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A Project Report on

Analysis of the supplier selection criteria adopted by Architects

and Interior Designers in Pune with reference to the Market
opportunities of Tisya Building Products Pvt Ltd

Project Report Submitted to

Savitribai Phule Pune University
In Partial Fulfillment of Requirement for the Award of

Hamza Mohammed Rampur

Under the Guidance of

Prof. Sarang Dani


I, Hamza Mohammed Rampur, hereby declare that the Project Report titled Market
opportunities of Tisya Building Products Pvt Ltd & Analysis of the supplier
selection criteria adopted by architects & interior designers written and submitted
by me to Savitribai Phule Pune University in partial fulfillment of the requirement for the
award of Master of Business Administration is my original work and the conclusions
drawn therein are based on the material collected by myself.

Place: Pune Signature of the student

Date: 17-11-2017 Hamza Mohammed Rampur
The report has solely been prepared by me with the purpose of fulfilling the requirements
of the course of MBA (Marketing). There are innumerous helping hands behind it who
have guided me on my way.
It is really a matter of pleasure for me to get an opportunity to thank all the persons who
contributed directly or indirectly for the successful completion of the project report. They
provided me with their assistance & support whenever needed, which has been
instrumental in completion of this project. I am thankful to them for their support and
encouragement throughout the tenure of the project.
I would like to express my gratitude to the Savitribai Phule Pune University & Sinhgad
Institute of Business Administration and Research for giving me the opportunity to work
for this internship project.
I express my sincere thanks to Prof. Sarang Dane (Project Guide) & Mr. Mahesh Pandit
(CEO) for their guidance, constructive criticism and direction that helped during the
tenure of my project.
Finally, I would to thank my director Dr. Avadhoot Pol and my entire faculty members for
their piece of advice during the preparation of my project report.

1.1 Indian Home Decor 2-3

1.2 Market Segmentation of Home Decor 4-5
1.3 Why sell to Architects & Interior Designers? 5-6
1.4 Online Home Dcor Market in India 6-8
1.5 Company Profile 9-11
1.6 Marketing Mix of Tisya Building Products Pvt Ltd 12-14
1.7 Management Profile 15
1.8 Business Model Flow Chart 16
1.9 Research Study 17-19
1.10 Limitations of the Research 20




1 Market Segmentation of Home Decor 4

2 Segments of Online Home Dcor 6

3 Number of Companies founded in Online Home Decor 7

4 Company Roadmap 11

5 Product Verticals 12

6 Data Presentation, Analysis & Interpretation 25-42

This project is based on Tisya Building Products Pvt Ltd to study the market
opportunities of the company and the supplier selection criteria of the architects and
interior designers. It is an Indian company which manufactures & sells huge product
portfolio of home decor consisting of windows, doors, panel stones, tiles, wooden planks,
shades, curtains, blinds and allied products mainly to architects and interior designers
dealing in both residential & commercial projects.
My job duties were as follows:
Cold calling and mailing existing and new clients
Scheduling meeting and delivering presentation
Follow up meetings for the order quotation preparation
Deal closure and intimation to the delivery team
After sale services and feedback mechanism.

The company faced great difficulties in the initial years of their establishment for
securing a favourable position in the Indian market. They targeted the local architects and
interior designers for building their goodwill and market share.
At Tisya Building Products Pvt Ltd, initially I went thru an induction and training process
and a complete orientation about the company background and it's product portfolio.
The main aim was to identify the market opportunities in B2B segment by employing
different methods to collect and analyze the data using primary data as well as secondary
data to identify their preferences and supplier selection criteria by meeting architects and
interior designers in Pune thru an appointment and delivering presentation about the
company and it's products along with the samples. I was provided with the existing
database of their clients and was expected to generate potential leads thru cold calling and
setting up meetings and presentations.
Thus it gave me the opportunity to learn about all the products and the range of services
Tisya Building Products Pvt Ltd offered it made the task a bit easier as we could fulfill
the needs of the customers in an efficient and effective manner.

The phenomenal growth in Indian retailing, increase in purchasing power of Indian
people and growing consumerism continues to transform the lifestyle of Indian middle
class, year on year. Home Fashion is now appears to be treading a similar path as Fashion
Apparel. Young Indian consumers now seek home products that are trendy, unique and
are appropriate to the occasion and season. There is a growing demand for high quality,
stylish and well-coordinated home products and the working young couples of urban
India from metropolitan cities down to the Tier-III towns take pride in imparting a bit of
their own personality to the look of their homes. They like to prefer the right mix of home
textile, home dcor and houseware products which synergize with each other in terms of
colors, designs, materials and overall look and feel.
Government of Indias Housing for all by 2022 scheme is likely to see construction of
over 30 million new homes over the next 8 years and will certainly provide a major boost
to demand for home textiles, furnishing, home dcor and houseware products, which
even currently is growing at a healthy 25% annually.
In the demography pyramid according to family incomes, there is a high growth in
middle class families than the lower and upper class. Middle class to be around Rs 48,000
crore as compared to upper, which is at Rs 7,000 crore and the lower Rs 10,000 crore.
Also, the average age of a buyer has changed from 45 years to 37 years over the span of
last five years.
Unique Dynamics of the Indian market
With 1.28 billion people in 2015 representing one-sixth of the worlds population.
GDP growth to remain highest in the world around 7% to 10% annually over next
5 years.
Large working population and families with multiple earning members.
Young population 65% of below 30 years of age.
Increasing spends on lifestyle, dcor and home improvement products.
By 2020 average age of an Indian will be 29 years compared to 37 years for
Indian Market Overview
Indian retail is projected to grow from US$550 billion in 2015 to US$2.1 trillion
by 2025, almost 4-fold increase
Modern Retail to grow at a CAGR of 22%, from US$40 billion to US$320 billion
in next 10 years
E-commerce likely to grow 26 times, from US$5 billion in 2015 to US$130
billion by 2025
Indian Home Dcor and Houseware markets are growing at a steady 25-30% p.a.
Indias domestic home textiles and home furnishings market is growing by 40% annually
and is projected to be in excess of US$13 billion by 2025.

