Packaging a lifestyle

Apartment culture is the base. And middle-class people are the target. This holds true as far as the furniture scene in the city goes.

Be it ready-and-easy-to-assemble beds, sofas or tables, imported furniture comes in attractive packages and price ranges.

From Malaysia, Thailand and China to Sri Lanka, U.S.A. and France, the furniture travels thousands of miles to take different shapes and sizes to suit Indian apartments and budget.

Though teak and rosewood are all-time favourites and considered classy, they are slowly giving way to red oak, European birch, Burma teak and cedar, besides metal, steel and wood combined with glass.

With the intention of making the middle-class people (who constitute the majority of the consumers) feel special, furniture showrooms have come up with different schemes and packages.

These make sure that a common man's specific needs with regard to each part of his apartment are taken care of.

The `Manhattan Apartment Package' offered by Usha Lexus and `Deck-up Your Home' package by Bantia furniture are an attempt to woo customers with budgetary limitations and precise needs.

So, people can buy about 10 to 15 pieces of furniture at one go (in the form of apartment packages) within a budget of Rs. 50,000.

"Keeping in tune with the changing needs of middle-class families, we give specific instructions to our dealers with a two-bedroom flat in mind. We also ensure that the pricing is reasonable, at the same time does not compromise on the quality," says Deepak Agarwal of Lepakshi Furniture

"Actually, customers have a wide choice now though mass production moves fast. However, everyone wants to have a look at the entire range — both heavy/ antique-looking and lightweight — before deciding on what to buy," says Agarwal.

All that a newly wed middle class couple looks for are a dining table with four chairs, one double-cot, two single cots, a sofa set with centre table, and a cupboard. Priyanka and Srinivas had exactly these things on mind when his job brought them to the city and they had to start life anew here.

"Coming from a joint family, I didn't know anything about furniture. Carrying heavy stuff from Ahmedabad is quite difficult. Thanks to these package deals, we have to bother only about basic amenities," say the beaming couple. "Today, the outlook of people has changed — they want a luxurious and modern look. So, it is no wonder that items like bunk beds and computer/study tables for children sell fast.""Package deals are the starting point from where people progress to choose different items based on their specific needs and tastes. Space constraints make those in the disposable income group go in for the fashionable and compact range," vouches Surinder Bantia of Bantia Furniture.

"One advantage of imported furniture is that it comes in complete knockdown condition. They are lightweight too, unlike the yesteryear teak antiques. All that the customers need to do is assemble the parts," says Prakash Gupta, a retailer for a well-known Italian furniture brand.

Standardised designs, modern touch, rich and ethnic look, good quality stuff and nice finish mark today's furniture.

That shows both sides of the coin. The dealers offer exactly what the consumers want and, perhaps, more.

The customers are a happy lot too with many things on offer — antiques, replicas, period, imported and ultra-modern furniture.

For those who do not want to stick to one style or look, there is scope for experimentation. Why hesitate?