작성일자: 2013.11.18

작성자: 뉴델리 무역관 Mr. Saurav Deb (saurav@ktcdelhi.net)

 

 

1. 산업개요

 

□ Home decor, Interior design pieces, Interior decor Industry ~ India

 

 ○ An Overview

  - Interior design in India has come a long way. It has gained autonomy from Architecture and is no longer reduced to just decoration and furnishings. It sees space as a living environment, and is a holistic resolution of the socio-cultural, emotional and resource conditions of the context it represents.

  - In the context of modernization and Indian and global influences trends in India are many, given the diversity factor. Add to India’s rich and varied cultural heritage, the new wave of progressive development in both urban and rural areas, and diversity only deepens. In the past, each region had its own distinct characteristic elements. Although even today, places have their own design language, the ‘genius loci’ or the spirit of the place has undergone minor to massive changes.

  - While some old features continue to exist, some others have reinvented themselves, while still others have merged with influences from other quarters, with the world becoming a much smaller place. Developments in technology have accelerated the change and recession has seen the birth of new trends in certain sectors. And in an era of green living, almost everything revolves around eco-friendliness. These trends are more depictive of the Indian urban lifestyle, and of course, are not free from influences of rural elements.

  - Indians are fast developing a taste for the good life and this is showing in the rapid growth in the business of interior decoration market.

  - Rapid urbanization and growing consumption have changed the way Indian people do up their homes, this has fuelled the interior décor industry, which provides everything - from design services to even customizing interiors according to personal choices - all in an effort to create stylish and trendy homes.

  - A number of international interior decoration brands have now made a foray into the Indian market. One reason that attributes to the rise in the interior decoration industry is the parallel growth of the real estate industry.

  - The new generations apartments are being built these days need new generation interiors to match the needs. When there are new generation apartments coming in, there are new generation interiors required for them. There are new generation couples that are coming in, NRIs coming back to India. There is a lot of expatriate population setting down in India so there has to be interiors available to cater to all kinds of tastes.

  - The purchasing power of Indian consumer has made it possible for the real estate developers and interior decorator to build apartments and home fitted with super high end services like, spa, sauna, jacauzzi.

  - As per Technopak estimates, the Indian Home Décor market which stood at $13 billion in 2010 will touch $20 billion by 2015. The category is seeing a huge scope and acceptance among consumers when it comes to digital buying. Popularity of this category in online retailers is a consequence of higher average ticket size and profit margins when compared to other categories. This is a niche category where both sellers and consumers are comfortable in etailing, as the market was unorganized up till now with few brands and rest mom and pop shops catering to the needs that prevailed. Inclusion of home decor in online retail has provided a reach and option for enthusiastic buyers and young couples who otherwise had to rely on local retailers for designs and quality.

  - The market is unorganized with only 4 or 5 big players in comparison to other categories, Apparel, electronics etc where more organized players are present. The entry barrier in this category still seems low and provides better scope for differentiation and even a private label for merchants.

  - Facts about the Category as per various experts

   · Home Decor is almost a $15~20 billion category including offline and online.

   · Out of this $20 billion market 40~50% is furniture and rest are pure home decor items such as cutlery, kitchen items, fancy lamps etc.

   · In furniture, out of 40%, 25% is the larger furniture items such as Sofa, Beds etc and rest small furniture items such as linen, bar table, chair , stools etc.

   · There is a huge scope of this 25% of smaller furniture items and rest 60% of pure home decor items in online because of their smaller sizes, not much need of touch and feel and easy logistics comparatively.

 

 

2. 시장 내 주요 마켓 플레이어

 

□ Online players in this category

 

 ○ There are many players who have already made their entry into this niche segment and are doing unexpectedly well. Some such players are:

  - Urbanladder: Launched in 2012 and a venture of Bangalore-based Descasa Decor Online Pvt Ltd, Urbanladder is currently delivering to Bangalore, Mumbai and Delhi / NCR region (Gurgaon, Noida). The online store has made a strong foothold in the segment and have recently raised $1 million in series A funding and is looking to close a Series B round in coming months.

  - Pepperfry: An online Home & Lifestyle marketplace, launched in January 2011 is having a current user base of 7 lakhs and 3 million unique visitors on monthly basis. Also it is doing almost 1200 orders a day. The company has raised $13 million in total with $8million in Series A(2011) and $5 million in Series B (2013).

  - Fabfurnish: A rocket internet backed venture and the most visited online home store in India, fabfurnish was launched in January 2012. It is currently known for its designer furniture, furnishings, décor items and kitchenware.

  - Zansaar: A Bangalore based startup and a brand owned by Singapore-based Salar Online Pvt Ltd has forayed into online home decor space in 2012. Backed by Accel Partners and Tiger Global, it has recently raised $6 million funding from them with an aim to bring in exclusive range in categories such as Home decor, Kitchen Tools, World Foods, Cushion Covers.

  - Roomstory: An online multi-brand home store, Roomstory is offering products across three classifications, Bed & Bath, Décor & Furnishings and Kitchen &Dining. It was launched in 2011 with an aim to become a one stop destination for all home decor products. The company is currently looking for funding of around $1 million.

  - The Home Label: An online marketplace by Sussanne Roshan, Home Label is backed by The Label Corp., the first retail brand in the online marketplace to introduce a unique tastemaker styled model. Under this business model, the celebrity Creative Directors bring along an assortment of exclusive and trendy products.

