Innovations in Home Building and Home Decor Industries in India

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Case Details:

Case Code : BREP002
Case Length : 16 Pages
Period : 1991-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Parryware, Asian Paints ...
Industry : Home Building and Home Decor
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"We are looking at building a relationship with our customers and want to be a one-stop shop for their housing needs"

- K. Srikant, Director, Skyline Builders.¹

"Parryware has been constantly attempting to offer unique products which address the direct needs of the customers like hygienic toilets, easy-clean surfaces and water-friendly closets. These innovative products coupled with the well-established customer care centers across key metros will provide the best value to our esteemed customers. With the increasing involvement of end-users in brand selection, we believe Parryware is well positioned to offer the art of healthy living through our sparkling, clean glamourrooms"

- K E Ranganathan, GM Sales & Marketing, Parryware.²

Introduction

Since the late 1990s, the major cities in India have witnessed a real estate boom. Builders have been constructing huge and modern apartment complexes in the suburbs of big cities with all the amenities required to attract potential homeowners, and especially young people.

With home loans becoming more easily available, it has become easier for young people in the early stages of their careers to own a home.

Financial institutions have actually been seeking out people to give them home loans. Most banks and home finance companies have tie-ups with large corporates to facilitate the home loan process for their employees.

Innovation Case Studies | Case Study in Management, Operations, Strategies, Innovation Case Studies, Case Studies

Sundaram Finance Ltd (Sundaram) has such tie-ups with about 15-20 companies, including the TVS Group companies, Ashok Leyland, Polaris, and Infosys. Until a few years back, builders took care of certain basics of interiors such as paints, bathrooms, cupboards, windows and doors, which resulted in all the apartments in a block looking alike.

In some cases, it was just the contractors who were involved in the construction of the buildings who decided on the basic interiors.

In recent years, it's not just been the owners of individual houses but many apartment owners too, who have been planning the interiors (such as fittings and paints used) of their homes to suit their individual tastes.

Gone are the days when all apartments in a block looked identical on the inside.

Homeowners now engage the services of professionals to help them create their dream homes.

For instance, Parryware, a sanitary ware and bathroom products company, provides design advice and a team of professionals to build a customer's ideal bathroom. Another example is Asian Paints, which doesn't just sell paints but also provides the services of trained painters.

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1] Sankar Radhakrishnan, 'Housing without the hassle', November 21, 2002, www.blonnet.com.

2] 'Parryware is a Super Brand', September 1, 2003, www.chennaionline.com.