The Inside Track July 2013 by The Inside Track

Volume 7. Issue 07. July 2013 Rs. 25/-

THE

INSIDE TRACK CONNECTING THE DESIGN COMMUNITY Now view our web edition at www.theinsidetrack.in

Cover Story

odrej Interio is one of India’s largest furniture brands. From manufacturing the humble Storwel cupboard 80 years back to being a vibrant, innovative brand with a diverse portfolio - it’s been a brilliant and exciting journey for the company. With changing times, increase in the number of international furniture players in India and the shifting outlook of the Indian consumer, Godrej Interio wants to integrate ‘Indianness’ in their product, however with a global appeal and which is at par in terms of quality with other products from around the world. The company has also made large investments in expanding its operations to make sure it has high visibility and availability and stands tall amongst competition. It aims at retaining its market position and wants increased consumer satisfaction through its worldclass products. To kick things off, Godrej Interio plans on opening large-format stores in the range of 7,000 square feet and add 75 stores across tier II and tier III cities to reach a turnover of Rs. 1800 crores. The company also plans on investing Rs. 300 crores to expand its manufacturing capacity as also to collaborate with various international designers for

Godrej Interio Is Thinking Big Godrej Interio has major expansion plans and aims to work with international designers to give its products a touch of global design yet retain an Indian soul. BY ULKA VARTAK

Mr. Anil Mathur, Chief Operating Officer, Godrej Interio Reason, a range of office furniture designed by Roger Carr for Godrej Interio is highly flexible in nature and combines progressive aesthetics and functionality

product development. The company recently collaborated with Roger Carr, an international designer from Radar Design Studio, UK to launch ‘Reason’, a designer range of office furniture which is highly flexible in nature with great aesthetics and functionality. The collection fits in well with

the most advanced global corporates and hi-tech companies as well as regional and local offices with more traditional furniture arrangements. ‘Reason’can adapt itself to the wishes, current thinking, working practice and budget of almost any operation and yet leave the door open for new functionality and the adoption of different working methods.

The aesthetic image of the system is tuned to clean, sleek and unfussy lines thus giving a simple neutral background. It allows for controlled areas of colour, customisation or display. The leg itself can be customised with ease to change the appearance or colour scheme in a simple and cost effective way. Also, special attention has been given continued on page 2

THE INSIDE TRACK July 2013

to the need for personal storage. ‘Reason’ is the result of a new type of office thinking, which has grown successfully from a unique collaboration of international design thinking, Indian market need s , p ro b lem s o l v i n g a n d manufacturing capabilities. The company is actually trying to work with a lot of international designers to integrate ideas and innovation from around the globe and blend it with strong market research and insights about Indian consumers. In an exclusive interview with The Inside Track, Mr. Anil Mathur, Chief Operating Officer, Godrej Interio shared insights on the plans of the company. Can you share Godrej Interio’s idea of working closely with international designers? With globalisation, the exposure of Indians to international designs has increased tremendously. Consumers are well aware and want international design but which can easily be customised to Indian sensibilities. Hence the idea behind working with international designers is to give the products that touch of

global design yet function well in Indian environment. Godrej has targeted a revenue of Rs. 5,000 crores by the year 201617. Can you share some insights on the plan? Godrej Interio has worked on a long term rolling plan which includes: B2B products which are based on unique global designs with an Indian feel, B2C which includes a strong retail footprint and high design sense on products which are consumer oriented, Projects businesses which will lead the way in future towards the growth of this volume and a strong brand. All of this will necessarily be in the form of understanding user needs and delivering value to them. What is the upside of opening 75 more Godrej Interio stores? Tier 2 and Tier 3 cities in India are developing tremendously with a very high growth rate. With the breaking of physical and social boundaries, the disposable income in these tier 2 and 3 cities is very high. Also the acceptance to non-traditional products is quite substantial with a high acceptance to

design elements into it. These insights have encouraged us to see the great potential in this market.

with others is our crux and we will continue that… specifics will unfold as the year goes by or rather years goes by. Contact tel: 022 67961700 email: interio@godrej.com web: www.godrejinterio.com

What else is in store for the Godrej Interio brand? Innovating ideas and co-creating THE

INSIDE TRACK

CONTENTS

JULY 2013

COVER Godrej Interio STORY Is Thinking Big 1 The Bright Yellow Store 4 The Latest On Recent Launches And Products 6 From Steel To Wood 10 Your Workaholic Desking System 12 Bright Ideas At Sunshine Boulevard 14 Villeroy & Boch’s Premium Play 16 The Quirky Quotient 18 Elfh - The New Ivory 20 Exhibitions and Fairs 22 Reach 2 Singapore 24 Owner, Publisher & Printer Mr. Anish R. Bajaj for Marvel Infomedia Pvt. Ltd. Printed at Marvel Infomedia Pvt. Ltd., B 62, 1st Floor, Cotton Exchange Building, Cotton Green Road, Cotton Green, Mumbai 400 033. Published at B 62, 1st Floor, Cotton Exchange Building, Cotton Green Road, Mumbai 400 033 Tel (022) 23736133/1 Editor Mr. Anish R. Bajaj THE INSIDE TRACK Volume 7. Issue 07. July 2013. English - Monthly. This issue contains 24 pages including both covers. Creative Director Natalie Pedder Assistant Editor Shweta Salvi, Sub-Editor Vikas Bhadra, Ulka Vartak Layout Design Asif Shayannawar, Snigdha Hodarkar, Vikas Sawant Marketing: Mumbai Rakesh Kini (Digital), Ganesh Gurav, Vivek Jadhav B 62, Cotton Exchange Bldg, Cotton Green, Mumbai 400 033 Tel: (022) 32656823, 23736133, 32958501 Fax: (022) 23743069 Email:response@marvelinfomedia.com Delhi Ms Sumita Prakash, Flat F 304, Rajasthan C.G.H.S. Ltd,Plot No. 36, Sector 4, Dwarka, New Delhi Tel: 9899179540 Email: s_biswas1203@ yahoo.com Chennai Mr S. Venkataraaman, Flat No. 2, 3rd Flr, E Block, Hansa Garden, 30 Madampakkam Main Rd, Rajakilpakkam, Chennai 600 073 Tel: (044) 22281128 Mob: 9444021128 Email: svenkat@marvelinfomedia.com Kolkata Mr Subrata Mazumder, 2, Nabapalli (Bidhanpalli). Kolkata 700084 Tel: (033) 2410 4296 Mob: 9831131395 Email: subrata22@rediffmail.com Europe Pavilion Francaise 1282, Rue du Noyer, bt 161030 Bruxelles, Belgium. REDUCE REUSE RECYCLE Recycling old magazines and newspapers is one of the easiest ways to help the environment. To increase the supply of recoverable wood fibre and to reduce the demand on the world’s landfills, THE INSIDE TRACK urges its readers to actively participate in recycling efforts.

