Godrej Interio, the furniture arm of the diversified Godrej Group is known for its quality products and quick service. With the entrance of IKEA in the Indian market, furniture brands seem to be feeling the heat and are trying to attract their target audience using fresh and creative marketing strategies.
While Ikea has its own branded stores, Godrej is looking to expand its retail network largely under the franchisee route for greater reach. The home furnishing space is estimated to be around Rs 620 billion, out of which the organized sector share is only 15 percent currently but growing very fast. Along with IKEA, Godrej Interio is facing tough competition from e-commerce furniture startups such as Pepperfry, UrbanLadder and FabFurnish.
In its latest posts on social media, Godrej has intentionally made content targeting IKEA and the problems customers face with it. Here are the ads we are talking about:
On free installation
We offer free installation for any product. It’s just one of the ways #GodrejInterio has grown to become India’s largest and most-loved furniture brand. We know what India needs. Visit our store https://t.co/v5XtG1x63l #FreeInstallation #GodrejFurniture #HomeFurniture pic.twitter.com/UNc3jo5taY
— Godrej Interio India (@GodrejInterio4U) September 22, 2018
On warranty
We offer a proper warranty on everything you buy. It’s just one of the ways #GodrejInterio has grown to become India’s largest and most-loved furniture brand. We know what India needs. Find our nearest store https://t.co/FpmRH0ATnE #FurnitureWarranty #GodrejFurniture pic.twitter.com/yLy7w1DOp4
— Godrej Interio India (@GodrejInterio4U) September 23, 2018
On free delivery service
We offer free delivery for any product, no matter how large or small. It’s just one of the ways Godrej Interio has grown to become India’s most-loved furniture brand. We know what India needs. Find our store near you https://t.co/b3UyNRdQor #GodrejDelivery #GodrejFurniture pic.twitter.com/tPVxeDPcoQ
— Godrej Interio India (@GodrejInterio4U) September 21, 2018
Clearly, you can see what Godrej Interio is trying to deliver through these ads. It is not the first time when IKEA has been targeted by Indian companies, on the launch day of IKEA in Hyderabad, Kishore Biyani’s HomeTown had done something in Hyderabad.
Also Read: Kishore Biyani’s HomeTown Spoiled Ikea’s Party With Innovative Ads
Such activities from local brands show that no one wants to sit back and let others capture the Indian furniture market as with modernization, our country is getting the attention of both multinational brands and Indian brands are also looking for expansion.