Drivers of Home Dcor segment growth
Increase in disposable income of young consumers, better education and also the
growing trend of individuals opting for professional services to do their interiors have
together led to a rise in the Home Dcor & Interiors.
Proliferation of nuclear families
Government policy of affordable housing for all by 2022
Rapid growth of e-commerce & modern retail
Increased consciousness among home owners for stylish interiors and beautiful
Increasing expenditure on home decor by working class women
Make In India Initiative by Indian Government
From Producer compound to Retail space (Vertical Integration Strategy)
Increasing nuclearization of households
Preference is tilting towards low maintenance, quickly installable products, with
customization options increasing scope for modular companies.
This sectors growth has been driven by the socio-economic changes and rapid
urbanization in India. We are a country with a large base of young population who have a
high disposable income and are also willing to spend for better lifestyle. Over the last few
years, the real estate boom has allowed the young population to own a house of their own
with easy loan schemes given by the banks and Government. The new homes for the
small families have been a major driving factor as they are spending a considerable
amount of setting it up. This has opened up a major market for home dcor and
furnishing brands. With a higher disposable income, home furnishings, once considered a
luxury are becoming an everyday necessity. Exposure to global trends and design has
inspired people to decorate their homes with more appeal. Seasonal changes call for
change in dcor. Curtains, cushions, smaller pieces of home dcor can be changed to
bring in festivity along with each season. These factors are all leading to a growth and
boom in the home furnishing sector and creating a very strong future for the same.
The home furnishing industry is anticipated to witness demand from retail industry. By
2018, home furnishing market is expected to grow at CAGR of 8 per cent. The luxury
home dcor market is projected to have a compound annual increase rate of 4.1 % for the
succeeding 5 years, reaching $27.01 billion by 2020 according to a new report by Allied
Market Research. In go with the overall market size of Home Furnishing garner to $664.0
billion by 2020, registering a CAGR of 4.2% during the forecast period 2015-2020.
While Europe is the biggest market, the APAC region is expected to experience the most
growth due to high disposable incomes. Rapidly increasing disposable incomes in hand,
much greater international exposure through travel & media and a vast population of
billions, India is today a global marketers dream destination for high end modular
kitchen, to beautiful designer chandeliers, home furnishing is gaining increased adoption
in urban regions.

1.2. Market Segmentation of Home Decor

Figure 1.1

The Indian Home Dcor industry is mainly divided into 3 broad segments that are
Furnishings, Furniture & Wall Dcor. These segment have been growing positively.
There is a small shift of market share from furniture to Wall Dcor during last couple of
years. This is due to the reason of controlled consumption which resulted in spending less
on high value items like furniture. Consumers continued to spend on furnishings as it has
been and invested more in upgrading interiors and dcor items to get refreshing look at
home and office. The furniture market saw marginal drop of 1 per cent and dcor gained
with same since previous retail report.

The furniture segment contributes highest in the overall market with small furniture like
chair, table, stools, cabinets, desks etc. Collection of such items generates volume
business for the category. The large furniture items such as beds, sofa set, dining
furniture set, large wardrobes, cup-boards are high ticket items which require higher
investments. The market share of small furniture is 75 per cent and that of large is 25 per
cent. Home furnishings segment, on the other hand, contributes the lowest share of 26 per
cent. The segment is further broken into sub-segments of bed linen, towels and robes,
kitchen linen, curtains, upholstery, blankets, rugs and carpets. Among these sub-segments
bed linen has the largest share close to half of total market. But the faster growing sub-
segments are curtains, upholstery, blankets, rugs and carpets.

Market Segmentation of Indian Home Dcor by Sales type
Sales Type

Do it yourself Consultant

Physical Architects
Online Interior Designers

The India home decor market can be bifurcated further by the sales type segment where it
is further segmented as
Do It Yourself (DIY) is further cross segmented as physical and online sales.
Consultant segment can be segment further as Interior Designer & Architects.
1.3. Why sell to Architects & Interior Designers?
There are about 1.3 million active architects working in the building industry at any given
time all across the globe. A company can safely double that sales figure if it involves
interior designers, architects, decorators, office space planners, booth builders and other
design related professionals.
Interior and architecture consultants are strong influences & sometimes even decision
makers. They are specifiers of building related goods as doctors prescribe medicine.

The main reason behind that lack of comprehension is probably due to a profound
misunderstanding of the architects work and role as a prescriber of goods. Here are,
briefly, some points to take under account:
Most architects dont care much which product they will recommend within a similar
budgetary limit or need within a time frame.
Most of todays architects dont keep a well referenced, well organized materials and
product library at their offices. They get your beautiful well designed glossy and
heavy catalog by UPS or your countrys postal service and just stack it somewhere in
the darkest corner of their practice. The reason for that is lack of time.
Most of todays catalogs made by manufactures dont suit architects needs. Catalogs
without measurements, catalogs in which the object is in a non-neutral context (ex: an
armchair pictured in a hotels lobby) The architect needs to do the mental exercise
of extracting the object off the current context and imagining it inside his own
design To cite two of the most common problems of paper catalogs.
99% of todays architects use at least one kind of CAD software. Making paper
catalogs quite frustrating to them while making 3CT quite appealing.
Specifying is a mere small fraction in the work process of an architect. In fact, only
big architectural firms have real dedicated specifying teams. Most architecture firms
are 5-10 employees strong and specifying is left to the very end of the design process.

