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Interview with Sugandha Bhardwaj

Industry Speak
Sugandha Bhardwaj
Sugandha Bhardwaj
Brinjal Designs Pvt Ltd
Brinjal Designs Pvt Ltd

Design is the core of a home furnishing product

New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing and textile products. Its product range is an amalgam of traditional, contemporary and modern designs. Being Indian is central to its brand ethos. A large number of its products are sourced directly through weavers and tribals from their villages. It has created a contemporary avatar of the traditional Indian art forms in home décor. Company director Sugandha Bhardwaj speaks to Fibre2Fashion about the home furnishing industry in the country. 

What is the current scenario of the home furnishing market in India and overseas?

The home furnishing market in India has a great opportunity for growth. We see the segment capable of driving the next boom in the Indian retail industry. The space is presently dominated by the unorganised sector that caters to more than 90 per cent of the market. The top organised brand retailers like Atmosphere, D'décor and Maspar cater to the premium segment. Top manufacturing companies like Bombay Dyeing, Welspun and Portico have a wide footprint and acceptance, but are doing limited categories and not providing comprehensive solutions.  There are only a few brands with a national footprint, which cater to the burgeoning middle and upper middle class segment. There is a considerable gap in service in this segment. We are positioning ourselves in this gap to provide a wide range of choices for discerning customers.

Which are the fast growing categories within home furnishing in domestic market?

Curtains and cushions are showing a promising growth. People are developing affinity for table linen and table accessories. This is followed closely by the bed linen and bath accessories segments. Artifacts have seasonal appeal and add to impulse buying.

Tell us about your journey so far.

I began my career with the brand Weekender (Gokaldas Images) in the late 1990s. Since then it has been a roller coaster ride up and down the corporate alleyways. I was also associated with some known names in the retailing industry along with stints in logistics management with a few giants, including Gati Limited. Overall, it was a rich, challenging and uplifting journey.
I have got associated with a new venture in home décor: manufacturing, branding and retailing. I recently launched the brand 'Colours Of India' by Brinjal Designs Pvt. Ltd. 

How important is design in home furnishing products? What are your strengths?

Design is the core of any home furnishing product. The design and its adaptation or application drive offtake. Also, in a price sensitive and value-driven market space, sensible pricing has a high premium. Innovative design strategies are needed to provide for the challenging twin requirements of appealing design and reasonable pricing.
Our strength is the ability to draw from the rich heritage of India and adapt it to the taste of a modern clientele. To derive an amalgam of Indian heritage and style from rest of the world, our innovative design, sourcing and manufacturing strategies help us to keep the pricing at a reasonable level.

Do you use online and e-commerce for B2C segments to sell your products?

We are at the initial stage and are discussing with websites like Myntra and Amazon. We hope to retail through these portals very soon. As of now, we do not have plans to introduce our own e-commerce-enabled site.
Published on: 07/11/2017

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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