Contents

1. Acknowledgements
2. preface
3. Executive summary
4. Organisation profile
5. Research methodology
6. Data interpretation and analysis
7. The Godrej dynasty
8. Bibliography

INTRODUCTION ABOUT GODREJ

Godrej Group is one of the most respected business groups in India. Here is
a brief profile and history of the group.
The Godrej Group was established in 1897. Its founder, Mr. Ardeshir Godrej,
was a staunch nationalist and believed that India cannot win freedom unless
it is economically self-reliant. Beginning with security equipment and soaps,
the group diversified into a wide variety of consumer goods and services.
The group has diverse business interests ranging from engineering to
personal care products. Companies operating under the Godrej Group are
involved in a host of businesses - from locks and safes to typewriters and
word processors, from refrigerators and furniture to machine tools and
process equipment, from engineering workstations to cosmetics and
detergents, from edible oils and chemicals to agro products. Godrej Group is
also well-known for its philosophy and initiation of labour reforms.

Godrej was derived from Gudrez-the name of an important tribe in IranNow

headquarters of Godrej is in Mumbai(india)

COMPANY PROFILE
Founded
7th May, 1897,
Lalbaug, Mumbai
Founder(s)
Ardeshir Godrej, Pirojsha
Godrej
Headquarters
Mumbai New Delhi,
Chennai,
Key people
Adi Godrej (Chairman)
Products
Chemicals &
Commodities, ITES
Real Estate,
Appliances, fmcg
Office furniture,
desk
Chair, cupboards
Trade and Market
America

Eastern America
Website
Companies
No. of Employees
Sales Turnover
Main Market

North America, South

Western America,
www.godrej.com
10
over 10000 people
1.1 billion US $
East Asia
South East Asia

and Africa
The Godrej Group is one of the respected business
houses of India. The group has diverse business
interests ranging from engineering to personal care

products. Companies operating under the Godrej Group

are involved in a host of businesses - from locks and
safes to typewriters and word processors, from
refrigerators and furniture to machine tools and process
equipment, from engineering workstations to cosmetics
and detergents, from edible oils and chemicals to agro
products.

HISTORY OF GODREJ

The Company celebrated its centenary in 1997. In 1897 a

young man named Ardeshir Godrej gave up law and turned
to lock making. Ardeshir went on to make safes and security
equipment of the highest order, and then stunned the world
by creating toilet soap from vegetable oil.

Ardeshir Godrej
Godrej

Pirojsha

His brother Pirojsha Godrej carried Ardeshir's dream forward,

leading Godrej towards becoming a vibrant, multi-business
enterprise. Pirojsha laid the foundation for the sprawling
industrial garden township (ISO 14001-certified) now called
Pirojshanagar in the suburbs of Mumbai. Godrej touches the
lives of millions of Indians every day. To them, it is a symbol
of enduring ideals in a changing world.

First generation the two brothers were the founders, second

generations focused towards diversification of business by
investing of acquiring more business in the leadership of Mr
Naoroji godrej, third generation in the leadership of Mr. Adi
godrej, is keener to keep hold on core business functions

The word Godrej etched into the metal of his locks stood for
trust, security and reliability. The name Godrej is today
locked away in the mind of every Indian as a symbol of
responsible entrepreneurism, self reliance through industry
and prosperity from indigenous resources. It started off with
locks and then a stunned world looked up in awe when
Godrej made soaps from vegetable oils. What started as
dream has become a movement. From hi-tech engineering
solutions, futuristic security and entry systems to a wide
range of consumer and personal products, Godrej, touches the
lives of millions of Indians every day. Today Godrej is the
bridge between the future and in hundred years of history. It
is a living code of ethics for Indian industry as it races into
the
forefront
of
global
dominance.
Godrej has legacy of 111 years is a story of success,
achievements, development & change, a story of a family

committed
to
the
nation.
Godrej is a highly respected brand and besides it's high
quality products, is known for it's business ethics. The brand
Godrej has a tremendous recall in India, and is gaining fast
access in the International markets. Besides manufacturing
set up in India, we also have manufacturing facilities in
Singapore, Malaysia, Vietnam, Oman and a marketing office
out
of
UAE.

PRODUCT LINE OF GODREJ

Godrej follow ISO 9001 system standards & 14000 environment
standards. Godrej products range encompasses a wide range of
products to suit homes, offices, educational institutions & industrial
requirements. To name a few,
Educational furniture: School desks, steel tables for teachers, chairs
for teachers, library stacks, training room chairs, book cases
Steel furniture - Cupboards, Lockers, filing cabinets, sliding door
units,
tambour
door
units
Office furniture: Chairs, desks, partitions, work stations
Security equipment: Safes, fire resisting filing cabinets, strong room
doors, fire safes, data safes, fire doors, steel doors.
Typewriters: Godrej are the world's second largest manufacturer of
manual typewriters, which can be offered in several languages
including Arabic, Pashtu, French, Spanish, and Russian etc.
Warehousing solutions: Material handling equipment, shelving and
racking,
metal
shelves
Locks: Wide range locks covering mortise, pad locks, night latches,
door
closers
Appliances: Water Purifiers, Refrigerators, Air conditioners and
WashingMachines.

Godrej has manufacturing base in Mumbai, Chandigarh, Chennai &

Goa.

Interio was established in 2006 and is one of the largest business

Groups of Godrej & Boyce.

BUSINESS PROFILE

MAJOR COMPANIES OF GODREJ GROUP:

Godrej & Boyce Mfg.Co.Ltd

Godrej Industries Ltd
Godrej Infotech Ltd
Godrej Commodities Ltd
Godrej SDN.BHD
Godrej PTE.Ltd.

MAJOR SUBSIDIARIES OF GODREJ INDUSTRIES LTD.

