factor - COST,” says Mukerjee. This causes the team lower down the line to lose complete focus on achieving quality, be it in terms of design solution, or materials or processes, and focus only on cost. The design duo has had a good experience with medium and small industries which recognize the value that design intervention brings in. He also believes in a unique Indian design vocabulary. Quetzel has a product line, marked IndiQ internally, which is
What is the business model for Quetzel? Retailing products/ design services-turnkey projects? SM: The business model is to grow the retail of our brand ‘Quetzel’ over the next few years, as this takes time and effort and funds. We will be seeing a transition from our present model of largely doing turnkey projects. Increasingly our returns will come from Brand Retail as one vertical and from projects in the area of hospitality. Hospitality offers tremendous opportunities for design and creativity as
in for a first round of investments by bringing in capital. And surely there will be future rounds too. What is the percentage of the profits from retail? How will you fund expansion? What is your path of growth? SM: At present the percentage from retail is small as we started retailing cohesively only in February this year. As per our financial goals, we will be earning about 25% of our revenue this year from retail.
Quetzel’s recent work focused on ‘Indian-ness’. It is inspired by Indian culture and tradition and interpreted in a modern Indian sense. This range is designed for the modern Indian home - modern in outlook but traditional in essence, like most Indians today. The duo looks for inspiration in India. The Aasan range, the Bhuj Range, and the Kabini range are examples of this. Only available in Quetzel stores right now, these will eventually be sold across India and even internationally. “We use a lot of traditional materials, traditional joinery details, and insights into traditional lifestyles. We are working with fibers and natural materials, engineered bamboo, and a lot of timbers that are sustainably harvested from controlled sources,” informs Mukerjee. According to the talented duo, Pune and Bangalore will carry the flag of Indian Design in the future.
it is an experiential thing. Design services are not our focus. We will be completely focusing on our own internal design requirements and build that with all our passion and integrity. There is no strong visible brand in India that is retailing innovative furniture. I mean innovative in the real sense of the word, not being different for the sake of being different and therefore ‘ fad-ish ‘ Most are traders that are in this for a quick turnover. None of them have a concept that they are marketing. Our focus is to ensure that our customers get the best that we can offer; we empathize with their needs and therefore our products carry great utility value integrated with great esthetics Where has the funding come from self or investor? SM: Initially our project was self funded but that is not easily scalable so we went
The balance will be from projects in hospitality and from captive clients. Going forward this ratio will change. Is there any design led company in the world whose business model you admire or would like to replicate? SM: Sure thing – Apple. As far as furniture is concerned, IKEA is a great company in terms of what Ingvar Kamprad has done, but that is not our business model; the design part is what we want to replicate. Would you be ok about giving us the size of your business? SM: This year’s total targeted business will be Rs. 30 crore and Inshallah, unrestricted growth thereafter. We need to cross this year’s line as this is going to be the toughest. www.quetzel.com
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August issue of POOL Magazine