Godrej Interio bets on personalisation to drive growth

As consumers increasingly seek products that reflect their unique tastes and lifestyles, personalisation has emerged as a defining trend across industries. In the furniture and interiors market, this shift is reshaping how brands design, manufacture, and sell their offerings. Modular solutions, tailored designs, and technology-driven convenience are no longer optional—they’re expected.

Tapping into this demand, Godrej Interio has made personalisation the cornerstone of its strategy, aiming to redefine customer experiences in both home and office spaces. “Our new product line, Upmods, allows customers to select elements like headboards, storage options, and surface designs to create furniture tailored to their needs,” Swapneel Nagarkar, business head and senior vice president, Godrej Interio tells Fortune India. “This approach is resonating with the market, and we’ve already clocked ₹25-30 crore in revenue in just 1.5 months.”

Godrej Interio’s move towards modularity reflects its response to evolving consumer expectations. Customers no longer settle for standard designs; instead, they demand products that align with their unique preferences. “We’ve moved from offering one-size-fits-all solutions to providing a variety of customisable components. This allows us to deliver both flexibility and efficiency,” Nagarkar explains.

The personalisation push is particularly evident in the B2B segment, where the company has introduced the concept of ‘social offices.’ Post-pandemic shifts in work culture, including hybrid models, have spurred demand for dynamic and interactive office spaces. “Employees want workplaces where they can collaborate and socialise, not just work in isolation,” says Nagarkar. “With social offices, we’ve designed spaces that encourage interaction, and this concept has seen a strong market response.”

While personalisation forms the backbone of its strategy, Godrej Interio is also integrating technology into its offerings. From remote-controlled beds to intelligent kitchens with embedded barcode scanners, the company is catering to a tech-savvy audience. “Around 30-35% of our demand comes from these modular and tech-enhanced products,” says Nagarkar. “We’re also exploring AI integration, particularly in kitchens, where intelligent systems can simplify daily tasks.”

With technology-enabled products projected to contribute ₹200-250 crore in revenue over the next two to three years, Godrej Interio sees this as a critical growth area.

Moreover, there has been a noticeable shift in consumer behaviour post-Covid with customers demanding value and solutions over standalone products. “Today’s buyers are more discerning, they’re willing to pay a premium, but only if the product offers tangible value,” he says. This has also fuelled the trend of premiumisation in the Indian furniture market, with an increasing preference for branded solutions over traditional carpentry. Personalisation is no longer a luxury but has rather become a necessity for today’s consumers.