Varun Kant – Country Head, HomesToLife India shares the Singapore-based furniture brand’s India positioning, marketing strategies and expansion plans
New Delhi: Launched in 2016, HomesToLife is a Singapore-based furniture brand, specialising in functional living spaces. The brand offers a wide range of upholstery, and living and dining furniture at affordable prices. The brand launched its first retail outlet in India at the Phoenix Market City Mall, Kurla in Mumbai in February 2023.
After the 7,500 sq. ft. store, the brand opened 10 more stores in the year, across 9 cities in India. The brand caters to a diverse range of categories, offering upholstered beds, sofas, sofa cum beds, multifunctional recliners featuring cutting-edge zero gravity technology, dining tables, sideboards, centre tables, coffee tables, side tables, TV units and other accessories.
IMAGES Retail spoke to Varun Kant – Country Head, HomesToLife India about the Singapore-based furniture brand’s India positioning, marketing strategies and expansion plans.
Edited excerpts…
What is your India positioning?
Positioned as a premium brand committed to affordability, we distinguish ourselves by offering the latest international designs at accessible price points. Our brand ethos revolves around the fusion of high-end aesthetics and value-for-money pricing, providing discerning customers with the opportunity to adorn their spaces with contemporary, globally inspired designs.
By striking this balance, we aim to redeȱ ne the notion of premium furnishings, making
sophisticated and trendsetting designs accessible to a wider audience without compromising on quality or style.
What trends do you see shaping the future of the brand?
The furniture industry is transitioning from an unorganised to an organised market, influenced by the inȷ ux of international designs. Today, consumers are brand-conscious, extending their preferences to furniture choices. In the Indian market, known for its self-sufficiency, there is a notable surge in furniture consumption, indicating a growing demand for organised and branded products.
How do you stay informed about the latest trends in the industry?
We remain abreast of the latest trends by actively participating in diverse global programs, ensuring that our products and strategies align with the contemporary landscape of the furniture industry.
Our engagement encompasses attendance at international fairs, active participation in seminars, and the cultivation of a dynamic team comprising individuals from diverse professional backgrounds.
What is the USP of the brand?
We started our operations in India with some unique and trendy designs with world-class quality which gave us a good head start. We take immense pride in the quality and durability of our offerings, coupled with the flexibility of customisation.
Notably, we provide customers with 200 colour options to choose from for their living spaces.
How does your company approach innovation?
We operate at the forefront of technological advancement, ensuring that our processes are sophisticated.
Our product offerings exemplify cutting-edge innovation, featuring zero gravity sofas, smart consoles, wireless charging capabilities, integrated reading lights, ample storage spaces, and temperature-regulated cup holders, among other advanced functionalities.
Furthermore, we are currently in the planning stages of introducing new designs that incorporate theatre features, thereby reaffirming our commitment to delivering state-of-the-art and highly functional furniture solutions to our discerning clientele.
Could you give an insight into your marketing strategies?
At HomesToLife, our marketing strategies emphasise transparency, direct engagement with the end user, technological innovation, and affordability.
Here are the key aspects of our marketing approach:
Transparent Pricing Policy: We have implemented a Transparent Pricing Policy, a relatively novel concept in the premium furniture market in India. This approach builds trust with our customers by providing clarity on the pricing of our products.
Targeted Marketing: We focus on reaching the end user directly. To achieve this, we employ a mix of digital and below-the-line (BTL) marketing strategies. Digital marketing allows us to target the in-market audience eȮ actively, and BTL activities ensure a more
a personalised approach, enhancing our cost-effectiveness.
Leveraging Technology: Technology plays a crucial role in our marketing eȮ orts. We utilise a variety of platforms, including Text Messages, Meta (formerly Facebook), Google, and YouTube, for mass marketing. This multichannel approach helps us connect with a diverse audience. Additionally, we have implemented a robust Customer Relationship Management (CRM) mechanism to ensure prompt and personalised responses to customer inquiries.
Financial Accessibility: We address affordability through strategic partnerships with various financial institutions. This allows us to offer our customers enticing options such as No-cost EMI and exclusive bank oȮ ers, making our products more accessible without compromising on quality.
How do you leverage digital marketing?
Given that the furniture category is tactile, and customers prefer experiencing products firsthand, our approach to leveraging digital platforms and social media is centered around creating an aspirational journey for our audience.
Here’s how we strategically use these channels:
Showcasing Customisation: Through visually appealing content, we aim to give potential customers a virtual experience of the customisation options available, sparking their interest in exploring further.
Emphasising Human Interaction: We utilise social media to encourage prospective customers to visit our physical stores. Our digital content is designed to inspire curiosity and drive footfall by highlighting our products’ unique features and benefits.
Aspirational Marketing: Our primary focus on digital platforms is to evoke the emotion of aspiration. We present our products as not just pieces of furniture but as elements that can elevate and upgrade the lifestyle of our customers, sparking desire.
Encouraging Store Visits: The goal of our digital marketing efforts is to drive traffic to our physical stores. We use a combination of compelling visuals, engaging storytelling,
and targeted promotions on social media to motivate customers to take the next step and experience our products in person.
Our digital marketing approach aims to create a seamless online-to-online customer journey, culminating in a satisfying in-store experience.
What are the major challenges currently faced by the industry?
Our presence in India encompasses 11 stores spread across 9 cities. Over the next four years, we envisage expanding our footprint to include 30 top cities in the country. Logistics emerges as a prominent concern due to the bulky nature of our products. Given the unorganised nature of the industry and a distinct lack of transparency, our focal point is dedicated to effective product handling. Notably, quality stands as a paramount priority for us, and we steadfastly refuse to compromise on it.
What are your expansion plans?
In our inaugural year, our strategic focus encompassed establishing a presence in major metropolitan areas, and moving forward, we aim to extend our reach to state capitals and tier 2 cities. This expansion plan is approached with caution, considering logistical considerations that necessitate a measured and meticulous approach to broadening our operational base. Internationally, we plan to expand in Southeast Asia along with the Middle East in the next 3-5 years.
