Subodh Mehta, Senior Vice President (B2C), Godrej Interio shares his valuable insights on the modular kitchens, the newest trends observed, the changing consumer preferences and much more.
What do you have to say about the evolving trends and technologies in the modular kitchen space?
Modular kitchens are evolving at a quick rate due to innovations and technical improvements. Voice-activated faucets, IoT microwaves, tech-infused range hoods, and even Godrej Script’s anti-stain and dishwasher-proof crockery are gradually transforming the landscape of Indian kitchens.
Modular kitchens blend utility, compactness, and aesthetics to create a dynamic and functional ambience. Classic kitchen designs are catching on in today’s market, and as a result, modular kitchens are available in a wide range of colours, from gentle tons of white and grey to vibrant hues like blues and greens that accentuate your personality.
The prevalence of open kitchens, which are integrated into a home’s living and dining areas, has increased the importance of selecting the correct material, colour, and design for countertops. Quartz surfaces, one of the most common types of engineered stone, has grown in popularity due to the wide range of colours and designs available, as well as the uniform colour between slabs, producing a seamless countertop.
How has your company adapted to the new shifts in consumer behaviour in modular kitchen segment?
In the post-Covid world, customer purchasing patterns are shifting. They have noticed the need for more storage, for keeping their kitchen extra clean and disinfected, and for keeping things easily available to all family members, which has resulted in a greater demand for modularity, allowing for easier organisation and visibility. By maximising vertical space, tall pantry units and larders aid in the storage of additional kitchen goods. Over the last few months, high gloss/flat surfaces with no texture have become increasingly trending. To keep up with evolving client usage patterns, modularity, materials, and finishes were chosen and built to be utilitarian and dynamic. Good lighting is becoming more acceptable as a prerequisite to not only support tasks but also to create a more visually pleasing ambience.
What are the market restraints encountered by the company when it comes to new product launch and company expansion plans.
There was a dip in expansion during first six month during the first wave, post which the expansion for Modular Kitchen business remains unaffected. This business doesn’t require a very high capex, its expansion is as per plan and in fact has contributed to almost 20% of the business.
In terms of product launches we have launched new range of acrylic and glass shutters as well as NEO Chimney and digital media are well acceptable for launches.
What is your take on the fragmented market in the modular kitchen segment consisting of many small and regional competitors present? Does it have any impact on your business?
Modular kitchen segment is a highly fragmented segment to operate in. Apart from the industry leaders there are many start-ups and local vendors in the market and more in the pipeline. However, such competitiveness tends to bring out more innovations and quality products in the market, which can help the industry as a whole to improve tremendously.
Our strategy to cope up with the existing competition is to be available not only in Tier 1 cities but also in the Tier 2 & 3 cities to widen our scope of operations. We believe in continuous innovation and fresh offerings in the market to stay on top. Hence, our R&D team always looks out for ongoing trends & demands, as per the trends we develop best possible design and product to satisfy customers’ needs.
Share with us your business projections in the present and coming year; what new the consumers can expect from your brand.
We are expecting a 35-38% growth in the modular kitchen business in the next two years. We keep on improving our design and product innovations as per the requirements and trends of the dynamic segment of kitchen. One of our latest innovative product offering is the ‘Neo Smart Chimney’ in Neo Kitchens category. Neo kitchens are Easy to configure, factory assembled, standalone kitchen units with technology integration. They are for users who want a functional solution to their everyday cooking problems, at a reasonable cost, without compromising on contemporary style and fit-finish. This range is being developed keeping in mind the need of Indian consumers for comfort, safety, modularity and easy maintenance. The unique design of the chimney for high suction capacity and cool draft, comforts the user. Aesthetically, it looks clean and gives a flushed look to your kitchen. The user can also adjust the direction and speed of air.