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HOMELANE

Founder

Srikanth Iyer
CEO & Co-Founder
He leads HomeLane that he co founded in the year 2014. They are in the business of providing home
interior solutions online. They have a unique O2O, thick marketplace model and have been growing
exponentially since inception.
He was also a Venture partner with Unitus seed fund, an impact fund focused on India.

As co-founder of Edurite Technologies and later CEO, Pearson India, he has been responsible for bringing
technology enabled education to millions of schools in India and making Pearson a leading player in
Indian education. He now brings that driving force, the spark of entrepreneurial energy and organizational
growth to Magic Crate as our Advisor.

About:

HomeLane is a customized interior designing platform that allows users to discover and design modular
kitchen, furniture, wardrobe and crockery units.

HomeLane's headquarters is located in Bengaluru, Karnataka. For every employee, HomeLane generates
$13.3K in revenue. HomeLane has received a total of $68M in funding. HomeLane's top competitor is
Livspace, led by Anuj Srivastava, who is their Co-Founder & CEO. HomeLane has 3,145 followers on
Owler.

The journey from four walls to a home

Setting up a home is no joke. Just ask our CEO Srikanth Iyer! The harrowing experience he had dealing
with carpenters while setting up his home is the reason HomeLane exists today.
The fixed furniture market is plagued by an unorganised structure of carpenters. And you know what that
means — unexplained costs, delays and quality issues! That’s where we step in — as an answer to the
woes faced by every homeowner.
HomeLane is where design, functionality and cutting-edge technology meet to give homeowners a stress-
free home designing process for all your interior needs. Our designers lend their expertise to help create
one or multiple themed spaces in your home for cost-effective but gorgeous rooms. We handle the whole
gamut — design, delivery, installation and post- installation service. HomeLane gives you a transparent
cost and promises installation within 45 days (or we pay your rent)!
Over the last three years, we've all rolled up our sleeves in reaching as many new homeowners as possible
across four cities — Bangalore, Chennai, Hyderabad, Mumbai and NCR. We're happy to report that we've
successfully completed over 1900+ projects!
HomeLane is now synonymous with fixed furniture solutions in the country. At HomeLane, we drive a
few objectives — transparency, convenience, predictability of timelines and quality. That’s why we have
transparent costs, a 45-day guarantee post design sign-off, 5-year warranty and post-installation service in
place. With us, what you see is really what you get!

INTRODUCTION OF HOMELANE
HomeLane is a leading interior design solutions and home furnishings marketplace. The company was
founded in 2014 and is headquartered in Bengaluru. HomeLane has emerged as a disruptor in the interior
design sector by integrating the key streams of design, functionality and high-end technology. It has been
successful in providing customers a one-stop-shop for all their interior design needs, covering everything
from design to delivery, installation and post-installation services. One of the USPs of HomeLane is its
co-creation platform that allows customers to interact with designers and make changes to the design. This
saves time and effort, as everything gets done online.

History:
The interior design sector in India had remained largely unorganized and customers would often have to
face various problems such as sub-standard work quality, unexplained delays, high costs, etc. HomeLane
founder Srikanth Iyer had a similar experience when he was trying to set up his home. Not happy with the
quality and efficiency of services, Iyer decided that it was time to bring corporate standards to the interior
design sector. This is how the idea for HomeLane came into being and the company was launched in
2014.
Owing to its customer-friendly business model, HomeLane has grown exponentially in the last few years.
HomeLane offers 45-day installation guarantee and a five-year warranty on installations, which have
really been beneficial for its customers. Till date, the company has executed more than 1900 projects. It
has expanded operations to other top cities such as New Delhi, Mumbai, Chennai, Hyderabad, Gurgaon,
Ghaziabad, Noida, and Thane. The company has plans to expand operations to other cities as well in the
coming years.

Vision & Mission of HomeLane


● Its mission is to create the dream home for its customers.
● Its vision is to become a tech savvy.

