The Living Room: Redefining the Furniture Industry

Abstract

The central issue in this case relates to the expansion plan (growth option) of a traditional furniture company in the contract of growing options in the Indian furniture industry. The case provides adequate details on the growth and evolution of the firm, the competitor’s profile, and the consumer expectations by a survey. The decision options to the firm are expansion within Bombay or expansion to other cities. The cases can also be used to illustrate the concept of mass customization.