Interio, a leading furniture brand under Godrej Enterprises, is changing how modern Indians decorate their homes. The brand combines emotional design, local preferences, and technology to enhance customer experiences. Over 25,000 customers have used digital tools, resulting in a 6% higher conversion rate compared to traditional shopping methods.
With changing customer behaviour and the growing demand for smart, livable spaces, Interio is strengthening its omnichannel strategy. This strategy ensures consistent and meaningful experiences at every touchpoint. To understand customer preferences, Interio partnered with XLRI’s Brain Lab. This collaboration studies customer reactions, tracking biometric responses like eye movement and heart rate when viewing different furniture designs. This data helps the brand make informed decisions about product development and design, connecting emotionally with the evolving aesthetic and functional expectations of Indian consumers.
Dr. Dev Narayan, Senior Vice President and Head of Consumer Business at Interio, stated, “Today’s Indian consumer expects emotional value and personalisation in their furniture, alongside functionality. Whether it’s a sofa with a charging port, a modular study for growing kids, or a bed designed with regional needs in mind, we provide thoughtful solutions that resonate with our users. Using digital tools, research-based insights, and our dealer network, we are creating an integrated experience that works across generations and geographical areas.”
Interio maintains a robust offline presence with over 1,015 exclusive showrooms and 4,000+ retail touchpoints, expanding its e-commerce reach to over 17,000 pin codes. The company holds a 15% market share in India’s organised furniture retail segment, witnessing a 23% increase in sales over the past year.
The brand offers a ‘phygital’ experience through tools like 360° virtual walkthroughs, 3D room planners, and AI-based product recommendations tailored to individual homes and preferences. To help customers visualise their ideal spaces, Interio introduced tools like room planners and 3D configurators. These tools allow customers to collaborate with store teams for real-time room design simulations, addressing aspects like lighting, colour coordination, and room orientation.
Recognising the growing demand for personalisation and customisation, the brand recently launched the UPMODS range. This modular, platform-based furniture system offers over 2,450 configurations. Users can upgrade or modify their furniture based on their needs. The goal for this premium yet accessible furniture solution is to generate ₹50 crores in revenue within its first year.
On the backend, Interio is investing in robotic process automation (RPA) and connected tech platforms. This investment enables efficient supply chain management and quick communication, especially during remote operations. Looking ahead, Interio plans to bring all its dealer partners onto its direct-to-consumer (D2C) portal. This move will allow customers to place direct orders for faster delivery from nearby retail hubs.
Overall, Interio’s innovative approach to furniture shopping is setting new standards in the industry. By blending technology with emotional design and local preferences, the brand is not just selling furniture but also creating meaningful experiences for modern Indian consumers. As home decoration becomes an expression of personal style and functionality, Interio is well-positioned to lead the way in this evolving market.
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