Godrej Agrovet Ltd

Goldmohur Foods & Feeds Ltd
Godrej Properties Ltd
Godrej Hicare Ltd
Godrej International Ltd
Godrej Global Mid East FZE

MAJOR AFFILITES

Godrej Consumer Products Ltd

Godrej SARA LEE Ltd
Geometric Ltd
Godrej Efacec Automation & Robotics Ltd
Godrej Hershe Foods & Beverages Ltd
Mercury Mfg.Co.Ltd.,SEZ
Godrej & Khimji LLC

Godrej Group Companies:

Godrej & Boyce Mfg. Co. Ltd.:
Godrej & Boyce manufactures a spectrum of consumer products and
industrial products. The Consumer products include Appliances
(Refrigerators, Washing Machines, Air Conditioners, Microwaves, and
DVD Players), Locks, Furniture, Security Equipment, Office Automation,
Conferencing Solutions, and vending Machines. Industrial Products
include Storage Solutions, Automated Warehousing, Material Handling
Equipment, Process Equipment, Precision Components & Systems,
Machine Tool Service, Electrical & Electronic, Tooling, and Construction
Material
&
Services.
Godrej Consumer Products Ltd (GCPL):
Godrej Consumer Products is a leading player in the Indian FMCG
market with interests in personal, hair, household and fabric care
segments. Godrej Consumer Products is the largest marketer of toilet
soaps in the country with leading brands such as Cinthol, Fairglow, and
Godrej No 1. The company is also leader in the hair colour category in
India and offers a vast product such as Godrej Renew Coloursoft Liquid
Hair Colours, Godrej Liquid & Powder Hair Dyes to Godrej Kesh Kala
Oil, Nupur based Hair Dyes. Its liquid detergent brand Ezee is the market
leader
in
its
category.

Godrej Industries Ltd.:

The company is India's leading manufacturer of oleochemicals. It also
has major presence in food products such as refined oil and tetrapack
fruit beverages.
Geometric Software Solutions:
leading

PLM

It is a CMMI Level 5 Company and the

services
provider.

Godrej Infotech:
The company is engaged in the business of developing customized
software solutions and implementing ERP, CRM, SCM software.
Godrej Agrovet:
Godrej Agrovet is one of the largest producers and marketers of animal
feeds
and
innovative
agri-inputs
India.
Godrej Sara Lee:
It is a joint venture between the Godrej Group and Sara Lee Corporation,
USA. The company is the world's largest manufacturer of home
insecticides. Its brand HIT is very popular in India.
Godrej Efacec:
The company provides warehousing, automated storage and retrieval
system
solutions.
Godrej Properties and Investments Limited (G.P.I.L):
Godrej Properties provides meticulously planned townships at affordable
prices.

The Godrej Group also has overseas establishments in Malaysia,

Singapore,
Vietnam,
Oman,
and
Sharjah.

VISION
GODREJ IN EVERY HOME AND WORK PLACE\
THE CHOICE FOR HOME AND WORK SPACE SOLUTION

Mission: Godrej Mission is to operate in existing and new businesses which

capitalize on the Godrej brand and corporate image of reliability and
integrity.
Godrej objective is to delight our customer both in India and abroad.
We shall achieve this objective through continuous improvement in
quality, cost and customer service.
We shall strive for excellence by nurturing, developing and
empowering our employees and suppliers.

 We shall encourage an open atmosphere, conducive to learning and

team work.

VALUES

Commitment to Quality
Customer Orientation
Dedication & Commitment
Discipline
Honesty & Integrity
Learning Organisation
Openness & Transparency
Respect/Care & Concern for People
Teamwork Trust

MILESTONES
AS THEY SAY NO GUTS,NO GLORY.BUT AT GODREJ,WE MUST SAY
IT HAS BEEN A GLORIOUS 111 YEARS OF BEING INDIAN
INDUSTRY.WE HAVE ALWAYS SET THE TRENDS,ALWAYS
DEFINEDS THE MARKET PLACE AND ALWAYS AT GLORY.HERE IS
A QUICK PREVIEW OF THE VARIOUS MILESTONES WE HAVE
CROSSED IN THE PAST 111 YEARS.
1923
MANUFACTURES FIRST STEEL CUPBOARD &
FILLING CABENIT.
1963
INTRODUCES STORWEL BRAND FOR STEEL
CUPBOARDS.
1984 STARTS MANUFACTURE OF OPEN PLAN OFFICE
SYSTEM (OPOS).
1995
FURNITURE BUSINESS OBTAINS ISO 9001
CERTIFICATION.
1996
STORWEL BUSINESS OBTAINS ISO 9001
CERTIFICATION.
1997 LAUNCHES NEW CUPBOARD (CENTURION) TO
CELEBRATE GODREJ CENTENARY.
1998
FURNITURE BUSINESS OBTAINS ISO 14001
CERTIFICATION.
1998
STORWEL BUSINESS OBTAINS ISO 14001
CERTIFICATION.
1998 RECIEVES CERTIFICATE OF EXCELLENCE FROM
THE INDIAN

 ORTHOPAEDIC
SYSTEM.

ASSOCIATION

FOR

SEATING

1999 -

FORAYS INTO MARINE SOLUTIONS (NAVY).

2000 -

INTRODUCES THE HOME FURNITURE RANGE.

2000 -

FORAYS INTO INTERIORS BUISNESS.

2001 MANUFACTURES 13000 CUPBOARDS FOR UNICEF

TO SUPPORT
CYCLONE HIT ORISSA.
2001 -

LAUNCHES I_SPACE_CHILDRENS FURNITURE.

2002 -

LAUNCHES THE GODREJ PERFECT HOME BRAND.

2002 -

LAUNCHES LABORATORY SOLUTIONS.

2003
FURNITURE & INTERIORS GROUP,(AFTER
AMULGAMATION OF
STORWEL & FURNITURE BUISNESS) OBTAINS
ISO 9001-2000
CERTIFICATION.
2004
FURNITURE & INTERIO GROUP OBTAINS
14001:2004CERTIFICATION.
2004
SOLUTIONS.

LAUNCHES FORMULA S BRAND OFFICE

2006 - CONSOLIDATES ALL FURNITURE BRANDS UNDER

UMBRELLA BRAND-GODREJ INTERIO.
2006 -

CHANGE OF NAME OF DIVISION TO INTERIO.

