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K.V. Kurmanath

Hyderabad is emerging as an attractive shopping destination for furnishing material that's trendy and affordable.

Uma, a 30-year-old housewife married to an IT professional in the US, comes home to Hyderabad to catch up with family... and buy furnishing material. She feels the city offers her a wide range of good furnishing material at reasonable rates.

Uma represents a new set of buyers — NRIs looking for furnishing with that exotic touch — which can be sourced from back home. "Earlier people used to buy curtains and other furnishing items for purely a utilitarian purpose. When it came to spending, their first choice was gold or land. But that is changing," says Aditya of Jaydurga Furnishings.

"Instead of buying simple curtains for their doors and windows, now they are decorating them with extras such as sheers (used to accent an open, airy feeling) and valances (usually these hang across the top of a window, covering a portion of it) and furnishing accessories," he says. "Four years ago, the range was small. Now, we have curtain material ranging in cost from Rs 60 to Rs 1,800 a metre," he says. The furnishing sector isn't complaining. The emphasis on ornamentation of windows, doors, cots and makeshift partitions in halls, only means more business.

Valances with sheer curtains in myriad forms and shades, Gothic-inspired valance, swags and cascades now find a place in many households. Jute blinds and bamboo blinds are in favour too. Be it hotels, executive suites, offices, restaurants, clubs and resorts, the focus is on adding value to the interiors.

Besides catering to the local market, companies see good export potential too. "We are exporting our products to the US, the UK, Singapore and to our immediate neighbours like Nepal," says V.J. Srinivas, Stores Manager at Orion, a furnishing manufacturer-cum-retailer.

"We have representatives working for us in those countries to pick up orders," he says.

Since furnishing is dependent on considerations of both space and aesthetics, Orion has a team of eight consultants to visit locations and advise customers on designs that suit their spaces and pocket. Orion claims to have South India's first polyester furnishing material manufacturing unit.

Customers don't mind spending but they are more colour and design-conscious, says Srinivas. Orion plans to launch a retail outlet at the upmarket Jubilee Hills, besides outlets in Vijayawada and Visakhapatnam.

The IT business in Hyderabad has played a role, feel the companies, by spurring real-estate activity and, in turn, creating demand for furnishing material. Srinivas sees yet another advantage in the advent of IT. "Computer designing has proved to be a boon. It gives us a lot of leverage in the form of designs."

Himatsingka Seide, a manufacturer of silk and silk-blended fabrics, opened its `Atmosphere' store at Jubilee Hills recently.

Bela Sumanth, of Atmosphere, says furnishing means different things to different people. It's not just the age of the buyer; gender plays a key role too. Be it window dressing, decorating sofas and other furnishing preferences, each segment of buyers has its own strong likes and dislikes. The basic idea, however, for all of them is the same — to lift the mood and create a cheery ambience."The young like to have modern or contemporary metal furniture. They look for bare minimal furnishing," she says. Older people prefer classical or traditional furniture and furnishing material to match the style. Also, "older people prefer furnishings that give a dramatic effect. They look for more valances," says Bela. "Another emerging trend is that architects and interior designers accompany buyers to help them make the best choice. What we do is offer professional services. We recommend tailors and other relevant service providers," she adds.

Srinivas of Orion says people see sofas as something that enhances the overall look of rooms or halls. Sofas are rarely looked upon as standalone furniture and are often taken into account to complete the picture. American velvets, fabric designs and chenille upholstery go well with customers, he adds.

Alongside modern designs and comfort-driven style, ethnic stuff is holding its own ground. The famed `tie and dye' weavers from Pochampally and Koyyalagudem villages on the outskirts of Hyderabad have innovated material to create a niche for themselves. The weavers produce designs that can enhance the beauty of the home at affordable rates.

From curtain cloth to pillow covers to mattresses and cushion and sofa covers, material in more than 50 designs and colour shades are up for the asking. Competitively priced at between Rs 45 and Rs 100 per metre, the Koyyalagudem fabric is now in demand in several Indian cities and is a regular at international expos and fairs. For those looking for offbeat stuff at affordable rates, a drive to these villages to watch the craft come alive is worth the effort.

Picture by A. Roy Chowdhury

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