How This Bengaluru-based Startup is Changing the Modular Kitchen Industry

Würfel Living is a premium modular kitchen and wardrobe brand with the aim to give Indian consumers world class quality at highly competitive prices. Würfel Küche is the result of extensive research and development in the world of kitchens and wardrobes and their sole focus is to bring “World Class Kitchens at a Great Price”. Currently there are four co-founders and their names are:

• Khanindra Barman – CEO and Co-founder
• Pankaj Bhatia – COO and Co-founder
• Naveen NJ – CFO and Co-founder
• Yathish NJ – Co-founder

We are publishing an interview with Mr. Khanindra Barman.

Q.: Please tell us about the Product / Solution.
Ans: Würfel Küche makes customized European kitchens and wardrobes at a great price. Based on research, we evaluated the scenario of the industry where the local and the imported brands had a vast gap. The process of market fit was pretty seamless considering the fact that Würfel Küche exclusively imports 100% raw material, hardware and fittings from Europe and follows a European process to deliver high end products at a great price.

Q.: What is the problem you are trying to solve?
Ans: With the growing economy and rising urbanization, the segment of population buying homes has increased at an alarming rate. Modular kitchen industry was thus identified to be one of the fastest growing markets. The Indian modular kitchen industry has two types of players – the local ones vs. the imported ones. The local ones come at a competitive pricing with a major compromise on quality whereas the imported brands come as a high quality – high price duo, thus making it difficult to afford.

Würfel Living solves the problem by bridging the gap between the two. We provide customized European modular kitchens and wardrobes at a great price.

After a good amount of research in the modular kitchen industry, we realized that people need good quality at a good price and that is what Würfel Living offers.

Q.: What is your USP?
Ans: Each and every material involved in the making of the product is imported from Europe, processed through European machinery. Ready in 30 days with 10 years of warranty. There is also a toll free number for complaints and suggestions which are attended within 48 hours.

Q.: What were your assumptions when you entered the market, learnings that you have? Who in your mind is your ideal customer?
Ans: Anyone with a taste of finer things in life is our ideal customer. We started fresh without any assumptions.

Q.: What has been your biggest failure as an entrepreneur and what did you learn from it??
Ans: Fortunately, we have been successful in all our ventures but we have always evolved in our skills and understanding as better professionals every day. There have been many small day-to-day failures, which have always been a great source of learning. We believe that the same mistake should not be made twice.

Q.: How are you pricing the Product? Explain your thought process.
Ans: A lot of thought and efforts have gone into bringing the price down to a very competitive one. We maintain an inventory cycle of 6 months of materials imported from Europe, hence reducing the import cost which is incurred by imported brands when they bring a final product. We are a premium brand.

Q.: How did you get your first customer?
Ans: It was a friend who had come to our showroom and placed the order.

Q.: Is there any interesting success story? If yes, please write about it. ?
Ans: We are at presently the “largest chain of modular kitchen brand” in the country with 31 showrooms pan India and growing. On 31st of Oct 2018, for the first time ever in the history of modular kitchens, we launched a kitchen concept called “My Story Series” which was an exclusive Würfel Living creation. This series of hand-sculptured kitchens is designed to carry your personalized story on a stone or wood finish of your choice.

Q.: What is the big picture of your startup? Is this Product leading to something bigger? If so, how?
Ans: On 17th May 2019, we are launching our brand new concept of complete interior solutions as an addition to our existing product line. The idea is to hand-over the keys and walk-in with your luggage. We would take “homes and lifestyle” to the next level and deliver what India has been waiting for. We are also looking at 100 studios in the coming few years.

Q.: Since inception, give us a sense of the value of business done by your venture?
Ans: This financial year we are heading to 70 Cr of retail business. The company has grown more than 100% every year in the past three years.

Q.: What is the insight that you have about this market, which no one else has? Uniqueness about your Startup.
Ans: We specialize in understanding the customers’ needs and assure excellence from delivery to hand-over.

Q.: List all the names of the core Team Members, along with their Designated Roles – How you see them evolving over time.
Ans: Sure.

• Anna Jimenez Morera, VP Sales & Marketing. Anna, hails from Barcelona, Spain and has been a core founding member of Würfel Küche. She was a part of the research team for establishing and launching the brand and now she heads the sales and marketing team. With her attention to detail, she has been a great contributor for the success of Würfel Küche.
• Marcos Alemany, Production Head. Marcos, hails from Valencia, Spain and is a veteran in the field of modular kitchen and wardrobe production. With a mammoth experience of 32 years in this industry, he ensures that India gets the best European product.

Q.: Who do You Perceive as Your Competition? How do you differentiate yourself with them?
Ans: We are our own competition.

Q.: What would be your goal to accomplish in the next six months?
Ans:The New Würfel Living Studio and around 6 more Wüfel Küche studios as part of our studio growth plan. Technically, we are looking at adding few new finishes and we would be launching few kitchen accessories specially designed to make Indian cooking a more enjoyable experience.

Q.: What message do you want to convey to fellow entrepreneurs?
Ans: Be very clear about your business model and be focused on the same. Every day is a great day and there is always something new to be added.
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Thanks Khanindra. Best wishes!