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Tag: HomeLane

  • HomeLane appoints Aveek Nandi as senior vice president – product

    HomeLane appoints Aveek Nandi as senior vice president – product

    Mumbai: Home interiors brand HomeLane has announced another addition to their CXO suite, with the appointment of Aveek Nandi as senior vice president – product and head of customer experience. Nandi previously worked for Vedantu, Yulu Mobility, and Delhivery, and has over 12 years of experience in product, P&L, and operations.

    In his role at HomeLane as the senior vice president-product, he will be working towards building a more competitive product and technology-led organisation. Additionally, as the head of customer experience, Nandi has been entrusted with the goal of ensuring that HomeLane consistently delivers a seven-star experience to its customers.

    Commenting on the appointment, HomeLane co-founders Srikanth Iyer and Tanuj Choudhry said, “We are delighted to welcome Aveek to the HomeLane team. He has successfully led the product strategy for many marquee brands, and we are confident that with his varied experience and innovation-led approach, he will play an instrumental role in optimising our product portfolio and enhancing our overall customer experience.”

    Prior to joining HomeLane, Aveek worked for Vedantu as AVP – product and Yulu as head of product, where he was in charge of the brands’ product and design charters. He has also led product design and strategy for e-commerce logistics at Delhivery. At Delhivery, he was part of the CEO’s core team that focussed on building product solutions for key business challenges which included leading Delhivery’s business for MSMEs. Prior to Delhivery, Aveek worked on product and process challenges across functions and geographies at Tesco.

    Aveek Nandi said of the new role, “I am delighted to join HomeLane. It is really impressive how we are using products and technology to deliver a great customer experience in the complex journey of building one’s home and doing so in an optimised manner. I look forward to joining this highly energetic and dynamic team and contributing to HomeLane’s journey.”

    In addition to being an alumnus of the Indian Institute of Technology, Mumbai, Nandi has an MBA from the Indian Institute of Management, Bangalore.

  • MS Dhoni invests in home interiors brand HomeLane

    MS Dhoni invests in home interiors brand HomeLane

    MUMBAI: Home interiors company, HomeLane has entered into a  three-year strategic partnership with Mahendra Singh Dhoni as an equity partner and brand ambassador. As part of the partnership, Dhoni will own equity in HomeLane. The cricketer, popularly known as ‘Captain Cool’, will be HomeLane’s first brand ambassador and the first celebrity to endorse an end-to-end home interiors brand.

    As the interiors brand expands into new markets and deepens its presence in its existing 16 cities, its strategic association with MS Dhoni will enable the company to create high decibel visibility and connect with its consumers. HomeLane plans to add 25 new Tier II and Tier III cities over the next two years and has earmarked Rs 100 crore in marketing spends to support this aggressive expansion.

    With the upcoming cricket and festive season, HomeLane and MS Dhoni are jointly working on a brand new campaign that will be released during the new IPL season.

    Commenting on the partnership, HomeLane founders Srikanth Iyer and Tanuj Choudhry said, “We are excited to partner with MSD. He is not just a sporting legend but also one of the most respected and recognised personalities in India. With the trust & credibility that he brings to the table, we believe that he is the perfect fit for our brand vision. HomeLane was built with the intent of making end-to-end home interiors easy and transparent for consumers anywhere in the country and this strategic partnership is a leap toward that goal.”

    VP – marketing, Rajeev G N added, “MS Dhoni’s personal brand resonates very well with HomeLane’s brand values of trust and transparency. He is a sporting giant, a patriot, a dedicated family man, yet very approachable; qualities that inspire across generations. Like HomeLane, he is also an expert at what he does. We are ecstatic to have him on board and look forward to building a strong digital-first brand over the next many years with him.”

    Commenting on the association, Mahendra Singh Dhoni said, “My home, like anyone else, is my comfort zone. A home is built with love and dreams and it’s where we create memories of a lifetime with our loved ones. I believe that HomeLane can help homeowners make their dream home a reality. HomeLane’s vision of making interiors easy and accessible for people across the country is what made me want to be a part of it. With the technology and the expertise that HomeLane brings I look forward to our association in making this vision a reality.”

  • HomeLane to invest Rs 100 crore in marketing over 12 months

    HomeLane to invest Rs 100 crore in marketing over 12 months

    BENGALURU: In India, getting home interiors done is generally regarded as a significant but chaotic exercise. As a result, the business segment remains highly unorganised and plagued with unpredictability in terms of time, quality, transparency and expertise. A chaotic experience brings down the joy of creating a new house and unpredictability becomes a serious nightmare. With this rationale, home interiors brand HomeLane is aiming to reduce the pain currently associated with this process through its 45-day delivery promise.

    The company has launched a new digital campaign ‘Switch to HomeLane’, across a wide spectrum of OTT/video streaming platforms to urge the Indian consumer to bank on the HomeLane guarantee and “switch” to enjoy its predictable experience. With the digital-first approach, HomeLane is kicking off the new campaign on OTT platforms, beginning with SonyLiv during the India vs Australia T20 series, and supported by YouTube and other social media platforms across key cities.

    HomeLane is planning to invest over Rs 100 crore during the next 12 months on various marketing initiatives. This campaign is part of this strategic direction and will run through the entire Q4 of FY 20-21.

    HomeLane VP marketing Rajeev GN said, “At HomeLane, we bring predictability into an unorganised and chaotic journey of getting home interiors done. Our 45-day delivery with a penalty backed promise of ‘we pay, you rent’ has been a huge differentiator. It has benefited our customers through price transparency combined with high quality delivery making the last mile of the experience easy for them. Through our new campaign we reiterate this promise as Indian consumers start adjusting to the new normal.”