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THE INSIDE TRACK July 2013

Spot Light

he seed for Roti Kapda Makaan was planted when Sneha Raisoni and Henal Mehta couldn’t find fun, compact and affordable furniture in a city where space is as expensive as gold! There was a need for an exciting and inspiring place where ideas could melt and come out in the

The Bright Yellow Store A store, a café, a platform for design and

events - Roti Kapda Makaan is a funky home décor store with a twist. BY ULKA VARTAK The store was Henal’s way of bridging the gap for affordable furniture and a home décor store which is sorely missed in Mumbai city. For Sneha, Roti Kapda Makaan is an extension of her earlier enterprise ‘Tappu ki Dukaan’. It is all the things that she couldn’t do at TKD owing to the space constraints, e.g., food (roti), clothes (kapda) and furniture and

Roti Kapda Makaan offers products that are fun and innovative which essentially embody utility with a twist

form of creative products. They spent six months working towards realizing this dream by creating a space where design,

innovation, functionality and affordability come together. Roti Kapda Makaan is just that. A store, a café, a platform for design

and events with an easy ambiance where you can shop for cool gifts, have a cup of coffee and simply be inspired!

Sneha Raisoni and Henal Mehta, Co-owners, Roti Kapda Makaan

lighting (makaan)! Talking about the inception of Roti Kapda Makaan, Sneha Raisoni and Henal Mehta explain, “We

THE INSIDE TRACK July 2013

clothing), Makaan (affordable furniture, lamps and other home décor products). These products are sourced from across the country with design inputs from Sneha and Henal. They are one of a kind, affordable products and have a design element to them. The price range for the products at Roti Kapda Makaan begins at Rs. 50 for a badge and goes up to Rs. 21,000 for a table. A few best sellers from their collection include the chip maker which makes yummy but oil free chips, the chair which can be turned into a ladder and a 3 in 1 champagne chiller which also Roti Kapda Makaan is a store, café, platform where you can shop for cool gifts, have a cup of coffee and simply be inspired

were on a tight budget when we started RKM. We couldn’t afford to spend a lot on the interiors and hence our architect, LAB Designs, asked us to collect old pieces of junk/ furniture/ anything that friends and family were planning to throw away, e.g., an old TV, rusting chairs, suitcases, etc! We made our

entire display using these old pieces of furniture which we recycled and painted a bright yellow!” The products they offer are fun and innovative which essentially embody utility with a twist. As the name implies, they have a bit of Roti (coffee and small bites), Kapda (casual and funky

works as an ice bucket. Although known through the social media, magazines and newspapers, Roti Kapda Makaan has a big fan following by good old word of mouth. Talking about future products that Roti Kapda Makaan plans to host, Sneha says, “Anything that catches our eye… especially furniture which is affordable and has dual usages like our ladder cum chair, etc.” The USP of the store is clearly “Yahaan har cheez bikaoo hain.” Contact tel: 022 24965527 info@rotikapdamakaan.co.in web: rotikapdamakaan.co.in

THE INSIDE TRACK July 2013

It Products More Style With Cera Cera Sanitaryware Limited, one of India’s fastest growing sanitaryware company, has been at the forefront of innovation right since its inception in 1980. Some of Cera’s innovations in the past like the water-saving twin-flush coupled WCs, 4-litre flush WCs, one-piece WCs, etc. have proved to be a benchmark for the Indian industry. The company, known for its styling and trendsetting innovation, recently relocated their Cera style studio in Ahmedabad. The new space has quickly emerged as a

style hub for architects, builders, interior designers and endconsumers for the Gujarat region. The large centre at Acropolis Mall displays almost the entire premium range of Cera sanitary ware, faucets, wellness products, tiles, and much more. Realising the strong consumer demand for one-stop home solutions, Cera has launched its style studios in all major towns. The studios display stylish sanitary ware, faucets, wellness products, digital wall and floor tiles and even kitchen sinks. The relationship executives at the Cera style studios assist customers to choose from their extensive range. A pioneer in sanitary ware segment for 30 years, the company is committed to providing the finest in the world of style. Contact web : www.cera-india.com

Grohe Introduces Grohe Spa F-Digital Deluxe Grohe from Germany, one of the world’s leading brands in sanitary fittings, brings luxury and joy to homes with the launch of Grohe F-Digital Deluxe. The new deluxe shower collection will turn your bathroom into an exclusive private home spa, an experience that promises to stimulate all the senses. The innovative F-Digital Deluxe comes with coloured light for chromo therapy treatment and a pleasant steam for cleansing the skin. It also allows one to enjoy an inspiring shower while playing your favourite music. The modules of Grohe Spa F-Digital Deluxe can be installed according to your personal preference or can even be added to an existing system. A docking station with an Apple iPod Touch 4G connection

permits finger-tip control of all module functions such as the coloured and dimmable LED lights, music and the intensity of steam. Contact web: www.grohe.com/in

Stylish Shower Spaces From Ozone Johnson’s Endura RusStone

H&R Johnson has introduced a unique collection of glazed rustics in its exterior flooring category. This new collection, branded as Endura RusStone is inspired by the natural and earthy shades of various Indian states, such as in the colour palettes of browns, tans, warm grays, orange hues, whites and some reds. The colour tones are muted and flat in an emulation of the natural colours found in dusty terrains, mossy surfaces and

rocks typically seen in various Indian environments. The Johnson Endura RusStone collection is best suited for balconies, terrace, patios, verandas and other such exterior applications. It adds imagination, inspiration and strengthens any interesting architecture by offering a symbolic recreation of India’s rustic magic. Johnson Endura RusStone is priced at Rs. 80 per square foot. Contact www.hrjohnsonindia.com

The advantages of glass shower enclosures extend beyond looks and ease of cleaning with maintenance being among the top features.With an indepth understanding of the needs and wants of modern day consumers, Ozone, offers a wide range of solutions for creating different types of shower cubicles and shower screens using tempered or laminated glass that complement class and design aesthetics. These shower cubicles are available in different opening styles, such as swing or sliding, depending on the design requirement and space availability. With Ozone, one has the choice to make the shower cubicle in a square, rectangular or in any other unique shape using appropriate fittings for creating angular shapes. To complement the uniquely designed shower cubicles, Ozone also offers an extensive range of accessories like towel rails, knobs, reinforcing bars, shower seats, glass connectors, plastic profiles, shower threshold profiles and the like for enabling the fabrication of perfect and smart shower cubicles that can easily achieve the ‘dry bathroom’ concept.