Most architects have few fetish objects they specify every time. As its very hard
and sometimes even impossible for architects to keep up-to-date with all of the new

1.4. Online Home Decor Market in India

The Indian Home Dcor market which stood at $13 billion in 2010 will touch $20 billion
by the end of 2017. Popularity of this category in online retailers is a consequence of
higher average ticket size and profit margins when compared to other categories.
This is a niche category where both sellers and consumers are comfortable in Etailing, as
the market was unorganized up till now. Inclusion of home decor in online retail has
provided a reach and option for enthusiastic buyers and young couples who otherwise
had to rely on local retailers for designs and quality. The entry barrier in this category
still seems low and provide better scope for differentiation and even a private label for

Segments of Online Home Dcor

Figure 1.2

Facts about the Category as per various experts

Home Decor is almost a $15-$20 billion category including offline and online.
Out of this $20 billion market 40 % 50% is furniture and rest are pure home decor
items such as cutlery, kitchen items, fancy lamps etc.
In furniture, out of 40%, 25 % is the larger furniture items such as Sofa, Beds etc and
rest small furniture items such as linen, bar table, chair, stools etc.
There is a huge scope of this 25% of smaller furniture items and rest 60% of pure
home decor items in online because of their smaller sizes, not much need of touch and
feel and easy logistics comparatively.

Challenges in the Online Home Decor
Supply chain and inventory management are the biggest challenges. Also demand
forecasting is very hard in ever changing economy as the interests and trends are
changing rapidly with communication and internet taking over.
If the demand for a particular products soars up then its hard to fulfill it from the
backend in comparison to other categories such as Apparel or groceries where more
options are available.
25% of furniture category constitutes of large items such as bed, sofa, etc and these
are the items which Indian consumers still want to refrain from buying online as they
want to have a touch and feel factor involved.

Figure 1.3

Market Analysis
Many online players have entered in the category and are doing fairly good business such
Urban ladder
Fabfurnish etc.
The main driver of this segment is increased use of Internet, enhanced reach due to
shopping websites and an urge of getting exposed to various regional taste and
preferences through virtual medium.

Future Opportunities
A high percentage of Indias population constitute of millennials and even the home
decor and furnishing retailers are trying their best to leverage this demography. The new
generation or the millennial generation is extremely media savvy and digitally active.
They are also aware about the global trends and practices. Internet holds the key to
millennial hearts. The youth is moving towards the smarter choice in which they get
value for money. The number of smart buyers is increasing and it has become a
significant factor for the retailers to match the requirements of the consumers.
Youth has become more sensitive to seasonal and fashionable home dcor ideas therefore
retailers are providing products according to the growing demands for style, quality and
newness. The decorative accessories will drive the market ranges through their trend-led,
cost-efficient options for updating the look of a home.
The online websites offer a wide variety of products and people are going more towards
online shopping. So there lies a challenge for covering up the online market competition.

Corporate Identification U28112PN2006PTC128605
Company Name Tisya Building Products Pvt Ltd

Registration Number 128605

Company Category Company limited by Shares

Company Sub-Category Non-govt company

Class of Company Private

Date of Incorporation 15 June 2006

Managing Director & Mr. Mahesh Pandit

Activity Manufacturer & Fabricator of uPVC windows & doors,
aluminium sliding doors and skylight roofing windows.
Importer & supplier of blinds, curtains, wall claddings
(both interior & exterior)
Total Number of 26-50 employees
Address 1 Sr. No. 28, Kanade Nagar, Katraj Handewadi road, Undri

City Pune

State Maharashtra

Country India

Pin Code 411060

Branch office & 1. Phoenix Market city, Kurla, Mumbai

Showrooms and 2. Bangalore
Dealerships 3. Chennai

Tisya Building Products Pvt Ltd
Tisya - stands for auspicious. Tisya Building Products Pvt Ltd engaged in manufacturing
of premium building products in the Indian Market. It has pan India presence from past
11 years. It is an Indian based company founded and headed by Mr. Mahesh Pandit who
has 20+ experience in marketing and procurement of construction material across Middle
East & India. Its authorized share capital is 500,000 and the company has the paid up
capital of 468,000
The company is headquartered in Pune along with its project showroom and
manufacturing outlet. The showroom has wide quality range of interior & exterior wall
claddings, window blinds, large panel doors, glass skylights, upvc windows & doors and
brick tiles of various globally renowned brands such as VEKA, Velux, Graber, Panel
Stone, King Klinker, James Hardie sidings and many more.
Association and exclusive dealerships for these brands is what makes the organization
unique. It also helps the company to exploit the opportunities first hand over its
competitors in terms of the projects, delivery & installation and allied after sales services.
These products are widely demanded in varied industries owing to attributed such as high
durability, sturdiness, accurate dimension, reliability and robust construction.
Furthermore, the products range in numerous specifications and can be customized as per
the precise needs of the clients.
The wide industrial exposure and expertise of the company aids to design advanced
product and meet the precise necessities of the clients. The firm has rapidly achieved a
consistent position in the market and executed all the business actions with best efforts,
high dedication and continuous improved management techniques. Some of the
remarkable points of the company are:

Qualitative array of products

Stringent quality control
High-tech infrastructure
Diligent workforce
Prompt delivery of orders
Competitive prices
Customized solutions

Tisya Building Products Pvt Ltd is a different kind of company. While its competitors
invent new sales or promotions to play the pricing game, they work to ensure that
customer gets a unique and fantastic experience. Their goal is to thrill customer with
every single interaction, purchase and product every time and to go beyond just low
prices and focus more on value addition.

Niche Products and Markets Building; Home decor products for the Architecture &
Interior Designing community

Bring high quality products to the Indian market; A complete solution provider in the
home decor and building products segment.

Quality Policy
Tisya Building Products Pvt Ltd is committed to provide excellent service in integrated
sales and after sales service by focusing on reliability, consistency and innovation aimed
at ensuring the highest level of service to their valued customers.

To achieve their quality policy, the company has established following quality
To continuously implement new training programs and designs for change
To be in total compliance with all the regulatory requirements.
To continuously review and improve the quality of service level to meet and
exceed customer expectations.

