Urban Ladder to offer products at cheaper price points

By

Maverick Martins

Published
Oct 22, 2018

Indian home décor and furniture retailer Urban Ladder is planning to expand its product portfolio with the addition of new products at lower price points.
 

The company is also looking to expand to new cities and feels that products at a lower price point will help it make inroads in these cities and tap into the furniture market in these areas.
 
Urban Ladder said that the move to introduce low-cost products was based on customer feedback and has nothing to do with Swedish furniture firm Ikea’s entry in India.

“The decision to introduce more products in this segment was based on feedback from customers. While Urban Ladder has so far focused only on the core and premium-price segments, we will now also play in the intermediary price segment,” Urban Ladder co-founder Rajiv Srivatsa told the Economic Times.
 
“For example, for a single seater, while we would only sell above Rs 8,000 to up to Rs 20,000, we will introduce newer products for Rs 6,000. We will ensure quality and will make changes to material and engineering,” he added.
 
“The company is expanding into cities beyond the top few. The decision to offer more products and cheaper price points had nothing to do with Ikea’s launch,” he further added.
 
Urban Ladder, which started by selling online had forayed offline to boost sales and currently has five stores.