Ozone has also introduced the Anti-bacterial grab bar system for safe bathrooms, specially designed and developed for hospitals, senior citizens and specially-enabled people. This system has an anti-bacterial nylon coating over the surface which restricts the person-toperson bacteria transmission as well as provides support for senior citizens and speciallyenabled people. Contact web: www.ozone-india.com

THE INSIDE TRACK July 2013

It Products BoConcept Launches Seca Sofa Cum Bed BoConcept, one of the premium urban interior brands is all set to add to the style quotient of the living spaces with the launch of it’s Seca sofa cum bed. A sofa during the day and a bed for the night, the Seca sofa cum bed adds flexibility of having a twoin-one piece, utilising that small living space. The Seca sofa cum bed combines design and

The Cocktail Table By Idus

Idus has introduced a designer cocktail table which will add oomph to one’s existing décor. The latest cocktail table collection is a statement piece, which is functional, smart and unique, making it capable enough to be the centre of attraction. The cocktail table is indeed a good addition to the living room or a spacious bedroom, not only for the convenience of using it but also as an additional display of design. These beautiful cocktail tables come in a variety of styles and shapes in high quality materials. Rectangular, square, spiral, circular and elliptical are the most widely used shapes of these attractive tables. Maximize the sleek, modern looks of your living space with functional contemporary designs perfect for your home. The price of this range starts from Rs. 35,000/- onwards. Contact web: www.idus.in

functionality, and helps optimize space. All pieces are functional seating units that can easily be converted into an extra bed for sleeping and a sofa for one to sit and relax. BoConcept makes modern furniture for the urban-minded customer. Their designs are stylish, modern and vibrant and in tune with life in big cities. Available in different fabrics and black leather, the sofa is priced at Rs. 94,750. Contact web: www.boconcept.in

THE INSIDE TRACK July 2013

GlacialLight Introduces Its First Wall-Mounted LED Luminaires

It Products Fisher & Paykel Makes Space In Your Kitchen In today’s day and age where everybody wants a seamless and clean kitchen for easy maintenance, Fisher & Paykel, a global kitchen appliance innovator has launched yet another high quality and efficient product. The new 60cm integrated fridge is designed to fit seamlessly behind cabinetry, freeing up the kitchen and allowing one to create a kitchen according to one’s lifestyle. The max cool function ensures vital nutrients, freshness and texture. The taste is retained by boosting the cooling power, dropping the temperature to 2°C for 12 hours. It overcomes the problem of raised temperature when the fridge door remains open for a long time. The variable temperature drawer is also designed to allow optimal storage of fresh meat, deli and

dairy products at lower than standard fridge temperatures. Additionally, the holiday mode function allows the fridge to run efficiently when it is not going to be used for a certain time. As for the illumination the new premium LED lighting gives off a crisp, clean glow, illuminating the whole compartment. This energy saving feature uses 80% less power than halogen bulbs. The fridge eases the task of cleanliness as it is fitted with shelves specially designed to retain spills. These shelves can be repositioned at different heights to accommodate different sized food storage containers. Also the fridge includes built-in frostfree function. Contact web:www.fisherpaykel.com/in

Havells Opus Blends Technology With Style Havells India Limited has launched India’s first convertible fan Opus, which works both as a fan and a chandelier. Conceived to appeal to the growing tribe of aesthetically conscious Indians, Opus is original in its design, pulsating in its performance, unique in its category and scintillating in its style. Today’s savvy consumer is constantly on the lookout for trendier and technologically superior products when it comes to electrical appliances and Opus, with its twin roles, fits into this category with ease. Opus comes with a brushed nickel finish, offers three modes for speed and is equipped with a remote control. This allows the fan to be operated from any corner of the room. The fan operates on a 188x15 mm powerful motor which is energy efficient and allows for a smooth and near silent

operation. The fan also comes with eight clear plastic blades for even distribution of air. The Opus fan is priced at Rs. 27,245/-. Contact web: www.havells.com

GlacialLight, a division of the Taiwanese technology manufacturer, GlacialTech Inc. announced its first wall-mounted LED luminaires for outdoor applications. The three new wall-mounted luminaires can be mounted and fixed on the ceiling or wall. The adjustable 180 degree mounting latch enables the mounting of the luminaire by locking the latch to the body of the light fixture. The lights do not need to be assembled at location and possible water damage is also prevented. The passive infrared (PIR) motion sensor lowers energy bills and reduces light pollution by preventing unnecessary use of lighting and power. The 360° sensor with a reaction time of

0.6 to 1.5 m/s ensures that the luminaire switches on the instant when movement is detected. The three luminaires have a premium aluminum compression-molded surface, which makes the lights attractive elements in the design of building exteriors. The lights also provide a coloured filter visual effect, which provides a pleasing effect on the surface that the lights are mounted on. The luminaire casing protects the lights from both dust and water damage in outdoor applications. All of the lights are high temperature resistant and are protected from UV radiation by their polycarbonate (PC) casing. Contact web: www.glaciallight.com

The Metallic Aqua Turquoise Kitchen By Nolte Nolte Home Studio, one of Germany’s and the world’s largest and fastest growing furniture company recently launched ‘The Metallic Aqua Turquoise kitchen’. This modular kitchen, like multiple other kitchens by the brand, offers more space, more styling and more utility preferences. The kitchen has well designed seating while the high-gloss and gentle coloured fronts in metallic aqua turquoise and white give it a sophisticated and serene look due to its calming colour theme. The elegant and natural worktops and the decorative handles give the kitchen a unique look making it absolutely perfect for you. Nolte Home Studio understands the needs of people and designs these kitchens keeping in mind the multiple tasks undertaken in the

kitchen space these days, like cooking, eating, disposing, storage, breakfast and more. These modular kitchens are here to set standards and are highly customisable so that you can get exactly the kitchen you want. Contact web: www.homestudioindia.com

