Showcase to tie up with furniture majors

Showcase, the premium wood finish brand of Pidilite Industries, is looking at tie-ups with premium furniture-makers to push sales.

"We are talking to two furniture houses in Mumbai, which should be finalised by December this year," said Nabankur Paul, marketing manager, Pidilite Industries Ltd. The company is targeting tie-ups with at least five key furniture houses by 2007.

"We are also planning exclusive outlets for Showcase. We already have 26 showrooms across the country and want to take the number to 100 by March 2007. These would be run on a franchisee model, said Paul.

The brand is targeting architects and interior designers to push the sales of Showcase products.

"We have understood that consumers notice the difference in wood finishes only after it is done. So, we are trying to pitch Showcase to people who help consumers decide what kind of wood finish they should use. Hence, educating the architects and interior designers about Showcase helps," explained Paul.