MINOR PROJECT

ON

HOME FURNISHINGS IN
INDIA:
PRESENT SCENARIO AND FUTURE
SCOPE-
SPECIAL FOCUS ON TIER-2 CITIES
(Patna)

SUBMMI
TED BY:
SHILPA RAJ
MFM (1ST SEM),
 BATCH: 2010-
2012
CERTIFICATE

This is to certify that the project entitled “Scope of

Home Furnishings in India: Present scenario and
future – special focus on tier 2 cites” submitted
towards the partial fulfillment of the program Master
of Fashion Management by Shilpa Raj in her original
work done under my guidance and the results are
based on the research done by her.

Name of mentor: Mr. Toni Sharma

Astt.Proffesor
Department of MFM
NIFT, Patna

Date: 21st Sep 2010

Place: Patna
 AKNOWLEDGEMENT

I, Shilpa Raj, a student of Semester I from “National

Institute of Fashion Technology, Patna” pursuing my “Master in
Fashion Management” take great pleasure in presenting my
efforts of developing a complete project in a very satisfactory
and appreciable manner.
My efforts have been a success due to the Co-operation
of an entire department without which a project of this
magnitude, given restriction of time, could not have been
possible.
I owe this project to my mentor Asst. Professor Toni
Sharma whose constant help, expert guidance and invaluable
co-operation as a faculty supervisor guided me throughout the
research phase. This research would have suffered in the
absence of her input.
I am greatly indebted to my family members and friends
for their unconditional support and encouragement throughout
the research. They have contributed in significant ways in the
completion of this work.

Thank You.

Shilpa Raj,
Masters in Fashion Management (2010-2012),
National Institute Of Fashion Technology, Patna
 INDEX

• INTRODUCTION
• HISTORY OF HOME FURNISHING
• OBJECTIVES
• RESEARCH METHODOLOGY
• TYPES OF HOME FURNISHINGS
• PRESENT SCENARIO
• CONSUMER BUYING BEHAVIOR
• RECENT MAJOR CHANGES IN HOME FURNISHING
• FEATURES CHANGED
• MAJOR PLAYERS
• EXPORT
• FUTURE FORECAST
INTRODUCTION

A fast emerging economy in the world of home textiles, India produces a wide
range of products, including home furnishings, household linen, curtain tapestry
and yardage made with several textures and varying thickness.

The home furnishing industry mainly exports fabrics, bed linen, table linen, toilet
and kitchen linen, towels, cushions, curtains, pads, tapestries and upholstery's,
carpets and floor coverings, etc. The industry has adopted several measures and
techniques to offer premium quality and eco-friendly products to the global
industry.

The home furnishing products can be broadly categorized into five categories,
which include - bedding, window dressings, bathroom textiles, cushions and
covers, and table linen. Household penetration levels are high, especially in the
largest sectors — bedding and window dressings.

While replacement due to wear and tear is not inevitably frequent, an increased
consumer interest in home interior products has stimulated buying in what is now
very much a fashion-led industry. The industry also benefits from the growing
number of households, a trend, which is expected to continue at an even faster
rate.

Home textiles are among the most dynamic export segments in India’s textile
industry. By focusing on the US market, India has become the USA’s leading
foreign supplier of towels
India, a leading global player in the home textile space, is poised to strengthen its
position with an over three fold jump expected in exports by 2010.Country's home
textile exports are forecasted to rise to $10 billion by 2010 from $3 billion in 2005,
on the back of self-sufficiency in cotton and recent acquisitions and tie-ups with
global brands.
Despite prospects of excess capacity and cost pressures amidst cut-throat
competition, bed linen exports to the US by three Asian countries - China, India
and Pakistan -- continue to dominate with a 76 per cent share of the total. With
China cornering 38 per cent share, it is the largest exporter of home furnishings to
the US; Pakistan comes next with 22 per cent while India accounts for 16 per cent
share.
The rest 24 per cent exports to the US are shared by Turkey, Brazil, Mexico,
Portugal, Italy and other numerous countries. The Indian textile industry --
garment and home furnishing -- is one of the largest and most important sectors in
the economy in terms of output, foreign exchange

Earnings and employment in India. It contributes 20 per cent of industrial

production, 9 per cent of excise collections, and 18 per cent of employment in the
industrial sector, nearly 20 per cent to the country's total export earnings and 4 per
cent to the GDP.
The country commands a natural competitive advantage in terms of a strong and
large multi-fiber base, abundant cheap skilled labor and presence across the entire
value chain of the industry ranging from spinning, weaving and made-ups to
manufacturers of garments.
During 2006-07, production of fabrics touched a peak of 45,378 million square
meters. In the year 2007-08 up to November, production of fabrics registered a
further growth of 9 per cent against the corresponding period last year. Textile
exports during April-November 2007 were at $9,309.81 million, up 8.21 per cent
from $8,603.33 million during the corresponding period last year.

