SPECIAL FEATURE
In an exclusive interview with TIHG, Khanindra Barman talks about the industry’s requirements, the initiatives being taken by Würfel Küche, and the way ahead
An exclusive chat with Wurfel Kuche’s Khanindra Burman
Today, the modular kitchen market is one of the fastest growing industries in the country, with a success percentage of 45 per cent every year; and an expected growth of up to ten times in the next two years. In order to supply this need, India has been importing modular kitchen and furniture from European countries - products high in quality and high in price. Wurfel intends to bridge this gap by providing world-class European kitchens and wardrobes tailored for Indian homes, combined with customisable designs, at a competitive price.
Which are some of the new products from Wurfel in the offing? Are there any new categories you are going to enter in 2018?
Wurfel's current offerings include European standard kitchens and wardrobes tailored for Indian homes. The brand provides the widest range of finishes, from laminates, polylacq, glass, to veneer, stones and lacquer. Borne out of our desire to constantly innovate, we have also launched a new self-healing surface called the Nano-technology finish. As for the upcoming year, our plans include launching exterior kitchens, leather finish wardrobes and a whole lot of stylish wardrobe accessories. Apart from this, we are also launching TV units, vanities, study tables and towards the end of 2018, beds.
What is Wurfel’s strategy to compete with other leading companies in the segment?
The most unique thing about Wurfel would be the market positioning itself. Our fundamental principle is to import high-quality raw materials from Europe, process them on top-end German machines, and eventually deliver a top quality European product at competitive Indian pricing. Würfel is the only brand that follows this exclusive philosophy of European excellence accessible to Indian homes. We believe in stringent quality measures, so we are governed by unmatched production parameters and supported by top-of-the-line German technology. We believe in design, so our products are perfected to reflect unmatched quality and speak of excellent craftsmanship - visually and functionally.
What can we expect from Wurfel for further building its identity and positioning in the market?
We currently have 20 stores operating across the country, with seven more expected to be operational by the end of this financial year, including three international showrooms. Our quality of work speaks for itself - our customers are very happy with our products and turn out to be our best advocates. We haven't actively marketed the brand too much, but plan to do so in the upcoming year.
Since the e-commerce industry is flourishing in India, does your company plan to have an online presence soon?
We already have an online presence in the form of our website. However, actually selling products online is still some way off. This is mainly because, even though consumers are open to doing research online and browsing designs, the high investment involved means the tactile advantage of store interaction always wins.