Exclusive | We're one of the trendsetters, Häfele's Wolf

In recent years, the Home Décor and Interiors industry has seen a vast change. We've seen that marketers have concentrated on giving the best experience to the consumer by offering high class products whether it is from the Indian or International market. Companies like Hettich, Häfele, etc. entering the Indian market and offering their finest and hence, Indians today are getting wider and better options to choose from.

Recently one of these German companies Häfele entered into a partnership with Caesarstone which is an Israel based Décor Company to broaden their base internationally and in India.

In thirst of knowing more about the partnership Adgully got in touch with Mr. Jürgen Wolf – Managing Director, Häfele India Pvt. Ltd.

Being one of the trend setter brands in the market, which of course has worked for both the brands, is one of the reasons why this brand will bring to you a different experience altogether. Speaking about the same, Wolf said that “Häfele has always tried to be a Trendsetter in the market and has worked with brands that have set the trend in their respective industries. And this is exactly what our association with Caesarstone represents. Also this partnership in many ways completes the Häfele Portfolio of products, now with Kitchen Fittings, Furniture fittings, Lighting, Appliances, Sanitary and Caesarstone Häfele is a part of every corner of your home.”

While the latter brand, i.e. Caesarstone will be available through the Häfele franchisees and dealers, their plan in India is not to go too fast or rush into the market. “With Caesarstone we want to set the processes in place and then slowly organically grow in the market. This is also one of the reasons we didn’t launch the product sooner, we spent the last year setting the back end work. So now we are able to fulfil the customers’ demands of not only a quality product but also with quality services.” added Wolf.

When it comes to marketing, Häfele has already been in the Indian market for over ten years now and the market also knows Häfele pretty well. “The Indian market has evolved a lot in these ten years. The Indian Customers have become aware of innovative market trends and they have a better understanding of quality today. This has led to the success of all Häfele Products over the last decade or so and we think Caesarstone will be no different” adds Wolf.

Commenting on how both brands will succeed with this partnership, Wolf said that, “Within the stone Industry there is a lacuna as most of the products available are through the unorganized channel. And so even if the customer might get a good quality product the service is missing. I think with this partnership we will be able to address not only the need for a quality product but also the need for an international level of service. So there is no reason why this partnership shouldn’t be successful.”

While the pricing remains the same, the products are just going to get better. Indeed that what the consumer wants.

The company has been doing a lot of research before they actually came up with this partnership. This partnership will tailor make products for the Indian market, as they have done a study of how well this market works. Commenting on the same, Wolf said, “We participated in the Acetech this year where the multiple applications of this product were showcased for people to see. Also we had a launch party in Mumbai formally introducing the product amongst a select few Architects, Interior Designers and HNI’s from across the country.”

Well of course they do want some paparazzi. They’ve decided to use a different media mix to promote their brand in the country. Wolf said that, “This is going to be actively complemented with focused media partnerships by way of print features and events in the coming months.”

Apart from the year gone by, which was a good one for both the companies, in the coming year and with the new partnership, the company plans to spread themselves across all major metros and a few select Tier 2 cities.  They also intend to create awareness in most of the major markets through their existing channel partners and look to expand in a way that doesn’t in anyway hinder their quality of service. By | Archit Ambekar | Twitter: @aambarchit