HISTORY OF HOME FURNISHINGS

The roots of Indian home furnishings industry lie deep in age old traditions.
Especially known for their ethnic, intricate carvings, weaves, pattern themes,
motifs, color schemes and workmanship, Indian home furnishings have become
popular the world across. Handcrafted ethnic home furnishings are one of the most
fascinating art forms in India and lend an unmistakable grandeur to the decor.

In the world of hand looms, there are Madras checks from Tamil Nadu, tie and dye
from Gujarat and Rajasthan, ikats from Andhra and Orissa, brocades from
Varanasi, Daccai from West Bengal, and phulkari from Punjab. The Surat tanchoi
based on a method of satin weaving with the extra weft floats, which are absorbed
in the fabric itself has been reproduced in Varanasi. In the domain of Woolen
textiles, woolen weaves are no less subtle. The Kashmiri weavers are known the
world across for their Pashmina and Shahtoosh shawls. The states of Kashmir and
Karnataka are famous for their mulberry silk. India is the only nation in the world
producing all four commercially known silks - mulberry, eri, tasser (tussore) and
muga. Assam produces eri and muga silk, which are gaining immense popularity
in the U.S.A. and Europe. The ikat technique in India is usually known as bandha
in Orissa, patola in Gujarat, pagdu bandhu, buddavasi and chitki in Andhra
Pradesh.

OBJECTIVES
• To study the home furnishings market in India.

• Different types of home furnishings.

• Different brands of home furnishings.

• To study the consumers buying behavior, past and future scenario.

• Scenario and future scope of home furnishings in India

• Scope of home furnishing market in tier 2 cities(patna).

RESEARCH METHODOLOGY:
• Secondary research through published
material sources.

• Primary research through interview with

consumers and industry personnel
 •
TYPES OF FURNISHINGS:

1. Furnishing in living room.

2. Furnishing in bed room.
3. Furnishing in kitchen.
4. Furnishing in dining room.
5. Furnishing in bath room.
6. Floor Furnishings
7. Window treatments.

 Furnishing in living room.

✔ Sofa cover - A fabric cover to protect the whole

upholstered sofa.

✔ Sofa back on slip cover - A fabric layer used to cover the back rest of
sofa.
✔ Cushion - These are of varies design and size
according to the seating
Furniture.
✔ Cushion cover - A fabric cover used to cover the cushion.

✔ Tepoy mats - Small rugs used to place tepoy.

✔ Table linen - Fabric used to cover table.

✔ TV covers - Three faced closed fabric cover except at
the front face.

✔ Letter holders - Fabric made pouches to preserve letters.

✔ Diwan mattress - Lengthy and short with mattress used to sit.

✔ Bolster and Bolster cover - The lengthy round pillow with round edges
and its cover
which Accompanies a Diwan seat.

✔ Telephone cover - A Fabric cover used to protect the telephone.

✔ Wall hanger - Any type of fabric make wall hangers for
decoration.

 Furnishing in Bed room.

✔ Sheets - Bed sheets are used to drape over the

mattress.
 ✔ Pillow & pillow sheets - Every mattress is accompanied with 2
pillow cases on
Which head Is placed while
laying.

✔ Blankets - It is used to give warmth during winter season.

✔ Comforts - comforts like blankest give warmth but will be light
weight.

✔ Bed spreads - Bed spreads are sheets to cover the mattress.

✔ Mattress - It’s a padded furnishing used to lay over to give

comfort.
✔ Mattress cover - Every mattress need a cover for some protection
from dust soil.

✔ Mattress pads - It’s desirable to protect the mattress by the use of

a quilted cotton pad. This pad is
usually large enough to cover the top of the
mattress and is placed under the sheet.
 Furnishing in kitchen

✔ Hand towel - linen used be wipe wet hands

✔ dish towel - linen used to wipe washed dishes

✔ Tray cloth - linen to spread on the tray.

✔ Napkins and apron -the cook used to wear this while
cooking
✔ Fridge cover -a cover out of textile to cover the top and
sides of fridge.

✔ Mixie cover -a square shaped closed edged or of open corner to

cover a
mixi.
✔ Grinder cover - A rectangle shaped closed cover be protect
the grinder in the kitchen

 Dining room furnishing

✔ Dining table cover - it protect the table from spills scratches.

✔ Towels - towels to wipe the hand

✔ Dining table mats - mats to place the hot dishes

✔ Cushion cover - this comfort our sitting in the dining chairs.

✔ Slip covers - slip covers for the dining chairs.

✔ Tumble holder - for holding tumblers

✔ Runner - these are 12” wide and 2 ½” to yard long

fabric that extend the full length of the
table are used on either side of tables.
✔ Place mats - there are 6 to 18” long 12 to 14” wide that are
used at both ends in the centre of the table

✔ Doilies - these are also used along with placements

and runners.

