Among the world’s leading manufacturers of furniture fittings, Blum is globally recognised for its lifts, hinges, pull-outs, pocket systems and patented motion technologies, supported by assembly devices and digital services in design, installation and service. Blum Group’s Managing Director, Philipp Blum, and Regional Director (Asia-Pacific), Maarten de Vries, were in India recently, accompanied by Blum India’s Managing Director, Nadeem Patni. Despite a flurry of company meetings and public events across the country, they made time for WoodNews Chief Editor, Dhananjay Sardeshpande, in Bengaluru.

Blum Group’s Managing Director, Philipp Blum (C), Asia-Pacific Director Maarten de Vries (R), and India Managing Director, Nadeem Patni (L) at the inauguration of the company’s in-house training centre in Bengaluru recently.

Founded in 1952, Blum now has eight production factories in Vorarlberg (Austria), apart from one each in the US, Brazil, Poland and China. It supplies more than 120 markets around the globe with assistance from its 34 subsidiaries and representative offices.

It has a significant presence in the India market but, as Philipp says, it is a burgeoning market that is competing not just within the domestic circuit but has the potential to dominate export markets as well.

He has been to India before, but “each time the experience is new: more energy, more players and more awareness about furniture and quality”. He loves to travel across the country, to feel the throbbing pulse of the furniture market and manufacturing industry.

He is most enthusiastic about the growing Indian economy in general, and the kitchen and cabinetry sectors of the furniture market. And although he feels Blum caters to a premium segment of fittings, Philipp notes that deploying Blum fittings is a matter of hassle- and worry-free ownership of furniture.

Blum’s India head, Nadeem, says its products are “fairly priced” in the India market, considering the free services provided alongside – furniture configurators, software, assembly templates and machines – that make working with Blum products a breeze. “This is equally true for a carpenter, a contractor or a full-fledged furniture factory,” he adds.

Market prospects

Nadeem, who has been with Blum for 19 years now, says it is difficult to estimate the size of the fittings market in India. He quotes from a recent study that puts the figure at US$ 3.5 billion – and expected to double in another 7 years – but that estimate includes furniture and architectural hardware.

Since 2009, Nadeem says, he has seen the change from untrained carpenters working in homes, to streetside workshops run by contractors, to scientifically designed and professionally operated factories across the country.

“Carpenters are turning contractors, hiring more people (unskilled or semi-skilled) to scale up operations. With that comes the realization of modularity as a more efficient, cost- and time-saving method of manufacturing,” he says. “They are evolving from mere labour to businesses.”

Maarten was a part of Blum India from 2009-11. “Even after I moved on to look after other Asian markets, I have been in close touch with Indian industry and customers,” he says.

“We are now here to talk with our India team, to identify underserved areas and develop them, plan market penetration – put more boots on the ground, so to say,” Maarten explains.

He emphasises that Blum’s stakeholders understand that the Austrian company is not a mere supplier of products. “We want to be full partners, offer training, share knowledge, and listen to our customers’ needs and meet their aspirations.”

Tech talk

Blum has, since its inception, been in the forefront of research and development, having amassed more than 2,100 patent families, which find application in the thousands of its products and services.

Philipp notes that each Blum product has very complex technologies that make it work with precision, consistency and reliability. “But we make it easy for carpenters, contractors and OEMs to deploy and service our products in various applications. That is our unique selling proposition.”

Having so far focused on products for exclusive partners, Blum India is now investing in a countrywide network of experience centres. Nadeem notes that there is bigger need for awareness about the design, functionality and quality aspects of Blum’s products. That is why earning a Blum franchise is a learning experience, which is passed on to his/her clients.

“Interior designers and architects quite often limit themselves to aesthetics, color palettes and space organisation. What is overlooked is the technology behind our lifts, runners and boxes, because they are hidden from sight,” he adds.

Main challenges

Philipp points to recent trends in international trade, where he specifies the increasing tendency among some countries to build walls around their economies and choke trade with high tariffs.

“Globalisation opened markets and benefitted all. Blum believes in collaboration, rather than confrontationist attitudes in global trade,” he says, hoping that this would be a temporary event.

The recent government directive for compulsory ISI certification is another hurdle, especially for (already recognised) international brands. While specifications for various products have not been finalized, laboratories are not adequately staffed, and taxation slabs (imports) not frozen, there is pressure to adhere to the strict timelines.

Skilling and training current and future generations of woodworking professionals is another task that Blum has undertaken with its in-house training facility in Bengaluru. The company also collaborates with the Furniture and Fittings Skill Council.

Blum has its own training modules for universities (offering architecture and interior design courses), conducts student visits, guest lecturers and lends its mock-ups to educational institutions.

Parting shots

I asked them for words of caution, and words of praise/motivation for the furniture manufacturing ecosystem in India. “Get away from pricing issues!” came Philipp’s instant response. “As OEMs you need technological prowess, rational thinking, and marketing expertise. Rather than cost-cutting, let the discussions focus on the story of furniture.”

Nadeem agrees. “Stop being so price sensitive. In 20 years, this will not be the conversation. The focus is already moving towards material, design, functionality, quality and service,” he says.

Maarten hails new generation investors and developers, who are bringing about long due changes, going for the best and are technically sound. “India is getting all its spices right. These changemakers are like expert chefs who will bring alive the taste and aroma of healthy food!”

Training centre

During their visit, Phillip and Maarten were in attendance for the opening ceremonies for Blum franchisees, exclusively selling Blum products and services, in at least three Indian cities. The new Blum Inspiration Centre, run by Vera Enterprises, in Rajajinagar (Bengaluru), is a flagship store and a high-end interactive space.

Apart from displaying products, it offers premium customer experience of Blum fittings with out-of-the-box design concepts, creative applications, and an in-house training centre, making it ideal for anyone looking for kitchen fittings in South India.

The owners of Vera Enterprises, Saquib Malik and Nripendra Singh, joined the local MLA, K. Gopalaiah, to inaugurate the experience-cum-training centre. The Blum Inspiration Centre is situated on West of Chord Road, next to Iskcon temple in Rajajinagar.

Nadeem said on the occasion: “The fact that both our global managing director and our Asia-Pacific regional director are here for this inauguration, shows that our commitment to India is for decades to come.”

New franchises

Accelerating its dealer and distribution network and investing further into India’s growing furniture fittings landscape, Blum opened its new Solution Centre in Mumbai, with local partners, Iconic Design Studio, located at Dr. E. Moses Road, Worli Naka, Worli.

The store owners, Rajesh Kumble and Meetta Shah, say: “This new centre is a creative playground for everyone. From interior designers and architects to homeowners looking to plan modular kitchens in Mumbai.”

Visitors can explore a range of solutions, like a walk-in living room and a hidden bar, both designed with REVEGO pocket systems, and the fully integrated AVENTOS HKi stay lift, which brings new design possibilities to wall cabinets.

At Elika by Ajanta Agencies, the Blum Experience Centre in Ashok Nagar (Kanpur) offers unique experience with top-tier products: the smooth-gliding LEGRABOX drawer systems, the one-touch cabinet opening/ closing with SERVO-DRIVE motion technology, the two-in-one, step and drawer, SPACE STEP, or super-spacious and all-round access pantry, the SPACE TOWER.

The owner of Ajanta Agencies, Manish Jhawar, was particularly excited about bringing Blum to Kanpur. “We have long been a part of the furniture industry in Kanpur. Now Kanpur residents have direct access to world-class furniture fittings for their spaces.”

Blum products are available through its registered dealers and distributors, or by contacting its India customer service line: +91-22-69330000.

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