star829,5054 - Star1147,6063 - Star42719,1642 - Star1815,1481 - Star522,682Heritage853,4453 - Star Apartment Hotel21104 - Star Apartment Hotel1445 - Star Apartment Hotel1100Silver Incredible India Bed & Breakfast Establishment26Gold Incredible India Bed & Breakfast EstablishmentTo be classifiedTotalSource: Annual Report 2006-07, Department of Tourism361227,6571,16975,787
FURNITURETourism in India is growing at a robust pace. The numberof foreign tourists has increased over the last three years, asindicated in the figure below.Malaysia and Myanmar. It also imports MDF (MediumDensity Fibreboard) boards from Europe.Raw Material UsageForeign Tourist ,000CAGR13.4%4,00025%65%5,000(‘000s)These trends indicate significant potential for growth inthe contract furniture segment.To sum it up, the furniture market in India is growing onstrong fundamentals, with demand drivers likely to sustainover the medium term. At the same time, the supply side isalso encouraging, as India has sufficient availability of keyraw materials that are used as inputs for furniture making.Furniture Industry – Value ChainThe Indian furniture industry covers the entire gamut ofactivities, from sourcing, manufacturing and distribution,to sales and after sales.In the Indian context, players are actively engaged ineach of these activities.Various types of raw materials are used for furnituremaking in India. The key raw materials include wood, metaland plastic, with bamboo and cane also being used insome cases.Wood accounts for nearly 65 per cent of all furnituremade in India. This includes several types of indigenouswood, as well as imported wood. India imports woodfrom various South East Asian countries such as Indonesia,n Woodn MetalWoodIndia abounds in several tree species whose wood is used forfurniture making. Apart from indigenous material availablein India, some types of wood are also imported, in case thedomestic supply is inadequate. Popular wood types usedin India include Walnut, Sandalwood, Teak, Sheesham,Deodar, Ebony, Redwood, Rosewood, Red Cedar and Sal.Teak accounts for almost 50 per cent of the total woodenfurniture produced, Sal and Deodar account for about20 per cent and the balance includes Mahogany, Cedarand other tree types. Bamboo Material Boards (BMB) areincreasingly being used in place of plywood. India also hasabundant rubber wood supply. Natural rubber plantationscover 520,000 hectares with an additional 6,000 hectaresbeing replanted almost every year since 1994. The southernstate of Kerala produces 95 per cent of the total supply ofrubber wood in India. Although furniture making as anOrganised Sector Value ChainSuppliersManufacturersWholesalersImportersn PlasticRetailers
MARKET & OPPORTUNITIESactivity is spread across the length and breadth of India, afew centres have become famous for their exquisite carving,inlaying, turning and lacquering. Indian states well knownfor woodwork include Gujarat, Jammu & Kashmir, Punjab,Uttar Pradesh and Kerala.India is one of the largest consumers of wood in SouthEast Asia. The country has sufficient availability of tropicalwood, however, in recent years, growing concerns aboutthe environment and the need for conservation of forestshave led to reduction in the supply of wood.India imports wood from various countries like Malaysia,Indonesia, Myanmar, and Ivory Coast, etc. MDF boards areimported from Europe, soft and hard wood are importedfrom Russia and other South East Asian countries. Veneeredpanels are becoming increasingly popular in India and areimported from the European Union and USA.towards imported furniture.European furniture manufacturing companies havebeen the first entrants, with their premium products(mainly veneered) in India. They were led by the K K Birlajoint venture, Gautier, with Groupe Seribo of France.Furniture imports from other Asian countries have comein much later. Barring a few, such as, Renaissance Home,Interior Espania, Pinnacle Saporiti and Gautier, most of theimported furniture dealers sell their products either undertheir own brand name or without any branding. In recenttimes, import of cheaper furniture from South East Asiancountries has been increasing.Domestic Manufacturing2003-04Furniture manufacturing is driven by the designs chosen,the inputs which come from in-house designers andmarket feedback. Manufacturers consider several aspectsrelated to the customer (demography, lifestyle, motivationand aspiration, needs and preferences), raw material(type, quantity and availability) and internal capability(expertise, quantity and availability of labour, productionprocess complexity and delivery time) for developingdifferent designs, which in turn, determine the furniture’sfunctionality, look and feel and value.Furniture produced in India falls into two broadcategories, depending on the end user; domestic furnituremeant for home use and commercial furniture meantfor the office and hospitality sectors. Domestic furniturerepresents almost two-thirds of the total output. The keysuccess factors for each category vary. Manufacturers in thedomestic sector typically try to differentiate on the basisof design variety and price, while in the commercial space,having a strong and reliable brand is important.ImportsFurniture imports in India have been growing at nearly 64per cent CAGR, over the 5-year period from 2001 to 2006.A key driver is the increasing demand for furniture, fuelledby the boom in housing and commercial construction.Increasing