 Furnishings in bathroom
✔ Bath towel - linen to wipe the wet body.

✔ Face towel - to wipe face alone.

✔ Shower screen - rexin on other polymer sheets.

✔ Foot mat - a small rug which should have good absorbency.

 Floor furnishings

Hard floor furnishings

✔ Linoleum - a shiny black border may well increase the beauty

of a rare needle point rug.
✔ Rubber tile - made of a rubber composition which is
exceedingly resilient, resistant to water.

Soft floor coverings

✔ Carpets
 Carpet is woven in widths varying from 27” to eighteen feet in stock
color and pattern and up to thirty feet for special order. Only sides are
finished as in cloth and when a pieces is cut off, the neat edged must be
bound or otherwise furnished. It is used to cover wall to wall on the entire
floor including all fitting around floor.

✔ Rugs

Rugs are used to cover small part of the floor whose four sides are
finished. It can be of varied widths and lengths.

 Window treatments
The two basic reasons for decorating window are
✔ To reduce possible glare from sunlight through the glass and to exclude the
gaze of the outsides world.
✔ To increase the beauty of the interior by the color, texture and pattern of the
materials hanger at the windows.
Venetian blinds

It provides facilities for ventilation as well as light control. It is available

in different materials.

Roller shads

They can be rolled up almost out of sight or they can be left at highway
mark which seems almost inevitable in the well- mannered house.
Glass curtain
 These are sash curtain which are made of sheer fabrics and are hung close
to the window to control the light to add softness to the bleakness of the glass and
often to add color.

Casement curtains

These are made especially for casement windows. They are making to
draw and hang soft and moderately full when pulled together.

Draperies
 The simplest draperies are those which hung straight and either long on
short of they are to be make to draw, them must be sufficient fullness so that they
will hang in soft folds even when drawn.
Valances

To make windows look taller they are essential, to make windows look
wider they help, especially. When they extent out beyond the trim and alone all
they hide the top trim and any necessary but a beautiful hardware.

Cornices
 It fulfills the same function as valances and their selection may depend
upon personal performance of the style which the rooms demands. They may be
made of wood mirror glass plastic or metal or they may be covered with cloth or
wallpaper

PRESENT SCENARIO OF HOME FURNISHINGS:

The worldwide markets for Bed & Bath Furnishings in US$ Million. The major
product segments analyzed are Bed Furnishings, and Bath Furnishings. The report
provides separate comprehensive analytics for the USA, Japan, Europe, Asia-
Pacific, Latin America, and Rest of World. Annual forecasts are provided for the
period of 2001 through 2015. A ten-year historic analysis is also provided for
these markets with annual market analytics. The report profiles 343 companies
including many key and niche players worldwide such as Hollander Home
Fashions Corp., Louisville Bedding Company, Sunvim HomeTextiles Co., Ltd.,
Shanghai Huaxu Blanket Products Company, Tempur-Pedic International, Inc.,
Trident Group, and Welspun India Ltd.
As the unorganized home furnishings sector generates the heat in the markets, the
organized sector, which includes giants like Bombay Dyeing, Welspun, Portico
and Kurlon among others, have made significant innovations and forays the
segment.
Brand leader Bombay Dyeing has already stepped up its efforts to retain
leadership and market share.
Vertically integrated Welspun dominates the towels markets while Spaces, a new
home textile brand has been tapping the not-so-crowded home furnishing segment.

Spaces is expected to offer a range of bed, bath, and kitchen and table linen, all
specifically for the Indian market. The company exports its products across 32
countries.

Welspun plans to expand its capacities locally, while also eyeing acquisitions and
seeks to replicate its success in the export market by bringing in a new India
specific brand.

Ambitious plans are drawn to capture at least a 30 per cent share in the home
segment and in the process Welspun has availed the services of Ambience Publicis
to develop its brand, with a seed investment of Rs 50 crore.

Another Mumbai-based apparel and home furnishing export company, Creative

Mobus Fabrics Pvt Ltd, has also focussed its attention on the fast growing
domestic market.

After capturing international market, the company, whose strengths are in

sourcing, designing and manufacturing, has now brought in a home furnishings
brand from New York, called Portico, through a licensing arrangement.

To build the Portico brand, the company has appointed Contract Advertising. With
an ad budget of Rs 3 crore, Portico will carry the baseline, `There is no place like
Home.'

Besides, the Bangalore-based Kurlon Ltd., a pioneer and leader in branded

mattress, has now decided to go beyond mattresses and is even contemplating
getting into retailing in home furnishings. A string of almost 50 stores under the
name of `Kurlon Nests' are to be launched in major cities by the end of 2005. The
company is expanding its range and venturing into soft furnishings and launching
bed and bath linen, curtains and towels
FOCUS ON CONSUMERS AND THEIR BUYING
BEHAVIOR:

• Home Furnishings Market Size and Growth:

What is the size of the home furnishings market, including furniture and
decorative home furnishings? How is it segmented by type of product and service?
How rapidly is it growing? What are
future growth trends in the segments in the market?

