Designing Your Dream Home

Home-design solutions have never been so demanding, and EVOK promises to fulfill your desires with its super specialty ‘Kitchen + Interiors ‘store. In a candid chat with Aadeetya Sriram, Mr. Sandeep Shukla, Head- Marketing and Business Development for HHRPL (Hindware Home Retail Pvt. Ltd.), shares the idea behind this store and its specialties.

Aadeetya Sriram (AS): This is your first store on this concept, what is the objective behind this store?

Sandeep Shukla (SS): EVOK is North India’s largest home interior retail chain store from Hindware. The concept of super Speciality ‘Kitchen + Interiors’ store is based on the fact that customer these days aspire to make their dream home. So our aim is to provide them with all the necessities that go into fulfilling their dreams. It will be a one-stop shop for world-class kitchens and interior products that too at a very acceptable pricing.

AS: Such stores are already present in the market, so what is the benefit that the customer gets from your products?

SS: The stores already present do provide the products which cater to the needs of their kitchen + interiors, but what we provide is something that can get their additional attention by way of “World-class products with contemporary design, Value for money pricing, High-quality material, High-quality & hassle-free installation and Quick delivery”.

There are hardly any brands that can provide this much benefits and that too at an affordable price range.

AS: When you say ‘specialty’, is there something unique about your services?

SS:  ‘Specialty’ is the signature value of our brand & products. For example: Kitchen Space, where you give us a raw kitchen and we’ll do everything for you, 3D kitchen service where design layouts are virtually presented before providing you with the final ones, Budget-oriented products to cater to the needs of middle & upper-middle class. And depending upon their requirement and budget our designs are constructed, and Turnkey solutions, where we also provide our own plumbers, electricians other than the products that we specialize in.

AS: What sort of scope do you see this market has in the country?
SS: The potential this market has in the country is considerable. If you look at the count of residential townships coming up, that gives a clear idea about how much people are starting to move into their highly-quipped apartments, and our resolve is just to provide them with all the requirements they have for their home. We already have completed 100 kitchens in the last 2 years, and plan to have completed many more in the near future. The market is dynamic at the moment and the share is an impressive 25 to 30% for this segment.

 AS: Do you import the materials for your products or you have your production units based in the country itself?
SS: We have our materials imported from different countries around the world as well as by way of resources available to us in the country as well. We have our production units in Maharashtra, Manesar etc.

AS: Tell us something about the EVOK stores? Your future plans? How much do your products cost?

SS: All the stores are covered in the area 10,000-12,000 sq. ft. We already  have 7 Home Fashion Mega Stores, 4 across Delhi/NCR, 1 in Chandigarh, 1 in Lucknow, 1 in Pune and the specialty store in Delhi. We plan to have another 9-10 Super Specialty Kitchen + Interiors stores in Tier I & Tier II cities across India by the end of 2011. Our products can range from Rs. 70,000 and go to as much as Rs 5 lakh. But if someone has his requirements that budget up to Rs 10 lakh, we provide them with our services as well.

AS: What is the Design2Build service?

SS: This is first of its kind service that is being provided to the customers. Our expert designers will assist the customers to visualize their home spaces through 2D & 3D visualizations. That provides Site Survey, Design Concept, Product Selection 2D & 3D plans and Bill of quantity.

AS: Your expectations for the store?

SS: Coming from the house of Hindware, the launch reflects our core vision of becoming ‘first choice partners’ to provide complete home interior solutions. We plan to have revenue of around Rs. 400cr by the end of 2014. We hope to keep delighting our customers with premium products and specialized services through our store.