Home >> Marketing >> Article

Godrej & Boyce targets Rs 320 crore by FY21 for its new premium furniture brand Script

05-December-2017
Font Size   16
Godrej & Boyce targets Rs 320 crore by FY21 for its new premium furniture brand Script

After tasting success with Interio, Godrej & Boyce now went ahead and launched a new premium furniture brand for contemporary living called Script. Starting with Bangalore this month, the company plans to take the brand to Mumbai and Delhi this fiscal year and is eyeing Rs 320 crore by FY21. It is looking to launch 18 stores across five cities.

On how it’s different from Interio Anil Mathur, COO Godrej & Boyce and Rajat Mathur, Business Head Script, pointed out that the latter is mainline while Script is more on the experiential level offering personalisation. They insist that both are distinct entities with separate stores and websites.



Rajat Mathur mentioned that Script will also offer accessories in categories like rugs, bed linens, lamps and kitchenwear among others. He explains, “Script is a new perspective on furniture and accessory design that is inspired by contemporary living. Currently there is a limited number of national and international 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. Backed by a very strong design and R&D team, Script promises to offer our consumers the freedom of living. We will start looking at accessories going online in some of the good online environments because consumer behaviour around online buying will support that.



Godrej is investing around Rs 150 crores in the next three years on Script. It has set a marketing budget of Rs 25-30 crores with more emphasis on digital. Rajat explains “We will be marketing through offline and online media. Online is going to be our main channel because that’s what our TG consumes. Percentile reference in terms of frequency of campaigns is 70:30. We will be using digital in a very big way.”
For Anil Mathur the brand is premium and niche. He explains, “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 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 nonexistent.”

Jamshyd Godrej, MD & Chairman Godrej & Boyce said, “Godrej has always been celebrated for offering innovations that use cutting edge technology and best in class manufacturing methods with a purpose of providing a great experience to our consumers. Script is a brand that strengthens our commitment to the latter. It is also the first brand from the house of Godrej & Boyce, which establishes Godrej in the attainable premium furniture category. Backed by a strong supply chain infrastructure owing to our existing leadership presence i

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space