Nailing iteee ae 3.small design team and consult Snes to innovate prodiocts= Cho pra says Urban tadder's lirhouse design team is closely “They give design inputs to both sellers and manuloc ‘rere says sri For Shah of Peppertny. the design team 1s also. fesponsttie for mer chandising and produc fon Ke includes Srchicects and interior de- Siizners. who pick designs ‘tnd models that appeal to the modern coms ‘So who Is this buyer? Any: fone In the 3545 age group Sito ts familiar with ‘online Shopping: appreciates good de- Sigh and ls usually time starved. Feblaraiah’s research pegand is group's annual income at €3 Lakh to ets lakh. "We found that getting furniture made trom a ca enter is not cool anymore and the Spwational element te high saysChopra. ‘Nearly 70 per cent of the re are corning fro T ‘ities, but Ther I towns are swiftly ‘bandwagon. Tite online sellers typically tource furniture from Chur, Jalpur, and Jodhpur in Rajasthan, western Utear Pra Souk Kerala and the Northeast Bieanded Fare ture is usually sourced from Murbal, Delhi nd Hangatore. Teppertry, for instance, routinely delivers’ s00kg wardrobes from Jaipur to Alzaw tn Mizoram and Balacore in Odisha. Each quar: ter furniture sourced by the company from cross India travels to homes in 4uo cities. Detivory pains and gains Logistics is predictably a huge challenge in tn ‘Guxcbut the online merchants are reading he patchy roads and rugged terrains with grow. Ing confidence. Typically, of their gross mar in of around 40 pee cent, nearly 20 per cent ors to logistics and ¥5 percent to marketing. unique chatlenges “Furniture can't be sent by fiz and while you can order smaller items te your office, farniture has to be delivered at bome. So we must take an ap olatment beloce delivery anys Chopra Fabfurnish offers an app that lets the rechedule sv appointment and ior he realtime movement of the truck deiiwering the turn Perrerin/s shalt welies ont a bubend: spoke model to resolve logistical issues and sive money He har browne ae costs only 840,000 for #0 pieces In a truck. oF £500 per piece." he says. The company-owned ike are manned by a driver, two tondings Unloading stall anda supervisor. “Thecosts go Sown, a8 all Lneed to spend on are Kiel and Proples be says Tabfurnish (3 building teams for assem bing devered furniture at buyers home. wells aftersales service “Around § perce Sf eustomers want extra polish or repairs We ‘ire cresting reame to handle these problems” says Chopra to't300. Apart from owning & — fleet of 150 (rucks (0 GelNer wee get enough orders Ste at your fingertips Targe Items across India the we As sellers plug loopholes, con: company uses third-party trucks ‘ectongrhaci mowernen vices, they charge for every piece Dt furmiture” he aye owe have created sorting hubr in Jodhpur Murat and bangalore. We get hough orders to move full truckloads of 22 from these hubs to large towns lke Delhi" he explains. Company-owned to-feet tracks take ‘over at these points and carry furniture to all ‘ecities in te vicinity: My seae allows met = Sumers are gaining confidence thomline chopping Competitive prices are an irresistible factor ‘cheaper than the competition as aie taller works ivccly with Currently clocks around 20,000 transactions month. Fablurnish on average Feceiwes 1.000 Stders a day with « basket size of £12000 Sach. Urban Ladder registers around 200 Transactions a day; with an average chet size The ‘online success story has inexorably spelt he edging out of offline stores feluance Rewail began exiting the furniture business thst year shutting: Gown its Rellance Living Storev in Bangalore, Dells and Hyderabad Fa ture group merged its furniture and Lifestyle “Realestate costs in India are prohibitive making it dificult for them to rows Many of theoffline players are talking on Scparate portiolio for them," says Chopra. The online furniture players are witnessing 4 scorching 200-400 per cent growth fo reve ‘hues every fiscal, Dut rather than focus os Cumming profitable, they are opting tor rte expansion and growth instead Biwe are increasing fiued costs, investing t Sven will not happen soon,” says Chopra scratched the surface of this marke, We wan fo scale up. As business grows and scale im proves, he economics yet becter™ He te will og to wait for profits. even until 2046. Wit buyers like Trivedi clicking erthustasticall nd) beyond that walt ids Gol peoneios: