

Godrej Interio-NPI
Godrej Interio, a business unit of Godrej & Boyce Mfg. Co. Ltd., is India’s largest furniture company. It is one of India’s premium furniture brands and serves both home and institutional segments. Products range from chairs, sofas, wardrobes to office cubicles & healthcare products like ICU beds. Currently the company is present in all major cities in India with 52 company owned stores and over 800 dealers.
In order to stay ahead in the market, Godrej Interio’s NPI (New Product Initiatives) division continuously designs and manufactures new and innovative products that emphasize comfort and aesthetics while delivering environment friendly, durable and functional furniture solutions. Some of these are lower complexity projects with lower lead times and others are high complexity projects which take a longer time to complete. In either case, while this entire new product development happens in-house, manufacturing of the newly developed products requires support by in-house manufacturing plants as well as more than 300 vendors (domestic & international). Therefore, as in most NPD organizations, there was interruptions, frequent rework and significant delays in development and launch of products (delay to the extent of more than one year from the planned launch date in few cases). Consequently, the company was experiencing year on year drop in output and low contribution of new products to sales.
To overcome these problems, the company implemented a rapid R&D solution based on Theory of constraints. The target was to increase output of new products from the R&D pipeline while reducing development lead time & variability. This was important to achieve since the company’s B2C business is heavily reliant on seasonal demand of festivals. So faster launches to meet market needs are as important as launching near the season with minimum variation. The table below summarises some of the results achieved after two years of implementation (in 2019-20 & 2020-21):


CEO Speak
Anil Mathur
COO, Godrej Interiodiscusses the perpetual conflict that B-B sales teams face and how they solve it. On the one hand, sales teams must meet new customers to establish new business, and on the other, they must focus on supporting activities and current leads to ensure monthly order booking and sales targets. Most of their capacity tends to be taken up by the second. But, if this conflict is not addressed, a company cannot expand customer base to increase market share beyond a threshold!
Video Case Study
Enabling Rapid New Product Development
The senior management of Godrej Interio, India’s largest furniture company, discusses how they implemented flow processes based on Theory on Constraints to increase output of new and innovative products from the R&D pipeline while reducing development lead time & its variability.
Other Godrej Groups

Godrej Interio Healthcare

Godrej Material Handling

Godrej Securities Solutions

Godrej Storage Solutions

Godrej Tooling

Godrej Electricals & Electronics Division

Godrej Security Solutions

Godrej Interiors

Godrej AV

Godrej Megasari

Godrej Interio-Home Kitchens

Godrej Interio- Service And Spares
Other Case Studies

Godrej Interio Healthcare

Kirloskar Oil Engines Limited-NPD

Godrej Material Handling

Bajaj Luminaires Division

Schneider Electric

Kirloskar Oil Engines Ltd. (KOEL)

Godrej Securities Solutions

Godrej Storage Solutions

Kirloskar Oil Engines Ltd (Spares And Services)

Godrej Tooling

Action Construction Equipment Limited - ACE Cranes

Lakshmi Machine Works Ltd. (Machine Tool Division)

Raychem RPG

Filtrum Tools

GMM Pfaudler Ltd

Hercules Hoists Limited

LMW Machine Tool Division (MTD)-New Product Development

L&T – Heavy Engineering

Jakson

Shanthi Gears

Greaves Cotton Ltd.

PARI

Badve Engg

International Tractors Limited

Ashok Leyland- Spares Parts Division

Tata Motors-Spare Parts & Services Division (Commercial Vehicles)

Ashok Leyland – NPD

Fleetguard Filters Pvt Ltd

JK Fenner (India) Ltd

Kirloskar Ferrous Industries Ltd (KFIL)

Lucas Indian Service Ltd.

Mahindra First Choice Services

Mahindra First Choice (Spares And Services)

Tata Radiators

Fleetguard Filters Pvt. Ltd. (NPD)

Filtrum Polymers Pvt. Ltd.

Royal Enfield

TVS Motor Company Ltd

SKF

Volvo Eicher

Tata Autocomp Systems Ltd

Shriram Pistons

Aditya Auto

ASK Automotive

Blackberrys

Pratibha Syntex Ltd

Raymond Luxury Cottons Ltd.

A Major Vertically Integrated Linen Exporter

Raymond

Trident Group (Home Textiles)

Dollar Industries

Arvind Fashions

Dr. Reddy’s Laboratories

Lupin

Sun Pharma

Ajanta Pharma

Strides
A large generic drug manufacturing company - Quality labs

Bajaj Electricals Engineering And Projects Division

Godrej Electricals & Electronics Division

Skipper Limited

KEI Industries Ltd

Tata Bluescope Steel Limited

Tata Metaliks

Fleetguard Filters

Trident Group

Godrej Security Solutions

Sterlite Technologies Ltd.

Godrej Interiors

Godrej AV

Salasar Techno Engg.

Godrej Interio-NPI

Bajaj Electricals Limited (CP)

VIP Industries Ltd

Jindal Stainless Limited

Godrej Megasari

Parag Milk Foods Ltd.

Walkaroo International

Godrej Interio-Home Kitchens

Liberty Shoes Ltd

JK Files And Tools

Godrej Interio- Service And Spares

Landmark

Liberty Retail Revolution Ltd

Godrej Interio - office furnitures

MSP Steel

Skipper Pipes Limited

Pidilite

Sintex Industries Limited

Century Plyboards India Ltd.

Asian Granito

APL Apollo Tubes Limited (APL Apollo)

Vaibhav Global Limited

Kirloskar Agri

Shakti Pumps

Westside

Viveks

Godrej Hershey’s

Future Retail Ltd

Yellow Diamond (Prataap Snacks)

Kurl-on

Daawat

Shalimar Paints

Polycab

Kelloggs

Linc pens

Lenskart

Jindal Stainless Steelway

Bake with Yen

Luminous Power Technologies Pvt. Ltd

TI Cycles of India Ltd

Ambuja Cements

TATA International

TATA Steel
Get in touch
Vector Management Consulting Pvt. Ltd.
10th floor, Thane One, DIL Complex,
Ghodbunder Road, Majiwada,
Thane (West), Maharashtra - 400610, India.