With households forming 65% of the $7,922 million Indian furniture market, how are entrepreneurs leveraging the potential in this niche segment of business?

Gone are the days when kids’ rooms consisted only of teddy bears and hues of pink and blue. From cozy little baby cribs, playful beds and bean bag furniture to room accessories like colorful drapes, thematic wallpapers and bed linen—there are special furnishings available for every toddler’s taste.

The rising number of single-child-double-income families deeply inclined to spend on lifestyle products, coupled with an exposure to international standards, is luring many urban and middle class parents to invest in high quality furniture and furnishings for their kids’ rooms.

Says Veena Deepak, CEO of Vividha, a kids’ chain that sells children’s furnishings and theme-based décor, “It is an innate tendency for every living being to mark their territory and aspire to have their personal space. Like adults, children also require a dedicated area where they can play, learn and grow. Parents are now realizing this need for their little ones to explore their creative selves.” Children are also becoming demanding and are major catalysts in their parents’ decision to deck up their rooms.

But is this demand being met? According to a report by India Brand Equity Foundation (IBEF), the Indian Furniture market is worth US $7,922 million, with about 15% in the organized sector catering to households, offices and the hospitality sector. A whopping 65%, households form the biggest consumer segment. Most of the furniture, however, is for adults and doesn’t cater adequately to the requirements of the kids, especially in terms of size and design.

Most of my clients are from outside Chennai and I keep in touch with each of them through the phone or e-mail. I ask them every minute detail, from the sex and age group of the child to how much time and money they can put into maintaining the room. If required, I even ask them to send me images of the room Garima Agarwal Owner, Peek-A-Boo Patterns

When it comes to creating a space for children, there is still a gap, with many furniture companies either being international or having a limited range of children’s items. Only a few players are catering exclusively to children’s furniture and room décor, making it an opportunity waiting to be grabbed by aspiring entrepreneurs.

Glimpse at existing players
Interestingly, many women entrepreneurs got the idea of starting this venture when they were expecting their babies and had very limited options available in the country for their baby’s room. Says Garima Agarwal, owner of Peek-A-Boo Patterns, a store that offers customized home furnishings for children, “When I was expecting my daughter, I searched all over India to find accessories for her room. Keeping the scarcity of such products, as well as my fashion designing background in mind, I decided to tap this market.” Although Garima considers window dressing her forte, the store has a host of other things to offer including curtains, cushions, bed linen, knobs and handles, white boards and even storage boxes. Along with the ready merchandize, products can also be customized to suit the tastes of the customer.

Similarly, Rani Advani had been an interior designer for 18 years before she finally decided to launch Bumblebee, a one-stop-kiddies’ shop, as she likes to call it, which offers infant and kids’ bedding and accessories. “I had to rely on my trips abroad for my baby’s bedding and coordinated accessories, since there was no place to source it locally. That is when I conceptualized Bumblebee,” says Rani. She imports children’s beds, bedding, strollers, baby shower gift sets and nursery furnishings from the UK and US and soon also plans to venture into baby bathroom sets, clothing, as well as accessories for feeding. Being an interior designer, Rani also provides consultancy and takes up turnkey projects like designing nurseries with custom made furniture and furnishings. What is the price tag attached with these products and services? “The cost of the readymade products ranges from Rs 800 (drawer and door knobs) to Rs 8500 (double bed sets). Designing entire nurseries with flooring, cupboards and furniture and coordinated accessories can cost up to Rs 7 lacs for 200 square feet. However, if the customer just wants to furnish the room with lamps, rugs, wallpapers, etc it costs less than Rs 20,000,” says Rani.

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written by m v ramakrishnan, July 27, 2010

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nice post!
written by ella, June 24, 2010

though i'm not an Indian, i like some of the designs and the Contemporary furniture
stated and shown above. if ever i wanted to purchase some of those, can we avail discounts? :)

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Used Kid's Furbitures
written by surabhi, May 20, 2010

Nice Information. We are from mumbai and shifting to New jersey. We have to sell used furniture mumbai and also have to purchase new furniture.

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Budding Industry
written by Gift Idea for Men, May 17, 2010

It is very interesting to note this post. I have never come across such Indian post that doesn't talk about Bollywood which the only thing that seems to be booming despite the turbulent economy. I am glad that the furniture industry is picking up as well.

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kids beddings and furnishing items
written by Garima Rohatgi, March 07, 2010

Hi
My name is Garima .I am a freelance textile designer as well as have my workshop by the name TATVAKALA Design Studio.I design homefurnishing items and specifically interested in designing kids range.At present I am retaling my item to most of the elite furnishing stores in delhi.I have great concepts .if interested do get in touch.
9818881002

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About kids furniture
written by nilesh rahate, February 06, 2010

Dear All,
I am Nilesh Rahate architect & product designer. Having three & half year experience in the field kids furniture ,Seating design ,Interior design, Consumer products, lighting products ,Appliances, with MNC's in Mumbai. Anybody wants any design support for their growing business.
Contact me on my cell no 9987074865

Nilesh Rahate(M.Arch)
Architect & Product Designer
+91-9987074865
nileshrahate@gmail.com

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furniture
written by Furniture, January 08, 2010

When shopping for kids' furniture, durability is very important. Kids play rough, and it's best to buy sturdy furniture, even if you have girls.
My site is about http://mydeco.com/c/furniture/258/

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7fjhdkfh
written by o6k, November 04, 2009

gfjgtklkjgl
what d helll

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Modern Furniture India.
written by rakesh gupra, September 10, 2009

Welcome to Casa Modern, a premier destination for modern and contemporary designer furniture catering exclusively to rapidly changing demands and tastes of the Indian market. Explore, enjoy, and take home, office, villa, luxury apartment, service apartment, call center, hotel, cafe, pub, restaurant the best furnishings that you’ve always wanted.

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Modern Furniture India.
written by Modern Furniture India. , September 10, 2009

The CasaModern your exclusive online design gallery and resource guide brings collections from modern, contemporary traditional, and other designer furniture manufacturers and showrooms in Italian and European interior designs for your home, office, villa, luxury apartment, service apartment, call center, hotel, cafe, pub, restaurant, and other fine living space requirement!

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surya lakshmi lace industries
written by p.v.v.rao, May 03, 2009

TO,
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Hey, check out Vanilla in Chennai
written by Hema, April 27, 2009

A different league.

www.vanillachildrenplace.com

enjoy!

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Fine Contemporary Furniture, Lightings, Flooring and Interiors - Manufacturer
written by Indochine Decor LP, April 10, 2009

Our customers include home builders, hotels, resorts, furniture wholesalers, importers, retailers, architects, interior designers and individual customers.
Our markets include the Asean, Hongkong, Australia, USA, Canada, Japan, UK and the EU. Get used to quality.

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Baby Furniture
written by Used Baby Furniture, March 07, 2009

Designing kids room is always a tough task, It has to be well designed according to kids tastes, and also parents preferences. Vividha collections are really great.

Thanks
Tanya

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Good stuf
written by Rashmi, November 10, 2008

Your article was not only informative but also inspiring. I am the mother of a 18 month old daughter. We have recently bought a new apartment and I was looking for options for my daughter's room. Although i live in Mumbai and am quite a shopoholic- i had no idea where to buy kids furnishings/furniture. I was designing and getting them made myself. Your article really helped. Please keep posting :))

Rashmi

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