Awfis had recently unveiled its latest report, ‘Awfis Unwind: Fun, Food and Retail’ which delves deep into the lives of office-goers, exploring the interplay of food, fun, and retail. Focussing on employee habits, preferences, and aspirations, the study offers insights into the factors driving satisfaction and productivity in today’s workplaces.
– Food emerged as a universal favourite way to unwind, with 35+ purchases made every minute in Awfis cafeteria’s pan-India.
– 74% of the respondents preferred unwinding indoor in our Awfis spaces however a significant 43% of Gen Z selected outdoor spaces to recharge.
– Making new friends was the primary motivation for participating in events. That explains the 450+ events successfully held by Awfis pan-India.
– Gen X+ form the biggest supporters of retail therapy at Awfis with 72% of them patronising the 700+ popups set up by Awfis across centres.
– In a country where Chai is revered, Coffee surprisingly is the preferred choice at work especially among the Tier 2 respondents (47%)
– Another Sweet Titbit – 242,000 chocolates were consumed last year with 47% of Gen Z favouring it while the Millenials & Gen X+ leaned more towards the healthier option – dry fruits
Medianews4u.com caught up with Sheetal Narain Vanwari, CMO, Awfis Space Solutions Ltd.
1. How has Awfis’ brand positioning evolved since launch? What is its USP compared to competitors?
Since our launch, Awfis has undergone a significant evolution in brand positioning. Initially, we targetted freelancers, entrepreneurs, and startups, focusing on the potential of coworking spaces to inspire creativity and foster innovation. With increasing demand for flex spaces and growing emphasis on community and work-life balance, we positioned ourselves as a space where work seamlessly integrates with quality life, promoting a harmonious and productive lifestyle for modern professionals.
COVID-19 allowed us to focus on targetting enterprise and large corporate clients, broadening our offerings to meet a diverse range of requirements. A key aspect that has become central to our brand is the strength of our network. Over the years, this network has been the focal point of our brand communication strategy, moving beyond merely providing workspace to facilitating comfort, collaboration, and convenience.
Our USP lies in the ability to expand into new cities while securing longer-term commitments and forging strong partnerships with landlords, all with minimal guarantees and capital outlay. With a strong presence in 17 cities and 54 micro-markets, comprising 185 centres with over 1 lakh seats we have established ourselves as a formidable player in the coworking space. The milestone of becoming the first coworking company in India to go public in just nine years, raising INR 599 crores underscores our leadership and ambitious growth plans. With a target of 30% revenue growth in FY25, we plan to continue to expand and disrupt existing and new markets.
2. At Awfis people shop for brands like Tanishq. How big is this opportunity for brands?
Awfis, provides brands an opportunity to engage with a dynamic and diverse audience. Our partnerships extend beyond just premium and luxury brands like Tanishq and BMW. We also collaborate with emerging D2C brands and promising labels that perform exceptionally well with a young, trend-savvy audience. While partnering with established brands is certainly valuable, we also recognise the huge potential of collaborating with emerging brands that are unique and offer value to our clients. By providing a platform for these brands to increase their visibility, enhance their brand value, and connect with their target audience, we create a win-win scenario.
Awfis is an exceptional platform for brands to engage with a diverse audience, from professionals to entrepreneurs. Our spaces offer an unparalleled opportunity for luxury and innovative startup products to engage directly with their target demographics, gather valuable feedback, and build lasting customer relationships. This multi-faceted engagement helps brands, regardless of their size, to establish a strong presence and grow within a community that values quality and innovation.
3. What are the marketing campaigns that Awfis is doing to boost brand awareness?
We are actively engaging in a variety of marketing campaigns to boost brand awareness, focusing on both B2C and B2B strategies. One of our key initiatives is the recent launch of the ‘Awfis Unwind: Fun Food & Retail’ report which highlights the significance of workplace experience and productivity in bringing people back to the office, aligning with our mission to transform workspaces into vibrant, engaging environments.
Additionally, we leverage influencer collaborations to expand our reach and connect with a broader audience, fostering brand loyalty and increasing visibility. In the B2B space, we work closely with clients to gain valuable insights into their unique requirements and preferences which enables us to develop detailed user personas and customer journey maps. This targeted approach showcases our value proposition, particularly in terms of workspace flexibility and community engagement.
We have also implemented an in-house CRM system and CSAT platform to streamline communication and enable personalised interactions. By incorporating client feedback, we continuously refine our communication strategies, ensuring that our marketing efforts are effective and resonate with our audience.
4. In its marketing activities does Awfis focus a lot on the importance of productivity and work life balance?
Awfis is the epitome of productivity and work-life balance, and we don’t just preach but practice in our workspace designs and in our marketing activities. We understand that in today’s fast-paced corporate world, achieving a healthy balance between work and personal life is crucial. Our recent survey revealed that unwinding and having fun at work are essential to our members, with a third of respondents highlighting the cafeteria as their go-to spot, likely drawn by the promise of free coffee. The popularity of festival celebrations, food fests, and indoor sports tournaments in our community further underscores the need for networking and socialisation.
Moreover, the key motivation factor for participating in our events is making new friends, indicating that our members value meaningful conversations beyond just work assignments. By prioritising work-life balance, we aim to create a workspace that not only boosts productivity but also fosters camaraderie, creativity, and overall well-being. This approach ensures that individuals can thrive both personally and professionally, making Awfis a place where work and life are in perfect harmony.
