Inspired by the surrounding, Mukul Goyal, Principal Designer & Director, Mukul Goyal & Tattva Art Hardware, brings in giftware and hardware products for all. Retailed across physical and online stores, these innovative designs run well among consumers. In an interaction with Gunjan Piplani, Goyal explains the sense and sensibility behind his designs and brands.
Gunjan Piplani (GP): Give our readers a brief about Mukul Goyal as a brand, as a designer and about the products.
Mukul Goyal (MG): I am an engineer from IIT Kanpur and found my calling in Design. So I went on to study at National Institute of Design, Ahemdabad, India and later at Domus Academy, Milan, Italy.
I have been now associated with design for almost two decades, had my experience with materials, techniques, academics and crafts and explored various media as metals, leather, plastic, glass and ceramics for design of products, jewellery and accessories.
Quirky and fun, uncomplicated yet exuberant, my objects draw inspiration from everyday life, where I walk the line between art and design, charisma and functionality, craft and technology. Mukul Goyal’s designs revere utility of products– a treat for the senses as also for the functional person within all of us!
The signature product range sells across 30 countries globally.
GP: What is the USP of Mukul Goyal Designs? How often are the new products launched?
MG: The products are designed from the heart and the inspiration is the world around. The twist and fluidity of the Eden series of products is seen often in the long winding mountain trails, in the sinuous curve of the creepers gradual movement on the tree as also in the graceful hand body co-ordination of the dancers – it is all around us!
The muse for the ID Series of objects is the designer’s personal self as he sees himself and others in various daily activities - of the curiosity that exists in all of us, of unhurried conversations, relaxation, catching up with friends, pondering over nothing in particular and other such myriad activities we indulge in. He freezes this frame of life subtly and introduces an inimitable burst of joie de vivre in his products.
The Rustic collection celebrates joy and togetherness. The glamour and aura of festivals and celebrations, the gaiety, the collective memories, the delight on the faces of little children and the contentment of the adults – this collection of objects celebrates festivity.
The new products are released once a year but the design and thinking process is 24/7/365.
GP: What product range is Mukul Goyal into? Do you plan to expand this portfolio or add another category?
MG: We have two ranges of Products - Mukul Goyal signature range of giftware and Tattva Art Hardware range of Builder Hardware.
The brand is quite popular and has been well accepted by customers. It has been promoted unconventionally through attractive product displays at the stores from which it is retailed and through word of mouth. The retailers are supported in their sales by a product catalogue, and by imparting training to their sales people.
The Mukul Goyal Design (MGD) brand was introduced in June, 2004 and currently retails from about 50 stores and e-shops in the country. Cinnamon and 100 Ft in Bangalore, Three Sixty Degrees, Rio Grande in Delhi, Hooghly in Kolkatta, Amethyst in Chennai, Pallate in Mumbai are some of the stores where we retail the Mukul Goyal range of objects.
This product range consists of home accessories like photo frames, mirrors, lamps, table top items like serving sets, serving dishes, platters, office table top products, etc.
Conceived and designed by Mukul Goyal, Tattva offers one of the most wide-ranging Home Hardware selections to the customer in terms of designs, finishes, combinations, styles, materials and budgets.
Appropriate both in contemporary and traditional settings, Tattva add to the allure and elegance of the décor through its various ranges of curtain accessories (Tattva.utsav,Tattva.classic, Tattva.chrome, Tattva.pret), Bathroom hardware (Tattva.spa), door cabinet hardware (Tattva.etc), and lamps and speciality furniture and home décor products ( Tattva.aura)
GP: What is the price range of products? Who are the target audience?
MG: The prices of our products range from Rs 200 to Rs 40,000. The target audience is one which has sensitivity for the fine detailing that is an assurance of good design. Mainly the educated, working professionals who are 25 and above.
GP: What are the marketing and promotional strategies?
MG: We are focusing on increasing our distribution footprint. Fortunately our products have been marketing themselves owing to their exclusive designs and consistently superior quality. Our business, brands and markets have grown on the strength of positive word of mouth re-inforcements. This business also does not require aggressive marketing and promotion strategies.
GP: How are you retailing your products? Give us a brief about your retail presence.
MG: We work with some of the best and exclusive stores and e-businesses in India. Internationally we work through an exclusive distribution network and through this our products are available in about 30 countries around the world.
GP: Do you also sell online? If yes, what percentage contribution does online sale make to your total sales?
MG: Yes, we see online directly from www.mukulgoyal.com and through a few other gift centric e-businesses. The online business is still new to us and contributes roughly about 10-15 % of our total sales.
GP: Do you plan to expand your retail presence in India? Kindly elaborate.
MG: We are open to working with good businesses where we find a common meeting ground. Our products are catering to a very niche segment and for that reason alone we need like-minded business partners.
GP: What are the present revenues and growth rate? What are the future expectations?
MG: Our future plans are to do more and better designs and reach our products to an even larger audience. In the design business, revenues and growth rates are nebulous factors.