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HomeLane Plans Operational Scale-Up Across 25 Top Markets Over The Next 12 Months



HomeLane’s new brand identity uses the gem-shaped mnemonic as a metaphor for a consumer’s home interiors journey and its myriad phases., India’s leading technology-based home interior service provider, has unveiled its new brand identity as part of the company’s overall strategy to steer its business into the next phase of growth. The new brand identity gives HomeLane a sharper brand persona aimed at creating greater relatability with its home-buying customers.

According to the company’s research, consumer preferences have evolved following the increasing influence of international video content and wider access to information through the internet and frequent traveling. This has resulted in Indian consumers raising the bar on home aesthetics. As a technology-based home interior service provider, HomeLane undertakes all customer inquiries through its website portal.

HomeLane’s new brand identity uses the gem-shaped mnemonic as a metaphor for a consumer’s home interiors journey and its myriad phases. At the heart of this journey is their dream home — a fusion of their ideas, hopes and possibilities.

With their expertise and experience, HomeLane offers to bring this dream home to life. Through this rebranding exercise, HomeLane is reinforcing its promise of a strict 45-day delivery of all customer projects. In case of any delays, HomeLane promises to pay its customers rent for every day of delay till handover.  In addition to the 45-day delivery promise, the HomeLane Guarantee also includes Safety, Quality & Best Price promises.

HomeLane’s rebranding initiative also coincides with the company’s plans to scale-up its operations through the franchisee and retail distribution model for a wider presence across India. The Franchisee and Retail Distribution models will allow HomeLane to efficiently scale-up operations from the current 10 cities to more than double its operational footprint covering over 25 markets by end of the calendar year 2021. This will enable  HomeLane a much better penetration into a sector that’s primarily dominated by unorganized players. 

Commenting on its rebranding initiative, Srikanth Iyer, Founder & CEO of HomeLane said, “Our rebranding efforts are aimed at making HomeLane relatable to the home-buying customers as we target to scale-up our presence across the 25 top markets over the next two years. In India, buying a home is a milestone; there is no single factor that conveys a feeling of security and social integration quite as much as a self-owned home. An Indian consumer considers owning a home as an essential and fundamental basis to launch the rest of his or her other life plans. We have built a very strong delivery team which gives us the confidence to promise  a 45-day delivery for our customers .”

Rajeev GN, Vice President, Marketing of HomeLane said, “Setting up a new home is the first creative journey that a couple undertakes, with a lot of ideas and aspirations. Being in the click and brick segment, we want our consumers to relate with our brand on both digital and physical channels. The new HomeLane resonates with the first time home buyers, as we help them build their dream home. We’re excited about our new brand identity that beautifully captures this journey.”

HomeLane is targeting an EBITDA breakeven of the business by April 2021. As part of the current rebranding exercise, the company has envisaged marketing spends of Rs 100 crores over the next one year. The Franchisee model is expected to contribute 20% to the revenue while the Retail Distribution model is expected to contribute 15% in the next FY. 

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