All our products boast of superior artistry and are an epitome of creative excellence: Natasha Jain

India is a land of marvelous and wonderful artistic work of wood, which is highly appreciated around the globe. The global furniture market can be broadly cut into four categories - domestic furniture, office/corporate furniture, hotel furniture and furniture parts. The Indian furniture market is estimated to be worth US$ 17,922 million, growing annually by 10-15% every year. Bent chair has tapped a greatly untapped luxury furniture industry, which is growing with a constant momentum. Retailer media interacted with Namrata Jain, Founder, Bent Chair to know about her vision.

When did the idea of bending the chairs come to your mind? Tell us about your entrepreneurial journey.
While searching for contemporary furniture décor and furniture products for personal use, we realised that there was dearth of such options in our country. We observed that all the interior styling companies had played it safe and no one did anything quirky, creative or out of the box. We felt that just like us, there would be other people having a creative bent, with respect to design and who are passionate about expressing their personal style through their hone aesthetics. Thus, we conceptualised Bent Chair to cater to that segment of the market.
The journey so far has been quite similar to a roller coaster ride. We faced a whole range of highs and lows with suppliers, employees, logistic companies and customers. However, the good thing is that it has been a great learning experience, and we are seeing light at the end of the tunnel, which is encouraging.

India has a huge home furnishing industry, what makes bent chair different? (USP)
The two most distinctive features that set us apart from other Indian and global brands are product design and product finishing. Our curation and creation are both guided by these two factors. Our product line focuses to appeal to those individuals who are conscious of their home aesthetics and appreciate creativity in design and superior artisanship. Our designs are contemporary and in harmony with global trends in interior design space. Our in-house furniture products are made with special emphasis on detailing. We follow a streamlined process from designing to manufacturing, and our manufacturing is done with innovative technology.

What has been your biggest challenge? How are you addressing it?
The biggest challenge for us is to strike the right balance between art, design and the commercial aspect of the product. Creating affordable luxury requires a lot of precision and accuracy. Bringing these products to the market at an affordable price without compromising the quality or design, because that is what we stand for and boast of, is quite of a challenge.

How do you plan to tap your consumers?
Currently, our marketing plan revolves around leveraging online platforms such as Facebook, Instagram, Google Analytics and Twitter. We do intend to use offline media channels such as magazines and newspapers, but we have not reached out to anyone yet.

How are you planning to multiply your business?
Omni channel marketing would be our way of multiplying the business. We are in plans of coming up with our store soon, especially after seeing the positive response coming from our customers!

What is your business model? How do you deal with distribution?
It is a basic B2B and B2C model for sales. We are reaching out to our customers online as of now. Our warehouse is in Ambala and we are shipping our products throughout India.

What has been the happiest day for your business? (peak)
Every time we get a positive response from our customers, we feel more assured of what we are trying to bring to this market. Customer satisfaction is our contentment and hence those are the happiest moments for the team and myself.

How much growth do you see in home furnishing industry?
We see it as an ever-growing market. I think it is has not been explored enough to its potential and the scope is huge.