Oct, 2017     

Due diligence on Furniture e-tailing market in India for a PE Fund

To help the fund understand the furniture market competition landscaping, consumer preferences and target positioning vs. competition/ alternatives. To identify the current opportunity sizing and industry growth drivers. To understand the consumer psyche towards furniture e-tailers. To understand the current brand image and positioning category-wise. To assess how the competitive landscape looks like and where is the target brand positioned there.

We reached out to our experts across retail formats to understand the strength and disposition of category. From them, we also identified the performance of the key players in the industry. We conducted primary consumer research to understand the consumer disposition towards category and map the buying cycle. We had discussions with industry experts to understand the market and trade dynamics. We also did secondary research from various resources, RedSeer Knowledgebase, etc to understand the overall market behaviour.

The findings and insights helped the fund understand market dynamics and identify brand positioning vs competitive landscaping. We also guided the fund on consumer preferences and suggesting the focus areas based on a long term market assessment.