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As a part of its product portfolio, Ashnam Retail features a wide gamut of home décor products like different kinds of figurines and gold & silver-plated home décor items!
It was in 2012 when Manoj Kumar Sharma, the brain behind the Vasai-based décor manufacturing company – Ashnam Retail, identified growth opportunities in the industry and started as a trading company dealing in gift articles and figurines. By building and leveraging the Founder’s diverse network in the market, Ashnam became a supplier of these products for globally renowned gifting stores and jewellery outlets like Waman Hari Pethe Sons, Archies, Dagdusheth Halwai Trust, and PNG Jewellers, as well as for high-profile industrialists like Vijaypat Singhania.
But as luck would have, the décor manufacturer faced grave challenges after witnessing a few initial years of significant growth. Yet, with unwavering courage and a strong resolve to bounce back from setbacks, Ashnam was revived in 2016. Along with a professional team of 50+ members, the Founder aggressively worked on expanding its manufacturing capacity and acquired a 7000 sq. ft. space in Vasai, entering new growth markets and reinforcing processes, which served as catalysts for the next phase of growth.
In a little over a decade, the company is today among the largest manufacturers of home décor products in India, especially in the polyresin artifacts space. With a design bank of over 260 unique products and nearly 2700 SKUs ranging from Rs. 599 to Rs. 1 lakh, Ashnam has established new benchmarks in design and quality through innovation. From having a 50-member team pre-pandemic to having 200+ employees scattered across four manufacturing units accounting for a total area of 40000 sq. ft., the décor manufacturer has come a long way.
“This industry has been very unorganized, so we primarily focused on innovation. From commencement till now, we have prioritized design excellence, human resources, and fair wages; this approach has helped us differentiate ourselves from others. The opportunities will continue to exist in this sector, and we are optimistic that our main USP, polyresin products, will capture a dominant share in the market,” shares Manoj Kumar Sharma, Founder of Ashnam Retail.
Given the potential that the industry holds and, in a bid to improvise and expand further, the décor manufacturer has adopted the white-label business model in recent years. This has enabled them to compete with Chinese manufacturers and collaborate with large-scale retailers from India. Currently, Ashnam Retail its white-label solutions for popular brands like Metro Cash and Carry, Hometown, At Home, Shoppers Stop, Home Centre, Archies, and Royal Oak, among many others. In addition to this, the company is taking great strides towards the D2C business model, with a singular intent to become the go-to brand for all things décor, both offline and online, through retail outlets and marketplaces like Myntra, Amazon, Nykaa, Flipkart, and PepperFry.
“The younger generation likes more contemporary designs while the older generation prefers a religious touch to their décor products; our talented team of product designers makes it possible for us to cater to both these types of audiences. One of the things that help us introduce trendsetting and visually compelling products is our deep understanding of the finer nuances of home décor. With quality, functionality, and value at the forefront of our product development, we strive to transform every interior space with our products,” adds Sharma.
Talking about the future of Ashnam Retail, the Founder shares that the company aims to launch its retail outlets in the markets, and the talks to outsource distribution and dispatching are well underway with players. “We also aim to get listed on BSE SME shortly,” asserts Sharma.
