- For years, organised furniture retail was largely concentrated in metros. What has changed in Tier 2 and Tier 3 markets that has made them central to your growth strategies today?
For a long time, organised furniture retail was concentrated in metros because that was where purchasing power, modern retail infrastructure, and exposure to branded products were strongest. Today, that gap has narrowed significantly.
What has changed is that consumers in Tier 2 and Tier 3 cities are no longer just looking for furniture that serves a basic functional need. They are investing in their homes more thoughtfully and are seeking the same quality, design, and brand assurance that consumers in larger cities expect. Rising incomes, rapid residential development, better connectivity, and increased digital exposure have all contributed to this shift.
Social media has also played a major role. A customer in Mysuru, Hubballi, Indore, or Bhubaneswar is exposed to the same global design trends as someone in Bengaluru or Mumbai. As a result, aspirations have become far more uniform across markets. Consumers are looking beyond affordability and are actively seeking well-designed products, international aesthetics, reliable warranties, and professional after-sales support.
Furniture remains a high-involvement purchase, and many customers still prefer to see, touch, and experience products before making a decision. This is where organised retailers have a significant advantage. We are able to offer a consistent experience, standardised quality, and a wide range of international designs under one roof.
For us, Tier 2 and Tier 3 markets are becoming core growth markets. In many cases, these cities offer the ideal combination of growing aspirations, improving purchasing power, and relatively lower organised retail penetration. That makes them central to Royaloak’s long-term expansion strategy and, in my view, one of the most exciting growth stories in Indian furniture retail today.
- How have consumer aspirations in these markets evolved over the years, and what are they seeking from furniture brands today?
In Tier 2 and Tier 3 markets, furniture purchases were earlier driven largely by functionality, durability, and affordability. In many cases, consumers relied on local carpenters or unorganised retailers because furniture was viewed primarily as a long-term utility purchase.
Today, that mindset has changed considerably. The aspiration gap between metro and non-metro markets has narrowed substantially, with consumers across cities being exposed to the same design trends, home décor ideas, and global influences. As incomes have grown and digital exposure has increased, consumers are placing far greater importance on design, aesthetics, and the overall home experience. They are creating living spaces that reflect their lifestyle and aspirations.
What they are seeking from furniture brands today is wider choice, contemporary designs, reliable quality, transparent pricing, and a seamless buying experience. There is growing interest in international styles, modular furniture, space-saving solutions, and coordinated home interiors rather than standalone products. At the same time, consumers continue to be value-conscious and expect products to deliver long-term durability.
Another important shift is the growing preference for organised brands that can provide consistency, warranties, professional installation, and dependable after-sales support. Consumers want the confidence that comes with buying from a trusted brand, especially when making high-value purchases for their homes.
This evolution has been very encouraging for us. It aligns closely with what we have always focused on – bringing international designs, extensive choice, and strong value to customers across India.
- Do consumers in smaller cities make furniture purchases differently from metro consumers, or has social media and digital exposure created a more uniform aspiration across India?
Social media and digital platforms have certainly created a much more uniform aspiration across India than we saw a decade ago. Today, a customer in a Tier 2 or Tier 3 city is exposed to the same home décor trends, international furniture styles, and lifestyle content as someone living in a metro. In many cases, they are following the same influencers, browsing the same platforms, and drawing inspiration from the same sources.
However, while aspirations have become increasingly similar, purchase behaviour is still quite different.
Metro consumers generally move faster through the purchase journey. They are more comfortable researching online, comparing options digitally, and making quicker decisions. Consumers in smaller cities, on the other hand, tend to be more deliberate. Furniture is often viewed as a long-term investment for the family, so buyers spend more time evaluating quality, comfort, durability, and overall value before making a decision.
We also see a stronger preference for physical validation in these markets. Customers may discover products online, but they still want to experience the furniture in person, understand the materials, compare options, and build confidence in the purchase. That trust-building process remains extremely important.
Another interesting difference is that while metro consumers often prioritise space optimisation and contemporary minimalism, many customers in emerging markets continue to prefer furniture that combines modern design with a stronger sense of presence and longevity within the home.
This is precisely why we believe the future is not online versus offline, but a combination of both. Digital platforms are shaping aspirations and discovery, while physical stores continue to play a critical role in helping customers experience, evaluate, and ultimately make confident purchasing decisions.
