Leading wall coverings brand, Marshalls, known for pioneering the concept of wallpapers in India, is introducing new trends in the market and leveraging technology to reach out to existing and potential customers By Kajol Somaya
Marshalls, since the 1970s, has brought about a change in the thought process and lifestyle of people in terms of home decor. Marshalls was one of the first initiators to bring wallpaper coverings to the India market, which is majorly dependent on the concept of paint application. Carrying forward the legacy and mantle of the business started by his father, Karan Sharma, director, Marshall Wall Coverings, has taken his company to new heights by launching digital wall coverings and introducing the company to e-commerce.
To break the traditional concept of paint applications, Marshalls has come up with an innovative marketing strategy to counter this effect and enhance their business stake in the market place. The company has introduced hard-hitting videos to clear the myths related to wallcoverings. Sharma states, “Our app ‘The Marshalls Wallcoverings’ is already launched, however official announcements will hapen in May 2016, which is available for smart phone users and we are the first wall coverings’ brand to come up with this concept. Through this app, our motive is to reach each and every household and assist them in selecting the ideal wallpaper covering for their homes at their finger tips.”
One of the problems in India is weather conditions such as water leakages during the monsoons. Speaking on the product’s efficiency to bear such weather effects, Sharma informs, “There are several mechanisms to apply on the walls before applying wall coverings. These wall coverings conceal the stains of the leakages and enhance the aesthetic value of houses. The best part of wallpaper covering is that one can frequently change the designs without affecting the ambience of their house.”
For FC Barcelona fans
Marshalls have achieved a coup by obtaining the license for its FC Barcelona-themed wall coverings in India. According to the license contract with the football club, the wall coverings will feature minimum of five players in the wallpaper. This license was taken into consideration due to the ever growing fascination for football in India after cricket. This range is targeted at interiors of sport clubs, sport lounges and teenager bedrooms. Commenting on the company’s plans to create wallpapers featuring Indian cricket players, Sharma says, ” BCCI is not keen to market their players and there are severe complicated licence hassles to overcome, but ‘never say never’.”
Non-woven base
Marshalls uses the superior non-woven base which is far more upgraded as compared to the old Chinese and the Korean wallpapers which have the paper backing. Normal paper has 100 per cent wood pulp, however the non-woven backing consists of 60 per cent wood pulp and 40 per cent polyster, giving it a tissue-type feel. This non-woven backing, along with the high quality adhesive that they use, leads to easy removal of the wallcoverings in less time and does not damage the wall. Marshalls usually prefer to get the wallcoverings installed by themselves since they use high quality adhesive which futher enables the wall coverings to last for about 8-10 years. The after sales services include washing of the wall coverings or fixing them near leakage areas. The cost of installation varies from Rs 5 to Rs 15 per sq ft, depending on the quality. The company offers product warranty of five years and installation warranty of one year.
Marshalls has its reach in over 20 cities in India with 45 showrooms. The company imports wallpapers from European countries which provide them licenses for the India market. Consumers can also send pictures of their interiors and take online suggestions from Marshalls’ interior design specialists.