Damro: Reach the Globe with Furniture Essay

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Established in 1986, Damro has come a long way from its humble beginnings. It’s current vision is to be among the world’s largest furniture manufacturers offering a diverse range of modern and traditional furniture. It has expansion plans for over 150 Showrooms globally, while already there are over 50 showrooms in India alone. According to Damro, their basic success depends on the ability to produce high quality furniture at affordable prices with outstanding customer service.

The driving force behind Damro Furniture Pvt. Ltd. , Mr. Damitha Ramanayake hails from a remote part of the Western Province of Sri Lanka. He stepped into to the furniture business 30 years ago. From the beginning, he drove Damro to be different from other furniture manufacturers of Sri Lanka, making Damro an affordable but durable furniture manufacturer, rather than targeting luxury customized furniture.

Damro’s cost driven strategy of furniture manufacturing demands for economies of scale in furniture manufacturing with simple low cost designs. Damro was capable of delivering a higher level of customer service from their state of the art outlets both locally and overseas. Damro was able to cut down its raw material and operational cost to a great extent by using locally available raw material and low priced timber and locating the mass scale factory in Nittambuwa a remote part of the Western Province of Sri Lanka.

Once they expanded their outlets locally and after Damro became a household brand during the last twenty years, they began their international operations by starting an outlet and franchise operation in Chennai, India. This operation expanded so rapidly that within few years, it expanded to Karnataka, Andhra Pradesh and other southern and northern states of India. With more than 50 showrooms and more than 1000 franchises, operations have also expanded to Australia and Damro is aiming high for their future and plans to expand to the Far East as well.

Product Range Damro produces both household as well as office furniture. The household furniture line comprise of real wood as well as plastic furniture ranging from plain plastic chairs to glamorous sofas , beds and dressing tables. Office furniture line has also expanded to various designs and varieties to suit both local and overseas furniture markets. Damro also made a strategic move by entering into electronic goods (white goods) manufacturing with the start of their new washing machine factory in Sri Lanka.

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