• Demographics of the Home Furnishings Market:

What are the demographic characteristics of home furnishings buyers?

What are the key demographic differences found among and between buyers of
the different products and service segments
(e.g., gender, age, generation, HHI, size, composition, ethnicity/race, education,
etc.)?

• Buying and Shopping Behavior of Home Furnishings Consumers:

What are the primary characteristics of the consumers’
buying behavior related to home furnishings products and services? What kind of
shopping experiences do consumers crave
and what kind do they disdain? What motivates them to buy home furnishings and
how can marketers tap these motivators
through branding and marketing communications initiatives? Where do home
furnishings consumers shop for the different
types of products and services? What factors influence their decision making?
How much do they spend buying each of the
products and services segments and across the entire category? What is the role of
brand in product and services selection and
shopping choices? How do different demographic segments differ in their
shopping and buying behavior?

• Favorite Home Furnishings Brands, Stores & Designers:

A major thrust of the research is to understand the brand

preferences of home furnishings customers in both their product selections and
retail shopping choices. What designers,
product brands and retailers do they think of for their purchases? How do these
competing brands rank in terms of consumer
awareness and usage?

• Psychographic Profile and Segmentation of the Home Furnishings Markets:

A psychographic profile of the home

furnishings consumer is presented in this study. The profiles identify five different
types or personalities of consumers of
home furnishings products and services. These profiles identify each personality’s
drives and motivations in purchasing home products. By understanding the
psychology of different types of shoppers, marketers will discover what factors are
more or
less important in driving each personality’s purchasing decisions and how
consumers' different attitudes and motivations influence what they buy and how
much they spend. These insights will help home furnishings product and service
marketers
and retailers better understand the hearts and minds of their consumers.

RECENT MAJOR HOME CHANGES:

Respondents were qualified to take the survey because they were involved in a
home decorating and/or remodeling project in the past year (study period July
2007 until present) or had plans to be conduct a home decoratingand/or
remodeling product in the coming year (from July 2008 until July 2009) the total
3,036 respondents were surveyed in the general survey in order to identify the core
1,360 respondents active in home products and/or planning on being involved in a
home project. The luxury survey was conducted among 1,024 affluent
respondents.
Overall 53 percent of both general survey and luxury survey respondents reported
they had done one or more of the following things:

• Redecorated their home, involving only minor changes such as paint, furniture
and new decorations (42 percent general survey; 36 percent luxury survey).

• Remodeled their home, involving hammers and saws and major structural
changes (16 percent general survey; 17percent luxury survey).

• Expanded or added onto their home (3percent both general and luxury survey).

• Bought an existing home as a primary residence (6 percent general survey; 8

percent luxury survey).

• Built a new home as a primary residence (2 percent general; 4 percent luxury)

• Bought or built a second and/or vacation home (2 percent general; 5percent
luxury).

• Bought time share for vacationing (2percent; 3 percent luxury).

Other than buying and/or building a vacation home and buying a time share, there
was virtually no statistically significant difference between the respondent's based
upon income. In other words, all income groups were equally likely to have been
involved in a major home project in the past year with the exception of vacation
home and time share which was most associated with the more affluent Data
points collected in the survey section about major home changes included
spending on current project and budget for planned project; rooms involved in the
major home project; and home features changed.
ROOMS IN HOME PROJECT FEATURES
CHANGED
Bathroom Bathroom Cabinets

Den/Library Bathroom Countertops

Dining Room Bathroom Fixtures

Exercise Room Ceramic Tile Floors

Garage Ceramic Wall Tile

Kitchen Concrete/Masonry Work

Living Room Exterior Doors

Master Bedroom Garage Doors

Office Hardwood Flooring

Other Bedrooms Kitchen Cabinets

Porch/Patio Kitchen Countertops

Other Rooms Kitchen Fixtures (e.g. faucets)

Laminate Flooring
 Lighting/Lighting Fixtures

Roofing
Siding, including vinyl/metal
Skylights
Swimming Pool, in‐ground
Vinyl Flooring
Wall Paneling
Windows

MAJOR PLAYERS OF HOME

FURNISHINGS:

• Welspun
• Magpie
• Corelle
• Fern
• Hunter Douglass
• Ivy
• Portico
• Philips
• Stop and space
• Tommy Hilfiger
• Morphy Richards

Large format store (India) :

• Home stop
• EVOK
• Crown Interiors Faridabad
• @Home
• Elitaire
• STANLEY BOUTIQUE
 • Balance by Rohit Bal
• Casa Paradox
• Home town
Companies like Bombay Dyeing and Reliance and other
companies are also play an important role in home furnishing
market in India.