Company Timeline

Figure 1.4

1.6. Marketing Mix of Tisya Building Products Pvt Ltd
A) Product Offerings

Figure 1.5

a) TiWindows
Products Brands
uPVC windows & doors VEKA, India
Aluminum sliding doors Candor View LLC

1. VEKA, India
Around the world, for over four decades, VEKA is the world's largest German
manufacturer in high quality uPVC window and door profile systems. VEKA India
(100% owned subsidiary of VEKA AG, Germany) has a widest product range for Indian
market as per International standards. VEKA offers windows & doors profile system with
highest noise insulation & heat insulation values as well as conforming relevant
International standards .All VEKA Profiles confirms upvc profiles outer wall thickness
more than 2.5 mm, with tropical mix, Impact resistance as per International standards as
well as welding strength in accordance to EN514.
2. Candor View LLC
Candor View LLC is a system design company based out of Wilmington, DE, USA. The
company believes in being recognized as a global leader of luxury fenestration system
designs. The range offers different types of thermal and non- thermal break series which
offer complete range of Lift and Slide, Parallel Slide and Vertical Slide. The series can be
easily integrated with Candor View PS Swing 56, PS Wall 50 and 35.
b) TiSkylights:
VELUX is a Danish manufacturing company that specializes in roof windows and
skylights for more than 75 years all across the globe. The VELUX Group has

manufacturing and sales operations in more than 40 countries, with an extensive
distribution network. Products offerings are roof windows and modular skylights, as well
as a range of decorative elements, blinds, roller shutters, installation solutions and remote

c) TiShades
Graber is the part of the Springs Window Fashions family of companies, the second-
largest global manufacturer and distributor of window coverings and drapery hardware in
combining sophisticated style, energy efficiency, unyielding quality, and innovative
design to create truly exceptional window treatments. It is headquartered in Middleton,
Wisconsin, USA. Product ranges include Venetian, roller, vertical, wood, Roman,
Honeycomb blinds covering all interior, exterior and skylights shades.

d) TiSurfaces
Products Brands
Interior & exterior wall claddings Panel Stone
Natural clay Brick tiles King Klinker
Fiber cement planks James Hardie

Panel Stone (Panel Piedra, Spain)

Industries JIMAN Panel Piedra offers unique range of ultra-light weight dry installation
wall claddings for more than 40 years in the sector of Wall paneling decoration across
30+ countries all over the world. The company uses patented cutting-edge technologies
for its decorative panels to imitate stone for a totally realistic and an outstanding visual
effect. The range has 6 collections including Brick, Classic, Vintage, Nature, Design and
King Klinker
Since 1972, King Klinker, Poland offers complex solutions for buildings of all styles,
ranging from tiles of various colors, stair systems and window sills to fencepost caps and
wall profiles with both dry and wet installation. The range is divided in 6 types including
100+ variants of brick collection depending on format, texture and structures. The
products of King Klinker are produced according to Company System of Standards and
they are marked with CE sign.
James Hardie
Established since 1888, this modern successor company James Hardie, operates in the
United States, Australia, New Zealand and Asia with its manufacturing plant in the
Philippines remaining at the forefront of the fiber-cement industry, capitalizing on its
global leadership in products, manufacturing and technology for both new home
construction and remodeling. The product ranges from lap siding, boards, cement boards,
panels, weather barrier, vertical sidings and many more.

B) Price Mix:
The organization follows premium pricing strategy since it deals in top quality premium
products and also has substantial competitive advantage. The company wants to cater to
the top notch segment of the market such as high income group, high profile architects &
interior designers and dealers.

Consumers are willing to pay more for trends, which is a key motive for premium
pricing, and are not afraid on how much a product or service costs. The novelty of
consumers wanting to have the latest trends is a challenge for marketers as they are
having to entertain their consumers.
C) Place Mix:
The company has its flagship showroom located in Undri, Pune and other branch in
Mumbai along with 2 associated dealers are located in Bangalore & Chennai.
D) Promotion Mix:
The company plays with the conventional yet elegant tools of promotion mix such as
direct selling, Personal selling, Sales promotion, Public relations etc.

The company has indulged in various trade shows and exhibitions and have sponsored
various events such as AceTech Grand Stand 2015, HGH exhibition 2016 etc. which
attracts reputed architects, interior designers, builders all across India.

Products are heavily promoted thru e-catalogs and e-pdfs sent via mail to potential and
existing clients about various product categories, recent advancements, consumer
preferences and new technologies etc. These presentations are easily accessible to the
customers who want to make a choice and give orders.

The company has its efficient and strong sales team who personally visits architects and
interior designers to pitch about the products and services of the company.


Managing Director & Founder

Mahesh Pandit

Production Manager IT & Systems Manager Sales Manager

Prakash Adhav Amol Pawar 1. Abhay Kuwlekar
2. Zahir Nadaf
3. Imran Desai

15-20 production workers at the factory.

2-3 sales associates working under each sales manager.
Administrative & staff personnel
Tisya Building Products Pvt Ltd covers domestic as well as foreign imports. It has good
reputation in Indian market and earns considerable profit. It imports wall claddings, brick
tiles, curtains from foreign countries such as:

Awards and Top clients & Architects served

AceTech Grand Stand 2015: Panel Stone won bronze medal for the Best Innovative
Product in the Indian market
Esteemed clientele such as Pirojshah Godrej, Ajit dada Pawar, DY Patil, Salman
Khan, Gits Food Products, Finolex Industries Ltd, Poonawala Group (Serum
Institute), Moksh Jewellery, Nawazuddin Siddique and many more.
Worked with top architects of India such as Pinakin Patel, Ajit Shilpi, Shibani &
Kamal, Dominic Dube and many more.

1.8 Business Model Flow Chart

Lead Generation
Web-chat: Interact with online visitors & build the conversation to generate
interest & thereby bring them to the showroom.
Tele-call / e-mediums: Interact & build the conversation to generate interest &
thereby bring them to the showroom.
Showroom walk-ins: Understand needs & requirements, Present the design
options & relate the needs &requirements with our solutions & options
convincingly to get them interested in working with us.