CORPORATE INFORMATION
BOARD OF DIRECTORS
Mr. Adi B Godrej, Chairman
Mr. Hoshedar K Press, Vice-Chairman
Mr. Dalip Sehgal, Managing Director
NON EXUCATVE DIRECTORS
Mr. Bala V Balachandran
Mr. Jamshyd N Godrej
Mr. Nadir B Godrej
Ms Rama Bijapurkar
Dr. Omkar Goswami
Mr. A Mahendran
Mr. D Shivakumar
Mr. Bharat Doshi
Mr. Aman Mehta

Registered & Corporate Office:

Pirojshnagar,
Eastern express highway,
Vikhroli,Mumbai 400079.India
Phone;022-25188010, 25188020,25188030
Fax; 022-25188040
Website:http://www.godrej.com
Lucknow office:
Godrej & Boyce Mfg.Co.Ltd
43-C ,newal kishore Road
Near akashwani,
Lucknow,UP India

0522- 2215142.

CURRENT CHAIRMAN
Adi Godrej
Adi Godrej is one of the icons of Indian
Industry. Adi Godrej is the present chairman of
Godrej Group of companies. Adi Godrej was
born in a business family. His fathers name
was Burjorji Godrej and his mothers name
was Jai Godrej. More than a century age, the
Godrejs were into manufacturing locks and
vegetable-based soaps. The Godrej products
were
among
the
first
indigenously
manufactured products to displace entrenched
foreign brands.
Adi Godrej left India at the age of 17 to enroll
at the Massachusetts Institute of Technology.
He received his Bachelor and Master degrees
in Management from the Sloan School in
1963. Though he planned to study mechanical
engineering but he later on switched to
management. After his return to India, Adi
Godrej joined the family business. He
modernized and systematized management
structures
and
implemented
process
improvements. Adi Godrej took the Godrej Group to great height during
controlled economy era.
After the liberalization process, Adi Godrej restructured companys policies
to meet the challenges of globalisation. In the early 2000s, the Group
completed a 10-year restructuring process through which each business
became a stand-alone company with a CEO/COO from outside the Godrej
family. Under Adi Godrejs leadership, the group is also involved in

philanthropic activities. Godrej is major supporter of the World Wildlife

Fund in India; it has developed a green business campus in the Vikhroli
township of Mumbai, which includes a 150-acre mangrove forest and a
school for the children of company employees.

AWADRDS & RECOGINITION

2006
Lalji Mehrotra Foundation Award for Excellence, conferred by
National Society for Equal Opportunities for the Handicapped.
Great Son of India Award given to Sohrab Godrej by National
Convention For protection of Indias Resources and Environment.

2005
BHNS Green Governance Award for the Category Conservation
& Restoration of Habitat to Godrej & Boyce Mfg. Co. Ltd.
2003
Economic Times corporate Excellence Award for Corporate
Citizenship.
1994

Nisarga mitra Award from Rotary Club of Bombay, Virkholi for

Environmental Conservation.

1991

Indira Gandhi Paryavaran Puraskar, awarded to Sohrabji

Godrej.

1989
Institutional Economic Studies Lok Shree Award for Social
Commitment towards the society.

We are in the business of enabling people to be more effective and

comfortable n their personal and professional lives by providing
Ergonomics, Aesthetic, and Value for money in our Furniture, Interior
products & Services. We are committed to continually improve our
environmental & Quality management system
We shall strive
Assess and meet the changing expectations of our customers by
offering Quality products and responsive services,
Continue pollution prevention techniques
Conserve key resources like water, fuel , energy and raw materials
such as wood derivatives , steel etc,by optimizing its use.
Monitor and reduce the effect of fumes,dust and noise level in the
ambient air
Maximising recycling and reuse the waste and scrap generated
Dispose of inevitable waste in an environment friendly manner

We shall abide by this policy, by periodically reviewing our objectives &

involving interested parties as applicable.
We shall comply with relevant local/national legislation/regulations and any
other requirements applicable to us.

Quality
Reliable service
Comprehensive range
In-house design recourses
State of the art manufacturing set up
Speed of delivery
Wide spread distribution network
Iso 9001:2000 and Iso 14001 certification
Member of BIFMA (business & institutional furniture manufacturer
association

Godrej & Boyce Mfg. Co. Ltd.

Appliance Division is in the business of
manufacturing and/ or marketing Refrigerators, Washing Machines, Air
Conditioners, DVD Players and Microwave Ovens.
Godrej began manufacturing of refrigerators in 1958. From creating a
revolution with PUF(Polyurethane Foam) in 1989 to, colored doors and
vinyl draping, 100% CFC free Refrigerators, to Godrej Pentacool five side
cooling in 2001 and PentafreshTechnology in 2004 and now EON range of
Frost Free Refrigerators with seven wonders including revolutionary Cool
Shower Technology, we have been at the forefront of product innovation.
Godrej started manufacturing Washing Machines in 1996. We have a
complete range of Hi Tech Semi Automatic, Fully Automatic and Front
Loading Washing Machines. Our manufacturing facilities are located in
Shirwal (near Pune) & Mohali (near Chandigarh). In the AC category we
have over 15 models straddling Split and Window segments.
Equipped with Blue Fin and I-TREC technology, Godrej ACs offer best in
class cooling and efficiency.

We have recently stepped into the Microwave Oven category and in a short
span of time garnered a good market presence, through our range of models
across solo, grill and convection segments.
DVD players mark our foray into the Consumer Electronics segment. With a
portfolio of 4 unique models which club great aesthetics and big sound, and
plans of more models we are geared to making our presence felt here as
well.

In addition to the above products, we also have the Godrej Smart care
Service brand to provide excellent 'After Sales Service'. With 370 service
centres spread over the country, consumers continue to rate Godrej After
Sales Service the best in the industry.
Apart from catering to the domestic consumers, Godrej is also a key OEM
supplier in
India. After the success achieved in the domestic market, Godrej is also
looking at Exports in a big way and has launched its Refrigerators and
Washing Machines in Sri Lanka. We also export our products to Singapore,
Afghanistan, the Middle East, Egypt, Kenya, Rwanda, Bahrain and Oman.

