2018
HOUZZ & HOME - INDIA
July 2018

Overview of Home Renovation in 2017and 2018© Houzz Inc.

Big Ideas
KITCHEN TOPS RENOVATION LISTSKitchens were the most frequently renovated room during interior remodels with nearly one third of renovating
homeowners taking on kitchen (33%) followed by living/family rooms, master bathrooms and master bedrooms (31%28% and 27% respectively).

MORE DELIBERATE PLANNING AND BUDGETING

Overall renovation activity remained steady in 2017, with 36% of homeowners renovating their homes, at a medianspend of ₹3,00,000. Over the past two years, homeowners have become more deliberate in planning and budgetingfor renovations and were four percent more likely to set a budget in 2017 than in 2016 (86% and 82%, respectively).

CASH REMAINS KINGWhen it comes to funding renovations, cash continues to be the most popular form of payment (88%), followed at adistance by credit cards and personal loans from friends/ family (13% and 12%, respectively).

HOME PROFESSIONALS IN HIGH DEMAND

Nearly all of renovating homeowners chose to hire a home professional for their renovation needs (98%). Civil
engineers and general contractors were the most popular (33%), followed by architects and interior designer/decorators(19%, each).

2© Houzz Inc.

What We Are Doing in Our Homes
Charts below show the frequency of activities related to the primary home in 2015, 2016 and 2017, as well as the median renovation
spend per renovating homeowner in 2015, 2016 and 2017, as reported by homeowners on Houzz India.
2015

20162017

ACTIVITIES IN THE HOME BY YEAR

Decorated or furnishedRenovated

Repaired

Built a homePurchased

Moved in

50%
41%
49%
36%
30%36%
30%
22%
27%
16%
17%
20%
13%
15%
15%
13%
11%
14%

ANNUAL MEDIAN RENOVATION SPEND (₹)
BY YEAR3

MEDIAN

N/A

2,00,000

3,00,000

90TH PERCENTILE

N/A

18,50,000

19,20,000

2015

2016

2017

© Houzz Inc.

Why We Are Renovating Now
Chart below shows the frequency of top reasons for starting renovations in 2015, 2016 and 2017, as reported by homeowners whorenovated their primary homes.
2015

2016

2017

TOP REASONS FOR STARTING RENOVATIONS BY YEAR

41%
47%
51%

Adapting to recent changes in family and/or lifestyle36%
Wanted to do it all along and finally have the time

39%
Addressing recently discovered deterioration/damage
due to age, mould, etc.

24%
20%

47%

32%

29%
32%
31%

Wanted to do it all along and finally have the financialmeans

Purchased home/moved in recently and want tocustomise it

5%

413%
13%
© Houzz Inc.

How We Are Funding Our Home Renovations
Charts below show the frequency of top payment methods for home renovations in 2017, as reported by homeowners whorenovated their primary homes. Year over year comparison are not possible due to a change in question wording.

TOP RENOVATION PAYMENT METHODS IN 201788%

Cash/savings

Credit card that can be used anywhere

13%

Personal loan from friends/family

12%

Loan from bank, store, online lender, etc. - unsecured byhome value

6%

Credit card for a specific store only5%5© Houzz Inc.

How We Are Meeting Our Budget Goals
Charts below show the frequency of homeowners setting initial renovation budgets, whether they met those budgets, and reasons forgoing over budget, as reported by homeowners who renovated their primary homes in 2015 and 2017. These questions were notasked in 2016.
2017

2015

SETTING & MEETING THE RENOVATION BUDGET, AND REASONS FOR GOING OVER BUDGET BY YEARSETTING AN INITIAL BUDGETOVER, AT OR UNDER BUDGET (IF SET)Over budget

82%
2015

86%

58%
24%

At budget

2017

49%

50%

REASONS FOR GOING OVER BUDGET

44%

43%
29%

Products or services weremore costly than expected

38%

5%
4%

Under budget

45%

71%

Decided to buy more
expensive products ormaterials

Decided to change project
scope or design

622%

25%

Discovered unexpected
construction-related issues

29%

23%

Project was more complex
than expected© Houzz Inc.