Lead Nurturing & Customer Relationship Management

Timely follow-ups via phone calls, e-mails, digital mediums resulting into
potential conversions.
Building rapport & key-relationships for sustained progress.
Synchronizing with the design team for successful closure of the respective
Developing Design & Customization
Follow up meeting to discuss about the measurements and design of the
concerned area of the project.
Taking into consideration all the queries and concerns of the decision maker along
with the architect & interior designer.

Negotiation & Order Placing

Preparing the order quotation and intimating to the client.
Payment terms: 50% on the order placing for procurement of material & final
payment before the dispatch.

Production & Shipment

Procuring the material via shipment and producing it in accordance with the
specifications of the client.

Dispatch and Installation & after sale services

Delivery upon final payment and installment of the product ordered and after sale
services as and when required.


1.9.1. Research Problem Statement
Market opportunities of Tisya Building Products Pvt Ltd & Analysis of the
supplier selection criteria adopted by architects & interior designers
Primary Objectives
To investigate the Home Dcor market segment of consultants i.e., architects,
interior designers and decorators.
To analyse their taste, their brand preferences and the type of expertise they hold so
that they can be converted into dedicated customers in near future.
To study the supplier and vendor selection criteria adopted by the architects &
interior designers.

Secondary Objectives
To identify new market opportunities in the market of Pune.
To familiarize with the nature and scope of marketing and 4 Ps of Marketing mix.
To study the presence of the company in the market.
To study the effectiveness of the marketing strategies of the company.

1.9.2. Scope of the Study

It gives us information about various categories of architects and interior designers
in Pune.
It gives the information regarding the preference and choices of the different
architects & interior designers.
It gives the insights on relationship of architects & interior designers with their
preferred vendors and suppliers.

1.9.3. Research Methodology

Descriptive research design was adopted to describe the data and characteristic about
what is being studied. In descriptive research we have to describe everything in detail like
what is the behavior of customers in buying? What they focus on more while selection
and pricing? And hence we utilize this research method.

1.9.4. Sources of Data

Methods of data collection used for the project is done in two ways:
a) Primary data- The primary data are those which are collected afresh and for the first
time and thus, happen to original in character. When collecting primary data
researcher need to make sure that it will be relevant, accurate and unbiased. The
primary data is collected through following source.
Observation method.
Discussion method.

b) Secondary data- It is the data which are not originally collected but rather obtained
from published or unpublished source, thus, the secondary data are that which have
already been collected by someone else and has been passed through statistical
process. This data is useful for conceptual framework. The secondary data is collected
through following source:
Past sales records of the company.
Organization documents.
Journals, Magazines & Publishes

1.9.5. Research Plan

(Architects and Interior Designers)

Call by phone & meetings

Wrong number Not interested Interested or Available Out of station Busy

Noted down Reported Fixation of appointment Queued Queued

& complaints taken

Questionnaire filled up

Sample Size
A sample of 50 respondents (architects & interior designers) were considered keeping in
view the constraints of time & resources. The selected sample is representative of the
population is accurate and practicable.
Sample Unit: Director, Sr. architects, Design heads and associate members.
Sample method: Random Sampling
Research Instruments: Questionnaire, Surveys, Observation & Interview.

Only 50 respondents consisting of interior designers and architects have been
interviewed, which comprises a very small sample considering the interior designing
and architecture community.
Survey area was confined to limited parts of Pune due to the limitations of time &
cost element.
Survey was totally confined to architects and interior decorators, but players like real
estates, builders, contractors etc were not taken into consideration.
Time invested in the research was limited to 2 months.
Sampling method used was convenience so the results may not be completely
Answers of the survey depends upon the belief of architects & interior designers
which may differ from the person-person.
Exaggerated information could have been given by retailers, painters, architects and
builders to impress or to cut short the interviewers.


2.1. Home Dcor
It relates to the designing, decorating, furnishing etc the interiors & exterior of houses,
offices etc consisting of the layout and furnishings of a livable home/place. The home
decor market consists of all those elements showcased into home interior as well as
exterior space as a part of lifestyle decorative purpose.

2.2. Modular Home Decor products

These are sectional prefabricated materials & products that consist of multiple sections
called modules. "Modular" is a method of construction differing from other methods of
building. The module sections are constructed at an offsite (sometimes, remote) facility,
then delivered to the intended site of use. Complete construction of the prefabricated
sections are completed on site.
2.3. Soft Furnishings
It is a product category name for items made up of soft materials like fabric such as
mattresses, curtains, pillows, covers, sofas, bed sheets, cushions, drapes, bed linen &
furniture coverings and much more.
2.4.Hard Furnishings
These are products that are made up of hard and concrete materials like wood, stone,
marbles etc such as tables, chairs, cupboards, cabinets and other allied furniture

2.5. Wall Claddings

Cladding is the application of materials to provide a skin or layer over the wall to provide
a degree of thermal insulation and weather resistance, and to improve the appearance of
buildings. Claddings are present in a wide range of materials including wood, metal,
brick, vinyl, and composite materials that can include aluminium, wood, blends of
cement and recycled polystyrene, wheat/rice straw fibers.
2.6. Architects & Interior Designers
An architect is someone who plans, designs, and reviews the construction of buildings.
Interior designer perform the art and science of enhancing the interiors, the exterior, of a
space or building, to achieve a healthier and more aesthetically pleasing environment for
the end user.
2.7. Do-it-yourself (DIY) Market
DIY market growth is attributed to an increased presence of products, the personal
satisfaction experienced, and the cost savings clients realize. Consumers themselves
explore the market & purchase without the influence of any consultants.