EXPORTS
With their ethnic, intricate carvings, weaves, pattern themes, motifs, color schemes
and workmanship, Indian home furnishing products are gaining immense
popularity among buyers the world across. The share of Indian exports in home
textiles is increasing day by day. In 2002-03, the value of export of cotton
handloom fabrics and made-ups was Rs. 544 crore, the value of export of
handmade carpet and other floor coverings was of the order of Rs. 2590.26 crore
and value of exports of other home furnishing products was Rs. 2633.37 crore.

Trend in value of export of cotton handloom fabrics and made-ups (1998-89-2002-

03) (Rs in Crores)

Year FabricMade-Ups Total Total (Value)

1998-99 503.58 1414.76 1918.34 456
1999-00 488.48 1491.57 1980.05 447
2000-01 489.63 1637.82 2127.45 466
2001-02 496.47 1568.47 2064.94 433
2002-03 842.94 1790.33 2633.27 544

Made-Ups (Value in Rs. Crores)

Bed Linen 3.34 5.57 6.28 20.14 39.51
Table
9.91 8.19 30.79 36.49 47.19
Linen
Toilet & 6.6 8.89 36.79 36.49 43.57
Kitchen
Linen
Bed
Covers /
200.07 204.11 211.93 211.01 173.67
Bed
Spreads
Curtains 65.43 79.02 104.04 106.39 116.37
Other
Furnishing 752.91 764.24 830.1 761.22 940.71
Articles
Clothing
Accessorie 24.85 33.36 57.31 53.97 65.61
s
Other
31.88 34.74 62.97 82.12 102.68
Made-Ups
Carpet &
Floor 319.75 353.44 298.31 242.83 261.02
Coverings
Made-Ups 1414.7 1491.5 1637.8 1568.4 1790.3
Total 6 6 2 7 3
Grand 1918.3 1980.0 2127.4 2064.9 2633.2
Total 4 4 4 4 7

Export Trends of Handmade Carpets and Other Floor Coverings (1998-99 to

2002-03) in Rupees Crores

Export Performance of Carpets and

Year
Other Floor Coverings
1998-
1783.33 136.45 94.16 2013.94
99
1999-
1888.45 153.93 93.65 2136.03
00
2000-
2045.96 167.03 102.16 2315.15
01
2001-
2152.69 198.27 85.17 2436.13
02
2002-
2293.79 209.42 87.05 2590.26
03
FUTURE FORECAST:
 The future prospects
for the Indian home
furnishing industry are
bright, especially in the
post-quota regime. The
industry is in an
expansion mode and is
expected to benefit from growing demand both in the
domestic and global markets.

While exports of Indian home furnishing products have increased, profits are
sliding as prices have dropped 8-20 % and the industry is on the verge of a
shakeout. With importers favoring suppliers with vertical production systems
rather than dispersed manufacturing facilities, Indian exporters need to shore up
their mass manufacturing techniques. The major requirement is the development
of infrastructure.

Labor laws also constitute a stumbling block in the growth of Indian home
furnishing companies. Political conditions have prevented successive governments
from instituting an exit policy. Because of this, manufacturers cannot employ short
duration labor as they cannot lay them off when the world trade cycle turns. Low
labor productivity is another major constraint.

On the technology front, government has initiated efforts to encourage

manufacturers to go in for advanced technology. The grant has been increased for
helping manufacturers in the up-gradation of technology.

While China is clearly the leading exporter in the world of home furnishings, it is
not a direct competitor of India. While China mainly uses man-made fibers and
caters mass markets, India produces natural fiber and serves niche markets. At
present, India is leading producer of man-made fiber and raked 3 in cotton. A
garment-driven and export-led strategy is expected to help the Indian market to
grow to at $85 billion by 2010, according to a CRISIL report. The strategy should
be focus on moving up the value chain instead of exporting intermediate stage
products, say industry experts.
 Chapter – 2
(POST MID TERM)

Primary research through interview with

consumers and industry personnel (store
owners)

EXECUTIVE SUMMARY
 “SCOPE OF HOME FURNISHINGS IN TIER II CITIES- PATNA”
The project on “Scope of Home Furnishings in tier II cities- Patna” is to study
the home furnishings market in India and different types of home furnishings,
different brands of home furnishings and to study the consumers buying
behavior, past and future scenario and also the scenario and future scope of
home furnishings in India
The home furnishing area in Patna is very fragmented, the consumer wants to
buy from the traditional market only, some are aware of home furnishing
brands but they don't want to go for it. Very less number of consumer buy
branded home furnishings they are upper middle class and higher class.
Consumers also think that it’s a one time investment in a year or 6th month.
According to retailers consumers wants good designed home furnishings, but
some consumer want branded home furnishings too but the no. is very less. The
main reason for that is the unorganized sector of home furnishing. Consumer of
Patna are not aware of organized home furnishings the reason may be no proper
advertisement, no hoarding of home furnishing brands, people are not aware of
home furnishing brands.

