Images Retail - January 2024

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Home Truths: India’s Home Improvement Market Even today, there’s one sector in the country that is largely fragmented and unorganised. A whopping 97% of India’s home improvement market continues to be dominated by unorganised players despite the presence of some prominent brands such as Ikea, Home Centre, Godrej Interio, Urban Ladder, Pepperfry, Durian, Woodenstreet and an army of other D2C and omnichannel brands that are either born in India or have ventured into it.
These brands carry the onus of organising the category, a task that was once borne by three large entrants in the market—Home Centre by Landmark Group, Home Stop by Shoppers Stop and Home Town by Future Group. Of these, only Home Centre continues to do what it started—offering Indians a modern shopping experience for their diverse home needs under one roof.
CEO Sitaram Kumar is bullish on the segment and the brand’s future, despite the increasing competition, feeling secured in the brand’s first mover advantage that has given it an unparalleled understanding of the Indian consumer. The cover story of this issue tells the story of how Home Centre warmed its way into the hearts and homes of millions of Indians and what it plans to do to stay there. Also featured in the section are a host of other companies who are enriching the segment with their offerings. One company that stands out is EsoSoul Home which creates home essentials like dinner sets out of plant materials.