Square Foot plans more floorings

Square Foot, the Rs 40 crore flooring solutions company, is looking at a 50 per cent year on year growth, on the back of retail and real estate boom in the country as well as demand for new-age floor coverings.

Currently, the organised flooring industry is estimated at around Rs 150 crore and is growing at 25 per cent.

Gaurav Saraf, director of Square Foot, said, "We are in the process of launching several new products in sync with the changing trends and consumer fashion."

The company is planning to launch steel, rubber, and eco-friendly flooring options within one year. It is also planning to launch floor coverings for outdoor sports such as basketball, football and hockey.

Besides new products, the company is also planning 38 stores by 2012, from five right now, to provide more convenience to consumers.

Square Foot will replace 25 per cent of its wood and laminate flooring collection every year, phasing out some of the not-so-used products with new items and colours.

Currently individual buyers make up for 55 per cent of the company's turnover while corporate and hospitality sectors make up the rest.

Square Foot's clientele include RPG Group, ITC Ltd's corporate office gym, governor of Assam's residence, among others.

"As a lot of young consumers opt for apartments, flooring is one way that can differentiate them. Consumers are also growing out of marble and granite flooring and willing to experiment with new options. This is exactly the scenario we will tap to grow our business," Saraf pointed out.

Steel flooring, which the company plans to launch in one year, is expected to be used primarily in retail and commercial establishments and would be priced above Rs 1,000 per square foot.

The company is also in the process of launching floor coverings for outdoor sports such as football, hockey, etc, which will be priced between Rs 150 and Rs 600 per square foot.

"We will launch sports floor coverings this year which will be certified by various sports bodies like FIBA, FIFA, WSF, and WBF. Flooring for outdoor sports requires artificial grass as natural grass is difficult to maintain with difference in temperature," Saraf claimed.

The company will also launch floor coverings made from natural rubber, particularly useful at electrostatic areas, corridors and entrances.

"Another interesting trend is consumers' shift towards eco-friendly floorings in order to avoid deforestation. We will therefore launch various bamboo and linoleum floorings for use in residential and commercial projects," Saraf pointed out. Bamboo flooring will cost Rs 190 per square foot, while that of linoleum will be around Rs 125 per square foot.