THE INSIDE TRACK July 2013

Whysoserious.co.in Unveils A New Range Of Quirky Mugs

It Products @Home Introduces Its Monsoon Collection Burst the monsoon gloom with @homeâ&#x20AC;&#x2122;s bright ideas for decorating your home. The collection includes vibrant coloured cushions, warm and bright linens and light coloured window drapes. The cushions will aptly complement the sofa and bed. This range of cushion covers spans from solid colours like turquoise, purple, pink and green coupled with attractive designs. On the other hand the warm

and bright coloured linens by @ home will create a harmonious environment. Hues such as oranges and yellow are ideal for the monsoon decor as they also embody a feeling of dryness. Whereas, the bright coloured and vibrant drapes will make sure that your home is filled with enough sunlight. So, this monsoon let @home decorate your favourite space. Contact web: www.at-home.co.in

Surprise Home Linen Presents Imported Wall Coverings

The new selection of European wall coverings at Surprise Home Linen offers a wide range of wallpapers with flowery prints and motifs and magical themes that give a theatrical effect to your rooms. The collection is very new to the Indian market for their design and material. There are washable varieties by Elitis, a collection from France, which has a wide range of wallcoverings with a perfect blend of innovative designs and bold colours. There are geometric and masculine designs from the Abstract collection of Casamance, France and if the tough leather look suits your style, then the Cristal collection of this French brand is the best for you. Wall coverings from UK based Cole and Sons offer beautiful and

innovative collections inspired by its vast archives representing all the styles from the 18th, 19th and early 20th centuries. For flowery designs there is the Contarini collection of Designers Guild which has romantic displays of floral prints and Persian Garden wallpapers by Osborne and Little inspired by the glamour and mystery of ancient Persia in the embroidered linens, cotton and silks. All these collections are available at prices starting from Rs. 90 to Rs. 700 per sq. ft. and can be availed from the Surprise Home Linen stores where experts can recommend the wall coverings that would best suit your requirement and taste. Contact web:www.surpriselinen.com

Whysoserious.co.in presents an exciting mug collection that will make mornings fun. Start the day off right with a funny coffee mug. The collection on offer includes a lego inspired mug, an octopus surprise mug, a scary shark mug and a crab mug. With the lego inspired mug, drink your coffee and build something

too. The octopus and shark mug looks like a harmless mug made out of gleaming white porcelain but inside awaits a scary shock that will ward off that sleep and make your mornings exciting. The price of these quirky mugs range from Rs. 550/- to Rs. 1599/-. Contact web: www.whysoserious.co.in

THE INSIDE TRACK July 2013

Spot Light

ssar Steel, one of India’s leading integrated steel producers, recently announced the launch of a revolutionary wood-finished steel product for the Indian market. These products are a great substitute for wooden laminates used in interiors and are manufactured at Essar Steel’s Pune facility in Maharashtra.

From Steel To Wood Essar Steel has recently launched specialised steel products for the interior and architecture sector.

Mitesh Shah, CEO, Pune Facility, Essar Steel

The revolutionary wood-finish steel products by Essar Steel are pre-painted and offer an impeccable finish and endless colour and design options

The wood-finish products are made from steel that is recyclable, easy to use, lasts longer and is environment friendly. Unlike laminates, these products are termite resistant, easy to maintain, light weight, fully recyclable and also do not require any post treatment. These products can be produced in different sizes (thickness and width) and are available in coil form and hence can be cut and used as per requirement. Pre-painted wood finish metal offers an impeccable finish and endless colour and design options. The product is weather-proof, corrosion resistant, UV resistant and anti-bacterial. It can also provide a highly flexible coating, capable of severe bends, while retaining an excellent degree of hardness and resistance. The finish maintains its appearance for the life of the product and is able to resist colour fade, corrosion, chemical attack, dirt retention, high temperatures, various weather conditions and daily wear and tear.

The products have wide applications and can be used for both internal as well as external requirements. These can be used for panelling, steel doors, walls and ceiling panels and even for furniture.

With the launch of this product, Essar Steel now has a complete range required for pre-engineered buildings. The product range includes coloured roofing products, colour products for wall, ceiling, furniture and doors.

Commenting on the launch of these specialised wood-finish products, Mitesh Shah, CEO, Pune Facility, Essar Steel said, “We at Essar Steel always strive to introduce innovative products and the launch of the wood-finish products is a step in that direction. These products are an alternative for laminates with unique features and benefits and are cheaper by 20%. We are happy that we are able to offer an environmentfriendly product to Indian consumers at a lesser cost and expect to capture at least 10% of the market share in the current year.” Contact tel: 02114 661401 web: www.essarsteel.com

THE INSIDE TRACK July 2013

Spot Light

chair, one standard desk with a computer, a telephone and few storage cabinets - gone are the days when these components would suffice for a complete workspace. The professional world today is more demanding and challenging. Hence there is a vital need for furnishing workspaces in such a way that they are not only well equipped but help boost the productivity of the workforce considerably. Established in the year 2001, Vector Projects India Pvt. Ltd.

Your Workaholic Desking System Vector Projects, through their in-house brand Artmatrix, have been designing and producing high quality office furniture with an emphasis on superior technology, innovative design and sustainability.

