Boingg‘s range of beds cater to a wide variety of parents need. From upholstered to storage to theme to bunk to high rise beds. They are trying to evolve with parents need and creating furniture that suit their requirement and taste. And this apply to all their products across multiple categories. They are the only brand who is currently focusing on a range of comfortable nursing chairs. There is a demand for it and not many players in the category focusing on this aspect.
About the founders:
There are 2 founders of Boingg. Dhruvan Barar is the co-founder of Boingg! and takes care of production, strategy, and operations for the organization. He has been the driving force behind the company from its very first step in 2015. Dhruvan along with his co-founder Neha Indoria has literally set this start-up from the ground, right from mopping the floors for their very first photo-shoot (while Neha took the pictures on a camera neither of them understood very well) to every business model, design concept and manufacturing decision.
Thanks to his Computer Science education and digital work experience, Dhruvan has been able to shape the company’s online view to the world exactly how the team envisioned it. After completing his Bachelor’s Degree in Computer Science from International Institute of Information Technology, he went on to pursue his MBA at IIM, Kozhikode.
Dhruvan’s vision now, is to make Boingg! a household name across India and help kids find true joy in their rooms filled with furniture that isn’t an afterthought but is designed specifically for them. And, he wants to instill in the parents, the confidence to buy their kids’ furniture online knowing that the product they receive will be thought-through, functional and safe for their little monsters.
As a new mother, Neha quickly realized that there aren’t too many fun options for kids’ rooms in the market. Luckily with the in-house manufacturing set-up, she could get furniture customized and soon a lot of her friends started asking for ideas for their kids. Upon more and more research and talking to more parents, it became very clear that a gap exists.
Neha then set about the ideation and design of the overall concept, finding ways to infuse fun in simple designs, the research and sourcing of materials and fabrics to use that are safe and healthy for kids and the R&D for the products.
Prior to starting out on her own in 2015, Neha spent 10 years in the corporate world. Starting with HSBC right after her MBA from IMI, New Delhi. Her vision is to take the brand overseas and the change the way parents search for the design and set-up of their kids’ room. She hopes to create enough confidence in her customers that they feel secure while ordering furniture online; while also investing in creating actual experiences for them where they can get a feel for the product.
In the next few years, Neha aims to make Boingg! synonymous with kids furniture in India. We are publishing an interview with Mr. Dhruvan Barar (Co-founder, Boingg!):
Q.: What is the problem you are trying to solve?
Ans. There is a definite dearth of kids furniture brand in market that are fun, stylish and at the same time functional. Our research before setting up this venture has led us to believe that there is a huge market of parents looking for furniture for their kid’s room.
We stand apart from others as our designs are mostly gender neutral and doesn’t follow the done-to-death cartoon and character theme based furniture. Parents wants an exclusivity when they are setting up their kids room. If there are specific brands for kids utilities, clothing, food, why not furniture.
Q.: What is your USP?
Ans. We keep our designs fun and quirky never letting the inner child go quiet but we design our products with a parent’s eye to make sure the functionality and safety are never jeopardized.
Q.: What were your assumptions when you entered the market, learnings that you have?
Ans. We were quite confident that the brand will take off as soon as we launch. We had queries before starting up and those converted in to sales. Whenever we talk to a parent, a mother or a father, they will share their concerns of not finding appropriate furniture for their kids room which is fun yet within their budget. An ideal customer for us would be any parent who while doing up their kid’s room think of Boingg as their first choice.
Q.: What has been your biggest failure as an entrepreneur and what did you learn from it??
Ans. We have our share of up and downs. We are on a path of learning and growing.
Q.: How are you pricing the Product? What is the logic behind it? Explain your thought process.
Ans. We have positioned ourselves as a mid premium brand. We are not an affordable brand dealing in plastic-y furniture nor are we a super expensive brand. The pricing will appeal to masses.
Q.: How did you get your first customer?
Ans. The first order we got was of a nursing chair. The customer found us on google search.
Q.: Please tell us about the investors (if any)
Ans. Boingg! Is a bootstrapped company. However, we’re looking for funding to expand our services nationally.
Q.: Is there any interesting success story? If yes, please write about it?
Ans. Any direct order placed on our site is a success story for us. Whether we are looked up on google or through social media or even if someone calls us directly and when all these queries convert into sale, we rejoice on every such order.
Q.: What is the big picture of your startup? Is this Product leading to something bigger? If so, how?
Ans. The dream is to reach nationally and build Boingg a brand synonym to kid’s furniture. The plan is to expand & streamline our processes specially logistics to be able to reach to key metros, tier 1& 2 cities.
Our brand is helping parents create a special and separate space for their kid which is quite important in their growing years.
Q.: Since inception, give us a sense of the value of business done by your venture? Please explain in details:
Ans. With 4 months in business, currently we are achieving the target number of orders per month and revenue is growing month on month. We have around 15k+ visitors on our website till date & have generated 1000+ queries via direct calls, google search, social media.
Q.: What is the insight that you have about this market, which no one else has? Uniqueness about your Startup.
Ans. India furniture market is estimated to be about 32 Billion USD out of which 90% is unorganized. The 10% share of the organized market is split amongst traditional giants like Durian, Godrej, Nilkamal, Zuari, Lexus etc and a smaller portion still belongs to the fastest growing online segment. The main players here are Pepperfry, Urban Ladder, HomeLane, etc.
Uniqueness about Boingg!
• Sole attention on kids’ furniture
• Fresh, truly differentiated designs
• Keen focus on functionality and safety
• No compromise on quality in terms of the materials, fabrics and paints used
Q.: List all the names of the core Team Members, along with their Designated Roles.
Ans. Sure. Again, they are:
Dhruvan Barar – co-founder – technical, operations and strategy
Neha Indoria – co-founder – product, design & strategy
The right course of growth for the founders would be to move into a bigger role of strategizing and build a brand nationally. They will have to create a team that shares their vision and co-create an ecosystem that revolutionizes the kids furniture category
Q.: Who do You Perceive as Your Competition? How do you differentiate yourself with them?
Ans: Not Exactly direct competition but similar companies would be Habios, Alex& Daisy plus any other furniture vendor who can custom create solutions for their customers. Key Differentiators :-
• Sole attention on kids’ furniture
• Fresh, truly differentiated designs
• Keen focus on functionality and safety
• No compromise on quality in terms of the materials, fabrics and paints used
Q.: What would be your goal to accomplish in the next six months?
Ans. We aim to start servicing across the country in next six months. This would also include creating some form of physical touchpoints for consumers to experience the product.
Q.: What message do you want to convey to fellow entrepreneurs?
Ans. Dreams are good to have but you need to get to action to make them come true. Just start and things will roll.
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Thanks Dhruvan. Best wishes!
