Sustainability is a Serious Consideration in the Furniture Business

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consideration in the furniture business

Sustainability is a serious consideration in the furniture business because the tribe of consumers who are concerned about the well-being of the planet is growing. Their lifestyle is marked by choices that have a smaller impact on the environment.

ā€œThis bias towards sustainability determines how they design their surroundings and what furniture they use,ā€ says Sundar Subramaniam, industrial designer and co-founder of furniture manufacturing company Dovetail.

Subramaniam, an NID alumnus, has helped shape design culture in India. Besides co-founding iconic design consultancy firm Tessaract Design in 1986 and Dovetail in 2005, he co-founded the Association of Designers of India (ADI) in 2010. As part of the first India Design Council, he helped implement the India Design Mark, the national hallmark that the industry vies for in its quest to bring design to its customers.

He says that sustainability is a consideration in the furniture business that manufacturers ignore at their peril, and explains its impact on business.

How serious is the Indian consumer’s concern about sustainability in furniture?

There is a certain Indian consumer who values sustainability very seriously.  Price, material, and finish are surely important considerations, and different consumers would prioritise their considerations differently. However, the person who values sustainability is extremely concerned about what is happening to the planet and wants to do something about it.

What do you think are the main reasons driving sustainability in this segment?

The use and throw, or replacement, culture promoted by business interests is proving detrimental to the planet, and more and more people are becoming aware of this. They want to do something about it, and one of the things they can do is to opt for brands that are identified with sustainability.

India Kitchen Congress

What is the impact of employing sustainability, to the consumer and business?

The brand will be identified with sustainability, which is a valuable association to have. Customers buying sustainable furniture will treasure and keep it, and as a result, there would be less waste and an emotive brand connect. This is besides all the process improvements and the reduction of their cumulative impact on the planet.

What are the main initiatives being taken today for sustainability by manufacturers in this segment?

Manufacturers are acknowledging that sustainability is a consideration in the furniture business, it is something they need to be concerned about. They are reassessing their material sourcing, use of chemicals, and processes, and exploring alternatives that are more environmentally friendly and sustainable. This is also reflected in the choice of technology for their factories.

I believe that to make a real impact, all the stakeholders involved in the process – raw materials, engineered materials, chemicals, packing materials and so on – need to review their approach to business and define the ways in which they can increase their sustainability quotient.

What should enterprises do to build trust amongst their customers on the issue of sustainability?

Enterprises could engage in dialogues with their customers about sustainability, what it involves, and how it could increase costs while reducing the planetary impact. They can start conversations around sustainable lifestyles so that the subject resonates at a personal level. Moreover, influencers such as designers and role models can be advised about how design thinking and green manufacturing make furniture and home dƩcor kinder to the planet. The process of manufacture itself can be made transparent, so that customers can view the progress of their orders, and errors and wasteful transactions are avoided.

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