Following a multi-agency pitch, Chennai-based Fifth Estate Communications has been assigned the creative and media duties of Featherlite Developers, part of the Featherlite Group, one of the leading furniture manufacturing and marketing organisations in India.
A Bangalore-based company, Featherlite is diversifying into property development for the first time and the new entity is based in Chennai. Speaking to exchange4media, Ganesh Baliga, Managing Director, Fifth Estate Communications, said, “Nobody knows about this company. Our challenge is to establish it as a corporate entity and a part of the Featherlite Group, then promote their individual projects as well. When a large corporate entity comes into this kind of a space, it is good for the industry itself.”
The new company, Featherlite Developers, has a very large land bank across the country and is planning to roll out the projects in s phased manner. The company has already completed 4-5 industrial projects and is venturing into the residential space with a huge project on GST Road in Chennai.
Baliga added, “We want to move on a phased manner, ensuring that the customers get the best. Featherlite has been in the business for 45 years. With that kind of legacy and brand name, one has to be very cautious as they have a huge standing in the market and every project of theirs should reflect that standing.”
Founded in 1965, parent company Featherlite Group ventured into home furniture business during its inception and pioneered in manufacturing aluminum folding furniture in India. As of today, Featherlite is one of the leading furniture manufacturing and marketing organisations in India, providing complete office furniture solutions for all segments of the market through its strong base of direct and franchisee offices present across 27 locations in India.