The future prospects for the Indian home furnishing industry are bright, especially
in the post-quota regime. The industry is in an expansion mode and is expected to
benefit from growing demand both in the domestic and global markets.

While exports of Indian home furnishing products have increased, profits are
sliding as prices have dropped 8-20 % and the industry is on the verge of a
shakeout. With importers favoring suppliers with vertical production systems
rather than dispersed manufacturing facilities, Indian exporters need to shore up
their mass manufacturing techniques. The major requirement is the development
of infrastructure
Patna is in developing stage, so consumers are still not as aware as they would be
in the coming time and many new institutes are opening in Patna and many new
malls are opening, so there is lots of scope of home furnishings in Patna.
 Market survey on home furnishings in tier 2
cities (Patna):
a) Retailer
1) Different types of home furnishings items in Patna’s
home furnishings stores:

2) Customer profile of Patna:

According to retailers 56% of their customers are belong to

middle class,25% belong to upper middle class,10% lower
middle class,8% higher class.

3) Avg. Spending by customer/visit:( sample size of

consumer is 100)
 ➢ According to the retailers (out of 100 consumers, 70
consumers) the avg. spending by consumer per visit
of store is between Rs 500 – Rs 1000.
➢ Like that out of 100 consumers, 15 spend Rs 200- RS
500.
➢ Like that out of 100 consumers, 10 spend Rs 1000-
RS1500.
➢ Like that out of 100 consumer, 5 spend Rs 1500 and

above.

1) According to retailer preference of branded home

furnishing by customers of Patna are 67% and 23%,
majority of consumer wants to buy home furnishings
from the local market, like hatwa market, Patna
market, boring road, and boring cannal road.

2) Famous brands of home furnishings in Patna:

 According to retailers the famous brands that consumer
like are Bombay dyeing, welspun, kurlon, portico, and
any other.
Consumer know about the brands but they wants to
buy the non branded items only they want design and
style in cheap rate or lesser rate.

3) Consumer Awareness of Home furnishing brands in

Patna :

According to the 50 retailers, out of 100 consumer, 65consumer

aware of Bombay dyeing, 23 consumer aware of welspun,34
consumer aware of kurlon and 56 consumer are aware of Fab
india.
4) Most Preferred brands by consumer of Patna:

➢ The most preferred (i.e 40 out of 100,) brand by the

consumer are unorganized home furnishings.
➢ Next comes Bombay dyeing which out of 100
consumer 35 consumer will prefer this.
➢ Then comes kuroln 10 , then welspun 5 then Fab
india 7.

1) Changes that customers expect in home furnishings:

According to the retailers of Patna, 15% of consumer wants

changes in style, 10 % texture, 70 % designs, and rest 5% other
attributes.
Consumer wants more designs and new style in
home furnishings.
b) Market survey for consumers results are as
follows:
 Major consumer populations of Patna are lie b/w middle class and upper -
middle class.
 The sizes of consumer’s houses are lie b/w 1200sq.ft to 2000 sq.ft is 50%,
2000sq .ft to 3000 sq.ft is 30% above 3000sq.ft is 20 %( taking sample size
of 100%).
 As the consumer’s populations are middle and upper middle class so the
annual income laid b/w 3 lakh – to 4 lakh and 4 lakh to 5 lakh.
 But as the city is in developing stage and many new institutes are opening in
Patna and many new malls are opening, so there is lots of scope of home
furnishings in Patna.

Products own by consumer of Patna

(sample size 100%):
A)
ONCE D)
IN A B) ONCE C) ONCE ACCORDI
PRODUC MONT IN 6TH IN A NG TO
T H MONTH YEAR SEASON
sofa cover 5% 10% 60% 25%
curtains/draperies 4% 10 70% 16%
bed sheets/ bed spread 3% 60% 25% 12%
pilloe covers/bolsters 7% 78% 10% 5%
table covers/table mats 10% 9% 70% 11%
rugs/carpets 0% 2% 95% 3%
kitchen linens 15% 75% 2% 8%
floor mats 10% 84% 4% 2%
upholstery 0% 2% 95% 3%
Consumers of Patna like to shop for home furnishing
once in a year:

Findings:
• Majority of consumer group in Patna are believed that they buy home
furnishings once in a year or twice in a year.
• Only 10 out of 100 consumers go for shopping in special occasion like
festivals, marriage, anniversaries etc.
• Out of 100, 5 consumers shops for this in 6 month, 2, and 3 in once in a
month and once in 3 month respectively.
• This shows that the consumers do shopping for home furnishings in special
occasions or once in a year or once in two year.

