BVG Flooring eyes tier-two cities

New Delhi, Jan 27 (IBNS) BVG Flooring, the country's third largest wooden flooring brand, is going beyond the metropolitan cities eying the vast untapped market of tier two cities where they claimed the market leader in the segment is yet to make a mark.

BVG plans to set shops in 30 tier two cities where the concept of wooden flooring is still at its infancy.

Currently BVG flooring has 150 dealers. By the next year end another 200 dealers shall be added to the kitty, the company said.

By doubling the dealer base, BVG Flooring hopes to corner 40% market share among branded players in over next two years, said Vishal Goyal, Managing Director, BVG Flooring.

"The real action is in the tier two cities . It isignored by lifestyle brands yet. And we are getting phenomenal response from cities like Jaipur, Lucknow, Meerat, Chandigarh, Bhavnagar, Ludhiana, Kanpur etc. Tier two cities have surplus income locked up and waiting to be splurged on lifestyle products," he said.

Vishal Goyal said in two years, the company shall have close to 100 stores in the tier two cities alone.

The biggest challenge for the brand has however been to create a product mix suitable for both metro and tier two cities, Goyal said.

Assuming the tier two cities would need introductory prices, Goel said, "The small town market is huge and completely untapped but extremely skewed towards ceramic and marble flooring. To change perceptions a wooden flooring brand like ours has to offer price points closer to ceramic and invest heavily on brand building."