'Only 1% of furniture transactions happen online': Ankita Dabas Kohli

 In keeping with the upcoming festivities, FabFurnish.com, an Indian furniture & home décor retailer selling furniture, furnishings, décor and kitchenware has recently launched its new brand film, Mrs. India ka Ghar which is aimed at celebrating the homemaker in every woman who is behind transforming those four walls into a home. The film has been conceptualized in-house by Fabfurnish.com, directed by Abhijit Sudhakar and produced by Jamic Films.

The film has been seeded by the ideology that Fabfurnish.com believes in and has been directed by Abhijit Sudhakar. Sharing his experience on the making of this film, Abhijit says, “Mrs. India Ka Ghar was an interesting film to do as it allowed me to balance mood, performances and a beautiful set up. The core of the film was to bring out the warmth of a home and the pride that a woman takes in creating it. I thoroughly enjoyed this creative process.”

From providing inspirational looks to teaming up with renowned interior designers through its latest vertical FabDesigns, FabFurnish.com has evolved itself from an online decor and furniture retail space into a content-driven platform for discovery and sale of curated products. Catering to the needs of a young, modern and aspirational household, the brand is a one-stop shop for all home needs.

Reflecting on the film, Ankita Dabas Kohli, Co-founder, FabFurnish.com informs, “Research has proven and even the sales pattern suggests that it is the woman who is the chief decision maker when it comes to products and aesthetics of the house. While it is true that men do contribute in designing the house, it is the woman who builds a home for her family. Every corner of her house is actually a peek into her life. The film positions FabFurnish.com as her partner in the creative journey to making a beautiful home and establishes the brand as ‘your homemaker’ in the truest spirit and at the same time celebrates the homemaker in all of us,” She adds, “The brand FabFurnish.com is all about inspiring people to infuse their personalities into their homes. The film perfectly encapsulates the thought. Since the film identifies with everyone who is a homemaker, a known face was not needed. We believe that there’s a homemaker in every woman—be it a celebrity or not. This is a digital campaign and is being promoted extensively through multiple channels including social platforms, affiliates, on the website and through e-mailers and mobile application”.

E-retail market for their product category is still very small and only 1% cent of furniture transactions happen online, growth through market extension thus is key focus area for FabFurnish. Ankita states, “We want to tap this vast base of offline customers with a content-driven local marketplace that will enable efficient online discovery of local offline products. We have ramped up our logistics arm Fabone, which was available in 5 to 10 cities. Fabone offers specialised services such as free expert assembly, open delivery, on-the-spot product demos and accurate package tracking. Our engagement with customers doesn’t end with them buying from our site. A huge differentiator we offer is the after-sales delivery, assembly and repair services”. 

As to how FabFurnish.com works, she further states, “We are a discovery platform in your vicinity. FabFurnish is not just about providing product assortment but it is also about inspiration through looks and themes. Designing the interiors of a home always starts with a theme and we are trying to participate in this creative journey of our customers from the very beginning. We take care of every little element that is involved in setting up a home. That’s our USP!”

The brand’s marketing strategy is completely engagement-centric and the focus is heavily on video content going forward. Ankita states, “In the coming months, you shall see a couple of well-known faces associating with the brand too. On the product front, we are moving into the realm of local delivery. We have enabled seamless online discovery of offline home products within your city of choice. Also, the FabFurnish app will provide tools for in-store comparison and visualization. We also launched Book Design Services last week, through which we are offering looks for one’s house designed exclusively by our in-house interior designers. Apart from a vast assortment of products, we also offer a gamut of other services such as custom layout, paint suppliers and flooring services to name a few”.