DecoVeco, the retail furniture solutions brand of Intex Technologies, will soon have a new branding – Intex Styles. Part of the diversified Intex Technologies Group, which is into consumer durables, IT Technologies, mobile phones, etc. The group feels that it hasn’t been able to communicate the brand value of Intex properly to the consumers, since its inception a year ago. The group got into furniture and home furnishing business a few years ago, and set up its first retail stores under DecoVeco branding a year ago in Delhi’s Kirti Nagar area.
“It was altogether a different business for us, and therefore we couldn’t get the expected traction initially. People were not able to correlate DecoVeco with Intex. However, we have restructured our entire team for the furniture vertical six months ago and now we will be going full steam with the new branding which will happen in a month’s time,” said Amitabh Khurana, Director, Intex Group.
As part of taking the business to a new level altogether and deliver a customer experience in tune with customer expectation, Intex would be setting up a ‘bigger format Experience Centre’ in Kirti Nagar itself in a couple of months time. “We have identified a suitable place already,” informs Rajeev Kapoor, Head of Furniture Division, Intex. There will be dedicated sections for home furniture, office furniture, kitchen series, etc., and each section will have dedicated team who can understand the customer requirements and recommend products accordingly, Kapoor said. “It will be like a design studio for architects and interior designers. They can come and work on concepts,” he added.
The key challenge in furniture is to bring in new and innovative designs at regular intervals, says Kapoor, as designs “get copied by local market” in no time. Kitchen series is another area where Intex look at having its niche. “People are getting more sensitive and emotional when it comes to designing kitchens. We will have a specialised and dedicated section with wide range of designer modular kitchens at our design studio,” Kapoor said.
“We will be showcasing latest series of innovative products trending in the market so that our customers can create their own designer kitchens, offices, lounges, etc. We want to cater to middle, upper middle and premium segment of the market,” he added.