Godrej rewrites brand positioning with Script, its new furniture store

Opens first physical store of Script in Bengaluru; plans big for the coming year

by Akshata R Murthy
Published - Dec 26, 2017 8:45 AM Updated: Dec 26, 2017 8:45 AM

Godrej has launched a new brand, Script, which hopes to offer ‘freedom of living’ to the multitaskers in today’s era. Godrej plans to launch 18 stores across 3 cities (Bangalore, Delhi and Mumbai) and is eyeing a total revenue of Rs 320cr by the end of the third fiscal year following the brand's launch.

Speaking at the launch, Rajat Mathur, Business Head of Script, said, “Script is a new perspective on furniture and accessory design that is inspired by contemporary living. Currently there is limited number of international and national branded furniture players in the market. In addition, there is also a vacuum in the attainable premium segment in furniture retail. With Script, we see a huge opportunity to bridge this gap across the metropolis and state. Bangalore is an evolved market with well-informed, new age consumers and we would like to tap on this opportunity."

On behalf of the umbrella brand, Anil Mathur, COO, Godrej & Boyce, said, “We have always believed in going beyond the mundane and therefore consistently provided extraordinarily innovative products to our customers. Script is an earnest endeavour in the same direction. It doesn’t merely attempt to satisfy customers but delight them through finest design and technological features. The brand is premium and niche but endeavours to reach the mass market wherein aspiration for cutting-edge products exists but prevailing range remains non-existent.”

Talking about the core idea behind the new brand, Mathur said, “'New Living’ relates to new practices or ways of living that is an answer to the challenges and aspirations of contemporary living. It denotes a progressive and optimistic approach to design for everyday activities and interactions within the home. Script is also positioned as a brand that supports new living. It is solution-based furniture that will not only support new activities but also new ways of exercising certain activities. It will be based on ecosystems that will define people’s lifestyles.”

When asked about the brand’s target audience, Mathur said, “The brand is targeted towards consumers who enjoy contemporary living. These consumers chart their own path and are completely independent from what mainstream wants them to think. Script consumers like to make their daily lives fun, do things differently and be seen as unique. Our consumers will be design and technology savvy, a progressive consumer who is comfortable with the changes in their living space ecosystem and require multi functional elements in their lives.”

Responding to the newly launched brand’s marketing strategy, Mathur indicated that a large chunk of the budget will be spent on digital. He said, “We will be focussing about 70% on digital and about 30% on physical media. We plan to invest in all media except for television right now as we want the brand to get established and settled first.”

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