MagickHome is part of MagickWoods USA, a global name with over 30 years of expertise in modular cabinetry and interiors. Founded in North America in 1993, the group has worked extensively with leading home-improvement retailers such as The Home Depot, Lowe’s, and Menard’s, building a reputation for quality craftsmanship and scalable operations.
Global Footprint & Experience
- Backed by over 2.1 million sq. ft. of global manufacturing strength, MagickHome ensures precision engineering, world-class quality, and seamless execution.
- International operations span North America, Europe, and Asia, enabling a global design outlook that blends international sensibilities with local craftsmanship.
- The group’s strong vendor networks, in-house production, and long-standing supply chain partnerships ensure export-quality standards across markets.
India Journey And Growth
- MagickHome entered India in 2023, bringing its global legacy to the Indian market.
- The brand’s first experience centre in Chennai was followed by a second hub in Coimbatore (May 2024), with a flagship store set to open soon in Bangalore.
- With ambitious plans to expand into 30+ experience hubs across India within the next three years, MagickHome is positioning itself as a premium player for end-to-end modular interiors and bespoke furniture.
Medianews4u.com caught up with Jayesh Sali Senior General Manager & Marketing Head, MagickHome India
Q. This year MagickHome India launched a ‘ft. magick in every space’ campaign. Could you talk about the brainstorming with the creative agency that led to the creation of the campaign? What was the brief given?
At MagickHome, we’ve always believed that design should not just fill a home but tell a story. When we began discussions with our creative agency, our brief was simple yet ambitious – capturing the essence of how every corner of a home, when touched by thoughtful design, carries a sense of ‘magick’.
We didn’t want a campaign that only showed kitchens, wardrobes, or furniture. We wanted to showcase the idea of home as an emotional landscape. The brainstorming revolved around making design feel personal, immersive, and aspirational, which is how the idea of “ft. magick in every space” was born.
Q. What does Rambha bring to the table?
Rambha embodies both aspiration and relatability. As someone who bridges timeless elegance with modern-day charm, she reflects the duality MagickHome stands for, global sophistication rooted in Indian sensibilities.
She brings a touch of glamour while still resonating with the emotional side of home ownership, which made her the perfect face to extend our campaign’s narrative.
Q. Will the media mix cover both traditional and digital avenues? Kindly elaborate.
Absolutely. While digital continues to drive deeper engagement, especially with urban consumers who actively seek inspiration online, traditional media remains important in building trust and authority in the interiors space.
Our mix includes high-impact print for credibility, digital films and reels for storytelling, influencer collaborations for reach, and experiential events for on-ground immersion. Alongside these, content marketing and social media marketing play a vital role in consistently nurturing our audience with design inspiration, thought leadership, and interactive formats that keep the brand top of mind. It’s about meeting consumers where they are and ensuring our presence across touchpoints that influence their journey.
Q. What other campaigns and marketing innovations can one expect as we head into the festive season?
Festivals are when homes become the heart of celebration.
Our upcoming festive campaigns will lean heavily into storytelling that blends tradition with modernity, whether through influencer-led content, AR-powered design previews, or immersive offline experiences in our hubs. We’re also experimenting with gamified content to make design exploration more engaging.
Q. As affluence grows are media spends in the interior design category and for MagickHome India expected to grow in the coming three years? What trends are being seen?
The premium interior design category is entering an exciting phase. With rising affluence, consumers are moving from “functional” to “aspirational” spends.
For MagickHome, media investments will definitely grow in line with this shift. We’re seeing a stronger preference for experience-driven marketing, where consumers want to feel the brand before they buy into it. Digital storytelling, immersive showrooms, and AR/VR-led previews will attract greater spend as the category matures.
Q. The purchase timeline in the interior design category is longer than many other categories. Does that make marketing more challenging?
It does, but it also makes it more rewarding. Since decisions are high-involvement and emotionally weighted, marketing needs to focus less on impulse and more on building trust, education, and inspiration.
Our approach is to engage customers early in their journey with rich, inspirational content while also backing it with credibility through our global legacy and in-house expertise. This ensures that when they are ready to decide, MagickHome is already the brand they trust.
Q. How is AI transforming the marketing function at MagickHome India?
AI has become a key enabler of personalisation, predictive analytics, and customer engagement. We use it to better understand consumer preferences, optimise campaign spends, and even tailor our communication to different audiences.
On the creative side, AI helps us visualise design concepts faster, while on the customer engagement side it helps us create smarter recommendation engines.
Q. According to data analytics, where is the whitespace for growth?
Our data shows strong untapped potential in Tier-1 and Tier-2 cities where aspirations are rising but premium interior solutions are scarce. Additionally, the demand for complete home stories, not just modular kitchens or wardrobes in isolation, is growing rapidly. Another significant whitespace we are targeting is e-commerce.
In India, very few players have truly harnessed online platforms as a serious channel for modular interiors and premium furniture. We are working to normalise this, making it as natural to buy a fully personalised interior solution or a statement furniture piece online as it is to purchase fashion or electronics. This positions MagickHome uniquely at the intersection of aspiration, accessibility, and digital-first convenience.
Q. The company focuses on timeless design, innovation and emotional resonance. What does this entail and how does this give the company an edge in the industry?
Timeless design means creating spaces that are not dictated by fleeting trends but have enduring appeal. Innovation is not only about technology but about rethinking how homes are experienced, be it modular flexibility or sustainability.
Emotional resonance ensures every project connects personally with the homeowner. Together, these pillars give MagickHome a unique edge. We don’t just deliver interiors, we craft stories that last.
Q. How will the company use tech advances in areas like AR, VR, MR to deepen storytelling online on platforms like reels?
AR, VR, and MR are central to how we plan to democratize design experiences. Imagine a consumer trying on a sofa in their living room virtually or walking through their future kitchen in VR, all before making a decision.
When this is integrated into reels or short-form content, it transforms passive viewing into active participation. For us, it’s not about tech for tech’s sake but about making the design journey more interactive and magical.
Q. Is influencer marketing important or does the company rely more on word of mouth?
Both have their place. Word of mouth is invaluable in interiors because home is such a personal decision.
At the same time, influencer marketing allows us to seed aspiration, showcase possibilities, and connect with consumers who may not yet be actively considering interiors. For us, influencer collaborations are carefully chosen. They must align with our brand’s premium, aspirational ethos.
Q. Hyper personalisation is a focus area across categories. How important is this area in the interior design category? What do consumers look for?
Hyper-personalisation is not just important, it’s expected. Consumers today don’t want a ‘catalogue kitchen’ or a ‘template wardrobe.’ They want their home to reflect their personality and lifestyle.
At MagickHome, we leverage data, design expertise, and technology to tailor every detail, be it layout, finishes, or functionality, to the homeowner’s unique story.
Q. Could you elaborate on the strategy when it comes to B2B marketing? Is a presence at trade events, conducting workshops important?
B2B partnerships are critical for us. We actively engage with architects, builders, and industry peers through trade events, workshops, and curated showcases.
These platforms help us not only expand our network but also reinforce MagickHome as a thought leader in premium interiors. The idea is to collaborate, inspire, and raise the overall design conversation in the industry.
Q. Last year the company launched its second home interior hub in the country in Coimbatore. What more can one expect in this regard?
Experience hubs are at the heart of our expansion strategy. They allow consumers to touch, feel, and experience the MagickHome difference first-hand.
Following our hubs in Chennai and Coimbatore, our flagship in Bangalore will take the experience to the next level with immersive zones, live kitchens, and storytelling-driven displays. Over the next few years, you can expect more such hubs in key metros and affluent Tier-1 cities.
