The New York Stock Exchange-listed Italian furniture major Natuzzi Group will kick start its Indian operations in July by opening flagship stores in Delhi and Mumbai. The group, which has plans to create a network of Natuzzi and Italsofa branded stores in India, will be launching outlets in Hyderabad, Bangalore, Chennai and Kerala within six months. The furniture major will have various retail formats ? standalone stores, galleries and point of sales ? in the country.

Nitin Bahl, country manager , Natuzzi, said: ?The company is planning to set up 70 point of sales in India by 2012. It will be taking the franchise route to establish operations here. Investments will primarily be made by individual franchisee operators.?

The company will be importing finished products to India and will market those through stores across the country. ?The company may think about setting up a production facility in India once it reaches sufficient sales volumes. Initially, we will go for print blitzkrieg and may also rope in a brand ambassador for endorsement.? Prices for Natuzzi brand of five-seater range from Rs 3.5 lakh to Rs 7 lakh and a five-seater Italsofa costs between Rs 1.6 lakh and Rs 3.5 lakh.

Reasoning the rationale behind the optimism that price conscious Indian customers would go for the Natuzzi, Bahl said, ?The concept of living rooms has drastically been changed with people craving for elegance and comfort. As long as there is demand for high-end apartments and villas, we do not see any issues.?

The company will focus on establishing long-term relationships with suppliers, traders and consumers. It will launch its ?Total Look Living Room? concept to ensure more spending on furniture.