Godrej is offering customers a choice to co-create with them and customise their home furniture and decor by working with their designers.

Godrej Interio is disrupting its own business before someone else comes and does it. So despite being a leading player in the ready-made organized home furniture market with around 16% market share, the company is looking at new ways to sell its furniture and reinvent its business model.

Godrej is offering customers a choice to co-create with them and customise their home furniture and decor by working with their designers, use high tech 3D modelling and design visualisation along with touch and feel of an array of materials.   Godrej is also setting up a network of studios across the country along with the workshops at the back-end to execute this customised furniture and home décor. The studio will create a community of designers and carpenters to deliver this business. The first home design studio branded as U & US Design Studio was launched in Pune on Friday by Navaroze Godrej, ED and head of innovation & strategy, Godrej & Boyce. “This is one of the largest disruptive business processes where we are partnering with local carpenters and designer communities to organise a large segment of the unorganised market,” Godrej said.