One of our biggest USPs is the transparency we have as a brand
Born from the roots of Kolkata, artisanal soft furnishings brand Onset Homes offers meticulous works of Indian handicrafts woven with fine embroidery of elegant, stately art and design. The brand was founded in 2009 and has gone through several alterations before returning with a fresh appearance. The weaving community of the brand consists of kaarigars (artisans) whose talents, craftsmanship, and patterns portray the stories of India's indigenous craftspeople. In an interview with Fibre2Fashion, Founder Neha Jhunjhunwala discusses the home décor market, its trends, and a lot more.
How do you see technology playing a role in the future of the home decor industry?
Technology is changing our homes to the extent that now SIRI puts on the lights too. You can, however, call me little orthodox in this aspect. I firmly believe that a home is made of the people living there and the moment that ‘human touch’ is replaced by technology, the warmth of a home is also compromised.
What inspired you to create Onset Homes, and how did you get started in the home decor industry?
It is a funny story. I was in NYC shopping at Crate and Barrel and one lady asked me why being an Indian I was buying everything ‘Made in India’. That’s when it struck me that’s exactly what we are doing. We are making these beautiful textiles and exporting them. That’s when I decided to start Onset Homes.
What sets Onset Homes apart from other home decor brands in the market?
One of our biggest USPs is the transparency we have as a brand. We have a single point contact to the actual artisan who makes it, and the customer will also know the name of the artisan who has handcrafted the material they have purchased. Also, we always work in collections, so a customer can get a whole set from us in varied designs without having to look elsewhere.
Can you walk us through your design process and how you decide on which products to create?
We start with seeing what is working best for us. We also have a look at what’s there in the market and the trends internationally. Then it’s a lot of sampling of designs, colours and techniques. It takes us upto 3-4 months to come up with a new collection.
How do you source materials and select artisans to work with for your products?
We have an export background and we have been working with these artisans for decades now. So, for us to get the correct set of people was relatively easy. Same goes for sourcing the correct sustainable materials.
What are some of the current trends in home decor, and how is Onset Homes incorporating them into their products?
We are seeing a big shift towards natural patterns. We are also witnessing a shift towards Indian patterns with a contemporary twist. We are incorporating those elements in our cushion designs.
What is the importance of e-commerce and online sales for Onset Homes and the home decor industry as a whole?
E-commerce seems to have taken over the way the world shops now, and home décor is no exception. So even for us, e-commerce does play an important role. But I feel the essence and beauty of home décor is purely felt when you walk into a home store where you can touch the products and get submerged in the essence of the store.
What are some of the biggest challenges you have faced as a brand, and how have you overcome them?
The biggest challenge is that the market is so flooded, and many of them are just very low-priced products which do not care about sustainability etc. It is painful when people compare your prices with those products. The second challenge comes from the discount system which has become so prevalent nowadays because of the big marketplaces.
How do you balance traditional Indian handicraft techniques with modern design aesthetics in your products?
This is actually not as hard as it seems. We take traditional motif, use modern colour on them and maybe change the layout to make it more contemporary. Indian techniques are very easy to twist and make them modern; it is just about the colours used and the way we make the final design layout.
How has your brand evolved since its inception, and what are your plans for the future?
The ethos and the value of the brand is the same, but we are just looking at adding more products and newer designs from time to time.
How do you ensure the quality of your products and maintain consistency across your collections?
This for us is extremely important. We have a background of exports, where the QC has to be extremely stringent, and we carry on the same quality for our D2C brand also.
What role does customer feedback play in shaping your brand and product offerings?
Customer feedback is extremely important. It plays a significant role as we are where we are today because of our customers.
Can you discuss any upcoming collaborations or partnerships for Onset Homes?
There are many in the pipeline, but it is too early to disclose.
How do you stay up to date with industry trends and incorporate them into your designs?
Trends are very easily accessible these days because of the amount of information on the net. However, we are also into exports of textiles for furnishing, which helps we know what is trending globally.
What advice would you give to aspiring entrepreneurs looking to enter the home decor industry?
The most important element is the love for the subject, the love for home. We must understand that people make up a home and our job as entrepreneurs in the home space is to help people create that warmth and love in their homes.
Interviewer: Shilpi Panjabi
Published on: 28/04/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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