Various divisions:

Interio division
Appliance division
Prima division
Retailing division
Security equipment division
Locks division
Storage solutions group

GODREJ FURNITURE

Furniture is the collective term for the movable objects which may support
the human body (seating furniture and beds), provide storage, or hold objects
on horizontal surfaces above the ground. Storage furniture (which often
makes use of doors, drawers, and shelves) is used to hold or contain smaller
objects such as clothes, tools, books, and household goods.
Furniture can be a product of artistic design and is considered a form of
decorative art. In addition to furniture's functional role, it can serve a
symbolic or religious purpose. Domestic furniture works to create, in
conjunction with furnishings such as clocks and lighting, comfortable and
convenient interior spaces. Furniture can be made from many materials,
including metal, plastic, and wood.

History
Furniture has been a part of the human experience since the development of
non-nomadic cultures. Evidence of furniture from antiquity survives in the
form of paintings, such as the wall Murals discovered at Pompeii; sculpture,
and examples have been excavated in Egypt and found in tombs in Ghiordes,
in modern day Turkey.

The Classical World

Early furniture has been excavated from the 8th-century B.C. Phrygian
tumulus, the Midas Mound, in Gordion, Turkey. Pieces found here include
tables and inlaid serving stands. There are also surviving works from the
9th-8th-century B.C. Assyrian palace of Nimrud. The earliest surviving
carpet, the Pazyryk Carpet was discovered in a frozen tomb in Siberia and
has been dated between the 6th and 3rd century B.C. Recovered Ancient
Egyptian furniture includes a 3rd millennium B.C. bed discovered in the
Tarkhan Tomb, a c.2550 B.C. gilded set from the tomb of Queen Hetepheres,
and a c. 1550 B.C. stool from Thebes. Ancient Greek furniture design
beginning in the 2nd millennium B.C., including beds and the klismos chair,
is preserved not only by extant works, but by images on Greek vases. The
1738 and 1748 excavations of Herculaneum and Pompeii introduced Roman
furniture, preserved in the ashes of the 79 A.D. eruption of Vesuvius, to the
eighteenth century.

Early Modern Europe

The furniture of the middle Ages was usually heavy, oak, and ornamented
with carved designs. Along with the other arts, the Italian Renaissance of the
fourteenth and fifteenth century marked a rebirth in design, often inspired by
the Greco-Roman tradition. A similar explosion of design and renaissance of
culture in general, occurred in Northern Europe, starting in the fifteenth
century. The seventeenth century, in both Southern and Northern Europe,
was characterized by opulent, often gilded Baroque designs that frequently
incorporated a profusion of vegetal and scrolling ornament. Starting in the
eighteenth century, furniture designs began to develop more rapidly.
Although there were some styles that belonged primarily to one nation, such
as Palladianism in Great Britain, others, such as the Rococo and
Neoclassicism were perpetuated throughout Western Europe.

19th Century
The nineteenth century is usually defined by concurrent revival styles,
including Gothic, Neoclassicism, Rococo, and the Eastlake Movement. The
design reform of the late century introduced the Aesthetic movement and the

Arts and Crafts movement. Art Nouveau was influenced by both of these
movements.

Modernism
The first three-quarters of the twentieth century are often seen as the march
towards Modernism. Art Deco, De Stijl, Bauhaus, Wiener Werksttte, and
Vienna Secession designers all worked to some degree within the Modernist
idiom. Postmodern design, intersecting the Pop art movement, gained steam
in the 1960s and 70s, promoted in the 80s by groups such as the Italy-based
Memphis movement. Transitional furniture is intended to fill a place
between Traditional and Modern tastes.

Asian history
Asian furniture has a quite distinct history. The traditions out of China,
India, and Japan are some of the best known, but places such as Korea,
Mongolia, and the countries of South East Asia have unique facets of their
own.
Traditional Japanese furniture is well known for its minimalist style,
extensive use of wood, high-quality craftsmanship and reliance on wood
grain instead of painting or thick lacquer. Japanese chests are known as
Tansu, and are some of the most sought-after of Japanese antiques. The
antiques available generally date back to the Tokugawa era.
Chinese furniture is traditionally better known for more ornate pieces. The
use of uncarved wood and bamboo and the use of heavy lacquers are well
known Chinese styles. It is worth noting that China has an incredibly rich
and diverse history, and architecture, religion, furniture and culture in
general can vary widely from one dynasty to the n

Interio division
Furniture and interio group was established in 2003 with the amalgamation
of Store well and furniture business and is one of the largest business groups
of Godrej & Boyce .Furniture and interio group has a whole range of home
furniture as well as institutional furniture ranging from bedroom and dining

sets ,kitchens, kids furniture, desks, seating systems open plan office
systems, storage systems, etc. Also has diversified areas like lab engineering
solutions, Marine furniture, interiors, carpets etc. The FIG team works with a
passion of growing at the growth rates far in excess of industry norms,
diversifying to add product lines, which enable it to be a total solutions
provider in its lines of business and be a market leader in each and every
product line of its portfolio. Customer delight, respect for all and innovation
are the key prime drivers for the division. The FIG team works with the
passion of making Godrej-The choice for Home and Work Spaces.
In 2006, Godrej & Boyce Mfg. Co. Ltd. Unveiled 'Godrej Interio', to
provide complete solutions for homes, offices and special projects. Godrej
Furniture and Interiors Group has unified its home, office and special
projects business lines, to offer stylish and aesthetically designed furniture
under the Godrej Interio Brand At the launch of Godrej Interio, Godrej &
Boyce Mfg. Co. Chairman & MD Jamshyd Godrej said, "Godrej Interio is
an amalgamation of time-tested values of quality and trust of Godrej and a
contemporary outlook to business. Along with the new image, we are
offering a complete array of expertly designed home and office solutions,
which we are sure will delight home and corporate buyers. Our endeavour is
to give Indian consumers global quality products at affordable prices."
Godrej offers the Interio range of furniture solutions in wood, metal,
composite materials, with specially designed software for online project
tracking. Interio carries the expertise of design houses from Italy, France and
India, coupled with strong Godrej R&D.
In the B2B segments, Godrej Interio offers a wide variety of products for
offices, laboratories, education institutes as well as complete solutions
including desks, chairs, modular furniture, carpets and interiors. The range
of home solutions includes products for the drawing room, bed room,
children's room and kitchen. The range also includes special projects like
labs, schools and auditoriums and even the most specialized solutions for the
Navy Godrej Interio COO Anil Mathur added, "Godrej Interio is the result of
deep understanding of consumers about their lifestyle and desires. The
Godrej Interio range of products will be available across India through 42
Company managed Godrej Life space stores and a Network of 800 Godrej

