The need for customised furniture has been met by the unorganised market for the longest time – until now. Through its technology-driven concept in furniture designing, Godrej is set to change the way the urban populace design their homes. The brand’s latest venture U&US Home Design Studio has positioned itself as “co-creators” – a unique collaboration platform for consumers looking to upgrade their space. With studios already launched in Bengaluru and Hyderabad, Manoj Rathi shares the genesis of the studio and where it is headed.

What led to the start of U&US?
Manoj Rathi: We carried out a systematic field research to understand concerns and issues faced while buying furniture. U&US Design Studio is a culmination of the findings of this research. Limited choices, high cost and durability were the issues plaguing the readymade furniture segments, while budget and time escalation, inconsistent quality and need for supervision were the pain points for carpentered furniture. A glaring issue was the working conditions of the carpenters. Use of primitive tools, lack of professionalism and limited understanding of design and ergonomics hampered their development. U&US addresses these issues.

How does it work?
Rathi: A specially designed software helps customer to visualise the space and work around the placement and aesthetics of the new furniture.

What are the perks of creating customised furniture through this studio?
Rathi: U&US has tie-ups with leading brands for raw materials and services, thereby offering a wide variety of materials and services under one roof. Our projects team takes care of planning and monitoring of entire on-site activities such as painting, electricals, carpentry, etc. The furniture comes with a one-year warranty and lifetime service support.

What’s next for U&US?
Rathi: We have plans for opening a studio at Thane [near Mumbai], which will be a unique concept that brings all the Godrej brands under one umbrella. In addition, our objective is to partner with customers and deliver predictable and unique solutions using technology in a big way. The whole customer experience will be now driven to the next level using VR and live gesture customisation, which has already been introduced at our Bengaluru studio.

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