Consumer of Patna like non branded home

furnishings:

Majority of consumers of Patna are preferred non

branded home furnishings i.e out of 100 consumers,
only 25 preferred branded and 75 preferred non
branded, because they are not aware of new brand in
home furnishing.
Patna customer buys home furnishings from:

➢ 55% of consumer buys from local market, but 23% goes to

mohan furnishings, 17 % to aashiyaana furnishings, 5% to
fab india.

➢ It shows that home furnishing in Patna is unorganized.

Most Preferred Brands of consumer's of Patna

According to consumer they prefer unorganized home
furnishing market rather than organized because of less
publicity of home furnishing items. Consumer doesn’t know
much about the branded home furnishings.

Conclusion:

 As seen after the market survey the home furnishing area in Patna is very
fragmented, the consumer wants to buy from the traditional market only,
some are aware of home furnishing brands but they don't want to go for it.

 Very less no. of consumer buy branded home furnishings they are upper
middle class and higher class.

 Consumers also think that it’s a one time investment in a year or 6th month.

 According to retailers consumers wants good designed home furnishings,

but some consumer want branded home furnishings too but the no. is very
less.

 The main reason for that is the unorganized sector of home furnishing.
  Consumer of Patna are not aware of organized home furnishings the reason
may be no proper advertisement, no hoarding of home furnishing brands,
people are not aware of home furnishing brands.
 Patna is in developing stage, so consumers are still not as aware as they
would be in the coming time

QUESTIONNAIRE FOR CUSTOMER

NAME____________________ GENDER___________________ OCCUPATION: _________________________________

Sir/Madam ,I Shilpa Raj pursuing MFM from NIFT-PATNA, I have undertaken a

project on” Scope of home furnishings in Patna”. I request you to fill the
questionnaire. The data provided by you will be confidential & used for academic
purpose only.

1) What is the size of your house (in sq.ft)?

a) 800 – 1000 b) 1200 – 2000

c) 2000 – 3000 d) 3000 – 4000

b) e) any other.

2) What is the annual income of your family?

a) 1.5 lakh – 2 lakh b) 2 lakh – 3 lakh

c) 3 lakh – 4 lakh d) 4 lakh – 5 lakh

e) 5 lakh onwards

3) Do you agree that your house is an extension of your personality?

a) Yes b) No

If yes, then how?

_________________________________________________________________________________
4) How much do spend on apparel on a monthly basis?

a) Rs 1000 – Rs 1500 b) Rs 1500 – Rs 2000

c) Rs 2000 – Rs 2500 d) Rs 2500 – Rs 3000

e) Above Rs 3000

5) What product do you own among these:

Sofa Cover

Curtains & Draperies

Bed Sheets & Bed spread

Cushion Covers

Pillow Covers/Bolsters covers

Table Runner & Table Mats

Rugs & Carpets

Kitchen linens

Floor mats

Upholstery

6) What is the acceptable price range for this product?

PRODUCTS A B C D

Sofa Cover Rs 350 – Rs 500 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000

Curtains & Rs 250 – Rs 450 Rs 451 – Rs 650 Rs 651 – Rs 800 Above 881
Draperies

Bed Sheets & Bed Rs 200 – Rs 450 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000
Spread

Cushion Covers Rs 150 – Rs 300 Rs 301 – Rs 450 Rs 451 – Rs 600 Above 600

Pillow Rs 250 – Rs 500 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000

Covers/Bolsters
covers

Table Runner & Rs 250 – Rs 500 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000
Table Mats

Carpets Rs 1000 – Rs 2500 Rs 2501 – Rs 5000 Rs 5001 - Rs 7500 Above 7500

Rugs Rs 400 – Rs 500 Rs 501 – Rs 600 Rs 601 – Rs 700 Above 700

Kitchen linens Rs 50 – Rs 100 Rs 100 – Rs 200 Rs 201 – Rs 301 Above 300

Floor mats Rs 100 – Rs 150 Rs 151 – Rs 300 Rs 301 – Rs 501 Above 500

7) How often do you buy these products?

PRODUCTS A B C D

Sofa Cover Once in a month Once in a 6 month Once in year According to

season

Bed Sheets & Bed Once in a month Once in a 6 month Once in year According to
Spread season

Cushion Covers Once in a month Once in a 6 month Once in year According to

season

Pillow Once in a month Once in a 6 month Once in year According to

Covers/Bolsters season
covers

Table Runner & Once in a month Once in a 6 month Once in year According to
Table Mats season

Carpets Once in a month Once in a 6 month Once in year According to

season

Rugs Once in a month Once in a 6 month Once in year According to

season

Kitchen linens Once in a month Once in a 6 month Once in year According to

season

Floor mats Once in a month Once in a 6 month Once in year According to

season

8) How often you shop for home furnishings requirements?

a) Once in a month
b) In 3 months
c) In 6 months
d) In a year
e) Special Occasion

9) From where do you buy these products?

a) Mohan furnishings b) Aashiyana furnishings

c) Fab india d) any other

9) Which home furnishing you prefer:

(a) Branded (b) Non branded

If branded, then what are the brands do you prefer?