Interio
Channel
Partners."
An official statement issued by the company states that the turnover for the
division for the last year stands at Rs. 600 crores. Targeting a growth of 33
per cent, huge investments are being made in the business. This includes
investment to the extent of up to Rs. 100 Crores in technology and brand
building. As the result of added investments, and aggressive marketing
strategy, the turnover for 2006-07 is targeted at Rs. 800 Crores and the
Division plans to reach a sales turnover of Rs. 1500 crores by 2010.
It also plans to increase focus on niche segments like Stadium Furniture,
Health and Hospitality Furniture and Corporate Showrooms. Exports are
expected to grow from the present 5 per cent to 15 per cent in the near
future.

GODREJ EDUCATIONAL FURNITURE, THE ART

OF LEARNING
There is old English saying,the roots of education are bitter, but the fruit is
sweet. Modern day education, however, has developed methods to make
the roots of education as sweet a process as the fruits. One area identified by
ergonomists is the furniture used in education. Poorly designed educational
furniture is the root cause of most discomfort. This is true of children in
kindergarten just as it is in a Management or Engineering Institute.
Godrej Educational Furniture is designed in keeping with ergonomics most
conducive for this sector. Godrej furniture has been created after in-depth
study across the country, taking into account factors like students
explorative nature; their natural behaviour in a classroom ;the optimum level
of comfort level is required to ensure optimum attention over a period of
time.

Even physical parameters like the average height and weight of an Indian
child, and their body structure has been kept in mind.
Just as students learn better when they are relaxed, teachers teach better
when they are comfortable. Godrej furniture inspires them in the classroom
and provides ample rest between classes, like pauses after period.
Godrej interio, understands that for a teacher, a class is never really over. In
the staffroom, and faculty cabins, Godrej furniture is created to meet the
specific storage and specific needs of the teachers and HODs.
Within the library, Godrej furniture facilitates easy showcasing, referencing,
individual study and group study.
Lab and training Room Furniture is created to allow for vast storage spaces
and mobile seating.
To make break-time truly enjoyable, Godrej have specially designed canteen
furniture for close interaction, and high levels of hygiene.
It is said, Education is a process that re-invents the learner. At Godrej
Interio, this change is smooth and comfortable.
The world is a class room

Learning starts from the day we are born. A childs mind is a random access
memory. Recording sights and sounds. Absorbing colours, storing away
smells. A million stimuli. learnings.Everyday!
At Godrej, education is a natural process. To Godrej a chair is a seat of
wisdom. A table is a drawing board for ideas. A black board is a canvas for
creativity. We aim to make learning an extension of better living.

DESKING SOLUTIONS
The wooden top is made up of either Pre laminated or Decorative laminate.
The desking products have a wide range, ranging from;

Executive desks
Conference tables
Premium suites
Multipurpose tables
Reception tables
Classroom desks-cum-benches
Training room tables

STORAGE SOLUTIONS
Godrej offers various storage products;

Filling Cabinets
Compact mobile storage
Lockers
Bookcases
Tambour & sliding door units
Periodical display racks

SEATING SOLUTIONS
Godrej has a large range of seating products. All chairs are designed
considering following data;
Anthropometrics data
Job profile
The surrounding work environment
Chair has two components;
A) Super structure
Seat & back
Arm rest

B) Under structure
Revolving type
Fixed type

EVERY DAY IS TEACHERS DAY

A teacher is more than a teacher. A friend, philosopher and guide. Leading,
grooming and enlightening students. To walk out into the world with
confidence. To be the citizens of tomorrow.
At Godrej, they know how a good teacher shapes a students life. It takes
long hours, patience and care. For this, the teacher needs to be at ease. Every
piece of furniture is designed with one objective. To inspire teachers to
inspire their students.
Godrej offers furniture for;
Staff rooms

 Faculty cabin
Principal/Directors chamber

Godrej Interio is a leader in Open Plan Office Systems,

Seating and Desking products.

Each and every solution is designed keeping in mind your comfort, health
and productivity. Our products have been certified by India's leading medical
fraternity as being ergonomically and scientifically designed. In addition, we
also offer our customers office interior products from leading global majors
like Milliken - one of the leading Carpet Tile manufacturers in the world

VARIOUS TYPES OF OPOS PRODUCTS OFFERED BY GODREJ:

PANEL BASED
TILE BASED
DESK BASED
COLUMN BASED

MODULAR SOLUTIONS FOR OFFICE

Modular furnitures come in breakdown or knockdown format which means

that the whole furniture system say a work station is broken down into
several parts which can be broken down into several parts which can again
be assembled as per the needs of the client, space allocation, design of office
e.t.c. i.e. customers of modular furnitures can customize the product. Godrej
& Boyce MFG Co. LTD was the pioneer in introducing the concept of
Modular furniture in India in 1982 but it did not go ahead with it as the
market demand for such modern age equipment was low. But in the past few
years, with the growth of IT and Services industry in India, a massive boom
in the demand for such modular furniture increased at tremendous pace
because of the concept of teamwork, groups

BRAND PHILOSPHY

A new era in interior solutions beckons. And who better than Godrej to script
new beginnings!! Years of understanding consumer needs, through R&D and
matchless expertise means our products home furniture, office furniture and
special project furniture are world-class and evolving with time. This
phenomenal drive to think new is ably backed by exclusive showrooms and
dealer
outlets
across
India.
The changing customer, competitive environment and respect for big brands
call for a younger &modern face of Godrej.
Hence GODREJ INTERIO. A perfect amalgamation of time tested values
and contemporary outlook. It reflects the Godrej philosophy of breathing life
into monotony. Its vibrant stylish and comfortable. Godrej Interio
recognizes the needs of modern lifestyle and stands dedicated to meet these
with ease and aplomb

Interio: The Philosophy

Interio is simply the unified platform to convey that our solutions allow
you to 'transform your space. Making it a comfortable, productive & vibrant
environment that makes your home worth living in & your office worth
working in. It reflects the expertise Godrej has, in the business of Furniture
& Interior solutions. That, which enables change the 4 walls of any space,
into
one
that
breathes
of
a
'quality
life'.
With the range of Home furniture & decor solutions, Godrej intends to
provide the warmth & comfort that reflects a happy, at ease family. Where
the ups & downs of daily life can be forgotten. Where the entire family
comes together for dinner after a tired day at work. Where guests are
impressed by the style of the decor. Where you can recharge yourself for the
next day ahead.