5. Awfis mainly adopts a D2C approach when it comes to marketing. What are the various touchpoints that it employs?
We have shifted our focus from just providing workspace solutions to also facilitating networking and collaborations, showcasing the strength of our network. To achieve this, we have employed a multi-faceted marketing approach, utilising both Direct-to-Consumer (D2C) and Business-to-Business (B2B) strategies, focussing on a variety of touchpoints to engage with potential customers.
In our D2C strategy, we build a strong online presence through social media and content marketing, which allows us to connect directly with a broad consumer base. We also leverage influencer collaborations, and alliances which are further complemented by effective Public Relations and events to expand our reach and foster brand loyalty. These touchpoints enable us to effectively communicate our value proposition and connect with clients on a more personal level, leading to significant results. Through these varied touchpoints, we ensure that our message resonates with our audience and highlights the unique benefits of being part of the Awfis community.
6. Could you talk about the work that Awfis does with influencers like AiyyoShraddha?
We recognise the power of influencer marketing in reaching and engaging a broader audience, which is why we collaborated with prominent influencers like AiyyoShraddha. In our partnership with her, we created a video titled “The Final Round”, which humorously highlights the challenges faced by modern employees in both traditional office and remote work settings. This collaboration was not just about promoting our brand, it was about sparking a conversation on the future of workspaces.
By leveraging her relatable humour and her follower base, we were able to effectively communicate the benefits of flexible work arrangements, and employee well-being. Through this partnership, we showcased Awfis as the ideal solution for hybrid work, while also building brand awareness and engaging with our target audience in a meaningful way.
7. In terms of B2B marketing are professional networks like LinkedIn important vehicles?
In today’s rapidly evolving B2B landscape, LinkedIn is indispensable, and we view this platform as a strategic partner in our marketing journey. It enables us to engage with key decision-makers, showcase our expertise, and foster relationships that go beyond transactions. The depth of insights and precision targeting LinkedIn offers allow us to navigate industry shifts with agility, ensuring our brand remains relevant and influential in a competitive market.
8. Could you shed light on the work that Awfis does on its content platform including publication of reports, and webinars?
We believe in the power of sharing knowledge to shape the future of workspaces and continue to release reports underscoring this commitment. Our series of reports including ‘GenFlex Workspaces’, the ‘Colliers & Awfis Workplace & Flexibility Report’, ‘Workspace Next Report’, ‘Awfis FlexPulse’ and the recently launched ‘Awfis Unwind: Food, Fun, Retail report’, go beyond mere data – they reflect our deep understanding of the workspace landscape.
Each report is a testament to our dedication to understanding and anticipating the needs of modern work environments and workforce. We believe that the work landscape in terms of space design, and environment are evolving rapidly and Awfis is in a great position to meet all the requirements of both clients and employees. We hope these insights spark new ideas and conversations that lead to better, more inspired workplaces.
9. How is Awfis expanding its offerings and client base?
We are actively expanding our offerings and client base by providing a comprehensive range of integrated services tailored to every part of workspace creation, design, and management. Our end-to-end project management service and advanced tech solutions combined with allied services make us a one-stop solution provider for clients of any size. We also provide integrated interior design solutions that blend branding, aesthetics, and functionality catering to the unique business needs and employee well-being of each client.
Through Awfis Care, we extend our capabilities to provide end-to-end property and facility management services, broadening our scope and appeal to a wider client base. Our workplace design and build model combines innovative design strategy with speed, quality, and flexibility using advanced digital technology. Apart from this, our mobility solutions, including meeting rooms and day passes, cater to the evolving needs of modern professionals, by providing them with versatile workspace options.
With a strong presence in 17 cities and 53 micro-markets, we now operate with 181 centres and provide more than 1 lakh seats catering to a diverse range of clientele of 2459 clients, including large corporates, SMEs, start-ups and freelancers. By continuously innovating and expanding, our offerings, we aim to strengthen our position as a leading player in the corporate real estate landscape.
10. Does a lot of your business come from media and entertainment companies like agencies, broadcasters etc?
We partner with a diverse range of clients, from small-scale startups to large enterprises, across various industries, including media and entertainment companies like agencies and broadcasters. We believe that these companies thrive in environments that spark creativity, foster collaboration, and provide ample networking opportunities—all of which are integral to the Awfis experience.
Our workspaces are designed to inspire innovation, with flexible layouts that encourage dynamic work styles and creative thinking. Our integrated approach helps clients navigate the complexities of workspace creation and management, allowing them to focus on their core business and achieve their goals. By providing the perfect blend of creativity, connectivity, and flexibility, Awfis has become an ideal partner for companies in the media and entertainment sector.
11. Is the whitespace tier two and three towns and cities or does Tier 1 also have a lot of headroom to grow?
In identifying whitespace in the market, we have adopted a strategic approach that includes both Tier 1 and Tier 2 cities. We are actively expanding into Tier 2 cities, to meet the strong demand for smaller office spaces, which is evenly distributed between 1-25, 25-50, and 50-100 seats. However, Tier 1 cities also present significant growth opportunities. We are focusing on strengthening our presence in these cities and exploring new territories. Our goal is to increase revenue by 30% in FY25 by expanding our supply, achieving higher occupancy rates, and, adding approximately 40,000 new seats to reach a total of approximately 135,000 seats.