_________________________________________________________________________________

10) What other brands are you aware of for home furnishings?

a) Bombay Dyeing b) Kurlon c) welspun

d) Fabindia d) any other

11) Which brand would you prefer the most, if available in Patna? (1st_ least preferred, 5th is most
preferred)

a) Bombay Dyeing b) Kurlon c) welspun

d) Fabindia e) Portico

12) What is the most important attribute while buying the home furnishings?

Rank them according to your preference. (1st_ least preferred, 5th is most preferred)

(a) Quality: 1 2 3 4 5
(b) Brand: 1 2 3 4 5
(c) Price: 1 2 3 4 5
(d) Design: 1 2 3 4 5
 (e) Customer service 1 2 3 4 5

QUESTIONNAIRE FOR RETAILERS

Sir/Madam, I Shilpa Raj pursuing MFM from NIFT-PATNA, I have undertaken a

project on” Scope of home furnishings in Patna”. I request you to fill the
questionnaire. The data provided by you will be confidential & used for
academic purpose only.

NAME:____________________ GENDER:___________________ STORE: _________________________________

1) What type of home furnishings items you have in your store?

a) Bed sheets b) Pillow covers / cushion covers /sham covers
c) Bolsters d )Rugs / carpets
e) Sofa covers f) Table runners / Table covers
g) Curtain & Draperies h) Kitchen linens

1) What is the average footfall of your store?

a) 0 – 25 b) 25 – 50

c) 50 – 100 d) 100 – 150

e) 150 – 200

1) What is your total retail turn over?

In 2008 In 2009 In 2010(forecast)

a) 3 lakh to 4 lakh a) 3 lakh to 4 lakh a) 3 lakh to 4 lakh

b) 5 lakh to 5 lakh b) 5 lakh to 5 lakh b) 5 lakh to 5 lakh
c) 6 lakh to 7 lakh c) 6 lakh to 7 lakh c) 6 lakh to 7 lakh
d) Above 7 lakh d) Above 7 lakh d) Above 7 lakh

1) What are the famous brands of home furnishing item in your store?

a) Bombay dyeing b) Welspun c) Kurlon d) Portico

 a) any other

1) Is your customer asking for the branded home furnishings?

a) yes b) no

if yes, then what are the brands?

2) What kind of home furnishing product fast moving in your store? Rank them on 1 to 5 scale ( 1st
is least and 5th is most).

a) Bed sheets
b) Pillow covers / cushion covers /sham covers
c) Bolsters
d) Rugs / carpets
e) Sofa covers
f) Table runners / Table covers
g) Curtain & Draperies
h) Kitchen linens
i) Floor mats
j) Upholstery items

1) What kind of home furnishing products would you think that your customer will buy? Rank them
on 1 to 5 scale ( 1st is least and 5th is most).
a) sham covers
b) Bolsters
c) Rugs / carpets
d) Sofa covers
e) Table runners
f) Curtain & Draperies
g) Kitchen linens
h) Floor mats
i) Upholstery items

1) What kinds of price range that your customer prefer?

PRODUCTS A B C D

Sofa Cover Rs 350 – Rs 500 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000
Curtains & Rs 250 – Rs 450 Rs 451 – Rs 650 Rs 651 – Rs 800 Above 881
Draperies

Bed Sheets & Bed Rs 200 – Rs 450 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000

Spread

Cushion Covers Rs 150 – Rs 300 Rs 301 – Rs 450 Rs 451 – Rs 600 Above 600

Pillow Rs 250 – Rs 500 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000

Covers/Bolsters
covers

Table Runner & Rs 250 – Rs 500 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000
Table Mats

Rugs Rs 400 – Rs 500 Rs 501 – Rs 700 Rs 701 – Rs 1000 Above 1001

Carpets Rs 1000 – Rs 2500 Rs 2501 – Rs 5000 Rs 5001 - Rs 7500 Above 7500

Kitchen linens Rs 50 – Rs 100 Rs 100 – Rs 200 Rs 201 – Rs 301 Above 300

Floor mats Rs 100 – Rs 150 Rs 151 – Rs 300 Rs 301 – Rs 501 Above 500

2) What kind of consumers visits your store?

 a) Lower middle class
b) Middle class
c) Upper middle class
d) Higher class
1) What according to you are the changes that your customers expect in home furnishings?
a) Style
b) Texture
c) Designs
d) Any other

1) What is the average spending by customer per visit?

a) Rs200 – Rs500 b) Rs500 – Rs1000

c) Rs 1000 – Rs1500 d) Above Rs1500