Nisha S Kukrejah (NK), founder & marketing head, Luxaire and Sachin Kukreja (SK), co- founder, Luxaire, in an exclusive conversation with EFY Group shed light on the kind of trade partners they are looking for in India. The brand is a supplier of designer fans to high-profile people in India, Srilanka, Dubai and many other countries.
“The basic discount that is given to the channel partners covers all the aspects of the monetary benefits for influencers as well as for them. The best part is that we train all our channel partners on how to connect with high profile people,” explained SK.
NK added, “Not just architects or interior designers, our products are now retailed to institutions, hotels, Bollywood personalities and high-end homes and offices. We now have physical presence in Bangalore, Hyderabad and Cochin. Our experience center at Bangalore is the largest for Luxury Ceiling Fans in India at the moment.”
Some more excerpts from the interaction.
ACE – How have been the eight years since Luxaire’s launch in India?
NK – Initially we started as an online only brand. The time since then has been simply amazing. Luxaire has been getting product requests from metros as well as non-metro cities.
Not just architects or interior designers, our products are now retailed to institutions, hotels, Bollywood personalities and high-end homes and offices. We now have physical presence in Bangalore, Hyderabad and Cochin. Our experience center at Bangalore is the largest for fans in India at the moment.
ACE – What are your plans for expansion?
NK – The Hyderabad and Cochin located Luxaire experience centers are based on the franchise model. We are expanding aggressively through the offline channel mode and plan to have 15 more experience stores in India in the next two to three years.
Otherwise, the mode is usually online. Whether it is an architect, interior designer or a homeowner, he first looks at the products online and places interest. We then discuss the needs and wants before finalising the order.
ACE – What are the benefits for trade partners associated with Luxaire?
SK – The key differentiation for Luxaire has been our ability to aggregate the best of the brands from across the globe. We facilitate the products aggregated from these brands to customers who understand the difference between copycats and me-too brands.
The other USP has been our warranty conditions. If we are sourcing a brand from London, we will serve the consumers with the same warranty conditions as are available back in London. Most of our products carry 15 years warranty with them. This is something that not only interests consumers but also the trade partners. Even today, no one apart from Luxaire, is offering 15 years warranty on ceiling fan motors in India.
As a channel partner of Luxaire, one gets to connect with high-end people in different cities. Be it architects, interior designers, politicians or celebrities, a channel partner will be representing Luxaire as brand to them. A lot of politicians from India are our clients and the base is only growing.
ACE – Is there a monetary benefit part involved for architects, interiors designers and other influencers?
SK – The basic discount that is given to the channel partners covers all the aspects of the monetary benefits for influencers as well as for them. The best part is that we train all our channel partners on how to connect with high profile people.
ACE – What kind of channel partners are you looking for?
SK – We are looking for channel partners who can establish experience center(s) for Luxaire. The individual needs to reach out to architects, interior designers and other people in similar roles.
The other basic requirement includes the area of the store, experience of working in the domain and what all can one bring to the table. Out of the 15 experience stores we plan to open, six have almost been finalised. Our next focus is to start expanding in the tier two cities. We are actively looking for trade partners in these cities.
As a channel partner of Luxaire, you need to share the passion of an individual, an architect or an interior designer who is designing a house or for that instance a hotel. The ability of a channel partner to connect and interact with architects and interior designers will always remain number one for us.
ACE – What was the idea behind Luxaire? Aren’t there too many fan brands already there?
NK – When we started Luxaire in 2012, there were not as many brands operating in the country as there are today. Most of the players in the ceiling and pedestal fans market were buying from China, while labelling and selling in India. Even then there was no brand that was dedicated to serving consumers with design focused ceiling fans.
Luxaire, as a ceiling fan brand, was incepted with a sole idea to fuse quality and design in ceiling fans. Sachin Kukreja, co-founder Luxaire, has been in the electrical trade business for more than a decade. In fact, his family has been in the same business for over 60 years now.
Ceiling fans that are a mix of luxury and quality represent Luxaire. We refer to luxaire as more of a lifestyle brand and less of a ceiling fan brand.
ACE – Any other products that you retail under Luxaire brand name?
NK – We forayed into the luxury lighting space last year. All the pendant lighting and other products we retail under this category come from a designer based in New Zealand.
Luxaire caters to a specific market in the Eco friendly, luxury lighting products vertical just as it does in the Niche Luxury ceiling fan market. Though we are also exploring more verticals in the luxury consumer electronics industry, our focus has been the Designer Ceiling Fans industry. Our bread and butter generator will continue to be the Designer Ceiling Fans.