With the Office Furniture Solutions, Godrej wants to create a positive

environment that encourages employees & employers alike to deliver their
best. A comfortable workspace that instils confidence, pride, understands
pressures of work & provides furniture that ensures employee well-being at
all times. So that he can be successful at work & exudes energy even when
he
gets
back
home.
So whether you are a busy & ambitious executive at work or a doting father
and loving husband at home, Godrej Interio provides the most aesthetic &
ergonomically friendly interiors that make you feel good about yourself and
your environment.

The Brand Promise

Godrej Interio is a contemporary, stylish & ergonomically designed range of
furniture & interior solutions that transforms any space. It comes from our
expertise & constantly evolving solutions that we provide to the consumer.
And the belief that, No one knows interiors better than us.

Godrej & Boyce Taking new projects

Godrej & Boyce is looking at opportunities to set up a manufacturing unit

for its furniture division in either Karnataka or Tamil Nadu. "This would
enable us to decrease the time to market in the region," Mr Anil Mathur,
Chief Operating Officer, Furniture and Interiors Group (FIG), Godrej &
Boyce, told press persons here.

Umbrella brand
The company is also stepping up its presence by enhancing its distribution
strength in the South. In a move towards a unified approach to brand
building for all its products, the company will launch an umbrella brand on
August
16,
2005
he
said.
The FIG reported a turnover of Rs 650 crore this year and expects to touch
Rs 850 crore by the end of the current fiscal, Mr Mathur said. The southern
States contribute nearly 30 per cent to our business, he added. Godrej has a
presence through 700 dealers and 28 exclusive showrooms across the
country.

Hospitality, healthcare
There are plans to launch furniture for the hospitality and healthcare
segments soon, he said. The country's Rs 20,000-crore furniture market
comprises mainly office and home segments. The IT and ITeS sectors
account for nearly 37 per cent of the total furniture market followed by
education and multiplexes.

The Rough Edge

The journey was not entirely without the occasional bump. Godrej had
reached the peak of a business life cycle with office furniture. It had to
explore new avenues for growth, Godrej was the market leader in the
estimated Rs 8,000 crore (Rs 80 billion) office furniture market. In 2000, it
ventured into yet another unchartered territory the childrens furniture
segment. This was launched under the brand name i-space. This range was
meant as a precursor to the entire offering that was to follow. The market
then did not perceive childrens furniture as an area to spend money on, but
Godrej was ready to change the mindset. Around 2002, even as office
furniture volumes were increasing by about 8 to 10 percent, returns were
Decreasing by 5 to 7 percent year on year because of price reductions. The
divisions margins were also under pressure as prices of raw materials
headed northwards. At the same time, prices of finished goods were falling.
There were a plethora of unorganised and newer players offering better
designs at competitive prices. Because of falling returns, top line growth was
not commensurate with the quantities sold and it became necessary to
expand the base. It was time to explore the market further

Competitors V/s Marketing

The unorganised market constitutes about 80% of the furniture market in
India. Quite a few brands compete for a share in the remaining 20% of
branded furniture market. The advertising efforts of the other brands
indirectly benefited Godrej. Advertisements created awareness about
branded furniture. And, speaking of brands, Godrej was the trusted name
when it came to furniture in India

Furnishing the Future

Godrej has already entered the arena of laboratory furniture and will be
venturing shortly into the seating sector, targeting multiplexes and airports.
The ambitious plans also include entering the furnishing segment and doing

entire interiors. Apart from the Middle East and Africa, Godrejs furniture
division is vying for the U.S. and Canadian markets as well. Godrej just
make furniture be it for the office, home or a multiplex. Godrej is
everywhere. More things stored in this Godrej Almirah!!
Godrej Lifespaces. An authorized company showroom of Godrej
Lifespaces would offer the entire gamut of Godrej products apart from
FMCG. Today there
Are 38 of its showrooms across India and 12 more will soon be set up. The
Division recorded a turnover of Rs 63crore from 38 Lifespace showrooms
last
Year. The target is to achieve Rs 100 crore by the end of 2007-08.

CORPORATE PROFILE

GODREJ & BOYCE BUSINESSES

Furniture & Interiors

Appliances
Locks
Security Equipments & Solutions
Prima Office Equipments
Storage Solutions
Material Handling Equipments
Process Plants & Equipments
Industrial Products
Electrical & Electronic Services
Construction & Real Estate

GODREJ GROUP
Established in 1897
Group turnover exceeds: Rs 6000 cr
Godrej & Boyce is the flagship with a turnover of Rs 2300 cr

Godrej Furniture & Interiors Group

More than 60 years experience
Caters to both ,Office (B2B) & Homes(B2B)
B2B:(63% of turnover) Wide variety of products aimed at offices,
Laboratories, Educational Institutes. Complete Solutions including
desks, chairs, Modular Furniture, Carpets & Interiors
B2C(27% of turnover)
Complete Solutions for home including Drawing room, Bed room,
Children room & Kitchen
Exports 5% of the category turnover
MARKET SCENARIO
Rapid changes in lifestyle and living standards both in metro and
small towns
Biggest Demographic change-Nuclear families
Service Industry Growth including IT & ITES
Image conscientious
Need for products & solutions which will create distinctive but
beautiful Homes & Offices.
Decor conscious
Godrej FIG
Wide Reach
Number of company owned showrooms;38
Network of 800 Channel partners
FIG Plan
Investment in technology
New technologies in Wood, Metal & Foam processing
Software for online configuration & tracking
Investment on Design
Design collaboration with Indian, Italian & French design House