Vector Projects’ in-house brand Artmatrix in Malaysia manufactures world-class modular workstations, partitions and chairs for tapping Malaysian expertise and quality in furniture manufacturing as also extending a global presence

provides well thought out solutions for residential and commercial spaces including modular workstations and chairs. “My vision was to create a brand that represented a single-source solution for interior architectural designs,” says Umesh Rao, Founder and CEO, Vector Projects India Pvt Ltd. Vector Projects set up its inhouse brand Artmatrix in 2005

enhancing the work done by both individuals and groups alike. The 180-degree workstation interprets work space differently. Its simplicity and efficiency are well rendered with a range of cable management options to choose from. A selection of frames in different heights and finishes compliments its characteristics. Trims, top covers are in aluminiumextrusions, which provide a continuous architectural flow for either semi-circular or flat profiles. On the other hand, the executive workstations are equipped with accessories like overhead bins, stationary trays, pencil holders and telephone trays mounted on the accessories tiles which provide free valuable space on table tops. The Trend-X pro system and the recently launched I-beam system are some of the more popular choices.

in Malaysia, which manufactures world-class modular workstations, partitions and chairs. The idea behind forming this in-house brand was to tap Malaysian expertise and quality in furniture manufacturing as well as extending a global presence. This in-house brand offers a wide spectrum of work stations ranging from tile based, panel based, pole based to desk based

Vector Projects provides well thought out solutions for residential and commercial spaces and gives a modern touch to mundane workstations

systems. It also offers a range of task chairs, executive chairs, sit-outs, lounge chairs and cafeteria chairs. The workstations, such as their 90degree model is a flexible system with a strong scientific personality. It displays a very clean design with freestanding desk configurations which enable a free flow of information while simultaneously maintaining confidentiality, thus

In addition to all this, the firm also offers storage cabinets, stationary accessories, computer accessories and wire management accessories. Products are designed keeping in mind the sustainability standards of the existing environment as dictated by GECA and Global Env ironm ent St a nda rds. All Artmatrix manufactured products can be availed in India through

THE INSIDE TRACK July 2013

Projects is made with materials such as wood, medium density boards, laminates, cold roll steel sheets, aluminiumextrusions,aluminium die casts alloy and plastics like nylon, ABS, PP and others. Mumbai houses a state-of-the-art manufacturing facility of over 32,000 sq. ft. which manufactures wooden furniture. Also the growing demand has led to the exploration of a new steel structure for 60mm tile based system by the company. Contact tel: 022 66972893 email: v@vectorprojectsindia.com web: www.vectorprojectsindia.com

Umesh Rao, Founder and CEO, Vector Projects (I) Pvt Ltd.

Vector Projects. Since its inception, Vector Projects has successfully delivered over 1,000 projects, completed over 10 million square feet of area and installed over 2,00,000 workstations and chairs. The company’s efforts haven’t gone unnoticed as they have won numerous awards, such as the Export Excellence Award and the Best Furniture Brand Award 2010 to name a few. Speaking about the stringent quality standards their products are subjected to, CEO, Umesh Rao says, “The basic conceptualisation of a product is in line with focus on sustainability. All our products undergo eco-labelling according to the Global Environment Standards. Sustainability and minimum consumption of energy in production and usage are of utmost importance. The products are finalised only after going into a built–in process before receiving its final approval for prototype manufacturing where the materials used are fine tuned and critically evaluated by usage of a particular software. Material selection forms an integral part of design innovation.” Due to its emphasis on superior technology and innovative design, the products have gained acceptance in over 22 countries. Exclusive showrooms can be spotted in cities like Mumbai, Kuala Lumpur, Dubai, Jakarta, Singapore and Kota. The innovative furniture at Vector

THE INSIDE TRACK July 2013

Spot Light

amita Agarwal’s mind lit up when she thought of creating a unique boutique that will play host to solutions for interior lighting. It all started in the year 2010, when founder Namita Agrawal finally got down to doing up her new home. As she went around the city in search of fine lighting and home décor, she found herself appalled at every turn. But her 9 years of experience in advertising had prepared her to find solutions where there were apparently none. To gauge the idea about the need for such lighting, Namita conducted

Bright Ideas At Sunshine Boulevard With a penchant for everything unique,

Sunshine Boulevard is a boutique that specialises in lighting elements. It also plays host to an eclectic mix of furniture and home decor products.

Namita Agarwal, Founder, Sunshine Boulevard

an extensive research with architects, interior designers and product designers, and every one of them welcomed the idea with glee. And so, instead of being content with what was available, she went ahead and created what she desired. Thus was born, Sunshine Boulevard. In addition to its wide portfolio of interior lighting, the

Every piece at Sunshine Boulevard is handpicked from the finest designers and craftsmen from all over India, thus making the collection as original as it can get

boutique also houses an eclectic mix of innovative and customised furniture and home decor products. Every piece at Sunshine Boulevard is handpicked from the finest of designers and rural craftsmen from all over India, and thereby, making the collection as unique and as original as it can get. One glance at her work and you realise the founder’s penchant for everything unique. And that’s the reason every piece at Sunshine Boulevard is either handpicked from artists across India or created at the inhouse design incubator. Initially what started off as a display meant only for lighting elements, the boutique now deals with a wide range of interior décor accessories and design ideas. And the response she gets from the patrons, often delights her endlessly. “I thoroughly enjoy the one-onone interaction with my clients, big

project or small. And it makes all the effort worthwhile when the customer comes back and tells us that they’re in love with their space all over again after a Sunshine Boulevard makeover,” says the founder Namita Agarwal. Unusual but innovative materials like banana fibre, paper, jute, fabric, beads, thread, and all kinds of metals with unique finishes are used in the lighting solutions at Sunshine Boulevard. The boutique has created unique lighting designs not just for individual homes and villas, but also for model apartments for renowned builders and high-street chain stores across India like Biba, Raymond Parx, Ethincity, Kakori Kebabs, Viveck’s, etc. They have also customised lights for various corporate offices like those of Microsoft, Amazon, E&Y, Future Group, Logica, Native, etc.