income levels and influence of global lifestyletrends have also led to many urban, affluent Indians, movingFurniture Imports into 2.932001-0220.93050100150200US millionDistributionIndian furniture companies operate both, through directselling in the market and distributors. Companies with alarge local customer base normally sell directly, withoutinvolving distributors. The larger companies typically havetheir own commercial offices and showrooms in all thelarger cities in India. Many organisations prefer, however, tooperate via organised outlets.For projects of large volume, companies typically selldirectly to the customer - the primary customer is oftenthe ‘specifier’ (architects, builders or project managers) orbuilding owners/lessees who are responsible for fittingout buildings and offices. Armed with the choice of localand imported products, these purchasers exert significantinfluence on the sector.RetailersThere are a large number of furniture retailers andfranchises spread across the country. While the majority ofretailers are small in size and scale, large retailers usuallyoperate in urban markets. One-stop shopping chains for
FURNITUREhome building solutions have come up in large cities,such as Arcus in Gurgaon and KSS Home Pro in Bangalore.Another development has been the emergence of specialtyfurniture chains, such as, Usha Shriram Furniture Industries,OCL, Pace Furniture, Indoors and Renaissance Home.With the rapidly growing and transforming retail sector,it is expected that the large retailers will continue to expandtheir presence, leading to consolidation in furniture retailingin urban markets.Consumers and Key InfluencersThe decision making process in buying home furniture islargely influenced by the owner and the family at large.For commercial establishments, interior designers andarchitects are frequently consulted, for selecting all aspectsrelated to interiors, including furniture. Upwardly mobileIndians are increasingly buying differently styled foreignfurniture and frequently employ interior designers, tosuggest/choose the right furniture.A major factor that has propelled the growth in theimported furniture market is the increasing exposure ofIndians to global trends and lifestyles. Such exposure,coupled with increased disposable incomes, has causedmore and more urban middle class consumers to hire theservices of interior decorators, for doing up their houses.To sum it up, While decorating a new house: The buying decision is leftto a builder/architect/interior decorator or the owner While renovating a house: The buying decision is made byan interior designer or by the owner While furnishing a commercial complex: The buyingdecision is made by the builder/architect/interiordesignerKey Demand DriversSteady growth in the Indian economy and the consequentrise in living standards, have been key influencers on demandgeneration in the Indian furniture industry. The three keydrivers that have had a significant impact on the sector are:1. Changing consumer demographics2. Real estate/housing boom3. Tourism and hospitality industry growthChanging consumer demographicsIncome levels in India have been growing rapidly over thepast decade and this trend is expected to continue. Thishas led to an increase in the number of middle class andaffluent households- the number of households of the richand consuming segment has more than doubled between1995 and 2005. Average household income in urban areashas grown at a CAGR of 5 per cent over the past decade.By 2010, the higher income earning group ( US 2,000)is expected to constitute 48 per cent of the total earningpopulation in India.Number of Households of Rich and Consuming US millionCoupled with this is the increased propensity to spendon lifestyle and consumer products, driven by trends likeincreasing number of double income families, increasedease of financing for consumer durables and increasedexposure to global products. All these factors have had apositive impact on the furniture sector and are expected todrive demand for furniture in the future.Real estate/housing boomThe growth in the Indian economy has also had a positiveimpact on the growth of real estate and commercial propertiesin India. There has been all-round growth in both, themanufacturing and services sectors. In particular, the growthin the services sector, which now constitutes more than the50 per cent of the GDP, has led to rapid development in therealty sector in India, as the growing KPO/BPO sector createsReal Estate Development112.02005-0698.82003-059095100US billion105110115
MARKET & OPPORTUNITIESdemand for construction of new office space.The real estate sector has grown from a US 98 billionindustry in 2003-04 to US 112 billion in 2005-06. Whilehousing constitutes a major part of real estate in India,commercial construction has also been growing, in orderto cater to the increasing demand for office space. Thecumulative demand for office space in 2005-2008 isestimated to be in excess of 85 million square feet, up from16 million square feet in 2004.Growth in both, housing and commercial developmentwill have a positive effect on furniture demand, driven bythe need to furnish new constructions.Tourism and hospitality industry growthrooms would be required to cater to the needs of travel andtourism. The furniture industry would benefit through thesubsequent demand for hotel furniture.Tourist Visits to Indian 00300400500US millionCritical Success factors for FurnitureManufacturers in IndiaTourism in India has been increasing rapidly and steadilyover the past decade. The number of tourists (domestic andforeign combined) to visit all states in India grew, from 145.1million in 1996 to nearly 472.5 million in 2006, at a CAGR of12.5 per cent. It is expected that demand for tourism willgrow at 8.6 per cent between 2006 and 2015.This would create significant demand for hotel rooms.It is estimated that by 2010, an additional 125,000 hotelThe Indian furniture industry is gradually transforming into amore organised and competitive sector. The entry of globalbrands in the sector, emergence of large retail players andthe resultant consolidation, are trends that highlight thistransformation.The figure below captures the current status of theIndian furniture sectorThreat of New Entrants Fragmented industry Growing domestic market Industry is not investment intensiveCustomer PowerSupplier Power Abundant supply of raw materialsand labour Supplier base not organised Imports getting easierCompetitive Rivalry Moderately competitive industry Transitioning from highly unorganisedto organised sectorIncreasing demand from keyuser segmentsDemand for lifestyle products Majority of the market stillprice sensitiveThreat of Substitutes Source: KPMG AnalysisNo significant threatn Highn Mediumn Low
FURNITUREThese trends indicate certain key capabilities thatcompanies in the furniture sector need to develop forsuccess. They are briefly discussed below:demand forecasting is a related capability, required to planfor raw materials and parts.Good supply chain managementOptions for entering the Indian furnituremarketSupply chain management is critical for furnituremanufacturers for catering to both, the home andcommercial segments. For the home segment, the challengewould be to cater to India’s diverse customer needs and aspread-out market, without adding to inventory or costs.In case of the commercial (office and hotel) segment,the key requirement would be to ensure timely deliveries,as per required specifications to the builder or architect.Cost MinimisationFurniture manufacturers in India will need to cater to diversetastes and preferences across customer segments andgeographies. At the same time, with the industry gettingincreasingly organised and competitive, margins are likelyto be progressively under pressure. In this scenario, theability to manage costs through improved manufacturingprocesses and minimising waste is a key capabilityrequirement for players in this sector.Brand ManagementBranding has become a significant factor in furniturebuying in India in recent years. Having a well-known brandis important for catering to the office and hotel segment,as these typically buy in large volumes and expect thefurniture to complement or enhance their own brand.However, even individual buyers in the home furnituresegment are increasingly looking at branded products, as ameans to ensure quality and value.CustomisationFurniture manufacturers need to be able to customisetheir products to meet different customer needs, whilemaintaining their cost competitiveness. This could bea challenge, especially in the home furniture segment,where the volumes for specific designs are likely to be low.Practices like mass customisation, where there are productswith standard shapes and sizes with customised exteriorsand colour shades, will need to be implemented. AccurateAttractive segmentsThe Indian furniture market offers attractive growth optionsfor multinational players looking at entering the Indianmarket. As mentioned earlier, import of furniture into Indiahas been growing at nearly a 64 per cent CAGR, indicatingstrong demand for global products in the Indian market.The office furniture segment appears the most attractive,as it is growing rapidly and also offers large volumes. It isestimated that the demand for office space in India will growat a CAGR of 20 per cent over the next 3-5 years. Apart fromthe demand for creation of new office space, the demandfor office furniture is also driven by renovation of existingoffices. This segment is also relatively price sensitive andlikely to go in for well-known brands.Another potential segment is high-end home furniture,catering to the upper middle class and affluent urbanhouseholds. Home furniture is the biggest segment interms of volume and with the number of such householdsincreasing at about a 10 per cent CAGR, it offers goodpotential for investment.Global players can enter India, either on their ownor through joint ventures. Given the market size andcomplexity, successful global companies spend significanttime in studying and understanding the Indian marketthoroughly, before making significant investments. Somecompanies have established liaison/representative officesas an intermediate step before entering on their own orthrough a joint venture. Typically, the liaison office is notallowed to undertake any business activity in India. Therole of such an office is to gather information about thepossible market opportunities and provide informationabout the company and its products to prospective Indiancustomers. A liaison office in India is permitted to carry outonly specified activities and the permission for the same isgiven for a period of three years. This may be extended fromtime to time.An example of such an approach is Teknion. Teknion’starget market includes Fortune 500 companies and majorIndian corporate houses.