Brand Strategy

Godrej

G Lab

Perfect Home

Godrej Formula
S Offices

NEW
BRAND
Godrej Brand Customer Speak

Attentive
Last Long Time
Good Value For money
Well made
Warm, Friendly
Reliable, Trustworthy

NEW BRAND PROMISE

Expertise in the business of furniture & interio solution
Vibrant, Contemporary
Ensure opportunity to individuals for self Expression

 Brand which help individuals to make their surroundings

Distinctive but Beautiful
NEW BRAND
o Relates to people: Changing profile
Vibrant ,Contemporary
o Solves latent need or problem
o Ahead of the pack : Innovation
Ensures opportunity for Self Expression
o Create a feeling of belonging
Godrej Path Ahead
Continue Discipline Diversification

Corporate showrooms
Stadium furniture
Healthcare Furniture
Hospitality
Multi Location Manufacturing
Global Collaboration
Design
Manufacturing Sourcing
Expand Market for home products by redefining price
points

Godrej - RESULTS Ahead

o Growth Rates up from 25% to 33%

o Market Share to increase by 10%

o Business volume to cross Rs.15000 million by 2010

Making a new beginning of Godrej Furniture &

Interiors Group
The beginning of change is change itself
{To exist is to change, to change is to mature, to mature is to go on
creating (and recreating) oneself endlessly}
THE FLOW
Recognising Changing Consumerism
Existing Brands Introspection
New Brands: Why & its evolution
Communication Plans
BUSINESS PHILOSOPHY
Enable people to be more comfortable and joyous in both,
their personal & professional lives providing ergonomic &
Aesthetic, value for money Furniture, interio products &
Services.

Godrej Interio: Brand Name Logic

Unify the range
Contemporary
Furniture and Interiors category

Ease of comprehension
Distinctive

Design Logic
Modern
Youthful Yet Elegant
Active Yet Minimalist

Godrej Interio; the Philosophy

Godrej Interio provides the most contemporary, Aesthetic & Ergomically
friendly interiors that make you feel good about yourself and you
environment.

Consumer Response
Its colourful and bright
Signals walls, flooring,
Anything to do with interiors
Bold and definite font appealing
Premium furniture show room
Upper/upper middle class
Use of exotic colors- bright and pastels
(Overall feel: modern, vibrant and hi-tech)

Godrej Interio: 2 key parameters

EXPERTISE

 AESTHETICS

Research Methodology
Research Design
A research design provides the framework to be used as a guide in
collecting and analysing data. But it is not necessary that a particular
research design is always the best. Experience with different research design
will generally provide the researcher with the capability to match a research
problem with an appropriate design.
Research
methodology depends, to a large extent on the target population and how
easy or difficult to access it. The second factor which influences research
methodology is of course the importance of decisions which will be taken
based on the research.
Broadly speaking we can classify research designs into the following three
categories:

Exploratory research

Descriptive research

Casual research.

Research objective
The research study is having one main objective:
To know the market Potential of branded furniture in education
segment

Sub objectives

To know the customer satisfaction level

To know the purchasing power of the customers

To collect data for future improvement

Exploratory RESEARCH :
Exploratory research is used when one is not conversant with the problem
environment
such type of investigation is mainly concerned in determining the general
nature of the problem and variables related to it.
Research methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is done
scientifically. Exploratory research is done through surveys to find the
various aspects of customer satisfaction like margin, service charges, service
delivery, etc. Questionnaire is prepared to collect the primary data.

Comparative research
Comparative research, simply put, is the act of comparing two or more
things with a view to discovering something about one or all of the things
being compared. This technique is often utilizes multiple disciplines in one
study.
When it comes to method, the majority agreement is that there is no
methodology peculiar to comparative research. The multidisciplinary
approach is good for the flexibility it offers, yet comparative programs do
have a case to answer against the call that their
Research lacks a seamless whole
There are certainly methods far more common than others in comparative
studies,
However. Quantitative analysis is much more frequently perused than
qualitative, and this is seen in the majority of comparative studies can be use
quantitative data.
The general method of comparing things is the same for comparative
research as it is in our everyday practice of comparisons. Like cases are
treated alike, and cases are treated differently; the extent of difference
determines how differently cases are treated. The point here is that if one is

able to sufficiently distinguish two cases,

conclusions will not be very helpful.

comparative

research

Nature of Study
The nature of
this study is descriptive one; The research design in such studies must be
rigid and not flexible and must focus attention on the following:
Formulating the objective of the study
Designing the method of data collection
Selecting the sample
Collecting the data
Processing and analysing the data
Reporting the findings

DATA COLLECTION
SOURCES OF DATA
PRIMARY DATA:
Primary data refers to data that is collected afresh and recorded for the first
time. Primary data are those data i.e. collected by the researcher himself. It
thus happens to be original in nature. The various methods of collecting
primary data are performing surveys, census, through observation or through
correct communication with respondents. But basic manner of primary data
collection is survey method. The primary data for the study was collected
through questionnaire and informally.

The primary data is collected from a questionnaire which is having 18

questions. Every question is having its own value and it provides various
aspects of this report. For collecting the data we go through the Educational
institutions, government and private offices, banks,small scale industries,
etc.situated in Himachal Pradesh
SECONDARY DATA:
Secondary data refers to that which has already been collected by someone
else.
Secondary data for the study was collected from:
_ Published literature
_ Company published data and broachers
_ Internet
_ Commercial service
_ Books
Sampling Design
The sampling design mainly consists of the sample taken for the study along
with the sample size, sample frame and sampling method.
Sample Universe:
All educational institutions, banks, companies, and government and private
offices those who are deal in the selected Areas in Himachal Pradesh were
taken as the sample universe.
Sample Size:
From the universe, sample sizes of 45 offices were selected for the purpose
of the study.
Sample Frame:
The offices were selected on a random basis from which the respondents
were selected based on convenience.
Sampling Method:
Convenience sampling was used, based on the willingness and availability of
the respondents. The study was conducted on offices with different type of
brand business in same segment.

Research period:
The time for the project was limited to 45 days only, from this, 30 days was
spent for the collection of data.
Elements (Sample): Sample for the study is random.
.

