Entrepreneurship can be defined as the creation of value. Shashank Singh started Capsicum Kitchens to do just that. Bootstrapped with the help of friends and family, Capsicum Kitchens and Wardrobe is trying to bridge the gap between the organised and unorganised sectors of interior design.
Singh was born to become an entrepreneur with a proven track record of driving business strategy, sales growth, and marketing operations. A veteran in hospitality with over 17 years of experience, Shashank has a keen eye for exploring new opportunities and strategies. He was the ‘Salesperson of the Year’ awardee at the ‘Accor India 2018’.
How Did Capsicum Kitchens Identify The Problem –
While helping his sister set up her design firm, Shashank noticed an obvious problem in the market. High-end modular kitchen brands were expensive, turning them unaffordable for middle-class families. In contrast, the unorganised sector of individual carpenters was affordable but unreliable in terms of quality and service.
India’s interior design market is very complex and is highly unorganised, and the everyday customer relies on independent carpenters to get the work done at a lower cost. However, the assumed ‘lower cost’ is just a myth. The lack of product guarantees, factory finishing, and quality makes the customer rely on the unorganised section to pay far more money for repairs and replacements.
World-Class Solution by Capsicum Kitchens –
Singh’s answer to the problem was simple, deliver high-end products with a quality service at an affordable price. Headquartered in Bengaluru, Capsicum Kitchenss offers modular kitchen solutions and wardrobes, constructed with world-class German technologies, delivering stellar quality and excellent finishings, combined with factory warranties and timely product delivery within 30 days.
“Our business model has combined elements of both high-end brands and the unorganised furniture sector. We use the latest technology to meet the highest quality specifications in the materials used and services delivered.”
How Are They Different?
With a current worth of USD 23.2 Billion in 2020 and projected to reach USD 38.2 Billion by 2027, the Indian interior design market is booming. With little competition and a largely untapped market, the company is one of the first with a unique offering.
“The market for home interiors and renovation in India is estimated to be between USD 20 Billion- USD 30 Billion. The boom in real estate is contributing to this, and the influx of global trends and cultures means that homeowners want their spaces to reflect their unique tastes and aspirations.”
As middle-class households continue to grow, combined with the popularity of modular kitchens, the company wants to serve the growing population with uncompromising quality with factory finishing and custom designs at affordable rates. Unlike the competition, Singh’s company offer top quality wardrobes starting at INR 40,000 and kitchens at INR 1,00,000 at reasonable prices. Moreover, the company’s offerings provide facilities with an extraordinary level of customisations and additions, unmatched by the unorganised sector and priced too high by premium brands and companies.
“Modular kitchens and wardrobes are all about convenience and customisation. Today, homeowners seek simple yet contemporary kitchen designs with tech integrations in the right places, such as automated appliances and lighting. With wardrobes, they look for improved visibility, open shelves, high durability, water resistance and a low-maintenance design with some extra storage options for their space. Premium modular kitchen brands are too expensive for most middle-class homeowners, while individual carpenters are unreliable in terms of quality and service.”
With such an offering, Capsicum Kitchens want to deliver its vision to bring the modular kitchen to every home in India.
Future Plans for Capsicum Kitchens –
The company wants to provide an unmatched customer experience, which can sound costly compared to the unorganised sector. However, a guarantee of quality and timely product delivery with installations makes the offers difficult for the competition to match and for the consumers to refuse.
With a unique franchise-based model, Capsicum Kitchens aims to bridge the gap between the unorganised and the organised sector with a heavy emphasis on quality and service. With the first showroom in Koramangala, Bengaluru, the company expects to open five more outlets by the end of the year and 20 by 2025.
Capsicum Kitchens currently offers a wide variety of modular kitchens in Island, L-Shaped, U-Shaped, Parallel and Linear designs, and wardrobes in Hinged, Sliding and Open designs. With both B2C and B2B customers, it plans to target Tier-1 and Tier-2 cities, which offers a promising customer base with disposable incomes and high aspirations.
“Customers are willing, therefore, to spend more on custom interior designing services that will make their look stand out from the crowd. That’s where there is a huge opportunity for Capsicum Kitchens and Wardrobes, with our customised designs and world-class quality.” said Mr. Shashank Singh, CEO & Director.
