Furniture Roots was founded in 2016 & in the last 3 years prior to the pandemic, has clocked some of the highest growth rates within its niche.
Based in Jodhpur with a delivery network spanning India & the globe, the company is betting big on India’s ability to carve out a niche not only for furniture manufacturing but also for furniture handicrafts and other forms of woodworking.
The company’s oldest & most profitable business line is its hospitality furniture business.
Since these are commercial businesses, their furniture requirements are often in bulk quantities, so aggressive pricing and installation services are great add-ons. Curiously, only a handful of suppliers offer this service to resto-cafes’, hotels & resorts within India itself, let along exporting or supplying these internationally.
For most affluent countries, especially those in the west, the core selling point for furniture & furnishings in general, is design. Intricately carved & sleek furniture, especially those that symbolize a culture, sells like hotcakes.
Another core selling point for hospitality businesses is quality. Specifically; build quality, durability & sturdiness.
Incidentally, hospitality businesses are infamous for being extremely demanding when it comes to both design as well as quality (although the latter varies wildly), FurnitureRoots team developed a keen sense of making these designs, and making them in the exact same manner that the western markets prefer.
After a slew of requests from several furniture stores and retail chains during 2019, the company fired up another production line to cater to the requirements & demands of specialty , premium & rare furniture styles in western markets, most notably in Australia, United States, Canada, United Kingdom, Netherlands, France, Germany & Italy.
Among the furniture styles sold, the most popular ones are full grain leather furniture, rustic furniture also known as farmhouse furniture, Industrial furniture, Shabby Chic furniture, furniture made of wrought & cast iron & coastal style furniture.
However, the immediate stroke of pandemic in 2021 witnessed manufacturing & sales come to a near standstill to the point that three quarters of the manufacturing capacity was culled & revenues took a massive hit.
“We are fairly confident over the market’s capacity & our own capacity to stay afloat during desperate times, especially during the medium term. Says Dhritiman Ranawat, founder & managing director of FurnitureRoots.
He further piques; despite the wide number of claims, if done intelligently there isn’t a lot of difference between the opportunities presented to the Indian Manufacturing industry when compared to that of China’s.
The two main advantages are present only in terms of scale & in terms of access to capital goods like machinery.
In fact, the company expects furniture manufacturing companies in India to have an edge over and above that of China’s due to a large portion of English-speaking population in India and the universal nature of the language, lower labour costs in India & a growing apprehension towards dealing with China thanks to the recent events through 2021.
Through 2019, the company was awarded projects of a few prestigious restaurants & hotels. Some of these are Kattholmen Fine Dining Restaurant (Sweden), Select Resorts Manesar (India). BYG Brewski (Asia’s Largest Brewery), the Bangalore Café & the Little Easy in Mumbai.
The orders from hospitality furniture segment, particularly, restaurants & cafes have scaled up since the dust on the pandemic & lockdown situation is settling, so much so that the firm isn’t able to cater to the orders in the short term.
All in all, we are confident about the future of the furniture supplying market in the country provided the government takes steps towards the right direction. So far, we’ve welcomed the call towards “Make In India” & we expect the impetus towards this end to continue.
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