Tuesday, December 26, 2017

Godrej Provides ‘Freedom of Living’ Through Launch of ‘Script’, a Premium Furniture Brand

Godrej has announced the launch of its first premium furniture store, ‘Script’, in India’s Garden City, Bengaluru. Located in the posh neighborhood of Indira Nagar, The Script store is spread over 14,000 sq.ft of inspirational and design led home interior solutions. The premium furniture brand is inspired by contemporary lifestyle that promises to offer ‘freedom of living’, that uplifts every experience and assist consumers from Bengaluru to balance their daily activities with great ease and joy.

Conceptualized and designed by globally acclaimed design firm Gensler, the store seamlessly combines beauty and intelligence. It offers home solutions that are crafted for new age, contemporary consumers that like to chart their own path be unique; live beyond the traditional. The store offers furniture and interior solutions that reflects the consumers persona.

Script, the first attainable premium furniture brand from the house of Godrej has launched their first store in Bangalore owing to a perfect blend of consumer profiling and existing infrastructure. The IT capital is known to have consumers that are well-informed with a lot of global exposure and enjoys a finer lifestyle. Being well-traveled, consumers in the metropolis are conscious about of the latest designs and innovations. These consumers are design and technology savvy. Furthermore owing to a large working population, the contemporary consumers also prefer living space ecosystems that are multi functional while being aesthetically designed.

Through ‘Script’, Godrej has once again spurred the furniture segment by launching India’s first attainable premium home furniture brand. The brand plans to launch 18 stores across 3 cities(Bangalore, Delhi and Mumbai) and eyes total revenue of 320cr by the end of the 3rd fiscal year.

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 endeavor 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 endeavors to reach the mass market wherein aspiration for cutting-edge products exists but prevailing range remains non-existent.”

Commenting on the launch, Rajat Mathur, Business Head 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”.

As a brand offering, Script facilitates a fluid living experience and disrupts consumer behavior in this segment with ‘Freedom of living’. The brand innovates using design thinking and furniture to be a part of the new way of living. 

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