By Jeeta Bandopadhyay

‘Distinctively Indian’ and ‘truly exceptional’ would be the key phrases that you will love to utter again and again, once you step inside the exquisite lifestyle store of Monisha Gupta. Located in the Metropolitan Hotel, New Delhi, the store has grown from a small 250-square feet (sq ft) area to a sprawling 3,000-sq ft area, within a span of 9 years. The company also opened a jewellery boutique in Gurgaon in 2008.

Incorporated as Urban Lifestyle Ltd, the company sells its products under the brand name Craft House. The store’s extensive product basket includes various types of pashmina (silk pashmina and shahmina), tea, ayurvedic home spa collection, jewellery (gold, diamond and silver ornaments embedded with stones), silk accessories (bags, scarves and neckties), artifacts and home décor range.

In an exclusive interview with Bizxchange, Monisha Gupta, founder and proprietor of Urban Lifestyle Ltd, points out the strengths and speciality of the company and proudly states that the brand Craft House has been able to establish itself as a niche player in the retail tourism segment of the national capital region (NCR).

What prompted you to open a handicraft store?

After I completed my MBA from the University of Missouri, Columbia (the US), I worked as a retail advisor to Cartier in London. My passion for my country, its mystique and exotic craft prompted me to leave the cushy job and return to India. Finally, my desire to showcase the master craftsmanship of India found an expression with the birth of Craft House in 2000.

What were the initial challenges and how did you overcome those?

To manufacture premium yet affordable merchandise was the biggest challenge. Apart from this, building a good supply chain was another challenge in the initial years. However, our staunch notion to stick to genuinity, quality and variety as well as our ability to adapt to changing customer sentiments helped us to grow with time. At present, we have a good network chain of around 50 weavers spread all over the country. Furthermore, we intend to open franchisee stores in Mumbai, Goa and Bengaluru.

Mention three key aspects that give your company an edge over its peers?

World-class quality, competitive pricing and extensive product range are the three key aspects that have facilitated Urban Lifestyle Ltd to emerge as a shoppers’ paradise.

The boutique offers innumerable choices to customers. But mention a single product that a shopper must take home from the store?

Smiles. Well, it’s really difficult to pick up a single product, still I think one should collect a pashmina from the store.

What according to you should be the key measure that Indian handicraft SMEs can adopt to take the sector to global highs?

A handicraft entrepreneur can only succeed if he/she loves to innovate and explore the segment at its limitless best. Besides, brand promotion is another critical area where SMEs like us should focus.

Are you eyeing to expand your export business?

Yes, definitely. We have already launched an e-portal in 2009 to reach out to customers across the world. Moreover, we intend to increase our participation in international trade fairs. Recently, we took part in an exhibition in Tokyo, which expanded our customer base and fetched lucrative deals from two Japanese boutiques.

The entire staff strength of your company constitutes women. Any special reason for this?

The motif behind this was to encourage women empowerment. Besides, the business model that we are into requires a lot of visual merchandising and I personally feel that women have a better sense of understanding when it comes to flair and finish. Let me also inform you that apart from our staff, around 80-85% of our supply chain consists of women.

‘Go green’ is the buzz today. Does your company indulge in eco-friendly practices? Specify.

Certainly. We use recyclable and bio-degradable products for packaging. In addition to this, we use organic azo-free colours for dying and our collection includes non- polluting ingredients and 100% organic items free of chemicals and pesticides.