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Young Entrepreneur Natasha Jain Creating Buzz in Online Home Décor Market

The company have five manufacturing facilities in Ambala (Jain’s birthplace) that houses woodworking machinery as well as space for assembly, storage, and testing of finished products.

Having lived in US for years and witnessing various unique designs of furniture around her, Natasha Jain, Co-Founder of Bent chair got inspired to bring some to India. “It made sense, as their lies a deficiency of brands with high design, affordable price and catering to people between the age group of 25-45 years,” says Jain. This is when the vision for Bent chair started, an e-tailer which recently celebrated its one year anniversary.

Bent Chair follows an Omni channel approach which includes selling online, creating a marketplace, selling offline through pop ups, through a Bent Chair studio and also entering into a franchise model. At present the company is offering 1000 items across categories in furniture, home decor accessories and quirky products.

According to Jain, Bent Chair currently has 10 per cent of the overall online home furniture market share. “By next financial year we are looking to grow our market share by 5 per cent year on year. We plan to do our best to grow our business and we are optimistic about our growth on Omni-channel marketplace,” she added.

Throwing some light on the revenue forecast, Jain told us, “Last fiscal year (2016-17) our revenue was about 9 crores and we are expecting revenue of 25-30 crores in next fiscal year (2017-18). “While most start-ups in India are loss making and are burning their investor's cash to survive, Bent Chair is not only self-funded but also profit making company,” said Jain.

Jain is meticulous when it comes to her own living space- the aesthetics and comfort. To match the standards of her own expectations, Bent Chair has collaborate with global and Indian designers to manufacture and sell products and is soon going to launch a collection with Mumbai based Indian fashion designer Rocky S.

Due to a strong manufacturing process, Bent Chair has also decided to move towards offering the customer online customization of the products. The company has set its foot in the market by being the pioneers in using a technology called Plasma Vapour Deposition for polishing, carving, weaving and painting.

The company have five manufacturing facilities in Ambala (Jain’s birthplace) that houses woodworking machinery as well as space for assembly, storage, and testing of finished products. In addition to the primary manufacturing unit, four facilities have been set up for polishing, carving, weaving and painting of the products.

In order to grow their business, Bent Chair is focusing on a global expansion. Soon the company will start its online sales in Singapore, Dubai, Australia and with a retail store in China. “In India, 30–35 retailers based in metro and tier-1 cities like Mumbai, Kolkata, Chennai, Bengaluru, Pune, Jaipur, and Bhopal will adopt Bent Chair products as franchisees in the coming year,” says Jain.


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Bent chair Natasha Jain Home Decor market

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