D'LIFE Home Interiors is in the process of achieving 20 showrooms in South India by the end of the current financial year. JM LifeStyle Interior projects Pvt Ltd, the company behind the brand, recorded a turnover of Rs 127 crores in the 2021-22 financial year, and is hoping to achieve a turnover Rs 180-200 crore in the current financial year from three states - Karnataka, Kerala and Tamil Nadu. Having completed expansions in Kerala, Karnataka and Tamil Nadu, D'LIFE has already started setting up its own showrooms in Hyderabad and Visakhapatnam. Through this network of branches, promoters are confident in providing the best products and services to the middle-class and upper-middle-class segment of apartment and villa owners.
In recent years, there has been an increase of VC-backed companies providing customised modular furniture solutions. While all these companies are trying to capture the market share from the unorganized sector through the use of technology, there have been problems and thus creating unsatisfied customers. However, D'LIFE is following a unique path that aims at customer satisfaction through personalized products and services. Proper design and execution can be ensured only by the efforts of an experienced manpower. Joby Mathew, Managing Director, D'LIFE Home Interiors, says, "Unlike many similar companies in India, D'LIFE has its own network of branches, factory and execution team to do the main woodwork and ensuring quality and finish. Personal care, attention to detail and quick execution is the key to customer satisfaction and we are highly successful in it at all the locations." The company has an impressive portfolio of completed projects ranging from residential space through whole dwelling refurbishments to commercial projects.
D'LIFE has two most-modern factories with a total area of 1,25,000 sq.ft, in 5 acres. "The existing factories have the capacity to generate a turnover of Rs 800 crore," said Joby Mathew. He added that the state-of-the-art production facility is equipped with German and Italian machinery, and employs German design and production techniques. It undergoes periodical improvements to meet modern furnishing trends. Almost 80 percent of the raw materials used in the factory are imported from brands located in Germany, Italy, Switzerland, Austria, Malaysia and Indonesia, ensuring world-class quality and finish to the company's creations.
Though the industry is worth USD 25 billion and there is a lot of scope for the organized sector, the solutions by most of the suppliers are not sufficient to satisfy the needs of the clients. A systematically managed company, with experts in management as well as operations, can only understand the client's requirements and act on it. "Being a profit-making company for several years, using its own fund for expansions in a calculated manner, we are confident of reaching all India within a couple of years," said Joby Mathew.
There is further scope for expansion in the South-Indian market, especially in Karnataka and Telangana. But as of now the focus of the company is on ensuring the best customer experiences through innovative systems and durable products. Also, there are several other cities within India to implement the D'LIFE way of doing things.
