Godrej takes majority stake of 51% in India Circus


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~India Circus targets a growth of 500% over the next two years, through this merger~

Mumbai, January 19, 2016: Godrej, one of India’s leading business conglomerates, continues to increase its footprint in the lifestyle vertical by taking majority stake of 51% in India Circus, a venture by Krsnaa Mehta. With this merger, the group aims to strengthen India Circus’ market position as a lifestyle brand that offers affordable home décor & personal accessories.

Design thinking has been at the core of all innovation within the group and with this strategy in place, Godrej has been shaping the future since 1897. A result of this design thinking approach has been the group’s strategy to focus on the lifestyle space. Godrej has been transforming lives with their home furniture and interio solutions business, Godrej Interio. With this investment in India Circus, Godrej lifestyle offerings will further be strengthened. India Circus will continue to retain its identity and brand name under Godrej. Krsnaa Mehta will be responsible for design and Godrej will be responsible for efficiencies in operations and marketing of the business. Furthermore, India Circus employees have been retained, as the group believes that talent is an important asset of this lifestyle brand.

In the coming years Godrej will continue to expand their portfolio in the Lifestyle segment by investing in existing lifestyle brands and by creating their own.

With this merger, India Circus expects its market revenue to grow by 500% over the next two years.  Commenting on the acquisition, Mr. Navroze Godrej, Head, Strategy and Innovation, Godrej & Boyce, said, “I’m excited to announce that we’ve acquired India Circus, a very niche and exclusive lifestyle brand. With this partnership, we look forward to strengthen our lifestyle footprint and also complement our existing lifestyle brands like Godrej Interio. The acquisition of India Circus is one of the steps towards building a robust lifestyle vertical.”

Mr Krsnaa Mehta, Executive  Director, India Circus, said, “I am very excited to be associated with Godrej. I also want to make India Circus one of the celebrated make in India brands out of India with a great design, great quality and a great price offering. Being a design house first its critical to our success as a brand. I am confident with Godrej this brand can make it ti the next level and soon be available not only in India but allover the world”.In addition to its online presence and the existing shop in shop format, India Circus will now have presence in over 50 Godrej Interio retail outlets across 20 cities.

Mr. Anil Mathur, COO, Godrej Interio, said, “Collaborating with India Circus has been a strategic step towards complimenting and further strengthening our lifestyle brands. We see a very strong overlap between Godrej Interio and India Circus consumers and distribution channels. In addition there is an overall increase in the offline and online purchase of household furniture & home accessories which makes this partnership very appropriate at this time”.

 

About Godrej:

Established in 1897, the Godrej Group has its roots in India’s Swadeshi movement. Our founder, Ardeshir Godrej, lawyer-turned-serial entrepreneur failed with a few businesses, before he struck gold with the locks business that you know today.  One of India’s most trusted brands, with revenues of USD 4.1 billion, Godrej enjoys the patronage of over 600 million Indians across our consumer goods, real estate, appliances, agri and many other businesses. You think of Godrej as such an integral part of India that you may be surprised to know that over 25 per cent of our business is done overseas.

Our canvas is growing. In fact, our Vision for 2020 is to be 10 times the size we were in 2010. We truly believe that while our amazing past distinguishes us, we are only as good as what we do next.

 

About India Circus:
India Circus Retail Pvt. Ltd. offers contemporary-chic, sophisticated, and affordable style for various areas of your life, from home decor to personal accessories. With an All-Indian palette, we draw our inspiration from both Mughal Royalty as well as road-side chai. We offer a diverse and distinct array of moods and tones, which we feel represents India.
India Circus seeks to curate the essence of life in India, and transcribe this loud and colorful experience into contemporary and sophisticated style. From luminescent lamps to totes a la mode, we have a lot to offer for various corners of your life!
The vibrancy of the colors combined with the nuanced heritage of the designs makes each piece created at India Circus exceptional. All of our creations offer sophistication with a dash of ‘Indian-ness,’ without draining your wallets.

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