Services Provided by HomeLane


Modular Kitchen

Leah L shaped Modular Kitchen Catalina U-shaped Modular Kitchen Designs

Paradiso Straight Modular Kitchen Designs Lando Parallel Modular Kitchen Designs

WARDROBES
Morina Straight Wardrobe Design Flores L-shaped Wardrobe Design

Olivia U-shaped Wardrobe Design

OTHER PRODUCTS
Study Unit Entertainment Unit

Crockery Cabinet

SPACE SAVING PRODUCTS


Bunk Bed

Queen Size Vertical Wall Bed With Sofa

Filter by

SHAPES
1. L-Shaped
2. Straight
3. Parallel
4. U-Shaped

FINISH
1. Matte
2. Gloss
3. Matte and Gloss
COLOR SCHEME
1. Single Tone light
2. Single Tone dark
3. Multi Tone

STORAGE OPTIONS
1. Loft
2. Tall unit
3. Semi-Tall unit
4. Breakfast Counter
5. Built-in Appliance
6. Open Shelves
7. Glass Shutter

ORGANISATION STRUCTURE

AREA OF OPERATION

HomeLane is a customized interior designing platform that allows users to discover and
design modular kitchen, furniture, wardrobe and crockery units.
HOME INTERIORS

➔ Interior design
● Kitchen design
● Wardrobe design
● Bedroom design
● Living room design
● Dining room design
● Bathroom design
● Space saving furniture

➔ Home decor
● Design expert tips
● Ceiling design
● DIY
● Wall design

➔ Home keeping
➔ Editorials
MARKETS- HomeLane.com is E-commerce business.

INFRASTRUCTURE FACILITY AT HOMELANE

TOP COMPETITORS OF HOMELANE.COM


SWOT ANALYSIS OF HomeLane.com

Strength

● Time saving.
● No time constraints.
● Cost effective
● Flexible target market segmentation.
● Strongly funded.
● Innovative service.
● Best price promise.
● Tie up with a large number of vendors
● Fast delivery and excellent customer service.

Weakness
● Consumer mindset about shopping online for furniture.
● Fake websites
● Fraud
● Inter-state movement of products.
● Dependants on vendors for products.

Opportunities

● Changing trends
● People of tomorrow will feel more comfortable to buy products through internet
only
● Growing market segment.
● Growth in number of online users.
● New technologies in e-commerce.
● Increasing buying behaviours of young populations.

Threats
● Competition in the market.
● Changes in environment, law and regulations
● Risk, Nature of fraud.
● Vendors or retailers.

Mckinsey 7-S Model


Hard Elements

● Strategy
● Structure
● Systems
Soft Elements

● Shared Values
● Skills
● Style
● Staff

Strategy

➢ They guarantee a 45-day delivery commitment else they pay the rent and every
product comes with a 5-year warranty on its products.
➢ HomeLane provides Expertise services with multiple themed space which is cost
effective.
➢ They offer maximum value for the customer, depending on their needs.

Structure
Systems

The day to day activities done in homelane are

● Marketing
● Growth(welcome team)
● Sales
● Training and development
● Designing
● Human resource
● Operations
● Customer Support
● Retail
● Technical
● Finance
Shared Values

HomeLane Values
Trust: Being open - minded, genuinely listen, involving others / seeking their input,
questioning the strongest conviction
Transparency: Implies openness
Frugality: We try not to spend money on things that don’t matter to customers and
business
Customer Obsession: We maintain effective relationship with customers (internal /
external), Focus on customer needs and gain their commitment
Gaining colleagues support to meet customer needs
Collaboration: We work cooperatively with others to achieve target and
objectives,Accomplishing own tasks in support of team goals and actively offering help to
colleagues, Actively participate / support in group decisions

Style

The style of leadership adopted by HomeLane is Participative.

Staff

➔ General Management

➔ Designing

➔ Technical

➔ Operations

➔ Human Resource and Admin

➔ Finance
➔ Security/Housekeeping
Skills

Designing

➢ Good Communication and Presentation skill

➢ Diploma in Interior Designing

➢ Architecture from a reputed Institution

➢ Experience in Modular Furniture

➢ Team Working Skills

Project Management
Mandatory Skills

➢ Modular furniture, interior projects, residential projects

➢ Desirable Skills

➢ Residential modular fixed furniture experience

Technical:

➢ Hands on experience in engineering field: Web/Mobile

➢ Result Oriented Approach:

➢ Team Building Skills

➢ Collaboration Skills
Business Analyst

➢ Experience with statistical modelling

➢ An ability to effectively communicate with both business and technical teams

Sales

➢ Strong listening and presentation skills

➢ Excellent verbal and written communications skills

➢ Ability to multi-task, prioritise, and manage time effectively

➢ Understanding of home interiors domain a bonus

Privacy Policy

HomeLane.com is a website owned by Homevista Decor and Furnishing Private Limited, a company
incorporated under the Indian Companies Act, 1956. Wherever the term "HomeLane" or “HomeLane
Interiors” or "HomeLane.com" is used it refers to Homevista Decor and Furnishing Pvt Ltd, and its
subsidiaries, controlled entities, affiliates and related parties. HomeLane provides the services through
www.homelane.com ('Website' or 'Site'). At HomeLane, we are highly committed to the privacy of your data
and information and in providing excellent service to all of our customers and visitors of the Website. We have
prepared this Data Protection and Privacy Policy ("Policy") to inform you of the privacy principles that govern
this Website.

