Interio by Godrej, the furniture brand from Godrej Enterprises Group, is strengthening its technology-led approach to furniture retail as changing consumer preferences drive demand for more personalised, flexible and digitally enabled shopping experiences.
The brand’s e-commerce business has grown 14x over the past three years and now accounts for 15% of its furniture business. Interio has also expanded its delivery and installation network from 1,200 to more than 20,000 pincodes, with 24-hour delivery and installation now available across state capitals.
As part of its post-rebranding strategy, Interio is moving beyond a traditional product-led retail model towards an experience-led approach that brings together physical stores, digital platforms and design consultations. The technology-enabled model has been implemented across 137 stores in 20 cities, with digital engagement tools contributing to a 6% improvement in conversion rates.
Personalised Technology Across the Furniture Journey
Interio is integrating technologies such as AI-powered recommendations, 3D visualisation, room planning and configurable furniture into different stages of the customer journey. These tools are designed to help consumers understand how furniture will fit within their homes and make purchase decisions with greater confidence.
Dr. Dev Narayan Sarkar, Senior Vice President and Head of Consumer Business, Interio, said: “Furniture purchase is increasingly becoming a decision about how people want to use and experience their home space. The way Indians live and buy furniture is changing as urbanisation expands beyond the larger metros and households adapt to new spaces and evolving needs. Consumers are looking for furniture that works within their homes, serves multiple purposes and can adapt as their requirements change. This is driving us to move beyond a product-led approach towards more personalised and technology-enabled experiences. With digital visualisation, design consultation and configurable furniture, Interio is helping customers make decisions based on their space, lifestyle and changing requirements.”
Interio’s 3D Room Planner and 3D Configurator enable consumers and store teams to create room layouts based on actual dimensions, visualise furniture in both 2D and 3D, and explore multiple configurations before finalising a purchase.
The company’s Measure & Recommend solution further supports space planning by helping customers identify suitable furniture based on available dimensions and layout requirements. This allows consumers to assess furniture options in relation to their actual living spaces rather than relying solely on standard product dimensions or showroom displays.
Modular Furniture Designed for Changing Needs
Interio has also introduced UPMODS, a modular and upgradable furniture platform offering more than 2,450 configuration combinations.
The platform enables consumers to modify, expand and upgrade furniture as their requirements evolve, reducing the need to replace an entire product when household needs change. The approach is aimed at consumers whose space requirements and family needs may shift over time.
The initiative reflects a broader move towards adaptable furniture solutions, particularly as urban households increasingly seek products that can serve multiple functions and work across changing living environments.
Technology Extends Into Operations
Interio’s digital transformation also extends beyond customer-facing platforms. The company is investing in Robotic Process Automation (RPA), integrated supply-chain platforms and connected technology systems to strengthen operational efficiency, communication and fulfilment.
By connecting customer-facing digital tools with backend processes, Interio aims to create a more consistent experience from product discovery and space planning through purchase, delivery and installation.
With its rapidly expanding e-commerce business, wider fulfilment network and growing adoption of digital visualisation and configuration tools, Interio is positioning technology as a key component of its next phase of furniture retail growth.