THE INSIDE TRACK July 2013

The lights at Sunshine Boulevard are classified on the basis of usage of material such as the thread collection, jute, fabric or the bead collection, as well as on the basis of certain themes like nature, Mughal art or old India, etc. However, don’t just step into Sunshine Boulevard looking for lighting as the store also offers an eclectic mix of antique and modern furniture and other home décor accessories. Currently Namita and her designers are working on an outdoor range of designer lights, a new range of India-inspired furniture and a range of garden accessories. The latest collection offers a new range of lights in metal. The first one has copper and brass lights which are created by beating metal sheets, and then molding them into desired shapes. The lotus flower inspires the second collection. Crafted in metal to create table lamps and hanging lamps in the form of a lotus flower. fibre lamps, available as wall, floor and table lamps, onion shaped fabric hanging lamps and Patina finish metal lamps. The price range of Sunshine Boulevard products starts from Rs. 500 onwards. Namita holds a Post Graduate in Mass Communications with a specialisation in advertising from Boston University. However, Namita’s passion has always remained with originality and creativity. She also nurtured an ardent passion for interior design and all things beautiful; and is often found doing up the homes of friends and folks in her free time. When she isn’t cuddling her 1 year old son, Zidane, or fussing over the finer details on chic lighting, Namita lends a helping hand, working alongside various old-age homes and centres for the under-privileged. She loves to travel, especially to the remote areas of India, where she believes real creativity and inspiration resides. Contact tel: 080 41309583 sunshineboulevard.in@gmail.com At Sunshine Boulevard customisation is a mainstay, so designs very often come from architects and interior designers. These designs are usually project specific and are not available at the store. Speaking about her collection Namita says, “The unique feature of our collection is that each piece is original and different from the other as every material used has its own properties and lend itself to unique designs.” The store plans to extend its horizons in mini-metros like Pune and Chandigarh. Sunshine Boulevard’s list of best sellers includes the nature inspired series of banana

THE INSIDE TRACK July 2013

Co. Profile

illeroy & Boch is a leading brand in Germany, Europe and indeed the world. Since its originover 260 years ago, the ceramic manufacturing company founded in 1748 has developed into an international lifestyle brand and is represented in 125 countries around the world. Villeroy & Boch started in India in 2008(their earlier launch

Villeroy & Boch’s Premium Play Villeroy & Boch holdson to its premium positioning, but is now keen to spread its wings to Tier 2 and Tier 3 cities with a unique bouquet of products. BY ULKA VARTAK

It is the quality, German make and design of Villeroy & Boch which distinguishes it from the other products in the market

through a distributor in 1998 was less fruitful due to the slowdown of the economy). Since then Villeroy & Boch has been doing extremely well, boasting of 20 outletspanIndia presently. Villeroy & Boch

products are available in the Indian markets through the sales concept of the ‘House of Villeroy&Boch’, flagship stores and shop in shops. ‘The House of Villeroy & Boch’ sales format makes it possible to

The La Belle collection by Villeroy & Boch

experience the complete brand in a store where products are presented in an authentic, powerfully designed, true-to-life composition in realistic settings - such as bathrooms, kitchens or dining areas.

Catering to the premium segment, Villeroy & Boch focuses its business activities in the divisions of ‘Bathroom & Wellness’ and ‘Tableware’. The Bathroom and Wellness division offers ceramic bathroom collections in a variety of styles along with high-class bathroom furniture, coordinated fittings and accessories. The wellness range with its innovative shower, bath and whirlpool systems is an impressive blend of beauty, quality and state-of-the-art technology. While the Tableware division comprises the complete range of products for a perfectly laid table: top-quality dinner services, crystal ware and cutlery, a rich assortment of products for preparation as well as accessories and gift items. They also have Villeroy & Bochbath fittings with a manufacturing and selling arrangement with Dornbracht. It is the quality and design of Villeroy & Boch which separates it from other products in the market. The fact that the products are made in Germany plays a major role while marketing in India. The brand Villeroy & Boch is kept premium in order to distinguish itself from

The PureStone collection by Villeroy & Boch

THE INSIDE TRACK July 2013

small showrooms. The popularity of Villeroy & Boch products is such that people are willing to wait for these products to be imported from Germany especially for them. The company specializes in the premium segment, however now they also want to cater to the mid-high segment. The idea is to expand the touch points and to grow volumes in the mid-high segment. The Joyce, Aveo New Generation and Memento are some of thecollections introduced in this category. Along with retail, Villeroy & Boch also provides 360° Projects, a complete customisation solution the other players in the market. The uncommon designs, the glossy finish and German engineering is what drawscustomers towardsVilleroy & Boch. The collections of Pure Stone, Subway, Memento, Labelle and Aveo are some of the best sellers of this discerning manufacturer. At the recently concluded ISH Bath and Wellness exposition in Germany, Villeroy and Boch launched its new VClean system - a direct flush which is a very hygienic and proven product worldwide with a flush control of just 2.5 and 4 litres. The feature of the WC is designed in such a way that the whole soil is flushed out in just about 3 litres. Apart from this, Supra Fix 2.0 and Subway 2.0 Direct Flush, Quaryl and Ceramic Plus are some of the firm’s latest innovative offerings. The company has recently appointed a second level of channel partners to cater to Tier 2 and Tier 3 cities by providing products suited to that market. These partners will be serviced directly by their direct channel partners. The focus here is on creating business through

The Aveo bathtub by Villeroy & Boch

The uncommon designs, the glossy finish and the German engineering is what steers the customers towards Villeroy & Boch

Mr. Ramesh Baliga, Country Head, Villeroy& Boch

to cater to the projects sector. The integrated approach of 360° Projects is based on a four-stage product package and transparent access to the entire portfolio and is optimally covered from the entry-level segment to the premium segment. This includes 360° Orange, 360° Blue, 360° Silver and 360° Voilet product categories. Speaking about the company’s future plans, Mr. Ramesh Baliga, Country Head, Villeroy& Boch highlights, “Villeroy & Boch plans to grow by about 30-32% a year. With 20 dealers present across the country, the company is planning for 20 more for the Tier 2 & 3 cities in order to cater to the mid-high segment for which the company has also introduced new products. We are planning to have at least 20-25 stores in India in addition to what we have now but that will be in phases till 2016. Villeroy & Boch is also planning on the possibility of warehousing and stocking its products in its own facility by 2015-16.” Contact tel: 022 40769300 web: www.villeroy-boch.com

THE INSIDE TRACK July 2013

Green Speak

e have all read our chapters on the 3 R’s: recycle, reuse and reduce. Based on the same principles, WorkshopQ creates stunning lifestyle home accessories by re-engineering seemingly useless scrap in an effort to reduce the waste generated by households and factories. The ‘Q’ in WorkshopQ stands for quirky, labelling them as a green workshop where only fun

The Quirky Quotient WorkshopQ is a quirky and innovative

eco-product manufacturing company driven by the passion of two like-minded entrepreneurs. BY ULKA VARTAK

