Jayabharatham was started as a small family business way back in 1937 to manufacture cane furniture. In the last 70 years, JFA has been keeping itself abreast of changing consumer tastes and requirements. Besides being the pioneer of the transition from handmade furniture to machine made furniture, JFA has been the trail blazer in the branded furniture market and the modern retail format. Over the years, JFA has become synonymous with high quality wooden furniture all over South.

What has been the formula of success for JFA? First and foremost, the uncompromising commitment to quality. The eye for quality starts right from sourcing of the best wood not only from within the country but also from abroad. The right seasoning technology is applied to lend the wood all the durability. The products are manufactured in state of the art factories having machineries from Europe. The hardware that goes into the products are imported from Germany. The modern automated production and quality control centres are being manned by skilled technicians who have been specially trained in wood technology.

The second key factor behind JFA’s success is the chain of retail outlets established in convenient locations. In Chennai there are 6 JFA retail outlets each in a space of 10,000 sq.ft. Royapettah, Adyar, Ashok Nagar, Anna Nagar, Ambattur, and Nanganallur. There is a show room each in Coimbatore and Salem. Apart from this there is another high-end furniture outlet called Modfurn located in Royapettah. All of JFA show rooms are ISO certified.

Varieties are limitless in JFA – be it Cot or dining table or sofas or modular kitchen There are over 35 to 40 designs/models for each. The innovative design department keeps updating the models as per the feedback received from customers from time to time.

Modular Kitchens combine convenient, optimum space utilization and aesthetics. JFA has been installing Modular Kitchens ever since this concept gained acceptance in the Indian context. Different Modular kitchens, suiting every budget, popular to premium range, are displayed in all the JFAs show rooms in a separate modular kitchen gallery.

JFA leverages the IT in a very useful way. It employs latest software tools and systems in constantly getting the feedback from customers, in identifying the changing needs of customers etc. The customer care division which handles the customers service requirements and the CRM initiatives are fully computerized.

JFA announced the 5 Year warranty for Furniture, first time in India, and this is a trend setting initiative in the branded furniture market. This initiative has worked to the advantage of the customers who now stand to get warranty for free repairs similar to consumer durable products. Since JFA uses the best materials and hardware it has no hesitation in giving written warranty for 5 years which other players are finding difficult to match.

The manufacturing, marketing, service and CRM are all being handled by experienced team of senior professionals reporting to a board of directors. Mr .E. Rajendran, an engineer by qualification, leads the organization in the capacity of Managing Director and the transformations initiatives are part of his large modernization plans for the future.