DELHI, India–The International Home Deco Park, launched almost a year ago, has achieved an occupancy rate of 55-60 percent and expects to reach a rate of 85 to 90 percent within the next few months.
“It has been a slow but encouraging process,” said Aditya Gupta, IHDP co-founder. “We expect to get another 15 vendors to the park within the next 2 to 3 months. This would take occupancy levels to 85 to 90 percent, within a span of one year.”
The exhibition space has not yet attracted many of the big-name textiles companies, Gupta said.
“These are the financially strong, vertically integrated companies, that have in place the necessary distribution and marketing networks, have their own showrooms, in India and abroad,” Gupta said. “Delhi attracts 80-100 international buyers per day, this is the place to be for the home furnishings industry.”
The IHDP management and the participants at the park are making all-out efforts to bring in buyers.
“Internet marketing has been the most successful mode for us,” Gupta said. “We have at least 2 to 5 visits per week from new buyers. The participants’ existing buyers, of course, come to the park.”
Some exhibitors have expressed concern that, with year-round exposure in the showrooms, their designs could be copied.
“This was an expected reaction, as the home furnishings industry in India has paid very little attention to organized marketing,” Gupta said. “This has to change if India is to move up the value chain in its export markets.”
Further, IHDP ensures that it represents the high end of the Indian export spectrum.
“The cost of a showroom here is quite high, thus ensuring that serious and financially sound companies come here,” Gupta said. “This is important when we want to attract buyers to IHDP.”