Royaloak Furniture recently launched a summer campaign— the ‘Jumbo Offer’ for summer 2025. This campaign, which will run for the next four months, is not just about deals, but also about creating an immersive experience for customers across India. It’s a 360-degree campaign that aims to encompass every possible touchpoint to ensure the message reaches everywhere.
The Jumbo Offer promises what the company calls unbeatable savings on a wide range of premium, international-style furniture collections. From living room sets to bedroom furniture, dining tables to outdoor pieces, the collection aims to cater to diverse tastes and lifestyles. However, beyond the offers, Royaloak’s commitment is to bring affordable elegance and global design standards to homes all over India.
Medianews4u.com caught up with Vijai Subramaniam, Founder & Chairman, Royaloak Furniture
Q. Could you talk about the seismic shift going on in the Indian furniture space that once was dominated by unorganised carpenters and traditional designs? How is this shift helping Royaloak Furniture in areas like revenue, profit growth, expanding beyond the Metros?
The Indian furniture industry is undergoing a significant transformation, shifting from traditional, unorganised carpenters and conventional designs to a more structured and design-forward market. This evolution is driven by factors such as increased urbanisation, higher disposable incomes and a growing preference for contemporary aesthetics and quality.
Royaloak Furniture, established in 2010, has capitalised on this shift to become a dominant player in the unorganised furniture sector. The company has expanded its presence to over 200 stores across more than 116 cities in India, including tier-2 and tier-3 markets like Bhimavaram, Dharmapuri, and Manikonda .
Looking ahead, Royaloak plans to invest more in its domestic and international expansion. The company is also focussing on increasing its online sales over the next two to three years. Additionally, Royaloak has been exporting to over 50 countries, including the Middle East, the United States, Japan, Germany, and Australia, with expectations that exports will contribute substantially to its overall business in the near future.
In summary, Royaloak Furniture’s strategic focus on expanding its retail footprint, enhancing product offerings and tapping into international markets positions it well to benefit from the ongoing seismic shift in the Indian furniture industry.
Q. Does business usually happen across the year or is the pre-festive and festive period more important? Kindly elaborate.
At Royaloak Furniture, business activity is sustained throughout the year, but we do observe a significant uptick in customer engagement and sales during the pre-festive and festive periods.
Year-Round Business:
Furniture is an essential category, and consumer demand is fairly consistent across the year. Many of our customers shop when:
- They move into new homes,
- Redecorate or renovate spaces,
- Upgrade existing furniture, or
- Set up office or commercial spaces.
Additionally, regular marketing campaigns, new launches, and ongoing promotions help us maintain steady footfall and online traffic.
While Royaloak Furniture operates with a strong and consistent year-round strategy, the festive period serves as a crucial growth window where both foot traffic and customer intent are heightened. Our planning, inventory and marketing efforts are all calibrated to maximise this high-potential phase.
Q. From a marketing perspective what are the priorities and goals of Royaloak Furniture in 2025?
As we move forward in 2025, Royaloak Furniture is placing a strong strategic focus on expanding brand visibility and resonance across key regions in India, with a refreshed approach to our ongoing campaigns.
i. Geographic Expansion of Brand Awareness
Our primary marketing goal is to significantly increase brand awareness in the Northern, Eastern, and Western regions of India. While our presence is already established in many parts of the country, these regions where we have limited number of stores represent immense untapped potential. Through targetted campaigns, city-specific activations, and regionally tailored content, we aim to ensure Royaloak becomes a household name across these territories.
ii. Shift Toward Digital-First Marketing
In 2025, we are prioritising digital marketing more than ever before. This includes:
- Scalable online ad campaigns across social media platforms, search engines, and OTT platforms.
- Collaborations with influencers and content creators to reach audiences authentically.
- Enhanced SEO, SEM, and content marketing strategies to improve our online discoverability.
- Data-driven personalisation and performance marketing to drive higher engagement and conversion rates.
Our focus is on creating a seamless and immersive digital journey—from awareness to consideration to purchase.
iii. Youth-Centric Brand Positioning
A key marketing goal for 2025 is to strengthen brand recognition among the 20–32 age demographic. This audience represents the next generation of homeowners, renters, and professionals seeking functional, stylish, and affordable furniture solutions. Our campaigns will speak directly to this group through:
- Contemporary storytelling and lifestyle-oriented content,
- Interactive digital experiences,
- Social media engagement that reflects their aspirations and aesthetics.
By aligning our tone, visuals, and messaging with their preferences, we aim to build brand loyalty early in their purchasing journey.
Q. A 360-degree approach is being adopted for the ‘Jumbo Offer’ campaign for summer 2025. So while digital is growing are traditional mediums like print still very important for the company and category as ad vehicles?
For the ‘Jumbo Offer’ campaign, Royaloak has adopted a 360-degree marketing approach that balances digital and traditional media. While digital is driving targetted engagement, especially with the 20–32 age group—traditional mediums like print remain crucial. Print ads help build trust, drive store footfall, and reach Tier-2/3 cities where offline media still holds strong influence.
The campaign includes social media, influencer marketing, Google ads, along with newspaper ads, hoardings, and radio to ensure wide and effective reach. This integrated strategy helps Royaloak maintain top-of-mind recall across all consumer segments and regions during the high-impact summer season.
Q. Which are the key markets and TGs being targeted through the campaign?
Our target audience includes a diverse range of customers across both metro cities and tier two and three cities.
