India is central to Häfele’s global growth strategy: MD, Häfele South Asia

• Tell us a bit about your professional journey.
  My professional journey has been diverse and enriching, spanning multiple industries, cultures, and countries. I began in the automotive sector with BMW, where I held leadership roles in Germany, France, and India for over two decades. These roles shaped my global outlook and ingrained in me a strong foundation in innovation, customer-centricity, and strategic transformation. My time in India—first with BMW and now with Häfele—has been especially rewarding. India is a vibrant, dynamic market that demands both adaptability and a nuanced understanding of local consumer behavior. When I transitioned to Häfele, I saw a unique opportunity to lead a respected brand into its next growth phase. Though it might seem unconventional to move from mobility to home interiors, both industries focus on delivering quality, functionality, and emotional value through design and technology. At Häfele, we are redefining how people experience their living and working spaces.

• When did you come on board with Häfele? How has the experience been?
  I joined Häfele South Asia as Managing Director in November 2022. Since then, the experience has been dynamic, fast-paced, and fulfilling. Häfele is a values-driven brand that aligns well with my own principles—particularly around quality, innovation, and a customer-first approach. I’ve had the privilege of working with a passionate and capable team across South Asia. Together, we've enhanced our customer engagement strategies, expanded our retail and service footprint, and elevated our product offerings. I believe that sustainable success hinges on placing the customer at the heart of all we do.

• When did Häfele enter India? How has the journey evolved?
  Häfele entered the Indian market in 2003. Over the last two decades, we’ve evolved from being a specialist in architectural hardware to becoming a complete interior solutions brand. Today, our offerings include furniture and door fittings, kitchen systems, lighting, glass fittings, appliances, and surfaces. What has driven our success is a deep understanding of the Indian customer, supported by a strong network of franchise partners, dealers, and sub-dealers. India has become Häfele’s third-largest market globally, contributing around 10% to our overall turnover. The country holds immense potential, and we remain committed to investing in its future.

• Any significant partnerships in India?
  Yes, Häfele has developed several strategic collaborations across real estate, hospitality, and modular kitchen and furniture industries. These partnerships help integrate our solutions into large-scale developments, ensuring we meet evolving customer needs. We also have exclusive product alliances with Asko and Falmec—premium global brands that enhance our appliance portfolio. Asko offers refined, high-performance kitchen and laundry appliances, while Falmec brings compact, stylish built-in cooking solutions. Additionally, we signed an MoU with DPIIT to support local manufacturing and align with the "Make in India" initiative.

• What is your management mantra?
  My management philosophy rests on three core principles: clarity, collaboration, and accountability. Clear communication of vision and objectives ensures alignment. A collaborative environment encourages creativity and trust. And accountability—at both individual and organizational levels—ensures responsibility for outcomes and fosters continuous improvement. When leaders invest in their teams, empower decision-making, and lead with empathy, they not only drive performance but also build resilient, innovation-driven organizations.

• What are Häfele’s expansion plans for FY26?
  In FY26, Häfele will continue to strengthen its footprint across India. A new Häfele Design Centre in Gurgaon will serve as an innovation hub and enhance customer engagement. We're expanding our franchise and dealership networks to deepen market penetration—especially in Tier 2 and Tier 3 cities—and we’re increasing our presence across e-commerce platforms and modern retail formats. These efforts align with our broader vision of sustainable growth and better accessibility for customers across both urban and emerging markets.

• Where do you see the brand five years from now—globally and in India?
  India is central to Häfele’s global growth strategy. When I took over, our 2030 goal was to source one-third of our products from India. I’m proud to say that we’re on track to meet this target by 2025—five years ahead of schedule. This milestone is driven by a robust supply chain strategy, onboarding over 25 new suppliers, and investing in a startup that will manufacture built-in appliances locally. In five years, Häfele India will not just serve domestic needs but also become an innovation and manufacturing hub for global operations. Internationally, Häfele is working toward becoming more decentralized, agile, and resilient—leveraging regional strengths to fuel global innovation and sustainable growth.

• How has the furniture fittings and hardware market evolved in the past five years?
  The industry in India has matured significantly. Growth across sectors like infrastructure, hospitality, healthcare, and housing has boosted demand for high-quality architectural hardware. While the market initially saw a surge in low-cost, substandard offerings, customers today are much more informed and discerning. Quality, durability, and aesthetics have become top priorities. Modular and contemporary interiors have further heightened expectations. At Häfele, we see this as an opportunity to lead with innovation—offering well-engineered, design-forward solutions that enhance functionality and appeal.

• How do you see it evolving over the next five years?
  The trends we've observed will only intensify. Customers will expect even more in terms of design, sustainability, and smart functionality. Brands that anticipate and respond to these expectations with agility and innovation will lead the market. Häfele is well-positioned to do just that.

• Name five key markets in India for Häfele.
  Our key urban markets include:

• Delhi-NCR: A stronghold for residential and commercial projects.
• Mumbai: A hub for real estate and hospitality.
• Bengaluru: A tech-driven city with high demand for modern interiors.
• Chennai: Industrial growth and urban infrastructure make it strategic.
• Hyderabad: An emerging metro with increasing demand for premium solutions.

In addition to these metros, we’re expanding in Tier 2 and 3 cities, where evolving consumer preferences are creating new opportunities.

• What are three major industry trends right now?
  First is the demand for smart, integrated solutions—such as intelligent fittings and digital locks—driven by a more connected lifestyle.
  Second is sustainability—customers are increasingly conscious of eco-friendly materials, energy efficiency, and long-term durability.
  Third is personalization and modularity—designers and homeowners want products that offer aesthetic flexibility and can adapt to individual lifestyles.

• How important is franchising to the industry?
  Franchising has been instrumental in scaling reach while maintaining consistent brand experience. For Häfele, it enables us to offer global standards through local entrepreneurs who understand regional customer behavior. Looking ahead, we see franchise outlets evolving from traditional retail spaces into immersive, experience-driven environments. Customers want more than products—they want ideas, inspiration, and hands-on interactions. Our franchisees will play a central role in delivering that.

• How does Häfele support its franchise partners?
  We provide end-to-end support—from showroom setup and visual merchandising to marketing and supply chain logistics. Training programs are conducted regularly to keep teams updated on product knowledge, service delivery, and sales strategies. We also run co-branded marketing campaigns, launch events, and in-store experiences to drive customer engagement. A reliable after-sales network ensures customer satisfaction, while key account managers help franchisees operate efficiently and stay competitive.

• How do you select your franchisees?
  We choose partners who have prior experience in premium interiors, building materials, or retail. A suitable location with adequate showroom space is essential. We also look for a customer-focused approach, strong local networks (especially among architects and designers), and alignment with Häfele’s values around quality, design, and service. Ultimately, we seek partners interested in a long-term, mutually rewarding association that enhances the brand and delivers superior customer experiences.