Understanding of supply chain management of a “made to order” product category of feather lite

Abstract

Featherlite Products Pvt. Ltd. is pioneer and one of India’s largest furniture manufacturing companies, founded over three decades ago. Service range of Featherlite includes manufacturing, marketing and aftersales support of top quality seating systems and furniture. Featherlite manufactures office furniture, call centre and auditorium furniture, educational and laboratory furniture with utmost precision. Featherlite has a superior infrastructure and distribution network. At present, the company has 1’75’000 sq. ft. of manufacturing facility equipped with latest CNC and other state-of the art imported machines, to ensure quality and better finish. The company has an R& D / Engineering cell for raw material evaluation and testing new designs. The cell works on new products and innovations on a regular basis. Featherlite has also been into retailing for the past 15 years and its first outlet was opened in Bangalore in 1987. It is the first office furniture company to start a chain of outlets for exclusive retailing of a wide variety of office furniture through its 25 exclusive showrooms in Mumbai, Chennai, Bangalore, Delhi, Kolkata and Hyderabad. It manufactures about 20'000 chairs and 3400 workstations per month and 35 percent of the production is sold through its retail outlets. Featherlite captures more than 40% of market share in India.