2.8. Consultants Market

Where consultants like interior designers, architects etc recommend consumers to buy
specific products suitable for their homes and takes care of the fabrication and installation

2.9. Digital Marketing
Digital marketing is defined as marketing that makes use of electronic devices
(computers) such as personal computers, smart phones, cell phones, tablets and game
consoles to engage with customers. It applies technologies or platforms such as websites,
e-mail, apps (classic and mobile) and social networks. It revolves around the Internet &
encompasses digital marketing services such as search engine optimization, display
advertising, and email marketing.
2.10. E-tailing (Electronic Retailing)
Electronic retailing is the sale of goods and services through the internet. Electronic
retailing, or e-tailing, can include business-to-business (B2B) and business-to-consumer
(B2C) sales of products and services, through subscriptions to website content, or through
advertising. E-tailing requires businesses to tailor traditional business models to the
rapidly changing face of the internet and its users. It gives shoppers a personal feel for the
look and quality of the offerings without requiring them to be present in a store.
2.11. Vertical Integration Strategy
It is a competitive strategy by which a company takes complete control over one or more
stages in the production or distribution of a product to expand his market & business.
2.12. Personal Selling
It is a paid form of personal advertising where salespeople assist customer in satisfying
their needs though a person-to-person exchange of information with the required product
or service. Personal selling may occur within the environs of the retail store and also
outside the retail store, where orders taken form customer by way of the telephone,
internet, mail or in person.
2.13. Sales Promotion
Sales promotion helps a retailer by way of attracting customer traffic and enables quick
result to be achieved. Depending on the type of promotion carried out, it can help
increase impulse buying, generate excitement and can motivate other channel members.
Some of the effective tools are coupons, contest, trade shows, samples & demonstrations
of the products & services.
2.14. Public Relations and Publicity
Public Relations aims at fostering goodwill. The companies strive to create and sustain a
favorable image with consumer, shareholders, suppliers and the public at large. The job
of public relation is usually handled by an outside Public Relations firm and it may be
under taken to promote goodwill for the organization, to promote a particular product or
to counteract negative publicity.
Publicity is a non-paid form of media coverage. In todays world, it is rarely free and a
fair amount of skill has to be exercised by the organization to ensure that right media
coverage is achieved.

Some of the examples of events in retail which merit publicity are Store openings &
renovations, Celebrity visits and affiliations, Designer associations, new product ranges
and launches, Awards received and sponsored events.
2.15. Space Management & Store walk-in
The placement of merchandise within the store in the most profitable manner is called
space management. Some parts of store are more valuable because customers visit those
more frequently, which results in higher sales. For instance, Space closest to the
entrances and exits is the most is the valuable, and values decrease further into the store.
2.16. Catalog Sales
Unlike a self-serve retail store, Customers select the products from the printed catalogs
and fill out an order form. The order is checked against & intimated to the warehouse for
dispatch depending upon the payment terms.
2.17. Click and Mortar
Click and mortar is a type of business model that includes both online and offline
operations, which typically include a website and a physical store. A click-and-mortar
company can offer customers the benefits of fast online transactions or traditional face-
to-face service.
2.18. Business-to-Consumer Market
Online platforms selling furniture and other home decor products. Retailer, Private Label,
and Marketplace are the top business models in this market.
2.19. Business-to-Business Market
Online platforms enabling trade between businesses engaged in the home improvements
industry. Marketplaces and E-distributors are the top business models in this market. The
scope of this report includes equity as well as debt funding received by the companies.

2.20. Secondary Market

Online platforms enabling buying and selling of pre-owned furniture. Commission-based
Marketplaces and Consignment are the top business models in this market.
2.21. Service Facilitators/Providers
Online booking platforms for different home improvement service providers. The focus
area in this market is only on big ticket home remodeling services like interior designing,
painting, flooring etc.
2.22. Technology Enablers
Online platforms providing various technology services like Augmented Reality and
Virtual Reality for furniture visualization, Project Management Tools for home
remodeling, Furniture Designing Tools, etc.


Q1. No: of years of experience in this profession?
Category (Years) No. of respondents Percentage
0-3 10 20
3-6 16 32
6-9 7 14
10 years & above 17 34

Figure 3.1

34% respondents hold professional experience of 10 years & above.
32% respondents hold professional experience of between 3-6 years.
20% respondents hold professional experience of between 0-3 years.
34% respondents hold professional experience of between 6-9 years.

Q2. What are the type of projects you mostly undertake?
Project Type No. of respondents Percentage
Residential 10 20
Commercial 3 6
Both 37 74

Figure 3.2

20% respondents undertake residential projects only.
6% respondents undertake commercial projects only.
74% respondents undertake both the type of projects i.e. residential & commercial.

Q3. Which products do you look forward to purchase from new
Products No. of respondents Percentage
uPVC windows & doors 27 54
Aluminium Sliding doors 18 36
Skylight roofing windows 17 34
Stone Panels 36 72
Clay Brick Tiles 21 42
Window Blinds 31 62
Others (as per requirement) 7 14

Figure 3.3

72% respondents look forward to purchase stone panels.
62% respondents look forward to purchase window blinds.
54% respondents look forward to purchase uPVC windows & doors.
42% respondents look forward to purchase clay brick tiles.
36% respondents look forward to purchase aluminium sliding doors.
34% respondents look forward to purchase skylight roofing windows.
14% respondents look forward to purchase other products like laminates, veneers,
wallpapers, carpets, wooden flooring etc.

Q4. Which brand do you prefer for uPVC windows & doors?
Brands No. of respondents Percentage
VEKA India Pvt Ltd 10 20
Fenesta Building systems 35 70
LG Hausys 3 6
Others 2 4

Figure 3.4

70% respondents prefer Fenesta Building systems for upvc windows & doors.
20% respondents prefer VEKA India Pvt Ltd for upvc windows & doors.
6% respondents prefer LG Hausys for upvc windows & doors.
4% respondents prefer other brands like Winsquare, Reynaers etc

Q5. Comment on the prices of uPVC windows of Fenesta, VEKA &
other premium companies?
Price No. of respondents Percentage
Expensive 13 26
Slightly Over-Priced 28 56
Affordable 7 14
Slightly Under-Priced - -
Inexpensive 2 4

Figure 3.5

26% respondents find the prices of upvc windows & doors offered by Fenesta,
Veka & other premium companies expensive.
56% respondents find the prices of upvc windows & doors offered by Fenesta,
Veka & other premium companies slightly over priced.
14% respondents find the prices of upvc windows & doors offered by Fenesta,
Veka & other premium companies affordable.
4% respondents find the prices of upvc windows & doors offered by Fenesta,
Veka & other premium companies inexpensive.

