Outsources manufacture to Nitraa furniture makers
"Kurlon Ltd is repositioning itself as a major player in the comfort industry rather than a leader in just the mattress business."
Chennai, Sept. 20
Kurlon Ltd, manufacturers of Kurl-on brand of mattresses, has decided to get into furniture retailing. The company has outsourced production to the Chennai-based Sivasakthi Wood Works, the makers of `Nitraa' brand of furniture.
Mr Partha Ghosh, Head-Furniture, Kurlon Ltd, told
Business Linetoday that the deal with Sivasakthi was firmed up today. He said that Kurlon would sell bedroom, living room and dining room products.
Mr Ghosh said it was difficult at this stage to put a number to sales, but indicated that the volumes could be substantial given the large retail network of Kurlon. The company, he said, had 5,875 dealers across the country, all of whom would be retailing furniture. "Kurlon Ltd is repositioning itself as a major player in the comfort industry rather than a leader in just the mattress business," Mr Ghosh said.
Sivasakthi Wood Works, a partnership firm, has been in the furniture business for over two decades.
The firm, apart from selling its furniture under the `Nitraa' brand, also undertakes `project work' such as office space for IT companies. Sivasakthi expects a turnover of around Rs 85 crore in the current year.
Mr S. Arumugam, partner, Sivasakthi Wood Works, said that there was enough capacity available with the firm's plant at Maraimalainagar, near Chennai, to supply to Kurlon.
Asked if `Kurlon' furniture would not compete against `Nitraa' brand, Mr Arumugam said that the demand for the panel board-made ready-to-assemble furniture was huge and growing. "As customers get used to the comforts, demand will increase and that will only help Nitraa brand," he said, pointing out that if Sivasakthi did not supply to Kurlon "they would get it from elsewhere."