Godrej Locking & Architectural Fittings AND Systems
Innovative furniture fittings take the joy of modern living to Indian homes and offices. In India, the landscape of furniture fittings has undergone a significant transformation over the past decade. The furniture fitting sector has been onto a remarkable upswing, driven by factors like rapid urbanization, rising disposable incomes, a spurt in home renovation, e-commerce growth, a preference for customized furniture and an emphasis on sustainability.
Taking advantage of this evolution, Godrej Locks and Architectural Fittings and Solutions (GLAFS) entered this space about a decade ago and has now emerged as a formidable player, challenging the dominant incumbents as well as the norms of a highly commoditized market.
To make an entry into this new sector, utmost caution was exercised by the GLAFS team. A small beginning was made when GLAFS introduced only two key products: Cabinet Hinges and Telescopic Channels. These initial offerings laid the foundation of what would become a rewarding journey of design led-innovation growth. At the back of all this was the strong determination to succeed and a sharp focus on business success. The furniture fittings category is characterized by fierce competition, with global and Indian brands striving to carve out bigger slices of market share. Despite this challenging competitive landscape, GLAFS rose to prominence within the Furniture Fittings Segment on the strength of relentless pursuit of quality, continual innovation, and an unwavering eye on customer satisfaction.
Today, GLAFS having climbed the ranks has emerged among the top three players in the industry.
Enroute to becoming a prominent player in this new category, GLAFS had to overcome many challenges such as boosting awareness of Godrej as a leading furniture fittings brand for OEMs and others. Another challenge was to shift the users of products of existing major brands to GLAFS. Making this shift happen was an onerous task for the entire field sales at marketing teams. We had to make many presentations besides having innovative promotions to showcase the brand's reliability and the value it offers. Lastly, at the point of sale, it was a challenge to carve out display space for GLAFS in the already crowded spaces of our retail partners. With lots of patience and consistent effort over a period of time, GLAFS overcame these challenges to establish itself as a significant player in this category. Fuelled by its success, GLAFS expanded its product portfolio to encompass a wider range of furniture fittings. From Bed Fittings to Wardrobe Fittings, Drawer Channels to Cabinet Hinges and others. GLAFS’s multi-generation product plan is now in place for products to be introduced in the next three years. The products to be introduced include fittings for foldable beds, murphy beds, flat beds and others. GLAFS also plans to introduce Aluminium Profiles which complement the existing range.
The carefully planned expansion of product range clearly demonstrates that the furniture fittings team is closely tuned to understanding customer preferences and market needs, so very essential for offering solutions that are required and are comprehensive.
At the heart of GLAFS' success lies its adherence to design-led innovation and world-class standards. Deploying cutting-edge technology and incorporating international quality standards such as the BIFMA and others, GLAFS ensures that its products perform surpassing the expectations of the consumers. A stellar example of business’s deep understanding of design-led innovation is the introduction of 3D Hinges. 3D Hinges are also referred to as three dimensional hinges or concealed hinges. These hinges offer increased flexibility and adjustability. Unlike 2D hinges, they provide three rotational axes, allowing the doors to move in multiple directions, ensuring flawless opening and closing of cabinet doors. These 3D hinges have been created for easy and quick installation, to minimize the carpenter’s time and effort. Looking ahead, through careful analysis of consumer requirements and market trends, Architectural Fittings And Solutions (AFS) plans to tailor its products that align with evolving demands and modern aesthetics. AFS, thus aims to revolutionize the home interior industry through design interventions and an enhanced range of solutions. By offering a 360-degree user experience, the business strives to empower consumers to personalize their living spaces to their unique needs and tastes.
In a dynamic and fiercely competitive market landscape, adaptability is key to sustained success.
GLAFS understands the importance of staying attuned to market feedback and evolving consumer preferences. By continuously evaluating and improving its offerings, the business responds to ever changing market dynamics readily, displaying noteworthy agility and strength. Going forward, GLAFS intends introducing many more innovative designs and variants to meet the ever-changing preferences of consumers. GLAFS also is building capabilities to offer customised solutions for highly demanding customers. GLAFS also seeks partnerships with interior designers, whom they call influencers, and other professionals for leveraging its strength for pursuing growth. Lastly, GLAFS intends becoming more agile for responding quickly to the emerging trends and feedback received from various stakeholders.
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