10MARKET & OPPORTUNITIESMNC furniture company in India - Teknion Build the brandTeknion initially established a liaison office in India andthe company’s operations were focused in Chandigarh,Hyderabad, New Delhi, Mumbai and Bangalore. Presently,Teknion employs two permanent employees for itsoperations in India.It has an after-sales service function that includesreconfiguration and new orders. The firm also employs subcontractors for installation of its furniture solutions. Teknionimports furniture from its Malaysian operations.Presently, Teknion’s aim in India is to establish itself asa leading designer and promoter of high quality modelfurniture solutions. For this, the company intends to target10 per cent of the total furniture market by establishingrelationships in India and networking with theserelationships to reach the targeted companies. Teknion alsoplans to establish a new showroom and a joint venture withIndian distributor.In the longer term, Teknion plans to maintain anassembly unit with standard furniture and standard productranges.India being a price and value-conscious market, consumerstypically look for cues that indicate assurance of value. Astrong brand is important for furniture manufacturers inthis respect, to increase customer awareness and trust.Participation in furniture trade shows, organising seminars,etc., could therefore prove to be useful means to build abrand.Key take-aways for potential investorsWhile the Indian furniture market is growing rapidly andcan yield sustained advantages, an assessment of the sectorand the key trends driving it throw up a few key take-awaysfor potential investors. These are: Understand the marketPotential investors, would also need to concentrate onspecific regions/customer segments initially, to establishthemselves and test the market before investing in anational distribution network. Establishing a liaison officeto study the market extensively and identifying investmentopportunities will also prove to be steps that will enableinvestors to firm up their India operations. Focus on designDesigns that cater to local customer requirements arean important requirement for success across markets. Inthis respect, companies could look at leveraging India’straditional craftsmanship and technology base, throughdeveloping design schools or collaborating with the alreadyexisting schools. Places in India, that are known for theirtraditional woodwork are listed in the appendix.
FURNITUREAppendixLocations known for excellence inwoodworkAlthough, furniture is manufactured in many different partsof the country, a few centres have become well known fortheir exquisite carving, inlaying, turning and lacquering.These are:GujaratBesides carved chests and almirahs, Gujarat is synonymouswith the wooden swing. The different varieties of swings aremade using a range of wood from unvarnished hewn woodto rich lacquer. Sankheda village, in Gujarat, has a uniquetradition of engraving indigenously developed silver, goldand bronze colours on wood. Surat, has a tradition ofparquetry-work, which is locally called Sadeli.Saharanpur (Uttar Pradesh)This is the most flourishing commercial centre forwoodcarving. Sheesham and Teak are used for the smallscale manufacturing of traditional, as well as modernproducts, such as, screens, cigarette boxes, tables, trivets,bookends, etc. Saharanpur now also concentrates on woodseasoning or the preparation of wood before it is crafted, bymellowing it and making it proof resistant against crackingand splitting.KeralaWoodcrafts in the state of Kerala, ‘God’s Own Country,’vary from household furniture to animal figures, which is amajor economic and cultural activity. Carvings from Keralarepresent its tradition and borrow strongly from spiritualvalues and thoughts.KashmirOther areasIn Kashmir, extensive wood-work has been used forstructures since ancient times. Houses are lined with woodceilings worked in geometrical patterns and windows inlattice work. The Kashmiri houseboat, made entirely of aspecially seasoned wood that does not warp in water, is avisual delight.Hoshiarpur (Punjab)Wood workers here specialise in inlaying ivory, now more orless replaced by plastic due to its low cost. Intricate designshave received royal patronage some generations ago.Wooden furniture, trays and mirror frames repeat certainbasic motifs and ornamentation derived from nature.West Bengal has its own tradition of strong folk carving.Carved figures, furniture, cabinets, jewellery boxes, chestsand lamp stands produced in Bihar, are noted for theirelegant designs. Orissa excels in making beautiful dowrychests of painted wood, in addition to carved figures ofLord Jagannath and the temple at Puri. Andhra Pradesh isknown for its colourful Kondapalli toys.11
