Mumbai: With remote work culture on the rise, the Indian workforce is moving out of metros to return to their hometowns or relocate to non-metros. This has led to a steep increase in the demand for work-from-home infrastructure and newer designs in home décor in mini-metros. To address the rising need for evolutionary design solutions along with exemplary aesthetics, Godrej & Boyce, the flagship company of the Godrej Group, announced that its brand Script, which creates furniture and accessories that celebrates fluid and an evolutionary way of living, now delivers to 20 cities across India, via its e-commerce platform scriptonline.com. The brand is also set to launch 13 new channel stores in the Tier 2 cities, in the next three months.
A recent study by Script ‘A New Sense of Place’, revealed that 67 percent of Indians would respond to work messages every day while at home even under normal circumstances. As the Indian workforce looks to find the right work-life balance, there is a raising need for functional and design-forward home spaces that allow fluidity in lifestyle, blurring the line between place and purpose. Throughout the several phases of lockdowns, the brand has witnessed an increase in demand for soft-furnishings and WFH furniture. Tier 2 cities have contributed to 30% of sales demonstrating that consumers are willing to experiment with a hybrid home set-up.
Accelerated by the pandemic to some extent, there has been a steady shift in online purchases across categories. With the availability of enormous options to choose from, a major chunk of the buying spree initiates through online portals. With online shopping taking precedence over offline modes, Script continues to promote a fluid lifestyle to offer a catalog of over 200 home furnishing products through its active online and social commerce channels. The brand also aims to leverage its vast network of warehouse locations and service stations to ensure quick delivery across the 20 cities and offer extensive after-sales benefits to its customers.
Inspired by the concept of ‘Freedom of Living’, Scripts is set to bring a top-class in-store shopping experience for consumers across 13 mini-metros where they can witness Script’s urbane and aesthetic offerings firsthand. In these retail outlets, consumers can interact with a variety of access points and enjoy a contactless shopping experience. The functioning of these stores in the current situation will be in compliance with precautionary guidelines laid by the government.
Rajat Mathur, Business Head, Script a Godrej & Boyce venture, said, “With people spending more time indoors owing to the widespread of the pandemic, we have witnessed an uptick in demand for home décor and furniture in Tier 2 cities. As part of our omnichannel expansion strategy, we’re delighted to take our services beyond the metro cities both offline and online, and introduce consumers to the concept of fluid living. Our upcoming retail outlets would enable consumers to experience premium in-store shopping where they can witness Script’s offerings first-hand. Through our WhatsApp stores and seamless online shopping options, consumers can get our design-forward statement pieces delivered to their homes in any of the 20 cities we deliver to. We are expecting 25-30% of the revenues to come from these cities, going forward”
As a brand, Script stands for innovation, convenience, and comfort that helps people stay future-ready with its pioneering designs and create a space that aligns with their personalities.