Delhi-based Studio Creo aims to cross the Rs 10-Cr mark in 2019 with its designer furniture

‍Parushni Aggarwal is an interior designer by profession and right from her early age, had a real affinity for interior decoration. With an objective to bring together well-designed interior decor products and furniture at one single space, and make them accessible to students, architects and interior designers alike, she founded Studio Creo in 2010 in New Delhi.

It offers a unique and personal blend of furniture, lighting, flooring and home accessories from some of the most iconic Italian brands. Parushni’s idea is to bring together these eclectic collections in a visually stimulating environment.

The studio has a great collection of international brands such as Boffi, Calligaris, Tagina Tiles, Fantoni, GruppoDoor 2000, Ditre Italia, MAB Wardrobes, Salvatori and Midj among others.

The beginning

Parushni studied design at Parsons School of Design in New York, and later worked at Perkins Eastman Architects in New York.

Studio Creo started with an initial investment of Rs 50 lakhs, of which Rs 35 lakhs was raised through promoters and an additional Rs 15 lakhs was sourced through unsecured loans. The company aims to have an annual turnover of more than Rs 10 crore in 2019.

Parshuni’s passion for encouraging accessible design prompted her to start Studio Creo. One of her first accomplishments was working together with the Bhartiya Group to establish the extraordinary concept of ‘Nikoo interiors’. This is the first all-Italian home furnishing solution accessible for Nikoo Homes at Bhartiya City, Bangalore.

Studio Creo is spread over an area of 10,000 square feet with a display of all its partner brands, Parushni says, “We have a well-qualified team of 25 people working with the Italian factories to ensure that a large population of our country can bring home a product that they like every time they walk into our studio.”

Talking about the market of furnishing and interior designing, she says that the field is vast and the market size of kitchens is between Rs 3,000 to 5,000 crore approximately, of which the organised sector accounts for only about 2-3 percent. She claims that Studio Creo has roughly 5 percent of the market share in that organised sector.

Tapping the power of social media

Parushini says, “It is the need of the hour for the businesses to step up their game and go digital and keep up with the technological changes.” She acknowledges that social media boom has made it imperative for businesses to have an active online presence these days.

The brand uses online platforms like Facebook, Twitter and Instagram to promote products. 

Impact on customers

According to Parushini, her biggest strength is her credibility. She says, “We have always delivered high-quality work to our clients and have tried to understand their needs before embarking on a project to make sure that our clients are happy with the end results.”

The company has partnered with many architects and designers who refer it to potential customers, further helping them in gaining a foothold in the market.

As a part of Bhartiya Group, the company is actively engaged in the Corporate Social Responsibilities where they are supporting the Olympic Gold Quest (OGQ) in their endeavour to bridge the gap between the best athletes in India and those across the world. Parushini says, “We are also building a school within Bhartiya City, which will help in creating the leaders for tomorrow.”

Stumbling blocks

Parushini says, “Initially, there were a very few international furnishing brands available in India and as a result, there was a lack of exposure among the customers about the high-end designer products in our country. and today that gap has been reduced.”

“The market is still highly unorganised and is not properly regulated and there are still very few established players in the domestic market,” she adds.

Studio Creo is now focusing on educating clients, increasing their awareness and spreading its core message of ‘Every detail matters’.

Parushini also feels that a reduction in duties, taxes and freight from the government’s side will help the business in bringing a variety of designer products to India at better prices.

Looking ahead

“We want to expand and open more studios all across the country. We are also actively working on our product line and a brand new kitchen collection is slated to be out soon,” says Parushini.

Encouraging more entrepreneurs to join this sector she says, “There is a lot of scope for innovation in the interior design industry and one needs to express themselves creatively through their designs. A consistency in delivering standard products and services will ensure one’s success.”