Wednesday, September 12, 2007

Italy and design

Everywhere I see in Bangalore there are furniture shops and shops that offer modular kitchens. Many a time, their names are Italian - or they sound Italian. I found a few recently; Snaidero, Roca, Donna Rossi (are they Italian names in the first place?) kitchen line and then some. As far as I know Faber is the best selling in India in the organized segment - the unorganized segment is perhaps too large and too fragmented to be counted. What are the Indian brands doing - I know Godrej came up with a line not so long ago. Why does everyone think that an Italian brand knows how to design an Indian kitchen? Why is that not being used as a branding opportunity for an Indian brand?

If you look around in India, pretty much nothing with an Italian name has sold well. Not Fiat, not Ferrari (and thats not because of the name - obviously). If anything the name that sells best is Japanese (or sounds like Japanese).

So, why do these furniture makers have Italian sounding names? I dont know. Do you?

8 comments:

Anand said...

That's true. Onida is a valid example? Sounds Japanese no? But I'm not very sure that nothing with an Italian name sells. While not being familiar with the Maharastrian(?) name, I thought Gaitonde was an Italian leather brand.

Neelakantan said...

Many, even in mumbai, think Gaitonde is French :)The Koreans were the first who got the advantage of "sounding" Japanese. LG, I guess was the odd one out, but it is better. It is interesting to see which names succeed, though names per se mean very little.

Karthik said...

Italians are known for their design prowess -- high end clothing, shoes, eye-wear, sports cars (ferrari, maserati, lamborghini) et al. So there is a cachet attached to an Italian sounding name.

The names u mentioned do sound Italian although Snaidero has an odd German-Italian feel to it. Are these "luxury" brands?

Magic Puddles said...

just as is suspected i just googled one of the names - donna rossi - and guess what - the brand is owned by farwood industries - a chennai based company with manufacturing bases at kelambakkam and perungudi..read on...

http://www.thehindubusinessline.com/2006/09/08/stories/2006090803690500.htm

ravi

Anonymous said...

vespa doesn't fit your mould. and some would argue, sonia maino ;-)

Neelakantan said...

oh, i thought about vespa, but that was in a time when there were no real brands. Sonia maino, well, is more about ghandi turned "gandhi" than sonia or maino, but you are right!

ankurg said...

Snaidero - Italy based
Roca - England based
Donna Rossi - Chennai Based.

As far as I know has been famous for design and eclectic looks, furniture and kitchen today are more design oriented(no longer just convenience oriented). So companies making them would definitely want to have such names.

e.g. in early 20th century for cars it was US with GM, Ford, Chrysler.

Similarly now for cars it is Japan, with Toyota, Honda etc.

Though I dont have any names to quote for design based companies from Italy.

Divya said...

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