Brand Conscious
Long, long before most urban Indian households had even heard of modular kitchens, or even begun thinking of giving that extra bit of jazz to their cooking areas, the husband-wife duo of Hamendra Sharma and Rati Sharma were importing Poggenpohl, the famed German luxury kitchen brand, for the super-swanky homes in India.
In fact, the Sharmas launched SIS Imports in 1998 in Mumbai, bringing the Poggenpohl kitchen to the Indian market. In 2015, the business was rebranded as Plusch. It then introduced several German luxury kitchen, wardrobe and furniture brands across the country.
Started with a loan of Rs 6 lakh in 1998, the business now has an average annual revenue of close to Rs 30 crore. Partner Sukriti Sharma, a second-generation entrepreneur, helped the company expand in key locations such as Hyderabad. “I started my entrepreneurial journey in 2012, spearheading our expansion into Hyderabad, to assemble a team and expand Plusch's brand presence in South India. My main challenges, looking back, were starting from scratch in a new city with an unfamiliar language, no family or friends. I had to build everything on my own -- recruiting, training, designing, dealing with architects, focusing on sales, and managing government and municipal corporations,” says Sukriti.
Downhills To Determination
Just like any other sector in India, female participation in the furniture space is not at par with major economies around the world. “In a male-dominated industry, being a 21-year-old, I was often the only girl in business forums and offices. Convincing architects that I meant business was tough. Even in interviews, I faced candidates much older than me and my clients were mostly two to three times my age. Reflecting now, I see how challenging it was, but I persevered, determined not to give up or let the condescending behavior affect me. That year, with this attitude, we achieved record sales, helping the company during the recession time in India,” says Sukriti.
“Fueled by my parents' passion, I have expanded Plusch to stores in Kochi, Bangalore, Hyderabad and Kanpur. Our showrooms proudly display high-end German brands for kitchens, wardrobes, furniture and accessories, setting new standards in the industry,” she says. Before Sukriti’s involvement, Plusch only had stores in Delhi and Mumbai.
The Indian modular kitchen market is expected to grow from USD 3.67 billion in 2023 to USD 10.91 billion by 2028, logging a CAGR of 24.36 per cent during that period. Plusch's plans align with the growing popularity of modular kitchens, driven by a rising middle-class and increasing demand for high-quality products.
