HTL International, the Singapore-based global leader in upholstered furniture, is aggressively expanding its footprint in India. Since beginning operations in 2022, the company has already established 30 shop-in-shops for its key brands Domicil, Fabbrica and Corium. The group plans to increase its retail presence to 60 shop-in-shops and 10 mono-brand stores within the next two years. The majority of the new stores will be located in leading Metros and Tier 1 markets across the country. The flagship mono-brand stores will be a mix of company-owned and franchise outlets.
“We are delighted to expand our retail presence in India, a market that holds immense growth prospects and plays a pivotal role in our global strategy. Our goal is clear to make India a major contributor to HTL’s global success while bringing world-class design and comfort to Indian homes. India currently contributes about 5% to the company’s overall global revenue, but the plan is to double this to 10% in the next three years,” said Manoj Kumar Nair, Country Head (Brands), India, Middle East and Africa, HTL Group of Companies.
HTL Group’s strategy focuses on filling the significant void in India’s premium furniture segment, positioning itself between mass brands and luxury categories. As Manoj Kumar Nair explains, “Over the years, we have witnessed a significant void in the premium furniture category in India, which we call it the mid-high segment. Our brands Domicil, Corium and Fabbrica are perfectly fitting into that segment. The premium positioning of these brands is a direct response to the changing consumer behaviour, as people now increasingly view furniture purchases as lifestyle investments rather than one-time acquisitions.
The Indian furniture market presents compelling opportunities that align with HTL Group’s premium positioning. According to industry reports, India’s furniture market is valued at approximately $23-30 billion and is expected to grow at a robust CAGR of 10-11% from 2024 to 2032. The upholstered furniture segment specifically, which is HTL’s core competency, is estimated at $11.98 billion in 2025 and projected to reach $16.69 billion by 2030 at a CAGR of 6.86%. India’s luxury furniture market is valued at $4.35 billion in 2024 and growing at 4.24% CAGR.
HTL is the only international furniture manufacturer with a dedicated manufacturing unit in India. The facility located in Chennai caters to the local market and exports to the US, UK, and the Middle East. Going forward, the group plans to scale up production to support domestic demands.
HTL’s competitive advantages include its ability to launch 250+ designs annually, speed-to-market capabilities, and global design expertise while maintaining local manufacturing and customization. In the coming years, the group plans to expand beyond upholstered furniture by launching mattresses under the Domicil brand, targeting similar premium market segments in India.
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