Team Name: XStatic

Team Members: Victor Bose, Mallika Bhambrri, Kunj Shah

College: NMIMS Mumbai


Research Secondary
Research
Methodology
Home Décor Industry Trends
Home Décor Industry in India was around
$25.2 Billion in 2019-20 and it is expected to
grow at the CAGR of 3.4%.
Indian paint industry was around Rs. 71,000
crores in 2019-20 and it is expected to grow at
the CAGR of 8%.
The decorative and industrial paint market is
expected to witness CAGR of 12.7% and 9.5%
respectively. he split of the decorative paint
market to industrial market is around 75% &
25% respectively.
Do-It-Yourself Industry
Trends
Indian Do-It-Yourself (DIY) market size is
estimated to be approximately US$ 5 billion
and it is expected to grow at a rate of 17%
over the next three years
DIY segment in India is primarily driven by
the increasing demand for urban housing and
increasing disposable income of the
households.
Industry Trends Consumer Propensity
INDUSTRY TRENDS
Online
Data Analysis
Surveys
DIY Shift In the Personal Grooming and Hygiene Industry
Personal grooming sector is growing at 18%
CAGR in India. As an increasing number of
people take to self-grooming, Philips India
plans to ramp up the “relevant” portfolio of
personal care devices, mostly, in the DIY (do it
yourself) segment. They have launched
‘SenseIQ’ range of products such as hair
straighter, dryer etc. which use a first of its kind
technology that senses & adapts as per our hair
needs which gives personalized and customized
experience.
Market Feasibility The Big Idea
Deriving Consumer
Insights
TRIGGERS IN DIY SHIFT IN PERONSAL
GROOMING
High-Tech Personalized products:
It provides personalized styling experience
and daily customized grooming needs at
home. Moreover, there are varieties of the
product available for different grooming
purpose. For e.g.: Hair straighter, hair
dryer, trimmer etc.
Social Media Influence:
Influence of media made people more
conscious towards beauty, hygiene and
better life style.
Increased Purchasing Power:
As the disposal income is rising among the
population of the India, people are
spending more on products which help in
maintaining good personal hygiene.
Self-Reliant Movement:
People are looking for grooming solutions
at home which is convenient. People don’t
have enough time to go grooming centres
for every services. Therefore, they want to
be self-reliant.
Future of DIY Marketing Strategy
 CONSUMER PROPENSITY – TEDIOUS OR FROLICK?
Research Online Conducting Deriving Consumer
Data Analysis
Methodology Surveys Interviews Insights

Consumer Cohorts Studied DIY Behavior patterns Consumer Focus

148 -> Responses Analyzed

High
Smaller repairs and
Small
Male : 64.2% Female : Maintenanc Big Repairs maintenance work

Options of Labour
35.8%
e Jobs where calling a

Availability
handyman seems
redundant

Fun/ One Time Recreational efforts at

Recreation Experiment home décor, having
33% of the total respondents of our studied group came from Metropolitan fun while trying to

Low
cities, also being equivalent to 36% of the Urban respondents achieve value of having
Low Cost of Failure High personalized décor
RESPONDENTS CURRENT LIVING
PROFILE SITUATION D I Y Pr o p en s it y Experimental activities

39%
3%

37%
3% 1%7% which can be done
19% 17%
24% 37% without spending too
much time or effort on

20%
63% them could make or
12% 61% break their opinion on

4%
DIY for home décor

Respondents
91%
Alone61%
Flatmates Rented Activities which don’t
Payroll Employees Nuclear family Owned require a lot of use of
Rural Joint family
Business owner heavy tools
Student Semi-Urban
Other Urban

Industry Trends Consumer Propensity Market Feasibility The Big Idea Future of DIY Marketing Strategy
 CONSUMER PERCEPTION MARKET FEASIBILTY AND COMPETITIVE LANDSCAPE

Research Online Conducting Deriving Consumer

Interviews Data Analysis
Methodology Surveys Insights

Consumer Perception for Home Decor Consumer Perception for Furniture Needs Market Feasibility
% of the total respondents prefer below mentioned % of the total respondents prefer below mentioned DIY We find that DIY home décor is a growing sector with
DIY activities for home decor activities for Furniture Needs a lot of potential due to following points:
50.00%
44%
45.00% • From the study conducted, it is quite evident that
40.00% 38%
there is a positive shift in the consumer behaviour
35.00%
30.00% for DIY home décor increasingly in urban areas
25.00% • Consumer is looking for a cost saving and honing
19% 19%
20.00% 17% creative interest find DIY as a viable solution
15.00% • From the Google search analytics (as shown in
10.00%
appendix A), there are around 100k-1M monthly
5.00%
0.00% searches for “Home Décor” and near around 100k
Repairs Installation Polishing Anti-pest Other searches monthly for “DIY Home Décor”
Treatment

Primary reason for doing the selected activities for Competitive Landscape
home décor Primary reason for doing the selected activities for
Furniture Needs Ease of Use

Price

Competition in DIY segment is very low as the competitors

do not have variety in easy to use DIY products as compared
to Asian Paints
Industry Trends Consumer Propensity Market Feasibility The Big Idea Future of DIY Marketing Strategy
 BIG IDEA
ABOUT OUR IDEA DIY WALLPAPER DIY INSTANT STENCILS SUPPLEMENTARY SERVICES
 Easy DIYs for people
looking for simple
solutions
 Commitment required for
home décor is high,
hence our product range
helps customers tap their
creative sides without
hassles and long
commitments
 All solutions are designed
to be worked on within a
day

