Inox is a premium global brand of high quality kitchen and wardrobe solutions. New Delhi-based Inox Décor Pvt. Ltd. has made heads turn with its growth in the furniture and architectural fittings market in India. The company believes it is changing the way woodworking professionals think about cabinet organization. WoodNews presents excerpts from a recent exchange with Mr. Naveen Chowdhry, Director of Inox:
You entered the field of kitchen accessories 13 years ago. What made you choose this field in particular? Was there a family tradition?
No, none in the family was in this business. In the year 2000, I and my wife, Shalini, brought Inox to India to offer a consumer-oriented society not only the concept of modern kitchens but also great quality products. Our philosophy of innovation, function and quality can be found today in all our products. Inox is now a premium brand manufacturer of high quality kitchen and wardrobe solutions.
Was there a specific reason for choosing the name ‘Inox’?
Inox is a French synonym for stainless steel. Since most of the kitchen products are made out of stainless steel, Inox was chosen as the global brand for kitchens and wardrobe ensembles.
When you started out on the year 2000, modern (and modular) kitchens were relatively new and were considered expensive. How did you grow your business in such an atmosphere?
The most difficult hurdle was to launch the modular kitchen concept 13 years ago as it was a completely new concept. Most people had a strong belief that carpenter-made kitchens last longer than factory-manufactured ones.
We have been able to change this belief in these past years. But my top achievement was to launch our first Inox Gallery, which is dedicated to offering a one-stop solution to all kitchen and closet needs.
How did you crack the problem of utilizing corner spaces with carousels and “magic corner” units?
In every kitchen the biggest problem is how to utilize the corner spaces. So we introduced many options in straight and L-shaped corners. Our product line began with metal kitchen components and has grown into functional residential cabinet storage and organizational products such as “Lazy Susans”, kitchen drawer organizers, base cabinet and pantry pull-outs.
We now also manufacture functional waste containers, LED lighting systems and architectural hardware. Our products convince the consumer with their uncompromising quality, modern design and perfect functionality.
What makes Inox tick in the burgeoning Indian market?
We still take very seriously the need to listen to, understand and work with our clients to design, build and install their dream kitchens. Each one in our team is trade qualified and highly skilled. If you have our experts on your job, rest assured that they have seen and overcome most challenges before. Besides, we offer fair prices and are backed by an extensive dealer network.
How are rolling shutters (vertical and horizontal) catching on in the kitchen segment?
High quality rolling shutters are an instant hit. Whether in the kitchen, bathroom, bedroom, living room or even office, Inox is making everything possible! Moreover, we are developing solutions for individual specifications that fit in every detail.
Design and innovation are keys to staying ahead of competition. What is your mantra to stay in the lead?
At Inox, we continually listen to the desires of our customers across the world to ensure that our products meet their needs. Whether moving into a new home or improving their current one, our customers want to create their ideal living spaces – and it is our goal to help them.
A “whole home” approach has expanded the current product categories to include kitchen, bath and closet, and architectural hardware targeted at the middle to luxury end of the customer demographic.
What do you do in China, Taiwan and the United States? What about your presence in West Asia?
Inox has strong expertise in developing and processing material and products for customers strategically located across the world to serve an expanding base. At Inox we are able to plan on a long-term basis and to carry out concerted investments. Our presence extends from the US to Europe and onwards to Asia.
Our factories and warehouses are strategically located to serve an expanding customer base of kitchen dealers, architects, furniture manufactures, cabinet industry distributors and retail home centers.
You have already cultivated an extensive network of more than 250 channel partners across India. What are your plans in the next couple of years?
At Inox-India, our future plans are to create a much stronger retail network in order to make these concepts available in all cities across the country. We are soon going to launch the next generation kitchen and wardrobe concepts, which would be loved by all across the industry. So just wait and watch!