Lowe Lintas Bangalore wins Urban Ladder business

The agency will work on building the category and the online furniture brand.

Online furniture company Urban Ladder has appointed Lowe Lintas Bangalore to handle its creative mandate. The agency will assist Urban Ladder in its aim of providing a curated destination for home solutions.

Rajiv Srivatsa, COO & co-founder, Urban Ladder says, "Over the past two years, we've put in a lot of effort into designing perfect pieces of furniture for many homes across India. We are excited about creatively communicating our design philosophy and vision of making millions of Indian homes beautiful to a larger audience with Lowe Lintas."

GV Krishnan, executive director, Lowe Lintas Bangalore adds, "The Indian home and furnishing market is pegged at about $20 billion (Rs 1.2 lakh crore), of which the furniture segment accounts for about half. About 90 per cent of the market is unorganised, and it is an attractive opportunity for us to build the category and brand Urban Ladder."

Ashish Goel (CEO) and Rajiv Srivatsa (COO) launched urban Ladder in July 2012. The venture is backed by Steadview Capital, SAIF Partners and Kalaari Capital. Ratan Tata, chairman emeritus of Tata Sons has also made a personal investment in Urban Ladder.

With over 1,000 products and 25 categories (wardrobes, sofas, beds, dining tables and storage shelves), Urban Ladder has a network in Bangalore, Mumbai, Delhi/NCR, Chennai, Pune, Hyderabad and Ahmedabad. The company claims that this is expected to grow to 25-30 cities by 2016.

Lowe Lintas + Partners is a wholly owned subsidiary of New York based Inter Public Group (IPG). It has operating divisions in advertising (Lowe Lintas), activation (LinEngage), design (dCell), digital (LinTeractive-IA), brand consulting (Lowe Lintas Consulting), film production (LinProductions), healthcare marketing (LinHealth-ICC Lowe) and PR (LinOpinion-GH) to manage its 300+ clients. It has a talent pool of over 900 people across nine cities in India.