A Furniture Brand for All Segments
Kochi: It was in 2002 that M K Abduhaji secured a loan from the Khadi Board to establish a small-scale furniture manufacturing unit in Malappuram with a few carpenters and other employees. He undertook local wood works initially and slowly upgraded the production level. Within the next six years, his firm Exotic World Furniture started marketing products for the wholesale markets across Kerala. Over the years, as business grew, the company went for diversification, bringing out products made of engineered wood such as Medium-density fibreboard (MDF), without in any way compromising the quality of the furniture.
“We have been able to redefine the role of a carpenter by giving it a professional twist. Carpentry is more of a technical job here and by being technician, a carpenter’s productivity as well status have been enhanced,” explains Riyas, the Chief Operating Officer of Exotic World.
By 2012, the company opened a retail furniture outlet at Kottakkal followed by a second showroom at Mongam. As we spread our operations to Tamil Nadu, our number of showrooms increased to five. “We have customers all over Palakkad and Malappuram districts and also in Tamil Nadu, Karnataka and Andhra Pradesh. We are now a leading player in the furniture manufacturing segment in South India as well as the Middle East,” he adds.
Exotic World caters to all the furniture requirements of their clients, be it for bedroom, living room, dining room, kitchen or office. “In 2011, we ventured into production of particle board, widening the ambit of our products. We now offer customized packages to suit client needs, interior designing services and undertake contract works to build, renovate and refurbish,” Riyas says.
The firm believes in providing furniture for all segments of people. “Be it middle class or high-end customers, we have stylish and cozy furniture for them. Along with quality products, the company offers training to skilled carpenters, to help them explore job opportunities across the country,” he says.
“In the past decade, we have registered a double-digit growth in our income. In 2008, we had just 18 employees. Now we have over 250 direct employees and more than 500 indirect employees. We want to venture into Asian export line and be a national supplier. The first step is to concentrate on online marketing of furniture. Every month, furniture worth Rs. 1,700 crore is imported to India. Kerala has a horde of skilled labourers and we just have to make use of it,” Riyas says.