HATIL by Kratos

About Us:

HATIL is a fast-growing Global Furniture Brand with customers and connoisseurs around the globe. The brand presents an impeccable range of wooden furniture products manufactured from the best sourced materials and with a deft touch of seasoned artisanship.

It all started in the late 60's with a modest timber company. Eventually the owning family of that company came forward to launch a Global Furniture Brand. Thus, HATIL was born. Latest Technology, Total Quality Management, Lean Manufacturing, Unique Design Sensibility and Smart Retail Presence have already curved a niche for the brand.

HATIL started its global journey making exports to the US, Canada, Russia and the Middle East. Brand showrooms were opened in Nepal, Bhutan and across India. In India, the first HATIL Furniture showroom opened in Zirakpur, Punjab in 2017. Immediately after, Kolkata saw its first showroom in Chinar Park. There was no looking back since then. Almost every major state in India has got HATIL Furniture showrooms in prominent locations.

Furniture Market

India has been the largest importer of furniture until 2006-2007 importing about 17% of total global export of furniture - a situation that has not been changed much as of 2020 for the reasons below -

1) Furniture has not been seen rightly as a life-style product and thus design innovations remained much classic compared to developments in other parts of the world. The industry remained "customer driven" and couldn't adopt the strategy of "driving the customers" through introducing slim, modern, and straight-line furniture. When every life-style segment (cars, phone, laptop, TV, fashion) is getting modern, furniture remained relatively victorian in Indian context.

2) Due to complexity of raw materials and processing variety, furniture manufacturing requires sole focus in the business. Thus furniture is generally less successful when it is part of a group of companies. In India, no significant manufacturer emerged as majority approached the industry as unrelated diversification.

3) Given this market gap, low quality Chinese and Malaysian imports have taken up the gap along with poorly finished local makes. This imports are also going to be impacted in short term due to changing Foreign policy of India. For most affluents, imported European/ American furniture are the solution at much higher price point.

The above analyses draws a sizable mid-market (mostly comprised of middle and upper-middle class) for modern furniture with Italian lacquer finish at Indian price. This is the segment where HATIL operates

HATIL: Strengths and Competitive Advantages

1) Currently we have the largest wood working factory in South Asia sprawling over 800000 sft production space and counting.

2) We are in the process of expanding our capacity further by making a fresh investment of over INR 200 crore in completely German and Italian multiple operation machines.

3) In home and abroad we have over 550000 sft (86 showrooms) dedicated single-brand retail floor

4) Our sole business focus is furniture manufacturing and supervising the retail operation so that your customers always get the best product.

5) Our slim and modern furniture with Italian lacquer finish has been tremendously successful in Bangladesh and other markets we operate. Indian customers have not seen such variety at such prices.

Attached herewith please find our company presentation. Any information you may need, please ask. We would love to arrange a meeting schedule soon to discuss this in person, where we can also showcase our World-Class Virtual Reality Technology- HATIL Wiz, which is unparalleled worldwide.