    The campaign involves a couple in the process of getting their new home’s interiors done. However, they are faced with multiple challenges such as delays, poor quality and hidden costs along the way when it comes to dealing with a carpenter. By highlighting these pain points, the campaign aims to appeal to the homeowners to switch to HomeLane in order to enjoy a hassle-free experience through the HomeLane guarantee of 45-day delivery, superior quality and complete price transparency.

    Established in 2014, HomeLane has grown into one of India’s leading tech-enabled home interiors brands, providing end-to-end interior services in a personalised, professional way. The company claims to have delivered over 15,000 homes across the country, over the last six years. HomeLane currently services 12+ cities across the country through 21 experience centres.

  • HomeLane launches its first experience centre in Kolkata

    HomeLane launches its first experience centre in Kolkata

    Kolkata: As part of its operational scale-up, interior design company HomeLane is expanding its footprint in West Bengal. The company has launched its first experience centre in Chinar Park, north Kolkata. Spread over 2,500 square feet, the HomeLane experience centre offers potential customers and visitors a taster with eight concepts and designs covering kitchens, bedrooms, living rooms and dining spaces for diverse customer demographics and interests. 

    Each of these eight setups are designed in a different mood and theme that would invoke different feelings in visitors. A dedicated interior designer will guide visitors through the experience centre presenting the array of choices available to the customer followed by a demonstration of spacecraft where their ideas and inspirations will be brought to life. Here, a customer can also see the actual products that will be used in designing their home including a library of materials that could be used in furnishing, upholstery etc. The company also offers free design consultation as part of this service offering.

    This year, the Kolkata market witnessed over 18,000 new home purchases, double the record purchases made in 2019.  In fact, this is the first time in the last five years that sales exceeded the supply in Kolkata, resulting in unsold inventory levels reaching the lowest in the previous half-decade. This inherent business opportunity has encouraged HomeLane to step-up its investments and operations in West Bengal, starting with its first experience centre in Kolkata.

    HomeLane co-founder & CEO Srikanth Iyer said, “West Bengal shows promising growth potential for HomeLane as the local demand for home interior design service has increased with the record rise in new home purchases, especially in Kolkata. We established our operations in 2019 and have been studying local market requirements to build in certain requirements that are very native to the West Bengal homeowner.  Kolkata’s residents look for sleek, contemporary interiors infused with traditional elements like Kalighat paintings, stained glass accents, large windows for natural lighting, or patterned-tile floors. This confluence of heritage and contemporary ethos is what we have considered while designing our first experience centre in the city. Through our experience centre, we are offering Kolkata’s homeowners the best of modern concepts combined with indigenous local nuances delivered within 45 days.”

    HomeLane plans to establish a network of four experience centres and four design studios across West Bengal over the next one year. They will provide local customers with a personal interface to interact with the company for their home interior needs. This network of experience centres and design studios will entail a capex investment of Rs 30 lakh to Rs 1 crore. The company is targeting over 5,000 orders from West Bengal and expects the local market operations to contribute over 10 per cent of business volumes in the next three years. HomeLane also has tied-up with various banks to provide easy financing options for its customers.

    HomeLane co-founder & COO Tanuj Choudhry said, “Kolkata has been our fastest-growing market across India, with adoption rates for home interiors higher than in any other metro city. Moreover, customers in West Bengal take 20 per cent less time to make decisions on home interior services since almost all of them look for a one-stop-shop solution provider for all home interior needs. The Kolkata market, as well as the larger West Bengal market, are witnessing a shift to the organised sector, marked by increased customer preference for factory-finished modular furniture and home decor. The pandemic has further accelerated this shift, with customers wanting high-end, low maintenance, quickly installable products, with customisation options.”

    Established in 2014, HomeLane has grown into India’s tech-enabled home interiors brand, providing end-to-end interior services in a personalised, professional way. The brand currently services 12+ cities across the country through 21 experience centres.

  • HomeLane elevates Tanuj Choudhry as co-founder and COO

    HomeLane elevates Tanuj Choudhry as co-founder and COO

    NEW DELHI: Home interiors brand HomeLane has elevated Tanuj Choudhry to co-founder and chief operating officer. In his new role, Choudhry will be responsible for managing the brand’s overall business operations and driving long term growth strategy. The announcement was made by Srikanth Iyer, co-founder and CEO of HomeLane, in an internal email to employees.

    "He (Choudhry) joined us in our early days and has been instrumental in building HomeLane into what it is today. Our revenues have grown five-fold in the last 4 years and he deserves most of the credit for that. As we double-down on profitability without losing sight of growth, Tanuj's experience as a leader and organization builder will be critical. I am extremely pleased to have him as a co-founder,” said Iyer.

    Choudhry joined HomeLane in 2015 as vice president – growth, and launched and led HomeLane’s franchise model and design partner program to help scale the business while remaining asset-light. He also helped build out the brand’s product & tech function. In 2016, he transitioned to the role of chief business officer in which he was responsible for marketing and sales, last mile delivery and category. Now, as the chief operating officer, Choudhry will be additionally responsible for taking HomeLane to profitability by end of this fiscal, and growing the business thereon.

    Established in 2014, HomeLane has grown into a leading tech-based home interiors brand, providing end-to-end interior services in a personalized, professional way. The company has grown to over 15,000 customers across the country over the last six years. It currently services 10+ cities across the country through 19 experience centres.