Unless restricted by applicable law, you agree that all your personal information collected by HomeLane
through the Website may be used and disclosed as set out in this Policy.

You are advised to read this Policy carefully. By accessing the services provided by HomeLane.com you agree
to the collection and use of your data by HomeLane.com and certain authorized third party service providers in
the manner provided in this Policy. If you do not agree with this Policy, please do not use the Website.
What is covered in this Policy?

This Policy covers how HomeLane treats personal information that HomeLane collects and receives, including
information related to your past use of the Website products and services.

When you register for our service, we would require your personal information that is personally identifiable
like your name, address, email address, or phone number, and other information that is not otherwise publicly
available and is essentially required for registering and receiving services from us.

HomeLane is not responsible for any acts, deeds or things done or committed by any person not being directly
employed by HomeLane. In addition, certain HomeLane.com associated/partner companies have their own
privacy statements which can be viewed by clicking on their respective links.
Privacy – Our Commitment

At HomeLane, we are extremely committed to protect your privacy. We would like you to feel confident about
us, use our services freely and recommend our services to your friends and family.

We guarantee that we will not rent and sell your personal information to third parties (except as stated in this
Policy) without your consent. In the day to day operations, we will provide your information to our partners
who will assist in providing our services. Your comfort, trust and confidence are of paramount importance to
us.
What Information is collected from you.

Profile Information

HomeLane collects the details provided by you on registration (email address, name, password, phone number,
address and some profile details and interests) together with information we learn about you from your use of
our service and your visits to our Site. We also collect information about the transactions you undertake
including details of payments and type of cards used. We will not collect and store information related to your
credit cards such as number, expiry date and CVV number.

We may collect additional information in connection with your participation in any promotions or
competitions offered by us and information you provide when giving us feedback or completing profile forms.
We also monitor customer traffic patterns and Site use, which enables us to improve the service we provide.
We will collect only such information as is necessary and relevant to us to provide you with the services
available on the Site.

You can terminate your account at any time. However, your information may remain stored in archive on our
servers even after the deletion or the termination of your account.
Anonymous Information

In addition to the information that you explicitly provide during your interactions on the Site, we will
automatically receive and collect certain anonymous information in standard usage logs through our Web
server, including computer-identification information obtained from "cookies" sent to your browser from:
1. web server cookie stored on your hard drive
2. an IP address, assigned to the computer which you use
3. the domain server through which you access our service
4. the type of computer you're using
5. the type of web browser you're using
Who collects the information?

We collect personal information about you as part of the registration process, which is voluntary. Other means
of collecting personal information is through some contests, online events, surveys etc.

We collect anonymous information like traffic information and hardware information when you visit our Site.

Our advertisers and partners may collect their own anonymous information through their own cookies for
which we are not responsible for.

HomeLane understands the importance of protecting children's privacy, especially in an online environment.
Our sites are not intentionally designed for or directed at children 18 years of age or younger. It is our policy
never to knowingly collect or maintain information about anyone under the age of 18.
Information Usage

We use your personal information to allow it to process your registration, to process any orders that you may
make for any products or services displayed on the Website, provide you with improved services, contact you
when it is needed by telephone, facsimile and e-mail, and to advise you of products and services which may be
of interest to you, inviting you to be a participant or a respondent to an online event that is hosted on
HomeLane.com. Further, the relevant information is used by HomeLane to (i) provide you with statements of
your account; (ii) to communicate with you on any matter relating to the conduct of your account; and (iii) to
communicate the details of any orders / processing of any orders placed by you relating to products displayed
on the Website.

HomeLane may also use aggregate information and statistics for the purposes of monitoring website usage in
order to help us develop the Website, our products and services and may provide such Aggregate information
to third parties on an aggregate basis. These statistics will not include information that can be used to identify
any individual customer.

HomeLane may organize contests and surveys and the information collected during these events may be used
by HomeLane to improve your overall customer experience. The information will only be shared with third
parties on an aggregate basis.

[For the purposes of this Policy, "Aggregate information" shall mean and include information that is recorded
about users and collected into groups so that it no longer reflects or references an individually identifiable user.
Such information does not identify you individually.]

Personal data collected by the Website may be transferred to other sites of HomeLane where it is necessary to
meet the purpose for which you have submitted the information. By submitting data on this Website, you are
providing explicit consent to transmission of data collected on the Website.

