Pune’s Creaticity adopts house of brands model

Pune based interior design, home décor, and lifestyle destination Creaticity is adopting a house of brands approach to bring international labels to India. Aiming to build a diverse brand portfolio, Creaticity plans to have around 10 brands on its roster by January next year.

“Indian customers are progressive, aspirational, premium-seeking and balance-conscious, and our thought process is that we should offer a curated bouquet of brands, who are a combination of manufacturers plus brands, especially to the Indian consumers across the prestige-premium segments,” Creaticity’s CEO Mahesh M told IndiaRetailing.
 
Creaticity’s current selection of global brands includes Natuzzi Editions, Febal Casa, and Alf Italia from Italy along with Ashley Furniture Homestore, which it brought to India from the US seven years ago. The business is keen to tap into rising demand for branded goods in the largely unorganised market.
 
“We have registered one of our trademarks with that in mind, called Creaticity Branded Interiors, which will house fine brands like Konfor, Turkey, which we recently introduced to India along with some more in the pipeline,” said Mahesh M. “Within the next four to five months we will present the bouquet of around 10 such brands, from Europe, Asia, America and our own India. And as we speak, work is going on to open many first and exclusive stores by January 2025 here at Creaticity, Pune.”
 
A division of Deepak Fertilisers and Petrochemicals Corporation Limited, Creaticity is located in Pune’s Yerwada neighbourhood, according to its Facebook page. The shopping centre measures 3.5 lakh square feet and currently houses over 10,000 products from its multi-brand selection.