Godrej Interio Index: India's Men Overtake Women When it Comes to Home Dcor Decision-making

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"In some cases, the men of the household are becoming active decision-makers; in India's living/dining rooms, for instance, men are making the final choice in one-in-five homes (20%). The overall insight our inaugural Interio Index is that the choice of furnishings and home dcor is becoming a far more collective, democratic process involving all members of the family."
The Interio Index research also unearthed some interesting insights into couples' relationships and attitudes towards the interior design of their homes:
India's 'Bedroom Trade-off'[3]
When there is an even balance in decision-making, a couple considers a trade-off on a different furniture decision in the house. For example, in the bedroom, if there was a debate on whether to use a hard mattress or a regular one:

30.3% respondents say that the husband would decide 32.6% claim that the wife would decide 17.2% would split their mattress Nearly one-fifth 19.9% respondents would trade the mattress preference for another decision in the house

'The skeleton in the closet'[4]
Men participate in decisions about designing the furniture at home only women know the details of what is inside their cupboards:
Despite their active participation in the decision-making process for kitchen furnishings, only 67.7% of men would actually know in which cupboard the sugar is kept, compared to 86.6% of their female counterparts When it comes to the bedroom, men may be increasingly influential on the choice of dcor, but it's the women who know where everything is kept. According to the survey, 81.7% women would know where to find the blanket in the middle of the night (compared to just 67.5% for men; that means one-in-three men would have to wake someone else if they were cold during the night) In the living room, although less than a quarter (24.6%) of the final furniture decisions are made by women, more than three quarters (76.6%) of them would actually know exactly where to find the TV remote control "Such insights reflect a deeper shift in decision-making dynamics across Indian households. According to other research, for instance, around 80% of decisions for buying food and grocery items are actually taken by men. [5] Although light-hearted in nature, our own Interio Index perfectly reflects the increasing role men - and the wider family - are playing in the selection of home furnishings. As a brand, it is essential to remain abreast of such dynamics and ensure that our offering and the manner in which we present it, remains relevant and compelling to all these decision-makers."

About Godrej Interio:
Led by the largest in-house design team in the country in the furniture category and awarded with 14 India Design Mark Awards till date, GI aims to transform spaces with its thoughtfully designed furniture to create brighter homes and offices with products that have the highest design quotient in aesthetics, functionality and technology. With consistent pursuit of excellence and a special focus on health and ergonomics, GI's product portfolio comprises a massive range in the office, home and other specialized applications, viz:
B2B - Office Modular Furniture, Turnkey Projects, Marine Accommodation Solutions, Healthcare Furniture and Lab Furniture

B2C - Home Furniture & Storage, Mattress and Kitchens
[1] Survey methodology/date
[2] National data Q4
[3] National data Q10
[4] National data Q7, Q8, Q9
[5] https://www.facebook.com/business/news/Meet-Indias-new-grocery-shoppers