  - Bedbathmore: An online portal, bedbathmore deals in home decor, bed, bath and other furnishings. It also has its own warehousing facility in Mumbai. It is a part of Creative group, one of the India’s largest exporters of home furnishing and apparels to US and Europe. Bedbathmore also raised an undisclosed amount recently in Series A funding from Blume ventures with plans to establish private labels and expanding the technology team.

  - Mebelkart: A Bangalore based startup, Mebelkart provides a range of products including Bean bags, Seating, Home furniture, Kids furniture and Décor. It claims to be ‘the biggest dealer in Beanbags and Office chairs’. Also, it has tie-ups with some of the major furniture companies like Durian, Zuari, MoBEL, Rhome and Wood Dekor

  - The other major online retailers with Home decor categories include Jabong, Yebhi, Homeshop18 and Snapdeal.

 

□ Offline players in this category

 

 ○ Although, the online retail is grabbing the attention, there are players in the offline segment too like Godrej interio, D’Decor, Zuari, Durian, @home, etc. which are there from years and are still among the best choices for the consumers.

 

 ○ Godrej Interio

  - Godrej Interio is India’s largest furniture brand. The company
offers customers home and office furniture, along with solutions for laboratories, hospitals and healthcare establishments, education and training institutes, shipyards and navy, auditoriums and stadiums. Godrej Interio is present across India through its 50 exclusive showrooms in 18 cities and through 800 dealer outlets.

  - Godrej Interio is a business unit of Godrej & Boyce Mfg. Co. Ltd. - part of the Godrej Group, one of India’s largest engineering and consumer product groups.

  - Website: http://www.godrejinterio.com/

 

 ○ D'Decor Home Fabrics Pvt. Ltd.

  - D'Decor Home Fabrics Pvt. Ltd. (formerly Dicitex Decor Pvt. Ltd.), is a major manufacturer of home fabrics, in the form of curtains and upholstery. The company turnover has increased from USD 8 million in 1999 to USD 130 million in 2010.

  - D'Decor exports home fabrics to 65 countries. The customers include brands such as Kravet Inc., Jab, Romo, Designers Guild and Casamance. D’Decor has copyrights and ownership to more than 10,000 designs. D'Decor participates in five trade fairs annually - Moods, Heimtex, Intertex Shanghai Show, Proposte and Evteks.

  - Website: http://www.ddecor.com/

 

 ○ Zuari

  - Zuari furniture, the flagship brand of the Indian Furniture Products Limited(IFPL) is one among the many companies of the Adventz group. With its quality products, this ISO 9001:2008 certified company has changed the perceptions of many people about furniture. The ‘ADVENTZ’ group is an Indian conglomerate. Created by the coming together of some of India's leading organisations, the USD 3 billion group, which is inspired by the legacy of Dr. K. K. Birla and led by Mr. Saroj Kumar Poddar, comprises 23 companies in various verticals.

  - Website: http://www.zuari-furniture.com/

 

3. 유통구조

 

 

4. 소매유통가격

 

 ○ There are various decoration products and items available in the Indian Market. Most of these items are available in the unorganized market. The surveyed product apparently is a very niche item and supposedly there are very few similar products available as of now. It is difficult to compare the item with other articles of plaster products available. However a rough approximation can be made. It may be noted that aromatic products related to the home décor category is priced in India from INR 500 to INR 2000 approximately.

 

5. 수입동향 및 통계자료

 

□ Import trend and Statistics

 

Import Tariff

HS Code	6809
Item Description	Articles of plaster or of compositions based on plaster
Total import Duty (%)	28.852%
Duty Structure	Basic Duty (BD): 10% Countervailing Duty (CVD): 12% Special CVD (SCVD): 4% Educational Cess (EC): 3%

 

 ○ Import Statistics

 

2011~2013 India Import Statistics

Commodity: 6809, Articles Of Plaster Or Of Compositions Based On Plaster

                        (Unit: USD, %)

Partner Country	Imports Value			Share			Change
	2011 (Jan-Dec)	2012 (Jan-Dec)	2013 (Jan-Jun)	2011 (Jan-Dec)	2012 (Jan-Dec)	2013 (Jan-Jun)	2012/2011
World	21617343	28197680	12156821	100.00	100.00	100.00	30.44
China	5220435	5672337	2691445	24.15	20.12	22.14	8.66
Mexico	802207	5542295	1629260	3.71	19.66	13.40	590.88
United Arab Emirates	5625459	4327002	1695958	26.02	15.35	13.95	-23.08
Thailand	5196306	3633301	225014	24.04	12.89	1.85	-30.08
Saudi Arabia	283215	3122176	3826291	1.31	11.07	31.47	1002.40
Malaysia	1142598	1234463	527198	5.29	4.38	4.34	8.04
Canada	647	1168426	129977	0.00	4.14	1.07	∞
United States	782168	1068309	865	3.62	3.79	0.01	36.58
Pakistan	548123	798458	405920	2.54	2.83	3.34	45.67
Denmark	116423	273662	75035	0.54	0.97	0.62	135.06
Germany	246141	252144	51622	1.14	0.89	0.42	2.44
Iran	234760	247073	0	1.09	0.88	0	5.25
Korea South	114755	192455	2295	0.53	0.68	0.02	67.71
Spain	186	125820	27299	0.00	0.45	0.22	∞

Source: Ministry of Commerce, Govt. of India