A software that would ask personality based questions

Product concept Foam based wallpaper slabs that are
easy to apply with the glue provided
Textured wallpaper to redesign one
USP
wall of the room. Finishing equivalent
to textured painted wall
No primer, scrubbing or any wall
Key difference preparation required before applying
Design stencil can be pasted on the wall
& can be painted with spray paint
DIY designs and textures to elevate or
highlight one wall in the room. Can be
temporary depending on the paint opted
No professional designing/painting expert
needed. Finishing of professional art work
to the customer and recommend wallpaper and stencil
styles/colors best suited to personality
Home should reflect the residents. The service would
help enable that for the customers.
Online consultant that recommends not only basis latest
styles but also as per customer’s taste and preferences

Max time of 1-2 hours required for 1 Max time required for this project is 30 15-20 mins survey to assess personality type. Unlimited
DIY Time wall mins to 1 hour browsing time post suggestions given by the software

Upload wall measurements, select Select stencil design, select stencil size, Access the link, fill the survey, browse through wallpaper
How to order design and order paper slabs online select paint colors, and play your order and stencil designs, If required then design your own
wallpaper and place the order

Industry Trends Consumer Propensity Market Feasibility The Big Idea Future of DIY Marketing Strategy
 FUTURE OF DIY

PRODCUT RANGE DEMO FINDINGS

METHODOLOGY:
Conducted a zoom demo meeting with 76 participants (Picture in appendix)
Future product range (picture on the left was shown to the participants
Use of each products and their usage methodology was explained
DIY Toolkit DIY Participants were asked to fill a short survey post the demo
wallpaper

I'd go to a physical class. Can't understand such

How should this range be priced? (lower by 25% 25% skills without someone showing me personally
what %)
Not keen on learning this skill

14% Would like to watch videos right before starting

DIY Stencils
36% 10-15%
14% 15-20%
20-25%
25%+
18% Same
18% price
Your home must reflect you
Click here to custom design your home
A product mix comprising of all décor solutions. (Painting, Our target group does not expect a
designing, maintaining and creating) significant price difference than the
available contractor dependent
Offers flexibility of taking up short or long term project as product range
per objective (Objectives such as repairs and maintenance,
fun, etc) When probed, they stated that the
product value remains the same. Cost
To foster a culture shifting towards DIY (Westernizing) Asian saving is from contracting point of
Paint could also launch DIY toolkits (including hard tools view
such as hammer, drill etc.) at a later stage
21% the task
29%
I'd watch a video now and then. Never know
what might come handy
Online tutorials and videos could be a way to go only once the
awareness for the product range is high
STAKEHOLDER IMPACT
• Minimal impact on dealers, contractors etc. as there is little to no
overlap of the offerings. The DIY segment will be majorly focused on
smaller tasks whereas paid labor would be hired for bigger ones
• Automation is one of the reasons why many industries labourers are
being replaced with machines
• Inspired but automation impacted industries, the only way forward is
higher skill development
• The transition will be gradual from labour dependent to DIY. This
would give ample time for planning, learning and development

Industry Trends Consumer Propensity Market Feasibility The Big Idea Future of DIY Marketing Strategy
 MARKETING STRATEGY
Research Online Focus Understanding
Data Analysis
Methodology Surveys Groups Marketing Strategy

Location: Urban cities of India Phase 1 Phase 2

Place: Strictly metropolitan cities, availability in super- Place: All urban cities, availability in super-markets,
Age: 23 to 45 years markets, hardware and paint stores hardware and paint stores
old Promotion Starting by using digital medium. Focused on Promotion: Continuing with the digital presence and
Pain • Has to pay labour : SEO, to generate interest in customer. Followed then creating interaction points at select
Points costs unnecessarily by SEM, keeping awareness as our campaign stores where customers interested can try out
for small repair jobs. objective and social media marketing the products in a miniature scale
• Lack of Content: • Hygiene – Blog posts and testimonials Content: • Hygiene – Blog posts and testimonials
personalization of focused on answering “how to do it yourself” focused on answering “how to do it yourself”
their home • Hero – Content focused on creating user • Hub – Testimonials and video and written
• Wants to redecorate impression. Video and in-post ads and posts reviews of people using the DIY products
but not the entire on social media showcasing people taking and its benefits
apartment and can’t part in the DIY initiative. Type of People unaware of the concept of DIY in
find value for cost of Type of First time viewers and people unaware of the Audience cities and people to be retargeted
hiring someone Audience concept of DIY
otherwise Timeline: 12 months More impact from
Timeline: 12-18 months Social media
Behavior  Value shopper seeing friends
influencers to be used
 Tries to lead an perform the said
to showcase ease of
independent lifestyle tasks and hence our
BUYER doing home décor. Also
 Has creative interests 4% Celebrities/ Public 4% Celebrities/ Public main form of
PERSONA figures creating earned 18% figures
 Concerned about 28% 30% influence will be
Social media content via Social media
decorating their 39% influencers influencers content shared on
competitions asking
living space Acquaintences/Word Acquaintences/Word popular social
of Mouth people to tag our social of Mouth
 Moderately high use media handles like
29% Random posts on media handles and use 47%
Random posts on
of social media social media social media 9GAG and word of
relevant hashtags.
*Note: The data presented here is on the basis of mouth
consumer insights collected via primary research
(Refer appendix B)

Industry Trends Consumer Propensity Market Feasibility The Big Idea Future of DIY Marketing Strategy
 APPENDIX A
Market Potential

Google AdWords searches done per

listed keywords from Jan’19 to Feb’20

Google Trends for amount of searches made

over the past 12 months
(highlighted declining trends post COVID period)
 APPENDIX B
Research Methodologies
(Primary Research)

1. Google form link for consumer propensity:

2. Google form link for marketing strategies:

Demo for product mix, influencer marketing and perception of DIY

products in Home Décor industry conducted on Zoom
(Total 76 attendees)