How Nestasia Chronicles the Evolution of Home Living Elegance

In the kaleidoscope of home decor, Nestasia stands as a beacon of innovation, weaving dreams into the very fabric of our living spaces. Co-founded by the dynamic duo, Aditi Murarka and Anurag Agrawal, Nestasia transcends the ordinary, embodying a vision to redefine the essence of home living. Beyond mere aesthetics, the brand's journey is a strategic exploration, blending global influences with traditional comforts. In an exclusive interaction with IndianRetailer the Co-Founder of Nestasia, Aditi Muraka delves into the details of her brainchild offering insights as well as giving us a peak into what the future of Nestasia looks like.

Murarka articulates the brand's philosophy, states, "Our design philosophy is not just about aesthetics; it's about creating a narrative for homes. Each product tells a story, blending global influences with the comfort of traditional living."

Crafting a Canvas with Strategy

Nestasia's success is not merely a stroke of luck but a result of meticulous planning. With an expansive repertoire of over 5000 products across eight key categories, the brand merges global contemporary design philosophies with traditional sensibilities. Every product is strategically curated, a result of deep dives into customer preferences and market trends.

"Strategic planning is at the core of our design process. We aim to create products that not only meet but exceed the diverse needs of modern households," says Aditi Murarka.

Offline Expansion in Numbers

Nestasia's strategic expansion into offline retail marks a significant milestone in the brand's journey. The recent inauguration of the first offline store in Delhi at DLF Avenue Mall signifies a purposeful stride towards the vision of opening 20+ stores by 2024. The 580 sq. ft. outlet, strategically located, witnessed an impressive 80 percent conversion rate from in-store customers.

Aditi Murarka comments on this strategic move, stating, "Delhi NCR has been our biggest market for online sales. Starting our North India offline story with Delhi and a prominent location like DLF Avenue makes it a very exciting first in hopefully many more to come within the next few months."

As Nestasia embarks on its offline journey, the brand acknowledges the strength of its online presence. Currently, offline sales contribute to a modest 2 percent of the total business, with online dominating at 98 percent. However, the brand's strategic plan aims to shift this ratio, with a vision to achieve a more balanced distribution between online and offline sales by the end of the next year.

The QUB Symphony in Sales Numbers

Nestasia's success is underpinned by the QUB model — Quality, Utility, and Beauty. Aditi Murarka elaborates, "Every product should look nice, serve a purpose, and uphold benchmark quality." The fiscal year 2022 witnessed Nestasia concluding with a net revenue of Rs 21.8 crore, setting the stage for anticipated EBITDA positivity in fiscal year 2024. The brand's commitment to quality reflects not just in its products but also in the design of its offline stores.

"Our offline stores follow the same principles. Despite their smaller size, they are strategically located, ensuring a robust rent-to-revenue ratio," adds Aditi Murarka.

Seasonal Transformations

Nestasia's commitment to providing seasonal product ranges goes beyond a mere marketing strategy; it's a deep understanding of evolving consumer preferences. The limited-edition Christmas collection, strategically launched during the festive period, has witnessed a significant uptick in sales. The brand's ability to predict and meet seasonal demands adds a layer of sophistication to its strategic approach.

Aditi Murarka explains, "Seasonal elements and occasional product launches bring a lot of juice and interest in the brand. It's about bringing in something new for you every time you walk in."

Sustainable Choices in Raw Numbers

Sustainability is not a mere buzzword for Nestasia; it's an integral part of the brand's identity. Products like lanterns, candles, and steel lights made from 100 percent natural sustainable materials are witnessing a surge in demand, reflecting a growing interest in eco-friendly options.

Aditi Murarka emphasizes, "Bring quality products home, bring products that help you design your space in a way that you love coming back to your home every day."

The Road Ahead

Murarka envisions a robust offline presence, anticipating revenue diversification with a significant share generated from offline stores by the end of 2024. Nestasia aims for 500 stores in the next few years, backed by strategic insights and a targeted approach to location selection.

Aditi Murarka outlines the near-term plan, "With this store, it's our first mall store. We are hoping for it to be a success and then a couple more stores coming up here itself in Noida, Gurgaon, and more locations within Delhi NCR. That's the near term."

Nestasia's journey is not just a visual delight; it's a narrative written in strategy, a story where every product, every store, and every expansion is meticulously planned, analyzed, and executed. As Nestasia continues to revolutionize home decor, the strategic design becomes the guiding star, ensuring that every home adorned with Nestasia is not just beautiful but a testament to the power of informed creativity.