MUMBAI, October 22, 2018 /PRNewswire/ --
India's men are extending their decision-making influence further into the home according to new research from Godrej Interio. The male head of the household has the final say on home furnishings in nearly a quarter of Indian households (24.9%), surpassing even the influence of the female home maker (23.1%) as the ultimate decision-maker, according to the Interio Index[1], a light hearted survey designed to understand the decision-making process behind Indians' choice of home decor.
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The research highlights that in more than half Indian homes (52%), the choice of furniture has become a truly democratic process involving the entire family, while in 6.7% of cases, it is actually the children of the household who have the final say.
It also revealed that members of the household enjoy different levels of influence according to the room in question. In the kitchen, for instance, female home-makers have the last word on interiors in 38.1% [2] of Indian homes, compared to just 17.1% for men.
A clear shift towards a type of 'home furnishings democracy' is evident throughout the survey; over one-in-three living room interiors are designed collectively (54.6%) where decision-making process involves the entire extended family, including the children. Such collective decision-making accounts for 47.3% of bedroom interiors, and 44.8% of kitchens in Indian homes, according to the research.
According to Anil Mathur, Chief Operating Officer, Godrej Interio, the Interio Index helps shatter a few myths about decision-making within the Indian home.
"Today, the home space is no longer the exclusive domain of the women of the house. In fact, according to our research, fewer than a quarter of women (24.6%) have the final word on furnishings in their living or dining rooms, and less than a third (29.3%) have exclusive choice on furniture in their bedrooms," he said.
"In some cases, the men of the household are becoming active decision-makers; in India's living/dining rooms, for instance, men are making the final choice in one-in-five homes (20%). The overall insight our inaugural Interio Index is that the choice of furnishings and home décor is becoming a far more collective, democratic process involving all members of the family."
The Interio Index research also unearthed some interesting insights into couples' relationships and attitudes towards the interior design of their homes:
India's 'Bedroom Trade-off'[3]
When there is an even balance in decision-making, a couple considers a trade-off on a different furniture decision in the house. For example, in the bedroom, if there was a debate on whether to use a hard mattress or a regular one:
'The skeleton in the closet'[4]
Men participate in decisions about designing the furniture at home only women know the details of what is inside their cupboards:
"Such insights reflect a deeper shift in decision-making dynamics across Indian households. According to other research, for instance, around 80% of decisions for buying food and grocery items are actually taken by men. [5] Although light-hearted in nature, our own Interio Index perfectly reflects the increasing role men - and the wider family - are playing in the selection of home furnishings. As a brand, it is essential to remain abreast of such dynamics and ensure that our offering and the manner in which we present it, remains relevant and compelling to all these decision-makers."
About Godrej Interio:
Godrej Interio (GI) is India's premium furniture brand in both home and institutional segments with a strong commitment to sustainability and centres of excellence in design, manufacturing and retail.
Led by the largest in-house design team in the country in the furniture category and awarded with 14 India Design Mark Awards till date, GI aims to transform spaces with its thoughtfully designed furniture to create brighter homes and offices with products that have the highest design quotient in aesthetics, functionality and technology. With consistent pursuit of excellence and a special focus on health and ergonomics, GI's product portfolio comprises a massive range in the office, home and other specialized applications, viz:
Godrej Interio has 7 manufacturing facilities situated at Mumbai, Haridwar, Shirwal, and Bhagwanpur. GI's Shirwal Plant is Green Co Platinum Certified and Mumbai Plants are Green Co Gold Certified. GI is widely known for its comprehensive sustainability certifications for its products in furniture category.
GI commitment to the environment has resulted in manufacturing products with lesser environment footprint. Our pioneering efforts include designing fewer environment burdening products, usage of eco-friendly materials and setting up less polluting and consuming processes, ensuring eco-friendly packaging and transportation and finally the extended responsibility of recycling/reuse of used furniture and scrap, thus ensuring a lifecycle approach to GI's commitment. GI has the widest range of green choices for our customers which not only includes products but also services such as green interiors and recycling.
Currently present in over 650 cities with 250 exclusive showrooms and 800 dealers, GI is one of the largest divisions of Godrej and Boyce Mfg. Co. Ltd., part of the Godrej Group, one of India's largest engineering and customer product groups.
The brand boasts of noteworthy awards received so far- CII Exim Bank Award for Business Excellence 2016, Superbrands 2015, Asia's most admired brand 2016, Reader's Digest Most Trusted Brand 2016 Platinum (Home Furniture) and Reader's Digest Most Trusted Brand 2016 Gold (Modular Kitchens).
[1] Survey methodology/date
[2] National data Q4
[3] National data Q10
[4] National data Q7, Q8, Q9
[5] https://www.facebook.com/business/news/Meet-Indias-new-grocery-shoppers
For more details please visit: http://www.godrejinterio.com
Media Contact:
Supreeth Sudhakaran
[email protected]
+91-9920584295
Brand and Corporate Communication
Godrej Industries Ltd.
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