How We Plan Our Home Renovations
Charts below shows the frequency of professional hiring in 2015, 2016 and 2017, and the frequency of the time periods between theinception and execution of the renovation ideas in 2017, as reported by homeowners who renovated their primary homes.

TIME BETWEEN PROJECT INCEPTION AND EXECUTION IN 2017

OVERALL PRO HIRING BY YEAR

96%

94%

98%

2015

2016

2017

15%

Less than 3 months

24%

3 - 6 months

17%

7 - 11 months30%

1 - 2 years

11%

3 - 5 years

6 years or longer

72%© Houzz Inc.

Who We Turn to for Help
Charts and table below show the frequency of top professionals hired in 2017, as reported by homeowners who renovated theirprimary homes.

SPECIFIC PRO HIRING IN 2017
General Contractor / Civil Engineer
Architect
Interior Designer or Decorator
Kitchen or Bath Fitter
Kitchen or Bath Designer
Home Builder / Construction Company
Design and Build Firm
Landscape Contractor
Landscape Architect or Designer

3%
1%

7%

14%
12%
10%

19%
19%

33%

OTHER PROS HIRED IN 2017
Carpenter
ElectricianPlumberPainter (exterior or interior)
Curtains, Blinds or Shutters

82%
78%66%
60%
37%

Tile, Stone or Countertop
Windows and Doors
Carpet and Flooring
Cabinets and Cabinetry
Heating and Air Conditioning

835%
28%
27%
24%
23%

© Houzz Inc.

How Many Projects We Tackle in Our Homes
Charts below show the average number of interior rooms, home systems or exterior building features upgraded during 2015, 2016
and 2017 home renovations, as reported by homeowners who renovated their primary homes.
2015

2016

2017

AVERAGE NUMBER OF UPGRADED INTERIOR ROOMS, HOMES SYSTEMS AND EXTERIOR FEATURES BY YEAR

3.6
3.2
3.2

INTERIOR
ROOMS

3.7
3.5
3.7HOMESYSTEMS

3.2

EXTERIORFEATURES

2.6
2.8

9

© Houzz Inc.

Where We Focus Our Efforts
Charts and tables below show the frequency of most popular 2015, 2016 and 2017 renovations of interior rooms, as well as 2017upgrades of home systems, exterior building features, and outdoor features, as reported homeowners who renovated theirprimary homes.
2015

TOP INTERIOR ROOM RENOVATIONS BY YEAR

Kitchen

31%
29%
30%

Living/family room0%
Bedroom (master)0%
Dining room

2017

TOP HOME SYSTEM UPGRADES IN 2017

33%
37%
35%

Bathroom (master)

2016

15%

28%27%
24%
25%
19%
21%
1053%

47%

40%

Electrical

Plumbing

Airconditioning

TOP EXTERIOR FEATURE UPGRADES IN 2017

39%

30%

30%Exterior paintTerrace orbalcony

Windows orskylight

TOP OUTDOOR FEATURE UPGRADES IN 2017

19%

15%

13%

Lighting

Flower beds
and borders

Lawn© Houzz Inc.

How Renovations Are Perceived to Affect Home Value
Charts below show the frequency of perceived changes to the home value as a result of the home renovations,, as reported byhomeowners who renovated their primary homes in 2017.

PERCEIVED CHANGE IN HOME VALUE RELATIVE TO THE PROJECT COSTS

My home value likely increased
by as much as the project costs
or more28%

Home value likely increased by
50%-90% of the project costs

22%

Home value likely increased byless than half of the project
costs

20%

Home value likely remained
about the same

Home value likely decreased

POSITIVE IMPACTON HOME VALUE

78%

26%

1%
11© Houzz Inc.

What We Are Planning for 2018
Chart below shows the frequency of planned activities and planned pro hiring in 2018 related to the primary home, as well as plannedpurchases in the next six months of 2018, as reported by homeowners on Houzz india.

PLANNED ACTIVITIES FOR 2018

PLANNED PRO HIRING FOR 201840%

Decorate or furnish

25%

Renovate

84%

18%

RepairPLANNED TOP PURCHASES IN 2018
Build a home

10%

Purchase

7%

Move in7%

30%
Furniture - large
indoor (sofa,dining table,dresser, etc.)