In metro cities, we primarily focus on middle-class and upper-middle-class individuals and couples—especially those who have recently relocated, purchased a new property, or are looking to renovate their current homes. This includes both singles and families seeking modern, functional, and aesthetically pleasing furniture solutions that match their lifestyle and space constraints.
In tier two and three cities, our focus shifts slightly towards existing homeowners, newly married couples, and families starting a new chapter in life who are looking to upgrade or renovate their homes.
Given our wide variety of furniture offerings across different styles and price ranges, our audience spans multiple segments, allowing us to cater to both budget-conscious buyers and those seeking premium, high-end designs.
Q. What will the media mix look like between traditional and digital media in 2025 for the company? Any change compared to 2024?
The media mix will now be 60% digital and 40% traditional, as we aim to expand our digital footprint and tap into untapped markets.
Over time, the shift toward technology will be essential for the success of any business, including ours. To capture the attention of the next generation—who will be the primary buyers and major investors in furniture—new-age mediums are crucial.
Q. How important is it to keep in mind the country’s cultural diversity in doing marketing activities and showcasing products? What is the company’s strategy in this regard?
We leverage India’s cultural diversity by offering international collections from four countries, ensuring there’s something for everyone. Our marketing strategy focusses on localised BTL activities in tier two and three cities, while ATL works for metros.
We also capitalise on local festivals to maintain buzz throughout the year, avoiding reliance on national festivals alone. This approach keeps us connected to regional tastes and drives consistent footfall in stores.
Q. Technology is changing how Indians shop for furniture. How is Royaloak Furniture leveraging tech evolution through things like virtual trials, personalised recommendations?
Our website is designed for a smooth, two-steps checkout experience, ensuring that customers can shop effortlessly. Detailed product breakdowns, including specifications, dimensions, and material details, are available for those who prefer to shop online and make informed decisions. We prioritise customer convenience by offering clear, easy-to-navigate filters and a seamless payment process.
Online leads are carefully tracked and followed across all platforms, ensuring timely responses and engagement. Our social media channels also actively showcase our best products in furniture, home decor and mattresses, highlighting the quality and craftsmanship that we are proud of, creating a strong online presence and ensuring customer trust.
Q. Theatre ads is one of the vehicles being being used in the campaign. A recent GroupM study showed that it influences purchase decisions by some consumers. But other consumers get irritated. What is Royaloak’s view on this paradox?
At Royaloak, we firmly believe that creativity knows no bounds or mediums. A compelling idea has the power to captivate even those who may not initially be potential consumers, sparking curiosity and drawing attention to our brand. We have recognized that these curious individuals play a crucial role in increasing footfall and driving conversions.
Embracing the mantra “Content is King,” we prioritise delivering top-notch content that resonates with our audience. Our goal is to eliminate any friction or irritation in brand communication, especially in high-engagement environments like theatres, ensuring that every interaction with the brand is seamless and positive.
Q. The company will also have a presence on Metros. How is DOOH helping companies like Royaloak captivate the audience’s attention with immersive ads?
We currently use Digital Out-of-Home (DOOH) advertising primarily for metro branding and selected inside mall branding. While the quantity is limited at this stage, we recognise the immense visibility it offers and are actively planning to increase its presence.
The high engagement and dynamic nature of DOOH make it an ideal choice for reaching a broader audience in high-traffic locations. As we expand our use of this medium, we aim to enhance brand visibility and impact, strategically positioning ourselves to leverage its full potential for greater consumer engagement and brand recall.
Q. What role is AI playing for Royaloak from improving its premium, international-style furniture collections to hyperlocal marketing and also in terms of identifying market gaps?
We are in the process of integrating AI to gain deeper insights into our customer database. This will enable us to analyse buying patterns and predict future needs, allowing us to offer personalised recommendations and timely communication. For instance, after a customer makes a purchase, AI can help us determine when they might be in the market for complementary or replacement furniture.
This targetted, data-driven approach not only improves customer experience but also helps us tap into potential market opportunities with a higher likelihood of conversion. Additionally, AI will support us in identifying regional preferences and trends, enabling more effective hyperlocal marketing and further refining our premium, international-style collections based on real consumer insights.
Q. Could you talk about the plans in terms of B2B marketing like roadshows?
We have launched our B2B vertical for the national segment, which marks a strategic expansion in our domestic operations. On the international front, we have been active in B2B sales for quite some time now, consistently fulfilling bulk orders and exporting to several countries. This experience has laid a solid foundation for us to replicate similar success within the Indian market.
Our primary goal is to build a strong and sustainable presence in the B2B space, especially within the national segment. Instead of heavily investing in traditional offline marketing activities, we are focusing on digital lead generation as our core growth driver. This includes leveraging platforms such as LinkedIn, industry-specific marketplaces, email marketing and targeted digital campaigns to reach potential business clients.
Our strategy is to build a qualified lead pipeline, strengthen brand visibility among key decision-makers in the relevant target industries and establish long-term relationships through scalable digital outreach.
Q. Could you shed light on the strategy to strengthen relationships with online marketplaces, e-commerce platforms? Is ONDC important for Royaloak Furniture?
We are currently present on nine major online marketplaces, including Amazon, Myntra, and Flipkart, among others. This extensive presence allows us to reach a diverse customer base across different platforms, enhancing our visibility and helping us connect with potential customers who might not otherwise discover our brand. Additionally, being on multiple trusted platforms boosts our credibility and fosters customer trust, which is crucial for driving conversions.
