When it comes to home furnishings, family democracy is alive in Bangalore and Kolkata

Men have the final word in Mumbai and Ahmedabad, and women rule the roost in Chandigarh and Hyderabad

65% of Kolkata and 58% of Bangalore households involve the entire family when selecting furniture and décor for their homes compared to an all-India average of 45%, according to the latest findings of Godrej’s Interio Index.

These figures contrast sharply with responses from Hyderabad (55%) and Chandigarh (48%) which reveal women have the final word on home interiors.  The research also highlights cities where the men of the house retain the power of veto; for instance, nearly a third of Mumbai households (31%) and Ahmedabad (30%) believe men are the ultimate decision-makers.

Even in the kitchen, which has traditionally been a woman’s domain, Bangalore (58%) and Kolkata (65%) state they follow a democratic and inclusive approach when deciding on furniture for home.

Godrej’s Interio Index[1] is a light hearted survey designed to understand the decision-making process behind Indians’ choice of home furnishings. It also revealed that while Ahmedabad, Kolkata, Pune, Lucknnow, Bangalore and Mumbai to be more male centric in their home décor decision-making, compared with slightly more feminine-oriented households in Chennai, Delhi, Chandigarh and Hyderabad.

For instance, a third of respondents (31%) in Mumbai are certain of men’s veto on furniture compared to 17% of those who believe women have the final say. In contrast, 48% Chandigarh respondents claim that women have the final say in selecting furniture at home while only 19% respondents observe men sharing the same privilege.

According to the data, this contrast in decision-making styles is prevalent even in the different rooms within the home. In the living room, men have the final say in Ahmedabad (23%), Chennai (39%), and Bangalore (26%) compared to women, 11%, 23% and 13% in each city, respectively. For the same room, in Chandigarh (32%), Delhi (36%), and Hyderabad (39%) women dominate furniture decisions compared to men 17%, 13%, and 9% in each city respectively.

According to Anil Mathur, Chief Operating Officer, Godrej Interio, the Interio Index, in a fun way, helps determine the gender towards which decision-making is skewed across India cities.

“As per our data, Ahmedabad, Bangalore and Mumbai tend to take an ‘alpha male’ approach with 29%, 26%, and 29% respondents in each city claiming men make most of the bedroom furniture decisions compared to 6%, 13% and 19% respondents in each city who claim it is the women who decide. When it comes to decisions about the same room, in Chandigarh (54%), Hyderabad (61%), Kolkata (31%), and Chennai (37%) it is the women who have the final say compared to men 28%, 25%, 15%, and 22% in each city respectively. This is a reflection of a larger trend towards collective decisions in a domestic environment,” he said.

“As a brand, our objective is to maintain consistency in the quality of our products and services, and the attitude with which we tend to our customers. At Godrej Interio, we make a conscious effort to appeal to all members of the family, giving equal importance to both men and women,” he concluded.

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 33 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:

  1. B2B – Office Modular Furniture, Turnkey Projects, Marine Accommodation Solutions, Healthcare Furniture and Lab Furniture
  2. B2C – Home Furniture & Storage, Mattress and Kitchens

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.

[1] Survey methodology/date