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Godrej experiments augmented reality to expand market reach of Script

Since its launch in late 2017, the brand has limited itself to only Delhi NCR and Bengaluru with showrooms typically occupying a 10,000 square feet space

Godrej Interio promotes its furniture | Image: Godrej
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Godrej Interio promotes its furniture | Image: Godrej

Avishek Rakshit Kolkata
Godrej & Boyce, part of the diversified Godrej Group, is experimenting with digital technology such as augmented reality (AR) to scale up the market reach for its premium furniture and accessories brand, Script. 

The brand is currently under a purely brick-and-mortar domain. Since launch in late 2017, it has limited itself to only the Delhi region and Bengaluru, with showrooms typically occupying a 10,000 sq ft space. It is now coming up with a smaller, 1,500 sq ft showroom (boutique) in Mumbai, powered with AR.

AR, one is told, will offer visitors an interactive experience by superimposing products into an image of

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First Published: Feb 28 2019 | 8:16 PM IST

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