CASE STUDYXLRI • HOME DÉCOR • URBANLADDER

CASE STUDYXLRI • HOME DÉCOR • URBANLADDER

URBANLADDER CASE STUDY

Urban Ladder is India’s leading online furniture and home décor company. Urban Ladder was co-founded by Ashish Goel

(CEO) and Rajiv Srivatsa (COO) in July 2012. Urban Ladder aims to provide a curated destination for home solutions, to help

the urban Indian build, well-furnished, beautiful homes. Urban Ladder’s vision is to make a million Indian homes, beautiful.

Urban Ladder

The Urban Ladder brand has been largely built by digital media, especially after sharply defining the TG and using the

strengths of digital media such as focused targeting. Facebook has been a major driver in early adoption, brand awareness

and conversions and over the past 6 months, we have used mass media (Television, Radio, Outdoors and other

innovations) to build brand awareness and consideration.

PROJECT:

OBJECTIVE:

SPECIFIC DELIVERABLES:

MORE BACKGROUND AND INFORMATION ABOUT URBAN LADDER:

Urban Ladder has become synonymous in the minds of Indian home shoppers with great quality & design, and exceptional

customer service. Right from the early days, Urban Ladder has carved a niche for itself by curating a range of exceptionally

high quality products that speak a distinctive design language. However, as Urban Ladder scales beyond the Tier 1 cities

and the early adopter audiences, there is a need for products to be even more accessible than it is today, yet keeping the

design, quality & service elements in play. To address a larger market size, Urban Ladder is launching a range of low cost

products (15-25% lesser cost) across categories.

To communicate the launch of our low cost range without diluting the brand identity and perception on quality.

1. Should we continue to keep the brand or launch a different sub-brand?

2. Positioning / messaging of lower cost product range

3. Communication / distribution strategy to reach newer audiences

The furniture industry is growing rapidly in India. Furniture and home décor is tipped to become the third largest segment in Indian e-commerce, after electronics and fashion/lifestyle. It is a $15-$20 billion market but consumers don’t have many offline choices, a gap that has helped the category grow rapidly in the online space.

Urban Ladder was launched in July 2012, with the vision of making millions of homes, beautiful. Since then, the vision has defined most of what Urban Ladder does, and how it does it. Right from product design and curation to visual merchandising and a seamless browsing experience, all of this is designed keeping the customer in mind, with the intent of empowering the customer to create a beautiful home.

This sharp focus on product thinking (online and physical product) and exceptional customer experience has helped Urban Ladder carve a niche for itself.

Today, Urban Ladder is making many homes, beautiful, across the country. It is not only a market leader in the online furniture industry, but has won a reputation of being a customer focused brand, continuously innovating itself with world class designs and cutting edge technology.

The average ticket size of a transaction is Rs 20,000 (highest in the e-commerce market). In terms of revenues, Urban Ladder has been seeing 4-5x growth year-on-year. In just two and a half years, the company has scaled up to a 1000+ member team and is creating exciting career opportunities for many bright, innovative minds.

MARKETING STRATEGY:

URBANLADDER CASE STUDY

ADDITIONAL DATA:During a targeted online survey across cities, users were asked what they look for when they buy furniture. Here are the

results of the survey where users could pick multiple options.

1. Design of the product - 72%

2. Quality of the product - 61%

3. Trust in the brand - 54%