We use anonymous information like traffic and other data to provide us with information to recognize the
access privileges to our Site, track your participation in any of the events, providing you with better content
and advertisements, help diagnose the problems with our Site and for the purposes detailed in the Policy.
Information Sharing and Disclosures

Profile Information
We do not rent, sell or share your personal information to third parties -
● Unless we have permission from you,
● Unless we have to provide products and services that are requested by you,
● Unless we have to help investigate, prevent or take action regarding unlawful and illegal activities,
suspected fraud, potential threat to the safety or security of any person or organization or property or
asset or rights of the Website from unauthorized use or misuse of the Website, violations of
HomeLane.com terms and conditions or to defend against legal claims/proceedings
● Unless upon occurrence of special circumstances detailed hereunder -
1. to respond to subpoenas, court orders, judicial proceedings, or other legal processes;
2. to enforce the terms of the Website User Terms and Conditions or the terms of this Policy;
3. to respond to claims that any photo, text, or other material violates the rights of third parties; or
4. to protect the rights, property, or personal safety of HomeLane, its users, or the general public.

We provide certain required personal and contact information to our subsidiaries, affiliated companies or other
trusted business partners for the purpose of providing the required service on our behalf. We require that these
parties agree to process such information based on our instructions and in compliance with this Policy and any
other appropriate confidentiality and security measures.

If HomeLane becomes involved in a merger, acquisition, or any form of sale of some or all of its assets, we
will inform you through e-mail before personal information is transferred and that may become subject to a
different privacy policy.

We may share with third parties certain pieces of Aggregate information.


Information Security

We take appropriate security measures to protect against unauthorized access to or unauthorized alteration,
disclosure or destruction of data. These include internal reviews of our data collection, storage and processing
practices and security measures, as well as physical security measures to guard against unauthorized access to
systems where we store personal data. We restrict access to personal information to HomeLane employees,
contractors and agents who need to know that information in order to operate, develop or improve our services.
These individuals are bound by confidentiality obligations and may be subject to discipline, including
termination and criminal prosecution, if they fail to meet these obligations.

Although we endeavour to safeguard the confidentiality of your personally identifiable information,


transmissions made by means of the Internet cannot be made absolutely secure. By using this Site, you agree
that we will have no liability for disclosure of your information due to errors in transmission or unauthorized
acts of third parties.

You further agree that you are solely responsible and liable for, and shall indemnify HomeLane against any
and all costs, expenses, damages, fees, etc. that HomeLane may incur or suffer due to any personal information
or other materials that you post, upload, submit, and otherwise make available on the Website, including areas
of the Website that are available to the public. We have no control over and cannot protect personal
information that you disclose in public areas of the Website. If you disclose your personal information in
public areas, it may be collected and used by third parties, without our or your knowledge. You should also
understand that by displaying your information or photographs on the Website and the internet, for the
intention of showing the information / those photographs to your friends, family, acquaintances, clients,
business partners, and others, that you directly intended to see the photographs, you are relinquishing certain
traditional privacy rights, wherein anyone with access to the internet has the potential ability to view your
information / photographs. If you do not wish to relinquish these traditional privacy rights, do not share your
information / photographs.
Policy Compliance

HomeLane.com regularly reviews its compliance with this Policy. Please feel free to direct any questions or
concerns regarding this Policy or HomeLane.com's treatment of personal information by contacting us through
this Website or by emailing to us at hello@homelane.com. When we receive complaints at this address, it is
HomeLane.com's policy to contact the complaining user regarding his or her concerns. We will cooperate with
the appropriate regulatory authorities to resolve any complaints regarding the transfer of personal data that
cannot be resolved between HomeLane.com and an individual.
Disputes

Any dispute, controversy or claim directly or indirectly caused by, arising out of or relating to this Policy will
be governed by the laws of India and will be referred to confidential, mandatory and binding arbitration in
Bengaluru, India. The arbitration will be conducted on an expedited basis before a single arbitrator appointed
by HomeLane in accordance with the provisions of the Indian Arbitration and Conciliation Act, 1996. The
arbitrator's award shall be substantiated in writing and will be final and binding on you and HomeLane.
Subject to the above, you agree to submit yourself to the exclusive jurisdiction of the Courts in Bengaluru,
India.
Your Choices

By submitting your information, you consent to the use of that information as set out in this Policy. We
welcome your views on this Website and the Policy. However, submitting personally identifiable information
is entirely voluntary. You are not required to register with us in order to browse our Site. Please note that we
offer some services only to visitors who do register.