WorkshopQ converts waste materials or useless things into new useful items or products of better quality and of a higher environmental value

and chic products are created. Upcycling the products made from scrap procured from factories, construction sites, small artisans, households and just about anywhere and transforming them into quirky household objects makes you want to guess the raw material in the first place. What do they actually make? A wide variety ranging from clocks, trays, photo frames, tissue boxes, coasters, card holders, lamps to just about anything eye-catching and

which is of utility! These eco-friendly products are produced in a manner consistent with the latest research in sustainable products by using mostly handmade processes. Their design philosophy of SIE i.e. sustainability, innovation and ethics is the core of upcycling; this helps them convert waste material or useless things into new useful items or products of better quality or of a higher environmental value and reuse in every process

and way. Talking about their products, Radhika and Madhvi, Founders of WorkshopQ explain, “ We started WorkshopQ simply by rethinking about all the waste lying around us. As like-minded sisters we wanted to start a movement instead of just simply a ‘business’. WorkshopQ was born out of that very need to innovate with creativity, sustainability and functionality. Besides the aesthetically pleasing

aspect, most of all we hope that our products and the idea behind them contributes to a rising level of awareness concerning both the ecological and the social responsibility. We are convinced that eco-friendly products will be the next generation lifestyle icons and as a brand we want to aim to be the frontrunners.” Wo r k s h o p Q i s s i m p l i c i t y blended with creativity. It is an enterprise where they look at things

The idea behind the brand is simple; to spread awareness about the importance of upcycling while proving to people that going green can also be a lot of fun

THE INSIDE TRACK July 2013

WorkshopQ creates stunning lifestyle home accessories by re-engineering useless scrap to reduce the waste generated by households and factories

from a different perspective and give new meaning to ‘green design’. It is where they create inspiring products whilst focusing on the growing danger our planet faces. The lack of awareness in India,and the notion that ‘eco-friendly’ means earthy colours and materials such as jute, clay, etc. prompted them to start WorkshopQ. A key thought process that went through their minds was to make sure their products looked different whilst the quality was of the highest standard.What sets them apart from others is that their products cannot be recognised as

made from ‘scrap’, until someone reads the storyline of the product they attach. They are unique, quirky and fun and can fit into any kind of an environment, whether it is a calm, contemporary, kitschy, quirky or traditional space. While making their products, Madhvi and Radhika use anything and everything they can lay their hands upon. Acr ylic, wood, aluminium, plastic, rubber, jute, fabric, faux leatherette, tyre tubes, vinyl records, CD’s, cork, wood fibre, industrial felt, cables and wires, etc. can be found in abundance in their workshop, but all scrap of course.

WorkshopQ strives to reduce the impact of its own business by using scrap paper for any documentation, keeping packaging to a minimum and using recycled or recyclable material wherever possible. The brand stands as an example that being eco-friendly can also mean lots of fun and all it requires is for you to do is just look at things differently. The price range of WorkshopQ

products starts from Rs. 50 and goes upto Rs. 7000. They currently supply to about 15 cities across India and market their products with the help of retail and e-commerce stores. The sister duo is currently working on tons of new designs promise to be as quirky and fun as ever. Contact tel: +91 98290 66508 email: workshopq@gmail.com web: www.workshopq.com

Radhika and Madhvi Khaitan, Founders, WorkshopQ

THE INSIDE TRACK July 2013

Spot Light

hitenife is a social venture that allows its customers to express their concern and awareness towards elephant poaching and does so with taste and elegance. Sonia Agarwal, a young entrepreneur from Mumbai, launched ‘Whitenife’, a social enterprise that aims to shrink the ivory trade and engage artisan communities indulging in bone/

Elfh - The New Ivory Sonia Agarwal of Whitenife opens up

immense possibilities with Elfh, a mineral based composite that is a substitute for elephant ivory. BY ULKA VARTAK

Sonia Agarwal CEO and Founder, Whitenife

ivory, by introducing them to Elfh, a patented, mineral based composite that is 89% close to genuine elephant ivory. Sonia’s concern about the growing instances of elephant poaching for ivory as well as her love for tasteful fashion led to the genesis of Whitenife. Whitenife is a unique venture where conservation, fashion and entrepreneurship blend together. By introducing a new material such as Elfh, the company has taken a pioneering step into the domain of fashion and art. Whitenife’s launch collection featured ‘Art on Elfh’ an exclusive range of miniature paintings crafted in Elfh and fused with 24 carat gold by artist Suvigya Sharma along with a select range of intricately handcrafted home décor products, artefacts and jewellery

Whitenife is carved in a world of new possibilities and rekindles hope for elephants, artisans and the avid art the world over

made from Elfh. The launch also included intricately hand-carved, ivory mnemonic which comprised of 65-cm Elfh tusks, candlesticks that have been carved with 0.01mm

precision and a new genre of fashion accessories - ‘sculptural jewellery’ that places Elfh at par with other precious stones and a range of exquisite artefacts. Talking about her venture, Sonia

Agarwal, CEO and Founder says, “Whitenife is carved in a world of new possibilities and rekindles hope for elephants, artisans and the avid art the world over. The company derives strength from its foundation entrenched in novelty, grace, and compassion and we are immensely proud to present the world with a palette of possibilities to ‘save with elegance’. Since the enactment of the Wildlife Protection Act of 1972, the trade of ivory has been banned and classified as punishable offense, but the dependability and demand for ivory continues to prevail.” With Whitenife’s inception, many artisans have already engaged with the company and are reviving their art with the help of Elfh. She further adds, “We at Whitenife are constantly collaborating with

Whitenife aims to shrink the ivory trade and engage artisan communities indulging in bone/ivory, by introducing them to ELFH, a patented, mineral based composite that is 89% close to genuine elephant ivory

