Godrej Interio’s new ‘U&Us’ units to let customer co-create home furniture

2^nd August'11, Mumbai

Godrej Interio, the furniture store from Godrej & Boyce Mfg. Co. Ltd., has piloted an unusual experiment in Thane city and set up a separate unit called 'U&Us', where the customers will be able to co-create their home furniture and interiors with the local carpenters hired by the store. The Rs 330-croreGodrej Interio continues to sell furniture items through its regular furniture stores across the country. There is an untapped market of consumers wanting to create their own furniture in a hassle-free manner. The estimated size of the furniture market in India is Rs35,000-40,000cr, but bulk of this industry remains in unorganized sector rendering it tough for the young urban dwellers. U&Us has taken on its rolls some local carpenters who are given a fixed and a variable remuneration. The concept of involving the customer is not new and has been put to test successfully previously by HUL for their Lays and Maggi brand where customers were asked to suggest new flavors. Little Italy Group of Restaurants too involved the customer in the co-creation of food flavors at its restaurants.