Sliding wardrobes manufacturer – raumplus has been manufacturing these door fittings since 1986. Positioned as a brand which aggressively addresses the customisation market with it’s clever and innovative room solutions. raumplus has been growing steadily in the Indian market. The company offers clever and innovative room solutions beyond standard and usual products. Buildingandinteriors.com speaks to Ms.Mansi Godhani, Representative India, raumplus GmbH on the company’s India market.
B&I: raumplus is one of the most visible names on the global map in sliding wardrobes fittings, both in terms of products functionality and sliding design solutions. How do you see your progress in India?
MG: raumplus is brand which came to existence in 1986 and today we have a presence 72 countries, one of which is India. This has been possible because we believe in giving the best solutions to our clients, which is possible only by paying attention to every minute detail. It’s been over a decade since raumplus entered the India market with our client / direct projects. We see India as a market full of potential, and at raumplus, we are well positioned to address the needs of this market.
B&I: What is growth strategy in India for next 1-2 years?
MG: I personally feel that if a brand is looking for growth, than it’s important to understand the customer requirements and give solutions that fully meet these requirements. ‘Success comes with trust, and trust comes with transparency’, is what I believe in. Currently we are focusing on the retail market, but in future we would be interested in local projects business, office projects and hotel projects. We already have been doing many sliding wardrobes and sliding doors application jobs in office (for yahoo IM, etc.) and hotel projects such as those for Radisson and Hyatt. In these projects, raumplus has had good success with their sliding wardrobes and doors. We are going to offer more and the latest solutions in the near future.
B&I: What is your distribution model in India? What are the challenges to growth?
MG: raumplus operates in markets across the world through our business partners. India also has the same model. At raumplus, we have a dedicated team to support our partners in multiple ways. Challenges come, say in the form of requirements that we don’t have solutions for. That’s where raumplus sees opportunities. Our solutions are not only customised for customer’s requirements, but also for markets in specific. raumplus offers locks in the India market, something specific to India.
B&I: What differentiates raumplus from the other players in India?
MG: Each brand has it’s own design language and features. At raumplus, we make sure to keep up with global trends, and at the same time make sure our products serve each market differently. In certain cases, we have even created new product series as per the needs of customers across countries/clients. I would say that raumplus is not just a sliding door provider – we are LIVING SOLUTIONS provider, giving diverse and versatile solutions for homes, offices and hotels. We are ideally suited for sliding solutions for bedrooms, living rooms, kitchens and bathrooms.
B&I: You have a strong competence in sliding wardrobes and doors solutions. What new products are you looking at adding in the India portfolio?
MG: In India, we see a good market for wall partition systems, RPE frame doors with greater strength to achieve bigger heights with integrated handle, Sliding TV doors, telescopic doors. These are a few of the products which we either have, or will be introducing in India.
B&I: Sliding wardrobes and doors market is highly influenced by Architects and Interior Designers. What support services do you offer to this segment of the market?
MG: At raumplus, we try to provide with all kinds of necessary supports required, such as manuals, catalogues, brochures, and detailed product drawings on our online cloud COMMERCE PORTAL. Apart from this, we offer our in house rpDesigner software, to make 2D and 3D drawings. Extension of this software has been provided on our website which we call CONFIGURATOR. Anyone can make a design online with the configurator and share the files with our team to get further details of your design.
B&I: Are you looking at the neighboring countries markets?
MG: raumplus is always open to explore new market and opportunity with a correct partner.
B&I: You are into customized solutions for sliding wardrobes and doors. Is that a challenge to growth?
MG: I don’t see this as a challenge. Moreover, it is a plus point, as we can offer what client wants but also maintain the standards.
B&I: When a customer orders, say the raumplus sliding wardrobes, what are your typical lead times for the customer from the time the product is ordered to the time it is delivered?
MG: If a client orders ready made products from Germany the lead time will be up to 3 months. The lead time reduces due to the presence of our partners from India. They have their assembly units and service the Indian market as per our German standards.
B&I: Do you plan to leverage digital mediums (e-commerce) to deliver final product to the end customer? Do you feel that online brands into e-commerce have an edge over players with traditional set up?
MG: I don’t think e-commerce is something which we would look at. We believe in building relationships and giving a personal touch to each project. This is something which leaves a great impression of a brand on clients. As I said, raumplus is customized solution provider, therefore we don’t see e-commerce as a platform for us. When a customer comes to a showroom, they can get the touch and feel of the product, giving them more confidence to buy it.
B&I: How do you see yourself positioned in the long run – as mass market player with standardized solutions, a niche market luxury player or mass customization player?
MG: raumplus is a solution provider in not just luxury products, we have a wide range with diverse products to offer. I would say ‘raumplus is customization hero, for every market’. We have products for the mass projects up to products to offer for the luxury and premium projects. Overall, we have solutions for all market segments.