Unmatched Variety In Mode Furniture At Indian Price, Is Global Brands Promise

As many as 100 models of sofa sets, 40 designs each of beds and dining tables with chairs, besides a wide range of rocking chairs, corner tablets, TV cabinets, wardrobes, corners, lobby chairs, office tables, work stations and conference tables, that’s the depth of international brand HATIL’s collection of slim and stylish furniture with Italian lacquer finish. The brand launched its second exclusive store in tricity, at Mohali, recently.

Surprise! HATIL, a global brand, exporting its furniture products to multiple international markets, including USA, Canada, Australia, Saudi Arabia, Kuwait, UAE, Thailand, Egypt and Russia, besides India, has its base in the country we helped liberate in 1971, Bangladesh!

Photos By : Life In Chandigarh

The company boasts of the largest wood working factory in South Asia, sprawling over 800,000 sq ft production space in Ghazipur, Dhaka. Considering its expanding horizons, it is in the process of further boosting capacities, by making a fresh investment of over Rs 200 crore in multiple operation German and Italian machines. 

Without compromising on aesthetics, the company has designed and engineered a range of modular furniture especially for customers constrained for space. So, you have wall mounted single and double beds, wall hanging dining set with storage and a ladder chair. Among other modular products are a foldable study table with wheels and merged chair, which can be pulled out for use; a two-seater sofa which can be extended to five seats; and a four chair dining table which can be expanded to six chair table.

Speaking to LifeInChandigarh.com on the sidelines of the formal launch of the sprawling multi-floor store on the Airport Road in Mohali’s Sector 82, Shafiqur Rehman, Director, HATIL, informed, “we have over 550,000 sq ft (86 showrooms) dedicated single-brand retail floor space the world over. This is the 22^nd exclusive store in India, and second, after Zirakpur, in Punjab.”

Also present on the occasion were franchise company (Inner Space) owners Balwinder Singh Saran, a well known businessman of Chandigarh tricity, and Sameer Kumar, a well established architect, along with Avan Goel, who is managing HATIL’s India operations. 

“We are happy to mark our presence in Mohali,” Rehman said, adding “it is a fast developing mode industrial and commercial city with an international airport, a destination for home and office interiors and furniture. Our USP is that Indian customers would not have seen such variety at such prices. We believe that Mohali will provide us a gateway to more destinations in Northe India and we look forward to becoming part of many homes, offices and hotels here. We offer superior design and quality with top-class production. We aspire to steadily grow in India.”   

Despite the perceived depressed market in the country, the brand, which has a presence in Eastern, Northe and Weste parts of the country, is targeting big. Doubling its exclusive stores in the country from 22 to 50, and in Northe zone from seven to 15, by end of 2020, the company plans to extend its reach to South and Central India as well.

Talking about quality, Rehman claimed that “The brand name HATIL stands for elegant, contemporary and affordable furniture. It is synonymous with superior quality, craftsmanship and post sales service. Its 50 years of accumulated experience in wood processing and furniture manufacturing ensures that the furniture is aesthetically pleasing, functionally superior and durable.”

Stressing that the brand used solid Beech wood from Germany in its furniture products along with engineered wood with Beech veneer and pre laminated board, he said the company is sensitive towards environmental issues and uses UV lacquer finish, which is durable, environment-friendly and free from formaldehyde and hazardous substances. The products come with five-year warranty for the wood treatment, along with one year standard warranty,  as per International standards.

HATIL positions itself in the sizable mid-market (mostly comprising middle and upper-middle population) at prices, it claims, are “Indian”. “Our sole business focus is furniture manufacturing, and supervising the retail operations, so customers always get the best product,” Rehman asserted.

Analysing the Indian market, he maintained that the country has been the largest importer of furniture until 2006-2007, importing about 17% of total global export of furniture, a situation that has not changed much. The reasons are plenty, he said, adding that “Furniture has not been approached rightly as a lifestyle product, and thus design innovations remained much classic compared to developments in other parts of the world.

“The industry remained customer driven, and could not adopt the strategy of driving the customers through the introduction of slim, mode and straight-line furniture. When every lifestyle segment – cars, phones, laptops, TVs, fashion – went modern, furniture largely remained Victorian in Indian context,” Rehman said.

He explained that due to complexity of raw materials and processing variety, furniture manufacturing requires sole focus in the business. Thus, furniture is generally less successful when it is part of a group of companies. In India, no significant manufacturer emerged, as a majority approached the industry as unrelated diversification.

Given this market situation, he claimed low quality Chinese and Malaysian imports filled the gap along with poorly finished local makes. On the other hand, a large chunk of the affluent population went for the highly priced imported European and American furniture, he added.

The Range & Price

·   Sofas – Rs 10,000-25,000 per seat (various designs in centre tables also available).

·   Beds – Rs 18,000- 65,000 (matching bedside tables also available)

·   Dining Table with Chairs (Seating capacity of 4, 6, 8 along with options of glass top, marble top and wooden top dining tables) – Rs 35,000-95,000

·   Other utility furniture includes rocking chairs, easy chairs, tea trolleys, cradles, corner tables, TV cabinets, wardrobes, iron tables, shoe racks, study tables, reading table, corners, open shelves, lobby chairs, etc

·   Office tables include director tables, executive tables in lacquered and melamine faced chipboard (MFC) tops

·   Office chairs, work stations, conference tables, file cabinets, mobile drawers

https://www.facebook.com/watch/?v=1082534941855823&external_log_id=60e1b14a21209015795463fed837195c&q=hatil%20mohali

https://www.facebook.com/watch/?v=1075459142563403&external_log_id=60e1b14a21209015795463fed837195c&q=hatil%20mohali

https://www.facebook.com/hatilbd/videos/1072307996211851/?v=1072307996211851&external_log_id=60e1b14a21209015795463fed837195c&q=hatil%20mohali

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