THE INSIDE TRACK July 2013

Elfh possesses a fine texture and great lustre; all these characteristics make every Elfh product an eternal piece of art to possess

artists, designers and retailers to craft products and invite the world to come celebrate Elfh with ‘You Design’ - where any individual could submit their designs and have it exclusively crafted for them. In this sense, Whitenife celebrates not only creativity but also individuality.” Whitenife helps to decrease elephant poaching and provides ethical employment to several artisan communities, and improves security standards in the poaching-prone areas that are often considered to be high-conflict zones. A percentage of the company profits will also be donated towards elephant adoption and their habitat’s protection. The

company works under the guidance of Ministr y of Environment and Forestry and leading animal welfare organizations. Whitenife is a vertically integrated company that allows working with products and designs more flexibly. Elfh is manufactured in Europe, and then shipped to India where it is hand-worked upon by the artisan communities as per the designs provided. All the products are designed exclusively for Whitenife by their design teams located in cities like Mathura, Chicago, Mumbai, Jaipur, Jodhpur and Hyderabad. Sonia personally interacts with designers to give her creative inputs

and lays out her vision and concept, but always ensures that designers have the creative freedom. Elfh has some interesting characteristics as compared to ivory. Unlike ivory, Elfh does not turn pale and shows no sign of aging or degradation. It is easy to maintain since it is resistant to chemical substances and the risk of breaking is also minimal. Elfh possesses a fine texture and great lustre; all these characteristics make an Elfh product an eternal piece of art to possess. Elfh products are available at one tenth the cost of ivory, however prices vary depending upon the detailing, size and the

kind of manpower that goes into the making of each design. The price range for Whitenife products start at Rs. 15,000. The company has introduced a new material to the world of art and design and the possibilities seem endless. Many designers have flirted with the idea of furniture inlays and many more have lauded this new genre of jewellery introduced by Whitenife. The enterprise is currently working on new designs and also exploring categories in which ivory has never been experienced. Contact email: sonia@whitenife.com web: www.whitenife.com

Elfh is manufactured in Europe, and then shipped to India where it is hand-worked upon by the artisan communities as per the designs provided

THE INSIDE TRACK July 2013

Fair News

Malaysian Furniture And Furnishings Fair (MF3) Date 19 - 21 July 2013 Venue Malaysia Contact web: www.mf3.my The Malaysian Furniture and Furnishings Fair (MF3) celebrates the best of the furniture industry. The MF3 provides a wellspring of information and tips on transforming your home-style and also improving your home furniture and furnishing needs. With a consumer-oriented approach and free admission, the furniture fair enjoys a huge turnout every year. With the best package deals as the main attraction, the MF3 promises to be the premier furniture exhibition in Malaysia, inspiring creativity and innovation for home owners and exhibitors alike.

Woodmach Cebu Date 25 - 27 July 2013 Venue Philippines Contact web: www.furnitex.com.au

Trendset Munchen Date 6 - 8 July 2013 Venue Munchen Contact web: www.trendset.de Organized by Messe Munchen GmbH, the Trendset Munchen offers opportunities to new artists for exhibiting their antique jewellery, furniture, antique clocks, etc. Held at New Munich Trade Fair Centre, Bayern, Germany, the event is attended by various art and antique professionals, cultural foundations, craftsmen, artisans, etc.

Office Expo Asia Date 10 - 12 July 2013 Venue Singapore Contact web: www.officexpoasia.com The inaugural Office Expo Asia (OEA) 2013, Singapore's only dedicated office solutions and business event is set to welcome the best names, thought-leaders and important players in the world of workplace solutions, office products and stationery supplies. Unmatched in scope, content and experience, OEA presents an opportunity to come face-to-face with key decision makers from multinational firms, government bodies, statutory boards, small and medium enterprises, and more. This dedicated event which showcase the latest products and developments within the industry, keep up-to-date with innovations and extend your knowledge base.

Furnitex Date 18 - 21 July 2013 Venue Australia Contact web: www.furnitex.com.au The prestigious show Furnitex offers a complete collection of furnishing items that come from the best manufacturing industries of Australia. This show is a central meeting place for well-known exhibiting companies and high profile decision makers from around the world. Visitors come from residential, commercial as well as from industrial markets to examine the products of several exhibitors participating here. On display will be products across segments of furniture, bathroom fittings, floorings, walls and lighting and a lot more.

Woodmach Cebu is a premier exhibition for wood, woodworking, furniture-making machinery and technology, furnishings, accessories, products and services. The show will be a gathering for all the professionals from the woodworking Industry.

Maison&Objet Date 06 - 10 September 2013 Venue Paris, France Contact web: www.maison-objet.com Maison&Objet brings together the whole range of interior design professions to offer the world’s leading home-fashion event. Retail purchasers, specifiers and exporters meet at the Paris Nord Villepinte Exhibition Centre to witness emerging creativity, assess changing trends and plan their business’ future. Over the years, Maison&Objet has refined the layout and honed its selection to present a comprehensive, legible and structured overview, facilitating visits, decision-making and contacts. In September 2013, Maison&Objet is adjusting its traditional focus on interior design to be more coherent and offer a better response to the increasing number of orders from specifiers, particularly internationally. All the satellite trade shows will be focusing even more on their specialist areas, with the dining sector adopting the name cook+design. This new brand reflects Maison&Objet’s gradual shift towards the art of living and particularly cooking. The spectrum covered by Maison&Objet expands with every session to more precisely address its visitors’ specific needs.

Postal Registration No. MH/MR//EAST/129/2011-13 RNI NO. MAHENG/2007/19853. POSTED AT MUMBAI PATRIKA CHANNEL SORTING OFFICE, MUMBAI G.P.O. 400001. DATE OF PUBLICATION: 15th OF EVERY MONTH, dATE OF POSTING: 15th & 16th OF EVERY MONTH

THE INSIDE TRACK July 2013

Spot Light

erman Miller recently a n n o un c e d i t s Re a c h 2: The Power of Place initiative on the 1st and 2nd of August, 2013 at Marina Bay Sands in Singapore. Reach is a curated exhibition celebrating Herman

Reach 2 Singapore Reach is a curated exhibition celebrating

Herman Miller’s latest design innovations.

The Eames Wooden Moulded Chair collection by Herman Miller

Miller’s latest design innovations. First held in Hong Kong in 2011, Reach 2 Singapore promises to once again fascinate, inspire and delight those with a passion for design. Visitors will be taken on a journey allowing them to e x p e r i e n c e He r m a n Mi l l e r’s design innovations. Spontaneous City, a pop-up office concept, will showcase the full range of Herman Miller products. In the thought provoking pop-up office concept, visitors will experience a real office environment featuring the new Arras Bench and Arras Spine, Layout Studio, Riser desk and more. The ‘city’ will be divided into unique neighbourhoods - each

presenting a solution for different needs - with the full Herman Miller product range integrated into the narrative. Contact web: reach.hermanmillerasia.com

The Arras Spine collection by Herman Miller