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HomeLane, India’s leading online home design and furnishing player has opened its first experience centre in North India. Located in the bustling Sector 29 of Gurugram, the start-up and economic hub of Delhi-NCR, HomeLane’s new experience centre is one of their largest offline stores, spread over 4,000 square feet. The company is planning to invest close to INR nine crores for expansion in the region.

This comes within three months after HomeLane raised fresh Rs 24 Crores from Brand Capital, the strategic investment arm of the media giant Bennett, Coleman and Co. Ltd

Valued at $1.6Bn, Delhi-NCR is considered to be the largest consumer market for home interiors in India. It constitutes 20% of the $8Bn new home interiors market in India’s top 7 cities. HomeLane, with its full-stack design and delivery approach, aims to capture 7-10% of the Delhi-NCR market over the next three years. After eight successful experience centres across India, the company is looking to open new centers in Noida, South Delhi and West Delhi in the near future. (sources: Reports by Anarock, JLL, Cushman & Wakefield)

Srikanth Iyer, co-founder & CEO of HomeLane.com says, “India is a value-conscious market and the customer wants to touch and feel products especially if she is making a big-ticket purchase. Therefore, setting up an experience centre in a growing and high-value market in Gurugram is a deliberate decision. We want people to truly experience how seamless the home furnishing process can be. Our Sector 29 store will allow homeowners to experience the true power of tech & design in one place!”

In a singular focus to make the home interiors journey easy and hassle-free, HomeLane has launched stores that are custom-made to match the taste, style and price point of the local audience. HomeLane has achieved this by letting customers experience its products while a dedicated designer helps them co-create their dream home. According to HomeLane’s internal research team, the customer’s journey starts with excitement & hope but soon turns stressful and frustrating. The brand believes that this creative process of getting home interiors should instead be a memorable and stress-free experience.

The company has also been experimenting with different models of being accessible to customers. In Gurugram, for the last 8-9 months, HomeLane had piloted with show-flats to provide customers easy access to HomeLane’s exquisite yet affordable and quality furnishing options.

“Like every city, the purchasing trends and customer demands are very different in Delhi-NCR. In fact, Delhi-NCR has several micro-markets that behave very differently too. However, what doesn’t change across cities and micro-markets is the new homebuyer’s painful struggle to see these dreams and drawings turn into reality. With SpaceCraft, our path-breaking design & quote product, a dedicated interior designer and a 45-day delivery guarantee, we want to be the homebuyer’s first choice for interiors in the region”, says Tanuj Choudhry, Chief Business Officer, HomeLane.

Since inception, HomeLane has always been a believer of an online-offline mix approach of doing business. With a sharp focus on the brick and click model, HomeLane’s value proposition is to solve the interior design problem by providing personalisation through technology, quality products at affordable prices while maintaining predictable timelines. The start-up designs and delivers customised fit-outs for homeowners.

In May last year, the company had launched ‘SpaceCraft’, which the company claimed to be world’s first virtual design platform that allows homeowners and designers to collaborate on design ideas and visualize a furnished home in 3D in real time.

With HomeLane, the average Indian homebuyers can have access to a bonafide interior design expert, which usually is a dream for most Indian middle-class homes. HomeLane brings quality, transparency, and predictability to urban Indian homebuyers, which is unheard of in the conventional home furnishing process, offering a 45-day installation guarantee or else HomeLane pays the rent for the delayed period.

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Suman Chaudhary
An engineer by education and writer by profession, Suman keeps tab on startup ecosystem of India and leads the research team of IndiaWeb2 for covering funding deals, merger & acquisition and market reports.

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