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‘Script furniture will be priced 40% higher’

DNMUM402444 | 12/6/2017 | Author : Ashish K Tiwari | WC :554

talking brand

At the recent unveiling of its new brand Script to address mass premium customer segment, Anil S Mathur, chief operating officer - Godrej Interio, Godrej & Boyce Mfg Co Ltd, responded to queries by Ashish K Tiwari about new brand’s pricing strategy, competitive intensity, sustainability, etc.

Ikea will soon launch a huge range of functional products. How do you see them as competition?
It’s a question in everybody’s mind as to what will Ikea really do in India. A few things need to be looked at here. First, globally it (Ikea) is not a premium brand. It’s a very good design functional brand. It’s addressing a totally different target group (TG) - people who want to buy for a short term. While Ikea is ce
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