At any point in time, you can correct and make changes to your personal information by accessing your
information in My Account section of the Site.

You may change your interests at any time and may opt-in or opt-out of any marketing / promotional /
newsletters mailings. Homelane.com reserves the right to send you certain service related communication,
considered to be a part of your homelane.com account without offering you the facility to opt-out. You may
update your information and change your account settings at any time.
If we plan to use your personally identifiable information for any commercial purposes, we will notify you at
the time we collect that information and allow you to opt-out of having your information used for those
purposes.

Funding:
Till date, HomeLane has received investments worth $64.5 million through three rounds of funding.
Investors include Sequoia Capital, Aarin Capital, GrowthStory, Baring Private Equity Partners India, and
Accel Partners.

Acquisitions:
HomeLane has acquired two companies till date. The first acquisition was that of Doowup, which was
made in September 2015. Doowup was a home decor virtualization platform and it was acquired by
HomeLane for an undisclosed amount. The second acquisition was that of CapriCoast in November 2017.
CapriCoast was an online marketplace for home interior goods and it was acquired by HomeLane for Rs
90 crore.

Competition:
HomeLane competes with other players in the home interiors sector such as Livspace, CustomFurnish,
Foyr, goHomez, and Furdo.

Our Investors
Summary Metrics

Founding Date 2014

Total Funding $68 m

Latest funding $3.50 m


size

Time since last 15 days ago


funding

Investors Brand Capital, Sequoia Capital, Accel Partners, RB


Investments

homelane's latest funding round in June 2018 was reported to be $3.5 m. In total, homelane has
raised $68 m

Home furnishings is an 80+ billion industry and will only grow in the
coming year. As this category flourishes, there are a few trends that
have emerged that will continue to make decor marketplaces such
as HomeLane relevant and engaged in 2017.Here are 5 of them!

In the last few years home decor has become a huge industry, dominated by retailers, interior
designers and re-sellers. The industry had changed from a brick and mortar segment to an
online interactive virtual space for new furniture, decor insights, latest decor trends,
furnishings and more.

With the rise of visually attractive sites such as Instagram and Pinterest, buyers are
increasingly leaving the safety of an offline store and relying on online retailers and vendors
like HomeLane to source their furniture, find interesting choices and variety, or just get great
design ideas. The ideas and furniture that sites like ours offer, do not need oodles of money or
hours of free time.

1. OUTSOURCING MADE AFFORDABLE


In the days of old, professional help for interior design was an expensive affair. Much money
was spent with plenty more heartache to source a good designer, and follow their design ideas
and implementation. With the advent of decor marketplaces and online retailers, hiring
designers just became affordable, promoted increased standardization and ensured price
transparency.

2. PROFILING DECOR STYLES


Home decor is packed by millions of products, styles, ideas and inspirations and consumers
are spoiled for choice, making their decisions very difficult. Consumers are increasingly relying
on decor experts and furniture solutions providers to make this choice easy, even if the advice
is shared online. Style profiling helps consumers put together a look, showcase preferences
and decide the choices they want to go with at a single place keeping their interests in mind.

3. REMOVING MIDDLE MEN


Carpenters and furniture vendors were the mainstay of decor and home design previously, but
their work also involved a great deal of mishandling and financial loss. Decor marketplaces
have cut down the involvement of these middlemen to a large extent. Affordable rates and
transparency have empowered people to go with online vendors who work towards providing
the best to their customers, from ‘deciding the design’ to ‘final furniture delivery.

4. MARKETING LIFESTYLES
The idea of furniture as a functional, utilitarian piece has gone through quite a metamorphosis
in recent years. Retailers know that home decor is all about lifestyles, that which tell a story
and sell a benefit. Decor companies are re-deigning their merchandising strategy to focus on
products arranged around themes, rather than categories.
5. OUT OF BOX SOLUTIONS
Buyers who make purchasing decisions offline are not very attracted to online sellers.
Retailers online are therefore employing a variety of ‘touch and feel’ experiences, that can
compel the buyer to make a purchasing decision. From virtual reality settings to interactive
designs, 3-D renderings with a real-world touch to variety of customisations in layout and
color, the options to make the furniture buying and decor experience interactive and connected
are increasing by the day.

As we’ve seen, decor trends in the virtual world for online retailers and marketplaces only
seem to be on an upward trend in 2017. If you haven’t joined the rest of them already, there is
no better time than now to do so. Reach out to HomeLane and let us help you make an
informed decision. Connect with us regarding your requirements today!

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