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The IUP Journal of Management Research :
Competition in the Indian Furniture Industry: An Analysis of Trends
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The Indian furniture industry seems to have received scant attention by researchers. This study is an attempt to analyze the competition in the organized segment of the industry, with particular focus on office furniture. Data pertaining to sales, net profits, market shares and return on sales for four companiesdomestic as well as foreignover a 10-year period are analyzed. The results reveal that the market leader is loosing its market share to new entrants. Analysis of variance (ANOVA) showed that while return on sales is similar for the companies, the net profits earned by them are significantly different. The paired comparison test further reinforced the inference that net profit performance of some companies was superior.

 
 
 

The Indian furniture industry makes a marginal contribution to GDP, representing a small percentage (about 0.5 percent). It is generally unorganized, with handicraft production accounting for about 85 percent of the produce. The domestic market for furniture is worth approximately, Rs. 1000 cr, with 85 percent coming from the unorganized sector (craftsmen). Despite a healthy growth forecast, the furniture industry is still not particularly well developed, not only in comparison with the western countries (Germany, Italy, United States, etc.), but also when compared to the South East Asian countries; in terms of absolute value as well as percentage contribution to GDP. This situation is due to the technological enhancement, which is fairly needed in India in order to grow. The evolution of this industry in the last few years is evident from the change in materials being used for making furniture now; i.e., from wood to laminates, plastic and marble and a constant increase in use of panels. About 65 percent of the furniture produced in India is made of wood, 25 percent in metal and the remaining 10 percent in plastic. The local producers are now paying more attention toward the latest designs and technological innovation in the industry.

Furniture supply covers a whole spectrum of possible uses, which can be divided into the following two categories: (1) Home use, and (2) office cum institutional use. Production for home use comprises of sofas, dining tables and seating; while professional production comprises of office cum company furniture like tables, chairs, and cupboards. Institutional furniture mainly serves the needs of hotels, schools and hospitals. Domestic furniture, across the world, accounts for 65 percent of the production value, whilst corporate/office furniture represents 15 percent, hotel furniture 15 percent, and other furniture (mainly parts of furniture), 5 percent of the total production value. A further subdivision can be made according to the types of raw materials used.

 
 
 

Management Research Journal, Indian Furniture Industry, Gross Domestic Product, GDP, Technological Innovations, Market Shares, Multinational Companies, MNCs, ANOVA Model, Product Technologies, Domestic Furniture Industry, Brand Building, Innovative Designs.