- How is digital discovery changing the role of physical stores in smaller cities?
Earlier, customers would visit a store to discover products, compare options, and understand what was available in the market. Today, much of that discovery happens online.
In fact, consumers are spending considerable time on social media, home décor platforms, brand websites, and e-commerce marketplaces before they ever step into a showroom. In many cases, they walk into our stores with screenshots, saved images, or a fairly clear idea of the styles they want to explore.
What this means is that physical stores are no longer just product display centres. They have become experience and confidence-building centres.
Furniture remains a high-involvement purchase. Customers may discover a product digitally, but they still want to sit on a sofa, understand the materials, evaluate comfort, compare finishes, and visualise how a piece will fit into their home before making a final decision. That need for physical validation remains extremely strong, particularly in categories such as furniture where the purchase is expected to last for many years.
We are also seeing stores play a much larger consultative role. Customers are increasingly looking for guidance on space planning, coordinated interiors, room layouts, colour combinations, and product selection rather than simply asking about price. The conversation has become less transactional and more solution-oriented.
- Are consumers in Tier 2 and Tier 3 cities following the same omnichannel shopping journey as metro consumers, or are you seeing distinctly different patterns of discovery and purchase?
The channels themselves are becoming increasingly similar across India. Consumers in Tier 2 and Tier 3 cities are using social media, websites, marketplaces, online reviews, and digital payments just as actively as consumers in metropolitan markets. The real difference lies in how those channels are used during the decision-making process.
In metros, the omnichannel journey is often driven by convenience and speed. Consumers are generally comfortable moving between online research, store visits, and digital transactions with very little friction. In some cases, they may complete the entire purchase journey online without ever visiting a showroom.
In Tier 2 and Tier 3 markets, the journey tends to be more considered and relationship-driven. Customers use digital platforms extensively for discovery and research, but they are more likely to combine that with an in-store experience before making a final decision. Furniture remains a high-value purchase, and consumers often want additional reassurance around quality, comfort, durability, delivery, and after-sales support.
What we are seeing is not a gap in digital adoption, but a difference in purchase behaviour. The aspiration, awareness, and product discovery process are increasingly similar across markets. The final purchase decision, however, is often more deliberate in emerging cities, with trust playing a larger role.
- How do you balance global design influences with local preferences when serving customers across such diverse markets?
One of the biggest misconceptions in furniture retail is that consumers across India want completely different things. In reality, aspirations are becoming remarkably similar. Whether a customer is in Bengaluru, Coimbatore, Hubballi, or Bhubaneswar, they are exposed to the same design inspirations through social media, home décor content, and digital platforms. Everyone wants a beautiful home. The difference lies in how those aspirations need to work within local lifestyles and living spaces.
For us, at Royaloak, balancing global design with local preferences is not about choosing one over the other. It is about understanding where international aesthetics can be adopted and where they need to be adapted. A customer may love the clean lines of an Italian sofa or the elegance of a Malaysian dining collection, but they will still evaluate it through an Indian lens. They will ask practical questions around durability, storage, maintenance, comfort, and whether it fits the way their family actually uses the space.
This is why our product strategy starts with global sourcing but is refined through local insight. Over the years, we have built collections inspired by international design influences from countries such as American, Italian, and Malaysian, and WoodWorld collections, while ensuring they remain relevant for Indian homes. In many cases, features such as storage, material selection, seating comfort, dimensions, and durability become just as important as the design itself.
A large part of this understanding comes directly from our stores. We spend considerable time observing customer behaviour, listening to feedback, and understanding how preferences evolve across markets. A family in a Tier 2 city may appreciate contemporary styling, but they may also prefer larger furniture formats for bigger living spaces. Urban consumers may gravitate towards more compact and multifunctional solutions because of space constraints. These nuances help us curate assortments market by market rather than following a one-size-fits-all approach.
Ultimately, successful furniture retail is about interpreting global trends for the Indian consumer. That balance between international design, everyday functionality, and value has been at the core of Royaloak’s approach for more than two decades, and it continues to guide how we serve customers across diverse markets today.
Responses to be attributed to: Mr Vijai Subramaniam, Chairman & Founder, Royaloak Furniture