DATA ANALYSIS AND INTERPRETATION

Introduction To Analysis
After tabulating, the data must be analyzed, researcher often use statistical
interpretation which concentrates on what is average or what deviates from
an average. Statistical interpretation, shows how widely the response vary
and how they are distributed in relation to the variable, being measured,
statistical market rely on estimates of expected errors or deviation from the
two values of population. The analysis and interpretation of data may lead
the researcher to accept or reject the hypothesis being selected.
Data Analysis Tools Used
The process of arranging data into groups or classes according to
resemblance and similarities is technically called classification.
Classification is the process of arranging the data into sequences and groups
according to their common characteristics or separating them into different
related parts.
Data interpretation will be done through statistical tools like.
_ Bar graphs
_ column chart
_ Pie charts
_ Hypothesis testing

Q 1 what comes in your mind when you hear the word Godrej? (Awareness
and promotion)

The graph shows that 47% of our respondents say when they hear GODREJ
word then their safes that is used for storage comes in their minds 30%
respondents said that furniture comes in his mind first when they hear word
GODREJ 23% people say that appliances of GODREJ comes in mind when
they hear about word GODREJ .SO this results shows that there is good
awareness and brand image of GODREJ in the minds of people of Himachal
Pradesh

2)
How can people get information? What are means through which they
fulfil their requirements?

From the above graph we came to know that there are many sources through
which people get information about godrej. We find that 36% people get
information or fulfil their requirements through newspaper advertisement
21% people say that they get information from sales persons 22% people get
from media advertisements, 11% people say that they fulfil their
requirements through social contacts 11% people get information from other
recommendations .so it shows that people get information about godrej
through various means

Q3. Do you use any of the office furniture solution provided by Godrej
Interio?

The purpose of this question was to know that what percentage of people use
godrej furniture of any product of godrej interio divison. We can collect
questionnaire from 43 respondents from collect questionnaire information
we can say that 73% of our respondents use godrej interio product in which
we include education institutions, government, private companies offices
and mostly banks. 27% of our respondents say that they do not use godrej
product in which we include small scale companies and some government
offices.

Q4
Of the given, which ones do you use and from which brand?
( competitor identification )

The purpose of this question was to know that which type of godrej interio
solutions is used by our respondents is it seating solution, desking solution,
storage solution or modular solution. Is it from godrej or other brand? 72%
people use seating solution 28% not use seating solution of godrej. 51%
people use desking solution 49% not use. 30% people use modular solution
70% not use .63% people use storage solutions 37% not use. We find that
people use local furniture in their offices if it is not of godrej. They prefer
local small companies

05) Do you get any discount from your supplier?

The purpose of this question was to know that are godrej interio users get
discount from company or dealers. on the basis of collected information we
can say that 56% our respondents say that they get discount from company
or dealers . 42% of our respondents say that they cannot get any discount
from company or dealers. 2% respondents say they cannot say or they have
no information.

Q 6 Have you changed your supplier (if yes for what region)

The purpose of this question was to know about what are the main reasons
so they can change present supplier. on the basis of our collected data we can
describe that 28% people change their supplier because of lack of
availability of product range, 29% people say that they can change godrej
for high price, 14% people say that they can change supplier for after sale
complaint,20% say they cannot say anything about this

FINDINGS & RECOMENDATIONS

 There were many organizations who havent purchased Godrej

furniture because of unawareness, so company should go for more &
more advertisement, exhibitions & promotional carnivals.
Most of the organizations make their purchase process (furniture)
through Direct Buy, so company should make their purchase process
through . As it is easy, reliable & detailed to customer.
Godrej is having an extra edge over the other brands, though being
ahead of its competitors, there is still need of improvement. Godrej
has close competition with local brands, so in order to remain ahead of
its competitors Godrej Interio has to do major innovations such as
more attractive designs & styles in furniture products.
Organizations like to purchase branded furniture but they believe that
Godrej furniture is very expensive & is not easily available to them, so
more showrooms should be opened & more schemes & offers should
be provided to the customers.
There are several features that customers take into consideration while
going for purchasing furniture like aesthetic look, price, quality,
warranty, after sale service etc, so Godrej should take every aspect
into consideration. Furniture should be prepared keeping into mind
that what customers think is best design/style & not what company
thinks is suitable, customer should be given priority. That means the
company should be customer oriented rather than market oriented.
Majority of the institutions prefer wooden & steel furniture, so high
quality of steel & wooden material should be manufactured in order to
meet customer expectations.

Limitations
Concerned respondents were not available
Some respondents were not cooperative
Unawareness about the products
Biasness or prejudice of some of the respondents regarding any sort of
the information which is required for such study.
Not much of importance was attached to this task by some of the
Respondents. We were greeted with either reluctance or nonchalance.
Medium sample size of the respondents

CONCLUSION
We conclude by saying that Godrej furniture has a great potential in every
region of Himachal Pradesh. The availability of funds and rising standard of
institutions is an opportunity to grab. Godrej as a brand name is known to
everyone living in India. But people are less aware about the modular
solutions. Godrej Interio has to change its marketing policies. In terms of
4ps of marketing (price, promotion, place & product) promotion & price
demands immediate attention. There is a need of high promotion of modular
solutions.
The company should maintain healthy relationship with customers in order
to retain them with the company .As from the data collected, it is clear that
customers are having future requirement of furniture in their organisation.
So company should try to give optimum satisfaction to the customers in
order to retain them with the company. So the company should provide
better services to the customers and should be concerned about price.

BIBLIOGRAPHY
BOOKS
B.K.KARANJIA (Godrej ,A HUNDRED YEARS 1897 1997
,VOLUME 1)
B.K.KARANJIA (Godrej ,A HUNDRED YEARS 1897 1997
,VOLUME 11)
C.R.KOTHARI (RESEARCH METHODOLOGY)
PHILIP KOTTLER (MARKETING)
PRASANNA CHANDRA (PROJECTS)

CATALOGUE

A whole new school of possibilities

MAGZINE
CHANGE
INSIDE OUTSIDE
WEBSITES

www.godrej.com
www.godrejinterio.com
www.google.com
www.wikipedia.com