Godrej & Boyce now owns 51% stake in accessories brand ‘India Circus’

INDIA: Godrej & Boyce has acquired a 51 percent share in ‘India Circus’, which offers contemporary and affordable home décor and personal accessories. This acquisition intends to strengthen India Circus’s market position in domestic and international markets and at the same time supplement the home furniture and interior decoration business of Godrej

This year ‘India Circus’ is likely to generate a revenue of 15 crores. Under Godrej, the brand is expected to grow five times over the next two years by increasing its offerings in more lifestyle segments.

India Circus will be made available in more than 50 Godrej Interio outlets, which will add to its online and shop presence in the country.

According to TechSci Research: The reason behind this partnership is to nourish India Circus’s products and move like a companion with Godrej Interio that deals in accessories segments. Also, we believe the acquisition will help the companies to tap into overall growing market of household furniture and home accessories.

According to a recent report published by TechSci Research “India Home Furnishing Market Forecast and Opportunities, 2020” the market for home furnishing in India is expected to grow at 8% CAGR, by value to reach USD 5.29 Billion. Home solutions and accessories business would be fast growing segment in the next five years in India.

Although the market value of India Circus is not much, the brand is well known for its niche and exclusive range of lifestyle products such as cushion covers, home decor, fashion and accessories.

The acquisition will help to strengthen the brand image, portfolio offerings, and enhance the lifestyle segment of Godrej and provide platform to India Circus to offer its products in international market.

India Circus can increase its brand visibility in the campaigns like “Make in India” with the help of their self-made designs, great quality and price offerings.