Q6. Which factors influence your decision in selecting a new
Strong Good Average Less No
Influence Influence Influence Influence Influence
Brand Image & 29 18 3 - -
Range of Products & 23 23 4 - -
Innovativeness 33 15 2 - -
Payment terms 14 23 11 1 1
Delivery & Lead time 33 13 4 - -
Expertise of Sales 14 33 3 - -

Figure 3.6

Brand Image & Quality
29 respondents expressed strong influence
18 respondents expressed good influence
3 respondents expressed average influence
Range of Products & Services
23 respondents expressed strong influence
23 respondents expressed good influence
4 respondents expressed average influence
33 respondents expressed strong influence
15 respondents expressed good influence
2 respondents expressed average influence
Payment terms
14 respondents expressed strong influence
23 respondents expressed good influence
11 respondents expressed average influence
1 respondent expressed less influence
1 respondent expressed no influence
Delivery & Lead time
33 respondents expressed strong influence
13 respondents expressed good influence
4 respondents expressed average influence
Expertise of Sales staff
14 respondents expressed strong influence
33 respondents expressed good influence
3 respondents expressed average influence

Q7. Rate your existing & potential suppliers relationship &
Strongly Agree Neither Disagree Strongly
Agree Agree nor Disagree
Require major changes to 7 16 27 - -
switch to new suppliers
Developing new suppliers is 4 29 16 1 -
time consuming
Easy to replace existing 6 17 21 6 -
Discussion on Design & 12 29 8 1 -
Negotiation are properly
carried out

Figure 3.7

Require major changes to switch to new suppliers
7 respondents strongly agree
16 respondents agree
27 respondents neither agree nor disagree

Developing new suppliers is time consuming
4 respondents strongly agree
29 respondents agree
16 respondents neither agree nor disagree
1 respondent disagree
Easy to replace existing suppliers
6 respondents strongly agree
17 respondents agree
21 respondents neither agree nor disagree
6 respondents disagree
Discussion on Design & Negotiation are properly carried out
12 respondents strongly agree
29 respondents agree
8 respondents neither agree nor disagree
1 respondent disagree

Q8. Rate the things according to the preferences considering the first
meeting with a new supplier
Mostly Averagely Least
Preferred Preferred Preferred

Product Samples 41 8 1
Catalogs & Brochures 29 17 4
(Hard copy)
E-Catalogs & soft copies 26 18 6

Figure 3.8

41 respondents mostly prefer products samples whereas 8 respondents averagely
prefer and 1 respondent prefer product samples least.
29 respondents mostly prefer hard copy catalogs & brochures whereas 17
respondents averagely prefer and 4 respondents prefer hard copy catalogs &
brochures least.
26 respondents mostly prefer e-catalogs & soft copies whereas 18 respondents
averagely prefer product samples and 6 respondents prefer e-catalogs & soft
copies least.

Q9. Which aspects of the supplier's customer service need
Aspects No. of respondents Percentage

Communications & Follow ups via call/mail 15 30

Promptness in resolving issues & concerns 36 72
Courteousness of Sales representatives 11 22
Delivery & Installation services 28 56
After Sale services 38 76

Figure 3.9

76% respondents wants improvement in the suppliers aspect of after sale
72% respondents wants improvement in the suppliers aspect of promptness in
resolving issues.
56% respondents wants improvement in the suppliers aspect of delivery &
installation services.
30% respondents wants improvement in the suppliers aspect of communications
& follow ups via call/mail.
22% respondents wants improvement in the suppliers aspect of courteousness of
sales representatives.

Q10. Which products do you prefer for Wall Dcor?
Products Mostly Highly Averagely Least Preferred
Preferred Preferred Preferred

Decorative Paints 24 18 6 2
Wallpapers 27 14 7 2
Stone Panels 18 22 9 1
Vinyl Claddings 8 22 13 7

Figure 3.10

Decorative Paints
24 respondents mostly prefer
18 respondents highly prefer
6 respondents averagely prefer
2 respondents least prefer
27 respondents mostly prefer
14 respondents highly prefer
7 respondents averagely prefer
2 respondents least prefer
Stone Panel
18 respondents mostly prefer
22 respondents highly prefer
9 respondents averagely prefer
1 respondent least prefer
Vinyl Claddings
8 respondents mostly prefer
12 respondents highly prefer
13 respondents averagely prefer
7 respondents least prefer

Q11. What other products do you look forward to suppliers
Products No. of respondents Percentage

Wooden Floorings 34 68
Customised Wallpapers 30 60
3D wallpapers 24 48
Decorative Films 32 64
Light weight stone panels 37 74
Others 1 2

Figure 3.11

74% respondents look forward to purchase light weight stone panels.
68% respondents look forward to purchase wooden floorings.
64% respondents look forward to purchase decorative films.
60% respondents look forward to purchase customised wallpapers.
48% respondents look forward to purchase 3D wallpapers.
2% respondents look forward to purchase other products like manufacturing
profiles, sheets etc.

Q12. Once satisfied with the supplier, how likely are you to purchase
again from the same supplier?
No. of respondents Percentage

Extreme Likely 15 30
Very Likely 32 64
Somewhat Likely 3 6
Unlikely - -
Highly Unlikely - -

Figure 3.12

64% respondents are very likely to purchase again from the same supplier.
30% respondents are extremely likely to purchase again from the same supplier.
6% respondents are somewhat likely to purchase again from the same supplier.

Q13. How often do you receive a reminder confirming the delivery date
and time from your suppliers?
No. of respondents Percentage

Most often 4 8
Very often 24 48
Not so often 18 36
Not at all 4 8

Figure 3.13

48% respondents very often receive delivery date reminder from the suppliers.
36% respondents not so often receive delivery date reminder from the suppliers.
8% respondents most often receive delivery date reminder from the suppliers.
8% respondents not at all receive delivery date reminder from the suppliers.

