HATIL opens exclusive store in Pune at Creaticity

17 December 2019, Pune: HATIL, a leading furniture company from Bangladesh, specializing in designing and manufacturing furniture for homes and hotels today opened its first store in Maharashtra at Creaticity, Pune.

The inauguration of their first exclusive gallery in Western India was done at the hands of Mr. Selim Rehman, CMD, HATIL. Present at the occasion were Mr. Atif Dewan Rashid, Global Business Advisor HATIL, Mr. Varun Jindal, Ajay Yadav and Avan Goel, Directors of Kratos Furnishers Pvt. Ltd. (Indian Partners for HATIL) and Mr. Mahesh CEO of Creaticity and other dignitaries.

The brand name HATIL stands for elegant, contemporary and affordable furniture. HATIL is synonymous with superior quality, craftsmanship and post sales service. HATIL’s 50 years of accumulated experience in wood processing and furniture manufacturing ensures that our furniture is aesthetically pleasing, functionally superior and durable. There are 20 HATIL stores running across India at the moment and this is the first one in Western Maharashtra, Pune.

HATIL’s export coverage includes India, USA, Canada, Australia, Saudi Arabia, Kuwait, UAE, Thailand, Egypt, Russia etc. HATIL does UV Lacquer Finish, which is durable, environment – friendly and free from formaldehyde and hazardous substances. Currently HATIL has the largest wood working factory in South Asia sprawling over 800000 sqft production space and counting.

Speaking on the occasion Mr. Selim Rehman, CMD HATIL said, “We are very happy to mark our presence in PUNE at the World Homes section in CREATICITY which is the destination for Home Interiors, furniture and household goods. Our slim and modern furniture with Italian lacquer finish has been tremendously successful in Bangladesh and other markets we operate. We are in the process of expanding our capacity further by making a fresh investment of over INR 250 crore in completely German and Italian multiple operation machines and we have a total of 92 showrooms and 5,70,000 sq.ft dedicated single-brand retail floor in India and abroad.

Speaking at the occasion Mr. Varun Jindal, Director – Kratos Furnishers Pvt. Ltd, said, “HATIL opened its first store in Zikrapur (Chandigarh area) 2 years ago and in a short span we have expanded to almost 20 locations across India. This not only cements the fact that we are on the right track, but also increases our brand value proposition.

Pune has always been a welcoming city to all, where people come and achieve their aspirations, we believe that HATIL will compliment well to this spirit of helping people grow and upgrade their lifestyle,” he further added.

We are the only Bangladeshi Furniture brand that has a single-brand showroom in Australia, Canada, Bhutan and Nepal. Indian customers have not seen such variety at such prices. We believe that this is the gateway to Western India and look forward to becoming part of many homes here. We will offer superior design and quality with top-class production at Indian aspirational prices. We hope to grow in India steadily and for long term,” he further added.

India has been the largest importer of furniture until 2006-2007 importing about 17% of total global export of furniture – a situation that has not changed much as of 2018 for the reasons like furniture has not been seen rightly as a life-style product and thus design innovations remained much classic compared to developments in other parts of the world.

The industry remained “customer driven” and couldn’t adopt the strategy of “driving the customers” through introducing slim, modern, and straight-line furniture. When every life-style segment (cars, phone, laptop, TV, fashion) is getting modern, furniture remained relatively victorian in Indian context. Also Due to complexity of raw materials and processing variety, furniture manufacturing requires sole focus in the business. Thus furniture is generally less successful when it is part of a group of companies. In India, no significant manufacturer has emerged as a majority and approached the industry as unrelated diversification. Given this market gap, low quality Chinese and Malaysian imports have taken up the gap along with poorly finished local makes. For most affluents, imported European/American furniture are the solution at much higher price point.

The above analysis draws a sizable mid-market (mostly comprised of middle and upper-middle) for modern furniture with Italian lacquer finish at Indian price.