12MARKET & OPPORTUNITIESKey playersGodrej & Boyce Manufacturing Co. Ltd. I t is a part of the Godrej Group and was incorporated in1932. The Godrej Group recorded revenues of aroundUS 513 million in FY’06 I t mainly manufactures consumer products, officeequipment, consumer appliances, chemicals, agroproducts, security equipment, industrial products andoffer office automation and storage solutions The company’s manufacturing facility is located inMumbai, Maharastra The company has exclusive showrooms and dealer outletsacross IndiaFeatherlite F eatherlite is one of India’s largest furniture manufacturingcompanies and was started in 1965 F eatherlite has been retailing furniture for the past20 years and the first outlet was opened in Bangalorein 1987 The company has a state-of-the-art manufacturing plantand is engaged in continuous R&D The company’s manufacturing plants are located inBangalore and Hosur. It has a presence in 22 locationsacross India I t has around 25 exclusive showrooms in Mumbai, Chennai,Bangalore, Delhi, Kolkata and Hyderabad. It manufacturesaround 20, 000 chairs and 3, 400 workstations per month.35 per cent of the total production is sold throughretail outlets The company has an employee strength of 500, whichincludes architects, interior designers and others T he company manufactures home and office furniturethat is retailed through about 92 exclusive retail outlets,spread across the country The company also provides after sales services throughits showroomsMillennium Lifestyle M illennium Lifestyle is a family owned enterpriseincorporated in 1999. The family had nearly 75 years ofexperience in retailing Indian art and antiques Millennium Lifestyle offers a one-stop solution to caterto the customers’ complete furniture requirements, as itoffers a wide range of furniture from around the worldunder one roof A number of brands across various product categoriesare sold from the company’s retail stores - ArteM, Divani,Loddenkemper, RioArt, Sauder, Sherwood and Softplus.Millennium Lifestyle has its showrooms spread across thetwo southern Indian cities of Bangalore and Hyderabad The company also provides the ‘designing your owninterior sitting at home’ service with the help of an onlineinteractive room designerDurian D urian is a major player in imported furniture, offeringliving, bedroom, dining room and office furniture The company has been set up by the Dokania Group,which has been involved in plywood manufacturing forabout 25 years Durian has over 40 imported furniture showrooms in thecountry The company also offers free interior design consultancyand free delivery and furniture installationStyle SpaNilkamal S tyle Spa Furniture Limited is promoted by theZuari-Chambal Group. Established in India in 1997,to manufacture and retail furniture, the company isheadquartered in Chennai The US 15 million manufacturing facility at Kakkalur, nearChennai, in the state of Tamil Nadu, is a sophisticated andfully automated plant, which is one of Asia’s most modernand largest manufacturing facilities. The ISO-certified plantproduces around 0.2 million furniture pieces annually N ilkamal Group of Companies has a turnover of over US 125 million. It is the leader in plastic moulded furniture The company has diversified into the lifestyle furniturebusiness by launching @home, which is a complete homesolution store offering contemporary readymade woodenfurniture. The company has eight manufacturing locationsin India. It also has joint ventures in Banglad
Furniture Concepts, Furniturewala, Zuari, Truzo, N R Jasani & Company, V3 Engineers, PSL Modular Furniture, etc. The range of indigenous furniture available in India, includes both residential and contract system furniture
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