Q14. Before walking in to the store of a supplier, do you research
No. of respondents Percentage

Yes 41 82
No 9 18

Figure 3.14

82% respondents research about the supplier online before walking in to the store.
18% respondents does not research about the supplier online before walking in to
the store.


Tisya Building Products Pvt Ltd have wide range of quality products and associated
customers are satisfied but the price is pretty high than the other competitors like
Fenesta, Shera, LG Hausys, Jindal Bricks and other competitors.
Most of the architects & interior designers hold experience of more than 10 years &
above and are involved in all types of projects whether residential or commercial.
Demand for light weight stone panels, 3d wallpapers, window blinds and uPVC
windows & doors is increasing at a phenomenal rate.
Fenesta Building Systems is dominating the uPVC windows & doors market in India.
Respondents strongly emphasizes on the factors while selecting the suppliers/vendors
such as brand image & quality, innovativeness and delivery & lead time.
Respondents agreed that developing new suppliers is a time consuming process and
due diligence is paid to the process of discussion on design & negotiation between the
Respondents mostly prefer product samples and hard copy catalogs & brochures after
the first meeting with a new supplier.
More than 50% respondents felt that there is a scope of improvement in the aspects of
after sale services, promptness in resolving issues and delivery & installation
Wallpapers & decorative paints are mostly preferred for wall dcor by the
A new market emergence for the innovative products like decorative films,
customised wallpapers, wooden floorings, laminated wallpapers etc.
64% respondents are very likely to purchase again from the same supplier once
satisfied with the supplier.
48% respondents very often receive delivery date reminder from the suppliers. It
needs to be improved via efficient MIS.
82% respondents research about the supplier online before walking in to the store.
This arises the need for the concerned companies to increase their online visibility
and presence to reach and explore new segments of customers.
Tisya provides various sales promotion tools like samples, cash discounts and
quantity discounts to the dealers but the company does not regular meet the dealers
which is a major shortcoming.
The idea behind such promotions is to provide opportunities for customers to
experience new product lines, categories and brands introduced in the stores. These
are planned either with seasons mood like Diwali, New Year, Valentines Day or are
category-centric to draw attention towards some specific category.
Tisya also has a toll free number Customer Service cell which handles the queries
of both existing and potential customers.

The performance of Tisya Building Products Pvt Ltd is good in the market & has also
managed to establish a brand name and is increasing in its popularity. But from the
survey I found that there should be frequent advertisement. Though it is not
considered directly in buying but its essential to promote the brand leading to sales
revenue in future.
The company should give more commission % to the retailers & relaxed credit terms
and more attention on pricing strategies for dealers & consultants.
Company should engage in the dealers meet every twice or thrice in a year to know
the current scenario of the market of the dealers and to know the problems
encountered by them directly.
Number of dealers in the market should be increased for enhancing the visibility of
the company. Attractive dealership modules should be drafted and prepared.
Company should provide free promotional tools such as brochures, catalogs to the
potential architects & interior designers.
Give away hampers, goodies and token of appreciation to the associated architects &
interior designers to establish harmonious relationship with them.
Devise marketing strategies specific to event or occasion and offer different
collections such as:
Occasion specific: wedding collection, housewarming collection, silver and
golden jubilee anniversary collection etc.
Retailer specific: Exclusive product range / co-branded products with leading
retail chains and for upcoming pure-play e-tailers.
Explore e-tailing opportunities due to following reasons:
E-tailing in India will grow @ about 75% CAGR over the next decade, and likely
to reach US$ 60-75 Billion by 2020
Less issues with touch and feel via Virtual Reality & AR
E-channel can provide a much better medium for stocking of a much wider range
and actually much more effective product display
Negligible incremental cost in reaching out to customers in small cities and
upcoming hot-spots
The Company is currently running at its full potential and should continue to achieve
its target.
The Company should look for more ways of advertising products and focus more on
online advertising.
The company should allow relaxed payment terms to the clients, instead of 50%
payment in advance, it should go for 30% in advance if possible.

As a part of my MBA curriculum, I have completed my summer internship project in
Tisya Building Products Pvt Ltd, Pune. I have done my project work on Market
opportunities of Tisya Building Products Pvt Ltd & Analysis of the supplier selection
criteria adopted by architects & interior designers
I have collected all the information (both primary & secondary sources) regarding to the
project report thru surveys, interviews and observation methods with main focus on
architects and interior designers in the city of Pune.
Architects & Interior designers play an integral role in generating business for the
company. It is very necessary to satisfy their needs and wants. They help the company in
pitching the products to the customers and they also recommend customer to use the
product. They also play a crucial role in increasing the brand image and visibility of the
company. Dissatisfaction of architects & interior designers will lead to adverse effects in
the companys sales revenue.
Finally I would like to conclude that Tisya Building Products Pvt Ltd is one of the most
competent companies in the Punes market and needs to focus on their scope of
improvements continuously according to market dynamics. Company should take into
account the suggestions & viewpoints of the architects and interior designers to improve
the performance level.
The hitherto slow growth of domestic home decor market, and the slower growth in
customers willingness to upgrade qualitatively, quantitatively, and pricewise is a
conundrum that needs to be researched and analyzed more intensively. Other home
categories showing very encouraging growth, and so perhaps a tipping point for home
textiles and furnishings may also be around the corner.

Accessed on 15 September 2017 at 9.10 AM
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Accessed on 17 September 2017 at 01.00 PM

Accessed on 17 September 2017 at 02.00 PM

1. Principles of Marketing, Dr. Khushpat Jain Page no. 188-190
Accessed on 26 September 2017 at 11.00 AM
2. C. R. Kothari New Age International, 2004 Page no.33-37
Accessed on 26 September 2017 at 11.50 AM

Architecture & Interior Designing community
(Supplier Selection Criteria)

Name of the Architect / Interior Designer: _______________________________

Name of the Organization: ____________________________________________
Address: ___________________________________________________________
Q1. No: of years of experience in this profession?