We sell products directly from the factory to our consumers: Raghunandan Saraf

While Saraf Furniture made its online debut in 2014, the journey of the brand began almost 4 decades ago with its overseas ventures. Operating out of Sardarshahar in Rajasthan, the company has been providing high-quality, solid wood Sheesham furniture to Indian consumers at affordable prices since 1998. Raghunandan Saraf, Founder & CEO, Saraf Furniture, discusses the highlights of his brand in a crisp interview with Indian Retailer.

With what unique concept did you launch your brand online in 2014 in a market heavy with competitors?
We entered the market with the aim of providing solid Sheesham wood furniture and have ever since, maintained our exclusivity. We offer a lifetime warranty for termite resistance and now with the website launched, we deliver pan India (no pin code check required). Our products are affordable with a price difference of 30-60% from online and 60-130% from offline sellers.)

Which innovative products/services have you introduced in the market recently?
Our business model is such that we sell products directly from the factory to our consumers since we are the makers and online sellers both. We are developing self-owned and operated experience stores in various cities while maintaining the exclusivity of selling solid Sheesham wood furniture.

What is the price range of your products?
Our prices range from Rs.999 - 189990 spread over various categories.

What are your plans to expand your offline footprint?
We already have established stores in Bangalore, Hyderabad, Delhi, and Surat. This year we have in the pipeline, stores opening in Chennai, Mumbai, and Pune.

How are you intending to establish a distinct online retail presence?
Our primary presence is through our official website and we are promoting the same at all channels and have no current or planned presence on any other online marketplace.