1229%

27%

Lighting

Decor accessories(art, pillows,mirrors, vases,etc.)© Houzz Inc.

Methodology
APPROACH
Houzz is an all-in-one resource for homeowners working on a home renovation or decorating project. Our large andengaged user community is able to provide unprecedented insights on the latest market trends based on users’ home
improvement activity. We aggregate and share these insights with the community to give people greater confidence in thechoices they make for their homes, and to give home professionals greater insights into their clients’ wants and needs.
With these goals in mind, Houzz conducted an online quantitative survey of registered Houzz users regarding trends inhome improvement and design, fielded between March 5 and April 24, 2018. The annual Houzz & Home study is the largest
survey of residential remodeling, building and decorating activity conducted. This survey covers every aspect of homerenovation in 2017, from interior remodels and additions to home systems, exterior upgrades and outdoor projects. Thisincludes the historical and planned spends, professional involvement and motivations behind these projects, as well asactivities planned for 2018.
COMPLETES AND QUALIFICATIONS
The 160-question survey gathered information from Houzz users who identified themselves as 18 years old or older andhomeowners. The final sample consists of 3,572 respondents in India. The current report relies on a subset of responses,i.e., Indian homeowners on Houzz (n=2,997) and Indian homeowners on Houzz who renovated their primary residence in2017 (n=823).
SAMPLING AND WEIGHTING
Data were gathered via an email sent to registered Houzz users. The link invited homeowners to tell us about their homes.
Respondents were notified that aggregate findings would be shared with the larger Houzz community to help others incompleting their own renovations. The final data were reviewed to ensure representation of the Houzz user populations.

13© Houzz Inc.

APPENDIX

14© Houzz Inc.

A. 2017 Renovating Homeowner Demographics
MARITAL STATUSEDUCATION

Married/In a civil
partnership, spouse

76%
19%

SingleMaster's degree

44%

Bachelor's degree

42%

Doctorate degree

6%3%Some university but nodegree

3%

Divorced/Separated

1%

Associate degree2%

Widowed0%

A Levels or equivalent

1%
0%

Other

0%

Less than A Levels orequivalent
Other

2%

Living with a significant
other/In a domestic

ANNUAL HOUSEHOLD INCOME

60%

Have child(ren) livingwith them

1541%

43%

17%

Under₹15,00,000₹15,00,000 –₹49,99,999₹50,00,000 orhigher© Houzz Inc.

B. Characteristics of Homes Renovated in 2017
YEAR BUILT

31%

30%

18%
10%7%2%

2016-20182011-2015 2001-2010 1981-2000 1961-1980

HOME TYPE

29%
Bungalow

1941-1960

1%

1%

1921-1940

1901-1920

OWNER-REPORTED HOME VALUE

28%

21%

Flat/ Apartment Flat/ Apartment
in high risein low risebuilding (4+building (1-3floors)floors)

22%

63%

20%

17%

₹2,00,00,000 – ₹4,00,00,000Under₹2,00,00,000 ₹3,99,99,999
or higher

Other16© Houzz Inc.

C. Links to Resources on Houzz India
PHOTOSPROFESSIONALSPRODUCTSSTORIES

KitchenArchitects & Building
Designers

Home Decor

Kitchen Guides

Bathroom

Interior Designers &Decorators

Furniture

Bathroom Guides

Bedroom

Civil Engineers & Contractors

Lighting

Bedroom Guides

LivingDesign & Build Firms

Kitchen & Dining

More Room Guides

DiningKitchen & Bath Designers

Bedroom

Decorating Guides

Outdoor & Garden

Landscape Architects &Contractors

Storage & Organisation

Festival Guides

Baby & kids

Furniture & Accessories

Baby & Kids

Colour Guides

Wardrobe

Flooring & Carpet

OutdoorHouzz Tours

Staircase

Bedding & BathHome Improvement

Lighting Ideas

Exterior

Tile, Stone & Countertop

Housekeeping &Laundry

Most Popular17© Houzz Inc.